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UK seeks to attract more events business
VisitBritain has established a new arm to support UK destinations attract more events.
The national tourism agency has established eventBritain to help bring more major business, cultural and sporting events worth up to £1 billion to the UK.
Supporting bids for cultural events, such as European Capital of Culture, is also a key element, as are trade shows and exhibitions. The unit will help destinations bid for the maximum number of Olympic Games training camps as part of the 2012 event in London.
VisitBritain has already supported the England and Wales Cricket Board in a bid for the 2009 Twenty20 World Championships and 2019 Cricket World Cup by providing detailed information on quality-assessed accommodation close to English cricket grounds.
A joint bid with England’s North Country will see 515 delegates from the Society of American Travel Writers spend 15 days in Britain at an annual convention and taking trips around the country.
London will also host 1,000 delegates at the International Association for Homes and Services for the Aged in 2009 which is estimated will generate £365,000 for each day it is in the capital.
VisitBritain chief executive Tom Wright said: “Events bring enormous economic benefits to tourism as delegates can spend around £160 per day, over double what leisure visitors spend (c. £70).
“London’s reputation as a business and financial centre will help us spread these events throughout the country and help us bring even more delegates here on business.
“Working with our partners, eventBritain will add value along all stages of the bid process to ensure higher conversion levels for our partners in a hugely competitive market.
“We believe our greatest opportunity is international association business where Britain is already moving up the world rankings and is now third to the US and Germany, contributing £666 million to the economy.”
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