International conference goers are increasingly packing a few
days of holiday into their travel itinerary as host cities benefit from an increase
in so-called ‘bleisure’ travel.
The trend to mix business with leisure has accelerated since
the pandemic, according to David Goodger, MD, Europe and Middle East Tourism
Economics, Oxford Economics.
Speaking to the International
Congress and Convention Association, for their 60th anniversary
report, he said destinations were recognising the benefits of large business events.
“In business events we are seeing a trend for the blended trip.
Bleisure travel is becoming a reality, we are seeing survey evidence showing
that the vast majority of travellers are looking to add leisure time to a trip.
And this all adds to the return on these large business events.”
While this was a positive trend for the meetings industry, Goodger
said long-haul business travel was the ‘missing link’ in the recovery of business
travel in general.
Although domestic business was buoyant, an economic slowdown
and the threat of recession meant organisations were still hesitant about sending
delegates to far-flung destinations.
“People aren’t quite
coming back to those events, and we think this is going to be part of a slower
recovery, as people continue to be wary about spending on longer haul travel.”
However, with the full return of the Asian markets and Chinese
travellers coming back, Goodger anticipated long-haul business event travel could
recover by 2025.
ICCA’s 39-page report - Beyond
Borders – How Associations Business Events Bring the World Together - explores
the impact of business events over the last 60 years.
Using video interviews, data, and animated graphs, the
reports has opinion and analysis from inside – and outside – the international
associations meetings industry, with contributions from IMEX, ASAE, Oxford
Economics, the Associations, CVBs, Government, and the political lobby.
ICCA CEO Senthil Gopinath said: “Beyond Borders asks pertinent
questions about the World Economy, the Economic Value of our Industry, Growing
Industry Talent, Association Meeting Trends, and Social Sustainability so we
get a tangible view of the major concerns and opportunities facing us all. The
stats tell one story, but the people tell another."
Written By
James Lancaster
AMI editor James
Lancaster is a familiar face in the meetings industry and international
association community. Since joining AMI in 2010, he has gained a reputation
for asking difficult questions and getting lost in convention centres. Proofer, podcaster, and panellist - in his spare time, James likes to walk,
read, listen to music, and drink beer.
