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