The country’s success as a world-leading destination has been specifically targeted, developed and invested in
Scotland knows how to put on a show – whether that’s hosting the Commonwealth Games, Cop26 or major arts festivals.
The combination of iconic venues and unique experiences set against a backdrop of culture, history and Instagram-worthy landscapes makes Scotland an irresistible destination for event goers.
Over the years, visitors coming to events – whether that’s been T in the Park, TRNSMT, the 2014 Ryder Cup, the Edinburgh Festivals, or international football matches – have made up a sizeable proportion of tourists arriving in Scotland. Taylor Swift’s concerts in Edinburgh this summer were an obvious example, with more than 220,000 attending the shows and reports at the time predicting a £77m boost for the local economy.
In the UK in 2023, music tourists attending concerts and festivals spent £4.2bn directly, according to industry body UK Music.
A total of 19.2m music fans – from the UK and overseas – attended UK shows including Beyoncé, The Weeknd, Harry Styles and Blur, and festivals like Glastonbury, Boomtown and TRNSMT.
UK Music’s study found events in Scotland generated 1.6 million visits, spending of £499m and employment of 4,320.
Golf is another draw and this year 258,000 people attended the 152nd Open at Royal Troon. In 2022, the 150th Open at St Andrews generated more than £300m in economic benefit for Scotland, according to an independent study by Sheffield Hallam University commissioned by the R&A, VisitScotland and Fife Council.
The economic impact of Edinburgh’s 11 festivals in 2022 was estimated to be £367m by BOP Consulting in a study commissioned by Festivals Edinburgh.
Statistics like these reinforce the role of events in delivering a major economic uplift to businesses, jobs and livelihoods.
In May, a refreshed national events strategy, Scotland the Perfect Stage 2024-2035, was launched following consultation with more than 300 organisations and individuals.
Shaped by the Scottish Government, VisitScotland, Scotland’s Events Industry Advisory Group, Local Authorities, COSLA, trades union representatives, and those who responded to the consultation process, the strategy refresh has been designed to provide strategic focus for all involved in the planning, securing and delivery of events across Scotland.
It builds on the event industry’s many achievements to date and focuses on key priority themes including inclusive and responsible events; reputation and profile; measurement and impact.
Scotland’s success as a world-leading destination has not always existed, but instead has been specifically targeted, developed, invested in and grown, and the ambitions set out in the refreshed strategy focus on its continued contribution to Scotland’s economy.
The tangible and measurable benefits of Scotland’s continuous approach to developing its events proposition since the successful bid to host the 2003 MTV Europe Music Awards was evidenced by research commissioned by the Events Industry Forum in 2018.
It showed that pre-pandemic Scotland’s outdoor events alone generated 52,801 full-time equivalent jobs, total annual spend of £3.5bn and gross value added of £2.8bn.
The economic impact is undeniably powerful, but the potential of events to create meaningful change and social impact is increasingly at the forefront of event organisers’ minds.
They are keen to make sure they leave a legacy in their wake. For instance, the Edinburgh Festival Fringe works closely with 30 charities and communities in the capital to break down any barriers that might prevent groups and individuals going to the Fringe.
The Fringe Days Out scheme provides free ticket vouchers and bus passes, so that the participants’ whole festival experience is free. Since it was launched in 2017 more than 12,500 people from across Edinburgh have visited the Fringe, many for the first time.
Alongside its free schools programme in August, the Edinburgh International Book Festival’s ‘On the Road’ events take authors into venues across Scotland throughout the year, helping make sure everyone has the opportunity to experience the festival.
Scotland performs disproportionately well in attracting business events for a country its size
The headline-grabbing sporting and cultural events are only part of the picture. Business events – academic conferences, conventions, association meetings, seminars, trade fairs – are important money spinners. They also position Scotland on the international academic and industry stage.
These are the events that you probably don’t know about unless you walk past the venue as the delegates arrive with branded tote bags and name badges. However, their international delegates spend £447 a day, according to VisitScotland’s Scottish Association Survey for 2022/23.
In addition, research shows that Scotland performs disproportionately well in attracting business events for a country of its size.
International Congress and Convention Association data for 2023 ranks Glasgow 27th in the world for the number of international association meetings held, with Edinburgh 30th.
This puts the two Scottish cities ahead of leading destinations including Washington DC, Tokyo, Geneva, Dubai and Sydney.