The world's top meeting destinations are popular among planners for a reason: They have the facilities, the attractions, and the infrastructure to support large-scale events. But attendees are increasingly looking for unique experiences, and they don't necessarily want to visit the same city year after year. It's the curse of overtourism. To combat the curse, hotels and venues need to reimagine their destination. Instead of sending groups around town on a tour bus, think of new, innovative ways for them to experience the tried-and-true tourist attractions. Instead of pointing to the nearest museum, create personalized packages and tours, or promote lesser-known areas and local adventures. Instead of reusing the same offerings again and again, keep them fresh by incorporating the latest lifestyle trends, such as wellness and self-care. By surprising groups with memorable experiences, you are more likely to earn planners' business now and show them that future events won't suffer by returning to your venue. Don't forget to make your city or region part of your marketing strategy as well. Use digital content to sell your destination, along with the unique ways your venue showcases it.
Learn More About the Overtourism Trend and How to Overcome It
Watch this video to find out why hotels and venues need to pay attention to overtourism and what it means for their group business.
Other Ways to Improve Your Group Business
From personalization to cybersecurity, hospitality professionals are facing a lot of changing expectations in 2019. For more ways to improve your group experiences, download Cvent’s Eight Great Best Practice Tips and Trends here.