International Congress and Convention Association

Rob DavidsonCentre for Tourism

University of Westminster

International Congress and Convention Association

BUSINESS EXTENDERS: PERSUADING CONFERENCE VISITORS TO LINGER LONGER

-Rob Davidson-University of Westminster

44th ICCA Congress & Exhibition, Monday 7 November 2005Category D Meeting

iccaworld.com



Normally considered as separate activities: Business tourismBusiness tourism(conferences, exhibitions)(conferences, exhibitions)

ANDAND

Leisure tourismLeisure tourism(holidays, day-trips, short breaks)(holidays, day-trips, short breaks)



BUT business visitors can increase the level of leisure tourism activity at destinations by:

ExtendingExtending their trip, to enjoy the attractions of the their trip, to enjoy the attractions of the destinationdestination

Bringing Bringing guestsguests who engage in tourism activities who engage in tourism activities while at the destinationwhile at the destination

Engaging in tourism or recreational activities Engaging in tourism or recreational activities duringduring their trip their trip

ReturningReturning with their partners/families for with their partners/families for holidays/short breaks, or encouraging others to do holidays/short breaks, or encouraging others to do so.so.



The benefits of adding pleasure to business

For local businessesFor local businesses

For the destination as a wholeFor the destination as a whole

For meeting planners and hostsFor meeting planners and hosts



Understanding the market

We need a better understanding of:We need a better understanding of:

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

The types of The types of conferencesconferences most likely to attract most likely to attract extenders and their guestsextenders and their guests

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



Delegate Characteristics

Foreign/nativeForeign/native Self-funding/sponsoredSelf-funding/sponsored Familiar/unfamiliar with the destinationFamiliar/unfamiliar with the destination Single/in a relationshipSingle/in a relationship Experienced/inexperienced travellerExperienced/inexperienced traveller Accompanied/unaccompanied on the Accompanied/unaccompanied on the

triptrip



Conference Characteristics The type of meeting: Association/corporateThe type of meeting: Association/corporate Length of conference Length of conference Timing: day(s) of the week – e.g. proximity to a Timing: day(s) of the week – e.g. proximity to a

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

holidaysholidays Timing: proximity to sporting/cultural eventTiming: proximity to sporting/cultural event Degree to which excursions are already included in Degree to which excursions are already included in

the official conference programmethe official conference programme Inclusion of a guest programmeInclusion of a guest programme



Destination Characteristics Image, including perceived level of Image, including perceived level of

expensiveness and securityexpensiveness and security Distance from delegates' places of Distance from delegates' places of

residence: long-haul?residence: long-haul? Ease and cost of transportation in and Ease and cost of transportation in and

around the destination around the destination Level of tourism information provided by Level of tourism information provided by

VCB/hotel/conference organisers VCB/hotel/conference organisers



The role of tourism and conference professionals Visitor and Convention BureauxVisitor and Convention Bureaux

• Include information on local tours, attractions and events Include information on local tours, attractions and events in familiarisation trips, bid documents, and presentations in familiarisation trips, bid documents, and presentations to organising committees.to organising committees.

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



The role of tourism and convention professionals

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

• Encourage DMCs to tailor tours, guest programmes and Encourage DMCs to tailor tours, guest programmes and

excursions to the interests of the particular delegate groupexcursions to the interests of the particular delegate group

• Set up a discount scheme for business visitors, by involving Set up a discount scheme for business visitors, by involving local suppliers such as restaurants, shops, car-hire local suppliers such as restaurants, shops, car-hire companies and attractionscompanies and attractions



OUR OBJECTIVE !



International Congress and Convention Association

THANK YOU !-Rob Davidson-University of Westminster

davidsr@wmin.ac.ukwww.eibtm.comwww.businesstourismpartnership.com

iccaworld.com

mailto:[email protected]

http://www.eibtm.com/

http://www.businesstourismpartnership.com/

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International Congress and Convention Association