The NEC Group is celebrating 50 years since its opening of the NEC by marking a new chapter in its evolution – bringing its venues and experiences together under a single brand: the Nation’s Experience Capital.

The anniversary celebrates five decades of experiences across its venues, welcoming more than 153 million visitors to over 36,000 events, generating an estimated economic impact of more than £50 billion for the West Midlands region.

Once best known for its exhibition halls, the business has grown into a multi-venue operator hosting exhibitions and conferences alongside international arena tours, major sporting events and immersive experiences. The Nation’s Experience Capital now encompasses the NEC Campus, bp pulse LIVE, the Vox conference venue, Utilita Arena Birmingham and ICC Birmingham.

As it turns 50, the focus is firmly on the future. The new brand signals a shift towards an experience-led model, bringing together all the venues under a single, consumer-facing identity.

The year ahead will also see significant investment across the NEC Campus. Central to this next phase will be immersive visitor experiences with a dedicated venue designed to host this content, launching later this year.

This sits alongside a landmark events pipeline, as the NEC Campus prepares to host the UK’s largest gaming festival, DreamHack, in March 2026, long-stay immersive content like the Gladiators Experience and Invictus Games Birmingham 2027.

The Arenas will welcome global artists, including sold-out Tame Impala and The Prodigy, while the ICC further strengthens its reputation as a destination for world-leading conferences and events, including IWG Global Summit and the European Robotics Forum.

To discover what’s coming next at the Nation’s Experience Capital, visit: thenec.co.uk