VisitBritain today announced results from its Business Events Growth Programme following an ongoing external evaluation that now includes events supported during the 2023-2024 financial year - showing the programme generated £60.6 million in direct economic return between April 2018 and March 2024.
The programme supports the attraction and growth of international business events across Britain. It has supported 91 events from April 2018-March 2024 across 18 cities in England, Scotland and Wales. For every £1 invested, the economy had seen a £35 return during the six years of the programme, supporting the visitor economy and driving regional growth.
Since the pandemic, the programme has nearly doubled its direct economic return from £20.8 million (April 2018 - March 2022) to £39.8 million (April 2022 - March 2024) - including new business wins in Birmingham, Leeds, London, Glasgow, Edinburgh, and Aberdeen. During financial year 2023-2024 specifically, the programme generated £17.6m in direct economic return, recording its second most successful year.
Alongside the economic growth, since April 2022 the programme has expanded its regional impact - increasing its average city support from eight to 12 cities per year. This includes supporting organisers increase international attendance to confirmed events in Sheffield, Bristol, Harrogate, Brighton and Cambridge.
VisitBritain CEO Patricia Yates said:
“Business events across Britain are a powerful national and regional driver of economic growth, innovation and global collaboration. This programme demonstrates the ability of cities across Britain to host world-class events that boost the economy and position it as a global expert across priority growth sectors.”
Since 2022, 81% of the events supported by the programme have directly aligned with the UK government’s ‘Modern Industrial Strategy’ - reinforcing its role in driving not only economic return but also long-term sectoral development. These events have centred around priority growth sectors outlined in the strategy, including healthcare and life sciences, digital and technology, energy, advanced manufacturing, and the creative industries.
In a post-pandemic context, VisitBritain’s programme has also placed a growing emphasis on long-term positive impact. Since April 2022, all applicants have been required to demonstrate sustainability policies and broader legacy benefits as part of their applications. From events that took place in financial year 2023-2024, most organisers embedded improved sustainable practices when hosting the event in partnership with the host, notably on material usage, menu decisions, carbon tracking and use of public transport. In addition to the broader commercial and investment partnerships developed through the events, many participants highlighted valuable intellectual outcomes - including engagement with policymakers on new research projects, as well as purposeful involvement of local students and apprentices through the event programme.
“The Business Events Growth Programme’s support for the International Congress in Nursing Informatics 2024 in Manchester was instrumental in broadening our international reach and engagement. This funding enabled us to attract a more diverse audience and strengthen global collaboration within the nursing informatics community.” – Claire Smyth, Sales & Marketing Director, Conference Partners International.
“During Aberdeen’s bid for the International Conference on Harmful Algae, VisitBritain’s Business Event Growth Programme was crucial. The bid support enabled Ambassadors to put forward the conference bid in-person, which led to confirmation of ICHA 2027 in Aberdeen. Alongside economic impact to Northeast Scotland, ICHA 2027 will enhance international collaboration within freshwater science, and demonstrate research strength within the United Kingdom, whilst attracting international students and highlighting career opportunities.” - Laura Wilson, Head of Convention Bureau at Aberdeen Convention Bureau.
The programme has continued at pace during financial year 2024-2025 and 2025-2026 to date, with a further 64 events supported for potential or confirmed business events in 15 cities across Britain.
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