March is Scottish Tourism Month; when the tourism and hospitality industry gathers at various events across the country to both celebrate learn and amplify its voice highlighting both the sectors importance and the significant contribution it delivers for Scotland and its communities. It’s also a time to come together to discuss and seek ways on how best to overcome the challenges it faces to survive and seize the opportunities to thrive and grow sustainably.
The Flagship event of the month is the Signature Programme and as we head towards to the 2026 Holyrood Elections on May 7th, the Signature conference offers us the chance to both reflect on our progress and invite all politicians to Champion, Connect and Invest in our sector and to make clear why delivering on the STA manifesto asks will benefit businesses, communities, and Scotland’s wider economy.
To mark the occasion, the Scottish Tourism Alliance is delivering a specially curated programme of events throughout the month of March, including the Signature Conference Programme which will be held in Edinburgh over Monday 9th and Tuesday 10th March.
In addition to the much-anticipated return of the Signature Conference, the two-day programme will also include an afternoon of Signature Seminars, plus a very special Signature Dinner and Gathering at the Royal Botanical Gardens in Edinburgh.
Designed to connect, support, empower and inspire attendees. This must attend programme of events for anyone who works in, is connected to or supports Scotland’s tourism and hospitality industry.