The United Nations World Tourism Organization defines tourists as people “traveling to and staying in places outside their usual environment for not more than one consecutive year for leisure, business and other purposes.”
However it is important to understand there are inherent differences between travel for business and travel for leisure. Too often there is the perception that business events are a ‘category’ of leisure tourism.
While Leisure Event participants are primarily motivated to travel because of the opportunity to explore other cultures, to experience freedom and personal growth, the principal motivator to attend a Business Event is the business activity, primarily influenced by the content of the business program as well as the networking opportunities.
There is a very important distinction between business events visitors and leisure event visitors. The differentiation between the two stems from two fundamental principles:
- selection of a Leisure Event destination is markedly different from the selection of a destination to hold and attend a Business Event.
- the decision to attend a Leisure Event is taken in a totally different context and by a different “person” than that for a Business Event.
The following consulting and training services of The Winning Edge can help organizations to understand the MICE and Leisure Events market:
- MICE – the basics
- Travel as an incentive tool
- Train the MICE Trainer