Why events are part of a 'meta industry' in a journey to change

Scotland has renewed its focus on the far-reaching impact of MICE on all walks of life as it hosted an event that also looked at preparations being made for the return to live meetings and conferences.

The event, called Journey to Change, heralded the launch of a campaign from VisitScotland Business Events about how meetings and events can spark social and economic transformation.

Speakers discussed Scotland’s reputation for tackling issues like climate change and human rights, with details revealed in research from the VisitScotland team.

The CEO of Scottish Renewables Claire Mack spoke about a huge year for Scotland in leading the world in renewables to tackle climate change, with leading experts set to convene in Glasgow for November's United Nations Climate Change Conference, also known as COP26.

Speaking at the virtual event, the President and CEO of PCMA Sherrif Karamat said that addressing climate change through MICE needed to go beyond replacing plastic straws in events, to examine more fundamental issues like transportation and power.

And Doctor Katherine Trebeck from the Wellbeing Economy Alliance spoke about how its international collaborators - that include business, scholars, activists and networks - are working to “transform” the global economic system to “deliver social justice on a healthy planet” in the wellbeing economy.

The new Journey to Change campaign also supports VisitScotland’s policy-driven model strategy, aimed at showcasing Scotland’s credentials, achievements and ambitions for business events.