Liverpool Convention Bureau, along with partners ACC Liverpool, Royal College of Physicians and the University of Liverpool, will focus on the city’s sector strengths as part of the campaign

A new global campaign aims to attract more conferences and business events to Liverpool.

Liverpool Convention Bureau, along with partners ACC Liverpool, Royal College of Physicians and the University of Liverpool, will focus on the city’s sector strengths and the pioneering work in sectors such as medical and life sciences, manufacturing and digital.

This strategy is underpinned by research showing conferences and events are attracted to locations not only because of their facilities, but primarily because the destination has a strong connection with their subject. 

The main thrust of the campaign is a digital magazine launched in association with CAT Publications, one of the world’s leading publishers for the meetings and convention industry.

This magazine will be promoted through CAT’s channels as well as targeted marketing and at various national and international trade shows attended by Liverpool Convention Bureau and partners.

Jennifer Jensen, head of business tourism at Marketing Liverpool, said: “The impact of the meetings and conference industry is already huge to the city, but there is also a lot of untapped potential, particularly around sectors in which the region leads the way on a global stage.

“We have to come up with fresh ways of attracting business events to the city, and all the research shows that focusing on sector strengths is the most effective way to do this.

“It also dovetails perfectly with our other activity, such as the Club Liverpool ambassadors programme – a network of ambassadors who are leaders in their fields and work to bring world-class conferences and events to Liverpool.”