The Alliance of Independent Event Agencies (AIEA) has announced a three-year partnership with Leonardo Royal Hotel London City, which will host the alliance's annual charity event through to 2028.
The 2026 edition of the event will take place on Tuesday 15 December and will bring together AIEA members, suppliers and industry colleagues for a Christmas market, Santa's Grotto and a charity lunch in support of children's charity The Rainbow Trust.
As part of the event, Wildfire Agency will once again sponsor and deliver Santa's Grotto, continuing its longstanding support of the alliance's charity initiatives.
AIEA chair Sabine Edwards said the multi-year agreement would provide a platform to develop the annual event over the coming years.
"We're delighted to be confirming a three-year sponsorship relationship with Leonardo Royal Hotel London City for our Annual Charity Event. Having a consistent home for the event over the next three years gives us the stability to grow it year on year, and we're grateful to the Leonardo Hotels team who have been steadfast supporters of the Alliance since its inception 10 years ago.
"We are also very grateful to Wildfire Events for once again bringing the magic of Santa's Grotto to our guests."
Incoming AIEA vice chair Pauline Caldaralo, who is leading event logistics, said planning was already underway for this year's gathering.
"This is one of the highlights of the AIEA calendar, and I'm looking forward to working with our members and supplier friends to make the 2026 event our best yet.
"I'll be in touch with everyone directly over the coming weeks to talk through how they can get involved."
Andrew Woods of Leonardo Hotels UK & Ireland said the hotel group was pleased to extend its support for the alliance.
"We're thrilled to welcome the AIEA's Annual Charity Event to Leonardo Royal Hotel London City for the next three years. Having hosted the event before, we know it's a fantastic day and a wonderful way to give back from the industry.
"We're looking forward to helping create a memorable day for everyone involved and continuing to support the Alliance."
Meanwhile, Nathan Angus of Wildfire Agency said the supplier was proud to continue supporting the initiative.
"Santa's Grotto is always a favourite with guests, and we're proud to support the AIEA's Annual Charity Event again this year. It's a brilliant cause and a great chance to bring some festive fun to the day."
The AIEA was established to provide smaller independent agencies within the UK meetings, incentives, conferences and events sector with access to shared resources, supplier relationships and a wider support network.
M&IT editor Paul Harvey is a journalist with more than 15 years of experience. He began his career in the local press, working for various titles across the north. Since joining M&IT in 2013, he has become a trusted and respected voice in the sector, championing event professionals and reporting on all aspects of the events industry for the brand.
