Post on 15-Jan-2017
International Congress and Convention Association #ICCAWorld iccaworld.org
Destination CompetitivePositioning
55th ICCA Congress
International Congress and Convention Association #ICCAWorld iccaworld.org
International Congress and Convention Association #ICCAWorld iccaworld.org
Welcome
• Nina WinstonExecutive Vice President, Membership & Partner RelationsDMAInwinston@destinationmarketing.org
• Paul OuimetManaging Director, DMAI DestinationNEXTpouimet@destinationmarketing.org
International Congress and Convention Association #ICCAWorld iccaworld.org
About DMAI
Destination Marketing Association International (DMAI) is dedicated to improving the effectiveness of more than 4,100 professionals from
nearly 600 destinations in approximately 15 countries.
The Destination & Travel Foundation is a complementary organization to DMAI. The Foundation’s mission is to enhance the
destination marketing and travel professions through research, education and best practices.
International Congress and Convention Association #ICCAWorld iccaworld.org
About DestinationNEXT
• Sponsor:Destination Marketing Association International (DMAI), funded by a grant from the Destination & Travel Foundation
• Vision:Provide DMOs with a powerful new assessment tool and practical actions and strategies for sustainable success in a dramatically changing world
• Two Phases:1. Futures Study on Key Trends in
Industry2. Scenario Model & NEXTPractices
International Congress and Convention Association #ICCAWorld iccaworld.org
Different Realities for CVBs
Strong Community Engagement
Weak Community Engagement
Established Destination
Developing Destination
VOYAGERS TRAILBLAZERS
EXPLORERS MOUNTAINEERS
International Congress and Convention Association #ICCAWorld iccaworld.org
Purpose of Diagnostic ToolScenario model intended to be strategic diagnostic tool,
not a benchmarking index to rank DMOs, CVBs or destinations Objective self-assessment to help identify
priorities and strategies for the future
Metropolis
International Congress and Convention Association #ICCAWorld iccaworld.org
Destination Strength Variables
Destination Strength
International Congress and Convention Association #ICCAWorld iccaworld.org
Community Support Variables
Community Support & Engagement
International Congress and Convention Association #ICCAWorld iccaworld.org
By the Numbers
300destinations from 18
countries
International Congress and Convention Association #ICCAWorld iccaworld.org
By the Numbers
300destinations
from 18 countries
65detailed
assessments completed in 10 countries
USA, Canada, Mexico,
Switzerland, Colombia, Korea
Guatemala, Taiwan,
Denmark, Australia
International Congress and Convention Association #ICCAWorld iccaworld.org
Projects Completed – U.S.
International Congress and Convention Association #ICCAWorld iccaworld.org
Cali, Colombia
Projects Completed – International
Cabo San Lucas
International Congress and Convention Association #ICCAWorld iccaworld.org
By the Numbers
300destinations from 18
countries
65detailed
assessments completed in 10 countries
45underway or
planned, including 3
other countries
50in
discussions, including 10 other countries
USA, Canada, Mexico,
Switzerland, Colombia, Korea
Guatemala, Taiwan, Denmark
Australia
Dominican Republic, El
Salvador, Brazil
Peru, Argentina, Dubai, Germany, Honduras, Chile,
New Zealand, United Kingdom, Thailand, Russia
International Congress and Convention Association #ICCAWorld iccaworld.org
How satisfied were you with the DestinationNEXT setup process?
How satisfied were you with the DestinationNEXT Workshop?
How satisfied were you with your DestinationNEXT process and methodology?
How likely is that you would recommend DestinationNEXT assessment to a friend or a colleague?
Net Promoter Score: 73
4.64
4.83
4.60
Very positive scores received to date on satisfaction surveys (first 35 clients)
Satisfaction Survey
International Congress and Convention Association #ICCAWorld iccaworld.org
Approach
International Congress and Convention Association #ICCAWorld iccaworld.org
Stakeholder Engagement
International Congress and Convention Association #ICCAWorld iccaworld.org
Stakeholder Alignment
International Congress and Convention Association #ICCAWorld iccaworld.org
Variable
Industry Average
Destination Average
Standard Deviation
Industry Average
Destination Average
Standard Deviation
Attractions & Entertainment 12% 10.5% 1% 3.68 3.02 0.63Sports & Recreation Facilities 9% 10.3% 1% 3.32 3.74 0.74Events 9% 10.2% 2% 3.73 3.79 0.54Accommodation 12% 10.0% 1% 3.42 2.99 0.62Brand 13% 10.0% 1% 3.21 3.48 0.68Convention & Meeting Facilities 10% 10.0% 1% 3.12 3.14 0.67Mobility & Access 7% 10.0% 1% 3.04 2.81 0.73Destination Performance 12% 9.9% 1% 3.83 4.16 0.55Communication & Internet Infrastructure 7% 9.9% 2% 3.32 3.54 0.67Air Access 9% 9.2% 2% 2.90 2.66 0.83
Perceived Performance(1-5 scale)
Relative Importance(0-100%)
Destination Strength
International Congress and Convention Association #ICCAWorld iccaworld.org
Destination Strength
Problem AreasBrand
• Iconic attractions & events• International readiness
Convention & Meeting Facilities• Necessary conference, meeting, and trade show facilities for the
next 25 years• Conference center branding
Mobility & Access• Road capacity• Public transportation • Walkability & recreation trails
Air Access• Air service
International Congress and Convention Association #ICCAWorld iccaworld.org
Community Support & Engagement
Variable
Industry Average
Destination Average
Standard Deviation
Industry Average
Destination Average
Standard Deviation
Hospitality Culture 10% 10.3% 1% 3.55 3.12 0.86Funding Support & Certainty 13% 10.1% 1% 3.06 2.71 0.81Effective Advocacy Program 9% 10.1% 1% 3.39 3.75 0.74Workforce 9% 10.1% 1% 3.16 3.24 0.88Industry Support 12% 10.1% 1% 3.70 4.20 0.68Economic Development 9% 10.0% 1% 3.91 3.31 0.55Local Community Support 11% 10.0% 1% 3.60 3.94 0.68Membership Strength & Support 7% 9.9% 1% 3.42 3.12 0.57Regional Cooperation 9% 9.9% 1% 3.58 4.03 0.68Effective DMO Governance Model 11% 9.4% 1% 3.74 3.34 0.64
Relative Importance(0-100%)
Perceived Performance(1-5 scale)
International Congress and Convention Association #ICCAWorld iccaworld.org
Community Support & Engagement
Problem Areas
Funding Support & Certainty• Stable and sufficient revenue source
Workforce• Attract & retain a high-quality workforce• Cost increases
Local Community Support• Understanding & perception of residents, businesses, and
media• Lack of tourism destination plan
International Congress and Convention Association #ICCAWorld iccaworld.org
Our Panelists
Jonas WilstrupConvention DirectorWonderful Copenhagen
Anja LoetscherDirectorGeneva Convention Bureau
Ana Maria Gallego MartinezGeneral ManagerMedellin CVB
Kristian NichollsGeneral Manager BiddingBusiness Events Sydney
International Congress and Convention Association #ICCAWorld iccaworld.org
MEDELLIN:Embracing ourselves and saying HOLA! to the world.
55th ICCA Congress
International Congress and Convention Association #ICCAWorld iccaworld.org
International Congress and Convention Association #ICCAWorld iccaworld.org
Let´s start with a question:
What does THIS…
MOST VIOLENT CITY IN THE WORLD (1980´s)
International Congress and Convention Association #ICCAWorld iccaworld.org
…has to do with THIS?
International Congress and Convention Association #ICCAWorld iccaworld.org
MEDELLIN:
we may have a scar on the face, but our smile is even bigger!
The past & present of one city
International Congress and Convention Association #ICCAWorld iccaworld.org
Know WHO you are and WHERE you stand.
According to the UNWTO Tourism Highlights 2016 report, world growth of international tourist arrivals in 2015 was 4,6%.
South America grew around a 6% and Colombia had a 16% increase.
Medellín growth in 2015*:
34%almost 8 times world average.
Source: The touristic statistic system of Medellin, SITUR, and data recorded by migration authorities of Jose Maria Cordova International Airport,
International Congress and Convention Association #ICCAWorld iccaworld.org
Destination? NEXT
3 all-day workshops: government, CVB team, members, board of directors
90 on line surveys
3 extra sessions with relevant stakeholders
Follow up sessions with the board.
International Congress and Convention Association #ICCAWorld iccaworld.org
It´s us looking at us.
International Congress and Convention Association #ICCAWorld iccaworld.org
And here we are:
Medellín
International Congress and Convention Association #ICCAWorld iccaworld.org
From CVB to DMO
Nearly 92% of the stakeholders are determined in supporting the CVB/DMO
To strenghten the destination: comunications infrastructure, air connectivity, atractions & entertainment, city brand
To enhance community engagement: Hospitality culture, measure economic impact of the industry, financial support and governance of the CVB.
CO-CREATION with the industry community: to build a common vision and a realistic strategy.
Main conclussions:
International Congress and Convention Association #ICCAWorld iccaworld.org
If you want to go fast, go alone.
If you want to go far, go together.
(PROVERB)
55th ICCA Congress
International Congress and Convention Association #ICCAWorld iccaworld.org
International Congress and Convention Association #ICCAWorld iccaworld.org
THANK YOU!
55th ICCA Congress
International Congress and Convention Association #ICCAWorld iccaworld.org
International Congress and Convention Association #ICCAWorld iccaworld.org
Our Panelists
Jonas WilstrupConvention DirectorWonderful Copenhagen
Anja LoetscherDirectorGeneva Convention Bureau
Ana Maria Gallego MartinezGeneral ManagerMedellin CVB
Kristian NichollsGeneral Manager BiddingBusiness Events Sydney
International Congress and Convention Association #ICCAWorld iccaworld.org
DestinationNEXT Sydney results
55th ICCA Congress
International Congress and Convention Association #ICCAWorld iccaworld.org
International Congress and Convention Association #ICCAWorld iccaworld.org
Sydney results
International Congress and Convention Association #ICCAWorld iccaworld.org
151 participants
Partners, Gov-ernment and
Industry Stakeholders
45%
Asian Incentive Clients
26%
Association Clients
29%
International Congress and Convention Association #ICCAWorld iccaworld.org
Global comparison
International Congress and Convention Association #ICCAWorld iccaworld.org
Overall assessment – stakeholder
International Congress and Convention Association #ICCAWorld iccaworld.org
Destination strengths
3 41 2 5
International Congress and Convention Association #ICCAWorld iccaworld.org
Community engagement strengths
3 4 1 2 5
International Congress and Convention Association #ICCAWorld iccaworld.org
Areas to focus on
• Sydney International Airport• High-tech, innovative city• Public Wi-Fi access• Shopping opportunities in the wider
Sydney area
Destination Areas
• Stable Revenue source for Business Events Sydney
• Local community understanding of tourism
Community Support & Engagement Areas
International Congress and Convention Association #ICCAWorld iccaworld.org
Other benchmarks
International Congress and Convention Association #ICCAWorld iccaworld.org
International Congress and Convention Association #ICCAWorld iccaworld.org
Our Panelists
Jonas WilstrupConvention DirectorWonderful Copenhagen
Anja LoetscherDirectorGeneva Convention Bureau
Ana Maria Gallego MartinezGeneral ManagerMedellin CVB
Kristian NichollsGeneral Manager BiddingBusiness Events Sydney
International Congress and Convention Association #ICCAWorld iccaworld.org
Thank you!
• Paul OuimetManaging Director, DMAI DestinationNEXTpouimet@destinationmarketing.org
• Nina WinstonExecutive Vice President, Membership & Partner RelationsDMAInwinston@destinationmarketing.org