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Glasgow pledges to uncover real value of events

The city’s convention bureau research project is set to delve into the added benefits of hosting conferences

Pictured: Glasgow

Research from the Glasgow City Marketing Bureau (GCMB) is set to measure the value of hosting events, beyond their economic impact.

Historically, destinations monitor and announce the direct financial impact of conferences on the local economy. And the GCMB plans to go one step further by identifying added ‘legacy’ benefits through interviews with clients and ambassadors and analysing data. It has also funded research into the legacy of the European Association of International Education conference, held in Glasgow in September 2015, allowing it to measure the tangible impacts of hosting a large and prestigious meeting, beyond the £7.3million economic benefit and 4,300 recorded delegate numbers.  

Aileen Crawford, head of conventions at Glasgow City Marketing Bureau, said: “We feel there is an opportunity for destinations to showcase more than just the economic impact of a conference.

“In Glasgow we always put the client and our academics at the heart of the planning and delivery of a meeting; to ensure both societal benefits and tangible impacts for the specific sectors linked to our association conferences.

“Glasgow is well known for positioning itself ahead of the curve in the meetings industry and our legacy series is the perfect example of that.

“Defining best practice is part of our model and we look forward to sharing our research as we launch our exciting legacy series.”

Over the course of the next year, Glasgow will report the legacy impact project findings, in order to collate the wider measurements surrounding the meetings.

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