Events, a promotional opportunity for tourist destinations
After two years of “scraping the barrel”, the tourism sector is finally coming to life and it is doing so with all the enthusiasm in the world, especially when it comes to the meetings sector and the events management aspect.
During the last two months we have witnessed the celebration of important and very varied activities in Puerto Vallarta as well as in Banderas Bay, which shows us that this region continues to be a favorite for meetings, incentives, congresses and expositions, which together are known as the MICE segment.
Events such as the Mexico Open of the PGA Tour, which gathered more than a hundred golfers and attendees; the Vallarta Pride, the Davis Cup Junior Tennis Open, or the ILCA World Sailing Championship, to mention a few, as well as a dozen congresses of doctors, architects and engineers, cultural and entertainment, have helped to maintain occupancy above 70 percent in both destinations, in addition to providing them with an atmosphere of confidence and optimism.
Reflecting the above, the Puerto Vallarta International Convention Center recently informed that it is fully recovering after two years of pandemic, with the return of one hundred percent of on-site events. The fairgrounds released very interesting data, mentioning that they are about to reach the numbers of 2019, a year in which 36 conventions and events were held, with a revenue to the destination of 864 million pesos, while so far in 2022, 31 events have been held with a revenue of over 592 million pesos. This figure could increase, according to the CICPV report, due to the events confirmed for the rest of 2022.
Given these results, it is clear that the MICE segment and event management are among the strengths to be preserved within the strategy of the destinations, as they encourage the arrival of visitors and stimulate the increase of the tourist offer, contributing to the consolidation of the brand image.
Based on my experience, I can say that there is a big difference between a destination that has experience in organizing events and one that has not even considered them as part of its strategy, since they not only contribute to direct hotel occupancy and generate economic revenue and jobs, but are also an important factor in word-of-mouth promotion when participants return to their places of origin and share their experience. Of course, the organizing companies, host companies and those directly or indirectly related to the sector also benefit.
Therefore, I believe it is important to continue supporting this segment, and to make efforts not only in terms of infrastructure, but also in terms of promotion, communication and destination marketing.
What do you think? I’d like to know your insights…