Better Business Tourism in Britain - Business Visits & Events ...

businesstourismpartnership.com

Better Business Tourism in Britain - Business Visits & Events ...

Section 2

INCREASING THE TRADE POTENTIAL OF BUSINESS EVENTS AND

IMPROVING BRITAIN’S POSITION AS A STAGE FOR

INTERNATIONAL EVENTS

Business events are the catalyst for major economic benefits to the areas in which they are held, as well

as providing the context within which billions of pounds of trade are transacted, much of which is exportrelated.

A prime example of economic benefit generated by a single event is the International Textile Machinery

Exhibition (ITMA), held at the NEC, Birmingham in October 2003. ITMA has been assessed by

consultants, KPMG, as delivering:

• Additional visitor spending in the West Midlands of £85 million

• Total UK spending estimated at £110 million

• Support for the equivalent of 1,500 jobs in the region

• 47% of its visitors through Birmingham International Airport

• 45% of visitors reporting that they were ‘likely’ to return and bring friends/family to Birmingham in

the future

• 25% of visitors reporting that they would spend time visiting other regions of the UK

• £25 million expenditure on accommodation (mainly hotels)

• £24 million expenditure on food and drink.

Further information on ITMA is available by email from John Cole at the NEC:

john.cole@necgroup.co.uk

Examples of the trade benefits of business events are manifold, as exemplified by the following:

• The ‘Ideal Home Show’, held at Earls Court, London, attracted 426,528 visitors in 2002. The

estimated total spend by visitors at the show was £147 million or £345 per visitor. The estimated total

spend expected to be made after the show but as a direct result of the visit to the show was £2.1

billion or £4,929 per visitor

• The ‘Spring Fair Birmingham’, held at the NEC, is estimated to generate orders in the region of £1.5

billion, much of which is export-related

• There are two International Boat Shows held in the UK each year, one in London and the other in

Southampton, attracting a total of almost 300,000 visitors. The combined total expenditures at the

shows exceeds £2 billion

• Independent research undertaken at ‘World Travel Market 2003’, the international tourism industry

showcase held at ExCel in London’s Docklands, found that the value of orders per exhibitor averaged

£872,000. There were 700 main stand holders at the show accounting for 5,000 overseas exhibitors

and 264 UK and Ireland exhibitors.

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