Welcome to the Signature Conference
March is Scottish Tourism Month; when the tourism and hospitality industry gathers at various events across the country to both celebrate learn and amplify its voice highlighting both the sectors importance and the significant contribution it delivers for Scotland and its communities. It’s also a time to come together to discuss and seek ways on how best to overcome the challenges it faces to survive and seize the opportunities to thrive and grow sustainably.
The Flagship event of the month is the Signature Programme and as we head towards to the 2026 Holyrood Elections on May 7th, the Signature conference offers us the chance to both reflect on our progress and invite all politicians to Champion, Connect and Invest in our sector and to make clear why delivering on the STA manifesto asks will benefit businesses, communities, and Scotland’s wider economy.
To mark the occasion, the Scottish Tourism Alliance is delivering a specially curated programme of events throughout the month of March, including the Signature Conference Programme which will be held in Edinburgh over Monday 9th and Tuesday 10th March.
In addition to the much-anticipated return of the Signature Conference, the two-day programme will also include an afternoon of Signature Seminars, plus a very special Signature Dinner and Gathering at the Royal Botanical Gardens in Edinburgh.
Designed to connect, support, empower and inspire attendees. This must attend programme of events for anyone who works in, is connected to or supports Scotland’s tourism and hospitality industry.
Early bird tickets for the Signature Conference Series 2026 are now available to book through Humanitix.
Click the button below to secure your place. We look forward to seeing you there!
Signature Conference Programme – Monday 9th and Tuesday 10th March 2026
Please be advised that the programme is subject to change.
Monday 9th March 2026 – Signature Seminars (13:10 – 16:30)
Venue: Sheraton Grand Hotel & Spa, 1 Festival Square, Edinburgh, EH3 9SR
12:45 – 13:10 Seminar Registration
13:10 – 14:00 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
- Managing Cyber Risk with James Trevis, Cyber & Technology Portfolio Manager, NFU Mutual
14:05 – 14:55 Seminar 2: Top Tips on Destination & Experience Marketing:
- Gwen Raez – VisitScotland
- Ryan Pearson – Booking.com
- Doug Lansky – Travel Writer & Industry Thought Leader
- Michael Hart – The Union
- Jane McFadzean – Trip.com
14.55 – 15.10 Tea and Coffee Break
15:10 – 16:30 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.
Monday 9th March 2026 – Evening Dinner
Venue: Royal Botanic Garden Edinburgh, EH3 5NZ
Sponsored by:
19:00 – 19:45 Welcome and Networking Reception
19:45 – 22:15 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
22:30 Carriages
Dining area, John Hope Gateway, Royal Botanic Garden Edinburgh. Image credit: Royal Botanic Garden Edinburgh
Tuesday 10th March 2026 – Signature Conference 2026
Venue: Edinburgh International Conference Centre, The Exchange, 150 Morrison Street, Edinburgh, EH3 8EE
08:30 – 09:15 Registration
09:15 – 09:30 Conference Welcome: Marc Crothall MBE, CEO Scottish Tourism Alliance & Co-Chair Tourism & Hospitality ILG Scotland
Signature Session 1: Economic, Traveller Trends & Insights (09:30 – 11:00)
09:30 – 09:50 The Economic Outlook – Katerina Lisenkova, Senior Economist Natwest Group
09:50 – 10:10 Keynote: What’s on the Travel Horizon? with David Edwards, Scattered Clouds
10:10 – 11.00 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
11:00 – 11:30 Morning Break – Tea & Coffee, Exhibition & Networking
Signature Session 2: Scotland Outlook 2030 & The Holyrood Election Hustings (11:30 – 12:55)
11:30 – 11:45 Scotland Outlook 2030 Update – Marc Crothall MBE
11:45 – 12:55 The Hustings Moderated by Brian Taylor
Participants:
Kate Forbes 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
12:55 – 14:05 Lunch – Exhibition & Networking
Sponsored by Caledonian MacBrayne
14:05 – 14:25 Welcome Back / Ice Breaker: Marc Crothall MBE
Signature Session 3: Being a 21st Century World Leading Destination (14:25 – 16:10)
14:25 – 15:15 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, and Stuart Cassells – Best Scotland Ltd.
15:15 – 16:00 Keynote: Survive and Thrive in the Future of Scottish Tourism with Doug Lansky, Travel Writer & Industry Thought Leader.
16:00 – 16:10 Conference Wrap-Up: Thanks and Close – Rebecca Brooks, STA Chair and Marc Crothall MBE
