Focussing on MICE B2B shows

Strategy

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Reg We W generally participate in two sorts of roadshows - destination training provided to trade contacts and sales missions - which involve suppliers from a destination meeting with the trade and building business contacts and opportunities. Roadshows do assist in creating awareness of a destination; reinforcing messages and creating and maintaining relationships with trade contacts. As we have done several destination training roadshows in the past, this th year our budgets are focussed on participating in MICE B2B shows and oneon-one on- meetings in various cities. In-house destination training at the offices of trade contacts is also something we are doing this year. In our roadshows, we provide an overview of the destination: main attractions, suggested itineraries, unique selling points, practical information, go-to resources and more. For example in our VisitEngland training we showcase England as a MICE destination; taking the audience through some of the key

MICE destinations (Manchester, Liverpool, Brighton, Birmingham, etc.), unique venues (from castles

and cruises to festivals or sports stadia), why choose England and how VisitEngland can assist them.

Results show ongoing and spread out growth

It’s not always easy to measure immediate results, but the trade contacts from roadshows get in touch with us for further information and we do assist with the information they need to sell the destination to their clients. It may not be immediate, but an ongoing and spread out growth.