MeetEngland, part of VisitEngland, today launched the MeetEngland Impact Network. Held at the historic Cutlers’ Hall in Sheffield, representatives from 15 cities across the country joined 19 ambassadors and five industry colleagues to celebrate the experts, innovators and thought leaders who help position England as a world-leading knowledge destination.
The MeetEngland Impact Network is a national initiative to recognise, connect and elevate the academic and sector leaders who play a pivotal role in securing high-value international business events for England. In a global marketplace where destinations are increasingly chosen for their knowledge, research excellence, and professional expertise as much as their overall product offering, England benefits from strong partnerships between cities, universities, research institutions, and industry experts. These collaborations highlight not only where events can take place, but how England can draw global experts through its sector and academic leadership.
The new MeetEngland Impact Network builds on this strength. By recognising, connecting and showcasing these academic and sector leaders, the network ensures England’s intellectual capital is visible, valued and strategically leveraged. Through 13 city-led ambassador or sector network programmes involving more than 2,500 active leaders in England, these partnerships have helped secure more than 280 new international conferences since 2022 - highlighting the critical role these leaders play in driving long-term economic, social and innovation impact.
Paul Black, Head of Business Events at VisitBritain & VisitEngland said: “These figures tell an important story. They highlight the depth of expertise across cities in England, and the high-level impact that committed leaders can make when they work in partnership with their cities. The MeetEngland Impact Network has been created to recognise, connect and amplify this national community.
“By aligning our strengths and working together, we can amplify England’s impact on the global stage and ensure our cities remain at the forefront of international knowledge exchange.”
Gemma Tissington, Senior Conference Executive at Marketing Sheffield added: “Sheffield is delighted to host the launch of the MeetEngland Impact Network at the historic Cutlers’ Hall. Our strong partnerships with universities, research institutions and sector leaders ensure that our ambassador community plays a pivotal role in securing high-value international conferences, positioning Sheffield as a city of knowledge, innovation and expertise. It is wonderful to see this new national network recognising and enhancing the important role ambassadors play within England’s business events sector.”
The launch event, held on 12 February 2026, included a welcome from the Leader of the Sheffield City Council, Tom Hunt, two panel sessions that gave attendees the opportunity to hear from both destinations and ambassadors - giving insight on how conferences were won, delivered and leveraged for wider impact and how collaboration drives success. The event also saw the unveiling of the first MeetEngland Roll of Honour – a celebratory initiative that recognised nine outstanding ambassadors nominated by their cities for their exceptional contribution to securing international events for England.
Professor Kirsty Fairclough, Professor of Screen Studies; SODA Research and Innovation Lead, School of Digital Arts, Manchester Metropolitan University, added: “The launch of the MeetEngland Impact Network highlights the critical role that intellectual capital plays in securing our position as a global leader in innovation. My experience working with the Manchester Convention Bureau to win the MeCCSA Conference and multiple other event bids has shown me the power of collaboration between academia and destination experts. For me, being an Mbassador is an honour that allows us to shine a light on Manchester’s expertise in digital arts and cultural studies on the world stage. I urge my peers across all sectors to step forward as ambassadors. Partnering with your city’s bureau opens doors to new collaborations and provides the platform needed to bring prestigious, high-value events to our doorsteps.”
At the launch event, attendees also explored the vision and ambitions of the Impact Network - designed to connect expertise, foster collaboration, and drive meaningful outcomes for both destinations and business events across England. The Network’s objectives were highlighted as follows:
- Elevate and showcase academic and sector leaders who work with cities to secure new business events for England
- Demonstrate the intellectual and professional diversity that defines England’s strengths globally
- Champion the wider impact of business events - driving innovation, investment and growth far beyond the conference halls
- Connect leaders and open new doors, widening networks and collaborations that support cities in delivering these outcomes
Following the launch of the network, the MeetEngland team alongside their city partners seek to develop stronger links between different ambassadors across England, communicate potential opportunities and exchange insights.
For more information on the MeetEngland Impact Network please visit: MeetEngland Impact Network | VisitBritain.org
