Picking the right destination

Over the past couple of days I have been thinking about the impact the destination choice can have on whether one chooses to attend a meeting/conference or not. Using myself as a reference point I realise that the destination does play in role in my selection process when selecting a conference to attend. For example, there is a conference on the subject of gaming which I would like to attend. This conference is run both in Macau and Las Vegas (the Las Vegas version offering an expanded programme). My first choice was automatically Las Vegas - the mecca of gambling.

Funny thing, the programmes would be almost similar and it is of course a lot more convenient to go to Macau. However, as a destination Las Vegas is a whole lot more attractive - particularly from the stand point of view of the conference focus i.e. gaming.

So, what should we take into account when looking at destination options for a meeting or conference we are planning to organise? There are criteria which are practical in nature - geographical location, accessibility of the location; availablity of MICE facilities; safety and security; availability of manpower and support services etc. Then there is the emotional pull of the destination. This is an important criterion - the image and branding of the destination. In my example above, Las Vegas is the mecca of gambling - what more appropriate place is there to hold a conference on gaming than in Las Vegas. Of course the city is a fully functioning convention destination, exceeding all the "practical" criteria. The emotional pull was the tipping point for me.

The emotional pull is an important point. We see it subtly, and sometimes not so subtly, displayed in the destination branding advertisements put out by NTOs, particularly those targeted at the business traveller (business events etc). Next time you happen to watch a destination branding advertisement, do a quick calculation on how much focus is placed on the practical and how much on the emotional. I think you will be surprised by the results.

Is a meeting just a "meeting"?

I know that my topic this week should focus on the M.I.C.E. industry in general. However, I came across something that got my engine firing on all cylinders ala "motor-speak". Martin Sirk, the CEO of International Congress & Convention Association (commonly known as ICCA) contributed his views in the lastest issue of the publication, Incentives & Meetings International.

In the short article he stated, "Leading companies have realised that the human capital brought together for a 3- or 4-day meeting has vast potential that's only limited by the imagination of the organisers". How true this is. Drawing a connection to the M.I.C.E. industry in general, the platform for networking and business business relationships is a major contributing factor to the succees of the industry.

Back to meetings and conferences. An organisation's ability to create, build and develop its business relationships - with customers and potenial customers; with business partners and suppliers; with vendors; with industry peers; with government and local authorities - is critical to maintaining and advancing its competitive position. This especially so when you consider customers/potential customers and business partners. When you can, therefore, get everyone together in one place and for a period of 2-3 days, imagine the benefits that the organisation can gain - the networking and business of relationships; the bonding over times of fun, enjoyment and relaxation; times for generating ideas and creating opportunities......the list just goes on.

Many of these benefits cannot be truly replicated when it comes to meetings held in cyberspace. The physical human presence still counts.....and in my book, it counts for a lot!

The Importance of the M.I.C.E. industry

There has been a growing groundswell in the United States to encourage companies, corporations, organisations and associations to continue to organise meetings, conferences, tradeshows and other M.I.C.E.-related events, even in the face of worsening economic conditions. Members of the M.I.C.E. industry have banded together to lobby both the federal governments as well as business sectors in an effort to generate M.I.C.E. activities. This is important as M.I.C.E. events actually benefit a wide range of businesses in the cities they are held.

Lets take a look at some of these benefits:
- business visitors coming to attend an event: they spend money on accommodation, food, drinks, transportation, and even on shopping
- organisers spend money on venues, and purchase services from suppliers in the M.I.C.E. industry
- the spending generates sales for businesses and keeps people hired
- tourism numbers and receipts go up for the destination concerned (a city or state)

And then when this goes on long enough, both government and private sector will see the need to invest in the upgrading of facilities or the building of additional (and new) facilities. So what we have here is and economic cycle of activities that helps to perpetuate growth and development.

So we do need to lobby businesses to get them to continue to organise and participate in M.I.C.E. events. I think the American lobby - Keep America Meeting - is a good model to look at. If I remember correctly, I made a reference to this in an earlier post.

Let's keep pushing on. As much as the M.I.C.E. industry keeps going to government for assistance, reliefs, tax rebates etc. I think its equally important (if not more) to reach out to the general business community, organisations and associations to convince them of the need to continue holding and participating in M.I.C.E. events/activities.

Face-to-Face Conference vs Video Conference

An article appeared in today's Straits Times highlighting the growing trend of companies resorting to videoconferencing instead of organising/attending face-to-face meetings. The article featured a variety of videoconferencing services that are available in Singapore. It also quoted research firm Gartner's prediction that high-definition video conferencing solutions would replace some 2.1 million airline seats (each year) by 2012.

As much as I believe in the use of technology to increase the efficiency and effectiveness of doing business, I cannot ignore the fact that in the area of business relationships and bonds with clients, face-to-face meetings cannot be replaced. The opportunities for such meetings often arise from attending conferences, conventions and tradeshows - all of which are face-to-face platforms. Personally, I find it a real challenge to build trust in a business relationship with someone I only am able to see via a computer/tv monitor. Maybe I am dinosaur-ish in my approach, but nothing beats a handshake, the physical exchange of business cards and even a pat on the shoulder, when trying to establish and business a business relationship.

Whilst videoconference solutions offer cost effective alternatives to face-to-face meetings, they do not take into account the intangible benefits that face-to-face meetings provide. So take heart all you M.I.C.E. practitioners - conferences, meetings, conventions and tradeshows will continue to bring strong benefits to the corporate world.......we live to fight another day!

M.I.C.E. in the dumps....maybe not!!

I just received a quick report on the recently complete M.I.C.E. tradeshow AIME 2009. Inspite of the global economic downturn, visitor numbers to AIME rose by 9.6% (based on unaudited total audience figures). The number of companies exhibiting rose by 5.5%. The event attracted a total of 3,548 trade visitors including 467 hosted buyers. The figures augur well for the industry and perhaps are an indication that business in general continues to recognise the importance of M.I.C.E. events and how such events provide a platform for business exchange.

Without more details it is unwise to analyse AIME 09's show statistics. However, my own superficial reading of the success is that the corporate world is looking for more cost effective ways to organise business events - hence the need to meet with M.I.C.E. industry players to perhaps negotiate rates or explore cost effective options. As long as transactions continue to occur and contracts continue to be signed, M.I.C.E. will continue to move ahead......hurrah!

Picking up the pieces....

I will be reducing the frequency of my posts over the next 6-8 weeks. The frequency level should pick up again in late April.

Tourism in Singapore got a shot in the arm on Monday when the government announced a S$90 mn injection of funding for the industry. At the top of the list for how this money will be spent is the "aggressive" marketing of Singapore (as a tourism destination) to countries in the region. This makes sense given the economic climate and the target markets are seemingly correct - capitalisiing on shorter travel times; cheaper airfares; and hopefully offering tourists good value for money (please note that good value for money does not mean cheap.....it simply means good value for money).

The other area of focus is the M.I.C.E. sector - convincing MICE event owners and organisers to hold their events in Singapore. Such events include tradeshows/expositions, conventions and conferences, sporting events, festivals and the like.

So this is great and should give our industry a filip. However, dark clouds loom. Companies in the US are reportedly cutting back on organising corporate conferences and events. They are also cutting back on the number of such events their employees attend. Meeting Professionals International (MPI) is expecting a 12% fall in the number of conference attendees in 2009; plus a 9% drop in off-site meetings and corporate events. Leading the move in these reductions are banks and financial institutions - some of the strongest supports of the MICE industry over the years. These corporations are cutting back on the number of conferences and events they get involved in - adding to the domino effect. Their counterparts in Singapore should follow suit - so the S$90mn boost announced by the government is really timely.

I look forward to greater things for M.I.C.E!!!!

Destination Marketing - Do or Die!

The sudden and fast-paced transformation of the global economic landscape in the past 10 months has resulted in increased government intervention in business, not just the financial sector but other key sectors. One segment that has been sidelined (for now) is the tourism/MICE sector. Many countries and regions are seeing falls in the number of incoming visitors and are forecasting lower numbers and tourism receipts for the current year. People are travelling less - whether for business or pleasure.

This is precisely the time when government agencies responsible for promoting tourism need to step up.......its a lot of marketing of a destination; shouting out loud and being heard; being seen at all relevant tradeshows; frequently updating the destination website. The agency responsible for marketing the city as a destination for business-related events is more often than not a Convention Visitors Bureau (CVB). It can be quite a challenge for the CVB in times like these. Marketing and promotional efforts require money and the eyes of the general public, spending on marketing campaigns, advertisements etc is sometimes misread as being wasteful.

In tight economic times, government agencies are being cautioned against unnecessary spending (that means cut out the bells, whistles and frills). Unfortunately, destination marketing is made up of a lot of bells, whistles and frills and the more the better. I think full-on efforts are needed, in times like these, to promote destinations as M.I.C.E. ready.