While often seen as niche, business tourism and events are a powerful engine for local economies. Since January 2024, London’s business events sector has generated a personal record-breaking $207 million (£158m) for the city’s economy, from events facilitated by the London Convention Bureau alone.

There’s more on the horizon. In 2025, major events like the Salesforce World Tour, KubeCon + CloudNativeCon, and the European Society for Organ Transplantation are expected to contribute an additional $90 million (£121m) to London’s economy. These are just a few of the large-scale events set to make London their temporary home.

As the sector continues to contribute to the broader UK and European markets, strengthens its ties with North America, and rival the major events world, it’s an exciting time to be part of London’s flourishing business events sector.

North America and London: the greatest business love affair 

With the conclusion of IMEX America, interest in the North American market in London continues to soar.

It is our biggest market. Contributing over 50% of all revenue in 2024, surging from $67.3 million to $106 million – nearly a 60% year-on-year increase.

But why is London so appealing?

Beyond being a city that celebrates diversity and personal expression, its rich history, vibrant arts, and dynamic culture make it an attractive destination for business and leisure.

What you can accomplish in London is unparalleled compared to other destinations, especially in North America. Business delegates can meet clients, network with industry leaders, and even catch up with friends—all in one place. London is a one-stop shop for business and beyond.

The city’s well-connected transport networks, like the Elizabeth Line, link travellers to outer London and airports in minutes, while the Eurostar keeps London seamlessly connected to Europe. Delegates can enjoy breakfast in Paris and still arrive in time for their afternoon meetings in London, making for a sustainable, efficient, and productive trip.

Additionally, London’s business environment is both safe and strategic.

Its favourable time zone allows easy connections with Asia and the Americas within working hours, the universal use of English simplifies communication, and its geographic location offers unmatched access to global markets.

All of this makes London a cutting-edge, global business tourism destination, blending business with culture and convenience like no other.

A win for London is a win for all

One of the reasons meeting planners and companies choose London to host their events is because London is a thriving hub for various sectors, far beyond just business events. While the $207 million boost from business events undoubtedly benefits the capital, London’s economy also plays a pivotal role in driving growth across the UK and Europe. The city's economic impact extends beyond its borders in several key ways:

1. London is one of the world’s leading financial centres, hosting numerous international banks and financial institutions, attracting global investment, and facilitating financial transactions across Europe – this in return supports an immense delegate base for events, great speakers, sponsors, and content.

2. The capital is filled to the brim with talent. Many multinational companies have their European HQs in London, creating jobs not only in the city but also in their regional offices across the UK and Europe

3. London’s economy generates significant trade within the UK and Europe

4. Our trillion-dollar tech ecosystem has made London Europe’s leading tech hub; attracting many startups and companies. Again providing a huge potential delegate pool for tech events.

It’s also worth noting that the capital is central to the UK’s economic performance. Only 15% of the UK population lives in London – and yet London’s economy represents 25% of output, provides 6.5 million jobs, and contributes £4 of every £10 to UK tax revenue.

London’s economic activities create a ripple effect, stimulating growth and development across the UK and Europe.

Major events vs business events – who is the champion?

Large crowds, massive venues, and engaged audiences – phrases most often linked to major sporting events like MLB or the NFL. Yet, the same energy can be found at business events.

Since January 2024, London has welcomed over one hundred thousand business delegates, hosting them at a variety of venues across a wide range of industries. This surge in demand has led to a 28% increase in the number of events being held in the city, showcasing London’s growing appeal as a top destination for business tourism.

However, it's not a competition.

The venues we utilise, the revenue we generate, and the hospitality industry we support mirror what the major events sector achieves. 

In fact, we’re nearly on par with large-scale events revenues. With a 32% year-on-year increase in economic contribution, our sector has seen revenue rise from $157 million (£120m) over the same period last year.

London has a diverse event portfolio with access to world-class industry clusters. This has been a driving force behind the increase in business tourism.

Our increase in events demonstrates not only a return to normalcy but also an upward trajectory, with more businesses choosing London for their international gatherings. Further demonstrating London's capability to host some of the world's most significant and specialised industry meetings.

Only up from here, London has proven itself to be one of the most resilient destinations in the world, bouncing back impressively since the Covid pandemic. While many destinations saw hotel investments slow down post-pandemic, London remained remarkably stable.

So stable in fact, it allowed the city to attract all major hotel brands to its iconic locations. From The Londoner and Raffles at OWO to The Peninsula and the restored Mandarin Oriental Hyde Park. We also became the first destination for the EDITION and Andaz hotels to call London their home. Next year, the likes of Waldorf Astoria and Rosewood Chancery Lane will open in the capital’s most iconic landmark buildings.

As London continues to unveil prime venues and host a diverse range of events, it's clear that the city will remain a key player in global business tourism for years to come.