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Visit Scotland | Alba
Article published 16/12/2020

#ScotlandWillWait was the message sent out to our global business events community at the beginning of April, via VisitScotland’s Business Events social media channels and e-communications  but who knew we would be waiting to welcome the world back to Scotland for quite so long? 

#ScotlandWillWait video

Gobal engagement

Throughout 2020 we have continued to engage with our clients and partners across the world. In North America, regular round table discussions with key clients are taking place, we delivered a virtual Scottish showcase of culinary delights delivered by Royal Chef, Darren McGrady, we partnered with PlanetIMEX to deliver educational sessions on inclusion and sustainability and secured future business at IBTM Americas and the Global Incentive Summit. 

In Europe and the UK, VisitScotland was joined by partners from across Scotland to take part in virtual editions of The Meetings Show and IBTM World.  

In November, the associations team represented Scotland at the ICCA World Congress, broadcast from several locations across Europe, the Middle East and Asia and presented to PCMA Chapter Leaders from across the Americas, giving our ambitions for the future of our industry. 

Positivity amongst uncertainty

As we are all surrounded by uncertainty and adapting to the restrictions COVID-19 has brought on all our lives, there are still successes to celebrate and hope to look forward to for the future of our community. In November, VisitScotland Business Events was awarded the Gold Stella Award for the Best International CVB  operating in North America. The award, given by Northstar  Meetings Group is in recognition of the support given to the industry over the past twelve months, and to add further weight to the accolade it was achieved through receiving the greatest number of votes from North American based clients over two rounds of voting. Closely following this, Scotland was awarded a 2020 Platinum Choice Winners for services to the industry by Smart Meetings.  

As we look to the future, this extraordinary year has delivered several wins for future years across all our markets; associations, corporate and incentive, that our partners and VisitScotland will be announcing in early 2021. 

P&J Live building © Visit Aberdeenshire/Damian Shields

A new year for renewal

As we bid adieu to 2020 and look to 2021 and beyond with some genuine optimism, we will have a new campaign to launch in Spring that will redefine what business events mean to Scotland. This will be complete with new collateral, films and targeted marketing across the globe. Our new campaign is an extension of the policy driven model, which sees VisitScotland focus on supporting bids and targeting events that tie closely into the policy aims of the Scottish Government and the United Nations, helping us realise the potential of business events to bring about societal change, be a voice for human rights and a platform to fight climate change, making our world better for generations to come.  

Across the team, our strategic partnerships, including PCMA, ICCA, SITE and MIA, will be strengthened, ensuring the message, ‘By meeting today in Scotland, we can and will change tomorrow,’ is seen and heard by the world.