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January 7, 2015
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UK: Incentive Element Draws UK Meetings to Europe

Andrew BarlowUK meetings business is heading for Europe for the added incentive element, according to one travel management company.

Shepperton-based 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.

The firm has found that a significant number of annual meetings, conferences and events - otherwise held in the UK over the past six years – trended towards European destinations over the course of 2014.

Andrew Barlow, head of event management at Ian Allan Travel, said: “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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