ASA Tours: events in the UK and Ireland that become experiences

In the international MICE landscape, choosing the right local partner is a key factor in determining the success of a corporate event. Alexander Ruggeri, director of ASA Tours, a Destination Management Company (DMC), knows this well. For over 35 years, he has partnered with Italian companies and agencies in designing corporate experiences in the United Kingdom and Ireland. His vision is clear, and is based on three elements that distinguish ASA Tours from its competitors: “We are available 24/7: if there’s a problem at 2 in the morning, we’ll respond. And, above all, for us, a ‘No’ is as important as a ‘Yes’: we only say yes when we’re sure we can guarantee the highest quality. Finally, our service is personal: our clients speak to people, not departments.” This philosophy reflects a human and direct approach, rare in an increasingly automated market.

2026 Goals: Excellence Without Compromise

For Ruggeri, 2026 is a key year: “We want to be the leading DMC for the UK and Ireland. We don’t aim to be among the best: we aim to be the best. And, above all, we want to continue to fully meet our customers’ expectations. Their satisfaction is our investment in the future.” A statement of intent that speaks of ambition but also of responsibility towards those who entrust ASA Tours with their most strategic projects.

Why choose the UK for a corporate event?

The destination is a crucial factor in the success of an event, and the United Kingdom offers a unique mix of accessibility, culture, and iconic urban settings. As Ruggeri emphasizes: “London, with its five international airports (LHR, LGW, CITY, STN, LTN) ensuring a very comfortable journey for all participants arriving from Italy, Europe, or the rest of the world with direct flights, is a metropolis that never ceases to surprise. Every visit reveals something new: a newly opened restaurant, a unique festival, a transforming neighborhood, a new skyline. It’s a city that lives in constant evolution, perfect for those seeking original venues and cinematic atmospheres capable of astonishing even the most discerning guests. No matter how many times you visit London, you’ll never have seen it all!”

Couple dining at table with views overlooking a harbour

Edinburgh, on the other hand, captivates with its timeless charm, so much so that it has been nicknamed the “Athens of the North” for its artistic, architectural, and cultural vibrancy. The picturesque cobbled streets of the Old Town and the Georgian splendor of the New Town (both UNESCO World Heritage Sites) are the perfect backdrop for corporate events. Consider, for example, the magic of an event at the extraordinary Edinburgh Castle. Built on an extinct volcano, its imposing structure dominates the entire city and is an exceptional venue to impress even the most discerning guest. Furthermore, Edinburgh boasts the second-highest number of Michelin-starred restaurants in Great Britain, second only to London: a resource for gourmet diners eager to enjoy a high-end dinner featuring modern dishes prepared with traditional Scottish ingredients.

Three special locations for events

Among the many options available in the United Kingdom, Alexander Ruggeri suggests 3 venues capable of transforming an event into an indelible memory:

1. The Honourable Society of Lincoln’s Inn
It is one of London’s four historic Inns of Court, with a prestigious tradition dating back to the 15th century. Home to the professional association of barristers and magistrates of England and Wales, it is renowned for its exceptional library, magnificent Tudor architecture, and tranquil gardens. The Inn continues to uphold the highest standards of the legal profession, while fostering a strong sense of community among judges, lawyers, and students.

2. National Gallery
The National Gallery in London offers a corporate setting of rare elegance, where art becomes an integral part of the experience. Located in the heart of Trafalgar Square, it guarantees an immediate visual impact. The available spaces—from panoramic terraces to historic rooms—allow for bespoke, refined, and memorable events. Each space is meticulously curated and enhanced by iconic masterpieces, transforming meetings, gala dinners, and presentations into prestigious moments.

3. Tower Bridge
An iconic symbol of London and an undisputed masterpiece of engineering, Tower Bridge is a truly unique event location. Gala dinners can be held on the glass-floored walkways. Situated 42 meters above the Thames, they offer breathtaking views of the city skyline.