Edgar L. Black MUCOOL ADVANCED M.T.F. & M.I.C.E. LAYOUTS August 12-13, 2002 Edgar L. Black IIT.
Defining & Understanding M.I.C.E.€¦ · Defining & Understanding M.I.C.E. Conventions ......
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Transcript of Defining & Understanding M.I.C.E.€¦ · Defining & Understanding M.I.C.E. Conventions ......
Defining & Understanding M.I.C.E. Meetings
Business-oriented meeting usually hosted by a corporation, in which participants represent the same company, corporate group or client/provider relationships
Gathering of employees or representatives of a commercial organization
Defining & Understanding M.I.C.E. Incentive Travel
A reward event intended to showcase persons who meet or exceed sales or production goals.
Motivational themes
Incentive houses
Asian vs Western
Defining & Understanding M.I.C.E. Implications
Class of hotels required
Normal ground handler vs DMC
Use of venues for themed events
Defining & Understanding M.I.C.E. Conventions A general term covering all non business-oriented
gatherings of participants at a predetermined site and time to attend an organized meeting in which they have an interactive, debating, and/or competitive role, and of which the theme or purpose may be of any nature.
Defining & Understanding M.I.C.E. Conventions
These meetings are hosted by professional, trade, or other non-corporate organizations
Defining & Understanding M.I.C.E. Implications
Language requirements
Hosting requrements
Protocol
Defining & Understanding M.I.C.E.
Exhibitions
An exhibition of products and/or services held for members of a common industry. The primary activity of attendees is visiting exhibits on the show floor.
Defining & Understanding M.I.C.E.
Exhibitions
These events focus primarily on business-to-business relationships, but part of the event may be open to the general public
Exhibitions
Display of products or promotional material for the purpose of public relations, sales and / or marketing
Defining & Understanding M.I.C.E.
Defining & Understanding M.I.C.E.
Implications
Country-centric exhibitions
Rise of China and mega halls
State of Development in the Conventions Industry
Overview of global association meetings todate Approximately 21,000 different international
association meetings organised on a regular basis average of 660 participants per meeting 16% of all meetings organised during September
followed by June, October and May Average length of meeting 3.8 days Hotels have almost 45% market share Average fee per delegate per meeting was USD 560
ICCA Ranking Of Top Ten Cities by Number of Meetings 2001 to 2010
Rank City 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
1 Vienna 64 76 101 113 144 163 179 150 159 154
2 Barcelona 70 102 89 135 135 104 122 151 144 148
3 Paris 94 93 96 138 132 173 153 167 141 147
4 Berlin 63 74 98 119 106 124 145 116 135 138
5 Singapore 49 66 76 99 114 130 135 131 123 136
6 Madrid 53 52 63 70 69 75 98 81 92 114
7 Istanbul 35 36 47 52 60 80 80 92 93 109
8 Lisbon 47 62 76 81 86 81 108 97 106 106
9 Amsterdam 57 67 64 81 103 89 105 115 114 104
10 Sydney 57 59 51 44 57 58 71 72 62 102
State of Development in the Conventions Industry
State of Development in the Conventions Industry
ICCA country and city ranking measured by number of meetings organised in 2011 – Overview of global MICE 2011
Rank Country # Meetings Rank City # Meetings
1 U.S.A. 759 1 Vienna 181
2 Germany 577 2 Paris 174
3 Spain 463 3 Barcelona 150
4 United Kingdom 434 4 Berlin 147
5 France 428 5 Singapore 142
6 Italy 363 6 Madrid 130
7 Brazil 304 7 London 115
8 China-P.R. 302 8 Amsterdam 114
9 Netherlands 291 9 Istanbul 113
10 Austria 267 10 Beijing 111
State of Development in the Conventions Industry
Number of meetings analysed by ICCA Year Events
2002 6,155
2003 6,405
2004 7,642
2005 8,121
2006 8,745
2007 9,536
2008 10,149
2009 10,346
2010 10,406
2011 10,070
Distribution of global meetings 2011
Region Meetings % of global
Europe 5,541 55
Asia 1,589 15.8
Latin America 1,237 12.3
North America 1,014 10
Africa 302 3
Oceania 250 2.5
Middle East 137 1.4
Global 10,070 100
Why M.I.C.E. ? Economic value and returns
ICCA estimates average total expenditure of all meetings was USD 13,747,787,985 in 2011 (international meetings)
Convention Industry Council Feb 2011 Study
USD 263 billion (all MICE sectors)
Direct Spending by Commodity (Commodities include both goods and services )
Commodities Direct Spending Percent (in millions)
Travel & Tourism Commodities Accommodation $34,896 13% Food and Beverage 26,389 10% Air Transportation 17,814 7% Retail 7,223 3% Gasoline 6,645 3% Recreation and Entertainment 6,192 2% Car Rental 5,512 2% Travel Services and Other Tourism Commodities 3,359 1% Other Transportation 2,441 1%
Why M.I.C.E. ?
Direct Spending by Commodity Commodities Direct Spending Percent (in millions) Urban Transit 1,751 1% Rail & Water Transportation 554 <1% Subtotal $112,776 43% Meetings & Other Commodities Meeting Planning & Production $108,968 41% Venue Rental 10,565 4% Other Meetings-related Commodities 31,135 12% Subtotal $150,668 57% Total Direct Spending $263,444 100%
Why M.I.C.E. ?
Impact on a Destination Indirect Returns
Manifestation of the Meetings Industry
Impact on a Destination Indirect Returns
Manifestation of the Meetings Industry
Icon / Identity of a City
Impact on a Destination Indirect Returns
Manifestation of the Meetings Industry
Icon / Identity of a City
Cultural / Political Showcase
Ecosystem of the Industry Infrastructure
Air Access
Convention Centre
Accommodation
Ecosystem of the Industry Infrastructure
Air Access
Convention Centre
Accommodation
Expertise
PCOs and PEOs
DMCs & other ground transport
Local Associations
Ecosystem of the Industry Importance of the Convention Bureau
Macro view of marketing and promotion
Long lead times and gestation periods of events
Development role in strengthening the industry
Impact on a Destination Revitalising Precincts
Economic impact of a huge financial investment A catalyst for the physical transformation of a huge area of east London, much of which had been used by industry and landfill for centuries, and suffered years of contamination and neglect
Impact on a Destination Revitalising Precincts
Economic impact of a huge financial investment
National, cultural / entertainment and celebratory events
Political and cultural fabric of the city
East Village – a whole new community in this part of east London
Impact on a Destination Sustainability
Purpose-built or multi-user?
Showcase of environmental sustainability and energy conservation
Cross subsidies and other revenue streams
Spin – offs Technology Transfer
Leveraging expertise to create new events SINGAPORE INTERNATIONAL ENERGY WEEK
Ministerial summit
Clean Energy Expo
Carbon Forum Asia
PowerGen Asia
Draws in over 10,000 delegates collectively
Spin – offs Technology Transfer
Leveraging expertise to create new events SINGAPORE INTERNATIONAL ENERGY WEEK
Ministerial summit
Clean Energy Expo
Carbon Forum Asia
PowerGen Asia
Underpinning Tourism Development
Draws in over 10,000 delegates collectively
Asia MICE Industry Today
Asian MICE growth driven by strong Asian economies
Corporate meetings and incentives growth came from pharmaceutical, telecommunications, multi-level marketing, automotive, fast moving consumer goods (FMCG), insurance, banking and financial planning industries
Association meetings gradually shifting from Europe to Asia-Pacific over the past 10 years
Emerging Middle Class
Asia MICE potential economic growth as the MICE driver
The Singapore approach to MICE development
Attract/Grow/Create Attract from overseas
Grow existing events
Creation of new events
The Singapore strategy for MICE development
Cluster Strategy
Alignment with national priorities
Collaboration with other agencies
Leveraging on National/Corporate Strengths
Which are your strong clusters?
Which ones receives govt support?
Is your tourism infrastructure well connected to the MICE structure? (for yield)
Network structure ie regional offices
Other govt agencies, embassies
Companies and business associations
MNCs with business in your countries
Leveraging on National/Corporate Strengths
Major industry issues
Geopolitics
Sponsorship and subsidies
Language differences
Protocol and other cultural sensitivities
Ecosystem of the Industry
Identify Gaps
Infrastructure
Expertise
Local associations
Industry support
Government/NTO support
Ecosystem of the Industry
Hardware - Infrastructure
Air Access
Convention Centre
Accommodation
Ecosystem of the Industry
Hardware - Infrastructure
Air Access
Convention Centre
Accommodation
Development models
As infrastructure eg airport, Singex, MBCC
As PPP eg Suntec, IRs
Ecosystem of the Industry
Software - Expertise & Creativity
PCOs and PEOs
DMCs & other ground transport
Ecosystem of the Industry
Software - Expertise & Creativity
PCOs and PEOs
DMCs & other ground transport
Government support
Marketing campaigns
Trade show missions
Training subsidies
Ecosystem of the Industry
Local Associations
Representation in International Associations
Importance of active local members
Perseverance
Industry Support
Sponsorship eg bid documents, airfares
Recognition events
Ambassador programmes
Ecosystem of the Industry
Importance of the Convention Bureau
Macro view of marketing and promotion
Long lead times and gestation periods of events
Development role in strengthening the industry
Thank You
