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Article published 12/12/2025

Scotland’s flagship conference for the sporting and cultural events sector has announced its 2026 theme.

The first keynote speaker has also been announced, as delegate places go on sale.  

Taking place on Monday 9 March in Glasgow, next year’s conference will centre on the theme Delivering Positive Change.

The programme will explore how events can act as a powerful force for good by driving economic growth, strengthening communities, and inspiring cultural and social benefits across Scotland. 

Find out more and book your spot on the National Events Conference website

Man attending a conference

Delegates at Scotland's National Events Conference. © Chris Watt

First keynote speaker announced

Hugh Brasher, CEO of London Marathon Events, is the conference’s first confirmed keynote speaker. 

London Marathon Events is a world-leading events management company and social purpose organisation.

He will share his exceptional experience from some of the world’s most iconic mass participation events, including the globally renowned TCS London Marathon.  

Under his leadership, the event has broken records, raised over £1.4 billion for good causes, and inspired millions to get active.

Hugh’s insights will help set the tone for a day focused on innovation, impact, and the role of events in creating positive change. 

Further details on the programme, including additional speakers, will be announced soon.

Sign up to the events e-newsletter for more announcements

Headshot of Hugh Brasher

Hugh Brasher, CEO of London Marathon Events

More about the National Events Conference

The conference is organised by VisitScotland. It aligns with Scotland’s National Event Strategy: Scotland the Perfect Stage 2024 – 2035, and the organisation’s strategic priorities.

It provides a vital industry platform for learning, collaboration, and innovation. 

Building on the success of the last sold-out conference in Edinburgh in March 2024, Scotland’s National Events Conference 2026 promises to be an unmissable event in a year of full unmissable events for the city!  

Delivering positive change is at the heart of Scotland’s National Events Conference 2026. This event provides a vital platform for our industry to collaborate, share insights, and explore how events can drive economic growth, strengthen communities, and create cultural and social benefits.

It reflects the ambitions of Scotland’s National Events Strategy and VisitScotland’s commitment to growing the visitor economy and leaving a lasting legacy.

With demand expected to be high, I encourage delegates to secure their place early to avoid missing out on what promises to be an unmissable event.

Rob Dickson, VisitScotland Director of Industry and Events

Events have the power to transform lives, communities, and even nations. We’ve seen from the TCS London Marathon how participation inspires healthier lifestyles, raises extraordinary sums for good causes, and brings people together in moments of shared joy. London Marathon Events recently invested in the Loch Ness Marathon, which was voted in the top three most beautiful marathons in the world, and as a result I'm delighted to join Scotland’s National Events Conference 2026 to explore how our industry can continue delivering positive change and shaping a future where events are truly a force for good.

Hugh Brasher, CEO of London Marathon Events

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