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Business tourism in Rhineland-Palatinate is booming: Opportunities for Bleisure!
Bad Kreuznach benefits from growing business tourism in Rhineland-Palatinate, which will account for 17% of overnight stays in 2024.
Business tourism in Rhineland-Palatinate is booming: Opportunities for Bleisure!
Business tourism in Rhineland-Palatinate is becoming increasingly important. Like Rheinland-Pfalz Tourismus GmbH in its current travel analysis reported, every sixth overnight stay in the country in 2024 was due to business trips - with a share of 17%, Rhineland-Palatinate is above the national average of 13%. One reason for this is the central location of the state, which, together with a successful mix of urban and natural conference locations, attracts visitors.
A variety of options await business travelers: from idyllic wineries and impressive castles to modern congress halls. The demand for a combination of work and leisure – also known as bleisure tourism – is increasing. Around 30% of business travelers show interest in cultural and culinary offerings, while 10% are thinking about extending their stay for private purposes.
Looking at MICE and new trends
The focus is also on the MICE segments (meetings, incentives, conferences, exhibitions), which are proving to be important economic factors. Rheinland-Pfalz Tourismus GmbH has published positive results in business tourism in its market research, indicating the growing interest in physical events, despite the increasing digital formats. There is a trend that personal encounters and knowledge exchange are more in demand than ever. Although travel costs are rising, expenditure per trip remains stable, which means that Rhineland-Palatinate continues to be an attractive destination for business trips.
Although pre-corona levels have not yet been fully reached, interest in face-to-face meetings and creative solutions is increasing, where quality of accommodation and reliable standards are important for business travelers. Travel is mainly done by car, but trains are being used more and more frequently in the business travel segment, which indicates a positive trend in terms of sustainability.
Bleisure and the untapped potential
In Germany, the bleisure segment – the combination of business trips with leisure activities – is a rapidly growing topic. A study by the IU International University found that although more than 80% of business travelers use bleisure options, over 69% of respondents do not provide specific offers for this mentioned. Younger generations in particular attach great importance to this combination of work and pleasure and are willing to extend their stays for private activities.
Rheinland-Pfalz Tourismus GmbH intends to develop further offers in the area of bleisure in order to better meet the needs of business travelers. There is a clear need for collaboration between tourism stakeholders and the development of appropriate products that meet the requirements for accessibility and leisure activities.
Together with an increased awareness of sustainable travel options, these are promising indications that Rhineland-Palatinate is well positioned to not only maintain its market share in business tourism, but also noticeably expand it. Business tourism has established itself as an important part of the state's tourism architecture and the focus on bleisure trends is ushering in a new era.