VisitBritain is urging event organisers to innovate and “reimagine the future” as the sector looks to recover from the fallout of the Covid-19 pandemic.
The UK’s £84bn events and MICE industry has been one of the hardest hit sectors by the coronavirus, with many venues still closed and conferences and exhibitions postponed or cancelled.
As part of its international hosted buyer partnership with The Meetings Show, the VisitBritain tourism agency has launched a new business events campaign – “Events. Reimagined”. The aim of the campaign is to “reboot, refresh and reimagine” future events in the UK.
In a statement, VisitBritain said: “With such enormous upheaval recently, the events industry will see innovation and change unlike ever before. The new ‘Reimagine’ campaign is to help buyers creatively reimagine the future of events here in the UK, and take this opportunity to reboot, refresh and reimagine their future events.
“It will inspire the buyers with how the UK is creatively adapting to the new normal in business events and reenergises the industry to meet again in new, innovative ways. We will be helping planners reimagine the future business events and incentives here in the UK.”
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