Lisa Owen, Director of Business Tourism, Liverpool Convention Bureau, shares her experience participating in the business of the event’s Global Policy Forum.
Earlier this month, I was able to participate in the Business of Events (TBOE): London Global Policy Forum.
Right now, our sector has real talk. After working hard for national recognition for years, business events are firmly front and center, with a refreshing outlook and clear strategy. For those of us who have been adamant about our own values, it feels like an incredibly exciting turning point.
Now about the national agenda
The headline of that day? Business events were selected for the new British Parliament’s “Play of Play” Select Committee investigation.
This is a big deal and will be postponed for a long time. Once, I had the opportunity to speak directly to policymakers about what our industry has to offer: employment, investment, international profiles, and platforms for innovation. We don’t just have great events (although we do it brilliantly) – we are an important part of a much broader economic situation.
This isn’t just Westminster. This is a national conversation, and here at the Liverpool Convention Bureau, we are determined to make the voices of the City of Liverpool Region (LCR) sound loud and clear.
Why this is important for LCR
Here in the Liverpool City area, business events do much more than landfills. They drive visitors, boost local businesses, open doors and collaborate, and start economic growth. They help us to tell the story. A story rooted in creativity, science, innovation and ambition.
Events play an important role in the visitor economy. Yes – but they are also strategic tools. Use them to support priority sectors, grow international links, and build a global reputation. And like many of our partners in the North, we also know what kind of locks national support can unlock.
Solid performance in harsh climates
The event business launched its latest economy tracker on the day. And this number has given us a lot to feel positive.
In the fourth quarter of 2024, it reached 140.72 pounds, from 114.30 pounds at the beginning of the year. That demand remains strong. Lead time fell to just under 60 days, and planners moved quickly and ended the year strongly. The delegation figures have dropped slightly, but this is in line with the seasonal trends and the wider changes seen in smaller, more sharp events.
What it shows is an adaptive and resilient sector. We had to be. The past few years have been thrown at us a lot, from the pandemic and lockdowns to political uncertainty, cost pressures and changing client expectations. We have seen international markets pause, budgets get tighter and cycle plans get dramatically shorter. But despite all of that, the industry continues to offer it. It creates value, drives footholds and proves its connection many times.
That resilience is something we should be proud of. And that is exactly why this sector deserves a stronger voice in national conversation.
You need to lead your destination
One of the most relevant sessions for me is focusing on how the Convention Bureau (CVB) is adapting to change. The message was clear. CVBS needs to think beyond event delivery and step up as a strategic partner in making and policy on the fly.
It really landed with me. In Liverpool, we are already working across the sector, shaping bids that are consistent with growth priorities and building long-term partnerships with industry and government. But like everyone else, we are still evolving. And events like this help sharpen our focus.
Looking ahead
Being in that room reminded us that the work we do directly leads to a much larger painting. If we want the government to understand our values, we must show it in data, in case studies, and with confidence.
Following on from the insightful conversations in the forum, we share our selection committee research, insights with our partners and plan to do what we have always done.
We are currently looking at ways to improve how we can capture and share data on the economic impact of events. Working more closely with national indicators will help us better inform both regional and national debates about the role of events in Liverpool’s economy.
We also want to create more case studies that connect events to real-world outcomes. We are looking at introverted investment, academic collaboration and export growth. We believe that such stories will show how valuable events will bring to Liverpool’s key sectors and the wider region.
In addition, we are preparing to deepen our relationships with local and national policy makers. Working closely with leaders in urban areas, DCMS, VisitBritain and other industry associations, we will be able to hear the LCRS audio, especially as we continue to advocate for the importance of events in sector growth and levelling.
Finally, we are looking at ways to further empower future partners and venues by providing the tools and insights needed to advocate for business events in our work. This will help create a unified and powerful voice for the region and ensure that LCR stands out as a key player during the event stage.
Business Events are ready for spotlight
As these initiatives move forward, it is clear that it is time to raise the volume of business events. Our sector is now fully recognized for its true value, and the City of Liverpool region is in a major position to lead this national conversation.
Lisa Owen, Head of Business Tourism, Liverpool Treaty Bureau.
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