Reform UK is hosting its national conference this week at the National Exhibition Centre near Birmingham, marking a strategic push to engage business leaders and enhance its economic credibility. The three-day event will feature an inaugural business day, aimed at placing the business community "at the heart of the programme" by offering direct access to the party’s leadership.

Major companies such as Vodafone, EE, Heathrow Airport, and JCB are participating in the conference, either attending or organizing events. A spokesperson for Heathrow emphasized the airport’s longstanding practice of engaging constructively with political parties across the spectrum. They noted that sponsoring party conference events is a common means for businesses—from airlines to banks and supermarkets—to interact with policymakers and communicate the needs of consumers and the broader economy.

Reform UK has made noticeable changes to the format and commercial approach of its conference this year. Compared to previous years, the party has increased fees for some commercial packages and restructured the event to resemble more traditional political gatherings. Notably, perks such as free champagne and custom cocktail naming rights have been removed. Platinum ticket prices have risen from £2,500 to £3,000 plus VAT. These tickets include benefits such as a champagne breakfast with former party leader Nigel Farage, fast-track entry, and access to a designated lounge. Party insiders have described these adjustments as part of a necessary professionalization process, acknowledging they may make the conference feel less festive but more conventional.

This focus on business engagement follows a series of electoral successes for Reform UK. In May local elections, the party secured hundreds of council seats and achieved second place in Welsh Senedd contests, alongside a joint-second position in the Scottish Parliament elections. These gains reflect growing political momentum for the party and underscore its intent to appeal to a broader constituency, including the business sector.

Among Reform UK’s key policy proposals presented at the conference are plans to repeal the recent rise in employers’ national insurance contributions, specifically for workers who are British nationals. The party also aims to reduce the value-added tax (VAT) for the hospitality industry, signaling a pro-business stance designed to support economic growth and employment within this sector.

While Reform UK’s efforts illustrate a clear ambition to strengthen ties with business leaders and high-profile companies, the move has generated some commentary on the changing nature of the party’s conference atmosphere and the rising costs associated with participation. Nonetheless, the party leadership views these developments as essential steps toward presenting a more established and credible economic platform in the coming electoral cycle.