Rohit Talwar's slides from his presentation on Future Strategies for Convention Bureaus, from Imex Las Vegas.

1. Future Strategies for Convention
Bureaus –
The Engines of Growth Seminar
Imex Las Vegas
October 13th 2011
Rohit Talwar
CEO – Fast Future
rohit@fastfuture.com
www.convention-2020.com

2. Contents
Presentation p3
About Fast Future p 56
Image Sources p 66

3. Convention 2020
• Global strategic foresight study to help the meetings industry prepare for
the decade ahead - Industry-wide sponsors
• Outside-in focus
• Multiple outputs Nov 2009 – December 2011

4. Growth is not Guaranteed…
Image source: Piper Report

5. …Thinking is Back in Fashion
Image source: Einstein.yu.edu

6. Demographic Destinies
2 billion more people in 40 years –
Demographics is Driving Economics
448 739 691 5231
344
1998 4157
729 1030
585
2010 2050 Source : United Nations

7. Destination Priorities 2011
Find Use web /social Prioritise key
differentiators in media more to events,
the face of promote the industries and
intense destination associations to
competition target
Image sources: lab.77agency.com / michael.hightechproductmanagement.com / 4.bp.blogspot.com

8. Destination Strategies 2015
Show ROI for Show longer More
event term contribution extensive
owners/delegates to economic data mining
development
Image sources: skylinetradeshowtips.com / dirtcheapgeo.com / backtothefuturetrading.com

9. The Opportunity
• Conventions and
Trade Shows are
a multi-billion
industry
• Major contributor
to knowledge
exchange and
business
creation
• But…
Image sources: annieandyiannis.com / img.ibtimes.com

10. To win we Must Focus
‘Beyond Tourism’
Image source: asiatravel.com

11. ICCA Rankings - Subject Areas
The opportunity is to maximize knowledge transfer and value creation in
the key industries of the future…

12. Drive Economic Growth and
Job Creation
Image source: extlogics.files.wordpress.com

13. Maximizing Sales Revenues
Exhibitors / Delegates Local
Sponsors Businesses
Image source: wadefinancial.co.uk

14. Maximizing Knowledge Sharing
through Business Events
Image source: library.nhs.uk

15. Business Innovation and
Performance Improvement
Image sources: ifgfunding.com

16. Showcasing Local Capability
Image sources: nanotech.sc.mahidol.ac.th / blogs.dickinson.edu/mindmeetsmatter

17. Leveraging Existing Infrastructure
and Encouraging New Investment
Image source: directforeigninvestment.net

18. Nurturing New Ventures and
Accelerating Emerging Industries
Image sources: teamaltman.com /
echnologylodging.com / picturesofcar.blogspot.com

19. Promoting Innovation and
Driving Research and Development
Image source: ache2.asset-cache.net

20. New Networks, Partnerships and
Collaborations
Image source Tallberg Foundation

21. Awareness and Awards
Image source abclady.com

22. Which all contribute to…
Image source tutpr2u.net
Job Creation

24. Korea - Priority Sectors
Tourism
Convention Services
Design
Distribution Services
Digital Content
R & D

28. DDP: DONGDAEMUN DESIGN PLAZA
Image source Seoul Tourism Organization

29. FLOATING ISLANDS ON
SEOUL’S HAN RIVER

30. SEOUL STATION CONVENTION CENTER –
PROPOSED DESIGN

31. Durban | A Strategy Led Approach

32. Critical factors that determine business
tourism success
 Convention Bureaus
 Leadership – vision, strategy, funding
 Networking -buyers; business tourism trade
shows
 Branding
 Skills
 Ambassadors
 Infrastructure – venues, airport
 Bidding – aggressive; substantial bid funds
 (Haven-Tang et al, 2007)

33. Convention Bureau Roles
• Lead generation and tracking; - to identify business tourism
opportunities;
• Bidding and bid support – with associations, meeting planners and
venues;
• Delegate boosting – marketing support for specific meetings;
• Business tourism destination marketing – stimulating awareness of
a tourism destination from a business perspective – the attractions
and business tourism services of a region;
• Product development and accreditation;
• Impact assessments; and
• Co-ordination.

34. Convention Bureau Support together
with Partners
• Promotional Materials;
• Educational Trips and Site Inspections;
• Supplier Information and Quotations;
• Social Programmes;
• Pre and Post Tours and Incentive Packages;
• Assistance with Congress bids;
• Convention Publicity and Delegate Boosting;
• Destination Display and Promotion;
• Information Kits and Welcome packs for delegates;
• Shuttle Services; and
• Identification of PCO services

35. Proposed Sydney Multifunctional Convention and
Entertainment Centre (SMCEC)
35

36. Priority sectors identified by government for
development
• Finance, Insurance & Professional Services
• Infrastructure and Construction
• Advanced Manufacturing
• Communication and Info Technology
• Retail
• Education and Research
• Agri-food
• Creative industries
• Mining
• Tourism
• Health and Allied Services
36

37. Link business events to government priorities
BESydney
Target
government Government
priority sectors invests in
for development BESydney
Work with
government and Community
institutions to
secure events
benefits
Events help
develop sectors
37

38. Case study approach
• 4th International AIDS Society Conference on HIV Pathogenesis
Treatment and Prevention (IAS 2007)
Led to the establishment of a major virology institute at the
University of NSW through initial investment by the Bill and Melinda
Gates Foundation later matched by government.
• 7th International Orthodontics Congress (IOC 2010)
Many Australian clinicians picked up knowledge about new
techniques and technologies. Conference led to significant funding
increase for the Australian Society of Orthodontists research
programs.
38

39. International Congress on Obesity (2006)
• Secured government funding for a new Centre for
Obesity, Diabetes and Cardiovascular Disease – ready
by 2013
“This conference is vital to staying at the forefront of
the fights against obesity.”
Tony Abbott, Federal Minister for Health then
(Currently Leader of Opposition Party in Australia)
39

41. Citywide Alignment - London
Business Tourism Steering Group
 Senior group of industry figures with an interest in
developing London‟s global events business, across
hotels, venues, transport, retail, corporate, agency, local
government
 Research on client perceptions of the destination
 Comparative study into competitor destinations
 Industry Forums
 Clearer understanding reached of a joined-up approach
 Recommendations and future approach

42. Leveraging Sporting Legacy
2015 2016* 2017 2018
• Rugby World Cup • NFL Super Bowl • World Athletics • FIFA World Cup
• Women’s Football • World Hockey Champs • Youth Olympic Games
World Cup Champions Trophy • Solheim Cup (Ladies’ • FIBA World Basketball
• Amateur Boxing • European Athletics Golf) Champs
World Champs Champs • Hockey Euronations • FINA Water Polo
• World Masters • Table Tennis World • IPC World Swimming World Cup
Athletics Champs Cup Champs (25m; • Track Cycling World
• World Disabled • LEN European Disability) Cup
Badminton Champs Swimming Champs • Track Cycling World
• World Team • Track Cycling World Cup
Badminton Champs Champs
• FINA Diving World
Series
• IPC European
Swimming Champs
• European Junior
Athletics Champs
• European Team *Olympic Year – may
Athletics Champs limit event feasibility
Image source: London & Partners

43. Abu Dhabi – 30 Year Vision
• Building an open, efficient, effective and
globally integrated business environment
• Adopting a disciplined fiscal policy that is
responsive to economic cycles
• Establishing a resilient monetary and
financial market environment
• Driving significant improvement in the
efficiency of the labour market
• Developing a sufficient and resilient
infrastructure
• Developing a highly skilled, highly
productive work force
• Enabling financial markets to become the
key financiers of economic sectors and
projects
Image source: redfiloeventarchitechts.blog.com

44. Abu Dhabi – Key Sectors
• Education
• Energy and Environment
• Healthcare
• Petrochemicals, Oil and Gas
• Pharmaceuticals
• IT, Telecoms + Communications
• Transportation and Logistics
• Construction
• Culture
• Food industry
• Manufacturing and Infrastructure
• Security and Defense
• Tourism
Image source: flickr.com

45. Abu Dhabi – Infrastructure
• Health – Cleveland Clinic Abu
Dhabi bringing high quality
medicine
• Education – In Abu Dhabi
branches of Yale University,
Sorbonne, New York
University and new Zayed
University
• Masdar City – World first zero
carbon, zero waste and car
free city
• Science and Technology
• A new surface transportation
Master Plan
Image source: mobilebillboardfranchise.com

46. Advantage Abu Dhabi
• A three-year Abu Dhabi Tourism Authority
initiative aimed at catalysing and seeding
innovative and viable business events
aligned to the Abu Dhabi Government‟s
2030 Economic Plan
• Aimed at International Conferences and
Exhibitions
• AAD Recipient:

47. How do we Shape the Future?
Image source: oytun.co.uk

48. Drive Citywide Co-ordination
Image source: masternewmedia.org

49. City Welcome
Image source: Australiantravelclub.co.uk

50. Sector and Country Targeting
Image source: prwatch.org

51. Ambassador Programmes
Image sources: conventionedinburgh.com / visitbrighton.com

52. Authentic Experiences
Image sources: dailymail.co.uk / adelaideinfocentre.com

53. Conclusion
• New turbulent era
• Key economic
development engine
• Too important to mess up
• Strategy, research and
innovation now critical
• Focus must be on events
that enable business to
happen
Image source: mobilebillboardfranchise.com

54. Destination Strategy –
What’s Next on the Agenda?
Image source: blogs.smh.com.au

55. Next Steps
– How Can You Get Involved?
• Future Reports – Give us Feedback
• Take part in Pulse Surveys
• Contribute Expert Papers
• Run / Host a Workshop / Survey
• Student Essay Competition
• Suggest Research Topics - tell us what you‟d like to see …
• Ask about the sponsorship benefits
rohit@fastfuture.com www.convention-2020.com

56. About Fast Future

57. Fast Future
– Meetings Industry Services
• Briefings and workshops for executive
management and boards of venues, CVB‟s and
associations
• Customised research on trends, technologies
and new markets
• Development of strategies and business plans
• „Deep dives‟ on key trends and technology
developments
• Consultancy and workshop facilitation on
innovation and new business models

58. Fast Future
• Research, consulting, speaking, leadership
• 5-20 year horizon - focus on ideas, developments,
people, trends and forces shaping the future
• Clients
– Industry Associations – ICCA, ASAE, PCMA, MPI
– Corporates - GE, Nokia, Pepsi, IBM, Intel,
Samsung, GSK, SAP, Orange, O2, E&Y, KPMG,
Amadeus, Sabre, Travelport, Travelex, ING,
Santander, Barclays, Citibank, DeutscheBank
– Governments - Dubai, Finland, Nigeria,
Singapore, UK, US
– Convention Bureaus – Seoul, Sydney, London,
San Francisco, Toronto, Abu Dhabi, Durban,
Athens, Slovenia, Copenhagen
– Convention Centres – Melbourne,
Adelaide, Qatar, QEIICC
– Hotels - Accor Group, Preferred,
– Intercontinental
– Congrex, Kenes
– Aeroports de Paris / Schiphol Group

59. Future Convention Cities Initiative
• Cities that want to be at the leading edge of delivering business events
• Focus on maximizing long term economic benefit of events
• Research, sharing of expertise and best practices
• Meet four time a year
• Initiated and co-ordinated by Fast Future

60. Hotels 2020: Beyond
Segmentation Objectives
• Identify change drivers and
key success characteristics
for the globally branded hotel
sector over the next decade
• Examine the implications for:
– Hotel strategy
– Brand portfolio
– Business models
– Customer targeting
– Innovation

61. Rohit Talwar
• Global futurist and founder of Fast Future Research.
• Award winning speaker on future insights and strategic
innovation – addressing leadership audiences in 40 countries on
5 continents
• Author of Designing Your Future – Published 08/2008
• Profiled by UK‟s Independent Newspaper as one of the Top 10
Global Future Thinkers
• Led futures research, scenario planning and strategic
consultancy projects for clients in telecommunications,
technology, pharmaceuticals, banking, travel and tourism,
environment, food and government sectors
• Clients include 3M, BBC, BT, BAe, Bayer, Chloride, DTC De
Beers, DHL, EADS, Electrolux, E&Y, GE, Hoover, Hyundai, IBM,
ING, Intel, KPMG, M&S, Nakheel, Nokia, Nomura, Novartis,
OECD, Orange, Panasonic, Pfizer, PwC, Samsung, Shell,
Siemens, Symbian, Yell , numerous international associations
and governments agencies in the US, UK, Finland, Dubai,
Nigeria, Saudi Arabia and Singapore.
• To receive Fast Future‟s newsletters please email
rohit@fastfuture.com

62. Designing Your Future
Key Trends, Challenges and Choices Facing
Association and Nonprofit Leaders
• 50 key trends
• 100 emerging trends
• 10 major patterns of change
• Key challenges and choices for
leaders
• Strategic decision making
framework
• Scenarios for 2012
• Key futures tools and techniques
• Published August 2008
• Price £49.95 / €54.95/ $69.95
• Email invoice request to
rohit@fastfuture.com

63. Our Services
Bespoke research; Identification &
Analysis of Future Trends, Drivers &
Shocks
Public Speaking, In-
Company Briefings, Accelerated Scenario
Seminars and Planning, Timelining &
Workshops Future Mapping
Personal Futuring for
Leaders and Leadership Expert Consultations &
Teams Futures Think Tanks
Identification of
Design & Facilitation of Opportunities for
Innovation, Incubation Innovation and Strategic
& Venturing
Programmes Strategy Creation & Investment
Development of
Implementation
Roadmaps

64. Example Projects
• Public and private client research e.g. :
– Convention 2020 – the Future of Business Events
– Future Convention Cities Initiative – Maximizing Long-term Economic Impact of Events
– One Step Beyond – Future trends and challenges for the events industry
– Hotels 2020: Beyond Segmentation – Future Hotel Strategies
– The Future of Travel and Tourism in the Middle East – a Vision to 2020
– Future of Travel and Tourism Investment in Saudi Arabia
– Aviation and Airports e.g. Aviation 2030
– Scenario Projects – Migration 2030, Future of Narcotics, Chemical Sector, Family 2030
– Scenarios for the global economy for 2030 and the implications for migration
– Designing Your Future (Published August 2008) – book written for the American Society
of Association Executives & The Center for Association Leadership
– Global Economies – e.g. The Future of China – the Path to 2020
– The Shape of Jobs to Come – Emerging Science and Technology Sectors and Careers
– Winning in India and China
• Strategic advice to industry players
• Confidential advisory and coaching services to CEOs and top teams
• Public speaking at public conferences and in-company events
• Future thinking workshops and retreats

65. Example Clients

66. Image Sources

67. Image Sources p.1
Page
4. http://www.piperreport.com/archives/Images/Medicare%20PFFS%20Plans.jpg
5. http://www.einstein.yu.edu/iphs/images/think_tank.jpg
7. Left to Right
1. http://michael.hightechproductmanagement.com/2006/03/got_competitive_differentiatio.html
2. http://lab.77agency.com/wp-content/uploads/social-networks_small.jpg
3. http://4.bp.blogspot.com/_9s8iqcCd0DY/RaTfsRYweqI/AAAAAAAAAKY/Uc6EoGot3P8/s400/juggle-400.jpg
8. Left to Right
1. http://www.skylinetradeshowtips.com/what-is-an-acceptable-cost-per-lead/
2. http://www.dirtcheapgeo.com/Quarterly_Savings.htm
3. http://backtothefuturetrading.com/
9. Top to Bottom
1. http://www.annieandyiannis.com/images/design/euro-notes.jpg
2. http://img.ibtimes.com/www/data/images/full/2010/11/12/52044-g20-leaders-stand-for-a-group-photo-at-the-coex-
convention-c.jpg
10. http://www.asiatravel.com/southkorea/prepaid/lotte_main/gifs/Korea_Seoul_Lotte_Room.jpg
12. http://nextlogics.files.wordpress.com/2008/07/economic-inequality8.jpg
13. http://www.wadefinancial.co.uk/wp-content/uploads/2010/06/5-Big-Questions.jpg
14. http://www.library.nhs.uk/cmsimages/31_7D8A2102A_KM%20image.jpg
15. http://ifgfunding.com/images/picture20.png
16. Left to Right
1. http://nanotech.sc.mahidol.ac.th/doc/plastic_electronics.jpg
2. http://blogs.dickinson.edu/mindmeetsmatter/files/2010/11/Plastic_Knowledge2.jpg
17. http://http://directforeigninvestment.net/files/2011/01/img.jpg
18. Left to Right
1. http://teamaltman.com/wp-content/uploads/2010/10/industry-and-data.jpg
2. http://www.technologylodging.com/wp-content/uploads/2010/05/food-biotechnology.jpg
3. http://picturesofcar.blogspot.com/2009/07/future-concept-car-pictures.html

68. Image Sources p.2
19. http://cache2.asset-
cache.net/xc/51303062.jpg?v=1&c=IWSAsset&k=2&d=77BFBA49EF878921F7C3FC3F69D929FD3D6E8E24F8AD364C97
A5172ADB984E6AAD7AFF3213ACBDCC80D5697B907F1B93
20. http://www.tallbergfoundation.org/Portals/0/Images/T-roundtable%204.jpg
21. http://www.abcdlady.com/2009-07/goal_setting.jpg
22. http://tutor2u.net/economics/revision-notes/as-macro-employment-unemployment_clip_image006.jpg
43. http://redfiloeventarchitects.blog.com/files/2011/04/ADNEC.jpg
44. http://farm4.static.flickr.com/3394/3191097011_460ded47de.jpg
45. http://www.mobilebillboardfranchise.com/Portals/85285/images/Changing%20world.jpg
47. http://www.oytun.co.uk/wp-content/themes/mimbo2/images//innovation.jpg
48. http://www.masternewmedia.org/images/social_network_id469214_size440.jpg
49. http://www.australiantravelclub.co.uk/wp-content/uploads/2010/08/sydneyAirport.jpg
50. http://www.prwatch.org/files/images/target_man.jpg
51. Left to Right
1. http://www.conventionedinburgh.com/images/753
2. http://www.visitbrighton.com/xsdbimgs/Amassador-programme-logo.jpg
52. Left to Right
1. http://i.dailymail.co.uk/i/pix/2010/01/21/article-1244991-07EBDC03000005DC-254_468x309.jpg
2. http://www.adelaideinfocentre.com.au/sharedFiles/regions/australia/south-australia/adelaide/7217_214hw0ju1q.jpg
53. http://www.mobilebillboardfranchise.com/Portals/85285/images/Changing%20world.jpg
54. http://blogs.smh.com.au/enterprise/competition.jpg