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Tourism is one of the world's largest industries, with people travelling for many different reasons. Understanding the various types of tourists is essential for planning, marketing and providing appropriate services. The two main categories we'll explore today are business tourists and leisure tourists.
Key Definitions:
Before the COVID-19 pandemic, there were approximately 1.5 billion international tourist arrivals worldwide in 2019. Business travel accounted for roughly 13-14% of this total, while leisure travel made up about 78%. The remaining percentage included travel for other purposes such as visiting friends and relatives, religious pilgrimages and health tourism.
Business tourists travel primarily for work-related purposes. Their trips are usually funded by their employers and often follow a structured schedule.
MICE stands for Meetings, Incentives, Conferences and Exhibitions. This is a significant subset of business tourism:
Company gatherings for staff from different locations. These might be annual meetings, board meetings, or team-building events.
Reward trips offered to employees as motivation or recognition for good performance. These often include leisure elements.
Large-scale events where industry professionals gather to share knowledge, network and discuss developments in their field.
Events where companies showcase their products and services to potential customers, partners and the media.
MICE tourists typically spend 2-3 times more than leisure tourists, making them highly valuable to host destinations.
Conference centres, exhibition halls, business hotels and good transport links are essential for MICE tourism.
ExCeL London is one of the UK's largest exhibition and conference centres, hosting over 400 events annually and attracting more than 4 million visitors. Located in London's Docklands, it offers 100,000m² of flexible event space. The venue generates approximately £4.5 billion for the UK economy and supports thousands of jobs. During the 2012 Olympics, it hosted seven different sports. Its success demonstrates how purpose-built facilities can attract significant business tourism to a destination.
Leisure tourists travel primarily for pleasure and personal enjoyment. Their trips are self-funded and often planned around holidays or personal free time.
Tourists interested in experiencing a destination's heritage, lifestyle, art and traditions. They visit museums, historical sites, festivals and cultural events.
Involves activities with an element of risk or excitement, such as hiking, rafting, diving, or climbing. Adventure tourists seek thrills and challenges.
Focused on improving health and wellbeing through activities like spa visits, yoga retreats, meditation and healthy eating experiences.
The Lake District National Park attracts approximately 15.8 million visitors annually, with the vast majority being leisure tourists. Famous for its stunning landscapes, lakes and mountains, it offers activities from gentle walks to extreme sports. The area generates around £1.4 billion in tourism revenue and supports over 18,500 jobs. In 2017, it was designated a UNESCO World Heritage Site, further boosting its appeal. The Lake District demonstrates how natural attractions can create a thriving leisure tourism industry.
Both types of tourists contribute significantly to local economies, but in different ways:
For example, a business tourist might spend £300 per day for 3 days (£900 total), while a leisure tourist might spend £150 per day for 7 days (£1,050 total).
Different tourist types need different facilities:
Many destinations aim to attract both types to maximise year-round tourism revenue.
"Bleisure" tourism is a growing trend that combines business and leisure travel. This occurs when business travellers extend their trips to include leisure activities or bring family members along.
Manchester has successfully positioned itself as both a business and leisure destination. With facilities like Manchester Central Convention Complex, it attracts over 5 million business visitors annually. The city has simultaneously developed its leisure appeal through attractions like the National Football Museum, Manchester Art Gallery and a vibrant music scene. This dual approach has helped create a year-round tourism economy worth over £9 billion to Greater Manchester. The city actively promotes bleisure travel, encouraging business visitors to extend their stays and explore the region.
| Aspect | Business Tourists | Leisure Tourists |
|---|---|---|
| Purpose | Work-related activities | Pleasure, relaxation, recreation |
| Who pays | Usually employer-funded | Self-funded |
| Timing | Weekdays, year-round | Weekends, holidays, seasonal |
| Planning flexibility | Limited, often scheduled in advance | More flexible, can be spontaneous |
| Daily spending | Higher | Lower |
| Length of stay | Shorter (typically 1-3 days) | Longer (typically 4-14 days) |
| Accommodation preference | Business hotels, city centres | Varied (hotels, self-catering, etc.) |
| Travel companions | Alone or with colleagues | Family, friends, partners |
Understanding the differences between business and leisure tourists helps destinations, businesses and tourism planners to create appropriate facilities, services and marketing strategies to attract and satisfy both markets.