Tourism marketing for conferences, having recovered from the COVID-19 pandemic, is back in full swing. State and local tourism boards and convention bureaus are scrambling to attract conferences and other events to their cities and states.
They are using catchy slogans, unveiling marketing campaigns highlighting unique local culture, and pouring money into upgrading facilities, all in an effort to reel in organizations running potential events.
It’s a microcosm of B2B (business-to-business) customer experience. Tourism boards are businesses selling to other businesses: conference planners and other event professionals. And the most important allure the boards are offering is attendee experience – attractions in their areas ranging from dining to parks, beaches, and other fun things to do.
Once again, experience is the differentiator for standing out in a crowded marketplace.
Tourism Officials Use Catchy Slogans, Savvy Marketing To Attract Conferences to Cities and States
In Nebraska, for example, more people experienced the state’s attractions after tourism officials in 2019 unveiled a smart if unconventional slogan: “Nebraska: Honestly, It’s Not For Everyone.”
The award-winning marketing campaign helped the state pull in a record $3.5 billion of tourism revenue the first year alone, while an advertising effectiveness study showed that the likelihood of people visiting Nebraska nearly doubled, from about 17 percent to 39 percent.
As I have discussed in my book and signature keynote speech, that’s a great result, even as state officials recently made what I believe is the mistake of pulling the tagline after criticism from the governor.
Another catchy tourism slogan is “Hello Sunshine” in San Diego. Though it is more straightforward and less edgy than what Nebraska tried, the results are nothing short of spectacular.
By emphasizing something often associated with the city’s Southern California location – its beautiful weather and breathtaking beaches – the tagline helped San Diego capture and keep Comic-Con, a mega-conference for comics and related art that has poured tens of millions into the local economy.
Related: Events and Conferences Focus on Experience
Tourism Industry, Slowed By Covid, Rises Again
They may be known by various names, ranging from tourism boards and convention bureaus to travel or tourism bureaus, but the organizations that run governmental efforts to attract conferences have the same goal: to attract as many travelers as possible to their city or state.
The concept itself dates back to 1896, with the opening of America’s first convention and visitor bureau in Detroit.
Today, convention and visitor bureaus are a $3.3 billion industry that aims to boost local economies through enhanced tourism revenue.
The industry faced huge challenges during the pandemic, with stay-at-home orders and social distancing requirements, but revenue has recovered. It is expected to rise this year and in the coming years, as companies and consumers spend more on travel, conferences and meetings, and vacations.
The various efforts have made the United States the world’s top tourism destination, according to a recent World Economic Forum report that cited factors such as the nation’s promotion of cultural and natural resources.
The heart of America’s infrastructure supporting tourism, experts say, is cities and states that take proactive approaches to landing travelers – especially those who shell out the bucks to attend conferences and spend even more while there.
Related: Enhancing Your Event Experience: 10 Tips and Strategies for Success
Tourism Marketing for Conferences: Cash Is King
Among the cities aggressively marketing to tourists is Minneapolis, where the Meet Minneapolis tourism bureau brought in more than 700 events last year, including a Taylor Swift concert, the Twin Cities Pride Festival and the Kiwanis International Convention. Hotel occupancy set local records.
This year, by emphasizing the city’s diverse culture and dining scene, more than 20 lakes, and variety of museums, Minneapolis landed the American Public Health Association’s annual meeting. It is expected to bring 12,000 people to the city.
Marketing campaigns have joined with cold hard cash in Las Vegas, where the Las Vegas Convention and Visitors Authority spent years planning a brand new, $980 million exhibition hall at the Las Vegas Convention Center.
A key purpose of the project: to house the annual Consumer Electronics Show, or CES, considered the world’s most influential tech gathering, which the city has hosted for decades.
“We have been the number one tradeshow destination for nearly three decades, and we are committed to being the number one tradeshow destination for another three decades,” said Steve Hill, president, and CEO of the convention and visitors authority. “This renovation will provide our customers with an experience that will make them want to come back year after year.”
Technology And Taglines Bring Visitors To Cities
In Portland, Ore., local tourism officials have used technology to enhance the appeal of the annual Portland Film Festival, offering on-demand virtual screenings to access films online.
Yet they are also turning to more time-tested tourism promotion methods, emphasizing the city’s unique culture and character.
“You’ll find multiple bars, a restaurant, lovely gardens, a soaking pool, and a brewery,” promotional materials say, referring to the converted elementary school where the indie film festival is held.
Like in Nebraska, however, sometimes tourism marketing for conferences leads with catchy and creative taglines.
Take Austin, Texas. Its “Keep Austin Weird” slogan, capturing the city’s “oddball charm,” is widely credited with helping to attract – and keep – numerous companies and events in town.
Among them is the South by Southwest Music Conference and Festival (SXSW), which began as a relatively small event in 1987. Today, the festival is a highly popular and publicized extravaganza featuring everything from music and comedy showcases and film and television screenings to tech competitions.
The festival’s economic impact last year: $380 million.
IMEX Highlights Experiences as Key to Tourism Marketing for Conferences
I recently attended the IMEX trade show in Las Vegas. IMEX is the Worldwide Exhibition for Incentive Travel, Meetings, and Events. The number of city tourism bureaus – both in the U.S. and around the world – that featured eye-catching booths and displays was incredible. It was almost like walking around Epcot.
What were they all selling? Experiences. Whether it’s tourist attractions, the local food scene, or sprawling hotel and convention centers, each city highlighted its own unique charm.
Like with corporations, tourism and convention bureaus are not competing on price because that’s a race to the bottom. In many ways, they’re not competing on product or service either, because event professionals have many choices when it comes to hotels and convention centers. And most hotels have nice rooms and ample conference space.
So if they can’t compete on price or product, the only thing left is experiences. In this case, it’s the attendee experience – what are the hundreds or thousands of people traveling to the city going to experience while they’re there? It’s often more than just the conference content; in fact, many travelers choose to stay longer at a destination to expand their trip to a vacation. That’s why the city experience is so critical.
As a keynote speaker, I play one small but important role in the overall event experience. I continue to marvel at how many details go into a successful event, which is why knowledgeable event professionals are in such high demand. Attendee experience continues to top the list.
Photos by Dan Gingiss at IMEX America in Las Vegas. To inquire about Dan’s availability to speak at your next event, please contact us!
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