Greater Manchester Business Visits and Events Strategy 2019 – 2025 1 Our Vision The aim of this document is to set out By 2025, Greater Manchester will the robust approach needed for Greater be a global destination of choice Manchester to realise this ambitious for conferences aligned to Greater vision. The Strategy is firmly based Manchester’s priority sectors; on evidence – from recent local and offering world class support to national research and from consultation conference organisers and a with the industry. It focuses on delivery memorable experience for delegates. that demands strong and productive partnerships. It demonstrates how Our ambition is to grow business Marketing Manchester will work with tourism earnings in Greater the industry to increase the volume and Manchester from £862m in 2017 value of business events coming into by 40% or more by 2025, generating the region by stimulating future growth an additional £345m to the within the sector; supporting markets regional economy. that produce high value and stimulating shorter lead markets; as well as Achieving 40% growth in tourism retaining as much of the existing earnings is an ambitious challenge. conference business as possible. Recent annual growth has only increased by 1.6%, and there will need to be at least a 3.2% increase year on year to meet this challenge. 2 3 The Importance of Business Tourism Conference and business events hosted within Greater Business Tourism plays a vital role in the growth and Manchester during 2017 were worth £862m to the economy development of Greater Manchester’s Economy: (up from £810m in 2015). A further £430m is projected to • It is less seasonal than leisure tourism, providing a year- be generated from delegates who will make a return visit for round influx of delegates, thereby increasing productivity leisure purposes, many bringing partners and family with them1. The sector supports over 35,000 jobs, with additional • It improves the region’s image (by bringing visitors jobs being supported by those extending, or returning, for who wouldn’t normally have considered Manchester; leisure purposes. by discussing world leading innovations/topics; by generating global media coverage) The findings confirm the increasing value of conference • It promotes the region’s world leading experts through and business events business coming from outside of the their participation in business tourism north west, from the rest of the UK and from overseas. This • It provides a distinctive means to highlight the region’s business now accounts for £454m, compared to £370m ground-breaking research six years ago. International association business is key to • Business visitors spend more than leisure visitors developing our overseas market and this has almost doubled since 2011; from £46m in 2011 to £91m in 2017. • A delegate’s experience of a destination can generate return leisure visits or extended stays Whilst these areas of higher value business have grown, competition for business events is fierce in an ever- ___ increasing competitive global marketplace. 1(source: Conference Volume and Value Report 2017, RJS Associates for Marketing Manchester, using data modelling from VisitBritain’s Business Visits and Events Delegate Spend and Trip Extensions Report). Business tourism plays a significant role in the success Overseas visitors attending business events in the UK are “of hotels in Manchester, filling rooms and creating vital “ valuable to our economy, spending more than one and a delegate spend year-round as well as important repeat half-times what the average inbound visitor spends during business. Business tourism has undoubtably been a key their stay. VisitBritain is committed to growing the business factor in the rapid growth of Manchester’s hotel sector events sector, working with local destinations as well as and has certainly helped improve Manchester’s image internationally to highlight all the UK has to offer, from our as a place to do business. world-leading credentials in business, research and Adrian Ellis, Chairman of” the Manchester Hoteliers innovation to our first-class convention centres, exclusive Association incentive travel programmes and quality infrastructure. VisitBritain/ VisitEngland Director Robin Johnson ” We need to continue to collaborate and work in partnership to ensure we remain competitive with the ability to attract world- “ leading events that can not only deliver maximum return for our economy but help keep the spotlight firmly on Manchester as a leading global destination for business. Shaun Hinds, CEO of Manchester Central” The International Congress and Convention Association (ICCA) uses the following definition for business tourism: “Business tourism is the provision of facilities and services to delegates who attend meetings, congresses, exhibitions, business events, incentive travel and corporate hospitality”. 4 5 About Manchester Convention Bureau Marketing Manchester’s Role In 2017/18 the Manchester Convention Bureau The Manchester Convention Bureau was established in 1996 by Marketing Manchester to facilitate and attract conferences to the region. The Bureau has sought to develop a series of strategic partnerships with key stakeholders Submitted 85 bids including VisitBritain, Manchester Central, the universities for major conferences and the Manchester Hoteliers Association to increase the number of conferences hosted in Greater Manchester and to maximise their economic benefit. Manchester’s Convention Bureau identifies, bids for, and successfully secures, major conferences to Greater Converted 30 bids Manchester; works with professional conference organisers and venue contacts to secure and facilitate incoming with an economic business; and operates a venue sourcing service and a delegate accommodation service. impact of £26million into confirmed business Manchester’s Convention Bureau sits within Marketing Manchester and is responsible for developing and supporting the destination’s conference and business events activity conducted under the ‘Great Minds Meet in Manchester’ brand. Booked £2.2million Marketing Manchester is responsible for promoting of business through its Venue Location Greater Manchester as a place to visit, invest, meet and and Accommodation Booking Services study and is the Destination Management Organisation for Greater Manchester. Marketing Manchester is part of the Growth Company. Placed 12,000 accommodation bookings Increased the number of bids submitted by 16.5% compared to 2007 Increased the number of bids converted by 50% over the same period Achieved a 25% increase in economic impact 6 7 Trends Recent Performances Greater Manchester Trends Conference and business events hosted within Greater Conference activity within Greater Manchester is generally Manchester during 2017 were worth £862m to the economy focused around Manchester City Centre, particularly (up from £810m in 2015). A further £430m is projected to Petersfield and Manchester Central, as well as The Quays. be generated from delegates who will make a return visit for leisure purposes, many bringing partners and family with Consistent growth has been seen from international them1. The sector supports over 35,000 jobs, with additional associations, overseas delegates and business booked from jobs being supported by those extending, or returning, for outside north west England. leisure purposes. The findings confirm the increasing value of conferences Between 2015 and 2017 Greater Manchester performed and business events coming from outside of the north west, better than the UK average: from the rest of the UK and from overseas. This business now accounts for £454m, compared to £370m six years ago. • There was a 2% decrease in the number of conferences International association business is key to developing our and meetings hosted in Greater Manchester compared to overseas market and this has almost doubled since 2011; a 4% decrease in the UK from £46m in 2011 to £91m in 2017. • The average conference length was 1.7 days in Greater Manchester compared to 1.5 days in the UK In recent years, there has been a trend towards Manchester • The average delegate rate in Greater Manchester was Central hosting larger conferences, yet across all venues higher than the UK average the size of meetings has become smaller and the length of conferences has become shorter. However: • There was a 2% decrease in the number of delegates Venues outside the city centre, such as EventCity and hosted in Greater Manchester compared to a 1% decrease Victoria Warehouse, along with the extensive facilities at across the UK sporting venues (Emirates Old Trafford, Etihad Stadium, Manchester United Football Club, AJ Bell etc) all offer • The number of delegate days in Greater Manchester significant opportunities for further growth. decreased by 5% compared to a 3% decrease for the UK • There was a decrease in share of total delegates from the association sector compared to a static share for the UK • The average event size in Greater Manchester was smaller at 67 delegates when compared to between 70-72 delegates for the UK 8 9 Focus 1: Attracting More Conferences to Greater Manchester Key to attracting conferences to the The VisitBritain Events Research 77% of organisers say access is the 62% of organisers say suitability of 51% of organisers say value for 14% of organisers say the perceived region is an understanding of buyer Report also highlights the dominance most important factor venue is the second most important money is