21 October 2026
This week the Scottish Tourism Alliance announced the early bird tickets for its signature conference 2027 which (handily for us operators) is running in conjunction with Scot Hot at the Scottish event campus. Happening 23-25th Feb (the 23rd not handily being my son’s first birthday 🤦). I thought it was worth sharing a bit about what I’ve got from it in the past and slightly cynically what I don’t want to hear about:
First, here’s what I’ve loved about it in the past
1. Data I can actually use - Tough times for us all, so it’s critical we understand who’s actually looking at Scotland and how to capture, likewise what the state of play is domestically. Use it for your targeting and enjoy the heads up.
2. Quality networking - A room full of the top people and real decision makers. If you’re in the business, you’ve found your tribe. Very few dull conversations to be had and it’s generated amazing leads for me in the past.
3. Inspiration - Last year was really inspirational. Hearing directly from the homegrown world leaders we have in Scotland like Panda & Sons, The Fife Arms genuinely got my mind whirring. Doug Lanskys closing keynote speech though was the one that really blew me away. A great big world with so many interesting things happening and the common themes. Bags more inspo please! I don’t get out the house much.
Now for what I don’t want to hear more about…
1. Luxury - Sorry guys, controversial I know but every single industry event I attend always leans back to luxury and it accounts for such a tiny fraction of the visitor economy. I’m fed right up of it and every time it dominates I care less and less. Let’s hear more about the mid and value markets. That’s where I’m anticipating growth and I think it’s where operators should be looking for their domestic transient business.
2. Politicians grandstanding - So important they attend and engage, meaningless if they jibber on pointlessly. This year I hope there’s a lot more homework done and some informed, practical views in the room. Happy to names names over a pint or dram. If they’re taking up space ahead of me in the lunch queue I will kick off.
3. AI as a solution to EVERYTHING - For the love of all that is good can we please start being specific when we talk about AI? Any more blanket statements or impractical broad spectrum advice and I will take a long walk off a short plank and take the offending parties with me.
Added bonuses this year - Gary Mclean Quin bringing his tremendous awards evening to the event - ScotHot as an add on - Being in the great city of Glasgow.
Tickets are now available at events.humanitix.com/stm-signature-programme hopefully see you there
If you’d like to talk about the STA, Signature conference or Tourism, Hospitality etc in general drop me a message.