Belgrade Tourism Conference 2015

1. Tourism and Events
ROB DAVIDSON
MICE KNOWLEDGE
#MICEKNOWLEDGE

2. Normally considered to be separate
activities:
•Business tourism
(conferences, exhibitions)
AND
•Leisure tourism
(holidays, day-trips, short breaks)

3. 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

4. BUT … business visitors can
increase the level of leisure tourism
activity at destinations in 4 ways:
• 2. Bringing guests who engage in
tourism activities while at the destination

6. • 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.

7. BUT … business visitors can
increase the level of leisure tourism
activity at destinations in 4 ways:
• Engaging in tourism or recreational
activities during their business trip

8. BUT … business visitors can
increase the level of leisure tourism
activity at destinations in 4 ways:
• Returning with their partners / families
for holidays, or encouraging others to do
so.

9. The benefits of adding pleasure to
business
•For local businesses
•For the destination
•For meeting planners and hosts

10. 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.

11. Delegate Characteristics
• Foreign / native
• Self-funding / sponsored
• Familiar / unfamiliar with the destination
• Single / in a relationship
• Experienced / inexperienced traveller
• Accompanied / unaccompanied on the trip

12. 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

13. 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

14. 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 and
showcase the leisure opportunities offered
by your own city and the surrounding area.

15. 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

16. OUR OBJECTIVE !

17. THANKYOU !
ROB@MICEKNOWLEDGE.COM