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Convention bureaux alliance progresses China push

Strategic Alliance of the National Convention Bureaux of Europe plan joint activities in China for 2017 and beyond
26/10/2016

Pictured: The Strategic Alliance of the National Convention Bureaux of Europe in Riga

European convention bureaux has decided to boost efforts to target the Chinese meetings market after receiving "valuable advice" at a recent event in Latvia. 

The Strategic Alliance of the National Convention Bureaux of Europe met in Riga last month to receive the results of a study they commissioned and to plan a joint approach targeting the country. It says it will now plan joint activities in China scheduled for 2017 and beyond.

The group agreed to share opinions on issues affecting the meetings industry within Europe such as new venues, educational needs, laws and regulations, as well as reactions to topical news. 

Matthias Schultze, MD of the German Convention Bureau (GCB), and Eric Bakermans, marketing manager for the Netherlands Board of Tourism & Conventions, speaking on behalf of the group, said: “Within our alliance there is an increasing demand for information on the Chinese MICE market and the position of Europe as a business travel destination for this market. The research explores the potential of the Chinese market and how convention bureaux can use this insight to adapt their destination marketing and communication.”

The China market research delivered insight into the image of and interest in Europe as a business travel destination among events agencies and their clients, covering Chinese perception and image of European countries, their facilities and support as well as motivations and barriers for choosing different European countries. Key trends, such as experiential travel and the influence of social media, were also covered as well as the requirements of the meetings market in China including value, security and accessibility.

The Strategic Alliance of the National Convention Bureaux aims to boost partnership working between convention bureaux within Europe.

The seventh meeting of the Strategic Alliance of the National Convention Bureaux of Europe took place in Riga, preceded by a visit and training session at the airBaltic Training Centre as well as an address by Janis Vanags, vice president of corporate communications at AirBaltic Corporation, on crisis management .

The Alliance meets twice a year, rotating host destinations, with the next meeting scheduled to take place in Florence on 26-27 January 2017.


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