VisitBritain set to resume business events promotion

VisitBritain is set to resume responsibility for international business events promotion as part of the recommendations emerging from the government’s Triennial Review of VisitBritian and VisitEngland.
VisitBritian ceased acitivities in business events promotion in 2010, following budget cuts. At that time it closed its business tourism unit and handed the role of international representation for business events to VisitEnfland, with the other nationalagencies in Scotland, Northern Ireland and Wales maintaining their own business event units.
VisitEngland will hand over the tactical delivery of international marketing of England to VisitBritain, but will still play an important coordination role with those of its stakeholders with international aspirations. The two organisations will work together to ensure the most appropriate tourism brand is used to deliver the greater visitor numbers and create economic growth.
VisitEngland will also administer a ‘Challenge Fund’, which will be used to further enhance England’s tourism product.
“The re-emergence of VisitBritain as a key promoter of business events internationally is something we have been lobbying for since 2010. It was a key part of our submission to the Triennial Review and is a main plank in our Manifesto,” said Michael Hirst, chair of the Business Visits and Events Partnership (pictured).
“Naturally we are disappointed that VisitEngland has, as a result of these recommendations, lost its overseas marketing and sales activity, but we hope the new Challenge Fund will be fully applied by VisitEngland and VisitBritain to international event marketing.
“Equally the indicated marketing delivery through the GREAT programme and the reviewwith BIS and UKTI of how tourism can enhance and develop exports is something from which the events sector can significantly benefit.”
Sally Balcombe, chief executive at VisitBritain, said: “As a world leader in the industry, it is only right that we now have an overarching and aligned strategy for one of Britain’s fastest growing sectors. We have a clear remit on the Business Visits and Events industry both at Britain level and with our GREAT partners, so we look forward to working alongside them all on a tailored UKBusiness Events Portal to highlight the benefits of bringing such valuable business to Britain, further boosting exports, inward investment and of course tourism.”
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Paul Colston


Paul Colston

Managing Editor, Conference News & Conference & Meetings World.

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