State of Play: Business events

The UK lacks the coordinated leadership, strategic direction and funding models for business events seen in competitor countries, limiting its ability to compete internationally. (Conclusion, Paragraph 8)

We recommend that the government develop and publish a standalone, long‑term national business events strategy aligned with the industrial strategy. The strategy should have at its centre a clear statement of the government’s ambition for business events. This should be supported by a sector‑led National Business Events Council, to provide coordination, leadership and sustained engagement between government and industry. (Recommendation, Paragraph 9)

We urge the government to maintain funding for promoting UK‑based business events abroad, which is a small investment for the size of the return it generates. (Recommendation, Paragraph 14)

We are particularly concerned to hear about a reduction in the size of the team in VisitBritain responsible for supporting and promoting business events. It is a counterproductive move at a time when the focus should be on the economic growth and the promotion of the UK as a business destination. (Conclusion, Paragraph 15)

We recommend that ministers and VisitBritain reconsider the decision to reduce the size of its business events team. (Recommendation, Paragraph 16)

Business events need to be seen as a distinct, trade‑driven sector. Their continued positioning within tourism policy risks limiting their impact and competitiveness, especially in light of the recent news about cuts within VisitBritain. (Conclusion, Paragraph 19) 12

The government should treat business events as a standalone priority and transfer responsibility to the Department for Business and Trade. The government should also establish a cross‑government structure, with dedicated representation, a clear strategy and sustained funding support. (Recommendation, Paragraph 20)

While ministerial involvement can enhance the international profile and commercial success of events, organisers frequently face difficulties in securing attendance, especially in a timely fashion, limiting the sector’s ability to maximise opportunities. Stronger and more consistent ministerial commitment would significantly enhance the UK’s competitiveness in attracting and delivering business events. (Conclusion, Paragraph 23)

We recommend that the government establish clear expectations for ministerial engagement with the sector, including indicative targets for attendance at priority events. Priority events should include those that offer significant opportunities for trade, investment, innovation, or international influence, even where delegate numbers are relatively small. These expectations should be published, alongside regular reporting on ministerial attendance, to enable transparency and to allow progress to be monitored. (Recommendation, Paragraph 24) The UK as a business events destination

Rising costs and poor transport connectivity are undermining the UK’s competitiveness, making it a less attractive destination for business events compared to European rivals. (Conclusion, Paragraph 27)

The government should urgently review cumulative cost pressures on the business event sector (such as VAT, APD (Air Passenger Duty), ETA and business rates) and accelerate investment in regional transport connectivity to match leading European destinations. (Recommendation, Paragraph 28)

Post‑Brexit barriers, including visas, bureaucracy and loss of mutual recognition, have damaged the UK’s competitiveness and reinforced perceptions that it is a more difficult and costly destination for business events. (Conclusion, Paragraph 31)

We recommend that the government pursue a Mutual Recognition Agreement for business events with the EU to recognise UK qualifications in the EU. (Recommendation, Paragraph 32)

The government should also work to combat perceived perceptions of the UK being a difficult location to hold business events, in order to enhance the UK’s competitiveness when bidding for events. We recommend that the government work to simplify visa processes to benefit business events and 13 international delegates. The government should publish clear guidance for business event organisers on visa routes and update it annually. (Recommendation, Paragraph 33) 14