Journey: The Business Events Conversation Highlights

A Gathering of Ideas and Impact

Journey: The Business Events Conversation provided an opportunity for industry professionals, students, and thought leaders to explore the evolving landscape of business events.

The theme of the conference, identity, shaped the discussions across various topics, including:

The impact of events on communities and economies
Corporate social responsibility (CSR) in event planning
Promoting Scotland to international business events professionals
Strengthening engagement with social enterprises and charities
Encouraging student involvement in the business events industry

A highlight of the day was a debate session facilitated by the University of Edinburgh Debate Society. Also, we were especially pleased to welcome eight students from Scottish universities, who got the chance to meet with a select group of industry leaders, as well as attending the sessions. Ensuring a pipeline of talent and giving the next generation of industry professionals issues exposure to leaders and the issues we are discussing is incredibly important.

Audience Takeaways

While the full set of audience takeaways is still being collated, some key insights include:

Exploring new opportunities to enhance event impact
Acknowledging that CSR is a long-term commitment and must be integrated into event strategies
Recognising the significance of collaboration, partnerships, and professional networks
Finding inspiration to involve their organisations more formally in the third sector
Appreciating the conference’s engaging and effective format

Initial feedback from attendees highlights the conference's success, praising its effective format, well-timed sessions, and the highly positive reception of the Identity theme. All sessions received very strong positive feedback, with the top-rated ones including The Big (BE) Debate and The Identity Keynote Panel & Workshop.

The Identity Keynote Panel

This session featured prominent industry leaders discussing how their organisations embody identity, responsibility, and community engagement.

Jill Walker (VisitScotland) emphasised the resilience and support within the Scottish tourism industry and its economic contributions, highlighting that tourism serves as both a force for good and a driver of economic growth, one cannot exist without the other.

Claire Tesh (Port of Leith Distillery) highlighted their commitment to sustainability through their B-Corp certification.

Angela Inglis (Limitless DMC) spoke about the challenges of implementing socially responsible events and how Scotland’s identity as a welcoming nation is strong with international clients.

Lyndsey Rafferty (EICC) emphasised the impact of association event delegates, stating: “As event planners, we may not be saving lives, but the people in our rooms change the world.”

The panel reinforced that passion and authenticity define Scotland’s event industry identity. Additionally, the words of community, network, and collaboration emerged repeatedly throughout the session.

The Big (BE) Debate

One of the most anticipated sessions was The Big (BE) Debate, where two University of Edinburgh students, alongside four industry professionals, debated the motion: “This house believes that incorporating CSR activities into business events is merely a tick-box exercise.”

The innovative format created an open forum for discussion, allowing for diverse and sometimes opposing viewpoints to be expressed without fear of judgment. The debate concluded with a victory for the argument that CSR is a fundamental aspect of business events, not just a symbolic gesture.

Breakout Sessions

Impact and Social Progress Workshop: This interactive workshop examined how business events can serve as catalysts for meaningful social impact. Through inspiring case studies and hands-on exercises, attendees explored actionable strategies to create positive change. Delivered by Laura Wilson (Aberdeen Convention Bureau) and Campbell Arnott (Glasgow Convention Bureau).

Key outcomes provided delegates with a deeper understanding of legacy and the opportunities it offers to strengthen our identity and communities, while also highlighting the importance of networks and collaboration .

Telling Your Story Workshop: Delivered by Colin Horsburgh (En Pointe Solutions) and Richard Allchild (IMEX Group), this session focused on refining both personal and organisational identity in a competitive marketplace. Attendees explored strategies for differentiation, navigating the evolving trade show landscape, and maximizing event ROI using AI and other tools.

Launch of the Business Events Monitor

We introduced Scotland’s first Business Events Monitor, a brand-new national survey to measure the size and value of Scotland’s business events sector. We are inviting businesses to complete a short survey to help us build an even better picture of our sector in Scotland. The survey will run until 4 April 2025.

Take the short survey and find details.

Transformation Talks: Engaging with the Third Sector

The final session of the day spotlighted charities and non-profit organisations, providing them with a platform to discuss their missions, challenges, and opportunities for collaboration with the business events industry. This session reinforced the vital role of business events in driving social impact and fostering long-term community engagement. We heard from:

Sophie Bell (Cyrenians)
Marion Menzies (Dress for Success Scotland)
Gordon McIntyre MBE (Hospitality Health)
Sian Downes (Strawberry Lemonade Events)

Conclusion

Journey: The Business Events Conversation successfully encouraged collaboration, and reaffirmed the Scottish business events industry’s commitment to impact and responsibility. With strong engagement from industry professionals and students alike, the event set the stage for continued progress in integrating CSR, social enterprise, and innovative event strategies into the industry’s future.