Interview
Transformers: Scotland’ s business events professionals bringing more bang for your business
CURRENTLY, BUSINESS EVENTS REPRESENT 20 % OF ALL TOURISM EXPENDITURE IN SCOTLAND. WE SPEAK TO RICHARD KNIGHT, DIRECTOR OF MARKETING – THE AMERICAS, BUSINESS EVENTS, VISITSCOTLAND BUSINESS EVENTS, ON TRENDS AND STRATEGIES FOR GROWING THE COUNTRY’ S BUSINESS EVENTS MARKET
What are the most important trends that you ' re seeing for international meetings in Scotland this year? We’ re seeing planners place greater emphasis on destinations that can do several things well at once: deliver strong content, offer a distinctive sense of place, and provide a smooth, efficient experience for delegates. Scotland is well-positioned for that, with a compelling mix of accessibility, specialist venues, and experiences that genuinely add value to a programme.
Which international markets are the most promising for incoming business? North America remains a core priority for us, alongside key European markets, and we continue to build awareness in other international regions where Scotland’ s offer is resonating strongly.
How can meeting planners maximise the effectiveness of their meetings in Scotland while staying on budget? The best value usually comes from thinking about the destination as part of the solution. Scotland offers compact cities, good transport links, and a wide choice of venues and suppliers, which helps planners keep logistics efficient and costs under control. When meetings are designed well, the destination itself can do a lot of the heavy lifting, whether that’ s through walkable locations, locally rooted experiences, or venues that reduce the need for additional spend elsewhere.
Our world class selection of DMCs and the knowledge within the VisitScotland Business Events( VSBE) team give planners access to a wide array of hidden gems and experiences. VSBE is there to assist in the creative development of programmes, to make the process of booking as easy as possible.
Above: Richard Knight
In addition, through our Transformation Protocol initiative, organisers can tap into a network of local partners across innovation, academic research, third sector groups, industry bodies, government agencies, and investment groups, to take their event to the next level, nurture collaboration and boost long term socio economic benefits.
What is new in the VisitScotland offer for meeting planners? We place a strong emphasis on practical tools, market access and indestination opportunities.
We’ re also continuing to invest in thought leadership and industry engagement. In addition, the newly launched asset library can be accessed directly by planners.
There is a focus on building a stronger presence in the Scandinavian markets, where there is strong interest in Scotland’ s offering.
What is new on the venue scene and specialist tours? Scotland’ s strength is that there is always something new to discover, but the real value lies in the depth and variety of the overall offer.
There is a constant stream of refurbishments and new hotel openings, demonstrated by the ongoing extension to the Caledonian, The opening of Seaton House in St Andrews, as well as the upcoming opening of Kithmore Hotel in St Andrews. If you’ re looking for something truly unique in Scotland, why not try The Lost Shore. Other openings and developments include Mar Hall and Cross Basket, along with The Hoxton in Edinburgh. VSBE also offers access to local community groups such as Invisible Cities, a social enterprise that trains people who have experienced homelessness to become walking tour guides; Green Team – a charity that supports young people through outdoor conservation projects; and Cyrenians, a
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