the favourite short-haul business events destination according to a survey of UK employees carried
out by marketing services agency P&MM.
More than 400 employees from companies of varying sizes and
industries across the UK
were questioned about their preferred location for meetings and incentives as
part the agency’s 2012 Metrics Report.
The report showed that 41 per cent of staff surveyed
favoured Italy over other
short-haul destinations with just 25 per cent preferring Spain or Portugal
(including the Balearic Islands, Canary
Islands and Madeira).
Croatia, Greece or Turkey
were chosen by 12 per cent, France/Monaco was selected by 10 per cent, and
finally Morocco and Scandinavia were each chosen by 6 per cent of
Nigel Cooper, managing director of P&MM Events &
Communications, said: “The outstanding popularity of Italy for short haul
trips, well ahead of Spain and Portugal - two highly popular holiday
destinations for Britons - is not what most people would have predicted, so too
that only 10 per cent selected France or Monaco as first choice.” Cooper added:
“As always, budgets are critical and Italy
is not the lowest cost destination in Europe,
but there is value to be had. So it is up to conference, event and incentive
organisers to challenge their agencies to deliver what participants want within
The 20-page report also surveyed respondents about their
favourite long-haul destinations, with North America coming out on top with 37 per cent of the vote.
Australia and New Zealand were the second most popular; chosen
by 27 per cent, followed by Thailand and Malaysia selected by 16 per cent, South
Africa/ Botswana/ Zambia by 10 per cent, China/Hong Kong by 8 per cent and lastly,
South America, chosen 2 per cent.
The P&MM 2012 Metrics Report will be published shortly. To
receive an alert when the report is available for download, please email:
Pictured: Ever-popular, Tuscany in Italy