Nottingham is increasingly becoming a top destination for corporate events, according to experts.
The University of Nottingham's conferences facilities brought an estimated £64.3 million to the local economy this year.
And as the new year draws in, industry experts are planning to up that figure by spending more on advertising to the region.
The area's upcoming PR campaign will aim to promote Nottingham's place as a top destination for business events, as all as highlight the local support network which brings businesses to the area.
An estimated 37 per cent of trips to the East Midlands are for business, according to recent research.
Nottingham Conferences will be organising a fam trip for events organisers and businesses to show them the local facilities.
Kirstie Danzey, marketing manager for Nottingham Conferences, said: "Nottingham is fast becoming one of the most progressive cities in Europe for the conference and events market, and has been rated as a top ten destination for association and corporate events.
"Our year long awareness campaign is designed to increase awareness of Nottingham as a conference and events destination, and the fam trip is a great opportunity for us to kick off our activity and to showcase our facilities and demonstrate the opportunities Nottingham has to offer."