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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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