Gli eventi portano benefici alle destinazioni non solo in termini turistici, ma anche di sviluppo sociale, economico, imprenditoriale e di immagine, così come afferma Rod Cameron, direttore esecutivo dell’International Association of Convention Centres (AIPC).

Anche Giovanni Bozzetti, nel suo libro “Gli eventi quali leva di marketing territoriale per la valorizzazione urbana”, spiega che “talvolta un territorio avverte la necessità di innestare processi di marketing territoriale, finalizzati all’innovazione della propria offerta”. Vi riportiamo la lista dei 10 motivi per cui vale la pena impegnarsi ad organizzare eventi nella propria città, secondo Cameron.

1) Delegates spend more:
A variety of studies over many years have consistently shown that delegates outspend visitor averages, and for some very obvious reasons: they are more likely to be business or professional people than the average visitor; many are on expenses or being paid by employers, and this is reflected in where they stay and how much they are willing to spend.
2) They are more likely to use established accommodation:
In a time when there are growing alternatives for visitor accommodation, including the online rental of private lodging, delegates are much more likely to opt for traditional venues such as hotels than many other visitors, in order to be closer to the action, part of the conference structure and because they don’t have as much need to economise.
3) The benefits impact much more than just one sector:
When it comes to convention-related revenues, it’s not just about the hospitality sector. Recent economic studies have shown that over half of the revenues to a community arise from things like staging, organisation, technology and event organisation.

4) They bring new knowledge, experiences and expertise:
When it comes to community benefits as a whole, the best of all is why delegates are there in the first place: they are attending in order to share and enhance experiences and expertise, which generally rubs off on the local community, leaving a legacy of knowledge and creative experience.

5) They are more consistent with local resident concerns:
Few people like to see “their” city viewed as a playground for non-resident partiers. It’s much better to have your home seen as a venue for events that bring together global expertise for serious deliberations.

6) They enhance city exposure and image:
Major events attract global attention. This raises city profile and prestige.

7) They help spread the hospitality season:
Meetings, conventions and conferences often seek out “off” seasons specifically to get better deals on accommodation and to avoid the chaos of established peak travel periods.

8) They generate future tourism:
Delegates are people who might otherwise never have come to a conference destination—and thus present a whole new market for future visits. Many studies have shown that the experience they have while attending an event can and does result in repeat visits.

9) They can be used to support economic policy in priority areas:
Conferences and conventions focus global attention on the host community and associate it with the topics being addressed. When those areas are related to local priorities for economic and social development, the host city has an opportunity to position itself and its related industries and institutions on a global stage.
10) They are a valuable source of new talent:
Many savvy cities are realising that a major conference can be one of the best available tools for attracting and accessing the global expertise that represent the future of key sectors.

Fonte: CEI, 14 Settembre 2015