Conference Overview

STW2015-Day-one The future is changing. Where will your business be in 2020?

Fiona Hyslop MSP, Cabinet Secretary for Culture, Tourism and External Affairs will open conference with an update and address to Scotland’s tourism industry, outlining our current challenges and how Scottish Government will support the industry in addressing these. 

We will then be joined by Stephen Boyle, Chief Economist at Royal Bank of Scotland, who will share his picture of the future economic outlook for Scotland’s tourism industry, before the first of our keynote speakers Dr Nicola Millard tells us about the ‘6Ds’ that will shape the future of our work.

This year we are joined once again by Mark Beaumont for a quick power up session to get us thinking about how we can become our ‘very best selves’ to take our businesses and teams into the future.

Our morning panel session will focus on ‘Creating and Delivering the Future Customer Journey’, with short insights and a discussion from our diverse panel on what we need to do to deliver the expectations of our future visitors.

Our second keynote speaker of the day, Roger Flynn, Chairman of loveholidays.com and Olive Communications will share thoughts on leading in a changing future exploring what we need to do as an industry to stay afloat and get ahead.

A networking lunch and visit to ScotHot follows at the SECC, where delegates will have the chance to visit ScotHot, chat with suppliers take in a Spotlight Stage session, visit the Staff Canteen Skills Academy, check out the Liquid Academy  and see the Scotland’s top chef battle it out for the title of Scottish Chef of the Year.

We return in the afternoon for a VisitScotland update to industry during which broadcaster and journalist Stephen Jardine will invite Chair of VisitScotland, Lord John Thurso to share his thoughts and updates on what will be the future priorities for the “guardians” of our national brand to ensure Scotland attracts and grows new markets and that the agency remains  “100% fit for the future” to continue to provide a strong partnership support to the industry.

Our final panel session ‘How to Look Good and Be Seen and Heard’ will give delegates the opportunity to hear from a range of marketing, branding, design and hospitality experts on how businesses can bring their brand personality to life, communicate their key messages more effectively across a range of platforms and get closer to the customer.

Steven Grier, Country Manager at Microsoft will join us we move towards the end of the day and share his ideas on how our industry can connect better with our audiences digitally and give us an overview of all we need to be doing to be part of Scottish tourism’s digital future.

Our conference will draw to a close with thoughts for the future, shared by our good friends and colleagues from Nova Scotia before we move over to the Science Centre for a Civic Reception hosted by the Lord Provost and our Dinner with a Difference, an informal end to the day, a chance to chat, relax and taste a variety of Scotland's finest produce. 

Wednesday 15th March: STW Signature Conference

8.30am - 9.00pm 


8.30am - 9.30am Registration Opens

Session One

9.30am - 9.50amWelcome: Stephen JardineFounder, Taste Communications and Marc Crothall, CEO, Scottish Tourism Alliance
9.50am - 10.10amMinisterial Conference Address: Fiona Hyslop MSP, Cabinet Secretary for Culture, Tourism and External Affairs
10.10am - 10.25amThe Future Economic Outlook: Steven Boyle, Chief Economist, Royal Bank of Scotland
10.25am - 10.50amThe 6'Ds Shaping The Future of Work:  Dr Nicola Millard, Customer Experience Futurologist, BT
10.50am - 11.10amPower Up with Mark Beaumont - kindly sponsored by Bruce Stevenson Insurance Brokers
Power food served to the table

Session Two

11.15am - 12.30pmCreating and Delivering the Future Customer Journey - Short insights & panel discussions

Pippa Goodman
, Commercial Director; Global Trends & Insight, The Foresight Factory- Panel moderator
Chris Yiu, General Manager for Scotland and the North East, Uber
Peter Duncan, Chair, Youth Travel Edinburgh
Natasha Mytton-Mills,  Airbnb UK & Ireland
12.30pm - 1.10pmLeading in a Changing Future: Roger Flynn, Chairman of loveholidays.com and Olive Communications

1.10pm - 1.15pmMorning Wrap & What's Up Next:  Stephen Jardine, Founder, Taste Communications
1.15pm - 3.00pmNetworking Lunch & ScotHot- Light lunch in the SECC.
With lots to see and do delegates will have the chance to visit ScotHot, chat with suppliers take in a Spotlight Stage Sessions, visit the Staff Canteen Skills Academy , check out the Liquid Academy  and see the Scotland’s top chef battle it out for the title of Scottish Chef of the Year.

Session Three

3.10pm- 3.15pmWelcome back
3.15pm- 3.45pmHow VisitScotland are planning for the future:

With a year into his tenure as Chair of VisitScotland, our conference host broadcaster and journalist Stephen Jardine invites Lord John Thurso to share his thoughts and updates on what will be the future priorities for the “guardians” of our national brand to ensure Scotland attracts and grows new markets and that the agency remains  “100% fit for the future” to continue to provide a strong partnership support to the industry.



3.45pm - 4.55pm

How To Look Good And Be Seen And Heard

The way your business looks and the way you communicate and tell your stories to customers is everything. The experts in the session will explore how to get closer to your customers and communicate what you want to say, and what they want to hear.

Charlie Smith, VS Marketing Director - Session Moderator 

Janice Kirkpatrick OBE, Creative Director, Graven

Tom Rice, Head of Marketing Communications, Glasgow Life 

Jenny Mills, Founder, The POSH Agency 


4.55pm - 5.15pmHelping to Shape the Digital Future
Marc Crothall interviews Steven Grier, Country Manager at Microsoft, and will invite him to tell the audience what Microsoft in Scotland are doing to support businesses with digital transformation and skills. 

                                                    
5.15pm - 5.35pmA Postcard from Nova Scotia
Glenn Squires, Chair of TIANS (Tourism Industry Association Nova Scotia), provides thoughts from our Friends and Industry Colleagues across the Pond
5.35pm - 5.45pmAfternoon Wrap Stephen Jardine, Founder, Taste Communications and Marc Crothall, CEO, Scottish Tourism Alliance 

Evening Programme 

Across the river in The Glasgow Science Centre
6.15pm - 7.00pm Civic Reception hosted by the Lord Provost
7.00pm - 9.00pmAn Early Dinner with a Difference
An informal end to the day, a chance to chat, relax and taste a variety of Scotland's finest produce. More info 


Please note that timing and speakers are subject to change