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Shakespeare’s England encourages business tourism to the area

5th January 2015 Print
Robin Tjolle

Partners in the Shakespeare's England area which includes Stratford-upon-Avon, Warwick, Royal Leamington Spa, Kenilworth and the surrounding towns and villages, are working together to encourage more business tourism to the area. Initiatives are being launched to encourage businesses to hold their meetings, incentives, conferences and events (MICE) within Shakespeare’s England.

One such initiative planned is a familiarisation trip to bring together the top of the range facilities of Warwick Conferences, based at the University of Warwick, with exciting pre and post conference activities at the Royal Shakespeare Company and Warwick Castle. The three organisations are working together to target leading conference organisers so they can see first-hand how modern conference facilities meets some of the finest history and heritage activities that England has to offer.

The itinerary includes a fine dining lunch at Restaurant 91 at the University of Warwick, a show-round of Warwick Conferences, Training and Conference Centres, a tour and presentation of the Royal Shakespeare Theatre, drinks reception and dinner at Warwick Castle and overnight accommodation at Scarman House with breakfast the following morning.

Shakespeare's England is also working with a number of other partners to develop the MICE offer across the region. Leading hotel partners, attractions and local destination management companies are being brought together to entice conference bookers to use the region for meetings and incentive travel. Shakespeare's England has the perfect blend of having an accessible location, exciting MICE activities along with the history and heritage associated with Shakespeare as well as some of the finest hotels in the Midlands.

This joint approach has already been put into practice with a recent familiarisation trip organised by Visit England and Warwick Events to show MICE journalists from across Europe what an accessible and exciting MICE destination Shakespeare's England is.

Robin Tjolle, Destination Manager of Shakespeare’s England commented “We have such great meetings and incentive products in our area, along with an easily accessible location and a rich heritage offer that will provide the perfect backdrop to any corporate meeting or event.”

For more information about Shakespeare’s England visit

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Robin Tjolle