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Tadeja Pivc – Coudyser, director of the Slovenian Convention Bureau, shared her outlook on the regional meetings industry and destination marketing in an extensive interview for Kongres Magazine. She delved into future plans of the Slovenian Convention Bureau, how digitalisation is changing the landscape of events worldwide and what brought her back to Slovenia.

Q1: Your passion for the meetings industry has been accompanying you throughout your career. How will this be manifested in your new role as the director of the Slovenian Convention Bureau?

I like the meetings industry because our industry is about people, knowledge and business opportunities. In my role, I wish to put members and clients first. The needs have changed, and the first thing is to understand how, both for our members and our clients. As a CVB, we need to respond to the changes and adapt in order to continue providing the value, which is in these days event more appreciated. I believe in co-creation and working together, so I hope this approach will show in my role and my approach.

Q2: Was the decision to take over the helm of the convention bureau something you had planned prior to the announcement or was it the turn of events?

I did not plan to take the lead of the SCB. The opportunity knocked on my door, and the decision was there. If I told you the full story, it seems like it was meant to be.

Q3: What enticed you to work abroad, and how would you describe that experience? What has brought you back to Slovenia?

I enjoy working with different cultures, and in the international environment, it broadens my horizon and views and constantly makes me grow as a person. I thrive in an international environment where one talks about solutions and not problems, and where the possibilities suddenly seem vast and ideas limitless. The main reason why I came to Slovenia was that I saw Slovenia as a great destination with more potential waiting to be developed. Hopefully, I can contribute to the development of the meetings industry in Slovenia and add to the existing legacy.

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Miha Kovacic and Tadeja Pivc - Coudyser (Photo: slovenia-convention.com)

“I thrive in an international environment where one talks about solutions and not problems, and where the possibilities suddenly seem vast and ideas limitless.”

Q4: How much can Slovenia take from foreign countries where you previously worked, and which good practice case shall you introduce in Slovenia?

Every country is different, and something that has worked in the Netherlands or UK might not work in Slovenia and vice versa. The level of understanding of the meetings industry, in general, is on a higher level, for instance, in The Netherlands. The meetings industry is also seen as a means to the (local) government’s strategy in achieving their ambition and providing added value and knowledge for institutions & accounts present at the destination, which rolls out to attract more foreign investments and talents. That is for sure a good practice we could consider introducing.

Q5: In your strategic plan, you noted the significance of interconnectivity among all stakeholders. Could you elaborate on your plan?

Can you please be a bit more specific?

Q6: What are your current priorities? Which undergoing projects will you continue and how?

My main priorities are understanding the members, their needs and those of clients. Additionally, we must understand where our KPIs and setbacks are under changed circumstances. Based on this, we will be able to set our priorities and understand our offering. My wish would also be to set a benchmark that will help us measure our success and contribution. Several projects are underway, from the Green and Safe label to the Slovenian Congress Ambassador project. Green and Safe is now a standard, but regardless, I believe we should develop it further by looking into how we can develop more sustainable meetings in the current environment. Maybe, we can even look into what we can learn from the circular economy and adopt it in our industry. Another successful programme is the Slovenian Congress Ambassador, which has now been running for three years. This project is something we and partners of the programme look forward to developing even further and bringing it to the next level.

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Photo Credit: ICCA

” If I could dream, I would roll out a social media campaign, interlinked with ambitions of all our destinations, our sales activities and pipelines, presenting the strengths of Slovenia through video content and whitepapers aligned with our agenda.”

Q7: What is your viewpoint on how digitalised the Slovenian meetings industry is? Surely, it is not entirely analogue anymore?

When discussing digitalisation, we need to clarify what digitalisation is: Are we referring to hybrid/virtual solutions, or are we, for example, referring to biometric, no-key smooth ticketless movement around the city?

In Slovenia, we offer global solutions, so I am wondering to what extent we can, in our industry, talk about the local offer considering all can be adopted, brought in, arranged. We have all the necessary infrastructure to hold a high level and secure event with high demands. That was showcased by the events that were organised for the EU presidency. Our venues and members offer high technology solutions and top-level service to clients.

Q8: Since you helped co-create the Hybrid City Alliance, we want to know if you believe that hybrid events are the future of the meetings industry?

Hybrid events can be a solution for particular clients depending on the context, the aim, finances, etc. It provides a possibility to reach a wider audience, and for some, it solves their financial or time struggles. It provides options for delegates. There is no one-size-fits-all, but I see the benefits that hybrid events can bring.

Q9: Trends also influence events. One such trend is sustainable development which has been thrust into the limelight after the corona crisis. How do you plan on realizing your sustainably-oriented plan during your first mandate as the director of the bureau?

First of all, I am now learning about the green initiatives that are in place and investments by our members. As a CVB, we can educate and provide information on alternatives and advocate how events can be organised sustainably by making certain choices when organising them. We are limited and dependant on our partners and their investments in sustainability and their policies.

Q10: In the future, what will be the hottest topic and activity connecting the entire community of the Slovenian meetings industry?

That is very hard to predict. For sure, recovery, sustainability, new technologies, and cooperation.

Q11: How will you bridge the differences between the creative and logistic sectors of the Slovenian meetings industry, given the gap has been furthered by the crisis?

I believe that when there is a demand, there is an offer. To remain competitive with other markets, our offer will have to keep up with current times and client wishes. Hence, companies lacking behind will have to adapt to get a market share. I do not see it as a gap between logistic companies and creative agencies. I see it as two different offerings for two distinct clientele, two distinct services.

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Photo Credit: Holland Park Media

“I hope that we will start looking at the meetings industry more holistically, and, indeed, talk about the direct economic impact.”

Q12: What kind of marketing will be most effective after the corona crisis? What will be your approach to destination promotion, and what role will the Slovenian Convention Bureau play?

The best marketing is a personal connection. Thus, ideally, we should all keep in contact with our clients on a personal basis and uphold one-to-one contact. I see marketing and sales as matchmaking between what you have to offer and what the client needs. It is about trust and commitment on both ends. As my old colleague, Quirine Van Asperen de Boer, said, “it is not about tables and chairs”. As a destination, we need to compete with other destinations and give people a reason to come to Slovenia, as everyone has rooms and can provide a set-up. We see more and more people asking for content. At one of the trade shows, someone asked me why a group of engineers should come to Slovenia. That is what we need to provide, destination intelligence. Unfortunately, we are quite limited in our marketing budget. If I could dream, I would roll out a social media campaign, interlinked with ambitions of all our destinations, our sales activities and pipelines, presenting the strengths of Slovenia through video content and whitepapers aligned with our agenda. I would work with meetings, industry influencers and local ambassadors. The reality is that advertising is happening online, so I am not a big believer in printed media, at least not for our industry.

Q13: A growing issue the industry faces is the lack of a workforce. Considering that numerous colleagues have quit the industry, how do you plan on addressing this challenge?

The Ministry created a workforce to address this challenge. This is a worldwide challenge that other destinations are also facing. At the moment, the situation is difficult. As an employer, you wish to keep your retention high and invest in the education of your staff, but currently, it is what it is. I see a business opportunity for an agency to be created, similar to what we see abroad, especially in IT. In such cases, the agency invests in their staff, providing them free continuous education programmes, employing them fully and outsourcing them on projects, in this case, on events. Such models are not new abroad and provide permanent employment for employees and less overall costs for venues/PCOs because they do not have a person on regular payroll. But, of course, the question is, would such a model be suitable for Slovenia.

Q14: The congress industry was, and still is, one of the most affected sectors due to COVID-19. In your opinion, when will the meetings industry get back on its feet and reach the same income levels as before the pandemic? How can the activities of the Slovenian Convention Bureau contribute to the prosperity of the entire industry?

I hope that we will start looking at the meetings industry more holistically, and, indeed, talk about the direct economic impact and at the same time take the opportunity to work on the legacy that it can leave in the economy. I think the return of the meetings industry will differ per country and region. We see that clients are looking for easy access, flexibility in terms and conditions, and content. Numerous CVBs increased their budgets for marketing to be more noticeable and offered financial support to meeting organisers. The destination that offers or has all this will surely prosper faster and more. I think the divide might increase before it becomes more equal again. We need to keep in mind that not only were destinations and our partners hit in the crisis but in many cases also companies and events. Hence, that extra security, recognition and financial support some destinations are investing in, will for sure pay off for them.

Q15: What type of event would you like to bring to Slovenia?

At the moment, I do not have a specific event in mind. I wish the events we bring are more connected with the local community. It could be simple like inviting locals to the expo area or having a congress speaker speaking at school or university, etc.

Q16: What is Tadeja Pivc – Coudyser like in private life? What are your favourite activities in your spare time?

I am quite an introvert, so you will not often see me in places with lots of people. I enjoy my time in nature walking the dog or skiing.

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