ABSTRACT
This chapter discusses the size and importance of business travel and business events in selected countries. It explains the benefits of business travel and business events. The chapter reviews the major challenges in the marketing and development of business travel and business events. It focuses on the trends for business travel and business events. The chapter explores the roles played by professional congress/conference organizers and independent meeting or event planners. It examines the roles of incentive travel planning companies, and also explains the trend of convergence of meetings and incentive travel trips. The chapter describes the role of requests for proposals in the business event markets. It outlines a systematic, step-by-step approach to the marketing of business events. The chapter also describes a select number of excellent business event marketing and promotion campaigns. It presents some outstanding examples of marketing and promotional approaches for business events markets.
