Energy Cities up the Business Tourism Ante

ENERGY CITIES UP THE BUSINESS TOURISM ANTE

SEED INCENTIVES, NEW BRANDING AND VENUE EXPANSION POWERING GROWTH

The four destinations which make up the Energy Cities Alliance – Aberdeen, Abu Dhabi, Calgary and Perth in Australia – are powering ahead with a series of business development incentives aimed at giving the partnership, which is aimed at supporting meeting planners looking to host successful world class conferences, an increased competitive edge.

Abu Dhabi, the capital of the United Arab Emirates, has launched its sector-leading Advantage Abu Dhabi initiative which incentivises organisers to create new meetings and conferences for the city. Being led by the Abu Dhabi Tourism Authority (ADTA), the initiative provides support such as grants, governmental patronage, cost rebates and marketing assistance for projects across 12 categories – with energy heading the list.

The authority is supporting Advantage Abu Dhabi with a three-pronged industry-wide professional development programme aimed at delivering the service excellence it believes will set Abu Dhabi apart.

“This programme and its associated training initiatives for the tourism sector are being taken to build long-term destination competitiveness which we believe depends, particularly within the MICE market, on consistent delivery of world-class service standards by a human resource pool of well-trained, committed and dedicated professionals,” Gillian Taylor, Business Tourism Manager, ADTA.

”Yes, we have the necessary infrastructure in place, as have many of our competitors. Ultimately our differentiator will be the people power that will ensure uncompromising service levels.”

Meanwhile the Perth Convention Bureau (PCB) is launching a new business events brand for Perth and Western Australia. Aimed at positioning Perth and Western Australia as “an aspirational, unique and beautiful destination that offers visitors the chance to clear their heads and gain a fresh perspective with plenty of open space to breathe, think and interact,” according to Bureau Director of Marketing Anne Last.

PCB believes the launch is extremely timely. “In these tight financial times, the competition to attract high yielding convention and incentive travel business is at its most intense,” said Last.

 “In this environment, it is important to have a strong brand that enables us to stand out in a crowded marketplace and build awareness of Perth and Western Australia as a fresh and inspiring business events destination.”

Over the coming months PCB will roll out an integrated advertising, marketing and public relations campaign in the UK and Europe, Asia and Australia to ensure the new branding reaches the widest possible audience.

Calgary and Aberdeen, meanwhile, are pushing the news of expanded meetings facilities in both destinations. The Calgary TELUS Convention Centre, which hosted a record 1,238 meetings and conventions with 375,000 delegates and guests last year, has completed the renovation of its Chinook Room increasing square footage by 2,902 and adding four meeting rooms to its inventory. In Aberdeen, the city council has given the go ahead to a £50 million extension to the five-star Marcliffe Hotel at Pitfodels and the £35 million redevelopment of the Bell’s Hotel on Union Street.

“The Bell’s redevelopment will revitalise a long-established city centre hotel which is at the heart of Union Street and which will assist with the wider provision of accommodation and associated business tourism facilities which will ultimately result in economic benefits for the city and for Aberdeenshire,” said Laura van der Poorte, Business Tourism executive at Aberdeen Convention Bureau.

Calgary, meanwhile, is stepping up its environmental credentials. Last year the TELUS Convention Centre took the ”Clean to the Core” award, which recognises stakeholders in downtown Calgary who look at solutions to the city’s social disorder issues. In addition, the Centre participated in its first ever ‘zero waste’ conference with the International Downtown Association. The total waste it recycled or composted was 3,698 pounds (1,677 kilograms).