Interview
National policy driving bonnie business events in Scotland
CMW CHECKS IN WITH VISIT SCOTLAND’ S HEAD OF BUSINESS EVENTS, NEIL BROWNLEE AND HEARS ABOUT SOME FRESH MEETINGS MOMENTUM
How is the business events sector in Scotland and what is the current economic impact according to your latest statistics? As in most countries, business events have rebounded strongly in Scotland. Our recent Scottish Association Survey confirms this, with the association meeting sector valued at nearly £ 350m in 2023 / 24, double the 2022 / 23 figure.
Airlines have boosted connectivity by opening new routes and adding flights, opening up more options for meetings and events in Scotland.
How is your policy-driven model evolving? Scotland’ s Policy-Driven Model aims to align the business events strategy with broader national goals, leveraging events to contribute positively to the nation’ s social, economic, and environmental wellbeing. This ongoing initiative depends on close collaboration with Scottish partners, and it’ s encouraging to see growing engagement with this approach.
A recent success for the model is next year’ s Ocean Sciences Meeting due to be held at The Scottish Event Campus( SEC) in Glasgow. A key part of the decision to hold the event in Scotland was the desire to engage the international scientific community and draw on local support, while aligning with the Scottish Government’ s Blue Economy Vision for marine sustainability and wider wellbeing.
You are undertaking a groundbreaking new study, the Business Events Monitor. What are your aims and expectations with that and how can eventprofs take part? The Business Events Monitor is a first-of-its-kind study that aims to assess the size and value of Scotland ' s business events sector. Our aim with this report is to help the Scottish business events industry advocate for increased support, raise awareness of the sector ' s significance and generate growth and investment in Scotland. But we can only do this with contributions from industry, and so we would like to encourage any
Above: Neil Brownlee, head of Business Events, Visit Scotland business that generates revenue from meetings, incentives, conferences, and exhibitions to take part, here: https:// www. visitscotland. org / what-wedo / activity / business-events / monitor
Tell us about any fresh investments and new builds and initiatives being made in the meetings and events infrastructure in Scotland. Recent highlights include the £ 15m refurbishment of Mar Hall in Glasgow. In St Andrews, the stunning five-star Seaton House – located beside the worldfamous Old Course – welcomed its first guests this year. Edinburgh has also seen exciting developments, including the opening of the Lost Shore Surf Resort, a new attraction with on-site accommodation, and the Hoxton hotel group’ s debut in the city. Meanwhile, in South Lanarkshire, the Crossbasket Castle Hotel, Spa & Restaurant has recently reopened following a £ 20m expansion.
The ICCA rankings had Edinburgh at No. 42 and Glasgow No. 57 in the City with 49 and 40 qualifying meetings respectively. Does that reflect the meetings momentum north of the border? The ICCA rankings are a useful guide and demonstrate that our Scottish cities truly push above their weight, especially in the number of meetings held. It can’ t be forgotten that the ICCA rankings reflect much work and planning by many different stakeholders, often undertaken years before. Our pipeline is also looking very strong, with a variety of enquiries up to and beyond 2032, specifically from IMEX Frankfurt.
Lastly, how have your first six months in PCMA been? It has been an incredible first six months. It is an honour to be the first non-North American chair to hold this position, and I view it as an opportunity to be part of a broader global drive to position business events as powerful catalysts for change. n
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