12 ICCA RSMP 2012 -  Why statistics are not boring
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Presentation given at the ICCA Research, Sales & Marketing Programme 2012

Presentation given at the ICCA Research, Sales & Marketing Programme 2012

The ICCA RSMP took place from 13 - 16 June 2012 at the Festival Spieler Hauze in Bregenz, Austria.

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  • ICCA Middle East Research, Sales & Marketing Programme 2008 Dubai
  • ICCA Middle East Research, Sales & Marketing Programme 2008 Dubai
  • ICCA Middle East Research, Sales & Marketing Programme 2008 Dubai
  • ICCA Middle East Research, Sales & Marketing Programme 2008 Dubai
  • ICCA Middle East Research, Sales & Marketing Programme 2008 Dubai
  • ICCA Middle East Research, Sales & Marketing Programme 2008 Dubai
  • ICCA Middle East Research, Sales & Marketing Programme 2008 Dubai
  • ICCA Middle East Research, Sales & Marketing Programme 2008 Dubai
  • ICCA Middle East Research, Sales & Marketing Programme 2008 Dubai
  • ICCA Middle East Research, Sales & Marketing Programme 2008 Dubai
  • ICCA Middle East Research, Sales & Marketing Programme 2008 Dubai
  • ICCA Middle East Research, Sales & Marketing Programme 2008 Dubai
  • ICCA Middle East Research, Sales & Marketing Programme 2008 Dubai
  • ICCA Middle East Research, Sales & Marketing Programme 2008 Dubai
  • ICCA Middle East Research, Sales & Marketing Programme 2008 Dubai
  • ICCA Middle East Research, Sales & Marketing Programme 2008 Dubai
  • ICCA Middle East Research, Sales & Marketing Programme 2008 Dubai
  • ICCA Middle East Research, Sales & Marketing Programme 2008 Dubai
  • ICCA Middle East Research, Sales & Marketing Programme 2008 Dubai
  • ICCA Middle East Research, Sales & Marketing Programme 2008 Dubai
  • ICCA Middle East Research, Sales & Marketing Programme 2008 Dubai ----- Meeting Notes (08.06.12 12:36) ----- dasd

12 ICCA RSMP 2012 - Why statistics are not boring Presentation Transcript

  • 1. ICCA Research, Sales & Marketing ProgrammeWhy Statistics are not boring!!Marco van ItterzonKrzysztof CeluchChristian MutschlechnerInternational Congress and Convention Association.www.iccaworld.com | icca.mobi | #irsmp12
  • 2. International Congress and Convention Association.www.iccaworld.com | icca.mobi
  • 3. Why we need statistics – what goes on in your destination – see the business development – create a higher acceptance of your bureau on the local market – awareness for the importance of the Meeting Industry – measure the results of marketing efforts – evaluate the economic impactInternational Congress and Convention Association.www.iccaworld.com | icca.mobi
  • 4. Why we need statistics – compare with other destinations – recommend new (infra)structures if needed – be one step ahead of competitors – compare with other tourism segments in the destinationInternational Congress and Convention Association.www.iccaworld.com | icca.mobi
  • 5. Why statistics?• Look forward and anticipate changes.• Make predictions with some degree of confidence.• Assess the health of the meetings market.• To strengthen ICCA‘s culture of openness and business exchange.International Congress and Convention Association.www.iccaworld.com | icca.mobi
  • 6. International Congress & Convention AssociationWhat the Convention Bureau &suppliers have to do – It is a MUST for each and every Convention Bureau to collect and provide statistical information – It is a MUST that the suppliers (hotels, congress centers, PCOs) provide the data to the Convention BureauInternational Congress and Convention Association.www.iccaworld.com | icca.mobi
  • 7. Number of international meetingsICCA ranking 2011Rank Country 2002 2005 2008 2011 1 U.S.A. 599 704 779 759 2 Germany 326 453 527 577 3 Spain 297 364 451 463 4 United Kingdom 320 417 447 434 5 France 293 378 474 428 6 Italy 301 337 427 363 7 Brazil 117 199 267 304 8 China-P.R. 134 235 307 302 9 Netherlands 175 244 288 29110 Austria 115 201 234 26711 Canada 196 212 300 25512 Switzerland 159 206 224 24013 Japan 219 256 325 23314 Portugal 113 155 204 22815 Republic of Korea 118 143 219 20716 Australia 172 191 208 20417 Sweden 141 164 200 19518 Argentina 54 106 156 18619 Belgium 118 151 186 17920 Mexico 115 122 170 175 International Congress and Convention Association . www.iccaworld.com | icca.mobi
  • 8. UIA Ranking 2011 Country # Meetings % All Meetings 1. Singapore 918 9.3% 2. USA 738 7.4% 3. Japan 538 5.9% 4. France 557 5.6% 5. Belgium 530 5.3% 6. Germany 419 4.2% 7. Austria 390 3.9% 8. Spain 386 3.9% 9. Australia 329 3.3% 10. Netherlands 299International Congress and Convention Association 3.0%.www.iccaworld.com | icca.mobi
  • 9. UIA Ranking 2011 City # Meetings % All Meetings 1. Singapore 918 9.3% 2. Brussels 462 4.7% 3. Paris 336 3.4% 4. Vienna 287 2.9% 5. Budapest 198 1.8% 6. Barcelona 193 1.7% 7. Tokyo 190 1.7% 8. Geneva 189 1.7% 9. Madrid 175 1.6% 10. Berlin 165International Congress and Convention Association 1.5%.www.iccaworld.com | icca.mobi
  • 10. ICCA & UIA statistics do not reflect themarket – Exclude national meetings (tremendous impact on overnights) – Exclude religious, political, commercial, sporting events – Exclude all international meetings not qualified – Exclude the corporate market (meetings, incentives, product launches)International Congress and Convention Association.www.iccaworld.com | icca.mobi
  • 11. International Congress & Convention AssociationICCA & UIA statistics do not reflect themarket• Use them as a trendbarometer,• BUT• establish your own statistics!International Congress and Convention Association.www.iccaworld.com | icca.mobi
  • 12. Right interpretation• Put statistics in correct context; ICCA stats cover one segment of market, your success in other segments reduces the amount of space available for international association meetings.• Low ranking year with fewer, longer lasting events with large number of delegates, may have a bigger economic impact than a high ranking year.International Congress and Convention Association.www.iccaworld.com | icca.mobi
  • 13. The right context• Association market has the longest lead time of any market segment. The results of 2011 reflect the bookings made in the early days of marketing.• Never use ICCA statistics in isolation as they give only one side of the picture for a destination’s meetings business and relative level of success.• ICCA’s stats are genuinely significant indicators.International Congress and Convention Association.www.iccaworld.com | icca.mobi
  • 14. Realism rules• Where do you believe you should be.• Who are your comparators.• What do you hear from the clients.• To stand still is to be overtaken.International Congress and Convention Association.www.iccaworld.com | icca.mobi
  • 15. Cities through the yearsRank City 2002 2005 2008 2011 1 Vienna 76 143 150 181 2 Paris 93 137 176 174 3 Barcelona 101 134 156 150 4 Berlin 78 106 125 147 5 Singapore 63 114 137 142 6 Madrid 52 71 87 130 7 London 72 108 111 115 8 Amsterdam 68 105 118 114 9 Istanbul 35 60 97 11310 Beijing 56 102 100 11111 Budapest 69 95 111 10812 Lisbon 61 87 106 10713 Seoul 72 85 119 9914 Copenhagen 89 86 101 98 Prague 63 91 107 9816 Buenos Aires 33 66 98 9417 Brussels 54 70 98 93 Stockholm 72 74 100 9319 Rome 62 74 93 9220 Taipei 45 58 65 83 International Congress and Convention Association . www.iccaworld.com | icca.mobi
  • 16. Another approach, another ranking!Rank City 2002 2005 2008 2011 1 Paris 40.346 80.951 81.973 116.322 2 Amsterdam 16.104 34.628 44.345 86.256 3 Vienna 42.338 70.041 69.800 80.953 4 Berlin 53.321 42.101 102.310 72.287 5 Stockholm 51.400 45.429 52.934 71.637 6 Singapore 11.227 39.193 60.192 70.623 7 Lisbon 18.703 42.616 34.914 68.987 8 Istanbul 16.342 46.971 55.432 66.834 9 Seoul 29.799 45.665 53.821 53.15910 London 9.716 29.814 14.693 51.87111 Barcelona 82.693 39.862 89.067 49.28612 Madrid 19.196 19.736 38.235 48.55713 Geneva 22.394 30.953 35.957 46.26714 Milan 6.421 18.950 37.522 46.21115 Copenhagen 32.289 53.235 44.996 45.01916 Prague 24.652 32.283 25.090 44.39517 Budapest 23.820 16.793 13.999 37.84618 Buenos Aires 7.840 27.848 64.588 36.98619 Brussels 13.147 7.465 28.969 35.93520 International Congress and Convention Association Toronto, ON 6.958 6.389 20.201 30.620 . www.iccaworld.com | icca.mobi
  • 17. Context is king• ICCA: Vienna hosted 181 events in 2011• Vienna: 638 International Association Congresses• 1.018 Association Congresses• 3.151 Total number of Events• 28,3 , 17,7 & 5,7% respectivelyInternational Congress and Convention Association.www.iccaworld.com | icca.mobi
  • 18. Context is king• ICCA: Vienna hosted 80.953 participants in 2011• Vienna: 213.974 International Association• 328.787 Association• 475.298 delegates Total number of Events• 37,8 , 24,6 & 17,0% respectivelyInternational Congress and Convention Association.www.iccaworld.com | icca.mobi
  • 19. ICCA Research, Sales & Marketing ProgrammeInternational Congress and Convention Association.www.iccaworld.com | icca.mobi | #irsmp12
  • 20. Case study - PolandFrom150 meetingsto27000 meetings International Congress and Convention Association . www.iccaworld.com | icca.mobi
  • 21. Case study - Poland UNWTO – statistics include business meetings and events which meet the following requirements: •meeting size: min. 10 participants •meeting duration: half day (4 hours) or more •meeting venue: venue, where there is a paymentInternational Congress and Convention Association.www.iccaworld.com | icca.mobi
  • 22. Case study - Poland• STEP 1: 2009 Warsaw = 150 meetings• STEP 2: 2010-2011 5 cities = 5 different reports• STEP 3: 2012 Poland Meetings & Events Industry Report = 27000 meetingsInternational Congress and Convention Association.www.iccaworld.com | icca.mobi
  • 23. Poland Meetings & Events Industry Report• category: congress/conference, corporate events, trade fairs/exhibitions, inventive events• type: technology, information-communication technology, medicine, humanites, economy-politics• month• city• venue• number of days International Congress and Convention Association . www.iccaworld.com | icca.mobi
  • 24. Introduction 2010 - 2011 - 2012International Congress and Convention Association.www.iccaworld.com | icca.mobi
  • 25. ICCA Research, Sales & Marketing ProgrammeInternational Congress and Convention Association.www.iccaworld.com | icca.mobi | #irsmp12
  • 26. The 2 sides of the statistical coin• 190 events  No. 1 ICCA statistics• 85 events  No. 26 ICCA statistics• 190 events totalling 120.000 overnights• 85 events totalling 280.000 overnightsWhat do you prefer?International Congress and Convention Association.www.iccaworld.com | icca.mobi
  • 27. ICCA Research, Sales & Marketing Programme Build up your own statistics  Basic for economical evaluationInternational Congress and Convention Association.www.iccaworld.com | icca.mobi | #irsmp12
  • 28. The Vienna economical study• Delegate interviews• Exhibitor interviews• Client interviews• PCO/DMC interviewsInternational Congress and Convention Association.www.iccaworld.com | icca.mobi
  • 29. The key economical data 2011 3.151 events 1,412.133 overnights Contribution to GDP 838,40 mio € Vienna tax revenue 28,18 mio € Total tax revenue 235,21 mio € Employment 16.210International Congress and Convention Association.www.iccaworld.com | icca.mobi
  • 30. The Meeting Industry Measurement ToolThe Meeting Industry Satellite Account• National level• Four countries• Accepted standard• http://statistics.unwto.org/en/publication/ measuring-economic-importance- meetings-industry-developing-tourism- satellite-accountInternational Congress and Convention Association.www.iccaworld.com | icca.mobi
  • 31. Message• Do not rely on 3rd parties to be evaluated• Start now with a joint destination approach• Become a friend and supporter of your local, regional or national meeting statisticsInternational Congress and Convention Association.www.iccaworld.com | icca.mobi
  • 32. Why statistics are not boring! 16 June 2012, 09:00–10:00 CMP-IS Domain: A. Strategic Planning Clock Hours: 1 International Congress and Convention Association . www.iccaworld.com | icca.mobi | #irsmp12