EDUCATIONAL PROGRAMME TOURISM FOR LEISURE VERSUS TURISM MICE.

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1 EDUCATIONAL PROGRAMME TOURISM FOR LEISURE VERSUS TURISM MICE.

2 Thursday 16 th April 2015 SESSION 1 Digital Communication Strategies - The importance of digital marketing when applied to the meeting & events industry. By Francesco Berrettini CEO of Inesting A nest for Innovation Specialist in Search Engine Marketing (SEM), Social Media Marketing Strategy (SMM), Mobile Marketing, Search Engine Optimization (SEO), Digital Marketing Strategy; Google Adwords Qualified Speaker and Trainer on Digital Marketing subjects (Web promotion and Mobile Marketing). Speaker also at TEDx Portugal, Ignite Portugal, MF24. Invited lecturer at Catolica Business School Porto. Strategy consultant for Sme's on business strategy and innovation. Frascesco Berrettini is Italian and has lived in Protugal since 1999 Digital Marketing has become an essential part in any organization, as a way to reach its target and communicate its activities. The meetings and events industry is also an important and interesting field where the digital is applied and an area where to use new and different communication methods and reach a wider audience. Main questions: - In what way does digital marketing reaches the audience interested in meetings and events? - What is the return of investing in digital marketing for companies and organizations in this industry? - What trends can be defined for the future?

3 SESSION 2 How to position traditional leisure destinations as MICE destinations Presentation + 2 practical examples By: Luis Callejón (Torremolinos Project ) CEO of the Congress and Exhibition Centre of the Costa del Sol and Vitor Neto President of NERA - Business Association of the Algarve - Tourism expert (Algarve) LUIS CALLEJON is entitled Director of Business and Tourist Activities, Bachelor of Social Science, Diploma in Business Administration and Tourism Organization and an active member of the Association of Journalists Travel Writers. He has held positions of great significance in the tourism sector, highlighting the senses of AEHCOS (Hoteliers Association of the Costa del Sol), President at Zontur (Association of Spanish Tourist Areas) and President of the Association of Andalusian Conference Centres. His business has been for many years in Cuba, where he chaired the hotel chain Hoteles C "(1.200 rooms). He also served as president of Raytur Caribbean, SL and currently chairs the firm Coturin, SL (Commercial Tourist Malagueña). Andalucía as a MICE Tourism reference Congress Centres and Fairgrounds facilities Torremolinos as a leader destination Proposals to regulate the MICE sector versus a strong infrastructure offer Promotional proposals

4 VITOR NETO Secretary of State for Tourism, in the XIII and XIV Constitutional Governments of Portugal from 1997 to 2002 Former member of Portuguese Parliament Entrepreneur and manager: Executive Chairman of the TEÓFILO GROUP a family company established in the Algarve since active in the agro-industrial sector, wholesale trade and distribution, real-estate and tourism President of Algarve's Business Association (NERA Associação Empresarial Região do Algarve) Vice-Chairman for Portuguese Industrial Association (AIP-CE, Associação Industrial Portuguesa) Board Member for Portuguese Business Confederation (CIP-CEP Confederação Empresarial de Portugal) President of the Organizing Committee for the annual Lisbon International Tourism Exhibition (BTL - Bolsa de Turismo de Lisboa) Board member for Algarve's Regional Council and Algarve's University General Council. In 2004 was awarded by the President of the Portuguese Republic with Grande Oficial da Ordem do Infante D. Henrique condecoration. Algarve as tourist destination MICE Tourism a key role player in the Algarve general strategic plan Spain and Portugal: Competition vs Complementarity

5 SESSION 3 How to make best use of ICCA and its tools beyond the database by Juan José García - Director of Marketing & Sales at Barceló Congresos and Barcelo Congresos LATAM and ICCA Vice President and Treasurer A native of Barbate, located in the province of Cadiz (South of Spain), Juan José has an extensive experience of more than 26 years in the meetings industry. Juan José is best described as dynamic, inspirational, energetic and passionate about excellence and his impact on audiences. He delivers relevant, current and meaningful presentations with comprehensive content that is both easy to understand and implement. This session is specifically tailored for Iberian Chapter members and will focus on new developments, sophisticated business development opportunities and creative use of the unique tools that ICCA puts at disposal to its members. Let s explore how to integrate ICCA tools and services into your existing research, sales and marketing practices. One of the major objectives of ICCA is helping members to integrate all the services in a personalised way (trying to fit their often very different business practices and procedures) and to make best use of all ICCA tools being part of the day-to-day work, which without doubt requires customdesigned projects and new budgets. Among others, we will cover PR, our Social Media channels and will have a special focus on Big Data Search.

6 SESSION 4 NeuroEvents or the art of mobilizing audiences By Raimond Torrents - Event Management Institute General Manager Barcelona Professional background Raimond Torrents Fernandez, founder of Event Management Institute (training programs in event organization and MICE industry) has a degree in Business and a Master in Business Administration (MBA) from ESADE (Barcelona, Spain). Throughout more than 25 years of uninterrupted presence in the world of corporate events, Raimond Torrents has created projects of all types, at national and international level, he has been part of the panel of judges on the EIBTM and Eventoplus awards, he has collaborated in different marketing and communication publications, and has given conferences and courses, always related to event organization and live communication. All events have something in common; they want a specific reaction of their audience to stimulate that the event conveys. If your congress does not modify the behavior or the way of thinking of your audience, your event will not be profitable. NeuroEvents is not only a new catchy name, is a way of pointing out clearly who is the real target of the events, the audience, its sensitivity, its memory, its brain During this session we will see examples of audience mobilization techniques that, although many of them are intuitive, nowadays are guaranteed by the latest neuroscientific research: motivation, social behavior, the peculiar performance of mirror neurons... A session that will put the focus of event design in its protagonists: the audience.

7 SESSION 5 Doing events in traditional tourist destinations: Practical Presentation and Round Tables by Mário Ferreira CEO of Nau Hotels & Resorts Luísa Ahrens Teixeira - General Manager of MUNDICONVENIUS Elizabete Figueiras Manager at ABREU Congress Department PCO Isabel Morais, Head of the International Office, Faculty Human Kinetics Universidade de Lisboa Luisa Ahrens Teixeira was born and educated in Portugal where she did her basic studies and studied Law. She started her professional life with an American company in the electronic field, ATT&T., where she exercised a variety of functions. In 1995 she formed her own company, Mundiconvenius (MC), a professional congress organizer (PCO) which was responsible for the organization of the European Association of Dermatology and Venereology (EADV) s first Congress in Lisbon (6,000 participants), an enormous challenge for a young company. This was her first great success. She has since managed the company with great success and become involved in several European and World congress organizations. She is currently in the final stages of organizing MC s biggest congress so far, the 2015 ESHRE Annual Meeting which will gather in Lisbon 10,000 participants. MC is founding member of the Portuguese Association of PCOs (APOPC), of the Portuguese Association of events organizers (APECATE) where she is Vice-President and of the European Federation of Associations of Professional Organizers (EFAPCO) of which Luisa was the two year mandate President from 2012 to 2014.

8 Elizabete Figueiras is the manager of the entire national and international Congress Department of ABREU PCO and as an extensive experience of 45 years in the meetings industry. Comprehensive training background in Tourism, guide, tour escort, marketing and sales, psychology of customer services and sales, event management, among others. Joined ABREU in 1970 and during 12 years worked as a guide and tour escort, in Portugal and abroad, and in the incoming department (groups and incentives) In 1978 founded the Congress Department of Abreu PCO that still continues to manage, being involved in the organization of several European and World congresses. Presenting the destination Selling the destination Knowing the culture, gastronomy, venues Why choosing the destination Seasonality Value for money Hotels and Congress Centres Prices Local Tourism Offices Selling Portugal abroad Algarve, Madeira, Açores, North of Portugal Our Experience Isabel Morais She has a degree in Modern Languages and Literatures from the University of Lisbon. She started her professional life as a teacher. Since 2005, she is the Head of the International Office of the Faculty of Human Kinetics, Universidade de Lisboa. Besides the organization of scientific events, she is also responsible for the Faculty Press, international students mobility programs, and communication of the Faculty. She started working at the FMH in 1996, when she organized her first World Congress. Since then, she has been responsible for the organization of the International/national scientific events of the Faculty, as well as for the submission of bids.

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