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April 16, 2008

Germany voted best events destination

A poll of 600 events experts from across the globe voted Germany as the number one meetings and events destination, according to the European Institute for the Meetings Industry’s (EITW’s) Meeting & Event Barometer 2007.

For the study, which was commissioned by the German National Tourist Board (GNTB), the German Convention Bureau (GCB) and the European Association of Event Centres (EVVC), the EITW questioned more than 3,000 suppliers
in Germany, 37,000 organisers in Europe and over 600 experts worldwide. And although the research was clearly carried out to promote the German events industry, the breadth and depth of the study is impressive.

Germany was also found to be popular among organisers, with 95% of those surveyed rating the country as "better than" or at least "equal to" their preferred European meeting destinations.

The Meetings and Event Barometer identified a number of reason’s for Germany’s popularity among European organisers, with both the “hardware” (meetings infrastructure and attractions) and “software” (security, service and language skills) rated as “very good” to “good”. From an expert’s perspective, the country’s air and road travel network, meeting and exhibition facilities, convention centres and meeting hotels were cited as key reasons for their choice.

The EITW also believes that the series of new convention centres and hotels that are planned throughout Germany will further secure its position as a key events destination.

“There is still a construction boom in the MICE segment in Germany and many locations will be upgrading their offerings for meeting planners,” said the association. “Constant openings of new hotels, the expansion and optimisation of convention centres, and the creation of innovative venues ensure that Germany can consolidate its leading international position and hold its own in a dynamic international environment. A series of new convention centres and hotels will open this autumn.”

The Meeting & Event Barometer also asked about Germany’s future prospects as an events destination. “Experts and organisers forecast good prospects for the German meetings and events market,” said the report. “They predict that especially meetings and seminars will become increasingly important in future. In their forecasts for the event sector, experts were even more optimistic than organisers.”

Finally, industry experts were asked to give their opinion on market trends, with
93% predicting that professional event production will become increasingly important for meetings and events, 86% believing that virtual communication will not replace personal encounters and 80% saying that demand for interactive personal encounters will rise, with the environment gaining a central role in event management.

Some 80% of experts surveyed also believe that corporate meetings and events in external venues will rise, but not to the detriment of in-house events, which will also increase according to 61% of informants. Meanwhile, at 72%, a clear majority of experts expect Germany's image as a meetings and event destination to become increasingly better.

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