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

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 noncorporate 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

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

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

State of Development in the Conventions Industry 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 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)

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%

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%

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

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 Draws in over 10,000 delegates collectively Underpinning Tourism Development

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

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

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)

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

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

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