Scotland’s first-ever business events digital campaign Legends will be launched on the world stage tomorrow (28 November) at the leading global event for the meetings, events and incentives industry.

VisitScotland’s Business Events team will encourage top international suppliers and buyers at ibtm world to see Scotland not only as a world-leading destination for hosting association conferences, conventions and congresses but also as a hub for collaborations, research and new discoveries.

It follows the launch in Scotland of the innovative new two-year digital campaign by the national tourism agency earlier this month.

ibtm world is attended by up to 15,000 industry professionals from the Meetings, Incentives, Conferences and Exhibitions (MICE) market.

The national tourism organisation will be joined by 14 Scottish business partners from the business events industry at the three-day exhibition, from 28-30 November in Barcelona, with hundreds of appointments taking place between professional event and meeting organisers

Using the strapline, ‘Scotland. Where Ideas Become Legend’, the campaign, which is a global industry-first, will create a unified voice for the Business Events industry across Scotland to build on the work of the country’s convention bureaux which secured more than £295m worth of events in 2016.

Representatives from Glasgow, Aberdeen and Edinburgh convention bureaux will be in attendance at ibtm world where they will share their objectives and experience of the campaign to date.

Every two months Legends will focus on a different theme and use the hashtag#ideasbecomelegend for promotion across social media channels. Scotland’s city convention bureaux and regions will contribute each week to promote their own unique messaging around the specified theme. The first theme, Technology, is supported by tech leaders ScotlandIS, the Scottish Association for Marine Science and pureLiFi.

Legends will give every city, region and business an opportunity to engage and spread the message of Scotland’s strengths to the world.

  • Aberdeen Exhibition and Conference Centre
  • Cameron House
  • Convention Edinburgh
  • Edinburgh International Conference Centre
  • Experience Scotland
  • Fairmont St. Andrews
  • Glasgow Convention Bureau
  • Gosford House
  • Macdonald Hotels & Resorts
  • Scottish Event Campus (SEC)
  • Spectra in Scotland
  • The Balmoral
  • The Gleneagles Hotel
  • VisitAberdeenshire

For more on Legends, go to

For more on ibtm world, go to