Scottish Tourism Month - The Signature Conference Series 2025
2025-03-10 13:00 - 2025-03-11 16:00 UTC | Edinburgh International Conference Centre, 150 Morrison Street, Edinburgh, EH3 8EE
Scottish Tourism Month is an opportunity to amplify the voice of the tourism and hospitality industry, celebrating its enormous contribution to Scotland whilst also highlighting the support it needs to overcome the challenges it faces to survive, thrive, and grow sustainably.
As the midway point of Scotland’s National Tourism Strategy, Scotland Outlook 2030, March 2025 is an important milestone, offering the chance to both reflect on past progress and consider the action required to achieve Scotland’s ambition to be the world-leader in 21st century tourism.
To mark the occasion, the Scottish Tourism Alliance is delivering a specially curated programme of events throughout the month, including the Signature Conference Series which will be held from Monday 10 to Tuesday 11 March.
In addition to the much-anticipated return of the Signature Conference, the Series will include an afternoon of interactive workshops focussing on net zero, business and finance, destination management and leadership, and technology plus a very special evening gathering.
Designed to connect, support, empower and inspire attendees, this an unmissable series for anyone who works in, is connected to or supports Scotland’s tourism and hospitality industry.

Transform Your Tourism Business: AI and Tech Solutions for Tay Cities
2025-03-11 09:00 - 13:00 | A K Bell Library, York Place, Perth, PH2 8EP
This transformative morning session is designed specifically for tourism businesses in the Tay Cities region. Whether you’re just starting to explore AI and automation or you’re ready to take your existing tools to the next level, this event will provide practical insights and actionable strategies to enhance your hospitality offering.
Discover how businesses like yours are using AI to automate routine tasks while creating more personalised, authentic experiences that visitors love.
Join us for a dynamic session that includes:

Interactive AI and Automation Workshops: Learn how to implement tools that enhance efficiency and personalisation.
Success Stories: Hear from local tourism businesses that have embraced innovation.
Networking Opportunities: Build connections with like-minded businesses and industry innovators.
Practical Takeaways: Leave with specific AI solutions and the exclusive Tay Cities Traveltech Playbook to help you get started right away.
Enjoy a locally-sourced breakfast and a light lunch as you engage in meaningful conversations with fellow participants.

This event is free for eligible tourism businesses in the Tay Cities region. Spaces are limited, so early registration is recommended to secure your place.
To ensure the event delivers maximum value, we encourage you to share one business challenge you’re currently facing during the registration process—this will help tailor the workshop to your needs.

Effective Financial Management For Agritourism
2025-03-13 10:00 - 16:00 | Gargunnock Community Centre, Leckie Road, Gargunnock, FK8 3BJ
Join Scotland’s Agritourism Monitor Farms Programme at Gargunnock Community Centre in Stirlingshire for an informative session designed to help you take effective control of your agritourism business finances. Whether you’re just starting out in agritourism or looking to refine your financial management skills, this meeting will cover many essential topics.
We’re delighted to be joined by Colin McNally, Director of CJM Accountancy & Financial Management and Paris & McNally, who will cover:

What is a P&L? Gain a clear understanding of Profit and Loss statements and their importance.
Income vs. Costs = Profit: Learn the basics of calculating profit and managing your margins.
Valuing Your Time: Discover how to attribute your own and your management team’s time effectively.
Managing Multiple Enterprises: Explore strategies for handling finances across different enterprises.
Monthly Reporting: Learn how to structure monthly management reports, determine who in your team can help you with this task, and estimate the costs involved.
Tax Accounts Simplified: Break down the essentials of your tax obligations and accounts.
Software Solutions: Explore how a financial software solution could help you streamline reporting and insights.
Budgeting & Monitoring: Learn how to create budgets and track progress to improve the currency of your financial information.
ROI Planning: Understand your capital investments and learn how to plan for returns.

Tea and Coffee will be provided. There will be a cup of soup at lunchtime but please do bring your own packed lunch.
There will be a chance to share thoughts & ideas and network over lunchtime.
Everyone is very welcome to attend.

SSDA Conference 2025
2025-03-19 09:30 - 17:00 | The Peebles Hydro, Innerleithen Road, Peebles, EH45 8LX
This key annual event brings together the South of Scotland’s tourism sector with service providers, key stakeholders and the public sector. It’s designed to unite everyone invested in shaping the region’s vibrant visitor economy.
This conference provides a platform for connecting, networking, learning, and forging meaningful new collaborations. It’s once again inspired by the four pillars of the South of Scotland Responsible Tourism Strategy:

inspire – discover fresh ideas and success stories that highlight the unique strengths of the South of Scotland as a world-class destination
develop – explore innovative approaches to developing destination products, and creative experiences that resonate with visitors, celebrate local culture, and add value to the region’s tourism offering
responsible – champion sustainability and responsibility in tourism, ensuring that our natural environment, local communities, and cultural heritage are protected for generations to come
support – gain access to invaluable resources, tools, and networks to support your business’s growth and resilience

These themes will shape the day, helping to:

drive engaging discussions and practical workshops to tackle current challenges
seize emerging opportunities
ensure a sustainable, inclusive, and innovative future for tourism in the region

Whether you’re a business owner, community leader, or professional in the tourism industry, the SSDA Conference is your chance to explore innovative practices and be part of shaping the South of Scotland as a destination that inspires visitors and supports thriving communities.

Discover Scottish Gardens
2025-03-19 09:30 - 17:00 | Cambo House, St Andrews, KY16 8QD
Discover Scottish Gardens has been promoting gardens and related businesses to visit for nearly ten years.
It has a popular printed map, website, and marketing and PR/media opportunities for members. It also recognises the importance of hosting an annual gathering of this scale to support the network, encouraging collaboration across the industry.
This event is open to Discover Scottish Gardens members, partners, and non-members interested in the network and industry.
This event is for:

gardens open to the public and open by appointment
hotels, and accommodation providers with beautiful gardens
garden centres and plant nurseries
those interested in working within the garden tourism industry
businesses interested in supporting the garden tourism industry

The conference will offer those in the sector and related industries a chance to connect, network, and hear from a range of inspiring speakers on redevelopment and restoration projects as well as insights on Scottish tourism.

Developing an Effective Pricing Strategy
2025-05-01 10:00 - 16:00 | Cairns Farm Estate, Kirknewton, EH27 8DH
Join Scotland’s Agritourism Monitor Farms Programme on Thursday the 1st of May at Cairns Farm Estate in West Lothian for a full-day session focused on setting the right prices for your products and services in your agritourism business.
Led by Caroline Millar, Lead Facilitator of Scotland’s Agritourism Monitor Farm Programme and owner of The Hideaway Experience, this event will cover essential key topics to developing an effective pricing strategy, including setting the right price, understanding customer expectations, and adapting to market conditions.
Attendees will also hear from Monitor Farmer Caroline Hamilton of Cairns Farm Estate, who will provide an update on how business is going.
Teas and coffees will be provided. Please bring your own packed lunch.

The Scottish Country Sports Tourism Conference
2025-05-02 09:30 - 16:00 | Blair Castle, Blair Atholl, PH18 5TL
Join us for the inaugural Scottish Country Sports Tourism Conference, a landmark event dedicated to celebrating, supporting, and growing Scotland’s country sports tourism sector. Hosted in the historic Blair Castle, Perthshire, this event is an unmissable opportunity for estate owners, sporting providers, and tourism professionals to come together, share insights, and collaborate on the future of the industry.
What to Expect:
The day will feature a dynamic programme designed to inform, inspire, and engage:

Morning Keynotes: Hear from leading experts in the fields of tourism, sustainability, and country sports, sharing their perspectives on trends, challenges, and opportunities in the sector.
Networking Opportunities: Meet and connect with key players from across the country sports and tourism industries during coffee breaks, lunch, and informal discussions.
Afternoon Workshops & Breakout Sessions: Take a deep dive into specialised topics with hands-on workshops and interactive breakout sessions, tailored to address the most pressing needs of the sector. From marketing strategies to sustainability practices, these sessions will provide practical tools to help you succeed.
Lunch and refreshments will be provided throughout the day, including freshly prepared soup, sandwiches, tea, coffee, and light snacks, ensuring you stay energised and focused.

Who Should Attend?

Country sports estate owners and managers
Tourism professionals
Guides and sporting service providers
Accommodation and hospitality providers catering to the country sports audience
Anyone with a vested interest in Scotland’s country sports tourism economy

Why Attend?
Scotland’s country sports sector plays a vital role in the nation’s tourism economy, attracting visitors from around the world and supporting rural communities. This conference will provide valuable insights, foster collaboration, and highlight the economic and cultural significance of country sports tourism.

Driving Success in Scotland's Hotel Market
2025-05-07 11:00 - 12:00
The hotel market has performed well across most parts of Scotland, particularly in the capital, Edinburgh, as well as Glasgow and Inverness.
And the increasing number of international investors now attracted to its robust performance is driving an exuberant transactions market, which is set to grow further this year.
While the outlook of having a strong pipeline of hotels remains positive, particularly in the luxury segment, the industry is facing a series of headwinds including a proposed Visitor Levy and an ongoing skills shortage, which are placing pressure on profits as well as Scotland’s ability to remain competitive as a tourist destination.
The Scottish Tourism Alliance (STA) is delighted to 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 or budget accommodation, boutique hotel or a youth hostel, this webinar will share accessible and actionable advice on tackling challenges such as the skills shortage, optimising performance and how best to utilise technology in your operations.

VisitScotland bitesize webinars: choose a tourism experience booking system
2025-05-08 14:00 - 14:30
Discover how an online booking system can transform your operations from streamlining processes to maximising bookings – make sure it’s one of the most important tools in your marketing arsenal.
This webinar is aimed at tourism experiences (tours, visitor attractions and activity providers) only.

Scottish Agritourism Month Roadshow: Dunlop Dairy
2025-05-09 12:00 - 14:30 | Dunlop Dairy, Dunlop Road, Stewarton, KA3 5LP
This meeting is part of a series of events hosted during Scottish Agritourism month and in the lead-up to Scottish Agritourism turning five years old on June 1st 2025. Everyone with an interest in agritourism is welcome to attend.
We’ll be shining a light on the development of agritourism both in the local area and nationally, sharing Scotland-wide success stories and sector challenges, and opening up discussion with others who play a part in supporting rural and agritourism. You will also hear from Dunlop Dairy about how they’ve developed their business – a traditional Ayrshire cheesemaker, with a range of farmhouse cheeses sold in their Cheese Shop and Tearoom.
You can expect a sector update from Scottish Agritourism on the work we are doing, along with agencies from the national strategy board, to grow and develop agritourism in Scotland in line with national targets. We’ll be celebrating five years of Scottish Agritourism – lunch will be provided and yes, there will be cake!

Scottish Agritourism Month Roadshow: Logie Newton Lodges
2025-05-16 08:00 - 10:00 | Logie Newton Farm, Huntly, AB54 6BB
This meeting is part of a series of events hosted during Scottish Agritourism month and in the lead-up to Scottish Agritourism turning five years old on June 1st 2025. Everyone with an interest in agritourism is welcome to attend.
We’ll be shining a light on the development of agritourism both in the local area and nationally, sharing Scotland-wide success stories and sector challenges, and opening up discussion with others who play a part in supporting rural and agritourism. You will also hear from Logie Newton Lodges about how they’ve developed their business – a luxury self-catering site, with two recently opened lodges available to book.
You can expect a sector update from Scottish Agritourism on the work we are doing, along with agencies from the national strategy board, to grow and develop agritourism in Scotland in line with national targets. We’ll be celebrating five years of Scottish Agritourism – bacon rolls, teas and coffees will be provided by Scottish Agritourism member Thorney Bank Farm Shop, and yes, there will be cake!

Scottish Agritourism Month Roadshow: Castlecraig Farm
2025-05-22 12:00 - 14:30 | Castlecraig Farms, IV19 1QS
This meeting is part of a series of events hosted during Scottish Agritourism month and in the lead-up to Scottish Agritourism turning five years old on June 1st 2025. Everyone with an interest in agritourism is welcome to attend.
We’ll be shining a light on the development of agritourism both in the local area and nationally, sharing Scotland-wide success stories and sector challenges, and opening up discussion with others who play a part in supporting rural and agritourism.
One key challenge for businesses is making sure they have the right insurance in place – so we’re especially pleased to have Howden Insurance as our event sponsor. Their support helps make this event possible, and their Farm & Estate team understands the unique needs of agritourism businesses.
You will also hear from Castlecraig Farm about how they’ve developed their business – luxury farm cabins on the coast of the Moray Firth.
You can expect a sector update from Scottish Agritourism on the work we are doing, along with agencies from the national strategy board, to grow and develop agritourism in Scotland in line with national targets. We’ll be celebrating five years of Scottish Agritourism – lunch will be provided and yes, there will be cake!

VisitScotland bitesize webinars: start working with online travel agents
2025-05-22 14:00 - 14:30
Discover how an online travel agent (OTA) can increase bookings and profitability without detracting from direct bookings. Get practical tips on how to create an OTA listing and how to manage your relationship with an OTA.
For tourism experiences (tours, visitor attractions and activity providers) that want to use OTAs for the first time.

Making the Most of Online Travel Agents for Your Farm Experience
2025-05-29 12:00 - 13:00
In this informative webinar delivered by VisitScotland, you’ll learn about working with Online Travel Agents (OTAs), with a focus on how to distribute your farm experiences through these platforms. The session will explore the visitor journey and the growing value of the experience economy – where travellers are seeking memorable, meaningful activities.
You’ll hear about which OTAs can help improve visibility for your experiences, how to create compelling listings, and the benefits and considerations of working with OTAs. Accommodation distribution will be covered briefly, but the main focus will be on experiences.
This session is suitable for agritourism businesses thinking about listing their farm experiences on an OTA platform, or those already listed who want to improve their presence.

Scottish Agritourism Month Roadshow: Errington Cheese
2025-05-30 08:30 - 10:30 | Errington Cheese, Walston Braehead Farm, Lanark, ML11 8NF
This meeting is part of a series of events hosted during Scottish Agritourism month and in the lead-up to Scottish Agritourism turning five years old on June 1st 2025. Everyone with an interest in agritourism is welcome to attend.
We’ll be shining a light on the development of agritourism both in the local area and nationally, sharing Scotland-wide success stories and sector challenges, and opening up discussion with others who play a part in supporting rural and agritourism. You will also hear from Errington Cheese about how they’ve developed their business – a Scottish farmhouse cheese producer.
You can expect a sector update from Scottish Agritourism on the work we are doing, along with agencies from the national strategy board, to grow and develop agritourism in Scotland in line with national targets. We’ll be celebrating five years of Scottish Agritourism – breakfast will be provided and yes, there will be cake!

Doors Open Days Participant Information Session
2025-05-30 12:00 - 12:30
This short information session by Scottish Civic Trust is for for venues, organisations, and individuals who are interested in taking part in this year’s Doors Open Days.
The session will cover the steps to register and apply, tips about the types of events that can be held, what marketing materials are available, an overview of evaluation, and how to get in touch. There will also be time to ask questions and speak with fellow participants.
There is no pre-registration required.
Joining Details (Zoom):
https://us02web.zoom.us/j/81101557255?pwd=[REDACTED]
Meeting ID: 811 0155 7255
Passcode: [REDACTED]

Doors Open Days Participant Information Session
2025-05-31 13:00 - 13:30
This short information session by Scottish Civic Trust is for for venues, organisations, and individuals who are interested in taking part in this year’s Doors Open Days.
The session will cover the steps to register and apply, tips about the types of events that can be held, what marketing materials are available, an overview of evaluation, and how to get in touch. There will also be time to ask questions and speak with fellow participants.
There is no pre-registration required.
Joining Details (Zoom):
https://us02web.zoom.us/j/81208132914?pwd=[REDACTED]
Meeting ID: 812 0813 2914
Passcode: [REDACTED]

VisitScotland bitesize webinars: The importance of the UK domestic market
2025-06-05 14:00 - 14:30
Discover the importance of the UK market and the performance of domestic tourism in Scotland.
This session will focus on who our domestic visitors are and what motivates them to plan, book and visit.
You will also hear about the future prospects for domestic tourism, current sentiment of UK residents and Scotland holiday intentions for 2025.

Scotland’s Towns Summer Session
2025-06-17 14:00 - 16:00 | Perth Concert Hall, Mill Street, Perth, PH1 5HZ
Scotland’s Towns Partnership is delighted to invite key partners and stakeholders to a focused summer session, spotlighting the pivotal role of responsible tourism in driving forward Scotland’s local economies and place-based investment.
With a deepening emphasis on sustainable development, this event will explore how tourism strategies can not only align with but actively enhance the strategic direction of towns stakeholders – from local government and community groups to businesses and cultural organisations.
Keynote Speaker:
Vicki Miller, Chief Executive, VisitScotland
Vicki will present VisitScotland’s strategic vision and direction, with a sharp focus on partnership opportunities that advance local economic growth and resilience. She will dive into how the organisation is working collaboratively with Scotland’s Towns Partnership – particularly through initiatives like the Love Local campaign – to tap into the power of the Scottish diaspora, boost local spend, and support vibrant, distinctive places.
Fireside Chat:
Following Vicki’s presentation, a dynamic fireside chat will be hosted by:
Kimberley Guthrie, Chief Officer, Scotland’s Towns Partnership
Joining Kimberley and Vicki for this engaging discussion are:
Glasgow Life
Scotland’s Improvement Districts
Together, they will delve deeper into the future of responsible tourism, the importance of collaboration across cities and towns, and how place-based strategies are creating new opportunities for regeneration, cultural vibrancy, and economic growth.
Why Attend:
This intimate, invitation-only session provides an opportunity to:

Hear strategic insights directly from VisitScotland leadership
Engage in a thought-provoking fireside chat with urban and cultural leaders
Understand how national campaigns like Love Local are evolving
Discuss place-making and the value of partnership working
Connect with like-minded leaders committed to strengthening town economies

VisitScotland bitesize webinars: importance of international markets
2025-06-19 14:00 - 14:30
International visitors are vital for your business as you broaden your reach and reduce your risk.
Discover the volume and value that these international markets can bring, with practical tips on how to understand booking behaviours and reach these visitors.

ANGUSalive Exclusive Showcase at Monikie Country Park
2025-06-26 02:30 - 18:00 | Monikie Country Park, Monikie, DD5 3QA
ANGUSalive are holding a showcase event at Monikie Country Park on 26 June, from 2.30pm. Monikie Country Park boasts beautiful woodland and parkland with a variety of things to see and do, including land and water activities, self-led trails, and an adventure play park. This event is an ideal opportunity to find out about the extensive range of experiences on offer for visitors.
What you can expect:

2.30pm: Welcome & Refreshments. An introduction to Countryside Adventure – learn about the extensive range of experiences on offer at Monikie Country Park.
3.00pm: Find out more about our Land-based Activities, including bushcraft & survival skills, cycling, nature walks with one of our Countryside Rangers, and craft workshops.
4.00pm: Discover what water-based activities visitors can enjoy, including paddleboarding, kayaking, canoeing, windsurfing, and our newest addition – Angus Aqua Splash.
5.00pm: Try it for yourself! Angus Aqua Splash Session (optional); alternatively you could watch the session from shore and enjoy some networking
6.00pm: End

Places are limited, so please RSVP to: Scott Grant – scott.grant@angusalive.scot

Increasing the profitability of your agritourism business
2025-07-02 10:00 - 15:30 | Ernespie Farm, Castle Douglas, DG7 3JG
Join Scotland’s Agritourism Monitor Farms Programme for a talk on how to achieve increased profitability in an agritourism enterprise from Colin McNally, Finance Expert.
We will hear how using data to inform decision making has helped Monitor Farmer, David McMiken, make positive changes to the Ernespie Agritourism business including introducing a new enterprise. We will have a walk around and see first hand the developments that are ongoing.

VisitScotland bitesize webinars: attracting the European visitor
2025-07-03 14:00 - 14:30
Explore the great potential from the European market.
Discover the main inspirations for them booking a holiday to Scotland and how understanding their booking preferences and activities while in Scotland can provide you with a competitive advantage.
Learn how to leverage these insights to refine your marketing strategies.

Going for Green: Accrediting Your Agritourism Sustainability Story
2025-07-08 12:00 - 13:00
Join Scotland’s Agritourism Monitor Farms Programme to to welcome Diane Knight, Client Services Director, from Green Tourism, a world-leading sustainability certification for the travel, tourism, and hospitality industries.
Green Tourism helps businesses embed responsible and environmentally friendly practices that not only reduce impact but also enhance visitor appeal.
In this session, Diane will share how agritourism businesses can work towards Green Tourism accreditation, tell an authentic sustainability story, and turn their green credentials into a competitive advantage.

Launching a Wedding Venue: Lessons Learned & Planning Ahead
2025-07-17 10:00 - 16:00 | Kinclune Estate, Kirkton of Kingoldrum, Forfar, DD8 5HX
Kinclune Estate has recently opened its new wedding venue – hear from Aylwin Pillai as she shares insights from the journey so far, lessons learned along the way, and plans for the future.

VisitScotland bitesize webinars: attracting the North American visitor
2025-07-17 14:00 - 14:30
Unlock the potential of the North American market by understanding the unique characteristics and preferences of these visitors.
This webinar will explore how to reach them through various channels, and the role of distribution partners.
Gain insights into booking behaviours and learn how to tailor your product to meet their expectations.

Engaging with Travel Trade: Developing your Product Sheet
2025-07-22 12:00 - 13:00
Do you want to connect with Travel Trade opportunities and need some support ensuring the information you provide is as effective as possible?
In this webinar of the Agritourism Monitor Farm programme, you will be guided by the experts to create a practical sales tool to help you connect with the travel trade. Cassie McEwan from Visit Scotland will guide you step-by-step through building a simple, two-page product sheet that clearly showcases your agritourism experience.
You will learn what travel trade buyers are really looking for, how to structure your content, and what to include to make your business stand out. By the end, you’ll have a flexible template you can adapt and use—perfect for getting trade-show ready and making a great first impression.

Making Room for Sustainability in Hospitality and Tourism
2025-07-31 15:00 - 16:00
Join us to explore how data is transforming environmental sustainability in the hospitality and tourism sector.
The panel will examine how data is being used to monitor and improve material and water use, reduce waste, meet emissions goals and mitigate biodiversity impact.
As sustainability reporting requirements grow more complex, we will also hear how data can drive compliance, unlock efficiencies, and support long-term environmental goals.

Agritourism Development: A capital project for sustainable rural growth
2025-08-14 10:00 - 15:30 | The Commercial Hotel, 11 Main Street, Balintore, IV20 1UE
This Scotland’s Agritourism Monitor Farms Programme meeting will showcase the progress on the village hotel development by Monitor Farmers, Fiona and John Scott of Fearn Farm.
We will have a walk around the hotel development and hear about the progress to date. We will then convene in the Seaboard Hall for presentations and discussion.
Fiona and John Scott, Monitor Farmers, have been making great progress with the re-development of the hotel and will update us on their business plan, the project timeline and the challenges they have overcome along the way.
Lesley McArthur, Glen Clova Estate Partner, will join us to talk about her experience running a successful rural hotel and restaurant business and will highlight the continuing challenges but also the opportunities for the business. Glen Clova Hotel have recently undertaken a significant developed with a new events space called The Barn which continues their focus on sustainability, local impact with a warm, personal service.

ANGUSalive’s ‘On Stage’ Launch
2025-08-27 18:00 - 20:00 | Webster Memorial Theatre, 64 High Street, Arbroath, DD11 1AW
Join us for an exclusive event at The Webster Memorial Theatre in Arbroath, as we launch our latest ‘On Stage’ brochure, outlining the programme of upcoming performances across ANGUSalive venues.
Discover how your business can take centre stage with us, learn how we can support each other when performances come to town, and connect with other local businesses.
We hope you can join us to find out more about our plans, hear some top tips from businesses who have benefited from past performances, and enjoy a tour of the theatre.
Refreshments will be provided.
