London, a city renowned for its charm and vibrancy, holds a special place in the hearts of many. The celebrated architect Norman Foster once said, “I travel continuously, and I see many cities, but there is nowhere like London.” Foster, a pioneer in modern British architecture, understands the unique allure of this metropolis.
A City for Conferences
This sentiment resonates deeply within the world of conferences. London consistently ranks as a top destination for business events, consistently drawing in throngs of delegates. When we surveyed hundreds of conference attendees, an impressive two-thirds placed London at the top of their list. But what does this mean for the city’s future? Can it further solidify its position as a leader in the global conference market?
A City that Stands Tall
In the wake of the global pandemic, London has emerged as a resilient force in the business events industry. A recent study by Excel, titled “Event with Intent,” reveals that London is the global frontrunner for business events. This report, based on a survey of 250 delegates and in-depth interviews with industry experts, reaffirms London’s dominant position.
A City that Must Adapt
As international competition in the conference sector intensifies, the time is ripe for London to bolster its position as a leader. To maintain its dominance, the city must continue to invest in its exceptional facilities and infrastructure. Recently, Excel announced plans for a significant expansion, including a state-of-the-art convention center, exhibition halls, conference rooms, and public green spaces. However, investment in other areas is critical to ensure continued success.
A City with a Transportation Advantage
When it comes to hosting corporate events, a key factor is efficient transportation. London’s well-established transport network is a major asset, but it needs continued investment to maximize its potential.
Our research underscores the critical role of convenient travel in attracting attendees. A staggering 88% of respondents indicated that easy access, including direct flights and reliable public transportation, significantly influences their decision to attend an event.
London’s transportation network already receives high marks from event delegates. The average rating for London’s transport system is 4.5 out of 5, with many praising the introduction of the Elizabeth line. This new line connects Excel directly to Heathrow Airport and central London, solidifying its status as the UK’s most popular train line.
A City on the Move
The competition to attract conferences is heating up, making it crucial for London to leverage its stellar reputation. With an anticipated announcement on tube fares from Mayor Sadiq Khan on the horizon, the time is ripe for further investment in the city’s transportation network. While the UK government has pledged £250 million in capital expenditure for 2024/2025, there is ample room for additional investment.
A City that Connects
Our research also highlights the importance of seamless transportation for networking beyond the conference itself. Delegates appreciate the ability to easily connect with contacts outside of the event, particularly in a city like London, which remains the world’s leading financial hub.
A City with a Global Appeal
To fully capitalize on its top spot, London must create a business-friendly environment that attracts the world’s largest corporations. This includes fostering a welcoming commercial and regulatory landscape that encourages these companies to establish a presence in the city.
Looking ahead, demand for London as a conference destination is expected to continue its upward trajectory. Event delegates, organizers, and exhibitors alike are united in their belief: There is truly nowhere like London. Now is the time for the city to solidify its leading position as the preeminent location for business events.
