VisitBritain have published research on delegate spend at business events in the UK, and the behaviour of delegates who extend these trips for leisure.
The distance that delegates have to travel in order to attend a business event in the UK was found to be a major factor influencing overall spend, as well as the likelihood of extending the visit for leisure.
Over 2,000 interviews with delegates at 84 business events across the UK conducted between March and November 2017 found that delegates from outside Europe spent £1,748 on average, compared to £990 for delegates from within Europe, and £329 for UK delegates. Delegates from outside Europe were also three times more likely to extend their visits for leisure than those from within Europe.
Crucially, delegates who extend their trip for leisure spend twice as much as those who do not, with extenders spending an average £1,942 compared to £991 for non-extenders.
One of the main reasons for extending visits is that delegates will have the opportunity to see places they may otherwise not visit for holidays. This is supported by a strong correlation between the leisure destination and the event location. The researchers also found that destination appeal and time of year played a small role in delegates’ decisions to extend, with opportunity, practicality, and proximity of family and friends being more influential factors.
These findings present a key opportunity for the cities and regions that lack awareness or international appeal and recommends investing resources to encourage extension. It is also recommended that VisitBritain and its partners work closely with event organisers to ensure that messages around extending visits for leisure reach delegates soon after registering but before they book their flights.
With practicality a key factor in the decision to extend, the report emphasises the importance of quick and easy transport between airports, accommodation and the city, as well as highlighting to delegates what there is to see and do in the region.
Please click here to view the full report.
