12 ICCA RSMP 2012 - Why statistics are not boring

International Congress and Convention Association.

www.iccaworld.com | icca.mobi

Why Statistics are not boring!!

Marco van ItterzonKrzysztof CeluchChristian Mutschlechner

ICCA Research, Sales & Marketing Programme

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– what goes on in your destination– see the business development– create a higher acceptance of your bureau

on the local market– awareness for the importance of the

Meeting Industry– measure the results of marketing efforts– evaluate the economic impact

Why we need statistics



– compare with other destinations – recommend new (infra)structures if needed– be one step ahead of competitors– compare with other tourism segments in

the destination

Why we need statistics



• Look forward and anticipate changes.• Make predictions with some degree of

confidence.• Assess the health of the meetings market.• To strengthen ICCA‘s culture of openness and

business exchange.

Why statistics?



– It is a MUST for each and every Convention Bureau to collect and provide statistical information

– It is a MUST that the suppliers (hotels, congress centers, PCOs) provide the data to the Convention Bureau

What the Convention Bureau & suppliers have to do

International Congress & Convention Association



Number of international meetings ICCA ranking 2011

Rank Country 2002 2005 2008 2011

1 U.S.A. 599 704 779 759

2 Germany 326 453 527 577

3 Spain 297 364 451 463

4 United Kingdom 320 417 447 434

5 France 293 378 474 428

6 Italy 301 337 427 363

7 Brazil 117 199 267 304

8 China-P.R. 134 235 307 302

9 Netherlands 175 244 288 291

10 Austria 115 201 234 267

11 Canada 196 212 300 255

12 Switzerland 159 206 224 240

13 Japan 219 256 325 233

14 Portugal 113 155 204 228

15 Republic of Korea 118 143 219 207

16 Australia 172 191 208 204

17 Sweden 141 164 200 195

18 Argentina 54 106 156 186

19 Belgium 118 151 186 179

20 Mexico 115 122 170 175



UIA Ranking 2011

Country # Meetings % All Meetings

1. Singapore 918 9.3%

2. USA 738 7.4%

3. Japan 538 5.9%

4. France 557 5.6%

5. Belgium 530 5.3%

6. Germany 419 4.2%

7. Austria 390 3.9%

8. Spain 386 3.9%

9. Australia 329 3.3%

10. Netherlands 299 3.0%



UIA Ranking 2011

City # Meetings % All Meetings

1. Singapore 918 9.3%

2. Brussels 462 4.7%

3. Paris 336 3.4%

4. Vienna 287 2.9%

5. Budapest 198 1.8%

6. Barcelona 193 1.7%

7. Tokyo 190 1.7%

8. Geneva 189 1.7%

9. Madrid 175 1.6%

10. Berlin 165 1.5%



– Exclude national meetings (tremendous impact on overnights)

– Exclude religious, political, commercial, sporting events

– Exclude all international meetings not qualified

– Exclude the corporate market (meetings, incentives, product launches)

ICCA & UIA statistics do not reflect the market



• Use them as a trendbarometer,

• BUT

• establish your own statistics!

ICCA & UIA statistics do not reflect the market

International Congress & Convention Association



• Put statistics in correct context; ICCA stats cover one segment of market, your success in other segments reduces the amount of space available for international association meetings.

• Low ranking year with fewer, longer lasting events with large number of delegates, may have a bigger economic impact than a high ranking year.

Right interpretation



• Association market has the longest lead time of any market segment. The results of 2011 reflect the bookings made in the early days of marketing.

• Never use ICCA statistics in isolation as they give only one side of the picture for a destination’s meetings business and relative level of success.

• ICCA’s stats are genuinely significant indicators.

The right context



• Where do you believe you should be.• Who are your comparators. • What do you hear from the clients.• To stand still is to be overtaken.

Realism rules



Cities through the years

Rank City 2002 2005 2008 2011

1 Vienna 76 143 150 181

2 Paris 93 137 176 174

3 Barcelona 101 134 156 150

4 Berlin 78 106 125 147

5 Singapore 63 114 137 142

6 Madrid 52 71 87 130

7 London 72 108 111 115

8 Amsterdam 68 105 118 114

9 Istanbul 35 60 97 113

10 Beijing 56 102 100 111

11 Budapest 69 95 111 108

12 Lisbon 61 87 106 107

13 Seoul 72 85 119 99

14 Copenhagen 89 86 101 98

Prague 63 91 107 98

16 Buenos Aires 33 66 98 94

17 Brussels 54 70 98 93

Stockholm 72 74 100 93

19 Rome 62 74 93 92

20 Taipei 45 58 65 83



Another approach, another ranking!

Rank City 2002 2005 2008 2011

1 Paris 40.346 80.951 81.973 116.322

2 Amsterdam 16.104 34.628 44.345 86.256

3 Vienna 42.338 70.041 69.800 80.953

4 Berlin 53.321 42.101 102.310 72.287

5 Stockholm 51.400 45.429 52.934 71.637

6 Singapore 11.227 39.193 60.192 70.623

7 Lisbon 18.703 42.616 34.914 68.987

8 Istanbul 16.342 46.971 55.432 66.834

9 Seoul 29.799 45.665 53.821 53.159

10 London 9.716 29.814 14.693 51.871

11 Barcelona 82.693 39.862 89.067 49.286

12 Madrid 19.196 19.736 38.235 48.557

13 Geneva 22.394 30.953 35.957 46.267

14 Milan 6.421 18.950 37.522 46.211

15 Copenhagen 32.289 53.235 44.996 45.019

16 Prague 24.652 32.283 25.090 44.395

17 Budapest 23.820 16.793 13.999 37.846

18 Buenos Aires 7.840 27.848 64.588 36.986

19 Brussels 13.147 7.465 28.969 35.935

20 Toronto, ON 6.958 6.389 20.201 30.620



• ICCA: Vienna hosted 181 events in 2011

• Vienna: 638 International Association Congresses

• 1.018 Association Congresses• 3.151 Total number of Events

• 28,3 , 17,7 & 5,7% respectively

Context is king



• ICCA: Vienna hosted 80.953 participants in 2011

• Vienna: 213.974 International Association • 328.787 Association • 475.298 delegates Total number of Events

• 37,8 , 24,6 & 17,0% respectively

Context is king




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Case study - Poland

From 150 meetings to 27000 meetings



UNWTO – statistics include business meetings and events which meet the following requirements:•meeting size: min. 10 participants•meeting duration: half day (4 hours) or more•meeting venue: venue, where there is a payment

Case study - Poland



• STEP 1: 2009 Warsaw = 150 meetings

• STEP 2: 2010-2011 5 cities = 5 different

reports

• STEP 3: 2012 Poland Meetings & Events

Industry Report = 27000 meetings

Case study - Poland



• category: congress/conference, corporate events, trade fairs/exhibitions, inventive events

• type: technology, information-communication technology, medicine, humanites, economy-politics

• month• city• venue• number of days

Poland Meetings & Events Industry Report



Introduction

2010 - 2011 - 2012




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• 190 events No. 1 ICCA statistics• 85 events No. 26 ICCA statistics

• 190 events totalling 120.000 overnights• 85 events totalling 280.000 overnights

What do you prefer?

The 2 sides of the statistical coin



Build up your own statistics

Basic for economical evaluation


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• Delegate interviews• Exhibitor interviews• Client interviews• PCO/DMC interviews

The Vienna economical study



3.151 events 1,412.133 overnights

Contribution to GDP 838,40 mio € Vienna tax revenue 28,18 mio €Total tax revenue 235,21 mio €

Employment 16.210

The key economical data 2011



• National level• Four countries• Accepted standard

• http://statistics.unwto.org/en/publication/measuring-economic-importance-meetings-industry-developing-tourism-satellite-account

The Meeting Industry Measurement Tool The Meeting Industry Satellite Account



• Do not rely on 3rd parties to be evaluated

• Start now with a joint destination approach

• Become a friend and supporter of your local, regional or national meeting statistics

Message



16 June 2012, 09:00–10:00

Why statistics are not boring!

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CMP-IS Domain: A. Strategic Planning Clock Hours: 1

12 ICCA RSMP 2012 - Why statistics are not boring

Technology

icca statistics

icca research

congress centers

convention bureau suppliers

meetings market

segment of market

market segment

low ranking year