How To Create And Market A Sustainable Destination 090806 Mexico

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In the attached presentation I talk about
- Risk and opportunities presented to Smart destinations around the "sustainability revolutions"
- provide some examples of destinations who are leading the market
- provide a framework that CVBs can use to help them become a "green leader"

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How To Create And Market A Sustainable Destination 090806 Mexico

  1. How to create and market a SUSTAINABLE DESTINATION. Guy Bigwood MCI Group Sustainability Director Aug 09
  2. My name is Guy Bigwood
  3. I’m the Sustainability Director for MCI Group Largest integrated global event and association management company (PCO, Corporate, DMC, Consultancy, AV, etc etc) 250 Million Euros Turnover 35 Offices +800 People
  4. Trusted Advisors to I Manage MCI UNITED NATIONS Sustainability GOVERNMENTS Services ASSOCIATIONS DESTINATIONS (CVBs) CONVENTION CENTERS CERTIFICATION STANDARDS
  5. Example “Climate Change” Clients Climate Meeting Consulting and Sustainable Destination Advisory Sustainable Event Organisation Services - UN Global Compact Summit, - Estoril Convention Bureau NYC - Visit Denmark - UN COP15 Climate Change - Costa Del Sol Convention Conference, Copenhagen Bureau - World Business Climate Change Summit, Copenhagen Hotel and Venue Consulting - International Climate Change - Bella Center, Copenhagen Conference, Hong Kong - Estoril Congress Center - World Mayors Climate Change - First Choice Hotel Group Summit, Copenhagen - European Wind Energy Association, Poland Pro-Bono Consulting - World Water Week, Stockholm - MPI, IAPCO & GMIC Event Associations - Conama Environmental Congress, Madrid
  6. I’m a president-elect of the The premier dedicated global community for sustainability education, research, policy and standards for the meetings and event industry
  7. So how do you create and market a SUSTAINABLE DESTINATION? Guy Bigwood MCI Group Sustainability Director Aug 09
  8. the world is CHANGING
  9. the world has CHANGED
  10. 9 billion in 2050 6.5 billion in 2005 The world 5 billion in 1987 population 3 billion in 1960 is increasing 2 billion in 1930 1 billion in 1800 250 million in 1 5 million 10 000 bef. JC 5 000 bef. JC 0 1000 2050
  11. Climate Change is long term and its effects are only just beginning CO2 1850 1900 1950 2000
  12. Living beyond our means De cl inin gr eso ur c es Sustainable Supply A Sustainable Future Current n Sustainable Demand Reality mpt i o co nsu ce s our in g re as In cre Source:The Natural Step
  13. the world is going green
  14. Paradigm SHIFT in how people select, buy and organise meetings and events
  15. the Paradigm Shift is and will effect everyone GOVERNMENTS CITIES INSTITUTIONS VENUES CORPORATES HOTELS SUPPLY CHAIN
  16. Smart destinations are SEIZING this opportunity
  17. But before when there were just a few pioneers
  18. Now the whole world is “talking green” So why are they red?
  19. So how do you convert and position a destination to become a “green leader”
  20. First a little bit of Theory !
  21. Forget GREEN Think SUSTAINABILITY
  22. INTEGRATED SUSTAINABILITY Integrated Balanced Strategic Approach
  23. INTEGRATED SUSTAINABILITY Environment Anti Profit Corruption HEALTH SAFETY Human Poverty Rights Labour Rights
  24. INTEGRATED SUSTAINABILITY Private Environment Anti Profit Corruption Public HEALTH SAFETY Human Poverty Rights Labour Rights
  25. Sustainability is a business approach that creates long-term shareholder value by Embracing the opportunities and managing the risk with economic, environmental and social developments Source: PWC – SAM yearbook
  26. RISKS! Physical Regulatory Reputation
  27. RISKS Physical ! Regulatory Reputation
  28. Governments are finally getting into action The most important meeting of our lifetime
  29. Outcomes COP15 ty ea Tr ate ng lim ts es orti C rge Tax rep ng Ta nd on K di n in o a rb , U • B rb ws Ca ark C 2a La ry nm • O dato ; De C n • a rea dy M Al • –
  30. RISKS Physical ! Regulatory Reputation
  31. 73% of buyers would reject a destination with a poor environmental record 2008 IMEX 5th Annual Survey of Buyers
  32. Attracting New Staff Generation Y 81% Employees want to join a company that makes a difference
  33. ALL THIS RISK CREATES OPPORTUNITY!
  34. Improve Profit!
  35. 5-15% Price Premium for Certified green property sales and rentals Locum Destination Review and Green Business Review
  36. Marriot New York Marquis New Energy Management System saves 18% of energy $800.000 a year 2.3Year ROI
  37. 9.000.000 € EMEA Avoidable costs 40
  38. Exploit New Opportunities
  39. 80% of buyers have taken environmental results into account when organising an event 2008 IMEX 5th Annual Survey of Buyers
  40. Meeting organisers who are planning or expect to plan a green meeting • 46.8% of corporates Marketing Media Survey 2009 "It s a buyer s market, and the buyers appear to want green,"
  41. These buyers and many more are organising Green Meetings
  42. But we have not seen anything yet
  43. PHASE 2: all these companies are creating sustainable PRODUCTS
  44. They will be increasingly greening their events
  45. Comparing and analysing vendors
  46. Comparing and analysing destinations INFRASTRUCTURE CVB CONFERENCE CENTER HOTELS www.bestplacestomeetgreen.com
  47. the ng t si in s o pa p a re ing e pp W ti
  48. If you are a smart destinations this opportunity
  49. SO WHAT IS A SUSTAINABLE DESTINATION
  50. First: What are the building blocks of a city sustainable? 1. Government Policy and Funding 2. Sustainable Water Supply and Quality 3. Recycling and Waste Management 4. Renewable Energy Supply 5. Local and Sustainable Food Supply 6. Public Transport 7. Green Buildings 8. INNOVATION AND LEADERSHIP www.sustainlane.com
  51. There are some clear leaders
  52. There are some clear leaders
  53. SO WHAT ARE SMART DESTINATIONS DOING TO BE SUSTAINABLE
  54. Sustainable Destination Management Framework Learning from our work and others we created the SDM framework EDUCATION STAKEHOLDER TOOLS ENGAGEMENT STRATEGIC PLANNING FRAMEWORK CERTIFICATION MEASUREMENT MARKETING
  55. Strategic Planning Use proven methodologies Commitment Big Vision Objectives Resources Multi-year approach Constant Evaluation
  56. Strategy: Big Vision
  57. Stakeholder Engagement
  58. Stakeholder Engagement Collaboration – Private and Public Integration of issues; social, economic and environmental Alignment of values and objectives Consensus Building
  59. Education
  60. Education through communication and classes
  61. Education through communication and classes
  62. TOOLS Tools
  63. Denmark: Education through tours
  64. Green maps to find green suppliers
  65. Comprehensive planner toolkit
  66. MEASUREMENT
  67. Melbourne: Citywide measurement project
  68. Sustainability Reporting will grow Carbon Emissions ENERGY USAGE EMISSIONS 5% PAPER and FOOD EMISSIONS 4% CITY TRANSPORT EMISSIONS 0% AIR TRANSPORT EMISSIONS 91% -www.mci-group.meetgreen.com
  69. How are you helping your clients to measure?
  70. Marketing
  71. Certification
  72. Explosion in Certification
  73. Summary and Conclusions
  74. Sustainable Destinations Are healthy places With healthy people That create healthy businesses Which form successful destinations
  75. ina ble su sta i on of nly e lec t sw ill o S tina tion d es cre ase in www.esnep2008.com
  76. COLLABORATION, ISSUE INTEGRATION and a FRAMEWORK will help you be different
  77. SMART Destinations are thinking strategically EDUCATION STAKEHOLDER TOOLS ENGAGEMENT STRATEGIC PLANNING FRAMEWORK CERTIFICATION MEASUREMENT MARKETING
  78. Minimize RISK! MAXIMIZE OPPORTUNITY!
  79. THE END almost
  80. “It is not the strongest of the species that survive, nor the most intelligent, but the one most adaptable to change.” - Charles Darwin
  81. You have the power to influence change
  82. What is your role?
  83. For more info please visit LessConversationMoreAction.com
  84. MCI Offices GENEVA - ABU DHABI - AMSTERDAM - BARCELONA - BELFAST - BENGALURU - BERLIN - BRUSSELS - BUENOS AIRES - CORDOBA - DELHI - DUBAI - DUBLIN - GLASGOW - GOTHENBURG - HONG KONG - LYON - MADRID - MAR DEL PLATA - MUMBAI - PARIS - PETERSFIELD/LONDON - PRAGUE - ROME - SHANGHAI - SINGAPORE - STOCKHOLM - STUTTGART - TOKYO - VIENNA - ZURICH

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