ICCA Scandinavian Chapterin projekti:

A Nordic way of turning big data into smart data

reporting the "beyond tourism" impact of business

events

Johanna Grönberg, Helsinki Marketing

2Yhteispohjoismainen työryhmä

Suomi, Ruotsi, Norja, Tanska, Islanti, Färsaaret

ENITED Business Events

Suomen työryhmä

Pia Helminen, Tampere Convention Bureau

Johanna Grönberg, Helsinki Convention Bureau

Ines Antti-Poika, Finland Convention Bureau,

Susanne Heikkinen, Finland Convention Bureau

Our Business events (BE) industry is an essential tool-set and

driver for a sustainable & inclusive destination (city/region/country)

development. lt's about the bigger picture!

Defining & measuring new key factors (SMART data) that

demonstrate the true value of the BE industry for the Nordic

region, beyond the tourism impact.

4

Haastattelut yhteensä 147

Suomi 20 (Embassy of Design)

Tanska 5

Norja 27

Ruotsi 36

Islanti 11

Färsaaret 15

Academia & reasearch institutes

Politicians & City authorities

Hospitality industry

Business entities

Economic growth entities

Institutions & Associations

Business events owner & organizer

Other entities or individuals

(1) Definition & Understanding of Business events (BE)

(1) Purpose & Values of Business events (BE)

(1) Definition & Documentation of values (SMART data)

7

Mitä seuraavaksi?

Turn speaking partner into stakeholder (shareholder) = improving the

message with new voices, for greater public awareness & "pressure"

Create a new definition & argumentation model = demonstrate the

complexity & impact of our industry.

Define new measurements (tools & formulas) for that model (e.g., the

number & kind of business events per year in relation to the number

of start-ups, international students, labour market, international

investment in a destination, etc. = new matchmaking of BIG data.