competitiveness in the 21st century meetings industry · 2010. 7. 19. · 21st century meetings...

International Congress and Convention Association www.iccaworld.com

Competitiveness in the21st century meetingsindustry

Martin Sirk

ICCA CEO

International Congress & Convention Association


Competitiveness

• We live in revolutionary timesrequiring new strategic thinking.

Tourism or knowledge?


Competitiveness

Three concepts to remember:

• Mobile phones from 20 years ago!


Competitiveness



• The meeting = an orange!!


Competitiveness




• 1,000 meetings at once!!!


Competitiveness


• Most meetings industry companiesand organisations analyse theircompetitiveness in a tactical way.


Competitiveness


• Most meetings industry companiesand organisations analyse theircompetitiveness in a tactical way.

• Increasing scale and new modesof global competition areinevitable and will create morelosers than winners, even in agrowing marketplace.


Competitiveness – oldentry level requirements

• Easy access by air/road/rail.

• Good quality congress centre(s).

• Adequate range of 3-5 star hotels.

• Experienced local PCO’s/DMC’s.

• Price competitive/value formoney.

• Attractive/exciting/interesting.destination & surroundings.

• Adequately efficient marketing.


Competitiveness – newentry level requirements

• All the old ones plus……

• Flexible, fast, efficient service.

• Strong track record of success.

• Excellent IT/telecoms networks.

• Environmental awareness.

• Excellent marketing.


Competitiveness – new“differentiators of success”

Transient advantages:

• Super, state-of-the-art centre.

• “Sexy” new destination appeal.

• Smartphone Apps.


Competitiveness – new“differentiators of success”• Commitment to long-term

infrastucture investment and re-investment.



infrastucture re-investment.

• Teamwork – local, national,international. Understand when tocompete and when to cooperate.




• Teamwork – local, nat’l, int’l.

• Self-awareness: strengths,weaknesses, unique attributes.





• Self-awareness: uniqueness.

• CRM – customer relationshipmarketing: close, deep clientconnectivity and understanding oftheir objectives.





• Self-awareness.

• CRM - deep client understanding.

• Complex project managementskills; capacity to be the “keyplayer”.





• Self-awareness.


• Complex project mgmt skills.

• Commitment to staff developmentas well as to functional training.





• Self-awareness.



• Commitment to staff development.

• Deliverable creativity: can youprove you are creative?





• Self-awareness.




• Deliverable creativity.

• Economic/business literacy: areyou aware of future mega-trends?





• Self-awareness.





• Economic/business literacy.

• Coherent CSR policy: socialresponsibility is today’s big issue.





• Self-awareness.





• Economic/business literacy.

• Coherent CSR policy.

• Risk management expertise.


And finally, once more:




• 1,000 meetings at once!!!


Competitiveness in the21st century meetingsindustry

Thank you and good luck!

International Congress & Convention Association

competitiveness in the 21st century meetings industry · 2010. 7. 19. · 21st century meetings...

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