monday 2 november | growth and opportunities in the latin american meetings market | juan josé...

Growth and opportunities in the Latin American Meetings Market

54th ICCA Congress


Carlos FulcherIABC

Ernesto van PeborghODISEO

Andy FreireAndyfreire.com

Alexandra Torres Ágora Bogotá

Juan José GarcíaBarceló Congresos

Number of meetings per region

International Congress and Convention Association #ICCAWorld iccaworld.com

Rotation areas: Assoc. Meetings



54th ICCA Congress

Alexandra Torres

Ágora Bogotá


LATINO – HISPANIC -LATINOAMERICANOS

Is there a mixing pot that defines Latin America?

Is the boom over?

A Little macro economics, not too much

If so, what is next?

Avoid the OOOPS and aim for the WOW


What Defines Us?

Aside from living to the South

of the United States in the

Americas, are there common

trades to Latin Americans?


History Perhaps?

Virreinato de La Plata

Imperio Portugués

La Gran Colombia

Virreinato de Lima

Virreinato de la Nueva España


NOPE, TRY AGAIN

• Language?

– Nope, again: We have Spanish and Potuguese mainly

• Distance?

– Nope, México is 10 hours away from Buenos Aires

• Behaviour?

– Nope, closeness to the US marks us heavily


THEN WHAT?C

ULT

UR

E/

VA

LUES

Family

Hard Work

Education

Traditions

Resiliance

Resourceful

A High External Debt

Highly Dependency on

Commodities.

Heavy Taxation Models

Stable Democracies

Search for IndependeceEC

ON

OM

IC /

PO

LITI

CS


But, mainly….. Pride


Pride, indeed


LET´S TAKE A LOOK AT

MACROECONOMICS

COMMODITIES

TOURISMPOVERTY LEVELS

ECONOMIC

GROWTH


GROWTH

Tourism

accounts for

9% of the GDP


FASTEST GROWING COUNTRIES IN

TOURISM AVERAGES 7% FOR 2014

México

Guatemala &

Belize

Dominican Republic

Argentina

Ecuador

Colombia


POVERTY

Lower unemploymet rates

Significal reduction of the gap

between formal and informal

workers.

Increase in social development

public expenditure.

“During the last decade, the

Region has improved income

distribution”CEPAL


IS THE BOOM OVER?

YES, IT WAS HIGHLY DEPENDANT ON

Emerging markets growth

Prices of commodities

Dividends


COMMODITIES AND

EMERGING MARKETS

Price drop in

commodities

affects also the

US dividends.

Growth in

Emerging

Markets (Rusia,

China, Brasil,

India, South

Africa)


WHAT DID THE BOOM LEFT US?

HARDWARE SOFTWARE


SOFTWARE

FOREIGN DIRECT

INVESTMENTA NEW MIDDLE

CLASS WITH NEW

CONSUMPTION

PATTERNS

WE BECAME

ACTIVE,

VISIBLE,

PRESENT


A NEW MIDDLE CLASS,

EDUCATED, DEMANDING

“The number of people demanding

university education in Latin America and

the Carribean, has grown significantly and

itexpected to continue to grow within the

next years”

*World Bank

A new middle class, more demanding

on prices, esthetics, experiences and

transparent brands, is emerging.

SOFTWARE

Consumption patterns on a new middle

class start by:

Appliances (cars)

Education

Travel

.


WE BECAME ACTIVE,

PRESENT

ICCA rankings

ICCA members

International Fairs

Bidding for world

Congresses

SOFTWARE


SOFTWARE

FOREIGN DIRECT INVESTMENT

“Between 2003 and 2013, FDI increased

in the region from US$ 46.937 millions to

a record of $US 189.951 millions in

absolut numbers”.

Source: CEPAL

In Colombia, 20% of the FDI relates to

tourism associated proyects


HARDWARE

CONVENTION

CENTERSHOTELS

(NEW AND

RENOVATED)

AIRPORTS, PORTS

AND GROUND

CONNECTIVITY


HOTEL INFRASTRUCTURE

According to Jones Lang LaSalle

between 2013 and 2023 426

thousand new rooms will be built

in Latin America: A 65% increase

in the current offer.

New international high end brands,

like Starwood, Marriott, Accor, Hilton,

Hyatt, Wyndham o IHG, have set eyes

in Latin America.

HARDWARE


HARDWARE

AIRPORTS INFRASTRUCTURE


+15México

Perú

Guatemala

Argentina

Chile

Costa Rica

Panamá

Colombia

Bolivia

HARDWARE

CONVENTION

CENTERS

GOVERNMENT

FUNDED


WHAT´S NEXT

Latin America is full of

opportunities, and the only

way to overcome slow

economic growth is

productivity


GOOD TO KNOW

Mostly healthy

macroeconomicsA Young continent to

support less pensionates

Cuba and the US are to end

the embargo

Power shift to a highly

demanding consumer

New fields of education

are availabe

Steriotypes of

missmanagement are gone


OPPORTUNITIES

The Pacific Alliance is

the 5th largest

population in the

planet, the 8th

economy in the world

and the 8th exporting

region, concentrating

38% of Latin Americas

and the Caribbean

GDP

Mercosur, Comunidad

Andina


KEY DRIVERS FOR THE INDUSTRY

More FDI mean more

conventions

New carreers have

entered the scenario

Sub Markets (MERCOSUR, AP

Alliance, Andean Comunity)

and FTA open new source for

new events.

A middle class seaking for

knowledge, social

exchange and new

experiences

Visibility of Latin

Americans in Boards

Political will to

support this sector


A NEW SENSE OF BELONGING

BE AWARE OF LOCALS

This industry has finaly brough us together

– ICCA Congress in Argentina 2015

– Neurosurgery in Colombia 2021

– ONU Habitat in Ecuador 2016


AVOID THE OOPS AND FIND

THE WOW

Develop some people skills, built

trust

Highly estetical

Avoid expats and use local talent

Be ready to react

Crisis is part of the agenda

More that TOM or even TOH built

Top of Skin

Drop the ouija board

Follow up and follow thru

Be transparent

Be nimble

Team Work

Procesess are not there to bother you

Big data, small data any type of data

Technology and a shift of channels

Focus, do not loose the objective


54th ICCA Congress

Carlos Fulcher

IABC


Carlos Fulcher, MBA CAE

Porto Alegre, RS Brasil



• Executive Director - International Association of Business Communicators (IABC) – Global network of communicators working in diverse industries and disciplines to

identify, share and apply the world’s best communication practices.

• Global membership organization with 10,000 members in 80 countries, 100+ chapters and 8 regions

• Products– World Conference (North America)– International Leadership Institute Conference (USA)– Regional Conferences

• Europe • Africa• Asia Pacific• USA – Southern, Heritage and Pacific Plan • Canada – Eastern and Western

– Online and face to face education– Global certification– Communication World (CW) magazine – Awards – Gold Quill– Networking events

http://www.iabc.com/

http://www.iabc.com/



• Former Worldwide Deputy Executive Director – Drug Information Association (DIA) – Global membership organization with 18,000 members in 6

regions

• Conferences – Annual Meeting (USA)– EuroMeeting (Europe)– China Meeting– Japan Meeting– India Meeting– Latin American Meeting

• CIO/CKO – American Society of Plastic Surgeons (ASPS)


Latin America

Population over 600 million

Primary languages – Spanish, Portuguese, French

Over 40 countries

No single currencies. Various economic blocks

Top economies - Argentina, Brazil, and Mexico


Association Perspective

Governance in delivery of services and decision making:

– HQ/American based organizations – centralized (ASPS)

– Regional based organizations – decentralized (DIA)

– Chapter based organizations – dispersed (IABC)


Association Challenges

• Lack of understanding of Latin America

– Economic

– Political

– Cultural

– Language

• Lack of clarity and definition on strategy and outcomes

– Why invest resources to serve the market?

– How is success defined?


Association - Challenges cont.

• Understanding of market

• Local resources

• Logistics to deliver services

• Pricing

• Content


Association - Opportunities

• Globalization and expansion models

• Latin America – growth region

• Local partnerships

• Industry specific

• Long term review


Carlos FulcherIABC

Ernesto van PeborghODISEO

Andy FreireAndyfreire.com

Alexandra Torres Ágora Bogotá

Juan José GarcíaBarceló Congresos

Professionalization

+

Education

DANCING IN PARTNERSHIP

INTERNATIONAL MARKET

Strategic parterships:

from supplier to partner

“Being successful

consists not in doing

extraordinary things, but

in doing ordinary things

extraordinarily well”


54th ICCA Congress

monday 2 november | growth and opportunities in the latin american meetings market | juan josé...

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