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Study on the Economic Importance of the Meetings Industry: An Update A World Tourism Organisation, ICCA, Reed Travel and

44th ICCA Congress & Exhibition Montevideo, Uruguay 2005. Study on the Economic Importance of the Meetings Industry: An Update A World Tourism Organisation, ICCA, Reed Travel and MPI Project. Professor Dr. Larry Dwyer and Dr. Margaret Deery for Sustainable Tourism CRC, Australia.

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Study on the Economic Importance of the Meetings Industry: An Update A World Tourism Organisation, ICCA, Reed Travel and

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  1. 44th ICCA Congress & Exhibition Montevideo, Uruguay 2005 Study on the Economic Importance of the Meetings Industry: An UpdateA World Tourism Organisation, ICCA, Reed Travel and MPI Project Professor Dr. Larry Dwyer and Dr. Margaret Deery for Sustainable Tourism CRC, Australia

  2. Current Study: Measures of economic contribution of meetings industry • Meetings industry is important part of tourism but not reflected properly in official statistics • Aims to encourage WTO to focus more on the Meetings Industry and develop common measures of its economic contribution • Sponsors: WTO Affiliate Members, Reed Travel Exhibitions, ICCA and in co-operation with MPI

  3. Background to the Study • The measurement of tourism activities is not properly adapted to identify the importance of meetings industry or its components • Little agreement on data to be collected • Many statistics often not collected at all (eg. Organiser expenditure) • The statistics are often based on different measures • Different definitions of ‘meetings’ • Data are created for different purposes, so don't adequately meet strict statistical requirements • Varies by country

  4. Prevents developing a global picture of the meetings industry • Size (demand side measures Vs supply side) • Structure (demand side Vs supply side) • Economic contribution • International statistics not comparable • Different definitions of ‘meetings’ generate different estimates of their economic contribution • Different economic estimation techniques using different assumptions about the workings of the economy • Funding (private Vs public) • Trends, outlook

  5. Global Trends: MeetingsWhat to believe? • ICCA: 2004 Increase international association meeting participants • UIA: 2004 Decline in international association meetings • State of the Industry Report (Successful Meetings): 2004 Increase in all types of meetings and an expected increase in 2005

  6. Sources of Market Intelligence • The sources of market intelligence base their findings on a vast array of methods and definitions • Information is used mainly for business planning rather than for government lobbying • Large organizations such as ICCA provide consistent annual data, but only on international association meetings

  7. Sources of Market Intelligence (contd) • Other sources of information include: • Media articles/reports analysis • Media or association questionnaires of readers/members • Business confidence barometers (eg MPI Future Watch) • Extrapolation of general trends from city or country statistics which are statistically valid

  8. A Major Challenge: Definition of ‘Meetings Industry’ • Activities: • Organisation • Promotion • sales and delivery • Products/Services: • Corporate, Association and Government Meetings • Corporate Incentives • Seminars • Congresses, Conferences, Conventions • Events, Exhibitions and Fairs Source: WTO,ICCA,IMP proposal for the ISIC revision process

  9. Definitions

  10. Definitions • This table highlights why there is a need for more work on a unified long-term solution to achieving consistency of definition • The situation regarding statistics for corporate meetings and even inter-governmental or inter-agency meetings like the World Bank/IMF is far worse

  11. Aims of the Present Study • Need to explore role of the TSA to reflect the real importance of the Meetings Industry and its contribution to tourism • Incorporating meetings explicitly within the TSA would enhance credibility of any measurements of economic contribution of this industry

  12. Tourism Satellite Accounts • A TSA provides information on the contribution of tourism to an economy, the industries which most rely on tourism, and the GDP, employment and trade impacts of tourism • The economic importance of the meetings industry is not reflected in the TSA • Eg. includes ‘meetings sector’ only indirectly (via accommodation, tour expenses, food and beverage etc.), but what about expenditures by meetings organizers? • Can TSA be modified to measure economic importance of the meetings industry?

  13. TSA used in NBES • National Business Events Study 2005 • Undertaken by Sustainable Tourism CRC • www.crctourism.com.au • Used the TSA for Australia to assess the Economic Contribution of the Meetings Industry • NBES is an initial attempt to develop consistent and credible techniques of measurement for meetings industry

  14. Hot Item: WTO recommends new International Standard Industrial Classification of All Economic Activities (ISIC) • Implies recognition of the meetings industry into the official UN industry classifications code system • 8230 Convention and trade show organizers • This class includes the organization, promotion and/or management of events, such as business and trade shows, conventions, conferences and meetings, whether or not including the management and provision of the staff to operate the facilities in which these events take place.

  15. Implications of ISIC 8230 • An important step towards more credible statistics on meetings industry • But - - - while facilitating the measure of organizer expenditure there is still a need for participant surveys within the TSA with their attendant problems • Also need to move towards consistent international definitions that can be operationalized globally

  16. Incorporating the economic importance of the meetings industry in the TSA • The project team is developing a standard methodology to measure the value of the meetings industry based on TSA • identify the basic data units for collection of statistics • explore how these fit into existing TSA statistics • develop survey instruments to capture meetings related expenditure and costs • identify the indicators/variables to be used for quarterly measurement of the performance of the meetings industry • Create guidelines for the collection of statistics adapted to the functioning of the TSA • Describe the roles of the stakeholders in the process to ensure credibility

  17. Some questions • How long will it be before a standardized system will be possible for the meetings industry? • Does this mean that established statistical systems which some countries are using will need to be changed, or can they be incorporated as they currently stand? • What are the next practical steps?

  18. And Finally - - - Gracias and g’day

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