UK Events Industry Voices Concern Over VisitBritain Funding Cuts

UKEVENTS, the umbrella body representing the interests of the UK’s events industry, has joined other organisations within the Tourism Alliance to highlight the risks posed by the 41% cut to VisitBritain’s funding compared to the previous year.

VisitBritain has long supported the events industry through initiatives like the Starring GREAT Britain campaign and the Great Events Shape the Future programme, helping to drive international attention and footfall. These efforts, now under threat, have played a key role in ensuring the UK remains a competitive and attractive destination for global audiences and business event organisers alike.

The impact of the funding cut could be far-reaching. According to the UK Events Report 2024, the UK events industry contributes £61.6 billion to the economy. Promotional support from VisitBritain—especially through initiatives such as the Business Events Growth Programme—has been vital in attracting international visitors and boosting local economies. UKEVENTS had previously recommended expanding this programme, citing its strong return on investment.

In addition to the funding cuts, other government decisions such as increases to visa fees and Air Passenger Duty are compounding pressures on the tourism and live events sectors—raising concerns over the Government’s ambition to grow inbound tourism to 50 million visits by 2030.

Glenn Bowdin, Chair of UKEVENTS, commented on the news, stating:

“VisitBritain plays a crucial role in supporting UK events and the wider tourism industry. The reduction in GREAT funding undermines efforts to showcase the UK’s diverse and vibrant events on the global stage. We urge the Government to reconsider.”

We’ll continue to monitor this story and share relevant updates as they emerge. In the meantime, be sure to follow us on LinkedIn and Instagram to stay afloat of all the latest event industry news.