The six-month campaign aims to promote Britain as a world-class events destination. More then 100 representatives from industry and government attended the launch, including John Penrose, minister for tourism, Visit England and Visit Scotland.
De Bois said the events industry is rising up the government’s agenda. "The events industry matters to government, it creates showcase opportunities for Britain and attracts visitors to these shores from around the globe," he assured guests.
Excel London chief executive Kevin Murphy also outlined his support for the campaign. He praised the achievements of those who work in the industry, raising the position of Britain in the global league table of world event destinations from 19 in 2008, to 14 in 2011. But his message to delegates was: "we can be so much more."
"Events such as World Skills 2011 coming to London, means that Excel London will deliver economic benefit to this city of £1.7 billion during 2011," he said. "Delivered without any subsidy or public investment of any kind. Just imagine how much we could deliver, with just a little more support," he said.
The Britain for Events campaign will run until March 2012.
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