Scandinavia Sustainable Meetings Region

ICCA Scandinavian Chapter: Twitter: #ICCASCANICCA Scandinavian Chapter: Twitter: #ICCASCAN

ICCA Scandinavian Chapter: Twitter: #ICCASCAN

• Case study of how to create a sustainable region or destination

• Examples from Scandinavia• Applicable to any destination• Highlights leadership role of CVB

Agenda

“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

Workshop to create a shared

vision of Success

Step 1: Gothenburg, Sweden 2010

Step 1: Gothenburg, Sweden 2010


CO-CREATING THE VISION

Step 2: Reykjavik, 2011


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 2: Workshop results


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

Step 3: Tampere, Finland 2012


Accord – common commitment, shared responsibility

1.Engaging our clients, partners and other interested parties in dialogue about sustainability2.Educating, sharing knowledge and recognizing best practice.3.Encouraging and supporting private-public collaboration with other destinations4.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 transport3.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

ICCA Scandinavian Chapter: Twitter: #ICCASCANICCA Scandinavian Chapter: Twitter: #ICCASCANStep 3: 30 organisations signed the accord

UNIQUE


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

SCANDINAVIA DESTINATIONS SUSTAINABILITY INDEX


Destination Index

0

5

10

15

20

25

0 5 10 15 20 25 30

Soft

war

e

Hardware

2012 Scandinavian Destination Sustainability Index

STOCKHOLM

REYKJAVIK

TRONDHEIM COPENHAGEN

GOTHENBURG

AALBORG

STAVANGER TAMPERE UPPSALA

ESPOO

MALMÖ

KARLSTADAARHUS

HELSINKI OSLO

TURKU

Climate Leaders

100% cities have climate plan5.48 t/co2 average per capita emissions 33% Average 2020 co2 Reduction Target 49% Average Renewable Energy Mix65% average waste diversion rate for the city

64% of Congress and Exhibition Centers are eco-certified

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

59% of all hotels are

eco-certified

Trondheim 95%

Gothenburg 87%

Stockholm 83%

Stavanger 80%

Malmo 81%

POLICY

Only 25% of CVBs have a publicly

available sustainability

policy


63% Put basic sustainability

info

on web

38% provide

green guides

31% supplier lists

25% offer to

ols to clients

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

DSEI, the result and how to…

http://da.video.eu2012.dk/video/4850225/our-journey-to-make-the-eu






• Aarhus– No economic driver. No ”pyramid”– 44% of city hotel rooms certified– Increase in certified rooms by 150% in 2013– 360 focus. Also outside the meeting room

• Support to Local Champions GoGreenAarhus day, Aarhus sustainbility festival, Northside Festival

Local Conditions, Denmark


Our local champions creating a local market


go:sustainGothenburg Sustainable Meetings Project

32

Market and Gap Analysis

Gre

en M

eeti

ng

s

Green Destination Infrastructure

Industry Thought Leaders

Developing Leadership

Copenhagen

London

Amsterdam

Budapest

AthensBangkok

Stockholm

Seoul

ParisBerlin Vienna

Performance Leadership

Process Leadership

Project Architecture

35

Private-Public Top Down – Bottom Up Approach

Collaborate Plan

36

GMIC Sweden: Founding Members

http://www.mci-group.com/


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

go:sustain


go:sustain RESULTS SO FAR

100% Venues Certified

87% Hotels Certified

50% Taxis Certified

450 Attendees at

Sustainability Day

All city events (7)

certified


A framework for success

Copenhagen Sustainable Meetings Protocol


10 Recommended actions

Lessons learned on the journey

1. Collaboration improves results, reduces work and lowers cost

2. Sustainability strengthens community

3. Competition is a driver

BEWARE!IT’S EASY TO GET LAZY


• Challenges– Climate fatigue– ”Non believers”– Lack of expertise in organisation

• Multiple stakeholders needed

• The 2012 benchmark– 2013 and forward?

• Facilitation for those involved and invitation to those who are not

• Danger of those with least ambition to set the tone

SSMA, what now?


• Religion?– No, it’s business.

• USP and advantage on international level

WHY?


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Scandinavia Sustainable Meetings Region

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