As the first academic venue to sign up as a supporter for this year's Britain for Events campaign, Keele Conferences & Events is calling for the industry to turn its focus to promoting the educational benefit of meetings and events rather than solely their economic value.  

The annual industry campaign, now in its tenth year, is designed to promote Britain as a world class destination for events.

"Of course, it is key for us to back any campaign that highlights the value of the sector and helps to raise its profile." Explains Sam Booth, Head of Keele Conferences & Events.

"But we are really keen to encourage people not just to talk about the financial contribution it makes and the support it provides to local businesses and jobs, but instead increase the awareness of the value the industry in terms of generating knowledge and research. After all, as a university, and a centre of learning and development, this is fundamentally what we are all about." 

Michael Hirst, Chair of the Business Visits & Events Partnership, who are co-ordinating this year's Britain for Events campaign added; "To think of an event or meeting just in terms of its economic impact, doesn't acknowledge the wider impact of ideas, creativity, research and knowledge sharing that are all direct benefits of this industry.

He continued; "Meetings of academic value create genuine social change, progress and long term benefit and remain a crucial part of this valuable industry."