Destination brand building through business tourism

6 Feb 2009

Team work at a destination is believed to be what makes or breaks an international conference. It is the spirit in which a destination's tourism industry works together to ensure that a conference runs smoothly that the event is often evaluated on, according to international guest speaker, Steen Jakobsen at the Back2Business event held this year.

Jakobsen, director of the Copenhagen Convention Bureau and Member of ICCA (International Congress and Convention Association) Board of Directors, provided a global picture of the business tourism industry and its challenges saying that, “Besides creating jobs and generating tourism income, meetings and conferences are one of the best drivers of brand building - provided that it is supported by a combined effort.”

According to Jakobsen, a destination's convention bureau plays a critical role in facilitating the hosting of a conference - from selling the destination at international shows, arranging site visits and familiarisation trips for interested parties, to liaising between conference planners, and local government and industry role-players; compiling bids; and helping ensure that the maximum number of delegates attend a secured conference.

“A convention bureau needs to be a destination expert; a one-stop-shop for conference planners; and provide a networking platform for local industry role-players, similar to Back2Business,” said Jakobsen.

Copenhagen and Cape Town are both partners of the BestCities Global Alliance. Their convention bureaux, together with six others, were the first in the world to be officially accredited as part of a certification programme for convention bureaux last year.

“To survive today's challenging times and retain your market share, the private and public sector must be willing and courageous enough to keep on investing,” Jakobsen said. For 2009, he believes international associations will continue to hold their conferences, as most of them have been secured before the global economic crisis. “There are however some predictions that their size and attendance figures will decrease.”

Jakobsen further emphasised the role of government support and dedicated resources, as well as being internationally and locally well connected, in equipping a destination to truly shine as a business tourism player. “Government, especially a destination's regional authority, must be involved and supportive,” he said.

Giving the South African perspective, Moeketsi Mosola, CEO of South African Tourism, said: “In 2009 we know that there are tough times ahead. The business tourism sector in South Africa needs to pull together and intensify its marketing activities, putting out the strongest message yet that we not only have excellent meetings capacity but with our favourable currency exchange, we offer unbeatable bargains.

“It's imperative to keep up the momentum with aggressive marketing and bidding activities, as an industry vigilant of all opportunities that are available,” concluded Mosola.

One powerful way of exploring opportunities in tourism, is through the media. Highlighting the role of tabloid media, Johann Maarman, editorial head of Rapport's Cape Town office, said: “Newspapers, how controversial they might be, readers regard them as their staple-food. They shape people's opinion and they have both the power to influence and to destroy, the power to change the political process, to inform and the power to shift the balance of power between state and citizen. No part of present day social life is untouched by media presence.”

As he declared Business Tourism Year 2009 in Cape Town and the Western Cape open, the Western Cape MEC for Finance, Economic Development and Tourism, Garth Strachan, said: “Our statistics prove that business tourism is becoming the solid, supporting pillar that could sustain tourism in Cape Town and the Western Cape in 2009, in 2010 and well beyond. It could help keep the hotels and other infrastructure built and upgraded for the FIFA World Cup in use long after 2010.”

Says Calvyn Gilfellan, CEO of Cape Town Routes Unlimited: “For 2009, Cape Town and the Western Cape can already look forward to hosting at least 19 major international conferences and congresses, bringing an expected 25 950 delegates and an estimated R301 million to the destination. For 2010 and 2011, Cape Town and the Western Cape has already secured 21 international conferences and congresses, bringing an expected 31 900 delegates generating an estimated economic impact of R324.8 million to the destination.”