Rob Davidson Centre for Tourism University of Westminster International Congress and Convention Association BUSINESS EXTENDERS: PERSUADING CONFERENCE VISITORS TO LINGER LONGER -Rob Davidson -University of Westminster 44 th ICCA Congress & Exhibition, Monday 7 November 2005 Category D Meeting iccaworld.com

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

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

Rob Davidson Centre for Tourism University of Westminster Understanding the market We need a better understanding of: 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 Delegate Characteristics Foreign/native Foreign/native Self-funding/sponsored Self-funding/sponsored Familiar/unfamiliar with the destination Familiar/unfamiliar with the destination Single/in a relationship Single/in a relationship Experienced/inexperienced traveller Experienced/inexperienced traveller Accompanied/unaccompanied on the trip Accompanied/unaccompanied on the trip

Rob Davidson Centre for Tourism University of Westminster Conference Characteristics The type of meeting: Association/corporate The type of meeting: Association/corporate Length of conference Length of conference Timing: day(s) of the week – e.g. proximity to a weekend Timing: day(s) of the week – e.g. proximity to a weekend Timing: month of the year – e.g. during school holidays Timing: month of the year – e.g. during school holidays Timing: proximity to sporting/cultural event Timing: proximity to sporting/cultural event Degree to which excursions are already included in the official conference programme Degree to which excursions are already included in the official conference programme Inclusion of a guest programme Inclusion of a guest programme

Rob Davidson Centre for Tourism University of Westminster Destination Characteristics Image, including perceived level of expensiveness and security Image, including perceived level of expensiveness and security Distance from delegates' places of residence: long-haul? Distance from delegates' places of residence: long-haul? Ease and cost of transportation in and around the destination Ease and cost of transportation in and around the destination Level of tourism information provided by VCB/hotel/conference organisers Level of tourism information provided by VCB/hotel/conference organisers

Rob Davidson Centre for Tourism University of Westminster The role of tourism and conference professionals Visitor and Convention Bureaux Visitor and Convention Bureaux Include information on local tours, attractions and events in familiarisation trips, bid documents, and presentations to organising committees. 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. 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.

Rob Davidson Centre for Tourism University of Westminster The role of tourism and convention professionals Provide a Tourism Information desk at larger conferences and trade shows, during the event. 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 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 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 OUR OBJECTIVE !

Rob Davidson Centre for Tourism University of Westminster International Congress and Convention Association THANK YOU ! -Rob Davidson -University of Westminster iccaworld.com