Scottish Tourism Alliance

SCOTO Conference
2025-02-28 | Montrose

Scottish Apprenticeship Week 2025
2025-03-03 - 2025-03-07

The National Apprenticeship Show - Scotland, supported by Skills Development Scotland
2025-03-04 10:00 - 2025-03-05 14:00 (Europe/London) | SEC, Exhibition Way, Glasgow, G3 8YW, United Kingdom
The show aims to connect apprentice employers and learning providers with young people, to provide information about the benefits of apprenticeships and opportunities.
With a focus on engaging with secondary school pupils and young people, this event is free to attend, and organisers are providing schools and colleges with bursaries to support travel costs. There will also be an evening session aimed to support parents and carers.

The Scottish Tourism Alliance Parliamentary Reception
2025-03-04 18:00 - 20:00 | Scottish Parliament, EH99 1SP, United Kingdom
Kindly sponsored by the Caravan and Motorhome Club.
Details and timings TBC.
More information and registration coming soon.

Scotland's Marine Tourism Conference 2025
2025-03-05 09:00 - 17:00 | The Waterside, West Kilbride

Scottish Tourism Month 2025: The Signature Conference Workshops
2025-03-10 | EICC, The Exchange, 150 Morrison St,, Edinburgh EH3 8EE, EH3 8EE, United Kingdom
Designed to educate and engage, our two interactive workshops will give you the opportunity to explore themes crucial to the success of Scotland’s tourism and hospitality industry: Net Zero, Destination Management and Leadership, Business and Finance, and Technology. Hear from experts and those with lived experience in these core areas, before breaking out into groups to share insight and best practice with industry peers.

Scottish Tourism Month 2025: The Signature Conference Evening Gathering
2025-03-10 18:00 - 22:00 | Signet Library Edinburgh
Join us for an evening at the stunning Signet Library to celebrate Scottish Tourism Month! Enjoy the very best of Scotland’s food and drink, connect and catch up with industry peers, and settle in for enlightening stories from our special guest speakers.

Scottish Tourism Month 2025: The Signature Conference
2025-03-11 | EICC, The Exchange, 150 Morrison St,, Edinburgh EH3 8EE, EH3 8EE, United Kingdom
The flagship event of Scottish Tourism Month returns for 2025.
As always, the event will bring together leading voices and experts from a broad range of sectors for a day packed with speaker presentations, panel sessions and plenty of opportunities to network with all those connected to the industry.
Whether you’re a business owner or manager, supplier or aspiring leader, this is an unmissable event, with attendees given access to the latest insights, trends and forecasts for travel and hospitality, the economy, and policy as well as an update on the progress of Scotland Outlook 2030, Scotland’s National Tourism Strategy.

Scottish Golf Tourism Week 2025 in association with Luxe Scot
2025-03-18 - 2025-03-20 | The Chester Hotel, 59-63 Queen's Rd, Aberdeen, AB15 4YP, United Kingdom
Scottish Golf Tourism Week creates a unique platform for businesses in Scotland to engage with international inbound golf tour operators through face-to-face appointments, familiarisation trips, and nightly networking sessions.
Golf tour operators from more than 30 countries travel to meet with Scottish businesses at the three-day event.
Over 100 Scottish golf businesses and 90 international tour operators take part, and it is estimated that the tour operators in attendance bring approximately 50,000 golf tourists into Scotland each year. Suppliers who attend forecast an average increase in turnover of over £215,000 across the following three years as a direct result of the new connections they built at the event.

SSDA Conference 2025
2025-03-19 | Peebles Hydro, Innerleithen Road, Peebles, Scottish Borders, Eh45 8LX

Argyll and the Isles Strategic Tourism Summit 2025
2025-03-19 09:30 - 16:30 | Corran Halls, 54 Corran Esplanade, Oban, PA34 5AB

Scottish Gardens Tourism Conference
2025-03-19 09:30 - 17:00 | Cambo House, Kingsbarns, St Andrews, Scotland, KY16 8QD

The Scottish Golf Tourism Awards Gala Dinner in association with Luxe Scot
2025-03-20 | P&J Live, Aberdeen, E Burn Rd, Aberdeen, AB21 9FX, United Kingdom
The awards exist to celebrate the outstanding achievements within the Scottish golf tourism industry by recognising the finest courses, hotels and experiences that have helped shape Scotland’s reputation as a world-class golfing destination. They celebrate the very best of our amazing array of golf courses which are the foundation on which a healthy golf tourism sector is built, not only recognising our prestigious Championship courses but also the many hidden gems across parkland, heathland and links that wait to be discovered around the country.
The Awards also celebrate the huge contribution that the hospitality sector offers to visiting golfers. From the golf-friendly 3* guest houses to the most prestigious resorts, hotels, experiences, and exclusive use venues – our hospitality sector is a direct reflection of what constitutes a truly warm, Scottish welcome to tourists from all around the world

Venture North 2025 Tourism Gathering
2025-03-26 | Royal Marine Hotel in Brora
Venture North are looking forward to hosting their annual Tourism Gathering for Caithness and Sutherland which this year will be held on Wednesday 26th March 2025 at the Royal Marine Hotel in Brora. Agenda and Speaker announcements to follow. For more information on the event contact info@venture-north.co.uk.

Perthshire Talks Tourism - 26 March 2025
2025-03-26 10:00 - 14:00 | Perth Concert Hall, Mill Street, Perth, PH1 5HZ, United Kingdom

East Lothian Talks Tourism Conference
2025-03-27 09:30 - 13:30 | The Marine, 18 Cromwell Road, North Berwick, EH39 4LZ
Visit East Lothian is hosting a free half-day conference as part of Scottish Tourism Month. An opportunity for East Lothian tourism businesses to hear from a fantastic line-up of industry experts as they share insights, trends and strategies for a sustainable and thriving tourism sector.
This event is specifically tailored to East Lothian businesses that operate directly within the tourism industry, such as attractions, accommodation providers, tour operators, retail, activity providers, hospitality, and food and drink producers.
See the full programme and register at https://eastlothiantalkstourism.eventbrite.co.uk

VisitScotland Connect 2025
2025-04-09 - 2025-04-10 | P&J Live, Aberdeen, E Burn Rd, Aberdeen, AB21 9FX, United Kingdom
Registration is now open for VisitScotland Connect, the national tourism organisation’s flagship travel trade event.
Held at P&J Live in Aberdeen on 9 and 10 April 2025, VisitScotland Connect provides eligible Scottish tourism businesses with an opportunity to showcase their products and services, make connections with the domestic and international travel trade and grow their business potential.
The 2024 event helped over 220 tourism businesses connect with almost 260 tour operators and international travel trade buyers representing 23 countries. More than 7,000 meetings took place over the two days.
If you are a trade-ready Scottish business and wish to register to attend, full details can be found at www.visitscotland.com/connect. All applications are subject to approval by VisitScotland.

13th Annual Scottish Entertainment and Hospitality Awards
2025-05-01 17:30 - 23:30 | Double Tree by Hilton Glasgow Central, 36 Cambridge Street, Glasgow, G2 3HN

The Scottish Country Sports Tourism Conference 2025
2025-05-02 09:30 - 16:00 | Blair Castle, Blair Castle & Gardens, Pitlochry, Perthshire, PH18 5TL, United Kingdom

Adapting and Thriving Amidst Regulation, Tourism Trends and Economic Pressures
2025-05-14 13:30 - 17:00 | The Kingsmills Hotel, Inverness, Culcabock Rd, Inverness, IV2 3LP, United Kingdom

8th Annual Scottish Prestige Hotel Awards in association with Innis and Gunn
2025-05-15 17:30 - 23:30 | Double Tree by Hilton Glasgow Central, 36 Cambridge Street, Glasgow, G2 3HN

ZAG Conference 2025: Why beauty matters
2025-06-05 16:00 - 20:00 | Union House, Edinburgh
ZAG returns with the theme ‘Why Beauty Matters’, featuring inspiring speakers who explore beauty’s impact on our lives. Hear from Daryl Fielding, behind Dove’s iconic ‘Campaign for Real Beauty’; Michael Timmons, charity leader at Playlist for Life, on how music unlocks emotional memories in dementia sufferers; Dr. Elaine Cook, on the power of beautiful, inspirational spaces to inspire young minds; and Ben Wilson, the street artist transforming discarded chewing gum into unexpected urban art.
Hosted by The Union, delves into how beauty shapes communities and challenges perceptions, sparking bold conversations and fresh perspectives.

Scottish National Whisky Festival: Inverness
2025-07-05 12:00 - 16:00 | Eden Court Theatre, Bishops Road, Inverness, IV3 5SA, United Kingdom
The Scottish National Whisky Festival is back!
– Sample hundreds of incredible whiskies from world-renowned distilleries & independent bottlers
– Explore exciting guest spirits and experimental flavours
– Indulge in tantalising cocktail pop-ups from world class mixologists
– Enjoy live music and seminars tailored to each city
– Take home a bottle of something special from the festival whisky shop, courtesy of expert partner retailers
– Discover *Scotland’s whisky festival*

The Tall Ship Races: Aberdeen 2025
2025-07-19 - 2025-07-22 | Aberdeen, Aberdeen, United Kingdom
Aberdeen has a rich history with the tall ships races, hosting the incredible fleet in 1991 and 1997.

We are excited to welcome the Tall Ships Races back to Aberdeen in July 2025. Hundreds of thousands of people will descend on the city for four days of celebrating, sharing culture, and international friendships at Europe’s largest free family event.
The Tall Ships Races 2025 will take the majestic Tall Ships fleet through the English Channel and North Sea to Le Havre, Dunkerque, Aberdeen, Kristiansand and Esbjerg.

Central and East Thistle Awards
2025-09-11 18:15 - 23:30 | EICC, The Exchange, 150 Morrison St,, Edinburgh EH3 8EE, EH3 8EE, United Kingdom

STA x HotelPartner Webinar: Driving Success in Scotland's Hospitality & Accommodation Sector
2025-09-16 10:45 - 12:00 | Online, United Kingdom
The hotel market in Scotland has seen mixed performance this year, driven largely by an increase in supply in the capital. While Edinburgh remains a strong market, the growth in hotel stock — alongside a noticeable slowdown in the domestic audience, greater price sensitivity, and a reduction in short-term let accommodation — has created tougher year-on-year comparisons. Other regions across Scotland, however, have continued to perform well, supported by steady demand and major events such as Oasis and AC/DC shows bringing strong peaks in occupancy.
International investors continue to be attracted to the country and are driving an exuberant transactions market, which is set to grow further this year and is seen as a focal point for significant capital deployment.
While the outlook for the strong pipeline of hotels remains positive, particularly in the luxury segment, the industry faces a series of headwinds, including the confirmed tourism levies in Edinburgh (5% for all bookings made for stays from July 2026 onwards, for reservations made from 1st October 2025) and Aberdeen (7% from April 2027), as well as an ongoing skills shortage. These factors are placing pressure on profits and Scotland’s ability to remain competitive as a leading tourist destination.
The Scottish Tourism Alliance (STA) is delighted to once again be partnering with HotelPartner, a trusted market leader in revenue management and distribution services for the hospitality and tourism industry, to explore the solutions available to Scottish hoteliers to ensure that the market can continue to thrive.
Whether you operate a luxury hotel, a budget accommodation, a boutique property, or a youth hostel, this webinar will share accessible and actionable advice on tackling challenges such as the skills shortage, optimising performance, and making the most effective use of technology in your operations.
Discussion Points:

What factors are driving the growing interest from investors in the Scottish hotel market?
Why is the sector attracting so much capital, in what segments and is it sustainable?
What is the current outlook for hotel development in the country and how will this affect performance?
How can hotels manage their performance as supply booms and investors demand continued strong performance?
How might the upcoming 5% levy on overnight accommodation, due in January 2027, impact hotel profitability and tourist demand?
In what ways is the ongoing skills shortage affecting Scotland’s competitiveness as a tourist destination? How can they be addressed using technology?
What role does technology play in addressing wider operational challenges?
What are the core components of an effective revenue management strategy in today’s Scottish hotel market?
How can hoteliers drive demand?
What metrics should hoteliers track regularly to ensure revenue management and distribution strategies are effective and agile?

Speakers:
Robert Holland, Managing Director UK & Ireland, HotelPartner Revenue Management
HotelPartner are a technology enabled outsourced revenue service which started in Switzerland in 2006 and now has circa 500 clients across Europe but primarily in Switzerland, Germany & Austria. We started in the UK in 2017 and our portfolio now includes hotels stretching from Aberdeen to Jersey. His formative years in hospitality took him across Europe with stints at some of the finest hotels, coupled with studies at Cornell in upstate New York. With a focus on F&B, Robert eventually went on to run his own restaurants in SW London – Balham & Fulham, which I sold in 2012. Robert was then fortunate enough to be welcomed back into hotels in 2010 by Robin Sheppard of Bespoke Hotels where he stayed for 7 years, rising to the role of Regional Operations Manager responsible for two hotels in central London.
David Orr, CEO, Resident Hotels
David has a track record of successful development and value creation in the hotel sector, co-founding CEO of City Inn that became Mint in 2010. By developing a new hotel brand from scratch in an Edinburgh office at 8 St Andrew Square, to two of the most successful hotels in Europe ever, 2700 rooms and 1500 careers, David has a unique track record in brand invention, property development, hotel operations, customer advocacy and value creation. Earlier in his career, David was a partner in a property advisory company where he led recovery of commercial property assets and advised blue chip clients on landmark development and investment projects. David conceived and ‘drew up’ the concept and initiated the Harvey Nichols flagship into Edinburgh. David is Chairman at Fraser Giles Partnership a Hospitality, Travel and Leisure Executive Search business, a Trustee at Sparks the children’s medical research charity and retains active connections in the ‘Arts’ world. At Mint hotel David oversaw the creation of more than 40 active Arts partnerships between the hotels and local and National arts organisations.
Andrew Renouf, Director, AR Hospitality Consulting
AR Hospitality Consulting was founded in 2023 by Andrew Renouf, a hospitality professional with over 30 years’ experience in operations and consultancy. After a 20-year career in hospitality operations and ownership, managing four-star hotels, conference centres and restaurants, Andrew joined the Hotels team at Avison Young (then GVA) Edinburgh in 2011.
Following promotion to Director in 2015, Andrew led the Hotel Consultancy team in Scotland and has been client lead on numerous development, acquisition and other advisory projects across Scotland and the UK, for both private and public sector clients.
AR Hospitality Consulting specializes in market and feasibility studies for all types of hospitality developments and acquisitions, operational and strategic performance reviews for trading assets, and advising local authorities on market need / capacity and delivering hotel developments.
Andrew’s extensive operational and consulting experience adds significant value to any project with robust modelling informed by a comprehensive understanding of market trends and demand dynamics. Andrew is also very well connected to all the major brands, operators and funders active in the sector
Neil Farren, Director of Customer Success, HotStats
Neil started his hotel career at Jurys Inns in Edinburgh as a staff supervisor, with various promotions to management roles including Night Manager, Accommodation Manager, F&B Manager, Front Office then Rooms Division Manager. He then joined the pre-opening team of Jurys Inn Glasgow as Room Revenue Manager.
He then joined the Hotel Systems Support Team at Hilton’s corporate office in Glasgow before transferring to their global deployment team for their new OnQ PMS software.
Following the completion of the project, he left Hilton and joined the Patio Hotel in Aberdeen, later rename to Doubletree by Hilton Aberdeen City Centre.
After returning hotel to Ayrshire, Neil joined McMillan Hotels as their Group Revenue Manager before establishing a successful consultancy in revenue management and technology advisory services.
Neil has been with HotStats since August 2022 and is passionate about supporting hotels large or small to achieve the very best results.

Aberdeen City and Shire Thistle Awards
2025-09-19 | The Chester Hotel, 59-63 Queen's Rd, Aberdeen, AB15 4YP, United Kingdom

East Lothian Business Month 1st-31st October
2025-10-01 08:00 - 2025-10-31 17:00 | East Lothian, John Muir House, EH41 3HA, United Kingdom

Scottish Tourism Alliance AGM, Seminar & Networking Lunch
2025-10-02 10:30 - 14:30 | The Social Hub, 15 Candleriggs Square, Glasgow, G1 1TQ, United Kingdom
09:45 – 10:25 – AGM Registration | Tea & Coffee | Networking
10:30 – 11:00 – AGM
10:45 – 11:00 – Seminar & Networking Lunch Registration
11:10 – 13:15 – Seminar
13:15 – 14:30 – Lunch & Networking

Highlands and Islands Thistle Awards Gala Dinner & Awards Ceremony
2025-10-03 18:00 - 23:30 | Drumossie Hotel, Old Perth Road, Inverness, IV2 5BE
