Liverpool Convention Bureau recently welcomed representatives from Berg-Hansen, one of Norway's leading agencies for meetings, incentives, conferences and exhibitions (MICE), for a bespoke familiarisation (FAM) visit across Liverpool City Region.
We caught up with Lisa Owen from Liverpool Convention Bureau to find out more about the visit, its objectives and why it matters to the region's visitor economy.
What was the purpose of the Berg-Hansen FAM trip?
The visit was designed to introduce senior representatives from Berg-Hansen, alongside Norwegian Airlines and delivery partner Spectra, to Liverpool City Region's business events offer. It was a team effort, with businesses across the Liverpool City Region taking part. Likewise, Meet England supported us throughout the planning, with Klara Angeles joining us for the FAM trip.
Berg-Hansen works with clients across Norway who are looking for destinations for conferences, incentive trips, meetings and group travel experiences. By bringing key decision-makers to Liverpool and immersing them in the destination, we can demonstrate first-hand why Liverpool City Region is an outstanding alternative to more established UK destinations.
The aim is simple: to help influential buyers experience the destination for themselves, build relationships with local partners, and inspire them to include Liverpool in future client proposals and event programmes.
What did the group experience during their visit?
Our goal was to showcase the breadth and diversity of Liverpool City Region's offer, from world-class venues and hotels to culture, heritage, food, entertainment and shopping at Liverpool ONE.
The visit began with a tour of the Royal Liver Building, including the stunning views across the waterfront and a chance to appreciate its potential as an event and hospitality venue. From there, delegates joined a guided walking tour of the city centre courtesy of Gary Lunt from Reel Tours, taking in iconic locations such as St George's Hall, the Royal Albert Dock, Liverpool Town Hall and the vibrant dining offering around Castle Street.
The group also spent time at the legendary Cavern Club, experiencing Liverpool's world-famous music heritage while exploring how the venue can be used for meetings and events.
Logistics for the trip were complex and we were grateful to INTX for their help to transfer us from A to B whilst keeping us on schedule.
How did the tour showcase Liverpool's business events credentials?
A key objective was to demonstrate the quality and variety of venues available to event planners.
Delegates enjoyed a five star experience at The Municipal Hotel & Spa Liverpool - MGallery for their first night’s stay with cocktails in the Library and fine dining at the Seaforth Restaurant.
The following day the delegation enjoyed an evening meal at The Ivy before ascending to the Sky Bar at INNSiDE by Meliá Liverpool for nighttime panoramic views of the city and River Mersey before settling down for some well earned sleep after a busy day.
Venue showcases and presentations allowed attendees to understand the city's conference infrastructure, accessibility and accommodation offering.
We also highlighted a range of restaurants and hospitality venues frequently used within business event programmes such as Albert's Schloss Liverpool and The Bridewell.
What aspects of Liverpool resonated most strongly with the delegates?
Without question, the people.
The visitors repeatedly commented on the warm welcome they received throughout their stay. From hotel teams and venue partners to guides, attractions and hospitality staff, they experienced the friendliness and authenticity that Liverpool is known for.
They were also impressed by how compact and walkable the city is. Being able to move easily between hotels, meeting venues, attractions, restaurants and entertainment venues is a significant advantage for conference and incentive groups.
The city's cultural offer also proved a major draw, particularly Liverpool's unrivalled Beatles heritage.
What unique experiences were included?
Alongside venue visits and inspections, we wanted to showcase memorable experiences that delegates could build into future programmes.
The itinerary included a Beatles-themed tour featuring Strawberry Field, Penny Lane, Woolton Village and other significant locations connected to Liverpool's musical history.
Delegates also enjoyed some lighter incentive-style activities, including social gaming at Flight Club Liverpool and a team baking challenge with The Big Liverpool Bake. The visit concluded with a trip to Knowsley Hall, where guests experienced the historic estate, its event facilities and a memorable duck-herding activity.
Why are visits like this important for Liverpool City Region?
FAM trips are one of the most effective ways to generate future business events.
They allow buyers to experience the destination first-hand, understand the breadth of the offer and build relationships with the people who will help deliver successful events. The visit also strengthens partnerships between Liverpool Convention Bureau, Spectra, transport providers, hotels, attractions, venues and hospitality businesses across the city region.
Ultimately, the ambition is that Berg-Hansen will return home equipped with the knowledge, contacts and inspiration needed to confidently recommend Liverpool City Region to clients planning future meetings, conferences, incentives and group travel programmes.
To find out more about hosting your next business event in Liverpool City Region, visit the Liverpool Convention Bureau enquiry page.