From Norway to Liverpool: Showcasing what Liverpool City Region can offer for Corporate & incentive events
Liverpool City Region recently welcomed representatives from Z Event, one of Norway's largest event agencies, for a familiarisation (FAM) visit showcasing the destination's best venues, restaurant, attractions & activities for MICE Groups.
In collaboration with Spectra DMC and MeetEngland, the visit saw corporate event planners spend time in both cities and formed part of Liverpool Convention Bureau's ongoing work to attract more international business events to the region by introducing influential buyers to the destination.
By bringing the Z Event team to Liverpool, the visit gives them first-hand experience of the region's hotels, unique venues, hospitality, cultural attractions and incentive experiences, while building valuable relationships with businesses and partners who can help deliver future events.
Introducing Z Event to Liverpool
Z Event work with clients across Norway to deliver a range of events and experiences, making the agency an important audience for Liverpool Convention Bureau.
FAM visits provide an opportunity for event organisers to experience a destination beyond the sales pitch, discover its venues and facilities, and meet the local teams who can help bring future programmes to life.
Throughout the visit, the group were introduced to a diverse selection of venues and experiences across Liverpool City Region, demonstrating its ability to cater for everything from corporate meetings and conferences to large-scale incentive programmes and group experiences.
The itinerary also highlighted the destination's distinctive character, combining Liverpool's heritage and world-famous music scene with its contemporary hospitality, independent food and drink offering and unique activities.
Experiencing Liverpool's hotels and venues
Accommodation and event facilities are an important consideration for international event organisers, and the visit showcased a selection of Liverpool's hotels and distinctive venues.
Z Event experienced INNSiDE by Meliá Liverpool, a contemporary hotel in the heart of the city, offering modern accommodation, meeting facilities and panoramic views across Liverpool's waterfront. Its Sky Bar also provides an impressive setting for networking drinks and private events.
The group also stayed at The Municipal Hotel & Spa Liverpool – MGallery, a five-star hotel housed within the city's magnificent former Municipal Building. Combining historic architecture with contemporary luxury, the hotel offers an impressive setting for accommodation, meetings, dining and special occasions.
Further afield, Knowsley Hall provided an opportunity to showcase something very different. Set within a historic estate, the stately home offers an exclusive and distinctive setting for corporate hospitality, private events and incentive experiences, demonstrating the breadth of venues available beyond the city centre.
Showcasing Liverpool's food, drink and unique experiences
Food, drink and memorable shared experiences are an important part of any successful incentive or corporate programme, and the itinerary included several opportunities to demonstrate Liverpool's hospitality offering.
Z Event visited The Art School, one of the city's leading fine-dining restaurants led by chef Paul Askew, showcasing the quality of Liverpool's independent restaurant scene and its potential for premium dining experiences and corporate entertaining.
The group also experienced The Daffodil, a distinctive dining and entertainment venue on a decommissioned Mersey Ferry, offering a stylish setting for group dining on a piece of Liverpool’s maritime history.
The Big Liverpool Bake also featured in the programme, introducing delegates to a more interactive and hands-on experience that could be incorporated into team-building activities and incentive itineraries. If you’ve never experienced this before, think Great British Bake Off!
For something a little different, Flight Club Liverpool brought social darts and competitive entertainment into the mix, offering an informal and sociable experience for corporate groups.
Meanwhile, Quirky Quarter demonstrated another side of Liverpool's attractions offering, with its interactive and immersive exhibits providing a fun experience for groups looking to add something unusual to their itinerary.
Discovering Liverpool's heritage and culture
Liverpool's internationally recognised heritage, architecture and cultural offering are major strengths when attracting international visitors, and the FAM trip included opportunities to experience some of the city's best-known landmarks and historic venues.
The group was introduced to a selection of Liverpool's most impressive heritage venues, including Liverpool Town Hall, with its grand interiors and historic significance providing an impressive setting for receptions, dinners and special events.
St George's Hall, one of the finest examples of neoclassical architecture in Europe, also demonstrated the scale and grandeur of Liverpool's historic event spaces.
Sefton Park's Palm House offered a serene botanical setting, with its beautiful Victorian glass architecture providing a distinctive backdrop for private events, receptions and Gala Dinners.
A visit to the Royal Liver Building 360 Tour showcased one of Liverpool's most recognisable waterfront landmarks, with its impressive architecture, history and views across the River Mersey making it a memorable addition to corporate itineraries.
No visit to Liverpool would be complete without experiencing its music heritage, and delegates were introduced to The Cavern Club, the legendary venue where The Beatles played 292 times and a vital part of Liverpool's wider musical identity. The venue offers an opportunity to incorporate live music and a uniquely Liverpool experience into corporate and incentive programmes.
The itinerary also included Strawberry Field, one of the city's most significant Beatles-related attractions. Combining music heritage, history and an engaging visitor experience, it provides another opportunity for event organisers to create meaningful and memorable group itineraries.
To help delegates discover more about the destination, the programme included the expertise of Blue Badge Guide Charlotte Martin, highlighting the value of guided experiences as part of a business events programme.
Building connections and future opportunities
Delivering a successful FAM visit relies on collaboration across the destination, bringing together DMC’s, hotels, venues, attractions, transport providers and local partners to demonstrate what Liverpool City Region can offer.
MeetEngland also supported the wider destination promotion, while Eavesway Coaches helped facilitate transport throughout the itinerary, ensuring delegates could experience a varied programme across the region.
Why visits like this matter
FAM visits play an important role in putting Liverpool City Region on the radar of international event organisers, giving them the opportunity to experience the destination beyond a brochure and see first-hand what it can offer their clients.
From five-star hotels and historic venues to world-class dining, music heritage and unique group experiences, the visit demonstrated the variety of options available to event planners looking to create memorable programmes.
With the support of Spectra DMC & partners across the region, Liverpool Convention Bureau continues to build the connections and showcase the experiences that help make Liverpool a standout business events destination.