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 events landscape is increasingly competitive, and in the current financially challenging environment, why does Glasgow continue to host major events?

Susan Deighan: Glasgow has an immensely strong record of delivering some of the world’s biggest events, from the Commonwealth Games to COP26, and, this year, the inaugural UCI World Cycling Championships. These significant world events contribute to the city’s economy and identity and over the last decade Glasgow has cemented its reputation as the perfect location for international events.

Yet every bid is rooted in the local. Each decision to bid for or host a major event rests in Glasgow’s policy ambitions. While traditional economic benefits are still key, increasingly the focus is on creating a tangible, worthwhile legacy for the city and its communities.

We believe that the city’s events programme provides the people of Glasgow with the opportunity to benefit in the longer term, from the enhanced opportunities for participation leading to improved health, and wellbeing outcomes.

Major events can be a catalyst for change in societal behaviours, and aligning with local aims to encourage a healthier and more active population has countless benefits.

Take this summer’s Cycling events and their long-term impact. The city of Glasgow is committed to improving access to cycling for all, to active travel, to volunteering, to becoming a healthier, happier, and more sustainable city. For Glasgow, the UCI Cycling World Championships were an incredible opportunity to change a great city for the better.

As a world-leading festival and events destination, Glasgow is capitalising on major events to generate global exposure, developing, and promoting the city’s enviable international brand, People Make Glasgow. In addition, it is a driver for generating positive social impacts. We have recently recruited our first Social Impacts Development Manager, who is responsible for developing and evidencing positive outcomes for local communities and ensuring this is part of our event planning process.

Host City: The theme of this year’s conference is Driving and Reacting to Change. Is Glasgow an innovative city?

Susan Deighan: As you touched on, Glasgow is operating in an increasingly competitive environment, I think this has encouraged us to draw attention to Glasgow’s USP.

In recent years Glasgow has, in partnership with others, created brand new events. In 2018 Berlin and Glasgow successfully co-hosted the inaugural European Championships. In August, Glasgow was at the centre of the biggest cycling event in the world, when it welcomed the first-ever UCI Cycling World Championships to Scotland.

Glasgow is a trailblazer; some might say a disruptor. From scratch, we have created completely new major events, which have succeeded and have gone on to be hosted elsewhere. We have an enviable reputation for being a successful host city, making Glasgow a stand-out candidate when international sport bodies are considering where to host their event. They can look at our innovative events history and trust Glasgow to deliver confidently and expertly.

Host City: Continuing to consider reacting to change, how might evolving audience attitudes drive change for host cities?

Susan Deighan: Glasgow has welcomed the Host City Conference to our city for nine years. It returns to Glasgow again this year because we use this gathering of leading destinations, rightsholders and organising committees as an opportunity to pose and discuss the tough questions facing our industry.

 This year we will focus on driving and reacting to change. I am confident issues such as what is important to Gen Z will be tackled. How will environmental values push major events to drive innovation through sustainability initiatives, which in turn push governments on towards net zero targets.

Glasgow’s approach to this, across the range of events the city hosts, has led to our ranking 8th in the world on the Global Destination Sustainability Index. The ranking positions Glasgow as the first city out with Scandinavia, and the only UK city, to appear in the top ten, maintaining this will be key when hosting future events.

Will the rise of the mega event continue or will joint pan-destination bids like the UK and Ireland’s Euro 2028 become the new norm in international sporting events? Should the historical significance of an event be enough to guarantee its continuation? Continuing to deliver successful events will rest on being brave enough to challenge the status quo.

Given changing tastes, landscapes, and attitudes, we must consider, adapt, and respond to what makes an event relevant to its audiences.

Host City: Equality, diversity and inclusion are increasing buzzwords; has Glasgow made a genuine effort to influence a shift in the events the city has hosted?

A: Yes. I have watched Glasgow flourish by committing wholeheartedly to the transformative power of investing in culture and sport for all. The city has hosted an amazing array of civic events, from the Garden Festival in 1988 and City of Culture in 1990 to the UEFA Champions League Final in 2002 and the opening of the Hydro in 2013, the incredible 2014 Commonwealth Games, the UN Climate Change Conference in 2022 and, this summer, the UCI Cycling World Championships.

This year Glasgow is celebrating soaring up the annual World’s Best Cities Report from 93^rd last year to 61^st, second in the UK after London, and our role as European Capital of Sport. I think one of the reasons we were the first city to be awarded this accolade for a second time is because we recognise that sport can be an immensely powerful way of bringing diverse communities together. It inspires passion, engagement, and identity like few other things.

At Glasgow Life we believe access and participation are universal rights, which can have profound lifechanging impacts.

For these reasons we are pleased to have worked with UCI to combine all para-cycling events into the main competition programme at this summer’s World Cycling Championships. We support equal prize money for men and women and, personally, I was incredibly proud to watch the elite women’s road race bring eleven days of outstanding competition to a close in Glasgow this summer.

Host City: Looking at evolving sports and formats, what does the future of events in Glasgow look like?

Susan Deighan: 2024 is another significant year as we prepare to be in the international spotlight again with World Athletics and the World Irish Dance Championships.

History and experience continue to deepen my belief that major events have the power to change people’s behaviour at a societal level.

As competition to host events increases from across the globe, and while the financial situation at home remains challenging, it is important we take stock.

In this time of change, Glasgow continues to collaborate with partners and is currently developing a new events strategy. As an innovative host city, with a successful record of reacting to change, Glasgow will respond to the enlightening, exciting and inventive ideas emerging from these discussions, to ensure Glasgow remains at the forefront of event organisers’ go-to cities when deciding on a host city.

Register for Host City 2023 here: https://www.hostcity.com/host-city-2023/register

Host City: The theme of this year’s conference is ‘Driving and reacting to change’. Can you share some thoughts about how the events industry in Scotland is both responding to and proactively evolving in a rapidly changing landscape?

Paul Bush: Following the events of the last few years, we all find ourselves living in a new world that has seen us all having to drive and react to the change brought on by local, national and global events. The impact of Covid, Brexit and the global economic crisis have required us all to respond in different and innovative ways as these events impact on our industry.

The events industry is a dynamic ecosystem where adaptability and external influences are vital for success.  We regularly have to respond to emerging trends and challenges, none more so than recently.  In addition to the above, we are faced with change across a range of areas including technology, regulatory compliance, commercial revenue streams, funding landscapes, safety and security and consumer expectations.  All of these are forcing the need to be more creative, flexible and to make some difficult decisions in some cases.

In Scotland, our national events strategy, Scotland the Perfect Stage, has ensured we have been well placed to respond to this rapidly changing landscape. First published in 2008, it has been the cornerstone of much of the country’s success over the last 20 years, helping us develop into a world leading events destination that has attracted and delivered some of the world's biggest events alongside supporting our enviable portfolio of annual events and festivals.  

Our recent successful hosting of the 2023 UCI Cycling World Championships is just one of the many great examples of this over this time. Awarded to Glasgow and Scotland in 2019, we were the UCI’s choice to host the inaugural event based on the unrivalled success of our events sector at hosting world-class events along with our existing built and natural environment infrastructure that we had been developing for a number of years. Of course, with a mega-event of this scale we had to adapt, be flexible and respond to a range of global and UK challenges but our experience stood us in good stead to ensure we were not overwhelmed by them. 

While we continue to face challenges, especially in relation to the events workforce and supply chain, the national events strategy has allowed Scotland to successfully establish a global reputation for excellence in event delivery that is supported by a strong and dynamic events industry that is able to respond to and evolve to the changing events landscape to ensure we continue to produce a world-class portfolio of sporting, cultural and business events.

Host City: There is currently a review of Scotland’s national events strategy ‘Scotland the Perfect Stage’ that will extend its term to the end of 2035.  What were some of the key priority areas coming back in terms of response to the public strategy consultation which took place earlier this year? 

Paul Bush: The strategy was last updated in 2015 to cover the period between 2015 and 2025. Following the wide-scale global challenges across last few years, now is the right time to review and update the strategy to provide a renewed strategic focus for all involved in any aspect of planning, securing, supporting and delivering events of all sizes in Scotland between 2025 and the end of 2035.

In March, the Scottish Government launched a 14-week public consultation to get views on the strategy. The consultation, which saw 102 responses to the online survey and feedback from more than 220 participants at the regional engagement and sector workshops, highlighted a number of key priority areas including boosting the economy and enhancing wellbeing and community engagement. These were considered to be the most important strategic priorities for events over the next 10 years.

Other priorities include ensuring there is legacy and clear benefits for the local community when hosting mega events as well as maximising skills development opportunities around them. A greater focus on equality, diversity and inclusion was also highlighted, and 61% of respondents also thought the events sector is an attractive place to work so again; this is an area where we need to continue showcasing the benefits of the sector.

Host City: Looking to the future, what does success look like for Scotland in terms of the refreshed strategy?

The national events strategy has already helped Scotland achieve so much. It has been the cornerstone of our success of the last 20 years, helping bring major events from the 2003 and 2014 MTV Europe Music Awards, the 2014 Commonwealth Games and the 2014 Ryder Cup, to the 2019 Solheim Cup, UEFA EURO 2020 and COP26. It has also supported the continued development of a range of annual events including the Edinburgh Festivals, Wigtown Book Festival, The Royal National Mod, and Paisley Halloween.

Looking to the future, success for Scotland in terms of the strategy will be ensuring we have a financially robust and sustainable events sector that delivers both significant economic and social benefits for the country. It will also continue to help showcase Scotland, its values and its assets to a global audience, while also contributing positively to the physical, mental and social health and wellbeing of its people and communities.

Few industries have the impact events do and in Scotland our events programmes drive collaboration, innovation and strong impacts against a wider range of Scottish Government policy areas. The key to continued and future success will be ensuring we better demonstrate the value and impact they bring, especially around sustainability, EDI (equality, diversity and inclusion), and health and wellbeing.

Events also provide a range of employment possibilities, and we therefore must ensure it continues to be an attractive sector to work in that fairly rewards its workforce with regards to pay, conditions, security and opportunities if we are to continue to be the perfect stage for events. 

Host City: This is your 11^th Host City, what are you looking forward to this year and what can people expect to hear from you?

Paul Bush: First of all, we are delighted to once again be a Global Presenting Partner for this year’s event.   It takes a huge effort to attract, secure and plan a two-day conference of this scale so a special thanks to all those involved so far. Host City is always a great opportunity to meet with colleagues from around the world and share learnings and new ideas from the last 12 months, as well as look to the future.

Once again there is a great agenda across the two days with some really interesting topics being covered including AI, monetisation, sustainability, EDI (Equality, Diversity and Inclusion), and event delivery, all of which continue to be at the forefront of our thinking as an industry.

I look forward to seeing everyone in Glasgow at the Technology and Innovation Centre on the 20 to 21 November.

Host City 2023: Register here: https://www.hostcity.com/host-city-2023/register

[Source: ITTF] On 17 October 2023, at the 141st International Olympic Committee (IOC) Session held in Mumbai, India, Petra Sörling, President of the International Table Tennis Federation (ITTF), was elected as a Member of the IOC.   

Notably, Petra Sörling is the first President of the ITTF to ascend to the esteemed position of an IOC Member, marking a historic chapter for table tennis. With dedication and unwavering commitment, both President Sörling and the ITTF are poised to actively contribute to the Olympic Movement and the global community.  
In response to her election, Sörling expressed, “I am deeply humbled and grateful to have been elected as a member of the International Olympic Committee. This is not just an honour but also a significant responsibility that I am ready to embrace.   

“This is even more momentous as this is the first time for the International Table Tennis Federation to see its President become an IOC Member, making this a historic chapter for our sport as well. As I step into this new role, I am driven by my passion for sport. I grasp the magnitude of this role; I am committed to undertake the responsibilities it brings, and to dedicate myself every day to make a meaningful contribution to the Olympic Movement and our global community.   

“I want to express my heartfelt thanks to President Thomas Bach, to fellow members of the IOC, the IOC Executive Board, the IOC Members Election Commission, and the table tennis community for their unwavering support. Together, we will work to strengthen the Olympic Movement, promote sustainability, champion diversity, and continue to inspire the next generations with the Olympic values. Let us make the world a better place and foster positive changes with sport.”   
President Sörling's distinguished career is rich with remarkable achievements and leadership roles.  

In the realm of table tennis, she achieved a historic milestone in 2021 by becoming ITTF President, making her the first woman to attain this prestigious position. Prior to this, she served as Vice-President of ITTF from 2009 to 2013, before taking on the role of Vice-President Finance from 2013 to 2021. Outside of ITTF, Petra served as the Deputy President and Board Member of the Swedish Table Tennis Association (2003 – 2013), before serving as President of the Swedish TTA (2013-2022). 

Furthermore, she held the position of Vice-President of the European Table Tennis Union (2007-2009). These roles underscore her profound commitment to advancing the sport of table tennis. 

Her contributions to the Olympic Movement include participation in the International Olympic Academy (IOA) Young Leader Programme (2002) and her current role as a Member of the IOC Gender Equality, Diversity, and Inclusion Committee (2022-). Beyond table tennis, Sörling contributes her expertise to the Swedish National Olympic Committee (NOC) as a Board Member since 2021. She also serves as an Executive Committee Member of the International Masters Games Association (IMGA) since 2022. In 2023, she added to her portfolio by joining the Board of the World Anti-Doping Agency (WADA) Foundation and becoming a Member of the Association of Summer Olympic International Federations (ASOIF) Council. 

Her election comes after the IOC Executive Board proposed eight new IOC Members on 8 September 2023, following the recommendation of the IOC Members Election Commission.

Host City 2023 conference and exhibition, the largest international meeting of cities and sports business events, returns to Glasgow, Scotland on 20-21 November.  

Taking place with the support of Global Presenting Partners and Hosts Glasgow Life and EventScotland, this year’s event will once again see hundreds of major event owners, organisers and hosts from all over the world gather at the Technology and Innovation Centre around the conference theme of Driving and Reacting to Change.

Speakers include Hilary Ash, Vice President, Games Delivery & Infrastructure, LA28; Giulio Alessandrini, Head of Venues & Infrastructure, Milano Cortina 2026; Vlad Marinescu, President of the International Esports Federation (IESF) and Director General, International Judo Federation and many more organising committees, rights holders and hosts.

To further build on its great reputation as the premier global gathering of sports, business and cultural events, the 10^th Host City conference features a hosted buyer programme for the growing community of international event owners and organising committees.

Susan Deighan, Chief Executive of Glasgow Life, said: “Having delivered a spectacular summer of mega events, from the success of the inaugural UCI Cycling World Championships and the city’s 75^th anniversary of hosting the World Pipe Band Championships, to Banksy’s incredible, sold-out Cut and Run exhibition at the Gallery of Modern Art, Glasgow continues to merit its reputation as a global leader for delivering world-class cultural and sporting events.

“We’re looking forward to Host City returning to Glasgow in November and to welcoming major event owners, organisers, federations, cities and wider stakeholders to discuss the key challenges and opportunities facing the global events industry today. Events contribute significantly to Glasgow’s visitor economy and support the city’s wider health and wellbeing agenda. We’re excited to again be part of the conversation and to be able to share our experience of delivering engaging events with positive long-term benefits that create a genuine legacy for our communities.

Paul Bush OBE, Director of Events, VisitScotland, said: “EventScotland is delighted to continue its partnership with Host City having been a long-standing supporter of the conference since its inception in 2014.  With the global spotlight recently shining on Glasgow, and Scotland for the 2023 UCI Cycling World Championships, we are excited to once again welcome a range of excellent speakers and industry colleagues to Glasgow for two days of knowledge sharing and collaborative discussion.

“This year’s conference theme entitled ‘Driving and Reacting to Change’ will encourage us all to consider the importance of proactive adaptation, resilience, and transformation as we continue to navigate the dynamic and ever-changing world we operate in. I look forward to meeting with attendees in November and hearing from the esteemed line up of speakers the Host City team has assembled.”