Journey: The Business Events Conversation 2024, Corporate & Incentive market session
© Callum Bennetts / Maverick Photo Agency

About us

Market insights

VisitScotland Business Events can help you get to know key overseas markets. Our business development managers have gathered key insights into corporate events and incentives in UK, Europe, US, and Association markets, to help you plan your future sales and marketing activity.

Corporate events and incentives

UK & Ireland

The UK remains the largest market for Corporate & Incentive (C&I) business events coming into Scotland. It is home to the headquarters of some of the top global MICE agencies and corporate offices, covering key sectors such as Finance, Technology, Manufacturing, and Automotive. The UK market is suitable for both larger hotel chains and smaller independent venues due to the increasing interest in regional location knowledge and unique elements to add to client programs.

With sustainable travel becoming a necessity for many corporate companies, the ease of accessibility into Scotland, along with our geographical playground for outdoor space and well-being, positions Scotland as a key destination domestically. Through VisitScotland Business Events and third-party companies, there are various engagement platforms to connect with buyers based in key hubs within London, South England, The Midlands, and the North of England.


Key markets within Europe include Germany, France and Spain. VisitScotland Business Events pursues a targeted marketing strategy in Europe, focusing on the German-speaking and French markets, where we have representation for sales, marketing and PR activity.

The Americas

With the increasing volume of direct flights into Scotland from the US and Canada and the strong dollar, the North American market represents a great opportunity at this time, with unprecedented levels of interest in Scotland coming from North America. This region represents the largest international market for Scotland and, indeed, the largest MICE market globally.

Additionally, with smaller international corporate meetings and incentives, there are even more possibilities for Scotland. Research also shows that planners are seeking a culturally enriching experience for their delegates. Scotland is perfectly poised to capitalize on the demand from North America. There is a wealth of market insights and up-to-date advice available to help you shape your sales and marketing strategies.

Emerging Markets

Increased flight connectivity through Middle Eastern hubs and a new direct flight route from China, is transforming the visitor profile from emerging markets, resulting in groups travelling from further afield to Scotland. Due to the nature of these markets, many agents work with clients in both MICE and high-end leisure situations. VisitScotland's Leisure and Business Events teams collaborate where appropriate when targeting certain markets.


An association is a group of individuals banded together for a specific purpose. When we refer to associations in the context of business events, we are normally talking about academic or trade associations, societies, and groups of like-minded professionals and academics.

Associations are membership organisations. Almost all associations organise periodic conferences which are available for members to attend. These can be biannual, annual, biennial, triennial, etc. International associations are peripatetic, and each iteration of their annual conference can take place in a new destination. Depending on the size of the association membership, the conference can be a meeting place for one hundred, or ten thousand delegates.

Association conferences have become a highly valuable industry. Assosiation events typically attract hundreds, or thousands of delegates and involve significant spending on venue costs, audio visual (AV) services, catering and hotel rooms. Delegates spend money on meals, drinks and gifts. Some delegates also choose to extend their stay or return as leisure tourists.

Beyond the immediate direct spend, which is vital for local economies, the legacy associations can have on a destination is now gaining greater attention. An association selecting Scotland is confirmation that Scotland is a world leader in their specialist field. When a conference comes to Scotland it is an opportunity to show those delegates who and what we are, and to project a positive image of Scotland back around the world.

Association conferences organisers often work with a combination of universities, individual academics, city convention bureaux conference venues and hotels and often a professional conference organiser (PCO).

If you are a new entrant to the association market, or want to know more about the current trends and issues facing the association sector, please get in touch, and we will be happy to discuss.

Lindsay Neilson

BE Lindsay Neilson headshot

Senior Corporate & Incentive Business Development Manager - UK & Europe

Lindsay manages the highly knowledgeable and enthusiastic corporate and incentive team.  A key focus is developing strong opportunities and platforms for UK & European MICE agents, corporate planners and decision makers to meet Scotland's excellent MICE suppliers, generating enquiries and confirmed business.


Richard Knight

BE Richard Knight headshot

Senior Corporate & Incentive Manager - the Americas

Richard develops strategic communications and engagement platforms across North and South America with the aim to position Scotland at the top of mind with agencies, media and corporate clients alike. He develops a wide range of engagement platforms to fit the Scottish industries needs across sales, events and media.


Emma Richards

BE Emma Richards headshot

Business Development Manager - UK

Emma is responsible for managing corporate and incentive business events from Southern UK & Ireland with a key focus on strategic sectors. She develops engagement platforms for third party agencies, corporate planners and decision makers to generate enquiries and confirmed business which can tie-in to the sector driven approach.


Theresa Steven

BE Theresa Ring headshot 2

Business Development Manager - UK

Theresa is responsible for managing corporate and incentive business events from Northern UK & Ireland with a key focus on strategic sectors. She develops engagement platforms for third party agencies, corporate planners and decision makers to generate enquiries and confirmed business which can tie-in to the sector driven approach.


Fiona MacKinnon

BE Fiona MacKinnon headshot

Assistant Manager – Associations & Sectors

Fiona's role is primarily to inspire associations to hold their events in Scotland through proactive sales activity and promotion of the country as a conference destination. Fiona aims to attract events that benefit Scotland and where she has local expertise on the subject matter. She also works with Scotland's key sectors organisations, facilitate introductions and highlights Scotland's strengths.


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