Suzanne Watson, Business Development Manager, Liverpool Convention Bureau
Q&A with Suzanne Watson, Business Development Manager, Liverpool Convention Bureau
From the banks of the Mersey to the heart of Manhattan, Liverpool City Region is making waves on the global stage as a leading destination for conferences, meetings, and incentive travel. Recently, Suzanne Watson, Business Development Manager at Liverpool Convention Bureau, travelled to New York to represent the Liverpool City Region at the prestigious MeetEngland Sales Mission and SMU International.
We caught up with Suzanne to hear more about her business growth strategy at these events, why international buyers are turning their attention to Liverpool City Region, and what makes the region such a standout choice for global events.
Hi Suzanne! To start, can you tell us about your role within the Liverpool Convention Bureau team and how it contributes to promoting the Liverpool City Region?
Absolutely! As Business Development Manager at Liverpool Convention Bureau, my role is all about building relationships with event planners and decision-makers across the UK and internationally. I work to position Liverpool City Region as the go-to destination for conferences, meetings, and incentive travel.
We’re here to showcase everything our region offers, including outstanding venues, seamless connectivity, a thriving knowledge economy and, of course, our famously warm welcome. My day-to-day involves everything from sales missions and client meetings to collaborating with local partners and curating tailored bids to bring exciting business events to the region.
You’ve recently attended two major international events in your sector. Tell us where they took place, what they involved, and your key objectives at each.
I’ve just returned from New York, where I represented Liverpool City Region at two fantastic events: the MeetEngland Sales Mission and SMU International, a B2B workshop that connects North American-based meeting and incentive buyers with global destinations.
Organised by MeetEngland, the Sales Mission included a strategic mix of educational sessions, one-to-one appointments and networking opportunities. My objective was to raise the city region’s profile with key US buyers, understand their needs and demonstrate exactly why our city region is such an exciting, reliable and creative destination for business events.
What did you take away from your experience in New York? Did anything about the city or the events inspire you?
New York is such an electric city. It’s impossible not to be inspired when you’re there. The energy, the pace, the ambition. It’s a great place to do business in. It really reminded me how important it is to be bold and confident when promoting your destination. One of my biggest takeaways was how sharply focused the US buyers are on personalisation and creativity. They’re not just looking for great venues, they’re looking for stories, experiences, and destinations that will genuinely excite their delegates.
I also found it inspiring to see how New York leverages its neighbourhoods and cultural assets in a really dynamic way. It made me think about how Liverpool City Region can continue to highlight its own distinctive boroughs to create a more layered and memorable pitch. This business trip gave me fresh ideas, valuable insights into what the North American market is looking for, and a renewed sense of pride in what Liverpool City Region has to offer.
How does attending these events help position Liverpool City Region as a leading destination for conferences, events, and visitors?
It’s all about visibility and connection. These international trade missions allow us to tell Liverpool’s story directly to buyers and influencers. You’re not just handing over a brochure—you’re having real conversations, answering questions, understanding trends, and demonstrating Liverpool City Region’s capability to deliver unforgettable experiences.
In addition to this, by attending as part of the wider MeetEngland initiative and alongside cities like Manchester and London we show the strength and diversity of the UK as a whole, while highlighting what makes Liverpool distinct. The relationships and insights we gain are invaluable for developing future bids and refining our offer to international markets.
What kind of response have you received from event organisers and delegates when showcasing Liverpool?
The reaction is always really positive, people are often pleasantly surprised! While people might know Liverpool as a cultural powerhouse or music city, they’re often amazed by the scale and quality of our event infrastructure. The waterfront ACC Liverpool campus always gets a “wow,” and when I start talking about our rich academic and sector strengths, from health and life sciences to gaming and digital, interest really grows.
There’s also huge enthusiasm around the city’s energy, authenticity and friendliness. People seem to be naturally drawn to Liverpool City Region’s vibe. It’s a place with character. Clients consistently tell us that their delegates love coming to Liverpool. And happy delegates mean successful events.
Liverpool is constantly competing with other major cities. What do you think sets it apart as a place to host events?
So many things, but I’d highlight three: our people, our places and our partnerships. Liverpool delivers the same high standards as other UK cities but with a unique spirit and sense of creativity. We’re known for being adaptable and responsive, whether it’s hosting large-scale medical congresses or bespoke incentive experiences. Our team works hand-in-hand with clients to bring ideas to life.
Plus, our city is compact and walkable, which makes logistics seamless for organisers and enjoyable for delegates. You can go from a keynote session to a rooftop reception, to a gallery opening or Michelin-starred meal, all in the same afternoon!
What sectors or industries are showing the most interest in Liverpool City Region as an event destination?
We’re seeing real momentum across several key sectors. Health and life sciences remain a major strength, especially with the presence of Knowledge Quarter Liverpool. The digital and creative sectors, including gaming, immersive tech and film, are also generating interest, especially with our region’s expanding cluster of innovation hubs.
We’re also planning to host more events linked to sustainability, manufacturing, maritime and finance. These align closely with the Liverpool City Region’s growth sectors, which gives event planners access to a deep well of local expertise and potential speakers.
What role do partnerships with local businesses, venues, and organisations play in attracting events to the region?
They’re absolutely vital. Liverpool City Region prides itself on being a truly collaborative destination. Our partners, be it hotels, venues, universities, transport providers, caterers, or public sector organisations, are all committed to going the extra mile.
Just look at the success of our Club Liverpool initiative, which recently marked 10 years of attracting world-class conferences and delivering over £100 million in economic impact. It’s a perfect example of what we can achieve together.
That spirit of collaboration gives us a real advantage when bidding for events. We’re able to offer seamless, citywide support that’s completely focused on the client. Liverpool Convention Bureau acts as the conduit, but it’s the strength of our entire visitor economy working in unison that makes the difference.
Yes, it’s that collective energy and commitment that delegates remember and return for. Are there any upcoming events or initiatives that you’re particularly excited about?
Yes, we’ve got some exciting international bids in the pipeline, and we’re working on a number of new partnerships that could really boost our incentive travel offer. I’m particularly excited about continuing to grow our presence in the US market. It’s clear there’s a strong appetite for fresh UK destinations, and Liverpool is perfectly placed to meet that demand.
We’re also exploring new ways to embed legacy and sustainability into the events we attract, which is increasingly important to organisers and aligns with our own regional ambitions.
Looking ahead, how do you see Liverpool City Region’s position evolving within the UK and international events market?
Liverpool City Region’s reputation is on the rise. We’ve already shown we can deliver world-class events—Eurovision, The Open, Labour Party Conferences, major health congresses and now we’re building on that success to reach new international markets.
As the meetings and incentive industry evolves, clients are looking for destinations that offer more than just meeting space. They want inspiration, impact and experience. Liverpool City Region offers all three, and we do it with heart.
Finally, what message would you give to organisations considering Liverpool City Region for their next event?
Come and see us! Whether you’re planning a large international congress, an exclusive incentive, or anything in between, Liverpool will surprise and inspire you. We offer world-class venues, unbeatable service, and a city full of soul.
And with Liverpool Convention Bureau by your side, you’ll have a passionate, professional team dedicated to making your event exceptional from start to finish. So, get in touch, we’re ready and waiting to welcome you.
To find out more about hosting your event in Liverpool City Region, contact Suzanne by emailing swatson@liverpoolcityregiondp.com or complete LCB’s online enquiry form HERE.