israel cvb why and how to create it
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Israel CVB Why and How to Create it. Dr. Aris Ikkos , ISHC. Israel CVB: Why and How to Create it. What does a conference bring to a city? The role of CVBs CVB Characteristics Setting up a CVB in Israel. City Impact – Assumptions. 1 event of 650 delegates 80% comes with partner - PowerPoint PPT PresentationTRANSCRIPT
Dr. Aris Ikkos, ISHC
Israel CVB
Why and How to Create it
Israel CVB: Why and How to Create it
What does a conference bring to a city?
The role of CVBs
CVB Characteristics
Setting up a CVB in Israel
City Impact – Assumptions 1 event of 650 delegates 80% comes with partner Event length: 3 days
– Plus 1 day before and 1 day after 100% comes back at some point for leisure
11,700 overnight stays 6,500 room nights
– at € 186 per night in total 1,170 arrivals
– who spend € 110 per person per day
Hotel sector 1,070
Retail sector 1,080
Travel Trade 80
State 430– Athens Airport Tax 70
– VAT 310
– City Tax 50
Total 2.660
e.g. Financial Impact for Athens (‘000 €)
Israel CVB: Why and How to Create it
What does a conference bring to a city?
The role of CVBs
CVB Characteristics
Setting up a CVB in Israel
Micro-marketing: done by individual companies (e.g. hotels, conference centres, PCOs, DMCs, transport companies etc.)
Macro-marketing: done by collective bodies, cooperative or public bodies
2 levels of Marketing
Demand – Drivers (PCOs)
Source: JBR Hellas – PCO Questionnaire 2005
9,07
8,93
8,86
8,64
8,57
8,29
7,71
7,43
7,00
6,23
5,75
Hotel infrastructure
Security
CEC infrastructure
City and environs
Ease of Access
CEC Services
Office and Communication facilities
Catering services
Previous experience
Additional activities
'Going around continents'
Critical Success Factors Accessibility Geographic location Sufficient volume of international business Flexible use of the facility Re-investments Long term strategy Integrated concept:
– Conferences are not developed in isolation
– Support of local residents
– Partnership with local, regional and national actors
– Organised and market focused tourism promotion
– Professionally organised Convention Bureau
– Good possibilities for entertainment and experiences
– Sufficient hotel accommodation in the area
… are the dominant DMOs
… target:
MICE business
but, also, Leisure Tourism
… can be:
National (e.g. Netherlands CVB)
Regional (e.g. Scottish CVB)
Local (e.g. Sydney CVB, Turisme de
Barcelona, Brussels Congress)
Convention & Visitors Bureaux (CVBs) …
CVB Vision
To promote the destination
as a premier business (& leisure) destination
and to provide industry leadership
by securing business for the community
and encouraging the full support
of relevant industry forces.
Thessaloniki – the effect of TCVB
39
77
157
115130
2001 2002 2003 2004 2005
On average: 580 pax, 3 days i.e. in 2005: over 220.000 room nights
Number of Conferences in Thessaloniki
Istanbul – the effect of ICVB
0
20
40
60
80
100
120
2005200420032002200120001999199819971996
Business Events
Music Events
F&B
Other Social
Number of events
ICVB
data
Number of events
Trade shows and exhibitions (event organizations during shows, presentations)
Int’l sales visits and/or workshops, roadshows National sales visits Workshops of industry associations (ICCA, EFCT,
IACVB) Database Marketing ( ICCA, UIA ) Bidding and presentations Mailing campaigns, extension of Database Promotional materials, newsletters, e-bulletin Fam trips and site inspections PR activities
CVB Marketing Activities - 1
Advertising in MICE industry magazines
International Association memberships (UIA, MPI,
WTO)
Web-site, e-marketing
Representation Companies Abroad
Sponsorships
Membership Marketing
Business and social events
Training & Education & Statistics
CVB Marketing Activities - 2
Israel CVB: Why and How to Create it
What does a conference bring to a city?
The role of CVBs
CVB Characteristics
Setting up a CVB in Israel
International CVB Benchmark Survey
Conducted May-July 2004
Response rate: 30%, 100 CVBs
Respondents:
– 69% non-US (52% Europe)
– 31% US
Directed by Dr. D. Koutoulas
CVB General Characteristics
Local CVBs76%
National & Regional
CVBs24%
Public Sector organisations
only14%
Public Private Partnerships
43%
Private sector organisations
only43%
MICE & Leisure Travel
52%
MICE only48%
CVB Profile
Target Markets Ownership
CVB Budget and Main Expenses
Average 11,9
Maximum 152,3
Minimum 0,15
Average excluding largest budget
6,0
Annual Budget – million € Main Expense Categories
Personnel related costs
30%
Marketing53%
Administrative & Other costs
17%
CVB Personnel
Total Full Time
Part Time
Seasonal
Average 75 47 22 6
Maximum 903 503 400 76
Minimum 2 - - -
Average excluding largest CVB
46 31 8 6
Part-time18%
Full-time68%
Seasonal14%
Budget-To-Personnel Ratio* (in ‘000 €)
Average 153
Maximum 375
Minimum 56
* The budget-to-personnel ratio is calculated by dividing a bureau’s annual budget by the number of its staff (each part-time and seasonal employee is counted as a half staff member).
Israel CVB: Why and How to Create it
What does a conference bring to a city?
The role of CVBs
CVB Characteristics
Setting up a CVB in Israel
Essentials for a successful CVB
Managerial autonomy
Financial autonomy
Professionalism
Impartiality
Turisme de Barcelona
Founded : September 1993 (1 year after Barcelona Olympics)
Shareholders: 50% Public
50% Private Management: Private Sector
1994 2003 Personnel 41 95 Budget (mln. €) 4.1 11.4
Turisme de Barcelona - Budget
70% 20%
30%
80%
1994 2003
Members Activities
€ 4,100
€ 11,400
Public Sector
Private Sector
ISRAEL CVB
Scope: managing brand «Israel» with an aim to– Preserve and develop tourism in Israel– Maximise returns to public and private
investments
Setting up Israel CVB:
Israel CVB
Supporting Depart-ments
Department of Relations w. Institutions
Director
Product Develop-ment Dpt.
Market Develop-ment Dpt.
PR Depart-ment
Analysis & Marketing
Department
Planning and Operation based on
a Marketing Plan
Visitation (x1000)of various European Attractions
Notre Dame Paris 10000Sacre Coeur Paris 8000Tour Eiffel Paris 6200Musee du Louvre Paris 5700Centre Pompidou Paris 5500National Gallery London 4900British Museum London 4800BA London Eye London 3900Tate Modern London 3600Cite des Sciences Paris 2600Musee d’Orsay Paris 2100Sagrada Familia Barcelona 2100Tower of London London 2000Zoo in Schonbrun Vienna 2000Sconbrunn Palace Vienna 1800
Πηγή: Γραφεία Στατιστικής Διαφόρων Πόλεων
Natural History Museum London 1700Victoria and Albert Mus. London 1400Arc de Triomph Paris 1400Caixa de Catalunya Barcelona 1400Aquarium of Barcelona Barcelona 1400Science Museum London 1400P.Espanyol de Montjuic Barcelona 1300National Portrait Gallery London 1300Barcelona Bus Turistic Barcelona 1300Centre de la Fundacio Barcelona 1100Αcropolis Athens 1100Hundertwasser Haus Vienna 1000Museum FC Barcelona Barcelona 1000Musee de l’Armee Paris 1000Parc Zoologic Barcelona 1000Tate Britain London 1000