Recently, davies tanner in partnership with IBTM Events launched its Global Destinations Marketing Report on the IBTM Connect platform.
The report looks at what marketing channels destinations have been using to remain engaged with their audiences over the past 12 months, as well as what they are planning to do going forwards.
“As we all look to the future, marketing and communications will be so crucial in building global demand, but also to underline confidence and highlight the value and importance of business events of all kinds.”
Some of the notable findings include:
- 89% of destinations reported that they had remained actively engaged with their buyer and stakeholder audiences throughout the pandemic;
- Social media was the most popular channel for engagement, used by 92% of the respondents;
- Social media is also expected to be the primary channel for engagement going forwards (to be used by 93% of respondents), while PR & Media Relations is expected to be the second most popular marketing channel (68% of respondents);
- 51% of destinations say they are planning to either launch or enhance their Ambassador Programmes;
- 34% say they expect to receive a short-term increase in funding to support the recovery of the destination for business events specifically.
Claude Blanc, Portfolio Director of WTM & IBTM Events, said, “The global business events community has been severely impacted by the pandemic. This is why we partnered with davies tanner on this important piece of research and to produce this report. As we all look to the future, marketing and communications will be so crucial in building global demand, but also to underline confidence and highlight the value and importance of business events of all kinds.”
The full report is available to view and download here.
davies tanner has now launched the second stage of its research to ensure continued up-to-date intelligence for the business events sector. This will be published in June 2021 and will compare data from the first survey. To take part in the second survey, please click here.