London & Partners is taking a more targeted approach to business events as it restructures the way it delivers its tourism and events activity.
The agency has confirmed that it will not exhibit at IBTM World in Barcelona this November, saying it has reviewed the return on investment of international business events and will instead focus its efforts on other trade events.
“London & Partners will not be exhibiting at IBTM World this year,” said a spokesperson. “We regularly review the ROI of international business events and have decided to focus our efforts on other key trade events, including IMEX Frankfurt and IMEX America.
“We will also continue to deliver targeted sales missions and in-market activations to generate a strong pipeline of business and association events. London & Partners remains committed to promoting London as a leading destination for business tourism and events.”
The decision comes alongside a restructuring that will see the London Convention Bureau, Leisure Tourism and Major Events & Experiences teams brought together as a single Experience Economy team.
The new team will be led by Simon McCaugherty, who has more than 15 years’ experience in London’s tourism sector and was previously responsible for developing the city’s visitor experience strategy.
According to London & Partners, the move is designed to create a more joined-up approach to London’s leisure and business tourism activity.
“With the recognition of the Experience Economy and business tourism as key growth sectors in the London Growth Plan, the Convention Bureau and Experience Economy teams will come together as a single integrated team,” said the spokesperson.
“This will enable us to align our leisure and business tourism activity to deliver a more joined-up approach to shaping strategy, attracting investment and major events, and promoting London to international audiences.”
London & Partners stressed that the Convention Bureau itself remains in place, with its existing team continuing to provide dedicated support and points of contact for event planners and industry partners.
“Bringing together our CVB and Experience Economy activities into one integrated team is a strategic change, focused on creating a more joined-up approach to destination management and sector engagement,” the spokesperson said. “It brings together our leisure and business tourism activities, enabling us to make the most of the expertise across these areas and strengthen our overall offer to visitors and partners.
“The change also forms part of wider organisational changes at London & Partners, which are designed to ensure we operate as effectively and efficiently as possible. It recognises the significant contribution business tourism makes to London's economy.
“Beyond the immediate visitor spend it generates, business tourism brings business leaders, investors and decisionmakers to London, creating opportunities to build international relationships and partnerships that support future investment, trade, talent, innovation and growth across the capital.”
The changes follow a period of tighter funding for London & Partners, which is primarily funded by the Mayor of London and the Greater London Authority. The organisation announced earlier this year that it would reduce activity and restructure teams as part of efforts to deliver its three-year strategy and achieve savings across the organisation.
Earlier this month Tracy Halliwell MBE stepped down from her role as director of tourism and events at London & Partners, following what she described as a “mini restructure” after 20 years with the organisation.
M&IT editor Paul Harvey is a journalist with more than 15 years of experience. He began his career in the local press, working for various titles across the north. Since joining M&IT in 2013, he has become a trusted and respected voice in the sector, championing event professionals and reporting on all aspects of the events industry for the brand.
