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Your Guide to Conferencing in Dundee and Angus 2012 - 14Dundee and Angus Business Tourism Strategy 2013Dundee and Angus Business Tourism Strategy 2013
www.conventiondundeeandangus.co.uk
Dundee & Angus Convention Bureau3 City Square, Dundee DD1 3BA Tel: +44 (0)1382 434318 Fax: +44 (0)1382 434650E-mail: [email protected] Website: www.conventiondundeeandangus.co.uk
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contentsWhat does business tourism mean for Dundee and Angus? 1
Why is Business Tourism important? 5
Dundee and Angus – Generating Growth in Business Tourism 8
Future market trends in Business Tourism 11
Dundee and Angus as a future business tourism destination 15
DACB – Selling Dundee to the World 20
Future Goals for Business Tourism in Dundee and Angus 23
The Vision for DACB 25
Strategic Objectives 27
A Team Effort – Working Together 29
Engaging Scotland’s Business Tourism Strategy 33
The Future is Bright 35
What Resources are available? 35
Appendices 36
‘As the first Solanaceae conference held in the UK, it attracted
around 300 delegates from around the world including Asia, Australia
and North America. The Bureau was exceptionally supportive in helping
us bid for and secure the SOL2010 conference. They provided online
delegate registration, travel and accommodation facilities, making the
process very simple and straightforward for our international visitors.’
Glenn Bryan, leader of the Potato Genetics and Breeding Group
The James Hutton Institute and Ambassador
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What does business tourism mean for Dundee and Angus?
Business tourism generates over £55 million of economic impact for
Dundee and Angus, creating or safeguarding nearly 1,000 full time
equivalent jobs. ‘It also generates more than £11 million direct delegate
expenditure3, representing 17% of the total visitor expenditure in the
area.
Dundee & Angus Convention Bureau is responsible for attracting major
conferences and meetings to the area. Since 2000, the Bureau has seen
a 142% increase in bed nights and 154% increase in value, as a result
of business tourism. Dundee & Angus Convention Bureau provides
a range of FREE advice and support from bid preparation to venue
selection, sponsorship and professional services for conference
organisers and delegates.
Dundee and Angus has established a strong reputation in the business
tourism sector and within the following markets:
• The UK and international association conference and meetings market
• The academic conference and meetings market
• The corporate meetings market
Business tourism is defined as:
‘The provision of facilities and services to the millions of delegates
who annually attend business tourism, congresses, exhibitions,
business events, incentive travel and corporate hospitality.’
(IMEX Definition)
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Around 45% of all meetings are in the areas of medicine, science and
technology. Other sectors such as industry, education, social sciences,
economics, law and management account for around 55% of the total
market. City destinations are the key competitors in the global business
tourism market, especially those which can combine business tourism
infrastructure with an attractive overall destination experience.
Renowned for its academic excellence and pioneering accomplishments,
Dundee has strengths in the scientific, medical, software, arts and
academic arenas. Beyond the city, Angus provides an attractive leisure
and social programme experience for delegates and accompanying
family and friends with a range of facilities and things to see and do,
along with a variety of conference and meetings venues. A leading
business tourism destination, the area continues to inspire and educate,
welcoming thousands of delegates for conferences, exhibitions and
association meetings, each year.
Business tourism brings benefits for Dundee and Angus. On an economic
level, spend per visitor (or yield) is often significantly higher than that of
leisure visitors. Most business tourism takes place at times of the year
when leisure tourism is at its lowest volume, therefore sustaining business
levels for hotels and other businesses, during typically quiet periods.
It generates visitor revenue for cities and destinations which may not
necessarily offer a competitive leisure tourism product. Hosting major
national and international events raise the profile of the destination on a
global level, and as many events are organized well in advance, it allows
for future planning and budgeting. It can also attract inward investment,
driving forward capital developments in the provision of new facilities and
infrastructure.
Worldwide, the largest sectors are:
• Medical meetings • Technology meetings
• Scientific meetings • Industry meetings
• Education meetings
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Why is Business Tourism important?
Business tourism is the fastest growing sector of the tourism industry.
Worldwide, there are over 5.2 million delegates attending over 9,000
international meetings generating spend worth around $13.5 billion of
delegate expenditure in 20101.
Statistics regarding Business Tourism are fraught with complication,
as any measurement of tourism tends to be, however it is understood
that in the UK, business tourism is estimated to contribute £24 billion
to the economy per year and represents 28% of all inbound travel2.
In Scotland it generates around £826 million of direct revenue,
representing around 20% of total visitor spend with an estimated
£2.3 billion of total economic impact2. Business visitors spend up to
double that of leisure visitors and Scotland punches above its weight,
hosting 29% of all UK international association conferences.
Business Tourism is a key driver of growth and collaboration for
Scotland, not least as the ‘bridge’ between tourism and inward
investment.
‘We experienced Scottish culture to the full – food and drink,
landscapes, visitor attractions ... we made the most of our visit to
Dundee and Angus.’
Comments from delegates attending the iIIRG 2011 Conference
The attraction of major conferences and exhibitions helps to reinforce
Scotland’s credentials in our growth sectors such as life sciences and
energy and markets Scotland as a destination for inward investment.
Business tourism visitors are potentially key influencers in terms of
inward investment and trade decisions, and Business Tourism is
therefore the ultimate ‘Shop Window’ for Scotland, its cities and
Dundee and Angus.
The industry is also notable in that it supports a wide range of small,
medium and large companies across Scotland that are not necessarily
involved in the leisure market, for example conference centre’s, catering
companies, unique venues, charitable status venues, civic venues,
academic venues, florists, design agencies, audio visual companies,
coach companies and more.
‘The team at Dundee & Angus Convention Bureau truly are the
business tourism experts and the advice and proactive support they
provided ensured that any potential obstacles were identified and
dealt with, whilst meeting important deadlines. They also brought
plenty of ideas about what to include in the conference and this
definitely contributed to making the whole event a success.
Dr Colin Cartwright, HCI 2010 Conference
University of Abertay Dundee and Ambassador
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Dundee and Angus – Generating Growth in Business Tourism
Business tourism is increasingly important for Dundee and Angus.
More than 230,000 delegates travelled to Dundee and Angus to attend
conferences and events being held in the area, during 20123.
Dundee is well established as a university and research centre, it is
home to one of the largest research communities in Europe, over 3000
life scientists from more than 52 countries are currently working in the
area. The University of Dundee continues to attract top-class
researchers from across the globe, researching subjects as diverse as
medicine, life sciences, dentistry, law, microelectronics, fine art and
design and space exploration. Whilst, thriving new industries including
biotechnology, high tech manufacturing, software and customer services
continue to make their mark. The James Hutton Institute is addressing
the problem of feeding the planet’s population of 7 billion people through
research into sustainable farming methods and the genomics of plants,
whilst the University of Abertay is developing the next digital generation.
Providing a memorable experience for delegates is essential and Dundee
& Angus Convention Bureau works with conference organisers to create
a social programme which provides a real taste of Scottish hospitality and
culture. The breathtaking scenery, heritage, golf, food and drink found in
Angus, combines to create the perfect package for delegates and
accompanying family and friends to enjoy all the area has to offer.
From the grandeur of Glamis Castle to the thrill of gorge walking and
river rapids, there is a wealth of options available.
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Future market trends in Business Tourism
It is predicted that international tourism will grow at around 3.3% per
annum4. According to the VisitScotland Business Tourism Unit (BTU),
the development of business tourism since the 2009 recession shows
that it is inextricably linked to national and international economic
performance and will adapt and respond to changing conditions5.
To a degree Dundee and Angus is a new business tourism destination
as it strives to attract an increasing share of the UK and international
meetings market. To compete, the destination must invest in new
facilities such as hotels and top quality meetings venues, whilst ensuring
that the standards of customer service and the quality of welcome on
offer are second to none.
Through its very successful Ambassador Programme, established in
November 2000, Dundee & Angus Convention Bureau has brought
major conferences, within key industry fields, to the area.
‘Ranked 1st in the UK for the impact of our scientific
research with groundbreaking medical research into
diabetes, cancer and neurosciences.’
The Guardian and Thomson Scientific Index about the University of Dundee
The Bureau works closely with key individuals and experts within different
industry sectors, providing free impartial support and advice to assist in
bidding for, securing and hosting conferences in the area. The diverse
range of academic institutes in Dundee and Angus provides the perfect
environment for hosting academic and association conferences. This
provides delegates with an insight into the excellent work being carried
out, whilst raising the profile of the host organisation and destination,
on a global stage. Over 166 conferences, contributing over £31 million
to the local economy, have been secured through the Ambassador
Programme for the area, with further conference bids in progress
Major developments taking place at Dundee’s waterfront will transform
the city into a world leading waterfront destination for visitors and
businesses, through the enhancement of its physical, economic and
cultural assets. At the heart of this will be the V&A at Dundee, which
is set to open in 2015 and will bring major benefits for the city, further
establishing its reputation as a leading player in the global field
of design.
‘Creative industries are enormously important to the Dundee and
Angus economy. The development of the V&A at Dundee will bring
major benefits, and reinforce Dundee’s global reputation in the field
of design.’ Professor Tom Inns, Dean of School at Duncan of Jordanstone
College of Art & Design
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Dundee and Angus as a future business tourism destination
Discerning clients will, in future, be looking for value for money. To be
a successful destination, Dundee and Angus must offer best value for
money and quality of service and facilities which match the best to be
found worldwide.
The global meetings market is increasing and this has significant
potential for Dundee and Angus. Building a successful meetings sector
will create jobs and wealth for the destination, however to capitalize on
the benefits this can bring, it’s essential that new venues and facilities
are developed. The creation of a major new meetings venue would be
a step change for the region, but realisation of this would require more
marketing resources.
Dundee & Angus Convention Bureau is already successfully securing
conferences, many of which are visiting the UK for the first time and
attracting new meetings to be hosted in the city.
‘It was a fantastic achievement to bring a major conference like
this to Dundee and a large number of experts were attracted from
around the world, to hear all about the excellent work being carried
out in Scotland.’
David La Rooy, Chartered Psychologist and Associate Fellow
of the British Psychological Society, and Ambassador
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The average attendance at meetings is currently around 300 delegates
and Dundee can comfortably host this number of delegates. However
there is a further 23% of the total global market, including conferences
comprised of 400 to 500 delegates, which Dundee cannot regularly
host through lack of plenary/exhibition facilities and breakout space.
The challenge is therefore, how to compete in the global meetings
market and reap the benefits?
In order to achieve continued growth, Dundee & Angus Convention
Bureau aims to develop future business through the following objectives:
• Strengthening and growing the Conference Ambassador Programme
• Working with local centres of excellence in academia and research
to further develop business tourism
• Promoting an increasing range of high quality meeting venues and
conference services
• Encouraging the development of a conference centre to facilitate
the needs of association and academic conferences for 500 – 1000
delegates
• Encouraging the development of accommodation to meet the
growing demand for conferences, meetings and events
• Working closely with city institutions, businesses and universities
to target key markets
• Linking new developments such as the V&A at Dundee into the
business tourism marketing strategy
The V&A will play a key role for Dundee in the future, as a venue it will
provide an enhanced destination profile for the city. V&A at Dundee will
be an international centre of design for the widest public, housed in
a world-class building at the heart of Dundee’s waterfront. It will show
major exhibitions of international design, celebrate and promote the
care of our own design heritage, inspire and help develop contemporary
talent, and encourage design innovation for the future.
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The V&A will play a key role in securing future bids and as a result,
encourage and continue to attract new investment in meetings venues
and accommodation.
Although the V&A at Dundee will positively influence future bids
and inward investment, and will play an enormous role in supporting
Business Tourism by hosting small meetings, receptions and
dinners etc, it is important to note however that it is not a conference
centre, equipped with the required capacity and functionality to host
conferences of 500+ which is much needed in Dundee.
‘Planning a conference is an extremely complex task, but thanks to
the support received from the Dundee & Angus Convention Bureau,
who were able to advise about accommodation, venues and
conference services, the conference was a great success with over
85% saying that they would consider returning to the Dundee area.’
Comments from Professor Peter Gregory, Chair, ISRR 2012 Conference
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Dundee and Angus Convention Bureau – Selling Dundee to the World
There are significant opportunities for Dundee and Angus to host more,
higher value meetings. However, our immediate aspirations are based
on making the most of our existing venues and resources.
To promote the destination to the UK and international meetings market,
Dundee & Angus Convention Bureau works closely with partner venues
and hotels across the area. We work with a wider range of partners
including:
• A range of high quality meetings venues offering capacity from 50
to in excess of 2000 delegates. Although our largest venue can
accommodate just over 2000 delegates, it is worth noting that the
opportunity to attract and host large meetings is significantly reduced
due to the lack of multiple breakout rooms and sufficient exhibition
space required by the conference/meeting market.
• Accommodation providers from budget hotels to major 4-star hotels,
providing a total of 1086 rooms within a five mile radius of the city
centre. The development of accommodation is required to meet the
demand of hosting multiple conferences at any one time, increasing
the impact of business tourism to the destination.
• Social programme providers – a wealth of attractions and facilities are
available in the area and provide the perfect venue for social dinners,
receptions and tours to enhance the delegate experience and give
them a flavour of the area and Scottish culture.
• University based experts who will encourage others within their field,
associations and academic networks to choose Dundee as the venue
for a future conference.
• Professional Conference Organisers (PCO).
Providing greater added value for clients and delegates is a top priority
for meetings organisers and Dundee and Angus is well equipped to offer
attractive pre and post meeting itineraries. From conference dinners at
historic venues such as Glamis Castle to golf and excursions to places
of interest, there is plenty of scope to add real value to a conference.
This is extremely attractive to organisers and delegates and aims to
ensure that the destination competes with the best worldwide and
continues to punch above its weight.
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Future Goals for Business Tourism in Dundee and Angus
Dundee and Angus can look forward to future growth in business
tourism with confidence. The development of new business sectors
presents new opportunities for attracting new conference business.
For example Dundee’s role in the development of the renewable energy
sector makes it well placed to host conferences and events focusing on
this new market.
Dundee & Angus Convention Bureau’s strong links within the city
universities and research establishments is key to bringing national or
international association or academic conferences to the city, which
attracts further inward investment and raises the profile of the destination
on a global stage.
The major developments taking place at the city’s waterfront, along with
the creation of new hotels, meetings venues and the establishment of
the V&A at Dundee confirms the city’s recognition of the importance of
business tourism to the area. This has the potential to generate further
benefits and ensure a bright future of Dundee and Angus.
‘The local knowledge DACB have of the area was also key to
sourcing and selecting the right venues for the event and they
worked with us to create a social programme which would
leave a lasting impression.’
Glenn Bryan, leader of the Potato Genetics and Breeding Group
The James Hutton Institute and Ambassador
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The Vision for Dundee and Angus Convention Bureau
Dundee & Angus Convention Bureau’s vision is:
• To reinforce the position of Dundee and Angus as a leading
conference destination within the UK
• To position Dundee as an established destination within the National
and International Academic and Association Sector
Dundee & Angus Convention Bureau aims to increase the value of the
business tourism market in Dundee & Angus by at least 10% per year
over the next 5 years, in the academic and association sectors, by
comparison to the 2006 baseline. If Dundee & Angus Convention
Bureau achieves this target by 2015, delegate expenditure is set to
reach £14.5 million, at present day prices, with a total impact of
£58 million.
‘Dundee has always yielded extraordinary things. Throughout
the years some incredible achievements, discoveries and ideas
have come out of the city.’ Actor, Brian Cox
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Strategic Objectives
Dundee & Angus Convention Bureau has two strategic objectives,
these are:
• To facilitate growth in the volume and value of business tourism
• To enhance the competitiveness of Dundee and Angus as a business
tourism destination
These will be achieved through:
• Strong promotion of the area in the UK and global business tourism
market
• By supporting the universities, institutions and research establishments
in the area to create and submit bids to attract and secure meetings
in Dundee and Angus
• Improvement of the facilities and services in the area by working with
our partners in the public and private sector to develop new venues
and facilities
• Provision of resources and expertise to organise major meetings
and conferences
‘The five Angus Glens that spill through the north of the region are
beautiful, atmospheric and unspoiled – some of Scotland’s best
kept secrets.’ Adventure Guide to Scotland by Martin Li
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A Team Effort – Working Together
The most successful conference cities take a coordinated approach
between venues, hotels and the public agencies. Glasgow, Edinburgh,
Barcelona, Vienna, Boston and Singapore are major players in the
meetings markets and the success of these destinations is due to their
shared vision and clear goals for business tourism. Whilst these cities
are far bigger than Dundee, their approach is something which we can
learn from.
Business tourism plays a key role in Dundee and Angus. During 2012,
conferences and events held in the area generated an economic impact
of more than £55 million, attracting over 230,000 delegates from the UK
and around the world to Dundee and Angus.
Dundee & Angus Convention Bureau plays a key role in the marketing
and promotion of the area to meetings organisers, assisting them in the
organisation of meetings and events – but none of this would be possible
without the Dundee & Angus Convention Bureau’s strong links with
Ambassadors, partners and the local authorities.
’Attracting the best research on computer vision in the world...
our group, the University and the region benefited from the
visibility created.’ Professor Emanuele Trucco, FRSA, BMVC 2011 Conference
Dundee & Angus Convention Bureau works closely with Dundee City
Council and Angus Council, who are committed to the development
of business tourism in Dundee and Angus. Investing in the future of
business tourism, Dundee & Angus Convention Bureau’s Ambassador
Programme brings together experts and academics within the universities
and research sectors to prepare bids to attract national and international
association and academic conferences. The hotels, meetings venues
and facilities operators are key ingredients to the success of conferences
and events held in the area, ensuring these run smoothly and generate
positive feedback from organisers and delegates.
The launch of a National Bid Fund by VisitScotland BTU will give Dundee
greater competitive advantage, when bidding for major international
conferences. This will bring further benefits for the area.
‘Delegates expected a very Scottish experience and they were
not disappointed by the friendliness and hospitality extended to
them whilst in Dundee & Angus.’
Kathryn Clark, Event Manager at the Royal College of Nursing
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Engaging Scotland’s Business Tourism Strategy
Dundee & Angus Convention Bureau also works closely with
VisitScotland BTU and other national partners to ensure that the
destination strategy fits with and supports the Scottish national business
tourism strategy and vision. Our partners include Scottish Enterprise,
Scottish Development International, city convention bureaux in
Edinburgh, Glasgow and Aberdeen and the meetings industry
across Scotland.
‘Dundee & Angus Convention Bureau supported us in the
organisation of our general assembly and were helpful and
efficient in making sure everything was dealt with smoothly.’
Gareth Keller, Head of Specialist Group Services at HCVA
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The Future is Bright
What Resources are available?
Even with the existing infrastructure, there is scope to increase the value
of business tourism by 10% per year over the next 5 years. This will lead
to the creation or safeguarding of around 700 additional full time jobs in
the local economy and will help to secure investment in the hotel and
tourism sector across the area.
Dundee & Angus Convention Bureau has an annual operating budget of
around £150k. This is supported in kind by access to local and national
bid funds designed to support academic and association bid activity.
‘Don’t look back admiringly at your own footprints. It’s all lost unless
this next step is truly exceptional.’ Gary Lightbody, Snow Patrol
Dundee & Angus Convention Bureau Action Plan
Activity Lead Supporting Timescale Indicative Outputs Funding
Continue with development DACB Ambassadors/ Ongoing Achieve an increase in number Existing of the ambassador Industry of ambassadors supporting the Budgetprogramme programme. Achieve an increase
in the number of conferences secured
Encourage the development DACB SG/SDI/SE 5-10 years Achieve a venue within timescale TBC of a purpose built facility /DCCthat can accommodate1000 delegates with flexiblemeeting space for parallel sessions, along with adequate exhibition space
Encourage the development DACB SG/SDI/SE 1-10 years Achieve increased accommodation SE/Industry of accommodation level to run multiple large
conferences simultaneously
Encourage and support DACB SDS/Industry/SE Ongoing Achieve increased industry SE/SDS/ the promotion and attendance at Business Tourism Industrydevelopment of Skills Skills and Service training/eventsand Service within the Business Tourism Sector
Capitalize on the potential DACB/ SG/Industry 1-5 years Achieve increase in number of Existing the V&A at Dundee brings V&A at business tourism events held Budgetto grow business tourism Dundee in Dundee and Angusand place the destination on the world stag
Glossary of Terms:DACB Dundee & Angus Convention BureauIndustry Venues, Accommodation and Support Services in Dundee and AngusSDI Scottish Development InternationalSG Steering Group (Dundee City Council, Angus Council and VisitScotland Business Tourism Unit)SE Scottish EnterpriseSDS Skills Development Scotland
Appendices
Data Sources 1 ICCA Annual Review 2010
2 The UK Tourist 2010
3 ‘Business Tourism Statistics for Dundee and Angus’
- Dundee & Angus Convention Bureau, 2012
4 WTO October 2011 (United Nations World Tourism Organisation)
5 ‘Business Tourism in Scotland – A Strategic Framework for Growth’
- VisitScotland Business Tourism Unit
acknowledgementsPhotography Acknowledgements:
Frame Focus Capture Photography
Graham Hood Photography
Kenneth Malcolm Photography
Scottish Viewpoint
This document has been printed on environmentally responsible paper
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Disclaimer
While every effort has been made to provide accurate information, Dundee & Angus Convention
Bureau cannot accept responsibility for any errors or omissions that may occur.
You are advised to check venue details prior to confirming any bookings.
‘An area of outstanding beauty, Angus offers rolling countryside, idyllic
beaches, rugged glens, championship golf courses and ancient relics
to explore ... the perfect environment for a variety of historical, cultural,
outdoor and leisure pursuits.’ Angus Ahead
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