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Convention Bureau



Why does a destination need
  a convention bureau?


          August 2012
Why destinations want to host
meetings?
  Destinations want to host international meetings because:

   Business travelers tend to spend more money (3 times)
   Conventions are usually out of high season
   Convention participants are potential tourists

   Promote their economy and business potentials
   Attract international associations and leading experts
   Improve international integration of local experts
   Create knowledge-based economy and society
Why governments invest in
Meeting Industry ?
 Focus         Attracts the world’s industry and thought leaders to their country


 Platform       Showcases countries innovation, products and expertise


    Profile       Generates media attention for their country as a place to do business


         Growth         Provides a world stage – “if they see it, they will invest.”


            Exports          Stimulates international markets for their produced goods and services


                Networks          Builds business contacts, trade and research links


                      Access           Delivers access to new technologies and exchange of ideas


                         Knowledge  Strengthens their professional expertise

                              Infrastructure  Induces business service and development (e.g. accommodation supply)

                                         Capital         Increases property values


                                              Business          Economic stimulus, jobs
What is a convention bureau?

 Convention bureau is official, non-for profit organization
 formed to represent a destination:

     To promote destination as an attractive place for
      international meetings and conventions

     To organize local convention industry and to be
      representative of the whole destination

     To attract and support local experts (doctors, professors,
      scientists) to bid for international conventions
Establishing a Bureau

Convention bureau can be established as:

 A part of the public sector (as an independent public institution
or as a department of some institution)

 A part of the private sector (as association of private companies
from convention and hospitality industry)

 Public-private partnership (as association of private sector
recognized and co-financed by the governmental institutions)
Why destinations need
convention bureaus?

Destinations form convention bureaus because:

 MICE clients expect this
Convention bureau provides all information that clients
need
Convention bureau represents whole destination, not
particular interests of some companies
Convention bureau does bid and supports bidding
process
Convention bureau has communication with private
and public sector and key stakeholders
How Convention Bureau represents
  the entire destination to MICE clients?
Convention Centres:                                                                       Local and National Governments:
 Cooperative sales         Convention                                                     Supports the convention market through
    effort with                                             Government                        investment in facilities
    convention bureau
                             Centres                                                       Financial support for convention bureau
 Primary meeting                                                                          Protocol
    facilities                                                                             Logistical and security support
 Event catering                                                                           Special events permits

                                                                                                               Local Host Committee:
                                          Convention                               Local Host                   Issues a formal invitation to the
           Hotels                                                                                                  group organizing the meeting
                                           Bureau                                  Committees                   Works with the convention bureau
                                                                                                                   during the bid
Hotels:                                                                                                         Plans social programs during the
 Provide room blocks for bid                                                                                      event
 Banquets and catering
                                                                                                Unique Roles of the convention bureau:
                    Destination                            Professional                          One stop shop
                                                                                                 Represent the entire destination to convention
                   Management                               Conference
                                                                                                    buyers
                 Companies (DMCs)                        Organizers (PCOs)                       Researches potential congresses, organizes site
                                                                                                    visits and prepares bids
                   DMCs:                                                                         Supports development of exhibitions
                    Ground transportation            PCOs:
                                                       Contracts with the meeting planner       Attendance promotion at events
                    Logistics                                                                   Industry development and coordination
                    Organises pre- and post- tours    Handles on-site logistics – hotel
                      and incentive trips                rooms, registration, housing, local
                                                         transportation, sponsorship, meeting        Client surveys consistently say
                                                         preparation, social program
                                                         arrangements, entertainment, etc.          that they will select destinations
                                                                                                        where they can work with
  Key Actors in Convention Marketing                                                                 convention bureaus over those
                                                                                                       that don’t have convention  7
                                                                                                                bureaus.
Convention bureau activities

Convention bureau organizes convention industry and has to:

 Establish partnership with convention industry representatives
 Organize educational programs for convention industry
 Establish procedures in bidding processes
Organize regular meetings with industry representatives
Organize networking meetings with industry representatives
Establish advisory body and include industry representatives


GOLDEN RULE: Convention bureau has to have equal
relations with all industry partners
Convention bureau activities

Convention bureau does promotional activities and should:

 Create catalog of conference facilities (Meeting Planners Guide)
 Create web site just for the MICE clients
 Create presentations of conference facilities (ppt, pdf, photo)
 Create promotional materials (stationary, postcards, usb)
 Create advertising materials
 Create video, mobile applications …


Create unique and attractive promotional materials about
destination to attract MICE clients
Convention bureau activities

Convention bureau approaches MICE clients and should:

 Participate at convention trade shows
 Organize sales missions to penetrate main markets
 Organize familiarization trips for the main clients
 Organize supplier-client workshops
 Create request for proposals
 Inform and help clients in all their needs


Create one stop shop system for MICE clients
Convention bureau activities

Convention bureau does bidding to host international conventions:

 Research possible leads and events
 Help local contacts to create bid document
 Help in the process of destination presentation and bid promotion
 Organize site inspections for important clients
 Organize local industry in bidding procedures
 Support congress organizers and does additional promotion


Encourage local contacts to bid for international conventions and
help them organize events
Convention bureau activities

Convention bureau represents destination in the
international convention industry associations:

 ICCA (International Congress and Convention Association)
 MPI (Meeting Planners International)
 DMAI (Destination Marketing Association International)
 SITE (Society of Incentive Travel Executives) …


International recognition in convention business, in front of clients
and colleagues
Convention bureau activities

Convention bureaus care about destination development:

 Create database of all contacts and communication
 Do statistics and promotion of results
 Communication with local associations and experts
 Communication with local media
 Communication with public sector representatives
 Initiatives about future developments


Create friendly environment that understands importance and
benefits from convention business
The Convention and Exhibition Industries
have Almost Nothing in Common with Tourism


                                           Tourism                           Convention business
       Participants                         Tourists                        Professionals / Business People
   Participant Motivations           Fun / Self Actualization               Business / Networking / Learning

      Purpose of Visit                       Leisure                                   Work Related

      Customer Needs                        Bargains                        High Level of Service and Product

           Buyers               Tour wholesalers / Travel agents            Meeting Planners / AMCs / PEOs

     Buyer Motivations               Fees & Commissions                  Successful Meetings / Profitable Shows

      Decision Criteria                Destination Appeal               Facilities / Business Links / Market Issues

    Buyer Service Needs            Reservations / Itineraries            Housing / Registration / Event Services

    Distribution Channels      Travel Agents / Tour Wholesalers         Corp and Association HQs / AMCs / PEOs

       Supply Chain                    Hospitality Industry             PCOs / DMCs / Venues / Event Suppliers

      Market Approach          Advertising / Marketing / Packaging                      Direct Sales

   Securing the Business         Strategic / Marketing Oriented                 Tactical / Sales Oriented

       Size of Groups              Individuals or small groups                   300 – 10,000 delegates

   Main Economic Impact                 Direct Spending                             Trade and Investment
                             Experienced
     Tourism                                                      Not Experienced
     institutions
How to establish
convention bureau?


These are the main factors necessary in the process of
establishing a convention bureau:

 Create a study for convention bureau establishing
 Educate people who will work in the convention bureau
 Create educational programs for convention industry
 Secure budget for the first five years
ICCA Rankings of International Conventions
               Occurring
     Serbia
                       Meetings               World                   European
                                             Ranking                   Ranking
     2007 *              11                      64th                  Unranked
     2010                46                      43rd                      23rd
     2011                55                     42nd                       24th
              Belgrade
                                Meetings                    World                   European
                                                           Ranking                   Ranking
              2007 *                   8                      168th                     92nd
              2010                    33                       55th                      28th
              2011                    46                       49th                      26th
                         * Serbia Convention Bureau was established in 2007

                              Source: International Convention & Congress Association (ICCA) - 2011
European Fastest Growing
Meeting Destination
Thank you!


             Milos Milovanovic

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Fabric RFID Wristbands in Ireland for Events and Festivals
 

Why does a destination need a CVB?

  • 1. Convention Bureau Why does a destination need a convention bureau? August 2012
  • 2. Why destinations want to host meetings? Destinations want to host international meetings because:  Business travelers tend to spend more money (3 times)  Conventions are usually out of high season  Convention participants are potential tourists  Promote their economy and business potentials  Attract international associations and leading experts  Improve international integration of local experts  Create knowledge-based economy and society
  • 3. Why governments invest in Meeting Industry ? Focus  Attracts the world’s industry and thought leaders to their country Platform Showcases countries innovation, products and expertise Profile Generates media attention for their country as a place to do business Growth  Provides a world stage – “if they see it, they will invest.” Exports  Stimulates international markets for their produced goods and services Networks  Builds business contacts, trade and research links Access  Delivers access to new technologies and exchange of ideas Knowledge  Strengthens their professional expertise Infrastructure  Induces business service and development (e.g. accommodation supply) Capital  Increases property values Business  Economic stimulus, jobs
  • 4. What is a convention bureau? Convention bureau is official, non-for profit organization formed to represent a destination:  To promote destination as an attractive place for international meetings and conventions  To organize local convention industry and to be representative of the whole destination  To attract and support local experts (doctors, professors, scientists) to bid for international conventions
  • 5. Establishing a Bureau Convention bureau can be established as:  A part of the public sector (as an independent public institution or as a department of some institution)  A part of the private sector (as association of private companies from convention and hospitality industry)  Public-private partnership (as association of private sector recognized and co-financed by the governmental institutions)
  • 6. Why destinations need convention bureaus? Destinations form convention bureaus because:  MICE clients expect this Convention bureau provides all information that clients need Convention bureau represents whole destination, not particular interests of some companies Convention bureau does bid and supports bidding process Convention bureau has communication with private and public sector and key stakeholders
  • 7. How Convention Bureau represents the entire destination to MICE clients? Convention Centres: Local and National Governments:  Cooperative sales Convention  Supports the convention market through effort with Government investment in facilities convention bureau Centres  Financial support for convention bureau  Primary meeting  Protocol facilities  Logistical and security support  Event catering  Special events permits Local Host Committee: Convention Local Host  Issues a formal invitation to the Hotels group organizing the meeting Bureau Committees  Works with the convention bureau during the bid Hotels:  Plans social programs during the  Provide room blocks for bid event  Banquets and catering Unique Roles of the convention bureau: Destination Professional  One stop shop  Represent the entire destination to convention Management Conference buyers Companies (DMCs) Organizers (PCOs)  Researches potential congresses, organizes site visits and prepares bids DMCs:  Supports development of exhibitions  Ground transportation PCOs:  Contracts with the meeting planner  Attendance promotion at events  Logistics  Industry development and coordination  Organises pre- and post- tours  Handles on-site logistics – hotel and incentive trips rooms, registration, housing, local transportation, sponsorship, meeting Client surveys consistently say preparation, social program arrangements, entertainment, etc. that they will select destinations where they can work with Key Actors in Convention Marketing convention bureaus over those that don’t have convention 7 bureaus.
  • 8. Convention bureau activities Convention bureau organizes convention industry and has to:  Establish partnership with convention industry representatives  Organize educational programs for convention industry  Establish procedures in bidding processes Organize regular meetings with industry representatives Organize networking meetings with industry representatives Establish advisory body and include industry representatives GOLDEN RULE: Convention bureau has to have equal relations with all industry partners
  • 9. Convention bureau activities Convention bureau does promotional activities and should:  Create catalog of conference facilities (Meeting Planners Guide)  Create web site just for the MICE clients  Create presentations of conference facilities (ppt, pdf, photo)  Create promotional materials (stationary, postcards, usb)  Create advertising materials  Create video, mobile applications … Create unique and attractive promotional materials about destination to attract MICE clients
  • 10. Convention bureau activities Convention bureau approaches MICE clients and should:  Participate at convention trade shows  Organize sales missions to penetrate main markets  Organize familiarization trips for the main clients  Organize supplier-client workshops  Create request for proposals  Inform and help clients in all their needs Create one stop shop system for MICE clients
  • 11. Convention bureau activities Convention bureau does bidding to host international conventions:  Research possible leads and events  Help local contacts to create bid document  Help in the process of destination presentation and bid promotion  Organize site inspections for important clients  Organize local industry in bidding procedures  Support congress organizers and does additional promotion Encourage local contacts to bid for international conventions and help them organize events
  • 12. Convention bureau activities Convention bureau represents destination in the international convention industry associations:  ICCA (International Congress and Convention Association)  MPI (Meeting Planners International)  DMAI (Destination Marketing Association International)  SITE (Society of Incentive Travel Executives) … International recognition in convention business, in front of clients and colleagues
  • 13. Convention bureau activities Convention bureaus care about destination development:  Create database of all contacts and communication  Do statistics and promotion of results  Communication with local associations and experts  Communication with local media  Communication with public sector representatives  Initiatives about future developments Create friendly environment that understands importance and benefits from convention business
  • 14. The Convention and Exhibition Industries have Almost Nothing in Common with Tourism Tourism Convention business Participants Tourists Professionals / Business People Participant Motivations Fun / Self Actualization Business / Networking / Learning Purpose of Visit Leisure Work Related Customer Needs Bargains High Level of Service and Product Buyers Tour wholesalers / Travel agents Meeting Planners / AMCs / PEOs Buyer Motivations Fees & Commissions Successful Meetings / Profitable Shows Decision Criteria Destination Appeal Facilities / Business Links / Market Issues Buyer Service Needs Reservations / Itineraries Housing / Registration / Event Services Distribution Channels Travel Agents / Tour Wholesalers Corp and Association HQs / AMCs / PEOs Supply Chain Hospitality Industry PCOs / DMCs / Venues / Event Suppliers Market Approach Advertising / Marketing / Packaging Direct Sales Securing the Business Strategic / Marketing Oriented Tactical / Sales Oriented Size of Groups Individuals or small groups 300 – 10,000 delegates Main Economic Impact Direct Spending Trade and Investment Experienced Tourism Not Experienced institutions
  • 15. How to establish convention bureau? These are the main factors necessary in the process of establishing a convention bureau:  Create a study for convention bureau establishing  Educate people who will work in the convention bureau  Create educational programs for convention industry  Secure budget for the first five years
  • 16. ICCA Rankings of International Conventions Occurring Serbia Meetings World European Ranking Ranking 2007 * 11 64th Unranked 2010 46 43rd 23rd 2011 55 42nd 24th Belgrade Meetings World European Ranking Ranking 2007 * 8 168th 92nd 2010 33 55th 28th 2011 46 49th 26th * Serbia Convention Bureau was established in 2007 Source: International Convention & Congress Association (ICCA) - 2011
  • 18. Thank you! Milos Milovanovic