UK’s business events sector but stopped short of backing calls for a dedicated national strategy or reversing recent cuts to VisitBritain’s business events support.
Its response to the Culture, Media and Sport Committee’s report into business events, published in July, acknowledges the sector’s “unique contribution” to the wider events landscape and confirms that business events will form a core part of a new cross-sector Major Events Strategy, due to be published by spring 2027.
The forthcoming Visitor Economy Growth Strategy will also set out the Government’s ambition to explore a more cohesive, cross-government approach to supporting business events, recognising their role in trade and investment, regional job creation and innovation.
However, the Government has rejected the committee’s recommendation for a standalone, long-term national business events strategy aligned with the industrial strategy.
Instead, it said business events should sit within the wider events ecosystem alongside sporting, cultural and music events, while individual cities should retain the freedom to develop their own business events strategies based on local strengths and priorities.
It has also declined to establish a sector-led National Business Events Council, saying existing engagement through the Visitor Economy Advisory Council and Major Events working groups provides opportunities for industry and government collaboration, although it will keep the proposal under consideration.
VisitBritain cuts remain
The committee’s original report called on ministers and VisitBritain to reconsider the reduction in the size of its business events team and urged the Government to maintain funding for promoting UK business events internationally.
In its response, the Government said the British Tourist Authority had been given a flat cash settlement and was responsible for deciding how to allocate that funding.
It confirmed that UK-wide business events coordination will no longer be undertaken centrally by VisitBritain as it was previously, with the smaller team now focused solely on England. Around 20% of VisitEngland’s core operational budget for 2026/27 is being allocated to business events, with support delivered through the MeetEngland brand.
The Government has also rejected the recommendation to transfer responsibility for business events from DCMS, saying the sector’s role within the wider visitor economy means policy responsibility should remain with the department. It said DCMS would continue to work with other departments on trade, investment and wider government priorities.
Industry seeks further talks
The Events Industry Alliance, Liverpool Experience Campus and The Business of Events, which jointly provided evidence to the inquiry, welcomed the Government’s recognition of the distinct contribution made by business events and its commitment to explore greater cross-government coordination.
However, the organisations said areas of the response still require further consideration and, with the support of the All-Party Parliamentary Group for Events, are seeking a further meeting with the minister and officials to discuss long-term support for the sector and its place within the forthcoming National Events Strategy.
Dame Caroline Dinenage MP, chair of the CMS Committee, said: “Following pressure from the committee, the government has now said that it recognises the unique contribution conferences, exhibitions and trade fairs make to the events landscape and hinted at a more cohesive approach to supporting the sector. It will now need to make sure that its words are translated into action.
“With this vital industry needing support to further boost its economic contribution, the unseemly blame game between the Government and the British Tourism Authority over the withdrawal of funding from the Business Events Growth Programme is an unhelpful distraction.”