The Emerging MICE Hubs in Germany

Author: Karin Althaus, Senior Marketing Associate, Cvent

Enjoying a central location in Europe and featuring modern MICE facilities, Germany continues to excel as a meetings destination, not just in Europe but all around the world. As per the International Congress & Convention Association (ICCA), the country ranks first in Europe and second in the international MICE market.

Germany offers a plethora of modern meeting venues, ranging from independent MICE facilities to large convention centres. The capital city Berlin features a total of 5,358,480* square feet of meeting space. While Berlin is Germany's premier international destination for MICE events and ranks fourth in worldwide city rankings by ICCA, other first tier German cities like Munich, Hamburg, Dresden, Cologne and Frankfurt also feature amongst the Top 100 international event destinations.

The Hidden Gems in Germany's MICE Market

With developed infrastructure and availability of logistical necessities at cheaper rates (compared to first tier cities), the second-tier cities in Germany are gaining more prominence and are poised to be the new growth centres for MICE business. As per the data extracted from Cvent Supplier Network for the last 24 months, Stuttgart saw a positive 27.4 per cent increase in the total RFPs received with a 7 per cent increase in unique organisations sourcing into Stuttgart. Other cities that are attracting MICE groups and consequently reporting strong growth in the MICE market are Bonn, Wiesbaden and Leipzig.

Bonn - Germany's Emerging MICE Destination

Located at the heart of one of Europe's most densely populated areas, Bonn hosts several international conferences every year, including the annual UN climate conferences. The only UN city in the country and home to 18 secretariats, Bonn is an emerging world-class conference city in Germany. Bonn's total RFP value for the last 24 months has increased 14 per cent while the awarded value has gone up to 302.9 per cent.

With the MICE demand rising at a higher rate, experts anticipate a major investment in city's infrastructure and hotel industry. As per the "Hotel Market Report NRW 2017" issued by a hotel branch consulting firm in Wuppertal, Bonn stands at third place, right behind Cologne and Düsseldorf, in terms of interest level for hotel operators and investors. The report talks about the rapid growth in overnight stays in Bonn and the increase in numbers refer to the high level of attraction the city brings for both business travellers and tourists.

For those business travellers Bonn features some of the best conference centres in the region. The World Conference Centre Bonn, located in the United Nations Campus, is a world-class facility that can accommodate events with up to 7,000 delegates. The city also boasts of a range of impressive conference hotels.

*Source: Cvent Destination Guide - Berlin 

Karin Althaus

Karin Althaus joined the Cvent team in June 2015. Based on her own experience in organising a scientific conference she understands event organisers' pain points and how technology can help them plan, manage, market and measure their events in a more efficient way. As Senior Marketing Associate Karin works closely with Cvent's global teams to plan and execute campaigns both in Europe in general and the DACH region in particular.

About Cvent Supplier Network

The Cvent Supplier Network contains listings of hotels and other venues in more than 175 countries that can be searched and filtered based on meetings and events attributes. The Network is part of the Cvent Hospitality Cloud, which provides hotels, CVBs and other event venue owners, solutions to effectively generate qualified demand for meetings and events, manage that demand more efficiently, and measure MICE business performance. In 2017, Cvent Supplier Network enabled venue sourcing for meetings and events worth more than $13 billion.