International Congress and Convention Association #ICCAWorld#HoustonLaunch
Measuring impact
of ambassador
programmes
Steen Jakobsen
Dubai Business Events

#ICCAWorld#HoustonLaunchInternational Congress and Convention Association
• Established in 2010
• Owned and managed by Dubai Business Events – The Official Convention
Bureau for Dubai
• Aimed at connecting and supporting individuals who are committed to Dubai’s
growth and global positioning
• Objectives:
– Help us identify and bid for key international meetings and conferences
– Grow Dubai into a hub for knowledge and innovation
– Contribute to the objectives and global positioning of our Strategic Partners
– Support our ambassadors in achieving their personal and professional
aspirations
• Current number of ambassadors is 340 individuals
The Dubai Al Safeer Ambassador Programme

#ICCAWorld#HoustonLaunchInternational Congress and Convention Association
• Medical professionals, leading scientists, researchers, academics and subject matter
experts working in Dubai and the UAE
• Represents academic institutions, associations, and government departments across all
industry verticals and scientific sectors
• Passionate about Dubai and share an interest in promoting the Emirate as well as their
scientific or industry field to the outside world
• Share a willingness to collaborate with other stakeholders in the city and engage with
their peers internationally
• Share a vision to drive knowledge exchange, foster thought leadership and create impact
for the benefit of Dubai and the UAE
Who are our ambassadors

#ICCAWorld#HoustonLaunchInternational Congress and Convention Association
• Based on strategic partnerships with government entities, universities and
associations across the UAE
• Currently MOUs in place with 15 strategic partners such as:
– Dubai Health Authority
– Dubai Municipality
– Society of Engineers
– Emirates Medical Association
– University of Dubai
• Annual project plans outlines objectives, activities KPI for each strategic partner
• Designated DBE account manager and MOU partner contact persons manages
annual project plan
Strategic Partnerships

#ICCAWorld#HoustonLaunchInternational Congress and Convention Association
• Set annual objectives
• Hold strategic partners and ambassadors accountable
• Key Performance Indicators
– New bid opportunities
– Bid submissions
– Bid wins
– New strategic partners
– New ambassadors
– Parters and ambassador satisfaction
• Review and report regularly
How to measure impact
0
20
40
60
80
100
Bids submitted
2016 2017 2018
0
5
10
15
20
25
30
35
Bids won
2016 2017 2018

#ICCAWorld#HoustonLaunchInternational Congress and Convention Association
• Annual event with special recognition of sucessful ambassadors
• Publish and share ambassador success stories in local media
• Provide ambassadors and their families with tickets to entertainment events, hotel
stays, shopping and restaurant vouchers etc.
How to motivate ambassadors

International Congress and Convention Association #ICCAWorld#HoustonLaunch
Thank you!