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International Congress and Convention Association www.iccaworld.com

BrazilianCompetitivenessProject for CVB’s

Flávia Malkine AraújoBrazilian Tourist Board-EMBRATUR

47th ICCA Congress – Victoria, 2009


2003

1. Creation of the Ministry of Tourism;

2. EMBRATUR is exclusively responsible for the promotion, marketingand commercialisation support of the Brazilian destinations abroad;

- Business & Events Direction; Congress & Convention TravelCoordination;

- Development a National Policy to attract international events to Brazil;

- Brazilian Convention & Visitors Bureaux as main partners.

Premisses

RANKING ICCA – 2003/2007Brazil's growth over the last 5 years

Market share in LatinAmerica in number ofcongresses 2007: 45%


Brazilian CVBx Evolution

20061983

1984

1999 2003 2005

The first CVBx inBrazil are

founded in thecities of Sao

Paulo and Rio deJaneiro

Brazilian OrganizationCVBx in a FORUM.

The Brazilian CVBxnetwork is made of44 organizations.

The network reaches 70CVBx, organized in 8

state federations.

The Brazilian CVBxConfederation is set up,

bringing together theentire network.

The FORUM becomesthe Brazilian CVBx

Federation.

At the time, it has 37member CVBx.

2008

108 CVBx composethe Brazilian

Network.


CVBx in Brasil – Nov08

MACEIÓ (AL)SALVADOR (BA)PORTO SEGURO (BA)ILHÉUS E COSTA DO CACAU (BA)FORTALEZA (CE)AQUIRAZ (CE)SÃO LUIZ (MA)PARAHYBA (PB)JOÃO PESSOA (PB)RECIFE (PE)CARUARU (PE)TERESINA (PI)NATAL (RN)ARACAJU (SE)BRASÍLIA (DF)RIO VERDE (GO)PIRINÓPOLIS (GO)CALDAS NOVAS (GO)GOIÂNIA (GO)GRANDE DOURADOS (MS)CAMPO GRANDE (MS)BONITO (MS)PANTANAL (MT)ACRE (AC)AMAZONAS (AM)AMAPÁ MEIO DO MUNDO (AP)TAPAJÓS (PA)BELÉM (PA)SÃO JOSÉ DO RIO PRETO (SP)SANTOS E REGIÃO (SP)RIBEIRÃO PRETO (SP)PRESIDENTE PRUDENTE (SP)PIRACICABA (SP)LITORAL NORTE DE SÃO PAULO (SP)GUARUJÁ (SP)GUARULHOS (SP)FRANCA (SP)CAMPOS DO JORDÃO (SP)CAMPINAS (SP)BAURU (SP)ATIBAIA (SP)ARAÇATUBA (SP)

MARINGÁ (PR)IGUASSU (PR)CURITIBA (PR)PONTA GROSSA (PR)LONDRINA (PR)TORRES (RS)PORTO ALEGRE (RS)PELOTAS (RS)GRAMADO,CANELA E REGIÃO DAS HORTÊNSIAS (RS)CAXIAS DO SUL (RS)JARAGUÁ (SC)SERRA CATARINENSE (SC)ROTA DA AMIZADE (SC)JOINVILLE (SC)ITAJAÍ (SC)FLORIANÓPOLIS (SC)ENCANTOS DO SUL (SC)CRISCIÚMA (SC)COSTA DA ESMERALDA (SC)CHAPECÓ (SC)BLUMENAU (SC)BALNEÁRIO CAMBORIÚ COMVIDA (SC)ÁGUAS DO ALTO URUGUAI (SC)

MONTANHAS CAPIXABAS (ES)ESPÍRITO SANTO (ES)VILAS E FAZENDAS DE MINAS (MG)SUL DE MINAS (MG)SETE LAGOAS (MG)PICO DA BANDEIRA (MG)TEÓFILO OTONI (MG)SÃ OJOÃO DEL REY (MG)SERRA DO CIPÓ (MG)PATOS DE MINAS (MG)VALE DO AÇO (MG)UBERLÂNDIA (MG)UBERABA (MG)POÇOS DE CALDAS (MG)OURO PRETO (MG)MONTES CLAROS (MG)JUIZ DE FORA (MG)GOVERNADOR VALARES (MG)DIAMANTINA (MG)CAXAMBU (MG)CAMPOS DAS VERTENTES (MG)BELO HORIZONTE (MG)ARAXÁ (MG)ÁGUAS DA MANTIQUEIERA (MG)TERESÓPOLIS (RJ)RIO (RJ)PETROPÓLIS (RJ)PARATY (RJ)NOVA FRIBURGO (RJ)ILHA GRANDE (RJ)TERRAS ALTAS (SP)SOROCABA (SP)SÃO PAULO (SP)SÃO JOSÉ DOS CAMPOS (SP)


The Brazilian Convention & Visitors BureauxConfederation - CBCVB

Entirely composed of organizations operating as Convention & VisitorsBureaux (CVBx) in the country with the purpose to advance and representtheir members regarding any and all issues related to the industry in whichthey do business.The CBCVB partners up with the Brazilian Tourist Board and the Ministryof Tourism on initiatives that foster the meetings and visitors industry inBrazil and abroad, as well as those related to the STC (SustainableTourism and Childhood) programme.


Challenges

• Over 100 CVBx in Brazil in distinct maturing phases, technical,

financial conditions and regional differences;

• Lack of reference documents or academic literature on CVBx

management;

• Limited knowledge and contact with the international CVBx;

• Need for leveling the Brazilian CVB’s with the international standards;

• Need for training the Brazilian CBVx.


Project Objectives

• Improve the competitivity intelligence model of the CBCVB and the

Brazilian CVBx;

• Develop a good practices manual to be followed by the CVBx and its

associates, focused on applicable practices, considering the Brazilian

CVBx reality;

• Develop a code of conduct to be followed by Brazilian CVBx.


Methodology – Steps

VALIDATIONVALIDATION

MULTIPLICATIONMULTIPLICATION

EXECUTIONEXECUTION

PROJECTPROJECT


Project

FINANCIAL ASSESMENTFINANCIAL ASSESMENT

DEFINITIION OF ITINERARY ATTEMPTS, COSTSDEFINITIION OF ITINERARY ATTEMPTS, COSTS

PRE SELECTION OF DESTINATIONSPRE SELECTION OF DESTINATIONS

CRITERIA ANDCRITERIA AND GOALSGOALS DEFINITION,DEFINITION,BASE DOCUMENTSBASE DOCUMENTS

DEFINITION OF MANAGEMENTDEFINITION OF MANAGEMENTGROUPGROUP


Project Criteria

• CVBx of distinct continents to get to know different action lines;

• National, regional and local CVBx;

• Analyse available information on the CVBx website;

• Destinations with a greater number of ICCA’s criteria international events;

• CVBx with financial fundraising or private situations, funded by Federal, State

and local government;


Missions Programme

Asia / Oceania / Europe

October / November 2007

North America

January 2008

• Meeting CVBx located within destinations;

• Meeting with CVBx at their offices;

• Interviews with CVBx;

• Participation at CVBx meetings industry

events.


Discussed Topics

• Political aspects;

• Legal aspects;

• Administrative aspects;

• Marketing aspects;

• Operational aspects;

• Associated members relationship;

• Clients relationship.

Asia / Oceania / Europe

October / November 2007

North America

January 2008


Visited CVBx


Interviewed CVBx during meetings industry events

• 46th ICCA Congress in Pattaya (Thailand)

• BTC Rome (Italy)

• Study Meetings

• Istambul (Turkey)

• Dubai (Arabian Emirates)

• Santiago (Chile)

• Montreal (Canada)

• Seul (South Korea)

• Cape Town (South Africa)

• Frankfurt (Germany)


After Meetings and Interviews

Phase I

• Complementary research through internet;

• Reading of turned in documents: reports, studies, guides, promotional

materials;

• Information organization and compilation;

Phase II

• Good Practices Manual

• Code of Conduct

• Multiplication Seminars

• Selection of national good practices


Multiplication and Validation Seminars

Cities: One on each macroregion

Duration: 02 days

Period: Between March and April 2008

1. South: Florianópolis - SC2. Southeast: São Paulo - SP3. Southeast: Belo Horizonte - MG4. Central and North: Brasília - DF5. Northeast: Recife - PE


Multiplication and Validation Seminars

First Day: Multiplication

• Int’l CVBx overview;

• Presentation of Good Practices;

• Discussion on Code of Conduct.

Second Day: Validation

Group Discussions• Destination• Convention• Visitors• Bureau

Practices Classification• Basic• Excellent• Optional• Non Applicable

Validation of Code ofConduct

International Congress and Convention Association www.iccaworld.comInternational Congress and Convention Association www.iccaworld.com

CVBx participants in seminars

1. Amazonas CVB2. Rio Branco/Acre CVB3. Macapá CVB4. Cuiabá CVB5. Campo Grande CVB6. Macapá CVB7. Santarém CVB8. Campo Grande CVB9. Belém CVB10. Brasília CVB11. Porto Velho CVB12. Vitória CVB13. Araxá CVB14. Uberlândia CVB15. Teresina CVB16. Fortaleza CVB17. São Luis CVB18. Aracaju CVB19. Salvador CVB20. Porto Seguro CVB

21. João Pessoa CVB22. Recife CVB23. Londrina CVB24. FCVB do Estado Paraná25. Blumenau CVB26. Caxias do Sul CVB27. Pelotas CVB28. Sorocaba CVB29. Rio de Janeiro CVB30. Nova Friburgo CVB31. Maceió CVB32. Montanhas Capixabas

CVB33. Campos do Jordão CVB34. Guarulhos CVB35. Petrópolis CVB36. Guarujá CVB37. Guarujá CVB38. São Paulo CVB39. Atibaia CVB40. Santos CVB

41. Campinas CVB42. Gramado, Canela e Região das

Hortênsias CVB43. Chapecó CVB44. Foz do Iguassu CVB45. Curitiba CVB46. Ponta Grossa CVB47. Pelotas CVB48. Porto Alegre CVB49. Maringá CVB50. Porto Alegre CVB51. Joinville CVB52. Florianópolis CVB


Project ProductsCode of Conduct

Good Practices Manual

DVD


Results

•Full access to information throughout Brazil;

•Increase the number of Brazilian destinations to compete on the

international market;

•Acess to hundreds of Brazilian cities to economic development trough the

meetings industry;

•Improvement on the services standards of the Brazilian CVBx delivered to

national and international clients;

•Increase the competitiveness of the Brazilian destinations;

•Increase the Brazilian competitiveness on the international meetings

market.


International Congress & Convention Association

Contact:

Flávia Malkine AraújoBrazilian Tourist Board – EMBRATUR

Thank you!

[email protected]

www.braziltour.com (visitors)

www.brasilnetwork.tur.br (professionals)

Brazilian Competitiveness Project for CVB’s Copy Collaborate... · Brazilian Competitiveness Project for CVB’s Flávia Malkine Araújo ... Montanhas Capixabas CVB 33. Campos do

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