THINK MICE OCTOBER-DECEMBER 2019 by THINK MICE

OCTOBER-DECEMBER 2019 ISSN 2543-4497

THINK MICE W W W. T H I N K M I C E . P L

LUBLIN CONFERENCE CENTRE Recent years saw a robust growth of business tourism in Lublin and the entire Lubelskie voivodeship. This trend is made possible by increasingly superior hotel infrastructure and first-rate venues applied for conferences and congresses, of which Lublin Conference Centre is a prime example. THINK DESTINATION MICE INDUSTRY CREATES GLOBAL CHANGES

PROFILE: LAURA SCHWARTZ CHANGES ARE HAPPENING NOW INTE R NAT I ON A L M I C E M AG AZ I NE

REPORT INCENTIVE TRAVEL INDUSTRY INDEX EVALUATES THE MARKET

A LOT GOING ON AT THE MUSEUM OF THE SECOND WORLD WAR IN GDANSK

exhibitions | concerts conferences | 3d shows

CULTURE OF MANY DIMENSIONS

www.muzeum1939.pl

EDITORIAL

MIXING HUMAN TOUCH WITH CREATIVITY “Functionality is what really counts”. Only a decade or so ago this

the competition you need to make one

statement would have been deemed relevant. However, the

step further and prepare an astonishing

times are changing and things are entirely different today.

concept, form, shape, sometimes also

All around the world more and more events are launched to

scenery, even if it generates higher costs

enthral visiting guests and guarantee unforgettable sensations and

of construction or adaptation of an

excitement. Originality comes first. A good example is provided

unusual, oft challenging area. The final

by the Changi airport in Singapore or, to be precise, its most

effect makes all efforts pay off. I hope

advanced Jewel complex opened this year. As its very name

that you will enjoy the proposals we

suggests, it truly is a jewel in the crown. Its roof is made of glass

compiled from various parts of the

and steel, with more than 200 plant species creating a tropical

world and that you will treat them

jungle inside. Still, it is the 40-metre indoor waterfall that

as an intriguing inspiration. After all,

constitutes the main highlight of the venue. Why does an airport

the architectural assets of a venue,

need a waterfall? To achieve the wow effect and make sure that

its style, ambience and avant-

it stays on everyone’s mind.

garde solutions are increasingly

Professionals connected with the meetings industry are perfectly

often a major feature of

aware of the need to stand out from the crowd. For a long time

developing creative event

now they have been competing with each other to see who

concepts.

comes up with more creative concepts and programmes of

Last but not least, one

planned events. This trend affects events, incentive trips and even

important thing to keep in mind.

conferences and congresses. Instead of giving traditional

Even though original venues are

presentations, speakers sometimes have only a few minutes to

themselves a huge attraction and

get their crowd hooked and inspire them to continue the

make the life of event organisers

discussion in smaller groups. But back to architecture.

much easier, the human factor

Based on our experience, a one-of-a-kind building designed with

continues to play the main role.

passion and ingenuity never fails to draw attention. Year-over-year

Sherrif Karamat, President and CEO of PCMA, stressed this

the number of such venues is growing, which is evident not only

reflection in an interview available in the THINK DESTINATION

in the case of airports, but also office buildings and hotels. The

section. It is hard to disagree with Karamat, who believes that

latter are covered by a lengthy article in the THINK VENUE

“Without the right people capable of taking care of guests and

section. Hotels dripping in luxury are not a novelty – they remain

making sure they feel exceptional, all of the efforts will prove

a mainstay of the largest cities all around the world, trendy resorts,

worthless”. It does not matter if we are talking about a destination,

etc. However, recent years saw the emergence of many venues

as Karamat did, or a venue. The underlying principle is very similar

that combine an upscale character with bold architectural

and needs to be adopted by everyone involved.

solutions. Their authors realised that to differentiate yourself from

Michał Kalarus

3 THINK MICE

MICE & MORE MEDIA GROUP THINK MICE Business Link PGE Narodowy Al. Ks. J. Poniatowskiego 1, 03-901 Warszawa tel. +48 690 12 12 69 redakcja@thinkmice.pl www.thinkmice.pl www.facebook.com/thinkmice/

Photo: THINK MICE

THINK MICE

COVER PHOTO: LUBLIN CONFERENCE CENTRE

EDITOR Michał Kalarus michał.kalarus@thinkmice.pll EDITORIAL TEAM Ksenia Bednarek, Iwona Borowska Roman Borowski, Agnieszka Jurewicz, Magda Klimczyk, Maciej Kompała, Monika Kowalska, Łukasz Kuś, Tomasz Nowak

21 NEED TO KNOW 06 World Urban Forum comes to Katowice 06 Kraków wins double accolades from OWHC 06 IBTM to launch a new show 06 U.S. travel agents to come to Poznań 08 THINK MICE at AIME 2020 in Melbourne FAIR 10 Business booms at IBTM China 12 IMEX AMERICA 2019: This is how it is done in the US 14 IT&CMA – good, but could be better THINK EVENT 16 TNW – a powerful message on a grand scale

ADVERTISEMENT reklama@thinkmice.pl SUBSCRIPTION prenumerata@thinkmice.pl DESIGN studio@thinkmice.pl PROJECT MANAGER Anna Łukasik think@thinkmice.pl

THINK INCENTIVE 18 Incentive travel for Chinese tourists under certain conditions

PRINTING HOUSE TAURUS

THINK DESTINATION 21 MICE industry creates global changes

©COPYRIGHT BY MICE & MORE MEDIA GROUP

ISSN 2543-4497

THINK MICE

PROFILE 34 Laura Schwartz: changes are happening now INSPIRATIONS 39 A reverse pyramid Photo: Fotolia

THINK MICE is a magazine dedicated to the Polish and international meetings industry (MICE – meetings, incentives, conferences, events) and its scope encompasses all of the segments in question: meetings, incentive trips, congresses and conferences. By adopting an in-depth and multifaceted approach to all covered issues, we present the role and signiﬁcance of the industry for, i.a. broadly deﬁned marketing communication, employer branding and destination marketing.

THINK VENUE 26 Stand out from the crowd 30 Lublin Conference Centre

REPORT 41 Incentive Travel Industry Index evaluates the market

NEED TO KNOW

ICCA Central European Chapter Meeting in SERBIA Each year the Central European Chapter Meeting of ICCA (International Congress and Convention Association) is held in a different European city. This year’s edition was hosted by Belgrade, Serbia, on 29-31 August. The event attracted 105 delegates from 15 countries, including 16 panellists and representatives of the Serbian meetings industry and ICCA. Polish members of the association – representing Symposium Cracoviense and Lublin & Region Convention Bureau – also attended. The meeting kicked off with training sessions dedicated to using the ICCA database. The warm-up panel “Meetings industry impact and legacy” was aimed at delegates of international associations. Participants emphasised the significance of the positive contribution made by their events and the values they convey in host destinations. The second day began with an icebreaker hosted by Nemanja Petrovic (CBDO, RealMarket) dedicated to “Blockchain and its implications”. The meeting explored how the blockchain technology can be applied in the meetings sector, e.g. in generating leads, making payments or confirming the identity of participants. The next panel “Going digital: progress VS privacy VS security VS experience” dealt with, i.a. the involvement of mobile applications at events, data collection and ensuing challenges, including those of the security-related variety. The “Competitiveness of destinations” panel was among the event’s high

points, with participants listing several key criteria taken into consideration when selecting a congress host destination. They placed special emphasis on a city’s dedication, its innovative presentation and trustworthy representatives of service suppliers. For the first time ever, the organisers invited corporate delegates, who took part in a panel on “Ever changing corporate meetings”. Panellists agreed that corporations are willing to and capable of paying more for sustainable venues and services. When selecting a destination, they take special notice of the state of the local industry and potential business development opportunities offered by a given city. Next year’s edition of the Central European Chapter Meeting of ICCA will take place in Zurich on 20-22 August. MK

What’s new at CONVENE? The 8th edition of CONVENE is now open for exhibitor registration. The event will take place in its regular host city of Vilnius on 12-13 February 2020. CONVENE is organised by Go Vilnius, the city’s business and tourism development agency. Inspired by increasing interest shown in the exhibition, for the first time the agency partnered up with a third-party institution, Baltic Travel Group, which was appointed the event’s official PCO. This solution is intended to modernise CONVENE (whose formula remained unchanged since its launch) and make it both more attractive for participants and more effective businesswise. More details will follow soon. “Having supported CONVENE since its very beginning, we are proud to take on this role and contribute to the region’s premier B2B meeting industry event. We are going into 2020 with lots of ambition and plan to build on all the achievements of the last seven years while creating a productive and rewarding experience for visitors, hosted buyers and exhibitors alike”, said Vlad Koriagin, CEO, Baltic Travel Group. The supreme goal of CONVENE is to boost the popularity of the MICE offer of Northeastern Europe destinations, with special emphasis on the Baltic states. Its last year’s edition attracted more than 1,000 participants, including 165 hosted buyers from 30 countries and more than 80 exhibitors from the discussed region. In addition to taking part in business talks, the invited guests were involved in educational sessions and a wide range of side events. With THINK MICE back as an official media partner of CONVENE, an international edition of our magazine will be distributed during the Lithuania-based boutique exhibition. MK

Poland recognised as THE BEST MICE DESTINATION 2019 Poland received The Best MICE Destination 2019 award, the most important MICE-related distinction in Benelux, presented by the Dutch magazine MICE & Business Travel. Besides Poland, the list of nominees also included France and Northern Ireland. The awards ceremony was held on 9 September. “Modern hotels, numerous conference and exhibition centres, unique venues, firstrate transportation infrastructure, as well as organisations

and companies ready to provide professional services aimed at business meetings of all scope proved decisive about our success”, said Anna Krupka, Secretary of State with the Ministry of Sport and Tourism. NN Hotels was voted the best hotel chain for the industry of congresses and meetings, and KLM Royal Dutch Airlines the top airline. MK

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NEED TO KNOW

World Urban Forum comes to KATOWICE Katowice was picked as the host of the 2022 edition of the World Urban Forum convened by the UN-Habitat programme. After the COP 24 climate summit, this is the latest prestigious event to be staged in the capital of the Śląskie voivodeship. Advanced infrastructure for the MICE industry (with particular emphasis on the International Congress Centre and the Spodek arena), transportation accessibility and achievements in the field of urban renewal proved decisive for Katowice’s victory. World Urban Forum is a respected conference staged by the United Nations Human Settlements Programme (UN-Habitat). Approx. 20,000 delegates from all over the world, including representatives of national and local authorities, non-governmental organisations, as well as financial institutions, attend each edition. The conference is staged every two years, with Abu Dhabi hosting its 2020 edition. The list of Katowice’s contestants included Dortmund and Mexico City. ŁK

IBTM to launch a NEW SHOW

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IBTM announced the launch of IBTM Asia Pacific, a brand-new business event, which will take place in Marina Bay Sands Expo & Convention Centre in Singapore on 6-8 April 2020. This is the latest event to join the IBTM portfolio, which already includes IBTM World in Barcelona, IBTM Americas in Mexico, IBTM China in Beijing, IBTM Arabia in the United Arab Emirates and IBTM Africa in RSA. IBTM Asia Pacific will provide a meeting opportunity for planners and exhibitors. The two-day event will encompass B2B talks, educational and networking sessions along with a hosted buyers programme that will include customised invitations allowing delegates to meet people guaranteeing a good chance of entering business agreements. “The launch of a new event dedicated to the Asia Pacific region is supported by forecasts indicating that the region’s meetings market will grow in the years to come and reach a value of more than 441 billion USD”, said Shane Hannam, Portfolio Director with IBTM Events. ŁK

KRAKÓW wins double accolades from OWHC Kraków joined the Board of Directors of the Organisation of World Heritage Cities (OWHC). In addition, mayor of the capital of the Małopolska region was voted the President of OWHC. The double success of Kraków confirms that the international community of cities recognises its accomplishments. “Thank you for putting your trust in us in Korea and choosing Kraków to host the 15th Congress of OWHC and for trusting us again, not only by electing Kraków to become a member of the Board of Directors, but also choosing the city to assume presidency of OWHC. It is a double honour which fills us with great pride and joy”, emphasized Jacek Majchrowski, Mayor of Kraków. Kraków is the only city in Central-Eastern Europe to be granted the privilege of being present in the Board of Directors, which also comprises mayors of

Bruges (Belgium), Cuzco (Peru), Gyeongju (South Korea), Philadelphia (United States), San Miguel de Allende (Mexico), Suzhou (China) and Luxembourg (Luxembourg). The Organisation of World Heritage Cities was founded in Fez (Morocco) back in 1993 and connects with more than 250 cities that feature UNESCO World Heritage List sites. MK

U.S. TRAVEL AGENTS to come to POZNAŃ

In mid-November Poznań will host 100 U.S. travel agents specialising in selling European destinations, who will meet the Old World tourism industry as part of the first edition of the European Travel Agent Forum. The event is developed by Travel Show Marketing Group, organisers of American Travel Agent Forum, one of the most important tourism events in the world. “Our experience in producing successful tourism events, including the

Travel Agent Forum, is paying off with a growing number of European exhibitors. This is why we decided to make them the focus of the Poznańbased event. ETAF will certainly become another highly productive platform, enabling service providers and travel agencies to meet and expand their operations”, assured Jim Cloonan, President of Travel Show Marketing Group. The U.S. agents involved in the Forum will attend lectures and participate in dedicated familiarisation trips. “I am very pleased that we managed to bring such an important event to Poland. Each year about half a million U.S. tourists come to Poland. We are talking about our key non-European market. Successive flights launched by Poland’s flag carrier LOT Polish Airlines make it possible to further boost the arrival numbers from the U.S.”, said Robert Andrzejczyk, President of Polish Tourism Organisation. European Travel Agent Forum will take place on 10-14 November. MK

NEED TO KNOW

Staged in the Australian city of Melbourne, AsiaPacific Incentives and Meetings Event (AIME) is another major international meeting to distribute the English-language edition of our monthly. THINK MICE became the official media partner of the trade event. The main concept adopted by AIME organisers is to promote Oceania (with particular emphasis on Australia and New Zealand, but also including Pacific

8 THINK MICE

Photo: Rob Blackburn

THINK MICE at AIME 2020 IN MELBOURNE

islands) and Southeast Asia. It is the largest event dedicated to the MICE industry in Australia and one of the most important ones in the region. Its last edition attracted more than 2,500 participants from 38 countries all over the world. This group consists of exhibitors representing about 300 different bureaux, companies and enterprises connected with the meetings sector plus 350 hosted buyers. Besides meetings held in an exhibition centre,

AIME also offers a wide range of side events. Their list includes a pre-tour programme aimed at advertising the MICE offer of Melbourne and its surroundings plus a post-tour itinerary based in other destinations of the region. There is also no shortage of evening networking events, with cocktail and dinner parties staged every day in highly original venues (post-industrial spaces and ports in last yearâ&#x20AC;&#x2122;s case). The education programme is curated in cooperation with key global associations operating in the meetings industry, such as Professional Convention Management Association (PCMA), International Congress and Convention Association (ICCA), Society for Incentive Travel Excellence (SITE) and Meetings & Events Australia (MEA). Owned by Melbourne Convention Bureau (MCB) and managed by Talk2 Media and Events, the next edition of Asia-Pacific Incentives and Meetings Event will be held on 17-19 February 2020. MK

FAIR

BUSINESS BOOMS AT IBTM CHINA IBTM China organisers argue that business and education are the two key components of the event. Taking into account the latest statistics and brand-new features introduced this year, it is difficult not to get an impression that this is indeed the case. A distinctive feature of this year’s 14th edition of IBTM China involved growing figures across the board. The event attracted more than 350 exhibitors, as many as 40% more than in the year before. While Chinese companies constituted almost half of them (45%), the number of stands commissioned by foreign partners grew by 23%. The latter group included, i.a. representatives of Air Canada, the Japanese city of Okinawa, Fiji Tourism, Las Vegas Convention and Visitors Authority, Sydney Conference and Training Centre, Salam Management Services and Sodexo Prestige Venues & Events. We also saw more hosted buyers, whose number grew by 18%. Among the 355 registered hosted buyers, 80% hailed from Asia-Pacific and the remaining group - from other parts of the world (representing companies such as, i.a. BMW, Daimler, Danone, HSBC, Geely, Johnson & Johnson, Sanofi, Lenovo, Boehringer-Ingelheim, Osram and UBS). As you might imagine, all of this noticeably boosted the number of business meetings between suppliers and buyers of MICE services. About 8,000 official meetings were pre-booked through special applications - 20% more than in the case of last year’s edition.

CONTACTS ARE KEY Nevertheless, there is more to the exhibition than talks at stands. IBTM China is also synonymous with a wide range of initiatives intended to boost the effectiveness of establishing new business contacts - both of the ofﬁcial variety and held in a less formal ambience. This explains the launch of networking initiatives. On the ﬁrst day, the so-called Happy Hour was staged in the main exhibition hall to break the ice and create a meetings-

friendly environment. A one-day post-event tour of Beijing was available for all interested hosted buyers as another brand-new agenda item. Its programme encompassed all the greatest tourist highlights of the Chinese capital (including the Forbidden City) along with a site inspection of the ﬁve-star PuXuan Hotel and Spa and a Beijing opera show. “IBTM China is a must attend show for us each year, a regular item on our calendar. Through this platform we ﬁnd not only new resources, but also ideal suppliers of crucial importance for business growth. It is also a source of a wide range of inspirations successfully broadening our horizons”, said Cissy Zhao, Senior Manager, Global Procurement Department, Novo Nordisk.

INTRIGUING NOVELTIES

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Business Travel Digital Innovation Summit, which discussed the key issues and challenges faced by managers in charge of arranging business trips, unquestionably

deserves to be mentioned among the top new features of IBTM China 2019. Attended by about 100 participants, the discussions were divided into 10 main thematic sessions dedicated to, i.a. digital transformation in the field of planning and organising such travels, control of related costs, future trends, best practices, etc. “Expenses, improved effectiveness in this field, alternative forms of travelling - for example, high-speed railway as a substitute of flying - visa regulations, security and comfort of employees. All of these issues are of concern for Chinese companies”, said Tan Haoling, Vice President and General Manager of CITS American Express. A virtually standard feature of most presentday trade fairs in the MICE industry, an interactive zone dedicated to the latest technological solutions was also highly popular. Prepared in cooperation with the DAHLIA+ Agency, the Technology Zone had experts inquire about all burning issues related not only to advanced technologies, but also i.a. digital marketing, branding or the effective application of social media. On-site product presentations were also arranged. In addition, a more “traditional” educational programme followed the formula known from previous editions and consisted of lectures and speeches in conference rooms. ”We have listened to our customers and added several exciting new features that we know they are keen to see, including opportunities to experience cutting-edge technology, discuss pressing issues with peers, and more activities for social connection away from one-to-one meetings. China is a buoyant and fast-maturing market, and the show is going from strength to strength”, added Nicole Ci, Event Manager, IBTM China. IBTM China 2019 was staged in Beijing’s China National Convention Centre (CNCC) on 28-29 August. THINK MICE acted as the event’s media partner. MK

PROMOTION

MEET THE BIDDER: a view of the Polish MICE market We sat down with Katarzyna Kałuża, Business Development Director, Travel Bidder We felt the needs of Polish travel organizers for MICE segment groups. Imagine that as a project manager at an incentive agency you receive an invitation from a client regarding a bid for the organization of such a trip. A large group of travellers, who were almost everywhere and saw everything, is getting ready. Therefore, the customer is looking for an original trip – preferably a place in the world they have not been to yet. It can also be a place they would like to visit again, but in this case the program has to play the key role - it must be new, creative and with elements of a positive surprise. What if we started this quest for the best and winning solution with a face-to-face conversation with contractors from various parts of the world? Get to know them personally, ask for innovative solutions, check their options? If you were able to create your own database of valuable contacts for subcontractors from around the world without wasting the time for searching them on the Internet only after receiving the query? This is where our B2B event helps - Meet The Bidder SMART Fairs. Each year, we host several hundred DMC ofﬁce owners, Sales Managers, Marketing Managers of selected hotels and hotel chains, venues, airlines, as well as people professionally involved in the promotion of attractions in various parts of the globe. Three times a year, agency employees can leave the ofﬁce for one day to attend meetings that provide them with a list of interesting places, hotels, ideas and international connections to possible contractors.

How do you get the exhibitors of the MICE sector interested in cooperating with the Polish market? Our path began not with the promotion and sale of our product, but with the promotion of the market itself. We seemed to be one of the few that made the foreign suppliers aware of the speciﬁcations, size and the condition of the Polish market. We boast about it, we talk about it with passion, we are proud of its uniqueness. From the very beginning to this day, we emphasize the professionalism, creativity and innovation of Polish MICE agencies. We speak loudly that there are many industry associations in our country, that we also have professional industry media - active, engaged, present wherever something is happening. Events organized by us - both Meet the Bidder SMART Fairs and the ITEx Night gala (Incentive Travel Excellence Night), which we prepare once a year together with SITE Poland, is to be a showcase of the Polish MICE trade industry. It is the testament of our dedication and professionalism, which we present to foreign guests - opinion-makers, organizers, regular visitors associated with signiﬁcant international events, carrying a good word about the strength of the Polish industry to other markets.

Are Polish agencies demanding toward foreign counterparties? Deﬁnitely yes, similarly to their end customers. The speciﬁcity and purpose of the incentive are something completely different from what a catalogue holiday trip bought in

Photo: Kuba Kiljan

What was the goal behind MEET THE BIDDER?

a travel agency offers. This is a bespoke, tailored, creative service - it is something that cannot be organized and ensured so easily on your own. Naturally, Polish principals require the subcontractors and foreign contractors to provide professionalism, original proposals, unusual sightseeing programs, personalized customer service, transparency of pricing, a sense of security and commitment in the performance of the undertaking . This industry relies in a large part on mutual relations and mutual trust - after all, the organizers entrust a group of people and their business to a different group of people, in distant destinations. That is why faceto-face meetings - here on Polish soil - are so important because they enable Poles to assess the effectiveness of a contractor during a conversation, getting down to the nitty-gritty, to see their dedication and interest in orders from the Polish market.

What to wish you for the nearest future? That both the exhibitors at our events and their recipients - from Polish and foreign operators or travel agencies, which we invite to our fairs more and more often - constantly believe and see the potential of our market and the country itself. We would like everyone to visit us eagerly, that partners joined us and enjoyed the beneﬁts of personal and professional development thanks to our initiatives. We want to be a MICE hub – we have introduced and we still introduce a lot of people operating in the industry. We believe that there is strength in the group, in an atmosphere of cooperation and mutual assistance. That is why our door is always open – do not feel uncomfortable and go for it! THINK MICE is a main media partner of Meet the Bidder Grand Edition. IB

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FAIR

IMEX AMERICA 2019: This is how it is done in the US IMEX America is the premier exhibition of the MICE industry in North America. It has already surpassed the Frankfurt-based show, which launched the IMEX concept. However, is this enough to satisfy the needs of both exhibitors and hosted buyers? While both groups should not feel disappointed, they still have their share of comments. This year marked the ninth edition of IMEX America. Since the very outset the event has been hosted by Sands Expo and Convention Center in Las Vegas, but this time its date was pushed forward from October to September. According to organisers, this fact did not have any negative impact on attendance. On the contrary, the number of business meetings grew by 3%, reaching the record-breaking ﬁgure of 76,000. “Every year we strive to be our own competition, to push ourselves to deliver richer experiences, better education and, of course, a really strong business pipeline for our exhibitors”, said Ray Bloom, Chairman of IMEX Group, at a press conference summing up the exhibition.

AMBIGUOUS FEELINGS How were all of these goals put into practice? It is hard to say for sure, as mixed opinions were heard in the convention centre. Positive remarks dominated, but there was also no shortage of negative feedback. “A year ago I was very satisfied with attending IMEX America and participated in a whole lot of meetings. Unfortunately, I am disappointed with this year’s edition, which was a different thing altogether. I had a chance to become involved in only several concrete talks. Perhaps the date change is to blame, as September is obviously a ‘hot’ season for many customers and agencies. I was expecting better business opportunities, especially since we perceive the US to be very a significant, outright key market, ranked right behind United Kingdom”, said Claudette Bertin, Congress Development Manager at Office de Tourisme Metropolitain Nice Cote d’Azur. Interestingly, a representative of Marseilles, based only 200 km further, had an entirely different opinion. “This was our first time at IMEX America after a few years break. In the meantime, we were promoting Marseilles at smaller events targeted at the American market. As a result, our destination became a more recognisable brand. We assumed that it makes sense to return to IMEX America - we are now holding more talks, they are more concrete and, consequently, might translate into actual projects”, explained Corinne Freani, Corporate Meetings & Incentive Department Manager at Marseille Office de Tourisme et des Congres. Madhu Dubey, Executive Director at India Convention Promotion Bureau (IPCB), commented along the same lines: “I am happy with just being present in Las Vegas, where I took part in some really good talks. Each year we are seeing India’s increasing popularity as a MICE destination. Naturally, we will probably have to wait at least several months for the final verdict, but hopefully it will be satisfying”.

BORN IN THE USA

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In other words, the secret perhaps lies not in the quality of the talks (which is good), but their number. This is a fact that Marta Kicler, Business Development Director at Mazurkas DMC Poland, drew attention to: “The quality of the talks I took part in during this year’s exhibition was highly satisfying. It was easy to sense that hosted buyers were interested in Poland and, therefore, more straightforward. Unfortunately, for about two years now I am seeing a decrease in the number of meetings in general. This year the change of IMEX America’s date intensiﬁed the phenomenon even more. I am not sure how this relates to ofﬁcial statistics, but

FAIR there were noticeably fewer participants. On the other hand, the fact that guests from North America constitute the majority of visitors clearly distinguishes the event from IMEX in Frankfurt or IMEX World in Barcelona and speaks in its favour. This was not always the case”. “I mostly had talks with customers from the United States. After all, IMEX America is dedicated to the US market. Even if they attend the exhibition, hosted buyers from other parts of the world are a minority and constitute a bonus of some kind”, added Agnieszka FaracikLeśniak, Managing Partner with DMC Poland. This is true; while the exhibition remains similar from an organisational viewpoint (changes are evolutionary rather than revolutionary), numerous new hosted buyers appear every year. Their high rotation certainly makes exhibitors happy. “This trend is really encouraging. We are expanding our list of contacts and reach previously unknown customers, which is precisely what this is all about. In addition, we get to see our competition - however, these are highly inspiring meetings, we talk a lot and share our experiences”, said Simon Moore, Senior VP Commercial Jets with Air Partner. Our interviewees admitted that securing a single ﬁrst-rate customer is usually enough to make an exhibition proﬁtable. “Considering the quality of talks held in Las Vegas, there is no need to worry”, said Moore.

technological company, I consider our first time at IMEX America to be highly successful. Our stand drew crowds from the very first day and agencies and customers representing corporations and associations are noticeably very much interested in our offer”, commented Michael Alberts, Vice President with Chicago-based Frictionless Solutions. To a great extent this was made possible by the organisers, who already some time ago separated a special zone dedicated to technology suppliers. As a result, they do not get “lost” in the crowd and are easy to find. Hosted buyers, each year more interested in services of this kind, are also happy with the concept. The latter inquire not only about current trends, but also solutions that might shine in the nearest future. Everyone interested in learning more about various areas to a certain degree related to the meetings industry could take part in a number of events dedicated to education (Smart Monday on the day before IMEX America’s proper launch) and networking.

ALL EYES ON TECHNOLOGY

IMEX America was staged in Sands Expo and Convention Center in Las Vegas on 10-12 September. Its next year’s edition is expected to take place on 15-17 September. With THINK MICE acting as Poland’s only ofﬁcial media partner of the exhibition, an Englishlanguage edition of our magazine was once again distributed during the US event.

Another conspicuous feature that unquestionably distinguishes IMEX America involves the above-average number of group presentations of destinations, products, and companies. They are staged much more often than in the case of European MICE-themed exhibitions, including IMEX in Frankfurt. Sometimes this is done at the expense of meetings held at booths. We will probably ﬁnd out in several weeks (or even months) after the event if this is an effective solution. Already now, representatives of companies supplying new technologies applied in the MICE industry can be satisﬁed with attending IMEX America. “From the viewpoint of a

Michał Kalarus

unique venue opening roof adaptable space of the main auditorium courtyard and terrace modern building rooted in XVIIth century PERFORMANCES / CONCERTS / CORPORATE GALAS / CONFERENCES / WORKSHOPS / EXHIBITIONS / GUIDED TOURS

Contact: wynajem@teatrszekspirowski.pl +48 535 696 787; +48 58 351 01 51

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FAIR

IT&CMA – GOOD, BUT COULD BE BETTER Many new features, more exhibitors and visitors, but also returning weak points - this is a brief summary of this year’s edition of IT&CMA. On the other hand, certain shortcomings did not stop the event from being positively evaluated by its participants, who find a visit to Bangkok simply profitable. The statistics look good. According to information submitted by the organisers, this year’s Incentive Travel & Conventions, Meetings Asia (IT&CMA) and Corporate Travel World (CTW) Asia-Pacific attracted 928 exhibitors representing 345 firms and destinations and 474 hosted buyers from 61 countries from all over the world. “I am proud to say that once again we secured record-breaking attendance results, in all categories to boot. What is more, some of the returning exhibitors decided to expand the space of their stands”, said Darren Ng, Managing Director, TTG Asia Media, organiser of the events (TTG Events group).

IN THE SHADOW OF THAILAND

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IT&CMA dates all the way back to 1993. Ever since then, for 18 consecutive years it has been staged in Thailand. And it is precisely its host destination that has the most prominent presence. The country boasts the largest stand (as many as 600 m2, this year showcasing the offer of ﬁve major cities – Bangkok, Chiang Mai, Phuket, Pattaya and Khon Kaen), the greatest number of exhibitors, participates in developing pre-- and post-show tours, and each time announces brand-new promotional campaigns during the event. “This is our one-of-a-kind opportunity to show ourselves to the whole world. What is more, we truly have a lot to offer. Each year we try to prepare something new – fresh, creative concepts for MICE groups that will enchant participants and guarantee

an unmatched experience”, said Chiruit Isarangkun Na Ayuthaya, President of Thailand Convention and Exhibition Bureau (TCEB) during the press conference. This spells good news for many hosted buyers. After all, Thailand is one of the most popular business tourism destinations, a customer favourite. “Some companies, when sending us a brief, immediately specify that they are interested in a trip to Thailand. On the other hand, we often receive inquiries in which we are responsible for choosing the destination. In such case, we come up with various proposals matched to a given group. Some are staged in Thailand, an attractive direction that boasts an interesting and diverse tourist offer plus a large number of hotels guaranteeing availability. Thanks to competition, both accommodation and onsite highlights are distinguished by a highly attractive quality-pri-

ce ratio of provided services”, said Anna Tyburska, Project Manager, Incentive Care agency. In other words, Thailand’s “domination” at IT&CMA would not be problematic if it went hand in hand with an equally rich representation of other destinations from the discussed region. Unfortunately, this is not the case.

ROLL CALL Many hosted buyers, including Polish delegates present in Bangkok, pointed out this main objection against UT&CMA. They draw attention to the lack of stands or any delegates from a considerable number of Asia-Paciﬁc countries notable from the viewpoint of the MICE industry. “I always look forward to learning as much as possible about the latest destinations, products and highlights, which I can later apply in incen-

FAIR tive travels along with conference and congress projects”, explained Swee McGowan, Managing Director with Mazda Motors in New Zealand. Participants expected IT&CMA to feature exhibitors from most South-East Asian destinations. Meanwhile, only a dozen or so countries showcased their offer. This fact unquestionably made it more difﬁcult to explore the region in detail together with its offer aimed at business tourists, an opportunity that hosted buyers hoped for and pre-show announcements promised. One should expect more from an event that positions itself as one of the most important meetings in this part of the world. Even more so since the same objection has been raised for many years now with the organisers seemingly unable to properly deal with it. The same holds true for the belowaverage attendance of DMCs and PCOs, especially in comparison to hotel delegates, which this year once again appeared in high numbers. On the other hand, it is comforting to know that the countries which actually decided to come and advertise their offer in Thailand (e.g. Philippines, Macau, Malaysia, Taiwan, Indonesia, Cambodia, China, Japan) were very well prepared, which noticeably improved the quality of talks. “Stand staff comprised of employees of agencies specialising in the organisation of conferences or incentive travels. They were highly professional and had great expertise in the spe-

ciﬁc character of our sector, which they learnt through practical experience. They were the sort of people we could start working with immediately and this is precisely what we had in mind”, said Anna Tyburska.

ADDED VALUE IT&CMA organisers each year try to introduce at least several novel features. While these might not be revolutionary solutions, some of them actually make the life of participants much easier and render attending the event more effective from a business viewpoint. This year marked the ﬁrst time that hosted buyers had a chance to participate in presentations previously available exclusively for the media (and mostly concerning advertising the potential of particular destinations). “In addition, we decided to launch the so-called Meet-The-Corporates sessions, which applied the speed dating format to stage meetings between IT&CMA exhibitors and corporate meeting planners participating in CTW Asia-Paciﬁc. A similar format was used in the case of two sessions developed by TCEB. The Exhibition Walkabout – approx. hour-long guided tours of stands, some of which hosted brief sessions – was also a popular concept. Four such walks were arranged during the two-day event”, listed Darren Ng. In addition to meetings in the exhibition arena, IT&CMA involves an extensive programme centred on education

and networking. This was also the case this year, which encompassed about 150 different sessions and events featuring 60 speakers – professionals connected with the MICE industry, but also representatives of associations and corporations. Launched last year, the MICE Cruise Conference focused on the market of cruise holidays in Asia, celebrated its second edition. The agenda would be incomplete without the Association Day Forum (workshops and lectures explaining the principles and issues of the market of association meetings, staged in cooperation with IAPCO, ICCA, SITE, World PCO Alliance and GainingEdge) and ASEAN MICE Forum (a conference aimed at profiling the potential of Association of Southeast Asian Nations member states). In the category of networking-centred activities, “Say Hi to Everyone” – a brand-new initiative – deserves to be mentioned together with the flagship opening ceremony. “Our main goal was to come up with an ice breaker idea for the participants of both IT&CMA and CTW Asia-Pacific, before the proper events began”, explained Darren Ng. IT&CMA was staged on 24-26 September. THINK MICE once again acted as its official media partner and an organizer of a group of hosted buyers. In addition, an international English-language edition of our magazine was distributed during the event. Michał Kalarus

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THINK EVENT

TNW – A POWERFUL MESSAGE ON A GRAND SCALE A business event whose scenery brought to mind a computer game and a dance performance? Why not! The Next Web conference proved that a diversity of visual elements can serve a purpose other than evoking the emotions of participants. The Netherland hosts numerous sweeping events with local agencies enjoying considerable acclaim and renown. The Dutch are also well-known for, i.a. staging monumental stadium concerts all over Europe. No wonder then that business events staged in the country also boast elaborate scenery. A good example is provided by annual The Next Web (TNW) conference, considered to be the largest event of the IT industry to be held outside of the U.S. Its initiators, Patrick de Laive and Boris Veldhuijzen van Zanten, could not ﬁnd a noteworthy conference to present their start-up and decided to hold such event on their own. Success of the ﬁrst TNW edition staged back in 2006 led to the establishment of a special company (TNW) dealing in, i.a. event planning, while the conference itself has become annual affair.

A STRONG START For several years now the conference’s colourful show combining dancing with visual effects has been a TNW trademark. A strong accent at the very beginning is intended to show that this is an event that gathers companies and organisations creating the most advanced technologies of today. This year’s Amsterdam-set edition held on 9-10 May revolved around the question to what degree omnipresent computer and telecommunications devices serve modern man and to what degree they make him dependent. Obviously referring to this subject matter, the multimedia show’s scenario included, i.a. the motif of man overwhelmed by technology. A diverse set of audio-visuals was applied to generate the “wow” effect among participants and to inspire them to ask questions about the future of the IT industry, including such crucial issues as business diversiﬁcation, social responsibility and revenue model. How was this objective accomplished?

A SHOW NOT AFRAID TO ASK QUESTIONS The opening ceremony was kicked off by a countdown set to the rhythm of a pulsating sound. Next, a short video was shown to introduce the conference’s subject matter and ask questions about the signiﬁcance technology has for present-day societies. Then the time came for the actual show with dancers appearing on stage and holding portable LED screens covering their faces. Their dancing was synchronized with visuals displayed on the screens in question along with large screens located behind the stage. All of this was accompanied by music written specially for this occasion. The multimedia show featured several motifs, such as “man in the city” or a “journey in a tunnel”. A strong accent at the end involved emoticons, which seemed to fall down on and beset the dancers trying to use the abovementioned screens to protect themselves. During the show TNW founders also appeared on stage, equipped with screens, which ﬁnally created a welcome message aimed at spectators.

PRESENTATIONS IN A HUGE ARENA

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During the TNW conference a wide range of audio-visuals was applied not only for the purposes of shows making the whole event additionally attractive. Enormous screens also

did a great job at displaying presentations, including diagrams and schemes discussed by lecturers. Since the main stage was set in a great tent (resembling a circus arena), organisers had to make sure that spectators sitting in the back rows could see everything clearly. Proﬁles of invited guests were displayed on two screens on both sides of the stage, while the screen set above speakers was used for presentations and video screenings. Naturally, the conference would not be so successful if it was not for the intriguing subject matter, along with a wide range of side and networking events. With TNW set in a renovated former shipyard, the organisers had sufﬁcient area at their disposal to set up a whole “town”, with the abovementioned tent acting as its centrepiece. The conference attracted more than 17,000 guests. Łukasz Kuś

THINK INCENTIVE

INCENTIVE TRAVEL FOR CHINESE TOURISTS UNDER CERTAIN CONDITIONS ALREADY TODAY CHINESE TRAVELLERS CONSTITUTE APPROX. 11% OF ALL TOURISTS. UNWTO ANALYSTS FORECAST THESE NUMBERS TO GROW BY 2030 WHEN EVERY FIFTH TOURIST WILL COME FROM THE MIDDLE KINGDOM. BUSINESS GUESTS ARE CONSTITUTING AN INCREASINGLY LARGE GROUP – PARTICIPANTS OF INCENTIVE TRIPS AND CONFERENCES AND CONGRESSES. FROM THE VIEWPOINT OF MICE EVENT PLANNERS THIS IS A HIGHLY ATTRACTIVE MARKET, ADDITIONALLY BOASTING A HUGE POTENTIAL. HOWEVER, THERE IS ONE CONDITION – YOU NEED TO KNOW THE RULES THAT GOVERN IT.

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According to estimates of United Nations World Tourism Organisation (UNWTO), the number of international tourist arrivals will grow to about 1.8 billion by 2030, 400 million more than last year. The trips arranged by Chinese travellers are among the factors decisive for this dynamic growth. Back in 2000 approx. 10 million Chinese residents were travelling abroad. Only a decade later this number grew to 57 million, while in 2018 it reached the impressive level of 162 million (the trend is expected to continue this year and arrive at approx. 180 million). However, this is not the most interesting fact. “We should mention that so far almost 90% of Chinese residents do not have a passport. Since they simply cannot afford to travel far, they have no need for such a document”, Wolfgang Georg Arlt, owner and Director of China Outbound Tourism Research Institute (COTRI), explained during a lecture given at ACE of M.I.C.E. Exhibition in Istanbul.

CALM BEFORE THE STORM As a result, all the high and dynamically growing statistics discussing Chinese tourists are actually generated by only 10% of population – most afﬂuent members, usually residents of key cities. “Nevertheless, this state of things is gradually changing. As the

Chinese society is becoming increasingly wealthy, we should expect the number of foreign trips from the Middle Kingdom to grow, especially since the Chinese as a nation like to and want to travel. The only thing that is stopping them now is a lack of sufﬁcient funds. As soon as their ﬁnancial situ-

THINK INCENTIVE ation improves, they are eager to spend money on tourism, which they perceive as an essential factor boosting the quality of life and general life satisfaction”, commented Wolfgang Georg Arlt. This is also valuable information for companies and corporations operating in the Chinese market and a huge opportunity for business tourism organisers. Travels, with special emphasis on international incentive trips, are one of the most effective motivational tools for Chinese employees and business partners. Well-aware of this trend, most business owners commission many undertakings of the discussed type. Family members of invited guests frequently participate, noticeably increasing the budgets allocated for such projects.

A PLACE FOR EVERYONE The Chinese usually travel to relatively close Asian destinations. However, more and more groups set out for distant places, most often the U. S., Europe and Middle East. This trend results from the fact that customers who only begin to travel – both as regards leisure and MICE trips – ﬁrst explore less remote directions, to a large degree inﬂuenced by budgets at their disposal. As appetite comes with eating, next they want to visit other parts of the world. The fact that as many as nine out of top ten destinations among Chinese travellers are set in Asia is

the best proof. Listed by popularity, the ranking includes Hong Kong, Macao (classified as separate destinations), Thailand, Japan, Vietnam, South Korea, Singapore, Malaysia, the U. S. (sole non-Asian country) and Taiwan. Interestingly, still at the beginning of the decade the abovementioned top ten drew as many as 80% of all guests from the Middle Kingdom. However, last year its share dropped to 70%, giving way to more faraway places. This is why virtually all destinations can benefit from Chinese tourists. “The less obvious options will find enthusiasts among more experienced travellers, who have already been in numerous diverse places and want to keep exploring. On the other hand, the most popular cities and regions can profit by attracting customers who up to now have never done any travelling – 90% of the population”, explained Wolfgang Georg Arlt.

BIG BUCKS As a rule, Chinese tourists are distinguished by a tendency to spend a lot of money if they decide to travel in the ﬁrst place. This is true for leisure groups, but mostly the MICE sector. Let us just mention the time when CEO of Tiens, the Chinese multi-level marketing company selling dietary supplements, took as many as 6,400 of his staff on an incentive trip to France in 2015.

About 13 million Euro were spent during the four-night stay. While obviously this is one of the most spectacular examples, there is no lack of high-budget projects. According to an analysis prepared by China Outbound Tourism Research Institute (COTRI) and based on data compiled by UNWTO, the China National Tourism Administration government agency, and Ministry of Commerce of People’s Republic of China, the Chinese spent about 258 billion USD on foreign travel in 2017. In addition to paying for the costs of travelling, accommodation and shopping (for which they are well known in many parts of the world), Chinese tourists purchase all type of unique experiences and highlights. This is where incentive agencies specialising in this type of activities come into play. When arranging incentive itineraries for Chinese guests they can show off their creativity and come up with a wide range of proposals – the effect is what counts here, while budgetary limitations often take second place.

SPECIFIC REQUIREMENTS Nevertheless, it is the misinterpretation of the needs and habits of Chinese tourists that tends to be problematic and constitutes one of the most frequent reasons for their disenchantment with certain destinations. Some organisers seem to be unable to keep up with the increasingly high expectations of this group of customers, which should not be underestimated. It is no longer enough to create great photo opportunities. “The main focus is on unique highlights connected with nature, local culture, community, in other words – with the speciﬁc character of a given place. Otherwise, the tourists might feel discouraged and the ensuing losses are obvious. First, they will not be willing to recommend our destination to their friends. Second, when offering standard programmes, frequently in packages, we single-handedly deprive ourselves of the chance to make extra money. Furthermore, guests will most probably spend less time in

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THINK INCENTIVE our destination. You should keep in mind that the Chinese pay attention to quality and its relation to price. They ﬁnd it more important than low costs in exchange for only basic services”, said Wolfgang Georg Arlt. During the lecture given at ACE of M I.C.E. Exhibition, the owner of COTRI gave the example of Tunisia, where local agencies misread the needs of Chinese tourists and offered mostly leisure stays. While attractive for European travellers, unfortunately they proved an entirely misguided proposal from the perspective of Chinese guests, who prefer active leisure time. “Another mistake involves positioning your destination as upscale and simultaneously signiﬁcantly cutting prices under the pressure of Chinese agencies and tour operators. In this way you are losing your credibility and relatively not making a lot of money – certainly less than you could. Furthermore, it is highly likely that the potential of the place you offer will quickly become exhausted. For example, this is exactly what happened with the Maldives, which in 2015 was visited by 365,000 Chinese guests. Two years later the number dropped to only 305,000. The same holds true for Mauritius, which attracted 90,000 Chinese tourists in 2015 and one-third fewer in 2017”, analysed Wolfgang Georg Arlt. Finally, customised communication should constitute another essential element of promoting a destination – you need to show why it is worth visiting, what makes it stand out, what one-of-a-kind highlights it features, how it is better from its competition.

VISA AND PLANE

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Direct ﬂights and visa regulations are next on the list of key factors making it possible to secure customers from the Middle Kingdom. Airlines are well aware of the former issue. In 2017-2018 each year they launched more than 100 new regular ﬂights to Chinese cities. Mostly lesser-known towns of the second and third rank, but not only. After all, the expansion is developing in two different ways. “Smaller destinations all aro-

und the world are being connected with the largest Chinese metropolises, where local tourists are looking for less obvious leisure options. On the other hand, key cities worldwide are concerned with direct ﬂights to smaller Chinese towns, where it will be easiest to secure customers who only begin to travel”, argued Wolfgang Georg Arlt. The same is true for visas. Countries interested in drawing the attention of Chinese groups should start thinking about opening new visa centres or, at the very least, visa application centres – not only in Shanghai, Beijing, Canton or Shenzhen, but also in smaller cities. Naturally, an abolition of visa requirements would be an optimal solution, at least from the viewpoint of the tourism industry. “Bosnia-Hercegovina, Albania and Serbia are among the European countries that have already done it. In the latter’s case the move proved to be so effective that the number of visits by Chinese tourists grew by as many as 500%. The countries who will not go down this path, including member states of the European Union and the Schengen area, might stay behind”, forecasted Wolfgang Georg Arlt. According to COTRI, 27 countries so far introduced the option of visa-free travel for Chinese residents. Interestingly, most of them are either islands or tourist destinations (i.a. United Arab Emirates, Indonesia, Barbados, Bahamas, Jamaica, Ecuador, Fiji, Mauritius, Seychelles, Morocco, Tunisia). A group of 39 countries offer so-called visa on arrival, with visitors being granted visa at their port of entry.

MONEY AND POLITICS What else makes Chinese customers stand out? It turns out that mobile payment is among the essential issue. “In some places in China it is no longer possible to pay by cash as payment cards, credit cards and smartphones are the only available options. This is the standard solution for the Chinese (e.g. the Alipay platform – Ed.), to which they already became accustomed. As a result,

they expect us to create the same conditions in the destinations they visit. They might be disappointed if this is not possible”, noted Wolfgang Georg Arlt. The same holds true for Chinese-language information about the offer, available highlights or infrastructure. It also seems like a good idea to install the WeChat messaging application, hugely popular in China, and use it to send all essential information to tourists and your partners in the Middle Kingdom. “A key component of building your competitive advantage, this will provide them with a comfortable experience and make it more likely that they will choose our offer”, added Wolfgang Georg Arlt. Finally, mention is due to political atmosphere and diplomatic relations with countries featuring the destinations promoted by particular agencies. The influence of the Chinese government on where its residents are going abroad is actually larger than it seems. “China has recently had good relations with Panama and the number of tourist and incentive travels headed in this direction immediately became larger. On the other side of the spectrum, Chinese relations with South Korea became much worse. In consequence, the Chinese government instructed local agencies to abstain from sending out tourists to this destination. This is exactly what happened as we recorded distinctly reduced demand for trips to South Korea”, commented Wolfgang Georg Arlt. There is no doubt that the Chinese market constitutes a challenge of some kind. Chinese tourists require a specific approach and attention, which might prove somewhat problematic for certain agencies. On the other hand, their financial resources, willingness to develop unique agendas and take advantage of top highlights and luxury venues are capable of compensating for these inconveniences. We are certainly dealing with a market boasting a huge potential that is here to stay for many years to come. All you need is the right approach. Michał Kalarus

THINK DESTINATION

MICE INDUSTRY CREATES GLOBAL CHANGES Michał Kalarus sat down with Sherrif Karamat, CAE – President and CEO of PCMA, to talk about new technologies, current global issues and the role of the MICE sector in social and economic development.

How would you characterise the present-day MICE industry? The meetings industry became a genuine creator of widespread economic and social transformations. This is both how we see things at PCMA and my personal opinion. I am not exaggerating one bit. The phenomenon might be attributed to the fact that the MICE sector connects people. And when people are together they can accomplish a lot. This is precisely what makes us a key global platform. However, things were not always this way. Only 10 years ago meetings had an entirely different character. They focused on the execution of an event and profits, aimed at short-term objectives and circulated exclusively around the people taking part in them at that moment in time. Today, the dominant perspective is much more in-depth and, for example, focuses on the reason for holding the event; in other words, the “outcomes”. Events can certainly benefit a host destination; however, the benefits are much more far-reaching and transcend the hospitality industry which largely facilitates the staging of events. This is exactly how PCMA describes its vision – driving global economic and social transformation through business events. What precisely does it relate to? What activities are we talking about? Events are a crucial platform for all types of transformations. As I have mentioned earlier, PCMA looks at events from the perspective of local communities and the benefits events can generate for them. Regardless of if we are thinking about Kraków, Munich or New York, we define the branches of industry, economy and knowledge that are essential for a given destination and community. The goal is to match the character of events to the distinct profile of their settings, what the latter are renowned for, what industry sectors they specialise in. The benefits are wide-ranging; for example, let us think about a major congress in Kraków. In addition to immediate financial profits related to its organisation, what else can the city facilitate to create broader economic impact for the entire community? What added value? I am thinking here about cooperation with the local scientific milieu, entrepreneurs, the private sector, authorities. Putting all stakeholders together is conducive to sharing knowledge, know-how and establishing cooperation. It is a win-win situation that is beneficial both for the city developing science, business and industry branches, in which it specialises and, for example, for an association setting its event in it.

The latter gains access to specialists, which makes it easier to prepare the educational agenda and secure new members or a greater audience. At PCMA we talk about how to stage major events so that they contribute to the success of associations, companies and corporations, to make them successful. We teach how to develop strategies, measure effectiveness and draw appropriate conclusions. We show how to arrange events boosting sales, presenting new products, but also what to draw attention to when working on an agenda of conferences, congresses and training sessions, how to engage your participants. Activities of this kind call for constant work and upgrading your competencies. This is especially true today, when everyone is always out of time and has to choose between many proposals of various meetings. As a result, when choosing a concrete event people want to be sure that it will meet their expectations. It has to be relevant and serve a need of the potential participant. This is also my personal goal as the President of PCMO – to engage the largest number of people from all over the world, representing various

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THINK DESTINATION industries, in all the activities we are discussing. So that we all create a business events community that plays a pivotal role in the societal transformation. Competition is fierce with virtual and hybrid events also becoming increasingly prominent. What is their role? How would you describe the overall function of new technologies in the MICE industry? While high-tech solutions are essential, we should always remember this is about human connections striving for authenticity and looking for one-of-a-kind experiences and sensations. This is another ingredient that puts the MICE industry in a highly advantageous position. Obviously the wide range of new technologies at our disposal can only help create more engaging experiences and extend their longevity. Never been to Gdańsk or the Eiffel Tower? New technologies today allow us to explore them and almost feel like you have visited these cities and attractions. Almost! Since nothing can replace actually visiting a given place. Thus in order to attract visitors today, the experience has to be oneof-a-kind and inspire the “wow” effect. It is all about authenticity. Face-to-face meetings are a similar phenomenon. In theory, we could have conducted this interview remotely and the final effect would probably be fine. However, we would not have the chance to get to know, greet and see each other. To put it simply, the chance to understand each other better and form an opinion about each other. Naturally, this does not change the fact that we definitely need technology, which can prove remarkably profitable for our businesses. First, it enables us to relatively affordably expand the territorial reach of our brands and quickly take our message to even the most distant parts of the world. In addition, if for some reason we are unable to attend a meeting in person, technology opens the door to remote participation. As I have mentioned before, it will not replace a live meeting and a solution of this kind should not be treated as a “substitute” of sorts but nonetheless brings satisfying results that opens the door to greater opportunities. While technology is sometimes perceived as a threat for the meetings industry, it actually provides great support for meeting organizers. 10 years ago we kicked off the Digital Experience Institute in Las Vegas, whose launch had a hybrid character. Some participants turned up in person, while others used video streaming to observe it remotely. What did we learn? Next year, at the same conference, this time set in San Diego, our attendance grew by almost 10% with 97% of guests admitting that they came because they were encouraged by materials from the previous edition, which were available online and inspired them to become a part of it in person. Furthermore, we should remember that technologies are very helpful in generating the interest of potential attendees long before the planned event and maintaining it long after it wraps up. In turn, when an event is taking place, they reinforce the experience and engage guests in a stronger way. American journalist and publicist Thomas L. Friedman distinguished three main trends that impact the modern world, including the meetings industry. The list includes technology along with globalisation and environmental issues.

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Indeed, all three change a lot about the what and hows of doing business today… They change virtually everything. Let us stay on the topic of new technologies for a while. It should be noted that, on the one hand, their development may

reduce employment figures in certain legacy ways of doing business from simple automation and, on the other hand, creates new jobs, high-skill and high-paying jobs. For example, just over a decade ago a profession such as a smartphone app developer simply did not exist. Today, we have a wide range of applications with many developers working on them and making good income in the process. Just take a look at applications dedicated to the MICE industry. Their numbers have grown exponentially. To find out for yourself, pay a visit to the new technology zone at IMEX America or any other trade fair. Technology changed the way in which we meet and stage events, conferences and congresses. Globalisation is the second issue that we should discuss. The more globalised we are, the smaller the world becomes. This means that we face many opportunities as well as many challenges as we navigate multiple cultures and business norms. We need to learn how to understand and respect their views, learn more about their behaviour, the way they think and perceive the surrounding reality. This is a great opportunity for the meetings industry. It would be difficult to envisage a better platform for mutual integration, for getting to know each other so that we can solve complex issues that challenge all of us – now this can be a transformational experience. Last but not least, the environment. Much has already been said about it. We are obliged to respect our planet if we care about future generations. Hence numerous environmental initiatives

THINK DESTINATION if not less important. At present, we all have access to innumerable data gathered during events, conferences and congresses. The problem lies in the fact that most data in our industry is not consolidated and presented in a meaningful way that allows for understanding and insights. Most of us are unable to properly analyse data and draw constructive conclusions given the current state of our industry data. It is a pity as, after all, they are a priceless source of knowledge. We need to change this state of things and appropriate specialist training sessions are required. This is just another example of our industry creating new jobs in the MICE sector.

and eco-friendly events. One thing that I am really encouraged by is that “doing good is good for business”; thus, this is not an obligation, but rather a source of new opportunities, new jobs, new industries and sustainable business models that accrue beneﬁts for our environment. Putting macro trends aside… What current sociopolitical events affect the MICE industry to the greatest degree? Each continent is a bit different, distinguished by its own character and struggling with various problems. For example, Brexit has been on the mind of Europe for some time now. We still do not know if it is actually going to happen and, if it does, on what conditions, etc. This is an unfortunate situation that creates a lot of uncertainty. No one knows what will happen if Brexit takes places – what will the British customs, tax and visa regulations look like. This state of things impacts the economy and trade, which are of fundamental importance for the MICE sector. After all, many events are planned well ahead of their date, even several years in advance. Consequently, organisers need to make long-term decisions. While this can be a signiﬁcant opportunity it does pose some inherent challenges for event organizers, as decisions on certain operations are delayed for as long as possible. This, in turn, has the potential to impact market growth. Data or, to be precise the way in which they are processed, constitute a challenge of an entirely different kind,

Before joining PCMA, you have been Vice President of Toronto Convention & Visitors (Tourism Toronto). You are also Director on the Destination International Board of Trustees. What strategy should destinations adopt to win the hearts of MICE event customers? Once again it is the human factor that comes into play. I will be honest with you. Personally I do not consider, and never considered, the features of a given destination to be the most important. A destination can be attractive for tourists and boast splendid buildings and ﬁrst-rate hotel and conference infrastructure. It might contain everything you have ever dreamt of. However, all of this will prove worthless without appropriate people capable of taking care of guests and making sure they feel welcomed. People are always the number one factor. This is exceptionally important. For example, if I go to Kraków tomorrow will I feel good there? Will I be given a suitable welcome convincing me to come back in the future? This is the most essential part. Fortunately, more and more destinations all over the world seem to understand it. I am deeply impressed by the professional approach of representatives of Singapore’s MICE industry. I can say a lot of good things about the Columbian city of Barranquilla and about a whole lot of places in Europe, the US and Australia. I would also certainly appreciate if particular destinations did not try to resemble each other at all costs, which is sometimes the case. Many cities wish to be similar to London and New York. There is no need for this as it is originality that counts. We should showcase our culture, all the unique qualities that we boast. I am sure they will be much more effective at drawing the attention of visiting guests. Michał Kalarus

SHERRIF KARAMAT PCMA President and CEO, Karamat also serves as President of the PCMA Foundation and publisher of Convene magazine owned by PCMA. In his previous role as PCMA’s Chief Operating Officer, Karamat led the development and implementation of the organisation’s new vision: driving global economic and social transformation through business events. Earlier Karamat served as Vice President of Toronto Convention & Visitors (Tourism Toronto), on various boards and is currently Director on the Destination International Board of Trustees. In 2017 he played a key role in PCMA’s acquisition of Incentive Conference & Event Society Asia Pacific (ICESAP). In addition to completing Masters of Business Administration from York University in Toronto, he has completed postgraduate certificate programs at Wharton School of Business at University of Pennsylvania, Kellogg School of Management at Northwestern University and University of Chicago. Finally, he completed a program on strategic negotiations at Harvard Business and Law School and a programme on data intelligence at Massachusetts Institute of Technology (MIT).

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THINK VENUE

STAND OUT FROM THE CROWD RECENT YEARS WITNESSED THE EMERGENCE OF MANY HOTELS DISTINGUISHED BY A LUXURIOUS CHARACTER AND BRAVE ARCHITECTURAL SOLUTIONS. TO DIFFERENTIATE YOURSELF FROM YOUR COMPETITORS YOU NEED TO TAKE ONE STEP FURTHER AND DAZZLE WITH AN EVEN MORE UNIQUE CONCEPT OR SETTING. THIS ARTICLE TAKES A CLOSE LOOK AT SEVERAL EXTRAORDINARY VENUES OF THIS KIND. LAUNCHED RECENTLY OR EXPECTED TO OPEN IN THE NEAREST FUTURE, THEIR MAIN GOAL IS TO SURPRISE POTENTIAL GUESTS. An original hotel can act as a tourist highlight all by itself, especially if set in a remarkable scenery. Investors are well aware of this fact and often accept higher construction costs or put up with potential complications, an inherent problem resulting from adapting an unusual area. Such venues definitely pose a major challenge – first for designers, next for building contractors. However, the final effect is definitely worth all the effort.

STAYS IN A STONE QUARRY

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InterContinental Shanghai Wonderland, located in an abandoned quarry on the outskirts of Shanghai, can unquestionably be classiﬁed among the more original recently opened hotels. While explorers of abandoned sites and fossil searchers might often visit former pits, they create an impression of being insufﬁciently attractive to host a hotel. This is probably true in most cases. Nevertheless, designers of the East China Architecture Design and Research Institute (ECADI), working under the supervision of Martin Jochman of the international JADE +QA studio, could not disagree more. The team proved that a stone quarry could be transformed into a luxurious wonderland. The hotel was erected on an escarpment part belonging to the quarry, while the remaining area now

features an artificial waterfall and a rock garden. The quarry’s bottom is filled with a water reservoir. The completed InterContinental Shanghai Wonderland has 18 storeys, with the two top floors extending above the quarry’s edge. In turn, the two lowest floors are seated below water and host a restaurant with a 5 metre-deep saltwater aquarium. The five-star hotel offers 337 rooms and conference spaces for 1,000 visitors. Ballrooms, bars and restaurants are set both above and below ground level – inside the former quarry – while rooms come with a view of the garden with a waterfall. Thanks to all of this, the whole space is endowed with a specific microclimate that is completely detached from

the world outside. The hotel interiors, whose design follows the concept of a journey to the centre of the earth, correspond well with this idea. Its construction applied natural materials, with emphasis on wood and, naturally, stones. Martin Jochman pointed out many times that it is by no means an easy task to design such a spectacular complex. An additional complication involved attempts that would simultaneously maximise the amount of daylight reaching the interiors and shield the building from cold north winds. The hotel, whose construction costs amounted to 550 million USD, was ofﬁcially opened in November 2018 and ever since then has been very successful among Chinese

THINK VENUE business tourists constituting the vast majority of its guests.

A RING ABOVE WATER In the Arctic Circle the Norwegian Holandsfjorden fjord also attracts potential visitors with spectacular scenery. Planned in its surroundings, on the surface of water, the Svart Hotel will pose a great challenge not only for architects representing the Snøhetta studio, but also the investor. Breath-taking views and the architectural concept are intended to have a magnetic effect on future visitors. The building will assume the shape of a ring and, consequently, offer a 360-degree panoramic view on the near-by fjord. The hotel’s supporting structure built from wooden poles will refer to the construction traditions of Northern Scandinavia and other areas covered by permafrost. The venue’s truly exceptional character will also have its origins in the fact that it is superposed to be the world’s very ﬁrst hotel to adopt the energy positive power-house standard. In other words, the hotel’s yearly energy production will exceed its energy consumption. As it will not be easy to accomplish this effect in raw arctic climate, application of the latest passive building solutions is intended to help. In consequence, Svart Hotel will reduce its energy demand by approximately 85% compared to a standard hotel. According to the investor, MIRIS Eiendom AS, the hotel will be built out of natural materials obtained

in the nearest area. This particular concept should further reduce the carbon footprint generated by the hotel’s construction. The works should be completed – and ﬁrst guests welcomed – in two years’ time (2021). THINK MICE readers already had an opportunity to learn about Svart Hotel, which was featured on the March cover of our magazine.

LUXURIOUS EXPERIENCE IN CONTAINERS It turns out that one-of-a-kind constructions do not always call for an original setting or a complex architectural form. Sometimes thinking outside the box is enough to accomplish the element of surprise. This precisely is the case of the Xiang Xiang Xiang Pray House hotel, which attracts attention with the fact that it was built out of containers. The latter mostly call up associations with guard booths, temporary ﬂats for factory workers or natural disaster victims, sometimes with stylishly designed clubs or stores. Village governor Meng Qingdong decided to take several steps further and create an upscale container hotel. He was inspired by shelters that were built in the aftermath of a disastrous earthquake and tsunami that struck Japan in 2011 and which applied containers imported from the Middle Kingdom. Because of its highly speciﬁc character, Xiang Xiang Xiang Pray House was developed in a record-breaking period of

only three months, which encompassed the phases of design, construction and installation. The effect is a boutique ﬁve-star venue set in a rural neighbourhood close to Changzhi, composed of 35 containers, which made it possible to create space for 21 rooms. Their interiors (and common rooms) refer to the decor of historical Buddhist and Taoist meditation chambers. Windows are placed both on container walls and roofs. One of the rooms was designed specially for guests interested in practicing the Chinese ceremony of incense burning, while another one is adapted to performances of artists playing early music instruments. An eco-friendly motif is also present as the Xiang Xiang Xiang Pray House construction involved techniques making it possible to reduce the usage of water and building materials.

SHROUDED IN MIST Hotels with a SPA zone and thermal baths are a highly popular leisure option. A wide range of venues of this kind can be found all around the world, which is why it might seem difﬁcult to come up with a concept capable of surprising potential customers. Nonetheless, the team of Thai architects from the Department of Architecture studio, headed by Amat Luphaiboon and Twitee Vajrabhaya Teparkum, accomplished this feat. They are responsible for the project of Yanling Jianye The Mist Hot Spring Hotel located in Xuchang (Chinese province of

27 THINK MICE

THINK VENUE Henan). A considerable part of the complex involves an artiﬁcial island with glazed buildings literally submerged in mist hanging over the lake. It also features indoor thermal baths open all year round. As for the hotel itself, its elevation is created by semitransparent glass panels in warm pastel colours, which create an extraordinary effect when reﬂecting on water surface. The venue offers 51 rooms, including 13 suites equipped with tailor-made wooden furniture. Meeting spaces also certainly make an impression: a bar and a conference room with unusual lighting (LED tubes creating azure spatial compositions suspended under the roof).

FORTRESSES OF ART

28 THINK MICE

Some investors, looking for an idea to distinguish their venues, decide to combine them with cultural institutions. An example of this solution, the International Arts Center and Hotel was opened last year in the former Sant Julià de Ramis fortress, close to the Spanish city of Girona. Nineteenth-century walls now hold a boutique hotel and a centre of contemporary art, with the Catalonian studio of Fuses Viader Arquitectes designing the whole complex. The place enchants with extraordinary interiors that bring to mind the painting of surrealist artists, such as René Magritte and Salvador Dali. Special mention is due to, i.a. a concert hall covered by a dome-shaped roof with a round glazing top illuminating its central section (plus making the hall somewhat resemble a cave). Surrounded by a garden, the fortress’s shape made it possible to build a terrace (on the roof), offering an awe-inducing panorama of the surrounding neighbourhood. The transformation of a historical fortress into a comfortable hotel and a cultural institution required considerable ﬁnancial expenditures on the part of the investor, the jewellery company D’or Joiers. A former artillery storehouse is now home to 15 hotel rooms, with a spa zone, a restaurant and a meeting space also used for art workshops all available near-by. An art museum is located underground, while tun-

nels with distinctive vaulted ceilings guarantee communication between particular sections of the complex. The architects tried to take optimal advantage of existing fortress structures enriched with modern components matching the historical fabric. Another noteworthy venue, which features a collection of more than 12,000 works of world-class artists (including, i. a. Zhang Enli, Guillermo Kuitca, Subodh Gupta and Bharti Kher), is available for tourists heading to Scotland. In the small hamlet of Braemar, the Fife Arms Hotel was launched in late 2018. The venue is set in a renovated stylish, nineteenth-century Victorian building, whose modernisation took more than two years. The owners, a Swiss married couple of Iwan and Manuela Wirth, are founders of the Hauser & Wirth gallery, which probably acts as the best recommendation possible for all culture and art enthusiasts. The ambience of this singular place is truly unforgettable, as each of its 46 rooms was designed individually so as to “tell” a different story. On site you can stage smaller meetings and events for groups of up to 50 participants.

IN A GARDEN AND AN AIRPORT Sometimes you do not need huge investments to make a name for yourself. An excellent example is provided by Bed & Breakfast Santulan, which was established this year in Valle de Guadalupe in Mexico. From afar, this small venue looks like a tiny settlement created by several modest buildings with brick elevation. As you approach it, you will come upon numerous ingenious details that

make it clear there is nothing even remotely average about this hotel. You will definitely notice its eye-catching components such as, i.a. unique cactus and rock gardens or building foundations concealed by glazed spaces, making the structures seem float in the air. Pavements were also designed in an intriguing way, while finishing of the remarkably cosy interiors involved natural materials. The whole complex is inspired by the desert landscape of the neighbouring area - as main designer José Antonio de los Santos Bolívar explains, “santulan” is “balance” in Hindi. This explains the efforts aimed at making the new venue emphasise ties between man and nature. Also opened this year, TWA Hotel is characterised by an entirely different ambience. It constitutes a proof that you do not always have to build everything from the scratch to generate the wow factor – all you need to do is apply the already existing infrastructure and provide it with a new glow. This is exactly what has been done in New York, where an abandoned terminal of the JFK Airport was converted into an upscale hotel. The 1962 building (not used since 2001) now features 512 rooms along with a fitness zone, a restaurant, a bar and a cafe. In addition, its former main hall is applied for hosting conferences and events attended by 1,600 participants. Obviously, the interiors refer to aviation – guests will come upon various related motifs, including i.a. stylised furniture, maps and navigation instruments. The glass walls make it possible to watch the almost continuous cycle of planes taking off and landing. Łukasz Kuś

LUBLIN CONFERENCE CENTRE

RECENT YEARS SAW A ROBUST GROWTH OF BUSINESS TOURISM IN LUBLIN AND THE ENTIRE LUBELSKIE VOIVODESHIP. THIS TREND IS MADE POSSIBLE BY INCREASINGLY SUPERIOR HOTEL INFRASTRUCTURE AND FIRST-RATE VENUES APPLIED FOR CONFERENCES AND CONGRESSES, OF WHICH LUBLIN CONFERENCE CENTRE IS A PRIME EXAMPLE. MORE THAN A HIGHLY MULTI-PURPOSE VENUE GENERATING NUMEROUS OPTIONS OF ORGANISING MEETINGS, IT ALSO BOASTS ITS OWN TEAM DEVELOPING EVENTS. Lublin Conference Centre (Lubelskie Centrum Konferencyjne - LCK) is one of Poland’s most advanced venues of its kind. An area of more than 13,000 m2 features 11 conference rooms capable of hosting from 20 to 400 participants, Business Centre rooms, a spacious atrium and a top-ﬂoor terrace offering a breath-taking panorama of Lublin. All rooms are outﬁtted in state-of-the-art multimedia equipment (Digital Signage displays, infokiosks, telepresence systems, live streaming cameras) and soundproof movable partition walls providing rganisers with unlimited spatial arrangement options.

FUNCTIONALITY AND TRENDY DESIGN

30 THINK MICE

It is precisely the diversity of solutions applied in LCK that makes it possible to stage

virtually all events matching the definition of the MICE industry – this includes not only conferences and congresses, but also corporate events, symposia, training meetings, exhibitions, trade shows, etc. However, functionality is not all. The LCK building was designed so that it meets the logistics and technical requirements of organisers and boosts events’ attractiveness with its architecture. Mention is due to, i.a. its glass façade, spacious five-floor atrium and a colourful futuristic fountain with an option of displaying water logotypes. The venue’s building also encompasses a number of solutions intended to reduce energy consumption, making it both friendly for the natural environment and a perfect match for the concept of broadly defined corporate social responsibility. LCK spaces are fully adapted to the needs of disabled visitors.

TAKING EVENTS INTO THEIR OWN HANDS In addition to the attractiveness of a given destination from the viewpoint of tourism and infrastructure, almost all customers and organisers of MICE events pay attention to the know-how of the local sector and the related service quality. Viewed from this angle, Lublin has nothing to be ashamed of. Established in 2016, the municipal convention bureau is a separate organizational unit of LCK. The main concept of its operations is to promote Lublin and the whole Lubelskie voivodeship as an attractive destination for conferences, congresses and other business events. Additional objectives include drawing new investments, supporting the region’s economic growth and, consequently, improving the quality of life of its residents. This goal is implemented in close cooperation with LCK,

THINK

FUNCTIONAL AND TECHNICAL SPECIFICATION

VENUE – PROMOTION

Total space for trade shows and conferences: 13,000 m2 Number of conference rooms: 11 Parking lot capacity: 45

CONFERENCE ROOMS

S1 AUDITORIUM ROOM Total space: 147.7 m2 Capacity (theatre style seating): 100 participants; Height: 3.5 m S2 MAIN ROOM Total space: 344.1 m2 Capacity (theatre style seating): 320 participants; Height: 6.25 m S3 TELECONFERENCE ROOM Total space: 55.2 m2 Capacity (theatre style seating): 25 participants Height: 2.65 m S4 PRESS ROOM Total space: 103.9 m2 Capacity (theatre style seating): 60 participants Height: 2.65 m

which integrates representatives of the Lublin community of business tourism, initiates dialogue with key entities and industry specialists and, most of all, organizes and coorganises all types of events and business meetings along with developing its own projects. Sufﬁce to mention the two editions of the European Innovation Week, meetings encouraging participants to “Add Lublin ﬂavour to your meeting”, the series of LCK’s Open Days for business, and several enteprises produced in recent months: the 16th Lublin Festival of Science prepared in cooperation with Lublin University of Technology, the “Continents” series intended to advertise active forms of travel and introduce other cultures and traditions, as well as the Lublin Film Festival. In addition, the city regularly hosts site inspections targeted at representatives of the MICE sector. LCK staff members get involved in social-themed initiatives, such as the charity Poland Business Run and local festivals and workshops. Their very own CSR projects are also worth discussing. One of them involves cooperation with young Lublin-based authors and artists as part of the Talent Academy of the Lublin Conference Centre. Carried out in partnership with Lublin schools and academies of higher learning, the project is aimed at promoting the work of talented young people from the Lubelskie voivodeship and applies the space

of the conference centre, e.g. during the events it hosts.

SMART SPECIALISATIONS By developing its own events and placing great emphasis on cooperation with the scientific community, the centre wishes to contribute to the promotion of select economic and scientific specialisations, which the Lubelskie voivodeship is renowned for; in other words, the so-called smart specialisations of the region (bioeconomy, medicine and healthcare, low-carbon energy systems and IT and automatics). This approach brings considerable benefits not only for Lublin, which can thus take advantage of its competitive edge by positioning itself among other regions of Eastern Poland, but also for the customers. If the latter decide to bring their events here, appropriate personnel resources will provide them with assistance in the logistics of organising conferences and congresses, in creating an educational agenda or in establishing relations with the local scientific and business milieu (which is particularly important for associations due to their method of securing new members). Connected not only with the promotion of infrastructure, but also the creation of synergy between business, science and the meetings sector, this policy seems to bring the desired effects. LCK launched its operations in 2016 and since then hosted already more than

S5 EXHIBITION ROOM Total space: 365.6 m2/535 m2* Capacity (theatre style seating): 300 participants/400 participants*; Height: 2.65 m * including foyer S6 MULTIFUNCTIONAL ROOM Total space: 103.9 m2 Capacity (theatre style seating): 60 participants Height: 2.65 m S7 CONFERENCE ROOM COMPLEX (ABCD) Total space: 366.2 m2 Capacity (theatre style seating): 300 participants; Height: 2.65 m S7 SINGLE MODULE (A/B/C/D) Total space: 91.55 m2 Capacity (theatre style seating): 60 participants Height: 2.65 m S8 BOARD ROOM Total space: 103.9 m2 Capacity (theatre style seating): 60 participants Height: 2.65 m

BUSINESS CENTRE ROOMS

Number of rooms: 3 Total space: 9 to 22 m2 Capacity (theatre style seating): 2 rooms – 3 participants, 1 room – 10 participants Height: 2.65 m

EXHIBITION AND CATERING SPACE

Foyer in front of rooms S1, S2, S5, S7 – space: 170 m2 each Foyer in front of room S3 – space: 80 m2 Foyer in front of rooms S4/S6/S8 – space: 50 m2 each Trade show/catering space in S5 room plus foyer – space: 535 m2 Trade show/catering space in Atrium (entrance hall) – space: 314 m2

31 THINK MICE

THINK

VENUE – PROMOTION

LUBLIN CONFERENCE CENTRE

ADDRESS Lubelskie Centrum Konferencyjne w Lublinie ul. A. Grottgera 2, 20-029 Lublin tel. +48 81 718 09 00 lck@lcklubelskie.pl www.lcklubelskie.pl LOCATION Old Town – 2 km PKP railway station – 3 km Lublin Airport – 15.5 km Warsaw Chopin Airport – 175 km

POINT OF CONTACT FOR MICE INQUIRIES: EVENT SERVICES DEPARTMENT

Aleksandra Górniak, tel. +48 885 905 300, e-mail: aleksandra.gorniak@lcklubelskie.pl Anna Niedziela, tel. +48 885 505 330, e-mail: anna.niedziela@lcklubelskie.pl Mateusz Górski, tel. +48 885 905 400, e-mail: mateusz.gorski@lcklubelskie.pl

430 events (including 48 meetings of international scope) attended by 65,000 delegates. Seminal scientiﬁc-medical congresses are among the most noteworthy examples: Congress of the Polish Society of Orthopaedics and Traumatology, Second Triangle Symposium of the Poland-Hungary-Japan Surgical Society, Paciﬁc Voice Conference, International Symposium of Chromatography of Natural Products and the 20th International Congress of Polish Pharmacological Society. There was also no shortage of economic events, including the international conference on „Food markets. Evolution in the time of changes”, three editions of the Eastern Europe Initiatives Congress, the BSS Forum and the New Mobility Congress.

DEVELOPMENT OF CITY AND REGION When speaking of LCK, which had a noticeable impact on the development of the MICE industry in Lublin, we need to mention the city itself, especially as over the last few years it witnessed many positive changes.

As a result, the whole region became much more attractive for tourists – both of the business and leisure type. First of all, its transportation accessibility improved thanks to considerable investments in related infrastructure. Lublin Airport is continuously expanding its network of flights – you can fly directly to many European and world cities, including Oslo, Dublin, London, Antwerp, Eindhoven, Kyiv and Tel Aviv. Daily flights to Warsaw make it easier to get to the Lubelskie region for participants of MICE events, who often consider the time spent travelling to be a priority. Moreover, hotel venues found all over the town are systematically improving – another key component from the perspective of customers of MICE events. Many new venues meeting the high requirements of business tourists were recently launched (i.a. Hampton by Hilton, ibis Styles, Hotel Arche, Focus Hotel Premium and LubHotel). Construction of a Moxy hotel and a hotel in the historical Krauze’s Mill is also planned. Michał Kalarus

IT IS THE PEOPLE THAT COUNT Aleksander Batorski, Head of Lublin Conference Centre From your experience as Head of the Lublin Conference Centre, what does it mean to effectively manage a venue of this sort? First, this cannot be an off-limits place that adopts a selective approach to customers. From the very beginning it was my intention to make LCK recognised by representatives of the MICE industry and ordinary citizens. This explains the number of events open to the public. There is really a lot going on and since we are available for everyone, the centre has already become a regular component of the cityscape. The second crucial feature involves personnel. After all, a director does not manage only the building but, most of all, the people working in it. While we keep learning, I believe that we have already managed to build a team that mastered cooperation and is composed of team players complementing each other. This is very signiﬁcant for the success of projects assigned to us.

32 THINK MICE

How does LCK attract customers? Besides infrastructure, a universal nature and the building’s exceptional character, our central location is also highly helpful - close to a beautiful park and an approx. 15-minute walk from the Old Town. As a result, the participants of events get an

opportunity to explore Lublin. Once a meeting is over, they can go the Old Town and have a good time. They are not “trapped” in a place far from the city centre, in a neighbourhood where there is virtually nothing going on. How is the MICE sector developing in Lublin and the whole Lubelskie voivodeship? We are a relatively young destination as regards business tourism that, nonetheless, is recording a very dynamic growth. Recent years saw significant improvement of our infrastructure, both as regards hotels and transportation. Regular flights to numerous European destinations, including Warsaw, which plays the role of a first-rate connecting hub, make travelling to Lublin faster and easier than ever before. After all, this is what the customers of MICE events care most about. Each year the city is visited by more and more tourists, also leisure travellers. All of these trends are reflected in the number of events hosted by LCK. Already today - in late October - we managed to surpass last year’s figures. In addition, September and October were also record-breaking as regards event turnover. Finally, mention is due to Lubelskie Convention Bureau operating within our structures, with which we actively cooperate to build the region’s joint offer for potential customers and to secure new events for our voivodeship.

PROFILE

34 THINK MICE

LAURA SCHWARTZ: CHANGES ARE HAPPENING NOW DURING THE APRIL AND SEPTEMBER ELITE MEETINGS ALLIANCE (CVENT) THE VISITORS TOOK THEIR TIME TO MEET WITH EXPERTS FROM MICE TRADE. AMONG THE MOST HONORABLE SPEAKERS THERE WAS THEIR HOST AND PROFESSIONAL EMCEE LAURA SCHWARTZ, ALSO THE AUTHOR OF THE BESTSELLER EAT, DRINK & SUCCEED. HER AUDIENCE AND READERS KNOW ALREADY THAT THE QUALITY OF SHARED TIME SPENT HERE AND NOW STANDS FOR THE BENCHMARK FOR THEIR FUTURE ACHIEVEMENTS.

At home or at work? Where are you, my dear reader, while you are holding the newspaper with this article? Despite the fact that you are scanning following lines, your thoughts are maybe somewhere else. So do listen, please. Changes are happening now. Right here and right now in the place where you are. And where you are stopping over consciously you are inﬂuencing your surrounding the most.

Preparation Independently of the circumstances, whether it is a coffee with dear friends, a family dinner at a table laden with food and alcohol, yearly party for numerous guests, hold back! These are only examples of many occasions when the potential of shared time uniqueness lies hidden. Private battles fought always during repetitive activities, day by day are weakening at the expense of another limitation imposed by oneself. Because there are some moments which move back to mind every day like coming back from work to the illusionary comfort which is awakening you at home – let them waste away so as you can live on without a memory of another passing minute there in present. None of the statements will sound sincerely nor the voice will be clear as in the moment when the author frees himself for a while from upcoming problems and distraction connected to that. Just now, it is not a point at the end of the indicator, nor a glance at a watch dial, it is a will of leaving the corner of the slightest presence and the overwhelming desire to take an advantage stronger than hesitations and sluggishness nipped in bud. Down to earth creativity – ambitious projects have their

beginning over there repeatedly – combined with internal rush, leaves thoughts about places without us behind in oblivion. Existence in presence does count invariably, because – as Laura says – we cannot afford for the lapse of moment.

Childlike curiosity Before Laura became a global emcee and keynote speaker, it was at the age of nineteen, Laura began volunteering at the White House and shortly thereafter became the youngest Presidential Appointee in history. This is how she was always going to be – curious of places and people for whom she can do something. Not because she is supposed to and it is on the to-do list handled by HR department but because of her willingness to start some actions for herself and always keen to extend the framework of her duty. She appeared in the White House for the ﬁrst time during her studies. She was responsible then for answering phone calls and reporting details about them to her fellow workers. It was when she came up with an idea of a notebook where she meticulously would put down her own observations related to new places and descriptions of people in order to quickly and precisely associate the particular name with the role of the person who was calling. Nobody wanted it from her apart from herself. Laura used to come to work as the ﬁrst and leave as the last one. She was asking smart questions at the right times. She was already reading a lot. Timeliness of her ideas thanks to putting them in current social and political contexts made her initiatives become real events.

35 THINK MICE

PROFILE Her event debut took place during an unusual press conference devoted to challenges in the field of healthcare and education at universities. The hall had been filled with journalists, but not as usually these working for popular info news but the college ones for whom the matter raised then seemed to be much closer. Their questions were answered patiently by the President of USA, Bill Clinton, invited by Laura. She knew that his presence would make amends to the state college representatives hungry for cutting their journalistic teeth. A concept, unusual idea and taking pleasure in work. Laura proved that courage and consequence in discussing important topics can move even dissidents’ hearts. This way she paved the way for the White House calendar. It was difficult to ignore the effects of her work and stay indifferent as immense energy emitted from it. The trademark on both sides of hands joined in sealing a new deal handshake. She was the one who happened to be in the right place and the right time many times in order to meet people along with whom she wanted to pierce the clouds of mediocrity. When the vacancy on the position of the White House Director of Events appeared she was the first one on the list.

THINK MICE

Who am I? Why am I here?

Change of job is like travelling. Despite reading tons of guidebooks and learning customs in the particular destination we can never be sure of what is awaiting us on the other side. It is clear from life itself the difference is that the change of profession always includes a one-way ticket offer. Not only are we not getting younger but also the competition is heading forward all the time. One needs to choose wisely. However, the one who has never got lost in life may cast the first stone. The higher the pedestal, the hardest the fall. Soon after initial period of adaptation came along with a feeling of complete disorientation. But soon after she noticed also positive aspects of Eight years later, after the end of the 2nd Clinton’s term of office, the situation in which she found herself. The time of comeback Laura came back to her native Wisconsin. Despite knowing that and possibility of undoing these knots appeared to be on the other this moment would come eventually, she was not ready for her hand a new start. She looked at the job comeback after nearly a decade spent in market and her position from the new Washington. Having in mind her flight perspective. Her own place appeared to with the president on board of Air Force LAURA SCHWARTZ be perfect to her new start. Peace and One when she was approaching to land quiet in her house in the suburbs stood in her town, far from big political events, A professional speaker, a television personality, the author of for the point of reference in her life GPS. she felt some kind of anxiety. Over Eat, Drink & Succeed was just named one of the 100 Most a thousand of events organized by This time made her come to terms with Influential People in the Event Industry in September 2019 by Eventex. She has an experience of eight years work for her for the White House, including the her past and see beyond the definition Clinton’s administration, where she became the White House most important ceremonies, a dozen of of herself limited to couple of words. Director of Events. She was a guest host at Larry King and ceremonial state dinners and the 50th Not only her return to home alone but Sir David Frost’s programs. As a correspondent she has worked for CBS, CNN, BBC and CCTV China. Her activity anniversary of NATO – all of these were also some other developments connected has been noticed globally by The UAE, Meetings and swallowed by the hungry past. After to it made her vague feelings coin into Convention, Successful Meetings, Elle, Glamour, Marie Claire. Since 2008 she is a member of board in American Heart her return Laura went back to helping words. ‘I recall presidential campaign Association. In 2011 she was named by Today’s Chicago her parents in their photography studio when the fragment of the famous Woman’s as one of hundred the most influential women in just as she had done while growing admiral Stockdale’s statement was aired. Chicago. She is a member of NSA, MPI and ILEA. As a professional speaker she has worked for Hewlett Packard, up. Her parents had also coped with During the debate in 1992 he said the Microsoft, Mercedes Benz, Cathay Pacific, HSBC, Pacific Life, problems connected to change of words which became a part of history. Hilton Worldwide, Oprah Winfrey Network, Hyatt, PepsiCo. work. Mr. Schwartz was interested in Half-joking, he asked then the US photography for a long time. Something citizens:” Who am I? Why am I here?” which started as pure hobby which he spent his leisure time for, -Laura recounts. ‘It was the moment of enlightenment for me. depending on the circumstances, soon became a profitable business. So, who I am?’ – she was asking herself. Who is a person deprived of Initially all his friends and then the whole neighborhood, like in rank which used to carry for almost whole life? Who was then Laura a snowball effect, started to become their clients. Not the private without the White House and her position over there?

Like father like daughter

profit was the most important though. The initiative of contributing to the local market thanks to added value was basic. Starting from building relations instead of following financial benefits by any means, before Mrs. and Mr. Schwartz knew it, they started to harvest crops of their passion. It resulted in numerous orders and attracting the greatest attention. With such an ethics of work and philosophy of life teenage Laura entered the job market barely aware of her gift. With such a legacy, after eight years of break, Laura came back home in the state of suspension between the past and the events which were about to happen.

PROFILE

Behind the curtains the talent grows In the first place she was curious to see the world person whose interests weren’t focusing on the political world only. The question ‘who we are and what we do in the leisure time’ can be answered by art. The Sundays afternoon on the Grande Jatte Island means something more than just dolce far niente at the bank of the Seine glittering in the Sun. Although painted still in the 19th century Laura’s favorite painting by Georges Seurat reminds constantly about volatility of ordinary moments which we all experience every day. Gathered one next to another spots in pointillist painting by French artist fulfill weeks, months and years. The total amount of these moments composed into eight years of work for Bill Clinton’s administration which stood for priceless experience. It was then when Laura learned how to organize unforgettable events. She knew what to do to organize the space in the best possible way for the hosts and visitors regardless of the character of the event (in case of choosing appropriate costume for each of these occasions I refer you to a book Eat, Drink & Succeed). She supervised, asked questions, double checked if everything was perfect at every stage of production process. She knew the team work specifics from inside out. She was like a conductor with her baton conducted the most important state events. She took care to start on time and reacted in case of emergency. As in case of famous Clinton’s lateness which was even put into abbreviation CST (Clinton Standard Time). Laura not

only was absorbing the events world by all her senses but also became a witness of meetings which had an influence on the social circle of the visitors as well as missed opportunities of individuals carefreely hanging around. On her very eyes she could see the potential of networking and face to face meetings for which there are new technologies appearing contrary to what one can expect. Be in the real place where the voice resonates very highly making uttered words have more power. Since the very beginning of her career it was both the meaning and the aim. When the camera made a 180 degrees turn and the lenses were focused just on her, Laura’s ambitions would reach their peak. She started her adventure on the air as a commentator and correspondent of political events. The British BBC Television which was interested in showing the American perspective on current political events as well as American broadcasters like CNN, CBS and FOX News cooperated on numerous occasions with Laura, as with an expert in the field of backstage political life in United States. At that time she met famous television figures like Sir David Frost or Larry King. The host of the program Politicking with Larry King used to say that he had never learned anything while speaking. With this slogan in her heart after years and years of learning in the White House and television she entered the stage to become a professional speaker both as a highly regarded dynamic Emcee and Motivational Keynote and Plenary Speaker. She became a leading voice in the orchestra which we call event. Tomasz Nowak

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INSPIRATIONS

A REVERSE PYRAMID SOMETIMES YOU WANT SOMETHING TOO MUCH, SOMETIMES YOU WOULD LIKE SOMETHING BUT CANNOT HAVE IT, AND SOMETIMES… SIMPLY GET UP, GO AND DO IT. PERHAPS THINGS WILL BE DIFFERENT THEN. MAYBE THIS WILL DO THE TRICK. OR HOW ABOUT JUST LETTING IT GO, TAKING TWO STEPS BACKWARDS AND THEN TAKING A LEAP? Maslow’s hierarchy, food pyramid, Great Pyramid of Giza, Carstensz Pyramid and Pyramid of Khafre. They all have entirely different structures, roles, signiﬁcance and settings. From the viewpoint of meaning, they relate to various aspects – from history to everyday life. On the other hand, each of them reveals a different mystery and makes it possible to discover their true self. Importantly, some are linked with concrete ﬁgures, who were distinguished in this way. In other words, they acted as an award of some kind. Sometimes posthumous, but still. At this point it is worth recalling that the end of the year is precisely when organizations such as Professional Convention Management Association (PCMA), International Association of Exhibitions and Events (IAEE) and organisers of the IBTM World trade fair award key players. But let us start from the beginning…

RECOGNISING TOP PERFORMERS PCMA is an organisation that not only sets trends, but also positions itself as a leader creating business events on a global scale. It is unquestionably recommended to observe its operations and join its ranks; most importantly, it stands out due to its development strategy. The ﬂagship PCMA’s 20 in Their Twenties competition showcases the greatest talents of its members and demonstrates that representatives of younger

generations are highly involved in the growth of the meetings industry and that they are worth betting on. In turn, IAEE boasts grand American traditions and emphasises the global role played by exhibitions. It thus obviously draws attention to people connected with the discussed industry and acknowledges its own members during Expo! Expo! in Las Vegas (this year to be held in December – Ed.). Most dedicated professionals, top educators and suppliers IAEE remembers about all of them, which is why you should take a closer look at the sector in question. The Pinnacle Award is a prime example conﬁrming that IAEE supports and appreciates development.

AVOIDING TRAPS But then again, what do pyramids and awards have in common? Is it really worth it to keep trying, follow a given goal, spend more time working and simply do more? The answer is clear: yes! Nevertheless, sometimes we get the impression that we are falling victim to a reverse pyramid syndrome. By the latter I mean a situation, in which we try so hard that we ﬁnd it difﬁcult to comprehend our current position. As we are unable to make an accurate assessment, it seems to us that we are the only ones to be heading into the direction we have chosen. In reality, for our actions and efforts to have more sense, we should count not only on

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INSPIRATIONS ourselves, but also on others. All parties have to be involved.

SETTING LIMITS By concluding 2019 with a feuilleton intended to demonstrate the role of our decisions, I would like to appeal to everyone to pay attention to the battles and wars we choose. It is worth ﬁghting, because there is no denying that we – people of the meetings industry – are winners. However, the battle should not be waged at all costs. Is “mine” for sure more important than “yours”? Is it so valuable that we should focus exclusively on victory? Will you be forever happy thanks

to the fact that you managed to win this time? Or maybe a one-time victory does not really guarantee eternal happiness? There is no doubt that awards presented by PCMA and IAEE are highly valuable. Every member engaged in the actions of the two organisations should be oriented towards these goals. Battle for business is equally important, or outright essential, as it makes it possible for us to live, function, act and fulﬁl our roles. On the other hand, is this always true at any cost? Or maybe we are dealing with a reverse pyramid? Maybe you should stop for a moment? Maybe you can do it tomorrow? Maybe the deadline can be extended?

ABOUT THE AUTHOR DR KRZYSZTOF CELUCH is a speaker, an academic lecturer, an entrepreneur and certiﬁed trainer (CMM, CITE, CIS, HMCC, CED). His company Celuch Consulting specializes in the meetings industry and event marketing helping organizations in a journey from content to impact. Head of the Poland Convention Bureau Polish Tourist Organization (2009-2017). Krzysztof gained professional experience by working in convention bureaus, being involved in international associations and organisations, as well as by conducting scientiﬁc research. As a lecturer he cooperates with, i.a. San Diego State University, Skema Business School and several Polish universities. He is an author of articles and books dedicated to the meetings industry, reports and research projects, including The Economic Impact of Poland's Meetings Industry. Finally, Krzysztof has been distinguished by numerous international awards and distinctions, i.a. MPI Rise Award, Events Industry Council Pacesetter Award and, presented by the Ministry of Sport and Tourism of the Republic of Poland, the honorary distinction "For contributions to tourism".

“Maybe” is the keyword here, because it makes it possible to help us. This is why it is always recommended to deﬁne a broader aspect of your operations, a concrete development direction. Obviously, it is also good to have diverse visions, crave awards. But be careful! You should not do it at all costs. It is perfectly natural that we want to be recognised. We love dreaming about distinctions but now, when the end of the year is approaching and we precisely know what and when is going to happen, perhaps we should categorize particular meetings. Maybe this is the right time to make a decision to temporarily let go, take a deep breath and rest. A reverse pyramid – projects can be put on temporary hold, but this will not stop us from producing events and accomplishing our goals. Why? Because the Chichén Itzá pyramid, originally built as a pre-Columbian city of the Maya people in the Yucatan Peninsula (Mexico) in fourth-sixth century, is not only connected with the Mayan culture, but also the Toltecs. Culture, class and reverse thinking sometimes encourage making other, different and challenging decisions that diverge from generally accepted patterns. It is not a question of “if ” but “when”… which is why we should work on ourselves and our future. Krzysztof Celuch

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REPORT

INCENTIVE TRAVEL INDUSTRY INDEX EVALUATES THE MARKET Growing per-person investment generated by an increasing number of projects along with higher prices of services, emphasis on originality, creation of unique experiences and analysis of benefits. This is the global incentive travel market landscape according to authors of the second edition of Incentive Travel Industry Index. Powered by the joint forces of Society for Incentive Travel Excellence (SITE), Incentive Research Foundation (IRF) and Financial and Insurance Conference Professionals (FICP) along with research partner Oxford Economics, Incentive Travel Industry Index is among the most comprehensive and significant studies dedicated to the market of incentive travel. “Following last year’s hugely successful inaugural joint study, we wanted to increase responses, both numerically and geographically, so as to ensure deep penetration into the universe of incentive travel. We received a total of 2,600 submissions from over 100 destinations around the world, almost triple the number received in 2018”, commented Didier Scaillet, CEO of SITE. End-users, corporate meeting planners, constituted almost half of involved respondents, who represented 15 diverse sectors most often applying incentive travel as a performance-enhancement tool, predominantly in the field of sales. Insurance and financial services, pharmaceuticals/health care, automotive sales and distribution/parts and service, transportation, and information and communications technology were the top sectors represented, followed by incentive agencies, DMCs and DMOs, hotels, conference venues and subcontractors. The research was conducted in July and August.

GROWTH ON THE HORIZON Both sellers and buyers of incentive services agreed that spend per person in incentive

travel programs will continue to grow, at least until 2022. Next year the largest growth is predicted to affect North America (5.2%), South America and the Caribbean (3.5%) and Asia Paciﬁc (3.2%). While ranked last in the listing, Europe, Middle East and Africa (EMEA) classiﬁed together still projected a growth of 1.9%. Sums allocated for the implementation of incentive projects will be larger due to the growing number of such travels and their participants but also, or rather predominantly, because of growing prices of particular entailed services. This is particularly

true for the sector of hotels, with 45% of respondents expecting their costs to go up (same-quality venues). The food and beverage sector was ranked next (39%), followed by airfare cost (34%). Nevertheless, some customers intend to pay more and in this way offer their participants improved standards. As a result, they invest in food and beverage (21%), attractive destinations (20%) and superior hotels – more stars, better location (17%). On the other hand, they are not interested in extending the stay, purchasing business class air tickets and upgrading hotel rooms.

WHAT ARE THE MOST IMPORTANT BENEFITS YOUR COMPANY RECEIVES FROM ITS INCENTIVE TRAVEL PROGRAMS? 80% – increased sales and/or proﬁts for the company 74% – improved engagement (employees or channel partners) 71% – increased individual productivity 68% – better relationship-building between employees and management 67% – improved retention (employees or channel partners) 64% – better relationship-building among employees 60% – enhanced customer satisfaction 49% – increased mindshare in competitive market 39% – enhanced ability to recruit new employees or channel partners 38% – enhanced brand compliance Source: Incentive Travel Industry Index

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REPORT

73% – offering “one of a kind”, exclusive experiences

vel not through the perspective of “hard” return on investment (ROI), but also on the basis of, i. a. participant satisfaction or feedback evaluated with the help of interviews and surveys, participant stories, and comparisons to competitor offerings.

36% – including more on-site staff or service elements for the same price

GROWING REQUIREMENTS

WHEN COMPETING FOR CONTRACTS FOR INCENTIVE TRAVEL PROGRAMMES OCCURRING DURING THE NEXT 2 YEARS (2020 AND 2021), WHAT ACTIONS ARE YOUR TEAM TAKING TO ADD VALUE AND WIN BUSINESS?

35% – partnering to provide more services from a single source 34% – offering annual rebates, if multiple programmes are confirmed 32% – offering flexible payment terms 21% – offering financial incentives such as guaranteed exchange rates 6% – not doing anything different at this time

WHICH TYPES OF INFORMATION ARE MOST EFFECTIVE AT DEMONSTRATING THE VALUE OF THE INCENTIVE TRAVEL PROGRAMME TO SENIOR MANAGEMENT AND OTHER STAKEHOLDERS AT THE CORPORATIONS FOR WHOM YOU ORGANIZE INCENTIVE TRAVEL PROGRAMS? (SELECTED ANSWERS):

78% 68% 65% 48% participant satisfaction or feedback

return on investment (ROI) information

return on objectives (ROO) information

comparisons to competitor offerings

Source: Incentive Travel Industry Index

A WIDE RANGE OF BENEFITS

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The most important benefits received from the application of incentive tools involve increased sales and/or profits of a company. This fact drew the attention of as many as 80% of respondents. Interestingly, components that could be considered “soft” were classified next – improved engagement (employees or channel partners) (74%), increased individual productivity (71%), better relationship-building between employees and management (68%), improved retention

(employees or channel partners) 67%) and, finally, better relationship-building among employees (64%). Benefits based on concrete data, such as exactly calculated enhanced customer satisfaction (60%), increased mindshare in competitive market (49%) and enhanced ability to recruit new employees or channel partners (39%) were mentioned less often. This trend is reflected by the fact that meeting planners and their superiors (senior management) are increasingly often inclined to evaluate the effectiveness of incentive tra-

Speaking of offerings, the report’s authors emphasise that agencies today compete by creating “one of a kind” exclusive experiences. This is the number one priority of 73% of respondents. “Until recently the focus was on a destination or, to be precise, on the flagship tourist highlights if featured. This approach has now changed. Instead, people want to experience something exceptional, see the daily life of the residents of a given region”, explained Selina Sinclair, Global Managing Director with Pacific World. What is more, each agenda should match the specific profile of the team of participants and their needs. “The things that work for one group might not necessarily be suitable for another one. We have to make clear distinctions. You need the right information obtained on the basis of meetings and talks with the customer. Randomness has no place here”, said Soma Kim, Incentive Sales Account Director at Four Seasons Hotels and Resorts. Components connected with the character of the visited destination, incorporated into the agenda, are also increasingly prominent. In addition, they might be applied not only to generate a one-of-a-kind experience, but also for educational purposes. “For example, Singapore is recommended for showcasing an outright perfect organisation of the city’s life. It might act as an inspiration to introduce similar solutions in a team or a company”, explained Bob Miller, President and CEO at One10. As for more “standard” activities, spa & wellness (+23%), CSR (+12%) and sports (+11%) are all becoming increasingly popular. On the other hand, events based exclusively on competition, including golf (-11%), and team-building/networking (-8%) are becoming less relevant. MK