England Develops Strategy to Attract Meetings, Events

England’s tourism chiefs have teamed up to form a dedicated action group focused entirely on growing England’s business tourism after the sector was identified as a key area of potential growth by the recently launched Strategic Framework for English Tourism.

Industry experts have gathered to discuss the creation of a strategy which will help kick start a sector critical to maintaining and growing England’s global market share, supported by MeetEngland, the official body responsible for promoting England as the destination of choice for meetings and events, and the business arm of VisitEngland, England’s official tourism organization.

Dedicated to increasing the sector of business and events tourism, the creation of the Business Visits and Events Action Group includes representatives from across England’s business tourism industry, each with expertise in the specialist sector. Chaired by Bob Cotton, who is also chief executive of the British Hospitality Association and the London Business Tourism Steering Group, the group aims to provide focus by creating a 10-year vision and a short-term sales and marketing plan over three years.

The core of the strategy will focus on the key areas of business visits including exhibitions and tradeshows, corporate and association events, as well as identifying opportunities for winning and supporting larger sporting and cultural events for England. An intensive process of consultancy will be taking place throughout the year culminating in the launch of the strategy at International CONFEX and Discovery in London in early 2011.

MeetEngland came into existence in the U.K. last year, following the launch of VisitEngland in April 2009. Prior to April 2009, VisitEngland existed as a division within VisitBritain, before the organization was created after the need for a separate and distinct body for tourism within England was identified.