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12 Keywords for the Change in Meetings Industry Trend 10. Collaboration

Today, we are witnessing speedy development of new technologies such as mobile, social media, and virtual reality, and an outpouring variety of social issues such as economic depression and environmental questions. Under such circumstances, meetings industry people, who should lead the change, need to smartly cope with trends in the world with their brilliant insight into the world affairs. In this light, we have identified twelve major trends that reflect latest changes in the global meetings industry. Tenth keyword is collaboration.

10. Collaboration

One single outstanding marketing trend is perhaps ‘collaboration’. The kernel of collaboration consists in creating synergy through the interaction of the strengths possessed by the cooperating parties.

Collaboration as such is taking spotlight in the meetings industry. In the worldwide meetings industry, new meeting venues are quickly rising, with the industrial competition thus gradually intensifying. To survive the fierce no-holds-barred competition, businesses must equip themselves with comparative advantage to preoccupy the strategic position in the market. The competition in the meetings industry is already shifting rapidly from ‘the competition among venue facilities’ to ‘the competition among networks’. Thus, with the civilian sector and the government linking up to work to develop and upgrade the viability of the meetings industry, the so-called ‘PPP’ (Public- and Private-Sector Partnerships) is active throughout the industry.

① ‘2020 Australian Meetings Strategy ? the Australian Cases of Public- & Private-Sector Partnerships

In 2008, the Australian government decided to draw up ’2020 Australian Meetings Strategy’ and formed a working group with major players in the local meetings industry for the project. A working group led by *the Department of Resources, Energy & Tourism*[역주: 이런 부처는 안 보임] and composed of various organizations and groups from the industry including Business Events Council of Australia (BECA), the Australian Hotels Association (AHA), the Australian Tourism Export Council (ATEC), and Tourism & Transport Forum Australia, performed a leading role in the creation of the industry fostering strategy.

Like this, the Australian government formed an organization that combined the associations, agencies, and companies from the local meetings industry and collected the industry’s opinions through talks. Through operating such an efficient partnership, the local government was able to create a better-organized strategy to foster the meetings industry and upgrade its competitiveness that would equally represent the interests of specific business categories that composed the meetings industry.
② Public-Sector Partnerships ? Cases of Inter-City Alliance: Beijing and Shanghai

On April 16, 2012, Beijing and Shanghai municipals reached an agreement to deploy a joint strategy by signing an MOU designed to attack the market for international conferences and incentives in a more efficient way at the China International Meetings & Conferences Forum held in Shanghai.

The main purpose of the MOU was to foster Shanghai meetings industry and strengthen its competitiveness through building mutual cooperation based on bids for events won by the two cities and their experience in regional promotion. For this, Beijing and Shanghai agreed to cooperate in finance and policy to create a governmental platform and thereby host and hold major meetings. Beijing and Shanghai are going to push for cooperation in various areas such as hosting and holding events, hosting regional offices for major organizations in the industry such as SITE and ICCA, joint participation in exhibitions, sharing of government resources, joint implementation of research projects, and cooperation in supporting meetings companies.

Like this, creation of local and international networks and alliances has gone beyond the monopoly for several advanced countries in meetings and is being established as a universal strategy for upgrading the recognition of venues and reinforcing the competitiveness for hosting events.

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