it's time - A Global Report on Destination Marketing and Communications - Report - Page 5
Destination marketing is going to be crucial in not only rebuilding a damaged global
business events industry, but also to drive a much wider economic recovery, as many
sectors look to reengage with their audiences and markets.
What is very obvious, is that despite the worst global crisis in our recent history, the vast
majority of destinations have continued to remain engaged with their audiences, albeit
through different channels and mediums. As you might expect, those channels have been
predominately digital, although looking forward, our respondents see live and face to face
marketing activity returning relatively quickly, although perhaps not at pre-pandemic levels.
One area that was a little surprising, was the need to get back quickly to attending trade
shows. However more interestingly, once you drill down on this question, was not purely a
desire to simply get back to a sales setting, but to use the trade show environment to
conduct real time market research in an effort to develop longer term strategies, and also
to rebuild a network and pipeline that has been severely disrupted during the past 12
A fairly significant indication of increases in short term funding in marketing activity, and
also various forms of subvention, also points towards a highly competitive landscape among
destinations, once the global business events environment returns to some degree of
What is apparent, is that business events will continue to play an important role in what will
continue to be a very fast moving and highly complex environment, and one where the
function of destinations in delivering those events, will undoubtably need to evolve and
continue to be ever more critical.
Given the data within this report was generated between November 2020 – January 2021,
it is our intention to repeat the survey from April 2021, to ensure we continue to be able to
provide an accurate and current picture of the market.