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The first phase of development work has begun on The International Centre, it has been announced.
A new entrance is to be created at the Telford venue, as well as additional event spaces and other public areas.
There are currently over 11,600 m sq of event space at the west midlands location.
It is hoped the multi-million pound Telford venue redevelopment, which is a joint initiative between the Southwater Event Group and Telford and Wrekin Council, will help create a new convention quarter for the town.
Southwater Event Group chief executive, Tom Gray, said the start of the ambitious development was a real milestone for the town.
He said: "We're extremely excited to see work starting on site on the first stage of a development that will change the face of Telford.
"We've worked in partnership with the council, and with other organisations and businesses to bring this development to life, and we're all looking forward to a dynamic future for the town as a whole."