Liverpool / Bozen – A fine example of business tourism is taking place at the moment in Liverpool where the city is hosting the International Festival for Business 2014 (IFB). It is a mega event with over 250,000 visitors expected over a 50 day period and numerous high profile conferences being organised around the Festival. What is interesting however and what can be replicated on a smaller scale is the range of opportunities available to retailers, professionals, and citizens in a business tourism scenario. In a way such an approach to tourism can involve many sectors of the community and provide a catalyst for economic and social development, and even draw attention to the cultural offer to be proposed and developed. Of course a city like Liverpool has an advantage in that it has a rich musical history and its natural setting on a river bank is very much a plus factor in attracting visitors. Also the fact that it was the European Capital of Culture in 2008 means that it had a kick-start in going about the 2014 process. The idea of IFB is that it will attract entrepreneurs from around the globe and that the festival will be a melting pot of new ideas whereby UK businesses can connect with like-minded individuals on a world scale and be inspired. For Liverpool itself it will create profit as visitors will spend cash in local shops, hotels, bars and restaurants.
The necessary ingredients of a successful venture and the benefits it affords merits attention. Clearly it is a chance for the economic development agency or agencies to get their act together, establish future objectives and put a vision in place. ‘Vision’ is the appropriate word for in Liverpool the agency responsible is called Liverpool Vision. Working in partnership with other organisations it coordinates the whole event. Such a task obviously involves in-house management and development of professional skills, networking capabilities, and understanding of planning and visitor expectations and aspirations. All of these factors can in their own right add to the profile and competency of many individuals who will be responsible for an area’s development. Apart from the obvious upskilling needs in the hospitality industry there may be a recognition of ‘skill gaps’ i.e. needs that are not being catered for and this also creates an opportunity to develop new professional profiles and consequent employment or self-employment opportunities. Many more organisations and their staff will be directly involved in event organisation, be it in a coordinating role, communication exchange with delegates, or in a simple but essentially important welcoming of visitors capacity. Again training and awareness of certain business and social intercourse norms will be important to appreciate and relevant training appropriate. On a personal level it also exposes many individuals to international visitors with all their characteristics and manners and can be a source of personal enrichment. To say it in one sentence: business tourism is very much more than an inward investment strategy.
Civic pride is an often misused phrase but events such as that in question give many individuals the occasion to reflect on their own town or city and realise more about its own attractions and cultural offer. To take a very direct example the role of taxi drivers is a case in point for often they will have the first contact with visitors from outside the location and as the adage goes ‘it is the first impression that counts’. This is not intended as a frivolous example for skills such as client welcome and knowledge of the tourism offer are fundamentals of event management. Also in the voluntary sector there is the very real need of individuals to be involved and take pride in their own community. Activities may seem banal when directions, information points and accompanying guests are mentioned as duties, but again they are a very real part of any hospitality strategy. Moreover volunteers come into contact with nationalities and social classes they would not normally encounter, and this is a source of personal reflection and enrichment. In Liverpool in 2014 volunteers are awarded the status of ‘City Star’ and are mobilised in such a way as to assist delegates and visitors wherever required. And what an opportunity for 16 to 18 year old youngsters from schools to gain work experience and ‘have to do’ with the overseas visitor, and even the visitor from other regions of the country! Ideas always come from somewhere and the youngsters putting themselves in these situations are exposed to many characters and ways of behaving and the experience can only be one for reflection and setting of one’s own personal aspirations – even if at the time the youngsters themselves do not realise such.
The best way to increase footfall in a location is undoubtedly word of mouth and therefore the experience of the business visitor needs to be carefully attended to. It is always a pity to attend an event and not see anything of the place you are visiting. It is certainly a wasted opportunity for all involved and this is another aspect of event organisation which perhaps not sufficient attention is always devoted to. Cultural events around any business day or wider event need to be programmed and the necessary infrastructure, transport, and accompaniment service provided so that the delegates get a taste of what the location is all about. Only in this manner might the delegate visitor be tempted to come back with his or her partner and family and to speak well to one and sundry of the place they have visited. The osmosis effect will only work if the plant is watered properly!
In conclusion it can be said that whilst inward investment, economic resurgence and export drive readily come to mind when thinking of business tourism these factors do not sufficiently suffice in defining the reach of the concept. Yes, the IFB in Liverpool may cost £15 million and create business opportunities for an estimated £1.7 billion, generate an extra £100 million of foreign direct investment, but the even bigger picture is only portrayed when taking into account the factors which have been highlighted in this article. Long live investment – but may civic pride and skills training, adequate perceptions of cultural offers and understanding of one’s own community live even longer! Furthermore it is not only the ‘big guys’ in the shape of capital cities and regional powerhouses which can benefit from business tourism but it can provide an impulse for regeneration to a smaller provincial town if sufficient integration of all factors surrounding event management is addressed and the drive and energy of a local economic development agency is determined to take the growth element forward.
The author: Geoff Barclay spends much time in South Tyrol for business and pleasure and his ‚Brain International Ltd‘ assists individuals, companies and organisations in their internationalisation process – via market entry and business development support and a range of services embracing training, translations, and language immersion abroad – all intended to better equip the interested party looking to expand horizons.
