IPW… were appointed in 2015 to undertake a market supply and demand study on behalf of Scottish Enterprise and its partners (Scottish Tourism Alliance, Business Tourism for Scotland and VisitScotland).
The key objective of the study was for the partners to understand if and where further significant opportunities exist to attract additional business events revenues in Scotland.
This work provided a detailed analysis of the business events market for Scotland. Furthermore, it identified the scope, size and future opportunities for growth in the business events sector. It also identified what Scotland needed to do to attract additional business events, prioritising actions and investment for unlocking growth potential.
The outputs of this study were used by the partners to identify and agree the collaborative growth priorities for the sector to deliver the objectives set out in Tourism Scotland 2020 and the Government Economic Strategy.