Knowledge Transfer Partnership (KTP)
Norwich has long been a city that thinks differently. Through collaboration, innovation and a shared ambition, we’ve continued to build a destination that people choose to visit, invest in and do business in. Our new 18-month Knowledge Transfer Partnership (KTP), delivered in partnership with the University of East Anglia and funded by UK Research and Innovation (UKRI), is the next step in that journey.
The project will explore how Norwich can strengthen its business and events tourism offer, ensuring the city is well placed to attract more conferences, meetings and visitors in the years ahead. It will assess the viability of establishing a Convention and Visitors Bureau (CVB), alongside investigating the potential for an Accommodation BID or Visitor Levy and the feasibility of developing a dedicated conference centre, a key opportunity not only for Norwich, but across the wider East of England.
This is about creating long-term opportunities for the city as business events bring significant economic value, supporting hotels, hospitality venues, retailers, cultural attractions and the wider local economy throughout the year. By understanding what Norwich needs to compete more effectively in this market, we can unlock new opportunities, attract higher-value visitors and generate greater investment for our city.
The project also represents an important opportunity for Norwich BID. By exploring new delivery models and more resilient funding streams, we can identify ways to strengthen our work, supporting both existing projects and future initiatives that benefit businesses across the city.
Just as importantly, the research will help shape the future of our destination marketing, strengthening the impact of our VisitNorwich and Work in Norwich campaigns and helping us tell a more compelling story about what Norwich has to offer while challenging outdated perceptions of the city.
At its heart, this project is about partnership. By bringing together academic expertise, local knowledge and industry insight, we’re building a clearer picture of what Norwich needs to thrive as a destination for business, events and investment.
Together, we’re creating the foundations for a stronger, more resilient city, one that continues to deliver meaningful benefits for businesses, residents and visitors alike.
Are you a stakeholder interested in getting involved? Please reach out to nikitha.vardhan@norwichbid.co.uk, our Knowledge Transfer Partnership (KTP) Associate, for a discussion about the project.