There is an undeniable energy that pulses through the halls of IMEX Frankfurt and The Meetings Show in London.
Head of Business Tourism, Lisa Owen describes the moments that remind her of why she loves what she does.
As someone who lives and breathes business tourism, it is moments like these that remind me why I love what I do.
These flagship events are more than just fixtures in the global business tourism calendar. They are powerful and transformative opportunities for Liverpool City Region to stand shoulder to shoulder with the world’s most dynamic destinations.
And this year, we did more than just show up. We stood out.
Global Connections, Local Impact
Representing Liverpool City Region at IMEX Frankfurt and The Meetings Show 2025 was not only a privilege, it was a strategic imperative. These platforms put us face to face with international buyers, event planners, industry influencers and decision-makers. This is where conversations begin that lead to conferences being booked, legacies being formed and millions being invested back into our economy.
Our ambition is to grow Liverpool City Region’s £6.25 billion visitor economy and ensure high-value business events are a cornerstone of that. The energy across both shows this year was palpable. IMEX Frankfurt reached record-breaking levels with over 67,000 pre-scheduled meetings. In London, The Meetings Show offered a renewed global outlook, with a welcome emphasis on sustainability and innovation that aligns perfectly with our own vision.
People, Passion, Place, Planet
At both events, we brought to life what makes our city region so compelling through immersive storytelling, meaningful engagement and a visually striking, sustainably designed stand. Our message was simple yet powerful: Liverpool City Region is a place of passion, driven by its people and rooted in purpose.
Attendees were drawn to the authenticity of our offer. Whether it was discussions on legacy planning, the power of community impact or our outstanding sectoral strengths, from life sciences to maritime and creative industries, we could see the appetite for deeper engagement with what our region has to offer.
Turning Conversations Into Action
The real magic of these events lies in what happens after the stands are dismantled. Already, leads generated at this year’s shows are turning into site visits, proposals and bookings. Long-standing relationships were strengthened, and new partnerships forged—with international associations, DMCs and event tech providers who are excited to work with us to deliver unforgettable experiences.
What stood out most was the growing interest from North American and European buyers in Liverpool City Region’s cultural depth, academic excellence and unwavering commitment to legacy. Our values-led approach to business events is not just being noticed, it is resonating globally.
Liverpool Convention Bureau: A Trusted Partner
Behind every success story is a team of dedicated professionals who know this region inside out. At Liverpool Convention Bureau, we don’t just promote venues, we tell stories. We don’t just secure events, we build partnerships. Everything we do is driven by a long-term view, aligning closely with the Liverpool City Region Destination Management Plan to ensure our work contributes to inclusive growth and a more sustainable future.
We use data, buyer feedback and market insight to continuously refine our strategy and enhance our impact. We collaborate with stakeholders across the public and private sectors to ensure the entire region is represented in a cohesive, compelling way.
Looking Ahead: Building on Momentum
Our focus for the year ahead is clear. We want to secure more international conferences aligned with our regional strengths. We will deepen engagement with global buyers and keep pushing forward our “People, Passion, Place, Planet” strategy. And of course, we will proudly continue to represent Liverpool City Region at key industry events, including future Meetings Shows, IMEX, and IBTM from 18–20 November this year, as well as other major gatherings.
Our ongoing presence ensures Liverpool remains a leading destination for purposeful business events.
To those who have never attended IMEX or The Meetings Show, I would say this: it is not just about selling your destination. It is about forging genuine human connections, sharing ideas, and shaping the future of our industry together.
Liverpool City Region is open, confident and ready to welcome the world and we cannot wait to see what the next chapter holds.
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