The initiative recognises and connects academic and sector leaders who support international business events for England. Organisers presented a national framework built on 13 city led ambassador or sector programmes. Those programmes involve more than 2,500 active leaders and have contributed to securing over 280 international conferences since 2022. The launch included panel sessions on how conferences are won and leveraged, and the unveiling of the first MeetEngland Roll of Honour.

Network objectives and next steps for cities and ambassadors

The network aims to elevate intellectual capital, widen collaboration and demonstrate the wider impact of business events. Paul Black of VisitBritain & VisitEngland described the network as a national resource to align city strengths and amplify England’s position in the global meetings market. Gemma Tissington of Marketing Sheffield emphazised Sheffield’s role as host for the launch. Professor Kirsty Fairclough of Manchester Metropolitan University underlined the value of ambassador engagement in converting research excellence into conference wins. MeetEngland and its city partners will now work to connect ambassadors across locations, share opportunities and promote coordinated bids.