New Concepts in Business Tourism Destination Marketing Dr. Rob Davidson, Director, MICE Knowledge #miceknowledge

Business tourism Meetings Incentive Travel Conferences Exhibitions #miceknowledge

Business tourism Historically, it is one of the earliest types of tourist activity Modern-day business tourism is travel for commercial, professional and work-related purposes It brings significant economic benefits to destinations It is less affected by seasonality #miceknowledge

Business tourism in Serbia #miceknowledge

Business tourism in Belgrade #micek#miceknowledge nowledge

Business tourism in Serbia Since the establishment of the Serbia Convention Bureau in 2007, Serbia has seen a major boost in the conference industry, making it one of the most profitable and important sectors for the international image of Serbia. A large number of recent hotel openings A growing network of direct flights. #miceknowledge

Growth in the supply of conference destinations Until the 1960s: Western European capitals and US cities. Then: Australia, South America, Hong Kong, Singapore … Then: Central Europe, Eastern Europe, South-Eastern Europe … Then: China, Middle East … #miceknowledge #

New venues: ICE Krakow #miceknowledge

New destinations The second-tier and third-tier cities of European countries are gaining interest: - Better value-for-money - More novelty value - More flight connections at competitive prices #miceknowledge

New Concepts in Business Tourism Destination Marketing 1. Using local economic strengths #miceknowledge

Using local economic strengths European convention bureaus are developing strategic alliances with their local knowledge industries and economic development agencies to differentiate their destinations BEFORE: marketing the destination’s tourism and convention infrastructure hardware NOW: promoting the destination’s intellectual software Bidding for conferences on topics that reflect strong sectors in the city’s economy (and knowledge economy) #miceknowledge

Using local economic strengths For example, London: Life Sciences, Creative industries, Financial services #miceknowledge

Using local economic strengths This idea of DMOs clustering their local knowledge professionals in a region, and packaging them as ambassadors to attract specific industry events, was first formulated by the German Convention Bureau (GCB) over the last five years. #miceknowledge

“Germany. Success Through Expertise” German Convention Bureau #miceknowledge

Using local economic strengths The Hamburg Convention Bureau won the 2015 IATA World Passenger Symposium Because the city has developed a cluster of mobility and logistics companies. “Destination ambassadors” at those companies work with the convention bureau to sell the destination to meeting planners who are seeking destinations for conferences in the global transportation industry. #miceknowledge

The Rotterdam Partners alliance The Rotterdam Partners Tourism Board & Convention Bureau; Rotterdam Economic Council; and the Rotterdam Knowledge Ambassadors network. Focus on: Agriculture and Food Chemicals Creative Industries High Tech Systems and Materials Life Sciences and Health Logistics Water #miceknowledge

Water-related conferences in Rotterdam 2nd European Conference on Flood Risk Management – 2012 Ballast Water Management Conference -2013 Europort - Exhibition for maritime technology - 2013 Deltas in Times of Climate Change -2014 European Conference and Exhibition on Inland Terminals - 2014 International Conference on Logistics and Maritime Systems – 2014 #miceknowledge

The Manchester Growth Company Incorporated Visit Manchester and Marketing Manchester DMOs with the city’s business and economic development organisations to further exploit the potential to attract new conferences revolving around the city’s expertise in science. #miceknowledge

Using local economic strengths http://www.internationalmeetingsreview.com/destinations/pcma-why-convention-bureau-and-economic-development-agency-must-be-friends-102575 #miceknowledge

Using local economic strengths: The benefits Mutually-beneficial relationships between the temporary community that grows around a meeting and a destination’s permanent business and research community Benefits for conference organisers: local speakers, local places of interest to visit, local participants. Benefits for conference participants: opportunities to collaborate with local experts #miceknowledge

New Concepts in Business Tourism Destination Marketing 2. Destinations creating their own conferences #miceknowledge

Destinations creating their own conferences To support their own economic development and intellectual capital objectives Creating, not waiting. #miceknowledge

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Destinations creating their own conferences The Seoul MICE Master Plan aims to treble the city’s business events capacity by 2020. - by fostering conferences that build upon strong Korean industries such as fashion, pop music, cosmetics and television - by supporting domestic conferences and exhibitions that have the potential to grow into international events #miceknowledge

Mark de Greeff, Head of Strategy & Business Development, Eindhoven365, the Eindhoven Marketing Organization, responsible for Strategy and Business Development #miceknowledge

Building new events for Eindhoven TED style Professionalize all Business Events to a future level of expected performance & precondition TED style Professionalize all Business Events to a future level of expected performance & precondition Hybrid Transform all Business Events into Hybrid formats to overstep geographical boundaries Hybrid Transform all Business Events into Hybrid formats to overstep geographical boundaries Open Set up community to oversee and support marketing, sharing, co-creating, co-making Business Events Open Set up community to oversee and support marketing, sharing, co-creating, co-making Business Events Online Trust on shared network, integrate social and focus on mainly online marketing of Business Events

MICE knowledge Hvala. rob@miceknowledge.com #miceknowledge