MARKETING OF THE CONFERENCE DESTINATION
Assessing the potential and conditions for the development of conference activity in a town
Setting objectives
Conferences and events as strategic factors in development
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Why invest in the conference market
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Size and characteristics
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Trends
Conference demand
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Client segmentation
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Client requirements
Analysis of supply of events services in the town
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Existing conference centres and meeting rooms
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Hotels
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Transport network
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Professional skills
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Options for social activities and leisure time
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Internal demand
The destination as perceived by clients
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Interviews with national PCOs
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Interviews with local PCOs
Competitors
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Regional competition
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National competition
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International competition
Setting achievable objectives
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SWOT analyses
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Scenarios
The strategic player: the Convention Bureau
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Functions, objectives, company structure
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Recommendations on operational structure
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Budget projections
Conclusions