Excel London has reported that US organisers now account for 60% of its conventions and congresses.
The figures were released on the opening day of IMEX America in Las Vegas. Excel said the trend is expected to continue as more US companies choose London for major conferences.
Global brands such as Amazon, Microsoft, Google, Salesforce, and Gartner have all hosted events at the venue, alongside US-based associations including the Linux Foundation’s KubeCon and the Alzheimer’s Association International Conference®.
Excel’s $340m expansion, completed earlier this year, has added 25,000sqm of space, bringing the total to 125,000sqm. The venue is now the largest fully integrated convention and exhibition centre in Europe and ranks among the top 10 largest in the US by size.
“London is a world-class, tier one city with a magnetic pull as an event destination,” said James Rees, executive director at Excel London. “Record bookings, particularly from the US, have driven our growth and investment.”
Rees confirmed the venue will host 10 major international association congresses next year, the highest number in its history, generating an estimated $333m for London’s economy. The wider $500m investment programme also includes upgrades to F&B, 5G and Wi-Fi, and a new waterfront entertainment district.
Tracy Halliwell, director of tourism, conventions and major events at London & Partners, said: “London’s inbound business tourism is booming, with 3.7m US visitors last year. The city’s universal appeal and strong event infrastructure are driving one of our busiest business pipelines in years.”
