VisitBritain first association conference in Edinburgh: Going beyond the plenary

Thursday, February 8, 2024

VisitBritain, in collaboration with MeetEngland, Meet in Wales, VisitScotland Business Events, and the Association of British Professional Congress Organisers (ABPCO), delved into the concept of ‘impact beyond the plenary’ during its inaugural Association Conference at the Edinburgh International Conference Centre (EICC).

Taking place from February 5th to 7th, 2024, the conference convened 80 industry experts, including representatives from UK nations, city convention bureaus, international associations, and professional congress organizers. They participated in a tailored educational program developed by the non-profit organization #MEET4IMPACT and GDS Movement. Over the course of two days, attendees engaged in workshops and learning experiences aimed at exploring strategies to define and implement mutually beneficial objectives, enhancing the positive impact of congresses. The conference was inaugurated by British Tourist Authority Chairman Nick de Bois CBE, underscoring the significance of the association sector and acknowledging the pivotal role of cities, associations, and professional conference organizers in attracting new events to Britain.

Furthermore, the event served as the platform for the soft launch of the VisitBritain Impactful Framework. Developed over 18 months in collaboration with #MEET4IMPACT and GDS Movement, this initiative aims to support ongoing efforts in devising impact strategies across the business events industry. Attendees had dedicated sessions during the conference to provide feedback on the project, with the final framework slated for distribution to all participants post-conference.

Chairman of the British Tourist Authority Nick de Bois CBE said: 
“I was delighted to welcome our UK nations, cities, associations, and congress organises to VisitBritain’s Association Conference. Over the last few days, we have all had a hugely valuable opportunity to explore how we, as an industry, can demonstrate the wider impact business events brings to an organisation, venue and destination in this fast changing and dynamic landscape. We are hopeful that the conversations taken place this week, alongside the launch of VisitBritain’s Business Events Impactful Framework, can help support us all on this important journey. 

“None of this could have been achieved without the partnership and support of our chosen host city, Edinburgh. Being able to showcase one of Britain’s iconic cities alongside delivering an in-depth educational itinerary has allowed us to deliver a well-rounded experience to all our attendees and once again demonstrate the high calibre offering that is available all across Britain for future business events.

Geneviève Leclerc, CMP – Co-Founder & CEO of #MEET4IMPACT said:
“During this 2-year initiative, VisitBritain has shown remarkable vision and leadership. The VisitBritain Business Events Impactful Framework, inspired by the #MEET4IMPACT’s BE Impactful Framework©, establishes a benchmark for national and city destination marketing organisations aiming to present a consistent method for showcasing the impact of the events they host. We are honoured to have had the opportunity to assist VisitBritain in their efforts to promote sustainability and make a positive impact, in collaboration with our partner Global Destination Sustainability Movement.

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.  Several cities have already started developing case studies, and we are excited to see the impact in action as they test this work and report on the value creation generated by their events”

In addition to the educational program, participants had the chance to engage in various networking events spanning three days. These included a welcome reception held at the recently renovated rooftop bar of Moxy Edinburgh Fountainbridge, as well as a prestigious gala dinner hosted at the renowned National Museum of Scotland.

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