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02/07/26
From MOBOs to EURO 2028: Newcastle's rise reflects a shift in event destinations
Newcastle's growing profile as a host destination is helping to attract the attention of corporate event organisers, according to Crowne Plaza Newcastle – Stephenson Quarter, as a wider regional renaissance sees planners increasingly looking beyond London and traditional conference destinations.
Last year, Newcastle and Gateshead welcomed 17.5 million visitors to the city – a 2.8% increase from 2024, with major events and conferences playing a leading role in the year-on-year growth.
Newcastle continues to strengthen its position as a destination for major events, with the city preparing to host five UEFA EURO 2028 matches and welcoming the return of the Mercury Prize in October 2026, following its historic debut as the first host city outside London. Newcastle also welcomed the MOBO Awards for the first time last year, with Crowne Plaza Newcastle serving as a key event hub during the accompanying MOBO Fringe Festival.
Crowne Plaza Newcastle has experienced this growing interest first-hand, reporting a 36.1% increase in new enquiries, a 10.6% increase in confirmed business, and an overall 9.1% increase in its total sales pipeline over the past year.
Together, these developments are helping to raise Newcastle's profile among event organisers and reinforcing its credentials as a destination capable of delivering major events on a national and international scale.
Regionally, the North East Mayoral Strategic Authority has recognised the strategic importance of major events and the visitor economy as a key driver for economic growth.
North East Mayor Kim McGuinness has backed ambitions to double the value of the visitor economy with £7 million of new investment for Experience North East England. The new regional marketing lead for the visitor economy will inspire and attract even more visitors to North East England by promoting the region’s offer in domestic and global markets.
This includes a new regional remit for NewcastleGateshead Convention Bureau, which works with local businesses, such as Crowne Plaza, to attract conferences, meetings, and events to the region.
For many in the meetings and events sector, the trend reflects a broader shift in how destinations are being evaluated. Rising costs, changing delegate expectations, and a growing focus on destination experience are prompting organisers to look beyond traditional conference hubs. As a result, regional cities with strong infrastructure, distinctive identities, and compelling delegate experiences are increasingly competing for events that may once have defaulted to more established destinations.
Luke Balcombe, Director of Commercial at Crowne Plaza Newcastle, believes Newcastle is benefiting from this shift.
"What's particularly striking is the variety of events choosing Newcastle," said Balcombe. "These events are introducing new audiences to the city and demonstrating its ability to deliver events on a major scale.
"For the business events sector, visibility matters. When organisers see high-profile events choosing Newcastle and then returning, it builds confidence in the destination. We're also seeing growing interest from organisers who may not previously have considered Newcastle for meetings and conferences. Major events help raise awareness, but they also encourage people to take a fresh look at what the city can offer."
"The question is no longer whether Newcastle can host major events," he added. "Recent years have answered that. The opportunity now is to build on that momentum and ensure Newcastle is part of the conversation whenever organisers are considering where to host their next event."
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01/07/26
Lime Venue Portfolio Launches AI Hub
1st July 2026, UK: Lime Venue Portfolio (LVP) has launched the LVP AI Hub, a new AI-powered venue sourcing tool, found on the brand’s website and designed to help event organisers find the right venue quickly, confidently and effectively.
The launch follows on from the brand’s rollout of The AI Conversation, an industry-wide initiative, which brought together leading voices from across events, technology and artificial intelligence to explore how AI can support event professionals in practical and responsible ways.
The launch of the LVP AI Hub see’s the group take this learning forward. The technology is built directly into the Lime Venue Portfolio website, allowing organisers to describe their event requirements in natural language, helping them identify suitable venues based on intent, objectives and event needs rather than relying solely on traditional search filters.
The development reflects a broader ambition at LVP to continually improve the experience of venue finding and event planning, combining technology with the expertise of its award-winning people-powered central sales team, called the Hub..
While venue sourcing has traditionally relied on planners translating complex briefs into a series of categories and search criteria, the AI Hub has been developed to support a more intuitive process. Organisers can describe their event in their own words, allowing the platform to surface venue recommendations that more closely align with the outcomes they are trying to achieve.
The launch represents the latest investment in LVP's mission to help event organisers deliver better events through better venue finding. Jenner Carter, Head of Marketing at Lime Venue Portfolio, commented, "This isn't really about AI for AI's sake. It's about creating the very best experience for event organisers. It's about strengthening the reach, speed and value of our Hub and combining our outstanding people with powerful technology.
"Our central sales Hub team remains at the heart of everything we do. They are the experts who understand the nuances of an event brief, build relationships and help
organisers make the right decisions. The AI Hub simply helps us support those conversations with even more intelligence and insight."
As the UK's largest collection of event venues, Lime Venue Portfolio continues to explore how technology can remove friction from the planning process while maintaining the personal service and expertise that organisers value most. The AI Hub is now live and available to event organisers via the Lime Venue Portfolio website.
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30/06/26
ARC expands CSR event offering as demand grows for purpose-led team building
Arena Racing Company (ARC) has partnered with experiential events specialist KDM Events to introduce SolarBuddy: The Hour of Power, a purpose-led team-building format reflecting growing demand for experiences that combine engagement with measurable social impact.
The collaboration forms part of ARC’s wider focus on developing outdoor and experiential group activities for corporate clients, with SolarBuddy positioned as a flagship CSR-led experience for meetings and events programmes.
The move comes amid continued growth in demand for ESG-aligned event content, as organisers look to integrate purpose, learning and legacy into conferences and incentive activity.
“The Hour of Power” is a hands-on workshop in which participants assemble solar-powered lights for children living in energy poverty communities, including Cambodia, Tanzania and Papua New Guinea.
The activity highlights global energy inequality, with an estimated 770 million people still lacking access to safe, reliable lighting. Each solar light enables children to study after dark, reduces reliance on kerosene and supports improved health and household savings.
SolarBuddy data indicates each device can positively impact up to five people over its lifespan, while also reducing carbon emissions.
The session begins with a brief introduction to energy poverty, followed by teams collaborating to build the lights and write accompanying messages for the recipients.
Danielle Matthews-Brown, Group Event Sales Manager at Arena Racing Company, said: “There is clear demand from clients for experiences that go beyond traditional team building and deliver genuine purpose. SolarBuddy gives teams a shared focus while creating tangible impact, which aligns strongly with how organisations are now approaching meetings and events.”
Sarah FitzGerald, Director of Partnerships at KDM Events, said: “Businesses are increasingly seeking event experiences that deliver meaningful outcomes, while leaving participants feeling energised, connected and inspired. This format is designed to integrate CSR more directly into team engagement rather than treating it as a standalone add-on.”
Only available through KDM Events, SolarBuddy can be delivered nationally and is now available throughout Arena’s portfolio.
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30/06/26
Aviva Studios and MAD//Fest Continue Partnership at London Event
30th June 26, Manchester, UK: Aviva Studios, home of Factory International, will continue its partnership with MAD//Fest this July, supporting two sessions at MAD//Fest London that explore the evolving relationship between brands, culture, sponsorship and social impact.
The activation follows a successful year for the partnership, which saw MAD//North return to Aviva Studios in March, bringing together thousands of delegates from across the creative, media and marketing industries.
Taking place on the event’s Sports Stage, the first session, Sport, Culture and Cities: Building a Multi-Venue Sponsorship Strategy, will see Tom Whiteside, Group Head of Sponsorship at Aviva, joined by Jane Hector-Jones, Brand Partnerships and Sponsorship Director at Factory International. Together, they will explore how sponsorship strategies are evolving beyond traditional sport to encompass culture, place-making and audience engagement across multiple venues and destinations.
The second session, Sponsorship for Social Change: The Brands Doing Well Out of Doing Good, brings together Jane Hector-Jones again, and Scott Branch, Senior Vice President and Integrated Business Lead at THE-TEAM. The discussion will examine how brands are using partnerships and sponsorship to create meaningful social impact, drawing on examples from sport, culture and community engagement.
The sessions reflect a growing appetite from brands for partnerships that go beyond visibility alone, creating experiences, conversations and connections that resonate with audiences in more authentic ways.
Stephanie Williams, Head of Events at Aviva Studios, the home of Factory International, commented, "One of the things we've really enjoyed about working with MAD is the quality of the conversations that take place. The MAD//Fest sessions bring together people who are doing genuinely interesting work across sponsorship, culture and brand partnerships. What we’re seeing at Aviva Studios is brands that want ideas, creative partners and opportunities to connect with audiences in meaningful ways. That's something we love doing when we're hosting events."
The appearance at MAD//Fest London continues a successful collaboration between the two organisations, with both committed to creating events and experiences that inspire, challenge and connect creative communities.
