Increase your corporate business in 2025 with Visit West.
Corporate business, MICE otherwise known as Events, meetings, conferences, and team-building activities are excellent opportunities for generating income in the visitor economy, particularly during the shoulder periods.
In this episode I spoke with Helen Applin, the Head of Business Events at Visit West, about the flourishing MICE market in the Bristol and Bath region.
We discussed the opportunity of event spaces, meeting room hire, team-building experiences and corporate business that many businesses are missing, as they don’t fully understand this market and the services the convention bureau ‘Meet Bristol and Bath’ provides.
According to the recently published UK EVENTS report, corporate events contribute a remarkable £33.6 billion annually to the UK economy—over £5 billion more than leisure and outdoor events combined.
We chat about:
> Visit West services for Event Planners. Helen explained how Meet Bristol and Bath offers complimentary services for event planners, including venue finding and group accommodation booking. Their venue service gathers event details, sends inquiries to suitable venues, and compiles proposals, while the accommodation service secures rates and block bookings for delegates. .
> The Appeal of Bristol and Bath for Business Events. Bristol is known for larger venues and sectors like finance and aerospace, while Bath, with its UNESCO World Heritage status, appeals to incentive (team-building) events and historic site visits.
> Trends within the MICE market. Clients exploring lesser-known destinations, for unique incentive experiences. Sustainability continues to be a focus, with clients looking for venues that meet third-party accreditation standards and offer community-positive options.
> The Growing Incentive Events since the Pandemic. Helen highlighted the growing significance of incentive events, which range from team-building activities to awards dinners. These events serve as rewards for high-performing employees and foster team engagement. There’s also a trend of incorporating social elements, especially after the pandemic, to encourage relaxation and bonding.
> Promoting Bristol and Bath Nationally and Internationally. Attending trade shows like the Corporate Hospitality Show (CHS Birmingham) to promote Bristol and Bath. Helen highlighted the influence of TV dramas like ‘Bridgerton’ and artists like Banksy in attracting interest to the area. The region’s accessibility, with good train and airport links, is also a significant advantage for event planners.
> Unique Venues and Attractions. Helen talked about standout venues, like Wake the Tiger and the recently reopened Bristol Beacon, which enhances the city’s event capacity. Unique venue options, especially those with a mix of ‘closeby’ indoor and outdoor breakout spaces, are a draw for event planners.
This episode is sponsored by Hello Starling.
Hello Starling is an award-winning Media Planning and Buying agency that specialises in delivering advertising campaigns with great results for visitor attractions and destinations. They’ve work with brands such as Bristol Zoo Project, Visit Shropshire, Visit Conwy, Visit Herefordshire and the National Tourism Office for Poland. If you want to be the centre of attention, visit hellostarling.com today.
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