The chief executive of the Events Industry Alliance sets out the importance of companies placing live events at the heart of their modern marketing strategies.

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BRAND NEW: Why VisitBritain has launched eventBritain
In the second interview from Eventia’s recent National Meetings Week Breakfast Briefing, VisitBritain’s Joss Croft explains to James Latham why the UK’s marketing body has launched eventBritain, what Britain has to do to compete nationally as a key event destination, and how underfunding by government is affecting this.

Keynotes:

Rob Allen: The National Meetings Challenge
The chairman of Eventia looks at how the events industry can rise to the numerous challenges that it’s currently facing.

Joss Croft: The Best Slice of the Cake
VisitBritain's head of visits and events on the future threats and opportunities facing the events industry from competition overseas to the 2012 Olympics.

Kurt Jansen: UK tourism – the big picture
The policy director at the Tourism Alliance looks at the value of tourism to the UK, of which business tourism plays a key part, and the challenges the industry faces to remain competitive globally.