“Numerous research and studies show that the industry must move from thinking of delegates as a passive audience, to active participants who are looking for a more engaging experience that will enhance their self-development and go beyond the venue or meeting room they’re sitting in,” says Stephen Balfour, VisitLanarkshire.
“A recent study by CWT highlighted the trend for ‘Brain Food’ in 2015 – this just reinstates the belief that delegates are looking for activities and elements that will expand their mind and keep their brain active.”
This research further solidifies the basis of VisitLanarkshire’s Learn in Lanarkshire campaign, which aims to promote a series of breaks, resources and business ideas, designed to encourage organisations to incorporate more educational and self-development elements into the working day.
Stephen continues: “Lanarkshire is full of many world class learning based attractions, elements and landscapes that are designed to not only feed an inquisitive mind, but that also lend themselves naturally as places for organisations to gather and meet. We want to build on the current incentive trend for spending time in a way that enriches the mind. This new incentive will offer organisations a range of options that will allow them to gain a new perspective on things outside of the office in an environment that is conducive to learning and development and most importantly, designed with productivity in mind.”
Developing new offerings for the business tourism market inconjuction with addictional schemes such as BeLanarkshire - the free hospitality training potal launched in May, are a key part of VisitLanarkshire’s longer term strategy to grow its tourism sector which currently contributes around £362 million to the local economy.