Bilbao boosts best practice exchange during the ECM Autumn Meeting
The event will be held in Bilbao from 16th to 19th November 2011 and its one-day seminar will focus on best practice in city marketing – approaches, methods, projects and processes that have proven themselves over time and can act as role models.
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Keynote speaker is Garry White, Head of Global Network and Global Strategy at Visit Britain. Drawing on his worldwide experience of how destinations market themselves successfully across leisure and convention markets, Garry will demonstrate how in fast changing consumer marketplaces East can learn from West and vice-versa. Taking a cue from what has become known as the Guggenheim effect, host city Bilbao will show how an iconic mega attraction can transform destination image, leading to a sustained expansion of business and leisure tourism which has far-reaching social and cultural impacts. Contributions on the Guggenheim effect will be provided by the chief of the local visitor and convention bureaux, the head of the city’s regeneration agency, and a renowned mountaineer come academic and restaurateur! Can other cities be as (or even more) successful than Bilbao in developing a building to act as a brand for a place? Does such an approach involve too much focus on what is outside rather than inside the building?
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The final part of the seminar will examine best practice in how cities can market themselves by reference to the impactful branding and communication activities of the Vienna Tourist Board, to the winning of association meetings by the Glasgow City Marketing Bureau through its Glasgow model, and to the exemplary manner in which Stockholm Visitors Board welcomes business and leisure tourists to the Swedish capital.
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Practical information:
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