Event tech first for Telford, as VR set to show destination in new light

The team behind Telford and Shropshire’s new destination programme is to unveil what it claims is the UK’s first ‘Virtual Visit’ in a move the team claims is set to revolutionise event technology and destination marketing.

Returning to International Confex for the first time in five years, the region’s destination tourism team, together with strategic partners under the Discover Telford brand, will launch what they believe will change the face of the events sector.

The stand experience is being kept under wraps until the first morning of Confex in London on the 2 March.

Designed in partnership with one of the UK’s leading Virtual Reality innovators, Woote, the stand experience will celebrate the destination’s transformation into one of the fastest growing UK destinations for business, investment and events.

Charlotte Cain, Team Leader of Discover Telford, said: “We are hugely excited to be back at Confex, alongside our leading venues, and we wanted to bring something to our stand which would get event professionals talking for all of the right reasons. We are thrilled to have been able to partner with Tim Luft from Woote, a Virtual and Augmented Reality pioneer, who shares our vision to bring the newest technology to the UK destinations and events industry.”

“Over the last three years we’ve had a £multi-million makeover which has seen us change the very fabric and face of our destination. We are now the first destination in the UK to give events bookers and buyers the chance to see our aspirational destination via a ‘Virtual Visit’ and I can’t wait for visitors to Confex to share in the experience.”

Business and tourism specialist for Discover Telford, Sarah Bird, added: “Our team will be utilising cutting-edge immersive technology to offer a first-of-its kind way for buyers to see, feel and experience the destination of Telford and Shropshire, from the new £250m Southwater development and Convention Quarter with The International Centre Telford at its heart, to the world famous Ironbridge Gorge UNESCO World Heritage Site.

“As home to the Industrial Revolution and the birthplace of a number of ‘world-firsts’, from the Ironbridge and the earliest skyscraper – we have innovation in our DNA. And this latest vision sees us pushing boundaries yet again as we look to re-engineer and re-model the way event planners engage with destinations and venues. VR is most certainly the future and we are at the forefront of this. Indeed we are quite literally putting event buyers in the driving seat to see our destination and venues in a whole new light.”

Luft added that the challenge had been to bring Telford to Confex in a way that had never been done before.

“Virtual Reality is being used more and more across the world of commerce and industry, and as we see it move into the tourism sector it really does have the potential to be a game-changer for us all. Together, we will be encouraging other destinations to embrace VR for destination marketing, shaping the UK’s visitor economy,” he said.

To enjoy your own immersive experience, visit stand F80 at International Confex, 2–3 March, where venue partners will include The International Centre Telford, Q Hotels Telford Hotel & Golf Resort, Telford University Conference Centre and Ironbridge Gorge Museums Trust and QEII Arena.

Paul Colston


Paul Colston

Managing Editor, Conference News & Conference & Meetings World.

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