Shakespearean tour in two acts

A recent familiarisation trip brought 30 in-house corporate meeting and event planners to the Shakespeare’s England.

The tour was organised by ‘Meet Shakespeare’s England’, the Business Tourism part of Shakespeare’s England DMO, with support from Chiltern Railways, Q Hotels, Warwick Conferences, Warwick Events, Warwick Racecourse, Warwick Castle, Johnson’s Coaches, Eden Hotel Collection, Ardencote and the Royal Shakespeare Company.

The group met at Warwick Conferences for a light breakfast and was given tours of Scarman & The Slate venues.

The group was then split into two and given either the option of a Warwick or Stratford-upon-Avon based tour.

One group visited Ardencote, Mallory Court Country House Hotel & Spa with lunch, Warwick Racecourse followed by a Junk & Disorderly activity with Warwick Events.

The second group visited The Arden Hotel in Stratford-upon-Avon then had a conference & costume tour of The Other Place (RSC) followed by lunch at The Stratford and a visit to The Stratford Manor. Both groups met at Warwick Castle at the end of the day for drinks and canapés.

Helen Peters, chief executive of Shakespeare’s England, said: “Shakespeare’s England is well known for its leisure tourism offer. In 2016 we began our initial foray into Business Tourism and in March we launched a new ‘Meet Shakespeare’s England’ brand to promote business tourism to both international and domestic markets. Now seemed the right time to host this familiarisation tour and promote the area as a prime destination to the MICE market. It was a great opportunity to showcase some of our first class conference and meeting facilities. Some of our guests admitted that they were not aware of our broad offering and the Tour was fundamental in changing people’s perceptions and encouraging more businesses to book events and meetings in our region”.

Martin Fullard


Martin Fullard

Martin Fullard: journalist, presenter, producer. Martin is the Deputy Editor at Conference News and Conference & Meetings World magazines. He leads the digital channels on Mash Media’s Conference Division as well as heading up Mash TV. He is formerly a web editor at a national newspaper in the Middle East and motoring journalist.

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