How Liverpool Convention Bureau is adapting the approach to securing International Events

This week Liverpool Convention Bureau has been at ExCeL London, exhibiting alongside partners at International Confex.?

Yesterday our Head of Business Tourism, Jennifer Jensen took part in a panel discussion alongside industry colleagues.?

Jenny was joined by:

Paul Black

Head of Business Events at Visit Britain

Lyndsey Rafferty

Senior Association Manager, Convention Edinburgh?

Edward Poland - Moderator

Co-Founder, Hire Space.?

The panel discussion which took place at the Let’s Do London Pavillion discussed the topic ‘How are our major cities adapting their approach to secure international events,’?

During the 45 minute discussion, there were some key points discussed and raised by Jenny and we’ve rounded them up below.

Event organisers are asking different questions

When talking to destinations and venues about bringing their event to the city and the city’s venues there’s a lot more focus on sustainability, social values and the local impact that hosting that event has.?

There’s a focus on legacy. This is not only a legacy for the organisation or association holding the event but for the host city. Event organisers want to have a positive impact.

For us as a Convention Bureau, working for the city region; the economic impact is still important for us, but now in 2023 the focus on the wider social impact is stronger.?

Aligning your sector strengths is key?

When bidding for a conference, especially an association conference, aligning your destination sector strengths is key to offering a connection with the organiser.?

For example, drilling down into Liverpool’s sector strengths; the city region is leading in health and life science, home to the Liverpool School of Tropical Medicine , Royal College of Physicians North and the highest number of specialist hospitals outside of London.?

And there’s proof in the method, with the city due to welcome Diabetes UK ,? Association of Surgeons in Training and Association for Dental Education in Europe in 2023.

Ambassador Programmes are crucial to winning international events?

Club Liverpool is Liverpool Convention Bureau’s ambassador programme, which works in partnership with ACC Liverpool . The programme is a network of academics and professionals in Liverpool.

This gives us an alignment and connection with those industries and associations and provides a stronger opportunity to win and host association conferences within the Liverpool City Region.?

Working with ambassadors to secure and host academic conferences in the city; the likelihood of further inward investment and legacy impact is higher.?

A recent and topical example is the city’s success in securing Eurovision. As a UNESCO City of Music the event is perfectly aligned with Liverpool. We hope that following Eurovision, we’ll see more events like this heading to the region.?

It’s important to harmonise with partners and stakeholders?

As a convention bureau, we rely on partner ‘buy-in’ and their support during the process of bidding for international events. This includes things like securing the best rates for accommodation and event spaces.?

It’s vital that we communicate with our partners the impact these conferences and events have on them and their business. This can be in a financial capacity or it could be from a CSR perspective.?

We do this by utilising our existing networks and partner groups such as the Liverpool Chamber of Commerce, Hospitality Associations and Hoteliers Associations to speak to the businesses in ‘their language’ to help them understand why hosting a conference like the Diabetes UK or Association of Surgeons in Training brings benefit to the region.?

If you'd like to talk to the team about becoming part of the Club Liverpool ambassador programme, help bid for a conference or become part of our network of venues, hotels and suppliers contact the team on [email protected]