BUSINESS EXTENDERS: PERSUADING CONFERENCE VISITORS TO LINGER LONGER

1. 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 2005 • Category D Meeting Rob Davidson Centre for Tourism University of Westminster iccaworld.com

2. Normally considered as separate activities: • Business tourism (conferences, exhibitions) AND • Leisure tourism (holidays, day-trips, short breaks) Rob Davidson Centre for Tourism University of Westminster

3. BUT business visitors can increase the level of leisure tourism activity at destinations by: • Extending their trip, to enjoy the attractions of the destination • Bringing guests who engage in tourism activities while at the destination • Engaging in tourism or recreational activities during their trip • Returning with their partners/families for holidays/short breaks, or encouraging others to do so. Rob Davidson Centre for Tourism University of Westminster

4. The benefits of adding pleasure to business • For local businesses • For the destination as a whole • For meeting planners and hosts Rob Davidson Centre for Tourism University of Westminster

5. Understanding the market • We need a better understanding of: • 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. Rob Davidson Centre for Tourism University of Westminster

6. Delegate Characteristics • Foreign/native • Self-funding/sponsored • Familiar/unfamiliar with the destination • Single/in a relationship • Experienced/inexperienced traveller • Accompanied/unaccompanied on the trip Rob Davidson Centre for Tourism University of Westminster

7. 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 Rob Davidson Centre for Tourism University of Westminster

8. 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 Rob Davidson Centre for Tourism University of Westminster

9. The role of tourism and conference professionals • Visitor and Convention Bureaux • Include information on local tours, attractions and events in familiarisation trips, bid documents, and presentations to organising committees. • Attend association conferences the year before they come to your destination andshowcase the leisure opportunities offered by your own city and the surrounding area. Rob Davidson Centre for Tourism University of Westminster

10. The role of tourism and convention professionals • Provide a Tourism Information desk at larger conferences and trade shows, during the event. • Encourage DMCs to tailor tours, guest programmes and excursions to the interests of the particular delegate group • Set up a discount scheme for business visitors, by involving local suppliers such as restaurants, shops, car-hire companies and attractions Rob Davidson Centre for Tourism University of Westminster

11. OUR OBJECTIVE ! Rob Davidson Centre for Tourism University of Westminster

12. International Congress and Convention Association • THANK YOU ! • Rob Davidson • University of Westminster • davidsr@wmin.ac.uk • www.eibtm.com • www.businesstourismpartnership.com Rob Davidson Centre for Tourism University of Westminster iccaworld.com