Government Advocacy

During these challenging times, the UK government offers support to the UK events industry as they bid for future business events.

VisitBritain and the Department for Digital, Culture, Media and Sport (DCMS) offer Government Advocacy to UK organisations bidding for future international business events. They work with cross-government partners to provide soft power support to aid the winning of business events to the UK, or to grow the profile of existing UK business events.

We make requests to the relevant Government department (where feasible) that could aid the winning of international business events to the UK, or to grow the international profile of existing UK business events.

Government Advocacy support can take many forms, such as:

  • Letters of support from Ministerial or Senior Government figures
  • Attendance at an international event bid by a Government Minister or influencer (e.g. meeting a bid committee)
  • Hosting a reception for event organisers in the UK to promote the UK offer
  • Keynote speech

Further support could also involve the global GREAT Britain Campaign, through branding and marketing support. This campaign showcases the best of what the UK has to offer to inspire the world and encourages people to visit, do business, invest and study in the UK. It is the Government’s most ambitious international promotional campaign ever, uniting the efforts of the public and private sector to generate jobs and growth for Britain. 

We welcome other suggestions from your organisation on the advocacy support that you think would either help to win an international business event for the UK, or increase the international profile and attendance of a business event already held in the UK.

Why should I apply?

  • To increase the chances of winning future business events by receiving Government support in your bids
  • To grow attendance or win an event by promoting the UK as host destination for your future business events
  • To promote your events and welcome delegates in the UK

Am I eligible?

For minimum eligibility criteria and the steps to receive soft power support, please refer to the full Guidance notes

How do I apply?

If you fulfil the minimum eligibility criteria, please continue and complete the Government Advocacy application form and return it to, with the following reference in the subject line: Advocacy/Event name.

Applications can be received on an ongoing basis. We recommend applying as early as possible, to get the best possible assistance. Please allow a minimum of one month for advocacy requests.

Be aware that submitting a request for support, regardless of whether the minimum criteria is satisfied, does not ensure that the support will be made available under this or any other initiative.

Case Study

One Young World 2019 – Video of support

One Young World (OYW) is the premier global forum for young leaders. The annual OYW Summit gathers 1,300 – 1,500 people from almost every country, aged 18 – 30 who lead in their respective fields. Their mission is to inspire young leaders to drive societal change, take action and tackle some of the most pressing issues the world faces today.

The successful bid to host the 10th Anniversary of the One Young World Summit in 2019 provided a timely and unique platform to demonstrate London and the UK is open to travel, trade and talent from across the world, as the UK was exiting the European Union.  The video requested was to demonstrate that London is culturally vibrant, youthful in spirit and forward-thinking city, whose key ingredient of success has been the flow of brilliant ideas and talent from across the globe.

The offer provided was a video from former Minister for Arts, Heritage and Tourism – Michael Ellis – to showcase London as a dynamic and exciting host destination for One Young World Summit 2019 and to give a warm welcome to delegates attending the event.