Raising the profile of business events for Britain and England
In collaboration with partners and under the Events are GREAT banner, we sponsored The Meetings Show: the premier exhibition for the UK meetings and events industry. We extended a warm welcome to 400 international buyers who met with over 275 British exhibitors in London, forging relationships to grow business events in Britain.
During our ExploreGB 2017 trade show we launched a new pilot event for the MICE market, where 30 international representatives from associations, conference planners, corporate event and incentive agencies from markets such as USA, Canada, Germany, France, Poland, Russia and Lithuania met with 30 British MICE suppliers. As part of the event, we facilitated a nationwide programme of educational visits where buyers had the chance to experience the best of Britain and learn more about our top-class events infrastructure. Building on this, next year, we launch MeetGB, our new, dedicated event welcoming 100 international buyers and British suppliers.
Our strategy for England involved raising awareness at trade shows throughout 2016/17 and connecting English destinations and suppliers with international buyers.
- 10 England suppliers met more than 250 buyers at IMEX America 2016
- 28 England suppliers joined 400 international buyers at IMEX Frankfurt
- 15 England suppliers connected with hundreds of buyers and industry decision makers at IBTM Barcelona 2016
Leading events insight
Our Business Events Motivations and Barriers Research, produced through the Discover England Fund, has provided valuable insights to equip Britain’s business events industry to compete globally.
Researching corporate, association and agency buyers, the research analysed event preferences and visitors’ key criteria, such as the ideal location and proximity to expertise.
These insights give English event suppliers a comprehensive ranking of decision-making factors – from accommodation to safety – so they can better deliver top class events for international visitors.