The eVent could bring £15 million in business events to ScotlandAn exclusive international business events summit featuring key event organisers from North America could generate up to £15 million for the Scottish economy, VisitScotland says.
The eVent: The UK Summit, delivered by the national tourism organisation in partnership with London & Partners, will begin tomorrow (Friday 22 July) at the Sheraton Grand Hotel in Edinburgh.
It is the second year the invitation-only summit will take place in the UK, and the first time in Scotland, following the inaugural event held in London last year.
A total of 20 major incentive event organisers from North America, who arrange conferences, meetings and other corporate events for high-end clients, will attend and represent a potential £15 million in enquiries to the business events industry in Scotland.
Over the course of the three-day summit, they will meet with a number of Scottish suppliers, including The Sheraton, Gleneagles and The Balmoral, as well as major carriers United Airlines and WestJet, which are also supporting the event.
In addition to business-to-business appointments and industry seminars, guest speaker Jonathan Bradshaw, founder of the Meetology Lab, will lead delegates through an accredited education session.
Delegates will attend a special gala dinner at Borthwick Castle in Midlothian as well as take part in a GPS treasure hunt through the streets of Edinburgh.
They will also have the chance to participate in one of two destination familiarisation trips following the conference, allowing them to explore either Scotland or London.
The Scottish tour will take in Stirling Castle, Gleneagles before returning to Edinburgh, where buyers will visit The Balmoral and The George Hotels. The tour will show the added value of what Scotland can offer the MICE (Meetings, Incentives, Conferences and Exhibitions) market.
North America plays a key role in Scotland’s £1.9 billion business events industry, amounting to a quarter of all international inbound business events.
Richard Knight, VisitScotland’s Business Events Director of Marketing, The Americas, said: “We are delighted to host the first ever eVent UK summit in Scotland this weekend, in partnership with business events leaders at London & Partners.
“This exclusive invitation-only summit presents a huge opportunity for Scotland to promote itself as a world-class MICE destination to the crème de la crème of the North American business events industry.
“With its rich history, heritage and culture and a range of contemporary world-class venues, Scotland offers a unique stage for the meetings and incentives market and we hope attendees will be inspired to bring their future events to our shores.”
Chris FJ Lynn, Vice President, North America & Emerging Markets – Business Tourism, at London & Partners said: “London is home to some of the most exciting venues, hotels and restaurants and we are pleased to be able to share this with our group of North American buyers. The capital keeps reinventing itself with great new openings, and with its wealth of culture and history, it is one of the world’s best destinations for business meetings and events.
“Last year’s summit was a success and we are looking forward to receiving the group to showcase all that London has to offer.”
The eVent: The UK Summit is sponsored by travel and business tourism industry leaders, Sheraton Grand Hotel & Spa Edinburgh, United Airlines, WestJet and will be supported and delivered by Edinburgh-based Cashel Travel DMC.