International Convention Centre Wales (ICC Wales) has responded, following the news that The Brit Awards will take place in Manchester next year after 50 years in London.
The ceremony will take place at the Co-op Live arena on 28 February, after being held at London’s 02 Arena for the past 15 years.
This is the first time the ceremony has taken place outside London since the awards began in 1977.
The news adds to a growing trend of cultural events expanding beyond the confines of London.
Amy Philips, head of sales, at ICC Wales said: “We firmly believe that great events don’t just happen in capital cities; they happen where there’s passion, partnership and purpose.“
She explained that Wales offers a ‘unique combination’ of cost-effectiveness without compromising on quality, with ICC Wales having hosted major international events since opening in 2019.
Next year ICC Wales is set to host the World Chefs Congress and Expo 2026.
Philips said: “Our venue boasts world-class infrastructure, excellent connectivity, and flexible event spaces, complemented by greater accommodation availability than some of the more oversaturated destinations. This means organisers and delegates enjoy exceptional experiences with more space to think, breathe, and connect.”
She added: “In our case, Wales offers rich cultural and experiential appeal alongside stronger community and industry connections that can enrich every event. This collaborative spirit ensures events leave a lasting legacy beyond the duration of the event.
She concluded: “As we’re proving, there truly is life beyond London and it’s thriving, sustainable, and inspiring.”
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