VisitScotland is launching its first ever Business Events Monitor to measure the size and value of the sector in Scotland.
The new data will allow Scotland’s national tourism organisation and the wider tourism and event industry to fully understand the impact the business events sector has on the Scottish economy and identify future opportunities.
Business events, often referred to as the MICE (meetings, incentives, conferences, and exhibitions) industry, consists of events ranging in size from 10 to 10,000 delegates, lasting from a day to over two weeks. They take place in dedicated conference centres, hotels, academic venues and high-end resorts for incentive trips, as well as involving destination management organisations.
Venues, hotels and businesses in the sector are being asked to complete a short online survey targeted at reaching a broad range of respondents. The aim is to build a clearer picture and better understanding of how to promote as well as support and grow the sector.
Scotland is recognised as a world-leading host for international business events, attracting renowned thinkers and leaders from across the globe. It is a prime destination for the MICE industry, thriving on innovation from academia, research, and industry, and inspiration shared and drawn from delegates to our country.
VisitScotland/Maverick Photo Agency
Recent globally prestigious events include COP26, World Energy Council's Executive Assembly & Energy Trilemma Summit, 15th World Congress on Endometriosis and The European Society for Radiotherapy and Oncology (ESTRO) congress.
The monitor will be hosted on VisitScotland.org and will run until 4 April 2025.
The launch of the new survey coincides with VisitScotland’s Journey: The Business Events Conversation, an event where the Scottish business events community comes together to discuss the future of the sector.
Neil Brownlee, VisitScotland Head of Business Events, said: “We know that business events play a role in driving Scotland’s visitor economy and the ambitions of Scotland’s National Events Strategy. And the sector is also responsible for spending in the wider economy through catering, audio visual, transport, and entertainment. But this is the first time research of this kind is focusing on the Scottish business events industry as a whole.
“As the national tourism body working to support all business events in Scotland, it is important that we have a high level of country-wide understanding and insight for the entire business events sector.
“This monitor will provide much needed data and will allow VisitScotland and other stakeholders to better understand the true value and impact the sector has on the Scottish economy. Results from the monitor could also prompt inward investment at the national and regional levels, creating more jobs, developing new infrastructure, and attracting investment in the business events sector.
“We urge all of those in the business events sector to take part in the monitor. Helping to form the big picture of the industry in Scotland will benefit all of those involved.”
Find out more information and take part in the monitor here: www.visitscotland.org/about-us/what-we-do/business-development/business-events-monitor