Scottish Government Event Strategy

Selected to assess the economic, tourism, and community value of Major Festivals and Events Strategy.

This project aimed to identify opportunities for growth in the region’s event sector and provide actionable recommendations for sustainable event development.

• Economic Impact Analysis: Conducted a comprehensive evaluation to quantify their direct, indirect, and induced economic benefits.
• Tourism Insights: Developed a market appraisal of event’s role in driving regional tourism, analysing visitor demographics, spending patterns, and the potential for increased brand awareness.
• Portfolio Optimisation: Recommended new event opportunities and synergies with existing festivals to maximise impact, aligning with broader tourism goals.

  Background and Purpose

  The National Events Strategy, originally published in 2008 and updated in 2015, has been refreshed to guide Scotland’s events industry from 2024 to 2035. It aims to maintain Scotland’s position as a world-leading events destination, leveraging cultural, sporting, and business events to benefit the economy, communities, and Scotland’s global profile.

  Vision and Mission

  • Vision: Scotland is the ‘Perfect Stage for Events.’
  • Mission: Develop a dynamic, resilient, and responsible events sector contributing to Scotland’s wellbeing economy through a diverse portfolio of world-class events.

  Key Objectives and Strategy

  The strategy focuses on three interconnected strands:

  1. Developing Events: Prioritising inclusivity, investment, event diversity, and impact measurement.
  2. Developing the Sector: Building talent, enhancing planning and delivery, and promoting responsible events.
  3. Developing Scotland: Improving infrastructure, enhancing reputation, and supporting the visitor economy.

  Outcomes
  The strategy aligns with Scotland’s National Outcomes Framework:

  • Economy: A financially robust, sustainable, and growing events sector.
  • Community: Events improve physical, mental, and social wellbeing.
  • Environment: The sector transitions to Net Zero and adopts sustainable practices.
  • Workforce: Events provide fair and fulfilling employment opportunities.
  • Reputation and Profile: Events showcase Scotland globally, enhancing its reputation.