The Success of Promoting Scotland at IMEX America 2024

We recently had the chance to sit down with Richard Knight, Director of Marketing – The Americas, Business Events – VisitScotland, to discuss the success of promoting Scotland and the trends he sees for the future.

What do you think made IMEX America such a successful show this year?

IMEX America is now in its third year post-pandemic, and this year’s success was driven by the industry’s full recovery and regained momentum in incentive programs and meetings. Organisations have caught up with their schedules and are now exploring new destinations, with the 18-month lead time back in place. This shift worked to our advantage, reflected in the strong level of inquiries we received. The market is thriving, with research indicating that businesses are investing more in employee rewards and incentive programs, which are increasingly vital in recruitment strategies. IMEX America in Las Vegas was perfectly timed, providing an excellent opportunity to showcase Scotland and the incredible partners who brought Scotland’s presence to life.

Speaking to clients at IMEX America, what do you feel were the hot topics and burning questions that came from the event?

There was significant interest in Scotland at the event. Many attendees expressed a desire for authentic, meaningful experiences that go beyond typical “sun and fun” destinations. People are seeking bucket-list opportunities that allow them to connect deeply with unique cultures, traditions, and, in Scotland’s case, a rich historical backdrop. Scotland’s mystique is further enhanced by the strong ancestral ties many people have to the country.

Incentive groups have become smaller since the pandemic, which creates more opportunities for Scotland, as our slightly smaller-scale hotels are well-suited to this trend compared to some competitors. While large incentives still exist and are an important driver of business, Scotland is capitalizing on the growing market for more intimate, tailored experiences.

Were there any other trends that you thought you could see coming in the next few years?

I see significant growth from North America into Europe, with Scotland poised to benefit greatly. Recent research projects global spending from North America in the business events arena to reach $190 billion by 2030, with 65% of that projected in Europe – a very promising trend.

The demand for real-life, meaningful experiences will continue to grow, especially as new generations take part in planning, delivering, and attending incentives. Catering to multigenerational groups is becoming increasingly important.

A key shift is that incentives now go beyond rewarding top performers. They are also critical for attracting and retaining talent. Offering world-class incentive programs as part of recruitment strategies helps companies secure the best hires. And when rewards are done right, they keep top talent engaged, addressing the modern challenge of employee retention in an era where long-term loyalty to a single company is rare.

Do you think the age of the incoming workforce will make a difference, with millennials, Gen X and Gen Z having different wants and viewpoints?

The goals of incentive trips differ across generations, requiring tailored approaches. Millennials and Gen Z, in particular, have distinct preferences. To address this, we’re researching these generational differences and adapting our programs accordingly. It’s no longer a ‘one size fits all’ approach, and we must ensure experiences resonate across age groups within a single program.

What do you think Scotland’s Unique Selling Points (USPs) are? What sets it apart?

Scotland stands out as a destination with unparalleled offerings that many competitors would envy. I think our Key USPs include:

• Rich History: I guess you’ve got to start with the deepness of Scotland’s history. We have venues and areas that we can visit during incentive trips with history going back thousands of years.
• Tradition and Culture: Iconic elements such as bagpipes, kilts, and traditional music are authentic aspects of daily life, seamlessly integrated into incentive programs. Scotland also has 125 whisky distilleries, over 1000 castles and over 700 golf courses.
• Innovation and Discovery: Scotland has a remarkable legacy of innovation, contributing inventions like penicillin, X-ray machines, the algorithm, and even modern-day economics.
• Breathtaking Landscapes: Scotland offers stunning scenery, from rolling hills to breathtaking coasts.
• Value and Safety: Scotland is a very safe destination, making it an excellent choice for North Americans embarking on their first incentive trip. With English as the primary language and a favourable exchange rate for the US dollar against the UK pound, Scotland offers great value. Additionally, we are more affordable than many of our European competitors.

Do you think responsible tourism plays a part in incentive groups choosing Scotland as a destination?

Promoting Scotland means emphasising its commitment to responsible tourism and sustainability, guided by VisitScotland’s global Journey to Change campaign. This initiative is underpinned by the UN sustainability goals and a large part of that is talking about responsible tourism and sustainability. Not only that, but it’s also about ensuring that economic impact goes directly towards the communities in which these business events come into and whilst we are improving people’s earning potential.

Corporate social responsibility is also a growing focus. Scotland offers opportunities for incentive groups to engage directly with charitable causes, leaving a bit of good behind. Whether through hands-on activities or financial contributions, these experiences let participants reflect on the difference they’ve made, enhancing their overall journey.

Can you describe Scotland in three words?

Welcoming, Visionary, and Historic.