Greater Manchester Business Visits and Events Strategy 2019 2025 - Marketing Manchester
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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. (source: Conference Volume and Value Report 2017, RJS Associates for Marketing
1
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
of hotels in Manchester, filling rooms and creating vital
delegate spend year-round as well as important repeat
“ Overseas visitors attending business events in the UK are
valuable to our economy, spending more than one and a
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.
Adrian Ellis, Chairman of the Manchester Hoteliers
world-leading credentials in business, research and
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
Submitted 85 bids
conferences to the region. The Bureau has sought to develop
a series of strategic partnerships with key stakeholders
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
with an economic
Manchester; works with professional conference organisers
and venue contacts to secure and facilitate incoming
impact of £26million
business; and operates a venue sourcing service and a
delegate accommodation service.
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 the third most important safety of a destination is becoming
decision making when it comes to of London and the lack of awareness
factor factor a much more influential factor in
choosing a conference location. and therefore consideration of other
If a destination is perceived as difficult destination choice
British cities for conferences by
to get to, then the location becomes For association business, overall venue Many organisers suggest that whilst
The VisitBritain Events Research international organisers:
a non-starter in the decision-making capacity can determine whether a London has easy access, it is perceived Attacks or unrest can lead to events
Report published in June 2017 sets
process. location is even considered by the as expensive. being moved or cancelled. The attack • London is by far Britain’s strongest
out how buyers choose destinations.
organiser before scoping the number in Manchester in May 2017 did not business event destination across
Availability of subvention has • Manchester is one of the most • Manchester has a strong opportunity
and capacity of breakout rooms. have as detrimental an impact on all organiser types and markets
traditionally been seen as a key accessible cities in Europe to capture this business but needs
Corporate companies may well also business tourism as it was feared it internationally – it is perceived to
determining factor in the decision- • Manchester Airport is Europe’s 19th to increase the volume of messaging
factor in whether the venue fits their might. This is due to the way the region offer easy access and iconic points
making process; however, the report busiest airport. It currently offers around value for money and ease
brand image. galvanised its response, with extremely of interest
clearly omits it from top priorities, and direct flights from more destinations of access, capitalising on the new
positive messages coming out about The research clearly shows that
suggests it is rather a ‘nice to have’. than any other UK airport • Organisers who are familiar with routes coming into Manchester
the destination. This is testament to Manchester needs to raise awareness
Manchester know that there is a Airport. Many organisers benchmark
• The £1bn investment in the the collaborative approach that Greater of its business tourism offer to
Four other key points came out of diverse range of venues which eases value for money against Berlin and
Manchester Airport Transformation Manchester took to the situation. conference organisers across all
the research: the process of finding a suitable Barcelona for conferences.
Programme will increase passenger markets. Key messages to focus on:
venue
capacity from 26 million to 40
million and transform the passenger • As more venues and hotels come • Global connectivity
experience. It will attract more of the into the market, this message needs • Ease of access nationally
world’s leading airlines and open up to be amplified to organisers who are
unfamiliar with Manchester. • Corporate businesses within the
new markets for business tourism. destination
• Home of ground-breaking research
• Safety
• Variety of venues
• Value for money
• Cultural and social programmes
which enhance destination appeal
10 11
Focus 1
Marketing and Chinese Market Attracting the The Growth in New
PRIORITIES FOR ACTION BY 2025 WE WILL HAVE:
Sales Promotion Corporate Market Convention Centres
This is an extremely lucrative market,
• Increased understanding of buyer • Delivered sustained marketing and
In our promotional messaging, we not only for corporate and association More focus needs to be placed on There are several new convention decision making – capitalising on communications activity to promote
need to address the ‘why Manchester?’ conferences, but also incentives. the domestic corporate market, centres due to open across the UK Manchester’s existing strengths with awareness of Manchester as a
question. Our proposition to organisers A recent report by VisitBritain shows as this is of higher value and has over the next few years, creating more a priority on ease of access, world major business tourism destination
and delegates needs to make a that Chinese buyers are becoming shorter lead-in times than national competition in the market place. These leading sector strengths and venue • Developed a consistent business
compelling case to challenge our more adventurous with their choice association business. Currently Greater new facilities will have large marketing capacity tourism message which will
competitor destinations. We need to: of destination. Manchester attracts most of its campaigns around their openings. It is • Consistent business tourism provide a common narrative when
corporate conferences from within the key that Manchester remains proactive messages to existing and emerging the Convention Bureau and
• Highlight our sector strengths Greater Manchester already has region and the majority of these are within all markets and has sustained markets partners are promoting Greater
• Make full use of our intellectual many of the key attributes required day delegates rather than residential. marketing activity in the face of
capital - direct air access, a good variety • Investigate opportunities in China Manchester
To grow this sector and increase increasing competition.
• Unlock our local networks to of MICE product, accommodation stay length and economic impact, and India, as well as an increased • Worked closely with the region’s
activate events capacity and shopping, as well as easy we need to attract more conferences Key UK convention centres opening: presence in North America bookable product and developed
access to the wider North. However from further afield domestically as • ‘Piggy back’ on Group and Travel robust promotion detailing reasons
We need to create great delegate we need to improve our international • Blackpool Winter Garden Trade activity already taking place in for delegates to extend their stay
these will have a greater economic
experiences which develop and incentive offering to be fully Conference Centre opening these markets • Increased national association and
impact for the region. With so many
encourage the promotion of competitive with other UK incentive 2019 – capacity 7,000 delegates corporate conference business
corporate companies relocating their • Develop a robust incentive offer to
Manchester’s brand narrative. Based destinations such as regional and UK headquarters to • ICC Wales, Newport – opening 2019 coming into Greater Manchester
target part conference/part incentive
on the brand values of ‘original London and Edinburgh. Greater Manchester, it is crucial that – capacity 5,000 delegates groups
modern’, our narrative should provide a relationships are built with these as • TECA Aberdeen – opening 2020 –
strong desire to meet in Manchester, Marketing Manchester continues work • Increase promotion to delegates of
many conferences, events and training capacity 5,000 delegates
‘where great minds meet’. in the Chinese market with the group opportunities to extend their stay
courses in the corporate sector are
and travel trade, so these businesses normally run near to the regional and • Re-focus on attracting national
are already aware of Manchester’s national headquarter locations. business particularly from the
European Markets leisure offer. Many of these businesses corporate market as this is shorter
have a MICE department within them, lead in time and quicker wins
Manchester has been pro-active therefore it makes sense to ‘piggy back’ Encouraging Delegates • Increase on territory activity
on activity that is already being carried
in the European market around to Extend Their Stay particularly with VisitBritain and
business tourism and approximately out in this market presenting the offer local partners
60% of conference business coming for the MICE market.
As the Gateway to the North of • Gain sufficient resources required to
through the convention bureau deliver the agreed marketing activity
England, Manchester is well located to
is from Europe. As with other UK
destinations, Manchester is beginning Indian Market capitalise on its position at the centre • Provide reassurance of Manchester
of the UK and easy direct access for as a ‘safe’ destination
to feel the impact of Brexit, with
India is another emerging conference international visitors. Recognising
a small number of bids being lost
market for Greater Manchester, that international visitors spend
recently where the uncertainty around
particularly with the new direct route more during their stay, we have an
the Brexit deal or lack of it is being
from Mumbai and the work being done opportunity to encourage delegates to
cited. Some organisers are either not
already by VisitBritain and Marketing extend their visit before or after their
considering Britain at all, or decisions
Manchester. The Indian MICE market meeting, using Manchester as a base.
on destination choice, particularly
for European conferences, are taking is very similar to the Chinese MICE
longer. Therefore, Manchester market: it is lucrative and not only
needs to investigate opportunities in pure conferencing but also incentive
new markets. led. It works in the same way as the
Chinese market with large group and
travel trade companies having a MICE
department within them.
12 13
Focus 2: Collaboration
Successful conference destinations delegates. More collaborative work
rely heavily on collaboration between also needs to be done with transport PRIORITIES FOR ACTION
the Convention Bureau, stakeholders, providers in Manchester to remain
members and ambassadors. competitive with other, mainly • Increased partnerships with
international destinations which offer stakeholders and strategic partners
At a national level, business visits discounted delegate travel cards and to demonstrate to conference
and events will play a key role in added value for conference delegates. organisers a ‘Team Manchester’
implementing the ‘productivity boost’ approach
in the proposed tourism sector deal. Greater Manchester is currently • Engagement with Transport for
We therefore need to ensure that undergoing significant redevelopment Greater Manchester to develop
Manchester is positioned to maximise and investment. The boom in a strong local transport offer for
the national opportunities afforded building, investment and business delegates
by DCMS and VisitBritain. Within coming into the region is also
• A clear recruitment and recognition
Greater Manchester, we must identify attracting new hotels and venues. It
programme for Conference
opportunities for business events to is important that operators in these
Ambassadors
deliver against the Local Industrial new developments are encouraged
Strategy. to support and participate in the • Early engagement with new venues
activities of the Convention Bureau and hotels to gain their participation
Manchester Convention Bureau and join the collaborative approach to with the offer of incentives and to
operates a strong collaborative promoting Manchester as a conference ensure timely sign up in order to
approach preparing conference and destination. include them in business tourism
event bids for Greater Manchester. activity
Collaboration with the conference Manchester has a robust Conference • Maximise opportunities afforded
ambassador, hotels and venues is Ambassador Programme which offers by DCMS, other Government
vital; but coordination with Transport the support and partnership necessary Departments and VisitBritain
for Greater Manchester, Manchester to inspire and enable individuals to host • Seek greater Ministerial advocacy
Airport, GMCA, The Mayor of prestigious national and international and support
Greater Manchester, Local Authorities conferences. Ambassadors are experts
• Develop airline partnerships
and (when relevant) national in their field and are drawn from
government, is also part of the key academic and industry sectors.
established process. Such support is Ambassador led bids for conferences
essential to make organisers feel that have a higher conversion rate and BY 2025 WE WILL HAVE:
there is support from the city and a generate substantial economic impact
desire to host the business. This is for the region: they also raise the profile • A clear recruitment and
where Greater Manchester of Greater Manchester institutions recognition programme for
currently excels. and research areas. However, more Greater Manchester’s Conference
needs to be done to fully recognise the Ambassadors
However, major improvement is value that Conference Ambassadors • Worked in partnership with
needed in the process following a bring to the region and to ensure their Transport for Greater Manchester
conference win, with a collaborative ongoing engagement. There should to create a delegate transport
approach dedicated to the support be formal engagement throughout pass to encourage visitors to travel
and service of conference organisers the year with Ambassadors, a clear further around the region
and delegates. In a highly competitive plan for Ambassador recruitment
market, the city needs to provide a and a programme to demonstrate • A robust “Team Manchester”
robust business tourism package and a to Ambassadors that their work and approach from bid inception to
more collaborative approach post-win contribution to business tourism is convention delivery
to remain competitive against other valued.
destinations. Conference organisers
and their delegates need to feel that
their presence is recognised and that
their business is valued. Manchester
needs to provide hotel welcome, city
branding and added value offers for
14 15
Focus 3: Delivering a
World Class Delegate Welcome
Manchester needs a world class • Access to a team of Event capacity. It is crucial that this arrival
delegate welcome to remain Welcome Volunteers situated at gives delegates a sense of place and
competitive both nationally and key arrival points key welcome messages.
internationally. For a conference • A ‘Welcome to Manchester – have a
organiser, significant weight is placed drink on us!’ promotion The Airport’s new PremiAir facility will
on the delegate welcome offered strengthen our transportation offer for
• Bespoke city walking tours themed
by a destination. The majority of business visitors.
to the conference for all delegates
destinations offer a simple delegate
welcome but the key to winning • Special delegate travel passes Manchester is perfectly situated for
organisers is to ensure • A Welcome Pack for all delegates major rail networks access across the
that Manchester has a ‘perceived’ with information on what there is country. Delegates can travel with
strong (and differentiating) to see and do within the region, ease from north to south and east to
delegate welcome. delegate offers for attractions, bars west making Manchester a desirable
and restaurants. destination for national conferences via
Working with key partners and Manchester Piccadilly and Manchester
stakeholders – Manchester Hoteliers Marketing support is key for a Victoria stations.
Association, Manchester Central, conference organiser, particularly
TfGM - Marketing Manchester has to increase the profile of the chosen Once in Manchester, the Metrolink,
drafted a Delegate Welcome which is destination to delegates and therefore Europe’s largest tram network, enables
ready to be implemented. increase delegate attendance at the delegates to navigate easily around the
conference. Manchester will offer: City Centre and beyond.
Manchester’s Delegate Welcome will • Access to an online toolkit with
start before the event is confirmed in Manchester promotional films and Investment is also being undertaken in
the form of: assets a city region wide cycling and walking
network. This will offer the delegate
• Bespoke bid proposal • Social media support
a greater choice of travel around the
• Printed bid documents • Support with direct marketing region and will bring Manchester in
• Bespoke destination video and campaigns to boost delegate line with other conference destinations
attendance such as Amsterdam, Berlin and
• Convention Bureau and local
Ambassador attendance at the • Conference Bureau services, Copenhagen.
formal presentation if required including accommodation booking,
local knowledge, access to local The majority of international
• Site inspection costs would also be
thought leaders and experts. conference destinations offer a
included, working with stakeholders
delegate transport pass which enables
and partners on an in-kind basis to Manchester’s Delegate Welcome will the delegate to travel around the PRIORITIES FOR ACTION BY 2025 WE WILL HAVE:
cover accommodation, subsistence need the support and commitment region on one travel card. Manchester’s
and national transport costs of key partners and stakeholders • Develop a clear and compelling • Develop a delegate transport pass • Developed an International
competitor cities (such as Frankfurt,
to make it a reality and offer a truly Barcelona, Lyon and Glasgow) already Delegate Welcome programme with • Consider transport issues, eg coach Delegate Airport Arrivals
VisitBritain research shows the
competitive and stand out welcome. offer such a facility and it is therefore adequate funding to promote and parking and eaase of transport for programme with clear messages
importance to organisers of a sense
Discussions have already begun, and important that Manchester develops a deliver it out of hours events on the region’s offer for business
of arrival and a sense of place. A
work is underway with the Manchester similar offer. • Consistent business tourism tourism
host city needs to demonstrate to • Develop an International Delegate
Hoteliers Association and Manchester messages in the market to increase • Developed a delegate transport
the conference organiser that the Airport Arrivals programme and
Central to develop an experiential Destinations are more successful the profile of a delegate welcome pass in partnership with TFGM
city’s business community knows Delegate Rail Arrivals Programme
Delegate Welcome for Manchester in at attracting business visits and within the region
the conference is taking place and • Engage Boroughs in inspiring • Developed a clear and compelling
the form of a city reception. events when they can demonstrate
welcomes their delegates. This needs • Increased collaboration of key delegates Delegate Welcome programme
to come across in the city and delegate to organisers and delegates that stakeholders with the collaboration and buy in
their presence in the city is valued • Develop opportunities for social
welcome. Depending on the number Arrival and Transportation • A memorable offer that creates a from stakeholders
and recognised. Marketing and programmes
of delegates, Manchester’s Delegate ‘buzz’ for organisers and delegates
Welcome will offer: communication is key to creating • Consider basic hygiene factors i.e.
The £1bn transformation of this welcome perception within • Engagement of the wider street cleaning, roadworks
• A Conference Welcome in all Manchester Airport is set to offer a a destination and should be the business community around larger
conference hotels with bespoke world class passenger experience: it cornerstone to its success. conferences
conference branding will transform delegates’ arrival into
Manchester and significantly increase
16 17
Focus 4: Developing our Product
Greater Manchester already has great Corporate Social Digital
conference venues and capacity for PRIORITIES FOR ACTION
conferences and associated social
Responsibility (CSR)
Manchester needs to understand what
programmes. Focus now needs to • Connecting organisers with
This topic has become a tangible drives the organiser to be stimulated
be placed on further developing our Manchester’s world leading
competitive advantage for destinations enough to choose a destination whilst
product to adapt to changing market academics and businesses to assist
to attract conferences. Organisers having a synergy with its creative
demands. We need to keep improving with key note speaker opportunities
actively seek to hold meetings within and digital roots. There needs to be a
and innovating in order to maintain • Strategic promotion of green
venues that operate a strong CSR review of business tourism marketing
and extend our appeal. Increasing credentials, CSR and sustainability
policy. for the region which moves away
value is being placed by organisers on messages about Manchester and
from print and looks to have digital
Corporate Social Responsibility (CSR), its venues
Manchester needs to be more vocal in marketing pieces specific to different
sustainability and technology.
promoting venues and businesses in sectors – i.e. corporate, association, • Developing a programme of ‘home
the region with a strong CSR policy to incentive. grown’ events
Organisations tend to gear their
business activities around venues attract meetings and events from this • Exploration of digital marketing
growing market. More use should be made of piece for defined conference sectors
and destinations that have a positive
technology: around marketing, digital i.e. corporate, association, incentive
image around these topics. Greater
delegate welcome and notifications
Manchester is known as a place of • Exploration around conference
innovation which is large enough to Developing Home of what’s on in the city. This could be
destination message app for
done through blue tooth beacons being
experiment at scale but small enough Grown Events delegates or blue tooth beacon
positioned at the main conference
to collaborate at speed. messaging
venues to send messages to delegates.
Creativity and pioneering new ways A further option would be to create a • Set out a programme of intelligence
of working is nothing new for this gathering, monitoring and impact
Responsible region. Manchester needs to be a
conference app as part of the tool kit
analysis
for conference organisers.
Tourism Credentials pioneer in business tourism to drive
meeting business into the region. One
Greater Manchester is working hard opportunity is to create or nurture new Access BY 2025 WE WILL HAVE:
to promote its green credentials and events, as well as attracting existing
the recently held Green Summit saw ones in line with Greater Manchester’s Manchester is a knowledge hub
priority sectors. Working with one • A robust process in place to
the launch of “Plastic Free Greater across a variety of sectors. It is by
of our key sectors, and potentially in connect organisers to
Manchester” with high profile names nature innovative and pioneering and
partnership with another international Manchester’s world leading
from the hospitality and tourism is home to ground breaking research
destination (in the US or Far East), academics and business
region pledging to eradicate single use and several firsts. As a result it has
we should seek to scope a suitable community
plastics by 2020. This fits with the attracted a number of world class
wider context of Greater Manchester’s opportunity to pioneer this new • Fully capitalised on the city’s
academics and industry leaders to the
ambitious carbon reduction targets approach. aspirations to be a ‘Carbon
region which has helped to catapult
and “green agenda” which will place Free City’
Manchester onto the world stage
the region at the forefront of the UK’s for key industry sectors such as life • Developed two ‘home grown’
sustainability agenda. sciences, advanced manufacturing, events, initially scoping the
creative, digital and tech. Manchester advanced manufacturing and
Many conference venues across therefore provides a wealth of digital sectors
the region are adopting more ‘green knowledge that appeals to conference
meeting’ packages encompassing organisers, adding value and
healthy eating, local produce and enhancing the conference programme.
energy conservation programmes. Marketing Manchester will work with
academics and thought leaders to
There is no doubt that sustainable provide introductions to conference
meetings are beginning to grow in organisers for programme content.
the events market and an increasing
number of organisers are looking at
destinations with strong messages
around this topic. Manchester needs
to capitalise on this by highlighting its
credentials in this field.
18 19Strategy Engagement Process
To prepare the framework for a new Business Tourism
Strategy, Marketing Manchester held two workshop
sessions involving 75 business representatives. Through
this process of engagement and consultation, the ambition
and business priorities of the sector were identified and are
reflected in this document.
VisitBritain’s Head of Business Visits & Events was also
consulted to ensure that Manchester can take full advantage
of national opportunities. Insights of best global practice
were sought from the Editor in Chief of Conference News
Magazine.
A further consultation workshop with industry partners
was held in November 2018 to gain feedback on the draft
Strategy before publication of this final version.
The following businesses and organisations have
contributed to this strategy:
Bullocks Coaches
Chill Factore
Crowne Plaza & Staybridge Suites Manchester -
Oxford Road
DoubleTree by Hilton Manchester Piccadilly
Emirates Old Trafford
Etc. Venues
Greatdays Travel Group and Manchester Sightseeing Tours
Hilton Manchester Deansgate
Hotel Football
Imperial War Museum North
INNSIDE By Melia Manchester
Jurys Inn
Manchester Art Gallery
Resources Summary
Manchester Central
Manchester City Council Events and Sports Team
Manchester Conference Centre and Pendulum Hotel
Midland Hotel
Manchester Hoteliers Association
The success of this Business Tourism Strategy will require To realise the vision, ambition and targets of this Business Manchester Metropolitan University
a realistic allocation of resources comparable to those of Tourism Strategy, we need to have the buy in of stakeholders Manchester United Football Club Limited
Manchester’s key competitors. There needs to be even and partners to fully collaborate and work towards one goal: Marriott Worsley Park Hotel & Country Club
stronger collaboration between partners and stakeholders to ensure that Manchester maintains and grows the volume Oldham Council
to implement this strategy as well as increased support from and value of business tourism to the region. To enable us Principal Hotel Manchester
the private sector. to achieve this, we will require strong collaboration and a Radisson Edwardian Manchester
commitment to contribute additional resource. Tameside Metropolitan Borough Council
Discussions are underway, led by Manchester Hoteliers’ The Lowry Hotel
Association, to investigate the potential to introduce an The Studio
Accommodation Business Improvement District. Following The University of Manchester Conferences and Venues
the cessation of subvention in March 2020, a BID might Transport for Greater Manchester
provide a mechanism to fund activity which drives more Treetop Trek
business tourism into the city. University of Salford
20 21APPENDIX 1 – APPENDIX 2 –
SWOT Analysis Business Tourism Strategy - Year One Action Plan
As part of the consultation with over 75 Marketing Manchester members, partners and stakeholders, the following Currently, Manchester Convention Bureau opperates a breakeven budget of £420,000. We estimate that an additional
summarises the main strengths, weaknesses, opportunities and threats for Greater Manchester Business Tourism. £200,000 per annum would be required to deliver the priorities set out below:
STRENGTHS WEAKNESSES ATTRACTING MORE CONFERENCES CREATING A WORLD-CLASS
• Strong sector strengths • Capacity of Convention Centre TO GREATER MANCHESTER DELEGATE WELCOME
• Recognised conference destination • Cost • Created a consistent business tourism campaign to • Developed a clear and compelling delegate welcome
• Diverse accommodation offer • Delegate Welcome existing and emerging markets • Developed a delegate transport pass
• Global Connectivity • Loss of subvention • Developed a national activity campaign to increase • Developed an inspiring list of ideas with the Boroughs of
national association business and corporate business Greater Manchester
• Gateway to the north of England • Lack of funding
• Have an Increased presence in N. America market for
• Convention Centre in the heart of the City • Lack of awareness of British Cities associations and corporate -----
• Greater Manchester Mayor as advocate • Lack of public realm • Have a clear message for the European market that KPI:
• Metrolink and free shuttle buses • Homelessness/safety/police cuts Manchester is open for collaboration for European
• Delegate Welcome trialled on 5 conferences
• Variety and choice of venues • Regional transport and roadworks conferences
• Delegate Transport Pass created
• Recognised universities • Airport – building, welcome, price • Developed a campaign around extending delegate stays
• Personality of Manchester Bids • Cleanliness dovetailing with bookable product
• World renowned academic research • Green space • Increased bids for major association conventions
• Relocation of companies to the North • Few historic venues -----
KPI:
OPPORTUNITIES THREATS
• Uplift in national and international bids by 30
• Growth of new sectors – CD&T and advanced • Brexit
manufacturing • Uplift in VLS/ABS bookings of 10%
• Terrorism
• Development of hotels and transport • Increase ICCA rankings
• Developing conference locations
• Airport Expansion • Air B&B
• Manchester’s Business Tourism offer • Will infrastructure keep up with developments COLLABORATION DEVELOPING OUR PRODUCT
• Academic conferences and Ambassadors • Skills shortage in sector • Have re-launched and re-engaged the Conference • Developed a programme of home grown events
• Greater Manchester Mayor as advocate Ambassador programme • Began creation of conference destination messaging app/
• Brexit – focus on national associations and corporates • Developed Airline partnerships i.e. Virgin Atlantic for Bluetooth beacons
• North Shoring conferences from N. America • Developed a campaign around promotion of green
• New international markets • Created a formal Team Manchester approach credentials of conference venues
• Large corporate conferences and events -----
• Sporting events KPI:
• Transport links to EventCity
• Ambassador event held by the end of the year and new
• Partner packaging and bookable product collateral produced
• Mixing work and play – make it obvious its Manchester
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