2013 Scandinavian Destination Sustainability Index
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2013 Scandinavian Destination Sustainability Index

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Second benchmarking report comparing Scandinavian Meetings Destinations in terms of sustainability performance. 20 Cities participated in this research. ...

Second benchmarking report comparing Scandinavian Meetings Destinations in terms of sustainability performance. 20 Cities participated in this research.

In 2013 performance improved 7% over 2012.

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2013 Scandinavian Destination Sustainability Index 2013 Scandinavian Destination Sustainability Index Presentation Transcript

  • 2013SCANDINAVIAN DESTINATIONSUSTAINABILITY INDEXAssessing and reportingthe sustainability performanceof Scandinavianmeetings destinations.Sponsored by:Project commissionedby the Scandinavian Chapterof the International Congress andConvention Association (ICCA)
  • EXECUTIVE INTRODUCTION“Driven by a commitment to trans-form the meetings industry towardssustainability, organisations from thefive countries of the ICCA Scandina-vian Chapter began a project in 2010to create a “Sustainable ScandinavianMeetings Region”. An intrinsic part ofthis project was the need to commencereporting on current environmentaland social performance, benchmarkamongst peers and share best practices.We are very proud to present this docu-ment, our second regional sustainabili-ty report. This initiative was inspired bySteen Jakobsen of Wonderful Copenha-gen and Lennart Johansson of Göteborg& Co, and has evolved into a wonderfulcollaborative project between our groupof Scandinavian nations in the meet-ings industry. It serves to not only driveperformance at a regional level, but toinspire and support other destinationswho are seeking a path towards sustain-ability.”“With this unique project we have re-gional leaders from all Scandinaviancountries that share a vision of a better,smarter and more sustainable future.They have committed to taking actionto measure and benchmark impacts,share knowledge, create products tohelp clients and develop socially re-sponsible community action projects.At MCI, we feel this innovative modelof leadership collaboration will resultin destinations that are positioned tosucceed in a low carbon economy andto capture new business from the rap-idly expanding sustainability-mindedmarketplace”.Project lead,Guy Bigwood,MCI Group Directorof SustainabilityPeer KristensenDirector of Visit Aarhusand Chair of the ICCAScandinavian Chapter2013 SCANDINAVIAN DESTINATION SUSTAINABILITY INDEX 2
  • Executive Introduction__________________________________________2The Journey of Collaboration_____________________________________5Scandinavian Sustainable Meetings Accord__________________________6Why Sustainability Matters?______________________________________7What does Sustainable Destination Index measure?___________________8Results_______________________________________________________9Key Findings__________________________________________________10Key Findings from the Categories________________________________12Best Practices_________________________________________________16Driving Performance: 5 steps to a more sustainable destination___________20Detailed Destination Results_____________________________________22Credits and Contact Information_________________________________23TABLE OF CONTENTS2013 SCANDINAVIAN DESTINATION SUSTAINABILITY INDEX 3
  • EspooOsloBergenStavangerN O R W A YS W E D E NF I N L A N DI C E L A N DTrondheimMalmöKarlstad StockholmGothenburgUppsalaD E N M A R KAalborgAarhusCopenhagenSonderborgKoldingOdenseHelsinkiTampereTurkuReykjavik20 DESTINATIONS EVALUATED IN 5 NATIONSThe Scandinavian Sustainable Destination Index measures and compares social and environ-mental sustainability performance between twenty capital and regional cities in five nations. Bysharing performance and stories of sustainability initiatives, the partners are collaborating witha goal to create the world´s first sustainable meetings region.2013 SCANDINAVIAN DESTINATION SUSTAINABILITY INDEX 4
  • 2010 - GOTHENBURG, SWEDEN:53 staff of Convention Bureaus, Destination MarketingOrganizations, Venues and Event Agencies from the fiveScandinavian member countries gathered together to dis-cuss the importance and need for greater sustainability inthe meetings industry. The meeting was convened by theICCA Scandinavian Chapter in collaboration with Meet-ings Professional International (MPI) and the Green Meet-ing Industry Council (GMIC).In a facilitated workshop led by Guy Bigwood of MCI Sus-tainability Services, the group determined that while Scan-dinavia was recognized as a pioneer and world leader insocial and environmental sustainability, they were a longway away from being a sustainable society. Increasing riskfrom climate change, the economic downturn and shiftingdemographics requires a more strategic and focused atten-tion from the meetings industry.The workshop resulted in a common vision by participantsto create the world’s first sustainable meetings region.2011 - REYKJAVIK, ICELAND:75 ICCA, MPI and GMIC members reconvened to re-view progress and discuss the necessary steps requiredto achieve the vision.The group brainstormed possible actions and through avoting system narrowed in on two key priorities:1. Securing a commitment by members to undertakeactions to improve sustainability performance.2. Initiating a research project to understand currentperformance and share best practice.2012 - TAMPERE, FINLAND:45 people united to sign the Scandinavia SustainableMeetings Accord and review initial findings from thefirst Scandinavian Destination Sustainability Index.2013 - AARHUS, DENMARK:51 members of ICCA convened to review the findingsof the second 2013 Scandinavian Destination Sustain-ability in a 5 hour workshop and brainstormed how toincrease sustainability performance in their individualregions.Next steps: The ICCA Scandinavian Chapter will ex-pand the number of signatories to the Accord by reach-ing out to business leaders across the five countries.They will encourage other businesses and destinationsto join their commitment to measure and improve en-vironmental and social impacts and to further developthe holistic approach to sustainable business for whichScandinavia is recognized.THEJOURNEY OFCOLLABORATIONICCA Scandinavianmembers have met annu-ally since 2010 to sharebest practice, and agreeon common sustainabilityinitiatives and goals.2013 SCANDINAVIAN DESTINATION SUSTAINABILITY INDEX 5
  • SCANDINAVIANSUSTAINABLEMEETINGSACCORDDeveloped by MCI Sustainability Services and a taskforcefeaturing one representative from each of the five nations,the Scandinavia Sustainable Meetings Accord is a declara-tion outlining ten specific environmental and social actions towhich all signatories commit, with a strategic focus to advancesustainable development within the meetings industry.In the spirit of collaboration & leadership andin recognition of the clear and present benefitsand returns of sustainable business practiceswe, member organizations of the ICCA Scan-dinavian Chapter agree to work together tocreate a Scandinavian Sustainable MeetingsRegion.We therefore commit to taking action togetherto advance sustainable practices within themeetings and events industry by:1. Publicly declaring participation in the ScandinavianSustainable Meetings Accord and using our personal andbusiness networks to encourage member organisations tosign this Accord.2. Engaging our clients, partners and other interested partiesin dialogue about economic, environmental and socialsustainability for our industry.3. Educating interested parties, sharing knowledge insustainable business practices and recognizing ICCAmembers for their best practice and efforts in sustainablebusiness.4. Encouraging and supporting private-public collaborationwith other destinations to share Scandinavian best prac-tices and solutions and, in turn, to learn from others.5. Providing resources to planners to identify responsible,sustainable and certified suppliers in our community inorder to help planners create more sustainable events.6. Advocating efficient, equitable and more sustainable useof resources.7. Facilitating the increased use of environmentally friendlytransport through better communication with visitorsand collaboration with transport providers.8. Calculating the CO2 footprint of a defined Scandinavianmeetings industry and aiming to reduce this by 20% by2020.9. Upholding the highest standards of honesty and fairnessand thus maintaining a society with integrity and strongethical standards.10. Giving back to the community by proactively creatinglinks between the meetings industry and social responsi-bility initiatives.To these above com-mitments, we dedi-cate leadership focusand attention so thatthe meetings indus-try we represent willbe more sustainable.2013 SCANDINAVIAN DESTINATION SUSTAINABILITY INDEX 6
  • OPERATING EFFICIENCYAt the heart of any sustainability discussion is the question- howcan we use less resources, specifically those of a non-renewablenature? Smart businesses understand that with accelerated con-sumption, globalization, hyper-connectivity, disparate prosper-ity, challenges existing from ecological decline and lack of globalsustainability governance they need to understand in depth thesustainability of their supply chain. The participants in this pro-ject believe that we all have a responsibility to become part of thesolution and to lead in the transition to a more sustainable globaleconomy. Through a focus on reducing emissions, environmentalimpact and increasing social benefit we are not only “doing good”,we are saving the bottom line of our business and future proofingour products.COMPETITIVE ADVANTAGESustainability used to be the exclusive domain of experts, activ-ists and idealists. Then, it moved into a silo at the outskirts of thecorporate landscape. Today, it is seen as an important part of anyforward-thinking and well-integrated organisation. The corpora-tions and associations who organise meetings in our destinationsare developing their sustainability programmes and demandingmore responsible, transparent business practices from their supplychain. Sustainability is a business imperative, driver of innovationand a method to engage stakeholders whilst motivating and at-tracting the best staff – all of which represents a competitive ad-vantage.RISK MANAGEMENTBusinesses are increasingly accountable for their impact and ac-tions and in the digital age corporate behaviour is often debatedin public forums. Transparency is a key requirement for publiclytraded companies not only in terms of financial position but intheir sustainability commitment. In hand with this, regulatorsand governments are looking much closer at the environmentalcost of their GDP and legislating around carbon emissions and theprotection of green land. Companies need to protect themselvesfrom regulatory and operational risk, do the right thing and bemore transparent and accountable for what they do whilst protect-ing their reputationWHYSUSTAINABILITYMATTERSToday‘s global business environment is more com-plex, uncertain, volatile and dynamic than everbefore. Sustainability is one of the key challengesfacing the global economy.Here are four key ways that a strong SustainabilityProgramme can help organizations succeed:BUSINESS OPPORTUNITYEconomic growth is strong in the sustainability arena irrespective ofthe industry; from clean tech to renewable energy, to electric cars, greenbuildings and innovative design – sustainability drives innovationand efficiency. The best performing Fortune 1000 companies rankedon sustainability outperform their competitors, are more profitableand attract more investors. To accelerate the transition to a sustain-able economy, people will need to meet both virtually and face to face:Associations will need to engage members, Governments will need toform collaborations and businesses will need to launch new productsand incentivise their value chain. The growth of this green, sustainableeconomy is and will continue to providing business opportunity for themeetings industry.2013 SCANDINAVIAN DESTINATION SUSTAINABILITY INDEX 7
  • WHAT DOESTHE SUSTAINABLEDESTINATIONINDEX MEASURE?METHODOLOGYThe Scandinavian Sustainable Destination Index methodology was developed by MCI SustainabilityServices. It measures and compares the social and environmental sustainability commitment and per-formance of twenty capital and regional cities in the five Scandinavian countries of Denmark, Finland,Iceland, Norway and Sweden.To compare destinations, twenty Convention and Visitor Bureaux were invited to complete a ques-tionnaire evaluating their sustainability performance and management processes. The questions andsubsequent performance indicators are grouped into two categories:• Hardware indicatesthesustainabilitycommitmentofthecitygovernmentandperformanceoftheinfrastructure:e.g.climatechangecommitment,recyclingavailability,renewableenergysupplyetc.• Software indicates the sustainability commitment and performance of the local meetings in-dustry including hotel, venue and the convention bureau: e.g. percentage of hotels with eco-certi-fication, existence of sustainability policy, communication of sustainability initiatives to supportclient planners etc.INDEXING PERFORMANCEEach performance indicator was assigned a maximum number of points; 26 for Hardware and 26 for Software giving amaximum of 52 possible points. MCI Sustainability Services reviewed and evaluated the results, following up with the cit-ies to verify any discrepancies or inconsistencies. Finally a point value was assigned to each performance indicator. Thesevalues were then aggregated to provide the final Index score.IMPROVING THE INDEXThe Index was designed to be an all-inclusive and in-depth means to evaluate sustainability performance in the destina-tions. It was created as a short and relatively simple first step to get the destination and its partners reporting on theirsustainability commitments and impacts, and to share data with the aim of learning, improving and inspiring friendlycompetition between cities..At the 2013 Index Workshop in Aarhus, the partners were engaged about the future development of the Index and as aresult made the following suggestions:• To add:• Include catering, airports, and event organizers• Track business impact• Track impact on the community• To improve:• Provide better guidance and instructions on completing the Index• Expand to include Universities and other key meeting venues, and not just Congress Centres• Focus on gender balance and not only women in management“The ICCA Scandinavian Sustainability Index is aunique example of how collaboration, including thesharing of best practices and expertise, can improveperformance of organizations and destinations forthe benefit of our clients and our communities. TheIndex has provided us with new knowledge and in-spiration that will help us create good businesses andbetter communities.”Steen Jakobsen,Convention Director, Wonderful Copenhagen Con-vention Bureau and board member of ICCA and GMIC2013 SCANDINAVIAN DESTINATION SUSTAINABILITY INDEX 8
  • U P P S A L AG O T H E N B U R GS T O C K H O L MM A L M ÖR E Y K J A V I KC O P E N H A G E NA A R H U ST U R K UO S L OT R O N D H E I MO D E N S EB E R G E NH E L S I N K IA A L B O R GK A R L S T A DT A M P E R ES Ø N D E R B O R GS T A V A N G E RE S P O OK O L D I N G0% 10% 20% 30% 40% 50%BENCHMARKING HARDWARE SOFTWARE TOTALUppsala 25 22 47Gothenburg 21 26 47Stockholm 25 21 46Malmö 23 18 41Reykjavik 18 21 39Copenhagen 23 16 39Aarhus 20 18 38Turku 19 19 38Oslo 20 17 37Trondheim 21 15 37Odense 24 12 36Bergen 20 15 35Helsinki 15 19 34Aalborg 21 12 33Karlstad 19 13 32Tampere 16 14 30Sønderborg 18 11 29Stavanger 15 13 28Espoo 15 13 28Kolding 18 8 262013 SCANDINAVIANSUSTAINABILITY INDEXRESULTS2013 SCANDINAVIAN DESTINATION SUSTAINABILITY INDEX 9
  • KEYFINDINGSINDEX DRIVES PERFORMANCEThere was a 7% overall increase in destination performance com-pared to 2012.Four more cities were included in the Index taking the total totwenty. “Hardware” or infrastructure performance increased amodest 4% whereas “software” performance increased a signifi-cant 11%.There was a significant shift in the number of destinations devel-oping and implementing sustainability strategies, communicationcampaigns and certification initiatives. 38% of CVBs now have apublicly available sustainability policy compared to only 19% lastyear. 74% now have sustainability information on their destinationwebsites compared to 25% in 2012.60% of the total hotel room inventory and 59% of the congress andexhibition centres are currently third party certifiedWINNING PERFORMANCEFirst place in the 2013 Index is jointly shared by Uppsala and Gothenburg(2012 winner). With a commitment to continuous improvement Gothen-burg upgraded their performance by 9%, and Uppsala by a commendable18%.Turku was recognised as the destination with the best development ofsustainability strategy demonstrating a staggering 81% improvement overlast year. Recognition should also be given to Reykjavik, Stockholm, Upp-sala, Aarhus, Espoo and Malmö for double digit improvement.INDEX DEVELOPMENTFROM 2012 TO 2013INDEX IMPROVEMENTFROM 2012 TO 2013O V E R A L LI N C R E A S EH A R D W A R ES O F T W A R E7%80,95%44,44%21.05%17,50%15,15%12.00%4%11%T U R K UR E Y K J A V I KS T O C K H O L MU P P S A L AA A R H U SE S P O O2013 SCANDINAVIAN DESTINATION SUSTAINABILITY INDEX 10
  • “We are proud of our achievement. The TurkuConvention Bureau is encouraging all ourpartners to improve their sustainable poli-cies and practices. In the future Turku willbe known as a good choice when choosing asustainable conference destination. Howeverwe must confess the work has only just begun.”Sari Ruusumo and Anne MalinTurku Convention Bureau,Finland“The last couple of years, being involved in this projecthas been a great inspiration to Uppsala ConventionBureau and partners. The transparent sharing of newideas as well as best practices amongst the Scandina-vian destinations has helped us to improve and elabo-rate our services towards our customers, visitors andcongress delegates. We aim to keep on educating andcommunicating our sustainable work and advantages.”Anna Lindström,Convention Bureau ManagerUppsala - Sweden.Gothenburg and Uppsalareceiving the Sustainabil-ity Achievement Award inAarhus, March 2013.From left: Peer Kristensen, Di-rector of Visit Aarhus andChair of the ICCA Scandinavi-an Chapter; Lennart Johans-son, Director of GothenburgConvention Bureau; AnnaLindström, Uppsala Conven-tion Bureau; Guy Bigwood,MCI Group Sustainability Di-rector and Project Lead.The ICCA Scandinavian Destination Sustainability Index is the result ofa commitment to and a focus on creating a more sustainable meetingsregion in the Scandinavian countries. Joining forces Finland, Iceland,Norway, Sweden and Denmark work closely together towards this goal.The award as the most improved destination is an acknowledgementto those who have worked the hardest and developed the most duringthe year. The most improved destination is an example to follow.SCANDINAVIAN DESTINATION SUSTAINABILITY INDEXMOST IMPROVEDSUSTAINABLE DESTINATION2013DIPLOMAPEER H. KRISTENSEN, VISITAARHUSCHAIR OF ICCA SCANDINAVIAN CHAPTERGUY BIGWOODMCI GROUP SUSTAINABILITY DIRECTOR2013 SCANDINAVIAN DESTINATION SUSTAINABILITY INDEX 11
  • KEY FINDINGSFROM THECATEGORIESParticipating destinations were asked seven questions to sup-port assessment of the sustainability commitment of the citygovernment and performance of the local infrastructure, anarea deemed as “hardware” in this study. While these indica-tors are much less within the control of the Convention Bureau(CVB), Destination Marketing Organisation (DMO) and in-dustry partners, they are essential elements of the sustain-ability performance of destinations. Compared to last year’sresults there was an improvement of 4% in total.HARDWARE CATEGORYWORLD LEADERS IN CLIMATEPOLICY AND CO2EMISSIONS REDUCTIONAll 20 destinations indicated that there was a climate change ac-tion plan in place within their city. These action plans provide apolicy structure for local governments to develop and implementstrategies to mitigate the effects of greenhouse gas (GHG) emis-sions.Each city reported their carbon dioxide emissions (CO2e) percapita, which ranged from 2.2 to 8.7 metric tons. Five of the citiesmanaged to reduce this figure within the last year. Cities on a clearpath to a low-carbon future included Oslo (2.2), Trondheim (3.4),Stockholm (3.5), Copenhagen (3.9), and Uppsala (4.4). Typically,this figure is based on CO2 emissions primarily from the burningof fossil fuels.The four new participating cities in the study did contribute to araise in the average emissions from 5.5 to 6.1 metric tons, but at thesame time demonstrated a strong commitment towards carbonneutrality. Bergen’s goal is a 20% CO2 reduction by 2020 (com-pared to 1990) whereas the three new Danish cities have some ofthe most ambitious goals altogether with Sønderborg and Odenseat 50% and Kolding with a 75% reduction target. Helsinki, Oslo,Turku, Bergen and Stavanger also have a 20% reduction targetwhilst Aalborg has an ambitious 75% goal.CHAMPIONS OF RENEWABLEENERGY AND RECYCLINGAchieving these targets will require a wide range of strategies, in-cluding increasing the amount of energy that comes from renewablesources such as wind, solar, hydro and geothermal. The average of all20 participating cities was 43%. The few notable standouts includedBergen (83%), Gothenburg (90%), Karlstad (93%) and Reykjavik whoderive an impressive 100% of their electricity from renewable sources.Diverting waste from landfill is another important strategy to help miti-gate climate change because it helps to reduce the amount of methanereleased into the atmosphere. The average rate of diversion was a no-table 80%. This is the rate at which waste is recycled and incinerated ina destination. The average increased 9% from 71% in 2012. There wereeleven cities reporting a 90% or greater waste diversion rate including;Aalborg, Aarhus, Copenhagen, Gothenburg, Karlstad, Kolding, Malmö,Stockholm, Sønderborg, Turku and Uppsala.Reykjavik derives an impressive 100% of their electricity fromrenewable sources. Geothermal energy provides the majorityof their energy mix.2013 SCANDINAVIAN DESTINATION SUSTAINABILITY INDEX 12
  • THE DESTINATION FOR ETHICAL BUSINESSAny discussion around sustainability must extend beyond environ-mental considerations with social issues a consideration. The UNGlobal Compact, the world’s largest voluntary corporate responsibil-ity initiative, outlines ten universally accepted principles in the areasof human rights, labour, environment and anti-corruption. The latterprinciple, which reinforces the need for businesses to work againstcorruption in all its forms, including extortion and bribery, was ad-dressed within this research by looking at the 2012 Corruption Per-ception Index (CPI).Produced by Transparency International, the CPI measures the per-ceived levels of public sector corruption in 176 countries around theglobe. All five Scandinavian countries ranked high on the list, withDenmark and Finland tied for first place, Sweden in fourth place,Norway in seventh place and Iceland not too far behind in eleventhplace.The Scandinavian countries validate this position with all beingwithin the top 15 of the World Banks’ Ease of Doing Business Index.FOCUS ON PUBLIC TRANSPORTINFRASTRUCTUREThe final hardware question shifts the focus back to environmental sustainability and is arguably one of the more tangible and relevantquestions for the Meetings and Events sector with regards to not only sustainability, but the overall competitiveness of a destination. Whatpublic transportation links exist between the main airport and the city centre? The three options evaluated are rail, metro and bus, andover 90% of respondents reported having a least a bus link, while 40% had a rail and/or metro link. Cities that feature both options includeCopenhagen, Malmö, Odense, Oslo, Stockholm, Trondheim and Uppsala. All of the Scandinavian cities understand the need to improvepublic transport to reduce CO2 emission and they are all investing into new solutions and improvement on existing systems.Country Rank Country / Territory CPI 2012 Score1 Denmark 901 Finland 901 New Zealand 904 Sweden 885 Singapore 876 Switzerland 867 Australia 857 Norway 859 Canada 849 Netherlands 8411 Iceland 82The New AirportTrain in Oslo2013 SCANDINAVIAN DESTINATION SUSTAINABILITY INDEX 13
  • KEY FINDINGSFROM THECATEGORIESThe remaining nine questions within the study provided a clos-er analysis of sustainability attributes within the meetings andevents sector at each destination, specifically as it relates to thehotels, meeting venues and the CVB/DMO. The commitmentto improve these factors has been substantial and resulted inan impressive increase of 11% compared to last year’s results.SOFWARE CATEGORYCITIES THAT WALKFor meeting planners looking to incorporate sustainability intheir destination selection process, the proximity of hotels to themain congress and exhibition centre(s) is an important considera-tion. On average, 66% of the participating cities’ hotels are withinone kilometre walking distance, while 92% are easily accessible bypublic transport. Turku (100%), Trondheim (95%) and Gothen-burg (90%) feature the most hotels within walking distance, withthirteen cities (Aarhus, Copenhagen, Gothenburg, Helsinki, Karl-stad, Malmö, Odense, Oslo, Reykjavik, Sønderborg, Trondheim,Turku and Uppsala) offering 100% of hotels accessible by publictransport.GLOBAL LEADERS IN ECO-CERTIFICATIONIndependent third party sustainability certification is another important consideration as it providesa credible verification that an organization is in compliance with its public commitments and the ap-plicable standard. The three most common certification programmes reported in the study were ISO14001, the internationally-recognized standard for environmental management; the Nordic Ecolabel(commonly known as ‘the Swan’), a regional standard that now covers 67 different product groups; andGreen Key, the largest global eco-label for the accommodations sector.Across the 20 cities, 60% of the total hotel room inventory and 59% of the congress and exhibition centresare currently third party certified to a standard. This level of certification coverage is excellent comparedto other regions of the world and demonstrates best practice performance. However, five cities stood outwith certification coverage at exceptionally high levels, something not seen at other major destinationsaround the world: Gothenburg (87% hotels/100% venues), Bergen (84% hotels/100% venues), Stavanger(83% hotels/100% venues), Uppsala (75% hotels/100% venues), Oslo (65% hotels/100% venues) and Stock-holm (80% hotels/85% venues).Indisputably the Scandinavian countries have a strong competitive advantage with this level of certifica-tion. Nevertheless, when comparing to last year’s results there has been no significant improvement withcertified accommodation increasing from 59% to 60% whilst venues dropped from 64% to 59%. TheCVB/DMO’s support and leadership need to continue to sustain their commitment.Despite the inclement weather, all the Scandinavian citieshave high usage of bicycles. In Copenhagen a staggering 40%of people go to work or study on a bicycle. Photo: DanishMinistry Foreign Affairs2013 SCANDINAVIAN DESTINATION SUSTAINABILITY INDEX 14
  • An impressive 95% of the hotels in Trondheim have beenawarded an Eco-Certification. Photo: Carl-Erik Eriksson.GREATER COMMITMENT TO POLICIESAND REPORTINGFor many event planners, the CVB/DMO is often the first point of contactwith a destination under consideration, and can serve as a valuable resourceto assist them in fulfilling their event sustainability objectives. Having a pub-licly available sustainability policy is a positive first step towards demonstrat-ing the level of commitment that exists within the destination. The first indexin 2012, identified a lack of strategic commitment from the CVB/DMO’s withonly 25% having a public policy. During the last year there has been signifi-cant improvement with 45% of all destinations now having a sustainabilitypolicy.In 2012 none of the CVB/DMO’s had committed to sustainability reportingfor their destination, however in just one year 25% of all destination are nowdisclosing environmental performance and strategy.MORE FOCUSED COMMUNICATION70% of the cities have made basic sustainability information about the desti-nation’s meeting venues, hotels and suppliers available to clients. In the pastyear, twelve of the 2012 participating cities have made improvements on theinformation they have available. Furthermore, twelve cities compared to fourin 2012 have a supplier list providing the CVBs with the opportunity to sim-plify and ease the procurement of more sustainable products and services.Each and every destination as part of their commitment should be thinkingabout what type of information would be needed to help their clients makesmarter choices and plan a more sustainable meeting or event.Espoo,ReykjavikandAalborghavemadethemostprogresswithinthelastyear.Aalborgonlyhadbasicinformationavailablebuthassinceaddedtools,guidesand a supplier list; Espoo and Reykjavik previously did not have any informa-tion available but now offer basic information, tools, guides and a supplier list.The mobile application was added to this category in 2013 to emphasise theopportunity of using different types of technology to display informationand increase awareness. The three cities that have taken this step are Copen-hagen, Aarhus and Gothenburg.IMPROVEMENT DEVELOPMENT OFDESTINATION SUSTAINABILITY STRATEGYINFORMATION AND PRODUCTS OFFERED TO CLIENTS TO HELPTHEM ORGANISE MORE SUSTAINABLE MEETINGS0%0%25%15%35%45%50%55%70%45% 45%25%25%38%31%63%25%201220122013201331%SustainabilityReportingMobileAppOnlineGuidesSupplierListBasicWeb InfoToolsGoals andObjectivesCommitment Vision2013 SCANDINAVIAN DESTINATION SUSTAINABILITY INDEX 15
  • BESTPRACTICESSETTING NEW STANDARDS:In March 2013 the European Indoor Athletics Championship was held inGothenburg, Sweden. As part of the city’s goal of being a world leading des-tination for sustainable meetings and events they were determined from thebeginning for this to be a sustainable event. The event had five focus areas insustainability; climate change, resources and waste disposal, food and bever-ages, welcoming and including, inspiring and engaging.Not only did this process inspire the city’s partners to take action but also mo-tivated the European Athletics organisation to launch The Green InspirationProject during the event in Gothenburg. This is European Athletics’ latesteffort to increase the sustainability of athletics and help deliver its ‘Your Sportfor Life’ vision. The initiative includes 5 events in 2013.KEY BEST PRACTICES:• Make the Local Organising Committee the champions of thesustainability programme• Use the ISO20121 management system to support and struc-ture sustainability initiatives• Engage all sponsors, partners, suppliers and contractors andinvolve their sustainability initiatives in the delivery and op-eration of the event• Develop and initiate collaborations, partnerships, and pro-jects with organizations, businesses, associations and ad-ministrations that can contribute to the effectiveness andbenefit the event’s potential furtherThe EcoCamps initiative used world famous athletes as Carolina Klüft to endorse and raise awareness about the sustainability initia-tives of the European Indoor Athletics ChampionshipThe achievements made by Göteborg & Co and the Gothenburg Conven-tion Bureau not only set new standards for their own city but to influencedwhat the European Athletics will demand from their host cities in the fu-ture shows the power of their transformation.More information is available on Page 25 of the European Athletics Cham-pionship Report.2013 SCANDINAVIAN DESTINATION SUSTAINABILITY INDEX 16
  • DOCUMENTING AND DEMONSTRATINGTHE BUSINESS CASEA similar legacy was left by the Danish Government when they hosted the first eversustainable European Union Presidency. From January 1st to June 30th the DanishMinistry of Foreign Affairs organized over 100 meetings attracting 15.500 participants,including 400 ministers and 2000 press who visited Copenhagen and the city of Horsensin central Jutland.The Ministry became the first organization to achieve the new ISO20121 certificationin the meetings sector. The sustainable actions lead to a €40million saving compared toprevious presidencies. The experiences and learning from this award winning projecthave been documented in a video and in a sustainability report entitled ‘Driving ChangeThrough Collaboration’.The report can be downloaded at the Sustainable Events Denmark Website.WINNING AS A DESTINATIONIt is increasingly important for private and public partners to dem-onstrate a collaborative partnership to be considered as a destina-tion for large scale events. Copenhagen has excelled at creating closecollaborations between private partners, Cleantech industries andthe ministries for environment, trade and foreign affairs. As SteenJacobsen, Convention Director, Wonderful Copenhagen ConventionBureau explains:“The formalised alliances we have in Copenhagen ensure that the cityhas great expertise in how to make events more sustainable. Togetherwith public and private partners, Wonderful Copenhagen CVB hasdeveloped a strategy for targeting those green or sustainability con-gresses we want to win for the city. Through collaboration we have agreater chance of winning and a higher motivation. Recent successesinclude, hosting the UN Climate Change Conference, the EuropeanWind Energy Conference or the recently announced 2016 World WaterForum. Apart from providing significant income to the city and meet-ings industry, these high profile events give us a great opportunity tocement Denmark’s position as a leader in events with green growthon the agenda.”Stockholm has also had success using their green credentials to wincongresses that have a focus on the environment. Most recently theywere chosen to host the Cleantech Group Forum in Stockholm in2014: an important conference that hosts companies from all indus-tries that specialise in innovative solutions within clean technologies.Stockholm was able to differentiate themselves through the close co-operation with the City of Stockholm and its Stockholm BusinessRegion Development and their project Cleantech. Secondly, theirvisibility as a sustainable destination was increased by winning theEuropean Commission’s first ever European Green Capital award in2010. Thirdly, the widespread green certified hotels, meeting venuesand transportation solutions in Stockholm presented a strong case.Stockholm leverage their green credentials to winevents about sustainability: Photo: Jeppe Wikström -Stockholm Visitors Board2013 SCANDINAVIAN DESTINATION SUSTAINABILITY INDEX 17
  • CUTTING EDGE SUSTAINABLE CITY DEVELOPMENTIn the Urban Infrastructure Initiative (UII) organised by the World Business Coun-cil for Sustainable Development (WBCSD), Turku is the first pilot city in a globalprogramme for advancing sustainable development. The specific solutions identi-fied four cities with very different circumstances and challenges will help to advanceurban sustainability everywhere. The strategic approach to sustainable city devel-opment is designed to benefit the city and its inhabitants as well as the companiespresent in the locations. The project covers city planning from energy use, energysupply to transport and logistics.Playing their part in this important initiative, the Turku Convention Bureau willencourage all its partners to improve their sustainable policies and practices. In thefuture Turku wants to be known as the right choice when choosing a sustainableconference destination.COMPETITIVE ADVANTAGE THROUGH CERTIFICATIONThe city of Malmö hosted the Eurovision Song Contest in May 2013, and the cityand event organisers collaborated with the city’s partners to have their event man-agement approach ISO 20121 certified. The international standard ISO 20121 EventSustainability Management System was introduced in 2012 in connection with theLondon 2012 Olympics.The Event Sustainability Management System helps organisers to integrate sustain-ability within their event(s). It is a comprehensive certification process that takessustainable events to the next level and prevents green washing by increasing trans-parency and scrutiny. Besides the 2012 London Olympic Games, the Danish EUPresidency was certified in June 2012, and the city of Stockholm is currently work-ing towards certification for the Stockholm Culture Festival in August 2013, Oslo isincorporating it into their bid for the Winter Olympics in 2022.UTILISING THE NATURAL SURROUNDINGSIceland has for several decades invested in alternative options for theirenergy mix whilst having a strong focus on their natural advantagesand local resources. Reykjavík is home to the world’s largest geother-mal heating system. All homes in Reykjavík are heated with geother-mal water and make up the largest part of the city’s renewable energymix. In 2011 the doors opened to Reykjavík’s Harpa Concert Hall andConference Centre, a perfect example of Scandinavian sustainable de-sign that incorporates its surroundings by using natural light, naturalmaterials, renewable energy, and restaurants that serves local products.The Harpa Concert Hall and Conference Centre won the 2013Mies Van Der Rohe European Architecture Award and is astunning example of green building technology and design.Photo: Harpa2013 SCANDINAVIAN DESTINATION SUSTAINABILITY INDEX 18
  • ECOTOURISMThe Norwegian commitment to preserve and protect their diverse natureshows in the destinations wide selection of eco-certified providers. Through-out Norway there are 623 hotels, restaurants, museums and parks that haveall been classified as green options. “Ecotourism Norway” is one of the pro-jects initiated by” Innovation Norway” to support the development and en-sure accordance with the recommended international standards. InnovationNorway also provide training programmes that support quality develop-ment.INNOVATIVE COMMUNITY INITIATIVESThe city of Uppsala was named the Swedish Earth Hour City 2013 by theWorld Wildlife Fund for Nature (WWF). The city’s inspiring climate plansand strategic partnerships and investments makes them a unique city. It istherefore a natural choice for Uppsala Convention Bureau to have sustain-ability as a core part of their business model. The CVB offers guidance formeeting planners and help showcase their sustainable partners. In addition,the CVB is an active part of their community and have initiated a healthproject with walking contests and other challenges for their stakeholders toparticipate in. The money raised goes to local, national or international sociallegacy activities; their most recent beneficiary being Save the Children.CHAMPIONING EDUCATIONIn December 2012 Tampere Convention Bureau organised a seminar for 60 plan-ners entitled “Sustainable Tampere for Events and Meetings”. The project goal wasto increase knowledge and educate their partners in transforming Tampere to amore sustainable meeting destination. Focus has now moved towards increasingawareness and communication possibilities through development of a sustainabilitybrand, a Facebook page and the release of a 10-step sustainability guide to help con-gress organisers. Furthermore, the group is working with the local public transportcompany to provide free transport for delegates during events, and to host a fairabout locally produced foods for the hospitality industry.THE WORLD’S FIRST SUSTAINABLETOURIST INFORMATIONDedicated to developing the destination in a more sustainable direction the “Go-GreenAarhus” project sets out to map the sustainable city and provide guests inAarhus with sustainable alternatives to their entire stay.GoGreenAarhus is a sustainable portal, guiding the way towards green businesses,experiences and knowledge about the environment. The portal can help visitors ex-perience sustainable initiatives in the city but it also functions as inspiration andmotivation for other businesses to become certified. Their website has a range ofofferings that can help find the right choices for sustainable events that goes beyondsuggestions to locations and accommodation. Besides online activities the greenguide to Aarhus exists as a mobile app and as a sustainable map made of stone.On May 16th GoGreenAarhus expanded the initiative by opening a sustainabletourism information center in Aarhus. “Sustainability is a driver for change andprogress. We are all witnessing a demandfor better, more unique and more efficientmeetings. This means rethinking the waymeetings are organised and businesses aredriven. The legacy of sustainability in theScandinavian meetings industry is true in-novation - encompassing and transcendingenvironmental concerns. As a destination,Aarhus and Scandinavia are constantlylooking to secure a better future. The ICCAScandinavian Index and Accord make surewe deliver progress in the short and longterm, which is why we chose to sponsor theIndex in 2013.”Peer KristensenDirector of VisitAarhus and Chairof the ICCA Scandinavian Chapter 2013 SCANDINAVIAN DESTINATION SUSTAINABILITY INDEX 19
  • 5 STEPSTO A MORESUSTAINABLEDESTINATIONDRIVINGPERFORMANCEStrategyLeadershipOperationalIntegrationStakeholderEngagementGovernanceTHE CSMPFRAMEWORKLEADERSHIPSuccess requires strong leadership and good governance.The top performers in the Index excel at both. Being at thecentre of the meetings industry, Convention Bureaus havea tremendous opportunity and critical role to play as a keyinterface between public administrations and the privatesector. The CVB can accelerate performance of their des-tination partners by aligning with international, nationaland city sustainability initiatives, and leading the meetingsindustry to play their part in achieving the wider city ob-jectives. Significant benefit can be achieved if the CVB andDMO can link in and partner with established networkssuch as The Natural Step or the UN Global Compact. Localand National Government can and also should lead by in-corporating sustainability within the planning of their ownevents. The Danish government is a solid example of this inpractice.STRATEGYTop-performing cities take a holistic approach to environ-mental and social sustainability. The ISO20121 sustainabili-ty management system provides an excellent structure to de-velop an overarching holistic strategy. It provides guidanceon the definition of sustainability issues affecting the localmeetings industry, the creation of a shared vision of successand the requirements of a project plan with clear prioritiesand measureable objectives.The CSMP advises that the CVB/DMO reach out to the com-munity to form a strong advisory board to help provide guid-ance, support and governance of their sustainability strat-egy. The APEX/ASTM Sustainable Event standards providean excellent framework to help structure this strategicallyfocused team. Each CVB can then form a team identifyingbusiness and public sector leaders from each of the APEXsupplier categories: Accommodations, Meeting Venues, Ex-hibits, Audio Visual and Production, Communications andMarketing, Food and Beverage and Transportation.Stakeholder EngagementOne of the best practices identified in this project was the Co-penhagen Sustainable Meetings Protocol (CSMP). Createdfor the COP15 UN Climate Conference, the CSMP serves asan excellent framework for recommending actions to desti-nations who want to improve their sustainability strategyand results. The methodology identifies five areas exhibitedby leaders to strive to improve sustainability performance:2013 SCANDINAVIAN DESTINATION SUSTAINABILITY INDEX 20
  • STAKEHOLDER ENGAGEMENTInformed, engaged stakeholders are instrumental in the creation of a sustainable destination.Successful CVBs have the ability to connect with people and organisations in their value chainand motivate them to exceed expectations and their respective responsibilities to deliver excep-tional results.The CVB and advisory board are recommended to organise collaborative workshops and townhall sessions to share their sustainable destination vision, to listen to stakeholder feedback and toimprove the strategic plan through collaboration. Regular transparent communication is criticalto project success. Social media channels such as Twitter and LinkedIn in combination with blog-based websites can enable and improve knowledge transfer and stakeholder engagement.OPERATIONAL INTEGRATIONAdvanced practitioners integrate rather than add-on sustainable development principles intotheir existing event management systems and organisation. The CVB can facilitate the develop-ment of new skills and processes by organising education and learning programmes, providingtools and enabling access to funding, facilitating best practice sharing and recognising leadershipin the community. CVBs can create new member services and products to support both theirsupplier members and their clients with a goal to make the organisation of sustainable meetingssimpler and easier.GOVERNANCECVBs can help suppliers and event managers to implement effective systems to manage, reporton, and certify their sustainability initiatives. With the growing importance of sustainability andthe boom in sustainable initiatives, stakeholders – especially the local community and clients –require increased accountability and transparency from the meetings industry. CVBs can helpthe local meetings industry by encouraging business to adopt international management stand-ards, produce annual sustainability reports using the Global Reporting Initiative G3 Framework,the GRI Event Organisers Sector Supplement and certify the organisations using third party ac-credited certification standards. Pioneering CVBs have worked with partners and certificationbodies to endorse a reduced number of certification standards, organise collective training andassessment programmes. A collaborative approach has been proved to reduce costs and increaseperformance.For more information on the CSMP, visit www.sustainableeventsdenmark.org/category/csmpMUNICIPALY SERVICESDownstreamValueChainControlInfluenceUpstreamWeakWeakStrongStrongVENUEEVENT AGENCYEMPLOYESCLIENTSPONSORSPARTICIPANTSLOCAL GOVERMENTOTHER SERVICESEVENTORGANIZERCSMP APPROACH TO ENGAGINGSTAKEHOLDERS2013 SCANDINAVIAN DESTINATION SUSTAINABILITY INDEX 21
  • Area Indicators Metric Aalborg Aarhus Bergen Copenhagen Espoo Gothenburg Helsinki Karlstad Kolding Malmö Odense Oslo Reykjavik Sonderborg Stavanger Stockholm Tampere Trondheim Turku UppsalaCity "Does the city have a climate change actionplan?If yes, please provide source (i.e. website, link toPDF document)"Yes/No Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes"What is the Citys total GHG emissions percapita?Please provide source."metric tons CO2e/ capita7,80 6,50 7,70 3,90 5,50 6,30 5,20 8,20 8,50 8,72 6,90 2,20 4,50 8,60 5,00 3,48 7,90 3,40 7,80 4,40What is the City’s CO2 Reduction Targetpercentage for 2020 (from 1990 levels)? Pleaseprovide source.% 50% 45% 20% 30% 33% 30% 20% 25% 75% 40% 50% 20% 35% 50% 20% 45% 30% 25% 20% 45%"On average, what percentage of the City’s totalenergy mix comes from renewable sources? e.g.Wind, Solar, Hydro, Geothermal.Please provide source."% 30% 29% 80% 43% 1% 90% 8% 93% 39% 30% 40% 0% 100% 10% 6% 50% 18% 62% 35% 52%"On average, what percentage of the City’s totalwaste is diverted from landfill. Please includerecycling, repurposing and incineration ofresidential and comercial waste.Please provide source."% 95% 95% 81% 99% 54% 90% 60% 94% 93% 98% 86% 82% 39% 93% 65% 95% 45% 40% 95% 98%How does the country score on the CorruptionPerception Index?CPI Score 90 90 85 90 90 88 90 88 90 88 90 85 82 90 85 88 90 85 90 88"Which of the following public transport linksexist between the main airport and the citycentre?Please select all that apply."Express BusRailMetroBus Bus Bus Metro / Rail Bus Bus Bus Bus - Bus / Rail Bus /RailBus / Rail Bus Bus Bus Bus / Rail Bus Bus / Rail Bus Bus / RailHotel "What percentage of the City’s total hotel roominventory has active 3rd party sustainabilitycertification?Please indicate the name of the certifications inuse and total number of rooms for each of thecertified hotels."% 53% 40% 84% 63% 60% 83% 30% 85% 42% 81% 46% 65% 0% 75% 83% 80% 34% 95% 34% 75%"What percentage of the City’s hotels are within1km walking distance of the main congress andexhibition centre(s)?Please include name of hotel(s)."% 71% 66% 64% 55% 25% 90% 74% 75% 46% 66% 85% 60% 85% 85% 10% 24% 65% 95% 100% 70%"What percentage of the City’s hotels are easilyaccessible by public transport to/from the maincongress and exhibition centre(s)?Please include name of hotel(s)."% 92% 100% 87% 100% 73% 100% 100% 100% 77% 100% 100% 100% 100% 100% 86% 86% 35% 100% 100% 100%Venue What percentage of the City’s congress andexhibition centres have active 3rd party sustain-ability certification? Please indicate the name ofthe certification for each of the certified venues.% 0% 50% 100% 66% 33% 100% 100% 50% 42% 33% 67% 100% 100% 25% 100% 85% 0% 0% 33% 100%CVB "Does the DMO (or CVB) have a sustainabilitypolicy publicly available on its website?If yes, please include website link."Yes/No No Yes No No No Yes Yes No No Yes No No Yes No No Yes Yes No Yes Yes"If the DMO or CVB does have a sustainabilitypolicy, which of the following components areincluded?Please list all that apply."CommitmentVision, Goals andObjectives Sustain-ability Reporting- Commitmentand Vision- - - Commitment,Vision, Goalsand Objectives,SustainabilityReportingCommitment - - "Commit-ments,Vision,Goals andObjec-tives"- - Commitment,Vision, Goalsand Objectives,SustainabilityReporting- - Commitment,Vision, Goalsand Objectives,SustainabilityReportingCommitment,Vision, Goalsand Objec-tivesVision Commit-ment, Vision,Goals andObjectives,SustainabilityReportingCommitment,Vision, Goalsand Objectives,SustainabilityReportingWhat percentage of women working in the DMO(or CVB if not connected) are currently holdingleadership positions?% women in manage-ment100% 50% 50% 32% 100% 83% 100% 0% 0% 75% 20% 67% 100% 0% 50% 60% 100%  85% 100% 100%Which of the following sustainability informa-tion about the destination’s meeting venues,hotels and suppliers does the CVB/DMO provideclients? Please list all that apply.Basic InfoDownloadableGuides and ManualsToolsSupplier ListsMobile AppBasicInfo,Guides,Tools,Sup-plierListsBasic Info,Supplier List,Mobile App- Basic info,Guides, Tools,Supplier List,Mobil AppBasicInfo,Basic Info,Guides, Tools,Supplier Lists,Mobile AppBasic Info,Supplier lists,Tools- - Basic Info - Basic Info,Guides,SupplierListsBasic Info,Guides, Tools,Supplier Lists- - Basic Info,Guides, Tools,Supplier ListsBasic Info,Guides, Tools,SupplierListsBasic Info Basic Info Basic Info,Guides, Tools,Supplier ListsDoes the CVB/DMO provide clients with ideasand resources for donation programs for foodand/or conference materials?yes/no No No No Yes No Yes Yes Yes No No No Yes Yes No No no No No Yes NoDETAILED DESTINATION RESULTS2013 SCANDINAVIAN DESTINATION SUSTAINABILITY INDEX 22
  • AUTHORSThe benchmark concept, ranking methodology and this report weredeveloped by MCI Sustainability Services.If you would like to benchmark your organisation, request moredetailed information on this report, or for questions about practi-cal approaches to improving sustainable business performance,please contact Guy Bigwood, MCI Group Sustainability Directorguy.bigwood@mci-group.comCREDITS ANDCONTACT INFORMATIONDesign and Artwork: Miguel Delgado, MCI BarcelonaPhoto credits: Front cover image is the Iceburg, a sustainable rede-velopment of the Aarhus Harbour. The architects are CEBRA, JDS,SeARCH and Louis Paillard.Whilst every effort has been taken to mention the photographersand comply with copyright, it can’t be avoided that some copyrightinformation may be missing. Please contact the authors should youidentify any infringement and the appropriate actions will be taken.Liability: Whilst every effort has been taken to verify the accuracy ofthis information, MCI does not accept any responsibility or liabilityfor information included in this report.Sponsors: Thank you to the ICCA Scandinavia Chapter, VisitAarhusand MCI for providing financial assistance and resources to enablethe creation of this report and the on-going implementation of theScandinavian Sustainable Meetings Region.“Sustainability is one of the defining issues of our time,and the Scandinavian chapter is setting a global prec-edent on how we should be collaborating to advance ourindustry’s responsible business practices. This, the sec-ond Index is an inspiring example of Scandinavian lead-ership and collaboration in action. It serves as a beaconto other chapters.”Martin Sirk,CEO of the International Congress and Convention As-sociation (ICCA) 2013 SCANDINAVIAN DESTINATION SUSTAINABILITY INDEX 23