CONTENTS

Preface: Taleb Rifai, Secretary General, World Tourism Organization (UNWTO) / 4
Preface: Yolanda Perdomo, Director, Affiliate Members Program of the UNWTO / 5
Prologue: 50th Anniversary of ICCA / 6
Summary of previous UNWTO publications on the meetings sector / 7
Evaluation of the economic importance of the meetings sector: An Extension of the Tourism Satellite Account
The meeting industry: A perspective for Asia and the Pacific
Global meeting industry initiative
Introduction: the real value of the meetings industry / 10
Main aspects of any city wishing to develop a strategy through meetings / 12
I. Four questions to start
II. Why the current model has been fractured: main challenges
III. First of all tactics
IV Let’s talk about marketing
Brand development
Positioning
Core competences
The new consumer
V. And then? What destinies have to keep in mind
implement their
meeting strategy
SAW. The future: the average is not enough. The status quo remains outdated
VII. conclusion
Understand the true value of meetings / 18
How business events bring added value / 20
Bogotá Convention Bureau: Reinventing a destination in times
of crisis / 22
Organic growth in the meeting destinations sector
(grow beyond the borders themselves) / 24
Case study – The global growth of the PCMA / 27
Take advantage of one’s strengths – how to attract the market of
meetings at your destination / 28
The industry of meetings in the Balearic Islands / 30
Cartagena de Indias Convention & Visitors Bureau / 34
IFEMA Madrid / Fairs, levers for development and dynamization / 36
Management technology 3.0 for meeting spaces / 38
Case study: Singapore / 42
Strategic partnerships (formal networks of contacts) between
destinations / 44
Case study: Barcelona and Vienna / 48
The IMEX Political Forum and its contribution to awareness and
Understanding the value of the meetings industry
between international governments / 50
Effective marketing actions of B2B destinations – Organization of
events for the travel industry / 52
The ideal business combination for a destination / 54
Case study – Good practices of the COCAL / 57
Meeting tourism in Argentina / 60
The meetings industry in Lisbon / 62

This report is born from the joint initiative of seven
meetings industry associations united in post
of the empowerment of this important segment: Meetings
Professionals International (MPI), International Congress
and Convention Association (ICCA), Palacios Association
of Congresses of Spain (APCE), Association of Trade Fairs
Españolas (AFE), Professional Congress Organization
(OPC Spain), Association of Spanish Destination
Management Companies (DMCs Spain) and SITE Spain.

Download it in pdf by clicking on this link:
Global report on the meeting industry.