VisitBritain’s Business Events Growth Programme has generated £60.6m in direct economic return between April 2018 and March 2024.
The programme supports international conferences and exhibitions across Britain. It has funded 91 events in 18 cities since launch, returning £35 to the economy for every £1 invested.
In 2023–2024 alone, it delivered £17.6m in direct return, its second most successful year. The figure builds on £39.8m generated in the two years since April 2022, nearly double the pre-pandemic total. Major business wins included events in Birmingham, Leeds, London, Glasgow, Edinburgh and Aberdeen.
The programme has also widened its reach. Since 2022, average city support has risen from eight to 12 per year, with organisers in Sheffield, Bristol, Harrogate, Brighton and Cambridge among the latest beneficiaries.
VisitBritain chief executive Patricia Yates said: “Business events across Britain are a powerful national and regional driver of economic growth, innovation and global collaboration. This programme demonstrates the ability of cities across Britain to host world-class events that boost the economy and position it as a global expert across priority growth sectors.”
Since 2022, 81% of supported events have aligned with the UK government’s Modern Industrial Strategy. These include sectors such as healthcare, life sciences, technology, energy, advanced manufacturing and the creative industries.
Applicants must now show sustainability and legacy plans as part of their bids. Organisers in 2023–2024 adopted measures on materials, menus, carbon tracking and transport. Many also reported outcomes beyond economic impact, such as new research partnerships and student engagement.
Claire Smyth, sales and marketing director at Conference Partners International, said: “The Business Events Growth Programme’s support for the International Congress in Nursing Informatics 2024 in Manchester was instrumental in broadening our international reach and engagement. This funding enabled us to attract a more diverse audience and strengthen global collaboration within the nursing informatics community.”
Laura Wilson, head of Aberdeen Convention Bureau, added: “During Aberdeen’s bid for the International Conference on Harmful Algae, VisitBritain’s Business Events Growth Programme was crucial. The bid support enabled Ambassadors to put forward the conference bid in-person, which led to confirmation of ICHA 2027 in Aberdeen. Alongside economic impact to Northeast Scotland, ICHA 2027 will enhance international collaboration within freshwater science, and demonstrate research strength within the United Kingdom, whilst attracting international students and highlighting career opportunities.”
The programme continues to expand. For 2024–2026, it has supported 64 confirmed or potential events in 15 cities across Britain.