The global events sector is a cornerstone of cultural exchange, economic development, and innovation, bringing millions of people together every year. From international sporting championships and world-class conferences to music festivals and trade shows, events create shared experiences that connect people and industries in meaningful ways. They are uniquely positioned to respond to society’s changing needs creating opportunities for connection, driving innovation in technology and sustainability, and fostering inclusive experiences, and despite a challenging operating environment, the events sector around the world continues to adapt and thrive.

The role of VisitScotland in driving the visitor economy

In Scotland, we recognise the important role that events play in our visitor economy As global leaders in event delivery, we leverage cultural, sporting, and business events, to attract visitors and showcase Scotland as a world-class destination. These events in turn stimulate local economies through increased visitor spend, job creation, and investment.

As an economic growth agency, we are steadfast in our support of tourism and events. Our core purpose is to grow the visitor economy and maximise its value for Scotland.

In 2024, there was a total of 92 million tourism visits to Scotland, including domestic and international overnight trips and day visits, delivering a record £11.4 billion to Scotland’s economy, in visitor spend. To deliver on our purpose, vision, and mission, our Corporate Plan sets out four priority areas of activity for us to focus on - organisation development, market development, place development and business and experience development. Place and destination development, alongside market development, are central to supporting Scotland’s events sector.

Through place and destination development, we work collaboratively with industry, communities, and partners to leverage major events and deliver on key policy objectives at local and national levels. This includes creating vibrant, welcoming destinations where communities feel the benefits of tourism and events, and ensuring Scotland is recognised globally as a leading sustainable tourism destination.

The events sector in Scotland, through the delivery of the national events strategy Scotland the Perfect Stage 2024–2035, is building a destination rooted in purpose that is underpinned by values of sustainability, inclusion, and legacy. Our role is to support this ambition by harnessing the power of events to strengthen communities, attract investment, and help Scottish businesses internationalise while rebuilding domestic demand.

This work supports the aspirations of Scotland Outlook 2030, as well as the national tourism strategy, and aligns with our commitment to collaborative working that maximises benefits for communities, sustains local services, and delivers long-term growth.

Unlocking impact through partnerships

Partnership working is at the heart of Scotland’s success in events. The sector thrives on collaboration between public bodies, private enterprises, and third-sector organisations. Strategic relationships enable us to deliver events that not only attract visitors but also leave lasting legacies for communities. This collaborative approach is strengthened by a unique Team Scotland model, bringing together partners across sport, culture, tourism, and the economy. Our EventScotland team, part of VisitScotland’s Industry and Events Directorate, provides a coordinated sector voice and ensures clear strategic alignment with national priorities.

Our national events strategy underpins this approach, ensuring that events contribute to economic, social, and environmental goals. Working together, we tackle shared challenges such as reducing environmental impact, improving accessibility, and developing a skilled workforce for the future. Innovation and adaptability are central to this approach, as demonstrated by the new model for Glasgow 2026 Commonwealth Games, an inclusive, right-sized event that makes smarter use of existing infrastructure and sets a benchmark for sustainable delivery. #

The importance of strategic relationships is also demonstrated by our partnership with The R&A. The eleven-year partnership between ourselves, The R&A and Scottish Government sees the staging of The Open, AIG Women’s Open, and the Senior Open in Scotland between 2024 and 2034. It ensures that fourteen championships will be held in Scotland across various venues during the term of the partnership.

This investment in the championships will drive tourism and showcase Scotland as a world-class stage for major events. It will also deliver significant economic and social benefits to the country and the host regions.

Looking ahead to what’s next

Scotland’s pipeline of world-class events demonstrates the strength of our collaborative approach and our commitment to market development. Working with the Scottish Government, local authorities, and key partners, we secure major cultural, sporting, and business events that reinforce Scotland’s position as a leading global destination.

Upcoming one-off events such as the Glasgow 2026 Commonwealth Games, 2027 Tour de France Grand Départ, and UEFA EURO 2028, will sit alongside annual fixtures such as the world-leading Edinburgh Festivals, Celtic Connections, and the Royal Highland Show. These events showcase Scotland’s cultural vibrancy and sporting excellence, reinforcing our position as a leading global destination for tourism and events.

A destination rooted in purpose

Scotland stands proud as a welcoming, responsible, and world-class host for events of every scale. With the capacity and experience to deliver unforgettable event experiences, we ensure that every occasion provides exceptional economic, social, and cultural benefits for our communities and visitors alike. Events in Scotland are more than moments in time, they are catalysts for positive change. Through their profile and influence, they drive sustainable, responsible growth and help shape a destination rooted in purpose.

As we come together for Host City 2025 in Glasgow, a city that has proven time and again to be a world-class host of major and mega events, we look forward to two days of insight, discussion and debate on how we can continue to harness the power of events to strengthen communities, attract investment, and showcase Scotland as the perfect stage.

Host City: Thank you for hosting us again in Glasgow. What are your expectations for this year’s Host City, and the outcome of this 12th iteration of the conference?

Kay Morrison: We’re delighted to be welcoming Host City back to Glasgow. Bringing together influential events industry professionals and destination partners, the conference provides a hugely important platform for collaboration – enabling decision-makers to come together and strengthen the connections that help us join forces to turn ideas into action so we can realise our shared ambitions for the future success of world-class events.

This year’s theme, Getting on with the Business of Events, captures the mood across the industry – one of determination to address challenges, grasp opportunities, and work in close partnership to develop innovative, practical solutions for hosting and delivering exceptional sports, cultural and business events. The dynamic programme and outstanding line-up of international speakers that Host City 2025 has in store for us will, I’m sure, generate lots of debate on current issues facing the events industry and global destinations.

I’m looking forward to the conference enabling and encouraging delegates to share a wealth of information, insights, and ideas – and to the event really delivering positive benefits that will support us in achieving our collective goals. Glasgow really values the conference being held here – as it offers a valuable opportunity for us to showcase how our city continues to evolve as a world-class events destination with a clear focus on collaboration, innovation, and long-term impact.

Events shine a global spotlight on our city. They not only highlight Glasgow’s expertise as a capable, welcoming host, but also its rich wealth of assets as a visitor destination that boosts tourism and contributes significantly to our local and national economy. So, we are very appreciative that this important events conference is being staged here once again.

HC: What would you say are key to Glasgow’s success as a host city for major events?

KM: Glasgow is a world-leading, innovative events destination of great vibrancy and diversity. Over the past couple of decades, the city has really focussed on building an enviable annual portfolio of major events and festivals – complemented by many exceptional, one-off events. The international reputation we’ve been able to build as a bold, capable and trusted host city really is down to our commitment to excellence, and to constantly evolving to reflect and respond to change.

We’ve deliberately invested in building capability – developing strong relationships across government agencies, sports and cultural bodies, and with industry partners at home and overseas, so that we can jointly fulfil our ambitions for delivering exceptional events that deliver real economic and social impact. That joined-up approach has allowed us to keep delivering major international events with confidence and creativity. We’ve built a track record that speaks for itself — from COP26 and the 2014 Commonwealth Games to the 2023 UCI Cycling World Championships, and 2024 World Athletics Indoor Championships. All of these events demonstrate not only what Glasgow can host, but how we host — with collaboration at the core and community at the heart.

We take pride in delivering events that are more than one-off occasions – they’re catalysts for participation, growth and legacy. And of course, our city’s personality remains a key strength. Glasgow is renowned for its warm welcome and can-do attitude – which is central to our city’s ‘People Make Glasgow’ brand that continues to resonate globally. That’s at the heart of what ‘getting on with the business of events’ means to us: working together to deliver meaningful outcomes that last long after events’ closing ceremonies.

HC: How important is sustainability to Glasgow in terms of ‘getting on with the business of events’?

KM: The global events industry is no longer just about staging great moments – it’s about creating them responsibly. As climate crisis awareness continues to grow globally, the green credentials of host cities are being scrutinised more closely – and rightly so. Sustainability is an increasingly important factor influencing the destination choices of events’ organisers and attendees alike. Cities worldwide are recognising the importance of embedding sustainable practices into every aspect of their destination’s total visitor experience – including events they stage. And as a result, they are having to ramp up their environmental efforts.

Glasgow’s commitment to embedding the principles of sustainability into the planning and delivery of events hosted in the city is reflected in our very positive rating in the Global Destination Sustainability Index – the world’s most trusted environmental performance improvement programme. We are proud to be the only Scottish city, and one of only two UK destinations, to be recognised for our ongoing commitment and actions. So, sustainability is definitely not viewed as just an ‘add-on’ for Glasgow; we see it as a priority and it’s very much central to how we operate.

The 2024 World Athletics Indoor Championships provide a prime example of our work to ensure sustainability is an integral factor in the success of city events – both during and after their delivery. The Championships became the first-ever event to achieve World Athletics’ Athletics for a Better World Platinum Standard for sustainable delivery. That achievement resulted from a dedicated approach and strong collaboration between city partners – and it’s an industry benchmark we’re carrying forward into future events.

HC: How does Glasgow ensure its communities are involved in the ‘business of events’?

KM: Our city’s Events Strategy places community engagement and local participation at its core. We want events here to have relevance to people across the city, and to encourage and enable them to become actively involved – by attending, participating in activation projects or helping support them as part of our volunteer community – so they can enjoy genuine benefits, economically, socially and culturally. We developed our Events Strategy in consultation with local people to ensure it reflects our diverse communities, broadens engagement, and meets their needs and expectations to generate positive long- term impacts.

Our aim is to keep developing and extending our events portfolio, so it encompasses a broad range of events of various genres and scale, and really resonates with the people of Glasgow – creating opportunities that not only boost their involvement but also really benefit them. Over the past few years, we’ve concentrated on ensuring events in the city build a lasting legacy. We’ve particularly focused on initiatives that encourage social inclusion locally, and support physical and mental well-being.

One event that really provides an example of how legacy planning and community engagement turn global moments into local gains was the UCI Cycling World Championships. We capitalised on that as a catalyst for promoting active lifestyles. And through various developments – such as our Go Cycle Glasgow Fund which supported community projects, particularly targeting under-represented groups – we were able to encourage and help many hundreds of local people, regardless of their ability or background, to take up cycling for life.

Our work to ensure community involvement in events, either by attending or supporting them as volunteers, is underpinned by close relationships and joint-working with local industry partners. ‘Getting on with the Business of Events’ means aligning city-wide effort so every event contributes to Glasgow’s shared success. So, our events are not just designed for our city, but have the interests of our communities at their heart. We want every event in Glasgow to connect meaningfully with local people – creating pride, participation, and positive impact. We’re very conscious of the fact thatcreating long-term value for our local communities is beneficial to the city as a whole, enhancing Glasgow’s reputation as a destination and its visitor experience– which in turn increases the economic impact of tourism and events.

HC: What role will the 2026 Commonwealth Games play in Glasgow’s story — and in the future of the event itself? 

KM: The 2014 Commonwealth Games in Glasgow set a benchmark for excellence. It was such a success that the Chief Executive of the Commonwealth Games Federation hailed it as ‘the standout Games in the history of the movement’ due to its quality, organisation and atmosphere. So, we’re incredibly proud to welcome the Games back in 2026. This time, we’re focused on delivering amore streamlined, sustainable model — one that reflects the realities of our time and demonstrates how major events can adapt responsibly.

Twelve years to the day that the 2014 Glasgow Games kicked off, the new- format event will start on 23 July and run to 2 August. Featuring 10 sports, it will welcome around 3,000 athletes from up to 74 Commonwealth nations and territories to compete at four of our city venues. Glasgow’s proven ability to deliver world-class events efficiently is exactly why the Commonwealth Games Federation approached us to re-imagine the event. It will not only again showcase Glasgow’s expertise, energy, and warmth as a host. It’s also an opportunity to help shape the future of major events – creating a model that other cities and nations can learn from.

HC: This year, how has Glasgow been ‘Getting on with the Business of Events’- and what’s ahead?

KM: We’re committed to continue building on Glasgow’s robust track record for delivering world-class events – and we’re very much looking forward to what’s in the pipeline! This year – during Glasgow’s 850th anniversary celebrations – the city has hosted some major one-off highlights such as the Michelin Guide Awards at our much loved Kelvingrove Art Gallery and Museum. That was a first for Scotland that really signalled the city’s growing international profile as a fabulous food and hospitality destination.

Our calendar of annual events has continued to attract global audiences this year, with successes ranging from our world-famous Celtic Connections – the world’s largest winter music festival – to events as diverse as the Glasgow Film Festival and the ever-popular, prestigious World Pipe Band Championships. Equally important has been our business events sector. Voted the best in the UK for 19 consecutive years, our Convention Bureau has achieved a record-breaking performance this year that demonstrates Glasgow remains one of the most trusted, dynamic destinations for conferences and conventions worldwide.

Working hand-in-hand with our city’s universities and research community to attract prestigious international events, Glasgow Convention Bureau is recognised as an industry powerhouse. With 80 conferences already confirmed for next year – with around 82,000 delegates expected to attend and just under £150million in economic benefit to the city forecast as a result – 2026 is set to be another strong year. In addition to that, as I’ve highlighted, we have a host of reasons to look forward to 2026, with the Commonwealth Games set to shine the global spotlight on the city once again, and some wonderful cultural highlights ahead too, including a unique Barbie design exhibition that’s set to be a show-stopper attraction for visitors from near and far.

Looking further ahead, we’ve lots in the pipeline too, with the UEFA European Football Championships coming to the city in 2028 and much more. So, our focus for the future is to keep delivering. To keep collaborating with partners so we build an international events eco-system that enables us to achieve our collective goals. And to keep ‘getting on with the business of events’, ensuring Glasgow remains at the forefront of innovation, inclusion, and sustainable growth in our global industry.

Currently, it struggles to do this on the scale or in the detail achieved in the other sectors with which it competes for scarce capital and resources. TSC Impact has been established to help sport meet that challenge. In bringing together TSC’s wide-ranging sports market expertise and Dr Daniel Fujiwara’s globally renowned authority in social value, wellbeing economics and policy evaluation, we are committed to redefining how the industry measures socio-economic impact.

Social value and why it matters now

Social value is a quantification of the impact on society of any action, programme, investment, organisation or event. The measure looks beyond purely economic effects to capture a wider, often less tangible, range of positive and negative societal impacts that provide a rounded assessment of overall impact on people and their communities.

Providing social value – and being able to demonstrate it – is now essential for every organisation in sport as policy priorities and economic imperatives have placed an increasing emphasis on public benefit as a determinant of investment decisions. As public and private funders, federations and governing bodies have come to recognise the power of sport to do far more than attract fans and promote participation, it is properties and events that can demonstrate this social value they choose to support.

TSC Impact: A new benchmark for evaluation standards

Without the rigour of the social value assessment tools available in sectors where impacts are easier to quantify – in health, education or housing, for example – sport’s contribution to society will remain undervalued and under-resourced as investors and policymakers will be limited in their ability to make evidence-based decisions on where best to assign their resource. The challenge now, therefore, is to develop the robust, standardised and internationally recognised framework for measuring social value that will enable sport to compete with other policy levers for continued investment and support.

The Sports Consultancy (TSC) is committed to doing just this; partnering with Dr Daniel Fujiwara, a globally recognised authority in social value, wellbeing economics and policy evaluation, to establish a new international benchmark for measuring the social value of sport and the social return on investment it generates. Our shared mission is to close the social value analysis gap to other policy sectors by embedding a new, robust, standardised and internationally aligned social value measurement across sport, from its professional elite to its amateur grassroots and spanning major events, sponsorship and commercial partnerships, community programmes, and infrastructure projects.

Development of the new standard will be informed by this mix of sports industry expertise, leading-edge analytics and proven policy evaluation models, and guided by an industry taskforce made up of stakeholders with an interest in the field. Dr Fujiwara has authored or contributed to 15 global guidance manuals, including the OECD’s Social Value Framework and HM Treasury’s Green Book, and has led more than 120 policy evaluations for governments and international organisations including the United Nations and International Monetary Fund.

TSC is an award-winning advisory in sport and major events with a 20-year record of helping clients maximise and measure economic impact and social outcomes. Its dedicated research and intelligence unit SEER (Sports & Entertainment Evaluation and Research), which provides data, insight and analysis to support the decision-making of commercial, public and third sector organisations, will bring this experience to the project that will shape and test the new methodologies as they evolve.

The final framework will align with global best practice in social value measurement, including that of the OECD’s Cost-Benefit Analysis Guidance (2018) and the European Union Guidelines (2022). In so doing, it will give governments, investors and governing bodies the credible evidence they need to support the expansion of capital and revenue funding for sport; enable athletes, clubs, brands and sponsors to maximise the social impact of their work; and strengthen the case for the long-term prioritisation of sport as a powerful tool for building the healthy, resilient, inclusive societies of the future.

Next steps

TSC Impact has published its Social Value Positional Paper in November 2025, which outlines the importance of social value, best practice within social value measurement and the future potential for sport. TSC will also publish the new framework’s technical components in Volume 2 of this report during 2026. These will be informed by early engagement with industry leaders to better understand their priorities and the challenges they face in measuring socioeconomic impact and tested throughout their development with the input of a Sports Social Value Taskforce (SSVT).

Representatives of public sector bodies, international federations, rights holders, brands and investors are all invited to express an interest in joining the SSVT, which will build a new network of industry players with shared interest and experience in creating and measuring social value in sport. TSC and SEER will be seeking expert representation to join the SSVT, from the sports sector and beyond, and welcome contributions from all organisations and individuals as we work together to capture and communicate the true and full social value of sport.

The question sport must ask is not what society can do for it, but how it will show what it can do for society. For potential investors in sport, social value matters more than ever. For sport itself, quantifying that contribution to societal wellbeing and growth has never been more important in improving lives.

This year’s event brings together senior leaders from across global sport, culture, government, and major event delivery to explore the theme “Getting on with the Business of Events” – practical look at how cities and organisers are delivering impact, investment and innovation in a changing world.

A world-class speaker programme

The completed programme features influential figures shaping the future of major events, including:

• Uğur Erdener, President, SportAccord; Honorary President, World Archery; Honorary Member, International Olympic Committee
• Sheikha Asmaa Thani Al-Thani, Director of Marketing & International Cooperation Sector, Qatar Olympic Committee
• Basim K. Ibrahim, Sport Sector Director, Ministry of Investment, Kingdom of Saudi Arabia
• Harvey Goldsmith CBE, Promoter, Artiste Management Productions Ltd
• Sarah Massey, Managing Director, Women’s Rugby World Cup 2025
• Rob Stull, President, UIPM
• Kay Morrison, Chief Executive, Glasgow Life
• Rob Dickson, Director of Industry and Events, VisitScotland
• Phil Batty OBE, CEO, Glasgow 2026

They are joined by senior representatives from the International Olympic Committee, Commonwealth Sport, Milano Cortina 2026, and many more.

The full final line-up is available at www.hostcity.com.

Speaking ahead of the event, Conference Director Ben Avison said: “We are greatly honoured to welcome such an amazing line up of speakers from all over the world to this must-attend conference in the great city of Glasgow, Scotland.”

Billy Garrett Director of Culture, Tourism and Events at Glasgow Life said: “We’re committed to further enhancing the global reputation that Glasgow and Scotland have built up over many years as expert, trusted and welcoming hosts of events of all types so we maximise the positive economic and social impact to our city and country.

“Partnership working is absolutely vital to achieving that, and Host City provides an important platform for collaboration by bringing together influential industry professionals and decision-makers to share information, insights and ideas. This year’s dynamic programme and inspirational line-up of speakers will, I’m sure, be invaluable in helping us shape and realise our collective vision for world-class events.”

Rob Dickson, Director of Industry and Events at VisitScotland, said: “Events are not only vital for fostering connections and innovation, but they also play a crucial role in strengthening our communities and driving economic growth. Host City 2025 is the ideal platform for delegates from sport, cultural and business events to come together and explore the issues and trends facing the industry. With an outstanding line-up of speakers, we’re set for two days of inspiring conversations and fresh ideas. I look forward to welcoming everyone to Glasgow in just under two weeks.”

Host City is delivered with the support of Global Presenting Partners and Hosts, Glasgow Life and EventScotland, part of VisitScotland.

Media Contact
Ben Avison (ben.avison@hostcity.com)

About Host City

Host City is the event and media brand that connects the owners, hosts and organisers of major events. Through its conference, exhibition, awards and online publishing platforms, Host City shares best practice within the international community of international sports, business and cultural events. Host City events are renowned for the highest level of speakers, content and networking.

About Glasgow Life

Glasgow Life is a charity working for the benefit of the people of Glasgow. We believe everyone deserves a great Glasgow life and we find innovative ways to make this happen across the city’s diverse communities.

Our programmes, experiences and events range from grassroots community activities to large-scale cultural, artistic and sporting events which present Glasgow on an international stage.

Our work is designed to promote inclusion, happiness and health, as well as support the city’s visitor economy, in order to enhance Glasgow’s mental, physical and economic wellbeing.

About EventScotland

EventScotland, part of VisitScotland – the national tourism and events organisation for Scotland, works to make the destination the perfect stage for events by securing and supporting an exciting portfolio of sporting and cultural events. 

It provides funding opportunities and access to resources and information to develop the industry. By raising Scotland’s profile as a leading events destination, we hope to attract more visitors to our shores. 

It supports the delivery of Scotland’s National Events Strategy 2024-2035 which aims to build on the events industry’s many achievements to date. 

The strategy refresh has been shaped by, Scottish Government, VisitScotland’s Industry and Events Directorate, Scotland’s Events Industry Advisory Group (EIAG), Local Authorities, COSLA, Trade Union representatives, and those who responded to the consultation process. 

Find out more about Scotland’s National Events Strategy 2024-2035. 

For further information about funding programmes and latest event news: 

• visit visitscotland.org/events 
• follow @EventScotNews on x.com 
• follow EventScotland on linkedin.com 

Host City 2025, the greatest meeting of organisers, hosts and owners of sports, business and cultural events, has revealed the conference theme and agenda topics, and confirmed the Global Presenting Partners and Hosts.

The conference will centre on the theme “Getting on with the Business of Major Events.” This year’s focus underscores a renewed commitment to the practicalities of hosting and delivering world-class sports, business, and cultural events.

Taking place with the support of Global Presenting Partners and Hosts Glasgow Life and EventScotland, part of VisitScotland, Host City 2025 will offer a dynamic and diverse program featuring keynotes, interviews, workshops, and panel discussions.

Keynote Addresses & Q&As will explore critical topics, including:

• The enduring inspiration of major events
• Lessons from organising committees
• The business of sport in the Middle East
• The business of sport in the Americas

Plenary sessions will address pressing industry trends such as:

• Driving growth in major events
• How AI is transforming major events
• Making major events pay
• The economics of women’s sport
• Private investment in major events
• Digital fanship and engagement
• A decade of sport in the Americas
• Technologies driving event delivery
• Advances in security and ticketing

Workshops & Case Studies will provide hands-on insights into subjects ranging from:

• Bidding processes and strategies
• Net Zero
• Innovations in AV and broadcasting technology
• New event formats and production innovations
• Tools for managing teams and events
• Data, infrastructure, and transport solutions
• Procurement processes and opportunities
• VR and immersive experiences
• Purpose-led sponsorship and commercialisation strategies
• Ensuring event relevance and long-term impact

An exhibition featuring event hosts, owners, and suppliers will run alongside the conference.

Host City 2025 will feature the second Host City Awards, set to take place over an Awards Dinner on 2^nd December, recognising excellence in major event hosting and delivery across a range of categories.

With an expanded agenda and a sharpened focus on industry challenges and innovations, Host City 2025 is an unmissable gathering for leaders shaping the future of major events.

Host City 2025 conference and exhibition takes place at the Technology & Innovation Centre, Glasgow, Scotland.

Matthew Astill, CEO of Cavendish Group said: “Host City 2025 will provide our community of major event organisers, owners, hosts and suppliers with deeper and more varied opportunities for learning and business. We thank Glasgow and Scotland for their longstanding support of Host City.”

Susan Deighan, Chief Executive of Glasgow Life said: “The Host City Conference provides an invaluable platform for global events sector partners to come together to share their experiences and insights on industry issues, and take part in productive discussions and debates about the challenges and opportunities host cities face.

“The event also provides a fantastic opportunity for the world’s top industry contacts to network and build connections that foster collaboration and mutually beneficial partnerships – which is incredibly important too. So we are really looking forward to welcoming Host City delegates to Glasgow once again in December..”

Rob Dickson, Director of Industry and Events at VisitScotland, said: “The return of Host City to Glasgow and Scotland reinforces our reputation as a world-leading events destination. The conference and exhibition will provide the ideal platform for delegates from across the sport, cultural and business events landscape to come together and discuss the issues and trends facing the industry. With EventScotland continuing its support of Host City as Global Presenting Partner alongside Glasgow Life, we look forward to once again welcoming delegates from around the globe back to Glasgow this December.” 

Host City 2025 conference, exhibition and awards is set to return to Glasgow, Scotland on 1-3 December.

The conference and exhibition will take place at the Technology & Innovation Centre on 1-3 December, with the Host City Awards, building on the success of last year’s launch, taking place on the evening of 2 December.

This year’s conference programme will introduce a variety of fresh formats, including case studies and interactive workshops, focusing on sharing knowledge across the core areas of major event hosting and delivery.

Host City is the largest international meeting of major event owners, hosts, organisers and suppliers. Speakers at Host City include heads of organising committees, international federations, promoters, festivals and major congresses.

Matthew Astill, CEO of Cavendish Group said:  “Host City 2025 will provide our community of major event organisers, owners, hosts and suppliers with deeper and more varied opportunities for learning and business. We thank Glasgow and Scotland for their longstanding support of Host City.”

Susan Deighan, Chief Executive of Glasgow Life said: “Host City is always a fascinating and highly relevant exchange of knowledge, ideas, and best practice between event delivery professionals from around the world. Glasgow has a reputation for fantastic cultural, sports and business occasions so we’ll look forward to welcoming delegates to the city once again for the Host City Conference and Exhibition in December.”

Rob Dickson, Director of Industry and Events at VisitScotland, said: “The return of Host City to Glasgow and Scotland reinforces our reputation as world-leading events destination. The conference and exhibition provide the ideal platform for delegates from across the sport, cultural and business events landscape to come together and discuss the issues and trends facing the industry. We look forward to once again welcoming delegates from around the global back to Glasgow this December.”

Ben Avison, Conference Director of Host City said: “I look forward to presenting a refreshed agenda for the Host City 2025 conference and Awards, focusing on inspirational best practice in major sports, business and cultural events.”

The full agenda for Host City 2025 and details for the inaugural Host City Awards will be announced soon.  

For more information visit www.hostcity.com or email ben.avison@hostcity.com

EDITOR’S NOTES
 

About Host City
Host City is the event and media brand that connects the owners, hosts and organisers of major events.

Through its conference, exhibition, awards and online publishing platforms, Host City shares best practice within the international community of international sports, business and cultural events.

Host City events are renowned for the highest level of speakers, content and networking.

About Glasgow Life

Glasgow Life is a charity working for the benefit of the people of Glasgow. We believe everyone deserves a great Glasgow life and we find innovative ways to make this happen across the city’s diverse communities.

Our programmes, experiences and events range from grassroots community activities to large-scale cultural, artistic and sporting events which present Glasgow on an international stage.

Our work is designed to promote inclusion, happiness and health, as well as support the city’s visitor economy, in order to enhance Glasgow’s mental, physical and economic wellbeing.

About EventScotland

EventScotland, part of VisitScotland - the national tourism and events organisation for Scotland, works to make the destination the perfect stage for events by securing and supporting an exciting portfolio of sporting and cultural events. 

It provides funding opportunities and access to resources and information to develop the industry. By raising Scotland’s profile as a leading events destination, we hope to attract more visitors to our shores. 

It supports the delivery of Scotland’s National Events Strategy 2024-2035 which aims to build on the events industry’s many achievements to date. 

The strategy refresh has been shaped by, Scottish Government, VisitScotland’s Industry and Events Directorate, Scotland’s Events Industry Advisory Group (EIAG), Local Authorities, COSLA, Trade Union representatives, and those who responded to the consultation process. 

Find out more about Scotland's National Events Strategy 2024-2035. 

For further information about funding programmes and latest event news: 

• visit visitscotland.org/events 

• follow @EventScotNews on x.com 

• follow EventScotland on linkedin.com 

The inaugural Host City Awards will take place in Glasgow, Scotland to celebrate exceptional accomplishments in hosting, delivering and promoting major events.

The awards form part of the Host City 2024 conference, hosted at the Technology & Innovation Centre on 3-4 December, with winners announced during the Civic Reception and Dinner at the City Chambers on the evening of December 3.

The Impactful Event Hosting award will recognise destinations that demonstrate economic impact, social engagement and environmental sustainability of a major event.

The Resourceful Event Delivery award is open to suppliers and organising committees that have delivered cost-effective, innovative, and sustainable solutions for a major event.

The third category, Engaging the Audience, recognises rights holders that demonstrate significant audience growth and inclusion while innovating fan experiences.

Organisations registered to attend the Host City 2024 conference are eligible to enter for free by 30th October, submitting concise written entries and optional supporting materials.

The diverse judging panel of renowned experts includes Harvey Goldsmith CBE, Promoter, Allegra Roccato, Head of Events, World Physiotherapy, Ralph Straus, Commercial Director, FEI, Jennifer Arnold, Vice President, U.S. Soccer Foundation, Iain Edmondson, Founder, Legacy Delivery, Sarah Lewis OBE OLY, Prem Singh CEO British Kabaddi League, Joanne Deponio, UEFA EURO 2028 UK & Ireland, The FA and Brian Lewis, Immediate Past President, Trinidad and Tobago Olympic Committee.

More than 200 owners, organisers and hosts of the world’s greatest events gathered in Glasgow, Scotland at Host City 2023 under the theme “Driving and Reacting to Change”.

Artificial intelligence, climate change and Generation Z were among the concerns addressed by representatives of Paris 2024, Milano-Cortina 2026, LA28, Cirque de Soleil, FIFA and many more.

The 10th edition of Host City, the greatest meeting of cities and sports, business and cultural events, took place at the Technology & Innovation Centre on 20-21 November with the support of Global Presenting Partners and Hosts, Glasgow Life and EventScotland. Attendees came from Europe, the Americas, Africa, Asia and Oceania.

In her opening remarks, Susan Deighan, Chief Executive, Glasgow Life, said: “High profile events undoubtedly contribute to a city’s economy and identity and over the past two decades Glasgow has cemented its reputation as the perfect location for international events.

“Glasgow is a pioneer and an architect of its own future which has led the way in reacting to change.”

“Looking ahead, how will host cities respond to ensure that equality, diversity and inclusion are not just fashionable buzz words?

“We must commit to collectively making a genuine effort to drive the change that celebrates access for all.”

Paul Bush OBE, Director of Events, VisitScotland, covered a range of topics in his opening remarks including governance, sustainability and the impact of technology.

“AI and other technologies are a having a transformative impact on events but the balance between automation and human interaction will be key considerations to understand and navigate going forward,” said Bush.

He also impressed on the audience both in his opening remarks and in the panel discussion on the strategic development of destinations through sport and events, the challenge around funding and the importance of demonstrating the impact of events through robust measurement.

“We are all very privileged to work in this sector but as I have said previously, I would encourage all of you to continue to extoll the values and benefits of the sector to ensure that our funding partners whoever they may be, governments, commercial or the paying spectator continue to support and be excited by events!” he said.

David De Behr, Head of Sales, Major Events, Aggreko, said the events industry had been on a “rollercoaster” over the past four years.

“We went from 2019 where the world was exploding with events to the darkest period ever where we had to react to just survive. And here we are at the end of 2023 – a year that has been massive.  It has been bigger than 2019 and it has been non-stop.  More and more sporting events, bigger music festivals and larger conferences.

“I am confident that our industry will drive and react.”

There were a total of 60 speakers across 20 panels and presentations addressing the most pressing concerns in the industry today. 

Vikram Philip Rajkumar, Account Director at Satisfi Labs, outlined the impact of AI across sports, entertainment and tourism.

“AI is not coming – it is here,” said Rajkumar.

“Whether you integrate it or not, your fans and consumers are going to bring it to your doorstep and demand those services.”

Petra Sörling, IOC Member and International Table Tennis Federation President and Damien Combredet-Blassel, Director of Impact & Heritage of the Paris 2024 Organising Committee participated on a panel focusing on the strategic development of destinations through sport and events.

Combredet-Blassel underlined the efforts of Paris 2024 to get people active in France with an initiative that promotes 30 minutes of exercise a day, which drew praise from Sörling.

"We need to activate people, so what Paris is doing is brilliant,” said Sörling.

“If people are active, they are more keen to watch sport and stay active which is good for the city.”

Hilary Ash, Vice President of Games Delivery & Infrastructure at LA28 Olympic & Paralympic Games, was also among the speakers.

She gave an overview of the use of existing venues and the Games Plan including the sports programme and venue mapping.

“We are at a really exciting pivot," said Ash, following the confirmation that cricket, squash, lacrosse, flag football and baseball/softball will be the additional sports at LA28.

“We are in the operational delivery phase and going into a greater level of detail now we have a formal masterplan.”

Giulio Alessandrini, Director of Venues & Infrastructure, Fondazione Milano Cortina 2026 Organising Committee for the Olympic and Paralympic Winter Games, outlined the overlay infrastructure plans and the challenges facing the event, including global warming that threatens the future of winter sport.

“Climate change is a hot topic and the Winter Olympics rely on the climate,” said Alessandrini.

"We don’t know how much snow will be there in 2026 but we are trying to plan as much as possible.

"We are improving snow-making technologies."

Shona McCarthy, Chief Executive of the Edinburgh Festival Fringe Society highlighted the disparity in investment between major short-term sporting events, which move around the world, and resident arts festivals.

“I feel that we host the cultural Olympics in Edinburgh,” said McCarthy.

Ben Avison, Conference Director at Host City, said: “We’re delighted to be back to pre-pandemic attendance levels for Host City. 

“We are clearly in a different world in terms of the pressure on public sector expenditure, which impacts heavily on our events industry, so we are extremely pleased to have such good numbers at Host City in Glasgow, Scotland.

“It has been great to hear how the industry is driving change in areas including policy objectives, fan engagement and digital twins for event planning, but in other areas such as artificial intelligence and climate change we are still reacting to change.”

Reporting by Geoff Berkeley.

Host City 2023 took place with the support of Global Presenting Partners and Hosts EventScotland and Glasgow Life. For further information contact ben.avison@hostcity.com

Host City, the greatest meeting of cities and sports, business and cultural events, made a triumphant return to Glasgow after two years online. With the theme of “Face to Face with New Realities”, the conference championed the value of major events against a challenging global landscape.

In his opening address, Paul Bush OBE, Director of Events, VisitScotland touched on a range of themes including community engagement, the creation of Scotland’s Event Industry Advisory Group, sustainability and the ongoing challenges being faced by the sector following the pandemic. 

On the subject of digitalisation he said: “Digitalisation in events continues to accelerate – it has changed the way we work, live and do business, and has reshaped the events industry.  We are regularly seeing events putting attendees in control of their own experience, with innovation and creativity driving new dynamics and consumer satisfaction.”

Susan Deighan, Chief Executive of Glasgow Life said, “The future of events is extremely positive. Events of all kinds that bring people together have great benefits – but not at any cost.”

In his keynote address, Ivo Ferriani, IOC Member and President of GAISF, SportAccord, AOIWF and IBSF said: “In a cost-of-living crisis, a ticket is a luxury. We need to price events in a way that people can afford.

“We need to find a new balance between online and offline, and we need to do this quickly.

“Sport can be a driver of sustainable development.”

Georgina Grenon, Director of Environmental Excellence, Paris 2024 Organising Committee for the Olympic and Paralympic Games said “If you want sustainability to work, it has to be embedded in processes.” She highlighted how meals at the Games will have half the carbon weight of the average French meal. “Our suppliers are part of the solution.”

Energy supplier Aggreko has made a commitment to reduce its fossil fuel use by 50% by 2030. David De Behr, Head of Sales, Major Events said “We are doing a lot of good things providing green energy, but it has a financial impact.”

Another challenge is the decline in the young fans identifying as being passionate about sport. “Traditional sports need to connect with Gen Z fans,” said Alice John, Head of Economic Growth and Development Advisory at Deloitte’s Sports Business Group.

The drive to create a new fan base is behind the new initiative to replace riding with obstacle in modern pentathlon, said Jonathan Coates, Marketing, Communications and Events Manager at ESA and Communications Manager at UIPM.

Teqball is one of the fastest growing sports, among fans who are increasingly concerned with purpose and values. “The high number of social followers is not something we want to show off,” said Gergely Murányi, Head of Diplomatic Relations at governing body FITEQ. “It means we have a huge responsibility around what we communicate.”

“The number of viewers and audiences for women's sport events has significantly increased over time,” said Khunying Patama Leeswadtrakul, Vice President, Badminton World Federation and IOC Member. "A greater number of audiences in turn attracts more media coverage, resulting in more financial support for women's sport.”

“The Olympics is the most challenging event of all,” said Yiannis Exarchos, CEO, Olympic Broadcasting Services and Executive Director, Olympic Channel Services. “With the IOC digital strategy, the vision is to use the Olympic platform to aggregate all information. Our vision is to bring together disparate activities on one Olympic journey.”

The metaverse is already in use in event planning and delivery, Exarchos said. “But the metaverse with live interaction could take five, ten or 15 years. The technology is not there.”

According to John Tweardy, Managing Partner - Olympic, Paralympic & Major Events Practice at Deloitte, this technology is developing rapidly. “LA2028 will have a fully functioning metaverse.”

“The world needs sport more than ever now,” he said. “We're putting the power and passion of Deloitte into sports, from the digital ambition to the field of play.”

“A lot has been achieved in making online events meaningful, said Andy Miah, Metaverse Council & Commission Member at the Global Esports Federation. “The challenge is now combining those things – integrating the physical and digital is critical.”

For major events to thrive, they need to demonstrate impact. “You have to ask yourself what the event will do for the community,” said Beng Choo Low, Secretary General, World Baseball-Softball Confederation.”

“For the 2026 World Cup, all 16 host cities are working with FIFA to create a lasting legacy for their communities,” said Mathew Ratner, Associate Director, Sports & Entertainment Tourism, Greater Miami Convention & Visitors Bureau Miami. “In Miami, we have proposed working with our local communities’ leaders and the US Soccer Foundation to celebrate the 23^rd edition of the World Cup and either create, renovate or reimagine up to 23 spaces throughout the South Florida community that would be accessible to all.”

Ian Ward, Leader of Birmingham City Council said, “I know that hosting the 2022 edition of the Commonwealth Games is just the start for Birmingham” and that the event has ushered in a “golden decade of opportunity for the people, communities and businesses of Birmingham and the wider region.”

Nine years on from hosting the Commonwealth Games, Glasgow and Scotland are hosting the first Cycling World Championships. Presenting the project with Paul Bush, David Lappartient, President, Union Cycliste Internationale (UCI) and IOC Member said “Cycling is unique in that you can showcase the country. That’s key for us, that we showcase not only the race but the country.”

Lappartient applauded Copenhagen’s hosting of the Tour de France Grand Depart. “We had the same number of people watching the time trial on the streets that live in the city,” said Tine Eriksen Green, Head of Major Events, City of Copenhagen.

“How do you unite people? Through music and sport,” said Maxwell de Silva, Secretary General, National Olympic Committee of Sri Lanka. “By working together when you have an event you bring value to the community, we will continue to do that in the Indian subcontinent.”

“Events play a really important role in defining a city,” said Tim Briercliffe, Secretary General, AIPH – International Association of Horticultural Producers. “We are really focused on promoting the green city. Plants have a functional role to play in tackling climate change, and events provide an opportunity to think differently.”

David Stubbs, who was head of sustainability at London 2012, said “Alongside the climate crisis we are seeing a catastrophic loss of biodiversity. Every event can do something to support biodiversity.

“If you don’t get it right, you can lose sponsors.”

Other conference highlights included a presentation on solving the complex transports challenges of the next Winter Olympics from Stefano Manelli, Director of Citec Italy and Transportation Supervisor, Fondazione Milano Cortina 2026 , and a case study on the FIM World Supercross Championship (WSX) from Antony Warren of Supersize Live.

The diverse conference programme also included notable contributions from: Sam Ramsamy, Honorary Member, IOC and VP, FINA; Sir Craig Reedie GBE, Honorary Member, IOC; Debra Gawrych, Secretary General, IFSC; Martin Boyle, CEO, IAPCO; Hilary Atkinson, Director, FIH Pro League & Olympic Games, FIH; Jason Ferguson, Chairman, WPBSA; Brendan Williams, Chair of the Athletes Advisory Commission, CGF; Jennifer Arnold, VP, U.S. Soccer Foundation; Claire Nelson, CEO, Netball Scotland; Julia Amour, Director, Festivals Edinburgh; Helen Marriage, Director, Artichoke; Toni Jorba, Head of Event Operations, World Athletics; Sarah Lewis OBE OLY; Gayle Shepherd, Director of People, Projects and Technology, SEC; Bailee Leòdhas Massie, Glasgow City Council; Liese Abili, VP of Sports Development, Florida Sports Foundation; Joel Lavery, Strategic Lead Major Sporting Events, Birmingham and West Midlands Convention Bureau; Jack Nixon, Strategy Director, Nielsen Sports; Mate Bor, Chief of Staff, FITEQ; Jonny Gray, Senior MD, Ankura; Perttu Pesä, Director, Major Events, City of Tampere and Chair, IAEH; Sandra Wall, Creative industries, Event and Meetings, Norrköping Municipality; Richard Bate, Chief Safety & Sustainability Officer, EBK Grand Prix, Cube International; Jonny Murch, CEO / Founder, Redtorch; Martin Ross, Global News Editor, SportBusiness; Andrew Dixon, Director, Culture, Creativity, Place; Duncan Mackay, Founding Editor, insidethegames.biz; Iain Edmondson, Founder, Legacy Delivery and Honorary Member, IAEH; Chris Barrett, Editor, Access All Areas; Robbie Clyde, Head of EventScotland, VisitScotland; Daniel Cordey, Chairman, Association of Global Event Suppliers; Mike Laflin, CEO & Founder, Global Sustainable Sport; Martin Fitchie, Director, Motion Technology Services; Jack McGill, CEO, QTV and David Grevemberg CBE, Chief Innovation and Partnerships Officer, Centre for Sports and Human Rights.

Other supporting participants included Recast, DB Schenker, Explore Edmonton and and Glasgow Convention Bureau.

Host City 2022 took place at the Technology & Innovation Centre, Glasgow with the support of Hosts and Global Presenting Partners EventScotland and Glasgow Life. For further information contact ben.avison@hostcity.com.

VIP speakers will kick off the opening conversations at Host City 2019 in Glasgow on 26-27 November with conversations that explore new paradigms of how rights holders, cities and brands are working together to create exciting events, and which areas of the major events sector are ripe for disruption through creative new partnerships.

Co-creation is also a big discussion point as a way of taking all stakeholders in major events with you. These eminent speakers will share invaluable insights into creative leadership and how to promote a culture of innovation and collaboration while staying ahead of the competition.

The opening conversations will be led by conference Chair:

• Paul Bush OBE, Director of Events, VisitScotland

joined by:

• Sarah Lewis OBE, Secretary General of the International Ski Federation (FIS) and the Association of Winter Olympic International Federations (AIOWF)
• Ian Reid, CEO, Birmingham 2022 Commonwealth Games Organising Committee
• Markus Stenger, Managing Director, DFB EURO 2024
• Antonio Arimany, Secretary General, International Triathlon Union

Paul Bush said: “I’m delighted to be chairing such an esteemed panel of speakers for the opening conversation of this year Host City conference. We operate in a dynamic and ever-changing world and as an industry we need to be agile, smart and brave to deliver meaningful major events for all. By putting collaboration and co-creation at the heart of the event delivery model, we can ensure that real transformational change, both socially and economically, is delivered for everyone.”

Sarah Lewis said: “FIS and the International Winter Sports Federations are constantly endeavouring to innovate and evolve our event properties. Partnerships with other stakeholders is a key component of our event strategy. I look forward to exploring these themes from the different perspectives of  cities, sports and business at Host City, which is always a valuable opportunity for the different organisation and entities involved with events to learn and exchange amongst each other.”

Ian Reid said: “I’m really pleased to be invited to be part of Host City 2019 and I’m looking forward to talking to attendees about the Birmingham 2022 Commonwealth Games, an event which is being organised by a group of partners, who have all come together to jointly create what will be the biggest sports and culture event ever to be staged in Birmingham and the West Midlands region.”

Markus Stenger said: “With the UEFA EURO 2024 we want to organize a EURO for everyone. We want everyone to get involved and participate for the good of the community.”

Antonio Arimany said: “I’m very happy to be able to attend and honoured to have been asked to speak at the event. We have seen time and time again that working closely with cities brings enormous mutual benefits and that is the message that I hope will be underpinning the conference.”