Events are GREAT Britain, the brand to market Britain as a Business Visits & Events’ destination, was unveiled to industry associations, stakeholders and media last night (14th April) at an exclusive launch event held at Stamford Bridge, Chelsea Football Club.

Events are GREAT Britain – part of the wider and hugely successful GREAT campaign – will act as the umbrella brand, working to drive more international business to the UK. Working closely with the Business Visits & Events Partnership (BVEP) and the newly created UK Events Industry Board, it will support British destinations and venues to deliver measurable economic benefit to the visitor economy from new events, enhanced delegate numbers and business extenders.

Presentations were made by heads of the major industry associations including; newly appointed Head of Business Visits & Events for VisitBritain – Chris Foy, deputy chair of the UK Events Industry Board and chair of the BVEP – Michael Hirst, OBE and CEO of the Association of Event Organisers – Chris Skeith. In addition, representatives from many of the major UK destinations attended including VisitBritain, VisitScotland, VisitEngland, London and Partners, VisitManchester and Meet Birmingham plus representatives from exhibition and convention centres including ExCeL London, The NEC Birmingham and ACC Liverpool.

Speaking at the event, Chris Foy, Head of Business Visits & Events, VisitBritain explained; VisitBritain’s role is about adding value to the work of the UK events industry. It’s about building demand for events in Britain, supporting the winning of bids, and it’s about addressing aspects of welcome that can do so much more to enhance the business visitor experience of our country.”

Events are GREAT Britain will replace the current Britain for Events campaign which had run since 2010. The campaign will make its international debut to the industry later this month at IMEX Frankfurt on 19th April.

To download all images from the event, visit and for all details of the campaign see www.