Lisa Owen, Head of Business Tourism, Liverpool Convention Bureau.
By Lisa Owen, Head of Business Tourism, Liverpool Convention Bureau
Earlier this month I had the pleasure of attending The Business of Events (TBOE): Global Policy Forum in London – and I came away energised, optimistic and more than a little fired up!
There’s a real buzz building in our sector right now. After years of working hard for greater national recognition, business events are firmly front and centre, with a refreshed outlook and clear strategy. For those of us who’ve been steadfastly championing their value, it feels like an incredibly exciting turning point.
NOW ON THE NATIONAL AGENDA
The headline from the day? Business events have been selected for a new UK Parliament ‘State of Play’ Select Committee inquiry.
This is a big deal and long overdue. For once, we’ve got the opportunity to speak directly to policymakers about what our industry delivers: jobs, investment, international profile, and a platform for innovation. We’re not just about putting on great events (although we do that brilliantly) – we’re a key part of a much wider economic picture.
This isn’t just about Westminster either. It’s a national conversation, and here at Liverpool Convention Bureau we’re determined to make sure the voice of the Liverpool City Region (LCR) is heard loud and clear.
WHY THIS MATTERS FOR LCR
Here in Liverpool City Region, business events do so much more than fill venues. They drive visitors, boost local businesses, and open doors to collaboration and kick-start further economic growth. They help us tell our story; a story rooted in creativity, science, innovation and ambition.
Events play a vital role in our visitor economy, yes – but they’re also a strategic tool. We use them to support priority sectors, grow international links and build our reputation globally. And like many of our partners across the North, we know what more national support could unlock.
SOLID PERFORMANCE IN A TOUGH CLIMATE
The team behind The Business of Events also launched their latest Economy Tracker on the day – and the figures gave us plenty to feel positive about:
- Revenue per delegate hit £140.72 in Q4 2024, up from £114.30 at the start of the year – showing that demand is still strong.
- Lead times dropped to just under 60 days, with planners moving quickly to finish the year strongly.
- Delegate numbers dipped slightly, but that’s consistent with seasonal trends and a wider shift we’re seeing towards smaller, sharper events.
What it shows is a sector that’s adaptable and resilient. We’ve had to be. The past few years have thrown plenty at us – from the pandemic and lockdowns to political uncertainty, cost pressures and shifting client expectations. We’ve seen international markets pause, budgets tighten, and planning cycles shorten dramatically. But despite all of that, the industry continues to deliver – creating value, driving footfall, and proving its relevance time and again.
That resilience is something we should be proud of – and it’s exactly why the sector deserves a stronger voice in national conversations.
DESTINATIONS NEED TO LEAD
One of the most relevant sessions for me focused on how Convention Bureaus (CVBs) are adapting to change. The message was clear: CVBs need to think beyond event delivery and step up as strategic partners in place-making and policy.
That really landed with me. In Liverpool, we’re already working across sectors, shaping bids that align with our growth priorities, and building long-term partnerships with industry and government. But like everyone, we’re still evolving – and events like this help sharpen our focus.
LOOKING AHEAD
Being in that room reminded me that the work we do locally connects directly to a much bigger picture. If we want government to understand our value, we’ve got to show it, with data, with case studies, and with confidence.
Following the insightful conversations at the Forum, we plan to engage further with the Select Committee inquiry, sharing insights with our partners, and doing what we’ve always done: advocating for the Liverpool City Region and the brilliant businesses within it.
We’re currently looking at ways we can improve the way we capture and share data on the economic impact of events. By aligning more closely with national metrics, we’ll be able to better inform both local and national discussions about the role of events in Liverpool’s economy.
We also hope to create more case studies that connect events to real-world outcomes—think inward investment, academic collaborations, and export growth. We believe such stories will show just how much value events bring to Liverpool’s key sectors and the wider region.
On top of that, we’re preparing to deepen our relationships with local and national policymakers. By working closely with leaders in the city region, DCMS, VisitBritain, and other industry bodies, we’ll make sure LCRs voice is heard, particularly as we continue to champion the importance of events in driving sector growth and levelling up.
Finally, we’re examining ways we can further empower our partners and venues in the future, by providing them with the tools and insights they need to advocate for business events in their own work. This will help us create a unified, stronger voice for the region, making sure that LCR continues to stand out as a key player on the events stage.
BUSINESS EVENTS ARE READY FOR THE SPOTLIGHT
As we move forward with these initiatives, it’s clear that the time to turn up the volume on business events is now. Our sector is now fully being recognised for its true value, and Liverpool City Region is in a prime position to lead this national conversation. But to do that effectively, we need the active support of our Liverpool Convention Bureau partners.
Please take a few minutes to complete our short survey. Your input will help shape how we advocate for business events, influence policy, and unlock future support for our region. Let’s make sure Liverpool City Region’s voice is heard loud and clear.
Please complete our survey HERE.
Now’s the time to make our voices heard.