The United Kingdom is stepping up its game in the global meetings, incentives, conferences, and exhibitions (MICE) market with a new partnership between Eurostar and Virgin Trains. Launched at IBTM World in Barcelona, the joint venture is set to revolutionize travel for international event planners by offering a seamless, one-stop booking service. This initiative aims to increase business tourism to the UK by making it easier for event planners to organize multi-stop journeys across the UK and mainland Europe. With this enhanced connectivity, cities beyond London, including Birmingham, Liverpool, and Manchester, are now more accessible, providing international delegates with more opportunities to explore the UK’s diverse business venues, attractions, and cultural offerings.

A Seamless Travel Experience for MICE Delegates

For event planners, this new partnership offers a level of convenience that has never been available before. Instead of managing separate bookings for trains between mainland Europe and the UK, planners can now book journeys on both Eurostar and Virgin Trains through a single platform. This unified approach allows delegates to easily travel between major UK cities and European hubs, opening up new destinations and event venues that were previously less accessible.

According to VisitBritain’s Head of Business Events, Kerrin MacPhie, this collaboration marks an exciting new chapter in the UK’s MICE strategy. “We are thrilled to be part of a collaboration that drives growth to more destinations across the UK for the international MICE market,” she said. “This new booking experience provides convenience for the MICE market, easing the planning process and encouraging more international meetings to take place across the UK’s nations and regions.”

The enhanced travel service makes it easier for delegates to visit multiple UK destinations during their business trip. Not only does this create new opportunities for hosting international events, but it also allows attendees to experience the country’s diverse culture and heritage beyond London’s iconic venues.

Tailored MICE Experiences with Eurostar and Virgin Trains

Eurostar and Virgin Trains have already been offering tailored MICE travel experiences, and this new partnership will expand their offerings. Delegates can now choose from three travel classes, with each network providing exclusive carriage services. These premium carriages come with branded headrests, cushioned seating, and a variety of catering options to enhance the journey for business travelers. Whether traveling between London and Paris or taking the high-speed trains to other UK cities, these services ensure a comfortable and efficient travel experience.

Simon Tyler, Head of Sales at Eurostar, commented on the collaboration: “We are pleased to extend our MICE offer by working with Virgin Trains to make it even easier for groups to discover a wider range of destinations. Our dedicated MICE experiences have been very popular since their launch, and we look forward to offering more MICE travelers a journey to remember.”

Exclusive Onboard Experiences for Delegates

One of the most exciting aspects of this new partnership is the bespoke onboard experiences tailored to the needs of MICE delegates. Eurostar and Virgin Trains offer unique onboard activities that match the theme or destination of the event. For example, travelers can enjoy cheese and wine tastings, learn about the latest beauty trends, or even take part in art classes that focus on the region’s history and culture. These customized experiences enhance the travel journey, turning a simple train ride into a memorable part of the business event.

This initiative aligns perfectly with the growing demand for more engaging and immersive MICE experiences, where travel is not just about getting from one place to another, but about adding value to the entire event.

Driving Growth for the UK’s MICE Market

The UK’s efforts to become the leading destination for international MICE events have been further bolstered by the inclusion of new venues in the partnership’s offerings. The Event Complex Aberdeen (TECA), which will open in early 2019 after a £333 million investment, and the International Convention Centre Wales (ICC), a £83 million venture between Celtic Manor Resort and the Welsh Government, are among the key venues featured. Additionally, Blackpool’s new £25 million conference and exhibition centre at the Winter Gardens adds even more options for MICE planners looking for unique event locations.

As the UK Government’s GREAT Britain campaign continues to position the country as a premier destination for business events, VisitBritain’s collaboration with Eurostar and Virgin Trains is seen as a key step forward in reaching a global audience.

The Future of Business Events in the UK

In a world where seamless travel and convenience are key to attracting international business events, this partnership places the UK in an ideal position to lead the charge. The ease with which event planners can now organize multi-destination journeys, combined with bespoke services for delegates, makes the UK an increasingly attractive option for international MICE events. Whether hosting large conferences, intimate incentive programs, or unique exhibitions, the UK’s diverse venues and enhanced travel options ensure that there is something for every type of business event.

In the words of Adrienne Nankivell, Head of Offline Channels for Virgin Trains, “This partnership provides the ideal solution for the business traveler searching for the best way to travel between destinations in the United Kingdom and mainland Europe. It’s about making travel more accessible and enjoyable for delegates and event planners alike.”

As business events continue to grow in importance globally, the UK’s focus on improving connectivity and offering tailored travel experiences will undoubtedly help strengthen its position as a top destination for MICE events in the years to come.

For more information on booking services and upcoming MICE events in the UK, visit the official VisitBritain website.