Coventry and Warwickshire has announced it is working with its core industry sectors and universities to help drive international business tourism to the region.
As part of this initiative, the region’s convention bureau, Conference Coventry and Warwickshire, has spoken with key venues to gain insights into how international business for the events sector is rebuilding following the pandemic.
The survey indicated that international business has been slower to return than other areas of the sector, with travel restrictions and the pandemic still impacting confidence, with enquiries for larger scale events only just beginning to return.
Working in partnership
Birmingham Airport, the gateway for international tourism to the region, has reported its passenger volumes for February 2023 were more than 84% of February 2020.
The airport is working with Conference Coventry and Warwickshire to support the development of its proposition to attract business tourism from overseas, with the convention bureau investing to promote the region at events such as IBTM World in Barcelona.
Warwick Conferences were among the partners on stand at IBTM World and generated a range of leads from international clients at the show. Gail Tomlinson-Short, head of business development, said “the show proved that Coventry and Warwickshire has a narrative that resonates internationally.
“When speaking with buyers, it’s our creative industries, incubator hubs, pedigree in advanced manufacturing and locations that really appeal.”
The Telegraph Hotel in Coventry City Centre is seeing growth in international business, with 36% of its rooms business being non-UK. Amy Windsor, general manager, said “the city’s universities and developing cultural offer are helping to re-establish international tourism in the city.
“As a city we are enjoying a cultural renaissance following City of Culture and need to shout more about ourselves and raise awareness of our destination.”
At Coventry Building Society Arena, international business represent 17% of its business. But commercial director, Paul Michael, says new exhibitions at the venue tend to “be more UK national based.” The venue is seeking to develop more international business, but also is looking to help its existing shows break into international markets.
FAM trips
Conference Coventry and Warwickshire will continue to organise familiarisation trips for international buyers looking to bring meetings and events to the region. Recent events have welcomed visitors from India, Canada, Australia and across Europe.
