A drive to increase international exhibitors and visitors was a key factor in the decision to move the show to London Excel, said UBM portfolio director Jonny Sullens.
"There is a lot of interest from the events organising community because of the new ICC at London Excel," said Sullens. "In terms of the Olympics there is a lot of development in the local area and we have also considered the international audience with having London City airport on the doorstep."
The show – now in its 28th year - ran a hosted buyer programme last year with more than 100 delegates from across Europe invited to participate.
The programme has this year been increased to 250 buyers hosted by Confex, plus another 100 arriving through the Visit Britain Discovery scheme
"Over the next few years I would like to grow the hosted buyer programme to 500," added Sullens. "It is small compared to Imex or EIBTM, but we would like to build on it. We can’t expect instant results purely from the move but it will allow really cost effective opportunities in terms of inclusive packages for things like stand build."
Improving networking opportunities through the use of Excel’s seven onsite hotels would also be a draw for exhibitors and visitors, said Sullens.
"By taking full advantage of the campus feel at Excel we can introduce greater networking opportunities for all the buyers and help exhibitors drive a better return on investment," he added. "We would like to have a really good networking event that perhaps takes place across three or four different venues in one evening."
This year’s show takes place from 1-3 March at Earls Court.