‘Bleisure’ tourism combines business and leisure travel, and is quickly positioning itself as not only popular but also an economically prudent idea, a travel management platform in the region, has revealed. So, what is Bleisure? A portmanteau of ‘business’ and ‘leisure’, refers to the process of combining business activities with leisure.
Compared to traditional travel and hospitality, this specialized sector (bleisure is expected to witness a CAGR of close to 20 percent in the next decade, thereby making it a highly attractive industry. As bleisure takes account for almost 30-35 percent of the total travel and hospitality sales around the world, it would be interesting to underline that India ranks second in the world for bleisure travelers in the world due to the wide range of diverse destinations available.
Musafir Business, an all-in-one corporate travel management platform in the region by musafir.com, says this shift is evident as individuals extending their business trips by one to two days for leisure, and vice versa, has become increasingly common.
Forecasts predict these trips will span more destinations extending to longer durations. Larger international companies are quick to adopt this trend, while smaller-scale and local firms, which are not multinational corporations, may take more time to embrace it.
Statistics echo this sentiment, with ‘bleisure’ tourism accounting for 30-35 per cent of the global business tourism market and boasting a staggering worth of $500 billion (Dh2 trillion) in 2022. The upward trajectory is set to keep rising, with a projected growth rate of 20 per cent over the ensuing decade.
Sachin Gadoya, CEO and Co-Founder of musafir.com and Musafir Business, said: “Following the pandemic, the sphere of ‘bleisure’ travel is witnessing a significant upswing in the region, with nearly 20 per cent of corporate travelers thoughtfully weaving leisure experiences into their business journeys. Projections indicate that this number is destined to rise further by 15 per cent in the times ahead.”
The average ticket price for corporate travel within the GCC ranges from Dh3,500 to Dh4,000, and this trend is expected to continue through 2024. Amid the scorching summer heat, corporate travel primarily entails outbound trips from the UAE.
Prominent business travel destinations like Europe, the USA, and South East Asia proficiently address the diverse demands of corporate globetrotters, with ticket prices ranging between AED 5,500 to 6,000 for these regions, says Musafir.
Additionally, there is also a marked rise in preference for business and first-class travel in the evolving landscape of business travel.
“Musafir Business has also observed a remarkable 25 per cent increase in average corporate transaction value, even surpassing pre-pandemic levels. This growth underscores our commitment to elevating customer experiences, embracing digital innovation, and gaining invaluable insights into our customers’ preferences,” said Gadoya.
“With a proven track record of delivering substantial savings for Middle Eastern organisations, having processed over 600,000 transactions in 2022, we are resolutely focused on sustaining this momentum in 2023. Our goal is to achieve approximately 1.1 million transactions, solidifying our position as a leader in corporate travel solutions.”
The GCC, India, UK, EU countries, and USA will continue to remain the key inbound and outbound destinations for business travellers in the region, who undertake such trips not just for regular meetings with colleagues and partners across various offices but also to forge new relationships by participating in events such as exhibitions, conferences, trade shows, etc.
Regional Business
Across the Middle East, countries are preparing to welcome MICE and Business travel visitors. Oman is one country keen to develop the conference and events sector locally and regionally, according to Khalid Waleed Al Zedjali, Director of Oman Office of Conferences at the Ministry of Heritage and Tourism. He said that Oman is looking to develop infrastructure for high-level events while forging strong partnership with the ICCA.
Salim Al Shanfari, CEO of Oman Convention and Exhibition Centre, said that Oman has developed strong infrastructure to attract event tourism. An example of this infrastructure is Oman Convention and Exhibition Centre, which provides spacious grounds and large halls fully equipped to host high-level events, he added.
The UAE too has become a stopover place for corporate dealings and meetings for people coming from different parts of the world. Dubai, with its strategic location is expected to see an increase in incoming travel in the coming winter months due to various events in the city including COP28.
With leisure activities ranging from the thrilling Formula 1 Etihad Airways Abu Dhabi Grand Prix to captivating art exhibitions, mega exhibitions and conferences, electrifying concerts, invigorating marathons, and lively beach festivals, the region is gearing up to offer a diverse range of experiences.
