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selling your destination

How to generate €20m in meetings and incentives revenues by collaborating with your competitors.


60 minute keynote or 90 minute workshop

delivered by:

Patrick and/or Padraic


CVB, NTO, Hotels, Venues, Agencies


Senior Level – CEO, MD, VP, Director, Manager, Sales and Marketing Manager

session description:

Planners of meetings, incentives, conferences and events are not particularly interested in individual hotels or venues, DMCs or motorcoaches. First and foremost they’re interested in how destinations – as a whole – can provide them with integrated solutions where all players pull together seamlessly to deliver the perfect event.

As a small company in a 2nd tier destination we quickly learned that clients had limited or no time to listen to “another DMC pitch” but endless scope to hear how an entire destination could bring added value to their meeting and event requirements.

Following this insight we created a branded destination consortium and, over 3 years, conducted more than 100 face to face sales calls in a key geographical market resulting in business revenues of $20m. This dynamic session provides a step by step approach to destination selling and how to create added value for clients by collaborating with your competitors.

learning outcomes:

By the end of the session delegates will:

  • understand the buyer’s perspective in the sales dynamic
  • be able to identify opportunities for collaboration with competitors
  • build a sales strategy based on selling the destination first
  • identify other destination entities – CVB, airlines etc – who can contribute value to the plan