At ‘The Great Industry Debate’ hosted in January by the Cambridge Union, UKinbound CEO and former Visit Britain chief, Joss Croft, echoes fellow speaker Michael Dominguez regarding the importance of consistency and relevance to government in communicating a new narrative. Croft confirms the need to elevate the ‘Gross Value-Add’ (GVA) in order to appeal to departments beyond that responsible only for tourism [in the UK, the Department for Culture, Media & Sport (DCMS)].
Gross Value Add (GVA) lies at the epicentre of the new narrative required.
Further reading:
From Associations Meetings International:
‘Purposeful’ planners will meet in Melbourne for BestCities
From Conference & Meetings World:
Delegates committed to building legacy at 2022 BestCities Global Forum
From Boardroom Global:
BestCities Global Forum 2021: Deciphering the Complexity of Legacy Creation
From VisitBritain:
