BEYOND TOURISM: ITS FAR-REACHING IMPACT - ICCA
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PART 4
SANCB | Beyond tourism: a case study
BEYOND TOURISM:
ITS FAR-REACHING IMPACT
Business Events Africa, in collaboration
with the South Africa National
Convention Bureau, continues to
delve into ‘beyond tourism’ and
its far-reaching impact, as we
seek to measure not just
the immediate tourism
benefits of business
events but the longer
lasting social legacies
as well.
THE TIME TO RISE IS NOW, JOIN US.
For destination expertise and convention planning support, contact the
South Africa National Convention Bureau.
T: +27 (0)11 895 3000 | E: convention@southafrica.net | W: www.businessevents.southafrica.net
www.businesseventsafrica.com Business Events Africa July 2018 13
SANCB | Beyond tourism: a case study
The case study
International Association for Paediatric Dentistry
Creating longer lasting social legacies
In this supplement we take a closer look at the African Regional Meeting of the
International Association of Paediatric Dentistry (IAPD) 2018 which took place at the
Indaba Hotel in Johannesburg from 16-18 March, and the 2023 IAPD International
Congress bid, taking place in Cape Town.
T
he main focus of this supplement Congress in Cape Town. Dr Marietjie
will be on the regional IAPD African Weakley, who has been involved in both
Regional Meeting that took place the regional meeting and the international
in Johannesburg, how it came about, its conference bid, shares her insights into
background and what made it a success. We the process.
are also looking at how it played a part in
winning the bid for the 2023 International
What
is IAPD?
The International Association
of Paediatric Dentistry (IAPD) is a
non-profit organisation founded in
1969, with the objective to contribute Dr Marietjie Weakley is a board
to the progress and promotion of oral committee member of the International
health for children around the globe. Association of Paediatric Dentistry, and is the
IAPD has now 64 national current president of The Paedodontic Society
member societies and of South Africa (PSSA). She was also the
represents more than chairperson for the African Regional Meeting
15 000 dentists. of IAPD 2018, and will repeat this role at the
IAPD International Congress 2023.
14 Business Events Africa July 2018 www.businesseventsafrica.com
SANCB | Beyond tourism: a case study
Rotating in Africa – IAPD are all associated with IAPD, this leads to WHO ATTENDED?
Regional Meeting us being part of the Global Voice of
IAPD Regional Meeting in Children’s’ Oral health,” Dr Weakley
Delegates from 22 different
Johannesburg was the inaugural TARGET said. countries attended:
African Regional Meeting of
MARKET: 25 doctors that were
the IAPD. This meeting is How did this
organised by the Paedodontic Paediatric regional IAPD already IAPD members and
Society of South Africa which dentists and come to be in 105 new IAPD members.
was founded in 1980 under auxiliaries Johannesburg?
the auspices of the IAPD. “I went to Chile in October
65 of the new IAPD
“We had the professional help of 2017 to do a presentation for the members are locally-
Gail Tito from Paragon, which added to the 2023 bid. As we did very well, we were
based.
success of the meeting. We are proud of the invited to “better” our bid and were given
end result. until May 2018 to do it. The IAPD Board
“In future, we are going to rotate through suggested that we have a regional meeting
Africa, as to include the whole continent. in South Africa before the due date, to
Our next African Regional Meeting is in show our expertise. We were advised to
January in Nairobi, Kenya. IAPD helps invite the site committee board members
their member countries to hold regional so that they can not only experience South UPCOMING EVENTS:
meetings so that more members can get the Africa first hand, but they could also do a
The next IAPD Regional
updated scientific information and display site inspection in Cape Town. The regional
their own involvement in children’s dentistry meeting was essential in seeing if we could Meeting will be in January
in their country. The benefit of rotating do it. The next reason was that IAPD wanted 2019 in Nairobi, Kenya,
is that the whole continent gets together a bigger footprint in Africa, and suggested and then it will go to
on a regular basis to share information this regional meeting to be the first, and we
and science, so as to better the African can then rotate to other countries, as we are
Nigeria in 2020.
continents’ Oral Health in children. As we doing now,” Dr Weakley concluded.
SANCB offered
support for both the
international and regional
meeting with financial bid
support which includes
delegate boosting, on site
event services and site
inspection.
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SANCB | Beyond tourism: a case study
Cape Town & Western Cape
Convention Bureau support
Adriaan Fourie, Dr Weakley added:
Business Development “Cape Town & Western Cape Convention
Manager from The Cape Town Bureau was intensely involved in the
& Western Cape Convention bid for the International Congress. The
Bureau said: “The Cape Town STRATEGIC CTICC contacted us, the PSSA, to ask if
& Western Cape Convention Bureau in GUIDANCE: we would like to get involved with the
partnership with the International Association bid. I met with Adriaan and the Cape
of Paediatric Dentistry (IAPD) last year
Cape Town & Western Cape Town International Convention Centre
submitted the bid to host the International Convention Bureau and representative. Adriaan assisted and
Association for Paediatric Dentistry IAPD guided me as to what information was
SANCB met with the client
International Congress in 2023 in Cape Town. needed to put the bid book together.
As this is a small, specialist association, we in Johannesburg and gave It was extremely hard work from my
worked closely with the local association strategic guidance in terms side, in between private practice and
to identify their key objectives in order to everything else. But he and his team
host this event. As paediatric dentistry is
of hosting the regional were amazing!
in the process of establishing and growing conference. “They also sponsored me to go to the
the number of specialists in Africa, it was IAPD international meeting in Chile to
important to focus on this capacity building Johannesburg. Due to our relationship with do the presentation. Adriaan assisted me
as a key part of the legacy of this conference. the client, we assisted them in identifying at the presentation. He did the tourism
Following our bid presentation, Cape Town suitable venues and introducing the local part, and I did the presentation on the
was one of the preferred destinations, association to the South Africa National medical/scientific part.
although the selection committee expressed Convention Bureau, who in turn supported “If it was not for them, we would never
their concern about the capability of the this event with financial support and have even thought of doing the bid. And
local host. additional guidance. I have to congratulate them on their
“We worked with the local client to identify “Following a successful regional conference, support – it was amazing! They also put
opportunities on how we could convince we hosted the international association for together a bid document that made me
the international association. We explored a site inspection in Cape Town. Together extremely proud to be South African,” Dr
the possibility of hosting a regional meeting we identified an international scientific Weakley concluded.
in March 2018 and decided that the first committee and we designed an inspiring
regional meeting would be hosted in scientific programme as part of the
updated bid document. This has been very
well received and we are confident this
THE ROLE OF THE
IAPD INTERNATIONAL programme and the continued regional CONVENTION BUREAU
CONGRESS 2023 conference will be the deciding factors in The South Africa National
South Africa has won the bid awarding the 2023 congress to Cape Town. Convention Bureau (SANCB) was
“As with all bids, we work closely with the formed in 2012 with the task
to host the IAPD International
South Africa National Convention Bureau and of growing the business events
Congress in 2023 in Cape Town. together we guide and assist local associations industry in South Africa. South
The announcement was made in on how to identify realistic and lasting legacy African National Convention
early July 2018. programmes. Cape Town is the number 1 Bureau is a business unit of South
convention destination in Africa, but we also African Tourism.
recognise that we have a responsibility to
work together with our partners in securing WHICH SECTORS ARE
more events for the region and Africa,” said TARGETED?
Date: 5-8 June 2023 Mr Fourie.
The SANCB focuses its efforts
Venue: CTICC on attracting events in economic
sectors that have been identified
by the government as priorities
for future development. Hosting
major events in these sectors
can contribute significantly to
ECONOMIC IMPACT: accelerating the macroeconomic
R38 400 000 benefits for the country.
16 Business Events Africa July 2018 www.businesseventsafrica.com
SANCB | Beyond tourism: a case study
SANCB’s commitment
The South African National Africa to be considered as a host for the
Covention Bureau engaged international congress was for the local THE BIDDING
strategically with the Cape
Town and Western Cape
association to prove their capability in
hosting an African regional meeting.
FUND
Convention Bureau, the local association Because the SANCB is able to give The South African government
and their appointed PCO to analyse strategic insights and grant bid support recognised the importance
the support needs of both the IAPD across all nine provinces, the overarching
International Congress, and the Regional needs of the Paedodontic Society of of the business event sector’s
African IAPD meeting. This resulted South Africa could be realised in terms of contribution to the GDP
in bid support, on site event services, supporting both the regional conference in
of some R115 billion
delegate boosting support and site Johannesburg and the International bid for
inspection support being granted for both Cape Town. annually and allocated
conferences to ensure that South Africa put The SANCB therefore provides a vital R90 million for a Bid
its best foot forward. strategic link for associations between the
One of the pre-requisites for South provincial convention bureaus.
Support Programme to allow
South Africa to bid more
proactively for international
and regional association
conferences, meetings,
incentives and exhibitions
over the next three years.
This fund gives South Africa extra muscle
when competing as a destination against
other destinations. The support is
available to associations whose meetings
align with South Africa’s key industries,
and can demonstrate that their meeting
delivers knowledge exchange and
investment opportunities.
It also assists in levelling the
playing field when competing as a
long-haul destination against other
destinations.
“Hosting the congress Amanda Kotze-Nhlapo,
will provide the local and international Chief Convention Bureau Officer at the
community the opportunity to exchange SANCB, the organisation administering
knowledge and experiences related the Bidding Fund, said that they only
to paediatric dentistry. Many practitioners provide support and bid funding to the six
on the continent have limited opportunities key industries as outlined in the National
to engage with the international Development Plan 2030.
community due to financial constraints.
“It focuses also mostly on the potential
“Therefore, the congress offers them an of these association meetings for
opportunity that they might not otherwise economic development for investment
have. The importance of engaging with potential for education. Of course, also
committed professionals who offer the normal direct economic impact of
diverse ideas, actions and experience, the people that are coming, but the
cannot be over-emphasised. African association meetings that we
researchers will be provided with the bid for are mostly to align
opportunity to showcase their work and to the economic sectors
display the expertise and innovation that that can be involved in
exists on our continent.” job creation and growth
–Dr Mark Wertheimer, president in those specific sectors
of the South African Society of from an economic
Orthodontists perspective.”
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SANCB | Beyond tourism: a case study
SANCB bidding support programme
Primary focus of bid support
R90 m programme: Securing international Bid policies and
2017-2021 conventions, meetings, incentives procedures
and exhibitions (i.e. bids)
REGIONAL
ASSOCIATION
MEETINGS:
The SANCB supports
regional African meetings
and conferences of
100 delegates and
more, because the SANCB
understands that regional
African conferences
attract smaller numbers
but require as much
organisation and assistance.
Beyond tourism impact
The South African in developing more effective programmes.
Paedodontic Society (PSSA) Furthermore, leading up to 2023, to IMPACT OF
will share a significant portion
of congress profits generated as host of
streamline all planned activities within a REGIONAL MEETING:
common vision of the key deliverables
this prestigious event with its African by 2023. People from 22 countries
counterparts through investment in
education and training to the advantage of Hosting of the IAPD 2023 in
worldwide, saw our country
the greater African continent. Africa promises to provide for the first time e.g. USA,
easier access for African
PSSA’s commitment is paediatric dentists to attend this prestigious
Australia, Turkey, Kenya,
to identify workshop and important event. The LOC will provide Nairobi, Brazil, Russia.
opportunities within our travel grants and financial assistance to
current network and to identify key African delegates. Delegates from further
deliverables that can be achieved by 2023. afield would have an opportunity to enjoy
One of the key reasons for the need to the many great opportunities for travel
host this conference in Southern Africa and sightseeing that South Africa has to
is that unlike a lot of other places, these
world congresses provide an opportunity
offer apart from the specific educational Spread knowledge
component of the congress.
to influence policy and get issues onto
governmental agendas. Identifying these PSSA would very much like
key deliverables often provides the catalyst to extend our pro bono
to effect change. programme, operated in Johannesburg,
We are committed to working together with countrywide. The need for Dental Care in
regional societies and academic institutions South Africa is huge! Boost economy
18 Business Events Africa July 2018 www.businesseventsafrica.com
SANCB | Beyond tourism: a case study
SANCB support
National convention bureaus (NCBs) play an important role in strengthening a
country’s business events offerings globally, by conducting marketing and promotional
campaigns, acting as a one-stop solution and providing technical support.
Roles and service offerings of national convention bureaus
• NCBs promote and sell their country globally to create a brand as a destination for holding meetings,
DESTINATION incentives and conventions.
MARKETING • Create a marketing platform for local business events industry players through trade shows, familiarisation
trips etc.
• NCBs provide support to regional or city convention bureaus in bidding for key events through activities such
SUPPORT IN as document preparation and presentation.
BIDDING
• For international events, N
CBs promote the entire country as the host and highlight its key destinations.
FINANCIAL • In some cases, NCBs provide financial support to organisers through programmes such as subvention, or to
SUPPORT help generate funds for the business event.
MAXIMISING • NCBs work with convention bureaus to generate maximum delegate attendance at events that have been
ATTENDANCE secured through advertising and association channels.
GENERATE • NCBs help in developing business leads and share them with convention bureaus for securing contracts for
BUSINESS LEADS the events.
• NCBs actively dissipate knowledge and educate their industry players and other stakeholders.
EDUCATION AND
• They conduct industry research to gauge existing opportunities and trends, and maximise business based on
RESEARCH
the outcomes.
• NCB act as a common information point for organisers and venues, providing advice and support
INFORMATION in arrangements.
POINT • They also build liaisons with other stakeholders such as hotel suppliers and airlines.
• Coordinate with provincial and city convention bureaus with bid and convention planning site inspectors.
Source: Association of Australian Convention Bureaux Inc; Singapore Exhibition and Convention Bureau; German Convention Bureau; Grail Research Analysis.
Assistance with education and training
Sponsorship of paediatric dentists in neighbouring countries
could be considered in the form of the following:
Bursaries for paediatric dentists in Sponsorship of paediatric
1 other African countries to study 4 dentists from other African
in South Africa or abroad; countries to attend the biennial
IAPD conference;
To provide for fellowships /
2 observerships / rotation at 5 Assisting in education and
departments in training hospitals training through teaching
in South Africa; webinars;
6
3 South African paediatric dentists
as “travelling fellows” travelling to
Assisting African countries
with the compiling of curriculums to
neighbouring African countries to ensure a sustainable advanced level of
educate and train, e.g., Mozambique, Kenya, training of Registrars and participating in
Ethiopia, Zambia, Zimbabwe, Botswana, etc. examinations as external examiners.
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SANCB | Beyond tourism: a case study
BIDDING PROCESS
LEAD LEAD BID
EVALUATION
LEAD QUALIFICATION SUBMISSION SUBMISSION
PROCESS
SOURCING PROCESS PROCESS PROCESS
Who sources leads? • Does the lead meet • Lead ‘finder‘ • NCM review and • City/ provincial
• NCB. the size targets? complete bid/ assess the submission. convention bureau
• What sector does the proposal fact sheet. • NCB prepare and submit the bid/
•C
ity/ provincial
lead fall under? • Submit completed submit a WMS proposal to the
convention bureaus.
fact sheet to NCB/ submission for client/ association.
•B
usiness events • Does the lead require
bid assistance? CB. approval. • NCB liaise with
products and
• NCB create a CRM • NCB produces a the city/ provincial
services. • What are the hosting
account for the lead. support letter for the convention bureau
•R
epresentative agents requirements for the
bid/proposal. regarding any follow-
for SA business bid/ proposal? • NCB submit the up requirements after
events products and •What insights and account including • NCB liaise with
the bid/ proposal
services. intelligence is any insights and the city/ provincial
submission process.
available on the bid/ intelligence for the convention bureau
proposal? city or provincial regarding the
convention bureaus. production of the
bid/ proposal based
on the hosting
requirements.
BIDDING SERVICES
Delegate boosting
The convention bureau assists with providing input into the
development of a delegate boosting plan for the conference with
the aim of increasing delegate numbers. This plan will be co-
developed between the association and the convention bureau.
Part of the bureau’s contribution towards the delegate boosting
plan will include destination marketing collateral including maps,
postcards or other customised collateral.
On-site event services
During the actual conference, the NCB can assist your
association with on site services i.e. airport activations,
welcome function entertainment, info booth, welcome letters,
speakers gifts etc.
20 Business Events Africa July 2018 www.businesseventsafrica.com
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