Strengthening Scotland’s global events profile

As Scotland continues to strengthen its position as a world-leading and competitive destination, where culture, people and place drive distinctiveness - the role of events has never been more critical.

From regional festivals to major cultural and sporting events, Scotland’s events portfolio provides a powerful platform to showcase the country’s values, creativity and identity, reinforcing its status as a highly desirable place to visit, live, work, study and do business.

Events contribute directly to Scotland’s economy, sustainable tourism objectives and the country’s international profile, helping to deliver Scotland’s National Events Strategy 2024-2035, Scotland Outlook 2030 and our own 3-Year Corporate Plan.

As part of that Corporate Plan and our commitment to helping drive the visitor economy and grow its value to Scotland, we continue to build on our support for events through our programme of tailored business support, destination development and marketing activity.

Visitors watch professional golfer play at the Scottish Open

Looking forward

Central to the transition is the continued investment in and strength of the department’s knowledge, people, partnerships and delivery expertise which has helped to attract, support and grow a diverse portfolio of events across the country.   This change is about building on that success, retaining its unique value, while amplifying its impact. 

It also marks a step forward in how Scotland’s event hosting credentials are presented globally, creating a more unified, recognisable, and impactful presence.  

As part of the department name change, stakeholders can expect to see both VisitScotland and Brand Scotland brand marques being showcased as part of a connected and consistent presentation of Scotland’s events activity across platforms and markets.   

Implementation of both the new departmental name, and further amplification of both VisitScotland and Brand Scotland in an events setting, will be phased across 2026/27 with a focus on ensuring the right message and creative are used in the right place, at the right time, for the right audiences.    

Further guidance will be provided as and when required for updated brand use and placement, working in collaboration with our supported events and partners. 

People enjoy live music on a stage at a music event