The government has rejected a recommendation to develop a standalone national strategy for business events, instead confirming that the sector will be included in a wider Major Events Strategy due to be published by spring 2027.
The response follows the Culture, Media and Sport Committee’s July report, which warned that the UK’s £33.6bn business events sector lacked the strategic direction, coordinated leadership and funding seen in competitor destinations. The committee had called for a dedicated long-term strategy aligned with the Industrial Strategy, supported by a sector-led National Business Events Council.
In its response, the government said it recognised the importance of business events to the Industrial Strategy and accepted that conferences, trade shows and association congresses can support economic growth, productivity, regional development and investment.
However, it stopped short of creating a standalone strategy or council.
Instead, the government said business events would form part of a cross-sectoral Major Events Strategy, due in spring 2027, while the forthcoming Visitor Economy Growth Strategy would explore a more cohesive, cross-government approach to supporting the sector.
It said: “We see business events as an integral part of the wider events ecosystem sitting alongside sporting, cultural and music events,” while acknowledging their “own unique contribution to the events landscape”.
The government also rejected the committee’s recommendation to establish a National Business Events Council, although it said it would keep the proposal under consideration.
VisitBritain role remains reduced
The response also confirms that UK-wide business events coordination will no longer be undertaken centrally by VisitBritain in the way it was previously.
The government said VisitBritain had received a flat cash settlement following the last Spending Review and that the British Tourist Authority had decided how best to prioritise its budget across its visitor economy initiatives.
It highlighted the role of VisitEngland, saying 20 per cent of its core operational budget in 2026/27 would be allocated to support business events in England.
The funding will be used through the MeetEngland brand to enable English destinations to participate in major trade shows, access global buyers and attract international business events, as well as continuing the Ambassador Programme.
The government said this reflected a shift towards a more place-based approach, with mayors and local authorities increasingly taking the lead in developing their visitor economies.
The committee had specifically recommended that the government reconsider the reduction in VisitBritain’s business events team and maintain funding for promoting UK business events overseas.
Industry seeks further assurances
The Business of Events has welcomed what it describes as the government’s acknowledgement of the unique contribution of business events, but said there are still areas requiring further consideration.
It said it would seek a further meeting with the tourism minister and officials, with the support of the All Party Parliamentary Group for Events, to seek assurances about the long-term support of the sector and its position within the forthcoming National Events Strategy.
Dame Caroline Dinenage MP, chair of the Culture, Media and Sport committee, said the government had recognised the “unique contribution” of conferences, exhibitions and trade fairs but needed to translate its commitments into action.
“Following pressure from the committee, the government has now said that it recognises the unique contribution conferences, exhibitions and trade fairs make to the events landscape and hinted at a more cohesive approach to supporting the sector,” she said. “It will now need to make sure that its words are translated into action.”
Dinenage also criticised the continuing dispute around the withdrawal of funding from the Business Events Growth Programme (BEGP), describing the “unseemly blame game” between government and the British Tourist Authority as an “unhelpful distraction”.
Cost pressures and ministerial support
On wider competitiveness, the government rejected the committee’s call for an urgent review of cumulative cost pressures including VAT, Air Passenger Duty, ETA and business rates, although it acknowledged the importance of regional transport connectivity.
It said the UK remained competitive with European and North American peers and highlighted the country's fifth-place position in the 2025 ICCA rankings, up from sixth in 2022.
The government also said officials were exploring ways to coordinate ministerial attendance at business events and formalise the process for securing early government advocacy for events where ministerial support could have an impact.
However, it rejected the committee’s recommendation for published targets and reporting on ministerial attendance, saying the information was not held centrally and could only be collated and verified at disproportionate cost.
The government also confirmed that a National Events Strategy Workshop was held by DCMS on Thursday 10 September, bringing together sector representatives, government departments, arm’s-length bodies, industry organisations, events delivery organisations and combined authorities.
Read the government response in full here.
