VisitBritain ExploreGB

As the national tourism agency, VisitBritain plays a unique role in building England’s tourism product, raising Britain’s profile worldwide, increasing the volume and value of tourism exports, growing the UK’s valuable business events sector and developing England and Britain’s visitor economy.

Following a stringent procurement process, Identity was appointed to support VisitBritain to deliver their flagship event, ExploreGB, which took place from 8th to 10th May 2019. Held at the Harrogate International Convention Centre, ExploreGB is designed to showcase the very best of UK tourism and connects national travel operators and destinations with international buyers through a series of 1:1 business meetings and activities.

Deliverables & Highlights

The event started with an opening ceremony, hosted by the VisitBritain CEO and included a stunning 10-minute shadow dance performance, showcasing many of the iconic attractions across the UK including Stonehenge, Angel of the North and Tower Bridge.

This included a celebration of 100 years of British Tourism, complete with a waxwork model of Her Majesty The Queen and a birthday cake. A drinks reception, held in the stunning Royal Hall followed the business meetings, where guests enjoyed entertainment from a roaming brass band and illuminated stilt walkers.

The Warwick Castle themed gala dinner included an exciting, medieval live-action performance to complete the evening experience, complete with several fighting knights, four princesses, two horses and a jester on stilts. Following a re-enactment of The Wars of the Roses, the evening concluded with a performance by a locally sourced dance band.

The Results

The VisitBritain ExploreGB event is important in facilitating the trade discussions between the UK and other countries. Over 25,000 meetings were held across two days, providing UK suppliers with the opportunity to meet and do business with 560 suppliers and buyers from 30 markets worldwide in one room.

The 1:1 business meetings were attended by over 750 people and Identity recreated a TV studio complete with studio lighting, cameras and branding to provide a conducive environment for these important meetings.

Video content produced by Identity for the event was repurposed for use in the promotion of ExploreGB 2020.