The launch of Events are GREAT Britain will take place this Thursday (14th April), officially outlining VisitBritain’s new strategy for Business Visits & Events.

Events are GREAT Britain is part of VisitBritain’s wider GREAT campaign and will act as the umbrella brand working to drive more international business to the UK. Activity will start to roll out over the next six months, with a core focus on supporting British destinations and venues to deliver measurable economic benefit to the visitor economy from new events, enhanced delegate numbers and business extenders.

The launch event will take place at Stamford Bridge, Chelsea Football Club in front of an audience of major industry associations, stakeholders as well as representatives from many of the UK’s major destinations and convention centres.

Presentations will take place from 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 and vice chair of the BVEP – Chris Skeith.

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