Short trends update in sustainable destination strategies leading to overview of Gothenburgs sustainable destination plan for the meetings and events sector. This is collaboration at its best.

1. 1 Sustainable GothenburgMeetings & Events Initiative Guy Bigwood, MCI Goteborg &Co Member Meeting 27th Jan 11

2. The GMIC is the premier global communitysolelydedicated to sustainability not only through education, but also by spearheading research, policy and standards for the meetings and event industry +600 leaders > 30 Countries

3. Our mission is to transform the global meetings industry through sustainability

4. The Sustainability Revolution

6. How do weleverageGoteborgleadership?

7. …and increase competitive advantage

8. TRENDS

9. Global ConsumerTrends

10. 51% consumerswouldchoosegreenawarded hotel ifgivenchoice VisitEngland 2010

11. 11 93%CEOssaySustainbility criticaltotheirSuccess UNGCAccentureReport

12. The Big Question?Are clients asking for sustainability today?

13. What about event planners? 76% of EMEA meeting planners report that CSR will be a focus for their organizations (63% in U.S)FutureWatch 2010 18% have a dedicated CSR team or group

14. Fact: Clients are asking! Does your company have a Corporate Social Responsibility policy? Does your company have a person in charge of the CSR policy? Does your company publish a CSR report? Please describe your company’s process for implementing CSR standards in its supply chain? ExamplesfromRFPsreceivedby MCI in 2010

15. Destinations using sustainability as a competitive differentiator and business generator

19. 19

20. Summary: Drivers forchange 20

21. Opportunitiesawait.. Attract new business Reduce operating costs Reduce environmental impacts Create an even healthier, better city to live and work in. 21

22. Sustainable Gothenburg Howsustainableis Gothenburg as a meetings and eventsdestination? Identifytwospecificexamples Howdoes Gothenburg compare againstothercities?

23. Sustainable Gothenburg: Meetings and Events Project Initiators 23

24. 24 Project Mission Position Gothenburg as a global leading destination for sustainable meetings and events

25. Project Objectives Obtain international press attention and achieve significant PR impact Increase revenues by attracting influential sustainability and CSR events Catalyze sector innovation throughcollaboration 25

26. Project Phasing 26

27. 27 Phase 1: Strategy Market survey of ICCA top 20 destinations and venues Operational Gap analysis of destination and SvenskaMässan Third party evaluation of Miljödiplom and other certification schemes Development of strategic plan with recommendations to increase performance and positioning

28. Market and Gap Analysis

29. Industry Thought Leaders Process Leadership Copenhagen Amsterdam London Budapest Green Meetings Athens Bangkok Stockholm Paris Berlin Vienna Seoul Performance Leadership Developing Leadership Green Destination Infrastructure Copyright MCI

30. Thought Leadership Process Leadership 24 London Excel Copenhagen Bella Centre, Amsterdam RAI Bangkok CC/Centara Stockholm CC Buenos Aires Rural Predio Ferial SvenskaMassan 12 Process Coex Seoul Barcelona CCIB Messe Berlin Sao Paulo Expo Centre Norte 54 0 27 Performance Leadership Developing Leadership Performance Copyright MCI

31. 74% of Gothenburg`shotelscertified 31 86% LargeHotels and 44% Small Hotels Probably a world record for a city of thissize

32. Conclusions: Phase 1 32 Youhave a greatstorytotell Youneedto share it

33. Phase 2: Focus 33

34. Collaborate Engage local community Get input Engage Regional & International community Facilitate learning and sharing 34

35. Collaborate Plan 35

36. Phase 2: Integrate Aligndestinationmessaging Elevate Miljödiplomcertification scheme 36

37. Phase 2: Communicate Improve market visibility Establish thought leadership 37

38. Project Summary Position Gothenburg as a leading global Sustainable Meetings and Events Destination Obtain international press attention and achieve significant PR impact Increase revenues by attracting influential sustainability and CSR events Catalyze sector innovation throughcollaboration 38

39. Calltoaction! 39 Stand up Speedup Scale up

40. Gothenburg Lets go:!

41. Guy.bigwood@mci-group.com