rob davidson: tourism and events

Tourism and EventsROB DAVIDSONMICE KNOWLEDGE

#MICEKNOWLEDGE

Normally considered to be separateactivities:

• Business tourism

(conferences, exhibitions)

AND

• Leisure tourism

(holidays, day-trips, short breaks)

BUT … business visitors can increase the level of leisure tourism activity at destinations in 4 ways:

• 1. Extending their trip, to enjoy the attractions of the destination


• 2. Bringing guests who engage in tourism activities while at the destination

• The Times (07 March 2002)

“Wives of frequent travellers …are 3 times more likely to have mental health problems than wives whose husbands go home every night….

Repeated intermittent absences may be disruptive to family contentment, and dangerous to the mental stability and physical health of the abandoned spouse”.

Journal of Occupational and Environmental Health.


• Engaging in tourism or recreational activities during their business trip


• Returning with their partners / families for holidays, or encouraging others to do so.

The benefits of adding pleasure to business

• For local businesses

• For the destination

• For meeting planners and hosts

Understanding the market

• We need to understand:

• The factors that determine which types of delegates are most likely to extend their visit

• The types of conferences most likely to attract extenders and their guests

• The types of destinations that most easily attract extenders and their guests.

Delegate Characteristics

• Foreign / native

• Self-funding / sponsored

• Familiar / unfamiliar with the destination

• Single / in a relationship

• Experienced / inexperienced traveller

• Accompanied / unaccompanied on the trip

Conference Characteristics

• The type of meeting: Association / corporate

• Length of conference

• Timing: day(s) of the week – e.g. proximity to a weekend

• Timing: month of the year – e.g. during school holidays

• Timing: proximity to sporting / cultural event

• Degree to which excursions are already included in the official conference programme

• Inclusion of a guest programme

Destination Characteristics

• Image, including perceived level of expensiveness and security

• Distance from delegates' places of residence: long-haul?

• Ease and cost of transportation in and around the destination

• Level of tourism information provided by tourism organisation / conference organisers

How can we persuade business visitors to stay longer ?

• Include information on local tours, attractions and events in familiarisation trips and bid documents

• Attend association conferences the year before they come to your destination andshowcase the leisure opportunities offered by your own city and the surrounding area.

How can we persuade business visitors to stay longer ?

• Provide a Tourism Information desk at larger conferences, during the event.

• Adapt tours, guest programmes and excursions to the interests of the particular delegate group

• Create a discount scheme for business visitors, at local restaurants, shops, car-hire companies and tourist attractions

OUR OBJECTIVE !

THANK YOU !

[email protected]

rob davidson: tourism and events

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