The global events sector is a cornerstone of cultural exchange, economic development, and innovation, bringing millions of people together every year. From international sporting championships and world-class conferences to music festivals and trade shows, events create shared experiences that connect people and industries in meaningful ways. They are uniquely positioned to respond to society’s changing needs creating opportunities for connection, driving innovation in technology and sustainability, and fostering inclusive experiences, and despite a challenging operating environment, the events sector around the world continues to adapt and thrive.
The role of VisitScotland in driving the visitor economy
In Scotland, we recognise the important role that events play in our visitor economy As global leaders in event delivery, we leverage cultural, sporting, and business events, to attract visitors and showcase Scotland as a world-class destination. These events in turn stimulate local economies through increased visitor spend, job creation, and investment.
As an economic growth agency, we are steadfast in our support of tourism and events. Our core purpose is to grow the visitor economy and maximise its value for Scotland.
In 2024, there was a total of 92 million tourism visits to Scotland, including domestic and international overnight trips and day visits, delivering a record £11.4 billion to Scotland’s economy, in visitor spend. To deliver on our purpose, vision, and mission, our Corporate Plan sets out four priority areas of activity for us to focus on - organisation development, market development, place development and business and experience development. Place and destination development, alongside market development, are central to supporting Scotland’s events sector.
Through place and destination development, we work collaboratively with industry, communities, and partners to leverage major events and deliver on key policy objectives at local and national levels. This includes creating vibrant, welcoming destinations where communities feel the benefits of tourism and events, and ensuring Scotland is recognised globally as a leading sustainable tourism destination.
The events sector in Scotland, through the delivery of the national events strategy Scotland the Perfect Stage 2024–2035, is building a destination rooted in purpose that is underpinned by values of sustainability, inclusion, and legacy. Our role is to support this ambition by harnessing the power of events to strengthen communities, attract investment, and help Scottish businesses internationalise while rebuilding domestic demand.
This work supports the aspirations of Scotland Outlook 2030, as well as the national tourism strategy, and aligns with our commitment to collaborative working that maximises benefits for communities, sustains local services, and delivers long-term growth.
Unlocking impact through partnerships
Partnership working is at the heart of Scotland’s success in events. The sector thrives on collaboration between public bodies, private enterprises, and third-sector organisations. Strategic relationships enable us to deliver events that not only attract visitors but also leave lasting legacies for communities. This collaborative approach is strengthened by a unique Team Scotland model, bringing together partners across sport, culture, tourism, and the economy. Our EventScotland team, part of VisitScotland’s Industry and Events Directorate, provides a coordinated sector voice and ensures clear strategic alignment with national priorities.
Our national events strategy underpins this approach, ensuring that events contribute to economic, social, and environmental goals. Working together, we tackle shared challenges such as reducing environmental impact, improving accessibility, and developing a skilled workforce for the future. Innovation and adaptability are central to this approach, as demonstrated by the new model for Glasgow 2026 Commonwealth Games, an inclusive, right-sized event that makes smarter use of existing infrastructure and sets a benchmark for sustainable delivery. #
The importance of strategic relationships is also demonstrated by our partnership with The R&A. The eleven-year partnership between ourselves, The R&A and Scottish Government sees the staging of The Open, AIG Women’s Open, and the Senior Open in Scotland between 2024 and 2034. It ensures that fourteen championships will be held in Scotland across various venues during the term of the partnership.
This investment in the championships will drive tourism and showcase Scotland as a world-class stage for major events. It will also deliver significant economic and social benefits to the country and the host regions.
Looking ahead to what’s next
Scotland’s pipeline of world-class events demonstrates the strength of our collaborative approach and our commitment to market development. Working with the Scottish Government, local authorities, and key partners, we secure major cultural, sporting, and business events that reinforce Scotland’s position as a leading global destination.
Upcoming one-off events such as the Glasgow 2026 Commonwealth Games, 2027 Tour de France Grand Départ, and UEFA EURO 2028, will sit alongside annual fixtures such as the world-leading Edinburgh Festivals, Celtic Connections, and the Royal Highland Show. These events showcase Scotland’s cultural vibrancy and sporting excellence, reinforcing our position as a leading global destination for tourism and events.
A destination rooted in purpose
Scotland stands proud as a welcoming, responsible, and world-class host for events of every scale. With the capacity and experience to deliver unforgettable event experiences, we ensure that every occasion provides exceptional economic, social, and cultural benefits for our communities and visitors alike. Events in Scotland are more than moments in time, they are catalysts for positive change. Through their profile and influence, they drive sustainable, responsible growth and help shape a destination rooted in purpose.
As we come together for Host City 2025 in Glasgow, a city that has proven time and again to be a world-class host of major and mega events, we look forward to two days of insight, discussion and debate on how we can continue to harness the power of events to strengthen communities, attract investment, and showcase Scotland as the perfect stage.
