With the announcement that next year’s Brit Awards will be hosted at Manchester’s Co-op Live arena on 28 February (in a two-year commitment including the 2027 ceremony to mark its 50th anniversary), and news that the Mercury Prize will move to Newcastle after thirty-two years in the capital this September, the events industry is prompting the question – is London still the go-to destination for events?
In fact, these are not one-offs. They are a reflection of the growing trend towards decentralising the UK’s cultural and corporate event calendar. Cities like Manchester and Newcastle have invested heavily in their cultural infrastructure, creating venues that now rival anything London has to offer. This shift is supported by several broader changes across society and business.
One major factor is changing work patterns. With hybrid and flexible working becoming the norm, delegates aren’t necessarily based in or commuting to London regularly. As a result, regional events may actually attract broader attendance without the added travel strain. Cost is another key consideration. Regional venues often come with lower hire fees, easier parking or travel, and reduced accommodation costs, all of which benefit both event organisers and attendees. There’s also the wider economic impact to consider as bringing major ceremonies to regional cities spreads opportunity to local hotels, restaurants and suppliers, reinforcing the cultural economy across the UK.
But does London still win on glamour? Its enduring appeal certainly remains. A ceremony held in London still carries a level of prestige. The capital’s global status, rich media presence and iconic venues make it a compelling choice for high-profile events. With over 2,000 years of history, the city’s unique and historic spaces can’t be easily replicated elsewhere. Combined with excellent transport links and a broad selection of world-class hotels and entertainment options, London remains a full-service destination for impressive experiences.
Still, is it even a contest? Perhaps it’s not a matter of London versus the regions, but rather of balance. Holding a marquee event in Manchester or Newcastle doesn’t diminish London, it just proves that major ceremonies can thrive and even benefit from being hosted outside the capital. Regional audiences feel included, local economies are boosted, and organisers enjoy practical and financial advantages. Meanwhile, London retains its position for those who want the polish and legacy of a capital city event.
So, are we still London-centric? The answer is perhaps evolving. Just as the workplace has adapted to a hybrid model, so too might the events industry. We may now be moving towards a more geographically flexible calendar, rotating major events between the capital and other vibrant UK cities. London will likely remain the go-to for headline-grabbing occasions and international attention – but regional venues are now equally recognised and viable. And as companies consider where their people are based and how best to bring them together, convenience and context may begin to outweigh old habits.
In today’s events landscape, the events industry is becoming less London-centric than it once was. The real question isn’t whether London still matters – it’s about recognising when it’s the right choice. And when it isn’t, the north is more than ready to step in.