CREATING A SUCCESSFULMICE DESTINATION

PAUL FLACKETT CITEICELAND AUGUST 2009.

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

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PROMOTING THE DESTINATION ...

1. TEAM WORK VITAL2. CREATIVITY ESSENTIAL3. FORESIGHT NECESSARY4. REALITY CAN OFTEN HURT5. ASSESSING THE OPTIONS6. REALISTIC PROGRESSIVE GOALS

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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

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WHAT A DESTINATION NEEDS• INNOVATION MATTERS MORE THAN THE

ENVIRONMENT, SAY MICE PLANNERS.• ‘VALUE FOR MONEY’ A KEY FACTOR

Characteristic Nov 2007

Nov 2008

It offers the necessary value for money appropriate to the event 4 1

The infrastructure (airports, hotels, transfers) are of a high standard 1 2

Accessibility 3 3

Attendees consider it a new and appealing place 2 4

It is perceived to be a reliable, popular and sensible option 5 5

It is perceived to be environmentally aware 6 6

‘INNOVATION IS KEY TO THE SUCCESS OF THE MICE INDUSTRY’

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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

THE UK`s FAVOURITE LONG HAUL CITIES - 20081. CHICAGO *2. NEW YORK *3. SAN FRANCISCO *4. DUBAI 5. MIAMI * 6. CAPETOWN7. LAS VEGAS *

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TOP CITIES FOR ASSOCIATION MEETINGS - 2008

1. PARIS2. VIENNA3. BARCELONA4. SINGAPORE5. BERLIN6. BUDAPEST7. AMSTERDAM8. STOCKHOLM9. SEOUL10.LISBON11.LONDON69. REYKJAVIK

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WHY WIN THIS BUSINESS

1. REVENUE GAINED v TOURISM2. INCREASED GLOBAL PROFILE3. UPGRADES OF INFRASTRUCTURE4. PROFESSIONAL PROFILE5. HOTEL INVESTMENT6. AIRLINE INVESTMENT7. INCREASED OPPORTUNITIES

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THE REALITIES OF ACHIEVING MICE SUCCESS

1. CRITICAL ASSESSMENT OF “TODAY“

2. EVALUATION OF FUTURE NEEDS3. BENEFITS TO DESTINATION4. NEED FOR COMMON GOALS 5. BEING AN INDUSTRY PLAYER6. WORKING WITH ASSOCIATIONS7. PROFESSIONALS IN THE TEAM

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MODERN DAY SUCCESS STORIES

1. BARCELONA2. CAPETOWN3. MELBOURNE4. SYDNEY5. VIENNA6. MACAU7. MALAYSIA

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MODERN HEROES & HEROINES1. AIRY GARRIGOSA2. JON HUTCHISON3. SANDRA CHIPCHASE4. ALAN TROTTER5. CHRISTIAN

MUTSCHLECHNER6. TUULA LINDBERG7. DAVID DUBOIS

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WHO IS SUCCEEDING?

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CARPE DIEM

1. UNCERTAIN TIMES2. 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 ?

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• TEAM WORK IS VITAL TO SUCCESS

• COMMON PLANS & ASSESSMENTS

• ACHIEVABLE GOALS• VISIBLE LEADERSHIP• WHO CAN HELP YOU ?• CREATIVITY• PRACTICALITY• PROMOTIONS &

ACTIVITIES15

THE WAY AHEAD ...

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...

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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 !!!

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1. A MIX OF PUBLIC & PRIVATE2. VALID PARTNERSHIP LEVELS3. VISIBLE LEADERSHIP4. ACTIONS MODEL5. NECESSARY BUDGETS v TARGETS6. LONG TERM STRATEGIES7. FLEXIBILITY

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CREATING TEAM ICELAND

IDEAS FOR TEAM ICELAND

THERE IS A NEED FOR GLOBAL AWARENESS

1. CREATIVE WEBSITE2. EMAIL GLOBAL NEWS LETTER3. ATTENDANCE AT INDUSTRY

EVENTS4. POSSIBLE ASSOCIATION

SPONSORSHIPS5. TARGETED ROAD SHOWS19

6. TRADE SHOWS – SELECTED MARKETS

7. SPECIALISED BUYER SITE VISITS8. ICELAND EDITORS CLUB9. DETAILED STAFF TRAINING10. REGULAR MEETINGS OF TI WITH

SPEAKERS20

MORE IDEAS FOR TEAM ICELAND

ASSESSING PROGRESS1. DETERMINE HOW PROGRESS CAN

BE ASSESSED2. REAL TERMS JUDGEMENT3. WORK ON ADVANTAGES4. BE REALISTIC ON MINUSES5. UTILISE THE PROFESSIONALS6. REVISE TARGETS AS YOU GO

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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 !!!

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