Scotland's National Events Conference 2024

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 recognised the important role the events sector plays in Scotland and how it delivers across a number of key Scottish Government ambitions. She highlighted the importance of continued collaboration and how the forthcoming refreshed National Events Strategy will provide focus for the whole events sector, bringing everyone together to deliver a relevant, refreshed and shared ambition.  

Unparalleled global success

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 forthcoming refreshed National Events Strategy in maintaining Scotland’s global events status. 

Event Industry Advisory Group

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 centred on their role in the development of the National Events Strategy, as well as the challenges and opportunities facing the sector. 

International speakers and AI

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 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 AI drawing on the challenges and opportunities for the events sector.  

Breakout sessions

Afternoon breakout sessions provided delegates with valuable insights on a range of topics covered by panellists 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 and the visitor economy  
• Event impacts, measurement and reporting  
• Events and the journey to net zero  
• Community, diversity and events 

Life changing events

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). They reflected on how events can deliver impact and change lives.  

Conference hosts

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. The outreach programme provides opportunities for young people aged 16 to 18 to use their creativity to have an impact and make a difference.

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. 

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.