The Big (BE) Debate argument preparation at JTBEC 2026
© VisitScotland / Callum Bennetts
Hosted by VisitScotland Business Events, this year’s theme ‘Rising to the Challenge’ asked the industry to consider how it can adapt, collaborate and thrive in an era defined by transformation. Through debates, workshops and honest conversations, the day reaffirmed why Scotland continues to be a trusted, future‑focused player on the global stage.
Ahead of the opening session, students from University of the West of Scotland, Glasgow Caledonian University and Edinburgh Napier University had the opportunity to sit down with some of Scotland ’s business events industry leaders to discuss key issues shaping the future of business events, demonstrating the sector’s commitment to inspiring and involving the next generation.
Conference opening session at JTBEC 2026
© VisitScotland / Callum Bennetts
Scotland’s story in a changing global landscape
The opening session brought together Graeme Dowie, General Manager – Scotland, Spectra DMC; Jane Cunningham, Director of European Engagement, Destinations International; Kathleen Warden, Director of Conference Sales, Scottish Event Campus; and Neil Brownlee, Head of Business Events, VisitScotland to explore how the nation can stay competitive and purposeful in a rapidly shifting world.
The panel agreed that Scotland’s stability, connectivity and authenticity continue to be some of its greatest strengths and that business events represent far more than a strand of tourism.
Neil Brownlee emphasised that business events is a powerful sector in its own right driving innovation, forging international connections and leaving a lasting legacy for local communities.
Technology and AI were highlighted as tools that can unlock new insights and efficiencies, but speakers agreed that creativity and human connection must remain central. As Kathleen Warden noted, “it’s the blend of people, purpose and technology that delivers truly world‑class delegate experiences.”
Panel discussion at JTBEC 2026
© VisitScotland / Callum Bennetts
From insight to action
That spirit of collaboration was brought to life in the From Insight to Action workshop, where delegates tackled real‑world challenges submitted ahead of the event.
Working in small groups, participants categorised these challenges under three themes - what demands action now, what must be protected for the future, and where Scotland could lead globally. Each group then selected one priority issue to address the question: If we could do one thing to tackle this, what would it be?
Contributors from the morning’s panel roamed between discussions, using provocation cards to inspire debate and deeper reflection.
Multi-generational perspectives workshop at JTBEC 2026
© VisitScotland / Callum Bennetts
Generations in conversation
This was followed by a candid Q&A with Scott Grieve, Sales Director – Scotland, Horizons by Tour Partner Group; Makenzie Brown, International Association Sales Manager, Scottish Event Campus; Clare Campbell, Founder, Prickly Thistle Scotland Ltd; and Theresa Steven, Corporate & Incentive Market Manager – UK (North) & Ireland, VisitScotland.
Their honest reflections on career journeys and generational perspectives underlined that there is no single route into the business events sector and that diversity of experience is one of its greatest assets. The discussion explored what attracts and retains emerging talent and how employers can foster environments that nurture the next generation of leaders
Sustainability checkpoint session at JTBEC 2026
© VisitScotland / Callum Bennetts
Sustainability and transformation in focus
Sustainability took centre stage in a powerful keynote from Anna Abdelnoor, Founder of isla, who urged the industry to move beyond surface-level initiatives and towards measurable accountability. Her call to action was clear: stop outdated habits, focus on high-impact changes, and collaborate on the path to business continuity. As she emphasises the use of business continuity instead of sustainability, we need insight into how the business actually operates, understanding where environmental dependencies and pressures sit, and where emissions, resource use, and exposure to systemic risk intersect with core activities.
She challenged delegates to ask three questions: What are our greatest risks? What are we doing to reduce them? Who are we partnering with to achieve change? The message resonated as a direct invitation to shift from awareness to impact.
Purpose-driven growth then took shape in the Transformation Talks (Volume 4), hosted by Marios Koutentakis, Business Events Marketing Manager, VisitScotland with significant insights and contributions from Kat Brogan, Managing Director, Mercat Tours; Andy Williamson, Founder, Welcome Brain Consulting; and Anna Abdelnoor.
Together, they shared examples of how events and destinations are embracing purpose-led business models, enriching local communities and proving that sustainability and commercial success can go hand in hand. Brogan closed the session with words that summed up the day’s energy: “Don’t be afraid of the fire in your belly. It’s what makes your work genuine and shows how much you truly care.”
The Big (BE) Debate session at JTBEC 2026
© VisitScotland / Callum Bennetts
Courageous conversations for the future
The conference concluded with a lively debate hosted by Amanda Ferguson, Head of Business Development, University of Edinburgh Hospitality Collection, in partnership with the Edinburgh University Debates Union.
The motion, “This House believes that the business events (and/or hospitality) sector is inherently a poor long‑term career choice,” sparked a heartfelt discussion on retention, career satisfaction, and the structural changes needed to support future leaders. Before the debate began, the audience was encouraged to vote based on who presented the most convincing argument, rather than on personal preference.
The proposition narrowly prevailed, with the exceptional debating skills of the University of Edinburgh students, combined with the openness of the discussion, reflecting an industry unafraid to question itself in pursuit of improvement. Remarkably, the proposition team even persuaded some passionate advocates of the business events profession in the audience, proving that, sometimes, the best debating team truly does win.
As the day drew to a close, one message came through clearly: Scotland’s business events industry is not just responding to change, it is shaping it.
Through collaboration, creativity and purpose, the sector is redefining what it means to lead on the world stage. Journey: The Business Events Conversation captured that spirit, a community confident in its identity, united by shared ambition, and ready to turn conversation into meaningful action.
