Scandinavia Sustainable Meetings Region

Scandinavia Sustainable Meetings Region

Guy Bigwood
MCI Group Sustainability Director
ICCA Scandinavian Chapter: Twitter: #ICCASCAN
Project Director - May 2012

Agenda

• Case study of how to create a sustainable
region or destination
• Examples from Scandinavia
• Applicable to any destination
• Highlights leadership role of CVB


“The question of reaching sustainability
is not about if we will have enough
energy, enough food, or other
tangible resources …

The question is:
will there be enough leaders
in time?”
Dr. Karl Henrik Robèrt, Founder The Natural Step

Step 1: Gothenburg, Sweden 2010

Workshop to
create a
shared
vision of
Success

Step 1: Gothenburg, Sweden 2010

CO-CREATING THE VISION


CO-CREATED VISION:
Develop a Scandinavia sustainable
meetings region
First initiative of this type in the world

Step 2: Workshop results

1. Created input for
development of a
sustainability charter for
members
2. Brainstormed and prioritized
actions that could be
undertaken by destinations
3. Generated input for the
creation of a common
sustainability measurement
framework


Step 3: Tampere, Finland 2012

Launched the Scandinavia
Sustainable Meetings
Accord
Launched a common set of
performance indicators
16 destinations provided
data to benchmark
sustainability performance
Workshop to discuss
implementation


Accord – common commitment,
shared responsibility

1. Engaging our clients, partners and other interested
parties in dialogue about sustainability
2. Educating, sharing knowledge and recognizing best
practice.
3. Encouraging and supporting private-public
collaboration with other destinations
4. Providing resources to planners to identify
responsible, sustainable and certified suppliers


Accord – common commitment,
shared responsibility

1. Advocating efficient, equitable and more sustainable
use of resources.
2. Facilitating the increased use of environmentally
friendly transport
3. Calculating the CO2 footprint of a defined
Scandinavian meetings industry and aiming to reduce
this by 20% by 2020.
4. Upholding the highest standards of honesty and
fairness and thus maintaining a society with integrity
and strong ethical standards.
5. Giving back to the community


Step 3: 30 organisations signed the accord

SCANDINAVIA DESTINATIONS
SUSTAINABILITY INDEX
Hardware: Infrastructure of city
- Recycling
- Carbon Emissions
- Public Transport

Software: Meetings industry commitment
- % certified venues/hotels
- CVB sustainability communications
- CVB support to help clients be sustainable


Destination Index
Benchmarking Hardware Software Total
Gothenburg 21 22 43
Uppsala 25 15 40
Copenhagen 22 16 38
Stockholm 21 17 38
Oslo 20 18 38
Malmö 18 19 37
Trondheim 21 16 37
Helsinki 15 20 35
Aalborg 21 12 33
Aarhus 19 14 33
Tampere 18 14 32
Karlstad 18 13 31
Stavanger 15 15 30
Reykjavik 19 8 27
Espoo 14 11 25
Turku 18 3 21


Destination Index

2012 Scandinavian Destination Sustainability Index
25
GOTHENBURG
20 HELSINKI OSLO
MALMÖ
STOCKHOLM
TRONDHEIM COPENHAGEN
15 STAVANGER TAMPERE
Software

AARHUS UPPSALA
KARLSTAD
ESPOO AALBORG
10

REYKJAVIK
5

TURKU
0
0 5 10 15 20 25 30
Hardware


Climate Leaders
100% cities have climate plan
5.48 t/co2 average per capita emissions
33% Average 2020 co2 Reduction Target
49% Average Renewable Energy Mix
65% average waste diversion rate for the city

MORE THAN GREEN:
FOCUS ON ETHICAL BUSINESS

All 5 COUNTRIES WITHIN TOP 13 COUNTRIES
OF THE WORLD FOR TRANSPARENCY & ANTI-
CORRUPTION
Average score is 9.2

http://cpi.transparency.org/cpi2011/results/

64% of Congress and
Exhibition Centers are
eco-certified

100% Copenhagen, Oslo, Gothenburg, Helsinki, Stavanger, Uppsala

EQUALITY

76% of CVB/DMO managers are
women

BEWARE!
IT’S EASY TO GET LAZY

POLICY

Only 25% of CVBs
have a publicly
available sustainability
policy

CVBs need to
do more to help
clients be more
sustainable


Collaboration

Real success is driven by public
private partnerships


Case study: Denmark
Use the 2012 Danish Presidency of the EU to inspire
greater collaboration, innovation and sustainable
development of the meetings industry.

Deliverables: draft

www.sustainableeventsdenmark.org

go:sustain
Gothenburg Sustainable Meetings Project

31

go:sustain
HOW DO WE BECOME the WORLD´s
LEADING SUSTAINABLE MEETINGS
DESTINATION?

ENGAGE GROW DEVELOP ACTIVATE
COMMUNITY COMMUNITY COMMUNITY COMMUNITY


go:sustain
RESULTS SO FAR


A framework for success

Copenhagen Sustainable Meetings Protocol

10 Recommended actions
• Develop common vision
Leadership • Gain commitment

• Identify key issues & set common objectives
Strategy • Develop a policy

Stakeholder • Create destination sustainability taskforce
Engagement • Listen, share, recognise

Operational • Create shared training courses
Integration • Offer clients tools, services and products

• Measure, report, benchmark
Governance • Push certification. Standards make life easier


Lessons learned on the journey

1. Collaboration improves results,
reduces work and lowers cost
2. Sustainability strengthens
community
3. Competition is a driver

For more info
ICCA Scandinavia Chairperson
- Erika.Eischer@tampere-talo.fi

Project Director
- Guy.bigwood@mci-group.com
- LessConversationMoreAction.com

Images: istockphoto +


Next steps - tbc

• Finalize document
• Add to ICCA chapter web
• Launch 5th June: World Environment Day
• Promote


Scandinavian Sustainable Meetings
Accord
In the spirit of collaboration of leadership
and in recognition of the clear and
present benefits and returns of
sustainable business practices, we -
member organizations of the ICCA
Scandinavian Chapter agree to work
together to create a Scandinavian
Sustainable Meetings Region.

We therefore commit to taking action
together to advance sustainable
practices within the meetings and events
industry by ..


Scandinavian Sustainable Meetings
Accord
1. Publicly declaring participation in the Scandinavian Sustainable Meetings Accord and using
our personal and business networks to encourage member organisations to sign this
Accord.
2. Engaging our clients, partners and other interested parties in dialogue about economic,
environmental and social sustainability for our industry.
3. Educating interested parties, sharing knowledge in sustainable business practices and
recognizing ICCA members for their best practice and efforts in sustainable business.
4. Encouraging and supporting private-public collaboration with other destinations to share
Scandinavian best practices and solutions and, in turn, to learn from others.
5. Providing resources to planners to identify responsible, sustainable and certified suppliers
in our community in order to help planners create more sustainable events.
6. Advocating efficient, equitable and more sustainable use of resources.
7. Facilitating the increased use of environmentally friendly transport through better
communication with visitors and collaboration with transport providers.
8. Calculating the CO2 footprint of a defined Scandinavian meetings industry and aiming to
reduce this by 20% by 2020.
9. Upholding the highest standards of honesty and fairness and thus maintaining a society with
integrity and strong ethical standards.
10. Giving back to the community by proactively creating links between the meetings industry
and social responsibility initiatives.


Scandinavia Sustainable Meetings Region

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