Many events and meetings destinations are creating initiatives to become more sustainable. But what traits and strategies does it take to truly excel and become a leader. In this keynote Guy shares a framework for success and examples from cities around the world

1. Sustainable Destinations
Qualities of a leader
Guy Bigwood
MCI Group Director of Sustainability
Past-President of the Green Meetings Industry Council

2. When the wind blows there are those
that build walls and then there are
those that build windmills

3. Leading cities now
understand that their
competitiveness is
directly linked to their
capacity to bring social,
economic and
environmental wellbeing

4. Job creation
Poverty reduction
Social inclusion
Environmental sustainability
Economic growth
Today leading cities have a
strong vision for strong,
inclusive and sustainable
growth

5. The events industry is a powerful
accelerator of sustainable development
and competitiveness

6. So what does it take to climb the steps to
become a leader in Destination Sustainability?
To find out, since 2012 MCI has been conducting research, interviews and
consulting projects with 35 cities, including

7. 2013 Scandinavian
Destination
Sustainability Index
A project involving 23 cities who have
collaborated to share knowledge and
benchmark performance since 2010

8. There are 9 key characteristic of sustainable
destination leaders

9. 1. Leaders create networks
and inspire collaboration

10. Things have changed. When I went to school
collaboration, was called cheating!

12. 2. Leaders create
both short and
long term strategy
Leaders use networks to develop a
holistic vision and multi-year
sustainability master plan
Aligned to national and city development
agenda
Governed by an engaged private-public
partnership

13. 3. Leaders develop
policy and incentives
Leaders develop incentives that
inspire investment, development,
and management of a globally
competitive sustainable MICE
industry
Create regulatory framework that
protect the public interest and
ensures environmental and social
stewardship

15. 4. Leaders
build capacity
Leaders implement programmes to
engage the industry and improve the
skills, quality and competitiveness of
their MICE professionals

16. Energy management team provide
consulting and advice on incentives
VANCOUVER

17. 5. Leaders drive certification and standards
Example: Gothenburg
100% Venues
92% Hotels
50% Taxis
30% Restaurants
Airport

18. 6. Leaders communicate
authentically
Leaders engage with national and
international audiences to build
community, create conversations and
share stories on key issues that inspire
change and as a result build brand.
Humour is key

19. 7. Leaders develop
their community
Leaders create programmes that
promote social innovation, and
support local small-to-medium sized
businesses and the local community.
They leave a legacy.

20. 8. Leaders use
sustainability to drive
economic growth
Leaders engage with their
community to create AND attract
events about sustainability.
They use sustainability to drive
economic, social and environmental
development.

21. 9. Leaders monitor and
report transparently
Leaders communicate their vision,
strategy, and progress transparently
and creatively.
They use International frameworks
such as GRI to add integrity and
rigour to the reporting challenge.
Their reports will be verified

22. Leadership is focused on 9 key areas
But there is no one yet who excels
Sustainable
Destination
Leadership
Networks
Strategy
Standards &
Certification
Policy &
Incentives
Business
Development
Community
Development
MarCom
Monitoring &
Reporting

23. Leaders become great, not because of their power,
but because of their ability to empower others
John Maxwell

24. What is your destinations dream
for a strong, inclusive and sustainable events industry?

25. In 2015 we are launching the Global
Destination Sustainability Index
Join us, benchmark and share

26. www.lessconversationmoreaction.com
Guy.Bigwood@mci-group.com
www.mcisustainability.com
#guybigwood