Journey to Change: how business events can drive social and economic transformation


VisitScotland Business Events launched a campaign aligned with the United Nations Sustainable Development goals.

VisitScotland Business Events launched its latest campaign, Journey to Change, which will showcase how business events can drive social and economic transformation.

Journey to Change is aligned with the United Nations Sustainable Development goals and demonstrates the impact that business events can have in helping to tackle some of the world’s biggest challenges, including climate change, eradicating poverty and access to renewable energy sources in remote areas.

The Covid-19 pandemic has highlighted many of these issues and within the industry there is now a clear shift in event planner’s key decision-making when selecting a destination. Research undertaken by the VisitScotland Business Events team showed that a destination’s reputation for tackling issues like climate change and human rights is increasingly important to organisers, something which the team believes will continue to grow in the future.

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.

Rory Archibald, Associations and Sectors, VisitScotland Business Events said: “The team and I are passionate about Scotland and the business events community being a driver for change. 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 bring 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.”

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.