An international business events summit featuring event organisers from North America could generate up to £15m for the Scottish economy, VisitScotland says.
The eVent: The UK Summit, delivered by the national tourism organisation in partnership with London & Partners, will begin 22 July at the Sheraton Grand Hotel in Edinburgh.
It is the second year the 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 incentive event organisers from North America, who arrange conferences, meetings and other corporate events will attend and represent a potential £15m 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 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.
A Scottish tour will take in Stirling Castle, Gleneagles before returning to Edinburgh, where buyers will visit The Balmoral and The George Hotels.
North America plays a key role in Scotland’s £1.9bn 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.”
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.”