ICCA Scandinavian Chapter Twitter ICCASCAN Agenda Case study

ICCA Scandinavian Chapter: Twitter: #ICCASCAN

Agenda • Case study of how to create a sustainable region or destination • Examples from Scandinavia • Applicable to any destination • Highlights leadership role of CVB ICCA Scandinavian Chapter: Twitter: #ICCASCAN

“The question of reaching sustainability is not about if we will have enough energy, enough food, or other tangible resources …

The question is: will there be enough leaders in time? ” Dr. Karl Henrik Robèrt, Founder The Natural Step

Step 1: Gothenburg, Sweden 2010 Workshop to create a shared vision of Success

Step 1: Gothenburg, Sweden 2010

CO-CREATING THE VISION ICCA Scandinavian Chapter: Twitter: #ICCASCAN

Step 2: Reykjavik, 2011

Step 2: Workshop results 1. Created input for development of a sustainability charter for members 2. Brainstormed and prioritized actions that could be undertaken by destinations 3. Generated input for the creation of a common sustainability measurement framework ICCA Scandinavian Chapter: Twitter: #ICCASCAN

Step 3: Tampere, Finland 2012 ü Launched the Scandinavia Sustainable Meetings Accord ü Launched a common set of performance indicators ü 16 destinations provided data to benchmark sustainability performance ü Workshop to discuss implementation ICCA Scandinavian Chapter: Twitter: #ICCASCAN

Accord – common commitment, shared responsibility 1. Engaging our clients, partners and other interested parties in dialogue about sustainability 2. Educating, sharing knowledge and recognizing best practice. 3. Encouraging and supporting private-public collaboration with other destinations 4. Providing resources to planners to identify responsible, sustainable and certified suppliers ICCA Scandinavian Chapter: Twitter: #ICCASCAN

Accord – common commitment, shared responsibility 1. Advocating efficient, equitable and more sustainable use of resources. 2. Facilitating the increased use of environmentally friendly transport 3. Calculating the CO 2 footprint of a defined Scandinavian meetings industry and aiming to reduce this by 20% by 2020. 4. Upholding the highest standards of honesty and fairness and thus maintaining a society with integrity and strong ethical standards. 5. Giving back to the community ICCA Scandinavian Chapter: Twitter: #ICCASCAN

Step 30 organisations signed the accord ICCA 3: Scandinavian Chapter: Twitter: #ICCASCAN

UNIQUE

SCANDINAVIA DESTINATIONS SUSTAINABILITY INDEX Hardware: Infrastructure of city - Recycling - Carbon Emissions - Public Transport Software: Meetings industry commitment - % certified venues/hotels - CVB sustainability communications - CVB support to help clients be sustainable ICCA Scandinavian Chapter: Twitter: #ICCASCAN

Destination Index ICCA Scandinavian Chapter: Twitter: #ICCASCAN

Climate Leaders 100% cities have climate plan 5. 48 t/co 2 average per capita emissions 33% Average 2020 co 2 Reduction Target 49% Average Renewable Energy Mix 65% average waste diversion rate for the city

64% of Congress and Exhibition Centers are eco-certified 100% Copenhagen, Oslo, Gothenburg, Helsinki, Stavanger, Uppsala

e r a s l e t o h l l a f o 59% d e i f i t r e c eco % 5 9 m i e h d n Tro % 7 8 g r u b n e Goth % 3 8 m l o h k c Sto % 0 8 r e g n a v a t S Malmo 81%

POLICY Only 25% of CVBs have a publicly available sustainability policy

e d i ov des r p % gui 8 3 en gre 25 c to ts n lie ls o r to ity bil a in s ist l fe of % s % 31 up er i l p o i nf s ba t u P % b 3 6 we on sta u s ic CVBs need to do more to help clients be more sustainable ICCA Scandinavian Chapter: Twitter: #ICCASCAN

Collaboration Real success is driven by public private partnerships ICCA Scandinavian Chapter: Twitter: #ICCASCAN

Case study: Denmark Use the 2012 Danish Presidency of the EU to inspire greater collaboration, innovation and sustainable development of the meetings industry.

Deliverables: draft Da Susta nish inabi Day lity D Su es st tina a Re ina tion po bil rt ity Co c bli & Pu king rs ea a Sp ebin W mm blo uni g ty ss os e n re vide a Aw ing is ra ing Train ow h roads www. sustainableeventsdenmark. org

DSEI, the result and how to… £ http: //da. video. eu 2012. dk/video/4850225/our-journey-tomake-the-eu

Local Conditions, Denmark • Aarhus – No economic driver. No ”pyramid” – 44% of city hotel rooms certified – Increase in certified rooms by 150% in 2013 – 360 focus. Also outside the meeting room • Support to Local Champions Go. Green. Aarhus day, Aarhus sustainbility festival, Northside Festival ICCA Scandinavian Chapter: Twitter: #ICCASCAN

Our local champions creating a local market ICCA Scandinavian Chapter: Twitter: #ICCASCAN

go: sustain Gothenburg Sustainable Meetings Project ICCA Scandinavian Chapter: Twitter: #ICCASCAN 32

Market and Gap Analysis

Process Leadership Industry Thought Leaders Green Meetings Amsterdam Budapest Copenhagen London Athens Bangkok Stockholm Berlin Paris Vienna Seoul Developing Leadership Performance Leadership Green Destination Infrastructure

Project Architecture City Government Strategy Climate Strategy Miljo. Diplom Destination Strategy Goteborg 2021 Sustainable Goteborg Green Goteborg Sector Specific Initiatives Hotels Restaurants Transport Many Others Private-Public Top Down – Bottom Up Approach 35

Collaborate Plan Exec Board Mtg Dec 15 th Gothenburg CVB Members Mtg Jan 27 th Form Advisory Commitee Co-Create GMIC Sweden GMIC Chapter Meeting @TUR March 23 – 25 th Organise Sustainability Seminars 36

GMIC Sweden: Founding Members

go: sustain HOW DO WE BECOME the WORLD´s LEADING SUSTAINABLE MEETINGS DESTINATION? ENGAGE GROW DEVELOP ACTIVATE COMMUNITY ICCA Scandinavian Chapter: Twitter: #ICCASCAN

go: sustain RESULTS SO FAR ied f i t r e C s e u n e V 100% fied i t r e C s l e t o H % 87 t 450 Attendees a y a D y t i l i b a n i a t s Su ed i f i t r e C s i x a T % 50 ) 7 ( s t n e v e y t i c l l A certified ICCA Scandinavian Chapter: Twitter: #ICCASCAN

KEY CONCLUSIONS ICCA Scandinavian Chapter: Twitter: #ICCASCAN

A framework for success Copenhagen Sustainable Meetings Protocol

10 Recommended actions Leadership Strategy • Develop common vision • Gain commitment • Identify key issues & set common objectives • Develop a policy Stakeholder Engagement • Create destination sustainability taskforce • Listen, share, recognise Operational Integration • Create shared training courses • Offer clients tools, services and products Governance • Measure, report, benchmark • Push certification. Standards make life easier ICCA Scandinavian Chapter: Twitter: #ICCASCAN

Lessons learned on the journey 1. Collaboration improves results, reduces work and lowers cost 2. Sustainability strengthens community 3. Competition is a driver

BEWARE! IT’S EASY TO GET LAZY

SSMA, what now? • Challenges – Climate fatigue – ”Non believers” – Lack of expertise in organisation • Multiple stakeholders needed • The 2012 benchmark – 2013 and forward? • Facilitation for those involved and invitation to those who are not • Danger of those with least ambition to set the tone ICCA Scandinavian Chapter: Twitter: #ICCASCAN

WHY? • Religion? – No, it’s business. • USP and advantage on international level ICCA Scandinavian Chapter: Twitter: #ICCASCAN

ICCA Scandinavian Chapter: Twitter: #ICCASCAN