VisitBritain explored the importance of ‘impact beyond the plenary’ at its first Association Conference at the Edinburgh International Conference Centre (EICC).
VisitBritain, in partnership with MeetEngland, Meet in Wales, VisitScotland
Business Events and the Association of British Professional Congress Organisers
(ABPCO) brought together 80
industry professionals – including UK nations, city convention bureaux, international
associations and professional congress organisers – to take part in a bespoke
educational programme designed by non-profit
organisation #MEET4IMPACT and GDS-Movement. Across the two days,
attendees were able to join several workshops to explore how the industry can
define and execute mutually beneficial objectives to deepen the positive impact
of a congress.
This was further supported by British Tourist Authority chair, Nick de
Bois CBE who officially opened the conference, highlighting the importance of
the association sector and recognising the critical role cities, associations
and professional conference organisers play in bringing new events to Britain.
The event also provided the basis to soft launch the VisitBritain
Impactful Framework. This 18-month project has been created in partnership with
#MEET4IMPACT and the Global Destination Sustainability Movement to support the
ongoing work in creating impact strategies across the business events industry.
“Bringing together UK
destinations, associations and PCOs, this week we’ve witnessed the exchange of
experiences and ideas to explore how we can grow our ‘impact beyond the
plenary,’ maximising the opportunity of gathering people to create shared value,”
said Paul Black, head of business events at VisitBritain/VisitEngland.
“The
conference has been the perfect environment to launch our Business Events
Impactful Framework, developed in partnership with #MEET4IMPACT. We hope that
our guests and partners return home feeling inspired to apply these principles
as together we shape the future of business events in Britain.”
During focused sessions throughout the conference, attendees were
able to discuss and provide their feedback on the project, with the final
framework being distributed to all attendees after the conference.
Geneviève
Leclerc, cofounder and CEO of #MEET4IMPACT added that the VisitBritain Business Events Impactful
Framework, inspired by the #MEET4IMPACT’s BE Impactful Framework, establishes a
benchmark for national and city destination marketing organisations. “We are
incredibly proud of the collective effort put forth to elevate the work of
cities and their partners in attracting impactful events to the UK. The
framework will 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.”
Aside from the educational itinerary, attendees were also had several
networking opportunities across the three days, including the welcome reception
at the newly refurbished Moxy Edinburgh Fountainbridge rooftop
bar and a gala dinner at the renowned National Museum
of Scotland.
