Delivering positive change in the events industry

More than 220 delegates came together on 9 March at Glasgow’s Technology and Innovation Centre for Scotland’s National Events Conference. It was an inspiring celebration of collaboration, creativity and the power of events to deliver positive change.

The conference began with opening remarks from our Director of Industry and Events, Rob Dickson, and Minister for Business and Employment Richard Lochhead, who highlighted the sector’s essential contribution to Scotland’s visitor economy and its continued leadership in delivering meaningful and responsible impact.

Pictured: Scotland the Perfect Stage sign. Credit: Rob Lindblade / VisitScotland

Inspiring keynotes

Across the day, 44 speakers shared insights, experiences and fresh ideas with the industry audience.

Our first keynote from Vikki Chapman, Head of Sustainability at Live Nation UK & Ireland, set the tone. Vikki explored how sustainability, lived experience and collaboration can shape events that create lasting positive change. She later joined Rob Wicks (Managing Director P&J Live) and Jenny Niven (CEO and Director Edinburgh International Book Festival) in a thought‑provoking panel discussion, moderated by host Zara Janjua, on responsible event delivery and the social benefits of live experiences.

Delegates also heard from Hugh Brasher, CEO of London Marathon Events, who spoke powerfully about the transformative impact of events. He spoke about their ability to bring people together, the crucial role of volunteers, and the physical and mental wellbeing they help foster.

Marking Commonwealth Day, Phil Batty, CEO of Glasgow 2026, closed the programme by sharing how Scotland can be “All In” for the 2026 Commonwealth Games and the legacy opportunities the event presents.

Breakout sessions and insightful panels

The programme also featured eight breakout sessions. They explored key industry priorities, ranging from community engagement and environmental responsibility to workforce development, resilience, insights and Scotland’s international positioning

A forward‑looking discussion with the Events Industry Advisory Group (EIAG) reflected on the opportunities ahead, including Scotland’s strong global reputation,and the challenges the industry continues to navigate, such as strengthening community engagement and improving how social impact is measured and communicated.

Pictured: Panel session at the National Events Conference. Credit Rob Lindblade / VisitScotland

A bright future for Scotland's events sector

The conference showcased the ambition, innovation and collaborative spirit driving Scotland’s events community forward, reinforcing why Scotland continues to be the perfect stage for events.

As the flagship industry gathering for Scotland’s events sector, Scotland’s National Events Conference is created for everyone involved in developing, delivering and supporting the nation’s cultural and sporting events. Delivered by VisitScotland on behalf of the industry, it was aligned to Scotland’s National Event Strategy: Scotland the Perfect Stage 2024 – 2035 and our strategic priorities.