The Meetings Industry Association (mia) is throwing its weight behind the Mayor of London’s new global #LondonIsOpen campaign but urges industry leaders to look beyond just the capital.

Jane Longhurst, chief executive of the mia, said: “I think Sadiq Khan’s initiative to show our international partners that London is still open and retains its entrepreneurial and creative spirit is admirable. It is a great initiative and one the whole country should get behind. London could benefit from discussing best practice with the talented independent venues in the regions who constantly strive to meet the challenges of gaining inbound tourism for both business and leisure and have been creatively marketing themselves to attract both domestic and international trade for much longer.”

Jane added: “Following BREXIT the mia has been actively encouraging the meetings, conferences and hospitality industry to embrace the referendum result, not sit back and rest on its laurels. Instead we should be being optimistic for the UK’s future. We have a unique opportunity to take advantage of international trade and business and should be looking creatively at developing plans to diversify to attract trade from not just within Europe but with the world.”

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