|27 November 2015|

A leading international business expert has labelled Scotland’s £1.9 billion meetings industry the sector’s answer to Game of Thrones.

Bo Krüger is one of Europe’s premier meeting designers and co-creator of the Danish Meetovation concept. He will speak at next Tuesday’s Business Tourism Scotland conference at the Assembly Rooms in Edinburgh.

Bo said: “For me, Scotland is the meeting industry’s answer to Game of Thrones. You have amazing castles, dramatic landscapes, a heroic history, strong whisky and brave and bold people, with plenty of humour.”

The conference will examine themes including digital opportunities, and the economic impact of business tourism.

Bo said attendees will “learn why engagement is the easiest and cheapest way to increase the value of meetings and events”, adding: “They will also learn that they have to think differently about the service they provide if they want to create a healthy business in the future.”

On the challenges facing the industry, Bo said: “The real value in meetings does not lie in great food, beautiful furniture or using the latest technology. The real value lies in increasing learning, networking and creativity, so the meetings can become more than just a nice experience, but actually impact the organisation afterwards.”

Neil Brownlee, head of Business Events at VisitScotland, added: “This conference is an excellent opportunity for members of Scotland’s business tourism industry to share best practice and to gain fresh insight from some truly inspirational speakers, including Bo Krüger.

“By taking a collaborative approach, we can ensure that Scotland continues to punch above its weight in this hugely important sector.”