'Britain for Events' Marketing Campaign Secures Minister's Support

23rd August 2011

Britain for Events, the annual marketing campaign designed to promote Britain as a world class destination for events has received the endorsement of John Penrose MP, the Minister for Tourism and Heritage.

John Penrose Minister for Tourism commented: "Any campaign that showcases the excellent work done by the UK events industry should be celebrated, and I’m delighted to support Britain for Events and its mission to encourage organisers of events to buy British.

"Already the UK has shown its expertise and creativity in some of the largest and most recognised events on the planet; spanning festivals, sporting, cultural and large scale business events and meetings."

Now in its 10th year, the campaign is all inclusive and will focus on every aspect from live music, sport, festivals and cultural events to meetings, conferences, exhibitions and trade shows. Supported by the Business Visits & Events Partnership (BVEP), VisitBritain, International Confex and a stakeholder network of over 27 UK based trade bodies and associations; it is also championed by other partners including venues, destinations, event suppliers and corporate supporters.

The minister continued: "This campaign targets not just the people that create and bring events to these shores, but also the people that attend and enjoy them, that seek inspiration and learning from them; this is critical in underlining that this is a country that believes and values the power of events."

The Britain for Events report in 2010 highlighted the value of the events sector in Britain, showing that conferences and events secure a net revenue of £18.8 billion and exhibitions and trade shows secure £9.3 billion* per annum. It also highlighted that visitors to UK exhibitions from overseas spend 193% more than leisure visitors to Britain. According to estimates the sector sustains at least 530,000 full time jobs and provides benefits to the economy through export earnings. Additionally, trade at exhibitions and other business events is conservatively estimated to be worth over £100 billion. Providing reason enough to support and invest in the industry.

Michael Hirst, Chair of BVEP, commented: "We are delighted and honoured to have secured the Minister’s endorsement. It underlines the importance of events to the UK’s economy as well as highlighting the campaign’s credibility within the wider business community."

Running from September 2011 to March 2012, in the year of the London Olympic Games, the campaign culminates in a week of events and activities, including the International Confex trade show, taking place at ExCeL London.


* in terms of net revenue to venues and the wider economic benefit to destinations through expenditure by delegates on travel, entertainment, eating out, shopping, etc.