Presentation on Medical Cities, Education Cities, Knowledge Cities, innovation Cities, Design Cities – How can the Meetings Industry work with these City Branding Concepts. Held during the 50th ICCA Congress. #icca11 TUESDAY 25/10/11
Good morning and welcome to Qatar Foundation. I am Haya Al Nassr the Communication Director. It is my pleasure to introduce you to the work of Qatar Foundation and describe how we are supporting Qatar on its journey from a carbon economy to a knowledge economy by unlocking human potential. I will also show you how the work we are doing at Qatar Foundation benefits not only Qatar, but the region and the world. Let me begin by showing you a short video about Qatar Foundation.
Qatar has long recognized the need to secure our future in a post-hydrocarbon world. The past teaches us that we can’t rely on natural resources, whether pearls, oil or gas, as these can’t last forever. The only guarantee of lasting prosperity lies in the ability of people to learn, adapt and innovate. So we have chosen to secure our future by becoming a knowledge economy, a cradle of innovation, based in the Middle East, but global in scope and impact.
Qatar National Vision 2030, which was published in July 2008, details how Qatar will deploy its vast revenues from hydrocarbon resources to create the knowledge economy. Because creativity, intellect and critical thinking are key, it places the development of human capital as the priority for the next 20 years. National Vision 2030 gave Qatar Foundation a new and exciting mandate: to be the ‘engine’ driving the development of human capital in Qatar. We call this mandate ‘unlocking human potential’.
At QF we are unlocking human potential by building a platform for innovation and fostering a culture of quality and excellence. We are doing this through the three Pillars – Education, Science and Research, and Community Development. I will now talk you through each of these Pillars.
The first Pillar is Education. Education is essential if we are going to unlock the potential of our citizens, we are therefore bringing world-class education to Qatar so that our young people can develop the attitudes and skills required for the knowledge economy. A cornerstone of Qatar Foundation’s initiatives is Education City, with nearly 4,000 students of 90 nationalities, from elementary to graduate level. Education City boasts some of the world’s top-ranking educational institutions, strategically selected to offer courses and programs chosen to equip our young people with specific skills identified as necessary for Qatar to succeed in the knowledge economy. These institutions , housed in state-of-the art facilities and concentrated on one site, encourage the professional and personal development of our graduates, taking them right through from pre-school education to university and beyond.
QF believes that it this journey starts early, with pre-school to secondary education available at Qatar Academy and Qatar Academy Al Khor , where our children put down roots for a lifetime of learning.
Whether they choose to be a doctor or a diplomat, a journalist or an engineer, the people of Qatar now have access to world class higher education establishments, with Qatar Foundation now offering branch campuses of eight highly prestigious international universities, delivering some of the world’s most distinguished programs. Degrees awarded by these branch campuses are identical to those at the main campuses of partnering universities. Texas A&M University at Qatar – undergraduate programs in Chemical, Electrical, Mechanical and Petroleum Engineering and are now offering, for the very first time this year, a Master of Science (M.S.) and Master of Engineering (M.Eng.), both in Chemical Engineering. Weill Cornell Medical College in Qatar - world-class medical education in Qatar. Our first home-grown doctors graduated in 2008. Georgetown University School of Foreign Service in Qatar - majors in International Politics, Culture and Politics and International Economics. Virginia Commonwealth University School of the Arts in Qatar - undergraduate programs in Fashion Design, Graphic Design, Interior Design and Painting and Printmaking and a Master of Fine Arts in Design Studies (MFA). Carnegie Mellon University in Qatar – undergraduate programs in Business Administration, Computer Science and Information Systems. Northwestern University in Qatar – undergraduate courses in journalism and communication. HEC Paris – a broad range of world-class executive education programs for mid-career and senior executives. University College London in Qatar offers postgraduate degrees in Museum Studies, Conservation and Archaeology.
With education as the start of our journey, Science and Research represent the second ‘Pillar -- the second trunk of the Sidra tree. In 2006, His Highness the Amir said Qatar would spend 2.8 per cent of its GDP on government-funded research, making it one of the highest investments in research of any country of the world. According to estimated GDP figures from 2010, that amounts to $3.5 billion annually. This demonstrates the QF commitment to building the innovation and technology capacity that Qatar needs to become a knowledge based economy. It also provides the career paths for our graduates as they flourish and bloom like the flowers of the Sidra tree. Core platforms : Health, Energy, Information & Communication Technologies, Environmental Sciences and Multidisciplinary Research.
QF is developing a research strategy built on complementing Qatar-based research efforts with expertise from abroad, to build networks that provide home grown solutions for Qatar and the region. Qatar Research Institutes have been established in partnership with different national stakeholders and form a network of centers addressing the needs of the state of Qatar. The three Research Institutes are: Qatar Biomedical Research Institute , Qatar Environmental and Energy Research Institute and Qatar Computing Research Institute.
QF’s investment in Science and Research will not see improvements for Qatar alone. The entire region will benefit from the Sidra Medical and Research Center , a unique academic medical center that will undertake medical education, biomedical research and clinical care with special emphasis on diseases prevalent in the region such as diabetes, cardiovascular diseases and cancer as well as having a focus on child and maternal care. It will also be the primary teaching hospital for Weill Cornell Medical College in Qatar and act as a referral center for patients from across the Arab world.
QF’s investment in Science and Research is also making a global impact, with the Qatar National Research Fund supporting research from around the world. The Fund offers grants to local and international researchers that fit with Qatar’s national research strategy and priorities whilst incorporating a Qatar based partner. In 2010, QNRF provided $113.8 million in grants to 126 projects from more than 49 countries.
Our journey doesn’t stop with research. Here at QF we encourage research and business to come together to bring the seeds of ideas to the fruits of commercialization. Qatar Science & Technology Park is home to technology-based companies from around the world, and acts as an incubator for start-up enterprises. Providing premises and services, QSTP's support programs help organizations develop new technologies that will develop Qatar's knowledge economy. Tenants include Virgin Health Bank, Total, Rolls-Royce, Williams Formula 1 and Microsoft.
Our journey is not simply focused on world class education and innovative technology. It is essential that these advancements take place in a progressive society, well equipped to undertake our transformation to a knowledge economy. QF’s third Pillar is Community Development - the third ‘trunk’ of our Sidra tree. QF is working with our partners to foster that progressive society, while enhancing our cultural life and protecting Qatar’s heritage.
So we reach the end of this introductory presentation, but not the end of our journey. Thanks to QF, our people can take their own, personal journey, gaining a world class education and benefitting from, and working in, our innovative science and research sector. All the while retaining a strong sense of the culture and heritage that make us who we are. I hope this has given you a sense of how QF is supporting Qatar on its journey from carbon economy to knowledge economy by unlocking human potential, and how, in doing this, we are not just benefiting Qatar, we are benefitting the world.
Medical Cities, Education Cities, Knowledge Cities, innovation Cities, Design Cities – How can the Meetings Industry work with these City Branding Concepts ICCA Congress Leipzig October 25 th 2011 Jerad Bacher – Director – Dubai Convention Bureau Trevor McCartney – Director – Qatar National Convention Centre Jorge Franz – Vice President - Greater Houston Convention and Visitor Bureau Maureen O’Crowley – Vice President - Seoul Tourism Organization Steen Jakobsen – Convention Director – Wonderful Copenhagen Convention Bureau Moderator - Rohit Talwar - CEO – Fast Future
Convention 2020 Research Findings Destination Priorities 2011 Use web /social media more to promote the destination Find differentiators in the face of intense competition Prioritise key events, industries and associations to target
Convention 2020 Research Findings Destination Strategies 2015 Show ROI for event owners/delegates Show longer term contribution to economic development More extensive data mining
To win we Must Focus ‘Beyond Tourism’ Image source: asiatravel.com
Jorge Franz Vice President of International Sales and Tourism Greater Houston CVB
Houston at a glance <ul><li>CVB Established in 1963 </li></ul><ul><li>Governed by a Board of Directors </li></ul><ul><li>90% of funding from hotel occupancy tax </li></ul><ul><li>75 Employees </li></ul><ul><li>10 Departments </li></ul><ul><li>Dedicated International Department </li></ul><ul><li>Representation Agencies in Mexico, Latin America, Europe and Asia Pacific </li></ul>
Houston by the Numbers <ul><li>4 th Largest City in the USA </li></ul><ul><li>5.2 Million Residents </li></ul><ul><li>66,000 Hotel Rooms </li></ul><ul><li>2 Convention Centers:170,000 m 2 each </li></ul><ul><li>3 Airports: United Airlines largest hub </li></ul><ul><li>110 non-stop Domestic Flights </li></ul><ul><li>66 non-stop International Flights </li></ul><ul><li>3,000 Energy Related Companies </li></ul><ul><li>18 Museum District </li></ul>
The Texas Medical Center <ul><li>Established in 1945 </li></ul><ul><li>1 st Medical City </li></ul><ul><li>49 Non Profit Medical Institutions </li></ul><ul><li>21 Academic Institutions </li></ul><ul><li>14 Hospitals </li></ul><ul><li>3 Medical Schools </li></ul><ul><li>6 Nursing Schools </li></ul><ul><li>5.5 Million patients per year </li></ul><ul><li>93,500 employees </li></ul><ul><li>20,000 advanced degreed professionals </li></ul>
The Texas Medical Center <ul><li>Specialties in: </li></ul><ul><li>Cancer Treatment and Research </li></ul><ul><li>Children’s Care </li></ul><ul><li>Cardiovascular Care </li></ul><ul><li>Burn Victim Care </li></ul><ul><li>Nursing </li></ul><ul><li>Research and Education </li></ul><ul><li>Information Sharing </li></ul><ul><li>Trauma Care </li></ul>
Our Partnership <ul><li>Started in 2007 </li></ul><ul><li>Most medical institutions have International departments </li></ul><ul><li>International Affairs Advisory Council of the TMC </li></ul><ul><li>As new medical cities began to appear, we had to compete </li></ul><ul><li>International competition </li></ul><ul><li>Asked Houston CVB to lead the group in 2010 </li></ul>
How We Work Together <ul><li>Jointly identify medical association business we can pursue </li></ul><ul><li>Medical Tourism marketing </li></ul><ul><li>Houston Airport System Program </li></ul><ul><li>Joint Marketing Promotion </li></ul><ul><li>Joint Health Ministries Promotion </li></ul><ul><li>Introduce International PCO’s and meeting planners to key players </li></ul><ul><li>Starting Ambassador Program </li></ul>
What This Means For the Client <ul><li>Share knowledge with the vast network of medical professionals located in Houston </li></ul><ul><li>Work with the Houston CVB to bring your association clients to the United States </li></ul><ul><li>Have a trusted partner to help you grow your business </li></ul>
Re-flection <ul><li>The traditional FAMTRIP: </li></ul><ul><li>Boring </li></ul><ul><li>Costly and time consuming </li></ul><ul><li>Difficult to attract the right clients </li></ul><ul><li>Low ‘buy-in’ from local suppliers </li></ul><ul><li>Poor ROI </li></ul>
Re-thinking <ul><li>The new generation FAMTRIP: </li></ul><ul><li>Inspiring and different </li></ul><ul><li>Educating and entertaining </li></ul><ul><li>Involving and engaging </li></ul><ul><li>Networking & knowledge sharing </li></ul><ul><li>Better ROI for delegates & suppliers </li></ul>
Re-MINDING <ul><li>The educational components: </li></ul><ul><li>Keep delegates active, focused and involved </li></ul><ul><li>Use of unique facilities and alternative locations </li></ul><ul><li>Implement sustainability </li></ul><ul><li>Increase Return On Meeting Investment </li></ul>
Re-programming <ul><li>Free your MIND </li></ul><ul><li>Open your MIND </li></ul><ul><li>Would you MIND involving me? </li></ul><ul><li>MIND the physical set-up </li></ul><ul><li>MIND the Brain... Food </li></ul><ul><li>MIND the Green </li></ul><ul><li>Energizing your body & MIND </li></ul><ul><li>MIND the stay </li></ul>
M.I.N.D. 2011 <ul><li>61 meeting planners from 19 countries </li></ul><ul><li>7 media representatives </li></ul><ul><li>14 local suppliers (venues, hotels, PCOs, DMCs etc.) </li></ul>