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December 18, 2014

How the Netherlands are Promoting Europe's MICE Scene

At EIBTM in Barcelona, Eric Bakermans, marketing manager meetings & conventions at the NBTC joined the tide of marketers confirming the increasingly strategic role of business events as gateways to economic growth “beyond tourism” in innovation sectors earmarked for growth.
While the U.S. Congress was approving the Brand USA Reauthorization, Bakermans (alongside Matthias Schultze of the German Convention Bureau) is spearheading the collaboration of European national convention bureaus, and highlighting their efforts to promote Europe as a single destination. 

Eric Bakermans & Joyce Wittelaar from International Meetings Review on Vimeo.

At EIBTM, Bakermans confirmed that not only are the 17 members of the European collaboration presenting Europe as a collective destination, but that the trend to identify where best to locate conferences and events within key sectors of science, medicine, industry and commerce is also becoming a marketing standard. 

Joining Bakermans to illustrate the point was Joyce Wittelaar, account manager for congresses at Rotterdam Partners (previously Rotterdam Marketing - Rotterdam Tourism & Convention Board), who herself identified the priority sectors of Shipping, Medical, Agro-food and Clean Tech as targets for growth in Rotterdam. 

It is worth noting that Rotterdam is home to the largest worldwide port outside of China.
IMR's James Latham used the opportunity to draw parallels to the publication of "Germany Expertise" by the GCB which maps the country's expertise in its priority sectors and how national organizations (such as the NBTC in Holland) are using this form of mapping to support Tier Two cities and their bids for events where knowledge and expertise exceeds that of higher profile national gateways.
In response, Wittelaar confirmed that tier-two cities are themselves collaborating as "knowledge hubs" in their priority sectors by creating cross-city alliances and networks that market these intellectual capitals as sector gateways to knowledge and expertise.

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About the Author: James Latham

James Latham





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