VisitBritain expects to increase the £3.7 billion spent annually in the UK by international business visitors when it focuses on the destination’s unrivalled social and sporting ‘season’ at IMEX, Frankfurt (30 May – 1 June 2006).

Around 6,000 buyers attend the event and have the opportunity to meet VisitBritain and 22 UK tourism suppliers in the Britain Pavilion.

They will learn about the rich variety of British destinations and venues for meetings or corporate events, new developments, and exclusive experiences to offer employees as incentives for hard work.

Global recognition of the quality reputation of Britain’s world-class events calendar will make VisitBritain’s stand (F400) the first stop on buyers’ itineraries.

VisitBritain marketing manager, Shivah Jahangir-Tafreshi, comments:

“Every year, Britain’s ‘Season’ hosts over 75 of the greatest and best-renowned sporting and social events in the world. Each of them offers huge opportunities for us to encourage potential visitors to spend more time and money here on a business or incentive trip.

“In Britain, business visitors will discover exclusive experiences as part of incentive programmes and out-of-the-ordinary venues that will liven up their meetings and excite delegates. IMEX is the ideal opportunity for us to remind the global business community of the unique, quality experiences to be enjoyed in Britain and so help grow our tourism industry towards £100 billion by 2010.”

Delegates will be able to enjoy a day at the races and the delights of champagne and strawberries as VisitBritain recreates the thrills of Royal Ascot and the glamour of Wimbledon. From the lofty heights of an Umpire's Chair, quintessential British characters – a racing ‘bookie’ and a tennis umpire – will remind buyers why they should choose Britain for doing business.

As well as capturing their interest on the stand, buyers will be given a permanent reminder of the appeals of Britain, taking away a specially-designed wall planner featuring key corporate events and a detailed map of the UK. A selection of British refreshments, including afternoon tea and scones, will be served throughout the event in a welcoming, informal networking area in the pavilion.

Activity will drive buyers to VisitBritain’s dedicated website, where they can find all the help and advice they need to plan successful and memorable meetings, incentives, conferences and exhibitions throughout Britain.