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