Training programs

International Association of Professional Congress Organizers (iapco)

Since 1970 IAPCO has organized an annual training seminar for professional event organizers. Participants receive a certificate. The seminar lasts a week and covers a range of topics as can be seen from Exhibit 9.3 which relates to the 1999 seminar. While an excellent initiative only a small number of participants per annum can attend this seminar so its impact on the industry is limited.

Event Management Program, The George Washington University, USA

This program, which was launched in 1994, is available as a day release course, through weekend classes, or by distance-learning, utilizing on-line material. The certificate level programme consists of both compulsory units and options or electives in everything from event marketing to catering design.

Professional Education Conference - Europe - Meeting Professionals International (MPI)

Each year MPI organizes a three day professional development conference at a European venue, with a packed programme of seminars led by industry professionals. The 2001 event was held at Disneyland, Paris.

Certificate in Meetings Management - Meeting Professionals International

This certificate is the first such qualification certified by a university, namely the Institut de Management Hotelier International, which is a partnership of the leading French business school ESSEC and Cornell University. 'Students' on the programme take a number of courses to build up points, and after they attain a certain number of points they may sit the examination for the certificate. This is a very innovative course and, while not inexpensive, gives the 'student' a prestigious qualification.

Mpi has also pioneered the provision of training and personal development materials via the Internet.

European Masters in Congress Management

The first ever Masters course in Congress Management was launched in 1999. It is a partnership between:

• JICS, the Joint Interpretation and Conference Service of the European Commission

• ATLAS, the Association of European Universities and Colleges which teach tourism and leisure

• Four leading European universities, namely DEUSTO Bilbao, Bologna, Berufakademie Ravensburg and Sheffield Hallam.

• Leading bodies from the event management industry.

The programme includes around twelve to fifteen months' full time study and students are able to move between institutions to progress their studies. The curriculum involves a common core taught by each university and electives which reflect the various specialisms of the four universities.

The IAPCO certificate seminars, the Certificate in Meetings Management programme and the European Masters in Congress Management course are all aimed at senior managers and potential 'high-flyers' within the business tourism industry.

A wide variety of training and education programmes are now available aimed at a wider audience within the industry. These include:

• the International Meetings Academy, a series of short courses, for staff at different levels, run by the International Congress and Convention Association (ICCA)

• the summer schools run over several days each year by the European Federation of Conference Towns (EFCT).

• the SITE annual training seminar.

• the Meetings Industry Association (MIA) which runs short courses on various topics of interest to meeting organizers.

Universities and colleges are also starting to develop degree programmes and modules in Business Tourism. Sheffield Hallam University has, since 1992, offered modules in Business Tourism and Conference and Event Management. Birmingham College of Food, Tourism, and Creative Studies has also taught modules in this field for a number of years. In 1996, Leeds Metropolitan University launched a pioneering degree in Event Management, a four-year course with a work placement included.

Finally, there has been a growth in vocational qualifications in the industry with a growing emphasis on occupational standards, skills and competences. Work began in the UK in 1993 on developing National and Scottish Vocational Qualifications specifically for the events industry. This initiative has been led by the Events Sector Industry Training Organization (ESITO), a partnership of ten professional bodies.

Perhaps what is most needed now is a review and rationalization of these various initiatives to avoid confusing the industry. This will involve the need for greater co­operation between the rather fragmented industry trade organizations.

Conclusions

We have recognized that the quality of staff is vital to the success of the business tourism industry.

In this chapter it has been seen that there are a variety of different types of job in this industry which are interdependent if clients are to receive a good service. It has been noted that people come into employment in the industry in a variety of ways but that there are certain skills that are common to most jobs within business tourism. However, it is clear that these skills are traditionally obtained through experience in a rather ad hoc manner. Only recently has the industry begun to take training and education seriously. Today a number of useful initiatives are under way, partly thanks to the efforts of various professional bodies. There is still some way to go before the industry fully embraces the concepts of training and staff development. Nevertheless, for many people, business tourism provides interesting and relatively well-paid employment.

Discussion points and essay questions

1. Discuss the main characteristics of employment in business travel and tourism

2. What factors do you think encourage people to seek careers within business travel and tourism?

Exercise

Interview a number of people who work in business travel and tourism in a variety of roles. Based on what they say, and your own ideas, try to devise a set of training courses for staff in different sectors of business tourism. What subjects will be covered in your courses and how will they be delivered (location, times of the year and so on) to meet the needs of the industry?