1. CREATING A SUCCESSFUL MICE DESTINATION PAUL FLACKETT CITE ICELAND AUGUST 2009.

2. THE WORLD WE WORK IN A HECTIC PACE OF BUSINESS LIFE FASTER, CHEAPER, BETTER THE CREDIT CRUNCH GOING GREEN INCREASED COMPETITION HYBRID EVENTS...... MICE CHANGES A GLOBAL VILLAGE 2

3. PROMOTING THE DESTINATION... 1. TEAM WORK VITAL 2. CREATIVITY ESSENTIAL 3. FORESIGHT NECESSARY 4. REALITY CAN OFTEN HURT 5. ASSESSING THE OPTIONS 6. REALISTIC PROGRESSIVE GOALS 3

4. THE COMPETITION RANKING – ICCA 2008 EUROPE GLOBAL 1. 402 MEETINGS GERMANY 1. USA 2. 347 MEETINGS SPAIN 2. GERMANY 3. 334 MEETINGS FRANCE 3. SPAIN 4. 322 MEETINGS UK 4. FRANCE 5. 296 MEETINGS ITALY 5. UK 6. 227 MEETINGS NETHERLANDS 6. ITALY 7. 196 MEETINGS AUSTRIA 7. BRAZIL 8. 194 MEETINGS SWITZERLAND 8. JAPAN 9. 177 MEETINGS PORTUGAL 9. CANADA 26. 24 MEETINGS ICELAND 50. ICELAND 4

5. WHAT A DESTINATION NEEDS INNOVATION MATTERS MORE THAN THE ENVIRONMENT, SAY MICE PLANNERS. VALUE FOR MONEY A KEY FACTOR CharacteristicNov 2007 Nov 2008 It offers the necessary value for money appropriate to the event41 The infrastructure (airports, hotels, transfers) are of a high standard12 Accessibility33 Attendees consider it a new and appealing place24 It is perceived to be a reliable, popular and sensible option55 It is perceived to be environmentally aware66 INNOVATION IS KEY TO THE SUCCESS OF THE MICE INDUSTRY 5

6. THE UK OUTBOUND MICE BUSINESS LONG HAUL BUSINESS – 2008 TOTAL NUMBER OF GROUPS 1. USA - 147 GROUPS 2. SOUTH AFRICA - 23 GROUPS 3. CHINA - 18 GROUPS 4. UAE - 16 GROUPS 5. THAILAND - 14 GROUPS Information is courtesy of M&IT Publications 6

7. THE UK`s FAVOURITE LONG HAUL CITIES - 2008 1. CHICAGO * 2. NEW YORK * 3.SAN FRANCISCO * 4.DUBAI 5.MIAMI * 6.CAPETOWN 7. LAS VEGAS * 7

8. TOP CITIES FOR ASSOCIATION MEETINGS - 2008 1.PARIS 2.VIENNA 3.BARCELONA 4.SINGAPORE 5.BERLIN 6.BUDAPEST 7.AMSTERDAM 8.STOCKHOLM 9.SEOUL 10.LISBON 11.LONDON 69. REYKJAVIK 8

9. WHY WIN THIS BUSINESS 1.REVENUE GAINED v TOURISM 2.INCREASED GLOBAL PROFILE 3.UPGRADES OF INFRASTRUCTURE 4.PROFESSIONAL PROFILE 5.HOTEL INVESTMENT 6.AIRLINE INVESTMENT 7.INCREASED OPPORTUNITIES 9

10. THE REALITIES OF ACHIEVING MICE SUCCESS 1. CRITICAL ASSESSMENT OF TODAY 2. EVALUATION OF FUTURE NEEDS 3. BENEFITS TO DESTINATION 4. NEED FOR COMMON GOALS 5. BEING AN INDUSTRY PLAYER 6. WORKING WITH ASSOCIATIONS 7. PROFESSIONALS IN THE TEAM 10

11. MODERN DAY SUCCESS STORIES 1. BARCELONA 2. CAPETOWN 3. MELBOURNE 4. SYDNEY 5. VIENNA 6. MACAU 7. MALAYSIA 11

12. MODERN HEROES & HEROINES 1. AIRY GARRIGOSA 2. JON HUTCHISON 3. SANDRA CHIPCHASE 4. ALAN TROTTER 5. CHRISTIAN MUTSCHLECHNER 6. TUULA LINDBERG 7. DAVID DUBOIS 12

13. WHO IS SUCCEEDING? 13

14. CARPE DIEM 1. UNCERTAIN TIMES 2. WHAT CAN ICELAND OFFER ? 3. WHAT ARE THE OPPORTUNITIES? 4. HOW CAN YOU DELIVER ? WHO WILL BE ACTING ON THESE OPPORTUNITIES..... WHO WILL BE LEADING THE WAY FORWARD ? 14

15. TEAM WORK IS VITAL TO SUCCESS COMMON PLANS & ASSESSMENTS ACHIEVABLE GOALS VISIBLE LEADERSHIP WHO CAN HELP YOU ? CREATIVITY PRACTICALITY PROMOTIONS & ACTIVITIES 15 THE WAY AHEAD...

16. THE COMPETITION 1. OVER 150 DESTINATIONS AT MAJOR TRADE SHOWS GLOBALLY 2. COMPETITION TO SUIT ALL BUDGETS 3. NOT ALWAYS OBVIOUS... VIRGIN SPACE.... LOVE THAT DOG CAMPAIGN... EXPERIENCES... CULTURE & CUISINE... 16

17. WHO CAN HELP YOU?? 1. THE ASSOCIATIONS DMAI – ICCA – MPI – SITE 2. OTHER DESTINATION TEAMS 3. INDUSTRY LEADERS 4. INDUSTRY TRAINERS ITS LIKE A LOTTERY.. YOU HAVE TO BUY A TICKET FIRST IF YOU WANT TO WIN !!! 17

18. 1. A MIX OF PUBLIC & PRIVATE 2. VALID PARTNERSHIP LEVELS 3. VISIBLE LEADERSHIP 4. ACTIONS MODEL 5. NECESSARY BUDGETS v TARGETS 6. LONG TERM STRATEGIES 7. FLEXIBILITY 18 CREATING TEAM ICELAND

19. IDEAS FOR TEAM ICELAND THERE IS A NEED FOR GLOBAL AWARENESS 1.CREATIVE WEBSITE 2.EMAIL GLOBAL NEWS LETTER 3.ATTENDANCE AT INDUSTRY EVENTS 4. POSSIBLE ASSOCIATION SPONSORSHIPS 5. TARGETED ROAD SHOWS 19

20. 6. TRADE SHOWS – SELECTED MARKETS 7. SPECIALISED BUYER SITE VISITS 8. ICELAND EDITORS CLUB 9. DETAILED STAFF TRAINING 10. REGULAR MEETINGS OF TI WITH SPEAKERS 20 MORE IDEAS FOR TEAM ICELAND

21. ASSESSING PROGRESS 1. DETERMINE HOW PROGRESS CAN BE ASSESSED 2. REAL TERMS JUDGEMENT 3. WORK ON ADVANTAGES 4. BE REALISTIC ON MINUSES 5. UTILISE THE PROFESSIONALS 6. REVISE TARGETS AS YOU GO 21

22. SUCCESS..... IS ALWAYS POSSIBLE GIVEN A BALANCED APPROACH TO MEET THE DEMANDS OF THE MICE SECTOR.. THE HARD PART IS REMAINING ON TOP & ADJUSTING TO FRESH NEEDS & GOALS !!! 22