1. New Concepts in Business Tourism Destination Marketing
Dr. Rob Davidson, Director, MICE Knowledge
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2. Business tourism Meetings Incentive Travel Conferences Exhibitions
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3. 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
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4. Business tourism in Serbia
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5. Business tourism in Belgrade
#micek#miceknowledge
nowledge

6. 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.
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7. 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 …
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8. New venues: ICE Krakow
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9. 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
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10. New Concepts in Business Tourism Destination Marketing
1. Using local economic strengths
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11. 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)
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12. Using local economic strengths
For example, London: Life Sciences, Creative industries, Financial services
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13. 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.
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14. “Germany. Success Through Expertise”
German Convention Bureau
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15. 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.
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16. 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
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17. Water-related conferences in Rotterdam
2nd European Conference on Flood Risk Management – 2012
Ballast Water Management Conference -2013
Europort - Exhibition for maritime technology
Deltas in Times of Climate Change -2014
European Conference and Exhibition on Inland Terminals
International Conference on Logistics and Maritime Systems – 2014
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18. 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.
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19. Using local economic strengths
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20. 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
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21. New Concepts in Business Tourism Destination Marketing
2. Destinations creating their own conferences
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22. Destinations creating their own conferences
To support their own economic development and intellectual capital objectives
Creating, not waiting.
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23. #miceknowledge

24. 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
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25. Mark de Greeff, Head of Strategy & Business Development, Eindhoven365, the Eindhoven Marketing Organization, responsible for Strategy and Business Development
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26. 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

27. MICE knowledge
Hvala.
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