51st ICCA Congress

International Congress and Convention Association.

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Session sponsored by:

ICCA congress 2004 - catalyst for the African meeting industry

International Congress and Convention Association.

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• Same reasons as valid for our clients

– International recognition – Profiling your industry at home – Accelerating local experience levels– Putting destination ‘on the map’– Direct and indirect economic spin off– Creating new business opportunities

Why bidding for ICCA?

International Congress and Convention Association.

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More specific for Cape Town and SA:

• South Africa still undiscovered in 2004, 10 years after new democracy

• Country low on the ICCA ranking list• Three brand-new convention centres (incl. CTICC)• Momentum with government, accommodation

sector and other stake holders• Opportunity to expose staff to best global

practice, but also to demonstrate skills levels• Create positive media attention for city and

country

International Congress and Convention Association.

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• Increase global interest for meeting in Africa• Demonstrate that South Africa is a safe meeting

destination with state of the art facilities• Promote Cape Town as first choice in Africa• Promote the newly established CTICC• Increase professionalism in the African meeting

industry (ICCA membership)• Show stakeholders (e.g. government and SAA)

what international meeting industry is about• Change competitive environment into cooperative

Targets and objectives

International Congress and Convention Association.

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• Lobby competition in South Africa• Lobby ICCA members in Africa• Lobby ICCA international board• Lobby national and international trade media• Extensive PR around expected opening date CTICC• Appointment of PCO • Preparation of first budget• Provisional sponsorship arrangements• Prepare bid book• Present bid (Copenhagen, 2002)

Bidding preparation (2000-2002)

International Congress and Convention Association.

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• Strategic important for CTICC to host ICCA as early as possible

• ICCA board had to take decision based on trust; venue still under construction

Importance of PR

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The bid!

International Congress and Convention Association.

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Support from industry partners

International Congress and Convention Association.

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• Total expenditure: Euro 320 000.00

• Based on 475 delegates, 100 acc. persons and 15 guests -> 10% loss

• Break even as low as possible

• Risk with the host• Anticipated sponsoring• Reasonable delegate

fees

The budget

International Congress and Convention Association.

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International Congress and Convention Association.

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Busan 2003

International Congress and Convention Association.

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ICCA members in Africa

99 00 01 02 03 04 05 06 07 08 09 10 11 12

Ethiopia 1 1 1 1 1 1 1 0 1 1 2 2 2 2

Kenya 1 1 0 0 0 0 0 1 1 2 2 2 2 5

M’zambique 0 0 0 0 0 0 0 0 0 1 1 1 1 1

South Africa 5 5 7 7 10 14 16 16 18 22 21 22 23 21

Tanzania 1 1 1 1 1 1 1 1 1 1 1 1 1 3

Uganda 0 0 0 0 0 0 0 0 1 1 1 1 0 0

Zambia 0 0 0 0 0 0 0 0 1 1 1 1 1 1

Zimbabwe 1 1 1 1 1 0 0 0 0 0 0 0 0 0

Africa 9 9 10 10 13 16 18 18 23 29 29 30 30 33

International Congress and Convention Association.

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25 October 2004!

International Congress and Convention Association.

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25 October 2004

International Congress and Convention Association.

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25 October 2004

International Congress and Convention Association.

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25 October 2004

International Congress and Convention Association.

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25 October 2004

International Congress and Convention Association.

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Delegate numbers

2003 Busan 496

2004 Cape Town 654

2005 Montevideo 415

2012 San Juan 700

Meeting the targets?

South African delegates

2003 Busan 10

2004 Cape Town 46

2005 Montevideo 14

2012 San Juan 24

International Congress and Convention Association.

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• ICCA 2004: 654 delegates (record outside Europe)• Profitable, because break even point

at 590 delegates• 46 South African

participants!

Meeting the targets (2)

International Congress and Convention Association.

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• Great media attention, both locally and international!

Meeting the targets (3)

International Congress and Convention Association.

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International Congress and Convention Association.

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Leaving a legacy

International Congress and Convention Association.

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Congress surplus of Euro 75 000•One third used to sponsor future ICCA congresses•One third used to support African ICCA members to participate in ICCA research meetings•One third to create ICCA South Africa pre-financing fund – later re-allocated to the ICCA African Chapter. African client- supplier workshops.

Growing the industry

51st ICCA Congress

International Congress and Convention Association.

Twitter: #ICCA12

Session sponsored by:

Thank you!