Published by Neil Thompson, 19th August 2025
A year after a meticulously curated familiarisation trip, Manchester celebrates securing eight major event bids, bringing in over £10 million in potential economic benefits. This remarkable success story was made possible through the synergistic partnership of Leopold Marketing, SFA Connect, and Marketing Manchester.
The three-day showcase in April 2024 was a testament to the power of collaboration. Marketing Manchester, SFA Connect, and Leopold Marketing joined forces to create an event that forged and strengthened relationships with senior decision-makers from prestigious national and international associations.
Already established as a major player on the global stage, this event further cemented Manchester's status as a premier host city, elevating its appeal for future conferences and events.
A Strategic Showcase with Tangible Results
Designed and executed by Leopold Marketing, in collaboration with Marketing Manchester and SFA Connect, the familiarisation trip demonstrated Manchester’s unique blend of rich heritage, modern infrastructure, and cultural vibrancy. The city’s compelling proposition as a host city is evident in the results: eight major event bids have been secured, with more opportunities on the horizon. These prestigious association events significantly boost the visitor economy, enhancing Manchester’s status as a destination for world-class conferences.
"It was a remarkable showcase which generated huge interest in Manchester and led to a number of successful bids. This success is testament to the hard work put in, the qualification of quality participants, and an engaging and seamlessly delivered fam trip."
Anthony Cassidy, Senior International Bid Manager, Marketing Manchester
Meticulous Planning and Expert Execution
SFA Connect laid the groundwork for success by securing qualified attendees, ensuring alignment with Manchester’s long-term strategic objectives.
Leopold Marketing, with their 25 years of award-winning expertise in destination marketing, ensured every detail of the trip was impactful, from project management to crafting an itinerary that showcased Manchester’s potential.
This collaboration allowed Marketing Manchester to focus on building crucial relationships with decision-makers during the showcase, capitalising on the expertly prepared 3-day programme.
Leopold Marketing’s Contribution
Leo Lloyd, Managing Director of Leopold Marketing said:
“I am delighted to highlight the significant contributions our team made to the Manchester familiarisation trip.
“A well-executed fam trip can be a game-changer. Whether you’re competing for large-scale international association conferences, luxury corporate incentives, or major cultural events, the impact of a great fam trip can’t be overstated. It has the potential to shape long-lasting relationships, increase bookings, and significantly boost the economy of your destination.
“To ensure success, however, every detail counts. It’s not just about the facilities you show but about creating a memorable experience that lingers long after the guests leave. We believe in showcasing rather than selling, and allowed Manchester's story to unfold naturally through immersive experiences.
“We ensured a fair and balanced selection process for hotels and venues, integrating numerous opportunities for them to engage with our guests. Our itinerary was carefully curated to allow attendees to fully appreciate Manchester's unique offerings at a comfortable pace, avoiding repetition and overwhelm.
“From managing logistics and guest transport to planning meals and entertainment, including the spectacular themed VIP gala dinner at Victoria Baths, our attention to detail was unwavering.
“We also provided on-the-ground support throughout the event, ensuring a seamless delivery that left a lasting impression.
“To hear that, 12 months on, it has generated such an incredible response and financial impact is just fabulous and we are incredibly proud to have played a part in that.”
Highlights of the Experience
The itinerary masterfully balanced professional and cultural elements, showcasing Manchester’s world-class venues and vibrant identity. Highlights included:
- Visits to premier conference venues, educational institutes, and hotels
- A VIP backstage tour of the Etihad campus
- An interactive workshop at the cutting-edge Factory International
- A guided exploration of cultural landmarks like the National Football Museum
The gala dinner at the historic Victoria Baths was a standout moment, where guests dined in the magnificently restored Victorian swimming pool, entertained by Mancunian icon Clint Boon, adding a personal touch to the evening.
Building on Success: The Vital Role of the Manchester Accommodation Bid
The Manchester Accommodation Bid, spearheaded by the Manchester Hoteliers’ Association, played a crucial role in the success of this initiative. This progressive funding mechanism, supported by a visitor levy, is instrumental in enhancing Manchester’s hospitality infrastructure. By channelling resources into activities that drive economic impact, the bid not only supports large-scale events but also contributes to the city’s overall appeal through visible renovation and improvement works.
The funds generated through the Accommodation Bid are reinvested into the city, fostering an environment that attracts more visitors and events. This ongoing commitment to infrastructure development and aesthetic enhancement ensures that Manchester remains a top-tier destination for conferences and events, enriching the city’s long-term reputation and attractiveness as an outstanding and vibrant location.
Looking Ahead: Sustaining Momentum
The resounding success of the trip has set a new benchmark for fam trips. Beyond securing economic outcomes, this event has reinforced Manchester’s reputation as an accomplished and desirable city for hosting innovative, high-impact conferences and events. By combining their expertise with Manchester’s inherent strengths, the teams at Marketing Manchester, SFA Connect, and Leopold Marketing are proud to have contributed to delivering significant strategic results.
