ABSTRACT
Chapter 19 begins by suggesting that the business travel and business event markets are the backbone of the client base for many city destinations around the world. For some DMOs, they are the main focus, and pleasure and leisure travelers are of secondary concern. Although DMOs cannot directly influence regular business travel, they play a major role in attracting business events to their destinations. Regular business travel motivations are different from the motivations of leisure and VFR travelers. Business travel and business events represent a significant proportion of domestic and international tourism in many destinations around the world. The global economic crisis in 2007 to 2009 had a major adverse impact on these markets, and there was a disastrous influence as a result of the COVID-19 pandemic. DMOs are very professional in their marketing approaches to business events, and this is required because of the high level of competition and bidding situations. Chapter 19 introduces some outstanding examples of marketing, branding, and communications approaches for business events markets.
