Sustainable DestinationsQualities of a leader

Guy BigwoodMCI Group Director of Sustainability

Past-President of the Green Meetings Industry Council

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

Leading cities now understand that their

competitiveness is directly linked to their

capacity to bring social, economic and

environmental wellbeing

Job creationPoverty reductionSocial inclusionEnvironmental sustainabilityEconomic growth

Today leading cities have a

strong vision for strong,

inclusive and sustainable

growth

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

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

2013 Scandinavian

Destination Sustainability

Index

Since 2010 23 cities have collaborated to share knowledge and performance

So what are the key elements

required to become a leading

Sustainable Destination?

Leaders Create Networks

But what do those networks do?

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

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

Build Capacity

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

Drive Certification and Standards

Example: Gothenburg

100% Venues

92% Hotels

50% Taxis

30% Restaurants

Airport

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

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.

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

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.

Leadership is focused on 8 key areasBut 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

In 2015 we are launching the Global

Destination Sustainability Index

Join us, benchmark

and share

www.lessconversationmoreaction.com

Guy.Bigwood@mci-group.com

www.mcisustainability.com

#guybigwood