Festivities kicked off yesterday for the fourth annual The Event: The UK Summit, hosted by VisitScotland Business Events and London Convention Bureau at London & Partners. It’s a twofer deal, of sorts, for meeting professionals in attendance.
North American incentive and corporate buyers jetted across the pond for a three-day educational conference in Edinburgh, held at The Principal George Street and The Principal Charlotte Square, beginning July 25. While there, guests enjoyed dinner on Royal Yacht Britannia. On the second leg of the trip, attendees can choose their own adventure. Each person will elect to spend the remainder of their stay exploring London or Scotland. The event wraps up on July 30.
“This program, now in its fourth year, is becoming even more critical in highlighting our offerings amongst North American incentive and corporate buyers,” says Richard Knight, VisitScotland’s business events director of marketing for the Americas. “The best way to display the appeal of our product is to invite them to visit the destination.”
Guests who remain in Scotland will conduct site inspections of Fairmont St. Andrews and Gleneagles Hotel. Those who choose London are also in for a fun and informative time, curated by 2BUK and The Principal London.
“The Event: The UK Summit is an ideal opportunity to showcase the very best of London’s MICE offerings, as well as give guests the opportunity to sample some of the city’s best cultural attractions, hotels and restaurants,” says Chris FJ Lynn, chief representative of North America for London & Partners. “We look forward to welcoming buyers and planners from North America to the U.K. capital, and it’s a great chance to convene leading figures from the MICE industry to share knowledge and insights on wider trends for the business-tourism sector.”
Scotland and London are two of Europe’s leading destinations for association conferences and incentive trips. Scotland added more than 90,000 seats to direct flights from North America in the last 18 months and London hosted more than 50,000 attendees at London Tech Week 2018. Additionally, the Elizabeth railway line will open later this year to offer more accessibility from Heathrow Airport to various parts of the city.