2012 SCANDINAVIANDESTINATIONSUSTAINABILITYINDEXAssessing and reporting on the sustainability performanceof Scandinavian ma...
2012 Scandinavian Destination Sustainability IndexTABLEOFCONTENTSIntroduction................................................
2012 Scandinavian Destination Sustainability Index                                                                 “Driven...
2012 Scandinavian Destination Sustainability IndexIndexed                                                     The Scandina...
2012 Scandinavian Destination Sustainability IndexThe Journey2010 - Gothenburg, Sweden                                  20...
2012 Scandinavian Destination Sustainability IndexScandinavian SustainableMeetings AccordIn the spirit of collaboration of...
2012 Scandinavian Destination Sustainability IndexWhy Is This                                                  “Our client...
2012 Scandinavian Destination Sustainability Index    Benchmarking – Results    The complete results from the index, inclu...
2012 Scandinavian Destination Sustainability IndexKey Findings                                         Hardware           ...
2012 Scandinavian Destination Sustainability Index                                                                        ...
2012 Scandinavian Destination Sustainability Index                                                        “Only 25% of the...
2012 Scandinavian Destination Sustainability IndexBest                                                 The consortium cons...
2012 Scandinavian Destination Sustainability Index                                                     Transforming destin...
2012 Scandinavian Destination Sustainability Index                                                            Promoting gr...
2012 Scandinavian Destination Sustainability IndexDrivingPerformanceOne of the best practices identified in this project w...
2012 Scandinavian Destination Sustainability Index                                                     Operational Integra...
2012 Scandinavian Destination Sustainability IndexMETHODOLOGY                                                             ...
2012 Scandinavian Destination Sustainability IndexDestination ResultsArea      Indicators                               Av...
Credits andContact InformationAuthors: The benchmark concept, ranking methodology andthis report were developed by MCI Sus...
Upcoming SlideShare
Loading in …5

2012 Scandinavian Destination Sustainability Index


Published on

Index and whitepaper discussing performance and initiatives of 16 Scandinavian cities at implementing sustainability practices in meetings industry.
Part of a bigger project to create the world's first sustainable meetings region.

Published in: Business, Technology
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

2012 Scandinavian Destination Sustainability Index

  1. 1. 2012 SCANDINAVIANDESTINATIONSUSTAINABILITYINDEXAssessing and reporting on the sustainability performanceof Scandinavian major meetings destinations Project commissioned by the Scandinavian Chapter of the International Congress and Convention Association (ICCA) Research sponsored and conducted by MCI
  2. 2. 2012 Scandinavian Destination Sustainability IndexTABLEOFCONTENTSIntroduction....................................................................................... 3Indexed Destinations.................................................................... 4The Journey...................................................................................... 5Scandinavian Sustainable Meetings Accord.................... 6Why Is This Project Important?.............................................. 7Benchmarking – Results............................................................. 8Key Findings...................................................................................... 9Best Practices.................................................................................. 12Driving Performance.................................................................... 16 Over 50 venues, hotels, agencies andMethodology.....................................................................................17 convention have joined forces andDestination Results....................................................................... 18 committed to working together with a vision toCredits and Contact Information.......................................... 19 create the world’s first sustainable meetings region 2
  3. 3. 2012 Scandinavian Destination Sustainability Index “Driven by a commitment to the transformation of the meetingsINTRODUCTION industry towards sustainability, organisations from the five coun- tries of the ICCA Scandinavian Chapter began a project in 2010 to create a Sustainable Scandinavian Meetings Region. An in- trinsic part of that project was the need to commence reporting on current environmental and social performance, benchmark amongst peers and share best practices. We are very proud to present this document, our first regional sustainability report. This initiative was inspired by Steen Jakob- sen and Lennart Johansson and has evolved into a wonderful collaborative project between our group of Scandinavian nations in the meetings industry. It serves to not only drive performance at a regional level, but to inspire and support other destinations who are seeking a path towards sustainability.” Erika Eischer, Head of Congress Department, Tampere Hall and Chair of the ICCA Scandinavian ChapterProject steering group celebrating the launch of the Accord.From left:Sigrun Sigurdardottir - Iceland Congress; Jorun Aasen Kristiansen -Norway Convention Bureau; Erika Eischer - Tampere Hall Finland;Guy Bigwood – MCI; Lennart Johansson – Goteborg & Co;Steen Jakobsen - Wonderful Copenhagen, 3
  4. 4. 2012 Scandinavian Destination Sustainability IndexIndexed The Scandinavian Sustainable Destination Index measures and compares social and en- vironmental sustainability performance between sixteen capital and regional cities in five nations. By sharing performance and stories of sustainability initiatives, the partners are collaborating with a goal to create the world´s first sustainable meetings region.Destinations ICELAND Reykjavik SWEDEN Trondheim FINLAND Tampere NORWAY Turku Espoo Uppsala Oslo Helsinki Stockholm Karlstad Stavanger Aalborg Gothenburg DENMARK Aarhus Malmö Copenhagen 4
  5. 5. 2012 Scandinavian Destination Sustainability IndexThe Journey2010 - Gothenburg, Sweden 2011 - Reykjavik, Iceland Next steps53 people from Convention Bureaux , Destination Mar- 75 ICCA, MPI and GMIC members reconvened to review The ICCA Scandinavian Chapter will expand the numberketing Organizations, Venues and Event Agencies from progress and discuss the necessary steps required to of signatories to the Accord by reaching out to businessthe five Scandinavian member countries gathered to- achieve the vision. The group brainstormed possible ac- leaders across the five countries. They will encouragegether to discuss the importance and need for greater tions and through a voting system narrowed in on two others to join their commitment to measure and improvesustainability in the meetings industry. The meeting key priorities: environmental and social impacts and to further developwas convened by the ICCA Scandinavian Chapter in the holistic approach to sustainable business for whichcollaboration with Meetings Professional International 1. Securing a commitment by members to undertake Scandinavia is recognized.(MPI) and the Green Meeting Industry Council (GMIC). actions to improve sustainability performance; andIn a facilitated workshop led by Guy Bigwood of MCI 2. Initiating a research project to understand current per-Sustainability Services, the group determined that while formance and share best practice.Scandinavia was recognized as a pioneer and worldleader in social and environmental sustainability, they were 2012 - Tampere, Finlanda long way away from being a sustainable society. Increa- 45 people united to sign the Scandinavia Sustainablesing risk from climate change, economic downtown and Meetings Accord and review initial findings from the des-demographic shifts required more strategic and focused tination benchmarking.attention from the meetings industry. Developed by MCI Sustainability Services and a task-The workshop resulted in a common vision by partici- force with one representative from each of the five na-pants to create the world’s first sustainable meetings re- tions, the Scandinavia Sustainable Meetings Accord is agion. declaration outlining ten specific environmental and so- ICCA Members working together to discuss and agree on cial actions to which all signatories commit, with a strate- sustainability focused actions in 2011 and 2012. gic focus to advance sustainable development within the meetings industry. 5
  6. 6. 2012 Scandinavian Destination Sustainability IndexScandinavian SustainableMeetings AccordIn the spirit of collaboration of leadership and 4. Encouraging and supporting private-public 10. Giving back to the community by proactivelyin recognition of the clear and present benefits collaboration with other destinations to share creating links between the meetings industryand returns of sustainable business practices we, Scandinavian best practices and solutions and, and social responsibility initiatives.member organizations of the ICCA Scandinavian in turn, to learn from others.Chapter agree to work together to create a Scan- To these above commitments, we dedicate leader-dinavian Sustainable Meetings Region. 5. Providing resources to planners to identify ship focus and attention so that the meetings indus- responsible, sustainable and certified suppliers try we represent will be more sustainable.We therefore commit to taking action together in our community in order to help planners cre-to advance sustainable practices within the meet- ate more sustainable events.ings and events industry by: 6. Advocating efficient, equitable and more1. Publicly declaring participation in the Scandina- sustainable use of resources. vian Sustainable Meetings Accord and using our personal and business networks to encourage 7. Facilitating the increased use of environmentally member organisations to sign this Accord. friendly transport through better communica- tion with visitors and collaboration with trans-2. Engaging our clients, partners and other inter- port providers. ested parties in dialogue about economic, en- vironmental and social sustainability for our in- 8. Calculating the CO2 footprint of a defined dustry. Scandinavian meetings industry and aiming to3. Educating interested parties, sharing knowledge reduce this by 20% by 2020. Lennart Johansson, Director of the Gothenburg in sustainable business practices and recognizing Convention Bureau and Swedish taskforce leader, ICCA members for their best practice and efforts 9. Upholding the highest standards of honesty signing the Accord. in sustainable business. and fairness and thus maintaining a society with 6 integrity and strong ethical standards.
  7. 7. 2012 Scandinavian Destination Sustainability IndexWhy Is This “Our clients are concerned about the ethical, social and environmental performance of their suppliers. In a re- cent MPI study of over 1000 organisations, 77% of del-Project egates declared their preference to buy from ethical and responsible organisations and 50% of buyers said that they give preference to suppliers who have formal CSR policies. As a region we need to make it easier for ourImportant? clients to organize a sustainable meeting in our destina- tions”. Erika Eischer Head of Congress Department, Tampere Hall Chair of the ICCA Scandinavian Chapter“As the global population grows from 7 billion to al-most 9 billion by 2040, and the number of middle-class consumers increases by 3 billion over the next “Sustainability is a business imperative that we all un-20 years, the demand for resources will rise exponen- derstand. It’s about good business and creating bettertially. By 2030, the world will need at least 50 per cent communities. We recognize that only through collabora-more food, 45 per cent more energy and 30 per cent tion, including the sharing of best practices and exper-more water — all at a time when environmental bound- tise, will we improve performance of our organizationsaries are throwing up new limits to supply. The current for the benefit of our clients and our communities.”global development model is unsustainable. Steen JakobsenThe challenges we face are great, but so too are the Convention Director, Wonderful Copenhagen Convention Bureaunew possibilities that appear when we look at old Board member ICCA and GMICproblems with new and fresh eyes. These possibilitiesinclude technologies capable of pulling us back fromthe planetary brink; new markets, new growth and new “At MCI we evaluate all destinations where we hold meet-jobs emanating from game-changing products and ings. With this project we have regional leaders fromservices and new approaches to public and private fi- all Scandinavian countries that have a shared vision ofnance that can truly lift people out of the poverty trap. a better smarter future. They have committed to taking action to measure and benchmark impacts, share knowl-The opportunities for change are vast. We are not pas- edge, create products to help clients and develop social-sive, helpless victims of the impersonal, determin- ly responsible community action projects. We feel thisist forces of history. The exciting thing is that we can innovative model of leadership collaboration will resultchoose our future” in destinations that are positioned to capture new busi- ness from the rapidly expanding sustainability-mindedUnited Nations Secretary General’s marketplace”.High level Panel on Global SustainabilityPrepared for the RIO+20 Sustainable Development Conference Guy Bigwood MCI Group Director of Sustainability 7 Project lead
  8. 8. 2012 Scandinavian Destination Sustainability Index Benchmarking – Results The complete results from the index, including the overall result of each city as well as the indi- vidual rankings within the two categories, are shown below. Benchmarking Hardware Software Total 25E Gothenburg 21 22 43 GOTHENBURG Uppsala 25 15 40 Copenhagen 22 16 38R 20 HELSINKI Stockholm 21 17 38 MALMÖ Oslo 20 18 38A OSLO STOCKHOLM Malmö 18 19 37 TRONDHEIM COPENHAGEN 15 STAVANGER UPPSALA Trondheim 21 16 37W TAMPERE AARHUS Helsinki 15 20 35 KARLSTAD AALBORG Aalborg 21 12 33 ESPOO Aarhus 19 14 33T 10 Tampere 18 14 32 REYKJAVIK Karlstad 18 13 31F Stavanger 15 15 30 5 Reykjavik 19 8 27O TURKU Espoo 14 11 25 Turku 18 3 21 0S 0 5 10 15 20 25 30 H A R D W A R E For information on the benchmarking ap-In order to compare destinations, performance indicators were selected and grouped into two categories: proach and performance indicators,please•Hardware indicates the sustainability commitment of the city government and performance of refer to the Methodology section on page 17 the infrastructure: e.g. climate change commitment, recycling availability, renewable energy supply etc.• Software indicates the sustainability commitment and performance of the local meetings industry including hotels, venues and the convention Bureau /destination marketing organization: e.g. percentage of hotels with eco-certifica- tion, existence of sustainability policy, communication of sustainability initiatives to support client planners etc 8
  9. 9. 2012 Scandinavian Destination Sustainability IndexKey Findings Hardware Participating destinations were asked seven ques- tions to help assess the sustainability commitment Framework Convention on Climate Change, includ- ing all five Scandinavian countries. of the city government and performance of the local Part of the Protocol includes commitments to re- infrastructure, an area deemed as “hardware” in this duce GHG emissions below 1990 levels. For this study. While these indicators are much less within study, each destination was asked to indicate their the control of the CVB, DMO and industry partners, city’s CO2 reduction target percentage for the yearOn average 46% it cannot be ignored when discussing the sustain- 2020 from 1990 levels, and the results ranged from ability performance of destinations. 20% in Helsinki, Oslo, Stavanger and Tampere toof the energy a more ambitious 45% in Aarhus and Uppsala and 50% in Aalborg and Karlstad.in participating World leaders in climate policy and CO2 emissions reductioncities comes from Champions of renewable energy All 16 destinations indicated that there was a climate and recyclingrenewable sources change action plan in place within their city. These action plans provide a policy structure for local gov- Achieving these ambitious reduction targets will re- ernments to develop and implement strategies to quire a wide range of strategies, including increasing mitigate the effects of greenhouse gas (GHG) emis- the amount of energy that comes from renewable sions. More importantly they demonstrate a commit- sources, such as wind, solar, hydro and geothermal. ment to leadership in addressing the risks and op- The average renewable energy mix of all 16 cities portunities associated with climate change. was 46%. The few notable standouts included Goth- enburg (90%), Karlstad (90%) and Reykjavik who Each city reported their carbon dioxide emissions derives an impressive 100% of their electricity from (CO2e) per capita, which ranged from 3.0 to 8.2 met- renewable sources. Diverting waste from landfill is ric tons. Cities on a clear path to a low-carbon future another important strategy to help mitigate climate included Oslo (2.2), Reykjavik (3), Trondheim (3.4) change because it helps to reduce the amount of and Stockholm (3.7). Typically, this figure is based on methane that is released into the atmosphere. The CO2 emissions primarily from the burning of fossil fu- average rate of diversion, which essentially measures els. The average for the 16 cities was 5.5 metric tons. the availability of recycling and incineration in a des- tination, was 65%. Cities reporting a 90% or greater As of August 2011, 191 states have signed and rati- diversion rate included Aalborg, Copenhagen, Goth- fied the Kyoto Protocol to the United Nations enburg, Turku and Uppsala. 9
  10. 10. 2012 Scandinavian Destination Sustainability Index SoftwareKey Findings Focus on ethical business Of course, any discussion of sustainability must The remaining nine questions provided a closer look extend beyond environmental considerations. The at sustainability attributes of the meetings industry UN Global Compact, the world’s largest voluntary within each destination, specifically as it relates to corporate responsibility initiative, outlines ten uni- the hotels, meeting venues and CVB/DMO. versally accepted principles in the areas of human rights, labour, environment and anti-corruption. The latter principle, which reinforces the need for busi- Cities that walk“59% of the region’s nesses to work against corruption in all its forms, including extortion and bribery, was addressed For meeting planners who are looking to incorpo-hotels and 65% of the within this research by looking at the 2011 Corrup- rate sustainability into their destination selection tion Perception Index (CPI) produced by Transpar- process, proximity of hotels to the main congresscongress centres have ency International. The CPI measures the perceived and exhibition centre(s) is an important consid- levels of public sector corruption in 178 countries eration. On average, 59% of the participating cit-already achieved an around the globe. All five Scandinavian countries ies’ hotels are within 1 kilometre walking distance, ranked high on the list, with Denmark and Finland while 85% are easily accessible by public transport.eco-certification” tied for second place, Sweden in fourth place, Nor- Uppsala (100%), Trondheim (95%) and Gothenburg way in ninth place and Iceland not too far behind in (90%) report the most hotels within walking dis- thirteenth place. tance, with nine cities (Aarhus, Copenhagen, Goth- enburg, Helsinki, Karlstad, Malmö, Oslo, Reykjavik , Tampere and Trondheim) that offer 100% of hotels Widespread public transport infrastructure accessible by public transport. The final hardware question shifts the focus back to environmental sustainability and is arguably one of the more tangible and thus relevant questions for the meetings industry with regards to not only sustainability, but the overall competitiveness of a destination. What public transportation links ex- ist between the main airport and the city centre? The three options are rail, metro and bus, and over 80% of respondents reported having at least a bus link, while 43% had a rail and/or metro link. Cities that feature both options include Oslo, Stockholm, Trondheim and Uppsala. 10
  11. 11. 2012 Scandinavian Destination Sustainability Index “Only 25% of the cities have a sustainableKey Findings meetings strategy or policy. Gothenburg and Copenhagen demonstrate how a strategic focus increases results. “Global leaders in eco-certificationIndependent third-party sustainability certification them in fulfilling their event sustainability objec- would be needed to help plan a more sustainableis another important consideration, as it provides a tives. Having a publicly available sustainability poli- meeting or event. CVBs have an opportunity to sim-credible verification that an organization is in com- cy is a positive first step towards demonstrating the plify and ease the procurement of more sustainablepliance with a particular standard. The three most level of commitment that exists within the destina- products and services. For example, how can thecommon certification programs reported were ISO tion. Unfortunately, most of the cities in question ei- CVB/DMO provide clients with ideas and resources14001, the internationally-recognized standard for ther do not have a policy in place or have not made for donation of food and/or conference materials?environmental management; Nordic Ecolabel (com- it available to the public, which is a huge missed op- Presently, only 25% of cities (Copenhagen, Gothen-monly known as ‘the Swan’), a regional standard portunity. Going forward, each CVB/DMO should burg, Karlstad and Oslo) reported doing so. This is athat now covers 67 different product groups; and engage its internal (i.e. staff) and external (i.e. missed opportunity for the other cities and an easyGreen Key, the largest global eco-label for the ac- members) stakeholders to create a sustainability vi- way to create stronger relationships with both thecommodations sector. sion for the destination, outlining clear and measur- planner and the local community. able goals and objectives. With the release of theAcross the sixteen cities, 59% of the total hotel Global Reporting Initiative Event Organisers Sec-room inventory and 64% of the congress and ex- tor Supplement (GRI EOSS) in January 2012, a long Advocating diversityhibition centres are currently third party certified. range goal should be to communicate progress to-This level of certification coverage is excellent and wards achieving these goals and objectives using Finally, a question about diversity was included todemonstrate best practice performance. However this internationally-recognized framework. provide more insight to the destination’s commit-five cities stood out with certification coverage at ment to social sustainability. 12 out of the 16 partici-exceptionally high levels, something not seen at pating cities have at least 50% of women workingother major destinations around the world: Trond- Opportunity for better communication in the CVB/DMO currently holding leadership posi-heim (95% hotels/100% venues), Gothenburg (87% tions, with Aalborg, Espoo, Helsinki, Malmö, Reykja-hotels/100% venues), Malmö (81% hotels/100% ven- Despite not having a formalized policy in place, over vik, Turku and Uppsala reporting 100%.ues), Karlstad (77% hotels/100% venues) and Oslo 60% of cities reported making basic sustainability(65% hotels/100% venues). information about the destination’s meeting venues, Clearly the Scandinavia region displays leadership hotels and suppliers available to clients. Five cities in gender balance and women in management. (Copenhagen, Gothenburg, Oslo, Stockholm andLack of formal policy and reporting Tampere) offer planners a list of suppliers which is a great way to showcase best practice within the des-For many planners, the CVB/DMO is often the first tination. Each and every destination, as part of theirpoint of contact with a destination under considera- commitment to provide a one-stop-shop for clients,tion, and can serve as a valuable resource to assist should be thinking about what type of information 11
  12. 12. 2012 Scandinavian Destination Sustainability IndexBest The consortium consists of the Danish Ministry of Foreign Affairs, VisitDenmark, ScandinavianPractices Airlines (SAS), HORESTA (the Danish Hotel & Restaurant Association), VisitAarhus, VisitAal- borg, Inspiring Denmark, State of Green, City of Copenhagen, Bella Center, Wonderful Copenha- gen CVB and MCI (project leaders). Award-winning performance Key goals of the project include: Stockholm was the first-ever city to be desig- nated European Green Capital by the EU Com- • Becoming the first government meeting and mission in 2010. The main reason cited for the EU Presidency to be externally certified to the award was Stockholm’s integrated administra- new ISO 20121 Event sustainability manage- tive system, which guarantees that environmen- ment systems standard. tal aspects are considered in budgets, opera- tional planning, reporting and monitoring. • Launching an online portal where the project collaborators can share best practice informa- Pioneering Collaboration, Driving Results tion and learnings on their journey towards sustainability. With a vision to organize the first sustainable www.sustainableeventsdenmark.org European Union Presidency, the Danish Minis- try of Foreign Affairs and leaders from the Dan- • Organising a conference to raise awareness ish meetings industry partners recently formed about the business case for sustainability and a consortium to improve the sustainability of to educate participants in the new industry the Danish meetings industry. The goals were standards and certifications. to inspire greater collaboration, innovation and sustainable development while increasing the • Creating a series of short two minute videos competitive positioning of Denmark as a leader to profile best practice and inspire greater in sustainable events and clean technology solu- sustainability action throughout Denmark and tions. beyond. The Danish EU Presidency consisted of 100 The Danish Government estimate that their fo- meetings over 6 months, attracting 15000 par- cus on sustainability has led to over €70 million ticipants and organized in 3 locations. of savings when compared to previous EU Presi- dencies. 12
  13. 13. 2012 Scandinavian Destination Sustainability Index Transforming destinations and accelerating gress venues and Goteborg & Co. will certifyBest innovation In 2010 Göteborg & Co, the Gothenburg Con- vention Bureau, started a project with MCI’s all six of their city-organized events. In 2011 the city was recognized as Europe’s #1 Eco-Desti- nation by Business Traveller magazine.Practices Sustainability Services to create the world´s “There is now an unstoppable energy in the air leading sustainable meetings destination. The which will help us toward achieving our goal of first step was to assess the sustainability per- being the world’s greenest city by 2021.” formance of the CVB, the local hotels and key Lennart Johannson, venues against major international competi- Director, Gothenburg Convention Bureau tors. This benchmarking and resulting gap analy- sis was used to develop a new sustainability vision for the city which was created in col- laboration with the city environmental min- Using EU funding to support event istry, and the Svenska Massan Congress and sustainability Exhibition Center. This vision was shared and consequently improved by the board of Göte- The Green Events project is an EU-funded initia- borg & Co. tive that enables events in the Helsinki Region (Helsinki, Espoo and Vantaa cities) to calcu- The second step was to create an advisory late and minimize event-related environmental board of key industry leaders from a cross- effects, such as carbon dioxide emissions. The section of the meetings industry. The APEX/ funding is being used to develop green meet- ASTM Environmentally Sustainable Event ing guidelines for event and meeting organizers, standards model was used to segment the in- and to create an environmental certificate called dustry and a representative was invited to the the “Eco-compass”. The certificate is designed advisory board from each category: hotels, to be an easy and cost effective way to make venues, agencies, transportation, city authori- simple modifications and to identify the key en- ties etc. vironmental issues considering each individual event. The project also aims to have an impact The advisory board assumed responsibility on the behavioural and consumer habits of visi- for improving the sustainability strategy and tors attending events in the region. implementing actions in each of their industry categories. For example the hotel team has so far increased hotel eco-certification to 91% of the total city inventory. The venue team has increased certification to 100% of the con- 13
  14. 14. 2012 Scandinavian Destination Sustainability Index Promoting greater responsibility At the Nordic Travel Fair “Matka 2009”, the Hel-Best sinki City Tourist & Convention Bureau signed the Helsinki Declaration alongside numerous other representatives of the travel industry to confirm their commitment to sustainable de-Practices velopment. Since then they have developed a strategy to engage their stakeholders and pro- mote greater financial, social and environment responsibility.The City of Helsinki now offers congress delegates free passes to the public Support for electric cars in Olso transport system, and is strongly encouraging meeting participants to use tap water instead The Oslo municipality developed a plan to grow of bottled water. The city provides city bikes in the city in harmony with nature’s ability to sustain different locations and our encouraging the de- the growth ecologically. Their vision was to pass on velopment of hybrid taxis. the city to the next generation in a better environ- mental condition than it was inherited. One of the many city sustainability initiatives is promoting the Tampere supports sustainability by going use of electric cars. Oslo Municipality has set up 46 back in time charging stations with the goal to have 400 stations available by the end of 2012. The charging stations Founded on the banks of the Tammerkoski rap- will provide free electricity and parking. Financial ids some 230 years ago, Tampere grew to be an support is available to hotels and businesses who important industrial town thanks to the energy wish to install a charging station. Additionally park- from the flowing water. Today, the heavy indus- ing and road tolls are free for electric vehicle driv- try of the 19th century has been replaced by ers. high-technology, culture and education, but the rapids are still an important provider of energy. Industry collaboration and the community From 2014 the Congress and Concert Centre, Tampere Hall, will make use of its convenient lo- Uppsala Convention Bureau together with partners cation between two large lakes and start using supported the annual “duck race” in the river dur- the water of Lake Näsijärvi to cool the building ing Walpurgis in April. The CVB together with part- in summer. This system of cooling is ecological, ners bought 110 ducks representing the number of reliable and silent. Tampere Hall is involved as a association meetings in Uppsala during 2011. The pilot site in the development of the Nordic Swan partners also sponsored with prizes for the winning eco-label standard for congress venues ducks. The proceeds went to Uppsala University Hospital’s Children’s Fund, a non-profit association financed by donations that aims to promote chil- dren’s health care. 14
  15. 15. 2012 Scandinavian Destination Sustainability IndexDrivingPerformanceOne of the best practices identified in this project was theCopenhagen Sustainable Meetings Protocol (CSMP). Createdfor the COP15 UN Climate Conference, the CSMP serves as anexcellent framework for recommending actions to destina-tions who want to improve their sustainability strategy andresults. The methodology identifies five areas exhibited byleaders to strive who improve sustainability performance:LeadershipSuccess requires strong leadership. Being at the cen- dations, Meeting Venues, Exhibits, Audio Visual and The CVB and advisory board will benefit by organis-tre of the meetings industry, Convention Bureaux Production, Communications and Marketing, Food ing participative workshops and town hall sessionshave a tremendous opportunity and critical role to and Beverage and Transportation. to share their sustainable destination vision, to listenplay as they act as a key interface between public ad- to stakeholder feedback and to improve the strate-ministrations and the private sector. The CVB can ac- The advisory board should then work together to gic plan through collaboration. Regular transparentcelerate performance of their destination partners by use the ISO20121 Event sustainability management communication is critical to project success. Socialusing existing sustainability principles and initiatives systems process to define sustainability issues af- media such as Twitter and LinkedIn, in combinationsuch as The Natural Step, the UN Global Compact or fecting the local meetings industry, create a shared with blog-based websites can enable and improvethe WWF One Planet Living Principles. vision of success and develop a project plan with knowledge transfer and stakeholder engagement. clear priorities and measureable objectives.Strategy Stakeholder EngagementA strong advisory board of meeting industry lead-ers is critical for success. The APEX/ASTM Environ- Informed, engaged stakeholders are instrumental inmentally Sustainable Event standards provide an the creation of a sustainable destination. Success-excellent framework to help structure this strategi- ful CVBs have the ability to connect with peoplecally focused team. Each CVB can then form a team and organisations in their value chain and motivateidentifying business and public sector leaders from them to exceed normal expectations and work re- 15each of the APEX supplier categories: Accommo- sponsibilities to deliver exceptional results.
  16. 16. 2012 Scandinavian Destination Sustainability Index Operational Integration Advanced practitioners integrate, rather than add-on,Driving sustainable development principles into their existing event management systems and organisation. The CVB can facilitate the development of new skills and pro- cesses by organising education and learning programs, providing tools, enabling access to funding, facilitatingPerformance best practice sharing and recognising leadership in the community. CVBs can create new member services and products to support both their supplier members and their clients with a goal to make the organisation of sus- tainable meetings simpler and easier. Governance CVBs can help suppliers and event managers to im- plement effective systems to manage, report on, andBy collaborating, measuring certify their sustainability initiatives. With the growing importance of sustainability and the boom in sustain-and sharing results ability initiatives, stakeholders – especially the local community and clients – require increased account-Scandinavian cities can ability and transparency from the meetings industry.improve performance and CVBs can help the local meetings industry by encour- aging business to adopt international managementachieve the vision of creating standards, produce annual sustainability reports us- ing the Global Reporting Initiative G3 Frameworka sustainable meetings region (and now, the GRI Event Organisers Sector Supple- ment) and certify the organisations using third party accredited certification standards. Pioneering CVBsLennart Johansson, have worked with partners and certification bodiesDirector of the Gothenburg Convention Bureau. to endorse a reduced number of certification stand- ards, organise collective training and assessment pro- grams. A collaborative approach has been proved to reduce costs and increase performance. For more information on the CSMP, visit www.sustainableeventsdenmark.org/category/csmp 16
  17. 17. 2012 Scandinavian Destination Sustainability IndexMETHODOLOGY Benchmarking Hardware Software TotalIntroduction: The Scandinavian Sustainable Desti- • Hardware: Indicators that assess the sustainability Gothenburg 21 22 43nation Index measures and compares the social and commitment of the city government and perfor-environmental sustainability commitment and per- mance of the infrastructure: e.g. climate change Uppsala 25 15 40formance between sixteen capital and regional cit- commitment, recycling availability, renewable en- ergy supply etc. Copenhagen 22 16 38ies in the five Scandinavian countries of Denmark,Finland, Iceland, Norway and Sweden. Stockholm 21 17 38 • Software: Indicators that assess the sustainabilityThe benchmark concept and ranking methodology commitment and performance of the local meet- Oslo 20 18 38was developed by Guy Bigwood of MCI Sustainabil- ings industry including hotels, venues and the convention bureau/destination marketing organi- Malmö 18 19 37ity Services and improved with assistance from Mi-chael Luehrs and Andrew Walker. It is based on an zation: e.g. percentage of hotels with eco-certi- Trondheim 21 16 37earlier concept trialled by MCI with the Gothenburg fication, existence of sustainability policy, com-Convention Bureau. munication of sustainability initiatives to support Helsinki 15 20 35 client planners etc. Aalborg 21 12 33Data Collection: With the assistance of the ICCAScandinavia Chapter Secretariat, the assessment The indicators are not designed to be an all-inclu- Aarhus 19 14 33questionnaire was sent in January 2012 to the most sive and perfect means to evaluate sustainabilitysenior manager of the Convention Bureau or Desti- performance. They were designed as a short and Tampere 18 14 32nation Marketing Organisation of all cities which are relatively simple first step to get the destination and Karlstad 18 13 31members of the ICCA Scandinavian Chapter. A trial its partners reporting on their sustainability com-was conducted and results reviewed with members mitments and impacts, and hence to share data Stavanger 15 15 30at the annual general meeting of the chapter. Im- with the aim of learning and improving. It is envi-provements were made to the approach based on sioned that the Index criteria will develop and in- Reykjavik 19 8 27member feedback and then a second data collec- clude more indicators in the future, as the partners Espoo 14 11 25tion process was launched in April 2012. become more accustomed to reporting. Turku 18 3 21Indicators: In order to compare destinations, per- Ranking: Each performance indicator was assigned aformance indicators were selected and grouped maximum number of points – 26 for Hardware and 26into two categories: for Software, for a maximum 52 possible points. The consultants reviewed the results and assigned a score to each performance indicator. These values were then aggregated to provide the final Index score. 17
  18. 18. 2012 Scandinavian Destination Sustainability IndexDestination ResultsArea Indicators Average Aalborg Aarhus Copenhagen Espoo Gothenburg Helsinki Karlstad Malmö Oslo Reykjavik Stavanger Stockholm Tampere Trondheim Turku Uppsala Does the city have a climate changeCity Yes=16 Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes action plan? What is the Citys total GHG emis- 5,48 7,8 7,2 4,7 5,4 6,3 5,5 8,2 5,06 2,2 3 5 3,7 7,9 3,4 7,8 4,5 sions per capita? What is the City’s CO2 Reduction Target percentage for 2020 (from 33% 50% 45% 30% 28% 30% 20% 50% 40% 20% 35% 20% 44% 20% 25% 30% 45% 1990 levels)? On average, what percentage of the City’s energy mix comes from 49% 30% 27% 36% 1% 90% 5% 90% 30% - 100% - 60% 67% 62% 33% 50% renewable sources? e.g. Wind, Solar, Hydro, Geothermal. On average, what percentage of the City’s waste is diverted from landfill 65% 95% 67% 98% 54% 90% 68% 34% - 82% 40% 65% 89% 45% 40% 93% 98% (recycling + incineration)? How does the country score on the 9,2 9,4 9,4 9,4 9,4 9,3 9,4 9,3 9,3 9 8,3 9 9,3 9,4 9 9,4 9,3 Corruption Perception Index? Which of the following public trans- Bus = 13 port links exist between the main Rail = 5 Bus Bus Metro / Rail Bus Bus Bus Bus Metro Bus / Rail Bus Bus Bus / Rail Bus Bus / Rail None Bus / Rail airport and the city centre? Metro = 2 What percentage of the City’s totalHotel hotel room inventory has active 3rd 59% 49% 40% 64% 60% 87% 30% 77% 81% 65% 0% 80% 83% 30% 95% - 45% party sustainability certification? What percentage of the City’s ho- tels are within 1km walking distance 62% 49% 66% 31% 8% 90% 55% 77% 58% 60% 50% 60% 24% 100% 95% - 100% of the main congress and exhibition centre(s)? What percentage of the City’s ho- tels are easily accessible by public 85% 75% 100% 100% 54% 100% 100% 100% 100% 100% 100% 60% 86% 100% 100% - 70% transport to/from the main congress and exhibition centre(s)? What percentage of the City’s congress and exhibition centresVenue 64% 50% 50% 66% 50% 100% 100% 50% 50% 100% 0% 100% 85% 0% - - 100% has active 3rd party sustainability certification? Does the CVB/DMO have a publicly Yes=4CVB No No No No Yes Yes No Yes No No No No Yes No No No available sustainability policy? No=12 Commitment=4 Commitment, Vision=4 Commitment, If the CVB/DMO does have a Vision, Goals Commitment, Commitment, Goals and Objec- Vision, sustainability policy, which of the - - - - and Objectives. Goals and - Vision, Goals - - - - Vision - - tives=4 Goals and following components are included? GRI is a work Objectives and Objectives GRI Compliant Objectives in progress Reporting=0 What percentage of women work- ing in the CVB/DMO are currently 76% 100% 50% 43% 100% - 100% 0% 100% 67% 100% 50% 60% 100%  85% 100% 100% holding leadership positions? Which of the following sustainability Basic Info=10 Basic Info, Basic Info, information about the destination’s Basic Info, Basic Info, Guides, Guides=6 Basic Info, Guides, Guides, Basic Info, meeting venues, hotels and sup- Basic Info Basic Info Guides, Tools, - Guides, Tools, Basic Info - - - Supplier Basic Info - Tools=4 Tools Supplier Tools, Sup- Guides pliers does the CVB/DMO provide Supplier Lists Supplier Lists Lists Supplier Lists=5 Lists plier Lists clients? Does the CVB/DMO provide clients with ideas and resources for Yes=4 - - Yes No Yes No Yes No Yes No - No No No - No donation programs for food and/or No=8 conference materials? 18
  19. 19. Credits andContact InformationAuthors: The benchmark concept, ranking methodology andthis report were developed by MCI Sustainability Services. If youwould like to benchmark your organisation or destination, re-quest more detailed information on this report, or for questionsabout practical approaches to improving sustainable businessperformance, please contactGuy Bigwood,MCI Group Sustainability Directorguy.bigwood@mci-group.comDesign and Artwork: Miguel Delgado, MCI BarcelonaPhoto credits: Whilst every effort has been taken to mention thephotographers and comply with copyright, it can’t be avoidedthat some copyright information may be missing. Please contactthe authors should you identify any infringement and the appro-priate actions will be taken.Liability: Whilst every effort has been taken to verify the accu-racy of this information, MCI does not accept any responsibilityor liability for information included in this report.Sponsors: Thank you to the ICCA Scandinavia Chapter and MCIfor providing financial assistance and resources to enable thecreation of this report and the on-going implementation of theScandinavian Sustainable Meetings Region.