VisitBritain, in partnership with MeetEngland, Meet in Wales, VisitScotland Business Events and the Association of British Professional Congress Organisers (ABPCO), explored the importance of ‘impact beyond the plenary’ at its first Association Conference at the Edinburgh International Conference Centre (EICC).
The conference, which took place from 5-7 February 2024, brought together 80 industry professionals, including convention bureaus, international associations and professional congress organisers. An educational programme designed by non-profit organisation, #MEET4IMPACT, and GDS Movement included workshops to explore how the industry could execute mutually beneficial objectives to deepen the positive impact of a congress.
British Tourist Authority chairman Nick de Bois opened the conference, highlighting the importance of the association sector and recognising the critical role cities, associations and PCOs play in bringing new events to Britain.
Nick de Bois said: “I was delighted to welcome our UK nations, cities, associations, and congress organisers to VisitBritain’s Association Conference. Over the last few days, we have all had a hugely valuable opportunity to explore how we, as an industry, can demonstrate the wider impact business events brings to an organisation, venue and destination in this fast changing and dynamic landscape. We are hopeful that the conversations that have taken place this week, alongside the launch of VisitBritain’s Business Events Impactful Framework, can help support us all on this important journey.”
The event also provided the basis to soft launch the VisitBritain Impactful Framework, an 18-month project created in partnership with #MEET4IMPACT and GDS Movement to support the work in creating impact strategies across the UK business events industry. Conference delegates in Edinburgh were able to discuss and provide their feedback on the project, with the final framework to be distributed to all attendees post conference.
Geneviève Leclerc, co-founder and CEO of #MEET4IMPACT said: “The VisitBritain Business Events Impactful Framework, inspired by the #MEET4IMPACT’s BE Impactful Framework©, establishes a benchmark for national and city destination marketing organisations aiming to present a consistent method for showcasing the impact of the events they host. We are honoured to have had the opportunity to assist VisitBritain in its efforts to promote sustainability and make a positive impact, in collaboration with our partner Global Destination Sustainability Movement.”
Leclerc added that the framework would provide concrete support in maximising the impact of business events on key sectors across the UK, while also addressing social, environmental, and economic development priorities. “Several cities have already started developing case studies, and we are excited to see the impact in action as they test this work and report on the value creation generated by their events,” she said.
Aside from the educational itinerary, attendees were also able to attend a number of networking opportunities across the three days, including the welcome reception at the newly refurbished Moxy Edinburgh Fountainbridge rooftop bar and gala dinner at the National Museum of Scotland.
Photo: Courtesy of VisitBritain/Jonathan Spaull
