Conference News November / December 2020 | Page 13

TOURISM BOARD

13 Case study

QUICKLY GOES VIRTUAL

Kerrin MacPhie , head of business events at VisitBritain , describes how the organisation ’ s flagship event went online
or the last four years , VisitBritain ’ s flagship business event , MeetGB , has been connecting international buyers with hundreds of UK suppliers including destinations , meeting venues , hotels and DMCs , promoting why the UK is a leading global destination for meetings , incentives , conferences and exhibitions .
VisitBritain was weeks away from delivering MeetGB 2020 at ICC Wales when the UK went into lockdown . Along with the rest of the industry , we had to make the hard but necessary decision to cancel the in-person event . Despite this very disappointing setback , MeetGB ’ s objective of connecting , supporting and educating buyers on the UK ’ s outstanding business events offer could still be achieved . Engagement with international buyers , staying present and maintaining strong relationships prevailed even though it couldn ’ t be in person .
As well as supporting the UK events industry on the road to recovery , MeetGB Virtual provided an opportunity to showcase all the necessary
steps the UK was taking to ensure a first-class , safe business events experience for the future . The need was clear and so the virtual event was delivered in a short space of time , giving event professionals the opportunity to connect and forge relationships with UK suppliers like never before . We were one of the first tourism boards to deliver a virtual exhibition of this scale , and so early on in the Covid-19 crisis .
Using the first-hand experience of the VisitBritain Americas Team , we utilised a digital platform that was reliable , intuitive and easy to use . The virtual event platform facilitated hundreds of one-to-one virtual business meetings . Visitors could also virtually ‘ walk the show floor ’ exploring the UK
supplier booths , with live chat , and play on-demand videos , brochures and presentations .
Held on the 17 and 23 June 2020 , accommodating both the European and North American time zones , more than 500 event professionals attended across the two event days . For the first time we welcomed UK buyers to connect with UK suppliers , in addition to hundreds of buyers from Europe and North America . MeetGB Virtual facilitated over 400 virtual meetings , forming and nurturing business relationships .
Feedback from attendees confirmed the event was a success . MeetGB Virtual made a significant impact in raising the profile of the UK and creating future business opportunities for the business events sector . But
the learning doesn ’ t stop , we are now working with buyers and suppliers on how we could improve the experience and continue to forge valuable business relationships between international buyers and UK suppliers . From this open communication , and as we look ahead to 2021 , planning is now underway for another virtual event to showcase England ’ s business events offering .
Taking place in February 2021 , MeetEngland Virtual will follow a similar pattern to MeetGB , giving international planners from Europe , North America , UK and China the opportunity to connect with destinations from across England .
More information on the event will be available soon on MeetEngland . com .
Image : Kerrin MacPhie , head of business events at VisitBritain
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