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Napier hones its business events strategy

A strategy day for Napier Conferences & Events this month also marked more than a decade of the organisation’s relationship with Tourism Marketing Solutions (TMS).

After eleven years of generating business leads for Napier Conferences & Events, TMS was further engaged to help identify new conference opportunities after seeing a definite shift in buyer decision-making this year.

“In the current economic climate, leveraging the attributes of a region to secure conference business has become increasingly important,” explains Tania Adolphe, director of business events strategy and research company, Tourism Marketing Solutions.

“Regions are having to be more creative in attracting business by using methods traditionally employed by larger tourism organisations and convention centres. By identifying key industries within their region and working with those stakeholders, regions can present a compelling proposition to association executives.”

The strategy day included sessions on market observations, identifying key target markets, and reviewing the Napier Conferences & Events’ unique selling points in the context of the changing buyer behaviour and economic conditions.