Fourth Quarter 2010

To a 2011 full of events and bookings

The meeting tourism market has not been able to remain unscathed by the world's convulsive economic situation. Although the damage has perhaps been less than in other industries, due to the characteristics that mid- and long-term planning have, such a context has caused the celebration of congresses and conventions, and the entire industry around which it revolves, to undergo a transformation, one which must be seen mainly from the point of view of responsibility.

Responsibility because in our country the industry has plenty of possibilities to offer, through its destinations, spaces, and professionals, but we must be efficient and know how to adjust what we can offer to the existing demand, being innovative and competitive so that we can maintain or better our position as the third most popular destination in the world for celebrating meetings, according to data from the ICCA (International Congress & Convention Association).

We hope to convert 2011 into a year in which a path can gradually be traced out of the crisis, thanks to the apparent recuperation of some of our international emitting markets who have our country as one of their main MICE destinations, allowing events to be scheduled throughout the year and also, due to the particularities of our line of work, book spaces for the following ones.

And there also must be responsibility in the budget department. If it is true the economic crisis has reduced the number of conventions organized by companies, the demand from associations has been stable and our forecasts have pointed towards this to continue in the upcoming years. However, and despite that fact the number of events may rebound, expenses are likely to be contained. Meetings being held with fewer delegates and over shorter lengths of time are trends that have already been noted, and seen to be accentuated even further in 2009 and 2010, and it does seem the current year will continue along the same lines.

An important change has taken place in a relatively short period of time. The times when clients would come knocking on your door have long gone, along with the agendas of meeting destinations that were packed with events, not to mention having your portfolio planned on a mid-term basis for celebrating of association-related conventions. The new scenario is one where you have go out and find your clients, ones who, with less economic prowess, have had to adapt to a new reality yet still must hold their meetings.

Today we can often hear talk about innovation and sustainability being applied to events, not only in terms to energy-related aspects, but in the entire dimension of the word, reaching into the budgets and the very management of the centres themselves. These are aspects which some has been working hard on in order to establish distinguishing features for themselves and be able to take advantage of the smallest opportunity that will open them up to a market and make their brand less affected as possible during this period.

From my point of view, periods of crisis are also periods of great opportunities, and those who have done their jobs well over the last three years will come out of this in a stronger position and begin to harvest the fruit of their efforts in this period and upcoming ones. This is why I hope 2011 brings us plenty of events and we can close the deal on others for the ones to follow.

JOSÉ SALINAS

President of the Association of Convention Centres of Spain

Chairman of the Board of the Valencia Convention Centre