The opening plenary panel session is chaired by EventScotland Director of Events, Paul Bush, who will report on progress to date and future challenges for Scotland’s national events strategy (2015 – 2025), “Scotland the Perfect Stage.” The session will then focus on the changing audience for events. Keynote speaker David Coletto, CEO of leading Canadian public opinion and marketing research consultancy Abacus Data, will share his expertise on the consumer trends associated with the “millennial” generation. Further input will be provided by VisitScotland’s own expert Insight team, who will share their research findings associated with other emerging markets relevant to the Scottish events sector. The session will invite reaction from the delegates and discussion amongst panel members, with thoughts on how the event industry can best respond to these influences.
The closing plenary will be an industry-led panel session looking at the assets that make Scotland the perfect stage for events - Our People, Our Cultural Identity & Heritage, Our Natural Environment, Our Built Facilities and Our Signature Events – and consider some of the key future challenges and opportunities that we face.