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CONFERENCES AND EVENTS
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MEETING DEMAND IS DELIVERING GROWTH
From large-scale conferences to local off-site days, awards events to weddings, Lancashire venues are back in demand as businesses and consumers invest in quality experiences and innovation drives fresh growth across the sector.
And new national research confirms the trend: the UK’s conference and meetings industry is bouncing back with confidence, showing strong growth and a rising contribution to local and national economies.
The ‘UK Conference and Meeting Survey 2025’ (UKCAMS), illustrates the strength of this sector of the business events industry and its importance to national and local economies.
It shows shows businesses are growing strongly, despite the challenges and pressures the sector is facing.
In 2024 the sector generated an estimated £19.3bn of direct expenditure in venues and the wider destination from a total of 1.08 million conferences and meetings, the highest number since 2019.
The volume of events showed healthy growth, up 12 per cent on 2023.
Amanda Sparks, hotel events manager at Burnley’s Crow Wood Hotel and Spa, says the luxury venue has seen demand for conferences and events grow.
She says: “Over the past year we have seen a strong and welcome recovery in the conferencing and events sector.
“This has translated into increased booking activity, more enquiries for corporate events and conferences, and a good pipeline for the coming months.
“While things are not entirely back to ‘pre crisis normal’ in every respect, the momentum is clearly positive, and the sector is increasingly confident.
“There’s plenty to be optimistic about as the industry is showing resilience and innovation, investing in new facilities, new formats and sustainable practices.
“From a regional perspective, venues outside of the biggest cities are increasingly attractive, meaning growth opportunities for places such as Lancashire.
“Demand is varied. On the larger side, we are seeing corporate conferences, banquets and weddings being booked again.
“On the smaller side, there has been a clear surge in demand for more intimate meetings, team workshops, off site days, shorter sessions and hybrid options.”
Rafiya Sherin, marketing and events manager at Park Hall Hotel and Spa in Charnock Richard, shared the optimism.
“This variety keeps the market dynamic and exciting and Lancashire offers exceptional diversity.
“One of the most encouraging trends is the increasing confidence of clients to plan ahead. People are investing in high-quality experiences and creative event formats, which is driving innovation and growth across the sector.”
Susan Milburn, weddings, conference and events manager at Ribby Hall Hotel in Wrea Green, believes one of the biggest transformations has been a shift towards the personalisation of conferences and events.
She adds: “There’s been a significant shift with hybrid events, blending in-person and virtual experiences, which cater to wider audiences.
“Large weddings and conferences are in full swing, but we’re also seeing an increased desire for more intimate, bespoke gatherings.
“Small weddings have become popular as they offer a more personal experience for guests.
Large weddings and conferences are in full
swing, but we’re also seeing an increased desire for more intimate, bespoke gatherings
She says: “After some challenging periods, demand for both conferences and events has been steadily improving, and we’re seeing more clients planning ahead with greater certainty.
“We’re seeing strong demand across the board from intimate meetings and workshops to large-scale conferences and weddings.
“Many clients are looking for flexible packages that allow them to cater to both large-scale and smaller events.”
Lancashire’s venues are proving that confidence, creativity and connection are the key ingredients in building a vibrant and resilient events industry for the future.
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