Host City - Experts & Thought Leaders

Scotland has launched its refreshed national events strategy designed to provide strategic focus for all involved in the planning, securing, and delivery of events across Scotland. Scotland the Perfect Stage 2024-2035 aims to build on the event industry’s many achievements to date, as well as respond to the ongoing challenges faced by the sector. It also focuses on a range of national priority outcomes and critical success factors for the sector as it looks towards the next ten years. Partnership with Local Authorities An extensive consultation was undertaken across 2023 to shape the strategy. This involved an online consultation, a program of industry engagement workshops delivered in partnership with Local Authorities across the country and a series of online webinars with additional stakeholder groups. More than 300 organizations and individuals engaged and their responses informed the strategy’s key themes and priorities. More than 300 organizations and individuals engaged and their responses informed the strategy’s Building on this approach, and in order to ensure a strong, shared ambition, the development and approval was a collaborative effort involving the Scottish Government, VisitScotland’s Events Directorate, Scotland’s Event Industry Advisory Group (EIAG), Local Authorities, COSLA, and Trade Union representatives. At the strategy’s core is the need to sustain and develop a dynamic, resilient, and responsible events sector that is recognized as a global pioneer and valued for its contribution to Scotland’s well-being economy. Range of aligned priority themes Delivery of the strategy’s vision is centered on three critical interconnecting focus areas: Developing Events, Developing the Industry, and Developing Scotland.   A range of aligned priority themes are also identified and form a key strategic focus. These include: Inclusive & Responsible Events Investment and Support Measuring, Monitoring, and Reporting Impact Portfolio Approach enables a variety of events and a balanced program Attracting, Retaining, and Developing a diverse talent pool Quality Planning and Delivery Infrastructure and Services Reputation and Profile Visitor Economy Milestone for Scotland's events sector A detailed action plan will be created, building on the set of suggested "next steps" for each priority theme A detailed action plan will be created, building on the set of suggested "next steps" for each priority theme. The Event Industry Advisory Group (EIAG), together with partners, will help develop and oversee this action plan. Culture Secretary Angus Robertson said: "The launch of our refreshed national events strategy, Scotland the Perfect Stage 2024-2035 marks a significant milestone for Scotland's events sector. This strategy is a testament to our collaborative efforts and shared ambition, designed to build on our achievements and address the challenges ahead. With a focus on inclusive and responsible events, investment and support, and a dynamic portfolio approach, we’re committed to developing a sustainable events industry that contributes to Scotland's economy. The new strategy will ensure Scotland remains a global pioneer in the events industry." Range of socio-economic impacts Paul Bush OBE, Director of Events, VisitScotland said: “Since the development of the first national strategic approach to events in 2008, which was updated in 2015, Scotland has achieved an enviable global reputation as a major events powerhouse, hosting a scale and breadth of major international sporting championships, cultural festivals and much-loved regional events. Events are ideally placed to continue to deliver tangible results against a range of national priorities. They serve as catalysts for innovation, bring people together, and span a range of socio-economic impacts that propel society forward."  “The impact of this consistent and sustained focus on developing Scotland’s events industry over the last twenty years has been transformative. The refreshed strategy not only emphasizes the hugely valuable importance of the sector, but it sets out a shared ambition for the next decade which is critical for ensuring Scotland maintains its world-pioneering events destination status.” Continued support and investment Peter Duthie, Chair of Scotland’s Event Industry Advisory Group (EIAG) said: “Scotland’s events industry is an established global pioneer, delivering world-class events and experiences that contribute vital social, economic and cultural value for Scotland. The refreshed strategy provides the focus necessary to retain our global status as we look to the future. It will require us all to work collaboratively, innovatively, and responsibly with confidence, determination and purpose, while also recognizing the part we each play in the continued success of our sector. It also emphasizes the need for continued support and investment to drive continued growth." “On behalf of the Advisory Group, I welcome this strategy as we continue to move forward producing an enviable portfolio of business, sporting, and cultural events.”

Held for the first time in four years, the conference entitled ‘Resetting the Perfect Stage for Events’ covered a range of themes across the program including Scotland’s future events ambition and global status, international perspectives, responsible events, community engagement, workforce development, Artificial Intelligence (AI), measurement and evaluation including the importance of social impact, and much more. keynote address The day started with an insightful keynote address from the Minister for Culture, Europe, and International Development, Kaukab Stewart. In her address, she recognized the important role the events sector plays in Scotland and how it delivers across several key Scottish Government ambitions. She highlighted the importance of continued collaboration and how the forthcoming refreshed National Events Strategy will provide a focus for the whole events sector, bringing everyone together to deliver a relevant, refreshed, and shared ambition. global impacts and innovation He discussed recent global impacts and innovation, and the role of the upcoming refreshed National Events Strategy Paul Bush OBE, VisitScotland Director of Events, reflected on the industry’s journey over the last 20 years, celebrating the unparalleled global success and impact Scotland has had on the events landscape. He also discussed recent global impacts and innovation, as well as the role of the upcoming refreshed National Events Strategy in maintaining Scotland’s global events status. role of EIAG Representatives from the Event Industry Advisory Group (EIAG) discussed the important role the EIAG has played in the industry’s recovery from the pandemic. Discussion centered on their role in the development of the refreshed National Events Strategy, as well as the challenges and opportunities facing the sector. International perspective She highlighted the similarities between New Zealand's and Scotland’s approach to events The morning session was brought to a close with two keynote addresses from Susan Sawbridge and Gordon Johnstone. Susan, Managing Partner at New Zealand-based company Daylight LTD, brought an international perspective to the conference as part of her presentation. She highlighted the similarities between New Zealand's and Scotland’s approach to events in delivering social impacts and lasting change for people from major events. Gordon, Communications and Events Manager at the Scottish AI Alliance, helped navigate the wide-ranging and complex debate on artificial intelligence drawing on the challenges and opportunities for the events sector. Afternoon sessions Afternoon breakout sessions provided delegates with valuable insights on a range of topics covered by panelists drawn from across the UK. The sessions included: A deep dive into the upcoming revised national events strategy, Scotland the Perfect Stage Developing the Events Workforce Events & the Visitor Economy  Event Impacts, Measurement & Reporting  Events & the Journey to Net Zero  Community, Diversity & Events personal and professional experiences An outreach program that provides opportunities for young people aged 16-18 to use their creativity Closing the conference, a panel session on ‘Life Changing Events’ provided the audience with both personal and professional experiences from Stuart Cassells (The Macallan Estate), Amy Akino-Wittering (Young V&A at the Victoria & Albert Museum), and Eilidh Doyle, (double Olympian and Scotland’s most decorated track and field athlete) who all reflected on how events can deliver impact and change lives. The conference was co-hosted by celebrated British broadcaster and author, Gemma Cairney. She was joined by Briadh Parker and Jemma Totty, two representatives from Jupiter Artland’s ORBIT Youth Council, an outreach program that provides opportunities for young people aged 16-18 to use their creativity to have an impact and make a difference. a platform for future generations The young co-hosts showed the audience at the sold-out event the future is bright, as well as reinforcing the importance of providing a platform for future generations. Paul Bush OBE, VisitScotland Director of Events, said, “Scotland’s National Events Conference 2024 was a fantastic day and there was a real buzz in the room as industry came together for the first time since 2019." journey towards 2035 “The discussions and presentations from a diverse range of speakers covering all aspects of the events industry ensured it provided a great springboard for the sector as it embarks on the journey towards 2035 under the revised strategy." "Thank you to all the delegates, speakers, and exhibitors who made it such a fulfilling and rewarding day.” making Scotland the perfect stage Culture Minister Kaukab Stewart said, “We know that great events help make great memories. The National Events Conference provides us with a space to hear about some of the incredible work being undertaken by organizations of all sizes from across the event sector in Scotland." "It helps us all understand just how interconnected all the parts are and how vital it is that we all continue to work together to continue to make Scotland the Perfect Stage.” National Events Conference Delivered by VisitScotland’s Events Directorate, the National Events Conference is the flagship industry conference for the events sector in Scotland. It is produced for all those working to create, deliver, and support Scotland’s cultural, sporting, and business events.

Around 250 owners, organizers, and hosts of the world’s greatest events gathered in Glasgow, Scotland at Host City 2023 under the theme “Driving and Reacting to Change”. Artificial intelligence, climate change, and Generation Z were among the concerns addressed by representatives of Paris 2024, Milano-Cortina 2026, LA28, Cirque de Soleil, FIFA, and many more. 10th edition of Host City The 10th edition of Host City, the greatest meeting of cities and sports, business, and cultural events, took place at the Technology & Innovation Centre on 20-21 November with the support of Global Presenting Partners and Hosts, Glasgow Life, and EventScotland. Attendees came from Europe, the Americas, Africa, Asia and Oceania. In her opening remarks, Susan Deighan, Chief Executive, of Glasgow Life, said, “High-profile events undoubtedly contribute to a city’s economy and identity, and over the past two decades Glasgow has cemented its reputation as the perfect location for international events." equality, diversity, and inclusion We must commit to collectively making a genuine effort to drive the change that celebrates access" "Glasgow is a pioneer and an architect of its future which has led the way in reacting to change. Looking ahead, how will host cities respond to ensure that equality, diversity, and inclusion are not just fashionable buzzwords?" “We must commit to collectively making a genuine effort to drive the change that celebrates access for all.” governance, sustainability, and AI Paul Bush OBE, Director of Events, at VisitScotland, covered a range of topics in his opening remarks including governance, sustainability, and the impact of technology. “AI and other technologies are having a transformative impact on events but the balance between automation and human interaction will be key considerations to understand and navigate going forward,” said Bush. benefits of the sector He also impressed the audience both in his opening remarks and in the panel discussion on the strategic development of destinations through sports and events, the challenge around funding, and the importance of demonstrating the impact of events through robust measurement. “We are all very privileged to work in this sector but as I have said previously, I would encourage all of you to continue to extoll the values and benefits of the sector to ensure that our funding partners whoever they may be, governments, commercial or the paying spectator continue to support and be excited by events!,” he said. Rollercoaster year More and more sporting events, bigger music festivals, and larger conferences" David De Behr, Head of Sales, Major Events, Aggreko, said the events industry had been on a “rollercoaster” over the past four years. “We went from 2019 where the world was exploding with events to the darkest period ever where we had to react to just survive. And here we are at the end of 2023 – a massive year. It has been bigger than 2019 and it has been non-stop. More and more sporting events, bigger music festivals, and larger conferences. I am confident that our industry will drive and react.” impact of AI across sports, entertainment There were a total of 60 speakers across 20 panels and presentations addressing the most pressing concerns in the industry. Vikram Philip Rajkumar, Account Director at Satisfi Labs, outlined the impact of AI across sports, entertainment, and tourism. “AI is not coming – it is here,” said Rajkumar. “Whether you integrate it or not, your fans and consumers are going to bring it to your doorstep and demand those services.” strategic development Petra Sörling, IOC Member and International Table Tennis Federation President, and Damien Combredet-Blassel, Director of Impact & Heritage of the Paris 2024 Organising Committee participated on a panel focusing on the strategic development of destinations through sport and events. Combredet-Blassel underlined the efforts of Paris 2024 to get people active in France with an initiative that promotes 30 minutes of exercise a day, which drew praise from Sörling. overview of the use of existing venues If people are active, they are more keen to watch sport and stay active which is good for the city" "We need to activate people, so what Paris is doing is brilliant,” said Sörling. “If people are active, they are more keen to watch sport and stay active which is good for the city.” Hilary Ash, Vice President of Games Delivery & Infrastructure at LA28 Olympic & Paralympic Games, was also among the speakers. She gave an overview of the use of existing venues and the Games Plan including the sports programme and venue mapping. operational delivery phase “We are at an exciting pivot," said Ash, following the confirmation that cricket, squash, lacrosse, flag football, and baseball/softball will be the additional sports at LA28. “We are in the operational delivery phase and going into a greater level of detail now we have a formal masterplan.” overlay infrastructure plans Giulio Alessandrini, Director of Venues & Infrastructure, Fondazione Milano Cortina 2026 Organising Committee for the Olympic and Paralympic Winter Games, outlined the overlay infrastructure plans and the challenges facing the event, including global warming that threatens the future of winter sport. “Climate change is a hot topic and the Winter Olympics rely on the climate,” said Alessandrini. "We don’t know how much snow will be there in 2026 but we are trying to plan as much as possible. We are improving snow-making technologies." disparity in investment We’re delighted to be back to pre-pandemic attendance levels for Host City" Shona McCarthy, Chief Executive of the Edinburgh Festival Fringe Society highlighted the disparity in investment between major short-term sporting events, which move around the world, and resident arts festivals. “I feel that we host the cultural Olympics in Edinburgh,” said McCarthy. Ben Avison, Conference Director at Host City, said, “We’re delighted to be back to pre-pandemic attendance levels for Host City." Policy objectives “We are clearly in a different world in terms of the pressure on public sector expenditure, which impacts heavily on our events industry, so we are extremely pleased to have such good numbers at Host City in Glasgow, Scotland." “It has been great to hear how the industry is driving change in areas including policy objectives, fan engagement, and digital twins for event planning, but in other areas such as artificial intelligence and climate change we are still reacting to change.”