Is it time for planners to start ‘citymaxxing’?
From West End shows and guided walks to local restaurants and cultural experiences, Ben Jeffery-Milheirão explores how planners can turn the destination itself into part of the event proposition.
Cities such as London, Manchester, Cardiff, Edinburgh and Birmingham are established as hubs for some of the UK’s biggest business meetings and events.
But with 68 per cent of corporate travellers now extending at least one trip per year, with an average extension of 2.3 nights (GBTA 2025 Business Travel Index Outlook), are event planners and venues making the most of what cities have to offer?
We know that city locations are attractive for their convenient travel options and range of accommodation, but the real opportunity lies beyond the venue itself. Attractions, entertainment, independent businesses, restaurants and cultural experiences can all play a part in creating a more valuable and memorable event.
Citymaxxing has dominated the city social channels, inspiring travellers on how they can make ‘maximise’ their short visits to cities across Europe. We believe that citymaxxing is even more relevant to the business traveller, especially if they are heading into the city for a meeting or event, it’s the best way to make the most of their journey.
Ben Jeffery-Milheirão, interim head of sales and marketing, Central Hall Westminster
Ben Jeffery-Milheirão, interim head of sales and marketing, Central Hall Westminster
Designing the destination into the event
From a planner’s point of view, a successful event can no longer be judged solely on how inspiring the venue was, how good the lunch tasted or how engaging the keynote speaker was. The experience begins before delegates arrive and continues after the final session. Transport logistics aside, and following the trend of bleisure, it’s definitely a good time for venues to focus on citymaxxing and build in experiences and recommendations for delegates.
Certainly, in a busy city it’s easy to incorporate a visit to a nearby attraction or recommend a West End show or comedy night. For those looking to spend time outside after a day of meetings, networking and sessions, then arranging a guided walk, or sharing information to delegates on the local area to create a more rounded city experience.
These experiences should not feel like an afterthought. They should be considered as part of the event proposition, helping planners create a programme that gives delegates greater value with their time away from home.
The opportunities are almost limitless. But they need to be designed into the experience and suggested, rather than left for delegates to discover for themselves.
Venues have a responsibility beyond their four walls
Venues have a big part to play. The ecosystem of a city makes it essential to forge relationships with the local businesses, attractions, hotels, restaurants and experiences around it.
A venue should not be a standalone event bubble. It should be a gateway into the destination. That means becoming more of a concierge for the city in which it sits, helping planners understand what is possible and making it easier for delegates to experience it.
Planners are looking for confidence that their delegates will have a worthwhile experience. A venue that can offer insight into the surrounding area, introduce trusted local partners and help build those experiences into the programme becomes a much more valuable partner.
There is also a wider benefit. When venues work collectively with local businesses and attractions, they help to support the destination’s economy and strengthen the very ecosystem that makes the city an attractive place to hold events.
Making the most of limited time
Of course, a lack of time, busy home lives and prior engagements will always make it difficult for delegates to explore a city. Not everyone will be able to stay an extra night or fit in a full evening of sightseeing.
But citymaxxing does not have to mean adding hours to an already packed itinerary. Sometimes, it is about making the most of the time that is already available.
The role of the planner and venue must be to provide the inspiration and the options. Delegates can then choose what works for them, whether that is a meal with colleagues or simply a chance to see a little more of the city.
We openly encourage both our guests and our team to make the most of the destination around us. Being in Westminster means being surrounded by some of the world’s most recognisable landmarks, cultural institutions, restaurants and experiences. Going from a train straight into a venue and back again feels like a missed opportunity to get more out of the day.
A more connected approach to events
The cities in which our venues are located must be celebrated for the culture, talent and experiences they offer and that means working as a collective with local people, local businesses and the wider destination ecosystem.
For planners, this is an opportunity to create events that feel more considered, more distinctive and more valuable to delegates. For venues, it is a chance to become more than a place where an event happens. It is a chance to become a trusted partner in the experience of visiting a city. Partnering with local businesses and working with your DMO has never been more important to make sure you can highlight new features and attractions that it has to offer.
If we are going to bring people into our cities for events, we should be helping them get more from the experience of being there.