An action group has been created in an effort to boost England’s business tourism.
Bob Cotton, chief executive of the British Hospitality Association and the London Business Tourism Steering Group, is to chair the Business Visits and Events Action Group.
The group, which includes representatives from across the industry each with expertise in the sector, is to create a ten year strategy and a short term sales and marketing plan over three years.
The move comes against the background of a seep decline in business travel during the recession.
While domestic holiday trips increased by 19% last year over 2008, the traditionally lucrative sector of business and events tourism has suffered as a result of the economic downturn.
Domestic overnight business trips fell by one per cent in both the UK and England and inbound business travel fell by 20%.
Business tourism has been identified as a key area of potential growth by the recently launched Strategic Framework for English Tourism.
The core of the strategy will focus on the key areas of business visits including exhibitions and tradeshows, corporate and association events as well as identifying opportunities for winning and supporting more large sporting events and cultural events for England.
A process of consultancy will be take place throughout the year culminating in the launch of the strategy at CONFEX and Discovery next year.
Cotton said: “We are in the process of creating a robust strategy which will support this important sector and provide focus for the future.
“Phase one of the strategy will focus on research and market intelligence. We will create a competitor analysis and identify our key objectives and goals that will form a comprehensive sales and marketing plan.”
VisitEngland chef executive James Berresford added: “We are lucky to include some of the best business tourism brains on the steering group who I am sure will inject the sector with confidence and energy, and provide the vital market intelligence it requires to succeed in the challenging times ahead.”
by Phil Davies
