Date :
27/08/2014
Business tourism is one of the four key drivers to growing the tourism industry by £1billion by 2020, according to the Tourism 2020 Strategy.
Scottish operators have formed a group called Business Tourism for Scotland (BTfS) under the umbrella of the Scottish Tourism Alliance, supported by Scottish Enterprise and VisitScotland’s Business Tourism Unit (BTU). It will ensure greater prospects are established, nurtured and capitalised on by Scotland’s tourism industry, and to guarantee we can grow and compete across the globe.
What is business tourism?
Business tourism is distinct from other categories of tourism because its focus is business to business. Known as ‘MICE’ tourism (meetings, incentives, conferences and exhibitions) it also includes other corporate activities such as team building.
What is Business Tourism for Scotland?
Business Tourism for Scotland is a group tasked with promoting and developing the business tourism sector. BTfS fills a void in Scotland which lacks a distinct industry body to lead, advocate and communicate for the sector, as well as network and drive innovation.
Its mission is to make Scotland "the UK leader in business tourism, with an influential voice in the global conference and meetings industry". It calls on the tourism industry to develop outstanding business tourism experiences. It will be helping to link business tourism assets - conference centres, universities, hotels and resorts - with some of Scotland’s best assets, for example golf, distilleries, castles and outstanding landscape.
Judy Rae from the Glasgow Science Centre heads up the BTfS team of 12, which represents the various industries within business tourism (e.g. hotels, unique venues and convention bureaux across Scotland). Scottish Enterprise and VisitScotland's Business Tourism Unit play an important role in BTfS.
A huge amount of work has already gone into building strong foundations for this initiative by a very passionate team, and this is just the beginning.
Three business tourism priorities
There are three priority areas which form the basis of the group's initial focus. Market intelligence, communication and engagement, and the Think Scotland, Think Conference initiative.
Think Scotland Think Conference aims to promote Scotland as a destination for business events by identifying and inspiring 'champions' from the corporate and commercial sector, in Scotland and further afield.
Intelligence – volume and value
Business Tourism for Scotland appointed an independent consultant to complete a supply-side audit and top-line estimate of value of business tourism in Scotland, with a survey of business tourism venues. It forms a picture of what is currently available across Scotland. The report will be published soon and available on Tourism Intelligence Scotland as well as the BTfS website.
Communication and engagement
Scotland’s four convention bureaux engage effectively with their providers, but there is very little connectivity at a national level. A brand new website will be launched in September and together with social media channels, will provide a platform for
- debates and discussions
- market intelligence
- latest facts and figures
- a jargon buster
- case studies on events and innovations
- best practice
- latest news
- routes for businesses to engage and participate
A new BTfS LinkedIn group is now up and running, and you can follow BTfS on Twitter.
Promoting Scotland as a destination
BTfS will launch Think Scotland, Think Conference in December 2014, which aims to exploit the corporate and commercial strengths of Scots at home and overseas. This initiative will promote Scotland for company and trade association meetings and events.
What’s next?
The website will be launched in September and Think Scotland, Think Conference will go from strength to strength with lots of passionate people driving it forward. From this Autumn, BTfS will be launching new initiatives around building industry capabilities within the sector, starting with skills and training.
There will be a number of activities throughout the Year of Food and Drink, 2015. This is a hugely important focus for the business tourism world. It is an obvious way to differentiate Scotland’s conference offering from that of competitors. There is also potential to grow the food and drink industry through business tourism by providing an effective shop window for products.
Opportunities for your business
BTfS encourages tourism operators like you to consider how your business could engage with the initiative.
For instance, if you operate in the food service industry, could you be missing out on providing to the business events sector?
If you run a hotel or venue, are your staff up to speed with the needs of the agent planning a special themed dinner for a conference, as opposed to a wedding or social function?
Or perhaps you offer tours, activities, transport or something uniquely Scottish. Could your product or service add to the business event experience and make it truly unique and memorable?
BTfS is looking to tourism providers to come forward with new and innovative ideas that could enhance the visitor experience. After all, all visitors, no matter why they are here, could be potential returning tourists.
Visit the BTfS LinkedIn group.
Follow BTfS on Twitter.
Watch the Business Tourism Webinar on the Highlands and Islands Enterprise website.