Glasgow Convention Bureau has today launched a new campaign targeting the incentive market at IBTM World, one of the leading global events for the meetings, incentives, conferences and events industry. This is a new target market for Glasgow which has to date, primarily focused on association conference business.
The Incentive travel market contributes an estimated £17m* to the Scottish economy and working with local tourism and hospitality businesses, this campaign aims to enhance Scotland’s current incentive offering and drive more Incentive trips to Glasgow.
Incentive trips have the highest delegate spend of any type of business event with, on average, over £1,500 spent per delegate in Scotland. By targeting this market, this campaign will help support the delivery of Glasgow’s Tourism and Visitor Plan to grow the city’s tourism economy by attracting one million more overnight visitors by 2023. New Incentive business will contribute to an associated spend of £771 million and an additional 6,600 jobs in the city.