Converting business visitors into leisure tourists –

Ten Top Tips

Rob DavidsonUniversity of Westminster

11th ICCRM

Seville, Spain

7-9 July 2005www.iccaworld.com

Outlines, 11th ICCRM, Seville, 2005

Business visitors can increase the level of leisure tourism activity at your destinations by:

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

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

Outlines, 11th ICCRM, Seville, 2005

Business visitors can increase the level of leisure tourism activity at your destinations by:

• Engaging in tourism or recreational activities during their trip

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

Outlines, 11th ICCRM, Seville, 2005

The benefits of adding pleasure to business:

• For local businesses• For the destination as a

whole• For meeting planners and

hosts• For the visitors themselves

Outlines, 11th ICCRM, Seville, 2005

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.

Outlines, 11th ICCRM, Seville, 2005

Delegate Characteristics:

• Foreign/native• Self-funding/sponsored• Familiar/unfamiliar with the

destination• Single/in a relationship• Experienced/inexperienced

traveller• Accompanied/unaccompanied on

the trip

Outlines, 11th ICCRM, Seville, 2005

Conference Characteristics:

• The type of conference: Association/corporate

• Length of conference • Timing: day(s) of the week • Timing: proximity to

sporting/cultural event• Degree to which excursions are

already included• Inclusion of a guest programme

Outlines, 11th ICCRM, Seville, 2005

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 VCB/hotel/conference organisers

Outlines, 11th ICCRM, Seville, 2005

TEN TOP TIPS:

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

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

Outlines, 11th ICCRM, Seville, 2005

TEN TOP TIPS:

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

4. Design tours and excursions to the interests of the particular delegate group

5. Set up a discount scheme for business visitors

Outlines, 11th ICCRM, Seville, 2005

TEN TOP TIPS:

6. Persuade conference planners to hold their meetings just before or just after an event in your destination

7. Provide links to your leisure websites, from conference websites’ home pages

8. Offer conference organisers photographic material and tourism information

Outlines, 11th ICCRM, Seville, 2005

TEN TOP TIPS:

9. Don’t be territorial !

10.Measure the added benefits and tell everyone about them.

More information:www.businesstourismpartnership.com

Publications: ‘Making the most of our business visitors’

Outlines, 11th ICCRM, Seville, 2005