As the event arm of Keele University, the organisation said its endorsement of the campaign will focus on promoting the educational benefits of meetings and events, rather than their economic value.
Sam Booth, head of Keele Conferences and Events, said: "Of course it is key for us to back any campaign that highlights the value of the sector and helps to raise its profile.
"But, we are really keen to encourage people not just to talk about the financial contribution it makes and the support it provides to local business and jobs, but instead increase the awareness of the value of the industry in terms of generating knowledge and research.
"After all, as a university and a centre of learning and development, this is fundamentally what we are all about."
Business Visits & Events Partnership chair Michael Hirst, coordinating this year’s Britain for Events campaign, added: "To think of an event or meeting just in terms of its economic impact, doesn’t acknowledge the wider impact of ideas, creativity, research and knowledge sharing that are all direct benefits of this industry."