Event trade body Eventia today (16 March) initiated the 2011 UK Events Market Trends Survey’ (UKEMTS) research.
“This important research is being supported by several leading industry organisations including: VisitEngland, drpgroup, Conference News, Accor Hotels, Conference Centres of Excellence and Event Assured,” an Eventia statement said.
Business Visits and Events Manager for VisitEngland, Simon Gidman, said his agency would soon launch its new Business Tourism Strategy and recognised the “vital importance” of good quality research to inform strategic planning and to identify new and emerging market trends.
“UKEMTS forms a key part of the current market intelligence and we are delighted to be involved again,” Gidman said.
This major research project, undertaken annually since 1993, provides volume, value and key trends data for the UK conference and business events market from a supply-side or venue perspective.
Eventia says the results will provide the definitive estimate of the market’s value in terms of direct revenue to event venues, and are widely used to inform investment, advocacy and marketing activities.
The 2010 research estimated that the sector was worth some £18.8bn, including the additional revenues generated through delegate and organiser expenditures on travel, entertainment, shopping, and eating in local restaurants.
The new survey will ask venues to provide data on their conference and events business during the calendar year 2010, and includes questions on the number of events held, rates achieved, event duration and size, client type, lead times, investment plans, together with projections for business in 2011.
New for 2011 are questions on:
* Percentage of the venue’s turnover accounted for by meetings/conferences
* Marketing activities undertaken
* Venue selection criteria used by their customers
* Influence of client procurement departments.
Managing Director of drpgroup Dale Parmenter, says: “In a dynamic industry like events, the need for, and importance of, quality research cannot be overemphasised. We are pleased to be a Principal Sponsor for this year’s UKEMTS research.”
Eventia Chairman, Mark Saxby, says the association is developing a portfolio of research programmes “to complement our series of White Papers and contributions to events sector professionalisation in areas such as corporate responsibility, sustainability, legislation and lobbying, and education”.
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