Scotland is the Perfect Stage

From 2026 onwards, we see Scotland stepping onto the world stage like never before. With a landmark series of global cultural and sporting events on the horizon - including the Glasgow 2026 Commonwealth Games, The 155th Open, the FIA World Rally Championship 2027, Tour de France Grand Départ 2027, and UEFA EURO 2028 - we're showcasing how “It’s all happening” in Scotland. A new campaign has been created to fuel pride, inspire visitors and energise industry partners at home and abroad. 

Launched as part of a major multichannel distribution programme, a high energy 60-second clip positions Scotland as a world leading events destination - where iconic landscapes, vibrant cities, passionate people and unforgettable experiences come together.

This new content offers a glimpse into our rich and varied programme of events, capturing a snapshot of the energy, buzz and atmosphere that comes from attending events. 

A rallying call for our visitor economy

The "Plan to Play. Plan to Stay" video aims to drive awareness of Scotland’s packed events calendar and reinforce the sentiment that Scotland is the place to be in 2026. 

Created to inspire both industry and consumers, the film highlights Scotland’s readiness to host world class moments - celebrating everything from sport and culture to music, festivals and outdoor adventure. It brings to life the shared ambition of partners across the country: to position Scotland as a world stage for unforgettable experiences while strengthening the economic and social value events deliver. 

The creative concept uses “PLAN” as a rhythmic storytelling device: Plan music. Plan sport. Plan culture. Plan nights. Plan adventure. It builds towards an uplifting call to action: 

Plan to Play. Plan to Stay. Plan to Return.

Events play a vital role in Scotland’s visitor economy - attracting millions of attendees each year, supporting jobs across hospitality, tourism, transport and culture, and helping to spread visitors across the country throughout the seasons.

From global sporting spectacles to Scottish cultural celebrations, events stimulate spend in local communities, boost regional economies and highlight the very best of Scotland’s creativity, landscapes and warm welcome.

They inspire travel, extend stays and encourage visitors to explore further - contributing to sustainable growth and long-term resilience across our tourism and events sectors.