Scotland’s national tourism agency has rebranded EventScotland as VisitScotland Events, marking a strategic shift designed to better align the country’s events portfolio with its wider tourism ambitions.
The new name reflects the increasingly important role that festivals, cultural celebrations and major sporting events play in attracting visitors, boosting local economies and supporting sustainable destination development.
The rebranding, effective at the end of June 2026, is part of VisitScotland’s three-year corporate plan and a broader initiative to integrate tourism and events more closely. The move also supports delivery of Scotland’s National Events Strategy 2024–2035 and Scotland Outlook 2030, reinforcing the country’s position as a leading global destination.
Events have become a cornerstone of Scotland’s tourism offering, from internationally recognized sporting competitions and cultural showcases to regional festivals that highlight local heritage and communities. Together, they help promote Scotland’s creativity, identity and values while encouraging visitors to travel beyond traditional hotspots, supporting year-round tourism and regional economic growth.
VisitScotland said its events portfolio not only attracts domestic and international visitors but also enhances Scotland’s reputation as a desirable place to visit, live, work, study and invest. The agency views events as a key driver of sustainable tourism, creating long-term social, cultural and economic benefits for communities across the country.
Under its new identity, VisitScotland Events will expand its business support programs for event organizers while strengthening destination development initiatives. The department will also work with partners to create more coordinated regional event strategies and reshape funding programs to prioritize projects that deliver growth, sustainability and lasting legacy benefits.
The agency emphasized that the change goes beyond a simple name update. It represents a stronger integration of expertise, partnerships and resources to maximize the impact of Scotland’s events sector while preserving the knowledge and experience built up over many years under the EventScotland brand.
VisitScotland said the transition will also enhance Scotland’s international profile by presenting a more unified and recognizable identity for event hosting.
Future promotional activities will feature both the VisitScotland and Brand Scotland identities. Implementation of the new branding will take place gradually throughout 2026 and 2027. VisitScotland will work closely with event organizers and industry partners to ensure branding, messaging and marketing materials are updated in a coordinated way.
