Roger Harvey – Chairman of ITMA. The ITMA exists to provide a focal point for the events industry...
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Transcript of Roger Harvey – Chairman of ITMA. The ITMA exists to provide a focal point for the events industry...
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• Roger Harvey – Chairman of ITMA
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• The ITMA exists to provide a focal point for the events industry in the UK
• Why do we call it the events industry – because the industry has come along way over the last 40 years
• It now incorporate so much more than just conference and incentive travel reflecting a changed corporate profile
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• Today it embraces a wide spectrum of live events that provide creative and valuable solutions for corporate customers
• Solutions that show events can be used to deliver effective and powerful marketing and communication messages
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• Today in the UK there are in excess of 3000 agencies organising live events
• The total value of this business is estimated to be in excess of £16 billion
• In 2001 business tourism expenditure at 31.7% exceeded leisure tourism expenditure at 29% for the first time
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• An additional benefit is that a positive visit by a business traveller stimulates future leisure visits
• Indeed research shows that 40% of people travelling to business meetings or events return on leisure trips.
• Business tourism is sustainable offering higher added value with less negative environmental impact than mass tourism
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• The UK enjoys the largest outbound event turnover in Europe estimated at £1.08 billion (M&IT Trends & Spends 2002)
• The UK leads the way in many areas of live events. Skills are increasingly exported to deliver events across Europe and the World
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• The growth and strength of the UK sector is reflected in the success of the ITMA Awards where we celebrated the best of 2003 before 970 delegates.
• The diversity and creativity of the projects entered showed the underlying strength of the sector despite difficult times
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• The association has three main roles:– Promotion of the sector to the corporate
market
– Protection of our members interests through representation to government and the regulators
– Education through a range of personal development seminars and events that focus on legislative and commercial matters that impact the sector
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• So what are the prospects for the UK Events Sector in 2004 and beyond
• Let’s start with the good news – the signs indicate that the business climate is beginning to improve. Our members are certainly more optimistic than they have been for some time.
• But its not going to be easy because….
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• Every time we emerge from a recession new trends, new business drivers also emerge and this time is no different.
• The key for the corporate client is ROI – how do they get more value for their money
• Increasingly procurement is involved in sourcing of event services
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• What does this mean – it means detailed scrutiny. Every element is examined by the client to ensure they are getting value for money
• On one hand, it means much of what the intermediary (the Event Organiser) is offering is becoming commoditised and is being bought on price
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• On the other hand it means that the intermediary has to work harder to find that special element (USP) that will provide real added value for the client
• The overall impact of this is that more time and creative effort has to be put into any proposals presented to the client
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• It also means that the intermediary will need to apply the same sort of processes to their own supplier chain
• It also means they will be looking for suppliers to clearly demonstrate the value their services bring to the table
• Whilst price will be a factor so will the quality of service
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• No one should be under any illusion, the influence of procurement and purchasing will impact the entire supply chain
• We have to embrace this as applied correctly, these processes both identify and support professional and well run companies
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• There is also no doubt that for those of us in the EU the increasing tide of legislation is also having a very real impact :-
• Employment, Health and Safety, PTR, Taxation ………etc
• All add cost and operational challenges
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• To meet this challenge the ITMA has appointed a Parliamentary Advisor to assist us in lobbying both Ministers and the Regulators
• We are also meeting with other European Trade Associations to explore areas of potential co-operation
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• And Government should be interested -an ICCA survey calculated the average worldwide per day spend of the business delegate as US$343
• The total spend per meeting was US$1.1M
• Per capita this is significantly more than leisure tourism
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• In the UK the BTA projects that by 2010 the expenditure by business visitors could represent as much as 45% of total inbound tourism spend - this provides:-– Significant employment and career
opportunities– Significant source of tax revenues
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• The 2003 EIBTM Industry Trends Report made for some interesting reading
• It provided information about who was buying and who was selling as seen on the following charts.
• They feature a number of key markets or key main buyers
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• The first table will show, for a number of key destinations, their main markets in terms of inbound business tourism for the events market.
• The dominance of the US and the UK as incoming markets for every one of the main European economies is clearly apparent
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Destination No 1 No 2 No 3
UK US Germany France
Italy UK US/Germany France
France UK US Germany
Spain UK US Germany
Germany US UK Benelux
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• The second chart shows the principal outbound destinations of key main buyers of events
• In terms of inbound business tourism to Europe and within Europe, it is clear that a few key markets dominate, with Spain and France cited most often as the destination of choice.
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Key Markets No1 No2 No3
US Spain UK France
UK Spain France Germany
Italy France Spain n/a
France Spain US n/a
Spain France Italy Benelux
Germany Spain Italy FranceSwitzerland US Germany UK
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• The continuing impact of both the international political and economic situation remains a challenge
• Business tourism has suffered a number of body blows since the World Trade Centre was attacked and there is a lack of confidence in the ability of politicians to resolve the problems
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• Security concerns have increased focus on risk management and the need for robust processes that protect both the intermediary and the client
• Lead times for corporate clients continue to shorten as they are reluctant, in a fragile economic environment, to commit budgets until the last moment
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• In the corporate arena there also appears to be a trend towards smaller, shorter but more frequent meetings
• While association meetings still seek to attract large numbers the length of many meetings has reduced from 5 to 3 days
• The style and content of meetings is more business focused – making the message more memorable is the major business challenge
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• There is an increase in the use of theatrical and audience participation techniques – all aimed at increasing message retention
• Incentive travel is seen as being in long term decline for a variety of reasons – changes in motivational practices within the corporate arena – taxation – the availability luxury travel
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• The introduction of the € has had an inflationary effect
• When corporate clients are looking for even greater value it can be difficult to justify how a weekend in Europe can cost more than a week in Thailand.
• Some of the emerging destinations include:
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• Worldwide– China, Cambodia, Vietnam, Costa Rica,
Belize, Argentina, Cuba, Qatar
• Europe– Poland, Croatia, Latvia, Estonia
• Cities– Dubrovnik, Budapest, Krakow, Belfast
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• In traditional markets– The US , the Caribbean, South Africa
remain strong – Europe especially Spain, France, Portugal
continue to feature strongly– Competition for business is fierce
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• The events industry has now entered a new phase – where contracts, not contacts are the key
• Attractive destinations and facilities are no longer enough – business results are what count – ROI - return on investment
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• Whatever the international circumstances and challenges, there will always be a need for people to meet
• The proliferation of text, email and internet messaging has only served to increase the value and importance of face to face communication.
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• Without doubt business tourism brings significant benefits to a destination
• Business Tourism is sustainable and has less negative impact on the environment
• Fortunately governments are now waking up to the fact that business tourism is valuable and must figure in the strategic planning for tourism policy.
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• We all have to work hard to re-enforce this message because we need all the help we can get!
• All the stake- holders (from NTO’s to DMC’s) must co-operate to build a compelling case for your destination or venue to be on the events map
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• To do this effectively requires an understanding of the market and its needs - this requires expertise, local knowledge and research
• The events sector has to be dynamic and cutting edge - it has to accommodate what is fashionable as well as the latest in hi-tec
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• Despite the current difficulties the future is bright provided the industry can reflect the changes in demand – this means anticipating and adapting to new trends.
• To ensure our future is secure we all have to add real value to the process to justify our continued place in the events marketplace
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• Thank you for allowing me the opportunity to talk to you today, and in closing I would like to leave you with one thought
• Growth through Partnership