:

  • VisitScotland
  • Business Events
  • Travel Trade
  • Toolkit
  • Corporate
  • VisitScotland
  • Business Events
  • Travel Trade
  • Toolkit
  • Corporate
    • All Advice and support

      Start your business

      • All Start your business
      • Legislation
      • Measure your progress
      • Pricing strategies
      • Set up a business

      Improve your business

      • All Improve your business
      • Create an inclusive business
      • Deliver a quality experience
      • Partner support opportunities
      • Understand your customers

      Grow your business

      • All Grow your business
      • Funding opportunities
      • Online booking systems
      • Reach new markets
      • Sell with travel partners

      Promote your business

      • All Promote your business
      • Create good content
      • Manage your social media
      • Manage your website
      • Marketing opportunities

      Sustainability

      • All Sustainability
      • Create a climate action plan
      • Improve your sustainability
      • Measure your climate impact
      • Net zero and sustainability
      • Promote responsible tourism

      Support by sector

      • All Support by sector
      • Accommodation
      • Active and outdoor
      • Events and festivals
      • Food and drink
      • Visitor attractions
  • Training and events
  • Contact us

Welcome to the beta version of the new Business Support Hub. Please use this form to provide any comments or suggestions.

Feedback form
  1. Home
  2. Advice and support
  3. Support by sector
  4. Events and festivals
  5. Understanding the events market

Understanding the events market

Last published: 25 February 2025

If you want to create a successful event, you need to understand and follow existing strategies, research and insights. It’s important to take the time to understand the wider context including the challenges and opportunities across the events industry, as well as how they can contribute to the country's economy, health and local communities. 

Make sure your event aligns with Scotland’s National Events Strategy which works to build on Scotland’s status as a world-leading events destination. 

Find out more about the research available and how you can use this to successfully develop and deliver your event. 

In this article:

  • The National Events Strategy
  • Latest research

The National Events Strategy

Scotland’s National Events Strategy, Scotland the Perfect Stage was first developed in 2008 and it was refreshed in 2024. Since its launch, Scotland has: 

  • successfully established a global reputation for excellence in events delivery 
  • supported a strong and dynamic events industry 
  • produced a world-class portfolio of business, sport, and cultural events that contribute significant economic, social, and cultural benefits to Scotland 

The updated 2024 to 2035 strategy aims to provide a strategic focus for everyone involved in planning, securing, supporting and delivering events of all sizes in Scotland. 

Familiarising yourself with the strategy and aligning your vision and goals with the strategy can open up opportunities and help embed your activity in the broader tourism and events landscape. This can help you develop and promote your event as well as connect you with other potential partners working in the industry. 

Find out more about the National Events Strategy.

Latest research

An overview of the events industry is a great way to understand the environment in which you are working, as well as the challenges and opportunities. There are a lot of reports and research from across the industry that can provide insight.  

Christmas Big wheel and Scott Monument from Princes Street Gardens

Attractions at Edinburgh's Christmas Market

© VisitScotland/Kenny Lam

UK Events Report (2024) 

The UK Events Report, published by UKEVENTS in October 2024, will give you some context for the events industry across the UK and where Scotland and you fit into this.

Read the UK Events Report 2024.

UKEVENTS also provide:

  • an online Research and Resources Directory of industry and academic research and resources for the events sector
  • a range of reports, white papers, expert articles, industry guides and related materials

Impact of events on wellbeing report (2021) 

VisitScotland produced a report looking into the contribution of Scotland’s events industry to the country’s wellbeing. The research project was commissioned on behalf of the Event Industry Advisory Group.

Read the Impact of Events on Wellbeing in Scotland report.

Festivals Edinburgh 

Festivals Edinburgh is the umbrella organisation formed in 2007 through collaboration between the Directors of Edinburgh’s leading Festivals. 

The organisation hosts a document library that include research reports by and about the festivals to help them identify and understand their impact. While these festivals may be different in scale or attract different audience, these reports can provide some useful insights for organisers. 

Spirit of 2012 and the London 2012 Olympic and Paralympic Games 

Spirit of 2012 was established as a legacy funder to continue the pride and positivity that many people felt following the London 2012 Olympic and Paralympic Games.  

The Spirit 2012 website hosts a range of reports covering the impact of events on social cohesion, equality, community, legacy and more.

Read the Spirit of 2012 reports. 

Do not hesitate to email EventScotland if you are aware of additional industry insight that might be helpful to others and could be included here.

Sign up for the latest advice

Sign up for the Business Support monthly newsletter to get the latest advice and tips straight to your inbox. We’ll keep you informed with up-to-date insights, case studies and best practice guides to help you start, improve or grow your business.
Get the Business Support newsletter

About us

  • Policies
  • Accessibility
  • Cookie Policy

Our other sites

  • Business Events
  • Corporate
  • Media Toolkit
  • Travel Trade
  • Scotland is Now
  • VisitScotland.com

Find us on

Find us on

Brand Scotland

© 2025 VisitScotland. All rights reserved.