Region cashes in on conferences

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The value of Sheffield City Region’s conference market rose by 25 per cent from £226 million in 2011 to £282 million last year, according to independent research by international consultancy Team Tourism.

News of the growth comes at the same time as it has been revealed that one of the region’s top events - MADE: The Entrepreneur Festival - had been axed this year, but might take place every two years in future.

Team Tourism’s report was commissioned by Marketing Sheffield and formed part of the wider UK Events Market Trends Survey.

Seven out of 10 venues taking part in the research said business had increased and more than half expected further improvement this year.

The report showed that single day business for the region was above the national average, but once again highlighted the need to attract more multi-day events that would increase hotel stays.

Marketing Sheffield says the research has reinforced its strategy of focusing on encouraging Sheffield-based members of professional associations and other organisations to act as Ambassadors for the city.

The Ambassadors programme aims to encourage those associations and organisations to bring their events to Sheffield.

Brendan Moffett, director of Marketing Sheffield, said: “Business Tourism is vitally important here.

“It brings in significant influential audiences to the city region which are hugely important in terms of economic impact but also as prime targets for inward investment. These results are highly encouraging for the Sheffield City Region and really demonstrate the growing significance of the corporate sector.”