Julia Rahman

Tonya Almond is the vice president of knowledge and experience design of PCMA, and has twenty years experience in business events. She stated that relevant, engaging and memorable are three elements that participants expect, and the challenge is providing that environment in a way, that seems personalised to hundreds or thousands of individuals.

Business event strategists according to Tonya, must dig deep to create relevant, engaging and memorable events that also fulfill a participant’s professional and personal goals.

Below is her take on the best practices in business events gleaned from her research and experience:

Visual, auditory, kinesthetic

Content tracks are a popular and proven approach to ensure educational programs deliver innovative and insightful industry trends. But that is just half of the formula for a successful program that truly creates engagement and retention. Understanding and accommodating different learning styles is equally necessary to generate value and ROI for business events participants.

There are more than 70 learner classifications, but the most common is the Dunn & Dunn VAK style of visual, auditory and kinesthetic. Visual learners respond best to demonstrations, videos and info graphics. Auditory learners engage best with explanations, podcasts and keynote presentations. Kinesthetic learners embrace hands-on learning via workshops and interactive sessions.

Identifying the most prevalent learner types in your audience, is an important first step, and you can do so by analysing how past sessions have fared, or creating fun and interactive learning style quizzes or surveys. You can also design your education sessions, to align with the more popular learning styles and provide business events participants a choice of where to focus their learning efforts.

 Learn from experience

Introspection is another key component to designing an event experience that resonates with the broader audience. PCMA recently partnered with Steelcase Inc.’s Event Experiences to conduct an honest, transparent self-examination of its own signature ‘Convening Leaders’, an annual flagship event to better understand the participant journey and experience. Hundreds of conversations and observations about content, experience, signage, venue, seating options and more yielded a set of event experience insights that PCMA and Steelcase will share during its 2019 EduCon event June 25-28 in Los Angeles.

The answer is within

PCMA also collaborated with Marriott International, to produce another key research piece ‘Future of Meetings & Events’ ‘ to identify the macro-trends affecting the business events industry in the next three to five years. Trends included orchestrated serendipity, creating unexpected, meaningful connections for participants and, bigger than oneself is creating events that also benefit the communities and societies.

These concepts can provide a strong foundation for event experience designed, as they put the customer, at the heart of events. One size no longer fits all for business events design therefore, as an industry we must endeavour to deliver more customised experiences.

The trade show is ahead in its  target for exhibitor confirmations with over 60 domestic and international exhibitors already confirmed to attend the event at China National Convention Centre (CNCC) in Beijing on August 28 and 29.

Part of IBTM’s global portfolio of meetings and events industry trade shows, and the most established event of its kind in China, over 9,000 pre-planned meetings are expected to take place this year between over 380 exhibitors and 400 hosted buyers – an increase of 37 percent compared to 2018.

International exhibitors signed up to attend so far include Los Angeles Tourism & Convention Board, Melia Hotels, South Africa National Convention Bureau, Busan Metropolitan City, Tourism New Zealand and Macao Trade and Investment Promotion Institute. Domestic exhibitors include Beijing Tourism, SIP Service Industry Development Bureau, Dalian Crowne Plaza Hotel, Jinling Hotels & Resorts.

Meanwhile, over 3,500 trade visitors are expected to attend and an estimated 50 percent of hosted buyers are expected to be new to IBTM China this year.

To ensure attendees are kept on the cutting-edge of industry trends, several education sessions have been added to this year’s Knowledge Programme, taking the total to over 50 sessions on topics such as tailor-made tours, cruises, aviation, incentive travel and business travel.

The event itinerary also includes several networking sessions to help renew old connections and forge valuable new business relationships, and this year a Happy Hour has been added to the last afternoon of the show.

New Technology Zone for 2019 show

It will see IBTM China partnering with DAHLIA+ Agency to deliver an interactive educational experience for exhibitors, hosted buyers and visitors for its 2019 event.

The Technology Zone will feature a tech stage for event technology and event design experts to share their latest concepts and ideas. It will also include a tech bar run by the professionals at DAHLIA+ Agency –  a go-to area for event attendees to get answers to questions about professional branding, social media usage, digital marketing and tech solutions.

Selected technology-focused exhibitors will be able to display their products in the zone and deliver presentations showcasing their latest concepts and ideas. There will also be guided event tech tours specifically tailored towards the needs of hosted buyers to help them plan and execute outstanding events and establish strong business modules.

www.ibtmchina.com.

New Zealand has made its mark at the IMEX meetings trade show in Frankfurt with 10 international delegates receiving tā moko, a traditional Māori tattoo.

The presence of tā moko artist Arekatera ‘Katz’ Maihi from the New Zealand Māori Arts and Crafts Institute (NZMACI) certainly created a buzz on the 100% Pure New Zealand stand, stated Tourism New Zealand’s Global Manager Business Events, Anna Fennessy.

“He was so popular we had a waitlist for the waitlist. Some people who missed out were asking if we would be doing tā moko at our next trade show. It definitely attracted attention on the show floor, and proved a great way to engage and connect with our Māori culture.”

Once curious visitors to the stand had established that the tattoos were permanent, they were fascinated by the cultural aspect of tā moko and the stories they expressed, Fennessy says. In the tā moko process, no design ideas are shown in advance. The artist listens to the recipient’s kōrero (narrative) and, using their knowledge of traditional Māori designs, brings to life their individual story.

Maria Suurballe, conference manager at the Danish Institute for Sport Studies/Play the Game, admits getting tā moko at IMEX 2019 “was pretty spontaneous” but felt the artist quickly understood her personal story, paying tribute to three people she has lost that meant a lot to her.

“I am so happy about my tā moko. These three people have been my dearest relatives, friends and soulmates, and I miss them all every day. So now I have a tattoo that symbolizes a face which can be divided into three faces – and in this way I can carry my dearest loved ones with me every day.”

Christina Nordine, senior account manager at Creative Group Inc, adds: “The tā moko I received at IMEX Frankfurt, is a beautiful gift that I will always cherish. It represents the beauty in my journey, my son and all that is important to me, is such a unique branding that connects me in a really special way to New Zealand’s Māori culture.

The New Zealand Business Events team is optimistic that activity at the show will now help them ink some new contracts to bring more conferences and incentives to New Zealand. Business events not only provide economic benefits by attracting high-value visitors to the country, but also enrich New Zealand through knowledge-sharing and networking opportunities and by showcasing local research and innovation on the world stage.

Ross Steele, general manager of Te Pae, which is due to open October 2020, says: “It was a really good show and having tā moko on stand really got us attention in the marketplace. We had some very good appointments with American and European associations and have some solid leads to work on for the future.”

The Messe Berlin’s travel trade show has seen a 24.4 percent increase in exhibition demand from National Tourism Organisations (NTOs) and Regional Tourism Organisations (RTOs) compared to 2018.

Four months to go before ITB Asia opens its doors on October 16 and it has already, attracted a total of 58 NTOs and RTOs – representing a year-on-year growth of 23.8 percent (NTOs) and 25 percent (RTOs) in the securing of exhibition space compared to 2018 – surpassing previous levels set for ITB Asia.

This year’s event will see at least 19 new NTOs and RTOs. Thus far, the three contingents with the largest exhibition spaces registered are from Indonesia, Russia and South Korea.

The strongest participation comes from Asia with Southeast Asia well represented, and newcomers Myanmar and Jakarta taking part. North Asia will see an expanded South Korean contingent with RTOs from Gyeonggi, Jeju and Seoul securing their own booths. South Asia will also see a larger presence as new exhibitors such as Bhutan, the Maldives, and Sri Lanka join India, while Central Asia is represented by Uzbekistan which will be taking part for the first time.

From Europe, the show has seen, a 37.8 percent increase in the number exhibitors buoyed by an increase in interest from Southern and Eastern Europe. The Balkan states of Macedonia, Montenegro and Serbia will be taking part for the first time along with the Czech Republic and Estonia. Compared to previous years, Hungary and Russia will also bring larger contingents. New RTOs from East Bavaria, Franconia, Frankfurt and Magdeburg will also be part of a larger German contingent with existing destinations like Berlin and Saxony.

“We had a remarkable turnout in 2018 and all the signs point to ITB Asia 2019 being even more successful. NTOs and RTOs are the backbone for creating established inbound and outbound travel. The increased interest and high confirmed demand for exhibition space from NTOs and RTOs at ITB Asia 2019 affirms the value associated with ITB Asia as the leading travel trade show for Asia and beyond,” said Katrina Leung, Managing Director, Messe Berlin (Singapore), organiser of ITB Asia.

The stunning growth in exhibitor demand is fuelled by growth in tourism globally. The World Tourism Organization (UNTWO) highlighted that, tourism is one of the most powerful drivers of economic growth and development. The predicted target of 1.4 billion international tourist arrivals by 2020 was reached in 2018.  The Asia-Pacific region contributed 343 million international tourist arrivals into the region for 2018, a growth of six percent compared to the previous year.

ITB Asia 2019 will return to its familiar venue of the Sands Expo & Convention Centre as part of its partnership with Marina Bay Sands as the official partner hotel. This year will see oneworld taking part as the official airline alliance for the first time.

http://www.itb-asia.com/

The Thailand Convention and Exhibition Bureau (TCEB)-Business is strengthening the position of its Thailand National Pavilion as a more effective marketing tool, for showcasing Thai culture and creative possibilities of MICE events in the Kingdom.

This new design strongly conveys a unique Thai identity under its “New Dawn” concept based on Thai temple architecture. The pavilion serves as a business hub at five major international trade shows such as ITCM China 2019, IMEX Frankfurt 2019, IT&CMA and CTW 2019, IMEX America 2019 and IBTM World 2019.

“The new Thailand National Pavilion provides an icon brand identity for TCEB, Thai suppliers and TCEB’s partners. Visually it immediately raises awareness, both with overseas buyers and show delegates, of Thailand’s presence that is backed up by legendary Thai hospitality,” said Nichapa Yoswee, TCEB’s senior vice president–business.

According to the senior vice president-business, the annual marketing events produce on average a minimum of 38 to 40 business leads. Business at the Thailand National Pavilion at the five most recent trade shows of IMEX Frankfurt 2018, IMEX America 2018, IBTM World 2018, AIME 2019 and ITCM China 2019, has been brisk, producing a minimum of 10 meeting and incentive groups comprising 2,348 delegates. These generated revenue of over THB 180 million (approximately USD 5.62 million) for the Thai economy, based on leads of TCEB only.

During ITCM China 2019 in Shanghai, a featured Muay Thai demonstration bout and interactive discussion after, proved popular with Chinese delegates. It helped secure two confirmed groups from China’s cosmetic and manufacturing sectors that produced 800 delegates and generated revenue of THB 60.90 million.

Recently TCEB and local Thai partners in each MICE cities around Thailand comprising of Bangkok, Chiang Mai, Phuket, Khon Kae and Pattaya developed new themes to give local partners unique selling points that appeal to overseas buyers.

This year is the debut of “Thailand 7 MICE Magnificent Themes”  that is: Fascinating History and Culture; Exhilarating Adventures; Treasured Team Building; CSR and Green Meetings; Beach bliss; Lavish Luxury; and Culinary Journeys from all five MICE cities.

Lighting fixtures are being installed throughout the Harbour City in preparation for the upcoming launch of Vivid Sydney on May 24 – the largest festival of light, music and ideas in the Southern Hemisphere.

Artists and event staff are working on the transport and final assembly of the 50+ light features and projections from today.

Details have been revealed of Samsung’s Electric Playground, a technology-enabled playground celebrating light, sound and imagination and the Samsung Galaxy Studio.

Both immersive, interactive spaces use advanced mobile technology to enhance the Vivid Sydney experience for festival guests of all ages, allowing them to explore their inner child.

Guests are encouraged to explore some of the unique aspects of the festival such as Vivid Music, Vivid Ideas events and the ever-popular Light Walk.

“Vivid Sydney is a truly significant event for NSW. The economic impact of last year’s event was almost $173 million in tourism related spending from 2.25 million attendees across the 23 days. Last year Vivid Sydney saw a record 185,887 travel packages sold to domestic and international visitors which was a 37 per cent increase on 2017,” said Stuart Ayres, minister of tourism.

He further mentioned that the interest in Vivid Sydney has grown at an exponential rate. In 2011, there were less than 500,000 attendees and the NSW Liberal Government has facilitated a 370 per cent rise in visitors to the festival.

Also in 2011 Vivid Sydney generated AUD6 million for the NSW economy and last year this was AUD173 million which was a huge growth and a big boost for the local economy.

Vivid Sydney will run from May 24 to June 15 throughout Sydney.

vividsydney.com 

Image entitled Vivid Light 2019 – Austral Floral Ballet is an artist impression by Andrew Thomas Huang & Bemo.

One of the world’s leading trade fair companies, Messe Berlin has announced it will be organising the inaugural MICE Show Asia 2019 in Singapore. The three-day business-to-business travel trade show, will take place from October 16 to 18 at the Sands Expo & Convention Centre of Marina Bay Sands. MICE Show Asia is under ITB Asia’s umbrella of events.

The new show will shine a spotlight on Asia’s meetings, incentives, conferences and exhibitions (MICE) sector. It will be a gathering of professionals from incentive travel and the meetings and events industries coming together to discuss the latest trends, hear from up-and-coming MICE innovators and network with suppliers.

Participants for the show will consist of: 47 percent from MICE Agencies; 26 percent from corporate such as meetings and incentive planners; and 15 percent professional conference and exhibition organisers. On representation of attendees, nine percent will be from association buyers with three percent independent planners.

It is expected that over 60 percent of MICE buyers at the show, are from Asia-pacific (APAC) countries.

“The MICE sector in APAC continues to thrive, with the region expected to witness the highest growth rate in the next five years. After successfully organising ITB Asia for 12 years, we noticed the fast-growing demand for the MICE and corporate travel segments,” said Katrina Leung, managing Ddrector of Messe Berlin (Singapore), organiser of MICE Show Asia.

She further commented: “MICE Show Asia 2019 seeks to capture this growing demand and I am confident participants will gain the highest value at this show.”

According to a forecast published by Allied Market Research on the global MICE market, Asia-Pacific is expected to witness the highest growth rate of 8.6 percent through to 2023. Expanding demand particularly in Singapore, China, and India, alongside market drivers such as ease of visa restrictions, investments in better infrastructure, and high demand in commercial aviation are fuelling the upward trend.

MICE Show Asia 2019 will also have a stellar line-up of speakers from top-tier brands. Some of the topics discussed at the travel trade show include 2020 forecasts for the global meeting and events industries, the digital transformation of the meeting and events industries, and the innovative use of technology to captivate event-attendees.

Messe Berlin is working with prominent trade partners such as the United Networks of International Corporate Event Organizers (UNICEO) and Professional Convention Management Association (PCMA) to enrich the conference content and bring buyers onboard.

www.miceshowasia.com/

The Cambodia, Laos,Myanmar and Vietnam (CLMV) road show generated nearly 70 new leads, valued at about THB 400 million (approximately US$ 12.5 million) in revenue, on business events originating from Cambodia, Myanmar and Vietnam between January and March this year.

Leads were from the ‘Fly and Meet Double Bonus – Redefined’ and ‘ASEAN+6 Visitor Privilege’ campaigns.

Nichapa Yoswee, TCEB’s senior vice president-business, said: “Leads from the Cambodia, Myanmar and Vietnam road show events have exceeded our expectations in terms of leads and now the real work begins converting those leads into business.

“We are pleased to see results from our “Fly and Meet Double Bonus – Redefined” and “ASEAN+6 Visitor Privilege” campaigns. The response from CLMV countries has been very gratifying and gives us something to build on,” she added.

Left: Nichapa Yoswee, TCEB’s Senior Vice President-Business at Thailand MICE Road Show 2019 in Hanoi, Vietnam.

In total meeting and incentive (MI) leads from Cambodia totalled 13 groups with 1,681 participants from the beverage, pharmaceutical, insurance and direct selling industries, with an estimated revenue of THB 122 million.

MI leads from Myanmar totalled six groups with 580 participants from medical and agricultural industries, valued at about THB 42 million in revenue. While from Vietnam, MI leads totalled 28 groups with 2,810 participants from the pharmaceutical, medical, banking and media sectors, valued at an estimated THB 203 million in revenue.

For exhibition (E), leads from Myanmar totalled seven groups, each with at least 10 trade visitors, with an estimated of THB 5.46 million in revenue. They have signed up for business negotiations at international exhibitions organised in Thailand, in the medical and pharmaceutical, food processing and packaging, retails, logistics, sport and tourism industries.

Vietnam leads totalled 15 groups with 250 participants for food and agriculture, construction, infrastructure, health and wellness, retails, lifestyle and automotive trade exhibitions estimated revenue of THB 20 million.

‘Fly and Meet Double Bonus – Redefined’ campaign is in partnership with Bangkok Airways. The benefits of this campaign include: financial support; fast-track immigration; service at Suvarnabhumi airport; cultural performances; meet-and-greet services; one free air ticket of every 30 tickets purchased; pre-assign group seating; priority boarding and; extra baggage allowances.

To qualify, each group must comprise at least 30 persons, fly to Thailand on Bangkok Airways, stay for at least two nights, or hold an event at a venue recognised by the Thailand MICE Venue Standard (TMVS) or at a registered hotel. Application is open from now until 31 August 2019, with travel completed by 30 September 2019.

The ‘ASEAN+6 Visitor Privilege’ campaign targets Business Mission Organisers (BMO) including chambers of commerce, federations, trade associations, industrial publications and non-profit organisations seeking, to enhance their member’s business opportunities through trade shows.

In order to qualify for the campaign, there must have at least 10 persons in the delegation and hailing from the ASEAN+6 countries of Brunei, Cambodia, Indonesia and Laos, Malaysia, Myanmar, Singapore, Philippines, Vietnam, China, Hong Kong, Macau, Taiwan, Japan, Korea, India, Australia and New Zealand. At the same time, must commit to three meetings per person or, a total of thirty meetings across the group.

The brand-wide environmental and social responsibility program focuses its efforts on child well-being, poverty relief and the environment.

In Bali, the resort dedicated to ‘giving back’ initiated a number of signature programs that has made a positive impact on the Balinese community of Nusa Dua ranging from, fund raising to educational support and turtle conservation.

“Every initiative, whether it be fund raising for an orphanage, an internship for under privileged youth, or a conservation program, is seen as an opportunity to provide a positive impact on our local community, and it is through this ongoing support that we genuinely hope to make a meaningful difference,” says general manager Karim Tayach.

Many of the resort’s endeavours are led, by the Ladies and Gentlemen of the resort (as the property calls its staff), who voluntarily dedicate their time to causes, such as fundraising for victims of natural disasters, paying regular visits to Yayasan Wana Seraya, a local home for the elderly to organise fun activities for its aged-occupants.

Other staff-led initiatives included renovation and upgrades at TK Giri Sawangan Kindergarten to provide a more comfortable learning environment for young children. This initiative has helped the school with more than IDR 26 million for the renovation and upgrade of their infrastructure.

The Ladies and Gentlemen of the resort visit Yayasan Hati Mama Orphanage on a weekly basis; to conduct English classes and share knowledge and experience from within the hospitality industry, in order to encourage and motivate children to look towards a better future. While the ‘Success for Service’ program is run, in partnership with the Oetie Hermawan Foundation, in which disadvantaged youths with high grades, are offered internships.

When it comes to the environment, volunteers from Ritz-Carlton Bali, help to keep the local surroundings, including its beaches and temples clean and green. In support of the island-wide ban on single use plastic bags, the resort launched a reusable cloth bag for employee and guests to use.

Guests of the resort have the opportunity to participate on a personal level through the “Shoes for School” program. They may donate shoes to students, join in planting mangroves which are crucial to the coastal environment or release baby turtles to the ocean.

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