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Culture is key when choosing a destination say eventprofs

London & Partners said 93 per cent of event planners thought a destination’s cultural offer was important

Pictured: The National Gallery in London

A city’s cultural offering is key when choosing a destination for meetings and events, according to new research from London & Partners

London & Partners revealed that 93 per cent of international event planners surveyed said that a destination’s cultural offer was an important factor when choosing where to host meetings and events.

Respondents to the survey also declared London’s array of cultural attractions as diverse, rich and world-class (95 per cent) and 87 per cent saying it could provide an unforgettable experience to event attendees.

“A destination’s culture is absolutely crucial for our clients when looking for the best place to host their events or conferences,” said Hanneke Dannhorn, president at Brook Green UK DMC. “A good turnout is what defines success and delegates will be keener to attend an event in a city that has more to offer than just functional hotels and venues.”

Jackie Boughton, head of events at Barbican, added: “Ultimately, culture and the arts humanise an event, making it more emotional and ensuring the content is remembered long after the final PowerPoint slide or post event drink."

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