GLASGOW, SCOTLAND – Host City 2024, the greatest international meeting of cities and sports, business and cultural events, took place in Glasgow, Scotland on 3-4 December. The 11th edition of the annual conference brought together event professionals – including rights holders, city officials, event organisers and global brands – under the theme of “Inspiring Action Through Major Events”.
Speakers from all continents examined the evolving opportunities and challenges of hosting major events worldwide, with a particular focus on sustainability, innovation, and social impact.
Key takeaways
Events are powerful platforms for positive change, extending beyond entertainment to foster community connections, advance sustainability, and create lasting legacies.
Collaboration and partnership are essential for successful and impactful events.
Sustainability must be approached holistically, integrating environmental, social, and economic considerations.
Event organisers must embrace innovation and harness technology to enhance event experiences, streamline operations, and generate new revenue streams.
Data is crucial for measuring event impact, informing future strategies, and demonstrating the value of events to stakeholders.
Social Impact and Legacy
This year’s conference placed significant emphasis on the long-term impact of major events, moving beyond immediate economic benefits to consider their role in fostering social cohesion, promoting diversity, driving sustainability, and inspiring community engagement. The events industry is increasingly prioritising social impact and community engagement alongside economic considerations, demonstrating a shift towards a values-driven approach.
Susan Deighan, Chief Executive of Glasgow Life said: “Events are not just a moment in time. They can be platforms that inspire action, and drive positive and sustainable change.”
Vicki Miller, Chief Executive of VisitScotland said: “In a world often characterized by chaos and disconnect, events satisfy a deep human need for connection, with people increasingly prioritising experiences and social impact over mere entertainment.”
Sustainability
The conference highlighted the critical need for integrating sustainable practices into every aspect of event planning and delivery, from procurement to venue management. This includes reducing carbon footprints, promoting responsible resource consumption, and engaging in meaningful partnerships to achieve net-zero targets.
Jimena Saldana, CEO, Panam Sports Organisation said: “We still see sustainability as a cost when in actual fact it is a cost-saving. We need to tell that story much better.”
Innovation
The role of technology in shaping the future of events was explored, with discussions on how AI, augmented reality, and digital platforms can enhance audience engagement, streamline operations, and generate new revenue streams. Delegates also discussed the growing importance of data in evaluating event impact and informing future strategies.
Maria Teresa Squillaci, Head of Web & Social Content, Fondazione Milano Cortina 2026 said: “All of us working in organising major events face the same challenges. One of those challenges is engaging with the young generation in a new way. Through AI, we hope we will be able in 2026 to deliver personalised highlights.”
Event delivery
Effective execution and risk mitigation was a key topic. Events success hinges on meticulous planning, clear roles, and open collaboration among stakeholders to prevent “grey areas” and address unforeseen challenges. Scenario testing, adaptability, partnerships and proactive communication are essential in enabling teams to pivot when issues arise.
Sabrina Ibáñez, Secretary General, FEI and President, Association of Paralympic Sports Organisations (APSO) said: “There’s a sequence to follow – what’s the issue, can we fix it, do we have a termination clause, who needs to know about the cancellation, and what’s our plan B? Everyone needs to know what that plan is in advance.”
Harvey Goldsmith CBE, music promoter said: “Risk aversion is an issue. Health and safety regulations can be overblown and used to stop events taking place.”
Reimagining the economics of events
Discussions centred on exploring alternative funding models, such as co-hosting and public-private partnerships, to ensure the financial sustainability of major events, particularly in light of tightening public budgets.
Joel Lavery, Strategic Lead Major Sporting Events at West Midlands Growth Company said: “Local authorities and governments have too much competitive pressure on budgets. So rights holders need to do more to develop commercial partnerships with the private sector.”
Glasgow 2026
The upcoming 2026 Commonwealth Games in Glasgow served as a recurring point of reference throughout the conference, showcasing the key themes in a real-world context. The organisers explained how the Games are being redesigned to make them more compact, with just four venues within walking distance, reducing operational costs and minimizing the carbon footprint associated with travel. They also echoed themes of adopting new financial models and community inclusion that were prevalent across the conference.
Katie Sadlier, Chief Executive of the Commonwealth Games Federation said: “We are rethinking the economics – moving the Games out of major markets to a co-hosting model, where costs can be shared among host cities.”
George Black, Chair of the Glasgow 2026 Commonwealth Games Organising Company said: “If we want the Games to have a sustainable impact on Glasgow, then we need to understand the city’s expectations from the start. That requires input from local communities, and especially young people.”
Collaboration
A recurring theme throughout the conference was the importance of collaboration between stakeholders, including rights holders, host cities, sponsors, suppliers, and communities. This includes shared responsibility for sustainability goals, transparent data sharing, and co-creation of legacy initiatives.
Joseph Piotrowski, VP of Sports Development at Florida Sports Foundation said: “Collaboration has been at the heart of the state’s success in this area. There are 36 partners across Florida that coordinate to cater to a diverse range of demographics and needs.”
Tim Kasper, Account Manager for Sport & Culture, Explore Edmonton said: “Events in the city are planned by engaging with indigenous population and underrepresented groups. It makes events a movement for inclusion and cohesion.”
Prem Singh, CEO of British Kabaddi League said: “EDI policies don’t always reflect real-life. Organisations need to engage with communities directly when planning their events. Engagement is your friend, even if it means hearing tough lessons.”
Inaugural Host City Award Winners
Host City 2024 also saw the launch of the Host City Awards, celebrating excellence, innovation, engagement and impact in hosting major events. UEFA EURO 2024 Host City Berlin won the award for Impactful Event Hosting; OnePlan won the award for Resourceful Event Delivery; and BLAST won the award for Engaging the Audience.
Host City 2024 was delivered with the support of Global Presenting Partners and Hosts, Glasgow Life and EventScotland.
