Demonstrating how events contribute to Scotland's wellbeing - Wavehill - Social & Economic Research Throughout The UK

Wavehill worked with VisitScotland, on behalf of the Events Industry Advisory Group and Scottish Government partners, to explore how events contribute to Scotland’s wellbeing.

While the economic benefits of events are well established, less was understood about their role in supporting mental wellbeing, community resilience, social capital and national wellbeing. The research helped build the evidence base for Scotland’s growing wellbeing economy agenda.

Approach

We combined a systematic review of national and international evidence with stakeholder consultations involving event organisers, policymakers and researchers. A sector workshop was also held to test emerging findings and develop a practical framework to help events measure their contribution to wellbeing outcomes. Alongside reviewing more than 100 sources, the work created guidance that could be applied across events of different sizes and types.

Impact

The study found that major events can contribute to Scotland’s international reputation and national pride. Since 2003, EventScotland had supported more than 1,000 events, investing over £47 million and generating £1.3 billion in net economic impact.
The research found consistent evidence that events help strengthen community cohesion, civic pride and people’s connection to place, particularly when communities are actively involved in shaping and delivering activities.
Evidence highlighted the important role events play in building social capital, creating opportunities for people to meet, volunteer and develop new social connections that contribute to wellbeing.
Regular participation in cultural and sporting events was associated with higher levels of wellbeing, with events helping to address loneliness, reduce isolation and support positive mental health.

The project developed a practical measurement framework to help event organisers capture wellbeing outcomes alongside economic impacts, supporting a more holistic understanding of value, helping to inform future investment, policy and event design across Scotland.

The report is available to read here.