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1 Dundee & Angus Convention Bureau 3 City Square, Dundee DD1 3BA Tel: +44 (0) Fax: +44 (0) enquiries@conventiondundeeandangus.co.uk Website: newvision Dundee and Angus Business Tourism Strategy 2013 Your Guide Dundee to Conferencing and Angus Business Dundee Tourism and Angus Strategy

2 As the first Solanaceae conference held in the UK, it attracted around 300 delegates from around the world including Asia, Australia and North America. The Bureau was exceptionally supportive in helping us bid for and secure the SOL2010 conference. They provided online delegate registration, travel and accommodation facilities, making the process very simple and straightforward for our international visitors. Glenn Bryan, leader of the Potato Genetics and Breeding Group The James Hutton Institute and Ambassador contents What does business tourism mean for Dundee and Angus? 1 Why is Business Tourism important? 5 Dundee and Angus Generating Growth in Business Tourism 8 Future market trends in Business Tourism 11 Dundee and Angus as a future business tourism destination 15 DACB Selling Dundee to the World 20 Future Goals for Business Tourism in Dundee and Angus 23 The Vision for DACB 25 Strategic Objectives 27 A Team Effort Working Together 29 Engaging Scotland s Business Tourism Strategy 33 The Future is Bright 35 What Resources are available? 35 Appendices 36 Dundee & Angus Convention Bureau Business Tourism Strategy 2013

3 Business tourism is defined as: The provision of facilities and services to the millions of delegates who annually attend business tourism, congresses, exhibitions, business events, incentive travel and corporate hospitality. (IMEX Definition) What does business tourism mean for Dundee and Angus? Business tourism generates over 55 million of economic impact for Dundee and Angus, creating or safeguarding nearly 1,000 full time equivalent jobs. It also generates more than 11 million direct delegate expenditure 3, representing 17% of the total visitor expenditure in the area. Dundee & Angus Convention Bureau is responsible for attracting major conferences and meetings to the area. Since 2000, the Bureau has seen a 142% increase in bed nights and 154% increase in value, as a result of business tourism. Dundee & Angus Convention Bureau provides a range of FREE advice and support from bid preparation to venue selection, sponsorship and professional services for conference organisers and delegates. Dundee and Angus has established a strong reputation in the business tourism sector and within the following markets: The UK and international association conference and meetings market The academic conference and meetings market The corporate meetings market 1 Dundee & Angus Convention Bureau Business Tourism Strategy 2013

4 2 Dundee & Angus Convention Bureau Business Tourism Strategy 2013 Business tourism brings benefits for Dundee and Angus. On an economic level, spend per visitor (or yield) is often significantly higher than that of leisure visitors. Most business tourism takes place at times of the year when leisure tourism is at its lowest volume, therefore sustaining business levels for hotels and other businesses, during typically quiet periods. It generates visitor revenue for cities and destinations which may not necessarily offer a competitive leisure tourism product. Hosting major national and international events raise the profile of the destination on a global level, and as many events are organized well in advance, it allows for future planning and budgeting. It can also attract inward investment, driving forward capital developments in the provision of new facilities and infrastructure. Worldwide, the largest sectors are: Medical meetings Technology meetings Scientific meetings Industry meetings Education meetings Around 45% of all meetings are in the areas of medicine, science and technology. Other sectors such as industry, education, social sciences, economics, law and management account for around 55% of the total market. City destinations are the key competitors in the global business tourism market, especially those which can combine business tourism infrastructure with an attractive overall destination experience. Renowned for its academic excellence and pioneering accomplishments, Dundee has strengths in the scientific, medical, software, arts and academic arenas. Beyond the city, Angus provides an attractive leisure and social programme experience for delegates and accompanying family and friends with a range of facilities and things to see and do, along with a variety of conference and meetings venues. A leading business tourism destination, the area continues to inspire and educate, welcoming thousands of delegates for conferences, exhibitions and association meetings, each year. 3 Dundee & Angus Convention Bureau Business Tourism Strategy 2013

5 We experienced Scottish culture to the full food and drink, landscapes, visitor attractions... we made the most of our visit to Dundee and Angus. Comments from delegates attending the iiirg 2011 Conference Why is Business Tourism important? Business tourism is the fastest growing sector of the tourism industry. Worldwide, there are over 5.2 million delegates attending over 9,000 international meetings generating spend worth around $13.5 billion of delegate expenditure in Statistics regarding Business Tourism are fraught with complication, as any measurement of tourism tends to be, however it is understood that in the UK, business tourism is estimated to contribute 24 billion to the economy per year and represents 28% of all inbound travel 2. In Scotland it generates around 826 million of direct revenue, representing around 20% of total visitor spend with an estimated 2.3 billion of total economic impact 2. Business visitors spend up to double that of leisure visitors and Scotland punches above its weight, hosting 29% of all UK international association conferences. Business Tourism is a key driver of growth and collaboration for Scotland, not least as the bridge between tourism and inward investment. 5 Dundee & Angus Convention Bureau Business Tourism Strategy 2013

6 6 Dundee & Angus Convention Bureau Business Tourism Strategy 2013 The attraction of major conferences and exhibitions helps to reinforce Scotland s credentials in our growth sectors such as life sciences and energy and markets Scotland as a destination for inward investment. Business tourism visitors are potentially key influencers in terms of inward investment and trade decisions, and Business Tourism is therefore the ultimate Shop Window for Scotland, its cities and Dundee and Angus. The industry is also notable in that it supports a wide range of small, medium and large companies across Scotland that are not necessarily involved in the leisure market, for example conference centre s, catering companies, unique venues, charitable status venues, civic venues, academic venues, florists, design agencies, audio visual companies, coach companies and more. The team at Dundee & Angus Convention Bureau truly are the business tourism experts and the advice and proactive support they provided ensured that any potential obstacles were identified and dealt with, whilst meeting important deadlines. They also brought plenty of ideas about what to include in the conference and this definitely contributed to making the whole event a success. Dr Colin Cartwright, HCI 2010 Conference University of Abertay Dundee and Ambassador

7 Dundee and Angus Generating Growth in Business Tourism 8 Dundee & Angus Convention Bureau Business Tourism Strategy 2013 Business tourism is increasingly important for Dundee and Angus. More than 230,000 delegates travelled to Dundee and Angus to attend conferences and events being held in the area, during Dundee is well established as a university and research centre, it is home to one of the largest research communities in Europe, over 3000 life scientists from more than 52 countries are currently working in the area. The University of Dundee continues to attract top-class researchers from across the globe, researching subjects as diverse as medicine, life sciences, dentistry, law, microelectronics, fine art and design and space exploration. Whilst, thriving new industries including biotechnology, high tech manufacturing, software and customer services continue to make their mark. The James Hutton Institute is addressing the problem of feeding the planet s population of 7 billion people through research into sustainable farming methods and the genomics of plants, whilst the University of Abertay is developing the next digital generation. Providing a memorable experience for delegates is essential and Dundee & Angus Convention Bureau works with conference organisers to create a social programme which provides a real taste of Scottish hospitality and culture. The breathtaking scenery, heritage, golf, food and drink found in Angus, combines to create the perfect package for delegates and accompanying family and friends to enjoy all the area has to offer. From the grandeur of Glamis Castle to the thrill of gorge walking and river rapids, there is a wealth of options available. 9 Dundee & Angus Convention Bureau Business Tourism Strategy 2013

8 Ranked 1st in the UK for the impact of our scientific research with groundbreaking medical research into diabetes, cancer and neurosciences. The Guardian and Thomson Scientific Index about the University of Dundee Future market trends in Business Tourism It is predicted that international tourism will grow at around 3.3% per annum 4. According to the VisitScotland Business Tourism Unit (BTU), the development of business tourism since the 2009 recession shows that it is inextricably linked to national and international economic performance and will adapt and respond to changing conditions 5. To a degree Dundee and Angus is a new business tourism destination as it strives to attract an increasing share of the UK and international meetings market. To compete, the destination must invest in new facilities such as hotels and top quality meetings venues, whilst ensuring that the standards of customer service and the quality of welcome on offer are second to none. Through its very successful Ambassador Programme, established in November 2000, Dundee & Angus Convention Bureau has brought major conferences, within key industry fields, to the area. 11 Dundee & Angus Convention Bureau Business Tourism Strategy 2013

9 Creative industries are enormously important to the Dundee and Angus economy. The development of the V&A at Dundee will bring major benefits, and reinforce Dundee s global reputation in the field of design. Professor Tom Inns, Dean of School at Duncan of Jordanstone College of Art & Design 12 Dundee & Angus Convention Bureau Business Tourism Strategy 2013 The Bureau works closely with key individuals and experts within different industry sectors, providing free impartial support and advice to assist in bidding for, securing and hosting conferences in the area. The diverse range of academic institutes in Dundee and Angus provides the perfect environment for hosting academic and association conferences. This provides delegates with an insight into the excellent work being carried out, whilst raising the profile of the host organisation and destination, on a global stage. Over 166 conferences, contributing over 31 million to the local economy, have been secured through the Ambassador Programme for the area, with further conference bids in progress Major developments taking place at Dundee s waterfront will transform the city into a world leading waterfront destination for visitors and businesses, through the enhancement of its physical, economic and cultural assets. At the heart of this will be the V&A at Dundee, which is set to open in 2015 and will bring major benefits for the city, further establishing its reputation as a leading player in the global field of design.

10 It was a fantastic achievement to bring a major conference like this to Dundee and a large number of experts were attracted from around the world, to hear all about the excellent work being carried out in Scotland. David La Rooy, Chartered Psychologist and Associate Fellow of the British Psychological Society, and Ambassador Dundee and Angus as a future business tourism destination Discerning clients will, in future, be looking for value for money. To be a successful destination, Dundee and Angus must offer best value for money and quality of service and facilities which match the best to be found worldwide. The global meetings market is increasing and this has significant potential for Dundee and Angus. Building a successful meetings sector will create jobs and wealth for the destination, however to capitalize on the benefits this can bring, it s essential that new venues and facilities are developed. The creation of a major new meetings venue would be a step change for the region, but realisation of this would require more marketing resources. Dundee & Angus Convention Bureau is already successfully securing conferences, many of which are visiting the UK for the first time and attracting new meetings to be hosted in the city. 15 Dundee & Angus Convention Bureau Business Tourism Strategy 2013

11 16 Dundee & Angus Convention Bureau Business Tourism Strategy 2013 The average attendance at meetings is currently around 300 delegates and Dundee can comfortably host this number of delegates. However there is a further 23% of the total global market, including conferences comprised of 400 to 500 delegates, which Dundee cannot regularly host through lack of plenary/exhibition facilities and breakout space. The challenge is therefore, how to compete in the global meetings market and reap the benefits? In order to achieve continued growth, Dundee & Angus Convention Bureau aims to develop future business through the following objectives: Strengthening and growing the Conference Ambassador Programme Working with local centres of excellence in academia and research to further develop business tourism Promoting an increasing range of high quality meeting venues and conference services Encouraging the development of a conference centre to facilitate the needs of association and academic conferences for delegates Encouraging the development of accommodation to meet the growing demand for conferences, meetings and events Working closely with city institutions, businesses and universities to target key markets Linking new developments such as the V&A at Dundee into the business tourism marketing strategy The V&A will play a key role for Dundee in the future, as a venue it will provide an enhanced destination profile for the city. V&A at Dundee will be an international centre of design for the widest public, housed in a world-class building at the heart of Dundee s waterfront. It will show major exhibitions of international design, celebrate and promote the care of our own design heritage, inspire and help develop contemporary talent, and encourage design innovation for the future. 17 Dundee & Angus Convention Bureau Business Tourism Strategy 2013

12 Planning a conference is an extremely complex task, but thanks to the support received from the Dundee & Angus Convention Bureau, who were able to advise about accommodation, venues and conference services, the conference was a great success with over 85% saying that they would consider returning to the Dundee area. Comments from Professor Peter Gregory, Chair, ISRR 2012 Conference 18 Dundee & Angus Convention Bureau Business Tourism Strategy 2013 The V&A will play a key role in securing future bids and as a result, encourage and continue to attract new investment in meetings venues and accommodation. Although the V&A at Dundee will positively influence future bids and inward investment, and will play an enormous role in supporting Business Tourism by hosting small meetings, receptions and dinners etc, it is important to note however that it is not a conference centre, equipped with the required capacity and functionality to host conferences of 500+ which is much needed in Dundee.

13 Dundee and Angus Convention Bureau Selling Dundee to the World 20 Dundee & Angus Convention Bureau Business Tourism Strategy 2013 There are significant opportunities for Dundee and Angus to host more, higher value meetings. However, our immediate aspirations are based on making the most of our existing venues and resources. To promote the destination to the UK and international meetings market, Dundee & Angus Convention Bureau works closely with partner venues and hotels across the area. We work with a wider range of partners including: A range of high quality meetings venues offering capacity from 50 to in excess of 2000 delegates. Although our largest venue can accommodate just over 2000 delegates, it is worth noting that the opportunity to attract and host large meetings is significantly reduced due to the lack of multiple breakout rooms and sufficient exhibition space required by the conference/meeting market. Accommodation providers from budget hotels to major 4-star hotels, providing a total of 1086 rooms within a five mile radius of the city centre. The development of accommodation is required to meet the demand of hosting multiple conferences at any one time, increasing the impact of business tourism to the destination. Social programme providers a wealth of attractions and facilities are available in the area and provide the perfect venue for social dinners, receptions and tours to enhance the delegate experience and give them a flavour of the area and Scottish culture. University based experts who will encourage others within their field, associations and academic networks to choose Dundee as the venue for a future conference. Professional Conference Organisers (PCO). Providing greater added value for clients and delegates is a top priority for meetings organisers and Dundee and Angus is well equipped to offer attractive pre and post meeting itineraries. From conference dinners at historic venues such as Glamis Castle to golf and excursions to places of interest, there is plenty of scope to add real value to a conference. This is extremely attractive to organisers and delegates and aims to ensure that the destination competes with the best worldwide and continues to punch above its weight. 21 Dundee & Angus Convention Bureau Business Tourism Strategy 2013

14 The local knowledge DACB have of the area was also key to sourcing and selecting the right venues for the event and they worked with us to create a social programme which would leave a lasting impression. Glenn Bryan, leader of the Potato Genetics and Breeding Group The James Hutton Institute and Ambassador Future Goals for Business Tourism in Dundee and Angus Dundee and Angus can look forward to future growth in business tourism with confidence. The development of new business sectors presents new opportunities for attracting new conference business. For example Dundee s role in the development of the renewable energy sector makes it well placed to host conferences and events focusing on this new market. Dundee & Angus Convention Bureau s strong links within the city universities and research establishments is key to bringing national or international association or academic conferences to the city, which attracts further inward investment and raises the profile of the destination on a global stage. The major developments taking place at the city s waterfront, along with the creation of new hotels, meetings venues and the establishment of the V&A at Dundee confirms the city s recognition of the importance of business tourism to the area. This has the potential to generate further benefits and ensure a bright future of Dundee and Angus. 23 Dundee & Angus Convention Bureau Business Tourism Strategy 2013

15 Dundee has always yielded extraordinary things. Throughout the years some incredible achievements, discoveries and ideas have come out of the city. Actor, Brian Cox The Vision for Dundee and Angus Convention Bureau Dundee & Angus Convention Bureau s vision is: To reinforce the position of Dundee and Angus as a leading conference destination within the UK To position Dundee as an established destination within the National and International Academic and Association Sector Dundee & Angus Convention Bureau aims to increase the value of the business tourism market in Dundee & Angus by at least 10% per year over the next 5 years, in the academic and association sectors, by comparison to the 2006 baseline. If Dundee & Angus Convention Bureau achieves this target by 2015, delegate expenditure is set to reach 14.5 million, at present day prices, with a total impact of 58 million. 25 Dundee & Angus Convention Bureau Business Tourism Strategy 2013

16 The five Angus Glens that spill through the north of the region are beautiful, atmospheric and unspoiled some of Scotland s best kept secrets. Adventure Guide to Scotland by Martin Li Strategic Objectives Dundee & Angus Convention Bureau has two strategic objectives, these are: To facilitate growth in the volume and value of business tourism To enhance the competitiveness of Dundee and Angus as a business tourism destination These will be achieved through: Strong promotion of the area in the UK and global business tourism market By supporting the universities, institutions and research establishments in the area to create and submit bids to attract and secure meetings in Dundee and Angus Improvement of the facilities and services in the area by working with our partners in the public and private sector to develop new venues and facilities Provision of resources and expertise to organise major meetings and conferences 27 Dundee & Angus Convention Bureau Business Tourism Strategy 2013

17 Attracting the best research on computer vision in the world... our group, the University and the region benefited from the visibility created. Professor Emanuele Trucco, FRSA, BMVC 2011 Conference A Team Effort Working Together The most successful conference cities take a coordinated approach between venues, hotels and the public agencies. Glasgow, Edinburgh, Barcelona, Vienna, Boston and Singapore are major players in the meetings markets and the success of these destinations is due to their shared vision and clear goals for business tourism. Whilst these cities are far bigger than Dundee, their approach is something which we can learn from. Business tourism plays a key role in Dundee and Angus. During 2012, conferences and events held in the area generated an economic impact of more than 55 million, attracting over 230,000 delegates from the UK and around the world to Dundee and Angus. Dundee & Angus Convention Bureau plays a key role in the marketing and promotion of the area to meetings organisers, assisting them in the organisation of meetings and events but none of this would be possible without the Dundee & Angus Convention Bureau s strong links with Ambassadors, partners and the local authorities. 29 Dundee & Angus Convention Bureau Business Tourism Strategy 2013

18 Delegates expected a very Scottish experience and they were not disappointed by the friendliness and hospitality extended to them whilst in Dundee & Angus. Kathryn Clark, Event Manager at the Royal College of Nursing 30 Dundee & Angus Convention Bureau Business Tourism Strategy 2013 Dundee & Angus Convention Bureau works closely with Dundee City Council and Angus Council, who are committed to the development of business tourism in Dundee and Angus. Investing in the future of business tourism, Dundee & Angus Convention Bureau s Ambassador Programme brings together experts and academics within the universities and research sectors to prepare bids to attract national and international association and academic conferences. The hotels, meetings venues and facilities operators are key ingredients to the success of conferences and events held in the area, ensuring these run smoothly and generate positive feedback from organisers and delegates. The launch of a National Bid Fund by VisitScotland BTU will give Dundee greater competitive advantage, when bidding for major international conferences. This will bring further benefits for the area.

19 Dundee & Angus Convention Bureau supported us in the organisation of our general assembly and were helpful and efficient in making sure everything was dealt with smoothly. Gareth Keller, Head of Specialist Group Services at HCVA Engaging Scotland s Business Tourism Strategy Dundee & Angus Convention Bureau also works closely with VisitScotland BTU and other national partners to ensure that the destination strategy fits with and supports the Scottish national business tourism strategy and vision. Our partners include Scottish Enterprise, Scottish Development International, city convention bureaux in Edinburgh, Glasgow and Aberdeen and the meetings industry across Scotland. 33 Dundee & Angus Convention Bureau Business Tourism Strategy 2013

20 Don t look back admiringly at your own footprints. It s all lost unless this next step is truly exceptional. Gary Lightbody, Snow Patrol The Future is Bright What Resources are available? Even with the existing infrastructure, there is scope to increase the value of business tourism by 10% per year over the next 5 years. This will lead to the creation or safeguarding of around 700 additional full time jobs in the local economy and will help to secure investment in the hotel and tourism sector across the area. Dundee & Angus Convention Bureau has an annual operating budget of around 150k. This is supported in kind by access to local and national bid funds designed to support academic and association bid activity. 35 Dundee & Angus Convention Bureau Business Tourism Strategy 2013

21 Dundee & Angus Convention Bureau Action Plan Activity Lead Supporting Timescale Indicative Outputs Funding Continue with development DACB Ambassadors/ Ongoing Achieve an increase in number Existing of the ambassador Industry of ambassadors supporting the Budget programme programme. Achieve an increase in the number of conferences secured Appendices Encourage the development DACB SG/SDI/SE 5-10 years Achieve a venue within timescale TBC of a purpose built facility /DCC that can accommodate 1000 delegates with flexible meeting space for parallel sessions, along with adequate exhibition space Data Sources 1 ICCA Annual Review The UK Tourist Business Tourism Statistics for Dundee and Angus - Dundee & Angus Convention Bureau, WTO October 2011 (United Nations World Tourism Organisation) 5 Business Tourism in Scotland A Strategic Framework for Growth - VisitScotland Business Tourism Unit Encourage the development DACB SG/SDI/SE 1-10 years Achieve increased accommodation SE/Industry of accommodation level to run multiple large conferences simultaneously Encourage and support DACB SDS/Industry/SE Ongoing Achieve increased industry SE/SDS/ the promotion and attendance at Business Tourism Industry development of Skills Skills and Service training/events and Service within the Business Tourism Sector Capitalize on the potential DACB/ SG/Industry 1-5 years Achieve increase in number of Existing the V&A at Dundee brings V&A at business tourism events held Budget to grow business tourism Dundee in Dundee and Angus and place the destination on the world stag Glossary of Terms: DACB Industry SDI SG SE SDS Dundee & Angus Convention Bureau Venues, Accommodation and Support Services in Dundee and Angus Scottish Development International Steering Group (Dundee City Council, Angus Council and VisitScotland Business Tourism Unit) Scottish Enterprise Skills Development Scotland

22 An area of outstanding beauty, Angus offers rolling countryside, idyllic beaches, rugged glens, championship golf courses and ancient relics to explore... the perfect environment for a variety of historical, cultural, outdoor and leisure pursuits. Angus Ahead acknowledgements 38 Dundee & Angus Convention Bureau Business Tourism Strategy 2013 Photography Acknowledgements: Frame Focus Capture Photography Graham Hood Photography Kenneth Malcolm Photography Scottish Viewpoint This document has been printed on environmentally responsible paper in accordance with the rules of the Forest Stewardship Council. Published by Dundee & Angus Convention Bureau Designed and produced by Arc Visual Communications Ltd Disclaimer While every effort has been made to provide accurate information, Dundee & Angus Convention Bureau cannot accept responsibility for any errors or omissions that may occur. You are advised to check venue details prior to confirming any bookings.