Cambridge University is a particular draw for event planners and could emerge in 2014 as a top events destination with new clients showing interest, according to the research. The HBAA expects Cambridge to perform strongly in 2014 thanks to an increase in the number of new events opting for the city.
According to analysis from Robinson College, returning clients account for 45% of the university’s events business, which includes regular customers from the medical and science sectors such as NHS and the Biochemical Society.
Nick Milne, conference manager at Robinson College, said: "We’re already noticing that event planners gravitate towards Cambridge. As we continue to receive repeat bookings from regular customers that we have kept in Cambridge, we’re confident that Robinson will attract more new business in the New Year."