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UK meetings business trends towards Europe, for added incentive element

A significant number of annual meetings, conferences and events - otherwise held in the UK over the past six years – has trended towards European destinations over the course 2014.  These corporates are choosing Europe to provide an incentive element to their business events.

Shepperton-based TMC, Ian Allan Travel, has reported a near 40 per cent increase in events held in the UK moving now to Europe, with Barcelona and Madrid as two leading destinations of choice.  

Ian Allan Travel has noted the trend from clients in the IT, automotive and pharmaceutical sectors.  

Andrew Barlow, head of event management at Ian Allan Travel, commented:  “There are two factors driving clients, across sectors, choosing to hold their events in Europe; namely a post-recession return of confidence, and secondly a desire to include an incentive aspect to the meeting at hand, by choosing the Continent.  Although the traditional incentive market suffered a battering during the recession, we are now seeing corporates returning to Europe to increase the appeal of their business events for delegates. Our bookings indicate this trend will continue well into 2015.”

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