The mia and VisitBritain team up for two upcoming events

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The Meetings Industry Association (mia) and VisitBritain have joined forces to reunite teams from UK destination marketing organisations and city convention bureaux for two dedicated events next month.

Taking place on March 1st-2nd at Venue Cymru in Llandudno, North Wales, the two-day programme is designed to provide inspiring insight to those working in key roles to attract business meetings and events to their destination.

On the first day VisitBritain, in partnership with GDS Movement, is hosting a roundtable and providing key updates on UK government legislation, as well as focussing on how key industry pledges can be applied in business event destination strategies, stakeholder engagement and effective storytelling.

The interactive session will also include insight from leading accreditation body Green Tourism and a look at the measurement tools planners are starting to use, as well as the opportunity to hear useful case studies from cities at different stages of their sustainable journey.

Day two will see the return of the mia’s highly acclaimed Destination Summit. In its fourth edition, the speakers will address the future of destination marketing and explore how approaches are shifting with various new technologies as well as discussing how the experience should be a key component of any strategy.

Highlights of the programme will also include an interactive bidding journey session as well as case study on how the Barbican and London & Partners successfully collaborated to secure the high-profile Ecocity World Summit.

Jennifer Jensen, Head of Business Tourism at Marketing Liverpool and Destinations Chair for the mia, said: “We are really excited to be working with VisitBritain to hold two unmissable events in one location for all UK destinations. As we emerge from the pandemic, the programme will provide clarity and inspiring new ways of thinking that delegates can then take back and confidently implement to great effect within their own destinations.”

Paul Black, Head of Business Events at VisitBritain, added: “It’s great to once again be working with the mia to deliver this crucial educational event, offering vital support to our UK cities as we recover in 2022. We are looking forward to getting everyone together in person to take part in influential discussions and collaborate on some of the most important challenges our industry is facing, providing a great opportunity for the UK to maintain and grow our share of the global meeting marketplace.”

Attendance for VisitBritain’s roundtable on 1 March is free of charge. Tickets for the Destination Summit on March 2nd are £80 for mia members and £120 for non-members and include an after-hours dinner on Monday night hosted by MeetInWales and Meet North Wales as well as Gin Tasting hosted by Meet North Wales.

To find out more and book tickets visit

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    Lisa Carter

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