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Legends to the World

Press release   •   Nov 27, 2017 10:31 GMT

Legends will spotlight Scotland's innovation, such as the Forth Bridge and Queensferry Crossing.

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 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.

Rory Archibald, Business Development Manager for VisitScotland Business Events said: “Pioneering innovation is in Scotland’s soul and we’re looking forward to showcasing this at ibtm world. We have a legacy of invention, research and knowledge that continues to this day and is being secured for the future.

“From the unique study of Dark Skies in Dumfries & Galloway to world-renowned Oceanic research in the Highlands & Islands, Scotland is home to leading pioneers from industries as diverse as Engineering and Robotics to Computer Gaming and Medicine. Quite simply, Scotland is a place where ideas come to life. Ideas enable change, events create ideas and Scotland is a place where ideas become legend.”

The VisitScotland stand will celebrate the end of the successful Year of History, Heritage and Archaeology with two members of The Clann – bringing a strong visual touch of authentic and skillful Scottish warrior sprit and charisma to the event.

As ibtm world also falls over St Andrews Day, for all delegates visiting the stand with the name Andrew, Andrea or a variation of this, there will be a special surprise awaiting them.

The partners joining VisitScotland on its stand at ibtm world are:

  • 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


Notes to Editors

  • Follow us on twitter: @visitscotnews
  • VisitScotland is Scotland’s national tourism organisation. Its core purpose is to maximise the economic benefit of tourism to Scotland.
  • The organisation’s core objective is to contribute to the Tourism 2020 Strategy ambition of growing tourism revenues by £1 billion by 2020.
  • This will be supported by seven overarching strategies:
    1. Marketing: we will market Scotland and its outstanding assets to visitors from all parts of the world, including the promotion of Scotland to people living in Scotland to visit different parts of the country
    2. Events: we will support the national events strategy and its delivery, and sustain, develop and promote Scotland’s international profile as one of the world’s foremost events destinations
    3. Internationalisation and International Engagement: we will utilise all our platforms to enable Scottish-based tourism businesses to better understand international opportunities and market to a global audience and we will work within One Scotland Partnerships to optimise the potential of Scotland’s Diaspora and our strategic partners at regional, European and global levels
    4. Customer Experience: we will provide information and inspiration to visitors both locally and globally via their preferred medium of choice
    5. Quality and Sustainability: we will provide support and advice to businesses, with the goal of improving the quality and sustainability of the tourism sector in Scotland. We will provide quality assurance to visitors through our Quality Schemes
    6. Inclusive Tourism: we will strive to make tourism in Scotland inclusive and available to all
    7. Working in Partnership: we will listen to and work with the industry, partners and communities to shape our offering and support
  • To ensure everyone can safely enjoy Scotland’s amazing countryside and landscapes, VisitScotland encourages all visitors to fully respect their surroundings by behaving in a responsible and appropriate way.
  • VisitScotland works together with tourism businesses to make tourism a success for everyone and ensure the industry continues to grow.
  • The organisation employs 700 people and has offices and VisitScotland Information Centres across Scotland.
  • Spending by tourists in Scotland generates around £12 billion of economic activity in the wider Scottish supply chain and contributes around £6 billion to Scottish GDP (in basic prices). This represents about 5% of total Scottish GDP
  • The Scottish Government is the Managing Authority for the European Structural Funds 2014-20 Programme. For further information visit or follow @scotgovESIF
  • For VisitScotland’s press releases go to, tourism statistics and frequently asked questions go to
  • Where possible, a Gaelic speaker will be made available for broadcast interviews on request (Far an tèid iarraidh, agus far am bheil sin nar comas, bruidhinnidh neach le Gàidhlig aig agallamh)
  • 2017 Year of History, Heritage and Archaeology
  • 2017 is the year to delve into the past and discover Scotland’s fascinating stories through a wide-ranging variety of new and existing activity to drive the nation’s tourism and events sector, boosting tourism across Scotland.
  • The Year of History, Heritage and Archaeology begins on 1 January 2017 and will end on 31 December 2017. It will build on the momentum generated by previous themed years in Scotland including the 2015 Year of Food and Drink, Homecoming Scotland 2014, the Year of Creative and the Year of Natural.
  • The Year of History, Heritage and Archaeology is a Scottish Government initiative being led by VisitScotland, and supported by a variety of partners including Creative Scotland, Scottish Tourism Alliance, Scottish Enterprise, The National Trust for Scotland, Historic Environment Scotland, Highlands and Islands Enterprise, Built Environment Forum Scotland, Heritage Lottery Fund, Museums Galleries Scotland and Traditional Arts and Culture Scotland.
  • The Year of History, Heritage and Archaeology is supported by £570,000 of Scottish Government funding.
  • The Year of History, Heritage and Archaeology events fund is managed by EventScotland, part of VisitScotland’s Events Directorate.
  • For more information visit or join the conversation at #HHA2017