Monday 9th March 2026 – Signature Seminars
Venue: Sheraton Grand Hotel & Spa, 1 Festival Square, Edinburgh, EH3 9SR
Seminar 1: Business Finance – Accounting Insurance & Managing Cyber Risk:
From Bookings to Boardroom: Using Digital Systems to Run a Smarter, Safer Tourism Business with Graham Dyer, Partner & Head of Digital Advisory, AAB
Download: Graham Dyer’s Presentation
Managing Cyber Risk with James Trevis, Cyber & Technology Portfolio Manager,NFU Mutual
Download: James Trevis Cyber Presentation
Seminar 2: Top Tips on Destination & Experience Marketing:
Doug Lansky – Travel Writer & Industry Thought Leader
Jane McFadzean – Trip.com
Seminar 3: A Taste of HIT Scotland’s Executive Leadership & AI for Commercial and Operational Impact programmes delivered by Owen Cook, Head of Programmes, The Culture Builders & Gary Crawford, Chief Advisor, Owendale Advisory.
Download:
Monday 9th March 2026 – Evening Dinner
Venue: Royal Botanic Garden Edinburgh, EH3 5NZ
Sponsored by:
Four Course Gala dinner, curated by Heritage Portfolio, with Guest Speakers:
Kirsty McNeill MP, the Parliamentary Under Secretary of State
Richard Lochhead MSP, Minister for Business and Employment
Rebecca Brooks – Scottish Tourism Alliance Chair
Rowen Shepherd – Former Scotland International Rugby Player
Hollie Davidson – Professional Rugby Referee and International Match Official
Tuesday 10th March 2026 – Signature Conference 2026
Venue: Edinburgh International Conference Centre, The Exchange, 150 Morrison Street, Edinburgh, EH3 8EE
Conference Welcome: Marc Crothall MBE, CEO Scottish Tourism Alliance & Co-Chair Tourism & Hospitality ILG Scotland
Signature Session 1: Economic, Traveller Trends & Insights
The Economic Outlook – Katerina Lisenkova, Senior Economist Natwest Group
Download Presentation: The Economic Outlook – Katerina Lisenkova
Keynote: What’s on the Travel Horizon? with David Edwards, Scattered Clouds
Download Presentation: What’s on the Travel Horizon with David Edwards
Tomorrow’s Guest – Who are they, what are their expectations, how do we attract and retain them? Panel moderated by Cat Leaver, VisitScotland. Panellists: Jane McFadzean- Trip.com, Fiona MacConnacher – Booking.com, Jose Gomez – Get Your Guide, & Luke Impett – Airbnb
Morning Break – Tea & Coffee, Exhibition & Networking
Sponsored by:
Signature Session 2: Scotland Outlook 2030 & The Holyrood Election Hustings
Scotland Outlook 2030 Update – Marc Crothall MBE
The Hustings – Moderated by Brian Taylor
Participants:
Richard Lochhead MSP – Scottish National Party
Daniel Johnson MSP – Scottish Labour
Murdo Fraser MSP – Scottish Conservatives
Willie Rennie MSP – Scottish Liberal Democrats
Graham Simpson MSP – Reform UK
Lorna Slater MSP – Scottish Green Party
Lunch – Exhibition & Networking
Sponsored by Caledonian MacBrayne
Welcome Back / Ice Breaker: Marc Crothall MBE & MC Hammersmith
Signature Session 3: Being a 21st Century World Leading Destination
Presentations and Panel discussion: What it Takes to Deliver the Magic – Innovation – People – Culture – Skill. Panellists: Sandy Robson – Heritage Portfolio, Nicky Craig – Panda & Son, Kirsten Jensen – ARTFarm & Fife Arms, Chef Fraser Cameron – 1610 Restaurant at The Globe Inn, Stuart Cassells – Best Scotland Ltd.
Keynote: Survive and Thrive in the Future of Scottish Tourism with Doug Lansky, Travel Writer & Industry Thought Leader.
Download: Doug Lansky – Survive and Thrive in the Future of Scottish Tourism (Takeaways)
Conference Wrap-Up: Thanks and Close – Rebecca Brooks, STA Chair
