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International Congress and Convention Association Partnering for success Regional insights into the global association meetings market Partner of:
CONTENTS
INTRODUCTION
W H AT I S I C C A ? 3
W H AT I C C A O F F E R S TO
A S S O C I AT I O N E X E C U T I V E S 5
ICCA RESOURCES FOR
I N T E R N AT I O N A L A S S O C I AT I O N
EXECUTIVES 6
18 32
10
T H E I N T E R N AT I O N A L A S S O C I AT I O N T H E I N T E R N AT I O N A L A S S O C I AT I O N
MARKET IN EUROPE MARKET IN THE MIDDLE EAST
THE DIVERSITY OF THE EUROPEAN T H E R A P I D LY - G R O W I N G M I D D L E E A S T E R N
A S S O C I AT I O N M A R K E T 18 A S S O C I AT I O N M A R K E T 32
R E G I O N A L S TA T I S T I C S A B O U T T H E R E G I O N A L S TA T I S T I C S A B O U T T H E
E U R O P E A N A S S O C I AT I O N M E E T I N G S M I D D L E E A S T A S S O C I AT I O N M E E T I N G S
MARKET 19 MARKET 33
T H I S I S AT H E N S - C O N V E N T I O N & V I S I TO R S ABU DHABI CONVENTION BUREAU 34
BUREAU 20
B A H R A I N TO U R I S M & E X H I B I T I O N S
T H E I N T E R N AT I O N A L A S S O C I AT I O N VISIT.BRUSSELS 21 AUTHORITY 35
MARKET IN AFRICA EXPOFORUM CONVENTION & EXHIBITION
CENTRE 22 DUBAI BUSINESS EVENTS 36
THE RENAISSANCE OF THE AFRICAN
CONTINENT 10 VISITFLANDERS CONVENTION BUREAU 23 JORDAN CONVENTION BUREAU 37
R E G I O N A L S TA T I S T I C S A B O U T T H E I S TA N B U L C O N V E N T I O N & V I S I T O R S B U R E A U 24 OMAN CONVENTION BUREAU / OMAN
A F R I C A N A S S O C I AT I O N M E E T I N G S CONVENTION AND EXHIBITION CENTRE 38
MARKET 11 L J U B L J A N A TO U R I S M / L J U B L J A N A
CONVENTION BUREAU 25 Q A TA R N A T I O N A L T O U R I S M C O U N C I L 39
MONACO CONVENTION BUREAU 26
R A S A L K H A I M A H TO U R I S M D E V E LO P M E N T
V I S I T S C OT L A N D B U S I N E S S E V E N T S 27 AUTHORITY 40
R I YA D H I N T E R N A T I O N A L C O N V E N T I O N &
EXHIBITION CENTER (SAUDI ARABIA) 41
12
T H E I N T E R N AT I O N A L A S S O C I AT I O N
M A R K E T I N A S I A - PA C I F I C
GROWTH IS IMMINENT IN THE
28 42
A S I A - PA C I F I C A S S O C I A T I O N S PA C E 12 T H E I N T E R N AT I O N A L A S S O C I AT I O N
R E G I O N A L S TA T I S T I C S A B O U T T H E M A R K E T I N L AT I N A M E R I C A
A S I A - PA C I F I C A S S O C I A T I O N M E E T I N G S T H E I N T E R N AT I O N A L A S S O C I AT I O N
MARKET 13 T H E R I S E O F T H E L AT I N A M E R I C A N
MARKET IN NORTH AMERICA
A S S O C I AT I O N M A R K E T 28
MACAO TRADE AND INVESTMENT
P R O M OT I O N I N S T I T U T E 14 T H E M AT U R E A N D T H R I V I N G N O R T H
R E G I O N A L S TA T I S T I C S A B O U T T H E
L AT I N A M E R I C A N A S S O C I AT I O N
A M E R I C A N A S S O C I AT I O N M A R K E T 42
M A R I N A B AY S A N D S S I N G A P O R E 15 MEETINGS MARKET 29 R E G I O N A L S TA T I S T I C S A B O U T T H E
TO U R I S M N E W Z E A L A N D 16 N O R T H A M E R I C A N A S S O C I AT I O N
F I E X P O L AT I N A M E R I C A 30 MEETINGS MARKET 43
TO U R I S M P R O M OT I O N S B O A R D P H I L I P P I N E S 17
ICCA | Partnering for success 2
INTRODUCTION
One of ICCA’s five strategic goals is Abu Dhabi Convention Macao Trade and Investment
to develop “closer interaction with Bureau | www.visitabudhabi.ae Promotion Institute |
the association community”. In www.ipim.gov.mo
order to support our ever-increasing This is Athens-Convention &
activities with this globally valuable and Visitors Bureau | Marina Bay Sands Singapore |
highly-influential sector, in 2016 we www.athenscvb.gr www.marinabaysands.com
launched the Association Relations
Partners programme, a collaborative Bahrain Tourism & Exhibitions Monaco Convention Bureau |
initiative designed to help us deliver Authority | www.btea.bh www.monaconventionbureau.com
an ambitious portfolio of new activities
and online services that serve to visit.brussels | www.visit.brussels Tourism New Zealand |
strengthen our relationship with www.businessevents.newzealand.com
international associations, including Dubai Business Events |
hosting some of their top executives www.dubaibusinessevents.com Oman Convention Bureau /
and meeting directors at our annual Oman Convention and Exhibition
ICCA Congress. At the same time, ExpoForum Convention & Centre | www.omanconvention.com
this partnership model allows ICCA Exhibition Centre |
Members in all regions worldwide to www.expoforum.ru Tourism Promotions Board (TPB)
strengthen their own ties and increase Philippines | www.tpb.gov.ph
their profile with the international FIEXPO - Latin America |
association community. www.fiexpo-latam.com Ras Al Khaimah Tourism
Development Authority |
This publication is just one of many VISITFLANDERS Convention www.raktda.com
additional resources for the association Bureau | www.meetinflanders.com
community, which would not have Riyadh International Convention
been possible without the support Istanbul Convention & Visitors & Exhibition Center (Saudi
and contributions of our Association Bureau | www.icvb.org Arabia) | www.ricec.com.sa
Relations Partners.
Jordan Convention Bureau | VisitScotland Business Events |
We would therefore like to thank all our www.visitjordan.com www.businessevents.visitscotland.com
partners:
Ljubljana Tourism / Ljubljana Qatar National Tourism Council |
Convention Bureau | www.visitqatar.qa
www.meetinljubljana.com
W H AT I S I C C A ?
Shaping the future and value of consequently set up systems to share Amsterdam and operate five Regional
international association meetings information about these meetings and Offices in Africa, Asia-Pacific, the
to introduce their clients to trustworthy Middle East, North America and Latin
ICCA (the International Congress and contacts in countries where they America. International association
Convention Association) is the global may not have yet established a local executives can rely on the ICCA
community and knowledge hub for network. These principles of sharing network to find solutions for all
the international association meetings knowledge and building trust between their event objectives, including but
industry. Since its establishment in suppliers and international associations limited to: venue selection; technical
1963, ICCA has been dedicated to continue to be the foundation stones of advice; assistance with delegate
building one single area of expertise: ICCA today. transportation; full convention planning
international association meetings. and ad hoc services. ICCA Members
ICCA’s founders were a small, visionary ICCA now represents over 1,100 represent the top destinations
group of travel agency friends based companies and organisations in almost worldwide, and the most experienced
across four continents, who saw the 100 countries worldwide, representing specialist suppliers.
potential of internationally-rotating all services within the meetings
medical association meetings, and industry. We are headquartered in
3 ICCA | Partnering for success
I C C A A S S O C I A T I O N R E L A T I O N S PA R T N E R S ARP SINCE 2016 ARP SINCE 2017 ARP SINCE 2018 ARP SINCE 2019 ICCA | Partnering for success 4
W H AT I C C A O F F E R S TO A S S O C I AT I O N E X E C U T I V E S
We offer a range of unique Additional useful resource publications Association Expert Seminar
opportunities to help associations are:
organise quality meetings and stay This 2.5-day interactive seminar brings
ahead in our rapidly-evolving industry. • Membership Directory together 25 international association
• ICCA/IMEX Pocket Calendar executives and 55 international suppliers
• ICCA Statistics Reports
ICCA Association Portal (ICCA members) to share information
and experiences, and to update
Developed specially to meet the needs Access to your meetings profile themselves on the latest trends and
of Association Executives, the ICCA ideas relating to international association
Association Portal is an online platform Check and update your meetings profile conferences.
providing a safe environment for in the ICCA Association Database to
associations to find advice and resources ensure you receive tailored bids from Forum for Young Professionals
about planning world-class international ICCA Member Suppliers who can meet
association meetings. your specific needs. The FYP brings together young
meetings professionals from a wide
When you register, you become a
Verified Association and receive free
Review of your bid manual range of industry backgrounds for a free
programme of networking and
access to the Portal’s wide range of professional development education,
benefits. If your meeting adheres to our A bid manual describes the decision
procedures and requirements and delivered by some of the most-
criteria – namely, it rotates between at established meetings industry
least 3 countries, occurs on a regular conditions for future meetings. Do
you already have a bid manual, but practitioners - all aimed at solidifying
basis, and attracts a minimum of 50 their understanding of the client-supplier
participants – then you can apply to join would like feedback on its contents and
effectiveness from a fresh perspective? relationship early on in their
the Association Portal.
ICCA is happy to review it and make careers.
The Association Portal offers the suggestions where and if needed.
following free-of-charge services: Hosted Buyer Programmes
Invitations to ICCA Events Attend some of the most prominent
Contact with other association
international meetings tradeshows like
executives ICCA Association Meetings IBTM World and IMEX and join their
Programme (AMP) Hosted Buyer Programmes, which
Do you want unbiased advice at first provide association delegates with a
hand? ICCA can put you in touch with The ICCA AMP is a small-scale, highly great opportunity to share experiences
other association executives who have interactive and hands-on exclusive while also meeting suppliers to the
organised their annual congress in a event, designed to provide a platform association industry.
destination you are planning to go to. where ICCA Members and international
Just let us know what your criteria are association executives can learn from
in terms of destination, size of meeting Client/Supplier Business
each other and a faculty of experts,
and/or subject/branch and we will who provide insights into all aspects of
Workshops
forward you the matching contacts. bidding for, designing, organising and
promoting international association An ICCA convention bureau, venue or
ICCA Meetings Resource meetings. Sessions are designed to meetings management member can
Publications facilitate close collaboration and create host you at these small-scale business
better partnerships between meeting workshops where 10-15 international
suppliers and associations, for more association congress decision makers/
ICCA has produced a set of publications
impactful business events. influencers and 10-15 ICCA members
to help Association Executives in running
exchange detailed background
successful events. The publications
information on your meeting, in return
are available online in PDF format ICCA Congress for excellent feedback on the services
and at major tradeshows as printed
ICCA members can provide. This
publications: The ICCA Congress is the annual information is shared via rotating one-
gathering for the entire ICCA on-one meetings.
• Crisis Management for Meetings community, the only time when over
• Negotiating with Hotels 1,000 of the association meeting
• Working with Airlines and Ground industry’s leading suppliers gather in For more information on the ICCA
Transport Operators one location to share ideas, discuss Association Portal and ICCA products
• Working with Convention Bureaux the industry’s latest developments and available for Association Executives
• International association meetings: trends, and shape its future. please contact Ksenija Polla at
Bidding and Decision-making Association executives are an ksenija.p@iccaworld.org
• Contracting with major congress and essential part of this mix: by
convention venues attending, they can take an active
• Personal Meetings ROI Handbook part in developing their expertise,
• What are Meetings Management advocating for the sector’s value, all
Companies whilst engaging in high-level
networking with senior industry
figures.
5 ICCA | Partnering for success
I C C A R E S O U R C E S F O R I N T E R N AT I O N A L A S S O C I AT I O N E X E C U T I V E S
White papers
Tapping into the expertise of our Negotiating with Hotels Working with Airlines and Ground
global community, ICCA has produced Transport Operators
a set of publications on topics vital
to the creation of modern, innovative
association meetings to help meeting
planners organise successful, impactful
events.
All are available to download online
and are also distributed at major
tradeshows as printed publications.
Crisis Management for Meetings
Most hotels have limited experience The airline world has been living
of dealing with associations and with dramatic change for at least the
are more familiar with corporate last couple of decades: gyrating fuel
meetings and intermediary agencies, prices; mergers and bankruptcies;
whose needs and buying behaviour the maturation of low-cost carriers in
can be very different from those of all parts of the world; the emergence
association planners. Many buyers of new regional powerhouses who
in the association world have limited are playing an increasingly global
experience of negotiating with hotels, role; the introduction of new aircraft
and do not clearly understand the models and business strategies; and
The objective of crisis management is business objectives that drive hotel the ever-growing importance of major
to develop structured solutions to crisis negotiating positions. Most guides on airline alliances. In this complex world,
and emergency situations by allocating the subject of negotiating concern meetings have rarely been seen as an
and utilising effective resources to themselves with the corporate important business sector for most
ensure minimal impact to people, market. These three facts add up to airlines, but as a high-yield, open-to-
reputation and assets in this order of the need for a simple guide to assist influence industry, ICCA is convinced
priority. There are two complementary the international association buyer to they deserve to be taken far more
forms of crisis management: speak the same “business language” seriously.
operational and communications. as the hotel sales representative, and
to obtain a fair deal that reflects the This document attempts to bring
These guidelines are designed to help importance and value of their event. together the objectives and needs of
association executives to plan, prepare, airlines and meeting planners, so that
manage, and recover from any crisis This whitepaper provides ideas and each side can better understand how to
situation during a meeting, and to advice for meeting planners to obtain do business with the other in the 21st
provide crisis management direction a better understanding of the hotel century.
and guidelines to any meetings business objectives that drive hotel
management company which engages negotiating positions.
with international associations.
ICCA | Partnering for success 6
I C C A R E S O U R C E S F O R I N T E R N AT I O N A L A S S O C I AT I O N E X E C U T I V E S
Working with Convention International association Contracting with Major Congress
Bureaux meetings: Bidding and Decision- & Convention Venues
making
A convention bureau is a destination’s The annual congress or convention The terms used to describe meetings
marketing body, and its main focus of an international association plays and exhibition venues vary around
or purpose is to increase the number a massively significant role in the life the world. They may be congress,
of events, conferences and meetings of that organisation. It is typically the conference or convention centres,
held in the destination – whether a only time when a large proportion exhibition centres, or a combination
city, a region or a country. The local of the members of the association of both. The common factor, with
convention bureau is the natural physically gather together; the only respect to this guide, is that the
starting point for anyone who wants time when the association is at the venues work on an international
to organise a meeting or a congress front of the minds of those individuals basis – and so, frequently, do their
in a specific destination. It is a ‘one- for an extended period; and the only clients. It is important that both the
stop shop’ for independent information time when the association attains a venue and the client are clear about
and assistance and will give a planner concrete form and when its unique their rights and responsibilities with
unbiased and neutral advice on all culture can be directly experienced. respect to the staging of an event.
aspects of hosting and organising A written document – usually in the
conventions and business events within For many associations it is also a form of a legal contract – is the best
a particular geographical area. source of vital revenue that supports way to achieve this. A contract signed
other less lucrative activities, the and dated by appropriate, authorised
As an unbiased and impartial resource, channel for positive PR and for people helps ensure there are no
a convention bureau acts as the membership growth, and a tremendous misunderstandings, and that details
destination’s recognised official point opportunity to launch new initiatives won’t be overlooked or forgotten.
of contact for all conference organisers and obtain immediate feedback. And
and meeting planners, from general of course, for the vast majority of Produced in partnership with AIPC,
enquiries through to confirmed associations, it is also a legal necessity. this guide is designed to assist new
events. This guide will give you a For all these reasons, associations need centres, clients dealing with convention
better understanding of the services to be sure that their decision-making centres for the first time, students
convention bureaux provide and how processes match up with their needs and newcomers to the industry when
they are organised. and objectives. dealing with the issue of convention
centre contracts.
This is a must-have guide for any
international association wishing to
improve their bidding or decision-
making methodology!
7 ICCA | Partnering for success
I C C A R E S O U R C E S F O R I N T E R N AT I O N A L A S S O C I AT I O N E X E C U T I V E S
Working with Meetings Hosted Buyer Programmes for Personal Meetings ROI Handbook
Management Companies Association Executives and Workbook
Associations should take note that More and more meetings industry ICCA has created a ROI (Return
some companies don’t easily fit into tradeshows are recognising the on Investment) handbook and a
standard AMC (Association Management importance of the international workbook, designed to help each
Companies), PCO (Professional association meetings sector and delegate identify and maximise the
Congress Organisers) or DMC are working hard to attract more benefits they gain from attending
(Destination Management Companies) association participants. This guide meetings, congresses and tradeshows.
definitions. The may possess varying has been produced by ICCA to help This document provides a detailed
skill-sets and specialist expertise, or international associations decide which explanation of how each delegate can
have very different business models, shows to attend; how to get the best maximise their personal ROI, setting
sometimes because of different out of attending; and to showcase out key concepts but also providing
country-specific business environments the educational and peer-to-peer practical advice and checklists.
or regulatory requirements. Also, some networking opportunities that are
companies specialise in providing available in addition to the standard This Personal ROI Handbook is
a range of efficient, good value exhibitor-visitor appointments based brought to you in collaboration with
“commodity” services, whilst others are around discussing potential future Simpleview, ICCA’s ROI Champion. Find
becoming better known as consultancy congress destinations or services. out how Simpleview can serve you at
partners or for their technical or simpleviewinc.com/icca.
production expertise. Some provide the ICCA has been specialising in the
vast range of their services inhouse, international association meetings
whilst others are experts in coordinating sector for over 55 years and acts as
teams of partner companies. connector between our members –
the world’s leading meetings service
There exists a perfect partner for suppliers and destinations – and the
every association and its meetings, thousands of international associations
whether this is an AMC, PCO, DMC or whose congresses we track and share
other meetings management company, information about. Thanks to this role
and this publication is the first step in of mediator ICCA has created this
identifying the ideal match for your simple guide to provide an unbiased
association. This guide will introduce overview of some of the main meetings
different types of event specialists; industry tradeshows.
explain the range of business models
and services, and how to find simple
solutions in an often-complicated
market.
ICCA | Partnering for success 8
I C C A R E S O U R C E S F O R I N T E R N AT I O N A L A S S O C I AT I O N E X E C U T I V E S
Reports
Too Good to Waste: ICCA Sector A Modern History of International 2018 ICCA Statistics Report
Venue Member insights into food Association Meetings – Update:
waste 1963-2017
The ICCA community’s journey taking The robust growth in the number of Offering an alternative perspective on
on the food waste question is a recent international association meetings the growth of the association meetings
but passionate one. ICCA Sector Venue is a direct indication of the market’s market, ICCA’s 2018 Country and City
Members have been at the forefront of role as a continuing force for global Rankings, originally released in June
advocating for this issue. Building upon progress and driver of societal change. 2019, marks yet another successful
the initial results of their zero food Association congresses are largely year for the association meetings
waste initiative, Too Good to Waste, driven by advances in the fields of market.
that began back in 2017, the Sector science, healthcare and technology;
decided in May 2018 to collaborate the unprecedented levels of discovery ICCA captured a total of 12,937
further on sharing knowledge and and innovation in these industries, rotating association meetings taking
expertise about how they as venues hallmarks of recent decades, are giving place in 2018, at an increase of 379
currently tackle food waste and leftover birth to entirely new associations additional meetings compared to the
distribution. and conferences, which are in turn number recorded at the same time in
stimulating further advances, new 2017. This is the highest annual figure
The results of the subsequent report, business opportunities, and fresh ICCA has ever recorded in its yearly
which arose from this knowledge insights. Statistics, signalling industry growth
exchange project, were presented and is continuing on a strong and robust
discussed at the Sector’s mid-year This report reveals the results of trajectory. Paris, which previously held
meeting on Monday 20 May at IMEX an extensive study on the 55-year the top city spot in 2016, returns in
Frankfurt 2019. growth of the international association 2018 to claim first place. The U.S.A.
meetings industry, marking an continues to top the country rankings,
important milestone in ICCA’s history as it has done for over two decades.
and celebrating the continued influence
of international association meetings
on global progress in fields such as
science and technology.
9 ICCA | Partnering for success
T H E I N T E R N AT I O N A L A S S O C I AT I O N M A R K E T I N A F R I C A
The renaissance of
the African continent
Esmaré Steinhöfel, ICCA Regional Director Africa
According to ICCA’s industry report released in October 2018, which charts the 55-year growth of the association
meetings market from 1963-2017, the international association sector is robust, steady, and growing at a healthy rate. In
summary: the number of international association meetings doubled every 10 years from 1963 to 2013.
Africa follows same growth trajectory
Africa’s development as a destination for this sector follows a similar pattern in the same period. In the last 55 years,
the number of international meetings in Africa has more than doubled each decade. In the last 20 years, the number
of meetings being held has more than tripled in number. Like the global trend, this exponential growth pattern seems
to have merged into a more mature, but still very robust growth pattern in the last 5 years. The number of meetings in
Africa has grown from 294 in 2008 to almost 400 per year in most recent years.
In particular, the number of association meetings taking place in South Africa has grown especially dramatically in the
last 30 years, from 18 meetings in the time period of 1988-1992 to 632 in the time period of 2013-2017.
Stronger advocacy through ICCA membership
In 2018, countries like South Africa, Ghana, Tanzania and Kenya hosted workshops and seminars to create more
awareness and advocacy around the business meetings industry.
ICCA currently has members in 8 countries in Africa, with all the countries being in the Southern and Eastern African
regions.
Challenges the region faces
A challenge for the continent to grow the industry is still the limited number of convention bureaux. The Uganda
Convention Bureau, under the Ministry of Tourism, Wildlife & Antiquities Uganda, was launched in 2018 and Tanzania and
Kenya are launching National Convention Bureaux in 2019. The Rwanda Convention Bureau and the various National,
Regional and City Convention Bureaux in South Africa are playing an active role in securing Association Conferences to
Africa.
With the trend of association meetings becoming more regional, a challenge for Africa is still to get African Associations
to rotate their conferences and for new Associations to be formed.
Major infrastructure drive
Infrastructural development on the continent is still happening at a rapid pace. Airlines like Ethiopian Airlines, RwandAir
and Kenya Airways started new routes within the continent as well as adding international destinations. Airport and
road infrastructure are also making a positive impact in attracting more meetings to the region, as well as new hotel
developments.
In conclusion, a lot of African economies have sustained unparalleled rates of growth coupled with the continent’s
emerging middle class and increased connectivity with the rest of the world, which reinforce the opportunities that exist
on the continent.
ICCA | Partnering for success 10Regional statistics about the African
association meetings market
2018 Market share per region
Number of meetings in Africa in 2018:
Rank COUNTRY # MEETINGS
1 South Africa 100 ICCA Statistics Reports and Publications
2 Morocco 45
ICCA has been tracking the growth of the international
3 Egypt 31
association meetings sector since 1963 and releases
3 Kenya 31 its highly-anticipated annual market report for the
previous year each June. The latest statistics for 2018
5 Rwanda 26 are available for download now in the Knowledge
section of www.iccaworld.org.
Rank CITY # MEETINGS
ICCA’s newest industry trends report, “A Modern
1 Cape Town 42 History of International Association Meetings – Update:
1963-2017”, reveals the results of an extensive study
2 Kigali 26 on the 55-year growth of the international association
meetings industry. Download the full report at
3 Marrakech 24 www.iccaworld.org/55years.
4 Nairobi 22
5 Cairo 20
Source: ICCA Destination Comparison Tool (April 2019)
This data only includes association meetings taking place regularly (e.g. annually, biannually, etc), rotating between at least three
different countries and with at least 50 participants. These graphs and tables are based on all meetings of which the relevant data
is known in April 2019. ICCA destination rankings by number of international association meetings are ranked according to the
“standard competition ranking method”.
11 ICCA | Partnering for successT H E I N T E R N A T I O N A L A S S O C I A T I O N M A R K E T I N A S I A - PA C I F I C
Growth is imminent
in the Asia - Pacific
association space
Margaret Lu Kwai Ting, Membership Development Manager Asia Pacific
How many international associations are there? The short answer: a lot.
While the nonprofit sector remains vast and diverse, its numbers have increased tremendously within the last decade.
According to current data, the ICCA Association Database consists of 11,000 international associations, an increase by 83%
compared to 10 years ago, when only 6,000+ associations were recorded. Thousands of new associations are formed each
year. Looking at the data per region, however, shows that the Asia Pacific region is home to a large concentration of trade and
professional organisations.
Asia-Pacific: Home of association leaders
More than 1,000 associations are based in the Asia Pacific region, accounting for 10% in the worldwide association leadership
and second only to Europe (5,000+). Demonstrating that Asia Pacific-based key opinion leaders are active in communities
that work on domestic and international issues of interest to many, and signifying they play a supplemental part in fields that
are difficult for governments to address. More specifically, they have come to play a vital role in tackling social issues and
effecting positive changes in society. Today, Asia-Pacific is booming in the non-profit segment thanks to the strong demand
that is coming with the region’s economic growth. A look at some of the fastest-growing industries in the world today – such as
alternative energy, biotechnology, electronic commerce, and construction - provides strong clues about where we will see new
trade and professional associations forming in the years ahead.
Regional association membership confounded by robust economic growth and human capital
development
A good example is ICCA – the International Congress and Convention Association. ICCA’s Asia-Pacific Chapter is one of the
fastest growing regions, with membership growth surging by 80% over the last 10 years. The rapid growth in members – from
150 member organisations to nearly 300 – is a resounding testament to the strength of the Asia-Pacific countries, mainly due to
the robust economic growth and human capital development.
It also underpins the fact that more and more associations are seeking field information in this region, as globalisation has
had a powerful impact on professional societies and trade groups. With Asia-Pacific poised as a new centre for growth, many
associations are looking to the East now to hold their future events, of which a large extent is driven by advances in these
fields.
Asia-Pacific’s increasing popularity confirmed by meetings industry benchmarks
Statistics on the number of international meetings and conferences held worldwide show that Asia-Pacific cities are becoming
increasingly popular as conference destinations. According to ICCA’s latest Statistics Report, Asia-Pacific is rapidly increasing
their share of the market to 25%; the 2018 figures seem to confirm this growing trend. Asia-Pacific destinations continue to
feature highly in the ranking with 2 countries, China and Japan, present in the latest Top 10 ranking.
A total of 6 cities from Asia-Pacific surged up the 2018 Top 20 table, which are: Singapore, Bangkok, Hong Kong, Tokyo, Seoul
and Taipei. This encouraging trend confirms Asia-Pacific cities are streaming ahead with initiatives to become smart cities
and they are becoming popular choices for meeting planners. The pull factor, on the other hand, is that associations are often
involved in contributing to a larger cause, such as building a stronger profession, with members contributing their expertise,
skills, and time to community-based efforts. This, combined with the growth and technological advances in the Asia-Pacific
region, sees associations creating more education programmes and regional meetings specially for the Asia-Pacific members.
For instance, Rotary International, an international service organisation founded in 1905, organises its Annual Convention
worldwide which involves around 20,000 participants. This super series of volunteer leaders is set to visit the Asia-Pacific
region in 2021 (Taipei), 2023 (Melbourne) and 2024 (Singapore), counting 3 Asia-Pacific destinations within 5 editions. Also, it is
noteworthy to mention that Korea is the fourth largest Rotary Club country, with 1,600 clubs and 60,000 members.
Associations represent a major piece of the meetings and conventions industry in the world and play a vital role in enriching
communities. As our world is undergoing a revolutionary period in the creation of new knowledge and innovation, no doubt this
will give birth to new associations, in turn stimulating new advances.
ICCA | Partnering for success 12Regional statistics about the Asia -
Pacific association meetings market
2018 Market share per region
Number of meetings in Asia-Pacific in 2018:
Rank COUNTRY # MEETINGS
1 Japan 492 ICCA Statistics Reports and Publications
2 China-P.R. 449
ICCA has been tracking the growth of the international
3 Republic of Korea 273
association meetings sector since 1963 and releases
4 Australia 265 its highly-anticipated annual market report for the
previous year each June. The latest statistics for 2018
5 Thailand 193 are available for download now in the Knowledge
section of www.iccaworld.org.
Rank CITY # MEETINGS
ICCA’s newest industry trends report, “A Modern
1 Singapore 145 History of International Association Meetings – Update:
1963-2017”, reveals the results of an extensive study
2 Bangkok 135 on the 55-year growth of the international association
meetings industry. Download the full report at
3 Hong Kong 129 www.iccaworld.org/55years.
4 Tokyo 123
5 Seoul 122
Source: ICCA Destination Comparison Tool (April 2019)
This data only includes association meetings taking place regularly (e.g. annually, biannually, etc), rotating between at least three
different countries and with at least 50 participants. These graphs and tables are based on all meetings of which the relevant data
is known in April 2019. ICCA destination rankings by number of international association meetings are ranked according to the
“standard competition ranking method”.
13 ICCA | Partnering for successA S I A - PA C I F I C
Macao Trade
and Investment
Promotion Institute
What distinguishes your large-scale meetings and events under Strong support
destination within the one roof. Macao Trade and Investment Promotion
international association meetings Institute (IPIM), the lead government
A city of Gastronomy agency for business event, gets the
market?
In November 2017 Macao was opportunity to learn more about the
designated as the third “UNESCO association market through ICCA and
Good things always come in small
Creative City of Gastronomy” in China. what matters most to them when they
packages and Macao is no different.
It is home to many Michelin star are looking at potential destinations
Being just 30 sq. km in size, nowhere
restaurants. for their upcoming events. IPIM has
in Macao is too far away, making
launched the “Convention & Exhibition
the city easy to navigate - even for
Historical significance Financial Support Programme”, which
large scale conferences. With the
Macao is the single most consistent provides great support to ICCA events
recent opening of the landmark Hong
example of cultural interchange in terms of accommodation, F&B,
Kong-Zhuhai-Macao Bridge, Macao
between Europe and Asia. In 2005, keynote speakers, transportation, etc.
now is more accessible than ever for
“The Historic Centre of Macao” was
international conferences, with a direct
inscribed on the UNESCO World
road link to Hong Kong International
Heritage List.
Airport.
Safety and Security
What are your main knowledge Macao is regarded as a safe and secure
clusters? What industries are destination, with political stability, low
strong in your destination? unemployment, a low crime rate and
healthy economic growth.
Due to its rich history, Macao offers
a truly unique blend of East meets
West in culture and cuisine. It is a city
steeped in history as a UNESCO World
Heritage Site and at the same time
looks to the future with a vast array
of contemporary world-class meeting
facilities, creating a futuristic skyline.
How can you help associations
to leave a local legacy for their
members and in the destination,
as their partner?
As Macao comes of age as a business
events destination, with enormous
capacity and greater accessibility to
the world, there is no better time
to MEET@Macao with the below
credentials:
Close & Convenient
Being just 30 sq. km in total area,
everything is reachable within a travel
time of 20 minutes or less, making
everything close and convenient.
Exceptional Capacity
With more than 38,000 hotel rooms
and over 190,000 sq. m of meeting
space, Macao has the capacity to host
ICCA | Partnering for success 14A S I A - PA C I F I C
Marina Bay Sands
Singapore
Key ingredients as LAVO Singapore and Renku for
networking, private gatherings and
destination, it also lent a nice ambience
for the event which our delegates were
for a successful meetings. impressed by. In addition, we were
grateful for the F&B package options
association “I think YPO needs a location where
you’ve got a hospitality venue that is
recommended by the team at Marina
Bay Sands.” (S. N. Piramanayagam,
meeting big enough, but also offers quality and
intimacy. Marina Bay Sands is a leading
Associate Professor, Division of
Physics & Applied Physics, Nanyang
facility – not just in terms of its size Technological University)
and scale, but also the availability of
Against the backdrop of a thriving smaller, intimate venues within a single “Our 2018 Congress was a complete
business events scene in Singapore, location. These factors are important success. 99% of delegates said they
Marina Bay Sands’ appetite for hosting for the modern CEO.” (Terry O’Connor, would recommend the event! One
high-level association meetings is YPO EDGE 2018 Host City Chair and thing to highlight was the exemplary
growing, with a 106% year-of-year former Regional Chair of Southeast customer service we received onsite.
increase in 2018 Three leading clients Asia, Singapore) Across all aspects of their event
at Marina Bay Sands share their service, we found the Marina Bay
insights: Co-creation of delegate Sands team to be extremely responsive
experiences and committed to providing the
highest level of customer service.”
Spaces for meetings big and small
From event design, food and beverage Sarah Johnson, Chief Executive Officer,
offerings to the team’s ability to ISUOG
For corporate association YPO
(Young Presidents’ Organisation), the provide quick and creative onsite
availability of large and intimate spaces solutions, Marina Bay Sands’ deep Sustainability at the heart
within a single venue was essential understanding of the needs and
to accommodate a host of breakout demands of the different communities As more event organisers prioritise
events associated with this marquee is critical in co-creating unique delegate the need to incorporate sustainable
leadership conference. The premier experiences. elements into their meetings, venues
organisation for chief executives held that operate with sustainability in
its Global Leadership Conference “The main factor that drove me when their DNA are clearly a natural choice.
(GLC) and its flagship event YPO EDGE organising INTERMAG is the overall Marina Bay Sand’s green credentials
at Marina Bay Sands in March last conference delegate experience. was a key consideration for association
year. The 2018 event utilised nearly Marina Bay Sands was instrumental in clients, including the organiser of the
360,000 sq. ft. of event space at Sands providing flexible space to support our 5th International Rice Congress.
Expo and Convention Centre as well multi-track conference programme and
as smaller, alternative venues such exhibition space. Held within an iconic
15 ICCA | Partnering for successA S I A - PA C I F I C
Tourism New
Zealand
Unforgettable seafood, produce and wine are
world-renowned thanks to safe,
New Zealand’s small size ensures the
links between academia, industry and
sustainable production, plus an community are strong, providing a
New Zealand innovation network driving the
development of future foods.
framework for a connected, cohesive
conference. Local knowledge networks
• High-value design and can assist with sourcing speakers and
manufacturing: New Zealand content, to recommending relevant off-
What distinguishes your has carved a reputation for high- site visits.
destination within the tech design and manufacturing in Tourism New Zealand’s Conference
international association meetings aviation, marine, space, energy Assistance Programme offers
market? and healthcare, from award- marketing and funding support, from
winning yachts to rockets. financial feasibility studies, to bespoke
New Zealand’s stunning natural • Earth Sciences: New Zealand’s bid documents, and creating targeted
scenery, unique Māori culture and dynamic landscape has forged marketing materials to enhance
welcoming reputation have long a deep understanding of natural delegate attendance. Tourism New
made it an appealing destination for resources, from geophysical hazard Zealand can introduce international
international visitors and delegates. mitigation to renewable energy and associations to the country’s network
environmental management. of professional regional convention
But, beyond that, New Zealand is a • Health Sciences: New Zealand bureau, professional conference
small nation with a big reputation for is a world leader in Health IT, an organizers, and service providers, who
groundbreaking research, creative innovative developer of medical will work together to meet an event’s
ideas, and cutting-edge technology. devices, and is renowned for objectives.
groundbreaking medical research.
Bringing a conference to New Zealand • ICT and digital: New Zealand’s What is your main motivation
opens opportunities to connect with fast-growing tech sector to support ICCA through the
local experts and share knowledge in has celebrated successes in Association Relations Partner
the industries in which it excels. software, hardware and content programme?
development, from digital and
What are your main knowledge screen, to AI and cyber security.
As one of the original adopters of the
• Tourism: New Zealand is
clusters? What industries are ICCA Association Relations Partner
managing its global reputation
strong in your destination? programme, Tourism New Zealand
as a beautiful, safe, and friendly
sees increased access to the ICCA
destination with establishing a
• Agribusiness: New Zealand community as an invaluable way of
sustainable, responsible, tourism
combines natural advantages with improving the value of conferences.
industry.
sustainability and productivity- By listening to and working with
enhancing science and technology associations, Tourism New Zealand can
How can you help associations help deliver impactful events that bring
to offer expertise in farming,
forestry and fisheries.
to leave a local legacy for their maximum benefit to the organisation
• High value food and wine: members and in the destination, and its wider aims, while providing
New Zealand’s dairy, meat, as their partner? a legacy for the local knowledge
community.
ICCA | Partnering for success 16A S I A - PA C I F I C
Tourism Promotions
Board (TPB)
Philippines
Rediscovering local and foreign tourists who have
experienced first-hand why it’s more
The campaign is also grounded on
sustainability and responsible tourism
why it’s more fun fun in the Philippines. Complementing
the materials is a new logo design
while promoting the fun and unique
qualities of the country.
in the Philippines inspired by local woven textiles,
and a custom-made typefont called By using 100 percent crowd-sourced
“Barabara”, a font style similar to what material, It’s More Fun in the
is used on jeepneys and sari-sari stores Philippines campaign becomes the
The Philippines further strengthens across the country. country’s most sustainable tourism
its position as a destination of choice campaign to date. It serves as a
with the re-launch of the refreshed and Tourism Secretary Bernadette Romulo- collage of testimonials from people
vibrant signature Philippine tourism Puyat encouraged everyone to be with real experiences of the best of
campaign – It’s More Fun in the part of the fun by posting photos and what the country has to offer.
Philippines. videos of their experiences in the
country and by using the hashtag
The new campaign is 100 percent #ItsMoreFunInThePhilippines, which
crowd-sourced, using only authentic has been used 4.3M times in different
images, footage and reviews from both social media platforms.
17 ICCA | Partnering for successT H E I N T E R N AT I O N A L A S S O C I AT I O N M A R K E T I N E U R O P E
The diversity of the
European association
market
Elif Balci Fisunoglu, ICCA Regional Director Europe
Europe remains the most popular region for association meetings
In the last 55 years, Europe has consistently attracted the highest number of association meetings per region,
possessing an overall market share of 53.6%. European countries occupy four of the top five places in the 2018 ICCA
Country rankings, having also done so in 2017. The top five destinations in the 2018 ICCA City rankings are also from
Europe. Currently over 50% of the international association meetings are hosted in European destinations.
Strong support of ICCA Association Relations Programme from European ICCA Members
Currently, eight leading destinations and venues represent Europe in the ICCA ARP programme, providing strong
evidence of Europe’s leading positioning in the international association meetings market and continued commitment to
the meetings industry and global ICCA community.
Those prominent European destinations are helping ICCA to shape the future of the association meetings industry with
their knowledge and innovative ideas.
Key areas of importance to European meeting suppliers
New destination offerings: New, up-and-coming regions and destinations have been emerging over the past 30-40
years as a result of significant political and economic changes. The market is diversifying within the European region as
well as on an international scale. These destinations, often second- and third-tier cities, are realising that international
association meetings are an essential resource when it comes to national expansion: the knowledge economy is seen as
the way forward for economic and societal development.
The cluster approach: In contrast, to compete on the global market, the bigger, well-established destinations with
large networks of suppliers are no longer positioning themselves in terms of which kind of facilities they can offer –
although, of course, this does remain crucial to destination appeal! Instead they are using the strengths of local sectors
to drive the branding of their destinations, to bring in business via certain clusters of associations, whether regional or
international and gain international knowledge and investment for their national economies.
The value of association meetings is not measured via hotel rooms, but via economic and social impact. A deeper
measurement of legacy is considered important in helping newer destinations to stand out in a crowded marketplace.
Increase in regional meetings: Our European members are collaborating across national borders to attract more
association meetings to their respective countries, to strengthen their collaboration by using regional networks to attract
more international business to their own countries and regions.
Smaller meetings are more sustainable, as they grow naturally alongside the demand for a bigger supply chain. Many
associations are also nominating ambassadors in their communities to establish regional meetings, one of the many
reasons why smaller cities and new European destinations are becoming leading players in the market.
Open access knowledge transfer: Free movement of people via the Schengen Area makes the transfer of knowledge
simpler and quicker. The result: stakeholders in up-and-coming regions can unlock the expertise of the well-established
European destinations and other regions of the world. ICCA’s position as a global association allows members in the up-
and-coming European regions use of our open platform to tap into a global network of knowledge and connections.
Sustainability: This topic is of increasing concern to our European members. The Global Destination Sustainability
Index, which was originally an initiative of ICCA’s Scandinavian Chapter, is now a collaborative partnership between ICCA,
European Cities Marketing, IMEX and MCI Group and used by almost 50 destinations worldwide, many of them in Europe.
ICCA | Partnering for success 18Regional statistics about the European
association meetings market
2018 Market share per region
Number of meetings in Europe in 2018:
Rank COUNTRY # MEETINGS
1 Germany 642 ICCA Statistics Reports and Publications
2 Spain 595
ICCA has been tracking the growth of the international
3 France 579
association meetings sector since 1963 and releases
4 United Kingdom 574 its highly-anticipated annual market report for the
previous year each June. The latest statistics for 2018
5 Italy 522 are available for download now in the Knowledge
section of www.iccaworld.org.
Rank CITY # MEETINGS
ICCA’s newest industry trends report, “A Modern
1 Paris 212 History of International Association Meetings – Update:
1963-2017”, reveals the results of an extensive study
2 Vienna 172 on the 55-year growth of the international association
meetings industry. Download the full report at
3 Madrid 165 www.iccaworld.org/55years.
4 Barcelona 163
5 Berlin 162
Source: ICCA Destination Comparison Tool (April 2019)
This data only includes association meetings taking place regularly (e.g. annually, biannually, etc), rotating between at least three
different countries and with at least 50 participants. These graphs and tables are based on all meetings of which the relevant data
is known in April 2019. ICCA destination rankings by number of international association meetings are ranked according to the
“standard competition ranking method”.
19 ICCA | Partnering for successEUROPE
This is
Athens-Convention
& Visitors Bureau
Athens, a city
This is Athens-Convention & has been expanding its meeting
Visitors Bureau (ACVB) works closely facilities with state-of-the-art
that really
with local associations, governmental contemporary spaces.
organisations and institutions and acts 3. Both local and international hotel
cares to make a
as a liaison to the international market. brands are investing in new
A wide spectrum of Maritime, Sports developments that enrich the
difference
and Medical associations are already visitor’s experience.
well established in the city, while a lot
of others are currently evolving and Athens is a city where the ancient and
attract endorsement from both local modern coexist; it’s a city of synthesis
and international stakeholders. For and antithesis that combines a historic,
Investing in the outstanding value each association event, ACVB’s wide yet contemporary urban centre
of association events. range of private local partners organise embraced by a superb refreshing
events that exceed expectations, offer coastline. Visit Athens to wake up
The city of Athens acknowledges the high-end professional services and under a vibrant Mediterranean sun,
real value that association events bring deliver outstanding experiences. to explore and get inspired by an
through the promotion of knowledge, energetic, evolving city culture and to
the advancement of key industry It is no coincidence that Athens is celebrate in an exploding gastronomic
sectors and eventually, the creation rising as a top choice for association scene and nightlife.
of positive impact for society and its events, ranking as the 24th top
communities. “Rising Athens”, as it is convention destination in the ICCA is the greatest, most valuable
lately presented in the media, is not world for 2018, according to the and reliable partner when it comes
a superficial headline but the result latest annual ICCA Statistics Report. to association events globally, with
of well-set goals and hard work to Nevertheless, apart from its strong deep knowledge and understanding
bring people together, create valuable strategic focus in international of the values and processes of
networks that drive innovation and association events, there are several destinations and at the same time
strengthen the local economy. reasons that place Athens as an ideal a solid understanding of association
meeting point: needs. Consequently, This is Athens-
The unique public-private partnership Convention & Visitors Bureau
of This is Athens & Partners led by 1. The Greek capital is located at the supports ICCA through the Association
the City of Athens, brings together heart of three continents and the Relations Partner programme to
AEGEAN, Athens International Airport, award-winning Athens International further promote the development of
the Greek Tourism Confederation Airport welcomes delegates from association meetings in a city that
(SETE) and key tourism stakeholders more than 165 international really cares to make a difference.
and corporations, and aims to develop, destinations.
manage and promote Athens as an 2. The city’s venues are unique in
attractive year-round destination for so many ways, each one with a
visitors, residents, professionals and different story to tell. Apart from
investors, by introducing a number of the historic landmarks, the city
wide-ranging projects.
ICCA | Partnering for success 20EUROPE
visit.brussels
Brussels, the
meaningful connections with other • Creating activities for other
associations, private partners and associations in the city and to
networking
public authorities. create exhibitions, innovative
• Brussels is member of the Global events, and involvement in local
ecosystem for
Association Hubs Partnership, events.
the world’s leading cities for
associations
international associations (together Sharing
with Dubai, Singapore, and • Sharing and using best practices,
Washington DC). personal experiences, tips from
associations and publications
What are your main knowledge as a one-stop shop through the
What distinguishes your clusters? What industries are Association Bureau.
destination within the strong in your destination? • Deploying development strategies
international association meetings in other regions by offering access
market? Brussels is the centre of excellence to the Global Association Hubs
with innovation labs in different Partnership.
First, hosting associations it’s in our fields. Event organisers benefit from
DNA: highflying connections in these Engaging
• Brussels is home to over 2,250 centres of excellence, which are: • Integrating information from
headquarters of international • life sciences and associations in our future Brussels
associations. Hence, development, biopharmaceuticals, association guide.
funding and support go hand in • media and creative industries, • Guiding associations to the
hand with developing international • information and communication right resources and training
association congresses, building technologies initiatives and organise continuous
memberships and local presence. • business services educational activities for achieving
• Brussels is Europe’s leading • sustainability and clean-tech. professional objectives.
destination for association • Leaving a sustainable and
congresses and the second How can you help associations lasting legacy thanks to Brussels
worldwide (UIA Report 2019). Convention Bureau, hotels,
to leave a local legacy for their
Brussels has also just jumped up 5 venues and other partners making
members and in the destination, concrete future commitments in
places in the world’s top 20 cities as their partner?
(according to the ICCA Ranking terms of sustainability. (Brussels
2018). is in the world’s top 10 pioneering
The visit.brussels Convention cities for its responsible and
• Brussels has a unique city & Association Bureau can offer
association bureau – a “one-stop sustainable policies and practices
association meeting organisers in the business tourism and events
shop” public initiative – with a useful connections to experts and
free service that supports and industry - Global Destination
stakeholders in their event’s sphere Sustainability Index, GDS, 2018)
advises every single international of influence, enabling organisations
association. increase the number of participants,
• Belgium has a favourable legal attract sponsors and exhibitors, and
What is your main motivation
environment and is the only develop their programmes. to support ICCA through the
country with a law having Association Relations Partner
international non-profit association We act in multiple ways to programme?
status. help associations, by
Brussels’ main motivations to support
Second, international is our Connecting ICCA through this programme are to:
expertise: • Assisting in creating meaningful • Highlight the knowledge, network
• Brussels is home to EU institutions, connections and networking with and heritage existing in Brussels
NATO, the World Customs other associations, private partners • Share innovative ideas in engaging
Organisation, UN representations, and public authorities. Or even with associations
and various intergovernmental engage in partnerships with local • Bring a multilevel and multinational
bodies. This ecosystem offers or international associations and expertise in dealing with
a highly favourable business organisations based in Brussels. association matters
environment and permits
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