Cairngorms National Park
Scotland rises to the challenge
As the expectations of today’s younger workforce reshape what constitutes a successful incentive trip, conference, or meeting, Scotland rises to the challenge. Here, delegates can enjoy authentic, immersive experiences that align with the values of wellbeing, sustainability, genuine connection, and giving back.
Wild swimming on Loch Tay
A positive impact
Scotland invites event planners to go beyond the ordinary and create business events that leave a positive impact, on people, planet, and place. Think guided hikes through the Highlands, forest bathing in ancient woodlands, wild swimming in lochs, or even digital detox moments in Scotland’s more remote, serene settings. Scotland’s natural beauty provides the ideal backdrop for restorative experiences that also spark a sense of adventure.
Healthier dining is also high on the list. Younger delegates increasingly embrace plant-based cuisine and are interested in locally sourced, seasonal meals that reflect taste and environmental consciousness. Offering a creative mix of nutritious, gourmet options with consideration for vegan, vegetarian, and allergen-friendly diets, will strike a strong chord.
Wild Braemar
Embracing the change
A rise in mindful drinking means business events should always consider an inclusive beverage approach. With an increasing number of Millennials and Gen Z identifying as ‘sober curious’, the availability of high-quality alcohol-free options is more important than ever.
Scotland’s craft scene, from alcohol-free botanical spirits to locally brewed kombuchas, can elevate the drinks offered at business events and give attendees the freedom to choose, as well as making a positive economic contribution to the local community.
Dundreggan Rewilding Centre guided rewilding walking
© Paul Campbell
Make it social and sustainable
Networking matters, but it doesn’t have to take place in the hotel bar. Gen Z and Millennials thrive on social experiences that are informal, fun, and conducive to connection. Whether it’s a ceilidh under the stars, a storytelling session by a local historian, or a street food market tour in Glasgow, integrating community-focused activities into your event delivers more than just entertainment. It offers authentic encounters with place and culture, meets the expectations of younger delegates, and creates moments that build stronger teams, lasting memories, and deeper connections.
Equally important is sustainability. The younger generations are highly attuned to the impact of their travel, and they expect destinations and organisers to share that awareness. Business events in Scotland that use green venues, low-emission transport, and community-led experiences are already ahead of the curve.
Another uniquely Scottish experience that aligns with Gen Z values is participating in a community-led rewilding or conservation project. Whether it’s a half-day activity supporting peatland restoration or helping with a beach clean along Scotland’s rugged coastline, these hands-on experiences offer purpose, connection, and a tangible way to give back to the environment.
They also provide a powerful sense of place, allowing delegates to engage with Scotland’s Journey to Change and its commitment to sustainability in a more meaningful, memorable way.
Yoga by Loch Tay
The future is purpose-driven
For Gen Z and Millennials, an event in Scotland is an opportunity to be inspired by ideas, values, and shared experiences along with the captivating landscapes that the country has to offer.
Scotland’s blend of culture, nature, and innovation makes it the perfect place to introduce younger generations to the future of business events and a future where we put people and planet first.
Ready to create a memorable, wellness-focused, and sustainable experience for your delegates?
Scotland is good for your soul. Give your delegates the gift of wellbeing.
Connect with our team at business.events@visitscotland.com and and let’s bring your vision to life.
