Tag: scottish tourism

Postgraduate student reflections from EventScotland’s annual conference

Any student in the tourism department is familiar with the work of EventScotland, the national tourism organisation for Scotland; and if that student is like me, they have relied upon EventScotland’s wealth of reports, research, and resources to enhance their assessment work and gain a deeper understanding of the tourism industry.

This is one of the many reasons I was honoured to attend Journey: The Business Events Conversation, EventScotland’s annual business events conference, held on 19 February 2025 at the John McIntyre Conference Centre in Edinburgh.

This conference is designed to bring together and support professionals from all across Scotland working in the MICE (Meetings, Incentives, Conferences, Exhibitions) sector. EventScotland recognises MICE as a crucial component of the tourism and events industry, making a measurable contribution to Scotland’s visitor economy and strengthening the country’s reputation as a premier destination for business events of all kinds.

Thanks to the efforts of a recent Napier alumnus who now works for EventScotland, Edinburgh Napier University was gifted two student admissions to this event, and another postgraduate student and I were the lucky recipients. This was a valuable opportunity for us to engage with industry professionals, thought leaders, and fellow students, as well as explore the many different career pathways that the events industry can offer.

Identity & Changing the World

The theme of this year’s conference centred on exploring Identity, with panel discussions addressing topics such as what it means to be Scottish, how Scotland wishes to be perceived internationally, and what it means to be a responsible global citizen. As an international student, I was particularly curious about these conversations and keen to gain a better understanding of the aspirations and values of a place I hope will become my future home.

I was thoroughly impressed and moved by the genuine solidarity and support demonstrated by Scotland’s industry leaders during the Identity Keynote Panel. The consensus was clear—these events professionals saw solidarity as a defining aspect of Scottish identity, and they genuinely wanted to help each other succeed. They embraced a Scotland-first approach to promoting events, meaning that even if an event was not the right fit for their own business, they still considered it a win if another Scottish business secured it. This is just one example of how collaboration and mutual support have helped Scotland build its reputation as an impressive and welcoming business events destination.

Another crucial and impactful concept was raised by Lyndsey Rafferty, Senior Association Manager at EICC, during this panel. She highlighted the tremendous potential MICE events have for driving positive change in public well-being. She reflected that, as events professionals, we have the unique ability to bring together people and experts—such as academics, scientists, and legislators—who have the power and influence to change the world for the better.

conference slide

A Portfolio Career

Throughout the day, we gained both practical and profound insights into what a career in the events industry truly entails. One of the most memorable sessions was the morning Meet With education panel, an exclusive opportunity for students to gain valuable knowledge about the MICE industry and hear real-world experiences from top industry professionals.

Neal Brownlee, Head of Business Events at VisitScotland, reflected on the various roles and titles he has held throughout his career, noting that a portfolio career—a career composed of diverse positions across hospitality and events—is quite common in this industry. He emphasised that gaining experience in different roles can be a significant asset, providing a well-rounded understanding of the many moving parts involved in running a successful events business.

Laura Wilson, Head of the Convention Bureau at VisitAberdeenshire, echoed the challenges and opportunities of a nonlinear career path. She stressed the importance of adapting to the evolving events sector, maintaining a strategic alignment of an organisation’s mission with the types of events it pursues, and cultivating strong professional relationships that prioritise collaboration over competition.

The Big Debate

One of the major recurring themes throughout the event was the recognition that the events industry is built on relationships. It takes time to develop the trusted connections and practical, experience-based skills that contribute to a successful career. This led me to wonder—how are event leaders supporting and mentoring newcomers to the field? Are students and new professionals being welcomed and supported in developing these crucial relationships and skills?

EventScotland demonstrated its commitment to fostering a supportive industry network by meaningfully incorporating students into its programming. Beyond the Meet With education panel, one of the main features of the day was a university-style student-led debate on corporate social responsibility within the events industry.

This debate featured two students who worked closely with events professionals to investigate whether corporate social responsibility initiatives were simply a tick-box exercise. It was fascinating to hear the aspirational ideals of sustainability initiatives contrasted with the practical, often economic-based realities of business. Professionals from across the country engaged in thoughtful discussion, carefully considering the implications of the points raised by the students. This was one of the many ways in which meaningful dialogue and a culture of mentorship were woven into the event.

Looking Forward

I am incredibly grateful for the opportunity to attend Journey: The Business Events Conversation. I left feeling like I had gained a clearer understanding of potential career paths, how to be a supportive and collaborative professional, and an inspiration to commit to my own professional development.

I was especially excited to see contemporary approaches to events management—many of which I am currently learning about—being put into action. For example, a completely plant-based menu as part of an environmental sustainability initiative, an accessible and neurodiverse-friendly event space, and interactive panels designed to foster meaningful connections between attendees. EventScotland demonstrated both the professionalism and the progressive potential of our industry, and I am looking forward to engaging further with this network and contributing to the future of business events.

Written by Hannah Stenzel, postgraduate student on MSc International Festival and Event Management at Edinburgh Napier University.

The Scottish Tourism Alliance Autumn Conference 2023 – PhD Student Perspectives

On 31st October 2023, five PhD students (Jack Pedersen, Christopher Barnes, Mahendrran Selvaduray, Homa Rahimi and Judith Spaargaren) from the Tourism & Languages Subject Group attended the Scottish Tourism Alliance Autumn Conference. This blog contains our reflections on the event.   Exploring the conference through the lens of academia from PhD student’s perspective as this blog sheds light on the vibrant discussions and insights shared at this noteworthy event. In approaching this blog, we found the focus to be the intersection of sustainable tourism and digital marketing, vital topics in our ever-evolving industry. In discussing what topics and presentations we found notable, we hope to share some of the experience with you, the reader.

Sustainable Tourism – Bridging the Gap, Mahendrran Selvaduray 

The vision for sustainable tourism was inspiring, emphasising the fusion of practices with unforgettable experiences. This session not only enlightened attendees but also highlighted the transformative power of responsible travel. Another compelling talk by Stephen Whitelaw centred on digital marketing in the tourism landscape. The speaker, an expert in the field, shared groundbreaking strategies to engage travellers authentically. In the era of social media dominance, their insights into digital storytelling and online engagement were invaluable, resonating strongly with our tech-savvy audience.

The new traveller segments discussed by Caroline Bremner of Euromonitor explain that people seeking luxury are known for wanting fancy experiences. In the social aspect, 72% of luxury seekers choose to travel with their partner, perhaps to feel more comfortable. This choice may stem from their desire to share these fancy experiences with loved ones and create special memories together. While a smaller 4% opt for solo journeys, the reason could be to enjoy a relaxing session on their own. This suggests two groups implies the presence of based on spending preferences. Some priorities personal enjoyment and independence, while others emphasis shared family experiences, reflecting diverse values and priorities.

Scotland’s Tourism Strategy, Jack Pedersen

Sustainability plays a prominent role in the national tourism strategy. Marc Crothall (MBE), the conference host, examined the Scotland Outlook 2030 strategy which looks to position Scotland as the world leader in 21st-century tourism and has at its core “responsible tourism for a sustainable future”.

Set up in November 2022, the Tourism and Hospitality Industry Leadership Group (THILG) is the leading industry body for this strategic plan. As the co-chair, Crothall reflected upon the THILG’s first year of operation. Its evidencing endeavours, including stakeholder and activity mapping and international best practice guidelines, have uncovered common themes which he proposes will impact the national strategy. Sustainability, technological advances, transport infrastructure, and Scotland’s communities and people were at the heart of much of Crothall’s presentation. The THILG now looks to develop its missions in supporting recovery, driving investment, and growing a sustainable tourism sector.

The Minister for Small Business, Innovation, and Trade, Richard Lochhead, (MSP) also co-chairs the THILG. His enthusiastic and effusive ministerial address at the conference asserted that the Scottish government is taking the industry seriously. Notably, amid recent Commons debates on the King’s Speech, this support was corroborated by Drew Henry (SNP Economy Spokesperson) who lamented the absence of measures to support the tourism and hospitality industries at a Westminster level.

During his address, Lochhead reiterated the government’s commitment to growth deals of £150 million, further to the £250 million already invested, and praised its impressive economic figures: Scottish tourism and hospitality accounts for 8% of employment and 4% of the country’s GDP. Despite the challenges of the financial climate, skills shortages, and wider geopolitical instability, he reminded us that the growth of the industry is outstripping the growth of the Scottish economy as a whole and that there is a case for optimism.

Our Proud and Passionate People: Tourism Rising Stars and Hospitality Heroes, Judith Spaaragen

 Sustainability was a word which came up often, but to me, no presentation made it a more tangible concept than Kelly Johnstone’s. It can be easy, as an academic, to overlook the actual people involved in the industries we write about.

Tourism is often spoken about in figures and faceless masses, but Kelly, COO at the Springboard Charity, placed people front and centre. The Springboard Charity provides opportunities for young and disadvantaged people to develop hospitality and tourism careers, and in her presentation she made clear exactly how important this was not just to the people the charity helps, but also the industry to which they contribute. If Scotland is to be the sustainable tourism destination of the world, then we must make sure that sustainability flows reaches the people working in it. This talk was thus a welcome look at that how that future might look.

Deciphering Communication Codes in Hospitality, Homa Rahimi  

Embarking on the intricate journey of personal and professional well-being, the recent Scottish Tourism Alliance Conference brought to light a compelling discourse spearheaded by Cathy MacDonald, centred around addressing fundamental emotional concerns. Amidst the formidable challenges posed by market competition and workforce scarcity in the dynamic tourism and hospitality sector, the recognition and fulfilment of employees’ emotional needs emerge as a strategic imperative.

Organizations finely attuned to the emotional well-being of their workforce yield substantial returns in terms of commitment, heightened productivity, and talent retention. Nurturing a culture of transparent communication, where employees authentically feel acknowledged, not only mitigates turnover but also lays the groundwork for organizational justice, serving as a potent talent attraction strategy. This approach, particularly pivotal in the aftermath of the Covid-19 era, acts as a linchpin in cultivating a resilient and contented team.

In an industry where reputation and word of mouth wield considerable influence, prioritizing employee well-being becomes a cornerstone of an effective human resource strategy. By fostering a workplace culture that places a premium on its staff, organizations not only elevate their sector reputation but also optimize return on investment, thereby fostering a positive and efficient work environment.

Edinburgh Napier University’s Aspiring Tourism Alumni, Christopher Barnes 

After previous years of online conferences, where morning networking sessions were mere button on the edge a computer screen. The smell of freshly brewed coffee from Leith’s Catering in the EICC foyer, on the morning of, The Scottish Tourism Alliance Autumn Conference, was a welcome reminder that the days of our industries face to face restrictions, are slowly becoming a thing of the past! Tourism and hospitality in Scotland, is ready, and is about to thrive! Inspiring visions of industry officials and testimonies of young rising stars were only a fragment of the exciting and news put forward in a day of collective industry buzz!!! One thing is certain, Edinburgh Napier and more importantly the Tourism and Languages Subject Group, plays a significant role in producing emerging industry talent, in both the tourism and festival and events sectors. Both inspiring and motivating, were the testimonies of Edinburgh Napier University alumni of recent years, projected on the screens for a conference suite filled of Scottish Tourism Industry Officials. The hall witnessed how Edinburgh Napier University’s Tourism Research Centre, produces highly qualified tourism management personnel and offering degrees, both at undergraduate and post-graduate level, filled with both academic and practical content relevant for an everchanging and immersive tourism industry!

Closing Thoughts:

This blog serves as a testimony to the impactful ideas exchanged and the collaborative spirit that defines our tourism industry. With each presentation, we found inspiration and motivation, underscoring the potential for positive change within our tourism community.

Once again, thank you, the TRC, for this opportunity to share our unique perspective on the TRC webpage. As PhD students, we stand at the intersection of academic inquiry and practical innovation, embodying the spirit of continuous learning and growth. Let us continue this journey together, shaping the future of tourism one insightful conference at a time. Hope we can attend more conferences in the future.