Beyond the applause: Why events matter more than ever
Beyond the applause: Why events matter more than ever
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Events are no longer just celebrations or headline moments. For cities like Cardiff, they are vital infrastructure, powering local economies, shaping civic identity and supporting jobs.
From global sports tournaments and concerts to academic conferences and grassroots festivals, Wales’s diverse events offering is one of its greatest economic assets. Business events are especially valuable, drawing high-spend, high-value visitors who stay overnight, explore the city and often return, contributing to productivity gains, commercial collaboration and Cardiff’s reputation within the knowledge economy. In 2023, Cardiff hosted over 10,000 meetings and conferences, generating £103.4 million in direct delegate spend and supporting 830 full-time jobs.
International interest is growing, particularly from the US. Since President Trump came to power again, some organisers are actively seeking European alternatives due to concerns around safety and inclusivity in certain US states. UK cities like Cardiff benefit from this shift, offering stability, accessible safe spaces with a strong track record in hosting inclusive events. This gives us a competitive edge with delegates who prioritise equality and community.
Yet Cardiff still faces structural challenges, primarily the absence of a purpose-built, high-spec conference venue. The city offers a mix of flexible spaces, city centre hotels and iconic sites like the Utilita Arena and the Principality Stadium but lacks a dedicated facility to host major business events. Cardiff’s hotels are an important part of the business events offering, providing versatile meeting spaces and hosting a wide range of corporate events.
The ICC Wales was positioned at the Celtic Manor in Newport, but we know there is clear demand from both the public and private sectors for such a venue to exist within Cardiff itself. Without it, our ability to compete for international conferences and high-value bookings remains limited.
Since the pandemic, the business events landscape has changed. Organisers are booking smaller events with shorter lead times. Flexibility, speed and local support now matter more than ever. That shift plays to Cardiff’s strengths: our compact city centre, walkability and strong hospitality base. But without the right infrastructure, even agile cities struggle to meet demand.
To grow, we need joined-up planning. Investment in transport, digital infrastructure and the public realm is vital. So too is support for the small businesses that power events, from production teams to caterers, logistics providers and security staff.
Business events are catalysts for knowledge exchange, inward investment and economic resilience. They attract global networks, drive innovation and support key growth sectors in Wales such as fintech, creative industries and life sciences. As city and national priorities evolve, they must be recognised not simply as operational logistics, but as strategic tools for economic development.
For Cardiff to fulfil its role as Wales’s business capital, we must ensure that business events are not overshadowed by entertainment-led activity. Business leaders have a vital role to play, both in advocating for investment in core infrastructure and in actively promoting Cardiff as a world-class destination for professional gatherings.
As we look ahead, events must be seen as strategic assets, not just moments of excitement or a day of professional insight. They bring people together, boost local economies and tell the story of a confident, welcoming Wales. But to unlock their full potential, we must plan for growth, invest with intention and collaborate across sectors.
Cardiff has the brand, creativity and ambition to lead. Now it needs the infrastructure and coordination to match. Diverse, well-managed events and first-class venues create lasting value, economic, cultural and civic. It is time we treat them accordingly.
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