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Driving MICE growthfor Ireland
Ciara Gallagher
Who are we?
SupportingConversion
Growing Conferences, Meetings & Incentive Travel to Ireland
BiddingDevelop Business
OpportunitiesIdentifyResearch
Period of significant Growth
o Revenue up by 35%
o €715m in 2016
o 22,000 jobs
Contributing factors to success
o Investment in RCBs, Trade, Infrastructure
o The CCD
o Location
o Access
o Professionalism & Quality
o Safety
o Exchange rates & Economic Recovery
Strategy sets ambitious targets
2028 Target€1.2bn
2016 €715m
Where will this Business come from?
3.89% CAGR from
North America
by volume
3.93% CAGR from
NA by revenue
2.98% CAGR from
Great Britain
by volume
3.35% CAGR fromGB by
revenue
4.99% CAGR from
Europe
by volume
5.04% CAGR fromEU by
revenue
6.39% CAGR from
Rest of World
by volume
6.52% CAGR from
ROW by revenue
Move to knowledge based
bidding
Home-grown events
Destination awareness campaign
Market reviewsIncreased resources overseas
Trade Capability
Ireland as a sustainable MICE
destination
Review RCB structure and
model
CAPEX fund for Gala Dinner
Venues
Key recommendations 2018-2028
Building strong foundations for future growth
Move focus to knowledge economy
Destination Awareness Campaign
Market diversification and increased resources
Move focus from infrastructure to knowledge economy
The Ireland Image
Reposition as home to the Brightest of minds, centre of innovation and inspiration with a can do attitude
9/10Global
Pharmaceutical
Corporations
3/6Top Game
Publishers
9/10Global
Software
Companies
17/25Global
Medical Device
Companies
10/10Top ‘Born on
the Internet’
Companies
+75%
World
Financial
Service Firms
One of the best places in the world to do business
Research to measure Sector Strength
Develop CAP to include Irish Heroes
Build database by city to include Home-grown
Ireland’s Brightest Minds Campaign
Foster relationships & align messaging to support drive for inward investment
Up-weight supports
How will we develop as a knowledge hub?
Results
o Move to knowledge based bidding
o Differentiation through intellectual capital
o Conferences bring experts and expand local knowledge
o New research, innovative projects & life improving products
o Success drives further investment
Building the Meet In Ireland brand overseas
Previously…
o Focus on Lead Generation and Conversion
o Over-reliant on leisure brand
o Weak MICE profile
Where will we address this?
o Conduct awareness, consideration & shortlist research
o Refine message by market based on insights
o Run pilot Campaign through digital and content marketing
o Showcase heroes & big brand successes
Result
o Brand rolled out and adopted by partners
o Achieve 80% Brand recognition in-market
o Increase destination consideration amongst buyers by 10%
Increased B2B resources & market diversification
How will we win?
o Conduct market research to identify best prospects
o Procure LGAs to generate business opportunities & recruit for in-market/in-Ireland events
ResultsResults
o Target based contracts
o Operate in best prospect markets
o Scale back investment in non-performing marketso Increased awareness levelso Increase in business opportunities
Why are we doing all this?
High end, high spend
o €715m
o 22,000 jobs
o Conference Delegates Spend More
Value of a Conference Delegate?
Thank You
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