Barbican and The Ned to showcase London’s Destination City at SMU International 2025

The Barbican, London’s internationally arts and conference centre, will work in collaboration with The Ned, a leading London hotel to champion the City of London’s Destination City initiative at SMU International 2025.

SMU International 2025, taking place from 10-12 March in New York, offers a unique opportunity to connect with meetings and incentive buyers and planners from around the globe. The Barbican and The Ned’s attendance underscores their pivotal role at the heart of the Square Mile, an area celebrated for its historical significance, cultural richness, and innovative future.

The City of London’s Destination City initiative aims to enhance the Square Mile’s appeal by improving pedestrianisation, accessibility, and cultural programming. The district, home to iconic landmarks like the Old Bailey and the Bank of England, is a nexus of history, commerce, and culture. As the area’s leading conference and event venue, the Barbican symbolises this unique blend of heritage and modernity.

The Barbican’s collaboration with The Ned at SMU International 2025 emphasises London’s ability to provide exceptional experiences for event planners and delegates. The Ned, with its luxurious accommodation and state-of-the-art event spaces, is a symbol of sophistication and innovation, complementing the Barbican’s cultural and architectural significance.

Barbican Renewal Programme: securing a sustainable future

The Barbican’s participation at SMU coincides with the start of the Barbican Renewal Programme, a landmark initiative, which will be funded with £191 million from the City of London Corporation.

This five-year project will deliver critical repairs and upgrades to the Barbican, enhancing the Centre’s accessibility, energy efficiency, and overall sustainability.  The renewal will secure the Barbican’s position as a cutting-edge venue for arts, business events, and cultural innovation.

Jenny Waller, Head of Sales at the Barbican, who will represent the venue at SMU said: “London’s Square Mile is not just the financial heart of our capital; it’s a cultural beacon. The Destination City programme showcases this vibrant area as a global event and cultural leader, and the Barbican is proud to be at its core. The Renewal Programme will ensure we remain a sustainable and inclusive venue, fit for the future. SMU International 2025 is the perfect platform to share our vision and inspire international event organisers.”

Rachel Lajom, Head of Groups & Events Sales at The Ned added:  “The City of London is a shining example of how London is constantly evolving, building upon history and discovering something new. The Ned, since opening in 2017, has embodied this also. Attending SMU for the second time, is the perfect opportunity to showcase to the North American buyers, that London is a destination you can continue to come back and visit and always experience something new. To sit alongside Jenny from The Barbican will allow us to position The City of London and its importance to the well-travelled business market, as well as those wanting to explore this unique city for the first time.”