Unique and inspiring

A resurgence in Americans returning to Europe, more indigenous organisations choosing to stay closer to home, and the strength of the Euro against the pound and the dollar are all factors combining to inspire a renewed sense of optimism around the business tourism sector in Scotland. In addition, 2011 is a year that will see an unprecedented number of large-scale projects – both new-build and redevelopments – opening their doors to provide yet more choice for meeting planners and event organisers. 

All of which is all good news for a sector which, between leisure and business travellers, is a huge contributor to the Scottish economy and one of the country’s biggest employers. With almost three million business trips to Scotland in 2010, up 13 per cent on 2009, VisitScotland’s Business Tourism Unit (BTU) continues to fly the Scottish flag at home and abroad with a robust marketing programme aimed at existing and new markets.

Foreign interest
In Europe the pace of economic recovery varies from country to country, with France leading the charge and Spain yet to get off the ground. In terms of inbound business travellers to Scotland, interest from France has been gaining momentum over the past 18 months, while the BTU is noting a sudden upswing from Germany late 2010 onwards.

Enquiries continue to increase from lucrative North American markets too. Canadian visitor numbers are up 20 per cent on last year, and more and more American companies are bringing incentive-based trips to Scotland to take advantage of the range of luxury venues on offer at competitive rates.

Amanda Henderson, BTU marketing manager, Europe, comments: “The wish list for European visitors is increasingly short-haul, but still with the appeal of the exotic, and obviously Scotland fits that bill in spades. France in particular is eschewing previously popular destinations in West Africa because of growing political unrest and is seeing Scotland as an undiscovered Celtic region.

“The net benefit to us is huge with French visitor numbers doubling to 44,000 from 2007 to 2009; and the value of enquiries rising from £1 milllion in business year 2009/10 to £3.6 million in 2010/11. Given results like these, our tourism providers are increasingly encouraged to partner with us and support our activities in Europe as they can see the value in the opportunity.”

In total, business tourism contributes over £800 million to the Scottish economy, with almost a quarter of all association conferences and events held in the UK being hosted by Scotland. Glasgow and Edinburgh are second only to London as the location of choice for government and other professional associations looking for something a bit different. And 2011 is certainly the year to find it!

Investing in the old and the new
Tourism in all its many forms is the biggest employer in Scotland and the country is justly proud of its competitive advantage in providing one of the warmest welcomes in the world, a reputation for fine food and drink, a range of activities to challenge even the most adventurous and accommodation to suit every budget.

With the Commonwealth Games looming in Glasgow 2014 and an increase in visitors anticipated around various Olympic events due to be staged in Scotland, investment in new hotels, and expansion and upgrading of existing properties, is well underway to cope with the demand for bed nights.

In Glasgow, construction is just commencing on the Scottish National Arena at the Scottish Exhibition + Conference Centre, set to be ranked as one of the top five arenas in the world when it completes in 2013. With its bold design, this 12,000-seat facility will enhance the Glasgow riverside, attract in excess of one million visitors a year and provide the city with a top quality concert and event venue.

Culture and heritage
It is investment in the areas of culture and heritage facilities that are headlining and giving Scotland plenty to shout about this year. In the course of 2011, a host of major projects are set to be unveiled, all of which will add to both cities’ dynamic tourism, cultural and heritage scenes.

First off the blocks will be the brand new £74m Riverside Museum beside the River Clyde, which is opening this summer. Designed by internationally acclaimed architect, Zaha Hadid, this futuristic structure will house Glasgow’s existing transport collection and new exhibits, with the Clyde-built Glenlee Tall Ship berthed alongside. The museum can be hired in whole or in part for themed events and meetings, with capacity for up to 900 guests for receptions.

Edinburgh boasts two highly prestigious developments, both opening in 2011. This summer, the £46.4 million redevelopment of the National Museum of Scotland will transform this magnificent example of Victorian architecture into a world class 21st century experience. The museum will open for corporate events from October, offering a range of different event spaces ideal for meetings and receptions. With the stunning Grand Gallery’s soaring atrium and 16 new galleries, there can be few more inspiring backdrops for gala dinners for up to 850 people.

The city’s other major project is the three-year refurbishment of the Scottish National Portrait Gallery, which will be compeleted this year. Previously hidden galleries and arcades have been uncovered that have both extended the space and returned this iconic building to its 19th century grandeur. Breathing new life into one of Scotland’s best-loved buildings, the transformation will be revealed in November when the Portrait Gallery opens its doors to exciting new exhibitions and welcomes corporate events into what will be a unique setting in the heart of the capital city.

A step back in time
In Stirling, a popular choice for association conferences with the University, Stirling Management Centre and Stirling Castle, the restoration of the 16th century Royal Palace has just been completed. Traditional craftsmen and women have been brought on board to restore the palace to how it was in the heyday of the castle’s royal court, bringing an added dimension to events. With costumed characters and sumptuous surroundings, the Royal Palace is sure to be a favourite for drinks receptions and the chance to step back in time to see life as it was.

Elsewhere, less urban areas can cater for events large and small. Inverness and the surrounding area boasts a range of large hotels, many of them new, with a flagship conference centre in the Aviemore Highland Resort at its heart. Fife’s recently revamped Carnegie Conference Centre provides facilities for 250 delegates with 25 breakout rooms, while Easterbrook Hall in the Scottish Borders can host up to 400 for a conference with accommodation in the grounds and surrounding area.

A glimpse of the future
In Scotland, investment does not stand still and even as the major developments above move to completion and opening, there are a plethora of plans in the pipeline.

On Edinburgh’s waterfront in the historic port of Leith, discussions are underway to create a 5,000 capacity music venue on one of two new piers extending out into the harbour. This will be complemented by a 26-storey luxury hotel, a permanent home for a large navy ship and a giant Ferris wheel providing stunning views of the city skyline and the Fife coast.

Golf developments are driving Aberdeen’s expansion of conferencing facilities with the Trump International Golf Links set to bring a 450-room five star hotel and conference centre to the area, while planning has been granted for a £115 million golf resort and conference centre at Blairs Estate – with a course designed by former Open Champion, Paul Lawrie.

As well as the new National Arena, Glasgow is set for a boost with a 210-room Premier Inn opening in August 2012, and, in the heart of the city’s International Financial District, the five-star Jumeirah Glasgow, a £120 million, 25-storey, super deluxe hotel with 160 bedrooms and suites will open in 2014.

Dundee is gearing up for the arrival of the V&A at Dundee, an international centre for design housed in a stunning building on the city’s waterfront. Designed by Japanese architects Kengo Kuma & Associates, and due to open late 2014, the V&A at Dundee will be Scotland’s largest exhibition space and a wonderful backdrop for a range of events and is sure to be in demand to provide a perfect mix of art and business.

Kerry Watson, marketing manager, Associations for VisitScotland’s Business Tourism Unit, is buoyant about the impact of the level of investment coming on stream and says: “The wealth of major new developments topping the bill in Scotland this year is unprecedented in recent years, with three projects alone accounting for over £150 million in terms of investment. Many, such as the National Museum of Scotland and the National Portrait Gallery, have been underway for several years and have therefore had the advantage of being able to make the most of corporate space closures during recent leaner times.

“But with the 2014 Commonwealth Games looming, and so many high-profile projects about to launch, there is undoubtedly a renewed optimism in the sector, and an appreciation of the importance of business tourism to the Scottish economy. While it is impossible to make absolute projections on visitor levels, there is no doubt that with so many fantastic new facilities, Scotland is well placed to retain its competitive advantage and poised to benefit from the upturn when it comes.”

Exciting times for Scotland indeed. With everything that is on offer, there are more reasons than ever before to put Scotland on the shortlist of event locations.

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