Business & Tourism's Familiarisation Visits

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The Business and Tourism Programme will conduct familiarisation visits for our key markets: Canada, UK, USA and Europe in July/August 2022 to coincide with the Commonwealth Games, showcasing Birmingham and the West Midlands region as a business events destination. We will invite delegates who have a high potential to organize future business events in the West Midlands. To attract them to make the visit we would need to make the offer of a visit to the region as appealing as possible. Therefore, WMGC will need to procure hotel rooms for delegates to stay in during the games. The purpose of the activity is to increase awareness of the region, change perceptions and engage with conference and business event organisers to educate, inspire and encourage them to bring their conference business to the region. Lot 1: The BATP will conduct familiarisation visits for our key markets: Canada, UK, USA and Europe in July/August 2022 to coincide with the Commonwealth Games, showcasing Birmingham and the West Midlands region as a business events destination. We will invite delegates who have a high potential to organize future business events in the West Midlands. To attract them to make the visit we would need to make the offer of a visit to the region as appealing as possible. Therefore, WMGC will need to procure hotel rooms for delegates to stay in during the games. The purpose of the activity is to increase awareness of the region, change perceptions and engage with conference and business event organisers to educate, inspire and encourage them to bring their conference business to the region. Key Outputs • The ability to host delegates in region as part of a familiarisation programme is essential experience designed to raise awareness of the region and educate business event organisers on the offer presented by West Midlands. • By hosting delegates during the games, we anticipate the activity to contribute towards building a sufficient future pipeline of conference bids in order to secure 11 conference wins by 2026. • Integrating with the work of the Conference Ambassador Network, it will allow us to connect both local ambassadors and HQ decision makers on territory. Rationale for Procurement • As part of the BATP, hosted familiarisation visits will be held during summer 2022 for key markets (UK, Europe and N America). • These visits will highlight the best of Birmingham and West Midlands products (conference/meeting venues, accommodation, experiences, dining) to key contacts, supporting both awareness and appetite for travel to the region. • There will be a cross programme collaboration between WMGC and VisitBritain in-market teams to deliver this activity. • The FAM visits will support relationships with key buyers to strengthen the region's image and increase the volume and value of business events coming into the region by stimulating future growth within the sector and supporting markets that produce high value. We require hotel accommodation that can provide 15 x Bedroom, Bed & Breakfast from Wednesday 27th July 2022 - Saturday 6th August 2022 for our delegates.