Defining & Understanding M.I.C.E. Meetings

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Edwina Lindsey
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2 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

3 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

4 Defining & Understanding M.I.C.E. Implications Class of hotels required Normal ground handler vs DMC Use of venues for themed events

meeting in which they have an interactive,

5 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.

6 Defining & Understanding M.I.C.E. Conventions These meetings are hosted by professional, trade, or other noncorporate organizations

7 Defining & Understanding M.I.C.E. Implications Language requirements Hosting requrements Protocol

8 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.

9 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

10 Defining & Understanding M.I.C.E. Exhibitions Display of products or promotional material for the purpose of public relations, sales and / or marketing

11 Defining & Understanding M.I.C.E. Implications Country-centric exhibitions Rise of China and mega halls

12 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

13 State of Development in the Conventions Industry ICCA Ranking Of Top Ten Cities by Number of Meetings 2001 to 2010 Rank City Vienna Barcelona Paris Berlin Singapore Madrid Istanbul Lisbon Amsterdam Sydney

14 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 Vienna Germany Paris Spain Barcelona United Kingdom Berlin France Singapore Italy Madrid Brazil London China-P.R Amsterdam Netherlands Istanbul Austria Beijing 111

15 State of Development in the Conventions Industry Number of meetings analysed by ICCA Year Events , , , , , , , , , ,070

16 Distribution of global meetings 2011 Region Meetings % of global Europe 5, Asia 1, Latin America 1, North America 1, Africa Oceania Middle East Global 10,

17 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)

18 Why M.I.C.E.? 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%

19 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, %

20 Impact on a Destination Indirect Returns Manifestation of the Meetings Industry

21 Impact on a Destination Indirect Returns Manifestation of the Meetings Industry Icon / Identity of a City

22 Impact on a Destination Indirect Returns Manifestation of the Meetings Industry Icon / Identity of a City Cultural / Political Showcase

23 Ecosystem of the Industry Infrastructure Air Access Convention Centre Accommodation

24 Ecosystem of the Industry Infrastructure Air Access Convention Centre Accommodation Expertise PCOs and PEOs DMCs & other ground transport Local Associations

25 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

26 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

27 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

28 Impact on a Destination Sustainability Purpose-built or multi-user? Showcase of environmental sustainability and energy conservation Cross subsidies and other revenue streams

29 Spin offs Technology Transfer

30 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

31 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 Underpinning Tourism Development

32 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

33 Asia MICE potential economic growth as the MICE driver Emerging Middle Class

34 The Singapore approach to MICE development Attract/Grow/Create Attract from overseas Grow existing events Creation of new events

35 The Singapore strategy for MICE development Cluster Strategy Alignment with national priorities Collaboration with other agencies

36 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)

37 Leveraging on National/Corporate Strengths Network structure ie regional offices Other govt agencies, embassies Companies and business associations MNCs with business in your countries

38 Major industry issues Geopolitics Sponsorship and subsidies Language differences Protocol and other cultural sensitivities

39 Ecosystem of the Industry Identify Gaps Infrastructure Expertise Local associations Industry support Government/NTO support

40 Ecosystem of the Industry Hardware - Infrastructure Air Access Convention Centre Accommodation

41 Ecosystem of the Industry Hardware - Infrastructure Air Access Convention Centre Accommodation Development models As infrastructure eg airport, Singex, MBCC As PPP eg Suntec, IRs

42 Ecosystem of the Industry Software - Expertise & Creativity PCOs and PEOs DMCs & other ground transport

43 Ecosystem of the Industry Software - Expertise & Creativity PCOs and PEOs DMCs & other ground transport Government support Marketing campaigns Trade show missions Training subsidies

44 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

45 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

46 Thank You

ICCA & the International Association Meetings ICCA-JNTO-JTA Bid Workshop 2013

ICCA & the International Association Meetings ICCA-JNTO-JTA Bid Workshop 2013 Asia continues to be one of the most dynamic meetings regions in the world, and has continued to grow and develop throughout