Sheffield Ambassador Initiative reaches new heights

Sheffield Ambassador Initiative reaches new heights

24 October 2014

Marketing Sheffield celebrated the success of the Sheffield Conference Ambassador Programme last night (Thursday 23 October 2014) as it was announced that the initiative has now generated over £13.5 million worth of conference and events to the local economy, a significant year on year increase.

This follows hot on the heels of the recent Events Market Trends Survey (EMTS 2013) showing overall business tourism in Sheffield is now being valued at over £117m.

The Ambassador Programme announcement was made at the prestigious Annual Dinner held at Sheffield City Hall, which is supported by by industry body Hospitality Sheffield and leisure facilitator Sheffield International Venues (SIV).

The event, which celebrates Ambassadors involved in the Programme and helps promote the recruitment of new conference advocates, welcomed former BBC Executive Producer and Children’s Media Foundation Director Greg Childs as the keynote speaker for the evening.

As Director of the driving organisation behind the annual Children’s Media Conference which welcomes over 1,000 delegates to Sheffield each year, Childs is a shining example of an Ambassador making a significant contribution to the city’s growing reputation as a conferencing host.

Principal Research Fellow at Sheffield Hallam University and Deputy Director of the Centre for Sports Engineering Research, Dr David James also spoke at the event.

James recently became a fully-fledged Conference Ambassador himself, as the Editor-in-Chief of the 2014 International Sports Engineering Association Conference, held in Sheffield.

Marketing Sheffield Business Tourism Manager, Emma France said: “Once again the evening has proved a highly positive night for Sheffield.

“Last month, the annual UK Events Market Trends Survey showed a second year of consecutive growth in the value of business tourism in Sheffield and this along with tonight’s announcement is surely testament to the significant role the Sheffield Ambassador programme plays in the City’s increasing Business Tourism value.

“We’d like to thank all our Ambassadors for their commitment”

The Ambassador Programme is one of a number of long term initiatives which the Marketing Sheffield works on which are specifically focused towards increasing business tourism.

Ian Slater, Chair of consortium Hospitality Sheffield: “Hospitality Sheffield recognizes the vital contribution Marketing Sheffield’s Ambassador Programme makes to the business tourism sector, which is why we are a leading supporter.

“Ambassadors are knowledgeable and passionate advocates for Sheffield and perfectly placed to influence key decisions about where conferences and significant business events are held. The return on this collaborative approach is huge, as tonight’s announcement has highlighted”

Conference Ambassadors have brought a variety of events to Sheffield over the past five years, from specialist medical symposiums and workshops to large scale association conventions. Most recently the programme was instrumental in securing the European Outdoor Summit set to take place in October next year.

Marketing Sheffield continually seeks new Ambassadors to join the programme. To get involved or for more information on the Sheffield Ambassador Programme visit