Scotland, and Europe, Are on a Journey to Change. Why Is the U.S. Different?

VisitScotland Business Journey to Change projection.

VisitScotland Business Events launched an ambitious Journey to Change initiative in 2021 that aims to showcase how business events in the country can drive social and economic transformation. Most of Western Europe seems to be following the same path, especially in terms of sustainability.

Neil Brownlee, VisitScotland Business
Neil Brownlee

Meanwhile, while the U.S. meetings and events industry actively sings the praises of issues such as sustainability and the impact business events have on the environment, the message doesn't seem to be translating into actual practices and government regulations like it does across the Atlantic.

Meetings Today's Tyler Davidson sat down with VisitScotland's Neil Brownlee at IMEX America to explore the country's ambitious initiative, as well as meetings and events trends, facility information and the benefits of bringing meetings to Scotland.

[Related: See All of Our IMEX 2022 Coverage in One Place!]

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Other top stories from our IMEX America coverage:

Edinburgh, Scotland.
Edinburgh, Scotland. Credit: VisitScotland.


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About the author
Tyler Davidson | Editor, Vice President & Chief Content Director

Tyler Davidson has covered the travel trade for nearly 30 years. In his current role with Meetings Today, Tyler leads the editorial team on its mission to provide the best meetings content in the industry.