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Political Support for the Conference Industry in Hamburg, Germany

Political Support for the Conference Industry in Hamburg, Germany. Florence, 12 November 2013 Dr. Rolf-Barnim Foth.

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Political Support for the Conference Industry in Hamburg, Germany

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  1. Political Support forthe Conference Industryin Hamburg, Germany Florence, 12 November 2013 Dr. Rolf-Barnim Foth Free andHanseatic City of Hamburg Ministry for Economy, Transport and InnovationHead of Task Force Northern German Cooperation, Hamburg Metropolitan Region, Marketing & TourismAlter Steinweg 1-3 20459 Hamburg phone +49 40 428412618 rolf-barnim.foth@bwvi.hamburg.de

  2. Agenda • International competitivenessand regional politics • A fewfactsabout Hamburg • Hamburg as a locationforthemeetingindustry • Institution building – theconvention and meetingindustryas a pillarin • Hamburg‘smarketing strategy • Conclusions

  3. European visibilityfrom U.S. or China National states lose importance Most European cities or regions are too small to reach or to maintain global visibility on their own. Metropolitan Region building: Urban + urban/urban + rural = one answer to globalisation Joint efforts of local and regional players and improved marketing become essential !

  4. Hamburg Metropolitan Region 4 Federal States, 17 counties, 2 major cities, 26.000 km², 5,1 million inhabitants= 1% of EU-population jointlabourmarket: 340.000 inbound 150.000 outbound Hamburg hasrun a comprehensivegrowthstrategysince 2001 –togetherwiththeregion 12 metro-regions in Germany;European megatrend

  5. Hamburg: Who weare … • Germany’s 2nd largest city with a population of 1.800.000 – largest non-capital of EU; > 20% international population • City State with law making powers • business capital of Germany; European Green Capital 2011 • foreign trade hub for 800 years and turntable between Northern Europe and Asia, Latin America and Africa • first European logistic hub

  6. second largest port in Europe third aviation technology centre world wide regional cluster policies in aviation, logistics, life science, maritime industry, new energies, media & IT, creative industries, healthcare oldest German metro-region; cooperation dates back to pre-war times region of growth - highly attractive region to live and work between the Baltic and the North Seas Hamburg: Who weare …

  7. Hamburg: Who weare … Tourism: European „Champions League“: overnightstays 2012

  8. Hamburg: Who we are … • beds available in 2001: 28.000 • 2012: 53.500 • 2014: > 60.000 • overnight stays in 2001: 4,7 million • 2012: 10,6 million (+ 11,6 %/2011) • 25% = business • 108.000 jobs in Hamburg • turnover 2011: 7,4 billion Euro Services 18,4% Hotel and restaurant industry 36,0% Retail industry 45,6% Source: dwif 2011

  9. Congress Center Hamburg (CCH) • secondcenterbysize in Germany, amongEurope‘sleading CC • 12.500 seats, 10.000 m² exhibitionfascilities • sinceopening1973 130 worldcongresses - last „96th. Lions Clubs International Convention Hamburg 2013“ with 23.000 participants • situated in a park in Hamburg‘scitycenter, in walkingdistanceto high speedtrainstation, hotels, shopping etc. • 20 minsdrivefromairport • CCH designedformeetingsand events >1000participants; otherstakeplace in hotelsandspeciallocations • CCH 100% stateowned

  10. CCH – valuefor Hamburg • 200.000 participants in national and international congresses/meetings (2012) • estimated 100.000 participantsstay 1-4 days in Hamburg • purchasing power of107,5 mil. Euro (100.000 participantsx 2,5 overnightstaysx 430 Euro averageexpenditure per day); 80% directlyin Hamburg • securing1.800 jobs, 1.400 in Hamburg itself • indirectadvantage: accessofHamburg‘sclusters, universitiesetc. toknowledgeand international exchange

  11. CCH – City commitment • CCH - meetingfacilityoutdated; estimatedinvestment < 200 mil. Euro. Alternatives: phasing out + closedown orrevitalise • market2011 in Germany + 3,5 % growth (2,25 mil. meetingswith 101,5 mil. participants; turnover 66 billion Euro);stagnation of small meetings < 50 participants; increase of larger meetings • closing down has negative effects on industry: No national or international visibilitywithoutcongresscenter; all wellknowncongresscitieshaveat least onebigcenterseating 5.000 to 10.000. Top destinationslike Vienna, Berlin or Barcelona disposeofseveralcenters. • internet will not replacefacetofacenetworking and presentationofproductsorrearchresults: Increasingglobal divisionoflabourleadsto a risingdemandforplatformsfor personal exchange, disseminationofinformation, knowledgeandbusinesscontacts. Acquisitionofqualifiedworkforceandcompanies.Interaction withownclusters.

  12. Meeting industry – City commitment • majorityofmeetingstakesplace in hotels. German congresscentershave a marketshareof5,5 %, however, 60 % of all participants. • Congress Center Hamburg has 80 % turnoverwith TOP 30 meetings. • Therefore all meetings < 500 participantsandmost < 1000 takenoverbymeetingindustry in and (nextstep) around Hamburg. • City givessupportto • all (potential) clients • via firststopoffice:Hamburg ConventionBureau (HCB)

  13. Hamburg ConventionBureau GmbH (HCB) • establishedin 2009; 100 % daughterof Hamburg Marketing GmbH • funded by Hamburg and the new “Hamburg Cultureand Tourism tax” (1.000.000 Euro p.a.) and partners (hotels, caterers, PCOs) • (neutral) first-stop-office formeetingplannersconsidering Hamburg as a destinationfortheir business-event • firstportofcallfor all serviceprovidersofthemeetingindustryin Hamburg MetropolitanRegion • marketing Hamburg Metropolitan Region as a congress destination - domestically and globally • acquiring corporate and association business

  14. Structureof Hamburg Marketing Shareholders 75,5% Hamburg 9,5% 17 countiesand 2 majorcitiesofMetropolian Region 15,0% Chamberof Commerce Cooperationagreementswithfurthermarketingactorsfrom Hamburg strategiccontrolling communication budget & IT personal&organisation • Hamburg marketing • brandmanagement PR First stopofficeformeetingplanners Leadingrolewithincity‘sbiddingprocess Internat.relations grafics fairparticipation marketresearch Convention Marketing(Events) Tourism Marketing Business Promotion

  15. Competencesandtasksofthe HCB • researchand acquisitionofconventions and meetings • bidprocessmanagement • recommendinghotels, venues, accompanyingeventsandincentives, serviceproviders etc. in Hamburg Metropolitan Region • obtaininghotelallocationsandarrangingcontactstocompetentserviceproviders such ascateringfirms, PCOs, agenciesorlogisticssuppliers • clientsupportbefore, duringand after theconvention • involving all relevant municipalorganisations • planningandexecutionofsiteinspections • continuous monitoring and evaluation of meeting industry market data • (events)

  16. HCB - selectedmarketingmeasures • trade shows – IMEX, IMEX America, EIBTM • fora– M&I, The Meetings Space, Successful Meetings University • educational tours – national and international • roadshows and Hamburg related events abroad • “Hamburg Special” – for meeting planners of HamburgMetropolitan Region • bi-annualmeetingguide on Hamburg Metropolitan Region • homepage & newsletters

  17. Conclusion • Convention and meetingindustryisofmajoreconomic and socialimportanceto Hamburg • a conventionbureauis vital, as a congresscenter will not beabletomarket a destinationwithitsmeetingportfolio in total • a large congresscenterhas a lighthouserole and contributestothe marketing ofthe City itself and tothesuccessofthemeetingsindustry • acongresscenteris a vital platformforeconomic (cluster) orscientificambitionsand a sourceofknow-howtransfertotheregion • however, thereisnoneedtoruneverything 100% on publicfunds; pppis a realistic alternative • Inevitablythere will be a deficitforthecitybudget, but an overalladvantagefortheindustry, retail, jobs etc.

  18. Questions ? Rimini byarchitectsfrom Hamburg:

  19. Successfactorsformeetingsindustry • goodaccessibilitybyair, trainand car • meetingfacilitiesaccordingtodemand • enoughhotels and restaurants in all categories • shoppingfacilities and leisure/touristicfacilitiesplay a role • attractivenessoflocationandstate in termsofsize, businessrelevance …  • successfulmeetinglocationsdisposeof „first-stopoffice“ and „conventionbureau“ (Vienna since 1969) • qualityofservices/welcomeculture

  20. Market potential for Hamburg • Many international meetingshave not yettakenplace in Hamburg: • 845 congresseswithaverage 1.000 to 3.000 participants495 tookplace in Germany, incl. 107 in Hamburg • 220 congresseswithaveragemorethan 3.000 participants160 tookplace in Germany, incl. 41 in Hamburg

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