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Visit Scotland | Alba

Scotland, The Perfect Stage

Working with partners to grow the our events industry, we develop our assets that are the cornerstone of our national strategy.

Entitled "Scotland, The Perfect Stage", this strategy was produced following an extensive consultation. This involved the Scottish Government, VisitScotland, the Scottish Tourism Alliance, and over 100 active participants from the public, private, and third sectors.

The aim of the strategy is to engage, guide and support those involved in all aspects of planning, securing, supporting and delivering events within Scotland’s diverse portfolio. Think of events of international significance or events which help to support local communities in the country’s most remote locations.

The 2019 Solheim Cup

Scotland's national events strategy is currently being reviewed and updated. This will extend its term to the end of 2035. A public consultation was launched between March and June 2023.

This provided everyone with a role in Scotland’s world-class event industry with the chance to shape the sector’s updated strategy.

Wavehill was the appointed independent research agency. They are now analysing the information received from the online and offline public consultation.

Read our national events strategy review update.

Find out more about the strategy consultation on


The existing strategy was first published in 2008 and last reviewed and updated to cover the period 2015 to 2025. It was in response to Scotland’s increasing potential to be a global leader in the events industry.

Its vision is that Scotland is recognised nationally and internationally as the perfect stage for events.

It looks to use and develop Scotland’s assets to deliver a portfolio of events that provide world leading authentic experiences. This applies to both Scotland’s residents and visitors.

Scotland, The Perfect Stage strategy

Published September 2015

The strategy and vision for the development of Scotland's events industry over the next decade.

Reflections on 2022

At the end of 2022, we caught up with some industry colleagues, members of Scotland's Event Industry Advisory Group and our Director, Paul Bush OBE. We considered the year's challenges and opportunities in our content series entitled #EventReflections2022.

Paul Bush OBE, Director of Events, VisitScotland: Reflections on 2022

Celebrating 15 Years

Since its inception in 2003, our EventScotland team has helped bring some of the world’s biggest event properties to the country. These included The 2014 Ryder Cup, XX Commonwealth Games, and the 2014 MTV Europe Music Awards. But also the 2018 European Championships, and The 2019 Solheim Cup.

Take a look at some of the highlights

Useful links

Related links