24 Interview
of all the relevant stakeholders. To this end, we took a big step forward at the end of last year, when the ‘Ljubljana Strategic Bidding Team’ partnership was established. Based on the cooperation of all meeting solution providers in the chain some quality bids are already being produced. If we want to be competitive we must figure out what kind of added value Ljubljana can offer meeting planners (for example city incentives) and how to divide the burden, or rather the investment, among the suppliers and the city. In order to help generating more bids for the destination, the Ljubljana Convention Bureau needs to increase its marketing activities, which requires an increase of resources. We are preparing a programme of additional activities that will soon be presented to our LSBT partners, anticipating they will regard it attractive and convincing enough for us to obtain their cooperation and support.
At the Conventa Trade Show cooperation among different suppliers of the meetings industry was excellent. How do you think this cooperation might be improved even further? Most importantly we have to keep Conventa in Ljubljana. That Conventa takes place in Ljubljana should not be taken for granted, since the potential competition in the region is strong. Ljubljana Tourism has been a partner and co-organiser of the Conventa Trade Show since its first edition, and every year we contribute a sizeable amount (taking in view of our entire budget) of funding for this project. Our common interest is to ensure Conventa attracts quality hosted buyers and continues to improve in this area, which is connected to additional funds and to strengthening the business network and personal contacts with international meeting industry professionals.
What do you think “congress destination Ljubljana” is lacking? The best answers can be given by our
potential clients, and some have already shared their views with us: - Even stronger connections to the University of Ljubljana and R&D institutions; - Conference ambassadors programme; - Better access, especially by air; - More personal contacts with existing and potential clients; - City “incentive packages” for congress organisers. I believe we are on the right path to addressing these, as our partnership has already addressed most of these issues.
Over the last few years Bled has taken many steps to reboot its meetings industry. Considering the motorway to Bled is now complete, do you see it as a competitive destination? Which destinations do you think are competition for Ljubljana? What are Ljubljana’s USPs? Despite the motorway and proximity of the airport and a very inviting panorama, Bled is still at a disadvantage in comparison to Ljubljana and Portorož in the area of congress infrastructure. However, Bled has always been and remains a very attractive and competitive congress destination. In Ljubljana we rather see Bled as a partner and realise it is unique, yet at the same time Slovenia has only one capital. The existing synergies are stronger than competition. This is most evident in the case when Ljubljana can’t offer enough hotel capacities for a large congress – then we also propose accommodation in Bled. We also recommend Bled for pre- or post tours, and as a picturesque setting for social functions. Due to geographic rotation criteria of congress bids we often compete against capitals of Central and Southeast Europe as well as, somewhat surprisingly, the Baltic States. We can expect a further accelerated development of Zagreb and Belgrade. USPs? In global competition it’s hard to stay unique. For now we can only talk about
advantages, which are not necessarily unique. Some of them are: - Micro accessibility – everything we need to execute a successful meeting is nearby and well connected in compact Ljubljana; - Authenticity and diversity of experiences the destination has to offer; - High levels of ability in the professional arena, and by the inhabitants of Ljubljana in general, to communicate in foreign languages, - The dedication to excellence of all suppliers in the meetings industry chain.
What is your message to the readers of Kongres magazine? visitljubljana.si