London
LONDON EXPANDS ITS EVENT FOOTPRINT
The UK capital ’ s major events business is surging , as its flagship venue steps up another size
B usiness tourism contributes a record breaking $ 207m to London ’ s economy , was the message that the London Convention Bureau recently delivered at IMEX America in Las Vegas . The London team said this figure marks a 32 % increase over the year ( to September 2024 ), with North America still the biggest market , bringing in over 40 % of all revenue .
The UK capital has also seen a 28 % increase in the total number of major events it hosts , ranging across fintech , life sciences , and sustainability .
Notable events which have come to London in recent times include the Salesforce World Tour at Excel London , which welcomed 13,000 delegates ; the NOAH Conference at Royal Lancaster with 1,500 attendees ; and the European Society of Cardiology with more than 25,000 guests alongside 2BUK .
The London Convention Bureau estimates a further economic boost in 2025 , with the likes of Salesforce World Tour , KubeCon + CloudNativeCon , and the European Society for Organ Transplantation all set to host their meetings in London – three events that are expected to generate more than $ 90m combined .
London ’ s events sector also encompasses sports and esports events which are booming . Across just six sporting events , the sector contributed a further $ 209m to the London economy . Major League Baseball ( MLB ) alone contributed $ 69m , Formula E added $ 34.6m , and the three National Football League ( NFL ) games hosted at Wembley and Tottenham Hotspur Stadium generated a combined $ 99m .
Excel London refreshes and expands And the capital ’ s flagship conference and exhibition venue , Excel London is also showing off its brand refresh ahead of its 25th anniversary in 2025 .
Part of ADNEC Group ( which acquired London ’ s Business Design Centre as we went to press ), the
Left : ADNEC expanding its Excel London footprint ; while acquiring the BDC also venue ’ s new visual identity comes just as a 25,000sqm expansion comes online . Working with East London-based agency Kemosabe , the brand evolution builds on the strong heritage of the venue and the surrounding Royal Docks area .
Michelle Kemp , director of marketing and communications at Excel , said : “ With significant transformations on the horizon , including Immerse LDN and the completion of our major expansion , the time was right to evolve our brand .” The new branding will be rolled out over the coming months .
Excel London confirmed back in July that more than 65 % of available space for its new 25,000sqm expansion had already been booked for next year . The £ 220m development , supported by ADNEC Group and built by McLaren Construction , will expand the venue ’ s facilities by 25 %. Once complete , it will become the largest fully integrated conference and exhibition centre in Europe , hosting 400 events a year and welcoming four million visitors – a million of those from overseas . Excel ’ s busiest ever year , 2023 , looks set to be surpassed in 2024 .
New partnership Excel London also recently announced a multi-year strategic partnership with UK-based -45dB ’ s sound-reduction product . The sustainably-built soundproof spaces offer a solution to the challenge of creating high-quality conference and meeting spaces in the heart of a busy event floor .
Offering up 45 decibels of sound reduction , the modular systems come in a variety of sizes from small standalone pods , through to theatres for up to 180 seated guests .
The modular construction allows for a faster installation and de-rig than traditional builds . Additionally , the sound reduced meeting rooms and pods can be fully branded , complete with air-conditioning , and in-built power outlets . n
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