The document summarizes a presentation about maximizing the economic benefits of business events and conventions. It discusses opportunities for partnerships across cities and industries. It also highlights research by the FCCI on quantifying longer term economic impacts beyond tourism revenues, such as job creation, knowledge transfer, and attracting investment. Examples are given of infrastructure projects and sectors prioritized in cities like Seoul, Sydney, Abu Dhabi, and Durban to drive local economic growth through business events.

1. IMEX Seminar
May 25th 2011
Rohit Talwar
CEO – Fast Future
Executive Director - FCCI
rohit@fastfuture.com

2. The Opportunity
• Conventions and
Trade Shows are
a multi-billion
industry
• Major contributor
to knowledge
exchange and
business
creation
• But
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3. Growth is not Guaranteed
Image source: Piper Report

4. Global Competition is Growing
Thinking is Back in Fashion
Image source: Einstein.yu.edu

5. To win we Must Focus
‘Beyond Tourism’
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6. ICCA Rankings - Subject Areas
The opportunity is partnering to maximise knowledge transfer and value
creation in the key industries of the future

7. Seoul Sydney
Durban
San London
Francisco
Abu Dhabi Toronto

8. FCCI - Primary Research Activities
Point Research
and Knowledge
Sharing
Competitive Advantage Thought Leadership
Research Activities
Image sources: blogspot.com / innovaction-group.com /

9. The FCCI research agenda is
focussed on the following value
creation objectives
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10. Drive Economic Growth and
Job Creation
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11. Maximising Knowledge Sharing
through Business Events
Image source: library.nhs.uk

12. Create Global Opportunities for
Local Businesses and Researchers
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13. Showcasing Local Capability
Image sources: nanotech.sc.mahidol.ac.th / blogs.dickinson.edu/mindmeetsmatter

14. Leveraging Existing Infrastructure
and Encouraging New Investment
Image source: directforeigninvestment.net

15. Nurturing New Ventures and
Accelerating Emerging Industries
Image sources: teamaltman.com /
echnologylodging.com / picturesofcar.blogspot.com

16. Promoting Innovation and
Driving Research and Development
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17. Drive Citywide Co-ordination
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18. FCCI FIRST ACTION FORUM SEOUL
MARCH 2011
Image source: Seoul Tourism Organization

20. Tourism
Convention Services
Design
Distribution Services
Digital Content
R&D

24. DDP: DONGDAEMUN DESIGN PLAZA

25. FLOATING ISLANDS ON SEOUL’S HAN RIVER

26. SEOUL STATION CONVENTION CENTER – PROPOSED DESIGN

27. Proposed Sydney Multifunctional Convention and
Entertainment Centre (SMCEC)
27

28. Legacy value
A captive audience of leaders
• Profiling
• Investment
• Exports
• Education and skills development
• Global networks
• Attracting industries and institutions
28

29. A scoping studying of Business Events :
Beyond Tourism Benefits
• University of Technology Sydney August 2010
• Key findings
Knowledge expansion
Networking, relationships and collaborations
Educational outcomes
Fundraising and future research capacity
Raising awareness and profiling
Showcasing and destination reputation
29

30. Case study approach
• 4th International AIDS Society Conference on HIV Pathogenesis
Treatment and Prevention (IAS 2007)
Led to the establishment of a major virology institute at the
University of NSW through initial investment by the Bill and Melinda
Gates Foundation later matched by government.
• 7th International Orthodontics Congress (IOC 2010)
Many Australian clinicians picked up knowledge about new
techniques and technologies. Conference led to significant funding
increase for the Australian Society of Orthodontists research
programs.
30

31. International Congress on Obesity (2006)
• Secured government funding for a new Centre for
Obesity, Diabetes and Cardiovascular Disease – ready
by 2013
“This conference is vital to staying at the forefront of
the fights against obesity.”
Tony Abbott, Federal Minister for Health then
(Currently Leader of Opposition Party in Australia)
31

32. Priority sectors identified by government for
development
• Finance, Insurance & Professional Services
• Infrastructure and Construction
• Advanced Manufacturing
• Communication and Info Technology
• Retail
• Education and Research
• Agri-food
• Creative industries
• Mining
• Tourism
• Health and Allied Services
32

33. Link business events to government priorities
BESydney
Target
government Government
priority sectors invests in
for development BESydney
Work with
government and Community
institutions to
secure events
benefits
Events help
develop sectors
33

35. Citywide Alignment - London
Business Tourism Steering Group
Senior group of industry figures with an interest in
developing London’s global events business, across
hotels, venues, transport, retail, corporate, agency, local
government
Research on client perceptions of the destination
Comparative study into competitor destinations
Industry Forums
Clearer understanding reached of a joined-up approach
Recommendations and future approach

36. Leveraging Sporting Legacy
2015 2016* 2017 2018
• Rugby World Cup • NFL Super Bowl • World Athletics • FIFA World Cup
• Women’s Football • World Hockey Champs • Youth Olympic Games
World Cup Champions Trophy • Solheim Cup (Ladies’ • FIBA World Basketball
• Amateur Boxing • European Athletics Golf) Champs
World Champs Champs • Hockey Euronations • FINA Water Polo
• World Masters • Table Tennis World • IPC World Swimming World Cup
Athletics Champs Cup Champs (25m; • Track Cycling World
• World Disabled • LEN European Disability) Cup
Badminton Champs Swimming Champs • Track Cycling World
• World Team • Track Cycling World Cup
Badminton Champs Champs
• FINA Diving World
Series
• IPC European
Swimming Champs
• European Junior
Athletics Champs
• European Team *Olympic Year – may
Athletics Champs limit event feasibility
Image source: London & Partners

37. Abu Dhabi – 30 Year Vision
• Building an open, efficient, effective and
globally integrated business environment
• Adopting a disciplined fiscal policy that is
responsive to economic cycles
• Establishing a resilient monetary and
financial market environment
• Driving significant improvement in the
efficiency of the labour market
• Developing a sufficient and resilient
infrastructure
• Developing a highly skilled, highly
productive work force
• Enabling financial markets to become the
key financiers of economic sectors and
projects
Image source: redfiloeventarchitechts.blog.com

38. Abu Dhabi – Key Sectors
• Education
• Energy and Environment
• Healthcare
• Petrochemicals, Oil and Gas
• Pharmaceuticals
• IT, Telecoms + Communications
• Transportation and Logistics
• Construction
• Culture
• Food industry
• Manufacturing and Infrastructure
• Security and Defense
• Tourism
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39. Abu Dhabi – Infrastructure
• Health – Cleveland Clinic Abu
Dhabi bringing high quality
medicine
• Education – In Abu Dhabi
branches of Yale University,
Sorbonne, New York
University and new Zayed
University
• Masdar City – World first zero
carbon, zero waste and car
free city
• Science and Technology
• A new surface transportation
Master Plan
Image source: mobilebillboardfranchise.com

40. Advantage Abu Dhabi
• A three-year Abu Dhabi Tourism Authority
initiative aimed at catalysing and seeding
innovative and viable business events
aligned to the Abu Dhabi Government’s
2030 Economic Plan
• Aimed at International Conferences and
Exhibitions
• AAD Recipient:

41. Durban | A Strategy Led Approach

42. Critical factors that determine business
tourism success
Convention Bureaus
Leadership – vision, strategy, funding
Networking -buyers; business tourism trade
shows
Branding
Skills
Ambassadors
Infrastructure – venues, airport
Bidding – aggressive; substantial bid funds
(Haven-Tang et al, 2007)

43. Convention Bureau Roles
• Lead generation and tracking; - to identify business tourism
opportunities;
• Bidding and bid support – with associations, meeting planners and
venues;
• Delegate boosting – marketing support for specific meetings;
• Business tourism destination marketing – stimulating awareness of
a tourism destination from a business perspective – the attractions
and business tourism services of a region;
• Product development and accreditation;
• Impact assessments; and
• Co-ordination.

44. Convention Bureau Support together
with Partners
• Promotional Materials;
• Educational Trips and Site Inspections;
• Supplier Information and Quotations;
• Social Programmes;
• Pre and Post Tours and Incentive Packages;
• Assistance with Congress bids;
• Convention Publicity and Delegate Boosting;
• Destination Display and Promotion;
• Information Kits and Welcome packs for delegates;
• Shuttle Services; and
• Identification of PCO services

45. FCCI – What’s Next?
• Initiated a
competitive
advantage research
study
• Launching multi-city
study on the
economic benefits
‘beyond tourism’

46. The Beyond Tourism Study
• Identifying the longer
term economic
benefits resulting from
key business and
association events
• 6 cities participating
• Sydney already
completed a similar
exercise

47. Attributable Sales Revenues
Exhibitors / Delegates Local
Sponsors Businesses
Image source: wadefinancial.co.uk

48. Business Innovation and
Performance Improvement
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49. Knowledge Transfer
Image source: businessesgrow.com

50. Research Opportunities and Funding
Image sources: anthonares.net /singularityhub.com / eurescom.de / unmediated.org

51. Entering New Networks,
Partnerships and Collaborations
Image source Tallberg Foundation

52. Awareness and Awards
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53. Inward Investment
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54. Which all contribute to
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Job Creation

55. Conclusion
• New economic era
• Too important to mess up
• Strategy, research and
innovation now critical
• FCCI testing out strategic
research collaboration
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