1. Sustainable Destinations
Qualities of a leader
Guy Bigwood
MCI Group Director of Sustainability
Past-President of the Green Meetings Industry Council

2. When the wind blows there are those
that build walls and then there are
those that build windmills

3. Leading cities now
understand that their
competitiveness is
directly linked to their
capacity to bring social,
economic and
environmental wellbeing

4. Job creation
Poverty reduction
Social inclusion
Environmental sustainability
Economic growth
Today leading cities have a
strong vision for strong,
inclusive and sustainable
growth

5. The MICE SECTOR is a powerful accelerator
of sustainable development and
competitiveness

6. So what does it take to climb the steps to
become a leader in Destination Sustainability?
MCI conducted research, interviews and consulting
projects with 35 cities

7. 2013 Scandinavian
Destination Sustainability
Index
Since 2010 23 cities have
collaborated to share
knowledge and performance

8. So what are the key elements
required to become a leading
Sustainable Destination?

9. Leaders Create Networks
But what do those networks do?

10. Create Strategy
Leaders use networks to develop a holistic
vision and multi-year sustainability master plan
Aligned to national and city development agenda
Governed by an engaged private-public partnership

11. Develop Policy and
Incentives
Leaders develop incentives
that inspire investment,
development, and
management of a globally
competitive sustainable MICE
industry
Create regulatory framework
that protect the public
interest and ensures
environmental and social
stewardship

13. Build Capacity
Leaders implement programmes
to engage the industry and
improve the skills, quality and
competitiveness of their MICE
professionals

14. Drive Certification and Standards
Example: Gothenburg
100% Venues
92% Hotels
50% Taxis
30% Restaurants
Airport

15. Communicate
Authentically
Leaders engage with national
and international audiences to
build community, create
conversations and share
stories on key issues that
inspire change and as a result
build brand.
Humour is key

16. Develop their
Community
Leaders create programmes
that promote social
innovation, and support local
small-to-medium sized
businesses and the local
community.
They leave a legacy.

17. Monitor and Report
Transparently
Leaders communicate their
vision, strategy, and progress
transparently and creatively.
They use International
frameworks such as GRI to
add integrity and rigour to the
reporting challenge.
Their reports will be verified

18. Use Sustainability to
drive economic growth
Leaders engage with their
community to create AND
attract events about
sustainability.
They use sustainability to
drive economic, social and
environmental development.

19. Leadership is focused on 8 key areas
But there is no one yet who excels
MCI developed assessment methodology
based on industry best practices and GSTC
criteria
Sustainable
Destination
Leadership
Networks &
Engagement
Strategy
Standards &
Education
Policy &
Incentives
Business
Development
Community
Development
MarCom
Monitoring &
Reporting

20. In 2015 we are launching the Global
Destination Sustainability Index
Join us, benchmark
and share

21. www.lessconversationmoreaction.com
Guy.Bigwood@mci-group.com
www.mcisustainability.com
#guybigwood