Knowledge
8
October 2016
Why we need
know-how
Carina Bauer, CEO of the IMEX Group, explains
how destinations’ areas of expertise are now the
key differentiator for association meeting planners
Among the most important factors when
choosing an event location are infrastructure,
accessibility and value for money. But is that
really everything?
Planners are increasingly looking beyond the
venue and infrastructure requirements - the
leisure appeal and logistics associated with
the host destination are no longer the key
currency. They are now considering the wider
community and its relevant areas of expertise
so they can tap into and benefit from an
environment that complements and enhances
their event.
Relevance is the keyword. A destination
with relevant expertise within the association’s
sector can offer real added value to organisers.
For example, around 190 organisations
from the Hamburg metropolitan region are
members of the Renewable Energy Cluster
Hamburg (EEHH) founded in 2011. This
network aims to pool the competencies of
firms and research institutes and to promote
co-operation in the sector. Experts and
institutions in the host communities can be an
invaluable resource as speakers, participants,
exhibitors or sponsors. There can also be the
opportunity to look behind the scenes with
site visits to key companies within the sector.
Tapping into these resources creates new
business connections and the opportunity to
exchange experience.
For the destination, the event then brings
long-term value to the local economy. The
impact of an association event, of course,
CN-10-16-AEM.indd 8
resonates throughout the destination with
delegates (and potentially their families)
spending on accommodation, dining and other
activities. However, this is short term.
The impact of association events on the host
destination extends well beyond benefiting
the visitor economy and showcasing the
destination. When planning and evaluating
events, tourism gain is no longer the key
consideration. It’s about focusing on the role
events play in driving real growth.
International association events provide
an opportunity for the experts based in that
destination to share their knowledge on the
world stage, creating a global platform for
local talent. These events also have the capacity
to influence policy, inspire innovation and
boost knowledge transfer – which in turn
feeds into the broader growth strategies of the
destination. They can encourage collaboration
between the destination and worldwide
partners, and provide huge potential for
inward investment to industries, universities
and research institutes. That’s why many
destinations, such as Australia, Dubai and
Germany, now place their areas of expertise at
the heart of their marketing campaigns.
Matthias Schultze, managing director of
the German Convention Bureau (GCB),
confirmed this at the opening ceremony of
IMEX in Frankfurt this year, stating that
‘no knowledge means no meeting’. Areas of
expertise are now one of the key differentiators
between destinations. Many destination
marketing organisations and convention
bureaux are now redeveloping their messages
to align with their expertise – identifying these
areas of expertise and then bidding for relevant
events.
There is much to gain from this approach.
Stuart Ayres, minister for trade, tourism and
major events for New South Wales, and
keynote at the Politician’s Forum at IMEX in
Frankfurt this year, said events had the ability
to change policy settings in countries.
“They have the capacity to bring innovation
into our cities, into our states, but they also
provide the opportunity for our innovators,
for our thinkers, for our creative people to
get on the world stage,” he said. Events bring
together intellectual capital to share, invent and
innovate, building relationships that can deliver
22/09/2016 14:39