On 26th May 2022, VisitScotland Business Events will host its inaugural industry conference, Journey: The Business Events Conversation.

The one-day event, which will take place at the Sheraton Grand Hotel & Spa in Edinburgh, will unite leaders from across the global business events industry with representatives from Scotland's key sectors, venues and partners to discuss how business events can be a platform for socio-economic change and examples of this in practice.

Date & time:

26 May 2022, 9:00am - 5:00pm


Sheraton Grand Hotel & Spa Edinburgh, 1 Festival Square, Edinburgh

Speakers & Sessions:

Business Events - A Global Future
  • Sherrif Karamat, President & CEO, PCMA
  • Neil Brownlee, Head of Business Events, VisitScotland

Sherrif Karamat, President & CEO of PCMA, the world's largest business events membership organisation and strategic partner of VisitScotland will give PCMA's vision for the role business events will play in creating positive change in society. Sherrif will be joined by Neil Brownlee, Head of Business Events at VisitScotland, where they will discuss the demands on global event strategists and where we can help make connections to make sure every event meets with purpose.

Transformation Protocol Launch
  • Rory Archibald, Associations & Sectors, VisitScotland Business Events

VisitScotland Business Events will introduce to you, the Transformation Protocol, a new support service that will connect your clients with Scottish academia, research, innovation centres, industry, social enterprises and pro-social companies.

The Transformation Talks
  • Zakia Moulaoui Guery, Founder & CEO, Invisible Cities
  • Jamie Leitch, Business Development Manager, The Green Team
  • Lukas Hardt, Policy & Engagement Lead, Wellbeing Economy Alliance
  • Sherrif Karamat, President & CEO, PCMA
  • Fiona MacKinnon, Associations & Sectors, VisitScotland Business Events

This session welcomes three social enterprises/pro-social companies that will give you a snapshot of the work they do throughout Scotland. They will then come together with business events industry leaders to answer your questions, discuss where we can support each other in creating social change in our homes, teams and the events we welcome to Scotland.

Collaboration Interview
  • Karen Wood, Director of Enterprise, Bayes Centre at University of Edinburgh

EIE (Engage, Invest, Exploit), a programme run by the University of Edinburgh, gives start-ups and scale-ups the opportunity to undergo an intensive programme to make them investor ready. Their yearly conference in Edinburgh is an exciting day of pitches hoping for investment. Karen Wood, Director of Enterprise will take us through the role their business events play in contributing to a programme that has raised over £1 Billion for investment in Scotland's most exiting start-up companies.

Journey to net zero
  • Scott MacLean, Managing Director, Green Tourism

In 2021, Green Tourism launched the world's first sustainability accreditation specifically for the business events industry. Scott MacLean will discuss this ground-breaking initiative and how the industry is continuing its journey to net zero.

The International Perspective
  • Natascha Langhein, Lieb Management, Germany
  • Tahina Randriamandranto, Interface Tourism Group, France
  • Stella Tsitsipatis, Development Counsellors International (DCI), USA
  • VisitScotland Business Events team

Supporting promoting Scotland across the world are three marketing and PR agencies dedicated to business events. We will hear from Germany, France and the USA on the demand for travel and the demand for Scotland. This will be followed directly with a Q&A session with VisitScotland Business Events senior market managers. This is an opportunity to put your questions direct to the VisitScotland Business Events panel. We encourage you to think about your key markets, your marketing and sales strategy, and how we all have a role to play in positioning Scotland as a business events destination.


£40 + VAT per ticket.


Register here to attend Journey:The Business Events Conversation.

For more information, please contact business.events@visitscotland.com.