The Interflora World Cup, the most prestigious global competition in the world of floristry, took place in Manchester in September 2023. Manchester is the first UK City selected to host the competition.

What is the Interflora World Cup?

The floristry competition describes itself as the Olympics crossed with the Chelsea Flower Show, giving 25 exceptional florists from 25 countries the chance to compete to be crowned World Champion and showcase their talents. The artists create floral works of art, but outside of the competition, there is also a full day of floral fun with creative workshops, live demonstrations, artisan markets, live music, entertainment and refreshments.

Hosted in leading cities around the globe, including Berlin, Shanghai and Philadelphia, Interflora chose Manchester as its host city, making it the first UK city to host the prestigious event. Bringing people together through its network of over 900 local florists from 130 countries, Manchester’s connectivity provided the perfect UK base for this international event.

The event was hosted at Manchester Central over 3 days from 7-9 September 2023. Manchester Central was the ideal venue for the competition, offering the large spaces needed to host all elements of the programme, from the competition to floral displays and workshops.

The 2023 Interflora World Cup marks the centenary year but also the first time the event has opened its doors to the public, creating a once-in-a-lifetime event for all and creating stunning displays of skill and design.

How did the Convention Bureau support?

The Manchester Convention Bureau worked with Interflora from the initial conception of the World Cup through to its completion. The goal throughout was to create a memorable experience for participants while showcasing Interflora’s work to a global audience.

Working side-by-side with the chosen venue, Manchester Central, the Convention Bureau team built a strong working relationship with Interflora to ensure the event was a huge success.

Through the CVB team’s Accommodation Booking Service, Interflora could rest assured that the delegates who required contracted rooms had access to city-centre hotels within walking distance of the conference at the best rate. By utilising the Convention Bureau’s database of accommodation providers across the city, they were able to provide a seamless booking process for delegates at competitive prices.

The Manchester Convention Bureau team also supported the promotion of the event, using social media to build anticipation for the conference and raise awareness to the significant audience within Greater Manchester and the surrounding regions. Utilising existing social media channels to reach already engaged audiences across the region, the Convention Bureau team was able to help  boost attendance.

The CVB team offered a bespoke delegate welcome package. This helped delegates make the most of their time in Manchester, ensuring they felt welcomed to the city and had plenty of ideas to fill any free time outside of the event. Resting on Manchester’s reputation as a friendly city, the delegate welcome helped those attending from across the globe gain a sense of what this city is about. The team provided information for visiting participants on what to see and do in Manchester, free activities, delegate discounts, as well as information on how to keep active in the city including jogging routes and access to green spaces.