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MICE Tourism - The Convention Bureau BY Elena Altemir - Coggle Diagram
MICE Tourism - The Convention Bureau BY Elena Altemir
MICE
Why MICE
It is transversal, it contributes with different industries
Profitable segment, because of the essence of the business
Has to be alligned with the UN 2030 Agenda
Only corporate or associations
Meetings Facilities
Hotels
Lecture Halls
Congress Center
Singular Venues
Who is in the sector
Buyers
Associations
Corporate
Clients from all over the word
Suppliers
Organizers
(DMCs, PCOs, Meeting Planners, Third Parties, Event Organizers, Online Platforms.
Meeting facilities:
Congress& exhibition..
Conference/ Events Services:
Catering, restaurants, transportation, Light and Sound, Guides, Hostess, etc...
ProducT: THE EVENT
The Destination
What is MICE?
Meetings
Incentives
Conferences
Events
A business industry that connect people, ideas, knowledge and values
Barcelona Convention Bureau
How do you do it?
SALES AND PROMOTION//Buyers
(Direct Marketing, Adds, Web,Online Platforms, Community media)
Specialized trade shows
Education trips
Site inspection
A targeted promotion
Sales visits to the markets of interests
Workshops
ECM
SCB
ICCA
Destination = Marketing and Communication
Highlighting the value of Barcelona as destination for MICE events
MEMBERS
They pay a fee to be part of it
The fees depend on the position, the suppliers are in the chain of value
Congress Centers, Hotels, DMCs, PCOs, Meeting Organizers
Value Chain
Barcelona --> public - private association
2019 BUDGET = 54,2 M EUROS
Technical office which represents the destinations as a place to hall meetings conferences and business events
+320 members from every sector in BCN
Promotion ≠ Organization
No organizing, only Promotion
To develop MICE in a destination you need a Convention Bureau
Strategy and Innovation
Competition
ELENA ALTEMIR
(International Promotion Manager, Corporate)
-USA&Canada, Scandinavia, India,Southern Europe
Marketing Plan
Clients - Look for them: Agencies & Final Clients
Traveling to the target markets
Attending to MICE international trade shows
Organize promotional events: FAM TRIPS (familiarization) & Workshops
“Helping” the organizers
Innovation Implies Risks
Staying in the comfort zone means you are optimizing, but not innovating
More sustainable Convention Bureau and MICE events
The value of Barcelona as a destination for MICE
Professionalism
Reliable
People
Culture
History
Gastronomy
Climate
Accessibility
Infrastructures
Top 5 Lifestyle
Strategy and Innovation
MPI
SITE
ICCA
PCMA
Economical Impact
1.901M€ (2018)
2.000€ per day
1M€--> Public admin
3M€-->Returned