Rob Davidson

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

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Normally considered as separate activities

• Business tourism
• (conferences, exhibitions)
• AND
• Leisure tourism
• (holidays, day-trips, short breaks)

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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.

4
The benefits of adding pleasure to business

• For local businesses
• For the destination as a whole
• For meeting planners and hosts

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.

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Delegate Characteristics

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

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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

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

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

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
•  
•  

11
OUR OBJECTIVE !
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International Congress and Convention Association

• THANK YOU !
• Rob Davidson
• University of Westminster
• davidsr_at_wmin.ac.uk
• www.eibtm.com
• www.businesstourismpartnership.com

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