1. What is the Business Events Monitor
The Business Events Monitor will be the first reliable measurement of the business events sector in Scotland. It will allow us to gain comprehensive understanding of its scale and nature.
Help Scotland thrive
Shape the future of Scotland
Help us discover the impact of Scotland's business events sector by completing the Business Events Monitor. This is a groundbreaking, first-of-its-kind study that aims to assess the size and value of Scotland's business events sector.
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Process
The Business Events Monitor will:
- gather a variety of data about business events from Scottish businesses
- produce a national business events report that offers insights and data to stakeholders
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Goals
The Business Events Monitor's goal is to:
- better understand the value of the business events sector
- generate insights into areas including job creation, delegate numbers, and the type of events hosted
- provide a baseline estimation of the sector’s size and economic impact
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Benefits
The Business Events Monitor can help the Scottish business events industry to:
- advocate for increased sector support
- raise national awareness of the sector's significance
- provide valuable data for stakeholders and investors
- generate growth and investment in Scotland
- support the ambitions of Scotland’s National Events Strategy
2. Who should complete the Business Events Monitor?
Any business that generates revenue from the MICE (Meetings, Inventive trips, Conferences, and Exhibitions) market can support the Business Events Monitor.
The business events sector / MICE industry is broadly comprised of the following three main strands:
- Corporate events (meetings, conferences, exhibitions, product launches, and gala dinners)
- Association events (attended by members of associations or societies in specific fields of interest, such as medical and life sciences)
- Corporate incentive trips (for employees and / or clients, usually including an element of networking and team building)
3. How can I take part in the Business Events Monitor?
The business events monitor is a survey comprised of 11 questions about your business events activity, delegates, and revenue.
You should only complete the survey once and cannot save your answers. If you exit the survey before completing, you will have to restart from the beginning next time you visit.
We recommend that you first download the survey help sheet to see the questions you will be asked, and to know what information you will need to complete the survey.
Survey help sheet
Published February 2025
For guidance on any of the questions or for any other help with completing the survey, please contact business.events@visitscotland.com.
The survey will run until 4 April 2025.
Complete the Business Events Monitor surveyIn the survey, we will only ask you to input data that we absolutely need to adequately complete the Business Events Monitor.
Any data that you share with us will be kept strictly confidential for only as long as needed, after which it will be safely deleted.
Your data will be managed and controlled by our Insights Department and will not be seen or used by anyone without a valid reason.
The Business Events team will never have access to data identifying a single business.
All data will be aggregated and anonymised.
Data and information will never be published in a way that would make any business identifiable.
Your data will be stored on a secure system, which is not accessible to anyone in VisitScotland, except for those in the Insights Department who are conducting the survey.
It is not necessary to disclose your name or that of your business to complete the survey.