During the 5th APCE Congress held at Malaga’s Trade Fair and Congress Centre from 5-6 July, the debate centred on congress centres and the competition they are currently facing, among other matters, comparing their chief aspects with those of their competitors in the event industry and addressing the main threats, such as unfair competition or intrusion.
Malaga’s Trade Fair and Congress Centre was chosen by the Spanish Congress Centre Association (APCE) as the venue for its fifth annual congress, held from 5-6 July. During the event, which registered a record attendance, representatives of Spain’s congress centres and business tourism experts and professionals analysed the meeting industry, its evolution in recent years and market competition.
A comparative study based on data provided by APCE members and Spain Convention Bureau was submitted within the framework of the event. According to its findings, congress centres are the most popular venues for large events in Spain. With regard to the building of new congress centres, these seem to absorb events that were previously held at other venues, and as to the number of meetings held at congress centres during the period under study the market has apparently remained “stable”.
Other central themes discussed during the event included the competition faced by congress centres. By means of a SWOT analysis (Strengths, Weaknesses, Opportunities and Threats), in which their main features were compared with those of their competitors, threats such as unfair competition or intrusion were identified. The study also advocated for collaboration with other event-related organisations so to provide a fuller service.
As regards opportunities, Spain’s business tourism ranking is one of the highest, since the country is the principal destination in Europe and second in the rest of the world, when measured by the number of delegates. At present, 60% of all delegates use a congress centre to hold their meetings or events.
Keynote speakers included Alfonso Vegara, founder and president of the Metropoli Fundation, who addressed innovation, competitive advantages and success factors of cities, while defending their strategic value and urban policies in society, and Joan Vila, director of Mirage Factory, who spoke about new trends in event organisation, underlining meeting creativity as a prime differentiating factor in the industry.
Likewise, Jose Salinas, president of APCE, said how satisfied he was with the response to the association’s 5th congress and emphasised that “congresses like Malaga’s allow for the exchange of experiences and ideas and contribute to strengthening the brand mark of Spanish congress centres and to consolidating the association.” Moreover, he insisted on the “need to keep up the good work to maintain the country’s leading position in the business tourism industry.”
Catering service management
During the congress, a comprehensive analysis conducted by APCE on “Catering services in congress centres”, with data provided by a questionnaire completed by the association’s members, was submitted. According to the study’s findings, the majority of congress centres use outside catering companies, most of which have an exclusive contract, a practice that does not seem to have a negative impact on business. In addition, it also indicated that most congress centres supervise menus and prices, as well as adopting quality control measures.
Discussions in technical forums revolved around the adoption of environmental measures at congress centres – energy saving and waste water treatment systems – and on the use and control of solar energy, among other matters. Moreover, options for assembly and dismantling processes carried out at congress centres as regards human and technical resources, necessary documentation and subcontracting, were also submitted and discussed.
