What is meeting tourism?

Most people probably have a good idea of what a meeting is. But that meetings are considered a form of tourism, and that there is an entire industry whose primary business is meetings, is something few may have considered. The same goes for the fact that international meetings held in Denmark actually count as exports in Denmark's national accounts.

If we try to get a little closer to the concept of a meeting, it is about professional settings where representatives from companies, organisations and the like come together to develop business – including building competencies, exchanging knowledge, creating networks, planning, negotiating and/or selling.

Specifically, the term 'meeting tourism' is used for the particular sub-segments 'Meetings and Incentives' (typically referred to as M&I) and 'Trade fairs'.

'Meetings' covers a myriad of different gatherings in a professional context – everything from the typical meeting between representatives of companies, organisations, public authorities and so on, to conferences and courses. 'Trade fairs' are defined as larger exhibitions intended to bring together commercial players in an industry – for instance to showcase products and services for potential customers. The so-called 'incentive trips' are typically trips arranged by companies for selected employees, with social and/or professional content and with motivation and reward as their purpose.

'Scientific congresses' are of course also a form of meeting, but in a MeetDenmark context this sub-segment is separated from meeting tourism. This is partly because the customers and the way the market is approached differ significantly. Read more about MeetDenmark's congress work here.

It should be noted that a meeting (in its many forms) must last a minimum of four hours and be held at venues that rent out premises for payment in order to count in the Danish meeting statistics.

Why invest in developing meeting tourism?

Meeting tourism can generate considerable revenue and employment in a city/region. It contributes to activity, investment, settlement and tax revenue. At the same time, meeting tourism can be a significant driver of innovation, growth and internationalisation in the regional business community, and particularly within regional areas of strength.

Meeting tourists have an average daily spend that is two to three times higher than that of holiday-home tourists, for example (depending on the meeting segment). This spending takes place not only within tourism businesses but also in surrounding industries – including transport companies, restaurants, cultural life, retail and so on.

Meeting tourism can also contribute to more sustainable tourism development, as it evens out seasonal fluctuations. Meetings are often placed outside the peak season and thereby ensure more stable revenue throughout the year.

Last but not least, meeting tourism – for example larger international meeting events – can help increase a city's/region's international visibility and brand, which in turn can help strengthen leisure tourism. It is not unheard of, then, for meeting tourists to develop a desire to return to the destination on holiday with their family.