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C086/2026/2027- Business Events Industry Engagement & Lead Generation

Llywodraeth Cymru / Welsh Government

This public procurement record has 1 release in its history.

Tender

18 Sep 2026 at 13:03

UK4 - Tender Notice
Summary of the contracting process

Welsh Government is seeking a supplier to deliver and develop a pan-Wales programme of business events industry engagement and lead generation. The work will strengthen collaboration between destinations, local authorities, venues, hotels and industry partners, improve destination readiness, identify and develop business events opportunities, and build a sustainable pipeline of leads. It will also support engagement with agencies, event organisers, trade organisations and industry bodies, provide market intelligence and best-practice sharing, and contribute to the North Wales educational project. The programme is intended to build long-term industry capability and resilience, with stakeholders taking greater ownership over time. Delivery is across Wales, including support for regional networks and businesses. The requirement is for business development, marketing and consultancy services. Welsh Government is the buying organisation.

The process has reached tender: Welsh Government invited offers through an open procedure, with electronic submission via the eTenderWales portal. Enquiries had to be submitted by 12 October 2026 at 14:00, and tenders by 19 October 2026 at 14:00. The contract is scheduled to run from 4 December 2026 to 4 December 2028. Its estimated value is £130,000 excluding VAT, or £156,000 including VAT. There is one lot. Evaluation is weighted 70% technical quality and 30% cost. The award decision is due by 24 November 2026. Bids may be submitted in English or Welsh. Financial terms are set out in the specification, and the procurement is covered by the Government Procurement Agreement.

This opportunity suits organisations experienced in business events, destination development, stakeholder engagement, business development and lead generation. Strong candidates will be able to build and manage regional networks, bring together public bodies, venues, hotels, destinations and industry partners, and engage intermediaries such as event agencies, organisers and trade organisations. The work calls for market intelligence, opportunity identification, practical recommendations, measurable outcomes, regular reporting and policy or industry development insight. Suppliers should be able to support businesses to improve their destination offer, meet current Visit Wales accreditation requirements, obtain suitable product listings and explore online bookability through the TXGB distribution channel where relevant. Capability to deliver educational engagement, share knowledge and best practice, and create a clear transition and exit plan is also important. The opportunity is identified as suitable for SMEs and VCSEs.

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Notice Information

Notice Title

C086/2026/2027- Business Events Industry Engagement & Lead Generation

Notice Description

The Welsh Government seeks to appoint a contractor to deliver and further develop a pan-Wales programme of business events industry engagement and lead generation activity over a two-year period. Building on the findings and recommendations of the Mid and West Wales Regional Engagement Pilot, the programme will support the development of stronger regional networks, increased industry collaboration, improved destination readiness and enhanced lead generation activity that aligns with the National Events Strategy for Wales, Tourism strategies and wider Welsh Government priorities. The programme is intended to build long-term industry capability and resilience, enabling stakeholders to take increasing ownership of engagement, collaboration and opportunity development activity beyond the life of the contract. The primary aims and objectives of the contract are to: * Strengthen engagement with business events stakeholders across Wales. * Increase industry awareness and understanding of business events opportunities and support available through Meet In Wales. * Develop stronger regional networks and improve collaboration between destinations, local authorities, venues, hotels and industry partners. * Support destinations and businesses to identify, develop and pursue business events opportunities. * Improve the quality and quantity of lead generation activity across Wales. * Facilitate engagement with key intermediaries including agencies, event organisers, trade organisations and relevant industry bodies. * Identify barriers to growth and provide recommendations to support the development of Wales' business events offer. * Create mechanisms for sharing market intelligence, opportunities, best practice and industry updates. * Support the North Wales educational project by encouraging relevant industry representatives from across Wales to attend, engage fully in the sessions, take learning from the programme and apply this throughout the lifetime of the project. * Ensure opportunities to engage industry are fully utilised, including encouraging businesses to meet current Visit Wales accreditation requirements, secure an appropriate product listing, and explore opportunities to be bookable online through the TXGB distribution channel where relevant. * Support the development of a sustainable pipeline of business events opportunities that can deliver economic and wider benefits to Wales. * Provide measurable outcomes, regular updates and reporting and recommendations that support future business events policy and industry development activity. * Build industry capability, knowledge and confidence to support a sustainable and increasingly industry-led approach to business events engagement and opportunity development across Wales. * Develop and implement a clear transition and exit plan that enables industry stakeholders to assume greater ownership of networks, engagement activity, intelligence sharing and opportunity development by the end of the contract period.

Notice Details

Publication & Lifecycle

Open Contracting ID
ocds-h6vhtk-07756a
Publication Source
Find A Tender Service
Latest Notice
https://www.find-tender.service.gov.uk/Notice/088672-2026
Current Stage
Tender
All Stages
Tender

Procurement Classification

Notice Type
UK4 - Tender Notice
Procurement Type
Standard
Procurement Category
Services
Procurement Method
Open
Procurement Method Details
Open procedure
Tender Suitability
SME, VCSE
Awardee Scale
Not specified

Common Procurement Vocabulary (CPV)

CPV Divisions

79 - Business services: law, marketing, consulting, recruitment, printing and security

CPV Codes

79342000 - Marketing services

79411100 - Business development consultancy services

79413000 - Marketing management consultancy services

79900000 - Miscellaneous business and business-related services

Notice Value(s)

Tender Value
£130,000 £100K-£500K
Lots Value
£130,000 £100K-£500K
Awards Value
Not specified
Contracts Value
Not specified

Notice Dates

Publication Date
18 Sep 20263 days ago
Submission Deadline
19 Oct 20264 weeks to go
Future Notice Date
Not specified
Award Date
Not specified
Contract Period
4 Dec 2026 - 4 Dec 2028 2-3 years
Recurrence
2028-12-18

Notice Status

Tender Status
Active
Lots Status
Active
Awards Status
Not Specified
Contracts Status
Not Specified

Buyer & Supplier

Contracting Authority (Buyer)

Main Buyer
Llywodraeth Cymru / Welsh Government
Contact Name
Available with D3 Tenders Premium →
Contact Email
Available with D3 Tenders Premium →
Contact Phone
Available with D3 Tenders Premium →

Buyer Location

Locality
CARDIFF
Postcode
CF10 3NQ
Postcode Area
Cardiff
Country
Wales
Major Region (ITL 1)
TLL Wales
Basic Region (ITL 2)
TLL5 South East Wales
Small Region (ITL 3)
TLL52 Cardiff and Vale of Glamorgan
Delivery Location
TLL Wales
Local Authority
Cardiff
Electoral Ward
Cathays
Westminster Constituency
Cardiff South and Penarth

Further Information

Notice Documents

Open Contracting Data Standard (OCDS)

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The Open Contracting Data Standard (OCDS) is a framework designed to increase transparency and access to public procurement data in the public sector. It is widely used by governments and organisations worldwide to report on procurement processes and contracts.

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