business event tourism project

An Analysis of the Business and Event Tourism SectorAlan Byrne

B.A 2013

An Analysis of the Business and Event Tourism Tourism Sectorby Alan Byrne

A research assignment submitted in partial fulfillment of the requirements for the degree of Bachelor of Arts May 2013

Mr. Raymond Keaney School of Business and Humanities ITT Dublin

Business and Events Tourism Research Alan Byrne X000814302

Table of Contents1. Introduction..................................................................................................................... 5

1.1 Background to the study.............................................................................................5

1.2 Aims of the study........................................................................................................... 5

1.3 Methodology................................................................................................................... 5

2. Business Tourism Overview.......................................................................................... 6

2.1 Defining Business Tourism......................................................................................... 6

2.2 Business Tourism Market Segments.........................................................................6

2.3 Business Tourism Characteristics.............................................................................9

2.4 Growth and Development......................................................................................... 102.4.1 Main Drivers of Growth and Development...........................................................102.4.2 Future Trends................................................................................................................. 11

2.5 Economic Benefit........................................................................................................ 12Direct impact............................................................................................................................. 12Indirect Impact.......................................................................................................................... 12Induced Impact......................................................................................................................... 13

2.6 Business Traveller Needs.......................................................................................... 13

3. Business and Event Tourism in Ireland...................................................................16

3.1 Size of Market............................................................................................................. 16

3.2 Primary destinations.................................................................................................. 17

3.3 Structure of the Business and Event Tourism Sector.........................................22Meet In Ireland.......................................................................................................................... 22Professional Conference Organizers.................................................................................22Destination Management Companies................................................................................22Regional Convention Bureaux.............................................................................................23Familiarization Trips..............................................................................................................23Event BID's and Elements of a 'BID' document..............................................................23

3.4 Incentive Travel.......................................................................................................... 24

3.5 The Future of Business Tourism in Ireland..........................................................27

4. Business and Event Tourism Overseas....................................................................29

4.1 Main Industry Events................................................................................................ 294.1.1 World Travel Market (WTM).....................................................................................294.1.2 Internationale Tourismus-Borse Berlin (ITB).....................................................294.1.3 European Incentive and Business Travel and Meetings Exhibition (EIBTM)........................................................................................................................................................ 304.1.4 IMEX Frankfurt............................................................................................................... 304.1.5 Global Travel and Tourism Summit........................................................................314.1.6 Travel Distribution Summit Europe........................................................................314.1.7 International Hotel Investment Forum..................................................................324.1.8 Hotelympia.......................................................................................................................32

4.2 Convention and Exhibition Locations and Facilities..........................................334.2.1 National Exhibition Center Birmingham (NEC)...................................................33


4.2.2 ExCel London...................................................................................................................334.2.3 International Congress Center Berlin (ICC)..........................................................344.2.4 Abu Dhabi Nec’s International Conference Centre.............................................354.2.5 Vancouver Convention Center...................................................................................35

4.3 International Convention Organizers....................................................................364.3.1 Reed Exhibitions...............................................................................................................364.3.2 Messe Berlin.......................................................................................................................364.3.3 Terrapinn.......................................................................................................................... 364.3.4 Fresh Montgomery........................................................................................................... 37

5. The Events Business..................................................................................................... 38

5.1 Established and Emerging Events Destinations...................................................39

5.2 Planning and Organizing Events............................................................................40

5.3 Trade and Professional Organizations.............................................................47

5.3.1 Roll of International Associations and Organizations.............................47The International Association of Congress Center (AIPC).........................................47Convention Industry Council (CIC).....................................................................................48Destinations Marketing Association International (DMAI).......................................48European Cities Marketing (ECM)......................................................................................48International Congress and Convention Association (ICCA).....................................49International Association of Professional Congress Organizers (IAPCO).............49Society of Incentive Travel Executives (SITE)................................................................50

5.3.2 National Trade Organizations..............................................................................50Meeting Industry Association (MIA)..................................................................................50Meeting and Events Australia (MEA).................................................................................50Association of British Professional Conference Organizers (ABPCO)....................51

6. Summary and Conclusion........................................................................................... 53

Bibliography..................................................................................................................... 54


1. Introduction

1.1 Background to the studyIn this research project I go into depth on the various elements of the business tourism sector in Ireland and abroad, a detailed description of what’s going on in the business tourism industry in certain places and who’s going to be there. This study will benefit the reader and give them an insight to what business tourism is about and how important it is for all countries.

1.2 Aims of the studyThe aim of the study is for a person to pick the booklet up, read it and have an understanding of the business tourism industry. With the use of external sources I hope to have fulfilled my obligation to the reader. I will do this by reviewing the business tourism overview internationally and nationally as well as business and event tourism in Ireland and overseas and finally the events business and go into detail on the importance of each of them to the economy and the countries in question.

1.3 MethodologyGiving the nature of the study and it being a research project I have gathered the information contained in this document through the use of external sources. Secondary information gathered from books, reports and documents online and the use of various company websites referencing each and every one of them to its original author and date.


2. Business Tourism Overview

2.1 Defining Business Tourism

The definition of the term ‘Business Tourism’ according to iccaworld.com is as follows “Business tourism is the provision of facilities and services to the millions of delegates who annually attend meetings, congresses, exhibitions, business events, incentive travel and corporate hospitality” (Imex 2012)

Similar to this, in a less technical sense of the definition, in the book ‘The Welcome Business’ business tourism is defined as participants usually visiting a destination on behalf of their company or organization for business purposes rather then solely for enjoyment, relaxation, entertainment and all the other things we come to associate with leisure tourism. (Nickson 2007)The business tourism sector comprises of corporations sending delegates to places around the world or to different parts of their own country in order to benefit from the relationship gained through doing business globally and the different variety of resources that may be available in areas, which differ to the local community of the business.

2.2 Business Tourism Market Segments

There are four main segments that the business tourism market is broken down into. These market segments are referred to, in the business tourism industry as M.I.C.E, which in turn stands for:

Meetings Incentives Conferences Exhibitions

MeetingsAccording to Union of International Associations there were 377,055 international meetings that took place in 2011 worldwide. Meetings can be defined as when people who share the same interests or belong to the same organization come together to communicate their individual knowledge and make informed decisions, to most efficiently benefit their common interest or organization. Due to the extent of the information and importance of the content of the meetings, the time frame of the meeting


can extent to more than a day of business. This can be economically beneficial to the host location, as for the participant to be involved in the meeting, the spending of travel and accommodation costs in that area are essential for them to attend. Some forms of meetings include training seminars, product launches and annual general meetings. The process of a meeting can differ depending on the type/subject matter. For example, in an Annual General Meeting, there is a particular procedure to follow in order for it to be most efficient. Approving the minutes of previous meetings is an essential element, along with a written agenda of topics to be discussed throughout the meeting and ‘other matters’ which is an opportunity for the participants to bring forward any topics they feel necessary to mention, which are not highlighted on the agenda. Destinations for meetings are chosen for a number of reasons for example, location of organization and its delegates, the price of the required overnight stay and room hire and also the quality of the transport links of a destination. The destination that is chosen for the meeting place automatically benefits through the revenue earned through hotel stays, tourism sights and more.

According to Union of International Associations the top meeting cities and countries are: Singapore 9%, USA 7.3%, Brussels 4.5%, Paris 3.3% and Japan 5.8%. All percentage figures are of all registered international meetings in 2011. (U. o. Association 2013) Ireland however, is not ranked in the top ten countries where business meetings are held. This could be due to the low number of multi-national corporations located in Ireland. Another reason could be that the transport systems available in Ireland, in comparison to other countries could be seen as far less efficient or advanced. When leisure tourism is in an off-peak time, meetings and events can be a form of income for hotels to maintain profit levels, which can be a driver of competition between hotels, which can be a beneficial factor for the hotel industry.

Incentives An incentive is a reward that encourages an employee to do something. An example would be an employee reaching a goal set by the employer and in return receiving a raise or higher position in the job. An incentive is a form of motivation that has proven to be very successful.

Many employers use cash and gift rewards as an incentive for staff although in the last number of years for employees that earn a high wage, gifts and cash are not as useful as travel opportunities. The employer sets


up package deals with hotels or resorts in order to send their staff there if they work hard enough. Hotels can provide good deals to big companies that use this as an incentive as it guarantees revenue for the hotel and leads to good relationships for the future.

Travel incentives come in short breaks like weekends away as to not damage the running of the business. The travel destination is chosen to match the employees’ lifestyle and demographic profile. For example, an employee that is aged 20-30 would be sent to a different place then 40-50 year old employees. Employees can be sent away as individuals or as a team. Some companies use this form of incentive travel as a team bonding session so the employees get to know one another better and in turn have better staff morale and higher productivity. This is both beneficial to the employee and the company for these reasons. Another form of a travel reward is when employees are rewarded with family trips to take along their kids and spouse. (Nickson 2007)

ConferencesConferences are another type of business meetings. The term ‘congress’ can also be used when it’s an international meeting and involves people traveling from all around the world in order to attend. According to the Union of International Associations over 7000 congresses take place annually. The top congress destinations are the U.S, France and Germany. This is because all three have great resources when it comes to hospitality and transport links.

Although again Ireland is not in the top 10 destinations to hold a conference or congress a brand new state of the art convention center has been opened in Dublin City in 2010 and in May 2012 celebrated its 500th event. (Fischer 2012) Cities around the world not considered a ‘top destination for conferences’ are beginning to build conference centers and facilities in an attempt to modify the locations chosen for conferences and gain their own share of tourism benefits.

Exhibitions and Trade Fairs

Exhibitions and Trade Fairs are large-scale events that offer various products and services on display and can, in most cases be available for purchase. A lot of Exhibitions and Trade Fairs are open to the general public. In some cases, these can be private event where the hosts of the exhibition will select participants they wish to invite to view the items on display or be provided with information on services which they can avail


of on show. Art exhibitions are a very popular form of this type of meeting and very common all over the world. Holding exhibitions leads to an automatic boost of revenue through transport and accommodation in the city, similar to that of general meetings mentioned above.

According to ‘ITB-Berlin.de’ whom is the largest travel trade fair, in 2011 their trade fairs exceeded over 6 billion in sales, had over 169 thousand visitors, 7200 journalists visited them from over 94 countries. Germany make a huge amount of money each year with this trade fair as 30% of its visitors come from abroad leading to direct boosts in accommodation services in the capital city, transport and indirect boosts in retail, food and beverage services and so on. This is why each year there is a lot of competition between governments to receive the contracts to host these events.

2.3 Business Tourism Characteristics

According to ‘Business Tourism Partnership’ business tourism have many principle characteristics. Some of which include:

1. Business tourism is at the high quality, high yield end of the tourism spectrum. This means the quality of the business tourism has greatly improved and has proven to generate a lot of revenue for businesses and for countries.

2. Business tourism is resilient and sustainable. This means it has no long-term effect on the environment and also the sector is very flexible and nothing is set in stone as all meetings, conferences and exhibitions are all different and companies adapt to fulfill the needs of the hosting companies.

3. Business tourism employs 530,000 directly and indirectly, all year round businesses host business tourism events, which require a lot of staff to fulfill the needs of the hosting companies. Directly the jobs are in the hosting companies and indirectly with transport, retail, food and beverage companies and so on.

4. Business tourism stimulates future inward investment. While on business trips companies see the attractions of a destination like transport and resources and come back in the future and set up their-own sort of business in that location. This is very good for an area as it brings in new companies, which leads to a change in the environment.

5. Business tourism leads to the return of business travelers as leisure travelers as they have experienced the business side and want to now see the leisure side of the destination. (Partnership 2005)


2.4 Growth and Development

In 2010 according to ‘Business Tourism Trends” many businesses, due to the global recession began to cut costs and sought out new ways of trading. Examples of this would be airlines cutting back on business travel seats, accommodation services went in search of adding value added solutions and the ways of travelling changed. People started to drive to their destinations rather than fly or sail and day trips and weekends away were a lot more popular than weeklong trips. (Scoltland 2010)

2011 showed real improvement. According to “Deloitte Annual Business Travel Survey” 85% of people said they would be making the same amount of business trips in 2012 as 2011 or more. Six out of ten people said they are expecting more from hotels with regard to services and amenities due to the rise in accommodation prices. The survey results then showed younger generations were planning to travel more frequently in 2012. (Deliotte 2011)

2.4.1 Main Drivers of Growth and Development

There are a number of main drivers of growth and development of the business tourism industry in today’s world. The drivers of this sector are what provide potential for greater beneficial aspects to multi national companies and different countries, within the Hospitality & Tourism industry.One of the main drivers of growth and development for this sector is Globalization. Globalization is described, by the International Monetary Fund World Economic Outlook 1997 as ‘the growing interdependence of countries world-wide through increasing volume and variety of cross-border transactions in goods and services and of international capital flows, and also through more rapid and widespread diffusion of technology’. (International Monetary Fund 1997) Globalisation is a driver of growth and development in this industry as it is making the tasks of communicating and travelling easier and more flexible to partake in. This is due to the fact that trade barriers are disappearing; perceived distances are shrinking due to advances in transportation and telecommunications, along with material cultures of different countries beginning to look similar. This converging commonality is creating a more accessible workforce globally for the


hospitality and tourism industry, and therefore is one of its main drivers in growth and development.

Another main driver of growth and development for the sector is technology and the continued advances occurring within technology on a daily basis. Without the technology available to us in today’s world, a lot of the day-to-day tasks of managing a business in the hotel and tourism industry would be a lot more strenuous and inefficient towards companies regarding their resources and labour costs. For example, a hotel without it’s Point-of-Sales and Property Management Systems would affect the running and time management of the hotel, to a major disadvantage. Technology is a huge developer of the sector with regards future decisions on location selection for a meeting/event. The type of event to be chosen would be based on the deciding factor of the most up to date and efficient form of technology available at that time.

2.4.2 Future Trends

Not only is technology a factor of growth and development for the hospitality and tourism sector but it is also something that is going to have a massive impact on the sector in the future, both to an advantage and disadvantage. Although technological advances are creating a more cost efficient and time manageable environment within the sector, it is also a demising trend, which will impact the tourism benefits of the host locations of meetings and events across seas and/or in other countries. Telecommunications and the Internet are creating a much easier environment for engaging in information sharing and communication between foreign businesses, for example Skype video conferencing. Due to the fact that these international meetings can now take place online, delegates no longer need to travel and generate a loss on money through traveling expenses. This can be seen as a huge disadvantage on the host locations of said meetings, as previously without the increased use of technology the income in which they were once generating, is lost.

One other future trend of the hospitality and tourism sector is that companies are becoming more and more environmentally friendly. Each business thrives to be environmentally sustainable and have the most up to date technology in order to obtain future business deals. There will be a stronger focus on personalization and maximizing the individual learning experience at future events in order to get maximum efficiency from the event and it’s participants. There will be greater focus on capturing the knowledge generated at an event. An increased focus on building globally branded events that can be delivered in multiple locations will allow


organizers to be more selective with regards location of the event and more companies will be known on a more global scale. (Talwar 2010)

2.5 Economic Benefit

To any economy, business tourism holds great importance. Countries such as Cyprus, Ireland, UK and Spain all depend on the tourism industry because of their geographical locations. According to ‘The Economic Impact on the UK Exhibitions Industry Report 2012’ the exhibitions sector generated £11 billion in spending and contributed £5.6 billion in value added to the UK economy in 2010. This outlines the mass sums of money that passes through this sector of the economy. The business tourism sector affects the economy in three main ways: directly impacting the economy, indirectly impacting the economy and an induced affect on the economy.

Direct impact

‘The direct economic impact is a measure of the total amount of additional expenditure within a defined geographical area, which can be directly attributed to staging an event.’ (eventIMPACTS 2012) According to ‘The Economic Impact on the UK Exhibitions Industry Report 2012’ the UK exhibitions sector derived a direct income of £315 million from both rents and catering alone. Accommodation, food and drink derived a further £1.2 billion. An average of £1 million per exhibition was earned in 2010. Event organizers accrued an estimated income of £1.6 billion for all events that took place in 2010. Event organizers funded a total of twenty thousand two hundred jobs, with the massive sum of money made that year. It’s clear from the information provided above, that the direct impact on business and event tourism has great importance within the economy and generating income and labour needs.

Indirect Impact

With regards to indirect impact, forty one thousand jobs were funded through indirect impact of business tourism on the economy in 2010. These jobs were in companies like catering companies, taxicab companies, hotels through accommodation and restaurants. The indirect


effect the exhibitions industry had on the economy in 2010 in the UK was £1.8 billion. The indirect impacts on the industry are something that can sometimes be forgotten about; yet hold such a great deal of importance regarding the amount of revenue it can generate in a particular location.

Induced Impact

Induced impact, the third and last form of impact of economic benefit, stimulates what directly employed people in the sector spend their money on in an everyday circumstance. For example a receptionist of a hotel may spend his or her earnings much differently to someone who may work in the private sector. Over one hundred and forty thousand jobs were supported in relation to induced impact of the business tourism sector on the economy in 2010 in the UK, once again proving the importance this form of impact has on the economy and the benefit it provides, monetarily. (Economics 2012)

2.6 Business Traveller Needs

Business travel is defined as trips and visits made by employees and others in the course of their work, including attending meetings, conferences and exhibitions (Medlik 2003) Two types of travellers are leisure and business travellers and both have some similar needs although there are a lot more things they both need which differentiates them completely. Here are some of the main business traveller needs according to the article ‘Catering to the Needs of the Business Traveler’:

Location

A good location is one of the major needs of the business traveller. It’s all about where you are. ‘In a recent survey by the National Business Travel Association and Best Western International, over 60 percent of travel managers said the right location was the number one factor in picking a hotel. Over 70 percent of those surveyed by the Hotel Association of Canada in 2007 said they would pay extra to be within five minutes of their meeting site.’ Relative to location are the transportation options


available within that particular city. It’s important for a participant of a meeting or event to know their whereabouts in a foreign location and the options available to them in regards to attending the particular event.

Convenience & Comfort

The convenience is another essential need of the business traveller. It’s important that the traveller has an effortless and enjoyable travel experience, as opposed to just a bed for the night, focusing on their individual needs & interests also. The available amenities in a hotel can add to the convenience of a business traveller’s need, such as the option of a spa or bar within the hotel they are staying. The concierge within a hotel also can aid with the convenience levels of the experience, providing the guest with destination information in which they can experience.

With regards to comfort, it’s important for a guest to feel comfortable within their surroundings in a foreign environment, with factors such as safety and security, health and loneliness and a feeling of being welcome.

Internet

It’s important in today’s world for business travellers to have access to immediate information along with access to a variety of mediums of communication such as Wi-Fi, e-mails, lobby computers etc. This enables them to communicate either on a personal level since they are away from home or a business level with regards to doing work relevant to the business meeting.

Value

Value is one last important need of the business traveller, according to the article ‘Catering to the Needs of the Business Traveller’. Especially with the current economic climate, value for money is something that is going to be seen as a necessity. A way in which value can be reached as a need of the business traveller is from providing perks through products and experiences, which give the consumer a sense of being distinct or cared for. These are perks that may not have even been expected; yet is a considerable factor to the traveller and add to the overall value of the experience.


In order for the business traveller to be satisfied with their overall experience, these are the factors that must be catered for throughout their trip to meet the needs of all business travellers.


3. Business and Event Tourism in Ireland

3.1 Size of Market

Business and event tourism are very important to any country and is the fastest growing sector in World Tourism. In Ireland, the business and event tourism sector is a multimillion Euro industry and each business tourist is worth 2.5 times what a leisure tourist is worth to the country and economy. A business tourist comes 2-3 days post-conference, and have an indirect impact on the economy, eating out, visiting the sites and staying in hotels, all the time bringing more money into the country. Having visited Ireland for business purposes, the business tourist will return to the country for leisure orientated purposes, benefiting the country’s economy. In 2010 there was an increase in spending on world business travel by 6% compared to 2009 and 2008, therefore becoming an even more important aspect of tourism to focus on.

In 2011 the leads for conferences in Ireland rose by 19% compared to the leads in 2009. That 19% difference adds up to almost €20 million in revenue terms. The total leads are potentially worth €218 million in 2011. The to 10 conferences in 2012 were worth €34.4 million to the Irish economy brining together over 25,0000 delegates. Some of the conferences that made the top 10 were ‘International Water Association’, ‘The International Eucharistic Congress’ and ‘The International Congress of Parkinsons Disease and Movement Disorder’. (Flinter 2012)

According to the results of a survey in 2010 carried out on behalf of Fáilte Ireland, surveying over 1,000 overseas delegates who were attending 35 different international conferences in 2010, the average spend per delegate over their period of stay was between €1,300 and €1,500. This figure includes out-of-pocket expenditure along with the average price of hosting an event along with other essential resources, such as the hire of equipment. The percentages of out-of-pocket expenditure for 2010 compared to 2011 are represented in graph form as follows:


2010 20110%

5%

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15%

20%

25%

30%

35%

40%

45%

50%

AccommodationFood and DrinkShoppingTransportLeisure Activities

The overseas business tourism numbers grew by 9% in 2011; this was the first indication of growth since the global recession. The trips that were most popular that year were association conferences, corporate conference and trade fairs and exhibitions. The expenditure by business visitors increased by 4% in 2011 compared to 2010. (MRBI, Research and Statistics 2010) (MRBI, Research and Statistics 2011)

3.2 Primary destinations

Ireland has many primary destinations with not only perfect business tourism facilities including the Convention Center Dublin and The Royal Dublin Society in Dublin but a lot of wonderful sights to see for the leisure tourist for example the Cliffs of Moher in Co. Clare and The Giant’s Causeway, which is located in Belfast, Northern Ireland. There are six destinations that stand out that are primary destinations for business tourism and they are as follows:

Dublin Belfast Cork Limerick Galway Kilkenny


Dublin

Dublin has many business tourism attractions and facilities along with many compelling tourist attractions. Dublin Airport is located just 20 minutes by car from the city center along with Dun Laoghaire Port, a 30-minute drive away also. The road and railway system throughout Dublin are also exceptionally sufficient. Three of the main business tourism attractions would be:

The Convention Center Dublin (CCD)

The CCD is located in the docklands in Dublin City Center, opened in 2010 and cost just over €4 million to build. The CCD offers 22 multi-functional rooms suitable for meetings and exhibitions, a 2,000 seat auditorium, banqueting for 2,000 delegates, theatre capacity for 3,000 delegates and the whole building is equipped with top of the range facilities, cutting edge technology and Wi-Fi throughout. The building is carbon neutral meaning it has no bad effect on the environment, recycling 227 tonnes of all waste in 2012. The building is a ten minute walk from Dublin City Center and is located close to many train, tram and bus stops along with its very own underground car parking facilities with many close-by hotels and restaurants making it an ideal location for business tourism events of all kinds. (Dublin 2013)

The Royal Dublin Society (RDS)

The RDS was founded in 1731 and has been located in Ballsbridge since 1879 amongst one of the country’s finest hotels, The Four Seasons along with good transport links through bus services and public transport with a large car park facility. The RDS is made up of 10 halls, which makes the RDS an ideal venue for all different types of events like international conferences, sporting events, concerts, exhibitions and trade fairs, product launches and award functions. The venue can accommodate up to 35,000 for concert and sporting type events and can accommodate from 10 to 4,500 for theatre style and meeting events. (Society 2013)

Croke Park Stadium

Croke Park Stadium is the heart of Irish sporting events, like the GAA. Since 1884 the site has been used to host the Gaelic Games and to the present day is still used to host the championship finals annually. Not only used for GAA, whilst The Aviva Stadium was under construction


the stadium hosted many international rugby games. The stadium boasts of its 82,300 capacity and is an ideal location for massive events like the many concerts held in the venue and the many exhibitions also hosted in the stadium. The massive venue has been cutting down on its negative impact on the environment and in fact has been awarded many green awards in recent years with the changes made, giving evidence that being environmentally friendly is one of the industry’s future trends to follow. (Park 2013)

Galway

Galway is located on the West of Ireland and being the second largest county has a population of over 200,000 people. It is well known for its nightlife and culture. Many events are held in the great county when it comes to business tourism, some of the main venues include:

The Radisson Blu Hotel Galway

The Radisson Hotel was established in 2001 and is located within 5 minutes walking distance from the Famous Eyre Square in Galway town. The hotel has 272 guestrooms and can hold up to 1,000 delegates for conference and events. The Hotel has its own parking facilities, gym and spa facilities and is equipped with a large restaurant and over 4 bars. (Radisson Blu Hotel 2013)

The National University of Ireland, Galway

The college was established in 1845 and has a massive 260-acre parkland campus. The college has a number of great events facilities including the recently opened Bailey Allen Hall, a multi-functional hall that can be sub divided into three sound proof rooms. The hall can hold up 1,000 delegates and can facilitate for meetings, conferences, exhibitions, concerts and gala dinners. The other facilities the college has to offer would be lecture halls, seminar rooms, accommodation services and restaurant facilities for up to 800 delegates. The college is easily accessible through public transport and has its own car parking facilities. (M. i. Ireland, Meet in Ireland/Search and Plan/NUIG 2013)


Cork

Cork is Ireland’s largest county and has a population of just fewer than 450,000 people and is well known for the friendliness of its people and vibrancy. Some of the business tourism attractions would be:

The Silver Springs Moran Hotel

The hotel is equipped with 109 deluxe bedrooms including 5 deluxe suites keeping the most prestigious and discerning guests in mind. The hotel is located in Cork City Center and is located just 11 kilometers from Cork International Airport. The Hotel has its own conference center and can facilitate up to 1,500 delegates, making the venue the largest conference facility in Cork. (Hotel 2013)

Maryborough Hotel and Spa

Located just 8 kilometers from Cork International Airport, the hotel has the capacity for hosting many events such as meetings and conferences. Its meeting halls can host up to 500 guests theatre style and up to 600 delegates reception style. It is also ideal for small meetings and conferences as there as many small rooms available with the same top of the range facilities like Wi-Fi, projectors, personal assistant facilities and air-conditioned rooms. (Spa 2013)

Limerick

Limerick city is in the South West of Ireland, in the middle of the Shannon Region and adjacent to Shannon Airport. Limerick is also home of the Munster rugby team and has a variety of conference, meeting and events facilities suited to large groups in the city’s many hotels and of course the state-of-the-art University of Limerick campus.

University of Limerick

The University of Limerick (UL) was established in 1972. The conference and sports campus offers three conference venues and over 60 breakout rooms equipped with the most up to date technology, which can accommodate up to 2,000 people at any given time. The three conference venues are Kemmy Business School (320 theatre style), The University Concert Hall (1,000 tiered theatre style) and Jean Monnet Theatre (500 in


five different theatres). In the last 30 years the university has become one of Ireland’s leading education institutions. (Limerick 2013)

Kilkenny

Kilkenny is renowned as the medieval capital of Ireland. The city is located 120 kilometers from Dublin and an 80-minute drive from Dublin Airport. Despite the low numbers in conference and event facilities, the ones that are located in the county are fully functional and equipped with the top of the range facilities.

Lyrath Estate Hotel

The hotel is located on the Dublin/Kilkenny road and according to its website the hotels in Kilkenny don’t come close to the Lyrath Estate. The hotel has its own convention center, which can accommodate up to 1,500 delegates. The largest meeting space measures 972 meters squared and sub divides into 3 sections. Additional smaller break out rooms and boardroom facilities are available within the convention center, with a maximum capacity for up to 166 delegates. The hotel and convention center offer complementary Wi-Fi and are equipped cutting edge technology. (L. E. Center 2013)

The other primary destinations in Ireland are located in the North of the country, Belfast City and Derry City. Belfast is a busy city that has undergone remarkable development and renewal in recent years. As the capital of Northern Ireland, Belfast is an ideal destination for conferences, meetings and incentives. Local currency operates in UK Sterling (GBP), with Euro widely accepted. Dublin city and Dublin Airport are approximately 2 hours by road. Derry or Londonderry is Northern Ireland's second city and is unique among Irish cities in that it is Ireland's only completely walled city. Like Belfast, Derry has undergone remarkable development and renewal in recent years with the selection and quality of conference and corporate meeting venues. (M. i. Ireland, Cities and Regions/Derry 2013) (M. i. Ireland, Cities and Regions/Belfast 2013)


3.3 Structure of the Business and Event Tourism Sector

Meet In Ireland

Meet In Ireland is known as the official MICE brand of Ireland with its headquarters located in Dublin, and has many offices located around the world. Its main aim is to promote Ireland as a business tourism destination, highlighting all that Ireland has to offer as a business tourism host. (M. i. Ireland, About Us 2013) The organization is made up of 3 main bodies, which are:

1. Failte Ireland, with the role to support the tourism industry and work to sustain Ireland as a high quality and competitive tourism destination. (F. Ireland 2013)

2. Tourism Ireland, with the role to market Ireland overseas as a holiday destination. (T. Ireland, What We Do 2013)

3. Northern Ireland Tourist Board is responsible for the development of tourism and the marketing of Northern Ireland as a tourist destination to domestic tourists. (Board 2013)

Professional Conference Organizers

A Professional Conference Organizer is an organization that specializes in the administration and organization of conferences in Ireland. Through gaining many years of experience the organization acts as a consultant to the conference organizing contact regarding the conference. The company provides support in many areas like IT, logistics, audiovisuals, leisure management, marketing and many more. (Bureau 2013)

Destination Management Companies

Destination management companies are local companies that handle arrangements for tours, meetings, transportation and so on for groups that have not originated from the destination. (Dictionary 2007)Ireland’s leading Destination Management Company is 'A Touch of Ireland’, which ensure they have the inside track on every detail of your planned trip, they choose the best places for your group to eat and stay, and bring you to the most memorable attractions along the prettiest routes


to take and even the best pubs to enhance your visit and get in touch with the Irish culture and what better way to do it than with a nice pint of Guinness. (D. M. Ireland 2013)

Regional Convention Bureaux

These are companies located in main cities of Ireland give or take one or two and are responsible for helping to organize panned conferences, corporate trips, meetings and incentive visits to Ireland. Some examples include the Dublin Convention Bureau, Belfast Visitor and Convention Bureau and the Shannon Region Sports and Conference Bureau. (M. i. Ireland, Regional Convention Bureaux n.d.)

Familiarization Trips

Familiarization trips are business related trips, whereby delegates travel to a destination where they intend to host a conference or event. In doing this, delegates are inspecting the scenery, facilities, PCO’s, DMC’s, etc, and putting together a plan for when they return for the event. (M. i. Ireland, Familiarization Trips 2013)

Event BID's and Elements of a 'BID' document

A bid document is required to be submitted in response to an invitation to bid. These include the prescribed bid form, drawings, specifications, time lines, charts, price breakdowns, etc. Bids not accompanied by all the required documents are considered incomplete bids, and are usually automatically rejected. These are also called bidding documents. The elements of a bid document include:

1. Identifying the resource that can be employed to support the event, for example the venue and government grants

2. Developing a curtail path timeline for the preparation and presentation of a bid document to the owners of the even.

3. Responding to each of the bid criteria set by the event owners.4. Developing an understanding of the organizations conducting the

event and the exact nature of the event itself5. Identifying the key elements of past successful bids to ensure that

these elements are dealt with fully in the bids document6. Prepare a bid document


7. Presenting and/or submitting a bid to the owners such as the sporting body

8. Lobbing in support of the bids 9. Evaluating reason for the bid to failure (if necessary)

(Boudin 2011)

3.4 Incentive Travel

Incentive Travel can be defined as ‘travel offered as a reward for top performance and the business that develops, markets and operates these programs’, according to Checkfront.com. A popular form of using incentive travel would be if an employee were to reach a particular sales target of the company, incentive travel maybe an option of reward given. (Hospitality Glossary n.d.) Throughout Ireland there are a lot of wonderful activities to do, which attract many travellers from foreign countries and also gives the Irish people the opportunities to take part in such events or activities. A lot of new trends have come out in the last few years, for example spa and fitness centers being incorporated in hotels along with employees from some companies being sent on team building weekends in order to do some team bonding and get to know one another better. Some of the most popular activities and their venues are as follows:

Spa and Wellness

Spa and Wellness have become a lot more popular in the last decade. A lot of hotels have become equipped with all the latest up to date spa and fitness facilities in order to recognize and reward guests to the fullest extent. There is nothing better for the body or mind when trying to escape from busy office days, stressful meeting days and organizing events than a weekend away at one of Ireland’s spa and wellness facilities. There are four types of spas that people can go to. One is a ‘resort spa’; these spas offer a side of relaxation along with a side of recreational activities. Another type of spa is a ‘destination spa’; this type of spa is where you expect a full emersion of the spa experience. ‘Hotel spas’ a lot of hotels ranging from 4 stars and upwards offer the spa experience now along with the typical accommodation services but you can expect to feel fully relaxed on your hotel room doorstep. The last type of spa is the ‘specialized retreat’ spa, which offers a special type of relaxation methods like seaweed baths and a lot of natural relaxation techniques. (T. Ireland, Things to see and do in Ireland 2010)


Some of Ireland’s top wellness and spa destinations are as follows:

The Europe Hotel and Resort in Kerry The G Hotel in Galway Samas at the Park Hotel Kenmare in Kerry Farnham Estate Health Spa in Cavan

Gala Venues

Gala Dinners are pre booked meals from a set menu in a function room along with a stage for entertainment and a dance floor. If you want to wow guests, make sure you choose one of Ireland’s unique or unusual venues like one of Ireland’s ancient castles in the country side or a historic university to which there are many to choose from. (M. i. Ireland,Meet in Ireland /Incentive-Travel /Activies/Gala Venues 2013)

Dining

Ireland has a lot to offer in this section of the industry. From award-winning and Michelin-starred restaurants to modern Irish cuisine, Ireland has a huge variety of fantastic dining options like fine dining in hotel restaurants, banquets in castles and conference venues, roomy restaurants suited to large groups, pub grub, local cafes and delis. Or if you’re looking to give your staff new experiences, why not send them to one of Ireland’s cookery schools for a weekend away after all of their hard work.(M. i. Ireland, Meet in Ireland/ Incentive-Travel/ Activities/ Dining 2013)

Golf

Send your staff to one of Ireland’s finely cut golf courses. Although Ireland does not have the sky-splitting summers it does not stop the Irish people playing golf on the many world-renowned golf courses. Many hotels around Ireland have their own on-site golf courses. For example The Carton House in Kildare is host to the Irish Open in July 2013 or the K-Club in Kildare, which was host to The Ryder Cup in 2006, one of the world’s highest-ranking golf tournaments.

Team Bonding If it is time to motivate your staff and get them all working together as a unit then it is time to send them to one of Ireland’s outdoor activity centers, water-based activity spots or sporting activity facilities. The owners of there centers know how important it is for a workforce to be a


team and want to work for one another, which is why Ireland has so many activity hotspots that are up to date with all the latest gear and fun-filled activities. (M. i. Ireland, Meet in Ireland/ Incentive Travel/Activities/Team Building 2013)

Sample Programs

Across the country there are many incentive programs to choose from to get out of your daily routine for a weekend or to enroll your staff in if rewards are what your game is. One of best is as follows:

Dublin’s Doorstep and Kilkenny

This program is made up of three days of well-planned events.

Day one:

Arrive in Dublin International Airport Luxury Coach pick up. Today’s experience is filled with a wealth

of Culture and Heritage in the Royal County Meath. Our first stop is Newgrange one of Irelands UNESCO World Heritage Sites for a private tour.

Next is a trip to Slane Castle for a wonderful lunch Accommodation is in The Carton House for the night while testing

your team bonding skills with extreme.ie in blindfold driving on the hotel grounds.

Off to the gold salon for the gala dinner.

Day two:

Breakfast in a private dining room. Depart for a hot air balloon ride over the heritage town of Trim. Back to Dunboyne Castle for a presentation on the area just visited

and a little bite to eat. Off to Kilkenny to visit some historical sights like St. Cancine’s

cathedral, where a local performer will highlight the amazing acoustics of the cathedral.

Accommodation for the night is in Mount Juliet Estate, which boats of its top-notch golf course and close by Ballylynch Stud farm. Enjoy a leisurely tour and then off to the Smithwicks Brewery to taste some tutored beer and then to Rothe House for dinner.


Day Three:

After breakfast at leisure you leave Mount Juliet to experience the arts & crafts skills of the artisans of Kilkenny. Visit Jerpoint Glass and see glass blowing experts and then on to a pottery to create your own masterpiece

Enjoy a local lunch before departing for Dublin International Airport.

This program allows you to visit some wonderful sights, stay in some of Ireland’s top hotels and eat in style and elegance with team building exercises incorporated in the daily activities. (M. i. Ireland, Meet in Ireland/ Incentive Travel/Sample Programs/ Dublin's Doorstep and Kilkenny 2013)

3.5 The Future of Business Tourism in Ireland In the next decade there are a lot of new upcoming things that are going to change the future of business tourism in Ireland. Some of the things that are on the horizon according to the web blog “Irish Tourism Times” with regard to the future of business tourism such as:

World tourist arrivals are set to almost double (880 million to 1.5 billion) between 2009 and 2020. This represents a huge opportunity for employment creation, economic growth and increased exchequer revenues

While 83,666 jobs were lost in the sector between 2007 and 2009, the plan seeks to create just over 20,000 jobs in the next five years. A return to 2007 levels would create almost 100,000 jobs and €2 billion in foreign revenue

Other countries are ahead of us. New Zealand's Prime Minister, John Key, is also the country's Tourism Minister. David Cameron wants the UK to be in the Top Five destinations in the world. President Obama signed the Travel Promotion Act into law last year, which provided for the setting up of a new national tourism board to promote international travel to the U.S. Last month, the Portuguese Tourism Confederation invited former New York City Mayor Rudy Giuliani to deliver the keynote address at its conference on city-based tourism. (Keaney 2011)


According to Fáilte Ireland the future of business tourism will consist of a bigger focus on incentive travel. Companies abroad are adopting incentive travel rewards and sending their staff to different destinations around the world. Fáilte Ireland is planning to position Ireland as one of these top destinations. Keith McCormack of Fáilte Ireland’s Business Tourism Unit stressed that the incentive sector is an area of strategic importance and has the potential to generate significant revenue for the Irish economy. Mr. McCormack also highlights Ireland’s unique traits, it’s welcome-ness and people, and the importance for Ireland to have unique dividing factors in order for the country to be considered a top incentive travel destination for the future. (F. Ireland 2013)


4. Business and Event Tourism Overseas

4.1 Main Industry Events

Throughout the world there is a variety of main business and event tourism destinations with events taking place regularly. Some of the main destinations and the main business tourism events are as follows.

4.1.1 World Travel Market (WTM)

This 4-day event is staged annually in London. It is a business-to-business event presenting a diverse range of destinations and international travel professionals. It is held each year in the city of London. The must-attend event gives the global travel trade sector the chance to trade all under one roof immediately giving a business the competitive advantage over its competition. According to The World Travel Market website, in 2012, 184 represented countries attended, total participant numbers reached 47,525, 52% coming from outside the UK. The WTM 2013 will take place from November 4th-7th at the Excel London, the UK’s only international convention center and has more than five thousand suppliers of tourism and travel expected to attend. Examples of the top traders likely to attend are Hyatt hotels and resorts, Etihad Airways and Golden eagle Luxury Trains. Reed exhibitions are the annual organizers of the event whom are the world’s leading event organizers. (R. Exhibitions, Reed Exhibitions World Travel Market 2012)

4.1.2 Internationale Tourismus-Borse Berlin (ITB)

ITB Berlin is the world’s largest tradeshow located on the Messe Berlin fairgrounds, Germany and has been staged annually since 1966. According to Itb-Berlin.de in March 2013 over ten thousand companies came to represent their business and showcase their new products and services. Typical attendees included tour operators, destination management companies, car rental companies, airlines and hotel groups. The event lasts five days and attracts over one hundred and fifty thousand people annually. In 2008 ITB Asia was launched, staged in Singapore this acts as the trade show for the Asian travel market. (ITB-Berlin 2013)


4.1.3 European Incentive and Business Travel and Meetings Exhibition (EIBTM)

This is a three-day event hosted in the award winning business and tourism destination of Barcelona. According to EIBTM.com if you are serious about global meetings and events this is a must attend event. EIBTM is the global hub for the meetings industry with the main aim to deliver global business contacts to all of its attendees simply by them all coming to do business under the one roof. The advantages of the EIBTM are that the business is all done face to face, if you need to meet with some one this is the place to do it and the attendees are the decision makers of the companies and the CEO’s rather then representatives of the companies. It brings together 4,000 trade visitors, 3,100 exhibiting companies and 4,200-hosted buyers who are at a higher level than the normal visitor. Hosted buyers benefit from access to VIP lounges, complimentary return flights, accommodation and transfers and have to option to pre book appointment with exhibitors of their choice. People come from all around the world to attend the event. Destinations like USA, Asia and Far Eastern Europe, the main topics discussed at the event are:

Technology Hotels Destinations Venues Event services

Throughout the event attendees are talking about how best to improve the meetings industry with the use of the five above topics of discussion. (E. I. Exhibitions 2013)

4.1.4 IMEX Frankfurt

The IMEX Frankfurt is a worldwide exhibition for incentive travel, meetings and events providing outstanding business opportunities for all attendees, visitors and exhibitors. The event lasts for three days and is hosted in Messe, Germany. This event also has a lot of incentives on offer like the hosted buyer program providing exhibitors with a high-class service and exclusivity and a free educational program. Many seminars are held throughout the three days on subjects like industry trends,


marketing and sales, personal development and many more. According to IMEX Frankfurt, in 2012 3,500 exhibitors came from 157 countries worldwide to represent their companies. The main represented companies were among the following types of businesses: major hotel groups (Jumeirah Hotel Group and The Marriott Hotel Group), tourist offices (Ireland Tourism Authority) and international airlines (Qutar Airways). IMEX has been awarded a substantial amount of awards in the last 10 years including the 2006 Trade Show of the Year award, awarded by the Association of Event Organizers. IMEX Frankfurt also has sustainability initiative programs. An example of one of these programs would be the ‘Badge Back’ program. In a nutshell this is how it works. IMEX Frankfurt encourages participants to recycle their badges when leaving the exhibition in the designated boxes. Each box represents a Frankfurt legacy project in the local area and for each badge recycled additional support is given to the local projects. A local project example is ‘Maisha’s Sewing Project’ additional information can be found at: (Frankfurt, IMEX Fankfurt/sustanaibility 2012)(Frankfurt, IMEX Frankfurt/aboutimexnew 2012)

4.1.5 Global Travel and Tourism Summit

The Global Travel and Tourism Summit is an exclusive two-day event that brings together a thousand of the world’s leaders of the foremost companies in the travel and tourism industry. In April 2013 the event was held in Abu Dhabi. The World Travel and Tourism Counsel are the organizers of the event who have brought in some high profile guest speakers like former US president William J. Clinton and many of the various tourism ministers. (Councel 2013)

4.1.6 Travel Distribution Summit Europe

The Travel Distribution Summit Europe concentrates on the online sector of the hospitality industry. The summit lasts two days and takes an in depth look at the key business issues for online travel professionals. The summit brings together over 90 top travel professionals to discuss the following topics:

Technology, mobile and innovation Marketing and social media Distribution and channel management


Revenue management and pricing

Launched and staged annually in London since 2005, the summit is to take place in the Novotel Hotel in West London and is organized by the Eye For Travel event company. (Travel 2013)

4.1.7 International Hotel Investment Forum

This is the leading financial investment event for the hotel industry. The event launched and takes place in Berlin since 1998 and brings together the industry’s senior members and is known as the event ‘where business gets done’. Over 1700 delegates come from over 60 countries attend to get in touch with the industry and to meet potential stakeholders and investors. The event is due to take place in March 2014 in the Hotel Intercontinental located in Berlin. (Q. H. Group 2013)

4.1.8 Hotelympia

Hotelympia is the foodservice and hospitality based event that takes place every two years. For the past couple of years it has been hosted in the ExCel London venue in the UK. Hotelympia brings together the broadest range of future trends, new industry ideas and fresh new talent on the scene. Seven sections that are reviewed and showcased are technology, catering equipment, interiors, tabletop, bathroom and spa, waste works and food and beverage including wines. There are many new plans set out already for the 2014 event. It is to be hosted later in the year and consists of the launch of the new spring line in the whole of the south hall in ExCel London.

The types of businesses that attend this kind of event are hotel groups, bars, restaurants, quick service of fast food companies, in-store catering companies and many more of the same nature. Over thirty thousand people attended the event last year consisting of eighty-seven countries represented and over fifteen thousand senior members of staff from the various countries. (Hotelympia n.d.)


4.2 Convention and Exhibition Locations and Facilities

4.2.1 National Exhibition Center Birmingham (NEC)

The NEC opened in 1976 and consists of exhibition 21 inter-connecting halls over the space of 200,000 square meters and is the UK’s largest and Europe’s busiest exhibition center. It is located in Birmingham just off the m42 and adjacent to Birmingham International Airport and within a kilometer radius of Birmingham train station making it an ideal venue for all types of international events. In 2006 the NEC had welcomed over ninety million visitors, staged over twenty-five hundred events and generated more than twenty billion pounds for the regional economy since opening thirty years previous. The building is not very environmentally friendly or sustainable considering it was build so many years ago nonetheless it still does take away from its popularity or the things the building has to offer like event management, catering, security, marketing, advertising, ticketing, audio visual, graphics, internet and IT, utility and technical services, which are all available to customers should they need assistance.

The NEC hosts a broad spectrum of events. The events very from sporting events like the World BMX Championships in 2012, musical events like the Eurovision song contest in 1998, fashion events like the Clothes Show Live in 2013 and business events like the Commercial Finance Expo in 2013. The center has won many awards in previous years. Some of them include ‘Best Employer Award’ in 2013, the ‘Best Venue Event Manager’ awarded to Jayne Harmen Jones, the ‘Best Venue Sales Person’ awarded to David Gallagher and the ‘Best Venue award. This shows that you do not have to be a brand new top of the range building in order to achieve success. (T. N. Group 2013)

4.2.2 ExCel London

The ExCel London exhibition and convention center opened in the year 2000 located on the Royal Victorian Dock in the heart of London. The venue consists of one hundred thousand meters of multi function flexible exhibition space, which includes the International Convention Center (ICC). The ICC takes up the most space of the center that includes the five thousand-delegate auditoriums, the ICC capital suite comprising of seventeen individual meeting rooms with the capacity of hosting up to


twenty five hundred delegates, the ICC capital hall comprising of space capable of hosting three thousand delegates for dinner and five thousand for reception. The ICC London suite comprising of six meeting room with the capacity of fewer than four hundred delegates, this space is ideal for individual, personal meetings and events. The remaining space comprises of the Platinum Suite, this is spread across three levels. The space accommodates between four hundred and eleven hundred delegates and is ideal for gala dinners, conferences, product launches, meetings, award ceremonies and weddings. The Gallery meeting room so named because of its wonderful view of the Royal Victorian Dock. The space consists of thirty meeting rooms, which can hold up to four hundred delegates at any given time.

The venue hosts a wide range of events, which range from the Olympics in 2012 to The World Travel Market to The X-Factor auditions to the G20 Summit. The types of awards the venue has obtained are:

Europe’s Leading Meeting and Conference Center in 2011 and 2012

Exhibition Venue of the Year in 2011 and 2012 The Excellence Award in 2012 Best Conference Venue 2011 and 2010

There are many more prestigious awards won by this stunning venue since opening its doors. The venue is ideally located considering it is located just two miles away from London City Airport and also has two DLR stations located close by.

The venue has a ‘C Rating’ on its energy output credentials, which means it is thirty percent more efficient than the buildings of similar type and usage and encourage all delegates to arrive at the venue through the use of public transport. (London, ExCeL London/ About ExCeL London 2012) (London, ExCeL London/About ExCeL/exCeL and the Environment 2012)

4.2.3 International Congress Center Berlin (ICC)

The ICC Berlin opened in 1979 and is ranked one of the biggest, most technologically advanced congress buildings in the world. It is 25,600 meters squared in diameter and consists of 80 halls spread over 4 levels and is deigned to accommodate different types of events simultaneously. The four levels are The Hall Level, The Salon Level, The Lobby Level and The Entrance Level.


Since opening the venue has hosted 8,752 events and has accommodated for almost 11 million participants and visitors and is perfect for any convention, show or concert considering it has the capacity of almost 10 thousand people at any given time. Some events include The Annual General Meeting Daimler and The ITB-Berlin World Trade and Travel Show. Getting to and from the venue is relatively easy with the venue being not so far from airports and having underground rail stations nearby. (Berlin, Fact and Figures: ICC Berlin 2013)

4.2.4 Abu Dhabi Nec’s International Conference Centre

As part of the Nation Exhibition Company the conference center located in Abu Dhabi is a fully functional tiered seating style building that can accommodate for up to 6 thousand people and is perfect for large meetings and conferences. Within a kilometer radius exhibition space is adjacently located along with a lot of accommodation services ranging in stars from 3-5 stars. Dubai has excellent infrastructure allowing delegates to travel easily to and from the venue giving it a competitive advantage over some international conference centers. The venue opened in 2007 and has approximately 1.8 million visitors annually. (Company 2012)

4.2.5 Vancouver Convention Center

Opened in July 1987 after being Canadian Pavilion in 1986. In 2010 the venue hosted over 350 events accommodating for over 220 thousand delegates, generating over $215 million in economic activity for the British Columbian economy. The venue has the perfect space for all events like weddings, meetings, conferences, trade shows, exhibitions and many more.

With the recent expansion, the building has become a lot more environmentally sustainable and recycles over 180,000 kilograms annually, energy and resource use is monitored in real-time throughout the facility, the facility use fresh and local ingredients without additives; avoid prepackaged canned goods; utilize cutlery, china, glass and cloth napkins, and serve nearly all condiments in bulk or reusable containers.

Vancouver Harbor Water Airport and Skytrain stations are within a kilometer radius of the venue making it a prime location for national and international events. (V. C. Center 2013)


4.3 International Convention Organizers

4.3.1 Reed Exhibitions

Reed Exhibitions was founded in 1966 and is the World’s leading event organizer with a history of over 500 events in 39 different countries. Being such a high profile company its field Reed Exhibitions has a workforce of over 3000 exhibition specialists. Reed Exhibitions are known globally for their spin on developing, marketing, selling and organizing exhibitions and events. The company’s concept is to deliver contacts, communities and content all under one roof for those taking part to fully benefit. Some of Reed Exhibitions’ top events include “World Travel Market”, “World Future Energy Summit”, and “European Incentive and Business Travel and Meetings Exhibition”. (R. Exhibitions,About Us: Reed Exhibitions 2012)

4.3.2 Messe Berlin

Meese Berlin are a high profile congress and trade fair organizer located in Germany. Some of the company’s top events include ‘ITB Berlin’ and ‘International Green Week Berlin’. The company organizes over 100 events each year in some of Berlin’s finest and best-equipped venues such as ICC Berlin. The company cater for all its clients and have the concept of “Wherever, Whenever and In Every Possible Way”, if the company can do it then it shall be done. With a workforce of 719 people and a turnover in 2012 of 247 million euro, the company 100% knows what they’re all about. (Berlin, Company: Messe Berlin 2013)

4.3.3 Terrapinn

Founded in 1987, Terrapinn organise events that stimulate the brain, spur creativity and facilitate meetings. The company’s conferences are major industry gatherings focusing on strategy, innovation and technology and their trade exhibitions are marketplaces for global business. The company deliver focused industry training in person and online. Terrapinn operates from a network of offices in major cities all around the world such as London, New York, Singapore, Sydney, Dubai and Johannesburg. This gives Terrapinn events a global reach and truly international perspective. Some of Terrapinn's top events include “The Digital Educational Show” and “Edutech”. (Terrapinn 2012)


4.3.4 Fresh Montgomery

Fresh Montgomery is a market leading specialist exhibition organizer in the food, drink and hospitality sectors. Founded in 1999 the company has done well in the industry and attends many high ranking hospitality and food fairs such as ‘Hotelympia’,’Specialty Chocolate Fair’ and ‘Hospitality and Food Ireland’ In October 2012 Fresh Montgomery was the first UK organizer to be registered to ISO 20121, which in turn means the organizers are sustainable and have the aim of improving the sustainability of all their future events. (Montgomery, About Us: Fresh Montgomery 2013) (Montgomery, Fresh montgomery and Sustainibilty 2013)


5. The Events Business

The events business according to Donald Getz PhD, a professor at the University of Queensland, Australia describes the events business as “The systematic planning, development and marketing of planned events as tourist attractions, and for their benefits to place marketing, image making, and development.” Donald Getz also describes the goals of events tourism as:

Place MarketingThis is to create positive images and improve the quality of life and the environment and attract residents and investors.

The Tourist AttractionThis attracts quality tourists, spreads demand and increases visitor spending and length of stay.

Image MakerImage-maker for attractions, resorts and destinations, creates and enhances themes and combats negative imagery.

Catalyst (Impulse)This stimulates infrastructure, assists urban renewal, stimulates business/trades and supports other attractions.

Animator This encourages first and repeat visits at facilities, resorts and attractions.(Getz 2010)

The types of events tourism are as follows:

Sporting events such as the Olympics and FIFA World Cup Entertainment events like The Eurovision and Oxegen Commercial events such as a product launch like the launch of

Coors Lite’s new product ‘Canadian Beer’ MICE events like The World Travel Market Family events like weddings Fundraising events like St. Vincent De Paul Miscellaneous events, which covers all other events not in the

above list.

(Lynn 2005)


5.1 Established and Emerging Events Destinations

The Union of International Association has a great piece on the established meetings and events destinations for 2012. According to their website the top 10 destinations in 2012 in graph form are as follows:

Syga

pore

Bruss

elsPar

is

Vienna

Seoul

Budapes

t

Barec

elona

TokyoBer

lin

Madrid

0%

10%

20%

30%

Percentages of total international meetings destinations

Percentages of total interna-tional meetings destinations

(Associatons 2013) (U. o. Association 2013)

There are many emerging destinations in reference to the events tourism sector of the industry and they are:

Singapore

Although Singapore was listed above as an established destination for the events tourism sector, Singapore is moving from a manufacturing based destination and in the process of becoming a service orientated economy. It is actively encouraging regional and international association and event management companies to set up headquarters there and offering support to the event management companies to develop and anchor events on the island.

India

India is still in its infancy in reference to its business events market with many convention centers and exhibition facilities under construction or a as a proposal like Bangalore International Convention Center, which has a stunning architectural design and would certainly bring India on to the map of business and events tourism in the world and would also create hundreds of jobs and bring a lot to the Indian economy.


China

Macau, located on the southern coast of China has an enormous casino-based business events industry and reportedly has taken over from Las Vegas in terms of casino-generated revenue. In 2008 Beijing stated its intention to focus on the MICE market post Olympics in order to fill its new hotels and events space in order to maximize revenue and obtain a top ranking spot for business events tourism industry in the world. Other key destinations include Shanghai, which held the World Expo in 2010 and Pearl River Delta, which is an economic powerhouse. (U. o. Association 2013)

Middle East

It is well known to all that Dubai wants to develop its business and events market with its stunning, uniquely designed buildings like the Burj Al Arab Hotel, which is apparently “the world’s only 7 star hotel”. Other Middle Eastern destinations include Abu Dhabi and Qatar, which is entering the market with a vision to become a world leader in research, science, education and knowledge. One of the world’s largest and newest venues is the Qatar national convention center, which has secured many high profile events for the future like ‘IEarn Qatar 20th International Conference and 17th Youth Summit.

Meanwhile the country of Oman and looking to reposition its focus away from its natural gas and oil reserves and focus on the high yield leisure and tourism side of the economy. (T. B. Group 2008)

This goes to show that Asia is on the horizon and will become one of the major players with regards to the business and events tourism industry in years to come if not now already.

5.2 Planning and Organizing Events

Regardless of the size and content of the event there are a lot of things that need to be considered and a lot of laws that need to be abided by when planning and organizing events with public safety being a top priority to the event organizers. Some of the common principles that are taken into consideration regardless of the type and size of an event are:

Planning the event Providing a safe venue


Staff organization Preparing for the unexpected Documentation

If those points are considered and the event abides by the required rules and regulations then the event should run smoothly and safely.

5.2.1 Planning the Event

When it comes to events there is no threshold for the amount of planning that can be done. The more planning that goes into an event the more efficiently it should run. Planning should begin well in advance to the event date. Depending on the size of the event, logistics and the type of the event will determine how well in advance one would need to start the planning process. Before any money exchanges hands a feasibility study should be carried out and the following points should be addressed:

1. Details of other competing events, which may take place at the same time as the event in question. Research should be taken out on the local area’s calendar of events to ensure no other events cause any conflict with the dates to which you are planning the event.

2. Sponsorship opportunities. Companies or individuals may be interested in becoming part of the event and it is your responsibility to ensure their needs are to be met.

3. A marketing strategy should be drawn up to spread the word and advertise the event.

4. Insurance, public liability insurance is required prior to any event-taking place; premiums may very in each local authority.

5. Available funds, all income and expenditure reports should be prepared prior to any event.

6. Suitable venue availability, the follow questions should be reviewed before deciding on the event venue:

Will you need to construct temporary facilities? Is there sufficient space for the expected audience? Are there security considerations? The ease of access to and from the event venue Is there sufficient parking and/or loading areas nearby?

7. Contact with relevant bodies and agencies, the event may have an effect on the local community meaning you should inform the


appropriate people of the event like An Garda Síochána. 8. Availability of resources, Resources required for events, includes

time, people, equipment and finance. Some of the questions you should address include:

How many staff will the event require? Will some of the staff be paid? Is there sufficient time to plan the event? Is the equipment required available for the period of the

event? Are there local sources of equipment? How much planning is required? What are the financial implications? Do I need professional assistance?

One of the most common barriers to feasibility studies would be an insurance issue. By law the organizer is required to have Employers Liability cover and Liability Cover. If insurance is not taken out, it is illegal to carry out the event.

Now that the feasibility study is done and you have decided to go ahead with the event there is still a lot of planning that needs doing.

Pre-Event Planning

Your event should be planned out in phases. The details in each phase will depend on the type, scale and duration of your event and the planned activities.

Phase One:

Venue design. Selection of competent staff, contractors and subcontractorsfor

your event Construction of structures within your venue Safe delivery and installation of equipment and services that will

be used in your event

Phase Two:

Management Strategies for:

Crowds coming to and going from your event Transport to and from your event Welfare and wellbeing of all participant


First aid on-site Risk of fire Major Incidents The setting up and taking down of all equipment and the carrying

out of services in your event Contingencies if all does not go to plan

Phase Three:

Safe removal of equipment and services Removal of structures Rubbish and waste removal Remedial works Debrief

In all phases the establishment of a safety culture in management and operational practices is essential and should be seen as a common goal to which all parties are fully committed.

Risks

Every event has attendant risks. The first step in managing those risks involves examining all areas of your event to determine where risks can occur. The examination is not limited to safety issues but can ensure that the event is conducted in the safest possible manner and if something unfortunate does occur that the loss does not further impact the organization either financially or through negative publicity.

There are four general areas of losses associated with events:

People Property Income Liability

By looking deeper into where the risks may occur it gives you a heads up of what additional steps you need to carry out to minimize risks or what additional insurance you may need to avail of. The risk management process does not ensure that you have covered every possible risk factor but it does mean you have been diligent in attempting to identify all possible risks and can lower the insurance costs for the event. Last minute decision-making and changes made to the event can leave you more


vulnerable to risks. Examples of these are: if you change the venue the event to a smaller building or space you may not be able to facilitate for everyone or if the weather is not what you had planned for, you may have risks that you had not anticipated.

Licensing and Permissions

During the advance planning stage you should investigate if you or your suppliers require a particular license or statutory agency approval to carry out the event. As the event organizer, it is your responsibility to ensure that you are in possession of the appropriate license or approval on the day of the event. For events held on public property irrespective of expected attendance, the local authority will expect the event organizers to submit proof of public liability insurance. In addition a detailed event management plan will be required before approval is given for the event.

Contractors and Suppliers

Dependent on the scale of your event, it is likely that you will be requiring the services of contractors and sub-contractors to undertake such tasks as the construction and take down of temporary structures that are in use in your event. The set up and take down of major event sites can be extremely hazardous and all the necessary precautions need to be put in place by the contractor and event organizer. The following documentation should be requested from all contractors:

Written confirmation that they have a current Safety Statement Proof of public liability insurance A site-specific risk assessment of the work they will be carrying

out on your behalf for all events. Work method statements for any construction activities Certification for materials used e.g. fire certificates for carpeting

and other types of similar materials Site plans and specifications where requiredStructural Engineer’s

certificates Documentation as required under the Construction Regulations

Providing a Safe Venue

In order to provide a safe venue, time management has be up to par, if activities go unfinished or are running late people will start to rush to try get everything done, this opens the event up to risks to which you may not have planned. Ensure that all contractors or sub contractors are fully set up in the way you want and need them to be in terms of their


equipment like scaffolding and music equipment.

Venue Design

When choosing a venue for an event, you must select one that has sufficient space to accommodate for the potential audience attendees taking into consideration the space that needs to be allocated to structures, equipment lighting towers ect. A map of the site layout should be clearly shown all around the event highlighting all activities and also highlighting all entrances and exits. There should also be large exits allowing for quick evacuation if needs be and also emergency vehicular access needs to be clearly outlined.

Providing Space for People

Primary objectives in restricting the numbers in attendance at any event is to avoid the dangers of overcrowding and to ensure that the means of escape in an emergency are sufficient for the numbers of people being evacuated from the venue. Advice should be sought out by professionals in relation to the number of attendees allowed at the event. Advance ticket selling is the best way to avoid over-crowding as it allows a ‘no access’ policy to be enforced.

Entrances, Exits and Signs

Approaches to the venue should be well sign-posted from parking areas and public transport points. Temporary stands or trading points must not be allowed to obstruct circulation. Inappropriate positioning, width or impeded flow rate may constitute a hazard. Entrances and exits should be clearly labeled in terms of where they lead to, and should provide a smooth flow within a time period, which will not cause frustration. Directional signage must be consistent with, and easy to relate to, information on tickets and ground plans. Examine areas where patrons are likely to congregate such as particular attractions or catering outlets and ensure sufficient space is provided to avoid congestion.

Environmental Issues

Issues of public health at events such as: food hygiene, sanitary and drinking water provision and noise/air pollution are monitored and regulated by Environmental Health Officers. In terms of noise the site design, layout and management are important in minimizing the environmental impact of noise. The location of the stage, the orientation of the speakers, the type of sound system, the control of sound power


levels, and the duration and timing of the entertainment can all be engineered to reduce the noise impact. The risk of damage to hearing is also very important, which can occur as a result of exposure to loud sound over a period of time. Food safety and catering are very important and the event organizer should ensure that all caterers operating on their behalf are reputable, their staffs are appropriately trained and food handling and preparation techniques are safe. Litter is among the other important environmental issues. The event organizer should Make arrangements for the cleaning of the venue before, during and after the event. Arrange for sufficient rubbish bins collection points to be positioned on the approaches and throughout the venue.

Communications

Effective and efficient communications are vital throughout the event especially in an emergency situation. Communications between staff is very important to know what is happening during the event and to ensure everyone is on the same page. Handheld radios are the best option to have effective communications between staff members. In the event of an emergency communications between staff and attendees needs to be fast and effective. A handheld radio/microphone hooked up to the main speakers is the best option to get across a message to all attendees.

Preparing for the Unexpected

Along with risk assessment, you will need to figure out how you will respond if something does actually go wrong during your event making sure that everyone involved in dealing with accidents knows their responsibilities and what procedures to follow. Accidents should be categorized into minor incidents and major incidents. Minor incidents may affect the attendees and may disrupt the smooth running or the event. Examples of minor incidents would be a problem with the suppliers or the malfunction of equipment like lights. Bearing in mind minor incidents can escalate into major incidents so proper precaution should be in place at all times. Major incidents are incidents like a fire or an incident that affects a number of the attendees at the event; something like a structural collapse would be classed as a major incident. In dealing with major incidents many of the management staff will be involved and then the required external forces should be informed of the incident, when they arrive, the event is then handed over to the emergency services relieving the management staff of their duties.


External Stakeholders

The event organizers should take it upon themselves to inform the appropriate external stakeholders as common courtesy and to get them involved in your event if they are needed. External stakeholders are bodies like An Garda Siochana, the Fire Department and the Health Authorities. Without informing theses bodies of the event they will be unable to aid you in any way. For example the Fire Department can aid you in giving you feedback on their concerns regarding the layout of the event venue. Without informing them they will only assist you when needed. (Unit 2012)

5.3 Trade and Professional Organizations

Throughout the world there are many trade and professional organizations. According to European Consumer Centre for Services the definition for trade and professional organizations “a trade association, also known as a industry trade group, is an organisation founded and funded by businesses that operate in a specific industry. A professional association is a non-profit organisation seeking to further a particular profession, the interests of individuals engaged in that profession, and the public interest. (Services 2010)

5.3.1 Roll of International Associations and Organizations

The International Association of Congress Center (AIPC)

The AIPC is committed to encouraging and recognizing excellence in convention center management, while at the same time providing the tools to achieve such high standards through its research, educational and networking programs. The AIPC run many programs throughout the year, examples of these are AIPC Academy is a convention center learning experience that is designed to keep fully qualified staff standards at their best. It provides a targeted, cost effective for of training and development along with means to establish the kind of industry networks that facilitate future professional growth. Quality Standards is another program that the AIPC are passionate about. Members in having an industry specific program from identifying and evaluating key areas of convention center


performance, leading to an accepted form of recognition, developed this program in response to ongoing interest. (AIPC 2010)

Convention Industry Council (CIC)

It was founded in 1949. The Convention Industry Council's 31 member organizations represent over 103,500 individuals and 19,500 firms and properties involved in the meetings, conventions, and exhibitions industry. Their mission is to exchange information on global trends and topics, collaborate on industry issues and advocate the value of the meetings, conventions, exhibitions and events industry. (Council 2010)

Destinations Marketing Association International (DMAI)

Founded nearly 100 years ago and has More than 4,100 members from nearly 600 destination marketing organizations in over 15 countries. They provide their members, professionals, industry partners, students and educators and the most cutting-edge educational resources, networking opportunities, and marketing benefits available worldwide. (International 2013)

European Cities Marketing (ECM)

ECM are a non commercial company that improve the competitiveness and performance of the leading cities of Europe by providing a platform for convention, leisure and city marketing professionals to exchange knowledge, best practice and widen their network to performing better. Their mission is to do the following points:

Focus on new opportunity and work on break-through solutions to obtain growth

Provide essential research, insight and tools to bench-mark city performance; improve operational efficiency and make better business decisions

Provide useful platforms and forums to exchange knowledge and best practice(Market 2013)

International Congress and Convention Association (ICCA)

Founded in 1963 by a group of travel agents with the aim of evaluation practical ways to get the travel industry involved in the rapidly expanding market of international meetings and to exchange actual information


related to their operations in this market. ICCA is now one of the world’s most prominent organizations in the world of international meetings with offices in the Netherlands, Malaysia, US and Uruguay. ICCA’s network has over 950 suppliers to the international meetings industry across the globe, with members in 88 countries. (I. C. Association 2012)

International Association of Professional Congress Organizers (IAPCO)

IAPCO are a non-commercial organization founded in Brussels in 1968. The organization has many aims, which follow:

To further the recognition of the profession of the congress organizer

To further and maintain a high professional standard in the organization and administration of congresses, conferences and other international and national meetings or special events

To undertake and promote the study of theoretical and practical aspects of international congresses

To undertake research work concerning all problems confronting professional organizers of international meetings and to seek and promote relevant solutions

To establish and maintain effective relations with other organizations concerned in any way with international meetings

To develop a program of educational courses through IAPCO’s Training Academy

To offer a forum for PCOs To encourage meetings’ conveners to seek the assistance of

reputable PCOs To provide members with opportunities to exchange ideas and

experiences

The organization are committed to raising standards of service among its members and other sectors of the meetings industry by means of continuing education and interaction with other professionals. (Organizers 2009)

Society of Incentive Travel Executives (SITE)

SITE was founded in 1973 and has nearly 2,000 members in 90 countries. The network of Site professionals brings best-in-class solutions, insights and global connections to maximize the business impact of motivational experiences regardless of industry. (Global 2013)


5.3.2 National Trade Organizations

Meeting Industry Association (MIA)

Founded in 1990 with a mission to inspire the very highest standards of service and facilities throughout the UK meetings industry through the sharing of best practice and the setting and governing of standards. What they do:

MIA, deliver tangible benefits including valuable trends research. MIA, provide dozens of networking opportunities enabling the

exchange of information and the gathering of market intelligence. MIA, educate buyers to select AIM accredited venues giving our

members a clear marketing advantage. MIA, provide a framework of structure, process and training to enable

members to deliver the highest level of service to their own clients. MIA, support members in the achievement of their own business goals

by the provision of information, education, research and advice all of which lead to improved business performance.

MIA, bring issues of sector importance to our members. MIA, are committed to raising the profile of business tourism with

government.(M. I. Association 2011)

Meeting and Events Australia (MEA)

Mea is a non-commercial organization dedicated to fostering professionalism and excellence in all aspects of meetings and event management and promotes the value and effectiveness of meetings and events as an important high-yield sector of business travel and tourism. Their mission is to benefit their members by promoting the growth of, and excellence in, the Meetings, Conventions and Business Events Industry. In order to achieve their mission they have set out a number of aims, which are:

Create business opportunities and facilitate business to business relationships

Encourage better business practice Promote professional development Provide information, forums and advice that lead to improved


business performance Promote the value of meetings and the business events industry Advocate issues pertinent to the industry Manage a sustainable association

MEA offers a youth scholarship program supported by Ungerboeck Software International and is firmly committed to fostering the growth of young professionals in the events industry globally. One of the ways they provide for this is through the MEA's Young Professional Scholarship Award, one of the many factors that differentiate MEA from some of the other national trade organizations. (Autralalia 2013) (Australia 2013)

Eventia

Eventia was created in 2006 following the merge of two trade associations, which were the Corporate Events Association (CEA) and the Incentive Travel & Meetings Association (ITMA). Its mission is to lead a growing, well-respected and professional events industry and has the vision to be recognized as the authoritative voice for the events industry. Some of their objectives include: To raise the importance and profile of the events medium as a key component in the marketing communications mix, A conduit for the exchange of ideas and expertise in events through training, education and events, A center of excellence providing commentary, guidance and advice on all legal and other regulatory issues affecting members' businesses.(Eventia 2013)

Association of British Professional Conference Organizers (ABPCO)

ABPCO was founded in 1991 and is the leading organization for professional conference and event organizers. ABPCO’s mission is to develop and enhance the professional status of conference and event organizers and increase the recognition given to its members and to ABPCO as the leading representatives of the profession in the British Isles. Their key objective is to facilitate, advise, mentor and offer guidance to those seeking the essential quality standards required to deliver a professional event. ABPCO believe in their company very much and believe its members, potential members and competitors must recognize them as an association with only the highest quality standards as recognized. (ABPCO 2012)


6. Summary and Conclusion

From doing this project I have learned a lot in regards to the business tourism sector in Ireland and abroad. From the research presented I understand the importance of business tourism to any country and the levels it continues to grow. The business tourism overview outlined the impact the sector has on the economy, what keeps the industry ticking over and what gives it the urge to continue to grow along with the elements and characteristics of the sector along with what is yet to come. Technology is going to change it all in the next few years and businesses each day struggle to keep up with the rapid growth.

Business and event tourism is hugely important to all countries and a lot of countries depend on the revenue generated from it. An example of this would be the British economy generating millions of pounds in 2012 from the Olympics held in London. I never knew the sum of wonderful destinations to visit in Ireland and also abroad until this project came about. To conclude the report it is clear from the above information the level of importance the business tourism holds in Ireland and abroad, I have learned a substantial amount from doing this report and have a better understanding of the industry and feel prepared for what is to come in the next few years when it is my time to lead and be creative.


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