The Signature Conference Programme

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 a Parliamentary Reception on 3rd March as well as 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.

The Signature Conference Seminars

When:

Monday 9th March 2026, 13:00-17:00

Where:
Sheraton Grand Hotel & Spa, One Space, 1 Festival Square, Edinburgh EH3 9SR
View on map here.

How to book:
Seminars can be booked as a stand-alone ticket. These are NOT included in Signature Conference tickets and can be selected as an add on when purchasing your tickets. Spaces are limited and will be assigned on a first come, first served basis. Seminar tickets are not included if you purchase a 'Dinner only’ option.

The Signature Conference Dinner

When:
Monday 9th March 2026, 19:00 – 22:30

Where:
The Royal Botanic Gardens, EH3 5NZ

View on map here.

What:
Join us for an evening at the beautiful Royal Botanic Garden Edinburgh to celebrate Scottish Tourism Month! Enjoy the very best of Scotland’s food and drink, connect and catch up with industry peers, and settle in for enlightening stories from our special guest speakers.

How to book:

The Signature Conference Series Package includes tickets to both the dinner and the Signature Conference as well as our seminars. (Subject to availability).

Dinner only tickets can also be purchased. Please note seminars are not included if you purchase a ‘Dinner only’ option.

The Signature Conference

When:
Tuesday 10th March 2026, 08:45 – 16:15

Where:
Edinburgh International Conference Centre (EICC), 150 Morrison Street, The Exchange, Edinburgh, EH3 8EE
View on map here.

What:
The flagship event of Scottish Tourism Month returns for 2026.

As always, the event will bring together leading voices and experts from a broad range of sectors for a day packed with speaker presentations, panel sessions and plenty of opportunities to network with all those connected to the industry.

Whether you’re a business owner or manager, supplier, or aspiring leader, this is an unmissable event, with attendees given access to the latest insights, trends and forecasts for travel and hospitality, the economy, and policy.

As always, this event will feature our popular exhibitor hall, with the chance to meet and make connections with trusted suppliers and supporters of the industry. Stay up to date on confirmed exhibitors HERE.

How to book:
The Signature Conference Series Package includes tickets to both the Dinner and the Conference as well as our seminars (subject to availability).

There is also the option to purchase a Signature Conference only ticket, with the option to book a place on our seminars (subject to availability).

Travel & Accommodation

Joining instructions with more information, including how to get to our events, will be shared at least one week before The Signature Conference Series begins.

Due to Scottish Tourism Month and other sectors hosting events, we anticipate that Edinburgh will be particularly busy during March 2026. Therefore, we advise that you book accommodation as far in advance as possible.

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