Interview
Showing a Scottish lead on global events citizenship
VISITSCOTLAND ’ S HEAD OF BUSINESS EVENTS NEIL BROWNLEE TELLS CMW ABOUT THE ORGANISATION ’ S LATEST FOCUS AND INITIATIVES AND HOW THE MEETINGS INDUSTRY IS MOVING AHEAD IN THE COUNTRY
T ell us about the demand for business events in Scotland ? In terms of the volume of enquiries , the demand for business is very strong . We have great interest at the trade shows we attend and several of our Scottish partners have reported that the properties based in Scotland are performing better than some of their international portfolio .
We are well and truly back to pre-pandemic levels of business , and there ’ s a sense that everything has settled down from the repositioning of all the displaced events from 2020 and 2021 . However , we are hearing from our partners and industry colleagues in other countries that 2025 enquiries seem to be a little bit slower . We ’ re all going to have to concentrate on making sure we get our share of the market for that year .
How is VisitScotland Business Events positioning its marketing around the country ’ s meetings and events products ? What ’ s in the pipeline for rollout in 2024 and beyond . VisitScotland Business Events is at the forefront of promoting business events as more than just counting delegate numbers , bedrooms and breakfasts . Our Journey to Change campaign , which is coming into its third year , positions business events as catalysts for economic and social progress and continues to evolve . We leave the nuts and bolts , the logistics , and the operational prowess to the industry .
The current thinking in the sector is that having nice hotels and venues is a given , as is the fact that they ’ ve got to operate well or be logistically competent , so we have always operated in a different orbit , ( with the blessing of our hotels , venues and convention bureaux ). We focus on our academic and sectoral credentials and use business events as a way to position the country as a good global citizen .
We also have our Transformation Protocol , which is about joining the dots that many destinations struggle with , and considering how we make the most of a conference in terms of social and economic legacy . It ’ s a big focus for us .
What are the main challenges facing the meeting and events industry in Scotland ? Beyond the matter of recognition , the true potential of our sector , the business events industry that we work with in Scotland are , in my opinion , the best of their type and don ’ t need any help from us with operations . There are still issues such as staffing , high costs and retention that do impact the sector , and VisitScotland will work in partnership with the industry leadership group in Scotland and the Scottish Tourism Alliance to provide guidance .
I feel quite strongly that issues such
Above : Neil Brownlee
“ We focus on our academic and sectoral credentials and use business events as a way to position the country as a good global citizen .” as training apprenticeships and staffing need to be dealt with separately from destination marketing and policy alignment . They are two very separate entities , but we are always happy to point organisations to relevant resources .
Not a challenge but , clearly event organisers are now placing a greater focus on the wellbeing of delegates and sustainability than ever before . VisitScotland has a huge network and can connect organisers with companies specialising in those fields and recommend venues with robust sustainability credentials , which can also help leave a positive legacy in the event location .
Where are you seeing the biggest investments going ? There have been significant investments made across Scotland in recent years for both the tourism and business events industry .
Over this year and next , eight new hotels will be opened in Glasgow with a good a mix of larger chains including the second Virgin Hotels property in Scotland and individual boutique properties . A new development is being constructed on Argyll Street which will house JP Morgan and other finance companies and is set to grow the financial district in the city .
The famous Princes Street in Edinburgh is undergoing a huge redevelopment and will see the introduction of several new hotels and venues . In terms of teambuilding and incentives , Europe ’ s largest inland surfing resort will open close to Edinburgh Airport along with its own on-site luxury accommodation in September 2024 .
Has the process of bidding for major events changed ? The short lead times in the sector have always been a challenge , but it is unclear if this is due to the pandemic or other factors .
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