International Congress and Convention Association

1. International Congress and Convention Association • HOW TO USE STATISTICS • TO MAKE FRIENDS AND PERSUADE PEOPLE. • Rob Davidson • University of Westminster • 44th ICCA Congress & Exhibition, Monday 7 November 2005 iccaworld.com

2. THE USES OF STATISTICS • To help us understand emerging trends in our industry • To guide our product investment decisions • To influence the ways we spend our marketing and promotional budgets • To give us ammunition, when representing the interests of the conference sector to politicians, the media, business leaders and the general public Rob Davidson Centre for Tourism University of Westminster

3. THE CHALLENGE • Most of the general public have zero understanding of our industry • Politicians have little understanding of our industry – and little sympathy • We can change this, by turning statistics into effective messages • … but we ALL need to make an effort! Rob Davidson Centre for Tourism University of Westminster

4. Meetings Industry Association AustraliaSurvey of Members: • The MIAA’s role in representing the interest of the industry to governments is …? 6%: not important 28%: somewhat important 47%: important 19%: very important …. but… Rob Davidson Centre for Tourism University of Westminster

5. Meetings Industry Association AustraliaSurvey of Members: • Interesting topics for networking functions ? 1. MICE business 2. Business generally 3. Motivation 4. Humour 5. Entertainment 6. Government policy • ‘The industry is often keen to see governments lobbied, but does not want to play an active part in this effort’. (Bauer, Lambert & Hutchison, 2000) Rob Davidson Centre for Tourism University of Westminster

6. EVERYONE’S RESPONSIBILITY • We cannot simply rely on the industry associations. Everyone must be an advocate • A consistent message is required • We need regular contact with politicians at all levels • We need stronger relationships with the media Rob Davidson Centre for Tourism University of Westminster

7. WHAT CAN GOVERNMENTS DO FOR US? • Construction of conference and exhibition centres • Marketing and promotion • Special rates for delegates • Visas on arrival for delegates from any country • Tax holidays for the construction of conference centres … Rob Davidson Centre for Tourism University of Westminster

8. BUT WE NEED … • A better understanding of how politicians (and the media) think, and … • How we can best use research and statistics to excite their interest • BUT, we DON’T need …. Rob Davidson Centre for Tourism University of Westminster

9. BAD RESEARCH • The Brookings Report, by Heywood Sanders (University of Texas), January 05 examined conference centre ‘feasibility reports’ for over 30 US cities, and found: • Flawed market analyses • Naïve extrapolations of historical data • Consistent overestimation of demand in the national convention and tradeshow market and economic impacts • Ignoring of important weaknesses in destination’s ability to attract events • Ignoring of the fact that even if there was a national meetings boom, this would not bring business to a poorly-located or undesirable conference centre Rob Davidson Centre for Tourism University of Westminster

10. SANDERS’ CONCLUSIONS • “These analyses may well serve as effective pieces of political rhetoric… (but) • …. They do not suffice as a basis for the public investment of hundreds of millions of dollars.” • More transparency is required • Consultant feasibility and market studies should be subjected to a process of independent, outside audit and review Rob Davidson Centre for Tourism University of Westminster

11. EFFECTIVE USE OF STATISTICS • Use statistics to make comparisons • Gives perspective, and adds interest • “Birmingham welcomed 952,500 conference delegates in 2005. That’s more than the populations of both Oxford and Cambridge combined”. Rob Davidson Centre for Tourism University of Westminster

12. EFFECTIVE USE OF STATISTICS • Paint a visual picture • Makes the abstract more concrete • ‘One participant in an international meeting produces economic benefits that are equal to the export earnings of 0.4 cars and 27 TV sets’. (Korean executive) Rob Davidson Centre for Tourism University of Westminster

13. EFFECTIVE USE OF STATISTICS • Use human-interest • “If it bleeds, it leads” • ‘The annual number of overseas conference visitors to Malta exceeded 1 million last week’. • ‘Mr Joshua Doppelganger Junior, of Salt Lake City, became the millionth conference visitor to Malta, last week’. Rob Davidson Centre for Tourism University of Westminster

14. International Congress and Convention Association • THANK YOU! • Rob Davidson • University of Westminster • davidsr@wmin.ac.uk Rob Davidson Centre for Tourism University of Westminster iccaworld.com