Though London is the location of so many meetings and incentive programs, there are endless options to expand a program beyond the city limits. During a recent gathering by MeetEngland during MPI’s European Meetings and Events Conference in Brighton, attendees were introduced to some of those by representatives from their CVBs.
Located in the heart of England 60 minutes by high-speed train from London and 20 minutes from Birmingham, Coventry is “really well located to base yourself and travel around and experience the whole of the U.K.,” said Claire England, senior destination manager, Destination Coventry. “We are a medieval city, so you’ll find an 11th century cathedral and then if you go outside into Warwickshire, into the England countryside, there are stately homes, Warwick Castle (a popular event venue) and the home of William Shakespeare in Stratford-upon-Avon.”
Based in the Northwest two hours from London by train, Liverpool is best known as the home of The Beatles. A must-see attraction is Strawberry Field, the iconic site that has been transformed into a John Lennon experience. Visitors have the opportunity to trace the same steps as Lennon took in his childhood. There’s an emphasis on personal reflection and spirituality, with many wellness classes, “and his sister might even pop in for a Q&A as well,” said Lisa Owen, client services manager, Marketing Liverpool.
These two cities are just 12 minutes apart, and 80 minutes to Bath and 90 to Bristol by train from London.
“We are blessed in terms of our location. To the north we have the Cotswalds, to the south Stonehenge, to the west Cardiff,” said Helen Applin, head of business events at Meet Bristol and Bath. “Bath is a double UNESCO world heritage site, full of Georgian architecture, the original wellness city. We have the Roman baths, which you can hire out exclusively for a reception and dinner at the Pump Room.”
Bristol, the birthplace of the street artist Banksy, is a hub of creativity, where groups can take street art tours or even try their hand at stencil art.
Brighton, which hosted EMEC, is just 55 minutes from central London. This city was a fishing village until King George IV built his palace, the Royal Pavilion and Garden, in the 1780s; EMEC hosted a dinner there.
A fun incentive activity is “to take an amazing gastronomic tour around the city, meet the local producers and the city’s personalities, then go and catch your own supper. At the restaurant Murmur, attendees can even fry up the fish themselves,” said Julia Gallagher, head of sales, marketing & partnership—tourism & venues at Brighton & Hove City Council.
Many planners might not be aware that VisitEngland’s MeetEngland Business Events team provides a comprehensive range of impartial and complimentary services, including innovative events ideas, English service providers, industry sector expertise, and the latest news on England’s leading destinations, venues and professional services.
“We have a dedicated team member in North America to support planners make informed choices that deliver value and return for organizations holding events in England,” said Paul Black, head of business events, VisitBritain/VisitEngland. “Our industry is all about community, and often our CVBs and DMCs provide that key to unlock the potential of the region to host important business events.”