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Head of Associations & Sectors
VisitScotland
Rory Archibald is Strategic Lead for Business Events at VisitScotland, where he develops and delivers initiatives that position Scotland as a global destination for business events, with a strong focus on sustainability, inclusivity and long‑term legacy. Rory is also the founder of New Intent, an organization that supports the global business events sector in embedding human rights and equity into strategy and practice.
He serves as a Board Member of the LGBT Meeting Professionals Association (LGBT MPA) and is an active committee member of the ICCA UK & Ireland Chapter, as well as the Social Impact and Global Leadership Committees at Destinations International.
Rory’s work has received international recognition, including the ICCA Best Marketing Award (2018), the Smart Meetings Catalyst Amplitude Award (2022) and being named a PCMA Visionary Awards finalist in 2023. Rory has worked in the business events industry for more than a decade across destination development, partnerships and strategic leadership roles.
Date
Over the next two decades, a new generation of leaders will take the helm—shaping the future of business events as CEOs, board members and industry innovators. But are we doing enough to attract and retain the talent that will drive our industry forward? What’s working, what’s not, and what must change to ensure long term success? Hear answers from a panel of next-generation voices, corporate event leaders and DMOs. Explore actionable insights to future-proof business events.
Learning outcomes:
Discover what makes our industry appealing to young leaders—and what we’re failing to communicate
Engage the future workforce for a more sustainable and resilient industry
Gain inspiration from organizations successfully developing talent and essential future skills and leave empowered to take action and drive meaningful change for the industry's long-term survival
This session is approved for the following certifications.
* ICCA Skills Domain CICS/CICE: Module 5: Business and Market Planning, 1.0 credits
* CMP/CEU Approved: 1.0