The transformational power of sport, culture and travel is simply unbeatable. Turning sleepy towns into cherished meccas, city names into globally recognised brands and indistinct places into one-of-kind, destinations of choice.
Sport, Culture and Travel Day at the 2018 International Business Festival examined the remarkable ability of these industries to put place's on the map, exploring how they can turn around a place’s fortunes and shine a global spotlight, like no other sector can.
Lively sessions investigated the impact of immersive technology on footfall, football as a placemaking attraction, the growing popularity of e-sports, how festivals can create a compelling USP and consider whether some overdeveloped places require a totally new approach.
The event examined how to secure stability and opportunity in a changing world and showcased international market opportunities. Delegates met with future partners, buyers and investors and worked to develop profitable, meaningful relationships.