creativity, but increasingly on co-creation –the act of engaging with all stakeholders in developing concepts. Ernest Hemingway spoke truly when we wrote: “One man alone ain’t got no chance”.
adam.soroka@bric.com
Editorial Michael Houston
While the greatest of innovations are human, the greatest power to enable these innovations is undoubtedly tech
Editorial and Conference Director
Ben Avison
ben.avison@hostcity.com
Designer Sheldon Pink
Reformulate, Co-Create
place in Glasgow on under the conference
Reformulate and innovate? Consider always striving to break when you think the reached its physical comes along to raise – which inspires horizons as well. In Jobs, founder of the company, Apple: “Innovabetween a leader and a just about compebeing creative – an sporting prowess. Angelou said: “You
Dear Delegate,
nological. Humanity is experiencing its biggest change since the first industrial revolution, and the event hosting sector is no exception. Many creative industries have already been hugely transformed by digitalisation, and live events is currently riding a wave of technological transformation.
Download the event app on the App Store or on Google Play and use your personal join code to
✔ Find profiles of participants sharing your interests
✔ Schedule 1:1 meetings and build your own agenda
✔ Access the participants at a glance
✔ Check the speakers and agenda
We are delighted to welcome you to Glasgow, Scotland for the 12th edition of Host City, the international meeting of cities and sports, business and cultural events. Whether you are joining us for the first time or returning, we promise an occasion to remember.
Only the most innovative events and destinations will capitalise on these opportunities.
HOST CITY is published by Cavendish Group International Ltd
This is why we’ve launched the Host City Tech Forum, taking place in London on 26 March at the Millennium Gloucester Hotel in Kensington. Join us there, alongside 120-150 delegates and 10 exhibitors, to explore the challenges and opportunities of the technological transformation sweeping across major sports, business and cultural events.
We would like to take a moment to thank our sponsors and partners for their support in making our conference the success it is and for all of you joining us! Bringing our event back here is made easier by our Global Presenting Partners and Hosts, Glasgow Life and EventScotland, as well as Glasgow Convention Bureau.
Our theme for Host City 2025 is Getting on with the Business of Events, as our respective industries adapt to an ever-changing geopolitical and technological landscape. Through it all, we evolve and thrive.
We look forward to seeing you there, if not before!
We are privileged to welcome an outstanding line-up of Host City speakers who will explore this theme and more over the coming days. From International Federation Presidents to leaders in music and cultural festivals, they bring expertise, insight, and stories that will inspire us as we look ahead to 2026 and beyond.
“As Global Presenting Partners & Hosts, it’s our pleasure to welcome you to Host City 2025.
Building on our worldwide reputation as experienced, trusted hosts, Glasgow and Scotland are committed to working with partners to develop an events ecosystem which is inclusive, sustainable, and drives economic, social and environmental impact. We are therefore delighted this global gathering of influential industry professionals and decision-makers is being staged here again, enabling us to come together to shape and realise our collective vision for world-class events.
This important conference offers an invaluable opportunity for connection and collaboration, for sharing expertise, insights and ideas, and discussing and debating all aspects of hosting and delivering exceptional sports, business and cultural events.
The dynamic programme and impressive line-up of speakers is set to inspire us as we focus on ‘getting on with the business of events’ while innovating and securing the future success of our industry. Thank you for being here to be part of that.”
Kay Morrison, Chief Executive, Glasgow Life and Vicki Miller, Chief Executive, VisitScotland
Host City 2025 Glasgow, Scotland
VisitScotland: Driving Sustainable Growth
Host City 2025 Agenda 19: Sport Event Denmark: Events in 2026 Build on Past Insights
One of Scotland’s largest charities, Glasgow Life delivers culture and sport experiences and events that enhance mental, physical and economic wellbeing – making a positive impact on the city, its residents, and its visitors.
Designed to promote inclusion, health and happiness, our work ranges from small-scale community programmes to major events that showcase Glasgow on a global stage.
Boasting a diverse wealth of world-class cultural, sporting and conference venues – from the Burrell Collection and Gallery of Modern Art to the OVO Hydro, Emirates Arena and Scottish Exhibition Centre –Glasgow is the perfect stage for events of every type.
The city’s extensive and expansive portfolio of cultural highlights spans annual favourites including the world’s biggest winter music festival, Celtic Connections, and internationally-renowned Glasgow Film Festival, to one-off, show-stopping exhibitions that attract thousands of visitors from near and far.
Sports events are also a major driver of visitation to the city. The twice-designated European Capital
of Sport has a remarkable track record as the host of successes including the 2014 Commonwealth Games, 2018 EURO Championships, 2023 UCI Cycling World Championships and 2024 World Athletics Indoor Championships.
With Glasgow’s Convention Bureau being voted the UK’s best for an incredible 19 consecutive years, the city is renowned too as one of the world’s most outstanding destinations for conferences and business events.
For all types of events, 2026 is set to be another strong year – with the wide range of high-profile highlights coming to the city including the Glasgow 2026 Commonwealth Games, a major Barbie exhibition at Kelvingrove Art Gallery and Museum, and more than 80 important conferences.
As we look forward to these and much more ahead , our focus will be to not only maintain but also further enhance Glasgow’s reputation as an expert, trusted, welcoming host city. Working with partners, we are committed to delivering cultural, sports and business events that are accessible, inclusive, sustainable – and exceptional.
As the national agency for tourism and events, VisitScotland works to benefit Scotland by driving growth in value of the visitor economy. EventScotland, part of VisitScotland, is working to enhance Scotland’s international reputation as a world-leading events destination.
Events and festivals play a vital role in helping drive Scotland’s visitor economy, as well as delivering significant social and cultural benefits. In partnership, we attract and secure high-profile sporting and cultural events for the country, as well as helping develop home-grown events as part of our diverse portfolio. Our country also stands at the forefront of innovation, technology, and sustainable development, making it a dynamic and knowledgeable destination for business events.
Scotland’s continued success is driven by its strong National Events Strategy - Scotland the Perfect Stage 2024-2035 which provides a strategic focus for all those involved in planning, securing, supporting, and delivering events of all sizes in Scotland. Our work aligns with Scotland’s
National Events Strategy and VisitScotland’s strategic priorities, in particular place and destination development. We help develop and promote inclusive and responsible event and visitor experiences that deliver regional and seasonal spread and that support local economies.
We also support the delivery of major events and over the decades, with partners, we have helped bring some of the world’s largest events to the country. Highlights include the 2014 Ryder Cup, the 2014 Commonwealth Games, 2014 MTV Europe Music Awards, 2018 European Championships, the 2019 Solheim Cup, COP 26, UEFA EURO 2020, 2023 UCI Cycling World Championships, The 152nd Open and 2024 World Athletics Indoor Championships. Its capital city Edinburgh is also renowned as the world’s leading festival city every August.
Looking ahead, Scotland is getting set to host Glasgow 2026 Commonwealth Games, 2027 Tour de France Grand Départ, The 155th Open in St Andrews in 2027 and UEFA EURO 2028.
Events shine the global spotlight on Glasgow
Kay Morrison, Chief Executive of Glasgow Life, will join Vicki Miller, Chief Executive of VisitScotland, in opening the 12th global Host City Conference and Exhibition in December. Here we speak to Kay about Glasgow’s Events Strategy, and the city’s continued success as a world-class host for cultural, sporting and business events.
Host City: Thank you for hosting us again in Glasgow. What are your expectations for this year’s Host City, and the outcome of this 12th iteration of the conference?
Kay Morrison: We’re delighted to be welcoming Host City back to Glasgow. Bringing together influential events industry professionals and destination partners, the conference provides a hugely important platform for collaboration –enabling decision-makers to come together and strengthen the connections that help us join forces to turn ideas into action so we can realise our shared ambitions for the future success of world-class events.
This year’s theme, Getting on with the Business of Events, captures the mood across the industry – one of determination to address challenges, grasp opportunities, and work in close partnership to develop innovative, practical solutions for hosting and delivering exceptional sports, cultural and business events.
The dynamic programme and outstanding line-up of international speakers that Host City 2025 has in store for us will, I’m sure, generate lots of debate
on current issues facing the events industry and global destinations.
I’m looking forward to the conference enabling and encouraging delegates to share a wealth of information, insights, and ideas – and to the event really delivering positive benefits that will support us in achieving our collective goals.
Glasgow really values the conference being held here – as it offers a valuable opportunity for us to showcase how our city continues to evolve as a world-class events destination with a clear focus on collaboration, innovation, and long-term impact.
Events shine a global spotlight on our city. They not only highlight Glasgow’s expertise as a capable, welcoming host, but also its rich wealth of assets as a visitor destination that boosts tourism and contributes significantly to our local and national economy. So, we are very appreciative that this important events conference is being staged here once again.
HC: What would you say are key to Glasgow’s success as a host city for major events?
KM: Glasgow is a world-leading,
innovative events destination of great vibrancy and diversity. Over the past couple of decades, the city has really focussed on building an enviable annual portfolio of major events and festivals – complemented by many exceptional, one-off events.
The international reputation we’ve been able to build as a bold, capable and trusted host city really is down to our commitment to excellence, and to constantly evolving to reflect and respond to change.
We’ve deliberately invested in building capability – developing strong relationships across government agencies, sports and cultural bodies, and with industry partners at home and overseas, so that we can jointly fulfil our ambitions for delivering exceptional events that deliver real economic and social impact.
That joined-up approach has allowed us to keep delivering major international events with confidence and creativity.
We’ve built a track record that speaks for itself — from COP26 and the 2014 Commonwealth Games to the 2023 UCI Cycling World Championships, and 2024 World Athletics Indoor Championships.
All of these events demonstrate not
only what Glasgow can host, but how we host — with collaboration at the core and community at the heart. We take pride in delivering events that are more than one-off occasions – they’re catalysts for participation, growth and legacy.
And of course, our city’s personality remains a key strength. Glasgow is renowned for its warm welcome and can-do attitude – which is central to our city’s ‘People Make Glasgow’ brand that continues to resonate globally.
That’s at the heart of what ‘getting on with the business of events’ means to us: working together to deliver meaningful outcomes that last long after events’ closing ceremonies.
HC: How important is sustainability to Glasgow in terms of ‘getting on with the business of events’ ?
KM: The global events industry is no longer just about staging great moments –it’s about creating them responsibly.
As climate crisis awareness continues to grow globally, the green credentials of host cities are being scrutinised more closely – and rightly so. Sustainability is an increasingly important factor influencing the destination choices of events’ organisers and attendees alike.
Cities worldwide are recognising the importance of embedding sustainable practices into every aspect of their destination’s total visitor experience –including events they stage. And as a result, they are having to ramp up their environmental efforts.
Glasgow’s commitment to embedding the principles of sustainability into the planning and delivery of events hosted in the city is reflected in our very positive rating in the Global Destination Sustainability Index – the world’s most trusted environmental performance improvement programme. We are proud to be the only Scottish city, and one of only two UK destinations, to be recognised for our ongoing commitment and actions.
So, sustainability is definitely not viewed as just an ‘add-on’ for Glasgow; we see it
as a priority and it’s very much central to how we operate.
The 2024 World Athletics Indoor Championships provide a prime example of our work to ensure sustainability is an integral factor in the success of city events – both during and after their delivery. The Championships became the first-ever event to achieve World Athletics’ Athletics for a Better World Platinum Standard for sustainable delivery. That achievement resulted from a dedicated approach and strong collaboration between city partners – and it’s an industry benchmark we’re carrying forward into future events.
HC: How does Glasgow ensure its communities are involved in the ‘business of events’?
KM: Our city’s Events Strategy places community engagement and local participation at its core. We want events here to have relevance to people across the city, and to encourage and enable them to become actively involved – by attending, participating in activation
physical and mental well-being.
One event that really provides an example of how legacy planning and community engagement turn global moments into local gains was the UCI Cycling World Championships. We capitalised on that as a catalyst for promoting active lifestyles. And through various developments – such as our Go Cycle Glasgow Fund which supported community projects, particularly targeting under-represented groups – we were able to encourage and help many hundreds of local people, regardless of their ability or background, to take up cycling for life.
Our work to ensure community involvement in events, either by attending or supporting them as volunteers, is underpinned by close relationships and joint-working with local industry partners. ‘Getting on with the Business of Events’ means aligning city-wide effort so every event contributes to Glasgow’s shared success.
So, our events are not just designed for our city, but have the interests of our communities at their heart. We want every
We’re very conscious of the fact that creating long-term value for our local communities is beneficial to the city as a whole, enhancing Glasgow’s reputation as a destination and its visitor experience – which in turn increases the economic impact of tourism and events.
HC: What role will the 2026 Commonwealth Games play in Glasgow’s story — and in the future of the event itself?
KM: The 2014 Commonwealth Games in Glasgow set a benchmark for excellence. It was such a success that the Chief Executive of the Commonwealth Games Federation hailed it as ‘the standout Games in the history of the movement’ due to its quality, organisation and atmosphere. So, we’re incredibly proud to welcome the Games back in 2026.
This time, we’re focused on delivering a more streamlined, sustainable model — one that reflects the realities of our time and demonstrates how major events can adapt responsibly.
Twelve years to the day that the 2014 Glasgow Games kicked off, the newformat event will start on 23 July and run to 2 August. Featuring 10 sports, it will welcome around 3,000 athletes from up to 74 Commonwealth nations and territories to compete at four of our city venues.
Glasgow’s proven ability to deliver world-class events efficiently is exactly why the Commonwealth Games Federation approached us to re-imagine the event. It will not only again showcase Glasgow’s expertise, energy, and warmth as a host. It’s also an opportunity to help shape the future of major events – creating a model that other cities and nations can learn from.
HC: This year, how has Glasgow been ‘Getting on with the Business of Events’ - and what’s ahead?
KM: We’re committed to continue building on Glasgow’s robust track record for delivering world-class events – and we’re very much looking forward to what’s in the pipeline!
This year – during Glasgow’s 850th anniversary celebrations – the city has hosted some major one-off highlights such as the Michelin Guide Awards at our muchloved Kelvingrove Art Gallery and Museum. That was a first for Scotland that really signalled the city’s growing international profile as a fabulous food and hospitality destination.
Our calendar of annual events has continued to attract global audiences this year, with successes ranging from our world-famous Celtic Connections – the world’s largest winter music festival – to events as diverse as the Glasgow Film Festival and the ever-popular, prestigious World Pipe Band Championships.
Equally important has been our business events sector. Voted the best in the UK for 19 consecutive years, our Convention Bureau has achieved a record-breaking performance this year that demonstrates Glasgow remains one of the most trusted,
dynamic destinations for conferences and conventions worldwide.
Working hand-in-hand with our city’s universities and research community to attract prestigious international events, Glasgow Convention Bureau is recognised as an industry powerhouse. With 80 conferences already confirmed for next year – with around 82,000 delegates expected to attend and just under £150 million in economic benefit to the city forecast as a result – 2026 is set to be another strong year.
In addition to that, as I’ve highlighted, we have a host of reasons to look forward to 2026, with the Commonwealth Games set to shine the global spotlight on the city once again, and some wonderful cultural highlights ahead too, including a unique Barbie design exhibition that’s set to be a show-stopper attraction for visitors from near and far.
Looking further ahead, we’ve lots in the pipeline too, with the UEFA European Football Championships coming to the city in 2028 and much more.
So, our focus for the future is to keep delivering. To keep collaborating with partners so we build an international events eco-system that enables us to achieve our collective goals. And to keep ‘getting on with the business of events’, ensuring Glasgow remains at the forefront of innovation, inclusion, and sustainable growth in our global industry. n
The Great Scottish Run. Photo Roddy Scott
Conference attendees arrive at Glasgow’s SEC
Driving Sustainable Growth Through World-Class Events
Rob Dickson, Director of Industry and Events at VisitScotland, shares how the organisation harnesses the power of events to deliver Scotland’s strategic vision, foster partnerships, and position the country as the perfect stage for unforgettable experiences
The role of VisitScotland in driving the visitor economy
In Scotland, we recognise the important role that events play in our visitor economy As global leaders in event delivery, we leverage cultural, sporting, and business events, to attract visitors and showcase Scotland as a worldclass destination. These events in turn stimulate local economies through increased visitor spend, job creation, and
As an economic growth agency, we are steadfast in our support of tourism and events. Our core purpose is to grow the visitor economy and maximise its value
In 2024, there was a total of 92 million tourism visits to Scotland, including domestic and international overnight trips and day visits, delivering a record
Rob Dickson, Director of Industry and Events at VisitScotland
£11.4 billion to Scotland’s economy, in visitor spend.
To deliver on our purpose, vision, and mission, our Corporate Plan sets out four priority areas of activity for us to focus on - organisation development, market development, place development and business and experience development. Place and destination development, alongside market development, are central to supporting Scotland’s events sector.
Through place and destination development, we work collaboratively with industry, communities, and partners to leverage major events and deliver on key policy objectives at local and national levels. This includes creating vibrant, welcoming destinations where communities feel the benefits of tourism and events, and ensuring Scotland
is recognised globally as a leading sustainable tourism destination.
The events sector in Scotland, through the delivery of the national events strategy Scotland the Perfect Stage 2024–2035, is building a destination rooted in purpose that is underpinned by values of sustainability, inclusion, and legacy. Our role is to support this ambition by harnessing the power of events to strengthen communities, attract investment, and help Scottish businesses internationalise while rebuilding domestic demand.
This work supports the aspirations of Scotland Outlook 2030, as well as the national tourism strategy, and aligns with our commitment to collaborative working that maximises benefits for communities, sustains local services, and delivers longterm growth.
Unlocking impact through partnerships Partnership working is at the heart of Scotland’s success in events. The sector thrives on collaboration between public bodies, private enterprises, and third-sector organisations. Strategic relationships enable us to deliver events that not only attract visitors but also leave lasting legacies for communities.
This collaborative approach is strengthened by a unique Team Scotland model, bringing together partners across sport, culture, tourism, and the economy. Our EventScotland team, part of VisitScotland’s Industry and Events Directorate, provides a coordinated sector voice and ensures clear strategic alignment with national priorities.
Our national events strategy underpins this approach, ensuring that events contribute to economic, social,
Discovering Degas exhibition at The Burrell Collection
and environmental goals. Working together, we tackle shared challenges such as reducing environmental impact, improving accessibility, and developing a skilled workforce for the future.
Innovation and adaptability are central to this approach, as demonstrated by the new model for Glasgow 2026 Commonwealth Games, an inclusive, right-sized event that makes smarter use of existing infrastructure and sets a benchmark for sustainable delivery.
The importance of strategic relationships is also demonstrated by our partnership with The R&A. The elevenyear partnership between ourselves, The R&A and Scottish Government sees the staging of The Open, AIG Women’s Open, and the Senior Open in Scotland between 2024 and 2034. It ensures that fourteen championships will be held in Scotland across various venues during the term of the partnership.
This investment in the championships will drive tourism and showcase Scotland as
ROB DICKSON, DIRECTOR OF INDUSTRY AND EVENTS AT VISITSCOTLAND
Scotland stands proud as a welcoming, responsible, and worldclass host for events of every scale.
a world-class stage for major events. It will also deliver significant economic and social benefits to the country and the host regions.
Looking ahead to what’s next Scotland’s pipeline of world-class events demonstrates the strength of our collaborative approach and our commitment to market development. Working with the Scottish Government, local authorities, and key partners, we secure major cultural, sporting, and business events that reinforce Scotland’s position as a leading global destination.
Upcoming one-off events such as the Glasgow 2026 Commonwealth Games, 2027 Tour de France Grand Départ, and UEFA EURO 2028, will sit alongside annual fixtures such as the world-leading Edinburgh Festivals, Celtic Connections, and the Royal Highland Show. These events showcase Scotland’s cultural vibrancy and sporting excellence, reinforcing our position as a leading global destination for tourism and events.
A destination rooted in purpose Scotland stands proud as a welcoming, responsible, and world-class host for events of every scale. With the capacity and experience to deliver unforgettable event experiences, we ensure that every occasion provides exceptional economic, social, and cultural benefits for our communities and visitors alike.
Events in Scotland are more than moments in time, they are catalysts for positive change. Through their profile and influence, they drive sustainable, responsible growth and help shape a destination rooted in purpose.
As we come together for Host City 2025 in Glasgow, a city that has proven time and again to be a world-class host of major and mega events, we look forward to two days of insight, discussion and debate on how we can continue to harness the power of events to strengthen communities, attract investment, and showcase Scotland as the perfect stage. n
People and Performers on The Royal Mile during Edinburgh Festival Fringe Credit VisitScotland
Merchant City Festival 2025 (Credit Kris Kesiak for Glasgow Life)
A WORLD-CLASS DESTINATION
When it comes to hosting unforgettable events, Scotland offers more than an iconic backdrop – it delivers experiences that resonate long after the final applause. Our experienced partners, vibrant cultural heritage and warm Scottish welcome ensure that every event delivered here is one to remember.
For further information go to visit scotland .org/ events
15:30
16:00-17:30 Interactive Masterclass Workshop
Best Practice and Innovation in International Event Hosting Produced by the International Association of Event Hosts (IAEH)
Speakers include:
John David, President & CEO, SportsETA
Jason Ferguson, Chairman, World Professional Billiards and Snooker Association
Treve Evans, Senior International Relations Manager, AIPH (International Association of Horticultural Producers)
09:05
09:30
& Keynote Addresses
Matthew Astill, CEO, Cavendish Group
MC: Rhona McLeod, Award-Winning International Sports Broadcaster
Panel 1: Driving Growth in Major Events
How can the events industry support policy the aim of achieving economic growth? What are the game-changing opportunities and where do we need to innovate? How are we showing global leadership?
Speakers include:
Jim King, CEO, AEG Presents UK and European Festivals
Lori Anderson, Director, Festivals Edinburgh
Darren Hall, CGF Director of Games and Assurance, Commonwealth Sport Moderator: Billy Garrett, Director of Culture, Tourism and Events, Glasgow Life
10:15 Keynote Speech: Host Cities from IFs’ and SportAccord Perspectives
Uğur Erdener, President, SportAccord; Honorary President, World Archery; Honorary Member, International Olympic Committee
10:30 Panel 2: The Business of Events and Sport in the Middle East
How are major events changing perceptions of social barriers in the Middle East? Why are Middle East countries bidding for – and winning – international major events? Perspectives on Middle Eastern financing and sponsorship of major events.
Speakers include:
Basim K. Ibrahim, Sport Sector Director, Ministry of Investment, Kingdom of Saudi Arabia Fatema Hayat, Director of International Relations and Cooperation, Islamic Sports Solidarity Association (ISSA)
Treve Evans, Senior International Relations Manager, AIPH (International Association of Horticultural Producers)
Moderator: Matt Wilson, Managing Director, TSC (The Sports Consultancy)
11:15–11:45 Refreshments & Networking
11:45 Interactive Masterclass Workshops
Diversifying Models of Event Income, Hosting and Operations
Dragana Clarke, Operational Readiness and Main Operations Center Director, Milano Cortina 2026
Bev Ward, COO, UK Events Limited (UKEL)
Chair: Jonathan Coates, Marketing, Communications & Events Manager at European Sponsorship Association (ESA) and Communications Director, UIPM
AI, Data, Tech and How to Use It
Dr. Daniel Fujiwara, Associate, The Sports Consultancy
Martin Fitchie, CIO, Glasgow 2026
Chair: Iris Cordoba, Managing Director, Global Sports Innovation Center
12:45
Lunch & Networking
14:00 Host City Awards Shortlist Announcement
Katie Traxton, Founder, Good Vibes Only Talent
14:05 Panel 3: New Content for New Audiences
Emerging sports, youth engagement and audience growth strategies Urban and flexible event formats, and festivalisation
Broadcast and digital storytelling
Speakers include:
Rob Stull, President, UIPM (International Modern Pentathlon Union)
Pierre Trochet, President, International Federation of American Football (IFAF)
Cherrelle Redley Murrain, Head of Broadcast, Glasgow 2026
Federico Müller Teran, Senior Esports Delivery Manager, International Olympic Committee Moderator: Jack McGill, CEO, QTV
14:50 Panel 4: Empowering Host Cities and Event Organisers Through Exceptional Visitor Experience
Speakers include:
Helen Helliwell, CEO, Invictus Games Birmingham 2027
John David, President & CEO, SportsETA
Dr. Igor Lanzoni, Vice President, International Ju-Jitsu Federation (JJIF) and senior representative, International Dragon Boat Federation (IDBF), International Pitch & Putt Federation (IPPA), International Throwball Federation (ITF)
Moderator: Chris Thompson, CEO, You.Smart.Thing
15:30 – 16:00 Refreshments & Networking
16:00 Case Study: Women’s Rugby World Cup 2025
Sarah Massey, Managing Director, Women’s Rugby World Cup 2025 Presentation, followed by Q&A with Sarah Lewis OBE OLY
16:20 Presentation: The Business of Sport in America
Consuelo Sanchez, Deputy Director – Tourism, Florida’s Sports Coast
16:35 Panel 5: The Business Case for Investment in Major Events
Innovative strategies for cost management and efficiency, such as Glasgow 2026’s new sustainable model Media, sponsorship, ticketing, and hosting fees - where is the money coming from?
The impact of private investment on major events
Speakers include:
Phil Batty OBE, CEO, Glasgow 2026
Dominic McKay, CEO, SEC and Chair, European Professional Club Rugby (EPCR)
Joanne Deponio, Director of Host Relations, UK & Ireland 2028
James Bulley OBE, CEO, Trivandi
Kevin MacCuish, Head of Olympic Games & Major Events, UCI Moderator:
Rob Dickson, Director of Industry and Events, VisitScotland
17:30 Day One conference close
18:00-20:30 Civic Reception, Host City Dinner and Awards
Richard Lochhead MSP, Minister for Business, Scotland
Awards hosted by Katie Traxton, Founder, Good Vibes Only Talent
Day Two • Wednesday 3rd December 2025
08:30 Registration, coffee & networking
09:00
Keynote Interview: The Enduring Inspiration of Major Events
From Live Aid to the future: what is the enduring inspiration that major events give to societies?
Speaker: Harvey Goldsmith CBE, Promoter, Artiste Management Productions Ltd in conversation with Rhona McLeod
09:20
Panel 6: Innovation in Major Events
Speakers include:
Max Cobb, Secretary General, International Biathlon Union
Paul Bush OBE, Managing Director, Tour de France Grand Depart 2027
Bonnie May, CEO, Global Infusion Group
Moderator: Sarah Lewis OBE OLY, Chair, GB Olympians Association
10:00
Panel 7: The Americas’ Decade of Sport
Opportunities for international federations and suppliers
How are America and the world building up for FIFA 2026, LA28 and beyond?
International fan engagement in Americas’ events
Speakers include:
Martye Kendrick, CEO and Executive Director, Harris County Sports & Convention Corp. - NRG Park
Brett Gosper, Head of Europe & Asia, NFL
Lynn Young, Commissioner, U.S. Semiquincentennial Commission
David Grevemberg CBE, Games Delivery Executive (D.TEC - LA28 Olympic and Paralympic Games), Deloitte
Moderator: Martin Ross, Global New Editor, SportBusiness
10:50
11:20
& Networking
Panel 8: How Can International Events Maximise Local Impact?
How can major events be designed to reflect and include local communities?
How can global events contribute to lasting benefits within host communities?
How can sports events integrate cultural and business programming to boost local relevance and economic value?
Rebecca Edser, Head of EventScotland
Gayle McPherson, Director of the Research centre for Culture, Sport and Events at the University of West of Scotland
Jakob Kjeldgaard Fuglsang, Manager – Copenhagen Legacy Lab, Wonderful Copenhagen Moderator: Ruth Hollis OBE, Chief Executive, Spirit of 2012
12:05 Panel 9: Sustaining the Future with Major Events
Is sustainability a burden or a business opportunity for major events?
What new delivery models are emerging to make events fit for the future?
Net zero and other priorities - how can major events serve as a force for positive change?
Speakers include:
John Langford, Executive Vice President of Venues International, AEG
Nasser Majali, Secretary General, Islamic Solidarity Sports Association
Chris Thompson, CEO, You.Smart.Thing
Moderator: Selina Donald, Director of Sustainability, The Bulb, Trivandi Group
12:50 Lunch & Networking
13:45-15:15 Interactive Masterclass Workshop: Knowledge Transfer
Speakers include:
Maria Teresa Squillaci, Head of Media Relations and Digital Communication, Milan-Cortina 2026
Steven Armstrong, Vice President of Europe, Feld Entertainment (Disney on Ice)
Jade Gallagher, Chief Operating Officer - Glasgow 2026 Commonwealth Games
Chair: Rhona McLeod
This agenda is subject to change at the organiser’s and speakers’ discretion
Global Presenting Partners & Hosts
GOLD SPONSORS
OFFICIAL LOGISTICS PARTNER
SUPPORTING PARTNERS
Uniting People
SHARED EXPERIENCE: Denmark’s Sporting Events in 2026 Build on Past Insights
Over the past decade, Denmark has steadily developed its role as a host of international sporting events. In 2014, the country staged several high-profile championships — among them the EHF Men’s Euro in handball, the BWF World Championships in badminton, and the World Half Marathon Championships. In 2026, Denmark will once again welcome the international sports community for a new selection of events, including the EHF Men’s Euro, the Thomas & Uber Cup Finals, and the World Athletics Road Running Championships. These events reflect both continuity and progression, as they build on the country’s accumulated experience and ongoing collaboration with international federations and local stakeholders.
A Decade of Experience
The 2014 events marked important milestones in Denmark’s sporting event history both in terms of public engagement and international cooperation. Each event contributed new insights, particularly in areas such as fan experience, integration of host cities, and sustainable operations.
Looking ahead to 2026, the same types of events return in a renewed format. This isn’t a repetition, but rather a further development, shaped by a decade of learning and refinement.
“Every international event we host adds to our collective knowledge,” said Lars Lundov, CEO of Sport Event Denmark. “2026 gives us an opportunity to revisit these formats — with updated frameworks, new technology, and more collaboration.”
The Men’s EHF EURO 2026: Handball Returns
In 2014, Denmark hosted the Men’s European Handball Championship, drawing strong attendance and wide public interest. In 2026, the tournament returns, co-hosted by Denmark, Sweden and Norway
New digital tools and broader community activities are expected to enhance the experience for both fans and participants.
“We look forward to creating a true handball celebration when Denmark once again hosts the Men’s EHF EURO – not only for the fans in the arenas, but for the whole population following the championship. It’s our chance to showcase the very best of Danish handball culture, community spirit and volunteer engagement – and to
do so with responsibility and pride for the world to see,” said Torsten Laen, president of the Danish Handball Association.
Thomas & Uber Cup 2026: A Badminton Tradition Continues
Copenhagen hosted the BWF World Championships in 2014. In 2026, the city will host the Thomas & Uber Cup Finals — badminton’s major international team competition.
Denmark has a long-standing badminton heritage, and the 2026 event aims to combine elite performance with fan-friendly and inclusive activities.
“We’re pleased to welcome the international badminton community back to Denmark,” said Kristian Pihl, President of Badminton Denmark. “We are building on strong foundations and shared experiences.”
World Athletics Road Running Championships 2026: Running Through the City
The IAAF World Half Marathon Championships in Copenhagen in 2014 were well received for its accessible route and for the first time ever large mass participation race. In 2026, the World
LARS LUNDOV, CEO OF SPORT EVENT DENMARK
Athletics Road Running Championships — an evolved format — will again take place in the Danish capital.
The event merges elite racing with mass participation and aims to offer an inclusive and city-integrated running experience.
“The 2014 half marathon showed how road races can activate mass participants and cities,” said Lars Werge, President of the Danish Athletics Federation. “In 2026, we’ll build on that, in close cooperation with local authorities and World Athletics.”
Sustainability as Standard Practice
Sustainability is an integral part of sporting event planning in Denmark. In 2026, all three championships will include measures aligned with the UN Sustainable Development Goals. These efforts are coordinated in collaboration with host cities and national federations.
Initiatives include sustainable transport and local sourcing, focus on accessibility and participation and documentation and reporting of environmental impacts.
“Environmental and social sustainability are not side projects — they’re central to how we organise events,” said Lars Lundov. “We see it as part of our responsibility.”
A Long-Term Approach to Event Hosting
Denmark’s compact geography, accessible infrastructure, and tradition of partnerships support are pragmatic and consistent approaches to international event hosting. Instead of starting from scratch with each new event, Denmark builds on existing experience and infrastructure, adapting to the needs of each federation and audience.
From 2014 to 2026, sporting events in Denmark have developed in both scale and structure and shaped by local insights, international cooperation, and a focus on long-term value.
Collaborative Hosting
The upcoming events in 2026 are the result of strong collaboration between Sport Event Denmark, national federations, and the host cities Copenhagen, Herning, and Horsens. This model supports both operational stability and locally rooted engagement.
Whether it’s team sports, individual competition or mass participation formats, Denmark’s approach is shaped by shared experience and open dialogue. n
Every international event we host adds to our collective knowledge
Seamless Event Logistics, delivered worldwide
Looking for a logistics partner who handles your event needs from start to finish? DSV offers complete end-to-end solutions tailored for fairs, exhibitions, sports, and entertainment events. Our expert team manages international transport, customs clearance, warehousing, storage, and on-site logistics with precision. Whether your event is local or international, we ensure your equipment and exhibits arrive securely and on time. Our cutting-edge technology and dedicated support guarantee smooth handling—even in complex, time-critical situations. Trust DSV’s Venue Logistics Management to oversee every detail, making your event successful and stress-free.
Delivering reliability, wherever your event takes you.
www.dsv.com
Providing Leading Event Logistics
DSV and Schenker officially joined forces on 30 April 2025, forming a world-leading transport and logistics provider. Together, we combine expertise, capacity, and innovation across air, sea, road, and contract logistics to deliver seamless, sustainable, and customer-focused solutions worldwide.
DSV is a global leader headquartered in Denmark, operating in more than 150 countries and offering end-to-end supply chain solutions backed by advanced technology and a commitment to reaching net-zero emissions by 2050.
Our Fairs & Events division specializes in managing complex, time-critical logistics for exhibitions and live events of any scale. From customs clearance and on-site support to global transport and storage, we ensure your event materials arrive safely, on time, and ready for showtime. n
Case Study: “Sustainable Logistics in Action: DSV’s Role at the London Marathon”
At the 2025 TCS London Marathon, DSV Fairs & Events supported the event with a logistics fleet powered entirely by HVO fuel. A total of 34 arctic trucks and 32 smaller vans were deployed, resulting in an estimated reduction of 2.7 tonnes of CO2 emissions, up to 90% less compared to conventional diesel vehicles.
All vehicles were strategically positioned the evening before the event to avoid unnecessary movement and fuel consumption. This approach helped ensure that logistics operations were both efficient and environmentally conscious. The project illustrates that sustainable transport solutions can be implemented successfully at large-scale events without compromising operational performance.
Supporting Access, Inclusion, and Community
The London Marathon is known for its focus on community and inclusion. DSV’s logistics support contributed to a smooth experience for thousands of participants. Trained staff and account managers were present at logistics points to ensure reliable and accessible baggage transport, tailored to the needs of a diverse participant base.
Volunteers worked closely with DSV teams, helping to facilitate the handover process with professionalism and care. This collaboration reflected the cooperative spirit of the event. Strong coordination between DSV and London Marathon Events (LME) helped create an inclusive environment where all stakeholders,from logistics teams to volunteers, worked together toward a shared goal.
Structures for Long-Term Impact
The logistics concept was based on strategic partnership and sustainable principles. In close cooperation with LME, DSV developed a system that combined environmental responsibility, operational precision, and community engagement.
The use of HVO-fueled vehicles was part of a broader commitment to sustainable event logistics. The collaboration with LME also serves as a model for future projects, where shared values and proactive planning lead to meaningful outcomes.
This initiative demonstrates how logistics providers can integrate environmental and social considerations into their operations, creating value that extends beyond the event itself. n
Case Study: “Enabling Performance: Schenker’s Logistics Support at the World Para Athletics Championships 2025”
The IndianOil New Delhi 2025 World Para Athletics Championships marked a milestone for India as host of the 12th edition of this global event. Held for the first time in South Asia, the competition welcomed 1,182 athletes from 100 nations to the Jawaharlal Nehru Stadium in New Delhi between 27 September and 5 October 2025.
As the Sole Official Logistics Partner, Schenker supported the event with a comprehensive logistics setup tailored to the needs of a high-profile international competition. The scope included eight dedicated trucks, ten forklifts, and a team of 40 skilled workers operating across the stadium and Delhi airports. Two container offices and two storage units were installed on-site to facilitate coordination and equipment handling.
Operations ran around the clock during the move-in and move-out phases, managed by specialized teams and onsite supervisors. The logistics setup ensured that all sporting equipment, regardless of size, was delivered reliably and on time, allowing athletes to focus fully on their performance.
Operational Excellence in a Complex Environment
The logistics execution was designed to meet the demands of a large-scale event with precision and minimal disruption. Schenker’s approach enabled smooth inbound and outbound flows, contributing to a seamless experience for organizers and participants alike.
The project demonstrated Schenker India’s capability to manage complex sporting events through structured planning, responsive coordination, and dedicated personnel.
The Paralympic Committee of India acknowledged the team’s commitment and efficiency, highlighting the value of professional logistics in the success of international competitions.
A Foundation for Future Sporting Events
The successful delivery of logistics services at the 2025 World Para Athletics Championships reflects the growing role of specialized logistics in global sports. It also supports India’s broader ambition to host future events.
By combining operational expertise with a focus on athlete needs, Schenker contributed to an inclusive and high-performing environment, reinforcing the importance of logistics as a strategic enabler in international sport. n
Located on the west coast of Central Florida, just 30 minutes north of Tampa International Airport (TPA), Florida’s Sports Coast is a vibrant destination where champions come to train, compete, and embrace adventure.
With direct flights available from major European hubs, including London (Gatwick and Heathrow), Frankfurt, Amsterdam, and Zurich, it’s easy for international visitors to access this exciting region. Whether you’re an athlete, a business traveler, or an active adventurer, Florida’s Sports Coast offers outstanding sports venues, exhilarating outdoor activities, and a wealth of leisure experiences. With its year-round warm climate, this dynamic destination provides the perfect backdrop for unforgettable memories— whether you’re attending a sporting event or simply escaping to explore. This is the place to score unforgettable moments!
Elite Venues for Every Game
Florida’s Sports Coast boasts some of the finest sports facilities in the region, making it the ideal location for athletes, event organizers, and sports enthusiasts alike. The Wiregrass Ranch Sports Campus of Pasco County in Wesley Chapel stands out as one of the largest and most versatile venues in the area. This cutting-edge sports complex features a 98,000 square-foot indoor facility, plus seven outdoor fields designed to host a range of sports such as soccer, football, rugby, lacrosse, etc. The venue regularly attracts regional and national events, drawing athletes and spectators from all over.
For tennis enthusiasts, Mouratoglou Academy Zephyrhills provides a premier setting for training and competition. This modern facility boasts 15 high-performance tennis courts, featuring both hard and clay surfaces that cater to professional tournaments and training camps. The facility also features five modern padel courts, and 8 inclusive pickleball courts. Known for its pristine surfaces and excellent amenities, the
center is a local favorite and hosts numerous community tennis programs and outreach initiatives. Whether you’re competing in a national tournament or enjoying a recreational clinic, this venue offers an ideal environment for all levels of play.
For fans of ice sports, AdventHealth Center Ice in Wesley Chapel is one of Florida’s largest ice sports complexes. Featuring three NHL-standard rinks, one Olympic-standard rink, one junior ice rink, and a 2,000 sq. ft. fitness center, it serves as a hub for competitive ice sports in the region. The venue also regularly hosts regional and national competitions, providing state-of-the-art facilities for training camps and tournaments. It also offers public skating sessions and youth hockey leagues, making it a great destination for family fun and competitive training alike.
Leisure and Adventure: More Than Just Sports
While Florida’s Sports Coast is best known for its sports venues, it’s equally renowned for its outdoor adventure offerings. The region’s natural beauty, combined with its mild climate, makes it the perfect place for nature enthusiasts to explore. Here are just a few of its various leisure offerings.
Werner Boyce Salt Springs State Park in Port Richey offers a serene escape into Florida’s wilderness. Visitors can enjoy kayaking and canoeing along these scenic waterways, surrounded by lush greenery and abundant wildlife. This park provides the ideal setting for a peaceful day of nature exploration with plenty of opportunities to spot native species and enjoy the beauty of Florida’s natural landscape.
For those seeking a unique wildlife experience, Giraffe Ranch in Dade City offers an unforgettable safari-style adventure. This 47-acre ranch provides visitors the opportunity to get up close and personal with exotic animals from around the world, including giraffes, zebras, and ostriches. Guests can enjoy guided tours through its lush, scenic grounds, where
they can feed and interact with the animals in a natural, open-air environment. Giraffe Ranch is perfect for wildlife enthusiasts looking for a hands-on experience in a serene, rural setting. With its educational tours and breathtaking views, it’s a mustsee destination for anyone visiting Florida’s Sports Coast.
Adrenaline seekers can head to The Lift Adventure Park at SunWest Park in Hudson, known for its innovative cable wakeboarding system. This one-of-a-kind park pulls riders across a lake, offering an exhilarating experience for wakeboarders of all skill levels. It also features an inflatable obstacle course with a slide, sandy beaches, and picnic areas, making it a fantastic spot to relax after a thrilling session on the water.
A Shopper’s Paradise
After a day of sports or outdoor adventure, Florida’s Sports Coast offers plenty of opportunities for leisure and relaxation. Tampa Premium Outlets in Wesley Chapel is the perfect destination for retail enthusiasts. With over 110 stores offering top brands at discounted prices, it’s a shopper’s paradise. Whether you’re looking for the latest fashion, electronics, or accessories, you’ll find a wide range of luxury and everyday brands to suit your style and budget.
Florida’s Sports Coast: Your All-Access Pass to Play & Explore
Florida’s Sports Coast is the ultimate destination for champions — athletes, business travelers, and active adventurers alike. With top-notch sports venues, stunning outdoor environments, and a wide range of shopping and dining options, this vibrant region seamlessly combines the thrill of competition with the relaxation of leisure. Whether you’re here to compete in a tournament, attend a conference, or simply explore and unwind, Florida’s Sports Coast offers the perfect backdrop for making unforgettable memories. Life’s a Game. Let’s Play! n
Demonstrating the true social value of sport
port is one of the world’s most powerful, and universal, drivers of positive social change, in everything from improving health and wellbeing, supporting education and building community cohesion to tackling inequality and combatting climate change. But it will only continue to attract public and private investment to deliver that change if it can measure and demonstrate the social value it generates.
Currently, it struggles to do this on the scale or in the detail achieved in the other sectors with which it competes for scarce capital and resources. TSC Impact has been established to help sport meet that challenge. In bringing together TSC’s wide-ranging sports market expertise and Dr Daniel Fujiwara’s globally renowned authority in social value, wellbeing economics and policy evaluation, we are committed to redefining how the industry measures socio-economic impact.
Dr Daniel Fujiwara, Associate, TSC
Social value and why it matters now Social value is a quantification of the impact on society of any action, programme, investment, organisation or event. The measure looks beyond purely economic effects to capture a wider, often less tangible, range of positive and negative societal impacts that provide a rounded assessment of overall impact on people and their communities.
Providing social value – and being able to demonstrate it – is now essential for every organisation in sport as policy priorities and economic imperatives have placed an increasing emphasis on public benefit as a determinant of investment decisions. As public and private funders, federations and governing bodies have come to recognise the power of sport to
do far more than attract fans and promote participation, it is properties and events that can demonstrate this social value they choose to support.
TSC Impact: A new benchmark for evaluation standards
Without the rigour of the social value assessment tools available in sectors where impacts are easier to quantify – in health, education or housing, for example –sport’s contribution to society will remain undervalued and under-resourced as investors and policymakers will be limited in their ability to make evidence-based decisions on where best to assign their resource. The challenge now, therefore, is to develop the robust, standardised and internationally recognised framework for
measuring social value that will enable sport to compete with other policy levers for continued investment and support. The Sports Consultancy (TSC) is committed to doing just this; partnering with Dr Daniel Fujiwara, a globally recognised authority in social value, wellbeing economics and policy evaluation, to establish a new international benchmark for measuring the social value of sport and the social return on investment it generates. Our shared mission is to close the social value analysis gap to other policy sectors by embedding a new, robust, standardised and internationally aligned social value measurement across sport, from its professional elite to its amateur grassroots and spanning major events, sponsorship and commercial partnerships, community
TSC is a proud sponsor of Host City 2025
TSC is a world leading independent advisory and commercial execution firm specialising in sport, live entertainment and leisure. We focus on maximising the return on investment and objectives of major events, sports programmes and built-assets.
Key services include:
• Major event calendar strategy
• Major event bidding and acquisition
• Socio-economic impact analysis
• Host destination strategy
• Facilities and venues feasibility
• Active lives and legacy programmes
Matt Wilson, Managing Director matt@thesportsconsultancy.com
programmes, and infrastructure projects.
Development of the new standard will be informed by this mix of sports industry expertise, leading-edge analytics and proven policy evaluation models, and guided by an industry taskforce made up of stakeholders with an interest in the field.
Dr Fujiwara has authored or contributed to 15 global guidance manuals, including the OECD’s Social Value Framework and HM Treasury’s Green Book, and has led more than 120 policy evaluations for governments and international organisations including the United Nations and International Monetary Fund. TSC is an award-winning advisory in sport and major events with a 20-year record of helping clients maximise and measure economic impact and social outcomes. Its dedicated research and intelligence unit SEER (Sports & Entertainment Evaluation and Research), which provides data, insight and analysis to support the decision-making of commercial, public and third sector organisations, will bring this experience to the project that will shape and test the new methodologies as they evolve.
The final framework will align with global best practice in social value measurement, including that of the OECD’s Cost-Benefit Analysis Guidance (2018) and the European Union Guidelines (2022). In so doing, it will give governments, investors and governing bodies the credible evidence they need to support the expansion of capital
and revenue funding for sport; enable athletes, clubs, brands and sponsors to maximise the social impact of their work; and strengthen the case for the longterm prioritisation of sport as a powerful tool for building the healthy, resilient, inclusive societies of the future.
To join the Sports Social Value Taskforce please contact: Matt Wilson, Managing Director, The Sports Consultancy, matt@thesportsconsultancy.com
Next steps
TSC Impact has published its Social Value Positional Paper in November 2025, which outlines the importance of social value, best practice within social value measurement and the future potential for sport. TSC will also publish the new framework’s technical components in Volume 2 of this report during 2026. These will be informed by early engagement with industry leaders to better understand their priorities and the challenges they face in measuring socioeconomic impact and tested throughout their development with the input of a Sports Social Value Taskforce (SSVT). Representatives of public sector bodies, international federations, rights holders, brands and investors are all invited to express an interest in joining the SSVT, which will build a new network of industry players with shared interest and experience in creating and measuring social value in sport. TSC and SEER will be seeking expert representation to join the SSVT, from the sports sector and beyond, and welcome contributions from all organisations and individuals as we work together to capture and communicate the true and full social value of sport.
The question sport must ask is not what society can do for it, but how it will show what it can do for society. For potential investors in sport, social value matters more than ever. For sport itself, quantifying that contribution to societal wellbeing and growth has never been more important in improving lives. n
Sport Event Denmark is the national sports event organization, established and supported by the Danish Government.
We create value by Uniting People through the hosting of world-class sporting events, including World and European Championships and major congresses across a variety of sports.
Through our close collaboration with Danish host cities and national governing bodies, we ensure that each event builds on the success of the previous ones.
With over 250 events hosted in the last decade, Denmark stands proud as one of the leading international sports event destinations in the world and as a valued partner to the global sports industry.
info@sporteventdenmark.com.
COMPANY WEBSITE: WWW.SPORTEVENTDENMARK.COM
Take a timeout from your usual vacation spots and tackle your next BIG adventure on Florida’s Sports Coast. Located in Pasco County, we’re the perfect place to score unique experiences and one-of-akind attractions. With so much to see and do here, every play you make during your trip will be jampacked with new adventures and unforgettable memories—filling your vacation with legendary stories, not just souvenir.
DSV and Schenker officially joined forces on 30 April 2025, forming a world-leading transport and logistics provider. Together, we combine expertise, capacity, and innovation across air, sea, road, and contract logistics to deliver seamless, sustainable, and customer-focused solutions worldwide.
DSV is a global leader headquartered in Denmark, operating in more than 150 countries and offering end-to-end supply chain solutions backed by
advanced technology and a commitment to reaching net-zero emissions by 2050.
Our Fairs & Events division specializes in managing complex, time-critical logistics for exhibitions and live events of any scale. From customs clearance and on-site support to global transport and storage, we ensure your event materials arrive safely, on time, and ready for showtime. COMPANY WEBSITE: WWW.DSV.COM/EN-G
GROW YOUR CITY’S GLOBAL REPUTATION
International Horticultural Expos are more than gardens - they are engines of innovation, sustainability, and tourism.
By hosting an AIPH-approved Expo, your city can:
• Attract millions of visitors and boost local economy.
• Enhance your city’s global profile as a green city.
• Create a lasting legacy for future generations.
Host a World-Class Horticultural Expo www.aiph.org
• Showcase green innovation and sustainable urban planning.
Discover how your city can host the next AIPH International Horticultural Expo.
Trivandi transforms ambitious visions into unforgettable experiences for major events, venues, destinations and sports organisations.
Founded in 2013 from the success of the London 2012 Games, we have grown to over 60 specialists across three global offices in London, Dubai, and Riyadh, delivering over 260 projects in 26 countries.
We understand the pressures our clients face — time constraints, budget limitations, and the weight of expectation can turn exciting ideas into a shadow of their potential. Our team, with real-world experience of delivering Olympic Games, World Expos, FIFA World Cup, major stadium and infrastructure
projects, and more, know how to navigate these challenges.
Our unique “One Team” approach brings together the right expertise at the right time, synchronising strategy, design, project management, and operations to simplify complexity and deliver actionable solutions that drive meaningful impact.
We passionately share our knowledge to empower local teams, unlocking the full potential of each unique experience to inspire positive change and create lasting legacies.
That’s what we mean by creating experiences, better.
‘You. Smart. Thing.’ is the leading travel demand management platform for destinations, venues, and events. It enables organisations to offer visitors a personalised low carbon travel plan, enhancing experience and engagement whilst reducing the disproportionate carbon footprint created by travel.
The platform comprises an easily embedded web-based travel assistant interface for visitors, an intuitive configuration dashboard, and a comprehensive data analytics and insights suite. The service utilises stateof-the-art web-based technology making it easy for destinations to implement. There’s nothing for visitors to download or install, it’s intuitive, mobile optimised, and integrated with client systems such as websites, mobile apps, ticket booking systems, and marketing communications.
The service provides visitors with additional confidence and assurance in respect of attending destinations, venues, and events by enabling organisations of all shapes and sizes to offer them a low-carbon travel plan.
‘You. Smart. Thing.’ reduces travel emissions, which typically make up most of a destination or event’s carbon footprint, by integrating venue, local authority, national highways, and transport operator datasets to generate recommended low-carbon routes. Curated ‘last-mile’ routes are also configured to improve destination accessibility and wayfinding, whilst automated travel plan updates mitigate the risk of delays or disruptions and can even recommend discounted travel and accommodation.
The platform is currently used by multiple regional authorities, destination management organisations, venues, and major events, both in the UK and internationally, to help address their environmental, social, and governance challenges, and to tackle decarbonisation (ESG).
COMPANY WEBSITE: YOUSMARTTHING.COM/SECTORS/PRIVATE/MAJOR-EVENTS
The Host City Awards
The Host City Awards celebrate excellence in hosting, delivering, and promoting major sports, business, and cultural events around the world. The awards are a platform for recognising standout achievements in event management and innovation.
We are delighted to announce this year’s shortlisted submissions
Best Event Engagement & Fan Growth Excellence in Infrastructure & Delivery
Please join us at the Civic Reception & Host City Awards, at 18:00 on the 2nd December to see the winners announced.
We would like to thank our judges for their time and for making the process a rigorous and independent one.
