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Iceland´s Potential

Iceland´s Potential. Importance of the Meeting Industry September 10 th 2009. Overview. ICIB – background The story until today Iceland as a meeting destination Current situation The F uture Why Important ? What needs to be done. ICIB - background. Established in 1992

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Iceland´s Potential

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  1. Iceland´s Potential Importance of the Meeting Industry September 10th 2009

  2. Overview ICIB – background Thestoryuntiltoday Icelandas a meetingdestination Currentsituation TheFuture WhyImportant? Whatneedstobedone

  3. ICIB - background Establishedin 1992 Ananswertocertainchanges Loosing market share Lack of understanding Qualitycontrol Finland´s influences

  4. Thestoryuntiltoday High hopes, started with large budget Too large overhead, too little spent on marketing Contract with Icelandic Tourist Board Around 30 members today The only “public” body focusing on the meeting market Very little increase in market budget Difficult to gather statistical information

  5. Iceland as a Meeting DestinationExternal Certain mystique Amazing nature – Iceland outdoor Geographical location and connections Stronger reputation as an incentive destination Little awareness on the conference market Lacking purposely built facilities above certain capacity Perceived as an expensive destination

  6. Iceland as a Meeting DestinationInternal • Experienced professionals • Educated workforce • Strong understanding of the destination • Little understanding of the importance of the meeting market • Lack of local and governmental support • Little product development • More cooperation needed

  7. CurrentsituationWorldWide Around 15.000 associations Estimatedtotalincomeonallmeetings is about12 billion US$in 2008* 9% increasebetweenyears *ICCA AssociatonDatabase 2008

  8. CurrentsituationIceland Icelandshare of of themeeting market in 2008 is 0,3% Icelandranked nr. 50 Reykjavik ranked nr. 69

  9. Iceland´s market share over the past 10 years

  10. Iceland´s potential

  11. Number of MeetingsperContinent

  12. RotationAreas of Meetings

  13. Number of participantsinEurope Iceland´s currentcapacity for conferences Additiondueto New Conferencecenter

  14. Favouritemonthsin 2008 69% of conferences held outsideIceland´s highseason

  15. TheFuture Good potential to increase our market share Rotation area Average size of conferences On average a conference doesn´t come to the same destination in 15 years 4330 Conferences fit our profile 58% of all conferences in ICCA database

  16. The Future Increased marketing efforts needed Increased support to associations Local hosts are very important Strongest marketing tool Support of Convention Bureau Local knowledge and expertise

  17. The Future The Icelandic National Conference and Concert Centre Delegate numbers between 50-1850 Of them 267 have a local key contact HOF Akureyri Delegate numbers between 50-450 Of them 164 have a local key contact

  18. Why Important? Conference with 230 delegates: Total expenditure 36,800,000 ISK Delegates expenditure 160,000 ISK for three day conference Excluding delegates own personal spending and flights

  19. Why Important? An example 1500 delegates, 3 day conference 240,000.000 ISK

  20. What needs to be done? Increase awareness Encourage local hosts Increased marketing efforts Acknowledge and support Iceland Convention & Incentive Bureau Start collecting data and statistical information

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