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Following the hugely successful Formula 1 British Grand Prix last month, where Silverstone played its role in the government’s Event Research Programme (ERP), the International Exhibition and Conference Centre in Northamptonshire has reported a 53% increase on MICE enquiries compared to 2019.

Over 356,000 visitors graced Silverstone over the Grand Prix weekend of 16 – 18 July, with 140,000 of those attending the race on the Sunday. This was the largest UK audience since the start of the pandemic.

With video conferencing fatigue setting in and lethargy and burnout being reported across many industries, enquiries are coming in from a number of sectors at a range of sizes from 50-700 delegates. The lead time is short, 95% of enquiries looking for space in 2021 or in quarter one 2022. With businesses craving face-to-face time to check in with colleagues, Silverstone has seen a high number of enquiries looking to bolt-on team building events whether that be a pit-stop challenge or a driving simulation activity that encourages teams to reform and bond together again.

Head of MICE sales, Hayley Smith commented, “I always maintained that the tap would turn on at some point and we are encouraged to see many enquiries converting too - meaning businesses do have more confidence to bring their colleagues together again”.

She continued, “Hybrid meetings continue to be on the radar and are likely to remain well into next year. And this surge in enquiries means we have some amazing opportunities to join the team at the moment to help us deliver events to the high standard that Silverstone is renowned for. It’s well reported that recruitment is the biggest obstacle for events and hospitality at the moment and we are also on a drive to grow our team”.

Silverstone International Exhibition and Conference Centre is located just off the A43 between Northampton and Milton Keynes. It has 22 meeting rooms, including five exhibition halls for over 600 delegates to the President’s boardroom for up to 30.

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