Scotland has many distinct qualities which attract people to visit. TS2020 has identified five which offer the strongest growth potential. These are: Business Tourism, Events and Festivals, Nature and Activities, Destinations, and Heritage and Culture.
At Business Tourism for Scotland we’re focused on expanding Business Tourism, specifically the Meetings, Incentives, Conferences and Exhibitions (MICE) sector.
Going from good to great is vital to grow Scotland’s tourism. We’re leading on these ambitions for Business Tourism - and only exceptional experiences will do.
Business Tourism is expected to be at the heart of tourism growth in Scotland. Offerings like purpose-designed venues and internationally renowned academic Centres of Excellent are crucial to attracting new and retaining business tourism events to Scotland.
Events and Festivals
The boundary between events and business tourism is narrowing. Scotland’s international and major events programme continues to grow, along with the number of quality regional and local festivals. Many of these events offer direct and indirect opportunities for business tourism. With our reputation as a world-leading events destination grows, increasingly visitors can enjoy diverse and dynamic gatherings while they’re here.
Nature and Activities
Celebrated for our golf, the Meetings, Incentives, Conferences and Exhibitions (MICE) sector is beginning to capitalise on the other excellent outdoor activities on offer, such as mountain biking and adventure sports, to name a few. Offering customers something different and innovative in Scotland’s natural playground can give businesses the edge over our competition.
Destinations, Towns and Cities
Business tourism venues sell their destinations as well as their own facilities. It therefore makes sense to be involved with how your destination is marketed, managed and presented to delegates as a complete experience. Bottom line – collaboration and partnership is essential.
Heritage and Culture
From our memorable cityscapes and internationally renowned music and arts to the wealth of our UNESCO World Heritage sites and unique historic venues, heritage and culture strongly influence and attract organisations to hold their conferences in Scotland.
Whether it’s a bagpipe welcome or dinner in the magnificent National Museum of Scotland, we need to use our heritage and culture to deliver unique, authentic, professional and contemporary events which entice businesses to hold their events in Scotland.