36 the Telling of a Good Story 87 Business Guests Want It All 100

9 ISSN

36 The Telling of 87 Business guests 100 Meetings of Seoul 771855 a Good Story want it all KME 2012 promises to build on

Brand management is out, because The perfectly organised congress everything achieved in 2011 and follow 1855-8615

today it is simply unmanageable - from a hotelier's point of view the road map for the industry’s future 8 Ivan Tanić Roko Palmić Robert Cotter 61009

SOUTHEAST EUROPE MEETINGS INDUSTRY MAGAZINE, VOLUME VI, ISSUE 2, APRIL 2012 www.kongres-magazine.eu OFFICIAL MAGAZINE OF THE SLOVENIAN CONVENTION BUREAU

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oglas revija Kongres 04_04.indd 2 4.4.2012 16:57:51 3 Contents Our selection

5 A word from the editor Page 37 6 Column by Rok Klančnik In focus: 7 Column by Viljam Kvalić News: The Telling of 10 News from SouthEast Europe 14 Slovenia to host IMEX Challenge 2012 a Good Story 16 Conventa News, Diary Brand management is out, 18 Photo sessions because today it is Interview: simply unmanageabley 30 Barbara Vajda Ivan Tanic In focus - EPK: 28 Suzana Žilič Fišer and Mia Miše Page 74 32 Mitja Čander 33 Darja Slivnjak The Best of ... : In focus - Marketing: Special venues 34 intervju with Rolf Jensen 36 The Telling of a Good Story in South East Europe 38 Neuro-linguistic programming? In focus - Events: Page 87 40 Kamenko Kesar, Phenomena of TEDx Events Croatia Addendum: 41 Event 3.0 – How generation Y & Z are re-shaping the events industry 42 What is the real communication power of events? Business guests In focus - Publishing: 44 The Cost of Knowledge want it all 46 Preserving conference knowledge for the next generations The perfectly organised Surveys: congress - from a 50 Conventa 2012 Visitor Satisfaction Survey hotelier's point of view 52 Aslight downturn in overall attendees Roko Palmić Gastronomy: 54 Are congresses an opportunity to introduce and assert culinary trademarks? Page 90 56 The Three Tenors (Chefs) of Bled Croatia Addendum: 58 Kongres at the Keyhole Medical and pharmaceutical Kongres travelogue: 62 Lošinj and Cres congresses - the most 66 Bled demanding events Kongres personality: 72 Enfant Terrible, Nikica Žunić What makes the organisation Examples & advice: of medical congresses so specific? 72 Good practice examples Sanja Vukov-Colić 73 Gadgets The Best of ... Page 100 74 Special venues in south east europe Kongres telescope Croatia Addendum: 79 A word from the editor Meetings of Seoul 80 Creativity - key to the successful organisation of meetings and events KME 2012 promises to build on everything 83 A New Era for Adriatic Luxury Hotels achieved in 2011 and follow the road map 87 Business guests want it all 90 Medical and pharmaceutical congresses - the most demanding events for the industry’s future 92 Croatia – a significant partner of the European Society of Cardiology Robert Cotter 94 The most enjoyable way to do your job. Agency presents: 96 Atlas DMC, Looking for the perfect Partner? Kongres telescope 100 Meetings of Seoul 102 Maureen O’Crowley 104 IT&CM 2012: Skywards in Shanghai 106 The last word, Change is the Universe’s only Constant

FIRST SOUTHEAST EUROPE MEETINGS INDUSTRY MAGAZINE The Kongres magazine is entered into the media register under sequence number 1423. Editor-in-Chief: Gorazd Čad; Assistant to the Editor-in-Chief: Jan Klavora; Editor of Croatia Magazine issued in: January; April; July; October; December Addendum: Daniela Kos; Editor of Kongres Telescope: Robert Cotter; Associate Editor of Kongres Publisher, Production and Marketing: Toleranca Marketing d.o.o., Štihova 4, SI-1000 Ljubljana, Telescope: Artemis Skordili; Editorial Board: Renata Balažic, Gorazd Čad, Anuša Gaši, Miha Kovačič, T: +386 (0)1 430 51 03 , F: +386 (0)1 430 51 04, E: [email protected] Viljam Kvalić, Srečo Peterlič, Tatjana Radovič, Maja Vidergar, Rok Klančnik; Editorial Board of Croatia Issue date: April 2012 Addendum: Daniela Kos, Aleksandra Uhernik Đurđek, Roko Palmić; Photographer of Croatia For the content reproduction it is required to get the written editorial consigment. Addendum: Ana Šesto; Design and AD: Andreja Martinc; DTP and prepress: Premedia, Andrej Juvan; Translation: Nina Polak, Robert Cotter; Printing: Kerschoffset; Circulation: 6000 copies; ISSN Number: 1855-8615

KONGRES magazine is media partner of: Go smart. Go creative. Go mice.

conGress and marketinG aGency

www.go-mice.eu 5 A word from the editor

Gorazd Čad Striking a Chord Congress Music Lessons by Gorazd Čad

e all know that music is the already set. A new IDEA or original idea sets The perception of non-musicians who see universal language; I can’t imagine the basic tone to a good event. The idea is music as perhaps some kind of unstructured W a world without music. In music important and so is creativity, which brings messing around is simplified and wrong. the same rules apply as for events the idea to realisation. An event fuelled by a – you need to know the chords to make a story touches the hearts of your guests much If you are in any kind harmony. My own musical experiences helped more quickly. This requires a heart-storm, of a band, rules and set me realise that you need years of practice and which is an upgrade of the brainstorm. a lot of craftsmanship to succeed at both. After relationships apply. Your you have mastered the basics, you can then Good ideas come from ego needs to be put on ice. make the same relaxed jazz improvisation at emotion, passion, love. your own event. Events cannot be forced. Every participant Such ideas create a dialogue with the audience must become a part of the sound or the For each event three and a spark that leads to a connection. event. The most thrilling moment is when elements are required: as a meeting planner you manage to create The idea is a tool to communicate with the your own sound and your own style at an idea, space and the participants. Almost every musician claims events. Calculation and manipulation is audience. When we bring that the energy they feel on stage is like a death; remember, on stage or when the first them together we get a drug. If the frequency of idea and the audience participants arrive at the venue the moment congress chord, just as are in tune, the event is going to be successful. of truth arrives. Your audience can feel and Firstly, you need the chemistry between the see everything. The contact you establish with a musical chord requires musicians or the team organising the event your audience is key. Many organisers hide three notes. and the spark will quickly spread to the behind masks, but they should be truthful to audience. themselves and the participants. There is an infinite number of combinations; the structure can be loose or very formal. By What the instrument is to a musician, the In the next issue we will tackle RHYTHM: changing the chord we can completely change venue and location are to the meeting planner. “Music is the only noise for which one is the nature of the event. From a melancholic The chosen location is the interpreter of the obliged to pay.” minor chord to a happier, loud major. emotions and ideas of the organiser, the point Alexandre Dumas (1802–1870). being that the chosen venue fits the idea and It always begins with the content. Often pleases the participants. The choice of location the basic idea or the concept of the event is says a lot about the organiser. 6 Column Icarus flies towards the sky There the sun will melt the wax holding their wings together. And then they will fall, and fall, and crash into the sea.

Rok Klančnik

Malév (Magyar Légiközlekedési Vállalat), 30%, which lead to cancellations of numerous seen strikes, and notably Indian Kingfisher the Hungarian national air carrier and pride conferences, congresses and incentives. And is also facing problems, not to mention of Hungarian tourism, has been consigned finally, Hungary has lost a part of its valuable numerous loss makers across the United to history. There is no more. Köszönöm, Jó ‘family gold’. Malév planes – previously States. éjszakát (thank you and good night). When Tupoljev, more recently Boeing 737, Dash 8 two airports - one in Israel and one in Ireland and Fokkers – have been flying since 1946. Apart from the low-cost airlines (EasyJet - refused to give permission to fly because of The wings of 22 Hungarian Icaruses have been announced increased profits, despite crisis as unpaid debt, Prime Minister Viktor Orban was broken. The Hungarian meetings industry is well as an increase in business passengers) left with nothing else to do but to lock the also facing difficulties. practically all of the civil aviation is in crisis. company’s doors and switch off the lights. It would be wrong to think that the company IATA (the International Peter Urbanyi, Hungarian Tourism was state owned. After the fall of the socialist Air Transport Association) representative for Benelux and a good friend system from 1990, the company has changed of mine, says that this decision did not come various owners, and in 2010 the government data shows that the as a surprise. “The European Union demanded has finally stepped in on the ownership industry will lose some a return of some ohoho millions of Euros of structure and nationalised up to 95% of the €6,5 billion this year. state aid at the beginning of the year.” EU company (the remaining 5% remaining in rules forbid this kind of state aid. Hungarian hands of the company AirBridge). By doing Now ex-boss of IATA, Giovanni Bisignani tourism thus expected the bankruptcy of this, they tried to help it and prevent potential forecast that some ‘dramatic measures’ will Malév and also anticipated it in its business serious problems, but the European Union need to be taken in the civil aviation sector. plans. was not happy with this and initiated an Because he is retiring he feels he has nothing investigation into illegal state financing of the to lose and openly criticised governments However, it doesn't mean company. This lead to an order from Brussels and their ‘micro regulations’, ‘crazy taxation’, that it wasn’t big news. that the state had to recoup the funds invested and ‘abuse of monopoly by individual air between 2007 and 2010, something Malév companies’. The news was as pleasant as a jump into could not do. Balaton Lake in the middle of January. So “Our industry is fighting for survival,” he said. what brought about the bankruptcy of Malev? The flyers became “Independent of the time the crisis will take, parachute jumpers the world is changing. Even if we can reach First of all, it terminated the employment an agreement on what we can expect after the contracts of some 2600 employees, which on 3rd February. crisis, we have to admit that the business will means social difficulties for at least some be taking a different course than before.” seven to eight thousand people who need to The Question was over some 130 million eat every day. Then came the conflict between Euros, which amounted to the entire 2010 Insiders say that it is all about consolidation the Hungarian state and the German company budget of the company. Air Berlin, Lufthansa, of the European airlines market. Thus they Hochtief, which owns the Ferenc Liszt Ryanair, SmartWings and Wizzair are of will be like Icaruses, flying into the sky, wax international airport in Budapest and will be course content, as a new market with some melting in their fragile wings – and other losing approximately 1,5 million passengers, 1,5 million people has now opened to them airlines are sure to follow. Which ones? Or representing half of total passenger numbers. and, like vultures, they can now demand a if we form the question slightly differently: Next, the sky over Puszta is a witness to a true share of the carcasses. which are the most important ones for the air battle between low-cost airlines Ryanair Slovenian meetings industry and tourism in and Wizzair. The pervasiveness and success of There are even more casualties. Only a few general? Are they also in trouble? Can we help low-cost airlines is threatened by the success days prior to this (27th January of this year) them? of ‘normal’ airlines, not other low-cost ones, Spanish air carrier Spanair, and a week before SN Brussels Airlines for instance. In February that Cirrus Airlines as well. Directors at Air Maybe with the quotation from the Bible: God of this year, the number of passengers between Malta must be having troubles sleeping, as helps those that help themselves. Brussels and Budapest has declined for some well as Serbian Jet. Croatian Airports have 7 Column Special Venue for Special Value Surplus is the most important component for a successful ‘special venue’

Viljam Kvalić

After graduating from the Faculty of Tourism Taking things for granted is, according to my Bled with the reception by the Lord of the Studies –Turistica, Viljam began his career experience, one of the biggest dangers and Castle and a medieval feast, Ljubljana castle, as a Sales Executive at Kompas, where he the point where companies and organisations where we can create almost anything with is still employed today. He is now leading differentiate. sound and visual effects. the Incoming department and, whilst still working at Kompas, has managed to complete In our company we have There are truly numerous options. post-graduate studies at the Faculty for organised numerous suc- Management (‘Management in European The old salt warehouse Environment’). cessful events with added value, from events where can be turned into an exclusive fashion show ‘Special venues’ - no recipe, no universal rule. our guests were getting There can't be any rule, as this is something to know Slovenian towns location, where guests ‘special’, something specific and unique! with all five senses. They become models and stars. I often ask myself if all creators of were thrilled about it We have already organised a cocktail party at programmes with added value understand Tartini Square in Piran, where guests arrived the meaning of the term ‘special venue’ in - we were driving around Slovenia over 5 aboard a boat, wearing medieval clothing and the same way. I think of the true meaning days and learned about it on tractors. Also masques. Always interesting are team building of the word and the real product and actual interesting is the experience when preparing sessions and seminars aboard the Prince of activities. It is about special stories at special an exclusive event for a smaller group, that Venice catamaran, travelling from Venice to locations and they have various objectives; can include events in various towns and cities, the Brijoni archipelago. they are important for visibility of a state, from Minsk, Belgrade, Budva, Dubrovnik, region or towns, something different, Ljubljana, to Venice, where we have not been Then there are our priceless natural attraction, or it can be all about objectives restricted by budget. attractions, like Postojna Cave, where we of a company that wants to find its own already combined the natural habitat with recognisable expression. All of these stories I often note that when organising special musical additions, with history and knights in are prepared with people in mind, for guests events, companies tend to limit themselves Predjama Castle, sports activities in the cave and their well being, when they are deciding to a single country, which is a pity, as we live itself, always stories with a happy ending. for a product or service. at a crossroads of cultures, in an exceptional geographic territory. We are privileged to take ‘Special venues’ are a Let’s admit it that all the best from all, to combine gastronomy and challenge for the market, producers like to be good, school of mosaics, for instance at Furlanija we can enjoy the colourful Istria, include activities for producers and for better and of course even at the mountains of Kärnten and ‘re-discover’ suppliers of tourism the best and often we Prekmurje. There is also Venice, the eternal services. They are also all understand and know ‘hidden weapon’ that has often aided us in potential and possible everything. getting business against the competition, where bigger and more visible destinations steps towards creating Our web pages, exhibition stands, USB compete for business. true added value for all keys with copyright protected content and stakeholders. information leaflets and brochures are full of We also have great potential in our historic superlatives and of words on added value. towns. Kompas is the official agency that Recognising the needs and expectations of However, often when words need to be markets this product at various levels. We a certain client and offering them what they transformed into actions something goes have great reserves here. I would point out want is the key for success. A special event wrong. We all believe that we understand the some historic towns where beautiful stories should in most cases be balanced, like a meaning of individual terms and that we know can be implemented: the astle in Škofja Loka, chemical formula. It is not important if it is what it is all about, but often it is not so. Ptuj castle with its wine cellar, the castle at about simple or complex product. Besides 8

basic components like accommodation, in their own field and everyone has their own transportation, guides, food, viewing priceless experience. of tourist attractions, the offer should increasingly include events, experiences Organising a special event and recognising the and stories that are abundant in Slovenia. right location for it has to be based on a good However, when we are creating the end story. It all starts with an idea from which product, balancing all of the above can in a story is developed, then the script, and practice be quite difficult. last but not least, the concept of the event. A luxury hotel is not always the only right Clients’ expectations are great, as they have choice; maybe somebody else would prefer a seen numerous special and unique events, hostel with prison cells. Maybe dining in the also in cities and countries that have an dark is a daring enough choice for dinner, or effect on clients just by being what they are. maybe team building in the snow the same With their history, attractions and pace of morning in the mountains and a dinner at the life. How to compete against Paris, London, coast, which guests are driven to in oldtimer Tuscany, Prague? Why would they come to cars? Or what about taking part at a ballet us at all? Why would they want to work with performance, or opera? Or sightseeing from us? Can we really answer these questions and a hot air balloon? Catering in the middle of a convince the client to decide for us? field? Maybe an event in some long forgotten castle, where we create an atmosphere from There is simply no space the past, making the castle lively for a certain for an average service, client and a certain event only. Clients are special, special each in their own way. They we need to find excesses are aware of this and they demand a ‘special everywhere and those who venue’ just for them, today and maybe never succeed could be called again. Imagination in combination with a artists and winners. Yes, I realistic offer is what moves the boundaries. can say that surplus is the Each ingredient has to be most important component carefully and individually of a successful ‘special chosen, adapted, there has venue’. to be just the right amount of it and then we have a A demand for special products and events formula for success. come in various shapes and various extents in quality. Choosing the right services can become a lengthy process with an unsure A basic criterion is always set by clients. ending. With the right knowledge solutions can always be found and true solutions can Life is made up by special moments and only be found by the right people working we want to live it like that, today and with the right partners - this is another key to tomorrow. We are less and less interested in success. Also awareness that we cannot know compromises. In fact we would like to lead a everything independently and that we know life that would be one ‘special venue’. how to find help can lead us more quickly to the desired objective. Our partners and suppliers are key, as everyone is a specialist Oglas_Adria_ENG_210x297_V3_TISK.pdf 1 05. apr. 12 11:31

CMY

K 10

News News from SE Europe

How to understand and Sandi Kovačević – Hotel Cubo, Katie Smirnina tion, which has helped secure large international distinguish the buyers – Antiq Palace & Spa, Aleksander Valentin – Plaza congresses. Hotel, Peter Sušnik – City Hotel, Bojan Velkavrh This year, during Academy Conventa (23.-24. – Hotel M, Mateja Valentan – Ljubljana Castle, The basic aim is to ensure Ljubljana wins more April 2012), we will host a lecture by Linda Pereira Gorazd Čad – Go.Mice, Simona Mele – Kompas, international scientific meetings with 500 and that will count towards gaining ‘CDMP’ / Certified Tomaž Krušič – Intours, Boštjan Horjak – Liberty more participants. By cooperating this goal will destination meetings professional accreditation. Slovenija, Gregor Levič – iDMC, Jerneja Kamnikar be achieve quicker and much easier. The participants at last year’s two day lecture, – Vivo, Jure Jezeršek – Culinary House Jezeršek. entitled the ‘Bidding Academy’, already gained By creating this group, stakeholders recognised 9 points. This year’s lecture, under the title of the importance of cooperation and interdepen- ‘Understanding and distinguishing the buyer’, dence. The first meeting was organised during Bled Convention Bureau provides for a further 10 points. In 2013 we plan the visit from Israel of Mr. Dan Rivlin of the Kenes to carry out the final two-day lecture before the Group, who took up Mayor Zoran Janković’s in- Bled is regarded as the most recognisable Slove- written exams to acquire full title of ‘CDMP’. vite to visit Ljubljana, with two further meetings nian tourist destination. Even in the former Yugo- following. The Slovenian Convention Bureau has slavia Bled was one of the most famous congress placed the leadership of the team in the hands of destinations, which continued in independent Ljubljana Convention Bureau, with the basic aim Slovenia. But other destinations have overtaken of ensuring that Ljubljana wins more interna- Bled in the last ten years and its fame has faded. tional scientific and professional congresses with The more competitive international environment 500 and more participants. By cooperating they played a role in this, because other countries paid will achieve this goal much more easily, with first more attention to developing proper support instances of success already becoming evident. and marketing for the meetings industry. With the cooperation of private and public stakehold- Similar cooperation also makes sense in other ers at destination level, the Convention Bureau destinations, since this will make them more Bled has been established. Under the umbrella competitive and recognisable, not only on the of ‘Tourism Bled’ a strategic document on the de- international market, but also the domestic. We velopment of congress and incentive destination are happy to hear similar steps have been taken Bled up to 2020 has been prepared. The entire Ljubljana strategic in Bled to ensure its development in the meet- meetings industry of the Bled municipality was bidding team ings industry. actively involved, with professional assistance and support coming from the Slovenian Conven- All congresses are carried out at the destination tion Bureau. level. Participants consider the entire experience and organisers choose destinations that work The Convention Bureau Bled was also the co- as a whole. In comparison to other competing organiser of the Slovenian Convention Bureau countries, this area is underdeveloped in Slove- Annual Assembly, a big opportunity for the nia, which is holding us back. Stakeholders from destination and its suppliers. At the same time the private and public sector in well-rounded the event brought together the suppliers at congress destinations cooperate and know how destination level, which will benefit suppliers as to successfully approach a buyer and introduce well as the destination in the future. the destination. With this goal in mind, the Slovenian Convention Bureau started developing a strategic cooperation of congress stakeholders at the Ljubljana level. We formed a team called ‘Ljubljana strategic bidding team’, which includes CIRED / WECAI directors of congress suppliers in the Ljubljana area. The original members of the team are: With the formation of the ‘Ljubljana strategic Barbara Vajda – Tourism Ljubljana / Ljubljana bidding team’ a public-private partnership was Convention Bureau, Breda Pečovnik – Cankar- formed at city level with the aim of securing jev dom, Iztok Bricl – Ljubljana Exhibition and more international scientific and professional Convention Centre, Bogdan Lipovšek – Grand congresses. This cooperation facilitates the Hotel Union and Hotel Lev, Gregor Jamnik – Best preparation of bids, which require higher stake- Western Premier Hotel Slon, Youssef Medhat – holders investment at destination level. We have Austria Trend Hotel Ljubljana, Irena Grofelnik, already noted the first successes of the coopera- 11

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8. Annual Assembly of the tor of Adria Airways Tehnika, Bogdan Lipovšek, Slovenian Convention Bureau director of Grand Hotel Union and Hotel Lev, (Bled, 29 and 30 March 2012) Tomaž Krušič, director of Intours and Marko Podkubovšek, MP Global Consultants. The open- The Slovenian Convention Bureau hosted its ing address was delivered by Fedja Pobegajlo, 8. Annual Assembly between 28 and 30 March executive director of Sava Hotels Bled, Janez 2012. The sponsors and hosts of the largest an- Pfajfar, Mayor of Bled and vice president of the nual event of the Convention Bureau were Sava SCB Council Gorazd Čad from Go.Mice. This year Hotels Bled and Tourism Bled with partners. The the Convention Bureau enriched the programme annual report of Slovenian Convention Bureau with a brainstorming workshop “How to make for 2011 was presented as well as a draft pro- successful stories”. On the second day of the culinary delights of Sava Hotels Bled and enjoy gramme for 2012, followed by a presentation of assembly the participants had the possibility to an evening event at Bled Castle. At the same international businessman Marko Podkubovšek shape incentive products, congress events and time the event was an amazing opportunity for from MP Global Consultants titled: Slovenia as a scientific – professional meetings in groups. The networking of over 60 members of the bureau MICE destination – a view from a global perspec- stories were all about Bled as an alpine MICE and other guests. tive and a roundtable titled Slovenia – Congress destination. The starting points for the creative destination, moderated by Vito Avguštin from workshops were introduced by Eva Štravs Pod- At the assembly the election of six new members Dnevnik. The roundtable hosted the opinions of: logar, director of Tourism Bled. of the Council of the Slovenian Convention Marjan Hribar, general director of Directorate for This year’s meeting was enriched by a fun Bureau from 2012 to 2014 were carried out tourism and Internationalization at the Ministry relaxing afternoon activity which took place in and certificates awarded to the members who for the Economy, Robert Vuga, executive direc- Straža na Bledu. The participants got to know the finished their re-certification.

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Mr. Marjan Hribar introduced the opinion of the ‘Green for Tomorrow’ & the Dubrovnik Travel opens government to the resolution “Congress Slovenia” Slovenian team at the 13th Zagreb office under the which was prepared by Slovenian Convention Alternative Energy Rally new name of ‘DT Croatia’ Bureau and its members. He highlighted the importance of the meetings industry for the Slo- Bled’s Hotel Golf hosted the presentation of the Dubrovnik Travel DMC recently opened the doors venian economy. As one of the conclusions of the Slovenian team, which competed in the 13th of their third Croatian office, located in Zagreb, round table we can highlight the establishment Monte Carlo Alternative Energy Rally for cars to cover continental Croatia, Zagreb and Istria of a group, which would influence the develop- running on alternative energy sources. The team, and extend the provision of their quick and ment of this important industry in Slovenia. The consisting of Primož Lemež and Borut Mavsar, affordable services and wealth of new ideas for steps will be defined at the next meetings of the competed with the Citroenom C Zero in the corporate event organisers. SCB Council. ‘electric cars for everyday use’ class. This is the Dubrovnik Travel is simultaneously launching its The members had the opportunity to deepen most prestigious category, since it also counts as new marketing name of ‘DT Croatia’, merging the their relationships with the colleagues from the a special FIA cup. The company Sava Tourism is decade long tradition of Dubrovnik Travel (DT) meetings industry, establish new friendships also one of the sponsors of the team. “Alternative with Croatia to create a fusion that allows for and get to know Bled as a congress and incen- energy vehicles are in tune with our ‘Green for better destination recognition and promotion. tive destination. At the assembly the formation tomorrow’ story, within which we are developing The name change is a natural progression that of the Congress Destination Bled was formally sustainable products, such as green meetings,” draws on DT’s extremely successful project introduced. said Fedja Pobegajlo, executive director of Sava history in the Dubrovnik, Split and Hvar area and Hotels Bled. “This is why this project quickly now takes the DT Croatia brand nationwide. The sponsors Sava Hotels Bled and Tourism captured our interests.” Bled with local partners made sure that the participants got to know Bled in a new light and remember it as a wonderful congress destination.

Sava Turizem becomes the New congress centre largest tourism company opened in Zagreb in Slovenia Zagreb has recently acquired the new ‘Forum With the beginning of 2012, five companies Zagreb’ congress centre within the Green Gold operating under the Sava Hotels & Resorts brand business complex, a facility run by the Hrgetić at six tourism destinations in Slovenia merged family, who also run the Foro XXI convention to become the Sava Turizem company, making centre in Caracas, Venezuela. Forum Zagreb it the largest tourism company in Slovenia with Serbia is the fastest has 9 halls, with the largest room capacity for 13% of total market share. Growing Destination 375 delegates in a theatre layout. This high The company will continue to focus on leisure quality and attractive new venue is perfect for and spa tourism, health tourism, golf, family The Serbia Convention Bureau (SCB) takes great organising all kinds of events: seminars, business breaks and MICE. Bled will strengthen its role as pride in the fact that Serbia is the fastest growing workshops, promotions, conferences, meetings, the main MICE destination within the group, hav- meetings destination in Europe, as per latest receptions and much more. Forum Zagreb will ing the best infrastructure and a long tradition ICCA statistics. The figures show that Serbia has definitely add more value to Zagreb’s MICE offer. of successful events. Other thermal spa resorts made a tremendous jump in terms of the num- will follow in complementing their offer with ber of events organised, taking into consider- incentive programmes. Terme Ptuj, for example, ation three main criteria: number of participants, is well-known for its Roman tradition and the rotation and regular occurrence. This sharp Roman themed programmes combined with the increase, especially in Belgrade as the major con- broad offer of spa services make for an attractive gress destination in Serbia, is mainly through the all-round package for incentives. common efforts of all industry partners who have been united in one common goal – the promotion and marketing of the destination.

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Skål International International Tourism News from Opatija meeting in Opatija Fair CroTour 2012 Opatija is soon to get two new special venues, as From 19th to 23rd April 2012 This year’s CroTour two of Liburnia Riviera Hotels are set to undergo Skål International Kvarner international a real renaissance this spring! in Opatija will host a mid- tourism fair will Hotel Kvarner, Opatija’s most historic hotel, will year meeting of the Skål take place from open a newly restored terrace together with International Council and the 9th to the 12th of May in Zagreb’s Zagreb Fair, a fresh gastro concept, both of which will add Skål International Executive with its main objective of providing support to value to your events. In addition to that, the Committee. The hosting of this event was all those involved in the planning, preparations technical equipment in the Crystal Hall has been confirmed at the 72nd Skål International and realisation of the next tourist season. With upgraded to meet the highest standards. And if Congress, where Mrs Katarina Hauptfeld, its exhibition element added to with current you’re looking for a place to organise your special President of Skål International Kvarner, professional and accompanying programs event, look no further: the private rooftop terrace presented Opatija’s bid and bid candidacy of as well as entertaining events for the general with spectacular views over Kvarner gulf is the Izmir and Istambul. The Kvarner presentation public, CroTour is an important marketing tool ideal spot. was supported by Nikola Račić, Director of the for presenting and offering tourist destinations The Hotel Ambasador, LRH’s leading business Croatian Convention and Incentive Bureau, and services. During the event special B2B hotel, is also opening its terrace and a garden and Dr.Sc. Zlatan Fröhlich, member of the Skål workshops will be held - meetings between tour restaurant, Hortenzija. The top floor of the hotel Council. More than 100 participants are expected operators and tourist companies on ‘Last Minute is also being refurbished to become an ‘executive to attend. Booking’ for 2012 and negotiations for 2013. floor’, with special facilities and services for business guests.

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Slovenia to host IMEX Challenge 2012

“After considering a wide variety of CSR Slovenian Beekeepers’ Association supported proposals”, says Ray Bloom, IMEX Chairman and this view in adding that “by keeping bees and Founder, “IMEX judges and staff voted to invite protecting the environment, protégés of CUDV industry volunteers to join them in building a bee will gain self-confidence and creatively integrate colony in Ljubljana”. The results of this vote set into society. Beekeeping will not only present Slovenia’s capital Ljubljana on its path to hosting a form of self-confirmation, but a way of life for the second edition of IMEX Challenge from 2 to these children and adults.” 4 July 2012. A 24h smile for the IMEX The biennial IMEX Challenge is a three-day, Challenge humanitarian event at which a team of meeting industry professionals gather with the goal The Slovenian meetings community feels Slovenian energy, team flexibility, a 24h smile, of making a positive impact on the lives of especially privileged to be able to host an event the personal touch and our natural charm. others - in particular, the lives of children. The of such importance, one that touches the lives of pre-register now imex-frankfurt.com ‘IMEX Challenge Slovenia’ will strive to blend people with disabilities at CUDV Draga and the “IMEX Challenge presents a new opportunity environmental objectives with social causes wider community. for the Slovenian meeting providers to act as a and leave a sustainable legacy for the host team in developing new ideas on how best to community. Many destinations can boast an excellent, easy enrich the project,” says Gorazd Čad, Director to reach location, state-of-the-art infrastructure, of Go.Mice agency. The ideas, synergies and The idea for the 2012 event is to build a beehive professional services, and other factors required partnerships can move the boundaries of the MAKE THOUSANDS OF within the grounds of an institute for mentally to host the challenge. “We believe our advantage IMEX Challenge Slovenia so that the meeting and physically disabled children and adults, the in Slovenia is the people working in our industry industry professionals, media and general public CUDV Training, Occupation and Care Centre and wider, the often neglected but very can all engage and take part in enriching the NEW CONNECTIONS AT in Draga. Valerija Bužan, Director of CUDV important human factor,” says Miha Kovačič, lives of mentally and physically disabled children Draga, believes that the “IMEX Challenge will Director of the Slovenian Convention Bureau. and adults. THE HEART OF THE help mentally and physically disabled children Indeed, Slovenia won the bid to host the IMEX and adults to expand their horizons and come Challenge 2012 in Ljubljana by revealing the five For more information visit en.challenge.slovenia- MEETINGS WORLD to know new activities”. Anton Tomec of the main elements of our meeting industry offer: green-meetings.si.

There can be no better date to put in your diary than For three days, the show floor will buzz with energy and IMEX 2012. For this is when you’ll meet and connect excitement as buyers and visitors get down to business with face-to-face with some of the most influential people a host of global suppliers. And with around 200 occasions and ideas in the meetings industry. We’re expecting for networking – cocktail receptions, champagne toasts, over 3,500 exhibitors and 14,000 industry professionals lunchtime receptions, destination and business presentations, – including nearly 4,000 hosted buyers – to gather in award ceremonies, dinner events, meet and greets and Frankfurt for our 10th anniversary, with an unrivalled business breakfasts – there’ll be plenty of opportunities to chance to liaise with top decision-makers from across meet everyone you want to meet, and even more besides. the world.

TO MEET THE BEST PEOPLE IN THE BUSINESS, COME TO FRANKFURT IN MAY FOR IMEX 2012.

CALL: +44 (0)1273 227311 E-MAIL: [email protected]

IMEX-FRANKFURT.COM

The essential worldwide exhibition for incentive travel, meetings and events. 15

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pre-register now imex-frankfurt.com

MAKE THOUSANDS OF NEW CONNECTIONS AT THE HEART OF THE MEETINGS WORLD

TO MEET THE BEST PEOPLE IN THE BUSINESS, COME TO FRANKFURT IN MAY FOR IMEX 2012.

CALL: +44 (0)1273 227311 E-MAIL: [email protected]

IMEX-FRANKFURT.COM

The essential worldwide exhibition for incentive travel, meetings and events. 16

News Conventa News

DIARY

Kristina Jurjevec

Monday: Conventa 2012 recap strives to achieve the highest international standards. Being a part of Conventa between the 18th and 19th January was pure pleasure. The Conventa organisers are actively involved in the execution Thursday: Getting to know of the event, which gives us an opportunity to the destination first-hand sense the mood of the participants and the vibe of the trade show. After a year of communicating It is evident that meetings planners also attend with exhibitors and hosted buyers by phone fam trips in our region alongside the trade or email, a handshake brings a whole new show. This year Conventa partner destinations experience. It gives us a feeling of friendship and upgraded their programmes, reflected in the trust, despite meeting for the first time. We were increased business interest and the feedback very pleased that the Southeast Europe region they received. Soon we will once again start the got the opportunity to present itself to our process of selecting partner destinations, while colleagues and our very important clients. increasing the standards in accordance with the wishes of our clients. The aim of a fam trip is to introduce the destinations in a true and Tuesday: A New Beginning unforgettable way.

The 16th and 17th January 2013 are the dates for the next edition of Conventa, revealed at Friday: Business opportunity the past event. We believe it has already been marked in the calendars of all our partners We feel very privileged that many important and representatives of congress providers of meeting planners from across Europe gave Southeast Europe. The colour scheme for the their attention to Conventa over the last four event will focus on red, like the www.conventa. years. The trade show strives to live up to their info webpage. Any changes made will only be expectations and investments of time into done to ensure the continued improvement in our region and our partners. Gaining the trust quality of the event. New trends were guided by of our clients is the driving force of our work our participants, who gave us feedback through throughout the year. Our biggest challenge the Conventa surveys after the event - satisfied at Conventa is to attract hosted buyers with participants are our main benchmark of the real purchasing power. We wish to show them event’s success. We will certainly follow global the diversity of our region, our creativity and trends and introduce novelties to the event. A lot professionalism. We are happy that interest in of attention will be paid to eco-guidelines for the participation at Conventa 2013 is already high, next events. even before the beginning of the application process.

Wednesday: Southeast Europe under one roof

When representatives of congress destinations, capacities and services in southeast Europe meet at Conventa, we feel like we’re meeting with dear old friends. The business in our region is very closely linked, which is how we’ve managed to form special bonds. Conventa is also a wonderful opportunity for newcomers, since they can learn the specifics of the meetings industry by following clear guidelines and preparing for successful presentation to the global market. At Conventa we wish to highlight that the Southeast Europe region offers a number of excellent business opportunities and that it th SoUtH eASt eURoPeAN eXHiBitioN foR MeetiNGS, 5 eveNtS & iNceNtive tRAveL

explore the emerging destinations of South east europe over a cup of coffee. fo N .i A t ve N N www.co

16 - 17 JANUARY 2013, Ljubljana—Slovenia

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Kongres Magazine after party at Conventa

For the second year in succession Kongres Magazine threw an after party at Conventa and, once again, a lot of guests attended. The group of meeting professionals was entertained by two excellent bands at a party that will go down in the meetings industry history, as it was the premiere of rock group ‘Good Mood’, a band made up of only meetings professionals. We hope the pictures will tell you a bit more about the atmosphere at the party. 19

Photo session News

Travel Zoom conference 2012

On Friday, 23rd March, Travel Zoom, the second international conference on Strategic and Creative Marketing in Tourism being held in Bled, came to a close. Over the 3-day long conference more than 70 speakers from 15 different countries shared their knowledge and ideas with the 186 delegates from 8 different countries attending tourism’s biggest marketing event. The organisers, the Faculty for Tourism Studies – Turistica and marketing agency Go.Mice, were satisfied with the outcomes of the conference and have already begun planning for next year. 20

News Photo session

CONVENTA 2012

Between the 18th and 19th January 2012, for the fourth year in a row Slovenia was the hub of SE Europe’s meetings industry wheel. After an initial three years of sustained growth and strengthening of profile, Conventa entered its fourth year with a new focus on quality, bringing 245 hosted buyers from the corporate sector and organisers from both agencies and associations who were to appreciate this new shift. The strength of the business model and the success of previous editions convinced some 142 exhibitors to present their offer to a carefully selected audience at this year’s event. Despite Conventa 2012 attracting the largest number of exhibitors to date, the organisers noticed a certain reluctance of tourism services suppliers when it comes to the implementation of marketing activities. 21

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Interview BARBARA VAJDA Ljubljana – a Cool Capital for Great Meetings!

Could you briefly outline your career path percentage of overnight stays generated by for us? this sector?

My work has always been linked to tourism. Ljubljana is a relaxed place for meetings

Foto: Stane Jeršič Stane Foto: I started in a tourist agency, then for a good of all kinds, of course also business and ten years my path was closely linked to scientific. The meetings industry has a high the creative industry (I established and led added value and that makes it important for an agency for marketing communication, the city. Our estimate is that out of approx. specialising in graphic design), and in 800,000 overnight stays (data for 2011) in 2001 I again returned to tourism, this Ljubljana, almost a quarter are generated by time in the public sector, as the director the meetings industry sector. of Ljubljana Tourism. The destination marketing organisation of the capital since Ljubljana is losing its leading position last year also embodies the region of Central in SE Europe on the ICCA international Slovenia. My job combines everything that association meetings statistic rankings. I like: working with people and achieving Belgrade, Zagreb and other cities are noticeable results. Usually the effects of our quickly closing in. What needs to be done activities are visible quickly and accepted at state and city level to keep Slovenia and positively. It is true that without a team Ljubljana buoyant? Barbara Vajda of good and experienced co-workers these results would not happen, so they deserve For starters: better air access. Mid and long- most of the credit. term: increase congress and hotel capacities for congresses of at least 2,500 delegates, Is there a city in the world that would be a create a research and innovation-friendly template for what Ljubljana should aim to environment, encourage the professional become? What should Ljubljana look like development of top-notch scientists and in 2020? What is your vision? carry out the policy “Congress destination Ljubljana 2020”, which has been adopted If Vienna and Prague had a daughter it last autumn. would definitely be Ljubljana. That’s what they say... I like cities in the north of Europe How important is a convention bureau for that literally reflect a collective creative a destination? charge (I sometimes miss that here). I also like Barcelona, because of the temperament It is very important, especially for the capital and the vision of the city. Again, creativity is city. The Ljubljana Convention Bureau, in visible everywhere you go there. cooperation with the key local partners, The year 2020 is just around the corner. The often contributes to creating competitive direction Ljubljana is heading in is clear – it bids for international events in the initial or changed for the better in the last years, it destination selection phase, and offers its got revamped and more attractive, younger support also at a later stage, if the bid was and friendlier towards us, its residents, and successful for Ljubljana. visitors alike. It’s a safe city with quite a high standard of living and a lot of potential. I wish we would continue on this path, What specifically can Ljubljana and the maybe with just a little more courage. Slovenian Convention Bureau do to bring more events to Ljubljana and Slovenia? How important is the meetings industry for Ljubljana? Could you estimate the The most important part is the cooperation 24

Interview

of all the relevant stakeholders. To this end, potential clients, and some have already advantages, which are not necessarily unique. we took a big step forward at the end of last shared their views with us: Some of them are: year, when the ‘Ljubljana Strategic Bidding - Micro accessibility – everything we need to Team’ partnership was established. Based - Even stronger connections to the University execute a successful meeting is nearby and on the cooperation of all meeting solution of Ljubljana and R&D institutions; well connected in compact Ljubljana; providers in the chain some quality bids are - Conference ambassadors programme; - Authenticity and diversity of experiences the already being produced. If we want to be - Better access, especially by air; destination has to offer; competitive we must figure out what kind - More personal contacts with existing and - High levels of ability in the professional of added value Ljubljana can offer meeting potential clients; arena, and by the inhabitants of Ljubljana planners (for example city incentives) and - City “incentive packages” for congress in general, to communicate in foreign how to divide the burden, or rather the organisers. languages, investment, among the suppliers and the city. - The dedication to excellence of all suppliers In order to help generating more bids for the I believe we are on the right path to addressing in the meetings industry chain. destination, the Ljubljana Convention Bureau these, as our partnership has already needs to increase its marketing activities, addressed most of these issues. What is your message to the readers of which requires an increase of resources. We Kongres magazine? are preparing a programme of additional Over the last few years Bled has taken activities that will soon be presented to our many steps to reboot its meetings industry. visitljubljana.si LSBT partners, anticipating they will regard Considering the motorway to Bled is now it attractive and convincing enough for us to complete, do you see it as a competitive obtain their cooperation and support. destination? Which destinations do you think are competition for Ljubljana? What At the Conventa Trade Show cooperation are Ljubljana’s USPs? among different suppliers of the meetings industry was excellent. How do you think Despite the motorway and proximity of the this cooperation might be improved even airport and a very inviting panorama, Bled further? is still at a disadvantage in comparison to Ljubljana and Portorož in the area of congress Most importantly we have to keep Conventa infrastructure. However, Bled has always been in Ljubljana. That Conventa takes place in and remains a very attractive and competitive Ljubljana should not be taken for granted, congress destination. In Ljubljana we rather since the potential competition in the region see Bled as a partner and realise it is unique, is strong. Ljubljana Tourism has been a yet at the same time Slovenia has only one partner and co-organiser of the Conventa capital. The existing synergies are stronger Trade Show since its first edition, and every than competition. This is most evident in the year we contribute a sizeable amount (taking case when Ljubljana can’t offer enough hotel in view of our entire budget) of funding capacities for a large congress – then we also for this project. Our common interest is to propose accommodation in Bled. We also ensure Conventa attracts quality hosted recommend Bled for pre- or post tours, and as buyers and continues to improve in this area, a picturesque setting for social functions. which is connected to additional funds and Due to geographic rotation criteria of congress to strengthening the business network and bids we often compete against capitals of personal contacts with international meeting Central and Southeast Europe as well as, industry professionals. somewhat surprisingly, the Baltic States. We can expect a further accelerated development What do you think “congress destination of Zagreb and Belgrade. Ljubljana” is lacking? USPs? In global competition it’s hard to stay The best answers can be given by our unique. For now we can only talk about 25

Interview 26

In focus Suzana Žilič Fišer and Mia Miše ECC has brought numerous conferences and other meetings to Maribor

How would you evaluate the start of The project itself is extremely complex, European Capital of Culture (ECC)? What however expectations about ECC are kind of challenges have you faced? rather vague, as no model exists on how to make the project outstanding. Based on Suzana Žilič Fišer (SZF), Ph.D.: “I would professional guidelines we perfected our say that the start of ECC has been very concept of communication, and together with successful. Through the massive turnout at financial resources and a quality programme the opening events, citizens of Maribor and this can allow for short-term and long-term other partner towns have shown that they effects. Only successful realisation of upper- care about culture and that they also see in end events will meet the expectations of the it possibilities for the future. Every day big general public. This is the basic pre-condition and small stories of the capital have started for achieving the project objective, which is to weave a mosaic of the whole year. the transformation into a city with a positive

Photo: MP Production perception of culture. An important and telling piece of Suzana Žilič Fišer, PhD, has been the Director information is the fact that the TIC (Tourist Last year our basic goals were to raise General of the Maribor 2012 Public Institute Information Centre) Maribor has seen some awareness about the ECC project, establishing since spring 2011, whilst at the same time 40% increase in visits and demand for partnerships with various institutions and continuing to work as a professor at the Faculty cultural events in the realm of ECC. Visits firm bases for choosing the programme, of Electrical Engineering and Computer Science to information points 'Maribor 2012' that which we managed to achieve despite the at the University of Maribor. Previous to this, were opened last December, both in Maribor dynamic nature of the environment we she collaborated with the Expert Committee and in Ljubljana, was also substantially worked in. In less than a year we managed of the Ministry of Culture involved in the increased. In January information points to catch up on the delayed work and preparation of Media Law, the Managing were visited by more than 2,200 people, and numerous postponed decisions of previous Director of the Slovene National Theatre in the opening weekend alone we have seen years. Business, programme and accounting Maribor, and also the President of the Expert over 700 visitors. objectives were realised. Today we stand Committee in evaluating projects proposed on firm ground and on a successful way of for co-financing programme content as Some 75% of the visitors are Slovenians, implementing the ECC project.” developed by the Ministry of Culture. Her past they have shown the biggest interest in roles include being a lecturer at the University buying souvenirs and season tickets for What is the magnitude of the project and of Westminster as well as at the European Terminal 12 and tickets for other events what influence will it have? School of Economics in London and she has within the ECC programme. Increased undertaken journalistic and other work at numbers of visitors are an encouraging SZF: “The ECC project brings an outstanding a number of Media Houses: the newspaper fact, as getting visitors to Maribor and opportunity to the city, the region and the Večer, RTV Slovenia and Pro Plus. Suzana’s other partner towns both from Slovenia and country. Through the work of the Maribor international credentials are underlined in abroad is one of the important goals of ECC. 2012 Public Institute we are trying to her pathway of having graduated in Slovenia, encourage as much potential as possible, completed her MSc in Budapest and then her We shouldn't forget all the other positive both artistic and others, to participate. The PhD in the UK. On top of all this she is also effects of the project on the city, the ECC project brought outstanding profile to author of the book Managing Television and region and for Slovenia. The ECC project cities and states where it has been held with the co-author of a number of other books in the strengthens the profile of Slovenia on a the positive reference brought by the ECC Media field. global scale while bringing positive effects brand. That is what makes it an opportunity for culture and general development of the that looks out for synergies between various society. The internet page ‘Trip Advisor’, the players in the environment. It is also one of busiest for booking trips, has reported at the the communication goals that we would like start of the year that interest in Maribor as to point out, the concept of communication a trip destination has seen an increase of as built on 3 Cs - connect, content, community. much as 547%. These are key elements that give us local, 27

In focus

national and international profile. By Effects of the work of the Maribor 2012 Public connecting we would like to involve every Institute done in 2011 have laid the foundation citizen in the project. They are involved for implementing the project. Through the as observers, or even better as content exceptional magnitude of the project it enables contributors. In terms of content we would new impetus for development in the city, like to offer and present superior artistic partner towns and the state. We have seen material, key to the ECC programme. an increase of 57% of domestic tourists over Outstanding artistic content represents an the previous year, and some 29% more of important base that enables us to recognise foreign guests. Slovenians represent 45% this ECC as an outstanding, creative, and year and foreign tourists 55%. We are seeing superior artistic event. the greatest demand on ECC. The effects of promotional activities on foreign markets The idea of the community in will be seen in the years after 2012. Intensive communication means that we would like promotion of the ECC event on foreign Photo: Marko Pigac to express the importance of common action markets and fairs have positioned Maribor of the city and all the partner towns, the and other towns as a new and attractive Mia Miše, MSc, works as a collaborator state, citizens and institutions. ECC is an destination for shorter or longer European on various aspects of promotion for the important common story. Long-term we aim tours. Other cities that have also been ECC are Maribor 2012 European Capital of Culture to see the positive effects that the changes becoming increasingly attractive destinations Public Institute, having already laid the of development can make on the city, with for Slovenians.” foundations for the event’s promotion to increased creative and positive image. After the international audience. Before that she all, development of education in art through Are any direct effects being noticed of ECC worked as an independent consultant in the the Academy of Arts, linking various on congress tourism in Maribor? field of international business, tourism, PR cultural players, both existing and new, will and marketing. She has also worked for the no doubt bring new value to the city. The MM: “Occasionally we receive demands from Slovenian Tourist Board in China and lead on goal of the project is to achieve superior Maribor's tourism suppliers for events at set Marketing Services at Raiffeisen Bank and effects through the common involvement of dates, who compete for organising events NKBM Bank (Nova Kreditna banka Maribor). various institutions, various areas, the city at their hotel. ECC has brought numerous and the state. This is extremely difficult, conferences and other meetings to Maribor nevertheless it is of great importance for and other partner towns from the areas of the long-term success that being ECC can architecture, medicine, literature etc. To name bring.” just a few: - ‘Who does history belong to?’ (an In your opinion what will be the main international conference) tourism effects of the project? - ‘La rencontre de Maribor’ Conference - Legacy of Socialism Mia Miše (MM), M.Sc, who co-ordinates - 7th international ‘Social Responsibility and work with the Slovenian Tourist Challenges of Our Times 2012’ conference Organisation, believes that the ECC project - International conference ‘History of the pursues broader goals, not only economic Future’ ones, one of which is tourism. - International conference ‘EUROPHRAS 2012 “We can definitely see more effects: the MARIBOR’ active co-operation with foreign artists, not only in Maribor but rather in the whole How do you co-operate with the Slovenian North Eastern region of Slovenia, and hotels Tourist Organisation (STO)? and restaurants have seen greater numbers of visitors. The city definitely has a different MM: “STO is the key institution with which life through cultural events. we co-operate in international promotion of 28

In focus

the ECC. The effects of this synergy are great has huge potential both in research and The ECC project is a project of integration, and results of co-operation are already greater at the educational level. As one of the key cultural institutions, linking of cities, and than might be perceived in Slovenia. We stakeholders the University is one of our key co-operation. Of course this is extremely began to co-operate in the autumn of 2010. partners of the ECC project, which is why difficult, especially in Slovenia, however we As it is well known, the cycle of decision we ardently support the development of the do believe that long-term we will reap awards. making in tourism is long. Nevertheless we Academy of Arts and all branches of art which Only through co-operation can we achieve are convinced that Maribor and other partner we would like to see developed through ECC. complementary effects and new values. Often towns will take a new position as a destination This is important for the future of the city and our work is pioneering, as we link various worth visiting because of the current activities; partner towns and the state as a whole. We towns that are all special and extraordinary in positive effects will be seen for years to have to bet on strengthening the potential of their own right. Well, moving heavy rocks has come. The promotion of the ECC project in future generations and ECC is a good starting never been easy!” co-operation with STO is ongoing and with point for such actions. the maximum use of the most important marketing tools and activities. Institute Maribor 2012 uses all the infrastructure and knowledge that has been developing for many years at STO: we co-operate on preparation of promotional materials and we are proud on our co-ordinated co-operation on the internet. We implement study visits of foreign journalists and tour operators and ECC is also included in the various newsletters for foreign media and other targeted public bodies. We make sure we are present at important global trade shows and the ECC project is also included in promotions at trade show events (for tour operators and media). On a daily basis we also co-operate with Local Tourist Organisations (LTOs) of partner towns, where I would like to especially emphasise our cooperation with the Maribor Tourist Board.”

What do you think Maribor will be like when the project is finished?

SZF: “Through a range of dynamic cultural activities Maribor will see an acceleration in development on all levels, carriers of which will be creative citizens. Maribor and its partner towns, the cohesive north-east region, and the Slovenian state will all be more successful because of it, the economy will be more innovative and the self confidence of individuals will be greater. The society as a whole will have a more pervasive openness and creativity. One of the important starting points is Cabaret New Burlesque_ www.visiteurdusoir.com co-operation with our University, which

In focus Mitja Čander Tourism is of extreme importance to Maribor

How is Maribor today, now that its European To be a part of a lively, special and at the same Capital of Culture (ECC) wheels have started time cosmopolitan city is definitely interesting to turn? and attractive for any organiser thinking of a meeting destination. The programme was prepared to reflect with dynamics of seasons and Maribor is becoming What are the broader tourist aims of the increasingly lively. A special atmosphere project? has been created, a positive one that is a pre-condition for any kind of creativity, be it Nowadays we are all looking for interesting artistic, scientific or in business. things to do and in this sense the ECC is a good magnet, one of a few ‘weapons’ that What is the main emphasis of the ECC smaller towns and cities can use in the cogs of programme? the global tourism industry machine. If people say to themselves ‘let's go and see it’ and are The programme was prepared under the vision happy with what they have seen, they will of a complete reanimation of the city through return. Tourism is of extreme importance to the possibilities of creativity. You can see Maribor. international artistic excesses and numerous Mitja Čander graduated in comparative projects that unlock the known but almost Do you believe that the new infrastructure literature at Ljubljana’s Faculty of Arts, joining forgotten stories of the city. Special attention is created through being the ECC will also be the Slovenian literary scene in the 1990s. given to social and ecological themes and we beneficial for the meetings industry? He began working as an editor of various are ambitious in using the internet. We would publications whilst a student, a profession he like to demonstrate a model of creative society Questions on the infrastructure and its use continues to this day (Tribuna, supplement of - local and global are two vitally connected come under the realm of the Municipality of Maribor’s Dialogues, Beletrina Academic Press), terms today. Maribor and not the Public Institute Maribor including from 2000 being the President of the 2012, so they are better placed to address this. Expert Council and currently Editor-in-Chief What connection do you see between the of the Beletrina Academic Press. From 1992 ECC and meetings industry? onwards he published many critical texts and essays about Slovene and world literature, Mitja then becoming one of the architects of the World Days of Slovene Literature major initiative. From 2011 he has been the Programme Director of the Maribor 2012 Public Institute – European Capital of Culture. For all of his endeavours he has received a number of prizes: the Stritar Award, the Glazer Charter, the award of the Slovenian book fair for being best newcomer, and he has also been nominated three times for best essay book. Besides literature he has also been involved with youth culture, is still active as a playwright, is a column writer as well as managing to find the time to be a scenario writer for documentary films. Mitja is a member of the National Council for Culture of the Republic of Slovenia (since 2004) and so far in his career has published four DanceOpen2010_za Gala vecer baletnih zvezd_Foto_by_Gene Schiavone11 (2) independent books. 31

In focus Darja Slivnjak We are expecting an increase of at least 50% in the number of overnight stays for individual guests

What kind of challenges does being the 2012 What do you think will be direct and European Capital of Culture (ECC) bring for indirect effects of being the ECC? Maribor’s Tourism industry? We will be analysing these at the end of 2012. The ECC title definitely poses the challenge of lifting Maribor’s profile as a destination. At After the first two months can you tell us of the same time it is an opportunity for linking some tangible results? How many congresses different European cultures and increasing and other events have already been cultural creativity. From the regional point of generated by the ECC? view it also presents an excellent opportunity for linking municipalities and fostering their City hotels Uni, Orel and Piramida have seen mutual co-operation. This sort of an event some increase in overnight bookings thanks can increase the profile of the city of Maribor to various events connected to the ECC, like and offers the opportunity for local cultural Carmina Slovenica, choir Choregie, the Lent workers and performers to present themselves Festival, the Borštnik meeting, the chess to a much wider audience. The cultural scene championship, la Folia orchestra, the Swedish that is a main part of the project’s framework choir, the international choir competition is another reason for increased numbers of and other events. In total we have recorded tourists visiting the town. some 4,000 overnight stays so far, which only includes organised groups of performers, In terms of hoteliers and as a tourist whereas we are expecting an increase of at Darja Slivnjak graduated in Economics before destination, how did you get yourselves least 50% in the number of overnight stays becoming responsible for public relations as ready for the event? for individual guests. We believe that at the assistant Chairman of the Board for tourism and end of the ECC event we will have seen an marketing, a tourism role in Terme Maribor that The company Terme Maribor, d.d. has been overall increase in our city hotels because of has lasted for 13 year and now encompasses preparing for the ECC event by offering the increased number of cultural events, with membership of the Board of Tourism and various tourist packages, promotions on the some 10% to 20% increase in the number of membership of the council of Public Institute website, distributing promotional materials overnight stays generated by cultural groups for Tourism in Maribor. to different European towns and cities, PR and individual guests. articles and many more initiatives. We also formed a project group that is in constant What will remain in Maribor when the contact with the Public Institute and their project comes to an end? marketing team. In addition to that we also put together a special brochure covering Lots of memories of a lot of excellent shows our complete offer of various types of and events: Festival Lent, Borštnik ... and accommodation available and different Maribor having been a European Capital of packages that have been developed especially Culture! for the ECC. Alongside this we have also been implementing various sales activities for specific target groups at home and abroad: foreign universities, schools, student clubs, associations, institutions and so on, for which the ECC programme can be a motive for visiting the town of Maribor and we are in a position to offer them our services. CONGRESS Prešernova cesta 10 AND EVENTS SI–1000 Ljubljana Slovenia MANAGEMENT E [email protected] Cultural and Congress Centre W www.cd-cc.si/congress

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oglas ang tlo.indd 1 3/12/12 1:49 PM CONGRESS Prešernova cesta 10 AND EVENTS SI–1000 Ljubljana Slovenia MANAGEMENT E [email protected] Cultural and Congress Centre W www.cd-cc.si/congress

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oglas ang tlo.indd 1 3/12/12 1:49 PM 34

Interview

Rolf Jensen was born on the 21. of february 1942. Chief imagination Officer, Dream Company A/S. He incorporated Dream Company on the 2. april 2001 -on the famous danish writer H.C. Andersen’s birthday. He has written the bestsellers “The Dream Society” (translated into 10 languages) and “Heartstorm”. The next book is called “The Future Makers”. Rolf Jensen is a frequently used advisor, author and lecturer. On subjects within the future and corporate storytelling. He is currently on the boards of Børnefonden (The Childrens Foundation), Foreningen FAIR and Byprojekt Tordenskiold. Fellow at the Royal Geographical Society. 35

Interview Rolf Jensen Story-telling is well illustrated in any good film

We noted a comment somewhere that your dream, and the next dream must be emotional, Many people are prepared to die for them. book, ‘The Dream Society’, is a book about non-materialistic. The definition of the good The company story is much weaker. Are you business but also about life in general, life life changes from money to happiness, to prepared to die for your company? (don’t as it is today and as it will be in the future. thriving, to family life. answer if the boss is listening :). Story-telling is Can our future be predicted with the help of well illustrated in any good film. First everyting the book? What is going to happen to us in Marketing and advertising are relying is fine, then something terrible happens. The the future? less and less on tangible advantages of film is started – the hero has to overcome the individual products and increasingly relying difficulties. In the end he/she succeeds and we I think ‘The Dream Society’ can be used to on feelings. Can we deduct from this that have a happy ending. Normally the hero wins predict our future. It is about small, gradual globalisation also provided increasingly because of honesty, love and compassion. The changes each year but in the long term it adds similar products with the only difference villian is just after money. up to a real transformation. Gradually, we buy between them being the emotional products with our heart, with our emotions – component? How would you prepare or tell a good story not our mind. Just two examples: the price of that would also interest potential buyers or a t-shirt is determined by what is written on Yes, most products are the same, take the listeners? it, not the quality. Quality is taken for granted t-shirt or the sneakers, the watches. Made in or is seen as irrelevant. How much money the same factory in China. The difference in OK! Thank you for the question. A true story: can the Slovenian mountains generate in the price comes from the brand, the story, that’s “My good friend was in the countryside in a winter? A lot - you can go skiing and have a what we pay for. small cottage with his wife and their teenage drink or two afterwards. Furthermore, we have daughter for just a few days. After 24 hours more and more companies seeing themselves Europe is full of tradition and history. Do the teenage daughter said: “Let’s go to the city as part of society, not just as money-making you believe that we will start to revisit the and do some shopping.” My friend answered machines. But it is a gradual process, it moves past in order to get good stories or maybe (stupidly): “What do you need?” The daughter like a glacier, slowly but surely. even values? said: “How would I know, I am not there yet!” OK, what did we learn from this true story? That A society of dreams, as you say, is the next Europe has a lot of ‘gold’ – their history. shopping for young people is a leisure activity. stage of humankind’s development and Companies and artists are digging as much as For older people it is about alleviating a need. we are now living the transition from an they can – for good reason. Next month we information society to a dream society. Do will read about the sinking of Titanic and the Do certain differences (rules) occur in you think that recurring global crises and courage and cowardice in this event, about story-telling across various industries and the recession in Europe has slowed down or human hubris, about blind faith in technology. various cultures? Have you perhaps already even stopped this transformation? What is In my forthcoming book, ‘The Gateway to the identified them? the precondition for the transformation from Future’, I am suggesting a second renaissance. the material to the emotionally rich society? The first one happened 600 years ago. It was Basically, we are all human. We do have about setting people free – free to form their cultural differences, though. A us/me product When the material dream has been fulfilled own opinions and ideas. I think the same is (like My Nike, - the Nike brand but with a – more or less – for the majority of the going to happen some time soon, although personal and individual statement about the population something new happens. The extra in a more comprehensive way. Let the first owner) could sell in the West, but not in Asia. car, the holiday in Thailand – renaissance teach us what to expect. They are less individualistic. yes, we want it, but not as fiercely as when we were poor and it was the first car. We Why should we be using story-telling in Do you already have an idea what might start to think about shorter working hours, business communication and also in our follow the dream society? more leisure time. This is certainly not an personal lives? How do stories affect the issue in China. They have a material dream listener? What is this process like? I guess the Dream Society is the end. In 100 to be fulfilled and they are ready to work years time we are mostly spiritual and artistic– hard to achieve it. Slovenia is – like South We are moved by stories, we have no defence talking values and enjoying the beauty of the Korea – entering this era. Slovenia is fulfilling against a story well told. The strongest stories lily in the field – to quote the famous Lord the material dream but is waiting for the next are about the nation and about religion. Keynes on his own prediction. 36

In focus The Telling of a Good Story Brand management is out, because today it is simply unmanageable

Once upon a time advertising was a serious implant that will do everything for us and business. Serious people worked in serious connect us directly to anything we imagine. offices. They seriously studied consumers so that they could make serious 30-second The point is that there are so many things commercials, and seriously integrated happening that the industry cannot manage advertising campaigns. They took their work all of them any more, nor should it. seriously because they seriously believed Consumers can manage them on their own. that they can make a serious impact on the consumer. Actually, when we think about it, A decade ago this ‘managing’ was still this time is now. We all do that today, don’t possible. At those times you had two or three we? So what are we doing wrong? TV programs and all of them had 99% reach. Any message you decided to place on the air Today the advertising was destined to reach your audiences and industry has come to the target groups. point of inflection. However this ‘shooting blind’ approach does not It is a point in the life of an industry when its Ivan Tanić is a strategic planner in the fundamentals are about to change. It is a full work any more. Today advertising agency Bruketa&Žinić OM, one scale change in the way the industry does audiences have an infinite of the most highly-awarded agencies in SE its business. This inflection point has been number of places to go to. Europe. He is a postgraduate of Bournemouth reached because of technological change and University, a leading UK Media School, competition, as well as a few other things. Agencies replaced the old-school, serious holding a Masters Degree in Marketing mass media model, in which brands used Communications, and has substantial work These few other things are the fragmentation agencies to communicate via mass media to experience in the marketing and advertising of media and audiences. the consumers, with the even more serious industry. fragmented media model. And this model Today, everything is is simply impossible to handle, because of media and the number of the infinite number of media and audiences. You simply can’t handle something that audiences is growing at is infinite. That’s why brand management the speed of a planet’s is out, because today it is simply growth rate. unmanageable.

Democratization of creativity empowered What we need to everybody to be creative. The 99% movement that is now threatening to bring do is replace brand down Wall Street already brought down management with brand Madison Avenue without anybody knowing. advocacy Cheap and instant production made all the prices drop. Today you can get everything and come to terms with the personal media cheaper. Online integration and digitalization model. And it is a simple model! Today there made everyone connected and informed. is no media, there are just audiences - and they are our media. Every single consumer And finally convergence! Convergence is a permanent billboard or a life-long TV is bringing every devices into one, and it advert. That is why today the only important will continue to do so until every device message is the consumer experience. And disappears except one - an extra small media it’s not only the brand experience, it’s more 37

In focus

than that, it’s the-being-a-part-of-a-brand- experience. Brand advocacy means that today the main role of an advertising agency is to create and empower fans, so that they can do the same to their friends.

The best examples of the brand advocacy approach can be seen in the tourism and leisure industry. Many tourist destinations and locations stopped focusing on the plain branding approach and made storytelling the basis of their communication. Travellers need to be able to connect emotionally with the location and find it relevant, not just beautiful. Today even the locations that are not the most beautiful, picturesque or natural, can be a perfect holiday destination for people. It is this way, because people today are not just looking for the beautiful locations of their dreams, but locations that can be relevant to their lifestyles - these are the locations that tell stories that can be told to other people. A perfect illustration of such storytelling is the campaign by the Peru tourist board. The campaign revolved around the story of a Peruvian tourist board bus visiting a town in the USA. With the bus came the entire cultural experience, which overwhelmed the residents of the small town in Vermont, USA. (http://www.peru.info/)

To put it simply, agencies today don't need to tell advertising messages, they need to tell stories. Seriously :) 38

In focus Neuro-linguistic programming? Useful tool for effective communication and better business co-operation

Would you like to effectively communicate represents science on personal excellence with your co-workers and other involved and is at the same time founded on studies of parties and create a positive connection? successful communication patterns and the Recognise the states other people are in extraordinary achievements of individuals in and all those small details in relations various fields. In the language of NLP this is with others that we often overlook? called ‘modelling’, which was emphasised Communication is an extremely important by O’Connor and Seymour, who studied factor of success, as we communicate not various aspects of NLP in their work Skills only when we do it verbally. of communication and influencing: an introduction to neuro-linguistic programming. Neuro-linguistic programming is a relatively young science, having its roots in the early It is important that we 1970s as the result of collaboration between are aware of the fact Dr. John Grinder, a linguist who worked as an assistant at California University in Santa that body language is a Cruz, and psychologist Richard Bandler, who mirrored version of our was interested in psychotherapy. Grinder thoughts and feelings. and Bandler decided to study and identify The complex phrase neuro- communication and behaviour patterns of the three most prominent therapists of the linguistic programming time: Fritz Perls (Gestalt therapy), Virginia is in fact in its essence Urša Eva Pucelj is the Editor-in-Chief of E-neo, Satir (family therapy) and Milton Ericson ‘language of the brain’ the biggest student subscription magazine, a (hypnotherapy). Their detailed breakdown of journalist and film critic as well as the author patterns of work by all three therapists lead to and is composed of three words, each of of expert articles in the field of neuro-linguistic the formation of the foundations of NLP (an which has its essential meaning. Neuro means programming, psychology and marketing. abbreviation of this complex science). that all our behaviour stems from neurological She is currently preparing a PhD, in which she processes of sight, sound, smell, taste and is carrying out an in-depth investigation into Numerous disciplines and sciences have touch; the word lingustic means that we the field of neuro-linguistic programming in contributed to the development of neuro- use language to arrange our thoughts and connection with marketing communications. linguistic programming that are based on behaviour, with the purpose of communicating its foundations, namely: neuro-linguistics, with others. Language also stimulates activity studying how language appears in the in our neurological systems, while word human brain and how the brain transforms programming refers to the ways we choose it; cognitive science, science on learning for efficiently organising our thoughts and and thinking; psychology and psychology behaviour, with the purpose of communicating neuroimmunology, that studies the with others. Language also triggers and interdependence of emotions, feelings, stimulates activity in neurological systems, thoughts and bodily processes. NLP was thus the word programming referring to ways we primarily intended for use in psychotherapy, choose for effectively organising our thoughts with techniques of the mentioned model and actions and for achieving specific subsequently used and applied to various objectives. fields such as: leadership, sales, organisation, management, teaching, law, consulting, Efficient communication and business education and effective interactive success with NLP techniques communication. When acting and communicating we sometimes forget basic foundations, as these NLP – Science on Personal Excellence often seem to us too obvious and self evident Neuro-linguistic programming thus to think of. NLP assumes three factors: well 39

In focus

assumed objective, training in sensual acuity, well developed language skills, which is and flexibility. Here we need to emphasise that why understanding the components of when forming objectives we need to be careful communication is of utmost importance. Words: 7% that they are clear and specific, positively It is ever possible to be in the state of non formed, with firm time frame, achievable with communication, as we also communicate our own abilities, emotionally and rationally in when no verbal expression is used. Albert line with personality. Mehrabian conducted an interesting study into the effect of facial expressions in Body language 55% Flexibility is of extreme communication. The findings of his research Voice 38% importance, because of the show that the body language of a speaker represents 55% of the impression – posture, fact that we can be quite movements, eye contact; 38% tone of voice, limited in our personal or and only 7% the contents of our presentation. business actions. So the main difference is in how we tell something and not so much what we tell. If we only offer ourselves one option how to react to a certain event this can lead to Mirroring and making a good connection great rigidity in business relations, and at As we can see from the above diagram, Source: O'Connor and Seymour (1996, 42). the same time it emphasises the idea that non verbal communication is of extreme various alternatives are always needed on importance for making a good connection. how to approach a problem, relationship or Researchers and authors of books on NLP, communication. such as Heap, Dilts, O'Connor and Seymour, assume that by mirroring our client’s The third factor for (‘co-speaker’s’) verbal and non-verbal successful actions of an behaviour, which encompasses posture, mimics, movement (and connection) with individual in the field of eyes, adjusting our breathing rhythm and NLP is called training in adjusting rhythm, tone, pitch and speed of the sensory sharpness, speech, we can be in tune with the client’s representation of the world, where a rapport which means a conscious development of or quality relationship, trust and effective perceptions with all the bodily senses: sight, communication develops. This technique sound, touch, smell and taste, i.e. where to recommends reacting to speakers’ movement focus on how to change or train the sensory with similar movement. Here it is advisable filters, so that we could notice what we that we adjust to the tempo of the speaker's didn't notice before. By doing this we will speech; while visual types of people speak consciously switch from autopilot, or so-called fast, audio types are more medium speed and unconscious training, and we will see small the kinaesthetic types operate more slowly. but crucial signals, nuances which are a good The NLP model assumes that rapport (good indicator of how we ourselves and others relationship) and effective communication react. Taking into account and integrating all with the use of this technique will definitely of the three above mentioned factors can lead be achieved. Communication thus always to a more effective level of communication means a relationship, and is never just a one- and to more effective personal and business way information flow. actions of an individual.

Everything communicates! Business relations of any kind demand 40

In focus Kamenko Kesar, Phenomena of TEDx Events The best ones in the world are happy and fast in sharing knowledge

How would you evaluate creativity in a rather conservative world of scientific Slovenia, judging from the results of TEDx publishing? projects? Scientific publishing hasn't been as it once Judging from my feelings and the feedback was for years now. The best and biggest at events the level of creativity is very high, scientific, university etc. institutions have their in all areas and across all age groups. The own web portals with video lectures and web difference from the rest of the world’s events books and are all focused on open knowledge is maybe in the fact that our most creative transfer. The best ones in the world are the individuals prove themselves abroad and are happiest and fastest to share their knowledge. almost hiding at home. I would not like to They know that you cannot become the speculate about the reason for this, but the best based on only one lecture, one book. pattern in practice is large and obvious. You need the right mentality, the right idea, the stubbornness of a donkey or rather the How did you get the idea for organising persistence needed for implementing and ..... TEDx? balls. If you have all that, you will usually Four years ago we were preparing a similar connect with the best ones in the world. The story for our clients. Connecting points with circle is thus complete. TEDx were so obvious that we decided to try Kamenko Kesar found his first serious job at out the model under the license TEDx. At the last event in Maribor you had over a mixing desk at Radio MARŠ. He continued 400 participants. How was the audience working with radio at MM2, again at the mixing Which contents do you place emphasis on reaction? desk, until October 1997, when he hitchhiked for your organisation events? The audience reaction was one of enthusiasm, from Maribor to Ljubljana. There he landed at Any content that puts a spark in a lecturer’s after some 12 hours of the event even getting Publicis Virgo and found his first real mentors eyes is the right one. It has a story, it has standing ovations. Energy was at such a high in his first serious business, the Simobil start-up energy, it has a wish to tell and share. level, something I've never seen before in the which turned out to be short but sweet. Eight Everything else is either just basic hygiene or many years of my career. The extent of praise years then followed at Microsoft in PR and as of secondary importance. and congratulations exceeded all expectations. Director of Marketing. In June 2007 he founded Judging from this reaction we conclude that an event organisation and PR-focused agency How do you go about getting lecturers? we did our job. Everyone did - participants, called Adrema. Its advantage? ‘We know heart Which themes are you personally most lecturers and organisers. and soul of the business’. enthusiastic about? The range of colleagues, co-workers, event Which lessons could event organisers learn participants, friends and business partners from this project? has become so large that the range of The greatest lesson was the fact that lecturers is becoming increasingly large as every event has its own 'life', energy, and well. Choosing the right filter is the hardest personality, which is created by participants, thing. The best lecturers are usually the lecturers and the leader. And if an experienced easiest to contact and the easiest to agree organiser has a free hand he can ride the wave things with. of energy of such an event and fly high above Personally I am enthusiastic about themes the clouds. Or he can also crash because of a that force me to re-think my habits and lack of knowledge. And the difference shows opinions, to re-open them and think about on the participants’ skin. He or she can be them again. It’s irrelevant which field the tired after 4 hours or regenerated and full of theme comes from. ideas and adrenaline after 12 hours. And tired if I'm honest :o). In your opinion, is the liberal practice of knowledge transfer in the form of videos accessible to everyone going to change 41

In focus Event 3.0 – How generation Y & Z are re-shaping the events industry The format of the meetings industry will be entirely different to what it is now

The future of the events industry is NOW! short to allow delegates to have meaningful Generations Y & Z, otherwise known as conversations. With a structured networking tomorrow’s leaders, will not only be attending track delegates can use technology to start our meetings and conferences over the next to network online prior to the event and pre- ten to twenty years, but will undoubtedly play schedule meetings for during the event. There a major role in re-shaping our industry as we should be adequate time during the event for know it. 1-1 meetings to be held, which the delegate In the same way as the Internet has progressed has set up before to meet with industry from web 1.0 with a mass of information colleagues and not just with suppliers. available but as a one-way street, to web 2.0 where we started to see social media, blogging Another example is the change in the and more interaction, meetings and conferences education format of an event. In addition to a are also progressing in a similar way. formal content at the event for learning from Events 1.0 were our first form of meetings industry experts, there needs to be a chance and conferences with expert speakers talking for all delegates to have the chance to speak to a mass of people and the whole event up at an event. thoroughly planned out along an education format. For a previous generation of With new scheduling Meshulam “Shuli” Golovinski is the founder individuals, this was ideal, as they were used technology, an open- and CEO of Newtonstrand Innovations Limited. to having information spoon fed to them by Born in 1975, Shuli has spent 15 years working authoritative sources of information. stage format allows all to revolutionise the way events are organised. Over the years we have come into Events 2.0 delegates the chance to After a successful career at Microsoft, and twice where we have encouraged more networking book a speaking slot in the winner of the Bill Gates Innovation Award, between delegates, providing a balance of advance and present on Shuli created Newtonstrand 10 years ago and education and networking at an event. has continued to develop it into a successful an industry topic of their software solutions company in the events However, as we try and cater for the current choice. industry. and changing needs of the younger generation already in our industry - Generation Y (born Colleagues can decide for themselves which between 1981 and 1999) – we then come subject they want to hear about, who they upon a whole new generation, who are not want to listen to and have the chance to voice yet of age to be attending business events: their own questions and opinions. It is no Generation Z. Also known as Millennials, longer about just listening to known industry Generation Z were literally raised on experts. technology and were often playing computer If we work to correctly address all the ‘wants games before they could pronounce the names and needs’ of Generations Y & Z, the format of of what they were playing. the meetings industry will be entirely different to what it is now. It is up to us in the industry For Generation Y and Z there is a need to now to help develop the future of the meetings progress to Events 3.0. For example, structured industry. networking is becoming increasingly important For more details on “Event 3.0 – How to Generation Y and will play a major role in Generation Y and Z are re-shaping the events events for when Generation Z become active industry” go to www.newtonstrand.com participants. Typically at a normal conference Shuli Golovinski or event, delegates go to different education sessions, with coffee and networking breaks If you would like to take part in these throughout the day. Although these breaks interviews, contact Shuli Golovinski on allow people to move around they are far too [email protected] 42

In focus What is the real communication power of events?

Number 93 is the key! communication the guest can experience at individual event that the professional path of the event, and if the organiser of the event event planners can be pretty thorny and full Uroš Zajec, General Manager, only pays attention to written and auditory of obstacles to overcome, but the flowers at PRO FIT d.o.o. communication, they only take advantage of the end of each thorny stem that becomes a 7% of the communication with the guest. successful project are what gives us renewed strength and the will to carry on. This is the The key 93% of the communication touches force driving us forward in this unfavourable the area of the other senses in combination business environment, to try to stay ahead with the guests’ mind. The guests first have of the competition and greet the guests with to be attracted to the event, then they have to special events, ones that will leave a mark on be relaxed and persuaded to cooperate. This is the individual, educate them and bring them the basis for efficient communication. together with their colleagues, or convince them to realise their commercial goals. The key to success is definitely in innovation and imagination, in content itself as well as The key to success is location, equipment, technical sophistication innovation and imagination and novelties, which are a necessity in this innovative and quickly developing society. Kaja Gabrijelčič, Project Manager, Sometimes these ideals do not survive Studio 37 d.o.o. financial scrutiny, but it is important that the foundations stay firm and the goals clearly visible. For an hour, a day or a week, make the experience unforgettable for your guest.

Even though communication, PR and marketing experts keep inventing new and progressive communication tools, a well executed event is still the strongest, most efficient and cheapest communication tool that has ever existed, one that exists now and will continue to exist into the future.

The event is the most complex simulation of life, which makes communication more efficient. The guest is present with his whole body, his senses, emotions and mind. That is what makes communication spontaneous, using all kinds of communication channels – more than in any other written, auditory or electronic communication. We encounter events all throughout our lives. The event always features written (brochures, We usually celebrate important milestones PowerPoint presentations, notations) and with them, starting off with birthdays, then auditory (moderators, sound recordings, holidays, moving on to weddings and many performances) communication, but other events which mark and enrich our life’s both together represent only 7% of the journey. It’s due to the uniqueness of each

In focus The Cost of Knowledge I expect publishers to change, because the world is changing

About 350 years ago, Henry Oldenburg associated stamp of high thought of a new business idea - academic quality – associated with publishing. He was the secretary of the Royal Society, and negotiated the right to their journals. keep any profits he made publishing the The badge of honor bestowed upon an Philosophical Transactions of the Royal author in a well-regarded journal such as the Society, the first publication devoted Lancet is not just a boost for the ego, but is exclusively to science. Unfortunately for more importantly a way to get tenure. Thus Oldenburg, the journal was not a financial researchers who want their work to be freely success in his lifetime. available are willing to, and even obliged to, forego the free availability of their work in Since then, at least two major changes have favour of their own career. taken place. So publishers continue to own and sell First, academic publishing genuine value. has become a lucrative Yet there has been a growing sense of unrest business. Elsevier, for among researchers with the business practices Tyler Neylon received a PhD in applied example, received $3.2 of major publishers. If they provide value, why mathematics from the Courant Institute of billion (US dollars) in are researchers unhappy? Mathematical Sciences in 2006, specializing revenue in 2010, with a in machine learning. He worked as a software 36% profit margin. The problem is that what engineer for Google from 2006 until 2008, publishers now sell are when he founded Bynomial, Inc. In January 2012, he created The Cost of Knowledge Second, and at odds with the first change, it things that are primarily website to promote open access publishing. has become incredibly easy for researchers created and maintained by to publish papers on the Internet so that researchers themselves. anyone with a connection can read them, essentially for free. In other words, if academic publishing were a new idea freshly created in the context Historically, publishers provided the of modern technology, it’s a fair guess that dissemination of knowledge that researchers high-profit publishers would be put out of could not easily provide on their own. business by open access alternatives. In that That is no longer the case, and we must hypothetical world, journals would have to reconsider why publishers are still the earn their prestige by appealing to authors. dominant distributors of articles. Open access journals would be more attractive to the best editors and authors alike, and Modern academic requiring the transfer of a copyright would be publishers own two core terrible for business.

values that readers An alternative perspective is that publishers and researchers want: now seem to have a conflict of interest. they own the copyrights They are a business, and they’d like to make to essentially all money. Their stated mission is to disseminate the articles they’ve knowledge. The conflict is that it is now virtually free to disseminate knowledge. published, and they own Maximising profits is clearly not aligned with the names – and thus the maximising availability. 45

In focus

To further the breach in trust between authors ACTA, SOPA, PIPA, and and publishers, a tone of insincerity has crept into the messaging and behaviour of RWA are all pieces of major publishers. Perhaps the most obvious legislation which aim example of this is Elsevier’s official support to hinder the rights of for the Research Works Act (RWA), a US bill individuals for the benefit that would have disallowed requirements that US taxpayer-funded research be made freely of big businesses. available to read. As technology evolves, companies may In other words, if the interpret a changing market as a threat to RWA had become a law, be protected against. But it is a mistake to legislate outdated business practices back it would negate attempts into relevance. A better long-term attitude by agencies such as NIH is to understand technology and the market (the National Institutes as it evolves, and to add value in that of Health) from requiring setting. Embrace change. Businesses can ask themselves: “If we were starting from scratch, that the work they fund how could we contribute something new and be published without a valuable to our field?” paywall. We live in a world where a high-quality open Elsevier’s support for this bill – viewed by access journal can be effectively run at a cost many as similar in spirit to ACTA, SOPA, of $10 per article . In some fields, editorial and PIPA – helped lead to the creation of work, refereeing, and typesetting are all done The Cost of Knowledge boycott. The Cost voluntarily. Authors can create and post an of Knowledge is a site I created based on a article online, inform their colleagues, and suggestion of Timothy Gowers, a well-known be discovered by search across the world in a Cambridge mathematician. On 21 January, split second. The world is changing. Professor Gowers publicly declared on his blog that he would no longer be working with I do not expect a large multinational publisher Elsevier, and asked for others to join him. As to radically change their practices because Tim a reader of his blog, I volunteered to facilitate Gowers asks them to, or because I ask them a community of international researchers who to – or even because thousands of prominent would voluntarily refrain from working with researchers ask them to. I expect publishers Elsevier. Within 24 hours, the site was up, to change because the world is changing. I and names began pouring in. In less than two can introduce you to 8,000 people who are months, over 8,000 researchers have pledged changing with it. to avoid either publishing, reviewing, or editing for any Elsevier journals. This number continues to grow.

About a month after The Cost of Knowledge was created, Elsevier announced they would no longer support RWA. That same day, the congressional sponsors of RWA reported that they would not be taking any further action on RWA, effectively cancelling the bill. 46

In focus Preserving conference knowledge for the next generations Put your conference videos online and provide additional value to your customers

Presentations at conferences have great opportunities arising from these extra activities professional, technical and educational value. to find the point where they start making The problem is, when the conference ends, this sense. value disappears. And so do the revenues from that conference. Imagine you could capture A sound implementation of and retain that value? You could turn it into a conference video archive new revenues and a powerful marketing tool. can not only cover for the Lightning talks and extra production costs carefully prepared but even turn it into a conference presentations, profitable asset. if not recorded, are just transient knowledge being It is easy to imagine that being able to see the forgotten a few days missed parallel breakout sessions is a great benefit to conference attendees. However, later. providing online access will also drive other people’s attention and awareness to your Peter Keše is the founder of Viidea, a company Indeed! With the enormous technology conference, which will consequently result in with a mission to make online knowledge expansion in the digital age, everything is more tickets sold next year. Online talks may preservation ubiquitous by offering a turnkey being recorded, stored and put online. You are also benefit conference sponsors. In-video solution and a novel business model for using Facebook to keep in touch with your advertisements that are placing your sponsor’s conference organisers to turn knowledge friends, follow their activities on Twitter and brand next to sparkling conference content preservation into revenue generating business read their opinions on their blogs. But when by well known personalities are an extremely activity. you go to a conference, you have to carefully valuable marketing space reaching a far bigger For many years, Peter has been focusing on choose which parallel breakout session you audience and having a far longer lifetime than generating, collecting, preserving and sharing want to attend or whether to continue a coffee other in-conference advertising activities. educational knowledge. Since 2006 he has built break discussion with a colleague while the Many additional benefits can be reached an online video hosting technology which, next lecture is about to begin. Because you by choosing a video hosting platform with among others, has powered the VideoLectures. just can’t make-up for the talks you have content protection and configurable access Net web portal to become world’s largest missed. Conference talks haven’t entered the restriction. Such a platform will let you set independent knowledge repository with more digital era yet. the separate access policy for each individual than 15,000 hosted educational videos. Why so? The technology is here and available! video to be promotionally available to There are several companies that are recently everyone for free, access-limited to conference building wonderful web services offering high attendees only, or commercially available to a quality online lecture playback experience, wider audience through an integrated online including seamless video, presentation slides payment system, thus transforming the initial and multimedia support. But conferences investment into a recurring revenue stream. often operate with closed budgets, while online video hosting may result in recurring Once the reasoning is costs. And besides, streamlined web video done and things start technology itself does not solve for the conference organiser’s problems related making sense business-wise, to on-site recording, video production and preserving conference publication. knowledge and building Accepting that there’s no way to publish conference talks online without some extra online talk archives can costs and effort, let’s evaluate the benefits and start becoming a reality. 47

In focus

The only thing you will wish for next is having conference publishing. Approaching the someone to take away the stress and untangle problem holistically, Viidea is offering a the complexity of having to hire a video crew, turnkey service that will bring a recording dealing with new technologies and making crew to the conference, publish videos everything fit together. online and build each conference its own This is what Viidea, an online video customisable and brandable video web site technology enterprise, is solving for you ready for public dissemination or commercial by integrating recording service with web exploitation. You can get your conference technology, while at the same time solving recorded by contacting Viidea at http://viidea. the accompanying business aspects of online com/ . 100

0 Discover our secrets!

We are proud - proud of our tradition, our people and of our clients, who vary from organisers of meetings to organisers entertainment events and concerts. The multifunctional Ljubljana Exhibition and Convention Centre – GR and its friendly, experienced staff again and again surprise event organisers with the ease they make their events come to life!

The 7th International Congress on Autoimmunity (May 2010)

Organized by: Kenes International, 1500 participants

“The organization of the congress was excellent and the event will be remembered by all participants. We received very positive reactions from our committee members, host lecturers and students. The congress was excellent, with excellent cuisine, good audio-visual support and enjoyable social events. Your responsibility and support contributed greatly to the success of this congress. We look forward to future successful congresses here.”

Prof. Yehuda Shoenfeld, president of the Congress

Gala reception with celebrities - Diners Club Slovenia (2007, 2008, 2010)

Organized by: Diners Club SLO d.o.o., 1200 participants

“The Ljubljana Exhibition and Convention Centre is a centre for cos- mopolitans. We come back because the Centre always confirms the correctness of our choice as the events are organized in a responsible, sparkling, prestigious and refined manner. Its advantage isn’t only an excellent space for events but mainly its highly professional staff and its dedication to work.”

Tomaž F. Lovše, owner of Diners Club Slovenija

Business negotiations with Derek Arden (October 2011)

Organized by: Academy Panta Rei, 150 participants

I would like to thank you for your excellent cooperation and organization of our seminar “Business negotiation with Derek Arden”. I would particularly like to point out excellent work of your technical support department. Throughout our years of experience, we have not had the pleasure of working with such a responsive and friendly technical team. Next time we organize a seminar of such scope, you will definitely be our first choice.

Vesna Benkič, Head of Akademija Panta Rei organisation

GR - Ljubljana Exhibition and Convention Centre Dunajska 18, SI-1001 Ljubljana Luka Zajc T: +386 1 300 26 39 E: [email protected] www.ljubljanafair.com 50

Surveys Conventa 2012 Visitor Satisfaction Survey Visitor Satisfaction is getting better!

The Conventa Trade Show is the most How likely are you to place exhibitors and networking opportunities stand important meetings industry event in future business in out on the positive side. On the negative side Southeast Europe, therefore the editorial we find the education programme, one that is board of Kongres Magazine have decided to We can assume the destinations which slowly developing at Conventa but still can’t introduce some of the most important findings reached the highest marks had the best be compared with larger trade shows. The from the survey the organisers conducted presentation and offer and that the organisers of the trade show don’t focus so after the event with both hosted buyers and infrastructure in the region is still slightly strongly on this aspect of the trade show, as exhibitors. worse than other conditions for the the exhibitors and hosted buyers consider it of development of the meetings industry. lesser importance. Only 7 % of exhibitors feel 5 - Excellent, 4 - Good, 3 - Adequate, this is one of the most important reasons to 2 - Poor, 1 - Very poor The destination 4.3 visit Conventa. The hotel/s 4.1 Overall reputation 4.4 Hosted Buyer Response The venue/s 4 Quality of companies exhibiting 4.5 The activities 4 Quality of educational and events 4.2 Main reasons for attending Conventa programme Please rate each of the following Networking opportunities 4.5 As the main reason for attending the Conventa aspects of Conventa Conventa sustainable measures 4.3 Trade Show the hosted buyers listed ‘one to one meetings’ and the presentation of The hosted buyers rated all the aspects of Southeast Europe’s meetings industry offer the trade show as good. The quality of the in one place. We can conclude that hosted buyers perceive Conventa as a trade show representing and presenting the offer of the entire region.

Presentation of Southeast Europe’s 28.0% meetings industry offer in one place One to one meetings between 29.8% exhibitors and buyers Networking 22.4% Fam trips 18.0% Other 1.9%

Please state your level of satisfaction with the fam trips

All the destinations scored highly and achieved at least a 4. In Slovenia, Bled was a stand out, with an exceptionally high mark, as was Dubrovnik in Croatia.

Ljubljana, Zagreb, Portoroz and Piran, 4.4 Lake Bled, Opatija and Rijeka, Dubrovnik, Montenegro 51

Surveys

Exhibitors Answers Quality of trade show layout and 46 The exhibitors rated most highly the booth location networking and sustainable measures of Conventa, with lowest ratings going to the Overall satisfaction with the show 44 Main reasons for exhibiting at Conventa quality and adequacy of the hosted buyers. These results can be explained in exhibitors Here the biggest stand out are the ‘one to Please rate each of the following being difficult to please in the area of hosted one meetings’, the anticipated response, as it aspects of Conventa buyer quality. We can also point out that is the main goal of the trade show. We have compared to Conventa 2011, the satisfaction also noticed that the exhibitors increasingly Overall reputation 44 with hosted buyers jumped from 3.7 to 4.0, recognise Conventa as a regional trade show. indicating that the organisers spent a lot of Relevance of visitors to your business 40 time on inviting the right hosted buyers. Quality of visitors 40 Presentation of the offer in one place 27.3% Quantity of other companies exhibiting 42 One to one meetings between 45.5% exhibitors and buyers Quality of educational and events 42 programme Networking 20.0% Networking opportunities 44 Education opportunities 7.3% Conventa sustainable measures 44

Conventa is a must attend event for the meeting industry of Southeast Europe

96 % of the exhibitors perceive Conventa as a ‘must attend event’. This leads us to believe that Conventa is growing in the right direction.

Agree completely 258% Agree strongly 516% Agree to some extent 194% Disagree to some extent 32% Disagree strongly 0%

Please state your level of satisfaction.

Friendliness and effectiveness of show organisers and registration procedure stand out in this section. In general we can conclude the exhibitors are very happy with the work of the organisers.

Effectiveness and timeliness 44 in communication Friendliness and effectiveness of the 47 show organiser Registration procedure at the show 47 52

Surveys a slight downturn in overall attendees The number of corporate meetings organised fell by (-)8.45%

The total number of participants managed 600 Average Number of participants per event 600 Average Number of participants per event by IAPCO members during 2011 increased Average number of exhibition sqm per event Average number of exhibition sqm per event from just under 2,250,000 to over 2,285,000; 500 486 Average number of events per IAPCO member similarly, growth was experienced with the 500 486 451 Average number of events per IAPCO member 451 amount of exhibition m2 handled, from 400 381 375 368 546,000 to 632,000. 400 381 375 368 345 345 300 When comparing the equivalent 2010 and 2011 300 returns, excluding the new members/growth 200 in membership, the figures paint a different 200 142 123 142 97 picture. There was 4.49% drop with the total 100 12387 89 98 90 89 95 95 71 82 98 95 95 97 number of participants reaching just under 100 71 87 82 89 90 89 2,219,000 as compared to 2,245,994 in 2010. 0 However, considering the economic climate 0 2006 2007 2008 2009 2010 2011 2006 2007 2008 2009 2010 2011 this small percentage drop is far less than might have been expected.

Comparing like with like, the number of Managed Budgets corporate meetings organised fell by (-)8.45%, Based on average delegate feeManaged of €550 & Budgetsaverage exhibition rental fee of €500 Based on average delegate fee of €550 & average exhibition rental fee of €500 the number of association meetings rose 1.8 by a mere (+)3.72%, but the number of 1.8 1.6 governmental meetings increased by a 1.6 1.4 staggering (+)22.69% reflecting the shorter 1.4 lead times, and the continual need for 1.2 1.2 politicians to meet! 1 1 0.8 The drop in attendance size continues to fall, 0.8 0.6 from 486 participants per event in 2006 to 345 0.6 0.4 in 2011. Exhibition space remains reasonably 0.4 consistent at between 80-100 m2 average per 0.2 0.2 event over the past 5 years, currently at 95 m2 0 0 for 2011. 2006 2007 2008 2009 2010 2011 2006 2007 2008 2009 2010 2011 Economic Impact Taking the total number of meetings managed Based on averageEconomic delegate Impac spendt of €1620 Based on average delegate spend of €1620 by IAPCO members during 2011, and utilising 4 the same benchmark figure of €1620 spend 4 3.5 per participant, the economic impact of the 3.5 6621 meetings organised represents some 3.71 3 3 billion euros to local economies, and continues s 2.5 to grow year on year. s 2.5 2 2 1.5 Billion Euro 1.5 Billion Euro 1 1 0.5 0.5 0 0 2006 2007 2008 2009 2010 2011 2006 2007 2008 2009 2010 2011 www.iapco.org a slight downturn in overall attendees

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Avtenta, napredne poslovne rešitve, d.o.o., Verovškova ulica 55, 1000 Ljubljana, T: +386 (0)1 583 68 00, F: +386 (0)1 583 68 01, www.avtenta.si

member of Telekom Slovenije Group

EN - Avtenta oglas 210x297 - Zakaj CRM.indd 1 2.4.2012 11:23:27 54

Gastronomy Are congresses an opportunity to introduce and assert culinary trademarks? The catering staff should undo their bow-ties, loosen up and start telling stories about the dishes and drinks they are serving

Four years ago I participated in a meeting and geographic environment. In the future for the global day of tourism and the awards people should become more aware of this ceremony for EDEN (European Destinations of important ‘ingredient’ of every culinary culture Excellency) in Bordeaux. I was most surprised (also in other regions where they read Kongres by the so called ‘coffee breaks’ and other magazine) and take care to protect their local refreshments which helped shape the event. and regional culinary identity very early on. All of them were made up of dishes and foods which are European Trademarks and part of For catering the visual the ‘Protected Designation of Origin’ regime. effects aren’t the key Put simply: everything was centred on these foods and all the menus were made with aspect: the attractive Prof. Janez Bogataj, PhD ingredients from that list. The Gourmand in attire of the catering Paris international meeting does a similar staff, unusual flower thing every year. arrangements and special Some prestigious European efforts at decoration culinary publications cannot replace the tastes build their profile by of prestigious dishes introducing local, and the quality of the regionally specific and ingredients and their protected foods. preparation. The story of Slovenia is something special, The catering staff should undo their bow-ties, since the presence of our dishes and foods loosen up and start telling stories about the is very modest, despite the number of dishes and drinks they are serving. I often feel trademarks, which is substantial. Actually, embarrassed after asking the waiter for the the existing dishes could already make up third time which wines are on offer. “Hold on, interesting and diverse feasts and other forms let me ask” is a frequent answer. I often find of catering, which is a necessity of every the head of catering quickly listing what is in congress. Not for the free food of course (this specific dishes to the catering staff just as the is for the undeveloped), but because this is first guests are beginning to arrive. Of course the easiest way to get to know the nature there are information cards for individual and culture of a country or a city hosting the dishes, some even translated into one or congress or meeting. more foreign languages, but this won’t do, especially if the cards are too small or poorly Therefore it is no surprise translated. The catering staff, even if borrowed EU countries are intensely from catering schools, come with a very limited knowledge and often haven’t heard working on protecting of certain trademarked and other foods they their typical local and should know about. Only one company that I regional foods, dishes and know of organising receptions in Slovenia and drinks. abroad carries out regular training for chefs and the catering staff on foods and drinks they Our case is even stronger, as some of our serve to their guests at receptions, congresses ‘neighbours’ have already tried to take over and other meetings. some of our original foods and culinary Why then is including trademarked foods specifics, claiming they belong to their cultural and drinks into catering for meetings such an 55

Gastronomy

important aspect? There are many answers At the two or three to this question. After all, culinary art and latest editions of ‘Days of gastronomy covers a wide palette of economic, social and even spiritual questions. They offer Slovenian Tourism’, the an insight into the widest field of culture of a Slovenian Tourist Board (hotel, catering) house, a city, a region or an demonstrated how to entire country. successfully incorporate To mix trademarked this segment into preparing ingredients and combine the catering and other them into dishes is content at the event. the most honest and It would be interesting to find out how many unobtrusive way of attendees followed this advice and started highlighting the health doing similar things in their own (congress) environments. Maybe they didn’t even notice and authenticity of a it, which is no surprise considering the fact region or country. that every tourist event in Slovenia ultimately turns into a gabfest, so even the front rows In Slovenia we always talk about being a green have a hard time hearing the speakers. Yes, country, how much drinking water we have, this can also be a part of the green way of how we clean up illegal dumping sites once thinking. The way towards values the caterers a year etc. But all this is just talk, until we put on their tables is very short, we just need take action at every level. One of these levels to find it. is certainly the reception event at various congresses, conventions and meetings. 56

Gastronomy The Three Tenors (Chefs) of Bled A Common culinary project of Vila Bled, Hotel Triglav Bled and Gourmet restaurant Promenada is connecting the three chefs of Bled’s best restaurants.

They say that all good things come in threes: institutions with the best culinary offer. All to also attract lovers of good food from three unique hotels, three top restaurants, three of them are led by the young chefs - Igor abroad, which we will achieve more easily by three young chefs with extraordinary talent Jagodic, Uroš Štefelin and Bine Volčič - who working together, not by everyone working and culinary expertise, all three of whom have are representatives of the new Slovene cuisine. independently.” some three decades (and a little more) of age... Tourism companies to which they belong Three times three and the story of a unique decided to prepare a joint promotion as part of Together with the series of culinary evenings, culinary journey showing you Bled in a new the ‘Three Chefs’ project, devising a series of participating companies have also prepared a light can begin. three culinary evenings where lovers of high- common culinary package that includes two end cuisine will meet with all three chefs. days accommodation at Vila Bled, Grand Hotel Vila Bled, Hotel Triglav and the Gourmet Toplice or Triglav Hotel and two dinners at any restaurant Promenada, working under the “With the joint appearance of three of our of the three restaurants of the guests’ choice. company framework of Sava Hotels Bled, have best chefs we would like to draw the Slovene An internet page presenting the three chefs prepared a ‘Three Chefs’ common culinary public’s attention to the fact that Bled has and the restaurants is being prepared to help project with the aim of promoting their made a giant leap forward with the arrival promote the project. restaurants, for which they have designed a of the new generation,” explained Mr. Fedja series of joint culinary evenings and a culinary Pobegajlo, Managing Director of Sava Hotels package including accommodation. Bled, in cooperation with Sava Turizem d.d., responsible for Gourmet restaurant Restaurants at Hotel Vila Bled, Triglav Hotel Promenada. “The old conviction that Bled and Gourmet restaurant Promenada are doesn’t have good restaurants isn’t true increasingly cementing their position as Bled anymore. At the same time we would like

Igor Jagodic – Vila Bled Bine Volčič – Gourmet restaurant Promenada Uroš Štefelin – Restavracija 1906 Igor Jagodic sees the common thread of Bine Volčič calls his cuisine ‘internationally Uroš Štefelin looks to his childhood for his plates in classic French cuisine, to which mixed’. As a graduate of Le Cordon Bleu school, inspiration, when the home kitchen was full he adds a touch of modernity with a lot of he adds influences from the worlds cuisines of the smells of Slovenian dishes being made imagination. The menu is prepared in line with to the solid basics of French cuisine, all with a from buckwheat, beetroot, cabbage, beans, the seasons and with fresh ingredients, which large dose of intuition and a continuous search and the preparation of home made sausages he is happiest to find close to home. A journey for new tastes and combinations. sweetened with dried pears. The influence of through his culinary offering On his culinary these dishes and ingredients of his childhood journey a mix of cosmopolitan guidelines in are prepared in a modern way and seasoned preparation of dishes and sophisticated tastes with a philosophy of French and Mediterranean is combined into a harmonic whole. cuisine. Hiša kulinarike Jezeršek - catering Sora 1a, 1215 Medvode

T: +386 (0)1 361 94 13 F: +386 (0)1 361 36 31 E: [email protected] W: www.jezersek.si

Dvor Jezeršek - Brnik 1768 Gostilna, restavracija, hotel Zgornji Brnik 63, 4207 Cerklje na Gorenjskem

T: +386 (0)4 25 29 400 F: +386 (0)4 25 29 431 E: [email protected] W: www.dvor-jezersek.si 58

Kongres at the HOTEL & SPA IADERA Keyhole ★★★★★ LUXURY

which has great motorway connections, with light coming through round windows and although the hotel signposts following the a cold stream runs along the entire feature, motorway exit could be improved. Air access through the grounds and on into the sea. The is constantly getting better, however most exquisite earthy sauna with a view of the sea is business guests rely on road access. unforgettable: pure zen!

COLD APPETISER – Architecture and FLOP – NEGATIVE SURPRISES aesthetics Relatively speaking, the weakest part of the The cold appetiser at Iadera was prepared by hotel offer is the staff, still needing some the renowned and charismatic architect Boris training and coordination to offer a truly top- Podrecca, who carefully selected every detail notch product. Having said that, comparatively in designing this modern, snake-shaped hotel the staff are still at a higher standard than many and set it prominently on the Punta Skala of the hotels in the region. FACT FILE peninsula near Zadar. The colours of the sea CATEGORY ★★★★★ and the landscape blend with the complex and TOP – POSITIVE SURPRISES the glass panel facades that change colour at The Falkensteiner Resort is very serious about OPEN FROM 2011 different angles are striking. green tourism and ecology - the hotel is heated STANDARD HOTEL WITH CONGRESS by geothermal energy, it has a built in water CAPACITIES WARM APPETISER – Personnel and culinary offer treatment plant, and the technical and drinking NUMBER OF ROOMS 210 rooms and suites The personnel are clearly stringently chosen, water are taken from sea water. There is no ONLINE PRICE 162 € - 398 € (March being mostly smiling, orderly and professional visible traffic in the resort - all vehicles are 2012) in their jobs. You are made to feel welcome by parked in subterranean garages. ADDRESS Falkensteiner Hotel & Spa the friendly, communicative and polite staff, Iadera, HR-23231 Petrčane although some extra practice in solving issues OVERALL IMPRESSIONS AND CREDIBILITY Zadar, Croatia and complaints would be beneficial. The overall result of the new resort is extremely Phone: +385 23 500 911 The culinary offer is well considered. The good. The hotel follows the known standards www.falkensteiner.com/ breakfast is based on the principle of ‘enough of the Falkensteiner group and is an excellent en/hotel/iadera of everything for a great start to the day’. The choice for incentive and product launches and FACILITIES 2 restaurants, 1 spa bistro bar by the pool fulfils the afternoon needs of smaller conferences. It is important to avoid (pictograms) 1 bar, 1 cigar lounge the guests and the hotel dinner consists of an the high tourist season and go for less frequent 2 Aquapura spa, 6000 m attractive range of self-serve cold appetisers, dates, carefully planning the arrivals logistics. Gym, Pool, 24 h service, 5 menu warm appetisers, and main courses. From what we saw and experienced we can meeting halls, Free wifi only give a firm nod of approval. MAIN COURSE – Congress and hotel offer FINAL MARK 4.52 – LUXURY The smaller congress centre is located on the LUXURY ★★★★★ ground floor, its five halls with lobby being RESULTS MARKS suitable for a maximum of 200 participants. PREMIUM ★★★★ ECONOMY ★★ The hotel is brand new and therefore with 1. LOCATION 5.00 BUSINESS ★★★ BUDGET ★ modern technical equipment. The centre is 2. ACCESSIBILITY 3.50 functional and cleverly designed with warm 3. FIRST IMPRESSION 4.15 LOCATION colours and daylight, offering all you need for 4. LOBBY 4.20 The hotel, which is managed as a resort by a great incentive programme. The rooms are the Falkensteiner group, is located on the intelligently situated, almost all of them having 5. EMPLOYEE ATTITUDE 4.05 Punta Skala private peninsula near Petrčane. a sea view, and under the eye of star interior 6. RECEPTION 4.10 Within the complex you can find the Diadora designer Matteo Thun have been furnished in a 7. HOTEL ROOM 4.90 family hotel, an apartment complex, and the modern Mediterranean style focussing on lots luxury Hotel Iadera. The building is located of light, clean colours and lots of detail, using 8. HOTEL BED 5.00 directly by the sea and blends beautifully into the warmth of walnut in Mediterranean style 9. BATHROOM AND RESTROOM 5.00 its surroundings. It is one of the Adriatic’s furniture set against intensely pleasant colour 10. HOTEL BREAKFAST 4.90 best kept resorts, with fine architecture combinations. enhanced by fine landscaping and beautiful 11. BARS AND RESTAURANTS 4.20 Mediterranean vistas wherever you look. DESSERT – Additional offer 12. CONGRESS HALL 4.50 The focal point of the offer is the ‘futuristic’ 13. ADDITIONAL OFFER 5.00 ACCESSIBILITY spa and wellness complex, designed as a kind Punta Skala is located 15 km from Zadar, of ‘camera obscura’. The black interior plays TOTAL: 4.50 59

Regent Esplanade Zagreb Kongres at the Keyhole ★★★★★ LUXURY

expansion of the airport implies that more FLOP – NEGATIVE SURPRISES and more air carriers will be choosing to fly Some of the technical equipment in the rooms to Zagreb. is outdated and in need of updating (the TV set, for example). COLD APPETISER – Architecture and aesthetics TOP – POSITIVE SURPRISES The elegant and recognisable hotel building The 250m2 presidential suite named after is one of Zagreb’s secession icons. Since its Orson Welles, who once stayed at the hotel, opening the hotel has been a centre of social and the sheer number of tiny surprises and life and the most luxurious hotel in the region. pampering at every step. Chef Jeffrey Vella, In 1964 it became part of the Inter-Continental who excellently combines Mediterranean and chain, keeping its charm after the 2004 continental gastronomy, guarantees a special renovation as part of the Regent Chain, which experience. FACT FILE gave it back its original secession spirit. The CATEGORY ★★★★★ hotel lobby is glamorous, conjuring up images OVERALL IMPRESSIONS AND CREDIBILITY of stars walking around it, and the hotel was The hotel is an excellent choice for business OPEN FROM 1952, reconstructed in named as Zagreb’s most luxurious, not a year and congress guests and is probably the 2004 passing in which it scoops more important regional flagship in terms of service quality, STANDARD HOTEL WITH CONGRESS tourist awards. After setting foot in the lobby customer care, prestige and image. Staying CAPACITIES you are transported to a new world, one that at the hotel is a special experience, with a NUMBER OF ROOMS 208 rooms and suites even smells expensive. package that gives you a feeling of luxury. ONLINE PRICE 135 € - 249 € (March 2012) WARM APPETISER – Personnel and ADDRESS Hotel Regent Esplanade culinary offer Mihanoviceva 1 The Zinfandel Restaurant located within the RESULTS MARKS 10000 Zagreb hotel was named after the Californian red 1. LOCATION 4.50 Phone: +385 (0)1 45 66 666 grape variety, which actually originates in www.regenthotels.com/ Croatia (kaštelanski crljenak), and it’s the 2. ACCESSIBILITY 4.00 EN/Zagreb Zinfandel vine that has become the trademark 3. FIRST IMPRESSION 5.00 FACILITIES Zinfandel restaurant , Le of the hotel staff. Among the hotel’s culinary 4. LOBBY 5.00 (pictograms) Bistro, Esplanade 1925 offer the legendary “Le Bistro” is a standout, – lounge bar, Oleander where guests can try the famous and instantly 5. EMPLOYEE ATTITUDE 4.95 Terrace Wellness club 6. RECEPTION 4.95 11 meeting halls recognisable ‘Esplanade Štrukli’. The staff are superior in service skills, pleasant and always 7. HOTEL ROOM 4.70 professional. FINAL MARK 4.78 – LUXURY 8. HOTEL BED 4.90 LUXURY ★★★★★ MAIN COURSE – Congress and hotel offer 9. BATHROOM AND RESTROOM 4.90 The legendary Emerald Ballroom, which can PREMIUM ★★★★ ECONOMY ★★ 10. HOTEL BREAKFAST 4.80 host up to 280 participants, is unique and ★★★ ★ 11. BARS AND RESTAURANTS 4.80 BUSINESS BUDGET possibly the most exclusive congress hall of 12. CONGRESS HALL 5.00 the region, alongside which are seven smaller LOCATION halls. The catering, with the slogan ESP-eri- 13. ADDITIONAL OFFER 4.60 The last Orient Express passed through mental, ESP-ressive and ESP-ert, is world-class. TOTAL: 4.78 Zagreb in 1977. The legendary train, which The air-conditioned rooms are impeccably fur- travelled between Paris and Istanbul, is the bished and include free newspapers, and you main reason for the development of Hotel will find designer cosmetics in the bathroom. Esplanade near the Zagreb Train Station and The rooms are generously spacious, the small- the centre of the city, with a view of Zrinjevac est measuring 32 m2. Park. DESSERT – Additional offer ACCESSIBILITY A SPA and HEALTH club with a fitness centre, With its central location the hotel is easily a private secretary should you need one, a accessible and it offers all the comfort of personal shopper and stylist, special scented a top-notch hotel. Air access to Zagreb baths, tours of Zagreb on Segways, maps of is constantly improving and a planned jogging trails in Zagreb, and much more. 60

Kongres at the Hotel Golf Keyhole ★★★★ PREMIUM

for larger events parking can be arranged in TOP – POSITIVE SURPRISES nearby parking spaces. The access to the hotel Friendly and dedicated staff who take care is clearly marked. of their customers’ well being. The project “Green for tomorrow” is gradually being COLD APPETISER – Architecture and introduced, one that encourages guests to aesthetics be responsible during their hotel stay. When The building itself is unexceptional in the organising events they strive to produce as aesthetic sense, but it is nicely intertwined little greenhouse gas emissions as possible. with the park and the imposing trees around it. To the guest accustomed to prestigious OVERALL IMPRESSIONS AND CREDIBILITY architecture and design hotels the hotel At first glance the hotel doesn’t evoke looks unimpressive, however most functional any special emotions, but in the end it’s requirements are handled in the spirit of the obvious that you can't go wrong with a FACT FILE time that the hotel was built in. classic approach when trying to cater for the CATEGORY ★★★★ entire spectrum of hotel guests. The hotel is WARM APPETISER – Personnel and culinary comfortable enough and is currently the best OPEN FROM Renovated in 2003 offer choice for mid-sized events in Bled. What STANDARD CONGRESS HOTEL The personnel fulfil the expectations for a makes it stand out are the additional offers NUMBER OF ROOMS 150 rooms and suites hotel of this category, with a few remarkable and a really well developed congress centre ONLINE PRICE 55 € - 249 € (March 2012) individuals who exceed expectations. The with one of the best views in Slovenia. The hotel bar is somewhat cold, so is the hotel low point of the congress offer are the rooms, ADDRESS Hotel Golf dining room. The self-service breakfast is which will soon find themselves in need of a Cankarjeva 4 4260 Bled satisfactory, the kindness and efficiency of renovation. Phone: the personnel, however, is outstanding. The +386 (0)4 579 17 00 surprise is the pool bistro, encouraging the www.hotel-golf-bled.com healthy lifestyle with clearly marked calorie FACILITIES 2 restaurants, 1 spa bistro, counts on their menu and a broad food RESULTS MARKS (pictograms) 1 bar, Wellness Živa Gym, selection. The quality of catering services is 1. LOCATION 4.00 Pool, 24 h service, appropriate and in line with customers wishes. 8 meeting halls, Free wifi 2. ACCESSIBILITY 3.90 MAIN COURSE – Congress and hotel offer 3. FIRST IMPRESSION 4.13 The congress centre surprises with what must FINAL MARK 3.78 – PREMIUM 4. LOBBY 4.71 be one of the world’s best views. The hotel LUXURY ★★★★★ rooms are well furnished and clean. In some 5. EMPLOYEE ATTITUDE 4.00 PREMIUM ★★★★ ECONOMY ★★ details they are slightly tired contrasted with 6. RECEPTION 3.73 BUSINESS ★★★ BUDGET ★ the expected standard of congress guests. The 7. HOTEL ROOM 3.25 price to quality ratio is appropriate. All areas 8. HOTEL BED 3.67 offer free wireless internet, which functions LOCATION seamlessly. 9. BATHROOM AND RESTROOM 3.00 The hotel is located above the centre of Bled 10. HOTEL BREAKFAST 3.15 on the rise overlooking the lake, Bled Island, DESSERT – Additional offer 11. BARS AND RESTAURANTS 3.17 the castle and the Julian Alps. Bled is among The main added value of Hotel Golf is the Živa 12. CONGRESS HALL 4.40 Slovenia’s most famous tourist draws, with Wellness Centre. Its ambience is attractive, the its beautiful Alpine surroundings. It is an water is clean, and the staff are friendly and 13. ADDITIONAL OFFER 4.05 excellent starting point for trips into Slovenia’s efficient. Close to the hotel you can find even TOTAL: 3.78 only national park, the Triglav National Park. more incentive infrastructure, including the Adventure park Bled, a number of playgrounds ACCESSIBILITY and, most of all, heavenly nature. The hotel is located in the centre of Bled with easy access to all the main tourist attractions. FLOP – NEGATIVE SURPRISES It is 49 km from Ljubljana and only 36 km The culinary offer sometimes seems below from the Jože Pučnik international airport. the expectations of congress guests. The For air access it shares the fate of all other atmosphere in the main dining hall seems Slovenian destinations. A nice parking lot somewhat Eastern European. offers enough space for smaller events, and

Kongres travelogue Lošinj and Cres Low-carbon incentive islands

Mali Lošinj and Cres, the fragrant islands, islands by a man-made canal at Osor. Their Cres and Lošinj have the most Karstic features are as magical in the winter as they are in oldest settlements are Lubenice, Beli and of all the Croatian islands. They differ from summer. Viewed through the car windscreen, Osor. A long and turbulent history has left other islands by the huge natural fresh water the gentle slopes towards the ferry port may numerous traces on both islands. I spent reserve at Vransko jezero. As a geography seem innocuous, yet I remember how I once several summers in the Juna Tavern, under student the lake fascinated me, as it is an had to fight hard to conquer them on my the famous Valun Tablet, or rather its replica, indigenous crypto-depression, the bottom bike with my ex-girlfriend and current wife. where the first written words of the Glagolitic of which reaches down to 61 metres below The special scent of the islands is also deeply alphabet are carved, and cast my thoughts on sea level. A tour of the lake and the nearby embedded in my memory, the distinctive smell the ancient Croatian culture. postcard village of Lubenice was a must for and variegation of the islands something that all curious geography students of the region. is always with me and always draws me back. Lošinj was settled in mid 13th century, Geographically, the islands are heterogeneous, developing into a leading regional naval force, with a distinctive Mediterranean climate and Today, Cres and Lošinj are navy captains from Lošinj still having a special a statistically-proven 60 cloudy days annually. reputation today. Their memory is preserved The sea defines the islands and their natural no longer only sun, sea in the numerous historic buildings along characteristics: the eastern coast of Cres is an and sand, but of late they the Lošinj Riviera. Lošinj has its favourable ornithological reserve where you can find the have also been developing climate to thank for its tourist development, Eurasian Griffon near Bela and around Lošinj into a very interesting which first attracted Austrian pulmonary there is a protected area for dolphins. The experts in the 19th century. In 1892 Lošinj underwater world around Unije and Susak and sustainable incentive was declared a climatic health resort, concrete islands is among the best preserved in the tourist destination. proof of this status through the more than Adriatic. 1,200 plants on the island that have soothing This has been the main reason to introduce effects on the respiratory system, scientifically The decision for sustainable tourism, the islands and their characteristics into this proven way back in the 19th century. Soon for which Lošinj has received numerous travelogue. after, a number of bed and breakfasts, awards, is therefore logical and based on the sanatoriums and spas were constructed, established sustainable products, preserved The islands of Cres and Lošinj used to be and last year Lošinj celebrated its 125th natural environment and concern for one land mass, but were separated into two anniversary as a health resort. sustainable development. The conditions to develop sustainable and classic incentive programmes are extraordinary and offer numerous possibilities. Beautiful nature is everywhere and the commitment of the locals to sustainability is striking.

This decision has been rewarded many times over and is fully justified, given the latent capabilities and potential of the islands.

The sea surrounding the islands both divides and connects. In terms of traffic, the biggest issues are ferries and other connections. Those through Valbiska and Brestiva are satisfactory, albeit infrequent during low season. By road, 63

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the network throughout the 99km islands is all of which is wonderfully connected by the for the meetings industry. The Čikat and predominantly upgraded and only in a few local Lošinj tourist organisation under the Sunačni Bay areas hold almost all of the Lošinj sections does it still remind me of the narrow, slogan “Island of Vitality”. congress capacities, the flagship of the offer stone wall-lined roads of my youth. For being the renovated congress and wellness sustainable travellers the only rail alternative Since the renovation of the hotels on hotel, ‘Aurora’. The multi-function hall, with is through Rijeka, which isn’t known for Mali Lošinj, the summer season-oriented its view of the pine tree forest, can seat up to having the greatest connections to Europe. facilities are now turning towards the 400 people. Besides that it also offers several The islands have a small airport (with plans meetings industry. The island remains smaller meeting rooms and an additional for an extension to the landing strip) where relatively unknown in the field, despite the hall for 110 people in the adjoining Hotel smaller propeller planes can land, an option extraordinary natural conditions it offers Vespera. The hotels have a combined 797 suitable for smaller groups arriving via charter flights. If arriving by air you will also need to use imagination and ingenuity and consider connecting via nearby Rijeka and Pula, as well as Trieste, Ljubljana, Zagreb ... - the islands are not easily accessible, however well worth the visit. Perhaps this symbolic isolation of the islands can preserve their sustainability and exclusivity, the islands only welcoming those who consider the voyage worthwhile.

Tourism is today one of the most important industries in Lošinj. High seasonality is the biggest issue: in the nineties a trip to Lošinj or Cres was a wonderful experience, as there weren’t many tourists. Intensive development started after 2001, which has now been reined in by sustainable strategies. The main tourist provider is the company Jadranka d.d., which currently manages seven hotels and five campsites.

The other driving force of development is the main Lošinj ship-owning firm, Lošinjska plovidba, also active in tourism. A large proportion of tourist capacity is still absorbed in private apartments. While in the high- season and pre-season the island is full of excellent culinary and entertainment offers, in the low season it’s important to know the right spots and to arrange dining and entertainment in advance. Across all the tourist spots the offer of sports and recreation is plentiful. The island is also known for its cultural festivals, 64

Kongres travelogue

rooms, complemented by a rich culinary offer. The island is a true epicentre of possibilities, team building as well as the classic, water- The ratio of congress capacities to rooms is many of which are still unexplored. A borne team building activities. suitably and sustainably balanced, with most journey through these can start in the north, of the congress offer managed by the company at the ‘Eco’ research-educational centre in The current disadvantage Lošinj Hotels & Villas. Further congress Bela, where you can learn about preserving of the island is its lack capacity is available at Hotel Bellevue, its natural and cultural heritage and protecting largest hall accommodating 220 people, with the Eurasian Griffon. Congress guests can of specialised congress the same owners facilitating the organisation become volunteers and help out at the centre. agencies. Only traditional of events. The personnel of these hotels are Nearby there are the Osiris, Lada, Tara and tourist agencies deal with very hospitable and strive to ensure that Ishtar labyrinths. The historic ‘Valun’ can be the meetings industry and, guests are satisfied with all aspects of their the venue for a treasure hunt and there are service. Next year the renovated Hotel Punta culinary stories to be told at Toš. Lubenice, occasionally, the hotels will open under the new name ‘Club Hotel with its history and wonderful architecture, is themselves. Punta’. With this well rounded and renovated now like a labyrinth, almost deserted. Around hotel offer, Lošinj is well positioned to become Cres there are a number of condensed olive This is a major unexploited business one of the boutique and sustainable congress plantations, which can play a part in incentive opportunity. As a result, incentive programmes and incentive destinations in the Adriatic. story-telling. Osor is called a ‘museum city’, are developed mostly for the leisure tourist lending itself to cultural incentive stories. The and haven’t reached the level of a highly The strongest elements climb to Osorščica can become an orientation developed product, yet all other support of the congress offer are trek for a smaller, adventurous group. You services are developed and can certainly can paddle a sea kayak from Lošinj to the facilitate the organisation of events. Also, due nature, climate and the nearby islands of Ilovik, Srakane or Silba. In to a lack of suppliers and development there energy of the location, Veliki Lošinj you can become familiar with is no Convention Bureau, its function being one that offers numerous the project protecting Lošinj dolphins in the carried out by the small team of TZ Lošinj. In possibilities for sustainable Maritime Educational Centre. Lošinj and its this area the island certainly needs a strategy surroundings are the ideal starting point for and targeted marketing, because this is one of incentive programmes. thematic, historical, adrenaline-filled and eco its opportunities in the low season. 65

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Spiced up by the long years of tourist tradition Cool meetings: Tourism infrastructure 3.8 and solid business-mindedness, the renowned Healthy Mediterranean cuisine pervades The tourist infrastructure of Lošinj and Cres has hospitality of the locals is a good starting Cres and Lošinj - fish from the baker's oven; been developing for 125 years and is of a great point for the development of the sustainable brodet with polenta and other sea food with standard. The offer of recreation and sports is meetings industry. The ratio of quality to price fresh ingredients; baked lamb from Cres extraordinary, as well as the culinary offer and is excellent in comparison with other more that is equally as good as anything in Pag. destination management. The islands are miss- famous islands. Everything is available in typical taverns, ing some boutique offers for the more demand- alongside the few top restaurants at the upper ing guests, the existing hotel offer could also be The island’s weakness, end of the Croatian offer. The spices and complemented with some high-level hotels. however, can be ascribed herbs are a symbol of the islands, so a visit to Lošinj’s Miomirisni vrt herb garden is highly to its non-existent image recommended. Congress infrastructure 2.9 to the meetings industry, New congress capacities at the Aurora and something that can be a Vespera hotels lifted the potential for organis- huge opportunity for all ing congresses. In general, the product lacks the developed incentive programmes carried wishing to take advantage Destination mark: out by specialised agencies. To date the offer is of its immense potential. 3.35 – RECOMMENDABLE CONVENTION disconnected and would benefit from strategic, DESTINATION coordinated action. The personal experience is certainly positive; I am a fan of autumnal serenity, when the Marks: islands breathe and seem more peaceful. 5 excellent convention destination Subjective assessment 3.6 Cres and Lošinj are the perfect islands for all 4 quality convention destination The islands of Lošinj and Cres are sustain- seasons. 3 recommendable convention destination able diamonds amongst the coal. Of the 1244 2 average convention destination officially recognised Croatian islands they Comparison to the Region: 1 passable possess excellent natural conditions and are Lošinj and Cres are the only Adriatic islands authentic and packed with diverse adventures, that successfully deal with sustainable tourism all of which contributes to a positive personal and are amongst the more eco-friendly Individual marks: experience. The meetings industry is not in a islands of Kvarner. They differ from the more prime position yet, but I am certain it will soon famous Dalmatian isles, such as Hvar, Brač become a part of the sustainable strategy of the and Krk, with their nature preservation, Natural and cultural factors 4.5 islands’ tourism. systematic sustainable development and The diversity of the islands, the climate, vegeta- cultural heritage. All these activities are well tion, culture, architecture and the incredible ma- managed and present a huge opportunity for rine areas are ideal for incentive and congress the development of a limited and exclusive products. The natural environment is very well sustainable meetings industry in harmony preserved, dolphins living in the waters around with the capabilities of the islands. The key Lošinj are a clear testament to this. The natural challenge is the invisibility of the islands’ and cultural factors are ideal for incentive image on the meetings industry radar, lacking programmes. the recognisable incentive brands to build the high quality boutique and intimate stories that can raise its profile. If local suppliers General and transport infrastructure 2.9 can develop from these points and their The general accessibility of the Kvarner Bay has programmes can continue to be socially improved in the last few years. Access to the responsible, they will be able to benefit from islands is still problematic, even though they are the current trends in the industry. I am certain not quite as isolated as other Dalmatian islands. their first clients will be the existing loyal The entire Kvarner area has bad air connections guest of Cres and Lošinj. With a high added and the renovation of the airport on Krk is a value the islands can also become the eco- precondition for intensive development of the incentive oasis of the Adriatic. meetings industry. 66

Kongres travelogue BLED The image of heaven

Bled is among Slovenia’s top tourist icons: the Karađorđević family, was briefly interrupted a symbol and our most recognisable alpine lake with the island, Bled Castle, the legendary by the Second World War, after which Bled tourist destination. cream cakes, traditional pletna boats and became a protocol destination and a city in the alpine setting are all a part of this truly which Tito liked to visit his new villa. From In terms of accessibility, Bled is relatively beautiful Slovenian tourist city. Assessing this golden age of Bled’s tourism stems well served, albeit somewhat worse off for air an icon is not an easy thing to do, as it’s another gem: the classic golf course, one of access, as is the case in the rest of Slovenia. sometimes hard to separate the myth from the the oldest in Europe. reality, especially if some of the old charm has The Brnik Airport is only been lost. So let’s see how closely Bled really Tourism in Bled started off as a result of its 36 kilometres from Bled. resembles the romantic photos and nostalgic unspoilt nature, pleasant sub-alpine climate memories of days past. and natural thermal springs, all of which offer More eco-minded tourists can arrive in a genuine alpine experience, supplemented Bled by rail - the historical driving force of Bled is one of the by an incredible cultural and architectural tourism - to both Lesce and Bled stations. Bus oldest Slovenian tourist heritage. The picturesque hills of Jelovica, connections through regular lines are also Pokljuka, Mežaklja and Triglav round off very good. Among the transport issues are the destinations - Bled Castle the extraordinary setting and beauty of traffic jams in high season, which could be celebrated its millennium Bled and the lake, regarded as one of the addressed by the long expected bypass set to birthday last year. warmest, contributed immensely to the alleviate the noise and pollution that have no city’s glorious image. Yet water analyses of place in a tourist resort. The city occasionally In the realm of tourism it went from being Lake Bled indicate that not everything is so experiences a lack of parking spaces during a pilgrim destination to a spa to a resort. rosy: the environment needs to be managed larger events, an issue occurring mostly during Officially, the catalyst of Bled’s ‘organised’ more carefully and the lake should not be so the summer. A lot of work still needs to be tourism is Arnolda Rikli, who started his heavily burdened, especially given the current done in the area of communal infrastructure if therapies in 1855 and took Bled to world obligation and direction towards sustainable Bled really wants to make progress in the area renown during his time, although resort development and the city’s location at the of sustainable tourism. Otherwise tourism and pilgrimage to the island church edge of the Triglav National Park. Around existed long before Rikli. The cosmopolitan 36% of the Bled municipal area is protected Bled is manageable and period after the First World War, when by the Natura 2000 regime. Bled is the friendly to congress it became the summer residence for the symbolic seat of the Triglav National Park, participants. The safety of Bled is another advantage, since it can host the highest protocol events. Tourism is the major economic activity of Bled, yet despite the numerous investments in wellness centres and supporting development its character remains seasonal. Bled offers adequate hotel capacity for the meetings industry - 45% of a total of 1389 hotel beds are in 4 to 5 star hotels. A more detailed look at the structure of accommodation capacity indicates that a good half of them are aimed at the middle or budget bracket tourist. Bled’s restaurant scene has advanced greatly, the city becoming the first with at least three leading young Slovenian chefs providing a fantastic culinary offer. The young Bine Volčič, with a diploma from the Cordon Bleu academy, leads the kitchen of the Promenada restaurant as well as the food provision at the Sava Hotels. 67

Kongres travelogue

Igor Jagodic is the chef at Vila Bled and a its meetings industry a significant boost. The became the backbone of Bled’s meetings offer. member of the Slovenian national cooking hall has since played host to a number of Since a 1989 renovation, the otherwise well team. The innovative Uroš Štefelin takes important Slovenian events and congresses. maintained hall has become outdated and charge of the kitchen in Hotel Triglav, where Even though it was built in record time and out of touch with the needs of the times. The congress participants can even take cooking not to the greatest design standards, it quickly main hall can seat up to 512 participants and classes with him. These three star chefs make sure that a trip to the hotel restaurants is a necessary schedule slot for visiting food lovers. The remaining restaurant offer is satisfactory and mostly adapted to the current tourist profile. The city does, however, lack the typical Slovenian ‘tavern’, which should take some inspiration from the Gostilna Slovenia project. For that sort of experience one should visit Lectar in Radovljica or Avsenik in Begunje.

A quick look at the way of life in Bled gives the impression of a sleepy destination. The legendary casino is struggling and is far from its former glory. Only a few bars are open after ten at night and it’s hard to find anything more than a quiet drink with some friends. What is missing is a developed nightlife scene with a comprehensive programme catering for different age groups and with the possibility of live music. For the more demanding congress guests who want to socialise after parties, such events have to be specially arranged.

One of Bled’s notable weaknesses is the shopping offer, which is currently targeting the less demanding guest and day tourists - boutiques and high-end shops are notably absent. The stronger part of the tourist infrastructure are the numerous events and international exhibitions at Pristava, which attract many visitors to Bled and nicely round off the tourist offer.

The meetings industry has been a key strategy in mitigating the distinctively high summer season of Bled’s tourist industry. A rich congress history is testament to that. For one of the largest events, the 1961 Chess Olympiad, Bled was honoured with the construction of the Festival Hall, which gave 68

the complex includes three smaller halls and which was completely overhauled in 2002, is Smaller congress capacities are also available an exhibition space in the lobby. The Festival a common venue for congress social events or at hotels Jelovica, Astoria, Krim and Ribno. Hall, managed by the municipal Bled Cultural protocol meetings. institute, was operating at its peak at the end The structure of the offer clearly of the eighties. Hotel Park is at the bottom end of Sava’s demonstrates that the city desperately needs hierarchy and offers eight smaller, a better, more flexible and sustainably During the latest stages multifunctional congress halls. Sava offers managed congress centre that can fuel further of Bled’s destination over 600 rooms and is effectively self-sufficient congress growth for the destination. The in the congress sense. surrounding environment offers numerous development, the entry possibilities for original and interesting of Sava and Sportina Best Western has two hotels in Bled - the Hotel incentive programmes. Bled was among the onto the Bled tourism Best Western Kompas mostly hosts business first batch of meeting destinations to develop market have seen a large events, which take place in its five halls, the sustainable incentive programmes. They offer largest of which can seat up to 150 delegates. a number of sports facilities, adrenaline parks concentration of hotel The Best Western Lovec, the most recent and the recently opened Adventure Park congress capacities become addition to Bled’s hotel scene, has one hall. Koren. The list of options for the active side available. of events is very long: from the pletna boat The flagship of Sportina ride and trekking in the local countryside to Sava’s congress hotel Golf offers the Jupiter Bled is the Vila Bled learning about the beekeeping tradition or Hall, a comparable size to the Festival Hall, organising a golf tournament. Since last year which can host up to 350 participants. hotel, the former visitors have been able to walk through the The advantage of the hotel is its additional residence of Tito, which is Bled maze – a fun, educational park made wellness offer, making it currently top-ranked a member of the prestigious from a corn, forest and grass maze and lying for being the best congress hotel in Bled. Relais Chateaux chain. under Bled castle. The leisure offer is broad but unconnected, and often overlooked by The charismatic Grand Hotel Toplice The hotel offers two very special congress congress decision makers. celebrated 80 years of business last year, halls, both appropriate for protocol receptions, during which time it has hosted a number of with an even more attractive option available The city is full of special famous people and events across its offer of in the nearby Belvedere, with its view of the events venues. The cream five smaller halls with lake views. The hotel, island. of the crop is Bled Castle, which is a unique place for a reception, especially in the warmer months. The ‘culinary journey’ programme throughout the castle offers a complete experience in terms of content, location and uniqueness, and is based on the so called ‘moving dinners’ idea, where each course is served at a different location while the participants get to learn about the building’s rich cultural heritage. Beyond the castle, with a little luck you can also hire the romantic little island from the Church. The legendary golf course, with the royal golf house, can host golf tournaments and there is the Belvedere pavilion, with its wonderful view of the lake making it appropriate for smaller receptions. Yet another wonderful venue is the renovated rowing centre. 69

The establishment of the competition and regain its former, famous On the domestic market Bled lost most ground Convention Bureau in Bled congress identity. to Portorož, which on average hosts larger events with higher added value. Its advantages in 2011 is a very important Comparison to the Region: were traditionally built on congresses and milestone, as in the As a recognisable brand Bled stands out conferences of international associations, future it will facilitate among other congress destinations in the which can once again fuel its development. It region. It most closely resembles Dubrovnik, just needs to adapt to change faster. the marketing of Bled’s which caught up with the pre-war congress meetings industry. tempo by taking the right steps. Currently Cool meetings: the biggest disadvantage is the lack of a The legendary Bled Cream Cake is the symbol Most of all it will ensure coherence and clear focus towards quality rather than mass of Bled’s culinary offer. The Cream Cake, systematic communication, which is currently tourism. This is most clearly seen in the made from pastry and filled with vanilla and the weakest link in a place full of attractive restaurant, night life and shopping offer. As whipped cream, became famous after the congress stories. a result the current perception of quality is Second World War. To date more that eleven lower than with largest competitors. In Bled million have been sold in Bled. The overall personal experience in Bled is the saying ‘Less is more’ is very true. The a positive one, despite the feeling of low potential for the meetings industry is immense, season sleepiness. The ratio of price to quality it just needs to be harnessed in the right way. is mostly good. The low competitiveness level of the destination is influenced by the disconnectedness of both its offer and Tourism infrastructure 3.6 congress marketing. A different understanding Destination mark: of the quality of congress suppliers and their 3.88 – QUALITY CONVENTION The hotel infrastructure of Bled is satisfactory, uncoordinated work are the main reasons DESTINATION yet not adapted to the needs of demanding congress guests. The entire tourist offer is differ- Bled’s image has suffered slightly. The Marks: entiated by quality and image. Bled is becoming solution lies in an excellent congress product, 5 excellent convention destination the new culinary capital of Slovenia. Activities promoted under the destination slogan ‘The 4 quality convention destination and recreation are well developed. The weakest Image of Heaven’. 3 recommendable convention destination part of the offer is nightlife and entertainment 2 average convention destination as well as shopping. Tourist infrastructure needs Bled is becoming one of the 1 passable some polish and development of the soft part more attractive and world of the offer. famous Slovenian meeting places with a known brand, which in itself Congress infrastructure 3.6 Individual marks: Bled offers numerous congress halls and venues summons quality. for smaller congress events. The weakest link is In the past it hosted numerous important the outdated Festival Hall. Many years of con- Natural and cultural factors 4.4 congresses and other important events. Based gress tradition are evident in a broad palette of on its tradition and profiled offer it can clearly Bled can thank its environment and rich cultural congress suppliers and support services. compete with more world-renowned alpine heritage for the development of tourism. The congress destinations. It is important to place is linked with its green hinterland, which Subjective assessment 3.8 follow the policy of sustainable development, offers a variety of additional activities with high which needs to be taken into account for experiential value. Bled is definitely among the leading Slovenian any consideration of the renovation of congress destinations. Tidiness, wonderful the convention centre and the individual nature and entire infrastructure are ideal bases General and transport infrastructure 4.0 marketing activities of the convention bureau. for development. Unfortunately, Bled lost The natural environment of the destination Bled’s location is favourable, being near the cen- some trust of its loyal customers. The newly calls for this, which can become one of Bled’s tral Slovenian airport and having good road and established Convention Bureau indicates a new future competitive advantages. I am certain rail connection to other congress markets. This era and promises to restore Bled to its former that Bled will quickly catch up with the is a big plus for Bled, besides safety and tidiness. congress glory. 70

Kongres personalities ENFANT TERRIBLE Nikica Žunić

He was born and raised in Zagreb, Croatia. After finishing high school he opened small company with his school mate which successfully runs today in hostels business. During study he worked on several IT projects and start-ups. After college Nikica started working full time in Penta PCO d.o.o. and now he works as a project manager.

Introduce yourself to us in two sentences – one as a private and person and the other as a public person?

I am an almost 30-year old guy living life to the fullest. I have been addicted to tourism since my teenage years, which reflects both on my private and professional life.

Which are your favourite magazines in the area of tourism?

Definitely one of the best SEE industry magazines is the Kongres magazine that you are reading right now, and UT. Regular newsletters from PoslovniTurizam.com are also helpful and one of my favourites too. Which was the last book you read and which book would you recommend to our readers? Since I read a lot there are always a few books I read at the same time. So, the last one was a special present at a special moment – Jorge Bucay’s ‘Let me tell you’. At the moment I am reading Slavoj Žižek’s recent work and I would also always recommend one of the best travel books – “U potrazi sa staklenim gradom” written by Malnar and Bebek. Alain de Botton is a nice and light read for those long travelling hours.

Which was the last event you attended?

It was the 5th Croatian congress of hematologists and transfusologists, which we organised a couple of days ago. At the moment I am sitting in the middle of a psychiatry seminar that I organise, so that cannot be counted. 71

Kongres personalities

Which was the last movie you saw? inbox, meetings and briefings. It’s a great start them, but still unknown to the general public. to the day. Picking olives, riding a donkey, collecting salt, It was the first cartoon movie that I’ve ever making sculptures out of straw - and selling watched in the cinema - Puss in Boots. It was What has been the greatest influenced on that as a wrapped package experience is great, quite inspiring though. Usually I’d rather go your life? Has it been a person or an event? particularly from the cost/benefit perspective. for a book than a movie, but this was an really exception made for the great company that It’s really difficult to say, there are many What do you think is most lacking in the I had. My 14 year old TV that hardly works events and people that have or had influence Croatian and SE European meeting industry? proves to me that I am not big fan of TV. on my life. But for sure the most influence has come from my great family, their support More conferences ... that would bring How many foreign languages do you speak? and their obsession for travelling. Exchanging professionalism and education. More thoughts and talking with so many people is details would mean a lack of planning and English is definitely the language I use the truly inspiring, so every congress, event and preparation and just too much improvisation, most and know the best. My spoken English travel experience inspires me in a way. Also which is not bad in the end, but only when is probably better than my written, as you can playing rugby was a great lesson for team really needed, but not as the only solution. see. I know basic German and Italian, just work, coordination and human relations. enough to survive with my basic needs while Would you share your favourite places to travelling. Could you highlight your best and worse life visit in spring, summer, fall and winter? experiences? Who were your idols when you were London at any time of the year. As I am a growing up and who are they today? My best life experience was the day I was born passionate skier I adore the Alps during the ... joking! I can’t really ‘highlight’ anything, winter; for me there is nothing better than My father was and still is. He founded our since I enjoy my life fully and trying to live spending the day in high mountains with company more than 20 years ago and now we it that way every day. My worst experience fresh air and sun, especially in good company. work together. He has been in tourism since was the loss of a close family member, and Spring and fall are our high season, therefore his very early teenage years and he has done professionally all bad situations are part I don’t have a chance to travel privately as his best to make this happen for me as well. of the job, so therefore cannot be taken the destination is defined by the conference. After years of helping and now working with into consideration. Every compliment and During the summer I really like to travel him I still get surprised how much he knows handshake with congratulations counts as a abroad or rest on our beautiful coastline - I about the industry. good experience and that is probably the best really like Paklene otoke, Korčula, Zadar and motivation we all have. Dubrovnik. Which was your first job and what is your current job? What are you most proud of? What do you do in your free time?

My first job was carrying boxes filled with I could say there are two things: firstly In my free time I read a lot, travel and in materials for our congresses when I was working on a job that I like, going to work between I run, play squash and go skiing. But about 14 or 15 years old. After that I was every day with a smile on my face, and most of my free time I spend with people I finally promoted to technician in a lecture working with a team of great and supportive truly love and friends, which is the best way room dealing with slides and speakers. After colleagues on whom you can always count to enjoy it. driving speakers to the airport, working on on. Secondly is that I am successfully juggling a registration desk, and sorting out delegate all my business and private needs and sorting Your life motto? badges for years, I finally got the chance to things on time and I still manage to have work full time and now I am in the position of free time for me and my family, which I truly Don’t really have one, but this one is the project manager. enjoy. closest – ‘The happiest people don’t have the best of everything, they just make the best of What is the first thing you do when you Which success story in the tourism field everything.’ come to work? would you like to mention?

Have small talk with the whole team. Nothing There are very often some original ‘small’ specific, just a short chit-chat and a good ideas produced by complete tourist amateurs laugh before checking all the e-mails in my that I find really superb. There are plenty of 72 Good practise examples

kg or 13 people. One ride in one direction in sustainable guidelines with common sense and Conventa takes the the elevator takes 22 seconds. If we take into not just blindly and without consideration. account both the up and down rides, we get a right steps towards result of 0.1 kWh. One full cycle of up and down Vinko Sever, Maruša Rosulnik, Maja Vidergar sustainable and the entering and exiting of those eager to get to the dance floor takes approximately 88 * the data is purely technical, without prices. development at seconds, which is more or less the same time it (Price of electric energy is 0,075 €/kWh. takes to walk. For taking the 300 participants up Calculation: 1 kWh = 860 kcal) Cankarjev dom in the elevator, at least 23 runs need to be taken. The final time for taking all participants is thus 1 www.cd-cc.si/congress Contractor: Cankarjev dom hour, with an energy use of 4,6 kWh. For smooth Client: Conventa Trade Show functioning the elevator also requires energy Date: 18th January 2012 for its doors, lighting and controls, which over 8 hours amounts to 5,3 kWh. Following from all of In addition to engaging the basic guidelines of the above, the elevator represents a larger cost sustainable development, Cankarjev dom has when it is not running than when it is running. ‘Feel the Charm also applied a number of guidelines in terms of energy saving measures: automated switches for Let’s now return to the staircase; this needs to of Slovenia’ at the lights and water, LED lights, waste management be lit when actively used by participants. The systems, less paper consumption, use of lighting takes some 16 kWh, much more than Grand Hotel Union environmentally friendly cleaning products, the elevator’s lighting needs. When walking, primary use of local suppliers and their products participants are releasing heat, valued through Event Title: Welcome reception for German clients as well as the use of catering services offering the calculation at 3,5 kWh. The effect of this Client: Slovenian Convention Bureau (SCB), local and seasonal produce. heat release needs to be regulated with air Slovenian Tourist Board (STB), DMC Intours conditioning and ventilation. Taking the stairs Contractor: Grand hotel Union, d.d. also causes an additional 588 m2 area to be used On top of all this they have also taken another (in addition to the hall where the event is taking On 22nd October 2011 the Grand Hotel Union, measure that appears sustainable - participants place), which will require cleaning afterwards in collaboration with the Slovenian Convention at the after-party in Club CD, following the official and all of the materials necessary for this. From Bureau (SCB), Slovenian Tourist Board (STB) and reception in the impressive Large Reception Hall, a safety point of view walking the stairs is also DMC Intours, helped to host a familiarisation were invited to make their way to the party on a critical point, as participants are using the event in Ljubljana. The ‘Feel the Charm of foot instead of using the elevator. This is obviously emergency evacuation route. Slovenia’ fam trip was designed as a visual, an energy saving initiative, isn’t it? Well, let’s have musical and culinary melange of Grand Hotel a closer look at the calculations* and see if it is. So, when accounting for the alternatives is Union services, with an emphasis on a warm balanced, the exact calculations have shown that welcome and familiarising German-language The average person weighting 75 kg and making energy in our largest Congress Centre cannot be visitors with the hotel and its vibrant past. The their way to Club CD climbs a height of 28.07m saved by walking rather than using the elevators. welcome reception was held in the hotel’s over 169 stairs, for which he or she uses 21,000 It was clearly demonstrated that taking the beautiful, Art Nouveau-design Grand Union Hall. Nm or VAs. All participants (for our calculation staircase does not represent lower energy use, The Hall, with adornments typical of a classical 300 participants were estimated) use 3,5 kWh for and that elevators are placed where they are with theatre, was beautifully lit as for a gala dinner, walking up and down. Time required to get to a certain logic and clear purpose. complete with a pianist on stage accompanying Club CD is 85 seconds and uses 250W of energy, the entire reception, ensuring the guests enjoyed which is quite substantial. Taking the right steps in sustainability can a creative and inspiring introduction of the hotel sometimes be as much about burning off some and its services. The easier option of taking the elevator, on the of your calories before you hit the dance floor other hand, offers a carrying capacity of 1,000 as straightforward energy savings. Let’s apply www.gh-union.si 73 Gadgets

The King of Furniture

Also to be seen at New York’s Modern Art Museum MOMA

Renowned Slovenian designer Prof. Niko Kralj ('kralj' meaning ‘king’ in Slovenian) designed his now legendary REX (Latin also for 'king') chair in 1952. Inspired by Scandinavian minimalism and taking a lead still followed today by some of the largest furniture makers for mass consumption, the design centres on technical simplicity and ergonomic design perfection. The REX Chair is a part of the REX folding furniture collection that includes an arm chair, rocking chair, lounge chair and a folding table. Kralj was a visionary in his prediction that folding and lightweight products are advantages that will be increasingly important for the global market and internet sales. The REX chair quickly became very popular all over the world. When it was included in the collection of the Modern Art Museum MOMA in New York it also quickly became an object of desire. With its harmonic shape and design the REX chair can happily exist in any space: as a comfortable living room armchair, a practical kitchen chair, be a source of inspiration in the working area or a rocking chair when the baby needs putting to sleep. Or it can simply be a kingly art work to adorn your apartment or office.

More at www.rex-kralj.si 74

The Best of ... SPECIAL VENUES IN SOUTH EAST EUROPE

An event organiser, or more specifically his or her client, wants participants to remember the experience as much as possible for all the right reasons. So 2. REVELIN AND LOVRIJENAC FORTRESS, Dubrovnik, Croatia isn't this first step in achieving this by using a venue that is special in itself, an experience that we cannot have every day? Dubrovnik’s old town centre still has its historic wall, one of the What are these venues for truly special events? Firstly, they can be any few originally walled cities in location that has the potential for hosting larger groups of people and also the world. For a real experience that for implementing technical programme, in most cases also organising of historic Dubrovnik there is catering for participants. Limits on the numbers of participants that can be the possibility to organise an accommodated are usually determined by the latter. event at the Revelin fortress, guarding the town on the east- The venue for special events also has to have outstanding cultural, histori- ern side, or Lovrijenac fortress cal, technical and architectural value, and to help you select the right one to its west. The large space behind the wall and the outdoor terraces caters we analysed special venues in the region and divided them into smaller for events and offers a magnificent view over the town. ones - with capacity for up to 100 people - and larger ones, which can accommodate more than 100 participants. A pre-condition for being listed as Rank: IRRESISTIBLE a special venue are adequate indoor space and basic convention infrastructure with cloakrooms, toilets and technical equipment.

3. THE WHITE PALACE AND THE ROYAL PALACE, Belgrade, Serbia

The Palace complex on Dedinje, surrounded by English and French parks and home to Serbian Crown Prince Alexander II and his family, is one of the most exclusive special venues in the region. Another feature is that you will make arrangements for the event directly with the Prince’s family, who live in the Palace. Rank: SUPREME SPECIAL VENUES 100+ participants

1. POSTOJNA CAVE, Postojna, Slovenia 4. LJUBLJANA CASTLE, Ljubljana, Slovenia

The world renowned Postojna Ljubljana Castle is the symbol Cave is a natural phenomenon and most recognisable feature and one of the most unusual of Ljubljana. The 11th century locations for organising events. castle is an important event The experiential value of the venue and most of the events cave itself is complemented by take place in its Stanovska Hall, the quality congress infrastruc- however smaller halls are also ture of Mansion Jamski dvorec. available. For protocol recep- This makes Postojna Cave one tions the castle is one of the of the most unique and special congress venues in the world. most attractive points set in a picturesque environment.

Rank: STRONG

Rank: TRANQUIL 75

The Best of ...

5. MUSEUM OF CONTEMPORARY ART, Zagreb, Croatia 8. BRDO ESTATE, Brdo, Slovenia

Located on one of the main Brdo is known as an excellent roads between the new and host and contractor of business the old part of Zagreb, the and congress events: confer- largest Croatian cultural invest- ences, seminars, and both ment since independence was governmental and diplomatic finished in 2009. Designed protocol meetings. Halls can by architect Igor Franić, the accommodate from 10 to 550 building respects the tradition participants, and out of doors of functional architecture and the ancillary facilities and parks includes exhibition space that extends over three floors, allowing for the have been walked by kings, presidents, ministers and other nobility and realisation of complex events. dignitaries for some 500 years.

Rank: FLUID Rank: EXTRA

6. ARSENAL, Zadar, Croatia 9. TARTINI THEATRE, Piran, Slovenia

Zadar’s old military warehouse The theatre in Piran is set on a was built by Venetians in 16th picturesque location and is over century and has had a success- 100 years old. It is a fantastic ex- ful revitalisation into a centre ample of secession architecture for public, cultural, leisure through the way it is painted and congress functions. Over and fitted out. Following its 1,800 m2 of space offers a high most recent renovation in 2000 degree of functionality and flex- the hall is once again shining in ibility. The warehouse has a very its former glory. Together with urban feel. the nearby coffee shop this is one of the most interesting venues on the Slovenian coast. Rank: GROOVY Rank: ADORABLE

7. CROATIAN STATE ARCHIVE, Zagreb, Croatia 10. OLD TOBACCO COMPANY ROVINJ, Rovinj, Croatia

The archive is one of the most The Croatian town of Rovinj is beautiful secession buildings one of the the country’s most in the region that offers space beautiful. At the site of the old for up to 900 participants in its tobacco factory, which was main hall. With its setting in the once the largest tobacco factory middle of a park and rich inte- in SE Europe, a number of vari- riors full of precious paintings ous events and festivals have and furniture, it represents one taken place, the most resound- of the most interesting venues ing of these being the Weekend for events. Media Festival that since 2009 has been taking full advantage of the large factory complex. This represents an excellent case of regeneration of an old Rank: ACADEMIC industrial legacy to the benefit of congress tourism.

Rank: FLASH 76

The Best of ...

SPECIAL VENUES - up to 100 participants

1. BLED CASTLE, Bled, Slovenia 4. MOKRICE CASTLE, Mokrice, Slovenia

Bled Castle is undoubtedly the Arhiv Terme Čatež Mokrice Castle, renovated symbol of Bled and Slovenia. and transformed into a high It is a remarkable venue for category hotel, is located at protocol events, ceremonial re- the base of hilly Gorjanci and ceptions and anniversaries. The is hidden in the silent midst of image of the castle set above the Castle Park. In the castle’s the lake with a romantic island renovated granaries is the mod- in the middle is one of the most ernly equipped Barbara Hall and recognised in the world. beneath the medieval wall is the leisure offer of an 18-hole golf course, spreading over an area of 70 hectares. Rank: EMOTIONAL Mokrice Castle is a popular venue for protocol meetings.

Rank: SECRET

2. SAINT STEFAN, Montenegro 5. VILLA POLESINI, Poreč, Croatia

One of the main tourist attrac- This finely renovated 19th tions of ex-Yugoslavia is today century villa surprises with its in the hands of Singaporean lux- elegance and superb location. ury hotel chain Aman Resorts. Especially impressive is the The island, with its Villa Miločer, garden that allows for accom- is closed to the public, however modating larger groups and the events can be organised on it 4 halls available for events. directly through the chain. Rank: INNOCENT

Rank: MINT Web: www.villa-polesini.com, Email: [email protected] Contact person: Leo Urlić, T: +385 1 6312 777

3. CONFERENCE SHIP SEA STAR 6. PRINCIPOVAC, Ilok, Croatia

Dubrovnik Travel owns the The renovated Principovac first modern ship especially Mansion is at the top of the list designed for events on the for Croatia’s most beautiful vine- Adriatic. The ship MB Sea Star yard locations. Owned by Iločki has an open deck and internal Cellars. there are wonderful space of three air-conditioned views of Ilok, Bačko and Srem saloons. MB Sea Star is the in the midst of 125 hectares of largest multifunctional ship of vineyards. The manor also had this type on the Adriatic and is a name for superior oeno- equipped with all the top of the range navigation instruments. It is ideal for gastronomy. medium sized groups, however it has the potential to accommodate up to 400 passengers. Rank: HARMONIOUS

Rank: BLUE 77

The Best of ...

7. ZEMONO, Vipava, Slovenia 10. OTOČEC CASTLE, Otočec, Slovenia

The renaissance manor The medieval Otočec Castle Zemono, renovated in the late is located on an island in the 1970s, is located on a small hill middle of the Krka river’s green in the vineyards with one of the waters. The castle offers 16 best view points in the Vipavska rooms of the highest calibre, of Valley. The central hall is ap- which two are royal suites with propriate for events, and one of rooms for receptions, consulta- Slovenia’s best culinary houses – tions and a saloon. Masters of restaurant ‘Pri Lojzetu’ - can take culinary art at Otočec serve care of your guests’ culinary requirements. their creations in the larger Castle Restaurant, holding up to 50 people, as well as in the smaller halls – Knightly Hall and Hunters’ Hall, which have a Rank: IRRESISTIBLE more intimate, fireside atmosphere.

Rank: PEACEFUL

8222 Otočec, Slovenija 8. VILA ANGIOLINA, Opatija, Croatia Kontaktna oseba: ga. Vida Trenz tel: +386 7 38 48 909, mob: +386 41 348 229 Villa Angiolina, reminiscent of e-mail: [email protected], web: www.castle-otocec.com the golden Austro-Hungarian era of Opatija Tourism, is located at one of the most beautiful protocol spots in Croatia. The villa is used as a representative space for receptions, congresses and protocol events.

Rank: DIVA

9. VILLA BLED AND BELVEDERE, Bled, Slovenia

Villa Bled, once Tito's residence at the elite location on the shore of lake Bled, definitely has a name that is carried from its past to the present. The Villa was visited by nobles from the worlds of politics, economics and art – from Prince Charles through to Paloma Picasso.

Rank: MINDFUL

Croatia

Meetings .com Special addendum for Croatian meetings industry No1 04/2012

ALEKSANDRA UHERNIK ĐURĐEK CREATIVITY - KEY TO THE SUCCESSFUL ORGANISATION OF MEETINGS AND EVENTS

KATIJA JERKOVIĆ A NEW ERA FOR ADRIATIC LUXURY HOTELS

ROKO PALMIĆ BUSINESS GUESTS WANT IT ALL

SANJA VUKOV-COLIĆ MEDICAL AND PHARMACEUTICAL CONGRESSES - THE MOST DEMANDING EVENTS

PROF. DR. SC. DAVOR MILIČIĆ CROATIA – A SIGNIFICANT PARTNER OF THE EUROPEAN SOCIETY OF CARDIOLOGY

Editorial Board: Daniela Kos, Aleksandra Uhernik Đurđek, Roko Palmić; Photographer: Ana Šesto 79 A word from the editor Croatia Addendum

Daniela Kos Croatia - a Rising Star of the European Meetings Industry Croatia becomes the 28th star of the European Union

hat is the first thing that comes Being fresh, however, also means that there From now on, in every into your mind when you think are still some challenges that we have to issue of the Kongres W of Croatia? Is it the sun and the deal with on our way to becoming widely sea with beautiful beaches? The recognised as a competitive MICE destination. magazine you will have mediterranean as it once was? Dubrovnik? A recently held public discussion, organised the opportunity to read Maybe Split or Hvar? Croatia is much more by Croatian Meeting Professional Association, news from the Croatian than that. From the very beginnings of tourism Croatian Chamber of Commerce and in Croatia, in the mid 19th century, a strong PoslovniTurizam.com, was one of the first meetings industry. Also, connection between tourism and business steps in that direction. we will write about our was established. This long lasting tradition in experiences in meetings leisure tourism was also a great starting point I’m sure that Croatia’s time organisation and about for the development of the MICE offer. is yet to come. In a little hardworking individuals Today Croatia is a safe and stable country with over a year we will join that prove Croatia is a beautiful nature and a rich cultural heritage. the European Union, as county of successful and If you are meetings professional in search of the 28th member country. creative people. a new and exciting destination, Croatia could Meeting professionals be the hidden treasure you’ve been looking Finally, I would like to use this opportunity to for. Whether you are organising a small/ in Croatia believe that thank all the authors who have shared their medium sized convention or incentive travel, this will open new thoughts and ideas in this issue. Croatia has a lot to offer: from premium opportunities, and they are hotels with state-of-the-art meeting rooms to special historic venues. Of course, our determined to seize them! Daniela Kos experienced DMC and PCO agencies will I’m proud to present to you a special Croatian PoslovniTurizam.com help you with their knowledge and expertise. addendum in this respectable regional MICE CroatiaMeetings.com Croatia is new and fresh, still undiscovered, magazine, Kongres. This addendum is, in a a business destination that offers numerous way, one small step in our integration into the opportunities. It is close to major European EU business environment. metropolis, so hurry up and discover it! 80 Column Croatia Addendum Creativity - key to the successful organisation of meetings and events Is budget the only limitation or main challenge?

Aleksandra Uhernik Đurđek

When planning or organising a business – The costs of the venues (rent) and Aleksandra Uhernik Đurđek is the Meetings meeting or event several important questions equipment and Events Department Manager at Atlas, arise right at the start: – Purpose of the event. Croatia’s leading DMC. Planning and organising important international events from high-level – What is the purpose of the event? A story about creativity would not be complete incentive programs and various corporate – When is it taking place? without some examples of good practice. meetings to international scientific congresses – Who are the participants? is the everyday job for Aleksandra and her – What kind of venues do we need? Venues challenge – often during the final team. She graduated from Faculty of Economics – Have we started to plan on time? stage of an event organisation there is a at the University of Zagreb with a specialisation need for some additional rooms for several in tourism industry and has been in the A quality first briefing with the client will simultaneous meetings or workshops. We business for 18 years. furnish the majority of answers, yet an often solved the shortage of standard meeting extremely important and delicate topic is often rooms by adjusting hotel rooms, especially avoided: the budget. Available funds play suites or the hotel’s catering facilities. While an important role in achieving the goal of a we were organising a very challenging meeting meeting and have a decisive impact on the way of managers of an international corporation in the meeting is organised. The question should Dubrovnik, at the last moment a need arose not be looked upon negatively or restrictively. for several simultaneous meetings at which The recession years have created new the company’s different divisions would challenges – how to offer a real experience on be revising their business plans. In the end limited funds. From planning to execution the the meetings were held in the salons of a growing role is that of creativity, which also neighboring residential villa as well as on the gets a new dimension. Experience is an equally terraces, in under the cover of sunshades. We important factor. “What can go wrong will go believe that the view of Lokrum and the old wrong!” To be an experienced organiser means city had a positive effect on the participants’ to have a back-up plan for each step. creativity.

Regardless of the possible risks, by organising Time challenge – while organising numerous meetings and events we often create an meetings on the coast, evening events are experience that will be remembered forever, often planned to take place in beautiful truly influence a company’s image on the outdoor locations that have no adequate market, launch a new, advanced idea, and alternatives in the event of bad weather. In directly affect sale figures. the case of an unpromising weather forecast it is difficult to persuade a client to give up In order for a meeting to the original outdoor location. Rain just before be an amazing experience or during the event puts us in a stressful and challenging situation. Creativity, but also for the participants and good logistics, are important for making quick guests, one often employs decisions. During an award-giving ceremony, the so-called WOW! which we organised for a Scandinavian factor. company and which was taking place on the square in front of the city council in Šibenik, Let your imagination soar… but always have we were suddenly threatened by rain at the in mind: start of the ceremony (a black cloud with the – The profile of the event and the profile of possibility of a local shower appeared literally participants / guests out of the blue). Instead of the planned bus – Availability of the venues and infrastructure transfer we took a little bit longer time and in place transported the guests to the town from 81

Croatia Addendum

the nearby hotel by boats. With music and facts from the company’s history, which they With true professional help and adequate aperitifs the guests enjoyed the view of the received written down in several versions logistics, a host can properly relax and enjoy sea and the islands, arriving at the center of on cards left on their tables. Given the great the company of colleagues and business Šibenik right after the rain had passed and media interest, the banquet was financially partners. with everything ready for the gala dinner. supported by additional sponsors.

Budget challenge – especially delicate are Evidently, the organisa- the cases of an abrupt budget cutting. The concept was already completed and the tion of professional and organisation begun when the celebration of a business meetings is becom- large anniversary almost came under threat. ing more and more com- The elaborate scenario for a journey through a company’s history included the appearance plicated and increasingly of several famous presenters, a choreography demanding. It is important of the topic, a musical program from various to have an experienced and historical periods, gifts, and an expensive professional partner that and elegant banquet. In the end we used a similar concept, but the event was hosted by can easily address organi- the editors of professional publications and sational dilemmas, make other media (for which it gained professional quick decisions and find an recognition and provided good topics for further analysis), the musical journey was optimal solution within successfully guided by a D.J., while the guests your budget. also had a lot of fun discussing interesting Katija Jerković is a hotel industry professional specialised in overall sales and marketing and MICE industry. She is currently the Director of Sales and Marketing at Adriatic Luxury Hotels, leading luxury hotel management company in Croatia. 83

Croatia Addendum A New Era for Adriatic Luxury Hotels

In September of last year, one of the most You came to the Director of Sales and demands of organisers. No less important are significant hotel acquisitions in Croatian Marketing position at this new company also additional contents and activities, such tourism took place. The Dubrovnik Adriatic from the same position at the former as wellness centres, F&B services, special Luxury Hotels came under the new ownership Adriatic Luxury Hotels. What goals were events and other high-quality activities, with of the Lukšić Group, which is also the owner you given and what goals have you set for which the congress guests will be able to of the Excelsa hotel group. This kick-started yourself? pass the time between business meetings. a process of connecting and restructuring the However, what really gives quality to a two largest hotel companies in the Dubrovnik One of the first goals was the integration of congress hotel is the experienced staff who area, which since February have been working sales and promotion under the unique brand care for every detail and have as their priority under the single banner of Adriatic Luxury of Adriatic Luxury Hotels. The first step in making each meeting and congress flawless. Hotels. The process was finalised with the this was to adjust the existing sales-marketing We ourselves are aware of how many ad hoc centralisation of a series of administrative strategies to the new circumstances and to situations there are and what a demanding services, including sales and marketing. We create a new branding strategy. Our greatest segment it is. It is impossible to predict each talked to the director of this new department, challenge is to reduce as much as possible the situation in detail, therefore the hotel staff Katija Jerković, about the changes within the competition among the hotels by identifying must be prepared to react quickly. Regarding company and the new branding. the segments in which they are different and the ALH group, the carriers of the congress to promote them in very specific and mutually segment are the Dubrovnik Palace and Croatia How did the process of connecting the different marketing niches. We have divided hotels. Hotel Croatia, with its long tradition hotels flow and what new initiatives in the the hotels into three collections in accordance in congress tourism, has obtained all of the business activities of Adriatic Luxury Hotels with their unique characteristics: Dream, necessary experience, and Dubrovnik Palace, came about with these changes? Escape and Unwind. With the integration of with prestigious awards and a large number sales we would also optimise results on the of high-level congresses, has justified its After the takeover and restructuring, the company level. expectations and made itself one of the leading two management companies, Excelsa and congress hotels in the region. Adriatic Luxury Hotels, were connected under My personal goal is to succeed in all of this, the mutual name Adriatic Luxury Hotels in which I deeply believe, because we went The development of the internet has brought (ALH). The new management of the company through a very similar process in Adriatic a revolution in the way tourist products are manages the hotels in the Dubrovnik area: Luxury Hotels during centralisation in 2010. sold. What portion of ALH sales come from Hotel Excelsior, Hotel Bellevue, Grand Villa At that time we joined four hotels (Excelsior, online booking? Argentina, Hotel Dubrovnik Palace, Hotel Bellevue, Palace and Kompas) into a mutual Croatia, Hotel Kompas, Hotel Odisej and Hotel brand and by concentrating on marketing and This depends on the product: in the segment Supetar. The existing mutual services were sales we managed to reposition the hotels of large congresses that percentage is centralised, including sales, marketing and and optimise the results of the company. My insignificant, while the individual segment is public relations, finances and controlling, personal challenge is to be successful this time constantly growing. For example, our hotel accounting, corporate development and as well, only with a larger number of hotels. Bellevue realises 75% of sales through the investments, human resources and legal internet, while the average online sales on the matters and procurement and IT support. As part of your career you’ve worked as a level of the ALH group are 10-15% of total I would also like to mention that only the MICE manager in the Dubrovnik hotels - in rooms sold. The revenue management within administrative services were incorporated you opinion, what pre-conditions must a the sales department deals intensively and on in this process, while the operative part of hotel have to be able to market itself as a a daily basis with the optimisation of prices each hotel in the group continues to function congress hotel? according to occupancy. In any case, this independently, so that that quality of services channel of sales is very important to us and does not diminish. Our mutual goal is to I started my career in the hotelier segment in we believe that it will continue to grow in the connect the strongest values and practice the operative, as a Hilton meetings manager. future. On the other hand, it is important that of the current management of the company Regarding pre-conditions that a congress hotel while creating sales policies other segments and to optimise the business activities of the must meet, this basically means adequate are not ignored, such as tour operators or the company in all segments. congress infrastructure and sophisticated congress segment. The online channel can logistics that are up-to-date with the highest never jeopardise the stated segments, but 84

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actually it is necessary to carefully balance it as well as the visual identity of the hotels, I hope we can, because ALH has been working among all three channels. and because of this we are also preparing hard on that matter for years now and we are changes to all pertaining visuals, from web investing in the promotion of Dubrovnik as an Social networks have become an inescapable pages to collateral. The company logo was elite destination. In the year 2008 we changed channel of direct communication with slightly modernised and the logo of each hotel our strategy by trying to reposition the guests. How much time do you devote to was adjusted with the main brand in order to destination with contracting luxurious partners the building of your brand through social achieve continuity in the visual promotion and and tour operators, targeting the press of the networks? to strengthen the affiliation to the ALH brand. leading international media and bringing groups of agents who deal with elite tourism. Last year we intensified promotion through Should hotels be carriers of quality congress We believe we have succeeded in this, and this social media channels – Twitter, Facebook, tourism in their destination, or do you think is shown by the average prices we realise in Flickr and YouTube - and this year we that Dubrovnik needs a large polyvalent hotels Bellevue and Excelsior, which are our have significantly increased investments in congress centre which would then increase premium objects. online promotions, where basically I mean the occupancy of hotel capacities? investments in Google Adwords and the Facebook campaign. We believe that this is I would say that Dubrovnik needs both. Hotels the future, not only in the individual segment, should definitely be carriers of quality and but on all levels, including the segment of luxurious tourism, but we should continue congress groups. Only recently we received a to develop in that direction all together as a request for an incentive through our official destination; one does not eliminate the other. profile on Facebook. This year we have Dubrovnik needs a congress centre. If we invested additional funds for the USA market, plan to compete for congresses that amount where arranged partners with their experience to several thousand people, we need to have and resources will intensify promotion through quality congress infrastructure. But Dubrovnik the most active social networks and the most as a destination should first of all define a influential travel portals on the American direction in which it will continue to develop market. and clearly define who is a benchmark and who the competition is. What is the communication strategy for the new, mutual brand, as each hotel has its I personally believe that our benchmark own story and target market? should be Cannes and Monte Carlo. Cannes has Palais des festivals et des congress, where As I have already mentioned, that is our last year 39 large meetings were organised. greatest challenge: promoting the hotels in If we wish to develop in that direction, a a way that we can distinguish them through congress centre is a must. We have all of the their specificity, offering at the same time pre-conditions necessary in order to compete an equal standard of the quality of the AHL with the stated luxurious destinations. brand in the complete collection. Therefore Concerning Turkey, Tunis and Morocco, we we have decided to divide the brand into three cannot compete here because of the prices, collections: The Dream collection is made up but we do have an excellent cultural-historical of hotels Excelsior, Bellevue, Villa Šeherezada, heritage and numerous other advantages we Villa Agava and Villa Orsula; The Escape should use. collection is made up of the hotels Dubrovnik, Palace, Croatia and Grand Villa Argentina; and ALH manages the largest number of 5 star the Unwind collection are the lower category hotels in the Dubrovnik area. Dare we at hotels Kompas, Odisej and Supetar. Since the all speak of the existence of elite tourism in beginning of February we have started with Dubrovnik? the redesign of the corporate visual identity 85

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dt-kongres.indd 1 27.2.2012. 11:25

Croatia Addendum Business guests want it all The perfectly organised congress - from a hotelier's point of view

While we, the hoteliers, find the leisure guests snacks and food for coffee breaks or lunch/ somewhat ‘easier’ as a case or a project, dinners, and serve whatever needed during the but equally as precious, business guests, congress; an IT department that will ensure especially business groups, are the most that all the audio visual equipment is installed complex projects for hotel personnel. These in a proper and timely manner; a technical guests are there and they want it all: good department that will ensure that the heating, food, good coffee, a room with a view, tip-top lighting, air conditioning etc. is according to fitness centre and, of course, the perfectly guests’ wishes; a reservations department that organised congress. They require a flawless will handle the reservations for lodging; the M&E (Meetings and Events) service. And from reception and housekeeping that will prepare all M&E segments (board meetings, various room allocations and the rooms for the guests; business presentations, seminars, interviews, the security department, which takes care wedding receptions, various celebrations, that everything related to the safety of guests dance parties etc.) organisation of a congress is taken with the utmost care; the purchasing is the most complex that there is, the biggest department which orders everything the guest challenge for a hotelier. can imagine; an administration office which takes care of the print material needed for Organisation of a congress the congress; the florist who will discreetly Roko Palmić is a hotel industry professional is a carefully led and decorate the congress room and pre-function specialised in overall sales and marketing, rooms; and finally, the finance department in strategic planning and the execution of very complex project charge of the careful and accurate checking of plans. He has held several profile positions, that involves, depending all costs for the congress and for the final bill. including Director of Sales and Marketing on the size of the hotel, for Hotel Sacher Vienna & Salzburg and The but not on the size of We can truly say that there is an army of Regent Esplanade Zagreb. He is currently employees who are involved in numerous the Managing director/owner at JumpUp the congress itself, at congresses that occur in business hotels on Hospitality & Tourism Consulting. least 20 employees. It is daily basis, usually a couple of congresses a combination of work of occurring in one day, so without any exaggeration we can conclude that the several hotel departments, organisation of a congress presents an careful planning and extremely challenging task. It has to be a brilliant execution. brilliant coordination of all resources, material and human, of all efforts, plans, energies, Let's start at the beginning. A decision about personalities and ideas...and usually, it has a congress is made. The venue is needed. to be done fast, but also correctly, and of Representatives of the company that will hold course, as this is tourism we are talking about, a congress decide on the venue. The decision handled with a smile and the notion that the is also a result of the hotel’s M&E sales team guest is always right. efforts. After that a contract is prepared, with all the details that a congress will require. It is a stressful job, but a guest cannot feel And then the real ‘push’ starts: from the first that, not even a hint of that. meeting with everyone involved, over various preparations, combinations, negotiations with The guest has to experience an immaculate several departments, till the final product is service: from the arrival to the hotel, when made – the perfectly organised congress. she/he sees the info board and the set-up of the congress venue, through the perfect It is hard work and careful planning that audio visual experience during the event, involves also an F&B team that will prepare with a high quality F&B service, to finally 88

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the post-congress leisure offer that includes congress room, bad lighting, malfunctioning In conclusion I can say that the guests fitness/health club facilities, a cocktail bar of projectors, screens, microphones, experience a highly personalised, tailor-made to unwind and, of course, a beautiful and uncomfortable chairs with no space to leave service during the congress, but not many are comfortable room which will guarantee a your bag, food not prepared for the occasion aware that they see only the tip of the iceberg. good night’s sleep before getting back for (too high in calories), no soundproofing in The entire army that carefully organised and the second day of a congress or getting back the rooms, tardiness with the coffee breaks... I executed this event happily acknowledges that home or to the office. hope these examples will help my colleagues’ everything went well with a congress that the hoteliers in the future, with the organisation of guests will probably remember for a long time. The perfectly organised congresses. The army, on the other hand, simply moves congress is a mixture of on, usually during the same day, to another If I would have to name the best hotels, my project/congress... and another...and after that a tangible and intangible personal top 3 hotels in the world, these one another... creating a perfect service all service, and the larger would be: day, every day. the number of the stars 1. Mandarin Oriental Bangkok - http://www. of the hotel, the emphasis mandarinoriental.com/bangkok/ - absolutely will lie more on the perfect service. intangible service, as 2. The Oberoi Udaivilas – Udaipur - http:// this kind of service is www.oberoihotels.com/oberoi_udaivilas/ index.asp - service, nature and history felt the magic factor that everywhere. differentiates one hotel and one event from the 3. The Plaza New York - http://www.theplaza. other. com/ - an absolute classic.

Being a participant of many congresses, but with a professional eye for the congress Top 5 congress hotels/centres: industry, I have seen and experienced some 1. Grosvenor House, London - www.marriott. great examples of a perfect service during co.uk/hotels/travel/longh-grosvenor-house-a-jw- the congress; a neck massage offered to marriott-hotel - the historical venue. participants during the break to slightly relax and unwind, essential oils that should 2. The Dolder Grand, Zurich - http://www. encourage concentration during the event; thedoldergrand.com - History, design, style and hula hoop corner for the participants to nature all around…. activate their energy during the event; and, naturally, some more typical examples: a 3. The Ritz Madrid - www.ritzmadrid.com - on high quality AV system, well equipped info each corner, something to discover and absorb board with the hosts, natural daylight in the the history. congress room, experienced and polite F&B staff, good insulation from the noise outside 4. Mediterranean Conference Centre, Malta - and sounds inside the hotel, parking space http://www.mcc.com.mt - perfect combination at the hotel, good quality writing pads, pens of heritage and the 21st century in the and memory sticks for the participants etc. Mediterranean.

When it comes to good example of a bad 5. Qatar National Convention Centre - http:// service, there are several that every hotelier www.qncc.com - the absolute star! should check twice before the event starts; unprepared staff, too warm/cold in the Business Class MEETINGS EVENTS TEAM BUILDING

Congress Offi ce t + 385 51 710 304 e [email protected] w www.liburnia.hr 90

Croatia Addendum Medical and pharmaceutical congresses - the most demanding events What makes the organisation of medical congresses so specific?

It is well known that the medical/pharmaceu- organisation of medical congresses different tical industry is among three most important from organising other events, but I would like industries worldwide when it comes to the to highlight these three as the most important: number and size of organised meetings and congresses. Medicine itself is the heart of the Transport connections to the destination development of new technologies and therapy Quality and attractiveness of the event for procedures, and new efficient medicaments for the most part depends on the agenda and various diseases are being put on the market speakers, who in the case of medical events almost every day. Therefore, it is absolutely are mainly internationally acknowledged necessary for medical/pharmaceutical profes- experts. Their availability is limited, so sionals to meet as often as possible. their presence at the event must be planned Knowledge exchange and continuous very, very early. Since the duration of their education is also important, due to strict stay in the destination is on average only medical associations’ rules that members must 1.5 days, their schedule must be precisely meet in order to get their licenses prolonged. planned. Therefore transport availability to Medical associations’ conventions and the destination has a very important role in symposiums are in fact so important that organising medical events. One should also they became global events that strongly have in mind that travel costs can significantly Sanja Vukov-Colić is Deputy CEO at Zagreb’s connect local science with latest international affect the overall budget, which can in return SPEKTAR PUTOVANJA travel agency and is the breakthroughs and achievements. lead to other issues. agency’s leading MICE manager. She graduated in Tourism at the Faculty for International Trade The best medical experts in Croatian medicine Size and variety of a venue’s congress and worked for the Generalturist agency for 11 are also well known and appreciated among capacities years, part of more than 30 years experience their international academic and scientific In Croatia congresses and conventions are she has in tourism. peers, which has brought some of the big mainly being held in hotels that have (smaller international congresses to Croatia. One or bigger) meeting rooms/halls. The challenge such event is the international educational that we face in these venues is that meeting meeting ‘Cardiology Highlights - An ESC rooms’ capacity is often inversely proportional Update Programme in Cardiology’, which is to the size of an exhibition area for regularly organized by the European Society of pharmaceutical industry marketing activities. Cardiology. Managing Director of this congress Interaction between conference delegates and is Prof. Dr. Davor Miličić, President of Croatian related industries is extremely important, and Cardiac Society. the exhibition area must be easily accessible to delegates. For that reason it is unacceptable Despite our experts’ scientific achievements, to dislocate it to other parts of the hotel, break further development of the Croatian meeting out rooms or tents. industry is limited, and the reason is well known - Croatia lacks specialised convention Code of conduct in the pharmaceutical centres, which are necessary to host medium industry and large scale (medical) conferences. Until In the last few years the pharmaceutical this infrastructure issue is solved we will industry's marketing activities are being not be able to bid for such events that are subject to ever more strict rules and organised by big European and international regulations when it comes to exhibiting at associations. medical conventions and events, which can affect not only choice of venue, but even Where and how to organise a medical destination and determination of the time of congress year in which medical conventions can take There is a series of factors that make the place. In Croatia there are two pharmaceutical 91

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products manufacturers associations that There is also a growing number of cases Large international PCOs, formed their Codes of conduct: where the congress agenda determines • Croatian Association of Research-based whether a pharmaceutical industry can or companies that manage the Pharmaceutical Companies - CARPC cannot participate in the event. If in the event organisation of congresses • Pharmaceutical Manufacturers Associations agenda is filled with leisure and entertainment specialised for certain within the Croatian Employers’ Association activities, and if those overlap with the professions, (such as, in scientific program, a pharmaceutical company Those codes clearly define and regulate may not be allowed to finance such a congress our case, medical) are all interactions between pharmaceutical or in any other way take part in the event more and more involved in companies and medical staff, and define what itself. association management. can and what cannot be financed. In the end, it is also important to emphasize They connect with associations through Codes are harmonised with European codes, the significance of the standard of technical outsourcing of their meeting planners during such as Code of Conduct/Code of Practice/ equipment and technical staff, which must event planning and organisation, in order Code of Ethics/Code of Professional Conduct, be top-end in order to deliver a first class to reduce overall costs of preparing and and the name of the code is to be determined experience to speakers and delegates. Besides organising and to develop new strategies for by the pharmaceutical industry regulatory that, some medicine branches (for example increasing profit. bodies of each country’s European Federation radiology or nuclear medicine) have specific One of the most important measures of of Pharmaceutical Industries and Associations requirements, so technical aspects must be congress success is achieving the balance (EFPIA) member. tailor-made to meet their needs. between the prestigious scientific level of Having noted all this, I have to mention the a congress and the controlled costs of its These codes have also a number of rules that leading role in the organisation of a medical organisation. affect the organisation of medical congresses. congress, and that role is played by the PCO As for the most important prerequisites to For example, such events cannot be organised agency. It is the agency that leads an organiser successfully organising a congress, I would in destinations that are mostly known for through the whole process, one that includes: like to highlight the following: - carefully having an entertainment/leisure offer. They destination and venue selection, organisation selected, actual themes that will motivate a also cannot be organised in hotels that have of leisure and community activities, financial large number of scientists to propose their more than 4 stars, or in ‘Resort/SPA’ hotels. construction and marketing/promotion of works/papers/projects - announcements of When it comes to airplane travel, business the event. In short, the role of an agency is renowned and respected lecturers - positive class is out of the question, and economy is to create such an environment where the feedback of the pharmaceutical industry - an the only way to go. organiser will be able to focus on his core, attractive destination - well planned timing scientific activity: the selection of themes and of the event that does not clash with similar Pharmaceutical industry associations and lecturers for the event. events in the region. pharmaceutical companies in each country In today's times of economic crisis, when can independently establish their own codes Measurement of Congress Success many pharmaceutical companies are that can be even more restrictive than EFPIA’s There are many companies that offer their cutting their budgets for supporting medical Code of Conduct. Some pharmaceutical services when it comes to measuring the congresses, a real success is to attract a companies’ codes even limit the period of the success of an event. They include various sufficient number of attendees. year in which they can take part in medical evaluation methods, from basic ones Therefore, I conclude that, in spite of the congress, and that often excludes high season like polls and interviews with delegates difficult economical situation and the small (whether summer or winter, depending on to more sophisticated ones that include pharmaceutical market, Croatian medical destination). advanced technology solutions. They will congresses still have quite a high number also often offer their know-how on how to of delegates per event. Despite the many Some pharmaceutical companies are not increase the number of attendees, or how to difficulties, with the persistent work of all the allowed to exhibit (or in any other way take measure the impact of an event to the sale industry members we have achieved satisfying part) in medical congress, even if the hotel has of pharmaceutical products (regionally or results in the promotion of Croatian medicine, 4 stars, but its characteristics do not meet the globally). and positive financial results. company’s Code of Conduct. 92

Croatia Addendum Croatia – a significant partner of the European Society of Cardiology Congresses are opportunities to position Croatian science on the international market

To date he has performed more than a of the profession in these types of meetings, hundred times as an invited lecturer at foreign but also positioning the local profession and congresses, meetings and universities and science in the international context. he is also a member of scientific boards of a greater number of respectable international Until now I have chaired four national congresses and symposiums. Additionally cardiology congresses and have tried to he has organised four national cardiology realise a high standard and made each congresses and several international successive congress better than the one meetings, since 2009 being is the director of before. I have also organised a few important the ‘Cardiology Highlights – an ESC Update international meetings – Mediterranean Programme in Cardiology’ congress of the Congress of Cardiologists and Cardiology European Society of Cardiology. Surgery, Alpe-Adria Annual Cardiology Meeting, and scientific meetings such as What is most important to you when the Meeting of Cardiologists of Turkey and organising medical congresses? Croatia, the European Cardiology Conference for cardiologists, internists and general The organisation of a medical congress is practice doctors, and ‘Advanced Topics in exceptionally demanding and this is especially Cardiology’, as a mutual meeting organised Prof. Dr. sc. Davor Miličić is one of the most so concerning professions such as cardiology. by the University of Zagreb and the Mayo important people in the world of Croatian Cardiology is a part of medicine that is Clinic, USA. The greatest acknowledgment, medicine: he is the President of the Croatian developing very dynamically and is dependent and also the most demanding task, was given Cardiac Society and the Head of the Clinic for on the most advanced technologies – devices to me in 2009 when I became the director Heart and Blood Vessel Diseases – the leading and implanted material, and medicine in of ‘Cardiology Highlights’ – a professional- Croatian cardiology institution – as well as cardiovascular medicine, other than easing scientific congress of the European society of the dean of the University of Zagreb’s Medical symptoms, preventing and decreasing the cardiology, which is held every two years. In faculty. flow of some diseases, they can literally October, 2011, the aforementioned congress save lives. Modern cardiology is made up was organised by me for the second time, of sophisticated diagnostic methods and a and my function as director is not limited series of interventional procedures. Therefore with a mandate. From this, Croatia became there is no quality cardiology congress significant, acknowledged as a permanent without original professional and scientific partner of the European Society of Cardiology announcements, reviewable lectures that show – the leading international society from the newest guidelines and accomplishments cardiovascular medicine. from certain parts of the profession, and also pertinent exhibitions, which should Even though it may seem unusual, I have offer a review of actual accomplishments of organised all of the above stated congresses pharmaceuticals as well as diagnostic and with a very small number of colleagues who therapy technological innovations. If you are were ready to sacrifice a lot of private time, a member of a lowly populated nation, then at the same time demonstrating extraordinary it is your professional and patriotic duty to enthusiasm and loyalty to the mutual cause. invite as many foreign experts as possible to national congresses – and if possible, the most In what way is the PCO agency helping you? respectable representatives of the profession and science, in order to establish a dialogue Organising such congresses is possible with local experts, to show global progress only through the top-quality technical in their more narrow area, which they have organisational support of a PCO (Professional basically created themselves. This enables not Congress Organiser). For example, at the only discussions regarding the development last ‘Cardiology Highlights’ congress held in 93

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Dubrovnik, there were 65 invited lecturers, corruptive connotations which could come out among whom 54 were foreign. You can of sponsorships. imagine how perfect the organisation must be for their airplane flights and transfers to How do you see the role of sponsors from a congress, which during its three and a half the pharmaceutical industries? days needs to offer a preview of everything that is new and important in the world of Sponsors need to participate in their support modern cardiology. There are more than through so-called ‘unconditional donations’ to 600 participants here, more than two thirds professional societies, which then on the basis of them foreigners. Nothing can be late; the of professional, and in no way commercial, programs do not allow for improvisation. The criteria, financially support their members auditoriums need to be technically perfect to participate in professional meetings, for as well as the organisation of exhibitions subscriptions to scientific magazines, for of the pharmaceutical and technological membership fees of professional societies and companies, satellite symposiums, coffee such like. breaks, work lunches, and social events. Most of the congresses of the Croatian Cardiac Finally, there is fear that medical congresses Society were organised in cooperation with and meetings in today’s form will in time the travel agency ‘Spektar putovanja’, which die out and will evolve to become interactive is today the leading Croatian medical PCO. teleconferences through the internet and other ‘Spektar’ has proved itself to be a flawless virtual media communication. I believe that partner, alongside whom we can peacefully this is possible only partially, because nothing devote ourselves to the professional-scientific can replace personal contact, meeting with organisation of the congresses and completely colleagues and the exchange of professional ‘forget’ all other organisational and technical opinions, which continues also in informal problems. Personally I owe them a huge circumstances throughout the congress. If ad debt of gratitude, not only for their excellent hoc is also added to the agreements through organisational skills, their understanding and future mutual cooperation, projects, registries, cooperation, but also for their unbelievable guests, scholarships and so on, it is clear adjustability to last-minute changes and my that the medical congresses and symposiums sometimes capricious demands with the goal will live on regardless of the temptations of of ‘polishing up’ the quality. modern times.

How much has the economic crisis influenced the organisation of medical congresses?

The future of medical congresses and meetings also depends greatly on sponsors. The financial crisis is deeply felt and funds are more and more difficult to collect for scientific and professional events. Also, the rules for sponsorship have become stricter; so-called ‘conflicts of interest’ need to be avoided and any type of return relationship with a sponsor, for example preferring his medicine or devices. I personally support the insistence on honour and the elimination of all possible 94

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100

Kongres telescope Meetings of Seoul KME 2012 promises to build on everything achieved in 2011 and follow the road map for the industry’s future Robert Cotter, Editor of Kongres Telescope

Welcome to the first edition of the new the main priorities, the city has put itself With the organisational fabric being of a Kongres Telescope section, and what better higher on the international agenda with its strong weave, the MICE industry hardware way to kick off this new section than with participation in the Future Convention Cities of Seoul is making the city stand out too. something utterly Seoul-ful. Initiative (FCCI), an eight-city collaboration The COEX centre, although a few years old that offers both knowledge transfer and now, was a standard-setting venue when it The South Korean capital, one of the world’s mutually beneficial exposure. first opened and is still a major venue in the mega-cities, celebrated a double success at “Our activity in FCCI provides hard facts region. To support it, there are also a number their 2011 Korea MICE Expo (KME) and Seoul on how the industry operates and generates of high-end venues under development, such MICE Forum. The event itself was a great revenue,” said Maureen O’Crowley, Vice- as the Seoul Station Convention Centre, which success and the entry of Seoul into the top five President of the Seoul Convention Bureau. when complete will be the largest convention MICE destinations according to UIA rankings “The industry is big business and opens space in the city; the Han floating island gave it further cause for celebration, especially huge potential for new markets that might venue, a unique location for hosting events coming as it did four years ahead of the otherwise have remained untapped.” set in the Han river; and the Dongdaemun original 2015 target set to achieve this goal. Design Plaza, a state-of-the-art venue designed In order to take a ‘pol- by world famous architect Zaha Hadid, the The reasons for Seoul’s top-five entry become ished product’ that is building set to be a draw in itself and a clear with a quick look at the results the winning addition to the city’s conferencing city has been achieving and the back-room Seoul to the wider inter- portfolio. industry of the Seoul Convention Bureau national audience, SCB “These big pipeline projects will help call (SCB), the MICE engine of the Seoul Tourism has ensured that there is international attention to Seoul and the rest of Organisation. The city recently announced industry-wide involvement Korea,” said O’Crowley. that it has won 100 major international conferences between 2012 and 2018, 32 of and city buy-in by setting Seoul is also calling these secured through SCB assistance in 2011 up the Seoul MICE Alli- attention well beyond alone and many of these being international ance (SMA), a partnership conferences and events. The World Congress the meetings arena: it is of Dermatology in May 2011, drawing 15,000 of over 70 key profession- recognised in the region attendees from across the globe, is a recent als from all corners of as a design mecca and example of Seoul’s current status as a the industry who have a also for the quality of destination attracting high-profile international solid understanding of its events, for which it can now look forward to a its music, TV shows, high increasing number in the pipeline. synergistic benefits. end cuisine and medical excellence. So just how has Seoul been able to leverage “We founded it and we still guide it today, itself so quickly into the top five destinations, in strong partnership with the Korea MICE There are a huge number of positive pull especially in what has become such a Alliance (KMA),” said O’Crowley. factors for the city, but as always there are a competitive and dynamic region? The involvement of the Alliance is a number of challenges for the industry too. Firstly, Seoul has been aggressive in marketing simultaneous assurance of political support itself both regionally and internationally, for the cultivation of the MICE industry in “Korea is focusing heavily on the international engaging in a range of initiatives to bring the city, the Chairman of SMA also being market, but it has a ready-made market profile to the city. One example of this at the Mayor of Seoul, all of which helps within Korea itself,” noted Pieter van der KME 2011 was the signing of a Memorandum enormously in making the city a strong, Hoeven, former ICCA President and Partner of Understanding (MoU) with the Thailand coherent and comprehensively supported at PG Consulting Pty Ltd. “Korea could take Convention and Exhibition Bureau. MICE destination. advantage of current global challenges by “Signing this MoU, the STO will work to “Our strong relationship with the city’s major better targeting and understanding its own expand the presence of Seoul in the Thai MICE meetings industry organisations is essential,” product.” market,” said Hong Heegon, President and said Jin-Hyeok park, Senior Director of SCB. CEO of the Seoul Tourism Organisation. “This, together with the expert services Neighbouring country and MICE giant China we offer and a highly competitive financial identified another challenge, President of CITS Beyond the Asia-Pacific region, for which support package, makes us an irresistible International M.I.C.E. Zhuyuan Li stating that Japan and China have been identified as draw for buyers and event organisers.” the demands of China’s outbound market 101

Kongres telescope

might struggle to be met by current facilities in Seoul and Korea, with two or three tour teams alone consisting of 10,000 or more people, highlighting the increasing scale of the industry in the region. In addition, for the Chinese outbound market, hotel prices were also identified as a potential sticking point. With Seoul having sprung up the world rankings to settle itself into the esteemed company of the top five MICE destinations, the dedication of SCB to taking the industry forward means it is becoming increasingly well-equipped to deal with any such future challenges and can look forward to greater success and recognition. An exceptional 2011 for Seoul was ultimately crowned by TTG awarding it ‘Best BT-MICE City’. KME 2012, now the 13th year of the event, promises to build on everything achieved in 2011 and follow the road map for the industry’s future, a map whose destination may be number one in world rankings. “With this kind of growth,” said van der Hoeven, “Seoul will one day be number one on the world.”

The 200 exhibitors and 300 local and international buyers are expected to attract more than 3,000 visitors over the three days of July 3-5. With the additional educational and networking opportunities of the third Seoul MICE Forum functions (on the 3rd July) as well as the Destination Presentations, Seoul MICE Youth Challenge and other seminars in partnership with ICCA, MPI and IMEX, the event is continuing to support its position as a top calendar highlight at a top destination for the international meetings and business community.

For this the first run of the Kongres Telescope, we also managed to put some questions to Maureen O’Crowley, one of the masterminds behind Seoul’s ascent. Have a read at what she had to share with Kongres! 102

Kongres telescope Maureen O’Crowley For now, we will stay on course and keep the momentum moving forward

Maureen, in your post of Vice President of organisers to the convention centres the SCB, you had an original target to be themselves, transportation organisations, UIA top five ranked by 2015, for which you theatres and unique venues where events may jumped the gun and already took fifth place be held. In 2012, we are targeting to expand by 2011. What made this happen so quickly the alliance to 100 members. and how significant an achievement was it for you? Can you tell us about some of your recent wins following your UIA ranking success We’ve long believed Seoul had the and of events won beforehand that can look infrastructure and attractions to compete forward to a destination growing in UIA with the top cities in the world. The ranking esteem? affirmed this; hitting our goal early was a testament to our aggressive marketing abroad. There are quite a number of major events After the Seoul Tourism Organisation (STO) in the pipeline, with highlights this year was founded in 2008, the SCB began regularly including the Nuclear Security Summit this attending major regional trade shows. These month (with 10,000 participants), the 12th initiatives, combined with a series of recent International Congress on Mathematics high-profile events (the 2010 G-20 Summit in Education in July (5,000 participants), the Seoul and the 2012 Seoul Nuclear Security 16th International Congress of Oriental Summit), have helped to secure even more Medicine in September (16,000 participants), bids for the years to come. and in October we will host the 73rd Skal In the midst of a hectic schedule ensuring International Congress (1,000 participants) and that Seoul maintains its place amongst What are the SCB's plans to retain and the 43rd World Intellectual Property Congress. the leading world MICE destinations, improve on this ranking and are you able Significantly, all of these events include large The Kongres Telescope managed to coax to stick broadly to what was in the original percentages of foreign participants, up to 80%, Maureen O’Crowley, Vice President of the plan to 2015? If not, what have you had giving you an indication of our outreach. Seoul Convention Bureau (SCB), away to change as a result of moving so far so from her duties for a few moments, letting fast, and what would be your learning To stay at the top you need to constantly us focus our lens on her insight and experiences from this? improve and adapt. The current facilities experience. Here’s what she had to share in Seoul - convention centres, hotels and with us: Considering the rapid growth of the meetings hospitality facilities - are high end, but can industry in Asia, we’re very proud of our you tell us a little about some of the city’s progress. For now, we will stay on course and recent infrastructure additions and pipeline keep the momentum moving forward. developments that you believe will help keep Seoul on its new perch? Are there any particular initiatives you can share with us that demonstrate how the SCB Some of the more recent additions to the city’s works with the local meetings industry to hotel landscape include the Sheraton D-Cube promote Seoul to the world? City, the Stanford Hotel Seoul and the Conrad Seoul. The Sheraton D-Cube City is a 5-star In 2010, the SCB launched the Seoul MICE hotel with 269 guest rooms and 12 meeting Alliance (SMA) with the city government rooms that is well-equipped to hold large and several members of the city’s MICE meetings. The meeting rooms include the Grand industry. The partnership was formed to Ballroom (able to host up to 900 persons), two enhance the city’s global meetings industry boardrooms, and several other meeting rooms competitiveness, and also aims to better for functions involving anywhere between 15 promote the city’s convention infrastructure and 140 attendees. The mega-complex D-Cube and advantages to buyers around the world. City is attached to the Sheraton, and features a Currently, the group is made up of 72 department store, a multitude of brand stores and members that include the city’s top hotels, restaurants, an amusement park, musical theater travel agencies and professional convention facility, spa, offices, residences, and more. 103

Kongres telescope

The Stanford Hotel Seoul, located in the In a region that is growing rapidly and been famous for hosting high-profile Digital Media City (DMC) area, is 45 minutes dynamically in terms of the number and international congresses. This has given the from COEX (Convention and Exhibition quality of meeting destinations, what have city’s meetings industry an established brand Center) and 30 minutes from Incheon you been doing to actively increase your identity that helps it to continue securing International Airport offers 7 banquet/event global profile and competitiveness? hundreds of conferences each year. Other rooms, 2 meeting rooms and 239 guest rooms meetings destinations in South East Europe with an executive lounge, fitness center, In 2010 the STO spearheaded the launch of should continue developing their own distinct swimming pool and restaurants. The hotel’s the Future Convention Cities Initiative (FCCI). brands – ones that not only distinguish Grand Banquet Hall seats 350. The FCCI is a group of member cities - Abu themselves from competitors in the region, Lastly in terms of hotels is the Conrad Seoul, Dhabi, Durban, London, San Francisco, Seoul, but also from competitors around the world. A scheduled to open in late 2012, with 3 towers Sydney, and Toronto - that collaborates to strategically formed, unique identity will help dedicated to business needs alongside the shape and accelerate the strategic development ensure sustainable, long-term growth. upscale 446-room hotel. of their business events industries. Our These new facilities will help service the members could be described as the 'new How is this year's KME shaping up increasing convention centre floorspace in the generation' of convention leaders: we aim compared to 2011? Can you share some of city, with a number of upcoming projects set to use the latest technology, innovation and the planned highlights with us? to double the existing meetings capacity. research to increase the economic benefits of business events for their cities, and the Over the last 3 years that KME has been held At Korea MICE Expo (KME) 2011, former industry as a whole. in Seoul, the event has grown each year. The ICCA President Pieter van der Hoeven 2012 event will be the biggest one to date, and proposed that if the SCB continue on their Within South East Europe, Serbia is we are expecting 200 exhibitors, 300 buyers, trajectory, Seoul would be the world's significantly on the up in ICCA rankings. and over 3,000 visitors. number one MICE destination in the near From your knowledge of the region and This year will see the return of our educational future. Does such praise bring extra pressure from your own experience of rankings programs for youth, such as the IMEX Future by way of industry expectations? uplift, what advice would you offer to make Leaders Forum and the Seoul MICE Youth sure expectations can be managed, that Challenge. We appreciate the vote of confidence, and growth can be sustained in the medium will continue striving towards realising his to long term, and that the destination can This year’s KME will take place in COEX Seoul prediction. That being said, there are several continue to deliver and evolve? from July 3rd to 5th. long-established cities that regularly place in the top 5, and many more that are gunning to Vienna, as an example in the region, is a make it there. meetings powerhouse, and has historically 104

Kongres telescope IT&CM 2012: Skywards in Shanghai IT&CM China is offering a 30% larger MICE exhibition showcase

Artemis Skordili, Associate Editor of Kongres Telescope

Swept along by a seemingly unstoppable rate Alongside the growth of the exhibition working with them and long-time partners of growth that has completely transformed showcase, the event signals a shift to an MP International to make this event truly the city’s image, it seems that there is no increasing size of exhibitor stands, on both world class. This is also the first year that end in sight for what the limits of Shanghai the domestic and international fronts. China’s the event will be held at Shanghai World might be. The shape of the city moving ever own Sanya Tourism Bureau are confirming Expo Exhibition and Convention Center. We skywards, always faster, rather than longing their confidence in the event through a 20% are confident that these new elements will for the past Shanghai is driving forward in its increase of their destination pavilion stand. go a long way to elevate the event for all role as one of the main pillars of the Chinese Other return destinations, such as Seoul with participants and stakeholders.” economy. their 84 m2 booth, have further underlined the clear value of investment in their own special These new elements also include a number of Reflecting the momentum of Shanghai’s stand. strategic alliances with leading International continuous development, one that is directly and local MICE organisations for the provision proportional to its building heights, IT&CM Growing Domestic Demand of content, both educational and networking, China 2012, the sixth and largest edition of all of which will contribute to what guarantees this international MICE exhibition to this The expansion of IT&CM China 2012 is also to be a compelling program at IT&CM China year be held from 17 to 19 April in Shanghai reflected in the representation of buyers 2012, a year that is marked in the Chinese World Expo Exhibition & Convention Center delegation, registrations having crossed the calendar as the ‘Year of the Dragon’. (SWEECC), aims to ‘Promote China to the 400 mark and recording first time participation In the west the Dragon often symbolises World and the World to China’, with its main from countries such as the Czech Republic, destruction and evil - in China, it has theme being ‘Advancing MICE and Business Denmark, and Morocco. traditionally been seen as a symbol of Minds’. At the same time, the advent of the China prosperity. As the dragon flies higher and International Travel Service (CITS) as co- higher into the sky, the ‘Year of the Dragon’ organising company for the sixth edition is a might be the best omen for the success of Increasing Showcase clear statement to interested exhibitors on the IT&CM 2012. and Stands quality and the number of Chinese buyers that can be expected. Following the success of IT&CM China 2011 This is a move set to enhance the quality in attracting more than 2,000 delegates and reputation of the show to both the from 43 countries, 2012 is offering a 30% international and the domestic market, as larger MICE exhibition showcase. More than 77% of the IT&CM China 2011 exhibitors had 300 international and Chinese exhibiting requested to meet with even more Chinese companies will participate in an exhibition buyers at the event to be held in 2012. area of more than 6,000 m2, with 50 new international and domestic companies “CITS International M.I.C.E. is proud to representing more than 25% of the total collaborate with TTG Asia Media and MP showcase, offering buyers a greater range of International,” said Mr. Ike Zhang, General new procurement opportunities. Manager – Shanghai Branch & Partner Relations, American Express China of CITS One of this year’s new entries to the event International M.I.C.E. “IT&CM China is the is the InterContinental Hotels Group (IHG), country’s leading International business a global hotel brand making its impressive platform to promote domestic, inbound and debut with the largest booth in the exhibition, outbound MICE travel for China. The event covering a space of 120 m2. has immediate relevance and benefit to many “China is our second largest and fastest of our existing business partners and we are growing market globally, with nearly 150 optimistic about being able to enhance the hotels - that is over 50,000 rooms - in quality of the event’s Chinese participation.” the pipeline,” said Mr. Nick Barton, Vice “IT&CM China 2012 marks a lot of firsts for President - Sales & Marketing of IHG, Greater us,” added Mr. Darren Ng, Managing Director China. “In the next three to five years, one of TTG Asia Media. “It is the first year of our out of every four hotel rooms that we will strategic alliance with CITS, a partnership we open in the world will be in China.” are very excited about. We look forward to www.itcmchina.com IT&CM China 2012 17 - 19 April 2012 | 2012年4月17-19日 Shanghai World Expo Exhibition & Convention Center 上海世博展览馆(世博主题馆)

Advancing

MICE and Business Minds 推动商业意识与中国MICE产业共赢 Bringing Together Chinese and International MICE Exhibitors & Buyers In One Dynamic Marketplace Quality Leads 汇聚全球以及中国MICE供应商和买家共同打造一个瞬息万变的市场 86% of 2011 exhibitors expect to receive orders over the next 6-12 months “The networking sessions were very constructive. 质量领先 I made several potential business contacts.” 86%2011年大会展商预计在接下来的6到12个月内收到来自 Chong Yong Fee I Singapore Alive Pte. Ltd., Singapore 大会买家的订单参加了三届中国（上海）国际奖励旅游大会，感 New Participants 觉都非常不错，很实用。了解到了很多需要的信 50% of the buyers were new to the show 息，并与很多卖家展开了合作。谢谢为我们构建了一个平台！新的参会者肖羽 | 商务会议部经理 | 四川省中国国际旅行社 50%的买家首次参展 “I met my objectives. Very well-focused show! The Right Choice The appointments were almost all good matches.” Exhibitors choose IT&CM China to Kevin Mead I IGAF Worldwide, United States of America • Generate New Sales Leads • Promote company, products and services 非常感谢这次展会为我们提供了一个开拓业务并与 • Network 买家沟通的良好契机，期待在未来的一段时间内大 • Stay Competitive 会给我们带来的显著效果与收益。 And IT&CM China delivers! 聂家晶 | 皇家加勒比游轮公司 |会奖旅游销售经理正确的选择展商选择参加中国（上海）国际奖励旅游及大会博览 Register Last Chance To Participate At This Event 会的目的：请速赶上这最后的参展机会 • 增加销售 Online! • 推广公司、产品和服务网上注册！ • 拓展社交网络 • 保持竞争力 Exhibitors | Buyers | Media 一切期待尽在中国（上海）国际奖励旅游及大会博览展商 | 买家 | 媒体会中得以实现！ Hosting Programme For Buyers and Media Available. 为买家和媒体特设的招待计划现在开始申请。

FOR INTERNATIONAL EXHIBITORS, BUYERS AND MEDIA FOR CHINA-BASED EXHIBITORS, BUYERS AND MEDIA FOR CHINA-BASED OPERATIONS 国际展商、买家和媒体，请您联系中国展商、买家和媒体，请您联系展会现场运营，请您联系 TTG Asia Media Pte Ltd CITS International MICE MP International (Shanghai) Pte Ltd TTG亚洲传媒有限公司国旅（北京）国际会议展览有限公司中新会展（上海）有限公司 Tel 电话: (65) 6395 7575 Tel 电话: (86) 021 3304 9999 Tel 电话: (86) 021 6295 9990 Fax 传真: (65) 6536 0896 Fax 传真: (86) 021 6350 9030 Fax 传真: (86) 021 6270 6030 Email 电子邮箱: [email protected] Email 电子邮箱: [email protected] Email 电子邮箱: [email protected]

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IT&CM China 2012 is proud to be part of the Shanghai Business Events Week. SHANGHAI BUSINESS EVENTS WEEK Where The MICE Industry Comes Together In Shanghai. In An Exciting Week Of Business, Education and Networking Events.

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Jan Klavora Change is the Universe’s only Constant The editorial board of Kongres magazine believe that cooperation is the key to our development

n its five years of existence, Kongres Turizam, who ended a successful 2011 with that is appropriate for smaller and mid-sized magazine has become one of the a Meetings Star at the last Conventa; and a congresses. At the same time I more recognisable magazines in new international section, Kongres Telescope, the field of business tourism and edited by Robert Cotter and in which we will we wish to present the meetings industry. Lately, the editorial present congress destinations, themes, and other emerging meetings board has focused predominantly on content, personalities from all over the world. as our Editor-in-Chief Gorazd Čad likes to destinations, since we say: “Content is king, readers are queen”. In The editorial board of Kongres magazine are see a lot of parallels the future we wish to expand our content and committed to cooperation as the key to our between the development become even more credible in the meetings development, as this will increase our content of SE European meetings industry. We believe SE Europe is a new and offer Croatia the more visible spot it and attractive industry destination and with certainly merits, given its existing offer and industry and those of the the help of our medium we can deliver this rapid business tourism development. BRIC countries message to foreign meetings organisers. Poslovni Turizam and and other countries with similar characteristics To accelerate the Kongres magazine go hand in highly competitive regions. recognition of SE Europe in hand towards new We invite all interested parties to join us in in the meetings world, this common goals, which will this journey and help us achieve the desired year we are introducing a provide more exposure and results together. We are flexible and open to all number of new features. profile to our partners and proposals - we will always be happy to hear from you. Among the most important is our partnership to us. with International Meetings Review, which will dispatch our content to over 700,000 We all believe we will be stronger together. recipients, meetings organisers from all over the world; a new web site which is The Editorial Board of Kongres magazine due to launch in early May; a new Croatian wants this magazine to primarily represent SE Supplement edited by Daniela Kos of Poslovni Europe as a rising congress destination, one NIA LOVE MEETINGS S Feel the people. Taste fresh ideas. www.slovenia.info www.slovenia-convention.com

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