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International Congress and Convention Association www.iccaworld.com
BrazilianCompetitivenessProject for CVB’s
Flávia Malkine AraújoBrazilian Tourist Board-EMBRATUR
47th ICCA Congress – Victoria, 2009
International Congress and Convention Association www.iccaworld.com
2003
1. Creation of the Ministry of Tourism;
2. EMBRATUR is exclusively responsible for the promotion, marketingand commercialisation support of the Brazilian destinations abroad;
- Business & Events Direction; Congress & Convention TravelCoordination;
- Development a National Policy to attract international events to Brazil;
- Brazilian Convention & Visitors Bureaux as main partners.
Premisses
RANKING ICCA – 2003/2007Brazil's growth over the last 5 years
Market share in LatinAmerica in number ofcongresses 2007: 45%
International Congress and Convention Association www.iccaworld.com
Brazilian CVBx Evolution
20061983
1984
1999 2003 2005
The first CVBx inBrazil are
founded in thecities of Sao
Paulo and Rio deJaneiro
Brazilian OrganizationCVBx in a FORUM.
The Brazilian CVBxnetwork is made of44 organizations.
The network reaches 70CVBx, organized in 8
state federations.
The Brazilian CVBxConfederation is set up,
bringing together theentire network.
The FORUM becomesthe Brazilian CVBx
Federation.
At the time, it has 37member CVBx.
2008
108 CVBx composethe Brazilian
Network.
International Congress and Convention Association www.iccaworld.com
CVBx in Brasil – Nov08
MACEIÓ (AL)SALVADOR (BA)PORTO SEGURO (BA)ILHÉUS E COSTA DO CACAU (BA)FORTALEZA (CE)AQUIRAZ (CE)SÃO LUIZ (MA)PARAHYBA (PB)JOÃO PESSOA (PB)RECIFE (PE)CARUARU (PE)TERESINA (PI)NATAL (RN)ARACAJU (SE)BRASÍLIA (DF)RIO VERDE (GO)PIRINÓPOLIS (GO)CALDAS NOVAS (GO)GOIÂNIA (GO)GRANDE DOURADOS (MS)CAMPO GRANDE (MS)BONITO (MS)PANTANAL (MT)ACRE (AC)AMAZONAS (AM)AMAPÁ MEIO DO MUNDO (AP)TAPAJÓS (PA)BELÉM (PA)SÃO JOSÉ DO RIO PRETO (SP)SANTOS E REGIÃO (SP)RIBEIRÃO PRETO (SP)PRESIDENTE PRUDENTE (SP)PIRACICABA (SP)LITORAL NORTE DE SÃO PAULO (SP)GUARUJÁ (SP)GUARULHOS (SP)FRANCA (SP)CAMPOS DO JORDÃO (SP)CAMPINAS (SP)BAURU (SP)ATIBAIA (SP)ARAÇATUBA (SP)
MARINGÁ (PR)IGUASSU (PR)CURITIBA (PR)PONTA GROSSA (PR)LONDRINA (PR)TORRES (RS)PORTO ALEGRE (RS)PELOTAS (RS)GRAMADO,CANELA E REGIÃO DAS HORTÊNSIAS (RS)CAXIAS DO SUL (RS)JARAGUÁ (SC)SERRA CATARINENSE (SC)ROTA DA AMIZADE (SC)JOINVILLE (SC)ITAJAÍ (SC)FLORIANÓPOLIS (SC)ENCANTOS DO SUL (SC)CRISCIÚMA (SC)COSTA DA ESMERALDA (SC)CHAPECÓ (SC)BLUMENAU (SC)BALNEÁRIO CAMBORIÚ COMVIDA (SC)ÁGUAS DO ALTO URUGUAI (SC)
MONTANHAS CAPIXABAS (ES)ESPÍRITO SANTO (ES)VILAS E FAZENDAS DE MINAS (MG)SUL DE MINAS (MG)SETE LAGOAS (MG)PICO DA BANDEIRA (MG)TEÓFILO OTONI (MG)SÃ OJOÃO DEL REY (MG)SERRA DO CIPÓ (MG)PATOS DE MINAS (MG)VALE DO AÇO (MG)UBERLÂNDIA (MG)UBERABA (MG)POÇOS DE CALDAS (MG)OURO PRETO (MG)MONTES CLAROS (MG)JUIZ DE FORA (MG)GOVERNADOR VALARES (MG)DIAMANTINA (MG)CAXAMBU (MG)CAMPOS DAS VERTENTES (MG)BELO HORIZONTE (MG)ARAXÁ (MG)ÁGUAS DA MANTIQUEIERA (MG)TERESÓPOLIS (RJ)RIO (RJ)PETROPÓLIS (RJ)PARATY (RJ)NOVA FRIBURGO (RJ)ILHA GRANDE (RJ)TERRAS ALTAS (SP)SOROCABA (SP)SÃO PAULO (SP)SÃO JOSÉ DOS CAMPOS (SP)
International Congress and Convention Association www.iccaworld.com
The Brazilian Convention & Visitors BureauxConfederation - CBCVB
Entirely composed of organizations operating as Convention & VisitorsBureaux (CVBx) in the country with the purpose to advance and representtheir members regarding any and all issues related to the industry in whichthey do business.The CBCVB partners up with the Brazilian Tourist Board and the Ministryof Tourism on initiatives that foster the meetings and visitors industry inBrazil and abroad, as well as those related to the STC (SustainableTourism and Childhood) programme.
International Congress and Convention Association www.iccaworld.com
Challenges
• Over 100 CVBx in Brazil in distinct maturing phases, technical,
financial conditions and regional differences;
• Lack of reference documents or academic literature on CVBx
management;
• Limited knowledge and contact with the international CVBx;
• Need for leveling the Brazilian CVB’s with the international standards;
• Need for training the Brazilian CBVx.
International Congress and Convention Association www.iccaworld.com
Project Objectives
• Improve the competitivity intelligence model of the CBCVB and the
Brazilian CVBx;
• Develop a good practices manual to be followed by the CVBx and its
associates, focused on applicable practices, considering the Brazilian
CVBx reality;
• Develop a code of conduct to be followed by Brazilian CVBx.
International Congress and Convention Association www.iccaworld.com
Methodology – Steps
VALIDATIONVALIDATION
MULTIPLICATIONMULTIPLICATION
EXECUTIONEXECUTION
PROJECTPROJECT
International Congress and Convention Association www.iccaworld.com
Project
FINANCIAL ASSESMENTFINANCIAL ASSESMENT
DEFINITIION OF ITINERARY ATTEMPTS, COSTSDEFINITIION OF ITINERARY ATTEMPTS, COSTS
PRE SELECTION OF DESTINATIONSPRE SELECTION OF DESTINATIONS
CRITERIA ANDCRITERIA AND GOALSGOALS DEFINITION,DEFINITION,BASE DOCUMENTSBASE DOCUMENTS
DEFINITION OF MANAGEMENTDEFINITION OF MANAGEMENTGROUPGROUP
International Congress and Convention Association www.iccaworld.com
Project Criteria
• CVBx of distinct continents to get to know different action lines;
• National, regional and local CVBx;
• Analyse available information on the CVBx website;
• Destinations with a greater number of ICCA’s criteria international events;
• CVBx with financial fundraising or private situations, funded by Federal, State
and local government;
International Congress and Convention Association www.iccaworld.com
Missions Programme
Asia / Oceania / Europe
October / November 2007
North America
January 2008
• Meeting CVBx located within destinations;
• Meeting with CVBx at their offices;
• Interviews with CVBx;
• Participation at CVBx meetings industry
events.
International Congress and Convention Association www.iccaworld.com
Discussed Topics
• Political aspects;
• Legal aspects;
• Administrative aspects;
• Marketing aspects;
• Operational aspects;
• Associated members relationship;
• Clients relationship.
Asia / Oceania / Europe
October / November 2007
North America
January 2008
International Congress and Convention Association www.iccaworld.com
Interviewed CVBx during meetings industry events
• 46th ICCA Congress in Pattaya (Thailand)
• BTC Rome (Italy)
• Study Meetings
• Istambul (Turkey)
• Dubai (Arabian Emirates)
• Santiago (Chile)
• Montreal (Canada)
• Seul (South Korea)
• Cape Town (South Africa)
• Frankfurt (Germany)
International Congress and Convention Association www.iccaworld.com
After Meetings and Interviews
Phase I
• Complementary research through internet;
• Reading of turned in documents: reports, studies, guides, promotional
materials;
• Information organization and compilation;
Phase II
• Good Practices Manual
• Code of Conduct
• Multiplication Seminars
• Selection of national good practices
International Congress and Convention Association www.iccaworld.com
Multiplication and Validation Seminars
Cities: One on each macroregion
Duration: 02 days
Period: Between March and April 2008
1. South: Florianópolis - SC2. Southeast: São Paulo - SP3. Southeast: Belo Horizonte - MG4. Central and North: Brasília - DF5. Northeast: Recife - PE
International Congress and Convention Association www.iccaworld.com
Multiplication and Validation Seminars
First Day: Multiplication
• Int’l CVBx overview;
• Presentation of Good Practices;
• Discussion on Code of Conduct.
Second Day: Validation
Group Discussions• Destination• Convention• Visitors• Bureau
Practices Classification• Basic• Excellent• Optional• Non Applicable
Validation of Code ofConduct
International Congress and Convention Association www.iccaworld.comInternational Congress and Convention Association www.iccaworld.com
CVBx participants in seminars
1. Amazonas CVB2. Rio Branco/Acre CVB3. Macapá CVB4. Cuiabá CVB5. Campo Grande CVB6. Macapá CVB7. Santarém CVB8. Campo Grande CVB9. Belém CVB10. Brasília CVB11. Porto Velho CVB12. Vitória CVB13. Araxá CVB14. Uberlândia CVB15. Teresina CVB16. Fortaleza CVB17. São Luis CVB18. Aracaju CVB19. Salvador CVB20. Porto Seguro CVB
21. João Pessoa CVB22. Recife CVB23. Londrina CVB24. FCVB do Estado Paraná25. Blumenau CVB26. Caxias do Sul CVB27. Pelotas CVB28. Sorocaba CVB29. Rio de Janeiro CVB30. Nova Friburgo CVB31. Maceió CVB32. Montanhas Capixabas
CVB33. Campos do Jordão CVB34. Guarulhos CVB35. Petrópolis CVB36. Guarujá CVB37. Guarujá CVB38. São Paulo CVB39. Atibaia CVB40. Santos CVB
41. Campinas CVB42. Gramado, Canela e Região das
Hortênsias CVB43. Chapecó CVB44. Foz do Iguassu CVB45. Curitiba CVB46. Ponta Grossa CVB47. Pelotas CVB48. Porto Alegre CVB49. Maringá CVB50. Porto Alegre CVB51. Joinville CVB52. Florianópolis CVB
International Congress and Convention Association www.iccaworld.com
Project ProductsCode of Conduct
Good Practices Manual
DVD
International Congress and Convention Association www.iccaworld.com
Results
•Full access to information throughout Brazil;
•Increase the number of Brazilian destinations to compete on the
international market;
•Acess to hundreds of Brazilian cities to economic development trough the
meetings industry;
•Improvement on the services standards of the Brazilian CVBx delivered to
national and international clients;
•Increase the competitiveness of the Brazilian destinations;
•Increase the Brazilian competitiveness on the international meetings
market.
International Congress and Convention Association www.iccaworld.com
International Congress & Convention Association
Contact:
Flávia Malkine AraújoBrazilian Tourist Board – EMBRATUR
Thank you!
www.braziltour.com (visitors)
www.brasilnetwork.tur.br (professionals)