models for structuring city convention bureaux and other marketing organizations (part 4) #icca12...
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51st ICCA Congress
International Congress and Convention Association.
Twitter: #ICCA12
Session sponsored by:
TE104: Models for structuring city convention bureau & other destination marketing organisations
Tuesday, 23rd October 2012
International Congress and Convention Association.
Twitter: #ICCA12
Presented by:Ho Yoke PingGeneral Manager Sales & Marketing
Malaysia Convention & Exhibition Bureau (MyCEB)
International Congress and Convention Association.
Twitter: #ICCA12
Malaysia Events Strategy
Achieve developed nation status by 2020Business & Major Events recognised as high yield and high profile market segmentsBusiness Events: RM3.9 billion incremental GNI and provide 16,700 jobsMajor Events: RM0.4 billion incremental GNI providing 8,000 jobs
International Congress and Convention Association.
Twitter: #ICCA12
MyCEB
Not for profit company limited by guarantee
Established 2009 under Ministry of Tourism
International Events Unit established in January 2011
Conduit between government and industry
Focus on high yield international business events
sector currently worth RM17 billion to Malaysian economy.
4
International Congress and Convention Association.
Twitter: #ICCA12
Measurement Tools
Percentage of business tourism arrivals
Value of Business Secured: no. events, delegates, delegate days, visitor expenditure, economic impact
Value of Assisted Business
Business conversion rates
Client and stakeholder satisfaction
Benchmarking : ICCA, UIA, UFI, DMAI
Delegate Surveys: expenditure, satisfaction, profile, length of stay
5
International Congress and Convention Association.
Twitter: #ICCA12
Our KPIs
Business Events (meetings, conventions, incentives, exhibitions)
Increase international business tourists from 5% to 8% of total number of tourists (from 1.2m to 2.9m) by 2020
International Events (sports, arts, culture and lifestyle events)
210,000 spectators by 2020 70,000 overseas spectators by 20203 international events per annum by 2020
6
International Congress and Convention Association.
Twitter: #ICCA12
MyCEB Structure
Board
CEO
Corporate Business Events
Employees (45)Industry Partners (200)
Business Development Event Marketing Event Support
Meetings, Conventions, Incentives, Exhibitions
International Events Sports, Arts
Culture, Lifestyle
Business Development Sales (bids) Event Support
Government & Industry Relations Industry Services Marketing Services Media Relations Finance & Admin
Government Industry
7
Ministry of Tourism
Prime Ministers Office [Pemandu]
International Congress and Convention Association.
Twitter: #ICCA12
Vision, Mission & Goals
International Congress and Convention Association.
Twitter: #ICCA12
Vision, Mission & Goals
To maximise yield from Business EventsOnce Malaysia has secured events we want to
MAXIMISE …
– Delegate attendance
– Length of stay
– Local expenditure
– International profile & publicity
– B2B opportunities (promotion of local innovation & expertise)
– Legacy (ongoing benefits)
– Dispersal of business across Malaysia
International Congress and Convention Association.
Twitter: #ICCA12
Roles & Functions
International Congress and Convention Association.
Twitter: #ICCA12
Roles & Functions
International Congress and Convention Association.
Twitter: #ICCA12
Roles & Functions
International Congress and Convention Association.
Twitter: #ICCA12
Subvention
Provision of financial & non financial support to attract international business & major events that generate high ROI for Malaysia.
Home grown events with potential to attract international attendees and publicity
Based on economic assessment: direct and indirect benefits
Subject to MOU outlining mutual obligations, conditions of support and support schedule
MOU
•Performance
outcomes
• Mutual
obligations
•Support
Schedule
International Congress and Convention Association.
Twitter: #ICCA12
Industry Partner Progamme
To foster industry support and collaboration in the promotion of Malaysia as a business events destination internationally
Over 200 Industry Partners
Membership fees to be introduced
Cooperative Sales and Marketing Opportunities Trade shows, roadshows Marketing collaterals Media programme Online sales leads / RFPs / referrals
International Congress and Convention Association.
Twitter: #ICCA12
International Events
International Congress and Convention Association.
Twitter: #ICCA12
Malaysia’s Events Strategy
16
PROS CONS
Business & major events specialists & focus Dependence on government support
Direct link to Government Economic Growth Strategy
Some overlap of roles between National and State
Semi autonomous > able to use private sector models
Focus on medium to long term business development
Common skill set between Business Events and International Events – shared resources
National body (unbiased) – client centric, national continuity
Conduit btw Government & Industry
Direct report/access to senior Minister
51st ICCA Congress
International Congress and Convention Association.
Twitter: #ICCA12
Session sponsored by:
Thank you!
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