VisitScotland Business Events hosted the second 2024 meeting of The Strategic Alliance of the National Bureaux of Europe, a network of 29 national destination marketing organisations, on 5–6 September 2024 at the Sheraton Grand Hotel & Spa, Edinburgh. The event brought together European leaders to strengthen Europe’s position in the international business events industry and discuss key topics, including sustainability and the future of global business events.

Focus on Sustainability and the Future of Business Events

The meeting provided a platform for discussions on Europe’s business event landscape and a preview of the upcoming Convene 4 Climate agenda, which takes place 2–3 October in collaboration with PCMA in Barcelona, Spain. A particular highlight was the ongoing development of the AI-powered Sustainability Hub for Events. Hosted by VisitScotland, the gathering underscored the importance of collaboration in maintaining Europe’s competitive edge as a destination for international business events.