icca destinations workshop #icca11 tuesday 25/10/11

Medical Cities, Education Cities, Knowledge Cities, innovation Cities, Design Cities – How can the Meetings Industry work with

these City Branding Concepts

ICCA Congress LeipzigOctober 25th 2011

Jerad Bacher – Director – Dubai Convention BureauTrevor McCartney – Director – Qatar National Convention Centre

Jorge Franz – Vice President - Greater Houston Convention and Visitor Bureau

Maureen O’Crowley – Vice President - Seoul Tourism Organization

Steen Jakobsen – Convention Director – Wonderful Copenhagen Convention Bureau

Moderator - Rohit Talwar - CEO – Fast Future

Convention 2020 Research Findings Destination Priorities 2011

Use web /social media more to promote the destination

Find differentiators in

the face of intense

competition

Prioritise key events,

industries and associations to

target

Convention 2020 Research FindingsDestination Strategies 2015

Show ROI for event

owners/delegates

Show longer term contribution

to economic development

More extensive

data mining

To win we Must Focus ‘Beyond Tourism’

Image source: asiatravel.com

Dubai – Developing Key Economic Sectors

Qatar – Leveraging Knowledge Sector Investment

Houston - Enabling New Networks, Partnerships and Collaborations

SEOUL – Supporting City Branding Strategy

Copenhagen – Showcasing the Delegate Experience

QATAR FOUNDATIONTHE CHALLENGE

Creating a thriving and sustainable post hydrocarbon society in Qatar

QATAR FOUNDATION

QATAR NATIONAL VISION 2030

THE VISION

EDUCATION SCIENCE &RESEARCH

COMMUNITY DEVELOPMENT

QATAR FOUNDATION

THE THREE PILLARS

EDUCATION

Qatar Academy Qatar Academy Al Khor

EDUCATIONA POSITIVE START

EDUCATIONTRULY INTERNATIONAL

SCIENCE & RESEARCH

Qatar Research Institutes

Qatar Biomedical Research Institute

Qatar Environmental

& Energy Research Institute

Qatar Computing Research Institute

SCIENCE & RESEARCHHOME-GROWN SOLUTIONS

SCIENCE & RESEARCH

A RESOURCE FOR THE REGION

Technology Meets Innovation

State-of-the-art research facilities + World Class Researchers = Cutting Edge Technologies

SCIENCE & RESEARCH

INTERNATIONAL PARTNERSHIPS

Enhancing Lives

COMMUNITY DEVELOPMENTCULTURAL & HERITAGE, PAST AND FUTURE

Qatar National Convention Centre

300 hectares

2001 – Education City2003 – Education City

614 hectares

2004 – Education City

754 hectares

2011 – QNCC Completion

THANK YOU

Jorge FranzVice President of International

Sales and Tourism

Greater Houston CVB

Greater Houston Convention and Visitors Bureau www.VisitHoustonTexas.com

Houston at a glance

• CVB Established in 1963• Governed by a Board of Directors• 90% of funding from hotel occupancy

tax• 75 Employees• 10 Departments• Dedicated International Department• Representation Agencies in Mexico,

Latin America, Europe and Asia Pacific


Houston by the Numbers

• 4th Largest City in the USA• 5.2 Million Residents• 66,000 Hotel Rooms• 2 Convention Centers:170,000 m2 each• 3 Airports: United Airlines largest hub• 110 non-stop Domestic Flights• 66 non-stop International Flights• 3,000 Energy Related Companies• 18 Museum District


The Texas Medical Center

• Established in 1945• 1st Medical City• 49 Non Profit Medical Institutions• 21 Academic Institutions• 14 Hospitals• 3 Medical Schools• 6 Nursing Schools• 5.5 Million patients per year• 93,500 employees• 20,000 advanced degreed professionals


The Texas Medical Center

Specialties in:•Cancer Treatment and Research•Children’s Care•Cardiovascular Care•Burn Victim Care•Nursing•Research and Education•Information Sharing•Trauma Care


Our Partnership

• Started in 2007• Most medical institutions have

International departments• International Affairs Advisory Council of

the TMC• As new medical cities began to appear,

we had to compete• International competition• Asked Houston CVB to lead the group in

2010


How We Work Together

• Jointly identify medical association business we can pursue

• Medical Tourism marketing• Houston Airport System Program• Joint Marketing Promotion• Joint Health Ministries Promotion• Introduce International PCO’s and

meeting planners to key players• Starting Ambassador Program


What This Means For the Client

• Share knowledge with the vast network of medical professionals located in Houston

• Work with the Houston CVB to bring your association clients to the United States

• Have a trusted partner to help you grow your business

If a city doesn’t brand itself…others will.

The tide begins to turn.

2005:

Cheonggyecheon Restoration

Seoul Plaza

Centralized Bus Lane System

New MottoClean & Attractive

Global City

2006

Han River Renaissance Project

Redesigning a City

Dongdaemun Design Plaza

Redesigning a City

Floating Island

Redesigning a City

Seoul’s Original Design Assets

Powerful image of Seoul

Not a ordinary

FAMTRIP

Re-flection

The traditional FAMTRIP:

•Boring

•Costly and time consuming

•Difficult to attract the right clients

•Low ‘buy-in’ from local suppliers

•Poor ROI

Re-thinking

The new generation FAMTRIP:

•Inspiring and different

•Educating and entertaining

•Involving and engaging

•Networking & knowledge sharing

•Better ROI for delegates & suppliers

Re-MINDINGThe educational components:

•Keep delegates active, focused and involved

•Use of unique facilities and alternative locations

•Implement sustainability

•Increase Return On Meeting Investment

Re-programming• Free your MIND

• Open your MIND

• Would you MIND involving me?

• MIND the physical set-up

• MIND the Brain... Food

• MIND the Green

• Energizing your body & MIND

• MIND the stay

M.I.N.D. 2011• 61 meeting planners from 19 countries

• 7 media representatives

• 14 local suppliers (venues, hotels, PCOs, DMCs etc.)

M.I.N.D. 2011 - Evaluation

M.I.N.D. 2011 - Media