College appeal helps Meet Cambridge snare global events worth millions

Fifty-six per cent of Meet Cambridge’s enquiries specifically requested academic locations as the city cashed in on the pulling power of the colleges.

Ranked in the top 10 UK cities by the International Congress and Convention Association (ICCA), Cambridge continues to progress as a sought-after destination for conferences and events.

Meet Cambridge saw the highest number of international enquiries last year – from the United States, Germany, China, India and France. Notably, interest from Germany has grown consistently year-on-year since 2022, highlighting Cambridge’s expanding global appeal.

Meet Cambridge already anticipates events worth an estimated £5.3 million over the next two years, driven by diverse international and domestic clientele. Almost half of the enquiries have originated from the academic sector and a third from corporates.

Andrew Bell, Head of Meet Cambridge, said: “Cambridge is clearly set for another outstanding year as a top destination for conferences and events.”

In a recent survey, member venues of Meet Cambridge remained optimistic that the coming year would be positive, with 70 per cent expecting an improvement on last year, despite an overwhelming feeling that the UK economy was on a knife-edge.

Lead times for Cambridge venues are getting longer as confidence in the events industry continues to strengthen. Whilst nationally lead times have been getting shorter, Cambridge's unique appeal has encouraged event professionals to plan further ahead, recognising the value of securing a sought-after location.

Venues that offer exceptional dining experiences are the top choice for event planners searching the Meet Cambridge website. Furthermore, as hybrid working continues to be the norm, organisations are increasingly looking to complement face-to-face meetings with dining to combine business with professional pleasure.

In 2024, 54 per cent of enquiries were for dining events, 24 per cent for day meetings, and 10 per cent for room hire.

Sustainability was also to the fore, as Andrew Bell explained: “Sustainability is the new norm in the events industry, from minimising carbon impact and managing waste, to conserving natural resources and reducing pollution.”

A number of departments and Colleges take part in the University of Cambridge’s Green Impact accreditation scheme, which supports and encourages all properties in the reduction of their environmental impact.

Hotels also offer organisers the opportunity to calculate the carbon footprint of their event through schemes such as Hilton’s Light Stay Meetings Calculator.

Bell added: “The events industry is increasingly focused on creating spaces that are welcoming and accessible to everyone. From diverse speaker lineups, inclusive event formats, accessible venues and flexible event structures, organisers are making concerted efforts to accommodate a wide range of needs.”

Cambridge is making significant strides in this area as well. For instance, many of the Cambridge Colleges have signed up for AccessAble, a website that offers detailed accessible information for disabled people, carers, wheelchair users on how to navigate their premises. It includes information on entrances, parking, toilets, and other facilities enabling individuals to plan their visits more effectively.