AHA Wonderful Copenhagen

Antwerpen Hotel Association January 18th. 2012

The Copenhagen Model

By Peter Rømer HansenVice President of Business Development

Wonderful Copenhagen

18-01-2012 1

18-10-2012 2

Flow

1. About Wonderful Copenhagen

2. Tourism in Copenhagen

3. Copenhagen’s Meetings & Events business

4. Lessons Learned in Copenhagen

12-04-2023 3

M.Sc. in Business Administration & European Policy Studies from Copenhagen Business School and Université de Bourgogne

Vice President of Business Development at Wonderful Copenhagen

Chairman of the board Visit NorthZealand

Vice Chair of Esrum Kloster – Cistercian Monestry

Experience: Economic journalist, cheif analyst and PR advisor.

Hobie Cat sailor, winter dipper and father of 3 wild boys

Peter Rømer Hansen

12-04-2023 4

About Wonderful Copenhagen

Wonderful Copenhag

enEstabl. 1992

Private Foundation

Turnover: 22M euros

5


BestCitiesEstablished 1999

AssociationTurnover 300T euros

WOMEXEstablished 2009

ForeningTurnover 1,3M euros

Cph GWAEstablished 1996

Turnover 200T euros

Cruise CopenhagenEstablished 1992


MeetingplaceEstablished 1996

AssociationTurnover 1M euros.

Cruise BalticEstablished 2004


BIKE CITY Established 2007

AssociationTurnover 2,2M euros

Kongresgarantiforening

Established 1996Association

Turnover 300T euros

Copenhagen Cooking

Established 2011Association1,5M euros

VisitNordsjællandEstablished 2011


Brand CopenhagenEstablished 2009


Citybreak NetværkEstablished 2011

Turnover 4M euros

6

Wonderful Copenhagen’s Budget

Networks and associated ventures 3,4M euros

10M euros

6M euros

5,5M euros

Private contributions & earnings

Project contributions from public partners

Public Grant from the Capital Region (base)

Total 22M euros

Leverage on Public

Investment:

1: 3

12-04-2023 7

WoCo’s Mission & DNA

Our mission is to ensure that CPH captures wealth and value from tourism

Our DNA: Copenhagen’s Co-operative Forum

The fragmented valuechain in tourism calls for coorperation and networking

Working together optimizes our ressources and gives us critical mass

In the Network Economy you are only as good as your network

8

Our Competencies

Branding: Inventing, telling and distributing the story of

CPH

Events: Biding, developing, co-ordination and evaluation of eventsMarketing: Eventful marketing, BtB in cruise, meetings and airline industries.

Welcoming: Visitor services and local marketing

9


Sales & Marketing

CPH Welcome Int.Marketing

Secretariat

Film & TV:

CEO

Strategy CommunicationStrategy & CommunicationEvents & Conventions

AdministrationCFO

IT, Finance & HR

Congresses & Meetings

VIBE

ViNo /EU

Events

Cruise

10

Networks Works for Copenhagen

Business Networks

Projekt Networks International Networks

Copenhagen Alliance Meetingplace WoCoCongress Advisory

BoardBrand CopenhagenCopenhagen CardCruise CopenhagenCopenhagen

ConnectedVisit Nordsjælland.....

Bike City Womex Copenhagen

Cooking City Break NetworkCph Fashion Festival.....

Goodwill AmbassadorCruise Baltic Best Cities.netEuropean Cities

MarketingDMAIChinavia

….

11

Wonderful Copenhagen’s Evolution

Broard scopeCity Cooperation

Narrow scope”Tourism classic”

1992 2011

????? NGO’

Communities Greentech

Int. students / expats Campus city CPH Welfare Life science

Teknology

DKs International brands Sport & Culture Co-competition (Best Cities) Design

Gastronomy Lifestyle International organizations (DMAI) International Cruise lines MICE venues and organizers Cruise & MiCe torusim

History and tradition /CPH Classic High light sightseeing and one day tourism Transporters Attraktions Accommodations

12

From Tourism Organization to Project Organization

Broard/ project

Small / ”classic” 1992 2011

??? Chinavia VisitNordsjælland

Copenhagen Welcome

Copenhagen Connected VIBE

BIKE CITY MeetDenmark Brand Copenhagen Copenhagen Cooking Eventures

Copenhagen Goodwill Ambassadors Cruise Baltic IMO & PIMCO BestCities INDEX Meetingplace Culture Bridge 2000 Cruise Copenhagen Convention Bureau Turistinformation Destination marketing

13

Tourism in Copenhagen

14

Tourism in Copenhagen

• Tourism in greater CPH accounts for almost 40 pct. of all tourism turnover in DK.

• The tourism turnover in CPH is approx. 4.5b. euros• Tourism employs about 43. 000 people in CPH• Bednight growth 2011: 10 pct. • Bednight growth 2010: 10 pct.• 160 hotels and 20,500 rooms in Greater

Copenhagen Area• Relatively diverse tourism product: - MICE & Leisure- Cruise- Diverse mix of nationalities- Relatively high internationalization

15

CPH is Denmark’s Growth Driver

2003 2004 2005 2006 2007 2008 2009 201080

100

120

140

Capital Region

Denmark incl.Capital Region

Danmark excl.Capital Region

Base: 2003 = 100

16

• 4 specialized convention centres in Copenhagen

• Copenhagen hosts approx. 100 international association meetings a year

• Currently, Copenhagen is the 15th most popular destination for international association meetings in the world (ICCA)

Business Tourism in Copenhagen

2001 2002 2003 2004 2005 2006 2007 2008 2009 20100

20

40

60

80

100

120

No. of int. association meetings in Copenhagen (ICCA)

17

Cruise Activity in CPH

2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 20150

200

400

600

800

1,000

Turnarounds Calls Passengers (1.ooo)estimate

Thousands

18

CPH becomming more international (again)

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Prague Dubrovnik

Tallinn

Salzburg

LondonVienna

Zurich

Geneve

BarcelonaRomeLisbon

Edinburgh

Nice

Paris

MadridFrankfurt

HelsinkiBratislava

03/04

08/09

05/06

07

StockholmGranada

Düsseldorf

MunichSeville

Oslo

BerlinCologne

TurinValencia

Hamburg

Nuremberg

Dresden

GothenburgStuttgart

BrusselsAmsterdamBudapestVeniceDublin

average = 61%

average = 39%

Prague

CPH2010

Sh

are

, in

tern

ati

onal bedn

ights

Share, national bednights

19

CPH has Overcome Capacity Challenge 1995

1996

1997

1998

1999

2000

2001

2002

2003

2004

2005

2006

2007

2008

2009

2010

2011

100

120

140

160

180

200

Solgte værelser Antal værelser

Base: 1995 = 100

20

Copenhagens Meetings & Events business

21

• Annual budget of 2,5 million Euro

• Staff of 15- 10 sales and project managers - association conventions

- 3 sales and project managers - corporate meetings

- 1 sales and project manager - sport events

- 1 convention director

• Supported by PR & Communication officer

• Sales representatives in UK and USA

• Founding member of BestCities Global Alliance

• Member of ICCA, DMAI, ECM, UIA, PCMA, ASAE, MPI and GMIC

Wonderful Copenhagen Convention Bureau

12-04-2023 22

2 Track Strategic Approach

• Recruit Danish members of international associations to champion a bid for an international meeting

• Convince international decision makers to locate meetings in Copenhagen

We bid for more than 100 association meetings annually

2005 2006 2007 2008 2009 2010 20110

20

40

60

80

100

120

12-04-2023 23

Importance of Local Partnerships

Meetingplace Wonderful Copenhagen

• Hotels, convention centres, PCOs, airline, airport and suppliers

• An association and governed by independent board

• Members pay membership fee for which they receive leads and business opportunities from the Convention Bureau

Partnership with universities

• University of Copenhagen, Copenhagen Business School and Technical University of Denmark

• Strategic partnership & operational support to local hosts

Copenhagen Congress Advisory Board

• High-level stakeholders from public authorities, organizations, universities and corporations…‘ambassadors’

• We are always working on 500-600 potential events

• Primary focus is on large and mid-size events

• Secondary focus is on events of strategic importance and high brand value

12-04-2023 24

Focus

• Agriculture• Architecture• Art• Commerce• Culture• Economics• Education• Environment / Green Tech• Human Rights /Democracy• Industry

• Information• Information Technology• Law• Management• Medical Sciences• Science• Social Sciences• Sport & Leisure• Technology

Identify local hosts

Develop bid strategy

Produce & submit bids/proposals

Site inspections

Event confirmed

Identify international meetings and conventions

Sales process

Research

Sales

Motivate & recruit local hosts

Re-sale !

Delegate boosting

On-site services

Results

• Submit bids for 100 association meetings and generate 450 requests for corporate meetings

• Book approx. 200 corporate meetings and 50 association meetings

• Book a total of approx. 350.000 room-nights

• Value of approx. 150 M Euro

2005 2006 2007 2008 2009 2010 20110

10

20

30

40

50

60

No. of int. association meetings booked by Copenhagen Convention Bureau

12-04-2023 27

COP15 – a Game Changer !

• COP15 in 2009 was first political summit organized according to BS8901

• 33,526 delegates

• 126 heads of state

• 4,000 media

• 300 tons of food

• 90,000 room-nights

• Est. costs of 250 million USD

• The Copenhagen Sustainable Meetings Protocol (CSMP) captures and share the experience and learning from organizing COP15 in a sustainable way

28

Strategy for Green Events after COP15

BIKE CITY 2010-2011 Total 110.000 delegates + audience

EWEC - EUROPEAN WIND ENERGY CONFERENCES & EXHIBITIONS 2012

6.000 delegates in 4 days

WORLD CLEAN AIR CONGRESS 20131.000 delegates in 6 days

EUROSCIENCE OPEN FORUM (ESOF) 2014 5.000 delegates in 5 days

WORLD ENERGY CONGRESS (WEC) 2016 10.000 delegates in 6 days

INTERNATIONAL CONGRESS OF ECOLOGY (INTECOL) 20163.000 delegates in 7 days

CONGRESS OF THE INTERNATIONAL UNION OF ARCHITECTS 2017

7.000 delegates in 5 days

WORLD WATER FORUM 201815.000 delegates in 6 days

12-04-2023 29

www.sustainableeventsdenmark.org

COPENHAGEN ANNOUNCEMENT

NEWSLETTER DISTRIBUTED TO APPROX. 2,500 POTENTIAL LOCAL HOSTS 6 TIMES PER YEAR

DIRECT MAILINGS

PERSONALIZED LETTERS AND MAILS ARE DISTRIBUTED TO SCIENTISTS, RESEARCHERS AND DOCTORS TO ENCOURAGE THEM TO BECOME LOCAL HOSTS

ADVERTISING

ADVERTISING IN UNIVERSITY MAGAZINES AND SELECTED SCIENTIFIC MAGAZINES FOR DOCTORS AND ENGINEERS

MOTIVATIONAL BROCHURE

DISTRIBUTION OF BROCHURES TO EDUCATE AND MOTIVATE POTENTIAL LOCAL HOSTS

EDUCATIONAL SEMINAR

FULL DAY SEMINAR WHERE SCIENTISTS, RESEARCHERS, DOCTORS ETC. ARE MOTIVATED AND EDUCATED TO BECOME LOCAL HOSTS

AMBASSADOR HANDBOOK

HANDBOOK FOR LOCAL HOSTS ON HOW TO BID FOR AND ORGANIZE AN INTERNATIONAL MEETING

FUNDRAISING GUIDE

PRACTICAL GUIDE FOR LOCAL HOSTS WITH TIPS FOR HOW TO DEVELOP FUNDING STRATEGY, SEARCH FOR FUNDING OPTIONS AND APPLY FOR FUNDING

CONGRESS GUARANTEE SCHEME

NATIONAL CONGRESS GUARENTEE FUND PROVIDES ACCESS TO OBTAIN FUNDING FOR PRE-CONGRESS COSTS

38

• Stand alone = You loose• Work together = You win• Network your city• Event your city

Lessons Learned in CPH

39

[email protected]

..If Copenhagen became the centre of the world, many people would be happy…

…others would find it odd since they thought it already was…

Piet Hein, 1969

Travel

AHA Wonderful Copenhagen