On 24 June 2025, Edinburgh Napier University’s Craiglockhart Campus hosted the Annual TRC Symposium: Innovative Practice in Business Events, a one-day gathering of academics, industry leaders, and event professionals. The symposium offered a rich platform for exploring how business events can drive economic, social, and knowledge-based impact far beyond tourism.
Rethinking metrics and legacy in business events
Professor Leo Jago (University of Surrey) challenged attendees to think beyond traditional tourism metrics. He emphasised that the true value of business events lies in their long-term legacy, from economic development to societal transformation and knowledge exchange. Jago advocated for government involvement in event planning and stressed the need for modern, engaging formats that resonate with younger generations. “Dull plenaries are no longer enough,” he noted, urging organisers to embrace workshops, interactive sessions, and networking opportunities.
Storytelling, strategy, and sector strengths
Rob Davidson, Director of MICE Knowledge, highlighted the strategic importance of aligning event bids with a country’s sectors of excellence. This approach not only attracts top-tier speakers but also enhances networking and sparks innovation. A common theme from all speakers on the day, was the power of storytelling in event promotion, as Davidson underscored – “If it bleeds, it leads” – and encouraged organisers to tap into local ambassadors and public engagement to amplify legacy and impact.
AI and the future of event design
Dr Judith Mair, Visiting Associate Professor from the University of Queensland, explored how artificial intelligence is quietly revolutionising the business events sector. She highlighted its role in enhancing sustainability through virtual site visits, streamlining event logistics with predictive analytics, and supporting event design by suggesting speakers and generating bios. AI is also being used to improve event evaluation, with tools that track ROI, ESG data, and real-time audience sentiment. Her talk underscored the growing importance of data-driven, tech-enabled approaches in creating smarter, more impactful events.
Collaboration as a competitive advantage
Professor Gary Hutchison (Edinburgh Napier University) and Elaine Miller (Edinburgh International Conference Centre), introduced the Exchange Initiative, a groundbreaking collaboration between Edinburgh’s universities, NHS Lothian, and the Edinburgh International Conference Centre (EICC). This initiative aims to attract international conferences to the city by leveraging collective expertise and engaging with stakeholders like VisitScotland and Chambers of Commerce. “There’s nothing quite like it elsewhere,” Hutchison remarked, highlighting its potential to position Edinburgh as a global hub for impactful events.
Advocating for impact
James Latham, founder of The Iceberg, delivered a powerful reminder: “We are change agents, not travel agents.” He called for a shift in focus from short-term metrics like ticket sales to long-term outcomes that reflect the true value of business events – innovation, collaboration, and societal progress.
Final thoughts
The TRC Symposium 2025 made it clear: business events are no longer just about tourism – they are catalysts for change. From legacy planning and sector alignment to collaborative bidding and storytelling, the future of the industry lies in its ability to create meaningful, measurable impact.
Written by Aoife O´Sullivan – Business Engagement and Communications Manager