Converting business visitors into leisure tourists – Ten Top Tips Rob Davidson University of Westminster 11th ICCR

1. Converting business visitors into leisure tourists – Ten Top Tips Rob Davidson University of Westminster 11th ICCRM Seville, Spain 7-9 July 2005 www.iccaworld.com

2. 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

3. 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

4. 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

5. 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

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 Outlines, 11th ICCRM, Seville, 2005

7. 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

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 Outlines, 11th ICCRM, Seville, 2005

9. TEN TOP TIPS: • 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 present the leisure opportunities offered by your own city and the surrounding area. Outlines, 11th ICCRM, Seville, 2005

10. TEN TOP TIPS: • Provide a Tourism Information desk at larger conferences and trade shows, during the event • Design tours and excursions to the interests of the particular delegate group • Set up a discount scheme for business visitors Outlines, 11th ICCRM, Seville, 2005

11. TEN TOP TIPS: • Persuade conference planners to hold their meetings just before or just after an event in your destination • Provide links to your leisure websites, from conference websites’ home pages • Offer conference organisers photographic material and tourism information Outlines, 11th ICCRM, Seville, 2005

12. TEN TOP TIPS: • Don’t be territorial ! • Measure the added benefits and tell everyone about them. Outlines, 11th ICCRM, Seville, 2005

13. More information: www.businesstourismpartnership.com Publications: ‘Making the most of our business visitors’ Outlines, 11th ICCRM, Seville, 2005