VisitScotland’s Journey to Change campaign champions value of events

VisitScotland’s Journey to Change campaign will showcase how business events can drive social and economic transformation.

With a particular focus on fighting climate challenge, the Journey to Change campaign is aligned with the United Nations Sustainable Development Goals (SDGs) and aims to demonstrate the impact business events can have in helping tackle some of the world’s biggest challenges, including climate change, eradicating poverty and access to renewable energy sources in remote areas.

“The team and I are passionate about Scotland and the business events community being a driver for change,” said Rory Archibald, VisitScotland Business Events business development manager for associations and sectors.

“We have some incredible partners and organisations across the country that are researching and creating solutions to some of the biggest challenges we face globally, and we want to shine a light on these projects. We believe business events, by bringing people together, to see eye to eye, are a key driver in tackling climate change; they are a voice for human rights; they are a leader in the global journey to change.”

The campaign reflects the ‘clear shift’ in event planners’ key decision-making when selecting a destination. Research conducted by the VisitScotland Business Events team revealed that a destination’s reputation for tackling issues such as climate change and human rights is increasingly important to organisers.

During the campaign, VisitScotland Business Events will work with partners and clients to highlight the innovation, skills and developments taking place within Scotland that have the potential to tackle some of the biggest environmental, economic and societal challenges in the country and other global destinations.

Journey to Change also supports VisitScotland’s Policy Driven Model strategy, which aligns the national pursuit of business events with Scotland’s credentials, achievements and ambitions at a city, regional and national level.

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