28 Events Future
FUTURE PERFECT FOR EVENTS ?
We take a look into UK and Ireland ’ s event future with the countries ’ tourism board business events teams
reat Britain continues to attract significant association congresses , notably in the fields of medical and life sciences . In 2024 , London is set to host the European Society of Cardiology , focusing on the transformation of patient care and advancements in cardiovascular medicine , while Cambridge will host the International Neurotrauma Society Conference , delving into crucial research on brain and spinal cord injuries .
In Scotland , Edinburgh will be the venue in June for the 29th Congress of the European Society of Biomechanics .
Paul Black , head of business events at VisitBritain tells CN his organisation , in collaboration with city convention bureaus and event organisers , is supporting many events further down the line in sectors such as mobility , medical , and sciences through the Business Events Growth Programme . Notable examples on the horizon include the World Congress of the International Academy of Oral Oncology in Liverpool ( 2025 ), the World Water Congress & Exhibition in Glasgow ( 2026 ), and the Intelligent Transport Systems World Congress in
Birmingham ( 2027 ).
“ Britain ’ s business trade show sector continues to accelerate its innovation and importance within our ecosystem as an essential tool to support sectoral growth ,” says Black . “ In 2024 we welcome back mainstays such as Spring Fair in Birmingham , London Tech Week , Space Comm in Farnborough , as well as new events such as World Music Expo Conference ( WOMEX ) in Manchester .”
Black notes the post-pandemic landscape has transitioned to the strategic development of mid- and long-term pipelines , aligning closely with regional and national sectoral priorities . “ Education programmes and event design are adapting to address global challenges , meet delegate expectations , and accelerate work to deliver more sustainable events – environmentally and socially ,” he says .
Black adds that the industry is undergoing a process of ‘ technification ’ driven by evolving delegate expectations , changing experience needs , and the rapid development of innovative technologies , particularly in the era of digital transformation . Embracing this transformation is imperative , he says , noting Artificial intelligence ( AI ) is emerging as a pivotal factor , and not only in the events industry . “ It is set to revolutionise event design through hyper-personalisation , adaptable event formats , enhanced audience interaction , and streamlined content creation . Moreover , AI is poised to play a significant role in optimising sales and marketing operations through the integration of automation technologies .”
Collaboration and partnership are also important factors in supporting sectoral growth , Black believes .
Collaboration goes far beyond the immediate event and hospitality ecosystems , Black notes , and says this is evident in the evolving role of city convention bureaus , which actively contribute to attracting association congresses . “ Leveraging their network of expert ambassadors , relationships with regional universities , business sectors , and political stakeholders , the bureaus serve as essential conduits for collaboration across various stakeholders . Furthermore , they assume the role of place custodians , ensuring that events not only support sustainable growth but also work to manage the impact on the environment and natural systems .”
Black sees a positive future for events in Britain and underlines it is “ crucial the event industry is further recognised by government and business leaders , emphasising its contribution to economic growth , innovation , and societal advancement ”. During this journey it is also important to attract future talent to join the sector , he adds .
Scottish perspective There is a perceptible increase in enquiries from the UK , European and North American markets for Scotland , Theresa Steven a business development manager for the North of England and Midlands MICE market for the Business Events team at VisitScotland , tells CN . Particularly , she says , the increase is noticeable for enquiries for larger conferences ( 200 + www . conference-news . co . uk