The BRIT Awards: Case Study
The Accommodation BID, alongside city centre partners, brought The BRIT Awards out of London for the first time.
Awards at a Glance
Showcasing the very best of British music, the BRIT Awards coming to Manchester marked a landmark moment for the city region. With the first of two ceremonies taking place in February 2026 at the Co-op Live, the event positioned Manchester firmly at the centre of the UK’s cultural calendar, demonstrating the city’s ability to host globally significant events at scale.
- 96%
- hotel occupancy on the night of the awards
- 500m
- views of Manchester across The BRIT Awards social media channels
- 1st
- time in the event's history held outside London
Manchester Accommodation BID played a key role in supporting the successful bid to bring the BRIT Awards to the city, recognising the opportunity to drive overnight stays, increase visitor spend and showcase Manchester’s vibrant cultural and hospitality offer to a global audience. The event delivered a major boost for the accommodation sector, with hotels across the city reporting exceptionally high occupancy levels and increased demand from both domestic and international visitors.
Beyond the main ceremony, the BRITs activity extended across the city through a week-long programme of fringe events celebrating local music, creativity and emerging talent. The BRITs Fringe included FRINGE LAB artist workshops, a city-wide art trail and a series of intimate BRITs Week War Child charity gigs featuring artists including Olivia Dean and Rossi. These events created additional footfall across Manchester’s neighbourhoods, supporting independent venues and businesses while reinforcing the city’s reputation as a thriving music destination.
The impact of the BRIT Awards was visible across Manchester’s public realm, with dedicated street dressing and event branding creating a strong sense of occasion and enhancing the visitor experience. Special edition tram branding and transport incentives for ticket holders supported movement across the city, encouraging visitors to explore Manchester’s wider cultural, retail and hospitality offer. Events also took place at venues including New Century Hall, helping to distribute economic benefit across multiple locations.