Challenge for convention industry

By ALAN TROTTER

The New Zealand convention industry faces critical challenges with the emergence of e-commerce as a significant factor in global business.

The first challenge is to promote itself actively through the internet. Potential customers, both national and international, need to be able to access information on New Zealand as a convention destination, as well as our individual convention products.

Conventions and Incentives New Zealand was at the forefront in establishing a web site for New Zealand as a convention destination some years ago. This site is constantly updated and is accessible through most of the major search engines on a global basis.

Individual convention centres and hotels with convention facilities are well represented on this web site, as well as having their own accessible sites.

The old ways of meeting planners laboriously contacting convention bureaus and national tourism offices to access information on possible countries and cities in which to hold their international conventions, are rapidly changing.

These days much of the leg work is done via the net and preliminary investigations often take place without the country or city even knowing they are being considered.

Once this initial leg work has been undertaken, the more traditional ways of choosing a destination start to kick in, such as site visits and direct liaison with the various national tourism offices or convention bureaus. These can give the relevant support to the meeting planner and, if necessary, host site inspections and work with a local association to provide bid documents.

In short, the way a country markets itself as a convention destination has changed enormously in the last five years. If the country does not have an effective, easily accessible and attractive web site, offering all the relevant information to potential meeting planners, it will not even reach first base in the decision-making process. More importantly, it will not even know that it has been marginalised.

Many internationally qualified New Zealand conference organisers are excellent in their use of the internet as a communication and booking tool.

Regrettably however, there is still a steep learning curve required for many of the smaller professional conference organisers and associations within New Zealand that have not yet grasped the technology.

Meanwhile, many registrations for international conferences held in New Zealand are undertaken via the internet as well as accommodation bookings and pre and post-conference arrangements.

It is vital that the conference web site emphasises the attractiveness of New Zealand as a conference destination, thus encouraging delegates to stay longer and participate in some of our many activities.

Some people viewed the internet as a possible threat to the New Zealand convention industry, suggesting that people would have "virtual" rather than traditional conferences.

Fortunately this has not occurred because there is still a very strong need by people to have face-to-face meetings and to engage with their colleagues and like-minded people in an atmosphere of conviviality. Delegates also want to experience some of the culture the host country can offer.

In this respect, New Zealand is unsurpassed in its ability to offer its unique Maori culture, its plethora of adventure activities and its pristine and beautiful environment.

The beauty of this country needs to be experienced at first hand, which is why the New Zealand convention industry will continue to grow as it has in the past decade.

* Alan Trotter is chief executive of Conventions and Incentives New Zealand.