A major worldwide communications campaign has been recently launched at EIBTM 2006 to ensure that everyone working within the meetings industry recognises the importance of adopting a form of Tourism Satellite Accounting to measure the economic global importance of the meetings industry.

The campaign is being organised by the International Congress and Convention Association (ICCA), Meeting Professionals International (MPI) and Reed Travel Exhibitions (RTE), who organise five meetings and incentive events, including EIBTM in association with the World Tourism Organization (UNWTO).

The partners, who have been working together for more than three years, have recently published a groundbreaking report ‘Measuring the Economic Importance of the Meetings Industry. Developing a Tourism Satellite Account Extension’ (.pdf version available here)

The report recommends that the industry adopts a form of Tourism Satellite Accounting as a viable means of achieving official universal industry recognition and status as a major economic driver.

The meetings industry measurement initiative is being closely monitored by the UNWTO as a possible pilot for travel and tourism sub-sets which do not currently measure performance.

Leigh Harry, ICCA President said that the Steering Group’s main task in the months ahead was to ensure that every single person working in the industry was aware of and understood the importance of the initiative.

“We need to touch everyone at every level”, he said.” Where ever possible, presentations will be made at major industry events during the year.

“We have already received overall backing from leading international and national associations around the world and we will be urging them to make sure that it is top of the agenda at their own respective meetings with members. We need to stimulate debate and discussion about this and to examine the issues.

“We are appealing to everyone who loves this industry and values its true worth to continuously talk about it, explain it and generally lobby for governments and statistical agencies to co-operate.”

Didier Scaillet, Director of European Operations and Global Development for MPI agreed that education would play a significant role in a successful conclusion to the initiative.

“A standardised guideline presentation with script has been produced by the partners for use or adaptation by associations, companies and individuals throughout the world.

“The publication of the report is just the first baby step in a new era for the industry, but there is much still much to be done. But unless we achieve global awareness and goodwill as well as a fundamental understanding of  its part in the success of our long term future, this will come to nothing.”

“While the communications and PR campaign gets up to speed, the partners will also be working with the UNWTO to decide what data will be collected,” said Tom Nutley, Chairman of RTE.

“The eyes of the world will be on the meetings industry to see whether this pilot can be used as a template for others.

“We are determined that the meetings industry will succeed and that recognition at the highest level is a matter of time, continued discussion - and patience. This is on a slow burn, but its undoubted benefits make this worth the wait.”

The detailed report commissioned by the Steering Group and a brief summary document are both available on the partner websites: www.mpiweb.org; www.icca.org; www.reedtravelexhibitions.com; and www.eibtm.com.