TTGassociations Publications January 2019 - Page 7

By Pamela Chow to strengthening partnerships with key Associations gunning for regional or associations in Singapore and turned up global growth have been urged to adopt a conversations with regulatory boards and tighter and more focused growth strategy, healthcare professionals in this region. especially in a fragmented region like Asia Likewise, the Building Industry Con- and the Middle East. sulting Service International (BICSI) has Experts at ASAE’s Association Leader- concentrated on growing certain markets, ship Forum in Singapore advised identify- the latest being Dubai, and is approach- ing target markets and taking on ing each market with a unique a localised strategy for each. model, shared Paul Weintraub, Dom LaVigne, former direc- vice president of global devel- tor of government & public opment and support, BICSI. affairs-Asia Pacific/Middle East, He advised fellow associa- Methanol Institute, noted that tions to know “what the target “one size does not fit all” in the market is demanding from you” regions, which have “disparate” and to tailor their products and political, media and business services accordingly. Weintraub: tailored practices; as well as political A focused approach is also for each market sensitivities and territories. crucial in establishing partner- For example, in China, the municipal ships. Nikki Walker, vice president, glob- officials often hold more decision-making al association management & consulting, power than the national government. MCI Group, advised against long-term The European Society for Radiotherapy partnerships. She recommended that & Oncology has binned its “one size fits related associations come together to co- all principle” and “standalone model” in organise events and symposiums, and be its pursuit of global expansion, shared open to working with third-parties that Sven Bossu, its director of innovation. can help fill the gaps that associations Instead, the association has turned cannot due to limited resources. { Bureau brief } Indonesia gets bid fund Indonesia’s Ministry of Tourism has set aside a US$1 million bid fund for 2019, as part of the government’s efforts to boost the coun- try’s business events sector. The money will be used mainly for the bidding of international events. Aside from the creation of the fund, the govern Localised expansion crucial for association growth: experts Visitors to act as guardians of New Zealand Tourism New Zealand and its tourism industry stakeholders has launched a major initiative inviting visitors to care for its unique land and environment. The Tiaki Promise ac- tively encourages all visitors to experience New Zealand in a way that keeps them safe, protects the natural environment, respects all cultures and preserves the country for future generations. Visitors will learn about the Tiaki Promise before arriving and while travelling around the country. Sri Lanka destination campaign is finally on After three to four years in the making, and despite a constitutional crisis in late-October last year threatening to disrupt destination marketing, Sri Lanka’s new tourism campaign, So Sri Lanka, is finally off the ground. The multi-year campaign will kick-off in 1Q2019, starting off as a digital campaign targeted at key source markets like China, India, the UK, Germany and France. It will then taper off into wider in-market activities to be conducted over three years.