Why Is Boise a Booming Market?

By Aubrie Gerber, October 27, 2017

Every year, 60 percent of Boise visitors are from MICE travel. Do you want the destination to grow at that same rate?

We don’t want to keep growing at such a fast pace that we can’t manage. Growing a little bit is good. We have a new hotel going up. We’re trying to get other cities to offer direct flights. We’d like to get Atlanta—New York or D.C. would be awesome, too. I don’t want to say we’re fine right now at 60 percent because growth, as long as it’s managed, is not a bad thing.

Where do you get the bulk of your business from?

We do some national business, but most of what we do is typically regional in nature to the Pacific Northwest. An average regional meeting is typically 300 to 400 attendees.

What is Boise doing to truly stand out—in terms of marketing efforts, planner outreach, etc.?

We’re at all the major shows with everybody else, whether they’re first or second-tier cities. We’re out there with our competition. How we stand out? We say we’re a small town with large city amenities. We have an airport that’s close to downtown and our hotels have free airport shuttles. You can come to Boise and not have to battle some of the challenges you find in other cities that are larger even with other second-tier cities. The traffic isn’t bad, it’s easy to get around, people are very friendly and you still get great restaurants and shopping.

 

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