RESEARCH by the Melbourne Convention + Visitors Bureau (MCVB) on the travel and spending habits of visiting convention delegates has shown that business events are particularly effective at attracting first-time visitors to a destination.

The Melbourne Convention Delegate Study 2010 examined the spending and travelling habits of 3,270 delegates from 87 countries, who were attending eight conferences held at the Melbourne Convention and Exhibition Centre from March to November 2010.

Sandra Chipchase, CEO of MCVB, said: “Most significantly, 63 per cent of respondents were first-time visitors to Australia, emphasising the importance of the business events industry in attracting new visitors.”

The study revealed that international delegates spent an average of A$4,134 (US$4,323) during their stay in Melbourne, $2,205 in regional Victoria and $3,618 in other parts of Australia.

“Furthermore, 27 per cent travelled with two other people who did not attend the conference, so accompanying persons generate significant economic impact as well,” said Chipchase.

The study also showed that business events drive repeat business and tourism. Seventy five per cent of respondents indicated that attending the conference had increased their likelihood of returning to Australia to do business in the future, while 71 per cent would consider returning to Melbourne for a holiday.