The 2013 Scandinavian Destination Sustainability Index

2013 Scandinavian Destination Sustainability
Index

Guy Bigwood
MCI Group Sustainability Director
ICCA Scandinavian Chapter: Twitter: #ICCASCAN
March 2013

Aarhus. 2nd Scandinavian Destination
Sustainability Index

Sponsored by


Less Conversation More Action

Workshop Objectives

Share Learn Inspire Collaborate

3

Group MCI Sustainability
Sustainability Services
Director
Trusted advisors to
GOVERNMENTS

ASSOCIATIONS

DESTINATIONS (CVBs)

CONVENTION CENTERS

CERTIFICATION
STANDARDS

OUR JOURNEY SO FAR

Step 1: Gothenburg, 2010

Setting a
Vision of
Collaborative
Success

CO-CREATING THE VISION


CO-CREATED VISION:
Develop a Scandinavia sustainable
meetings region
First initiative of this type in the world

Step 2: Workshop Results

1. Created input for
development of a
sustainability charter
2. Brainstormed and prioritized
actions that could be
undertaken by destinations
3. Generated input for the
creation of a common
measurement framework


Step 3:Tampere, Finland 2012

Launched the Scandinavia
Sustainable Meetings
Accord: 30 organisations
signed
Launched a common set of
performance indicators
16 destinations participated


Accord – common commitment, shared
responsibility
We the undersigned commit to:

• Engaging our clients, partners and
other interested parties in dialogue
about sustainability
• Educating, sharing knowledge
and recognizing best practice.
• Encouraging and supporting
private-public collaboration with
other destinations


responsibility

• Providing resources to planners
to identify responsible, sustainable
and certified suppliers
• Advocating efficient, equitable
and more sustainable use of
resources.
• Facilitating the increased use of
environmentally friendly transport


responsibility

• Calculating the CO2 footprint of
the Scandinavian meetings
industry and aiming to reduce this
by 20% by 2020.
• Upholding the highest
standards of honesty and
fairness and thus maintaining a
society with integrity and strong
ethical standards.
• Giving back to the community

Scandinavian Destination
Hardware: Infrastructure of city
- Recycling
- Carbon Emissions
- Public Transport

Software: Meetings industry commitment
- % certified venues/hotels
- CVB sustainability communications
- CVB support to help clients be sustainable


2013 Index Questions
1 Does the city have a climate change action plan?
2 What is the City's total GHG emissions per capita?
3 What is the City’s CO2 Reduction Target percentage for 2020 (from 1990 levels)?
4 On average, what percentage of the City’s total energy mix comes from renewable sources?
City
On average, what percentage of the City’s total waste is diverted from landfill. Please include
5
recycling, repurposing and incineration of residential and commercial waste.
6 How does the country score on the Corruption Perception Index?
7 Which of the following public transport links exist between the main airport and the city centre?

What percentage of the City’s total hotel room inventory has active 3rd party sustainability
8
certification?
What percentage of the City’s hotels are within 1km walking distance of the main congress and
Hotel 9
exhibition centre(s)?
What percentage of the City’s hotels are easily accessible by public transport to/from the main
10
congress and exhibition centre(s)?
What percentage of the City’s congress and exhibition centres have active 3rd party sustainability
Venue 11
certification?
12 Does the DMO (or CVB) have a sustainability policy publicly available on its website?

13 If the DMO or CVB does have a sustainability policy, which of the following components are included?

What percentage of women working in the DMO (or CVB if not connected) are currently holding
14
CVB leadership positions?
Which of the following sustainability information about the destination’s meeting venues, hotels and
15
suppliers does the CVB/DMO provide clients?
Does the CVB/DMO provide clients with ideas and resources for donation programs for food and/or
16
conference materials?

2012 Index Results
Benchmarking Hardware Software Total
Gothenburg 21 22 43
Uppsala 25 15 40
Copenhagen 22 16 38
Stockholm 21 17 38
Oslo 20 18 38
Malmö 18 19 37
Trondheim 21 16 37
Helsinki 15 20 35
Aalborg 21 12 33
Aarhus 19 14 33
Tampere 18 14 32
Karlstad 18 13 31
Stavanger 15 15 30
Reykjavik 19 8 27
Espoo 14 11 25
Turku 18 3 21

UNIQUE


Step 4: Aarhus – March 2013
Workshop


Checking perspectives


Index improvement: 2012 to 2013

• From 16 to 20 Cities 11.68%
• Greater accuracy
with hardware 7.38%
disclosure

• Great leadership, 3.81%
strategy and
communication

Overall Hardware Software
increase


Climate Leaders
100% Cities have climate plan
6 tons/co2 average per capita emissions
36% Average 2020 co2 reduction target
41% Average renewable energy mix
78% Average waste diversion rate for the city


MORE THAN GREEN:
FOCUS ON ETHICAL BUSINESS

All 5 COUNTRIES WITHIN TOP 11 COUNTRIES OF THE WORLD
FOR TRANSPARENCY & ANTI-CORRUPTION
Average score is 88

http://cpi.transparency.org/cpi2012/results/

Destinations are being more strategic

2012 2013
47% 47%

37%
31%
26% 25% 25%

0%

Sustainability Reporting Goals and Objectives Commitment Vision


2013 Strategy Improvement

Goals and
Commitment Vision Reporting
Objectives
Gothenburg Gothenburg Gothenburg Gothenburg
Helsinki Helsinki Helsinki
2012 Malmø Malmø Malmø
Tampere Tampere Tampere Tampere
Trondheim
Aarhus Aarhus
Reykjavik Reykjavik Reykjavik Reykjavik
2013 Stockholm Stockholm Stockholm Stockholm
Turku Turku Turku Turku
Uppsala Uppsala Uppsala Uppsala


Evolution of strategy

47% of CVBs now
have a publicly
available sustainability
Policy
25% in 2012


CVBs are doing
more to help
clients be more
sustainable


CVBs providing more tools, services
and information
2012 2013

74%
63%
58%
53%
47%
38%
31%
25%
16%

Mobile App Tools Downloadable Guides Supplier List Basic Web Info


59% of Scandinavian
Congress and Exhibition
Centers are eco-certified

100%Scandinavian Chapter: Twitter: #ICCASCAN
ICCA Copenhagen, Oslo, Gothenburg, Helsinki, Stavanger, Uppsala, Reykavik

90% of hotels are easily accessible by public
transport to the main congress and exhibition centre(s).
68% of the City’s hotels are within 1km walking distance


37% of CVBs provide clients with ideas and resources for
donation programs for food and/or conference materials

Overall Index Winner

Gothenburg and Uppsala


2013 Scandinavian Destinations
Hardware Software

50
45
40
35 22 21
26
18 16
30 21 18 19 17 15 12
12 13
25 19 14 11
14 13 8
20
15
25 25 23 23 24
10 21 18 20 19 20 21 21 19 18 18
15 16 15 15
5
0

ICCA Scandinavian Chapter: Twitter: #ICCASCAN Results for Bergen pending

Swedish Dominance

• Awesome Foursome
– Uppsala
– Gothenburg
– Stockholm
– Malmö


Hardware: 2013 Scandinavian
Destinations Sustainability Index

25

20

15

10

5

0


Software: 2013 Scandinavian
Destinations Sustainability Index

30

25

20

15

10

5

0


ICCA Scandinavia Chapter

Index Achievement Award

TURKU


Index Improvement From 2012 to
2013
Turku
80.95% Turku: From 3 to 19 for Software Score

Reykjavik
44.44%

Stockholm
Uppsala
21.05% Aarhus
17.50% Espoo Malmö
15.15%
12.00% 10.81%


BEWARE!
IT’S EASY TO GET LAZY

Collaboration

Real success is driven by partnerships


Group feedback on the Index

• Include catering, airports, PCOs
Add • Track business impact
• Track impact on the community

• Better guidance and instructions on completing the Index.
Especially hardware
Improve • Better definitions of venues. Include Universities
• Require listing of venues and hotels stating certification
• Focus on gender balance and not women in management

• Tell stories of success – Gothenburg.
• Combine the index with tools, knowledge, experts, etc
Other • Balance: Rigour vs. complexity compared to time
• Benchmark against other cities around the world


Sharing Stories of Success

Based on text from the café to go reference guide. Authored by the World Café community.

Danish Sustainable Events Initiative
Case study

March 2013

Concept: Danish Sustainable Events Initiative
Use the 2012 Danish Presidency of the EU to inspire
greater collaboration, innovation and sustainable
development of the meetings industry. Position
Denmark as the Global Thought Leader.

DSEI Deliverables
Educational
videos

Community ISO20121
Portal Certification

Sustainability DK Training
Report roadshow

European
PR Sustainability
Conference

www.sustainableeventsdenmark.org

Videos
• 4 videos completed
• Excellent sales and training tool
• Activated by GMIC

Project Objectives

Accelerate Sustainability

Thought Leadership

Generate Business

Roadshow
2 roadshows 22 Nov 2012 –
Aarhus and Aalborg
40 people
Very well received
http://www.youtube.com/wa
tch?v=jCmnHtVnbrY
http://www.youtube.com/wa
tch?v=gYUMaEcVz5c

European Sustainable Meetings conference
Held in Copenhagen
5 and 6th Sept 2012
89 attendees
Excellent program of International
and national speakers
GMIC Board members attended

First Sustainable EU Presidency
World’s first ISO20121 Certification

Meeting point of ideas and experiences
www.sustainableeventsdenmark.dk

World Cafe Results
Starting a sustainable meetings initiative
• Lead and Motivate. Take the lead to bring people together to share information
and showcasie the business value.

Engaging stakeholders to accelerate change
• Bring the right people together and by educate them. Include suppliers but also the
universities and critically the customers. Share success stories with all stakeholders
and the event delegates.

Marketing a sustainable destination or business
• More focus on PR and storytelling. Create a toolkit

Implementing community actions and partnerships
• Find a balance between you and us.

Award winning hotel or congress center sustainability
• Concentrate on communicating the business benefits, motivatiing staff and
publicity.


World Cafe Results
Certification, measurement and reporting

• We need to minimize the use of different non-comparable certifications

Tools and Guides

• Start using and communicating the tools already available by creating a toolbox.
• Work towards a global guide which associations such as ICCA, IAPCO, IAAC and
others are responsible for.

Business case & finance, profitability

• Start integrating sustainability early in the process: Eg when new hotels are being
built or when starting to plan a conference: iei Crowne Plaza Copenhagen Towers –
EU Presidency
• Present bids that only include sustainable partners. It can provide a competitive
advantage for the destination.
• We need to research and communicate more about the profitability of
sustainability. Research should be done by a third party.


CONCLUSIONS


2013 Scandinavian Destinations
Hardware Software

50
45
40
35 22 21
26
18 16
30 21 18 19 17 15 12
12 13
25 19 14 11
14 13 8
20
15
25 25 23 23 24
10 21 18 20 19 20 21 21 19 18 18
15 16 15 15
5
0


YOU CAN BE PROUD

A framework for success

Copenhagen
ICCA Scandinavian Chapter: Twitter: #ICCASCAN Sustainable Meetings Protocol

10 Recommended actions
• Develop common vision
Leadership • Gain commitment

• Identify key issues & set common objectives
Strategy • Write a sustainability policy and put on web

Stakeholder • Create destination sustainability taskforce
Engagement • Interview, dialogue and recognise stakeholders

Operational • Organise training
Integration • Help clients. Offer tools, services and products

• Measure, report, benchmark
Governance • Push certification. Standards make life easier


“The question of reaching sustainability
is not about if we will have enough
energy, enough food, or other
tangible resources …

The question is:
will there be enough leaders
in time?”
Dr. Karl Henrik Robèrt, Founder The Natural Step

You are ChangeMakers
Catalysts, facilitators, enablers

As ChangeMakers your role is to
help people take the right path

For more info please visit

LessConversationMoreAction.com
Guy.bigwood@mci-group.com

Images: istockphoto +

The 2013 Scandinavian Destination Sustainability Index

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