Sheffield Ambassador programme generates £13.5m in events

Marketing Sheffield has revealed that the city’s Conference Ambassador Programme has generated over £13.5m worth of conference and events to the local economy.
The news follows the recent UK Events Market Trends Survey, which revealed overall business tourism in Sheffield is now valued at over £117m.
The Ambassador Programme announcement was revealed at the Annual Dinner held at Sheffield City Hall, which is supported by industry body Hospitality Sheffield and Sheffield International Venues (SIV).
The event, which celebrates Ambassadors involved in the programme, welcomed former BBC Executive and Children’s Media Foundation Director Greg Childs as the keynote speaker.
As Director of the organisation behind the annual Children’s Media Conference, Childs is influential is bringing 1,000 delegates to Sheffield each year for the event.
“Once again the evening has proved a highly positive night for Sheffield,” said Marketing Sheffield Business Tourism Manager, Emma France. “Last month, the annual UK Events Market Trends Survey showed a second year of consecutive growth in the value of business tourism in Sheffield and this along with [the Ambassador Programme announcement] is testament to the significant role the Sheffield Ambassador programme plays in the City’s increasing Business Tourism value.”
Ian Slater, Chair of consortium Hospitality Sheffield, said: “Hospitality Sheffield recognises the vital contribution Marketing Sheffield’s Ambassador Programme makes to the business tourism sector, which is why we are a leading supporter.
“Ambassadors are knowledgeable and passionate advocates for Sheffield and perfectly placed to influence key decisions about where conferences and significant business events are held. The return on this collaborative approach is huge, as this announcement has highlighted.”

Image L-R: Emma France; Greg Childs; David James, Principal Research Fellow at Sheffield Hallam University and Deputy Director of the Centre for Sports Engineering Research; and Ian Slater.

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Paul Colston


Paul Colston

Managing Editor, Conference News & Conference & Meetings World.

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