1. Antwerpen Hotel Association January 18th. 2012
The Copenhagen
Model
By Peter Rømer Hansen
Vice President of Business Development
Wonderful Copenhagen
18-01-2012
1

2. Flow
1. About Wonderful Copenhagen
2. Tourism in Copenhagen
3. Copenhagen’s Meetings & Events business
4. Lessons Learned in Copenhagen
18-10-2012 2

3. Peter Rømer Hansen
 M.Sc. in Business Administration & European Policy Studies from
Copenhagen Business School and Université de Bourgogne
 Vice President of Business Development at Wonderful Copenhagen
 Chairman of the board Visit NorthZealand
 Vice Chair of Esrum Kloster – Cistercian Monestry
 Experience: Economic journalist, cheif analyst and PR advisor.
 Hobie Cat sailor, winter dipper and father of 3 wild boys
26-01-2012 3

4. About Wonderful Copenhagen
26-01-2012 4

5. Wonderful Copenhagen
Citybreak Netværk Cruise Copenhagen Kongresgarantiforening
Established 2011 Established 1992 Established 1996
Association Association
Turnover 4M euros Turnover 500T euros Turnover 300T euros
VisitNordsjælland Meetingplace
Established 2011 Established 1996
Association Association
Turnover 2,5M euros Wonderful Turnover 1M euros.
Copenhagen Cooking Copenhagen Cph GWA
Established 2011 Establ. 1992 Established 1996
Association
1,5M euros Turnover 200T euros
Private Foundation
WOMEX Turnover: 22M BestCities
Established 2009 euros Established 1999
Forening Association
Turnover 1,3M euros Turnover 300T euros
Brand Copenhagen BIKE CITY Cruise Baltic
Established 2009 Established 2007 Established 2004
Association Association Association
Turnover 0,8M euros Turnover 2,2M euros Turnover 300T euros
5

6. Wonderful Copenhagen’s Budget
Networks and associated ventures 3,4M euros
Total 22M euros
Leverage on Private contributions & earnings
10M euros
Public Investment:
1: 3
Project contributions from public partners 6M euros
Public Grant from the Capital Region (base) 5,5M euros
6

7. WoCo’s Mission & DNA
Our mission is to ensure that CPH captures wealth and
value from tourism
Our DNA: Copenhagen’s Co-operative Forum
 The fragmented valuechain in tourism calls for
coorperation and networking
 Working together optimizes our ressources and gives us
critical mass
 In the Network Economy you are only as good as your
network
26-01-2012 7

8. Our Competencies
Branding: Inventing, telling and
distributing the story of CPH
Events: Biding, developing, co-ordination and
evaluation of events
Marketing: Eventful marketing, BtB in cruise,
meetings and airline industries.
Welcoming: Visitor services and local marketing
8

9. Wonderful Copenhagen
CEO Secretariat
Sales & CPH Welcome Int.Marketing Cruise
Marketing
Film & TV:
Strategy & Strategy Communication ViNo /EU
Communication
Events & Events Congresses & Meetings VIBE
Conventions
Administration IT, Finance & HR
CFO
9

10. Networks Works for Copenhagen
Business Networks Projekt Networks International Networks
Copenhagen Alliance Bike City Goodwill Ambassador
Meetingplace WoCo Womex Cruise Baltic
Congress Advisory Board Copenhagen Cooking Best Cities.net
Brand Copenhagen City Break Network European Cities Marketing
Copenhagen Card Cph Fashion Festival DMAI
Cruise Copenhagen Chinavia
.....
Copenhagen Connected ….
Visit Nordsjælland
.....
10

11. Wonderful Copenhagen’s Evolution
Broard scope ?????
NGO’
City Cooperation Communities
Greentech
Int. students / expats
Campus city CPH
Welfare
Life science
Teknology
DKs International brands
Sport & Culture
Co-competition (Best Cities)
Design
Gastronomy
Lifestyle
International organizations (DMAI)
International Cruise lines
MICE venues and organizers
Cruise & MiCe torusim
History and tradition /CPH Classic
High light sightseeing and one day tourism
Transporters
Narrow scope Attraktions
Accommodations
”Tourism classic”
1992 2011
11

12. From Tourism Organization to Project Organization
Broard/ project ???
Chinavia
VisitNordsjælland
Copenhagen Welcome
Copenhagen Connected
VIBE
BIKE CITY
MeetDenmark
Brand Copenhagen
Copenhagen Cooking
Eventures
Copenhagen Goodwill Ambassadors
Cruise Baltic
IMO & PIMCO
BestCities
INDEX
Meetingplace
Culture Bridge 2000
Cruise Copenhagen
Convention Bureau
Turistinformation
Small / ”classic” Destination marketing
1992 2011
12

13. Tourism in Copenhagen
13

14. Tourism in Copenhagen
• Tourism in greater CPH accounts for almost 40 pct. of all tourism
turnover in DK.
• The tourism turnover in CPH is approx. 4.5b. euros
• Tourism employs about 43. 000 people in CPH
• Bednight growth 2011: 10 pct.
• Bednight growth 2010: 10 pct.
• 160 hotels and 20,500 rooms in Greater Copenhagen Area
• Relatively diverse tourism product:
- MICE & Leisure
- Cruise
- Diverse mix of nationalities
- Relatively high internationalization
14

15. CPH is Denmark’s Growth Driver
Base: 2003 = 100
140
Capital Region
120
Denmark incl.
100
Capital Region
Danmark excl.
Capital Region
80
2003 2004 2005 2006 2007 2008 2009 2010
15

16. Business Tourism in Copenhagen
• 4 specialized convention centres in Copenhagen
• Copenhagen hosts approx. 100 international association meetings a year
• Currently, Copenhagen is the 15th most popular destination for
international association meetings in the world (ICCA)
120
100
80 No. of int.
60 association
meetings in
40 Copenhagen
(ICCA)
20
0
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
16

17. Cruise Activity in CPH
Thousands
1,000
800
600
400
200
0
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2015
estimate
Turnarounds Calls Passengers (1.ooo)
17

18. CPH becomming more international (again)
100%
Prague Dubrovnik average
90% Tallinn = 39%
Geneve
London
Share, international bednights
80% Brussels Vienna
Salzburg
Amsterdam Zurich 03/04
Budapest Lisbon Rome
70% Venice Paris
Barcelona 05/06
Dublin
Nice Edinburg
Bratislava h 08/09
60%
Helsinki
average 07
= 61% Frankfurt
Madrid
50% Granada
Seville
Stockholm
Munich
40% CPH2010 Düsseldorf
Oslo
Turin
Valencia Berlin
Cologne
30% Nuremberg
Stuttgart
Gothenburg Hamburg
20%
Dresden
10%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Share, national bednights
18

19. CPH has Overcome Capacity Challenge
200
Base: 1995 = 100
Solgte værelser Antal værelser
180
160
140
120
100
2006
2009
1996
1999
1995
2005
1998
2004
2010
2008
2000
2002
2003
2007
1997
2001
2011
19

20. Copenhagens Meetings & Events business
20

21. Wonderful Copenhagen Convention Bureau
• Annual budget of 2,5 million Euro
• Staff of 15
- 10 sales and project managers - association conventions
- 3 sales and project managers - corporate meetings
- 1 sales and project manager - sport events
- 1 convention director
• Supported by PR & Communication officer
• Sales representatives in UK and USA
• Founding member of BestCities Global Alliance
• Member of ICCA, DMAI, ECM, UIA, PCMA, ASAE, MPI and GMIC
21

22. 2 Track Strategic Approach
• Recruit Danish members of international associations to champion a
bid for an international meeting
• Convince international decision makers to locate meetings in
Copenhagen
We bid for more than 100 association meetings annually
120
100
80
60
40
20
0
2005 2006 2007 2008 2009 2010 2011
26-01-2012 22

23. Importance of Local Partnerships
Meetingplace Wonderful Copenhagen
• Hotels, convention centres, PCOs, airline, airport and suppliers
• An association and governed by independent board
• Members pay membership fee for which they receive leads and
business opportunities from the Convention Bureau
Partnership with universities
• University of Copenhagen, Copenhagen Business School and
Technical University of Denmark
• Strategic partnership & operational support to local hosts
Copenhagen Congress Advisory Board
• High-level stakeholders from public
authorities, organizations, universities and
26-01-2012 corporations…‘ambassadors’ 23

24. Focus
• We are always working on 500-600 potential events
• Primary focus is on large and mid-size events
• Secondary focus is on events of strategic importance and high brand
value
• Agriculture • Information
• Architecture • Information Technology
• Art • Law
• Commerce • Management
• Culture • Medical Sciences
• Economics • Science
• Education • Social Sciences
• Environment / Green Tech • Sport & Leisure
• Human Rights /Democracy • Technology
• Industry
26-01-2012 24

25. Sales process
Identify international meetings and conventions
Identify local hosts Research
Motivate & recruit local hosts
Develop bid strategy
Produce & submit bids/proposals Sales
Re-sale !
Site inspections
Event confirmed
Delegate boosting
On-site services

26. Results
• Submit bids for 100 association meetings and generate 450 requests
for corporate meetings
• Book approx. 200 corporate meetings and 50 association meetings
• Book a total of approx. 350.000 room-nights
• Value of approx. 150 M Euro
60
50 No. of int.
association
40 meetings booked
30 by Copenhagen
Convention
20 Bureau
10
0
2005 2006 2007 2008 2009 2010 2011

27. COP15 – a Game Changer !
• COP15 in 2009 was first political summit organized according to
BS8901
• 33,526 delegates
• 126 heads of state
• 4,000 media
• 300 tons of food
• 90,000 room-nights
• Est. costs of 250 million USD
• The Copenhagen Sustainable Meetings Protocol (CSMP) captures
and share the experience and learning from organizing COP15 in a
sustainable way
26-01-2012 27

28. Strategy for Green Events after COP15
 BIKE CITY 2010-2011
Total 110.000 delegates + audience
 EWEC - EUROPEAN WIND ENERGY CONFERENCES & EXHIBITIONS 2012
6.000 delegates in 4 days
 WORLD CLEAN AIR CONGRESS 2013
1.000 delegates in 6 days
 EUROSCIENCE OPEN FORUM (ESOF) 2014
5.000 delegates in 5 days
 WORLD ENERGY CONGRESS (WEC) 2016
10.000 delegates in 6 days
 INTERNATIONAL CONGRESS OF ECOLOGY (INTECOL) 2016
3.000 delegates in 7 days
 CONGRESS OF THE INTERNATIONAL UNION OF ARCHITECTS 2017
7.000 delegates in 5 days
 WORLD WATER FORUM 2018
15.000 delegates in 6 days
28

29. www.sustainableeventsdenmark.org
26-01-2012 29

30. COPENHAGEN ANNOUNCEMENT
NEWSLETTER DISTRIBUTED
TO APPROX. 2,500 POTENTIAL
LOCAL HOSTS 6 TIMES PER
YEAR

31. DIRECT MAILINGS
PERSONALIZED LETTERS AND
MAILS ARE DISTRIBUTED TO
SCIENTISTS, RESEARCHERS AND
DOCTORS TO ENCOURAGE THEM TO
BECOME LOCAL HOSTS

32. ADVERTISING
ADVERTISING IN UNIVERSITY
MAGAZINES AND SELECTED
SCIENTIFIC MAGAZINES FOR
DOCTORS AND ENGINEERS

33. MOTIVATIONAL BROCHURE
DISTRIBUTION OF BROCHURES
TO EDUCATE AND MOTIVATE
POTENTIAL LOCAL HOSTS

34. EDUCATIONAL SEMINAR
FULL DAY SEMINAR WHERE
SCIENTISTS, RESEARCHERS, DOC
TORS ETC. ARE MOTIVATED AND
EDUCATED TO BECOME LOCAL
HOSTS

35. AMBASSADOR HANDBOOK
HANDBOOK FOR LOCAL HOSTS
ON HOW TO BID FOR AND
ORGANIZE AN INTERNATIONAL
MEETING

36. FUNDRAISING GUIDE
PRACTICAL GUIDE FOR LOCAL
HOSTS WITH TIPS FOR HOW TO
DEVELOP FUNDING
STRATEGY, SEARCH FOR
FUNDING OPTIONS AND APPLY
FOR FUNDING

37. CONGRESS GUARANTEE SCHEME
NATIONAL CONGRESS GUARENTEE
FUND PROVIDES ACCESS TO
OBTAIN FUNDING FOR PRE-
CONGRESS COSTS

38. Lessons Learned in CPH
• Stand alone = You loose
• Work together = You win
• Network your city
• Event your city
38

39. prh@woco.dk
..If Copenhagen became the
centre of the world, many
people would be happy…
…others would find it odd
since they thought it already
was…
Piet Hein, 1969 39