The King’s Seeing is Believing annual programme review 2024

The King’s Seeing is Believing annual programme review 2024

In 2024, the Seeing is Believing programme of visits continued to grow and evolve, building on the strong foundations laid since its re-establishment in 2022, actively driving Business in the Community’s (BITC) Pride of Place strategy.

The King reaffirmed his endorsement and support for BITC, and the Seeing is Believing programme, remaining our Royal Founding Patron. As a result, the programme was renamed to The King’s Seeing is Believing programme, which is overseen by The King’s Seeing is Believing Council.

We were excited to welcome Linklaters LLP as a three-year strategic partner for the programme, in addition to continued funding in 2025 from Salesforce.

Annual review 2024

The impact of The King’s Seeing is Believing programme is working at scale and pace.

• More than 100 senior business leaders from 88 companies participated in seven visits across the country—London, Bradford, Manchester, Wisbech, Brent, Coventry and Newport
• 80% of delegates are taking action in 2024.
• More than £170,000 in immediate funding and donations has benefitted 24 community organisations, schools and individuals, paired with further support through volunteering and advisory work.
• Tremendous business engagement in places such as Newport, Sheffield and Coventry. You can read about these successes in this report (see page 5 – 7).

Looking ahead to 2025, visits will increase to twelve visits, with a bigger team on hand to deliver the visits; understanding and sharing the impacts and outcomes in each place.

A special report on the work that has taken place in the first half of 2025 will be shared at The Responsible Business Leadership Assembly on 9 July.

About the Prince’s Seeing Is Believing Programme

The Prince’s Seeing is Believing programme, established in 1990 by our founding patron King Charles III, was born from a simple but powerful belief that the best way to close the gap between the boardroom and the community was to take business leaders out to the communities themselves. He understood that the power of the visits was not just in seeing and believing, but also in how to turn that experience into ‘doing’. To date over 25,000 business leaders have taken part in visits, each one designed to show the unique contribution business can make when working in partnership with others on an issue or in a community. By thinking strategically about the implications for their own business the visit gives a different understanding of the long-term impact and benefit that can be delivered for both businesses and communities. 

The Prince’s Seeing is Believing programme is made possible with support from our strategic partners, Salesforce and Linklaters.