Attracting Additional Conference Tourism to the Midwest Region

Ailse Quinn

Dr. Sinéad O’Leary

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Research TitleAn investigation into the potential to attract additional business tourism to the Midwest region through the development of professional association and academic conferences.

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Research Objectives1. To gain an understanding of the global meetings market,

association conferences and the Irish meetings market.2. To employ Limerick Institute of Technology (LIT) as a case

example of the potential within one organisation to attract association and academic conferences to the Midwest.

3. To assess the responsiveness of LIT academics to becoming Conference Ambassadors.

4. To appraise the Midwest as a business tourism destination.

5. To conduct an audit of associations that the Midwest region has the potential to attract

6. To develop an action plan for the promotion of the Midwest region as a destination for association conferences.

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Background to the study Downturn in the tourism industry Main players in the meetings industry BRIC economies Association conferences less affected SMERF sector

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Recovery in the Meetings Industry Slow and faltering Emerging economies Issues affecting recovery

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Characteristics and Benefits of Association Meetings Decision-making process Lead time Delegate numbers Venue type Delegate budget Time of conference Duration Partner attendance

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Irish Tourism Industry 200,000 people employed and generates over

six billion annually (Fáilte Ireland, 2010) 2009 downturn 2010 further decline 2011 set to improve

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Irish Tourism Industry Changes VAT rate Travel tax Visa arrangements Airport charges

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Business Tourism in Ireland Expenditure of international conference

delegates. In 2009 122 international conferences brought

57,000 overseas delegates to the country which was worth €80 million to the economy (Fáilte Ireland, 2010).

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Conference Ambassador Programme Tool used for attracting conferences to a

destination Irish investment ‘One of the key pillars’

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Findings: LIT Case Study

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Findings: LIT Case Study

Department Member of Association %

Art and Design 40

Built Environment 60

Business and Humanities

80

Science, Engineering & IT

77

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Findings: LIT Case Study

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Findings: LIT Case StudyFocus Groups Reasons for not volunteering for a conference

ambassador programme. Suggestions given in the focus group to

alleviate doubts regarding participation in conference ambassador programme.

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Findings: LIT Case Study

Levels of Involvement in the Conference Ambassador ProgrammeLevel 1 Find out who decision makers are and

make contactLevel 2 Deliver pack to right people

(preferably in person)Level 3 Lobby relevant people

Level 4 Involvement in making a bid (with the aid of government agency)

Level 5 Involvement post-bid (successful or unsuccessful)

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Findings: The Midwest Region Established leisure tourism sector. Good access, via road, rail and air. US Pre-clearance at Shannon Airport. Adequate supply of accommodation, dining

and shopping facilities.

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Findings: The Midwest RegionAverage Price Per Room Per Night 2010 - Selected Countries and Limerick.

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Comparison with Southwest RegionAverage Price Per Room Per Night 2010 - Selected Countries, Limerick and Cork.

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Audit of Associations Compile list of associations that the Midwest

has the capacity to attract. International and national associations under

headings such as: medical and science; disability; rural and farming; law and ‘other’.

The list can be used as a tool for stakeholders in the region to target associations both national and international

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RecommendationsMarketing Focus

Connectivity

ValueFocus on small / medium sized conferences

Reasonably priced dining with a wide selection of type and price bandNot competing on climate, rather the results of the climateSafe destination

Attractions

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RecommendationsRegional Aims

Price stability at the present lower rate

Integrated delegate pass

Increased familiarisation trips

Increased focus on conference ambassador programmesCareful monitoring of association databases to identify associations that could potentially visit the region

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RecommendationsConference Ambassador ProgrammeAnalysis and use of organisations in the region

Support from leaders in these organisationsEducationTraining and networking eventsAlleviate doubts by having a pre-emptive strategyVisible administration of conference ambassador programmeSpecific work requirementFunding for travel to conferencesInvestigation of voluntary associations

Levels of involvement offered to ambassadors

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Thank you! Any Questions…