London & Partners is taking a more targeted approach to
business events as it restructures the way it delivers its tourism and events
activity.
The agency has confirmed that it will not exhibit at IBTM
World in Barcelona this November, saying it has reviewed the return on
investment of international business events and will instead focus its efforts
on other trade events.
“London & Partners will not be exhibiting at IBTM World
this year,” said a spokesperson. “We regularly review the ROI of international
business events and have decided to focus our efforts on other key trade
events, including IMEX Frankfurt and IMEX America.
“We will also continue to deliver targeted sales missions
and in-market activations to generate a strong pipeline of business and
association events. London & Partners remains committed to promoting London
as a leading destination for business tourism and events.”
The decision comes alongside a restructuring that will see
the London Convention Bureau, Leisure Tourism and Major Events &
Experiences teams brought together as a single Experience Economy team.
The new team will be led by Simon McCaugherty, who has more
than 15 years’ experience in London’s tourism sector and was previously
responsible for developing the city’s visitor experience strategy.
According to London & Partners, the move is designed to
create a more joined-up approach to London’s leisure and business tourism
activity.
“With the recognition of the Experience Economy and business
tourism as key growth sectors in the London Growth Plan, the Convention Bureau
and Experience Economy teams will come together as a single integrated team,”
said the spokesperson.
“This will enable us to align our leisure and business
tourism activity to deliver a more joined-up approach to shaping strategy,
attracting investment and major events, and promoting London to international
audiences.”
London & Partners stressed that the Convention Bureau
itself remains in place, with its existing team continuing to provide dedicated
support and points of contact for event planners and industry partners.
“Bringing together our CVB and Experience Economy activities
into one integrated team is a strategic change, focused on creating a more
joined-up approach to destination management and sector engagement,” the spokesperson
said. “It brings together our leisure and business tourism activities, enabling
us to make the most of the expertise across these areas and strengthen our
overall offer to visitors and partners.
“The change also forms part of wider organisational changes
at London & Partners, which are designed to ensure we operate as
effectively and efficiently as possible. It recognises the significant
contribution business tourism makes to London's economy.
“Beyond the immediate visitor spend it generates, business
tourism brings business leaders, investors and decisionmakers to London,
creating opportunities to build international relationships and partnerships
that support future investment, trade, talent, innovation and growth across the
capital.”
The changes follow a period of tighter funding for London
& Partners, which is primarily funded by the Mayor of London and the
Greater London Authority. The organisation announced earlier this year that it
would reduce activity and restructure teams as part of efforts to deliver its
three-year strategy and achieve savings across the organisation.
Earlier this month Tracy Halliwell MBE stepped down from her
role as director of tourism and events at London & Partners, following what
she described as a “mini restructure” after 20 years with the organisation.
