AHA Wonderful Copenhagen

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AHA Wonderful Copenhagen

  1. 1. Antwerpen Hotel Association January 18th. 2012 The Copenhagen Model By Peter Rømer Hansen Vice President of Business Development Wonderful Copenhagen18-01-2012 1
  2. 2. Flow 1. About Wonderful Copenhagen 2. Tourism in Copenhagen 3. Copenhagen’s Meetings & Events business 4. Lessons Learned in Copenhagen18-10-2012 2
  3. 3. Peter Rømer Hansen  M.Sc. in Business Administration & European Policy Studies from Copenhagen Business School and Université de Bourgogne  Vice President of Business Development at Wonderful Copenhagen  Chairman of the board Visit NorthZealand  Vice Chair of Esrum Kloster – Cistercian Monestry  Experience: Economic journalist, cheif analyst and PR advisor.  Hobie Cat sailor, winter dipper and father of 3 wild boys26-01-2012 3
  4. 4. About Wonderful Copenhagen26-01-2012 4
  5. 5. Wonderful Copenhagen Citybreak Netværk Cruise Copenhagen Kongresgarantiforening Established 2011 Established 1992 Established 1996 Association Association Turnover 4M euros Turnover 500T euros Turnover 300T euros VisitNordsjælland Meetingplace Established 2011 Established 1996 Association Association Turnover 2,5M euros Wonderful Turnover 1M euros.Copenhagen Cooking Copenhagen Cph GWA Established 2011 Establ. 1992 Established 1996 Association 1,5M euros Turnover 200T euros Private Foundation WOMEX Turnover: 22M BestCities Established 2009 euros Established 1999 Forening Association Turnover 1,3M euros Turnover 300T eurosBrand Copenhagen BIKE CITY Cruise Baltic Established 2009 Established 2007 Established 2004 Association Association Association Turnover 0,8M euros Turnover 2,2M euros Turnover 300T euros 5
  6. 6. Wonderful Copenhagen’s Budget Networks and associated ventures 3,4M euros Total 22M euros Leverage on Private contributions & earnings 10M eurosPublic Investment: 1: 3 Project contributions from public partners 6M euros Public Grant from the Capital Region (base) 5,5M euros 6
  7. 7. WoCo’s Mission & DNA Our mission is to ensure that CPH captures wealth and value from tourism Our DNA: Copenhagen’s Co-operative Forum  The fragmented valuechain in tourism calls for coorperation and networking  Working together optimizes our ressources and gives us critical mass  In the Network Economy you are only as good as your network26-01-2012 7
  8. 8. Our CompetenciesBranding: Inventing, telling and distributing the story of CPHEvents: Biding, developing, co-ordination and evaluation of eventsMarketing: Eventful marketing, BtB in cruise, meetings and airline industries.Welcoming: Visitor services and local marketing 8
  9. 9. Wonderful CopenhagenCEO SecretariatSales & CPH Welcome Int.Marketing CruiseMarketing Film & TV:Strategy & Strategy Communication ViNo /EUCommunicationEvents & Events Congresses & Meetings VIBEConventionsAdministration IT, Finance & HRCFO 9
  10. 10. Networks Works for CopenhagenBusiness Networks Projekt Networks International NetworksCopenhagen Alliance Bike City Goodwill AmbassadorMeetingplace WoCo Womex Cruise BalticCongress Advisory Board Copenhagen Cooking Best Cities.netBrand Copenhagen City Break Network European Cities MarketingCopenhagen Card Cph Fashion Festival DMAICruise Copenhagen Chinavia .....Copenhagen Connected ….Visit Nordsjælland..... 10
  11. 11. Wonderful Copenhagen’s EvolutionBroard scope ????? NGO’City Cooperation Communities Greentech Int. students / expats Campus city CPH Welfare Life science Teknology DKs International brands Sport & Culture Co-competition (Best Cities) Design Gastronomy Lifestyle International organizations (DMAI) International Cruise lines MICE venues and organizers Cruise & MiCe torusim History and tradition /CPH Classic High light sightseeing and one day tourism TransportersNarrow scope Attraktions Accommodations”Tourism classic” 1992 2011 11
  12. 12. From Tourism Organization to Project OrganizationBroard/ project ??? Chinavia VisitNordsjælland Copenhagen Welcome Copenhagen Connected VIBE BIKE CITY MeetDenmark Brand Copenhagen Copenhagen Cooking Eventures Copenhagen Goodwill Ambassadors Cruise Baltic IMO & PIMCO BestCities INDEX Meetingplace Culture Bridge 2000 Cruise Copenhagen Convention Bureau TuristinformationSmall / ”classic” Destination marketing 1992 2011 12
  13. 13. Tourism in Copenhagen 13
  14. 14. Tourism in Copenhagen• Tourism in greater CPH accounts for almost 40 pct. of all tourism turnover in DK.• The tourism turnover in CPH is approx. 4.5b. euros• Tourism employs about 43. 000 people in CPH• Bednight growth 2011: 10 pct.• Bednight growth 2010: 10 pct.• 160 hotels and 20,500 rooms in Greater Copenhagen Area• Relatively diverse tourism product: - MICE & Leisure - Cruise - Diverse mix of nationalities - Relatively high internationalization 14
  15. 15. CPH is Denmark’s Growth Driver Base: 2003 = 100140 Capital Region120 Denmark incl.100 Capital Region Danmark excl. Capital Region80 2003 2004 2005 2006 2007 2008 2009 2010 15
  16. 16. Business Tourism in Copenhagen• 4 specialized convention centres in Copenhagen• Copenhagen hosts approx. 100 international association meetings a year• Currently, Copenhagen is the 15th most popular destination for international association meetings in the world (ICCA) 120 100 80 No. of int. 60 association meetings in 40 Copenhagen (ICCA) 20 0 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 16
  17. 17. Cruise Activity in CPHThousands1,000 800 600 400 200 0 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2015 estimate Turnarounds Calls Passengers (1.ooo) 17
  18. 18. CPH becomming more international (again) 100% Prague Dubrovnik average 90% Tallinn = 39% Geneve LondonShare, international bednights 80% Brussels Vienna Salzburg Amsterdam Zurich 03/04 Budapest Lisbon Rome 70% Venice Paris Barcelona 05/06 Dublin Nice Edinburg Bratislava h 08/09 60% Helsinki average 07 = 61% Frankfurt Madrid 50% Granada Seville Stockholm Munich 40% CPH2010 Düsseldorf Oslo Turin Valencia Berlin Cologne 30% Nuremberg Stuttgart Gothenburg Hamburg 20% Dresden 10% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Share, national bednights 18
  19. 19. CPH has Overcome Capacity Challenge200 Base: 1995 = 100 Solgte værelser Antal værelser180160140120100 2006 2009 1996 1999 1995 2005 1998 2004 2010 2008 2000 2002 2003 2007 1997 2001 2011 19
  20. 20. Copenhagens Meetings & Events business 20
  21. 21. Wonderful Copenhagen Convention Bureau• Annual budget of 2,5 million Euro• Staff of 15 - 10 sales and project managers - association conventions - 3 sales and project managers - corporate meetings - 1 sales and project manager - sport events - 1 convention director• Supported by PR & Communication officer• Sales representatives in UK and USA• Founding member of BestCities Global Alliance• Member of ICCA, DMAI, ECM, UIA, PCMA, ASAE, MPI and GMIC 21
  22. 22. 2 Track Strategic Approach • Recruit Danish members of international associations to champion a bid for an international meeting • Convince international decision makers to locate meetings in Copenhagen We bid for more than 100 association meetings annually 120 100 80 60 40 20 0 2005 2006 2007 2008 2009 2010 201126-01-2012 22
  23. 23. Importance of Local Partnerships Meetingplace Wonderful Copenhagen • Hotels, convention centres, PCOs, airline, airport and suppliers • An association and governed by independent board • Members pay membership fee for which they receive leads and business opportunities from the Convention Bureau Partnership with universities • University of Copenhagen, Copenhagen Business School and Technical University of Denmark • Strategic partnership & operational support to local hosts Copenhagen Congress Advisory Board • High-level stakeholders from public authorities, organizations, universities and26-01-2012 corporations…‘ambassadors’ 23
  24. 24. Focus • We are always working on 500-600 potential events • Primary focus is on large and mid-size events • Secondary focus is on events of strategic importance and high brand value • Agriculture • Information • Architecture • Information Technology • Art • Law • Commerce • Management • Culture • Medical Sciences • Economics • Science • Education • Social Sciences • Environment / Green Tech • Sport & Leisure • Human Rights /Democracy • Technology • Industry26-01-2012 24
  25. 25. Sales process Identify international meetings and conventions Identify local hosts Research Motivate & recruit local hosts Develop bid strategy Produce & submit bids/proposals SalesRe-sale ! Site inspections Event confirmed Delegate boosting On-site services
  26. 26. Results• Submit bids for 100 association meetings and generate 450 requests for corporate meetings• Book approx. 200 corporate meetings and 50 association meetings• Book a total of approx. 350.000 room-nights• Value of approx. 150 M Euro 60 50 No. of int. association 40 meetings booked 30 by Copenhagen Convention 20 Bureau 10 0 2005 2006 2007 2008 2009 2010 2011
  27. 27. COP15 – a Game Changer ! • COP15 in 2009 was first political summit organized according to BS8901 • 33,526 delegates • 126 heads of state • 4,000 media • 300 tons of food • 90,000 room-nights • Est. costs of 250 million USD • The Copenhagen Sustainable Meetings Protocol (CSMP) captures and share the experience and learning from organizing COP15 in a sustainable way26-01-2012 27
  28. 28. Strategy for Green Events after COP15 BIKE CITY 2010-2011 Total 110.000 delegates + audience EWEC - EUROPEAN WIND ENERGY CONFERENCES & EXHIBITIONS 2012 6.000 delegates in 4 days WORLD CLEAN AIR CONGRESS 2013 1.000 delegates in 6 days EUROSCIENCE OPEN FORUM (ESOF) 2014 5.000 delegates in 5 days WORLD ENERGY CONGRESS (WEC) 2016 10.000 delegates in 6 days INTERNATIONAL CONGRESS OF ECOLOGY (INTECOL) 2016 3.000 delegates in 7 days CONGRESS OF THE INTERNATIONAL UNION OF ARCHITECTS 2017 7.000 delegates in 5 days WORLD WATER FORUM 2018 15.000 delegates in 6 days 28
  29. 29. www.sustainableeventsdenmark.org26-01-2012 29
  30. 30. COPENHAGEN ANNOUNCEMENTNEWSLETTER DISTRIBUTEDTO APPROX. 2,500 POTENTIALLOCAL HOSTS 6 TIMES PERYEAR
  31. 31. DIRECT MAILINGSPERSONALIZED LETTERS ANDMAILS ARE DISTRIBUTED TOSCIENTISTS, RESEARCHERS ANDDOCTORS TO ENCOURAGE THEM TOBECOME LOCAL HOSTS
  32. 32. ADVERTISINGADVERTISING IN UNIVERSITYMAGAZINES AND SELECTEDSCIENTIFIC MAGAZINES FORDOCTORS AND ENGINEERS
  33. 33. MOTIVATIONAL BROCHUREDISTRIBUTION OF BROCHURESTO EDUCATE AND MOTIVATEPOTENTIAL LOCAL HOSTS
  34. 34. EDUCATIONAL SEMINARFULL DAY SEMINAR WHERESCIENTISTS, RESEARCHERS, DOCTORS ETC. ARE MOTIVATED ANDEDUCATED TO BECOME LOCALHOSTS
  35. 35. AMBASSADOR HANDBOOKHANDBOOK FOR LOCAL HOSTSON HOW TO BID FOR ANDORGANIZE AN INTERNATIONALMEETING
  36. 36. FUNDRAISING GUIDEPRACTICAL GUIDE FOR LOCALHOSTS WITH TIPS FOR HOW TODEVELOP FUNDINGSTRATEGY, SEARCH FORFUNDING OPTIONS AND APPLYFOR FUNDING
  37. 37. CONGRESS GUARANTEE SCHEMENATIONAL CONGRESS GUARENTEEFUND PROVIDES ACCESS TOOBTAIN FUNDING FOR PRE-CONGRESS COSTS
  38. 38. Lessons Learned in CPH• Stand alone = You loose• Work together = You win• Network your city• Event your city 38
  39. 39. prh@woco.dk ..If Copenhagen became the centre of the world, many people would be happy… …others would find it odd since they thought it already was… Piet Hein, 1969 39

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