Hospitality and tourism used to be the way to measure events: the destination offered hotels, restaurants, venues, and the event generated activity for those local suppliers.
But now we know an event can contribute a lot to a city by way of knowledge, visibility, social impact, subsequent investments, and the city can offer relationships with research centres, local companies, the medical community, etc...
Welcome to the era of legacy. Three Spanish destinations give their perspective.
Madrid and its legacy manager
Madrid Convention Bureau (MCB) has hired a legacy manager to analyse congresses and what they can contribute to the city, connecting local assets to the organising association.
And this strategy yields results: Madrid will host the 2021 congress of ESTRO (European Society for Radiotherapy and Oncology), partly thanks to accounting for legacy. ESTRO wants to raise awareness in Spanish society of radiotherapy, so that patients understand the discipline, that doctors use it well, that there are careers available and that the area attracts investment. ESTRO will, for example, launch a website, organise training sessions for professionals, patients and the public, and launch the campaign 'November 7: Radiation Oncology Day'.
Another example is the SEPES (dentistry) congress which, with the support of the pharma industry and the City Council, will take the congress outside the hosting venue to provide educational sessions for the public.
“Congresses seek to have a local impact that is not limited to a CSR action but has longevity. To respond to that demand, we had to have a person dedicated to this,” says director of the MCB David Pérez Noack. “The MCB has a network of collaborators, from medical bodies to areas of economic development in the region, and this facilitates legacy.”
Bilbao: the economic case
The Bilbao Convention Bureau sits in the city council's economic promotion department. "MICE activity not only supports tourism but also makes a contribution to the economic and knowledge sectors," says director Kepa Olabarrieta. "A medical congress transmits knowledge to doctors worldwide but leaves a special mark on the city." And this does not just apply to medicine; the ICOT (critical and creative thinking) congress attracted education experts, and the congress "introduced changes that to local educational centres that have left a lasting influencestill remember", he says. Causing educational disciplines to evolve is a powerful legacy.
"The short-term impact is in tourism but there is also a legacy,” he adds. This begins with educational or medical congresses but it is already seen in corporate events. Before COVID-19, Bilbao hosted a vehicle launch by MAN. The automobile sector, powerful in the Basque country, generated press coverage that fostered public interest and this generated a desire to work in the industry.
Malaga goes for innovation
The Malaga Convention Bureau is part of the city’s tourism department, which promotes the city and stimulates investment; they even share an office with professionals who attract investment, enabling collaboration.
According to Malaga Convention Bureau director Francisco Quereda its work starts with ranking sectors important to the city, before setting out to attract events in these industries: “We have more reasons to attract them because of our knowledge and local assets, and the local economy benefits,” he says. Among the destination’s priorities is the concept of smart cities – mobility, accessibility, robotics – topics in which Malaga can contribute local knowledge and assets.
The European Robotics Forum (ERF) was held in Malaga in collaboration with the local university, allowing local organisations to establish useful contacts with international companies, which would have been almost impossible without this event.
“This could be the most promising evolution in our sector, both for organisers who have access to more targeted content and can better meet their objectives, and for cities that provide knowledge or business opportunities to local actors. Spain is prepared for this new approach,” says Quereda.
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M&IT editor Paul Harvey is a journalist with more than 15 years of experience. He began his career in the local press, working for various titles across the north. Since joining M&IT in 2013, he has become a trusted and respected voice in the sector, championing event professionals and reporting on all aspects of the events industry for the brand.
