MIM118

E U R O P E M A G A Z I N EMIM Europe Magazine, the meetings and incentives magazine for European corporate planners, in exclusive partnership with by EUMA, the European Association of Management Assistants.

#118

Afgiftekantoor-Bureau de dépôt: 2800 Mechelen 1Published 4 times a year: March, May, August, November Edition March 2012

InterviewNOMASONTO NDLOVU

THE RISE OF SOUTH AFRICAAS A MEETINGS DESTINATION

ANTWERP A meeting city on the rise

EUROPEWhy Europe matters to MICE

GENEVA Exploring Europe’s Lake city

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general > editorial

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CONTENTS

GENERALEditorial 3EUMA 4London & Partners 26

INTERVIEWNomasonto Ndlovu 6

SPECIAL FEATUREEurope 8

COLOPHON

MIM Europe Magazine sets great store by sustainable development and therefore chose responsible FSC® certifi ed paper which comes from a controlled source. More info: www.fsc.org ® FSC, A.C. FSC-SECR-0045

City marketing & gastronomy Can gastronomic events improve a city’s reputation? It could be an important

question. Europe will be teeming with culinary festivals in 2012, and Brussels is

most certainly not an exception. Brusselicious 2012 had its kickoff event recently,

starting a whole year of festivities themed around gastronomy. When I took a look at

the programme Visit Brussels put together, I must say I was quite surprised by some

of the themes and events it offered from now until September 21. Take the “Tram

Experience” for example, where companies can go for a gastronomic tour through

the city on a luxury tram. Superb! Or the restaurant “The Cube”, temporarily set up

in the Cinquarantenaire Arcade. Amazing! And as a last example: “Chez Cinematec”.

Look this event up on the Brusselicious website and I’m sure you’ll take the bait!

I think these three examples answer my opening question. Gastronomy is a great way

to conquer hearts. Culinary pleasures provide an appealing occasion to convene

and create some of the best memories you can leave a city with. Brussels can make

itself a golden chef’s hat as far as I’m concerned, that’s how much I like this initiative.

In this fi rst issue of MIM Europe Magazine, we’ll tell you all about how companies or

associations can enjoy these festivities. (www.brusselicious.be) Yummy!

www.mimagazine.eu / marcelsblog.typepad.com

MARCEL A.M. VISSERSOwner - Editor in chief

SPECIAL DESTINATIONAntwerp 21

DESTINATIONSIreland 17 Geneva 26Efteling 28Sarawak 30Angers 33

MIM magazine IS THE EUROPEAN MAGAZINE FOR THE MEETINGS INDUSTRY. IT IS PUBLISHED 4 TIMES A YEAR BY MEETING MEDIA COMPANY BVBA/SARL, WITH A CIRCULATION OF 5000 COPIES.

Editor in ChiefMarcel A.M. VissersT: +32 (0)3 226 88 [email protected]

Managing DirectorCécile Caiati-KochT: +32 (0)2 761 70 [email protected]

Account Manager - International SalesKelvin LuT : +32 (0)2 761 70 [email protected]

Managing EditorSarah Romy EdwardsT : +32 (0)2 761 70 [email protected]

EditorRose Kelleher

Address59, rue René Declercq B - 1150 Brussels (Belgium)T: +32 (0)2 761 70 50 F: +32 (0)2 761 70 51 www.mimmagazine.eu

PublisherMeeting Media Company Marcel A.M. Vissers Mechelseplein 23, bus 1B - 2000 Antwerpen (Belgium)www.MIMmagazine.eu

DesignWALLRUS grafi sche expedities, KortrijkT: +32 (0)56 24 94 [email protected]

PrintingCartim - Destelbergen

E D I T O R I A L

In exclusive partnership with

European Management Assistants Association.

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Iceland is a European country although, geographically, it is closer to America. Because of this, Icelandic culture has also been infl uenced by its American counterpart. Iceland is one of the Nordic nations because the ancestors of the Icelandic people fi nd their roots in Norway and Ireland. Iceland has gained international attention over the past few years due to the fact that the world‘s fi nancial crisis hit Iceland rather hard. In addition to this, the recent volcanic erup-tions in Eyjafjallajökull and Grímsvötn in Vatnajökull further helped push the small

country in the international spotlight.The Icelandic economy was badly hit because of the country’s very small population (350.000). We have now seen that other European countries are in similar fi nancial diffi culties although they are much bigger. The economic situation in Iceland is still critical and unemployment has never been higher although it is not as serious as in some other European countries, as for example Spain. EUMA members, like many others, have lost their jobs as the companies they have been working for have gone

bankrupt. Some have managed to fi nd new positions and in some cases the fact that they were EUMA members has played a key factor in acquiring new positions.

Conference Theme: Culture and values - Software of the mindWe think it will be interesting to look at the culture in the EUMA countries and how our cultural background and values affect our everyday decisions. The conference will explore the world‘s cultural dimensions and differences, national values, the connection between corporate culture and values, as well as our personal values. Several studies indicate that the primary reason for an organisation’s lack of success is a neglect of their organisational culture.

The 38th EUMA (European Management Assistants) Conference will be held in Reykjavik, on September 28, 2012. Iceland has been a member of EUMA since 1983 and in 1999, the EUMA conference took place there. TEXT RENE PANAGOPOULOU, DEPUTY NATIONAL PRO EUMA, GREECE

2012 Euma conference in Iceland

Harpa, the new Reykjavik Music Hall

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International quality network of management support professionals > www.euma.org

Culture is often defi ned as a set of characteristics that sets one group of people apart from another. For example, we sometimes attribute differences in the way one nation acts as opposed to another as the result of “cultural differences”. In doing so, we take a vast number of differences and agglomerate them under one umbrella. Some charac-teristics are transcultural, though. For example, we more or less expect that all children, everywhere, will grow up to love their parents. The way they express that love may depend a lot on the culture in which they are raised, but the loving feel-ings are culturally agnostic.

Values can be defi ned as broad preferences concerning appropriate courses of action or outcomes. As such, values refl ect a person’s sense of right and wrong or what “ought” to be. “Equal rights for all”, “Excellence deserves admiration”, and “People should be treated with respect and dignity” are repre-sentative of values. Values tend to infl uence attitudes and behaviour. For example, if you value equal rights for all and you go to work for an organization that treats its managers much better than it does its workers, you may form the attitude that the company is an unfair place to work; consequently, you may not produce well or may perhaps leave the company. It is likely that if the company had a more egalitarian

policy, your attitude and behaviours would have been more positive.

At corporate level culture is the “personality“ of the organisation and can be defi ned as the core beliefs, traditions, shared feelings and values. Culture is a key to achieving organi-sational excellence in that it not only shapes managers’ and employees’ behaviour, but also determines the manner in which people interpret and respond to any given organisational situation. Values are important building blocks of culture and are deep-seated and enduring. They motivate behaviour and emotional responses. They underpin the very

way people approach their work, make choices and decisions, and deal with each other.

Apart from values at a corporate level we all have personal values that we consider to be essential — values that we believe are fundamental to ourselves and the world. These can be things like harmony, kindness, excellence, integrity, being and doing good, respect of persistence.

EUMA Iceland looks forward to exploring the values of EUMA members from other EUMA commu-nities and maybe, at the end of the day, we will fi nd that management assistants share the same values whether they are from Iceland or Cyprus, Finland or France.

EUMAEUropean Management Assistants, EUMA,

is the only Europe-wide quality network of

top management assistants who focus on

their self-development and professional

evolution, and refl ect on the future of

their profession. The association is a non-

profi t association, has no political aims

and does not engage in political or trade

union activities. EUMA provides a forum

for management assistants, employers and

educators to promote an understanding

of the training, experience and career

opportunities necessary for the development

of its members. EUMA promotes an image

of the management assistant as an essential

element of the management team. EUMA

was founded in 1974, and is currently

represented by over 1300 members in 26

countries.

Culture is the ‘personality’ of an organisation and a key to achieving organisational excellence

THE 38TH EUMA INTERNATIONAL CONFERENCETHE CONFERENCE THEME: CULTURE AND VALUES

INFOWe will explore the world‘s cultural dimensions and differences, our national values, the connection between corporate culture and values, as well as our individual values.

WHEN? 28 September 2012

WHERE? Hilton Reykjavik Nordica Hotel in Reykjavik, Iceland.

The contemporary Hilton Reykjavik Nordica Hotel is situated in the fi nancial district of the capital. It is only 5 minutes’ walk from the outdoor park, Laugardalur and a complimentary shuttle bus journey from the city center. All of Reykjavik main attractions are just minutes away, making the hotel ideally placed to get the very best from Reykjavik.

SAVE THE DATE: 28 SEPTEMBER 2012

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South Africa’s scenic beauty is both impressive and legendary. Constantly innovating to meet the evolving needs of the global MICE industry, the country has more to offer than spectacular scenery and natural landscapes.

A rising star on the MICE-destinations map, South Africa will serve as the backdrop for the meeting of a large number of infl uen-tial buyers from around the world. And the country is all set to showcase its assets at Meetings Africa 2012, Africa’s biggest

business tourism trade show. MIM Europe met with Nomasonto Ndlovu, Global Manager of Business Tourism at South African Tourism, to learn more about the growing signifi cance of South Africa as a meetings destination.

MIM Europe: People talk about a South Africa before and a South Africa after the World Cup. What’s the difference?The 2010 FIFA World Cup™ not only changed the destination itself but it also changed perceptions of South Africa in

global markets. The World Cup introduced South Africa to a world-wide audience who knew nothing or very little about the destination before the event. Global awareness of the destination grew tremen-dously in the run-up to the World Cup and also during the event. It helped people understand that South Africa is capable of hosting big and complex events such as the World Cup... and hosting them with excel-lence, too. FIFA itself said it was the best managed and presented World Cup ever, giving us a score of 9 out of 10, something

interview > South Africa’s rising star

Re-discovering an up-and-coming meetings destination In recent years South Africa has re-emerged as a meetings destination of choice for the global MICE industry...TEXT: MARCEL A.M. VISSERS

InterviewNomasonto NdlovuThe rise of South Africa as a meetings destination

SOUTH AFRICAN TOURISM APPOINTS AMANDA KOTZE-NHLAPO TO HEAD UPNEWLY-ESTABLISHED NATIONAL CONVENTION BUREAU

SOUTH AFRICAN TOURISM is pleased to announce the appoint-ment of Amanda Kotze-Nhlapo to the position of Executive Manager. Kotze-Nhlapo joins SA Tourism after her successful tenure as Head: Convention

Bureau and Events at Cape Town Routes Unlimited and will be responsible for heading up the newly-established National Convention Bureau (NCB) at SA Tourism.

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interview > South Africa’s rising star

that made us very proud because we worked hard and we invested signifi cantly in making sure the event was a success.

Then, the World Cup also precipitated signifi -cant investments in infrastructure in South Africa. The Gautrain, for example, is one of the infrastructural success stories, making a trip between the airport and Sandton only takes 13 minutes as opposed to the previous 1 hour drive. South Africa invested in roads, public transport, tourism infrastructure, information technology and in upgrading the travel and tourism sector. This, I believe, puts the country among the most capable and best equipped destinations in the world to host major events and conventions.

MIM Europe: Meetings Africa is steadily growing. What’s the plan of action for the future?Meetings Africa has grown phenomenally over the years and we are delighted that we have been able to take the constructive feedback from buyers and exhibitors and use it to make some improvements to the show. These have included improvements on the hosted buyer selection process, investing in a more sophisticated yet effective business matchmaking system, introducing specialised association work-shops and getting more local corporates involved in the show.

We are very serious about growing business tourism to South Africa, thus continue to challenge ourselves to fi nd more effective and better ways to market our destination. As a marketing tool, Meetings Africa will continue to play a crucial role in our marketing programme providing a platform for our products and services to showcases what South Africa has to offer from a meetings and incentive point of view.

At this Meetings Africa 2012, we will introduce in more detail the newly estab-lished National Convention Bureau. Once the bureau strategy has been fi nalised in the next couple of months, we will be in a better position to communicate how Meetings Africa will be confi gured into the larger meetings, events, exhibitions and incentive growth plans for our destination.

MIM Europe: Since last year, there’s also an association day on Meetings Africa. Is this a new market for South Africa?Since 2007 we have identifi ed the

Association segment as a key market to pursue given the opportunities it presents. We will continue to put emphasis on this area as it remains an important part of the meetings market. The Association Day, now called Association Lekgotla, now in its 3rd year at Meetings Africa, has been designed to empower South African national associa-tions to play an even bigger and more strategic role in bidding for and attracting more international meetings into SA. And, for that to happen, they need to be run professionally and effi ciently. Therefore, the Association Lekgotla workshop is designed to equip them with essential association management tools and skills, to effectively run their associations. It is also a platform where industry and association clients can learn from each in order to grow market share of the global meetings market.

MIM Europe: For meetings and incentives, South Africa plays a leading role on the con-tinent. How will you keep fulfi lling this role?Meetings and Incentives are very much part of the “MICE” industry and we intend to ensure that this continues to get the focus and the attention it deserves. South Africa is a diverse destination, which has performed exceptionally well not only in attracting conventions, but also in winning awards as an incentives destination. However through Meetings Africa, which is visited by more incentive buyers, this presents a huge opportunity for the rest of the African region. We are excited that more and more exhibitors from outside

South Africa have seen the opportunity presented by this show and are increas-ingly participating at Meetings Africa.

MIM Europe: How important is Meetings Africa for European organizers? How important is it globally?Meetings Africa is very important for the European market and Europe remains the engine room of business tourism marketing for us, as we continue to draw the bulk of our Meetings Africa buyers from this market.

In addition, most association headquarters are based in Europe and as South Africa’s global reputation for hosting international association grows, it grows in Europe, too. This is very pleasing to us, as it is absolutely in line with our strategy to secure more association meetings for South Africa.

“The 2010 FIFA World Cup™ not only changed the destination itself but it also changed perceptions of South Africa. It helped people understand that we are capable of hosting big and complex events such as the World Cup - and hosting them with excellence, too!”

Nomasonto Ndlovu

Blyde River Canyon, Mpumalanga

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special feature > Europe

Cultural encounters in the Meetings Industry

As part of one of the fastest growing segments of hospitality and tourism, the people who work in the meetings industry today, along with their global client base, are increasingly culturally diverse. Richard

Lewis Communications is a manage-ment training consultancy specialising in language, communication and cross-cultural skills. Managing director Michael Gates speaks regularly at IMEX on the subject.

“MICE is all about making alliances and partners across cultures, and I would say that, in general, people in the meetings industry are pretty good at that, I think it’s part of the job description. We add value by giving them a more analytical approach. I try to give them a message about culture that they can pass onto their clients.” But Michael says that it’s important not

CONTENTS+ Cultural encounters in

the meetings industry . . . . . . . 8 Culture adds new dimension

to meetings in Europe

+ How the Meetings industry defi es the Eurozone crisis with pragmatism . . . . . . . . . . . 10

+ Helping Europe work smarter, not harder . . . . . . . . . . . . . . . . . . . 12

Why meetings contribute to the growth of Europe’s much touted “knowledge economy”

+ Europe and the Balkans . . . . 14 Brussels eyes the Southeast

+ Brussels . . . . . . . . . . . . . . . . . . . . . 15 Meeting in the corridors of power

ALL TEXTS BY ROSE KELLEHER

special feature

EuropeWhy meetings are a driver of economic growth and cultural integration

Multi-cultural considerations have always had a prominent place in this industry. With globalisation on the march and boardrooms besieged by fi nancial crises, the need to concentrate on building better relationships across borders is as high up on the MICE agenda as ever. We talk to multicultural expert Michael Gates of Richard Lewis Communications about maintaining that competitive edge in a shrinking world, cultural stereotypes, and what, exactly, makes a “European”.

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to view these “people skills” as bonus extras. “People in the MICE industry have got to get their clients to understand that behaving in these relationship-oriented ways is not just a soft skill, something that is nice to know. It’s actually good for the bottom line. Obviously with the crisis and more limitations on face to face meetings, one of the key threats is that companies start cutting down on the number of live meetings. I say to those in MICE that they should say to their clients that having live meetings is actually more important now to be competitive.”

“It’s a bit like Google Earth”Michael’s work involves enabling indi-viduals and organisations to communi-cate successfully across cultures in order to achieve sustainable improvements

in performance. “When you talk about culture and stereotypes, the further away you are from a culture, the easier it is to generalise about it. Like we tend to talk in terms of ‘Asians’ ” he says, adding that it’s a bit like Google Earth. Cultures tend to get broken down the closer you get. “From a distance you see more of a similarity, and then you get down to street level and there are a lot of differences. The Nordic countries are perfect examples. It’s easy to come up with some basic common Nordic quali-ties, like hard working and industrious, serious, calm cool, not so talkative... but when you zoom in on it, you see there are many differences.” He says that indeed, stereotypes can be very useful, as long as you’re careful. He analyses stereotypes about cultures, and tries to pick out elements of truth, to make them useful. “What we’re trying to do is get more deeply inside the stereotypes. For example, in Europe, northern cultures tend to say that Latin cultures are lazy, because perhaps they don’t stick to deadlines. But for them, they operate on a different time system. For them it’s more about people time rather than clock time and there is a lot of sense in that.” Michael says that, indeed, it might be worth investing more time in a particular relationship than being too worried about the clock. “If you’re form Andalusia, and they are notorious for what we would call laxity in time, they would fi nd it hilarious that we are so dictated to by our calendar and our timetable.” The French also come in for some negative profi ling. “One example would be the perception that the French are arrogant, but I would say that it’s not arrogance, I would say it’s more because the French education is based on Cartesian logic, and if you are extremely logical, you will tend at a meeting to keep repeating the same thing in different ways because you believe that the others will agree with you once they’ve understood the logic in your argument, and either they’re too stupid to under-stand, or you haven’t explained it well enough. Others might be thinking “Can’t we compromise?” but for the French, compromise is actually a very negative thing, whereas Swedes for example, are built on compromise. The French in some ways are right. Sometimes with compromise you end up with something everyone all agreeing to something which none of them really agree with.”

The ideal European From behind our desks in Brussels, where the ambitious European project is advancing, we look around and wonder about the “European” cultural identity. Michael is not sure there is one. “One American president once said “Who do I call if I want to call Europe?” and that’s the essential thing with Europe. It is very hard to clas-sify, even though there are obviously certain things that you could say are typically European. If you look at it from an American perspective, they will say there’s the history and traditions, that Europeans have a sophisticated culture, that they are more interested in the quality of life than making money. But I personally doubt that there will come a time when Yeats and Beethoven are considered “European” artists, even though any really great artist transcends the culture they’re from, they still are distinctively from that culture.” But just for laughs, Michael asks us to use our imagination and envision the ideal European. They would be “diplomatic as a Brit, thorough as a German, logical as a Frenchman, humanistic as a Spaniard, communica-tive as an Italian, negotiating like a Portuguese...” But for Michael, the biggest divide among Europeans is a philosophical one. “Both the Germans and the French are theoretical idealists, whereas Anglos are pragmatic. We don’t believe that there is some sort of perfect Utopia that you should strive towards. It’s sort of platonic idealism, and British thought is essentially non-platonic. That’s the big fault line at a very deep level.”

Organisations always grow out of a culture” says Michael “but at a certain point, if they can’t transcend that, what could be there biggest strength then becomes a weakness. What has made busi-nesses successful over the past 50 years has been being good at technical things, logistics, research, and other task related things.” But what’s becoming more impor-tant is relationships, particularly with people from a huge spectrum of cultures and backgrounds. The message seems to be: adapt or die. “If you don’t meet face to face regularly, you’re not going to succeed. The amount of competitive edge you can get from being good at tasks is reducing. You have to build powerful relationships with clients and teams. It’s a pretty good argument to have meetings.”

Meet “Europeans” in the MICE sector

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Brussels

Patrick BontinckCEO VisitBrussels

Normally, if there is a decrease in growth in Flanders and Wallonia in terms of global tourism, it doesn’t really affect Brussels. Brussels is the capital of

Europe, it makes a big difference. More and more associations are establishing them-selves here, more multinational companies are setting up all the time, and all that accounts for the increase in meetings. We saw growth of about 10% in Brussels in 2011, according to records we have received from different parts of the sector. This is because Brussels is such an international city and because of the institutions, of course. There was still an increase up to September of around 7%, but in October, November and December, there was a smaller increase, of about 2 or 3% up from the year before. That means that for the

moment, there is no major decrease in growth. In terms of prospects for 2012, the three fi rst months of the year should be the same as last year. And as for a longer term prospectus, the crisis really doesn’t seem to have a real effect. It’s not that we’re being optimistic, that’s according to the people talking around us, and it seems to be realistic. In terms of the demand for lower cost services over luxury, there is the perception that the people would reduce spending, but for the moment, we don’t see it in the records or when we talk to the congress centres and others in the industry.

I think that it is a decision that came four or fi ve years ago when people changed from 5 star to 4 star in many companies, but

with this crisis, we are not going to suffer in the same way that we suffered then. The adaptation has already been made, and that was a result of the changing mentality in many companies. Many companies now have policies that dictate what kind of accommodation they can choose when they travel. Brussels is less vulnerable than the rest of Belgium, of course, in terms of occupancy certainly, but what is always very dangerous is the pressure of pricing, we do suffer in terms of the average rate, which can drop according to pressure from intermediary agencies or PCOs.

As the sovereign debt crisis heats up and the rumour mill goes into overdrive, it becomes clear that trouble in the Eurozone economies is far from over. On the ground, we wonder how this translates for the meetings industry. Is it all empty hotel rooms and vacant conference venues? We talk to representatives from Belgium’s three diverse tourism regions, and take a snapshot of how the unfolding crisis is affecting meetings in real terms.


Patrick Bontinck

“More and more associations are establishing themselves in Brussels, more multinational companies are setting up all the time,and all that accounts for the increase in meetings.”

Corporate travellers increasingly choose lower-star accommodation.

How the Meetings industry defi es the Eurozone crisis with pragmatism

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The Elizabeth Hall in Antwerp currently undergoes a transformation into a spacious, new conference center

Brussels - Wallonia

Laurence Dogné Manager Brussels-Wallonia Convention Bureau

We will need to be very cautious in 2012 because there has been a sharp decline in corporate travel budgets due to the fragility of the economic

environment. It appears that the number of attendees per meeting is likely to decrease, as well as the number of days. The demand to do more with less is a clear trend. That means that companies need to be more creative because even if their budgets are lower they want to get the same quality. We also notice a trend for closer to home meetings, more meetings will be held domestically rather than abroad, and meetings planners indicate

that their clients are showing increasing interests in reporting green measures, provided it does not increase the cost of meetings, which is a new trend. There is also an increase in short-term orders which puts a high pressure on the sector. A lighter budget will force the organisers to look for less chic hotels (there is a shift of a star down in the travel policy) and cheaper and less fl ashy destinations. Indeed, it is frowned upon to organise great events when the company must reduce its overall costs, so organisers are looking more for experience than luxury, and Wallonia has therefore a card to play. To counter these negative effects, Wallonie-Bruxelles Tourisme will focus primarily on neigh-bouring countries to promote Wallonia. Our action plan includes numerous participa-tions in fairs and workshops in Belgium and especially in Flanders. In 2008, Wallonie-Bruxelles Tourisme created promotion clubs to enhance its promotion policy, and two of them are focused on the Meetings Industry sector.

Brussels - Flanders

Peter De WildeCEO Toerisme Vlaanderen

Statistics from 2011 show growth in MICE travel to all cities in Flanders and Brussels, in comparison to previous

years. Although the number of requests we receive through the CVB remains stable, shorter lead times are a notice-able trend in corporate meetings, as well as value for money and fl exibility. Competition with the rest Europe has also increased, because of new destina-tions and improved infrastructure. As in 2008, everything is dominated by the state of the global economy and, in particular, by the Euro-zone sovereign debt crisis, which has increased in volatility since 2010. It’s too early to get results of the measured effects yet. The meetings industry has no direct infl u-ence on economic crises, so they can only react according to the behaviour of clients. Thus, suppliers who come up with creative solutions that go beyond downgrading their rates, are still gaining business. The job of a meeting planner is getting more professional because the level of education hasalso improved over the past decade. Meeting design, meeting architecture,

and measuring ROI are just a few of the aspects that are part of the lexicon of meeting planning. As a CVB, our product focus is based on 4 elements: accessibility, infrastruc-ture, destination image and value for money. In terms of accessibility, we have great airlift from Brussels Airport, we are on high speed train lines and our cities in Flanders are compact, which means that hotels and conference centres are within walking distances from each other.

One of the major assets this year will be the new direct train link from Brussels Airport to Antwerp (25 minutes instead of 1h15 today) – opening in Spring 2012. The renovation of the Elizabeth Hall in Antwerp – to be ready in 2016 – will result in a brand new conference center with a capacity of 2000 participants. And, of course, the ‘Neo’ project at Brussels Expo will be one of the major developments in the capital, and will attract major conventions in the future.

“The demand to do more with less is a clear trend.”

“The meetings industry has no direct infl uence on economic crises, so they can only react according to the behaviour of clients.”

Laurence Dogné

Peter De Wilde

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Generating new knowledge and turning it into new products and services is crucial to maintaining and enhancing competitiveness. The Lisbon Strategy was devised by the European Commission in 2000, with an aim to make the EU “the most competitive and dynamic knowledge-based economy in the world, capable of sustainable economic growth with more and better jobs and

greater social cohesion” by 2010. By 2010, however, most of its goals were not achieved. But this focus on the development of the European knowledge economy has also enabled the growth of the meetings and conventions industry. The continual need for information and updating of knowledge provides a strong platform for meetings as a key medium for the dissemination of

knowledge, bringing what is often world class expertise within the grasp of local businesses and professionals. As for improving the quality of life by way of the medical or research fi elds, the benefi ts to the rest of the community can be profound. This health-related angle is particularly pertinent in terms of another evident European trend: the changing demographics. By 2025, 22.5% of the

We know that the signifi cance of this industry is consistently underestimated. The benefi ts of meetings are often overlooked in favour of “what really drives the economy”. But what really drives the economy? Meetings and events are critical to communication, research, the development of new businesses, knowledge transfer, investment generation and overall technical progress. What about how meetings are contributing to the growth of Europe’s much touted “knowledge economy”?

Helping Europe work smarter, not harder A changing economy puts meetings in the spotlight

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population of Europe will be over sixty-fi ve. The ability to maintain health and mobility will be paramount for Europe’s citizens, and linking research to product and service development will become ever more important.

The Knowledge Economy Network is a Brussels-based organisation dubbed a “network growing into a movement”, offering its members a platform for knowledge society development, with particular emphasis on human capital. According to KEN’s Bostjan Senkovec, the knowledge society “essentially encompasses two terms: “knowledge economy” and “information society”, and each term represents one aspect

of economic activity in the emerging post-industrial society.” In terms of the contribution of the meetings industry to this new era, Bostjan maintains that “meetings are most certainly a key aspect, yes – strong business and professional relations and partnerships are often easier to build by meeting in person. As for the recent surge in social networking, virtual seminars (webinars), and so forth which allow us to build contacts worldwide with the click of the button, the quality of these relations can be questioned, so meetings are still very important.”

“Knowledge has thus become the most important capital in the present age, and hence the success of any society lies in

harnessing it. When it comes to industrial output, it’s becoming seemingly diffi cult for mature economies to compete with emerging economies. Instead, societies must focus their efforts on producing excellence and niche products that only well educated nations can produce and stay competitive.”

Associations and the knowledge economyAssociations, in particular, can become key providers of professional wisdom. Alessandro Cortese of ESTRO, the European Society of Radiotherapy and Oncology, in Brussels says “Increased competition in a global arena leads to greater added value from investment in intangibles such as branding, marketing, distribution and information manage-ment.” What this means, says Alessandro, is “constant change and competition, implying the need for constant restruc-turing and upgrading. It’s an economy that creates, adapts, and uses knowledge effectively for its development.”

“Learning in the global knowledge economy is characterized by an accel-eration of innovation and application of knowledge as determinant of productivity by growing competition. This implies rapid and continuous re-structuring of the economy and fi rms, and upgrading of the labour force. Here’s where associations can become key players. Associations can focus on articulating their educational offering in order to make it as relevant in this new labour market framework.”

Comparing the US and the European models, Alessandro says “US policy makers were able to create an attrac-tive environment for scientists and researchers that turned out to be a key development factor for American Industry. If there’s a difference between American civil society and the European one, it’s the aptitude of Americans to adhere to a cause and promote it as a group. American associations have become the interface for information to meet people, corporations to meet research, supply to meet demand.

Associations became the place where wisdom was accessible. European associ-ations have again today, for the fi rst time since the 50s, the opportunity to develop educational products based on the knowl-edge and experience of their membership and meet the demand created by the global knowledge economy trend. It is time for European associations to step up and to provide the knowledge-sharing infrastructure where wisdom is created, transferred and turned into development processes.”

Knowledge has become Europe’s most important asset...

What is the knowledge economy? The knowledge economy is defi ned

as “production and services based on

knowledge-intensive activities that

contribute to an accelerated pace of

technical and scientifi c advance, as

well as rapid obsolescence. The key

component of a knowledge economy

is a greater reliance on intellectual

capabilities than on physical inputs

or natural resources.” To summarise,

knowledge becomes the primary

production resource and creative force,

instead of traditional capital and labour.

MIM 14


The beautiful Western Balkans is a region in the Southeast corner of Europe bound by the shimmeringly beautiful Adriatic Sea to the west, Austria and Hungary to the north, the Danube to the east, and the highlands of Thrace to the south. The region already attracts a number of inter-national businesses, boasting a legion of successful export oriented enterprises, and is an extremely attractive destination for meetings and incentives. This mountainous territory has been a crossroads between east and west for millennia, and the European Union has long eyed the region for its eastward expansion.

The Serbia Convention Bureau is based in Belgrade, though Milos tells us they try to promote the entire region as an attrac-tive destination for meetings, congresses, conventions and incentives. Drawing more attention to all of the countries, he

says, is mutually benefi cial. “I think that the interest of all Balkans countries is to promote the entire Balkan area. If we cooperate, we can have associations who will rotate their meetings between the countries, meaning the quality of services will be better.” Two decades ago, Belgrade was considered a major European conven-tion destination that enjoyed a robust business. However, the Balkan confl ict that occurred during the 1990s took a toll on the industry. The region’s huge potential is only being rediscovered now, and is morphing from an underachieving destina-tion into a winning meetings hub in the heart of Europe.

“EU accession is strategically important for all Balkan countries, and all Balkan countries have in mind to become member of the EU.” says Milos, adding “This is normal because culturally, we are Europe,

we are a part of European civilisation. In terms of the economy, the export and import of goods, all Balkan countries are oriented towards Europe.” A majority of citizens, and particularly businesses, main-tain it is in their best interests to move in the direction of membership. John Clancy, acting spokesman for EU Enlargement and Neighborhood Policy, notes that Balkan countries like Serbia are already close trading partners of the EU, and both sides benefi t from this economic relationship. Expanding the EU to include Balkan coun-tries would help bring economic benefi ts to the European Union as a whole. Eventually adopting the euro currency would have added economic benefi ts, such as no more transaction costs, price transparency, eliminating exchange rate uncertainty, improved infl ation performance and more inward investment, though it is hard to see that in the current crisis.

“It’s for those reasons that we really want to join the European Union,” says Milos. “The idea of the European Union was to create a unifi ed area that can compete with the US, Japan, China and the emerging economies, to create a competi-tive economy, competitive education, competitive enterprises and competitive products. The mission of the meetings industry should be to help to create a knowledge based society.” But, he adds, “these improvements will not come just because we join. They will come if we work harder at being more productive, if we contribute more for the future role of meetings, transform the economy and take advantage of our resources and techno-logical advancement. ”Milos is enthusiastic about the future. “Serbia is the new Capital of Cool, according to a testimonial of the Sunday Times newspaper, and despite this crisis, we are the fastest growing destination in Europe. Our plan is to maintain growth and to become one of the leading destinations in the world.”

The Western Balkans is a hugely attractive destination for meetings and incentives due to its natural resources and enthusiastic young teams. Albania, Bosnia-Herzegovina, Croatia, FYR of Macedonia, Montenegro and Serbia are all at various stages of negotiations to become part of the European Union. In light of Croatia’s signing in December, we ask Milos Milovanovic, CEO of the Serbian Convention Bureau, in Belgrade what it all means for the potential of meetings in the neighbourhood.

Europe and the Balkans: Brussels eyes the Southeast

The Balkan Mountains in Bulgaria

MIM 15


This is Brussels’ European Quarter, home to the powerful institutions that govern a population of over 500 million in 28 coun-tries. We are at the economic crossroads of Europe, in a city that has morphed into the political hub of the continent, moving in tune with the expansion of the union and the institutions that serve it. It’s a truly a global powerhouse, with the Council of the European Union, the European Commission and the European Parliament and a host of other offi cial bodies. Apart from the European civil service, there are multinational corporate headquarters and an estimated 15,000 lobbyists in 2,600 public relations groups, from both the corporate and the NGO sectors, actively engaged in defending their strategies from the great bureaucracy of the European Union. That’s a lot of meetings.

The Brussels EU quarter is the four square kilometres between Avenue des Arts and

Parc du Cinquantenaire. During the day, over 85,000 people work around here. Outside offi ce hours, it is largely deserted. At the top of Rue de la Loi sits the Berlaymont building, the headquarters of the Commission. At the top of the building, overlooking Brussels, is the meeting room of the 25 European Commissioners. The 2,200 offi ce rooms in the building house the 25 Commissioners and some 3,000 staff. The rest of the commission’s 18,000 staff are based in the buildings of the Directorates-General, spread throughout the EU quarter. Across the wide boulevard, at the centre of this urban ghetto is the Council building, a sandstone building that hosts the epic meetings of all the Sarkozy’s and Merkels when they come to town.

On the other side of the beautiful park Leopold sits the European Parliament. Inside the cavernous foyer, it’s like a train

station. There are thousands of people, politicians, stagiaires, journalists and staff, and presumably, lots of lobbyists among them. On the top fl oors are the private offi ces of over 700 MEPs and their assistants. The rest is packed with meeting rooms of every shape and size, from vast auditoria to pokey windowless cubbies. People run around on phones speaking incomprehensible languages. Tour groups follow behind offi cial guides, listening to earpieces explaining the history of the European Union. We peek inside a deceptively huge room along a corridor to fi nd over a thousand people with earphones facing a panel at the top of the room. The meeting room is so large you have to squint to see the speakers, and there are facilities for simultaneous translation in the 23 offi cial languages. The sign on the door says AFET, the Committee on Foreign Affairs. They are discussing the future of Libya, and the atmosphere is serious. Down the corridor, we duck into a public hearing on “European Trademark System in the 21st Century”.

The decisions made here on Europe’s corridors of power will directly impact the lives of not just the union’s citizens, but, increasingly, the wider world is affected by EU policy and legislation. It’s not all business, but mostly. Outside on Place Luxembourg, people are eating and drinking and enjoying the hustle and bustle. One woman we meet tells us in a British accent that she is a “Detached National Expert”, which means she’s sent here once a week to attend Commission meetings. She arrived last night by plane, and stayed in a chic downtown hotel. She will go back home to England after this drink. Another man is here to visit his IT company’s global headquarters, and he is winding down after a day of intense meetings, staying in one of thousands of Aparthotels near the square. A deafening noise drowns out the chatter. It sounds like a thousand engines revving at once, and it’s coming for us. An enquiry reveals that the 90th European Motor Show is being held in Brussels Expo Centre, and thousands of motorbike enthusiasts have met in Parc Cinquantennaire before riding together to the event in Heysel. As we said, a lot of meetings.

You would be forgiven for thinking that all anyone does in Brussels is go to meetings. Standing on Rue de la Loi at lunchtime, you realise it’s not so much corridors of power as entire boulevards of power: wide avenues of thousands of glass and steel constructions, housing everything from the European Anti-Fraud Offi ce to the Bottled Water Cooler Association.

Brussels: meeting in the corridors of power

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Ireland is one of the best places for meet-ings and events. Why? It offers a unique and exciting atmosphere and Ireland is easy and fast to access via the many airline routes from all over Europe.

During 3-6 days in Ireland you’ll have time to discuss your corporate strategy and direction together with your staff in a friendly Irish business environment. Stay in

trendy Ballsbridge. Meet locals. Build your team whilst visiting a local charity project. Learn to play the Irish Flute. Sing an Irish song. Listen to stories from the past. Enjoy Irish hospitality at the fullest! Professional organiser Echt Ierland tailors motivational programs based on your target budget, dates and expecta-tions. Of course, we also make additional suggestions and are happy to amend any customised offer to meet your specifi c requirements.

Echt Ierland also offers a wide variety of individually tailored self-drive or guided programs throughout Ireland.

ContactEcht IerlandT. +31 35 [email protected] www.echtierland.nl

Ireland: the country of green landscapes? Impressive coastlines and Irish whiskey? Yes and there’s much more: Meet the friendliest people in the world. Taste brilliant food. Experience the excitement of this country while meeting and motivating your staff or clients in Ireland.

destinations > Ireland

MIM 17

“Some cause happiness wherever they go; others whenever they go”Oscar Wilde

The 3-6 day motivational programsBelow you’ll fi nd an example of our 3 - 6 day motivational programs: • “Cead Mile Fáilte” – A Thousand Welcomes! Arrival at Dublin Airport – your guests will be welcomed by our guides at the airport. Feel the taste of Irish music on your arrival! The bagpiper in a traditional costume will complement Ireland’s warm welcome.

• Malahide Castle Medieval Banquet. An exciting location for a perfect event.

• Meet a Rugby Personality at Aviva Stadium

• Pull the “perfect pint” with lunch and a visit at Guinness Storehouse

• Teambuilding in Dublin - your staff will be divided into teams, receive a road book and a map and must find their way around the city from one point to another solving clues as well as seeking and gathering certain items. Only locals will be able to answer your questions. A good way to mingle and discover Irish hospitality!

• Experience an enchanting evening of Irish folklore and storytelling while enjoying a traditional Irish dinner. As you relax between courses, renowned storyteller Johnny Daly takes you back into a world of the imagination with wonderful insights and magical stories about Irish life in times past

• Welcome Dinner & Shindig Evening at Old Jameson Distillery - “Extra Touch”: A personalized bottle of 12 yr old Jameson Distillery Reserve

• A Dinner in The Church - The Church is one of Dublin’s most unique establishments. The restored former Church is situated at the heart of Dublin’s shopping district, with five distinct settings on four levels. The Church is composed of a café, a bar, a restaurant and, since 2007, also a club

• Sea Safari is Dublin’s latest and most exciting adventure activity. The Sea Safari will take you on a high speed, adrenalin tour in one of our large ribs

www.echtierland.nl/incentives

Meet in Ireland Motivate & discuss - build & create

destination > London

MIM 18

Last year, London & Partners, with Barbara Jamison, Head of Business Development Europe, launched ‘Motivation Month’ to reinforce the importance of motivation and incentive events to businesses and the economy. The campaign ran throughout February 2012, supporting the overall ‘Britain for Events’ campaign as it built momentum before International Confex in March. It had two main objectives: to raise the profi le of London as an incentive and business destination for 2012 and beyond, and to allow knowledge sharing for the actual events and business industry.

London - meetings with a legacyA talk with Hugo Slimbrouck

Motivation Month received support from a number of different events providers including, Pestana Chelsea Bridge Hotel and Spa and MotivAction, a

group that helps improvement in business performance by creating programmes to motivate, communicate and build teams, Outback Adventures & Events, the Landmark London and Twickenham Experience. The month included a range of different activities including round table discussions, one of which

Hugo Slimbrouck, Director of Strategic Partnerships, Ovation Global DMC, gladly participated in. Hugo tells us all about the new London experience.

MIM: You just came back from London. To what extent do you think the city and the national meetings industry will benefi t from the Olympics?Hugo Slimbrouck: It seems London is already looking ahead to the legacy that the Olympic Games will leave for 2013 and beyond for the meetings industry. It’s quite clear the city is focused on the future which is demonstrated by the opportuni-ties and benefi ts post-Games including a wealth of new venues, mass enhancement

of London’s transport infrastructure, new hotels and attractions and the regenera-tion of London’s East End, providing a brand new part of the city to explore.

So the real benefi ts will defi nitely come after the Olympics. It’s unbelievable to see how everything seems to have, indeed, moved from the west to the east. The new ExCel London Convention Centre is fantastic for instance: it’s very fl exible, with a lot of exhibition space, and many conference rooms easy to modulate. The airport on this side of the town makes it very accessible. The whole fi nancial city seems to have shifted there as well. And they keep adding new, interesting capaci-ties. Not so long ago, I had the feeling that London was not that much into meetings, as occupancy was high anyway thanks to a dynamic leisure tourism But it’s not the case anymore. Take the new Aloft London ExCel, next door to the convention centre: a no non-sense hotel that’s to me the epitome of this realization.

MIM : So it’s like a new city has emerged…Hugo Slimbrouck: Exactly. London has always been easy to market in a way. It

Hugo Slimbrouck

V&A Museum

ExCeL London

destination > London

MIM 19

might be one of the most easily acces-sible cities out there, whether it be by air or train. It takes a mere 2h11 from Brussels via Eurostar and you get right in the heart of the city!

And there’s plenty of venues, everywhere you turn: St Pancras Renaissance London Hotel is a fantastic facility next to the Eurostar terminal, ideally located next to Church House Conference Centre, One Great George Street, a conference and events venue situated just off Parliament Square in Westminster home of the non accredited media centre during the London 2012 Olympic and Paralympic Games, Banqueting House, or the new 5-star Corinthia Hotel… you name it! I personally liked Foreman’s, the salmon-smoking factory, a new event space next to the stadium, in which I was lucky enough to have dinner. And, of course, the Oyster Card makes moving around quite easy… and sustainable because we use public transport.

So I guess the main message here is that London needs to be rediscovered. It’s like the London you think you know doesn’t exist anymore. Forget about the ‘old London’, or the ‘seriousness’ of London. There are places to be enthralled by everywhere, it’s a whole new world that is quickly emerging before our very own eyes.

MIM: Can we talk about a new London experience then?Hugo Slimbrouck: Absolutely. London is a very innovative city, a fact barely known in our industry, which somehow still sees it as the Queen’s town, the home to Tower Bridge and that’s it. If it was just for me, the ideal meetings and incentives programme would combine the traditional London everybody knows and the more creative one still to be discovered. I’m sure this would appeal to people.

One more word about gastronomy. It seems London has been playing around with new cuisines lately, merging fl avours and tastes from all over the world, even from Balkan countries as far as my celebrity chef Silvena Rowe who runs Quince Restaurant at the May Fair Hotel, who was present at the round table, is concerned. London has become creative now when it comes to gastronomy - who would have thought? There is a tangible fanciness of restaurants there, with a ‘wow’ factor everytime you go out.

ContactBarbara Jamison, Head of Business Development EuropeLondon & [email protected]/convention-bureau

Chelsea, London’s most complete venue

Chelsea Football Club is a football club like no other. Chelsea FC’s home ground, Stamford Bridge, is also worth trying if you’re looking for meetings with a twist. Chelsea Football Club is versatile, sophisti-cated and well equipped venue in London. Combining hotel bedrooms, adaptable meeting spaces and facilities, a choice of restaurants, London’s most exclusive music venue, an exclusive health club and spa with football from the most exciting league in the world, it’s ideal for meetings and events of any kind. Stamford Bridge offers some of the most versatile meetings and events facilities with 21 function suites, 60 syndicate rooms. Stamford Bridge can accommodate anything from 5 for a board meeting to 1,500 for a reception and boasts one of the best entertainment facilities in the country with beautifully appointed suites, panoramic stadium views, the fi nest food and the most attentive service. More info at chelseafc.com/events

Post Games Park

St. Pancras Renaissance London Hotel

The Thames

Chelsea’s Great Hall

Marco’s entrance

Eurostar gives you a selection of three advantageous booking classes: Standard Class, Standard Premier and Business Premier. As a passenger of the Standard Class you have access to the bar-buffet whilst an upgrade to Standard Premier enables easy access to electronic devices with electrical sockets adjoining each seat.

There is a light meal served with drinks at your seat and free magazines onboard. Eurostar Business Premier, the equivalent of fl ying fi rst-class, makes the comfort of travelling by train second to none. It offers corporate travellers high quality service, ultra fast check-in, access to the Eurostar lounges, fl exibility with booking their tickets

(which can be fully exchanged or refunded) and an unparalleled meal service on board. For this category there is also an express check-in that allows you to hop on the Eurostar only 10 minutes before departure.

And that’s not all: The Eurostar Plus Points programme makes you eligible for countless discounts on hotels, musicals, exhibitions, in museums, restaurants and shops. Simply log on to www.sncb-europe.biz and arrange your journey. Other sales channels include SNCB Europe Contact Center, 7 days a week, 070/79 79 79 (€0,30/min), 39 stations and travel agencies.

*fastest travel time

Don’t miss your opportunity to discover London 2012 at the height of the Olympics! Put an end to uncomfortable travel, waiting in long queues and spending too much time at the check-in counter. Eurostar is the easy alternative to fl ying to the capital of the world! Serving Brussels with up to 9 train connections per day, you will reach London in only two hours*. Depart from Bruxelles-Midi or Lille and choose between 3 classes of service specifi cally designed to cater to your individual needs.

Travelling with Eurostar now becomes even more convenient

general > transport

A meeting in London?

Travel fast with

Brussels-Midi - London St Pancras International in 2h* 9 times a day from € 88 return 3 classes of service, according to your needs

For more information

www.sncb-europe.biz

* fastest travel time

MIM 21

special destination > Antwerp

Antwerp

CONTENTS

+ Antwerp, a meetings cityon a rise . . . . . . . . . . . . . . . . . . . 21

Philip Heylen, Antwerp’s Vice mayor for Culture and Tourism

+ Antwerp congress & business events bureau: an evaluation . . . . . . . . . . . . . 23

Inge Marstboom, manager convention & business events of Antwerp Tourism & Convention

+ Antwerp hotel association: a new drive for Antwerp’s meeting industry . . . . . . . . 24

Didier Boehlen, GM of Radisson Blu Astrid Hotel

INTERVIEWS BY MARCEL A.M. VISSERS

MIM Europe: Antwerp is a city on the rise, as far as the Meetings Industry is concerned. How fast is this growth?PH: Antwerp certainly has the potential to grow as a meetings destination. It has important advantages such as accessibility, the status of being the economic centre of the country, the tourist infrastructure and image – but demand is also largely determined by the available meeting infra-structure. Antwerp still lacks one crucial thing: a fully-fl edged conference centre. The city has to rely on the existing loca-tions and hotels that can handle multi-day conferences for a maximum of 600 guests.

Bigger conferences are seldom organized, and are often only possible thanks to the fl exible attitude of the organizer. Problems arise for larger multi-day conferences organized on one fi xed location for plenary meetings, breakouts, catering and exhibi-tion. The limited facilities we have now keep demand low. The Diabolo-connection between Brussels Airport and Antwerp, planned for mid June, will defi nitely be an added advantage for the city. Get on the train at the airport and in less than thirty minutes you’ll be in Antwerp’s city centre. Besides offering facilities, it’s very impor-tant for a destination to be present at

international trade fairs and events. Every year we attend the two major interna-tional exhibitions: EIBTM and IMEX. At these fairs, Antwerp Tourism & Congress can assess the international interest for the city. We’re also members of several important international organizations, to assist in the promotion of Antwerp as a conference and meeting destination.

MIM Europe: How do you currently describe Antwerp to companies looking for an incentive/event location? What makes this city special? PH: Besides meeting venues in historical buildings such as the city hall and the

special destination

Antwerp, a Meetings City on the rise !An interview with Philip Heylen, Antwerp’s Vice mayor for Culture and Tourism, always ends on a warm note. Philip is fi ery, enthusiastic, well-informed and never pessimistic. He’s excited about Antwerp’s Meetings Industry too, but he’s not afraid to admit that there is still much work to be done.

destination > subject

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university, there are also great locations available on or near the water (the Scheldt and the docks). Other interesting possi-bilities are locations with a story: about fashion, Rubens, diamonds and so on.On the incentive/events level, Antwerp has a lot of variety to offer as well. The four main advantages (fashion, diamonds, water, Rubens/culture) can be perfectly converted into products for a popular and exciting

incentive. We have our diamond cocktails, the Antwerp fashion hunt game, harbor cruises, museum nocturnes, et cetera. The cooperation between the city and the industry appears to be an advantage as well. Organizers welcome this level of teamwork.

MIM Europe: Do you sell Antwerp differently to congress organizers (associations), being another target group?PH: There is a close cooperation between the city, the university and Elzenveld. Elzenveld and the university both offer a good and affordable service to associations. Both locations are located right in the centre, so there is enough hotel capacity available within walking distance and the participants can enjoy the city before and after the congress activities.

MIM Europe: How do you see Antwerp as a congress destination in 2015? PH: Our hotels can currently offer conference capacity for up to 600 people. Antwerp can grow to be signifi cantly more important on the meeting market if it has a state-of-the-art conference centre to push this limit. Antwerp can and should aspire to accommodate conferences for up to 1,500 participants. A convention city with a brand new conference centre located right in the centre, with suffi cient exhibition space, will certainly strengthen its market position.

“Antwerp can grow to be signifi cantly more important on the meeting market if it hasa state-of-the-art conference centre to push this limit.”Philip Heylen


+32 3 203 12 34radissonblu.com/astridhotel-antwerp

We turn meetings into

great events!Organizing, that’s what we’re good at! Whether it concerns a meeting, an incentive, a conference or a party, we’ll make sure you get what you’ve been dreaming of. Anything is possible, even a cocktail amongst 10,000 exotic fish and reptiles in Aquatopia.

Radisson Blu Astrid offers 18 modern meeting rooms spread over 2 dedicated conferencing floors and enthusiast meeting experts who come up with inspiring ideas that meet up to everyone’s budget.

Call us NOW on +32 (0)3 203 13 77 and discover your personal opportunities in one of the biggest conference hotels of Antwerp!

Philip Heylen, Antwerp’s Vice mayor for Culture and Tourism

MIM 23


“We’re constantly scanning new markets

as well, to fi nd the ones most interesting to us.”

Inge Marstboom

MIM Europe: How was 2011 for Antwerp?IM: It certainly wasn’t a bad year: both venues and hotels are fairly happy. The last part of 2010 was exceptionally busy because of the European presidency attracting a lot of meetings. Logically we didn’t reach those numbers again in 2011, but otherwise we’ve had a very stable year. The economic crisis didn’t really touch us.

MIM Europe: How is Antwerp promoting itself to the industry? IM: Since a few years, we’re attending both EIBTM and IMEX again, and it’s starting to show. Each year, we have more appoint-ments and our brand awareness rises. What amazed me on EIBTM last year, was the attention we were getting from associations. They’re actively attending these fairs to compare cities to each other, giving us some valuable new options. We’re constantly scanning new markets as well, to fi nd the ones most interesting to us. We’re experiencing on India this

year, because of the links with the harbor and diamond industry. We’ve also noticed companies are becoming more creative due to the economic situation. While more and more video conferences are being held, there’s still a need to meet in person. But the style of incentives is changing. A lot of businesses are trying to mix leisure activities with something cultural or educational. It’s not just meeting for 5 hours straight before going to the pub anymore. We’re keeping this in mind.

MIM Europe: Are there any new meeting locations we should know of?IM: There’s a few: “Het Koetshuis” behind the Palace on the Meir is a wonderful but temporary event venue, the MAS museum can be rented for meetings and events. ALM in Berchem has multiple meeting rooms/halls and Portview is a trendy new location in the harbour with a fabulous view which is especially interesting for companies in the port sector. The latest additions to the hotels in Antwerp are the Tulip Inn, Hotel O in the South with its smaller meeting rooms and the Mercure Centrum Opera Hotel. After the plans for the Keyserlei had been made public, a lot of catering businesses specifi cally started looking to open a venue there.

Inge Marstboom, manager conven-tion & business events of Antwerp Tourism & Convention, shines her light on how the city’s meeting industry did in 2011 and takes a look at the near future.

Antwerp congress & business events bureau: an evaluation

Inge Marstboom

Things are moving in Antwerp. The renovated and enlarged Central Station, the direct train connection with Brussels Airport planned for this year, the remodeled Astrid Square, the ongoing renovation of the famous Keyserlei and foremost: the completion of the Flanders Concert and Congress Centre in 2015. All of these projects will no doubt make the Antwerp Station Area the city’s most important business hub.

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destination > subject

MIM 24MIM 24


AHA: The Antwerp Hotel AssociationAHA was founded last June to promote Antwerp and its hotels, to improve their general image and to be a well known point of contact for anyone needing a word with the hotel world. It also works on improv-ing and strengthening the cooperation between Flanders Tourism, Flanders Catering Federation, Antwerp Tourism & Congress and other professional organizations.

“Mutual hotel coordination andcooperation is the key to making

it all work. It’s a matter of earning trust andliving up to it.”

Didier Boehlen

Antwerp fi nally has its own Hotel Association. President of AHA (Antwerp Hotel Association) is Didier Boehlen, GM of Radisson Blu Astrid Hotel.

Antwerp hotel association: a new drive for Antwerp’s meeting industry

MIM Europe: Why was it necessary to fi nally create a hotel association?DB: When I started working here 18 months ago, hotels weren’t really communicating with each other. We were missing a general point of contact, and decided to create an offi cial non-profi t organization. All of our members pay a fee – € 10 per room annually – which

isn’t cheap. But since our startup, 3,700 rooms already joined, giving us a lot of fi nancial capacity from membership alone. Our goal is to create business and raise the demand for hotel rooms in Antwerp, not to defend our own interests.

MIM Europe: What’s your view on Antwerp as a congress destination? Is it aiming at the international market?DB: Because of the lack of mutual coordination, organizing big meetings in Antwerp was traditionally diffi cult. If you’re working with multiple small, independent hotels, it’s a burden to quickly book a large number of rooms. A lot of opportunities were missed this way. This will change in the near future: a direct train connection with Brussels Airport is underway (just 23 minutes), and in 2015 the Flanders Congress & Concert Centre will be ready: important new assets for Antwerp, making it a fi rst class congress destination and a qualitative but cheap alternative to Brussels. Mutual hotel coordination and cooperation is the key to making it all work. It’s a matter of earning trust and living up to it.

MIM Europe: Are you satisfi ed with the station area as a meeting destination?DB: We’re happy, but not fully satisfi ed yet. We could be in 2015: with a new congress centre, a new Keyserlei, a new Opera square and a tunnel under the Leien. The neighborhood’s atmosphere will change dramatically, and most likely for the better. We have a room capacity of more than 700 beds within walking distance of the station. We’ll be perfectly suited for congresses of about 1,000 delegates.

Didier Boehlen

Antwerp - Boutique Hotel

MIM 26

City splash A wide range of water sports and the city’s countless attractions illustrate Geneva’s special relationship with water. Water enthusiasts will fi nd their batteries recharged as Geneva offers just the right balance of business and leisure. The River Rhône starts in Valais, fl ows through Lake Geneva and on into the Mediterranean sea in Marseille. At the southern tip we catch a glimpse of Geneva with its 200.000 inhabitants. Geneva’s harbour provides easy access to the lake, opening up a space of tremendous recreational value. Pass by beautiful fl owerbeds, exotic fl ora and elegant old residences as you stroll down the lakeside quays. Featuring on many postcards is the symbol of Geneva: The water fountain, or jet d’eau, as the city’s French-speaking population calls it, sprays 500 litres of water as high as 450 feet into the air. Further along the quay is a popular meeting point: The

Paquis Bath features beaches, a jetty, and a restaurant. In winter you can warm up in the sauna and enjoy a traditional fondue. Thanks to the lake’s clean and clear water, visitors can swim right in the middle of the city. Very popular during the colder season is Geneva’s annual Christmas Cup, a swim-ming competition regularly organised in December. First held in 1934, the 125-metre race takes its course along the quay of Jardin Anglais. The water temperature at this time of year stands at around 4-5 degrees Celsius, with the air tempera-ture anywhere between minus 10 and 10 degrees Celsius. The competition is open to more than 900 contestants. The event is highly recommended by the Geneva Convention Bureau who take corporate mission seriously: they had two of their staff participate in the race last year.Competitive souls will fi nd pleasure in another exciting race : the Bol d’Or Mirabaud, known as the most important European regatta, challenges not only

visiting amateurs but also international crews to compete on high-tech boats whilst circumnavigating Lake Geneva to the end of the lake and back. A nautical festival fi rst organised in 1939, Bol d’Or has become a classic of the international regatta agenda attracting more than 500 sailboats each year. For luxury lovers there is also the possibility of yacht racing with the Société Nautique de Genève, a Geneva-based yacht club famous for its high-performance catamarans. Between 2003 and 2010 it hosted the America’s

Geneva is a truly versatile city with much to offer. While Switzerland’s second most populous city is probably best known for its historic signifi cance as the place where the Geneva Conventions were signed, the city also prides itself on having a unique tourist attraction: a lake situated right at the heart of the city. Even if you have not yet had the pleasure of visiting Geneva, you have probably heard about Lac Léman, also called Geneva Lake, and one of the biggest lakes of Europe. Geneva caters not only to busy corporate travellers. The city that once set the stage for one of the most important meetings in the history of international law also has something a little more natural to offer: Water. Discover Lac Léman, perched between vineyards and the Alps. TEXT SARAH ROMY EDWARDS

Exploring Europe’s “Lake City”

Bol d’Or Mirabaud

destination > Geneva

MIM 27

destination > Geneva

cup featuring the well-known Alinghi syndicate that won the 73rd Bol d’Or Mirabaud in 2011.

Share unforgettable moments on Geneva’s waterways!

With the high quality of life that’s typical for Swiss cities and its world-renowned pollution-free waters, Geneva is the ideal location for water sports. Geneva’s lakefront lends itself to practically every form of water sports: sailing, rowing, wind surfi ng, waterskiing and, of course, swimming. Unwind from a long day at the boardroom and experience one of the most exciting attractions in the centre of Geneva: white water rafting on the Arve River right at the heart of the city. The river, born from the many glaciers of the Chamonix valley, gives you a taste of the fresh mountain atmosphere within the safe confi nes of the city. Revitalising refresh-ment guaranteed!

Culinary Meeting Pleasures If you are looking for an unusual place to organise a meeting away from Geneva’s

well-known conference spaces, Lake Geneva is the place: Book a cruise and invite up to 700 participants. Geneva offers a range of cruises and guided tours for a more personalised meeting experi-ence. Whether you want to cruise for one hour, one day or one evening only, Geneva has something for you.

Equally attractive for lovers of good food and exquisite wine are the city’s so-called gourmet cruises: Learn about Geneva’s many attractions and organise a trip of sightseeing on one of Europe’s most beautiful lakes. What other city offers you the opportunity to enjoy a sightseeing trip on the water?

Elegance and refi nement await you at midday and in the evening on board the Belle Epoque boat the “Savoie” with Michelin star awarded Chef Philippe Chevrier. Savour the moment in exclusive surroundings on Lake Geneva and taste the hidden culinary treasures with a special fondue cruise in the winter. The gastronomic cruise can host up to 150 participants.

Whether you look for a vehicle that will bring you to work or an adventurous way to cross the lake, you can count on Geneva’s small ferry boats, ‘les Mouettes’. Tourist bonus: Stay in a Geneva hotel and benefi t from your free daily travel pass for public transportation services. So check-in and board the Mouettes Genevoises free of charge with the Geneva Transport Card!

Breathtaking views from nearby alpine peaks If you plan to combine your winter visit with a little skiing trip, you may be inter-ested to know that the Jura Mountains are easily accessible from Geneva. A haven for cross-country skiing, the Valserine valley hosts renowned ski resorts and is famous for the variety of its trails. Warm yourself up in the cosy ski villages with traditional Swiss food after an active day on the slopes and watch the sun go

down. To highlight the social character of your winter meeting, why not share some precious savoury moments with your guests? Aside from the famed raclette, there really is nothing more traditional in Swiss cuisine than homemade fondue. Surely a great way to end a ski day! A 90 minutes drive by motor-coach, through the picturesque Arve Valley takes us to Chamonix in nearby France, one of the most famous mountain villages at the foot of the awe inspiring Mont-Blanc. From the centre of Chamonix, a 20 minutes ride in the Aiguille du Midi cable car takes you straight up 3842m for an exhilarating view of the French, Swiss and Italian Alps.

Between 19 July and 12 August 2012, Geneva will once again showcase its assets with a series of outdoor venues that neatly spread throughout the city: The Geneva Festival is the largest annual event and fairground in Switzerland next to Lake Geneva. The indisputable festival highlight, one of the largest musical fi reworks in the world, is performed over the city’s lake. Festival guests can choose from more than 250 free concerts, fairground entertain-ment, food stalls and crafts, shows as well as numerous sport activities. Don’t miss it!

Contact:David CougouleCorporate Sales ManagerGeneva Convention BureauGeneva Tourism & ConventionsT. +41 (0)22 909 70 [email protected]

Winter activities

Geneva Festival

Les Mouettes

Gastronomic Cruises

Jet d’Eau

Christmas Cup

general > hospitality

MIM 28

1001 Business Possibilities at EftelingEfteling is more than just a theme park. It is a World of Wonders where almost anything is possible, also in the business arena. To celebrate this unique year, the spellbinding anniversary attraction, Aquanura, can be enjoyed daily, from 1 June 2012. Aquanura is the largest water show in Europe and an unrivalled sensation. Coloured fountains dance to delightful Efteling melodies, reaching high above the Pagode. Fairytales and attractions come to life before your eyes, allowing you to relive your day together. A spectacular climax to an enchanting day.

And don’t forget that Efteling is now open 365 days a year. You can enjoy the park in spring, summer, autumn or winter and

decide for yourself when your group would like to visit; during park opening hours or even afterwards.

Captivating business events Efteling has everything it needs in-house to organise events large and small, national and international, lasting one day or several days. It has the perfect location for any business occasion. Efteling plans events in close consultation with you and is happy to offer advice on imaginative interpretations and themes. Moreover, Efteling takes the entire organisation off your hands.

The atmosphere alone at this World of Wonders is a source of inspiration. The view down from the Pagode will give your guests a greater perspective on your business. Meanwhile, the gnomes’ houses

demonstrate what an asset being ‘small’ can be. In no time at all, your guests will be thinking outside the box.

Space and relaxation at Efteling Golf ParkGolf is the ideal activity for any business occasion: to strengthen relationships, as a relaxing prelude to an important gath-ering, or when you have something to celebrate with your colleagues. Efteling’s Golf Park offers all you need to make your business meeting an unqualifi ed success! The inspirational nature of Efteling’s Golf Park and its outstanding facilities (such as a clubhouse featuring rooms with a panoramic view of the golf course) make every business person feel at home.

Efteling sparkles like never before...

Once upon a time... a Fairytale Forest expanded to become a gigantic World of Wonders. Efteling is celebrating its 60th anniversary and, throughout that time, it has certainly not stood still. In this special anniversary year, the park is at its most effervescent, with sensational new attractions !

your World of Wonders is not far away and centrally located between Brussels and Amsterdam

Anniversary attraction 2012 Aquanura

Efteling’s Holiday Park “Bosrijk”

House of the Five Senses

Country House in Bosrijk

MIM 29

general > hospitality

Efteling Theatre: the conference location of choice Since 2002, Efteling Theatre, the Netherlands’ fi fth largest conference location, has provided the scintillating décor for business events and spirited parties. The theatre complex is located next to Efteling Park’s main entrance. It has a 1,000-seat auditorium and two generous foyers, making it a multifunc-tional location with the capability of hosting large-scale conferences and events.

Efteling: the ideal short-stay destinationIf your guests are travelling from far away or you would like to combine your gathering with an overnight stay, treat everyone to the sweetest dreams within walking distance of Efteling.

Both Efteling Hotel and Efteling Village Bosrijk are easy to reach and have ample free parking. Both locations offer various meeting rooms and event locations.

As well as short stays, you can also hold training courses, teambuilding events and meetings at Efteling Hotel and Efteling Village Bosrijk.

Dream away at Efteling HotelEfteling Hotel is situated right next door to the theme park. Your guests can stay here for one or more nights in fairytale surroundings. Efteling Hotel contains 122 rooms, which were recently

refurbished to offer your guests the very best in modern comfort. Wonderful nights at Efteling Village Bosrijk.

At the end of 2009, the World of Efteling opened Efteling Village Bosrijk. This new and charismatic holiday park is surrounded by nature and offers an oasis of tranquillity, right next door to the theme park. The opening of Efteling Village Bosrijk enables Efteling to offer more possibilities for overnight stays. This allows more visitors, including those from neighbouring countries, to stay overnight close to the theme park. Efteling Village Bosrijk offers numerous possibilities for staging (business) events lasting one or more days.

Set amongst natural surroundings, holiday cottages are dotted here and there, along with two impressive build-ings: the Manor House and Gatehouse. The stately Manor House is eminently suitable for groups and its ‘Huyskamer’ lounge is ideal for all sorts of gather-ings. The Manor House contains 54 fully furnished apartments, which can provide your guests with comfortable accommo-dation for several days and nights.

Looking for something on a larger scale?You can book the whole, or sections, of either Efteling Village Bosrijk or Efteling Hotel.

For more information, visit www.efteling.com

In September 2011, 130 members of the Dutch Federation of Physicians stayed at Efteling Village Bosrijk. They stayed for two nights with their colleagues and families in Efteling Village Bosrijk’s Woodland Cottages. In addition, they enjoyed communal breakfast and dinner. “The Federation of Physicians was looking for a location at which to spend a pleasant weekend with their families and children,” says the organiser, Katrien Keppens, who has nothing but praise for the organisa-tion of their event: “The organisation was more than satisfactory. The prior consultation was very friendly and everything was perfectly arranged, ready for our arrival. After such a start, it was impossible for anything to go wrong during the weekend. Indeed, the whole weekend continued in the same relaxed and organised way. Within two years, I will be organising another such weekend but, unfortunately, I am not allowed to choose the same location, because we want to try something new each time. I am certain that I will not receive the same plaudits as I did for this weekend, because I don’t believe another place exists where the organisation runs so smoothly.”

Katrien would not hesitate to recommend Efteling as a short-stay destination: “The advance preparation was extremely thorough but there was still room for fl exibility. Efteling remains a theme park that is diffi cult to categorise or compare with other theme parks. The whole experience was enhanced by staying at Efteling Village Bosrijk. For me, it is the ideal place to visit with colleagues.”

With its 60-year history, you can count on Efteling’s vast experience in welcoming and attending to large groups. Choose Efteling and fi nd a reliable, professional and collaborative partner.

Testimonial Federation of Physicians

Efteling Theatre Hall

Houses on Water in Bosrijk Efteling Hotel

MIM 31

destination > Sarawak

People talk about Borneo fi rst, then about Sarawak and fi nally about Kuching. Ten years ago, the Malaysian Sarawak – also called land of the “hornbills – was a top destina-tion for incentive travelers from Europe. After that, things went quiet for a while, but now this colonial rainforest paradise is back in the spotlight. TEXT: MARCEL A.M. VISSERS

Hotel Pullman

Iban people

Rainforest NostalgiaIn Europe, a rainforest is as strange as snow in Africa. How do people live and work in such a mystical place? The best introduction to Sarawak is a visit to Edric Ong’s studio in Kuching’s Bazaar district. Edric is an artist-fashion designer and an authority on tribal textiles and indigenous arts. He can precisely explain what’s still authentic and what is not. Clothing, masks, hats, paintings... for him they’re all stories telling the mysterious history of the indigenous tribes and of course: the head-hunters. He is also the president of Society Atelier, which has successfully hosted the World Eco-Fiber and Textile Forum 2008 and 2010, and will continue to host for the third time this year.

From the main Bazaar it’s just a small walk to the river promenade, full of fountains, gardens, food stalls and an unfolding incentive landscape you won’t soon forget. But what does Kuching actually mean? Well, strangely, it’s Malaysian for “cat”. It’s a small town, perfect for walks, with a fascinating colonial past. How does it sound when they are talking about a white rajah. And what if you hear talk of old Chinese merchant houses from the Victorian era? And do not forget to visit the two splendid hotels at the Riverside: Hilton Kuching and the newly-built confer-ence hotel Pullman!

Kuching: from pleasure to businessWith the arrival of a professional conven-tion bureau fi ve years ago, Sarawak began a new chapter in its history, and incentive organizers and meeting plan-ners have rediscovered it. That’s what Jason Chew, Events Horizon managing director, is saying too (Events Horizon is a young and dynamic EMC based in Kuching). “Our incentive program became more extensive and well organ-ized to cater for international delegates. Making Sarawak into a well integrated MICE destination is our aim as well as rewarding the delegates with memorable experiences.”

One motivation session initiated by Sarawak Convention Bureau, the “Tribal Wisdom Speakers”, is a source of speakers from among Sarawak’s successful busi-nessmen and women, artists and govern-ment representatives from the State’s ethnic tribes.

The speeches will take the form of a motivation session sponsored by the Sarawak Convention Bureau. But we also continue to focus on classics like a visit to a longhouse or the orangutan sanctuary. Being the fi rst bureau in Malaysia, SCB has produced great incentive ideas in collaboration with Sarawak Forestry and Salvation Army Boys’ Home. Aptly named “Heart to Heart with Orang Utans” and bike-building “We Build, We Compete, We Bond”, these ideas never fails to fascinate even the most adventurous ones. A purpose built convention centerA second boost for Sarawak was the development of the fi rst dedicated conven-tion center: the Borneo Convention Centre Kuching (BCCK). It has a rainforest themed architecture and is situated on the banks of the Kuching River eight kilometers from the city. It can accommodate 5,000 dele-gates. International conferences have since found their way to Kuching. Some are very inspiring and could very well be a reason to organize an incentive trip to Sarawak. A few examples: In October 2011 there was a three-day International Crocodile Conference. There is also the annual International Tattoo Conference. And to conclude, a global attraction: the World Clown Association Annual Convention (WCAC) comes to Kuching in March 2013, with 200 international clowns. Now that’s a convention I would like to attend!

For more information, contact:Sarawak Convention Bureau+6082 [email protected]

Borneo and Sarawak, where are you?

The essential worldwide exhibition for incentive travel, meetings and events.

pre-register now imex-frankfurt.com

WITH EVERYONE INTHE MEETINGS WORLD

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You can maximise your time and prepare thoroughly for highly productive meetings. At IMEX ’11, 57,000 appointments were made before the event – leading to at least $508 million worth of business happening right there on the show floor. With IMEX 2012 marking 10 years of bringing people together face-to-face, it’s one of the best opportunities to get serious business done.

To talk business with thousands of like-minded meetings and events professionals, IMEX in Frankfurt is the world’s largest exhibition for meetings, incentive travel and events and it is here where you’ll find all the important contacts you need.

With the bespoke IMEX Online Diary system to make appointments in advance, you’ll be able to plan your schedule super-efficiently and meet the people you really want to do business with.

MAKE BUSINESS WORK FOR YOU. MAKE SURE YOU’RE IN FRANKFURT IN MAY FOR IMEX 2012.

CALL: +44 (0)1273 227311 E-MAIL: [email protected]

IMEX-FRANKFURT.COM

MIM 33

destination > Angers Loire Valley

Angers Loire Valley - Where in France exactly?Anyone traveling to Angers Loire Valley from Central Europe is dependent on the TGV from Montparnasse leaving in Paris. This train ride takes about 90 minutes. Anyone traveling from further away has to rely on the Airport of Angers Loire Valley or Nantes, from where 17 destinations are served by Air France. Anybody visiting Angers Loire Valley as a congress city for the fi rst time should explore it with Jean-Louis Brisson as a guide working for the Convention Bureau.

He is quite familiar with the available meetings facilities. Angers, as he puts very well, is “A fresh breath of congress air”. Three major charac-teristics of the city are important to know: A river fl ows through the city centre (so you have two different, particular banks), it is a city on a human scale and it’s fi lled to the brink with culture. What I always remember is that Angers Loire Valley is home to the Community Offi ce for Plant Variety as well as VEGEPOLYS, the international cluster located in Angers Loire Valley who is the international reference

France has many major and interesting convention cities. Some are smaller and less known, so a little less loved as well. But learning to know them is learning to love them. Take Angers Loire Valley in Western France for example. To be more precise, in the departe-ment of Maine-et-Loire. Or are you more familiar with Anjou, the Agri Food Area? Angers Loire Valley is a city on a river, and that is always a good reference for a conference city. Welcome to the 16th largest city in France! TEXT BY MARCEL A.M.VISSERS, EDITOR-IN-CHIEF

AngersEurope’s City of Flowers

LATEST NEWSAir France fl ies from Nantes to Brussels two times a day during week days. British Airways launches a new French route, from London to Angers Loire Valley. From May 29, BA City Flyer will operate three times a week fl ying from London to Angers Loire Valley. All inclusive one way fares start from £65.

EASY TO REACH!Angers Loire Valley is connected with Europe

How easy is Angers to reach? There is only one simple answer: Angers is very well connected with EuropeMany high speed train connections arriving in the city centre: Daily connec-tions with Paris (90 mn),Lille (3h30), Lyon (4 hours), Strasbourg (5 hours), London (5 hours), Brussels (4 hours)

+ Direct fl ight London-Angers Loire Valley: 1h30+ 17 European Destinations from

Nantes Atlantique Airport (50 mn)

Château d’Angers

© J

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llaud

MIM 34

destination > Angers Loire Valley

ANGERS LOIRE VALLEY CONGRESS CENTREOpen on a botanical garden

+ Angers Loire Valley Congress Centre is ideally located in the town centre 10 mn walk from TGV station, hotels and heritage venues.

+ Its human size facilities make it the best place for hosting con-ventions, congresses and cultural events up to 1200 participants.

+ 1 auditorium (350-700-1240 seats)+ 10 break-out rooms and 2600 sqm

exhibition space+ Direct access in the garden

UNFORGETTABLE INCENTIVE IN LOIRE VALLEY!

Experience a life size incentive fl ying over the Loire, castles, abbeys onboard helicopter or air balloon. Taste the fi ne wines of the 3rd vineyard of France, share a friendly lunch with the Marquess of Brissac in the highest castle of France. Visit the unique Val de Loire fortress and experience Angers Loire Valley academy game before joining the David d’Angers Loire Valley Museum for an exclusive dinner party amongst the monumental statues.

TERRA BOTANICA1st European business centre and theme park dedicated to plants

For the fi rst time in Europe, you will mix work and leisure, nature and ad-venture, authenticity and technology.Terra Botanica Business Centre will welcome you right in the heart of eleven hectares of gardens, aquatic areas, greenhouses, 40 attractions and activities. 1 auditorium 325 seats, 4 meeting rooms, 1 exhibition area, and privates terraces 3000 sqm, restaurant area, + 11 hectares of playground incentive area!

for sustainable plant. This is an agency of the European Union responsible for the execution of the rules involving the protection of growers’ rights, a form of intellectual property rights relating to plants. A starting point for innovative and specialised conferences.

A New Congress Centre for Angers Loire ValleyThe current congress centre, built in 1983 and located in the botanical garden in the centre of town, is still looking good and it hosts 300 events per year, but will not be able to cope with future demand. There are plans for a new, prestigious conven-tion centre on the banks of the Maine, facing le Château d’Angers Loire Valley. There is space for 1500 delegates and an adjacent 4-star hotel will be built as well (150 rooms). But that’s for the future (2016). I had the opportunity to attend a mini-conference of Atout France at the Museum of Fine Arts (www.musees.angers.fr): a beautiful loca-tion where cocktails and lunch are served. Meetings in Angers Loire Valley’ Castle are highly recommended (www.monuments-nationaux.fr)

Terra Botanica in Angers Loire Valley, is the latest newcomer to France’s theme parks. Opened in April 2010 with the aim of exploring and explaining the universe of plants, the concept of this innovative

botanical theme park is highly ambi-tious. All aspects of plant life - historical, geographical, economic, symbolic, scientifi c and aesthetic - are here, some presented seriously, some in a decidedly wacky way. It’s a major new attraction, an excellent conference facility and a place for social functions. www.terrabotanica.fr

Find your event solution on www.meetinangers.comAngers Convention BureauT. 00 33 2 41 23 50 [email protected]

Museum of Fine Arts Angers Loire Valley

Soucherie

“A new touch of style for your professional events inThe heart of western France”

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ANGERS LOIRE VALLEY CONVENTION BUREAU

The captain and his crew wish you a very relaxing flight in our Premium Voyageur Class, designed with extra room

to stretch your legs and to enjoy the privacy of our innovative shell-seats.

making the sky the best place on earthwww.afkl.biz

The captain and his crew wish you a very relaxing flight in our Premium Voyageur Class, designed with extra room

to stretch your legs and to enjoy the privacy of our innovative shell-seats.

making the sky the best place on earthwww.afkl.biz

MIM118

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