A cultural event, professional conference, trade show, or home and garden show can attract both local attendees and visitors. For an event creator, it’s important to tap into current travel trends in the event industry, including what attendees want to see when they travel to an attraction.

Attendees put plenty of thought into traveling to an event, so you want to market your attraction in a way that entices out-of-town participants as well as locals. Learn about how to get people to travel to your event, keeping COVID-19 guidelines for gatherings in mind as the event industry recovers from pandemic restrictions. Here are five travel trends to consider as you plan your next event.

1. Local partnerships and perks entice buyers

Make sure that attendees who travel to your event have other things to do while they’re in the area. Attract out-of-towners to your event with perks that will make their trip even more worthwhile. Focus on offering experiences that allow them to explore the local culture, popular sites, and unique elements of your region.

For example, you might partner with a well-known local restaurant to give your event attendees a discount or a special tasting menu. Perhaps a local museum is willing to offer a discounted rate for event attendees who want to visit. Offer a group tour of a local historical site or a guided walk through a park or outdoor attraction.

You can also offer a group discount rate at a hotel that’s close to your venue. Work with your local visitors’ bureau to create and distribute a list of attractions and spots to visit. The more appealing you make your location through partnerships and perks, the easier it will be to encourage attendees to travel.

Local swag is another way to attract attendees. Consider creating branded free merchandise like t-shirts, stickers, or water bottles featuring your event logo and the city and state. If your area is well-known for something (like a local dish or a landmark), consider including it in the imagery.

Not sure where to begin when attracting attendees? Start with your returning attendees.

2. Accessibility is key

Attendees who fly or take a train or bus to your event will need a way to get around once they’re in town. By making your location accessible, you can simplify their travel plans and make your attraction even more inviting.

Start by working with local ground transportation companies to make it easier for attendees to arrive at your location. Offer a list of recommended transportation sources, such as local public transit, rideshare options — including dropoff and pickup locations — and parking and valet services at the venue. Consider operating a shuttle bus or van from the local airport to transport attendees to your venue or partner hotel.

Make transportation information easily accessible for attendees. Post these options on your website or social media, or send them out via email to newly registered attendees. Consider incorporating a chatbox or other communication features on your website or app so that you can answer any transportation-related questions. Remember that many attendees may be planning to travel alone, and these steps may help them feel more comfortable about making the trip.

3. Safety is top-of-mind

Communicating your attraction’s safety measures is essential because it helps put attendees’ minds at ease before they travel. An attraction with well-designed safety measures will offer reassurance to potential attendees.

When Eventbrite participated in Exploring the Challenges of Event Security in a Connected World, a safety panel held in Washington D.C., creators noted that an effective communications plan was vital in an event’s overall safety plan. Eventbrite Director of Global Field Operations Tommy Goodwin noted, “The consistent theme, across all of my conversations with event creators about security and safety, is the importance of effective communication in the moment of a crisis.” Communication relies on strong broadband coverage and messaging tools to instantly send out safety updates to attendees.

Effective emergency response systems also must be in place to maximize event safety. The panel discussed NextGen911, a service that can transmit texts, images, and video to a 911 data center to facilitate a prompt emergency response. Having these safety measures in place and sharing a safety plan with attendees can make them more willing to attend your event.

4. COVID-19 is still a factor

COVID-19 safety remains an important element of event planning, even as restrictions ease in many areas. Communicating your COVID-19 considerations and precautions is essential to ensuring your attendees feel safe at the event.

Make sure your COVID-19 safety plan is clearly communicated, whether you post it on your website or social media or email it directly to registered attendees. Consider including these factors in your plan:

  • Masking guidance, including whether masks are mandatory or required only in certain settings (such as when visiting indoor attractions)
  • Social distancing guidelines, including how you may space out attendees at different attractions and how you plan to limit large crowds
  • Venue spaces that may allow for greater social distancing, such as large ballrooms or outdoor spaces, to accommodate a variety of comfort levels
  • Cleaning and disinfecting of surfaces
  • Vaccination requirements, if applicable
  • COVID-19 safety precautions at any hotel you are recommending

5. Guests look for sustainability

Sustainability is a growing concern in the events space and beyond. No matter what kind of event you’re putting on, try to find ways to make it more sustainable.

Using technology mindfully is a great start — instead of printing materials for your event, offer them online. Avoid paper tickets with digital check-in. You can also offer a streaming or hybrid option for guests who would prefer not to travel, which helps cut back on emissions. Choosing an event location that’s walkable or bikeable from guests’ lodging — and providing them with information about safe routes and rentals — is another great way to cut back.

If your event includes food and drinks, there are tons of sustainable swaps you can make. Opt for food with minimal and recyclable packaging, or encourage guests to bring their own reusable cups and mugs. You could also provide recycling and composting stations to reduce the amount of trash your event produces.

Avoiding unnecessary waste and encouraging eco-minded decision-making will not only reduce your event’s impact, but it’ll also make your brand more attractive to your earth-conscious fans. Check out our ultimate guide to event sustainability for more ideas and inspiration.

Increase ticket sales by understanding travel trends

Knowing where your attendees come from and what they want will help you plan an event visitors will love — helping you sell more tickets. It all starts with analyzing your data to find where people are coming from to attend your event. This way, you can spend your marketing budget in those areas. Dig into your analytics for zip code and city information and create lookalike audiences to target.

Once you have your target audience in mind, incorporate the trends above into your messaging using Eventbrite Boost. Your communications should provide attendees with the safety and accessibility information they need to plan their trip and get them excited about their destination.