Zartico, a leading SaaS technology company serving the travel & tourism industry, is pleased to announce the winners of the 2024 Data Hero Awards. Recognizing destination leaders who are using data to optimize strategy and tailor marketing efforts to create a prosperous travel & tourism economy, the awards signify the continued growth of the sector which saw its U.S. GDP contribution increase by 7% in 2023 to reach a record $2.36 trillion.

“Recognizing the myriad ways that data and analytics are being used to drive and inform marketing and tourism development strategy provides our industry with inspiration for how big data can help us address and overcome long-standing challenges,” shared Sarah Lehman, CEO of Zartico. “Each of these recipients exemplifies leadership, innovation and a distinct commitment to improving their respective communities by arming them with the tools necessary to execute a hyper-personalized approach.”

The 2024 Data Hero Awards took place on the first evening of Zartico’s second annual Zarticon, a user conference that sees destination leaders and agency partners convene to share and discuss how they’ve been leveraging data and analytics to propel their organizations and deliver tangible results. This year’s Zarticon is taking place in Charlotte, May 13 -15, 2024. Zarticon attendees were invited to submit their campaigns for consideration in one of eight categories. The panel of judges, made up of Zartico executives and tourism industry professionals, scored the entries on the impact of innovative data use on the planning, execution, and success of the initiative.

The eight Data Hero Award winners are:

Chasing Innovation Award: Victoria Isley, Explore Asheville

The Chasing Innovation Award is an honorary Zarticon recognition bestowed by the employees of Zartico for “outstanding contributions to the innovation of insights for the betterment of the destination industry.” This year’s recipient is Victoria Isley, CEO & President of Explore Asheville.

The award is named in honor of the late Julie Chase who served as the Senior Vice President and Chief Marketing Officer of Visit Austin, celebrating her ongoing quest to discover what’s new and innovative in the world of destination marketing. Julie’s passion was finding new and creative ways to market her destination, track its effectiveness, and report the benefits and opportunities to her stakeholders and fellow residents. She was a pioneer and early adopter of many innovative technologies before they became industry standards, and she was always on the lookout for solutions she could be the first one to use.

Campaign Planning: Putnam County Convention & Visitors Bureau (CVB)

Putnam County CVB developed a campaign to promote a new hiking and biking trail system in their area. By leveraging geolocation and spending data from the Zartico Destination Operating System (ZDOS®), Putnam County CVB created a successful campaign that saw a significant increase in YOY visitation to the trail system, attracting visitors that were spending more time and money in the destination compared to the typical visitor demographic.

Community Partnership: ROOST – Regional Office of Sustainable Tourism

ROOST set out to use data to guide its marketing efforts and inform broader management initiatives aimed at enhancing its communities, as well as the overall visitor experience, while also ensuring sustainable growth. Using Zartico data, ROOST created the Adirondack Region Visitors Data Insights Report, sharing valuable information on visitor demographics with local businesses and partners. This data helped them to take a more proactive approach and enabled stakeholders to tailor their offerings more effectively, leading to definitive growth and enhanced collaboration in the region.

Destination Management: meetNKY

Leadership at meetNKY sought to make a case for the expansion of BLINK Cincinnati – the largest art, light and projection mapping experience in the U.S. – to the Kentucky side of the Ohio River. To encourage investment in the expansion, meetNKY worked with Zartico to tap into data to show the economic impact on local businesses and travel to the region, successfully lobbying for the expansion of this year’s BLINK to include the city of Newport, Ky.

Meetings/Conventions: Visit Tampa Bay

Visit Tampa Bay hosted the Kappa Alpha Psi Fraternity, Inc. Grand Chapter Meeting in the summer of 2023, bringing over 15,000 visitors to the city of Tampa Bay. Using data from Zartico to analyze visitor demographics, occupancy rates, local business revenue and regional visitation data, the DMO demonstrated the event was not only an economic boost for the city, but also fostered community engagement and cultural celebration. Armed with these invaluable insights, Visit Tampa Bay was able to attract and retain future groups by substantiating the success of the gathering through data and positioning Tampa Bay as a destination for events and groups.

Sports: Visit Myrtle Beach

In 2023, Visit Myrtle Beach hosted the World’s Strongest Man competition and used data from Zartico to show the event was indeed a high-value event. The data demonstrated the event shattered attendance records and generated a significant impact with over 38,000 attendees traveling to Myrtle Beach, generating $13.1 million in hotel revenue. Competition attendees were also shown to visit more attractions and patronize more local restaurants compared to the typical visitor demographic. Overall, the data proved that the event was a pivotal economic success for a city that boasts a strong travel & tourism sector and helped bolster efforts to secure Myrtle Beach as the host of the 2024 competition.

Stewardship: Visit Lake Tahoe

Lake Tahoe was feeling the pressure of overtourism resulting from an increase in outdoor and nature travel sparked by the pandemic. To alleviate these pressures, Visit Lake Tahoe sought to promote responsible tourism while also maintaining a positive relationship with the locals. Using Zartico data, Visit Lake Tahoe was able to inform and enhance their “Awe and Then Some”campaign, as well as their “Rules to Lake By ” campaign, to attract more sustainable visitors while also promoting responsible tourism. The results displayed an increase in average visitor spending with visitors opting to visit less touristy places as opposed to popular destinations like Emerald Bay and Stateline.

Agency Unique Data Use: Idea Peddler

In order to achieve growth in the travel & tourism sector for the New Mexico Tourism Department, Idea Peddler turned to Zartico data to help identify key new growth markets. Leveraging Zartico’s spending data, Idea Peddler identified two new high-value visitor markets to target on behalf of New Mexico and implemented a campaign to bolster travel to the destination from these markets. The campaign saw success with an increase in visitation as well as visitor spending amongst travelers from one of the identified target markets.

IMEX Frankfurt 2024, the leading event for the global meetings, events, and incentive travel sector, is being held from May 14 to May 16. This annual gathering draws more than 3,800 international meeting planners and 2,900 suppliers from across the world, providing a platform for crucial networking and partnerships that help enhance the global standards of professional events and interactions.

This year sees the eighth appearance of the Penang Convention & Exhibition Bureau (PCEB) at this prestigious event. Located in the Malaysia Pavilion, PCEB is lined up with several renowned partners to promote the distinctive attractions and renowned hospitality of Penang, Malaysia.

Teaming up at the Malaysia Pavilion, the PCEB and its partners epitomize Penang’s deep cultural roots, friendly atmosphere, and dynamic event capabilities. Key partners include Amari SPICE Penang, Xpedition Events, Olive Tree Hotel, Penang, and PICCA Convention Centre @ Butterworth Arena.

Visitors to IMEX Frankfurt 2024 will experience a rich display of Malaysia’s cultural variety and beauty. The booth features special performances such as the traditional ‘Roti Canai’ flipping, an engaging way to introduce attendees to a popular Malaysian food, and displays of Penang’s colorful trishaws.

As the event progresses, attendees at IMEX Frankfurt 2024 are set to build significant relationships, initiate collaborations, and shape the future of their industries. Stop by the Penang Convention & Exhibition Bureau at Booth A220 to discover the exciting opportunities that await in Penang.

ICCA, the International Congress and Convention Association, announced at a press conference today several new educational offerings and initiatives, including new ICCA Masterclasses; the launch of ICCA’s new partnership with colleges and universities, ICCAUni; and the expansion of certification programme ICCASkills.

The newest ICCA Masterclasses include sessions focused on Association Impacts, AI-Empowered Event Professionals, and Regenerative Event Management. The Association Impacts Masterclass, a two-day immersive programme, was co-created with #Meet4Impact and GainingEdge. Designed to amplify associations’ societal impact and boost destinations’ global and local influence, this Masterclass offers an unparalleled opportunity for destinations to gain international recognition while empowering local associations.

The second ICCA Masterclass, AI-Empowered Event Professionals, was developed in collaboration with Gevme and Dahlia+Agency as a comprehensive programme structured around five modules focused on enhancing efficiency, improving attendee engagement, and ensuring event success with the integration of AI into the event industry.

The Regenerative Event Management Masterclass aims to equip industry and association professionals with the skills to host and organise events that minimise environmental impact and actively contribute to environmental and societal regeneration.

ICCAUni, the newest addition to ICCA’s education portfolio, will foster collaboration between academia and the events industry, cultivating new talent and engaging colleges and universities in the development of the next generation of meetings and events professionals. The programme is based on three foundations: Data Sharing, Mentorship and Education, and Networking and Collaboration. These areas are critical for the development of burgeoning industry leaders, and ICCA is poised to propel ICCAUni participants into the forefront of the meetings and events space.

“ICCA is thrilled to announce ICCAUni, a unique and much-needed programme that aims to help the next generation of meetings and events professionals access the industry in a way we’ve never seen before — by providing a pathway for success,” said Senthil Gopinath, ICCA CEO. “ICCAUni is a standout addition to our already robust portfolio of educational offerings, and we’re so excited to welcome the first group of participants to the programme.”

ICCAUni offers participating universities two full scholarships for students to attend the ICCA Congress, including registration fee, economy class travel and accommodation, as well as exclusive access to ICCA’s extensive database, resources, white papers, and reports. Scholarship students also have the opportunity to take part in post-Congress mentorship programmes, participate in research projects, and gain access to potential internship and job opportunities. Participants also have the opportunity to attend ICCA events and activities at special rates for professors and students.

Finally, ICCA is pleased to announce significant enhancements to the groundbreaking ICCASkills certification programmes, including the transition of the online classes into self-paced formats, which increases global accessibility and convenience, and enables participants to engage from anywhere at any time. Additionally, in-person classes will be expanded, with the establishment of hubs in Beijing and Luxembourg offering multiple sessions throughout the year. ICCA will also offer an executive-level class this September in New Zealand, supported by Tourism New Zealand, with scholarships for local learners.

These developments further demonstrate ICCA’s commitment to developing skilled professionals across the globe through the ICCA portfolio of educational programmes and events, Masterclasses, podcasts, and certification programmes.

Singapore Tourism Board (STB) has launched several groundbreaking initiatives aimed at raising sustainability standards across the Meetings, Incentives, Conventions, and Exhibitions (MICE) industry. The newly introduced Legacy Toolkit, a Singapore MICE Industry Carbon and Waste Baselining Study, and ambitions for carbon-neutral participation at international tradeshows are key components of this effort.

Commitment to a Greener MICE Future

Since the launch of the MICE Sustainability Roadmap in 2022, STB has remained steadfast in its commitment to fostering a more sustainable and impactful MICE industry. “We are pleased to share that the initiatives we unveil today will not only steer the MICE industry towards a more sustainable future but also provide tangible ways in which event organizers and planners can make meaningful, lasting impact in Singapore,” said Mr. Yap Chin Siang, Deputy Chief Executive of STB. “We will continue to collaborate with stakeholders and uphold our ambition to be the World’s Best MICE City.”

World’s Best MICE City Campaign

The ‘World’s Best MICE City’ global positioning campaign, launched in March 2024, aims to strengthen Singapore’s pioneering role as a sustainable MICE destination. This campaign ensures that business events can leave a positive and lasting impact. Singapore invites event organizers and planners to co-create business events that yield meaningful outcomes, supporting the impact ambitions of events.

Legacy Toolkit: A Framework for Impact

The Legacy Toolkit is designed to assist stakeholders in understanding legacy and impact, and in creating their own. The toolkit contains a clear framework titled ‘FIRM’:

• Frame their vision
• Ideate their initiatives
• Realise action plans
• Measure impact

It also includes case studies to inspire legacy possibilities in Singapore. The legacy planning process aims to foster greater engagement between event organizers, venues, local communities, and stakeholders. This includes working with established community organizations and institutions that serve as local points of contact to provide support and resources. STB encourages meeting planners and event organizers to use the toolkit to maximize the long-term positive impact of their events.

Understanding and Reducing Carbon Emissions

STB’s commitment to understanding and reducing carbon and waste emissions in the MICE industry involves a two-pronged approach. First, Singapore was one of the first countries in the world to commence a national MICE Industry Carbon and Waste Baseline exercise in 2023. This study focuses on the environmental impact of the MICE industry and establishes an aggregated baseline of sustainability data points, concentrating on energy, water, and waste. These metrics are aligned with the global Net Zero Carbon Events Methodology.

Second, STB aims for carbon-neutral participation at key international tradeshows from 2024, including IMEX Frankfurt, IMEX America, and IBTM World. This long-term goal is part of a proactive approach to environmental stewardship, aiming to significantly reduce STB’s own carbon footprint as an exhibitor. IMEX Frankfurt 2024 will be the first tradeshow where STB commits to robust standards in the journey to carbon-neutral participation, adhering to ISO14068 standards. These standards prioritize emission reduction and removal over offsets, offsetting residual emissions only.

Pioneering Sustainability Standards

By committing to ISO 14068 standards, Singapore is demonstrating its commitment to responsible decarbonization. Singapore is one of the first destinations to hold itself to this standard, showcasing its leadership in sustainability within the MICE industry.

Celebrating 50 Years of SECB

2024 marks the 50th anniversary of the Singapore Exhibition and Convention Bureau (SECB), a group within STB. SECB’s efforts continue to center on shaping and retaining Singapore’s exceptional reputation for business events. Testament to the unwavering support of event organizers, meeting planners, and industry partners, Singapore has achieved its highest-ever ranking, securing 2nd position on the ICCA Worldwide City Rankings 2023. This remarkable ascent, advancing more than 10 places from the 2022 results, underscores Singapore’s commitment to excellence in the global MICE industry. Furthermore, Singapore has proudly maintained its position as Asia Pacific’s Top Meeting City for 21 consecutive years, reaffirming its unparalleled appeal and capabilities in hosting world-class meetings and events.

Impact Ambitions and Collaborative Efforts

STB’s initiatives are designed to support the impact ambitions of events by encouraging event organizers and planners to co-create business events that yield meaningful outcomes. The legacy toolkit is a crucial resource in this effort, providing a structured approach to creating impactful events. The toolkit’s FIRM framework guides organizers through the process of framing their vision, ideating initiatives, realizing action plans, and measuring impact. This comprehensive approach ensures that events can have a lasting positive impact on the community and environment.

Legacy Planning and Community Engagement

The legacy planning process fosters greater engagement between event organizers, venues, local communities, and stakeholders. By working with established community organizations and institutions, STB ensures that events are supported with the necessary resources and local insights. This collaborative approach enhances the overall impact of events, creating a sense of community and shared responsibility for sustainable practices.

Carbon and Waste Baselining Study

The MICE Industry Carbon and Waste Baselining Study, launched in 2023, is a significant step in understanding and reducing the environmental impact of the MICE industry. This study focuses on establishing a baseline of sustainability data points related to energy, water, and waste. By consistently measuring these metrics, STB can track progress and identify areas for improvement. The study aligns with the global Net Zero Carbon Events Methodology, ensuring that Singapore’s efforts are in line with international standards.

Carbon Neutral Participation at International Tradeshows

STB’s commitment to carbon-neutral participation at international tradeshows is a pioneering move in the MICE industry. By adhering to ISO14068 standards, STB aims to reduce emissions and prioritize emission removal over offsets. This hierarchical approach ensures that residual emissions are offset only after all possible reductions have been made. STB’s participation in key tradeshows such as IMEX Frankfurt, IMEX America, and IBTM World demonstrates its dedication to environmental stewardship and responsible decarbonization.

Celebrating SECB’s 50th Anniversary

The 50th anniversary of the Singapore Exhibition and Convention Bureau (SECB) is a significant milestone in Singapore’s MICE journey. Over the past five decades, SECB has played a crucial role in establishing Singapore as a leading destination for business events. The bureau’s efforts have been instrumental in shaping Singapore’s reputation for excellence in the MICE industry. Achieving 2nd position on the ICCA Worldwide City Rankings 2023 is a testament to SECB’s dedication and the unwavering support of event organizers, meeting planners, and industry partners.

The Singapore Tourism Board’s new initiatives are set to elevate sustainability standards in the MICE industry. The Legacy Toolkit, Carbon and Waste Baselining Study, and commitment to carbon-neutral participation at international tradeshows are key components of STB’s strategy to reinforce Singapore’s position as the ‘World’s Best MICE City’. By fostering collaboration, understanding environmental impacts, and setting ambitious sustainability goals, STB is paving the way for a greener future for the MICE industry. As Singapore celebrates SECB’s 50th anniversary, the city-state continues to lead the way in hosting world-class meetings and events, empowering MICE events and delegates to achieve meaningful and lasting impacts.

Before the grand opening of IMEX Frankfurt 2024, event professionals from various associations and companies gathered for a series of specialist education sessions. These sessions, designed to address the evolving needs of attendees and the dynamic nature of the meetings and events industry, offered planners the chance to gain fresh perspectives and innovative solutions. With a focus on creativity, sustainability, and the integration of AI, participants were equipped with new tools and ideas to enhance their event planning strategies.

Attendee Expectations and Event Planning Challenges

Sonia Cuchillo from the European Central Bank, who attended the Exclusively Corporate session, emphasized the high expectations of attendees. “Attendees want to make the most of their time at an event, be it new contacts, new learnings, or personal development. Our clients, very rightly, have high expectations, and we want to do our best to meet them,” she stated. However, she also acknowledged the challenges faced by planners in meeting these expectations within defined parameters and resource constraints.

Exclusively Corporate, held at Melia Frankfurt City, provided a rare opportunity for corporate event planners to meet their counterparts from other sectors. Representing over 25 different countries, attendees brought a broad range of perspectives to the table. A survey of the room revealed that planners had entered the industry via various routes, with official qualifications ranging from marketing, tourism, and human resources. Despite their diverse backgrounds, they shared common challenges, such as resource and budget constraints and a hefty workload.

Managing Stress and Preventing Burnout

One of the key sessions at Exclusively Corporate addressed the issue of burnout among event planners. Hosted by Mike Ford, founder of Grateful Lemon, the session titled “How to Beat Burnout” offered valuable insights into managing stress. Ford highlighted the importance of rest outside of work, explaining, “The amount of rest we’re able to have outside work has a direct bearing on our professional performance. There’s a clear correlation: physically, mentally, and emotionally. We need to learn how to master the dance between stress and recovery.”

Participants were encouraged to prioritize their well-being and adopt strategies to balance the demands of their professional and personal lives. The session underscored the importance of self-care in maintaining productivity and creativity in the workplace.

Sustainability in Event Planning

Delivering a positive impact on the planet was a central theme at the Association Focus session, delivered in association with ICCA, AC Forum, and ASAE. Evelyn Mansutti from the European Association of Nuclear Medicine shared her organization’s efforts towards sustainability. “Sustainability is a challenge. Each year we introduce new initiatives and have begun measuring CO2 emissions, but we now need new ideas on how to make our events more sustainable,” she explained.

Jose Luis Mira Mira from UPEI – The Voice of Europe’s Independent Fuel Suppliers, echoed this sentiment, emphasizing the importance of clear communication in sustainability efforts. “We live in an era where we’re all connected around the world, but sometimes we can be overwhelmed by how much information we receive. Our biggest hurdle is getting across our key messages and raising awareness of the importance of sustainability and the transition to greener energy solutions,” he noted.

Harnessing AI for Enhanced Communication

AI’s potential to support event planners in communicating key messages was a highlight of the session led by Veemal Gungadin, CEO of Gevme. In his session titled “AI: Artificial Intelligence Meets Association Impact,” Gungadin discussed how generative AI can streamline the content creation process. “Think of generative AI as your new brainstorming partner,” he said. “It can handle those pesky first drafts of emails, presentations, and proposals, freeing up your time for truly strategic work. AI won’t replace your creativity, but it’s an incredibly powerful tool to streamline the early stages of content creation.”

Participants learned how AI could be integrated into their workflows to enhance efficiency and improve the quality of communication. The session highlighted practical applications of AI, demonstrating its potential to revolutionize the event planning process.

Collaborative Learning and Networking

Exclusively Corporate and Association Focus sessions provided valuable opportunities for collaborative learning and networking. The diverse range of participants, representing various sectors and countries, contributed to rich discussions and the exchange of innovative ideas. Attendees left the sessions with new strategies to tackle their challenges and enhance their events.

Event Sustainability Initiatives

Both sessions emphasized the importance of sustainability in event planning. Participants were encouraged to adopt new initiatives and measure their impact on the environment. The discussions highlighted the need for creativity and innovation in developing sustainable practices that align with organizational goals and attendee expectations.

Conclusion

The pre-IMEX Frankfurt education sessions set the stage for a successful and transformative event. By addressing key challenges such as attendee expectations, stress management, sustainability, and the integration of AI, participants were equipped with valuable insights and practical strategies. These sessions underscored the importance of continuous learning and adaptation in the ever-evolving meetings and events industry.

As IMEX Frankfurt 2024 opens, attendees are poised to implement the knowledge gained from these sessions, driving positive change and innovation in their events. The collaborative spirit and commitment to excellence demonstrated during these pre-conference sessions will undoubtedly contribute to the success of IMEX Frankfurt 2024 and beyond.

Tags:

Gevme has taken a bold step in transforming event technology with the launch of Snapsight at IMEX Frankfurt 2024 on May 14th. This innovative, award-winning tool offers real-time multilingual content insights designed to significantly enhance knowledge retention and participant engagement. Snapsight provides instant, shareable summarized takeaways and an aggregated ‘Idea Cloud’ of topics, all accessible through a simple QR code scan.

Live Demonstrations at IMEX Frankfurt 2024

Attendees at IMEX Frankfurt 2024 can experience Snapsight firsthand during various education sessions throughout the event. These live demonstrations will showcase the intuitive functionality and transformative potential of Snapsight, providing a glimpse into the future of event engagement.

Snapsight’s Proven Impact

Since its introduction in January 2024, Snapsight has already improved the content experience for over 15,000 global participants. This tool has proven to significantly boost social media engagement as participants share key learnings effortlessly, enriching the overall event dialogue and extending the reach of event content.

Industry Insights from Gevme

Veemal Gungadin, Founder and CEO of Gevme, and his team have spent two years meticulously analyzing business priorities within the event industry. Gungadin states, “Return on investment for event organizers, their partners, and sponsors remains paramount. With Snapsight and Snapsight Consulting, stakeholders can now establish stronger rapport and spark meaningful conversations with their target audience throughout the event, ensuring a higher level of engagement and satisfaction.”

Practical Applications of Snapsight

A practical application of Snapsight was highlighted at the recent PCMA APAC conference, ‘The Business of Events.’ Dominic Thurbon, a keynote speaker at the conference, utilized insights generated by Snapsight from the conference’s first day to enhance his opening session on the following day. This integration not only enriched the content but also tailored it more effectively to the audience’s interests and responses, demonstrating Snapsight’s ability to adapt and improve live event content dynamically.

Introducing Snapsight Consulting

Another critical offering from Gevme is Snapsight Consulting. This supplementary service provides stakeholders with essential data and tailored reports, enabling them to uncover emerging trends, generate whitepapers, make data-driven decisions, and monetize content post-event.

Optimizing Event Life Cycles

“We developed Snapsight Consulting in response to the growing demand for comprehensive event data analysis and application. By integrating our services early in the event design process, clients can optimize event life cycles through effective data capturing and utilization frameworks,” explained Gungadin.

Enhancing Event ROI and Participant Engagement

Gevme’s introduction of Snapsight and Snapsight Consulting underscores their commitment to enhancing event ROI and participant engagement. By providing real-time, actionable insights and comprehensive data analysis, Gevme equips event organizers with the tools needed to create more impactful and engaging events.

The launch of Snapsight at IMEX Frankfurt 2024 marks a significant advancement in event technology. Gevme’s innovative approach to real-time, multilingual content insights is set to transform the way participants engage with event content, driving higher levels of knowledge retention and social media engagement. With Snapsight and the additional support of Snapsight Consulting, Gevme is paving the way for a more connected, data-driven future in the event industry.

For those attending IMEX Frankfurt 2024, experiencing Snapsight in action will provide a firsthand look at how this revolutionary tool can elevate event engagement and deliver tangible benefits for both organizers and participants.