The Business of Events expands 2026 global partner network

Introduction

Table of Contents

The Business of Events has announced a strengthened line-up of strategic partners for 2026, signalling a renewed push to coordinate advocacy and insight across the global business events sector. New organisations joining the initiative include the Edinburgh International Conference Centre (EICC), The Meetings Show (organised by Northstar), and event technology provider Cvent. They will work alongside existing partners such as VisitBritain, VisitScotland Business Events, ICC Wales, MeetEngland and the All-Party Parliamentary Group for Events.

Background or industry context

The Business of Events operates as a policy-focused platform and think tank for the meetings, incentives, conferences and exhibitions (MICE) industry. Its remit spans research, stakeholder engagement and policy advocacy, with the aim of raising the profile of business events among decision-makers in government and industry. As the sector continues to evolve after the pandemic-era disruption, advocacy groups have increasingly emphasised the strategic value of events to trade, innovation and destination development.

Globally, convention centres, destination marketing organisations (DMOs), trade shows and technology providers are facing a more complex operating environment. Hybrid event formats, sustainability targets, talent shortages and fluctuating travel patterns are reshaping how events are planned and delivered. In this context, cross-sector collaboration is becoming more important, particularly in markets such as the UK where business events are positioned as a driver of economic and knowledge exchange.

The Business of Events has sought to create a central forum for these conversations, bringing together public sector bodies, private operators and technology firms that collectively shape the event ecosystem. Its growing partner network reflects the breadth of stakeholders required to influence policy and promote best practice on issues such as data, digital transformation, infrastructure and international competitiveness.

Key developments or announcement

The latest announcement confirms that the organisation is expanding its strategic partner base for 2026 with a mix of venue, trade show and technology representation. The new partners include:

Edinburgh International Conference Centre (EICC) – A major UK convention venue that hosts international association congresses, corporate meetings and large-scale business events, bringing a venue operations and destination perspective to the group.
The Meetings Show (by Northstar) – A leading UK-based exhibition for meetings and events professionals, connecting buyers and suppliers and offering a platform to distribute industry insights to a broad audience.
Cvent – A global event technology provider whose tools span registration, attendee management, marketing, analytics and venue sourcing, representing the digital infrastructure side of the event lifecycle.

These organisations join a roster of existing partners that have supported The Business of Events over multiple years, including:

VisitBritain – The UK’s national tourism agency, which works to attract international business events and support the country’s events strategy.
VisitScotland Business Events – The business events arm of VisitScotland, with a focus on legacy, impact and knowledge exchange through conferences and meetings.
ICC Wales – A major convention centre in South Wales, contributing insights from large venue operations and regional destination development.
MeetEngland – The national business events team for England, supporting destinations and venues to win and host international events.
All-Party Parliamentary Group for Events – A cross-party group within the UK Parliament that engages with industry stakeholders to examine issues affecting the events sector.

By adding new partners from different segments of the ecosystem, The Business of Events is aiming to broaden the industry viewpoints feeding into its research programs and policy engagement work. The partner network typically contributes to initiatives such as market briefings, policy submissions, stakeholder roundtables and events aligned with political or economic milestones.

Industry impact

The expanded partner list underlines the continuing effort to present a more unified voice for the events industry when engaging with policymakers, funding bodies and cross-sector stakeholders. With venues, national tourism bodies, an event technology firm and a major trade show now directly involved, the initiative is positioned to draw on a wide range of operational and strategic data points.

For the wider sector, this could translate into more coordinated input on topics such as infrastructure investment, visa and travel policy, sustainability standards, and digital transformation in events. The presence of Cvent in particular highlights the growing role of data-driven decision making. Aggregated insights on delegate behaviour, demand patterns and event performance can inform not only individual organisers but also policy discussions around capacity planning, digital connectivity and destination competitiveness.

Similarly, including The Meetings Show as a partner brings in a live marketplace perspective. Trade exhibitions and hosted buyer platforms are often early indicators of demand shifts and emerging priorities among corporate and agency planners. Their participation could help ensure that advocacy and research outputs are aligned with the needs identified on the show floor, rather than being driven solely from a policy or destination standpoint.

From a destination lens, long-standing participation from VisitBritain, VisitScotland Business Events, ICC Wales and MeetEngland continues to anchor the initiative in the realities of regional and national event strategies. These organisations routinely deal with issues spanning air connectivity, venue development, skills, sustainability and sector-specific bid campaigns, which can feed into more nuanced advocacy positions.

Why this matters for event professionals and technology providers

For event organisers, agencies and venues, a more coordinated advocacy framework can influence the policy conditions under which they operate. Areas such as business rates, transport infrastructure, digital connectivity, and support for international bidding activity often sit outside the direct control of individual businesses. Representation through groups like The Business of Events gives the sector a mechanism to surface these concerns collectively.

Event technology providers, meanwhile, are increasingly integral to the strategic conversations around measurement and value. With tech platforms embedded as partners, there is greater potential for industry-wide benchmarks on attendee engagement, hybrid participation, carbon reporting and economic impact, based on anonymised and aggregated datasets. This could help event professionals better articulate return on investment to stakeholders and sponsors.

In addition, cross-collaboration between a venue like EICC, a marketplace such as The Meetings Show and a technology firm like Cvent may support more interoperable workflows across the event lifecycle. While this announcement does not specify individual projects, the alignment of these stakeholders within a shared think tank can encourage dialogue on topics such as data standards, integration practices and accessibility of digital tools for organisers of different sizes.

For suppliers and destinations, engagement with The Business of Events partnership network can offer early visibility of upcoming policy discussions and research outputs, allowing them to prepare and adapt strategies accordingly. It also underscores the importance of aligning commercial planning with broader sector narratives on sustainability, legacy, technology adoption and workforce development.

Conclusion

The decision by The Business of Events to broaden its strategic partner base for 2026 reflects an industry that continues to seek greater cohesion and representation. By bringing together national tourism agencies, a major convention centre, a trade show brand and a global technology platform under one advocacy umbrella, the initiative is aiming to capture a fuller picture of the business events ecosystem.

While the specific programs to be undertaken in 2026 have yet to be detailed, the composition of the partner network points towards an agenda focused on evidence-based policy engagement, cross-sector collaboration and a stronger articulation of the value of business events. For event professionals and technology providers alike, the evolution of this network will be one to monitor as the industry navigates shifting market conditions, changing audience expectations and continued pressure to demonstrate impact.