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Future Strategies for Convention
Bureaus – The Engines of Growth Seminar
Imex Las Vegas
October 13th 2011
Rohit Talwar
CEO – Fast Future
www.convention-2020.com
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Contents
Presentation p 3
About Fast Future p 56
Image Sources p 66
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• Global strategic foresight study to help the meetings industry prepare for
the decade ahead - Industry-wide sponsors
• Outside-in focus
• Multiple outputs Nov 2009 – December 2011
Convention 2020
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Growth is not Guaranteed…
Image source: Piper Report
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…Thinking is Back in Fashion
Image source: Einstein.yu.edu
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Demographic Destinies 2 billion more people in 40 years –
Demographics is Driving Economics
1998
448 691
729
5231
4157
739
1030
344
585
Source : United Nations 2010 2050
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Destination Priorities 2011
Use web /social
media more to
promote the
destination
Find
differentiators in
the face of
intense
competition
Prioritise key
events,
industries and
associations to
target Image sources: lab.77agency.com / michael.hightechproductmanagement.com / 4.bp.blogspot.com
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Destination Strategies 2015
Show ROI for
event
owners/delegates
Show longer
term contribution
to economic
development
More
extensive
data mining
Image sources: skylinetradeshowtips.com / dirtcheapgeo.com / backtothefuturetrading.com
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The Opportunity
• Conventions and
Trade Shows are
a multi-billion
industry
• Major contributor
to knowledge
exchange and
business
creation
• But…
Image sources: annieandyiannis.com / img.ibtimes.com
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To win we Must Focus
‘Beyond Tourism’
Image source: asiatravel.com
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ICCA Rankings - Subject Areas
The opportunity is to maximize knowledge transfer and value creation in
the key industries of the future…
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Drive Economic Growth and
Job Creation
Image source: extlogics.files.wordpress.com
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Maximizing Sales Revenues
Delegates Exhibitors / Sponsors
Local
Businesses
Image source: wadefinancial.co.uk
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Maximizing Knowledge Sharing
through Business Events
Image source: library.nhs.uk
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Business Innovation and
Performance Improvement
Image sources: ifgfunding.com
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Showcasing Local Capability
Image sources: nanotech.sc.mahidol.ac.th / blogs.dickinson.edu/mindmeetsmatter
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Leveraging Existing Infrastructure
and Encouraging New Investment
Image source: directforeigninvestment.net
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Nurturing New Ventures and
Accelerating Emerging Industries
Image sources: teamaltman.com /
echnologylodging.com / picturesofcar.blogspot.com
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Promoting Innovation and
Driving Research and Development
Image source: ache2.asset-cache.net
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New Networks, Partnerships and
Collaborations
Image source Tallberg Foundation
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Awareness and Awards
Image source abclady.com
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Which all contribute to…
Job Creation Image source tutpr2u.net
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Tourism
Convention Services
Design
Distribution Services
Digital Content
R & D
Korea - Priority Sectors
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DDP: DONGDAEMUN DESIGN PLAZA Image source Seoul Tourism Organization
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FLOATING ISLANDS ON
SEOUL’S HAN RIVER
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SEOUL STATION CONVENTION CENTER –
PROPOSED DESIGN
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Durban | A Strategy Led Approach
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Critical factors that determine business
tourism success
Convention Bureaus
Leadership – vision, strategy, funding
Networking -buyers; business tourism trade
shows
Branding
Skills
Ambassadors
Infrastructure – venues, airport
Bidding – aggressive; substantial bid funds
(Haven-Tang et al, 2007)
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Convention Bureau Roles
• Lead generation and tracking; - to identify business tourism
opportunities;
• Bidding and bid support – with associations, meeting planners and
venues;
• Delegate boosting – marketing support for specific meetings;
• Business tourism destination marketing – stimulating awareness of
a tourism destination from a business perspective – the attractions
and business tourism services of a region;
• Product development and accreditation;
• Impact assessments; and
• Co-ordination.
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Convention Bureau Support together
with Partners
• Promotional Materials;
• Educational Trips and Site Inspections;
• Supplier Information and Quotations;
• Social Programmes;
• Pre and Post Tours and Incentive Packages;
• Assistance with Congress bids;
• Convention Publicity and Delegate Boosting;
• Destination Display and Promotion;
• Information Kits and Welcome packs for delegates;
• Shuttle Services; and
• Identification of PCO services
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35
Proposed Sydney Multifunctional Convention and
Entertainment Centre (SMCEC)
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36
Priority sectors identified by government for
development
• Finance, Insurance & Professional Services
• Infrastructure and Construction
• Advanced Manufacturing
• Communication and Info Technology
• Retail
• Education and Research
• Agri-food
• Creative industries
• Mining
• Tourism
• Health and Allied Services
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37
Target
government
priority sectors
for development
Work with
government and
institutions to
secure events
Government
invests in
BESydney
Community
benefits
Events help
develop sectors
BESydney
Link business events to government priorities
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38
Case study approach
• 4th International AIDS Society Conference on HIV Pathogenesis
Treatment and Prevention (IAS 2007)
Led to the establishment of a major virology institute at the
University of NSW through initial investment by the Bill and Melinda
Gates Foundation later matched by government.
• 7th International Orthodontics Congress (IOC 2010)
Many Australian clinicians picked up knowledge about new
techniques and technologies. Conference led to significant funding
increase for the Australian Society of Orthodontists research
programs.
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39
International Congress on Obesity (2006)
• Secured government funding for a new Centre for
Obesity, Diabetes and Cardiovascular Disease – ready
by 2013
“This conference is vital to staying at the forefront of
the fights against obesity.”
Tony Abbott, Federal Minister for Health then
(Currently Leader of Opposition Party in Australia)
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Citywide Alignment - London
Business Tourism Steering Group
Senior group of industry figures with an interest in
developing London‟s global events business, across
hotels, venues, transport, retail, corporate, agency, local
government
Research on client perceptions of the destination
Comparative study into competitor destinations
Industry Forums
Clearer understanding reached of a joined-up approach
Recommendations and future approach
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Leveraging Sporting Legacy
2015 2016* 2017 2018
• Rugby World Cup • Women’s Football World Cup • Amateur Boxing World Champs • World Masters Athletics Champs • World Disabled Badminton Champs • World Team Badminton Champs • FINA Diving World Series • IPC European Swimming Champs • European Junior Athletics Champs • European Team Athletics Champs
• NFL Super Bowl • World Hockey Champions Trophy • European Athletics Champs • Table Tennis World Cup • LEN European Swimming Champs • Track Cycling World Champs
*Olympic Year – may limit event feasibility
• World Athletics Champs • Solheim Cup (Ladies’ Golf) • Hockey Euronations • IPC World Swimming Champs (25m; Disability) • Track Cycling World Cup
• FIFA World Cup • Youth Olympic Games • FIBA World Basketball Champs • FINA Water Polo World Cup • Track Cycling World Cup
Image source: London & Partners
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Abu Dhabi – 30 Year Vision
• Building an open, efficient, effective and
globally integrated business environment
• Adopting a disciplined fiscal policy that is
responsive to economic cycles
• Establishing a resilient monetary and
financial market environment
• Driving significant improvement in the
efficiency of the labour market
• Developing a sufficient and resilient
infrastructure
• Developing a highly skilled, highly
productive work force
• Enabling financial markets to become the
key financiers of economic sectors and
projects
Image source: redfiloeventarchitechts.blog.com
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Abu Dhabi – Key Sectors
• Education
• Energy and Environment
• Healthcare
• Petrochemicals, Oil and Gas
• Pharmaceuticals
• IT, Telecoms + Communications
• Transportation and Logistics
• Construction
• Culture
• Food industry
• Manufacturing and Infrastructure
• Security and Defense
• Tourism
Image source: flickr.com
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Abu Dhabi – Infrastructure
• Health – Cleveland Clinic Abu
Dhabi bringing high quality
medicine
• Education – In Abu Dhabi
branches of Yale University,
Sorbonne, New York
University and new Zayed
University
• Masdar City – World first zero
carbon, zero waste and car
free city
• Science and Technology
• A new surface transportation
Master Plan
Image source: mobilebillboardfranchise.com
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Advantage Abu Dhabi
• A three-year Abu Dhabi Tourism Authority
initiative aimed at catalysing and seeding
innovative and viable business events
aligned to the Abu Dhabi Government‟s
2030 Economic Plan
• Aimed at International Conferences and
Exhibitions
• AAD Recipient:
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How do we Shape the Future?
Image source: oytun.co.uk
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Drive Citywide Co-ordination
Image source: masternewmedia.org
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City Welcome
Image source: Australiantravelclub.co.uk
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Sector and Country Targeting
Image source: prwatch.org
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Ambassador Programmes
Image sources: conventionedinburgh.com / visitbrighton.com
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Authentic Experiences
Image sources: dailymail.co.uk / adelaideinfocentre.com
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Conclusion
• New turbulent era
• Key economic
development engine
• Too important to mess up
• Strategy, research and
innovation now critical
• Focus must be on events
that enable business to
happen Image source: mobilebillboardfranchise.com
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Destination Strategy –
What’s Next on the Agenda?
Image source: blogs.smh.com.au
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Next Steps
– How Can You Get Involved?
• Future Reports – Give us Feedback
• Take part in Pulse Surveys
• Contribute Expert Papers
• Run / Host a Workshop / Survey
• Student Essay Competition
• Suggest Research Topics - tell us what you‟d like to see …
• Ask about the sponsorship benefits
[email protected] www.convention-2020.com
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About Fast Future
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Fast Future
– Meetings Industry Services
• Briefings and workshops for executive
management and boards of venues, CVB‟s and
associations
• Customised research on trends, technologies
and new markets
• Development of strategies and business plans
• „Deep dives‟ on key trends and technology
developments
• Consultancy and workshop facilitation on
innovation and new business models
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Fast Future • Research, consulting, speaking, leadership
• 5-20 year horizon - focus on ideas, developments,
people, trends and forces shaping the future
• Clients
– Industry Associations – ICCA, ASAE, PCMA, MPI
– Corporates - GE, Nokia, Pepsi, IBM, Intel,
Samsung, GSK, SAP, Orange, O2, E&Y, KPMG,
Amadeus, Sabre, Travelport, Travelex, ING,
Santander, Barclays, Citibank, DeutscheBank
– Governments - Dubai, Finland, Nigeria,
Singapore, UK, US
– Convention Bureaus – Seoul, Sydney, London,
San Francisco, Toronto, Abu Dhabi, Durban,
Athens, Slovenia, Copenhagen
– Convention Centres – Melbourne,
Adelaide, Qatar, QEIICC
– Hotels - Accor Group, Preferred,
– Intercontinental
– Congrex, Kenes
– Aeroports de Paris / Schiphol Group
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Future Convention Cities Initiative • Cities that want to be at the leading edge of delivering business events
• Focus on maximizing long term economic benefit of events
• Research, sharing of expertise and best practices
• Meet four time a year
• Initiated and co-ordinated by Fast Future
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Hotels 2020: Beyond
Segmentation Objectives
• Identify change drivers and
key success characteristics
for the globally branded hotel
sector over the next decade
• Examine the implications for:
– Hotel strategy
– Brand portfolio
– Business models
– Customer targeting
– Innovation
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Rohit Talwar • Global futurist and founder of Fast Future Research.
• Award winning speaker on future insights and strategic
innovation – addressing leadership audiences in 40 countries on
5 continents
• Author of Designing Your Future – Published 08/2008
• Profiled by UK‟s Independent Newspaper as one of the Top 10
Global Future Thinkers
• Led futures research, scenario planning and strategic
consultancy projects for clients in telecommunications,
technology, pharmaceuticals, banking, travel and tourism,
environment, food and government sectors
• Clients include 3M, BBC, BT, BAe, Bayer, Chloride, DTC De
Beers, DHL, EADS, Electrolux, E&Y, GE, Hoover, Hyundai, IBM,
ING, Intel, KPMG, M&S, Nakheel, Nokia, Nomura, Novartis,
OECD, Orange, Panasonic, Pfizer, PwC, Samsung, Shell,
Siemens, Symbian, Yell , numerous international associations
and governments agencies in the US, UK, Finland, Dubai,
Nigeria, Saudi Arabia and Singapore.
• To receive Fast Future‟s newsletters please email
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• 50 key trends
• 100 emerging trends
• 10 major patterns of change
• Key challenges and choices for
leaders
• Strategic decision making
framework
• Scenarios for 2012
• Key futures tools and techniques
• Published August 2008
• Price £49.95 / €54.95/ $69.95
• Email invoice request to
Designing Your Future Key Trends, Challenges and Choices Facing
Association and Nonprofit Leaders
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Our Services Bespoke research; Identification &
Analysis of Future Trends, Drivers &
Shocks
Accelerated Scenario
Planning, Timelining &
Future Mapping
Identification of
Opportunities for
Innovation and Strategic
Investment Strategy Creation &
Development of
Implementation
Roadmaps
Design & Facilitation of
Innovation, Incubation
& Venturing
Programmes
Expert Consultations &
Futures Think Tanks
Personal Futuring for
Leaders and Leadership
Teams
Public Speaking, In-
Company Briefings,
Seminars and
Workshops
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Example Projects • Public and private client research e.g. :
– Convention 2020 – the Future of Business Events
– Future Convention Cities Initiative – Maximizing Long-term Economic Impact of Events
– One Step Beyond – Future trends and challenges for the events industry
– Hotels 2020: Beyond Segmentation – Future Hotel Strategies
– The Future of Travel and Tourism in the Middle East – a Vision to 2020
– Future of Travel and Tourism Investment in Saudi Arabia
– Aviation and Airports e.g. Aviation 2030
– Scenario Projects – Migration 2030, Future of Narcotics, Chemical Sector, Family 2030
– Scenarios for the global economy for 2030 and the implications for migration
– Designing Your Future (Published August 2008) – book written for the American Society
of Association Executives & The Center for Association Leadership
– Global Economies – e.g. The Future of China – the Path to 2020
– The Shape of Jobs to Come – Emerging Science and Technology Sectors and Careers
– Winning in India and China
• Strategic advice to industry players
• Confidential advisory and coaching services to CEOs and top teams
• Public speaking at public conferences and in-company events
• Future thinking workshops and retreats
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Example Clients
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Image Sources
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Image Sources p.1 Page
4. http://www.piperreport.com/archives/Images/Medicare%20PFFS%20Plans.jpg
5. http://www.einstein.yu.edu/iphs/images/think_tank.jpg
7. Left to Right
1. http://michael.hightechproductmanagement.com/2006/03/got_competitive_differentiatio.html
2. http://lab.77agency.com/wp-content/uploads/social-networks_small.jpg
3. http://4.bp.blogspot.com/_9s8iqcCd0DY/RaTfsRYweqI/AAAAAAAAAKY/Uc6EoGot3P8/s400/juggle-400.jpg
8. Left to Right
1. http://www.skylinetradeshowtips.com/what-is-an-acceptable-cost-per-lead/
2. http://www.dirtcheapgeo.com/Quarterly_Savings.htm
3. http://backtothefuturetrading.com/
9. Top to Bottom
1. http://www.annieandyiannis.com/images/design/euro-notes.jpg
2. http://img.ibtimes.com/www/data/images/full/2010/11/12/52044-g20-leaders-stand-for-a-group-photo-at-the-coex-
convention-c.jpg
10. http://www.asiatravel.com/southkorea/prepaid/lotte_main/gifs/Korea_Seoul_Lotte_Room.jpg
12. http://nextlogics.files.wordpress.com/2008/07/economic-inequality8.jpg
13. http://www.wadefinancial.co.uk/wp-content/uploads/2010/06/5-Big-Questions.jpg
14. http://www.library.nhs.uk/cmsimages/31_7D8A2102A_KM%20image.jpg
15. http://ifgfunding.com/images/picture20.png
16. Left to Right
1. http://nanotech.sc.mahidol.ac.th/doc/plastic_electronics.jpg
2. http://blogs.dickinson.edu/mindmeetsmatter/files/2010/11/Plastic_Knowledge2.jpg
17. http://http://directforeigninvestment.net/files/2011/01/img.jpg
18. Left to Right
1. http://teamaltman.com/wp-content/uploads/2010/10/industry-and-data.jpg
2. http://www.technologylodging.com/wp-content/uploads/2010/05/food-biotechnology.jpg
3. http://picturesofcar.blogspot.com/2009/07/future-concept-car-pictures.html
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Image Sources p.2 19. http://cache2.asset-
cache.net/xc/51303062.jpg?v=1&c=IWSAsset&k=2&d=77BFBA49EF878921F7C3FC3F69D929FD3D6E8E24F8AD364C97
A5172ADB984E6AAD7AFF3213ACBDCC80D5697B907F1B93
20. http://www.tallbergfoundation.org/Portals/0/Images/T-roundtable%204.jpg
21. http://www.abcdlady.com/2009-07/goal_setting.jpg
22. http://tutor2u.net/economics/revision-notes/as-macro-employment-unemployment_clip_image006.jpg
43. http://redfiloeventarchitects.blog.com/files/2011/04/ADNEC.jpg
44. http://farm4.static.flickr.com/3394/3191097011_460ded47de.jpg
45. http://www.mobilebillboardfranchise.com/Portals/85285/images/Changing%20world.jpg
47. http://www.oytun.co.uk/wp-content/themes/mimbo2/images//innovation.jpg
48. http://www.masternewmedia.org/images/social_network_id469214_size440.jpg
49. http://www.australiantravelclub.co.uk/wp-content/uploads/2010/08/sydneyAirport.jpg
50. http://www.prwatch.org/files/images/target_man.jpg
51. Left to Right
1. http://www.conventionedinburgh.com/images/753
2. http://www.visitbrighton.com/xsdbimgs/Amassador-programme-logo.jpg
52. Left to Right
1. http://i.dailymail.co.uk/i/pix/2010/01/21/article-1244991-07EBDC03000005DC-254_468x309.jpg
2. http://www.adelaideinfocentre.com.au/sharedFiles/regions/australia/south-australia/adelaide/7217_214hw0ju1q.jpg
53. http://www.mobilebillboardfranchise.com/Portals/85285/images/Changing%20world.jpg
54. http://blogs.smh.com.au/enterprise/competition.jpg