By Lisa Owen, Head of Business Tourism, Liverpool Convention Bureau
Imagine a delegate arriving in the Liverpool City Region for a conference. They stay a few extra nights, explore the region, dine out, shop locally, and leave with plans to return.
Now multiply that by thousands. This is the growing reality of business events in the UK, and the Liverpool City Region is right at the heart of it.
The recently released VisitBritain Delegate Spend Report tells a compelling story. Business events are not just about networking and knowledge sharing; they are a powerful economic driver. For the Liverpool City Region, the findings offer clear evidence of the value these events bring to our visitor economy and the opportunity they present for businesses right across the region.
THE VALUE IS RISING
Since the last survey in 2017, average delegate spend per trip has increased by 75 per cent, rising from £359 to £629. Longer stays, more overnight visits, and a significant rise in international attendance drive this growth.
International delegates are spending far more than their UK counterparts. Visitors from outside Europe spend an average of £1,824, compared to £872 for European delegates and £328 for UK attendees. Incentive trips are even more lucrative, with an average spend of £2,113 per delegate.
EXTENDED STAYS, EXTENDED IMPACT
One of the most striking findings is the impact of trip extensions. Delegates who extend their visit for leisure or additional business spend 2.5 times more than those who do not. The average spend for these visitors reaches £1,760, compared to £714 without the extension.
This is a clear opportunity for local businesses. Hotels, restaurants, attractions, and retailers all stand to benefit when delegates choose to stay longer and explore more of the Liverpool City Region.
LIVERPOOL CITY REGION’S CONTRIBUTION
Liverpool City Region played a role in the research, hosting three of the 80 events included in the study and contributing 53 of the 1,184 delegate interviews. Feedback from delegates highlighted the region’s appeal, with one US visitor describing it as “scenic, green, and different from US cities.” Others expressed a desire for even greater international flight connectivity, a belief that presents an opportunity for future growth.
WHY DELEGATES COME, AND WHY THEY RETURN
The top reasons for attending business events are networking, learning, and career development. But the impact does not end when the event does. A majority of delegates say they “definitely” plan to return to the host city or region, whether for leisure, future events, or business investment.
This intention to return reinforces the long-term value of hosting business events. They are not just short-term boosts; they are catalysts for repeat visits and deeper engagement with the destination.
WHAT THIS MEANS FOR LIVERPOOL CITY REGION BUSINESSES
For B2B partners across the Liverpool City Region, these findings are more than encouraging; they are actionable. Business events bring high-value visitors who spend across sectors, from hospitality and retail to transport and professional services. They fill rooms outside peak seasons, drive footfall to local businesses, and create lasting impressions.
Now is the time to align with this opportunity. Whether by tailoring offers to business visitors, promoting extended stays, or collaborating with the Liverpool Convention Bureau to attract more events, the potential is clear.
THE FINAL WORD
Business events are big business and can directly lead to longer-term growth and bigger visitor spend overall. Liverpool City Region’s role in this national research confirms what many already know. Our remarkable region is a compelling destination for delegates, and the businesses that support them are essential to creating long-term visitor economy success, for generations to come.
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