"The model is broken and the approach is unsustainable," declares Oscar Cerezales, COO MCI Group Asia Pacific.
He doesn't mince his words. This straight shooter has very definite ideas about what makes the meetings industry tick or fail. He turns typical notions on their heads and demands a paradigm shift in approach - starting with the fact that "destination marketing is not about tourism; it's about economic development".
The traditional model may work for the short-term, but in the long-term, CVBs and DMOs will face problems caused by a rapidly changing landscape shaped by "hyper competition, economic cycles, culture, technology and new generations".
In this context, Oscar elaborates that the meetings model is broken because:
• Current strategies don't work in hyper fragmented markets (which is the key outcome of all forces affecting this industry).
• CVBs and DMOs face inadequate human, technical and economic resources
• Strategies and tactical plans in the industry have not been updated in the past 20 years
• Corporate and association meetings are not targeted with a multichannel marketing approach
• The endogamy game perpetuates "sameness" in the industry
• The roles of the value chain are not clear
• Economic cycles affect destinations
With these factors in mind, Oscar believes the meetings industry is being pushed to adapt and adopt a new model; one that is more brand-conscious and visionary rather than short-term and transactional.
Here are 12 tips for destinations to reinvent themselves: