[Source: EventScotland] VisitScotland Events Directorate has today announced the appointment of Rebecca Edser as Head of EventScotland.
Edser, who will start in September, joins Scotland’s national event organisation from her current role as Senior Major Events Consultant at UK Sport, the national high-performance sport agency which supports Britain’s Olympic and Paralympic athletes and the staging of major sporting events.
With over 13 years’ experience at UK Sport, Edser brings with her a wealth of event experience both at national and international level, including bidding and supporting the staging of major events, as well as managing strategic partnerships across a range of organisations.
Highlights across her career include the governments Event Research Programme in 2021. As Head of Delivery, Edser was responsible for teams working with Wembley Stadium, the Brit Awards, Royal Ascot and the Silverstone F1 Grand Prix, the programme not only provided scientific evidence on the transmission of Covid-19 but enabled testing of the covid certification to support the restart and recovery of the sector.
More recently, Edser has fulfilled a secondment to the Greater London Authority, leading London’s major sports events team, including the management of existing commitments, and the identification and securing of new events and properties. This has included key strategic work on the submission for UK and Ireland UEFA EURO 2028 bid, and UEFA Champions League Final 2024.
Prior to her role at UK Sport, Rebecca held roles at London 2012, Scottish Rugby Union and EventScotland as an Event Manager working on a wide-ranging portfolio of sport and cultural events including Piping Live and Glasgow International.
In her new role as Head of EventScotland, Rebecca will be responsible for leading Scotland’s national major event organisation to attract and secure major sporting and cultural events, continue to raise Scotland’s reputation as the perfect stage and support the recovery and growth of a flourishing and competitive events industry.
Paul Bush OBE, VisitScotland’s Director of Events said:
“I would like to congratulate Rebecca Edser on her appointment as the new Head of EventScotland. Rebecca brings a passion for both sporting and cultural events, along with a wealth of experience across a range of areas including working with national governing bodies and international federations on the feasibility, bidding and staging of events to ensure they are delivered to a world leading level.
Having worked with Rebecca in the lead up to 2023 UCI World Cycling Championships, I know she will be a valuable addition not only to EventScotland, but to the wider events sector, and our key strategic relationships. Having started her career at EventScotland, we are excited to welcome Rebecca back to the fold in this senior role and I look forward to working with her as we continue to lead, shape and secure events for Scotland, as well as move forward with the refresh of Scotland’s National Events Strategy.”
Rebecca Edser said:
“I am thrilled to have been appointed as the Head of EventScotland. Scotland has an international reputation as an ambitious and innovative host of sporting and cultural events and while the last few years have been challenging for the sector, I believe that there is much to look forward to demonstrated by this summer’s exciting programme of events that includes, the Tall Ships in Lerwick and the inaugural staging of the UCI Cycling World Championships that will take place across Scotland.
It is an exciting time to re-join the organisation as we look to review and refresh Scotland’s National Events Strategy ‘Scotland the Perfect Stage’, and I very much look forward to establishing partnerships and relationships across Scotland, not only to deliver the new strategy but to ensure that this is a sector that continues to thrive.”
Rebecca succeeds current post holder Robbie Clyde who will take up a new role as Chief Executive Officer of Scottish Golf.
Tag: EventScotland
-
Rebecca Edser appointed as new Head of EventScotland
-
How to be a world-leading destination in a changing events landscape
Host City: The theme of this year’s conference is ‘Driving and reacting to change’. Can you share some thoughts about how the events industry in Scotland is both responding to and proactively evolving in a rapidly changing landscape?
Paul Bush: Following the events of the last few years, we all find ourselves living in a new world that has seen us all having to drive and react to the change brought on by local, national and global events. The impact of Covid, Brexit and the global economic crisis have required us all to respond in different and innovative ways as these events impact on our industry.
The events industry is a dynamic ecosystem where adaptability and external influences are vital for success. We regularly have to respond to emerging trends and challenges, none more so than recently. In addition to the above, we are faced with change across a range of areas including technology, regulatory compliance, commercial revenue streams, funding landscapes, safety and security and consumer expectations. All of these are forcing the need to be more creative, flexible and to make some difficult decisions in some cases.
In Scotland, our national events strategy, Scotland the Perfect Stage, has ensured we have been well placed to respond to this rapidly changing landscape. First published in 2008, it has been the cornerstone of much of the country’s success over the last 20 years, helping us develop into a world leading events destination that has attracted and delivered some of the world’s biggest events alongside supporting our enviable portfolio of annual events and festivals.
Our recent successful hosting of the 2023 UCI Cycling World Championships is just one of the many great examples of this over this time. Awarded to Glasgow and Scotland in 2019, we were the UCI’s choice to host the inaugural event based on the unrivalled success of our events sector at hosting world-class events along with our existing built and natural environment infrastructure that we had been developing for a number of years. Of course, with a mega-event of this scale we had to adapt, be flexible and respond to a range of global and UK challenges but our experience stood us in good stead to ensure we were not overwhelmed by them.
While we continue to face challenges, especially in relation to the events workforce and supply chain, the national events strategy has allowed Scotland to successfully establish a global reputation for excellence in event delivery that is supported by a strong and dynamic events industry that is able to respond to and evolve to the changing events landscape to ensure we continue to produce a world-class portfolio of sporting, cultural and business events.
Host City: There is currently a review of Scotland’s national events strategy ‘Scotland the Perfect Stage’ that will extend its term to the end of 2035. What were some of the key priority areas coming back in terms of response to the public strategy consultation which took place earlier this year?
Paul Bush: The strategy was last updated in 2015 to cover the period between 2015 and 2025. Following the wide-scale global challenges across last few years, now is the right time to review and update the strategy to provide a renewed strategic focus for all involved in any aspect of planning, securing, supporting and delivering events of all sizes in Scotland between 2025 and the end of 2035.
In March, the Scottish Government launched a 14-week public consultation to get views on the strategy. The consultation, which saw 102 responses to the online survey and feedback from more than 220 participants at the regional engagement and sector workshops, highlighted a number of key priority areas including boosting the economy and enhancing wellbeing and community engagement. These were considered to be the most important strategic priorities for events over the next 10 years.
Other priorities include ensuring there is legacy and clear benefits for the local community when hosting mega events as well as maximising skills development opportunities around them. A greater focus on equality, diversity and inclusion was also highlighted, and 61% of respondents also thought the events sector is an attractive place to work so again; this is an area where we need to continue showcasing the benefits of the sector.
Host City: Looking to the future, what does success look like for Scotland in terms of the refreshed strategy?
The national events strategy has already helped Scotland achieve so much. It has been the cornerstone of our success of the last 20 years, helping bring major events from the 2003 and 2014 MTV Europe Music Awards, the 2014 Commonwealth Games and the 2014 Ryder Cup, to the 2019 Solheim Cup, UEFA EURO 2020 and COP26. It has also supported the continued development of a range of annual events including the Edinburgh Festivals, Wigtown Book Festival, The Royal National Mod, and Paisley Halloween.
Looking to the future, success for Scotland in terms of the strategy will be ensuring we have a financially robust and sustainable events sector that delivers both significant economic and social benefits for the country. It will also continue to help showcase Scotland, its values and its assets to a global audience, while also contributing positively to the physical, mental and social health and wellbeing of its people and communities.
Few industries have the impact events do and in Scotland our events programmes drive collaboration, innovation and strong impacts against a wider range of Scottish Government policy areas. The key to continued and future success will be ensuring we better demonstrate the value and impact they bring, especially around sustainability, EDI (equality, diversity and inclusion), and health and wellbeing.
Events also provide a range of employment possibilities, and we therefore must ensure it continues to be an attractive sector to work in that fairly rewards its workforce with regards to pay, conditions, security and opportunities if we are to continue to be the perfect stage for events.
Host City: This is your 11th Host City, what are you looking forward to this year and what can people expect to hear from you?
Paul Bush: First of all, we are delighted to once again be a Global Presenting Partner for this year’s event. It takes a huge effort to attract, secure and plan a two-day conference of this scale so a special thanks to all those involved so far. Host City is always a great opportunity to meet with colleagues from around the world and share learnings and new ideas from the last 12 months, as well as look to the future.
Once again there is a great agenda across the two days with some really interesting topics being covered including AI, monetisation, sustainability, EDI (Equality, Diversity and Inclusion), and event delivery, all of which continue to be at the forefront of our thinking as an industry.
I look forward to seeing everyone in Glasgow at the Technology and Innovation Centre on the 20 to 21 November.
Host City 2023: Register here: https://www.hostcity.com/host-city-2023/register -
Scotland launches refreshed national events strategy
[Source: EventScotland] Scotland has today (28 May) launched its refreshed national events strategy designed to provide strategic focus for all involved in the planning, securing and delivery of events across Scotland.
Scotland the Perfect Stage 2024-2035 aims to build on the event industry’s many achievements to date, as well as respond to the ongoing challenges faced by the sector. It also focuses on a range of national priority outcomes and critical success factors for the sector as it looks towards the next ten years.
An extensive consultation was undertaken across 2023 to shape the strategy. This involved an online consultation, a programme of industry engagement workshops delivered in partnership with Local Authorities across the country and a series of online webinars with additional stakeholder groups. More than 300 organisations and individuals engaged and their responses informed the strategy’s key themes and priorities.
Building on this approach, and in order to ensure a strong, shared ambition, the development and approval was a collaborative effort involving Scottish Government, VisitScotland’s Events Directorate, Scotland’s Event Industry Advisory Group (EIAG), Local Authorities, COSLA and Trade Union representatives.
At the strategy’s core is the need to sustain and develop a dynamic, resilient, and responsible events sector that is recognised as a global leader and valued for its contribution to Scotland’s wellbeing economy.
Delivery of the strategy’s vision is centred on three critical interconnecting focus areas: Developing Events, Developing the Industry and Developing Scotland.
A range of aligned priority themes are also identified and form a key strategic focus. These include:
• Inclusive & Responsible Events
• Investment and Support
• Measuring, Monitoring and Reporting Impact
• Portfolio Approach enabling a variety of events and a balanced programme
• Attracting, Retaining and Developing a diverse talent pool
• Quality Planning and Delivery
• Infrastructure and Services
• Reputation and Profile
• Visitor Economy
A detailed action plan will be created, building on the set of suggested ‘next steps’ for each priority theme. The Event Industry Advisory Group (EIAG), together with partners, will help develop and oversee this action plan.
Culture Secretary Angus Robertson said: “The launch of our refreshed national events strategy, Scotland the Perfect Stage 2024-2035 marks a significant milestone for Scotland’s events sector.
“This strategy is a testament to our collaborative efforts and shared ambition, designed to build on our achievements and address the challenges ahead.
“With a focus on inclusive and responsible events, investment and support, and a dynamic portfolio approach, we’re committed to developing a sustainable events industry that contributes to Scotland’s economy. The new strategy will ensure Scotland remains a global leader in the events industry.”
Paul Bush OBE, Director of Events, VisitScotland said: “Since the development of the first national strategic approach to events in 2008, which was updated in 2015, Scotland has achieved an enviable global reputation as a major events powerhouse, hosting a scale and breadth of major international sporting championships, cultural festivals and much-loved regional events.”
“Events are ideally placed to continue to deliver tangible results against a range of national priorities. They serve as catalysts for innovation, bring people together, and span a range of socio-economic impacts that propel society forward.
“The impact of this consistent and sustained focus on developing Scotland’s events industry over the last twenty years has been transformative. The refreshed strategy not only emphasises the hugely valuable importance of the sector, but it sets out a shared ambition for the next decade which is critical for ensuring Scotland maintains its world-leading events destination status.”
Peter Duthie, Chair of Scotland’s Event Industry Advisory Group (EIAG) said: “Scotland’s events industry is an established global leader, delivering world-class events and experiences that contribute vital social, economic and cultural value for Scotland.
“The refreshed strategy provides the focus necessary to retain our global status as we look to the future. It will require us all to work collaboratively, innovatively and responsibly with confidence, determination and purpose, whilst also recognising the part we each play in the continued success of our sector. It also emphasises the need for continued support and investment to drive continued growth.
“On behalf of the Advisory Group, I welcome this strategy as we continue to move forward producing an enviable portfolio of business, sporting, and cultural events.” -
Inspiring speakers line up for Host City 2024 in Glasgow, Scotland on December 3-4
This year’s conference boasts an impressive lineup of speakers from around the world, representing top organisations in sports, entertainment, and event management.
Under the theme of “Inspiring Action”, delegates will hear from:Marisol Casado, IOC Member and President of World Triathlon
Katie Sadleir, Chief Executive of the Commonwealth Games Federation
Susan Deighan, Chief Executive, Glasgow Life
Vicki Miller, current Director of Marketing and Digital and incoming Chief Executive Officer at VisitScotland
Harvey Goldsmith CBE, renowned concert promoter and founder of Earth Aid Live
Sabrina Ibáñez, Secretary General of the FEI and President of APSO
Baroness Tanni Grey-Thompson DBE, DL, Independent Crossbench Peer, The House of Lords
Shiny Fang, Secretary General of the UIPM
Richard Smith CBE, Chief Operating Officer of the Invictus Games
John Langford, COO of AEG Europe
Colin Grahamslaw, Secretary General of World Curling
Céline Payell, Vice-President and General Manager of Events & Experiences at Cirque du Soleil
Matlohang Moiloa-Ramoqopo, IOC Member and Vice-President of ANOCA
and many more to be announced.These distinguished figures will share their expertise on a wide range of topics, including technology’s role in event transformation, sustainability strategies, diversity and inclusion, and creating lasting legacies for host cities.
Host City 2024 promises to be an exceptional gathering of global thought leaders, offering unparalleled networking opportunities and insights into the future of event hosting and city development.
Host City 2024 takes place with the support of Hosts and Global Presenting Partners: Glasgow Life and EventScotland, part of VisitScotland.
Vicki Miller, current VisitScotland Director of Marketing and Digital; and incoming Chief Executive Officer, said: “Events play an important role in our communities, bringing a wide range of economic and social benefits while strengthening our position as a world-leading tourism and events destination.
“As the largest meeting of cities, and sports, business and cultural events, we are proud to be continuing our support of Host City as Global Presenting Partner.
“I’m honoured to be joining the line-up of esteemed speakers from around the world to take an in depth look at the role events play in inspiring action at a local, national and international level.”
Susan Deighan, Chief Executive of Glasgow Life, said: “Glasgow is globally renowned for its expertise in delivering world-class events which attract visitors from near and far, boost our economy and international profile, and support the city’s health and wellbeing agenda.
“We are proud of our track record and reputation as a trusted partner and first-choice destination for major brands and worldwide event organisers. We are also committed to ensuring our hosting of events creates a genuine legacy and positive long-term benefits for Glasgow’s diverse communities through a strategic approach to innovation, inclusivity and sustainability.
“The city is delighted to be welcoming Host City again – bringing together international event owners, federations, and wider stakeholders to share insights and experience, and to debate and discuss the challenges and opportunities facing the industry. It’s a privilege to be part of this important conversation.”
Host City Awards
Host City is launching the Host City Awards, to celebrate excellence in hosting, delivering and promoting major sports, business and cultural events worldwide. The winners will be revealed at Host City 2024. To find out more and enter, visit https://www.hostcity.com/host-city-awards. -
VisitScotland: Driving Sustainable Growth Through World-Class Events
The global events sector is a cornerstone of cultural exchange, economic development, and innovation, bringing millions of people together every year. From international sporting championships and world-class conferences to music festivals and trade shows, events create shared experiences that connect people and industries in meaningful ways. They are uniquely positioned to respond to society’s changing needs creating opportunities for connection, driving innovation in technology and sustainability, and fostering inclusive experiences, and despite a challenging operating environment, the events sector around the world continues to adapt and thrive.
The role of VisitScotland in driving the visitor economy
In Scotland, we recognise the important role that events play in our visitor economy As global leaders in event delivery, we leverage cultural, sporting, and business events, to attract visitors and showcase Scotland as a world-class destination. These events in turn stimulate local economies through increased visitor spend, job creation, and investment.
As an economic growth agency, we are steadfast in our support of tourism and events. Our core purpose is to grow the visitor economy and maximise its value for Scotland.
In 2024, there was a total of 92 million tourism visits to Scotland, including domestic and international overnight trips and day visits, delivering a record £11.4 billion to Scotland’s economy, in visitor spend. To deliver on our purpose, vision, and mission, our Corporate Plan sets out four priority areas of activity for us to focus on – organisation development, market development, place development and business and experience development. Place and destination development, alongside market development, are central to supporting Scotland’s events sector.
Through place and destination development, we work collaboratively with industry, communities, and partners to leverage major events and deliver on key policy objectives at local and national levels. This includes creating vibrant, welcoming destinations where communities feel the benefits of tourism and events, and ensuring Scotland is recognised globally as a leading sustainable tourism destination.
The events sector in Scotland, through the delivery of the national events strategy Scotland the Perfect Stage 2024–2035, is building a destination rooted in purpose that is underpinned by values of sustainability, inclusion, and legacy. Our role is to support this ambition by harnessing the power of events to strengthen communities, attract investment, and help Scottish businesses internationalise while rebuilding domestic demand.
This work supports the aspirations of Scotland Outlook 2030, as well as the national tourism strategy, and aligns with our commitment to collaborative working that maximises benefits for communities, sustains local services, and delivers long-term growth.
Unlocking impact through partnerships
Partnership working is at the heart of Scotland’s success in events. The sector thrives on collaboration between public bodies, private enterprises, and third-sector organisations. Strategic relationships enable us to deliver events that not only attract visitors but also leave lasting legacies for communities. This collaborative approach is strengthened by a unique Team Scotland model, bringing together partners across sport, culture, tourism, and the economy. Our EventScotland team, part of VisitScotland’s Industry and Events Directorate, provides a coordinated sector voice and ensures clear strategic alignment with national priorities.
Our national events strategy underpins this approach, ensuring that events contribute to economic, social, and environmental goals. Working together, we tackle shared challenges such as reducing environmental impact, improving accessibility, and developing a skilled workforce for the future. Innovation and adaptability are central to this approach, as demonstrated by the new model for Glasgow 2026 Commonwealth Games, an inclusive, right-sized event that makes smarter use of existing infrastructure and sets a benchmark for sustainable delivery. #
The importance of strategic relationships is also demonstrated by our partnership with The R&A. The eleven-year partnership between ourselves, The R&A and Scottish Government sees the staging of The Open, AIG Women’s Open, and the Senior Open in Scotland between 2024 and 2034. It ensures that fourteen championships will be held in Scotland across various venues during the term of the partnership.
This investment in the championships will drive tourism and showcase Scotland as a world-class stage for major events. It will also deliver significant economic and social benefits to the country and the host regions.
Looking ahead to what’s next
Scotland’s pipeline of world-class events demonstrates the strength of our collaborative approach and our commitment to market development. Working with the Scottish Government, local authorities, and key partners, we secure major cultural, sporting, and business events that reinforce Scotland’s position as a leading global destination.
Upcoming one-off events such as the Glasgow 2026 Commonwealth Games, 2027 Tour de France Grand Départ, and UEFA EURO 2028, will sit alongside annual fixtures such as the world-leading Edinburgh Festivals, Celtic Connections, and the Royal Highland Show. These events showcase Scotland’s cultural vibrancy and sporting excellence, reinforcing our position as a leading global destination for tourism and events.
A destination rooted in purpose
Scotland stands proud as a welcoming, responsible, and world-class host for events of every scale. With the capacity and experience to deliver unforgettable event experiences, we ensure that every occasion provides exceptional economic, social, and cultural benefits for our communities and visitors alike. Events in Scotland are more than moments in time, they are catalysts for positive change. Through their profile and influence, they drive sustainable, responsible growth and help shape a destination rooted in purpose.
As we come together for Host City 2025 in Glasgow, a city that has proven time and again to be a world-class host of major and mega events, we look forward to two days of insight, discussion and debate on how we can continue to harness the power of events to strengthen communities, attract investment, and showcase Scotland as the perfect stage.