Year-End Reflections

A Year of Growth

Neil Brownlee, Head of Business Events at VisitScotland

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As 2024 comes to an end, we take a moment to reflect on an extraordinary and productive year. The VisitScotland Business Events team, together with our partners, has delivered an impressive portfolio of activities, both domestically and in key international markets. These efforts have successfully showcased Scotland as a premier business events destination while developing valuable new connections.

This year saw an unprecedented series of market-focused initiatives and trade show engagements. The team successfully hosted buyers from the UK, Europe, and North America on immersive educational trips, showcasing Scotland’s unique offerings for business events. These efforts resulted in strong engagement and meaningful collaborations with partners across Scotland and internationally, underlining the country’s global appeal. The third quarter of 2024 was a particular highlight, delivering impressive levels of activity.

On a personal note, 2025 will become the year that I hand over the PCMA Chair Elect baton and assume the role of Chair. I am honoured to be the first non-North American person to take the role in the organisation’s near seventy years in existence. I am looking forward to building on the tremendous work of current chair Leonard Hoops and the PCMA board, as well as the superb team at PCMA lead by President and CEO Sherrif Karamat as we continue the work of promoting economic and social transformation through business events worldwide.

IMEX Frankfurt 2024 VisitScotland stand partners

Connecting with the Global Events Sector

The VisitScotland Business Events team exhibited in 12 events globally in 2024, promoting Scotland as a leading destination for business events and building a robust pipeline of future business.

Highlights included IMEX Frankfurt where the team conducted over 100 appointments with Hosted Buyers over the three days. Back in the UK we attended The Meetings Show in June with nine Scottish partners. And in October, we travelled stateside to participate in the most successful IMEX America for Scotland to date.

Group mindfulness exercise with WanderWomen Scotland

A Scottish Welcome at Home and Abroad

This year we successfully hosted buyers from the UK, Europe, and North America on immersive educational trips, showcasing Scotland’s unique offerings for business events.

In October, UK and German buyers groups enjoyed immersive, tailored experiences, exploring from Loch Lomond and Ayrshire’s coast to Edinburgh's old town, showcasing the magic of hosting events in Scotland. In November, we hosted a networking trip to Vienna, Munich and Berlin to showcase Scotland’s exceptional corporate events, meetings and incentive travel programmes offering to a targeted group of German speaking event organisers and decision makers. Additionally, we brought Scotland to Paris, celebrating St Andrew’s Day with French meeting planners and five Scottish partners.

Representing Scotland on the World Stage

This year, as ever, we maximised opportunities to share Scotland’s benefits as a business events destination with our international community. We attended four PCMA events, including Convening Leaders where AI, politics and wellbeing was on the agenda, and Business Events Industry Week (BEIW) in April in Washington DC.

In February, we attended the SITE Global Conference in Istanbul, engaging with Chapter Leaders from around the world during Function Chats. We also joined the ICCA UK & Ireland Annual Conference (21-23 February) in Belfast.

In June PCMA edUcon in Detroit provided a unique opportunity to give back to the local community with the Hospitality Helping Hands initiative, amongst a backdrop of learning and networking with business events strategists from around the world in a fascinating city. In the autumn we attended Convening EMEA in Barcelona, sharing our collaborative spirit in innovation, sustainability, and social impact with international associations in Europe and across the world.

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The conferences and meetings we host play a vital role in driving growth and bolstering our key economic sectors.

Welcoming Delegates to Scotland

In 2024 we welcomed delegates from across the world and from a range of different industry sectors. The conferences and meetings we host play a vital role in driving growth and bolstering our key economic sectors. They also highlight the breadth of expertise and world-class academic excellence of our universities and research institutions. Highlights included:

The European Conference on Visual Perception (ECVP) and International Council of Nurses conference in Aberdeen
The 2024 ICA CCR Europe Research Conference and the 48th Joint Meeting of SABE/IAREP in Dundee
The International Electrotechnical Commission General Meeting 2024 and the International Society for Advancement of Cytometry 2024 (ISAC CYTO) in Edinburgh
The European Society for Radiotherapy and Oncology (ESTRO) congress and World Endodontic Conference (WEC) in Glasgow

We also supported six conferences with the Bid Fund this year, including the Annual Meeting of the European College of Sport Science 2024, the Association of British Neurologists Annual Conference and the World Endodontic Congress.

Some of the events we are due to host include:

The Ocean Science Meeting 2026 will take place at the Scottish Event Campus (SEC) in Glasgow in February 2026
The World Water Conference 2026 will be hosted at the SEC in March
The World Agritourism Conference 2026 will be held at the P&J Live, in Aberdeen, in June, with a pre-conference programme in the Edinburgh area to include a visit to the Royal Highland Show.

Journey: The Business Events Conversation

And on the 19th of February 2025 at the John McIntyre Conference Centre at the University of Edinburgh, we will be hosting our very own event titled ‘Journey: The Business Events Conversation’. Join us as we explore the theme of Identity, what it means to be Scottish and how that identity shapes the way we promote our incredible country on the global stage for conferences and incentives.

Are you working in the business events industry in Scotland? Book your ticket!

SITE Scotland members at Forth Rail Bridge.
© Maverick Photo Agency

Scotland have celebrated some major achievements, innovations and collaborations this year, with our stories including Dundee’s efforts to become the UK’s leading electric vehicle city; SITE Scotland’s Collaboration with the homelessness charity Cyrenians; award-winning Edinburgh walking tour company Mercat tours and its partnerships with community projects; We also spotlighted the green initiatives at Edinburgh Airport; The establishment of Scotland's International Environment Centre (SIEC).

We shared stories of business events’ impact with our video case studies of the Arctic Science Summit Week 2024 in Edinburgh, The European Society of Clinical Pharmacy symposium in Aberdeen and the UK & Ireland Association of Forensic Toxicologists in Dundee.

Explore Scotland's Stories of Innovation and Sustainability.

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We will launch our first ever Business Events Monitor, which will allow us to understand the size and value of the business events sector in Scotland.

Measurement

We published our much-anticipated Association Survey for 21/22 and 22/23. A national survey carried out in partnership with key venues and convention bureaux across Scotland, the survey aims to understand the size and value of Scotland’s association conference sector. The encouraging results from the survey provide confidence in the longer-term value of business events. The Association Survey for the 23/24 period will be coming soon.

Read the Scottish Association Survey for the periods 21/22 and 22/23.

Also in 2025, we will launch our first ever Business Events Monitor, which will allow us to understand the size and value of the business events sector in Scotland. This much needed data will allow VisitScotland Business Events and other stakeholders to better describe the value and impact our sector has on the Scottish economy, and to continue to advocate for the crucial support that is needed to ensure the business events sector can grow and compete on the global stage.

I would like to make a personal plea to all our partners to engage with this piece of work when it is launched in Spring. We work best when we work together, and it is only by collaborating and acting as Team Scotland that we can achieve the results we want. To be able to better understand and promote the size and the huge value of our sector, is a great prize – and we can only get there with your help.

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A major milestone for 2024 was the launch of a new business events website.

New Website

A major milestone for 2024 was the launch of a new business events website. Designed to enhance user experience.

Explore BusinessEvents.Scot.

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It is vital that we continue to emphasise the positive contributions that meetings and events bring to communities.

Closing

We remain acutely aware of the significant challenges the world is facing, including the impact of the climate crisis on events and travel, as well as the pressure on our industry to reduce its environmental footprint. It is vital that we continue to emphasise the positive contributions that meetings and events bring to communities - both urban and rural - and the role your business events can play in addressing some of the world's most pressing issues.

With all these headwinds, we remain committed to promoting Scotland as a premier business events destination and look forward to building on this work with our partners in 2025 and beyond.

Year-End Reflections