• This marks a 32 per cent increase from the same period, with revenue rising from €144 million.
  • North America is still the biggest market, bringing in over 40 per cent of all revenue.

The London Convention Bureau has reported a record year, with business events adding €190 million to the London economy. Spanning from January to September 2024, this marks the highest record since post-Covid recovery. This is a 32 per cent year-on-year increase, with revenue rising from €144 for the same period last year. This also includes a 28 per cent increase in the number of events across fintech, life sciences, and sustainability – up from 25 to 32.

North America is still the biggest market for the UK capital, accounting for over 50 per cent of all revenue in 2024 and jumping from €61.7 million to €97.2 million – nearly a 60 per cent year-on-year increase.

From North America to Europe and Asia, London remains a top choice for international event organisers. Notable events include the Salesforce World Tour at Excel London, which welcomed 13,000 delegates; the NOAH Conference at Royal Lancaster, which had 1,500 attendees; and the European Society of Cardiology, which had more than 25,000 guests alongside 2BUK. 

The London Convention Bureau estimates a further economic boost by the end of 2024, with several events set to return or debut in the capital. Salesforce World Tour, KubeCon + CloudNativeCon, and the European Society for Organ Transplantation host their meetings in London. All three events will generate over €145.2 million combined.

Josh Novick, Vice President of Business Development North America at the London Convention Bureau, said: “I’m proud that the London Convention Bureau is continuously among the many organisations that make the city a better place for its communities and businesses. The business events sector may seem niche to some, but our economic contributions show it is a sleeping giant. London’s exceptional event infrastructure, talent and connectivity make it no surprise that we remain a top destination for meetings in Europe. I’m excited to be able to announce the many meetings we have coming up and continue making London an outstanding hub for business events.”

London’s events sector also encompasses major events, with the world of traditional sports and esports contributing to the impressive growth. Across six events, the industry contributed €192 million to the economy. The capital continues to draw some of the most exciting international sporting events. Major League Baseball (MLB) alone contributed over €64 million, Formula E added almost €32 million, and the three National Football League (NFL) games hosted at Wembley and Tottenham Hotspur Stadium generated a combined €91 million.

Commenting on this, Ailsa Buck, Head of Major Events and City Experience at London & Partners, added: “It’s been a stellar year for London’s major events scene. From Taylor Swift to the basketball exhibition games, and with next month’s League of Legends final on the horizon, the buzz around London as a top tournament destination is set to continue. These events benefit Londoners and ripple across the UK and Europe. The potential from here is boundless if we can estimate such impressive economic contributions from just six events.”

Exhibiting for the 13th year at Imex America, the London Convention Bureau will be leading 27 of the city’s best hotels, venues, and destination management companies. 

Find more information about London’s business events sector.