Scotland's National Events Strategy for 2024-2035

EventScotland & VisitScotland recently published Scotland's National Events Strategy for 2024-2035 which sets the framework to enhance the nation’s position on the global stage and foster a sustainable, inclusive and thriving event sector.

This strategy is designed to bolster Scotland’s reputation as a world-leading destination for a diverse array of events, from major sporting competitions like the Commonwealth Games and UCI, to cultural programmes, conferences, and live entertainment. It emphasises sustainability, inclusivity, and innovation, ensuring that events across Scotland not only entertain but also contribute positively to society and the environment.

Here, Holmes Miller’s Venue and Events specialists; Chris Wotherspoon, Ian Cooney and Robert Kennedy share their key takeaways:

1.Sustainability:
Aligned with Holmes Miller's recently published Sustainability Charter, the strategy encourages designers, venue operators, and event organisers to reduce their carbon footprint and promote green initiatives to deliver environmentally sustainable events and support Scotland’s transition to Net Zero.

2.Investment:
Scotland has many unique venues which contribute to an enviable global reputation as a world-leading events destination. Continued development and investment in these venues is essential to ensure the nation’s built facilities continue to deliver meaningful, authentic, and memorable experiences and are equipped to meet the demands of a continuously evolving market.

3.Collaboration:
A strong partnership approach delivers excellent events and is necessary for success. The strategy encourages collaboration, knowledge sharing and a ‘Team Scotland’ approach to identify and understand emerging industry issues, opportunities, and best practice.

4.Innovation:
Designers, venue operators, and event organisers should leverage cutting-edge technology and creative approaches to set new industry standards. By prioritising accessibility and diversity, the strategy also calls for events to be welcoming to all, reflecting a commitment to equality and social cohesion.

5.Wellbeing Economy:
Events contribute significantly to the Scottish economy, creating jobs, supporting local businesses, and attracting international visitors. However, the benefits of major events go further than pounds and pence; they also make a significant contribution to the nation’s wellbeing and cultural economies; improving health; and celebrating Scotland’s rich heritage and unique charm.

Kudos to the 'Event Industry Advisory Group' and those involved in crafting and implementing 'Scotland’s National Events Strategy'. This work ensures that Scotland remains a key player in the global events industry, offering unforgettable experiences that put the country on the map.

Here’s to the future of Scotland’s venues and events – brighter, bolder, and more inclusive than ever before!

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