The Magazine of the GERMAN CONVENTION BUREAU
English Edition 1 / 2012
Welcome to Germany
Kicking the ball meets career â€“ How to become a successful No. 1
German key industries Meeting among experts
made in Germany! M Hotels offer over 40 years of experience in managing small, medium and large European or global conferences in more than 50 hotels in Germany and all over the world. Plan your tailor-made conference with M up from 2 to 5.000 people: our professional team will be on hand. With M’s slogan of ‘meetings and accommodation under one roof’, the centrally located hotels are the ideal choice for astute business travellers and holidaymakers alike. M Hotels International Sales Office
Külpstrasse 2 · D-64293 Darmstadt · Telefon +49 (0) 6151 905-710 firstname.lastname@example.org www.maritim.com
n the last few years Germany has sustainably strengthened its position as a leading European congress and meetings location. The reasons are quite obvious. n Key industries a plus factor Germany can offer an excellent value for money coupled with high quality.
has been developed (see p. 20 et seq.) – for example interlinked infrastructures. n Logistics & mobility factor Location relevance and proximity to target groups need modern transport connections. As the most important European logistics hub, Germany has
Key industries a plus factor, Locistics & mobility factor, Meeting place: IMEX In addition, the Federal Republic of Germany has an outstanding infrastructure - with regard to accessibility as well as its meetings venues. The third criterion should not be underestimated: the important role of the highly varied range of economic and scientific competence that perceptibly enhances the profile of numerous meetings locations and regions. The GCB German Convention Bureau e.V. perceives the task of highlighting this plus factor even more effectively at the international level as a top priority. Because the question of whether adequate key technologies and sciences can supplement their event in a thematically relevant way is a crucial aspect for increasingly more people with MICE responsibility. Therefore, a marketing strategy building on selected key industries
optimal prerequisites in this regard. It is not least for that reason that the International Transport Forum (ITF) – which is after all the world’s leading conference on transportation policy and the transport sector - is held in Leipzig. Above all, the start of operations of the capital city’s new Berlin-Brandenburg Airport (cf. p. 18) this year will inject new mobility impetus in addition to Frankfurt am Main Airport, where new meeting options have been offered since the multifunctional real estate property called The Squaire opened. n Meeting place: IMEX Just before that - in its tenth year of existence - the IMEX will once again demonstrate the wellestablished position it has acquired in the appointment calendar of the MICE industry. There is no doubt that the optimal accessibility of Germany as a location and/or the transportation hub Frankfurt am Main has contributed towards that. Besides the classic B2B exhibition, the range of seminars that is included
and the networking opportunities have evolved in an outstanding way.You too have undoubtedly already made plans accordingly in your appointment schedule for the IMEX. Intelligent use of social media supplements the range of options on location in a consistent way. In conclusion, I do not want to neglect recommending the summit meeting of the German event industry to you – the Meeting Experts Conference (MEXCON) – in mid June. In Berlin, we will discuss the importance and future development of events for economy, politics and science.
In this vein I remain
Your Matthias Schultze Managing Director GCB German Convention Bureau e.V.
The Magazine of the GERMAN CONVENTION BUREAU
German National Tourist Board www.germany.travel
English Edition 1 / 2012
11 18 27 29 30 31 32 32
NEWS - Certificates NEWS - Airlines NEWS - Fairs NEWS - Shopping NEWS - Member in Focus NEWS - Hotels NEWS - Offers NEWS - Congress Centres
Jean-Marie Pfaff – Kicking the ball meets career
How to become a successful No. 1
06 08 10 12 13
Meeting among experts
German key industries
Welcome to IMEX 2012 Welcome to Frankfurt German Wildcards for IMEX GCB – German Language Seminars Meetologie®: The science Behind Effective Meetings
Executive Board: Matthias Schultze Printing: Druck- und Verlagshaus Zarbock GmbH & Co. KG V.i.S.d.P.: Martina Nesper Editorial Staff: GCB German Convention Bureau e. V. Featured writers in this issue: GCB, Texterlei - Sonja Sahmer, Dr. Michael Behrendt, DZT Deutsche Zentrale für Tourismus e.V. Layout: Sven Steglich
German Convention Bureau
GCB Branch Office North America
Münchener Str. 48 60329 Frankfurt/Main, Germany Tel. +49 69 242 930- 0 Fax +49 69 242 930- 26 E-Mail email@example.com www.gcb.de
122 East 42nd Street, Suite 2000 New York, NY 10168-0072, USA Tel. +1 212 661 4582 Fax +1 212 661 6192 E-Mail firstname.lastname@example.org www.germany-meetings.com
natureOffice.com | DE-140-559273
Title: Deutsche Zentrale für Tourismus e.V. (DZT), Köln Tourismus, Tourismusamt München, Tourismus+Congress GmbH Frankfurt am Main, Pictures: p. 6/7: GCB, Regent Exhibitions Ltd, p. 8: Tourismus+Congress GmbH Frankfurt am Main, p. 10: Tourismus und Stadtmarketing Husum GmbH, Regensburg Tourismus GmbH, p. 14: Jean-Marie Pfaff, EHRICHT Consulting, p. 16: EHRICHT Consulting, p. 18: LH: Lufthansa Medienarchiv, © Photographer: Jens Görlich - © CGI: MO CGI GbR, p. 20: © BASF, p. 21: © BVMed-Bilderpool, © Pfizer, © BASF, p. 22: DKG, © Baden-Baden, © Achema, p. 23 ©AMA Service GmbH, p. 24: Green Polymer Chemistry Congress, Tourismus+Congress GmbH Frankfurt am Main, Mannheim, Fonds Professionell, p. 26: Safety Demonstration ITF© OECDITF, Marco Urban, Marc-Steffen Unger, Simone Neumann, p. 27: © HUSUM WindEnergy, „Auf der Windmesse“, p. 28: © SightCity, p. 31: Hilton Garden Inn Frankfurt Airport, Hilton Frankfurt Airport, Atlantic Congress Hotel Essen, p. 32: Atlantic Congress Hotel Essen, Leonardo Royal Hotel Berlin, Kongress am Park Augsburg, p. 33: Kongress am Park Augsburg, The Squaire Frequency: biannual; The GCB is supported by: Strategic Partners: German National Tourist Board, Deutsche Lufthansa AG, Deutsche Bahn AG, IMEX - incorporating Meetings made in Germany; Preferred Partners: convention bureau DÜSSELDORF, darmstadtium wissenschaft | kongresse and Maritim Hotels
• top modern and multifunctional convention locations • prominent German metropolis of business and science • third biggest airport in Germany, optimal traffic connections/infrastructure • 1.500 hotels within 30 minutes, total capacity of approximately 70.000 hotel rooms • international flair meets typical Rhenish tradition • world-class shopping • host of the international mega event Eurovision Song Contest 2011
Just keep it convenient - call us! Full-service for your convention.
convention bureau DÜSSELDORF +49 211 17 202-858 www.convention-duesseldorf.com
WELCOME TO IMEX 2012
The Germany stand 2011
Welcome to IMEX 2012 The show where the global meetings industry continues to do business while maximising connections and networking opportunities. Plan your IMEX 2012 and continue to make the most of your time, development and foremost business.
n IMEX in Frankfurt number 10 â€“
Signs strong for a great show to mark anniversary year Continued strong interest from buyers across Europe and the emerging economies of Brazil, China and India is fuelling demand for places on the sought-after IMEX in Frankfurt hosted buyer programme. Exhibitor numbers are set to match or exceed 2011, and organisers have
taken a new approach to the showâ€™s education programme. Plans are also in place to attract more corporate buyers to the show through a new Executive Meeting Forum for C-level buyers; many of whom, although influential in buying and budgetary decisions, do not usually attend industry exhibitions and events.
Exhibitor interest has been healthy, especially among the anticipated 50 hotel groups, boosted by larger stands from many of the major groups including Fairmont Hotels, Starwood and Kempinski. ATA Hotels will be taking a stand for the first time, whilst Best Western are returning to the show with their own stand.
n IMEX 2012 − Overview Date: 22 − 24 May 2012 Location: Messe Frankfurt, Hall 8 Opening hours: Tuesday, 22 May, 10:00 a.m. − 5:30 p.m. Wednesday, 23 May, 10:00 a.m. − 5:30 p.m. Thursday, 24 May, 10:00 a.m. − 4:30 p.m. Admission: free of charge (after prior registration) Online registration on: www.imex-frankfurt.com
n Travel an accomodation After registering, IMEX visitors can choose from over more than 30,000 hotel beds and over 200 hotels in Frankfurt. Registered IMEX visitors will benefit from special reduced rates for hotels, flight and rail tickets, and rental cars. Lufthansa, Star Alliance and SkyTeam offer all registered IMEX visitors reductions on international flights to Frankfurt. Deutsche Bahn offers IMEX visitors a special rate of only €99 for 1st-class rail tickets to Frankfurt from any location in Germany and back. Return tickets from Amsterdam, Brussels and Zurich are available for €149.
IMEX 2011 visitors
WELCOME TO IMEX 2012 07
Demand for space from across the world is also extremely strong with a broad sweep of destinations increasing their presence at IMEX in Frankfurt including Boston, Brazil, Costa Rica, Croatia, Moscow, Paris, Slovakia, Sri Lanka and Turkey. Meanwhile,Visit Pittsburgh makes a welcome return to the show. This, the tenth anniversary of the award-winning trade show, will also see a reworking of its hallmark Association Day for association meeting planners. Three new education tracks – ‘Executive’, ‘Operations’ and ‘Meetings’ plus crowd-sourced discussion topics and ‘Ask the Expert’ clinics have all been introduced to give participants more choice plus extra time to take part in more sessions throughout the day. The hugely popular association evening, taking place at the Westin Hotel, will welcome 900 buyers and suppliers for a great evening of networking before doors to the trade show have opened. n Germany’s stand will be the largest at the exhibition This year the Germany stand of the GCB German Convention Bureau e.V. will be the largest exhibition stand at the IMEX. In 2012 it will present an entirely new design. The attention-getting colour of red will ensure effective advertising for German meeting locations. It is the ideal point of contact for organisers from national association conferences, congresses and directors’ meetings. In 2012 a total of about 200 German cities, congress centres, hotels, event agencies and service providers will be participating in the presentation of the GCB. The largest exhibitors with their own open areas are the trade fair cities Frankfurt, Munich and Hamburg, among others, as well as
Meetropolis. The marketing cooperation relationship that was founded two years ago by the two cities of Cologne and Düsseldorf has enlarged its participation at the stand considerably and will be presenting itself on an area about twice as large as last year’s. Hotel Bachmair am See will be represented for the first time, for example. The establishment at Tegernsee with a rich tradition will also present its services to IMEX visitors in a prominent location in the open area. The German capital city will be participating at the joint stand with roughly 20 exhibitors from Berlin. This year’s highlights among the German language seminars of the GCB German Convention Bureau e.V. will include the appearance of Jean-Marie Pfaff as a keynote speaker. On Tuesday, May 22nd, 2012, at 4 p.m., the former world-class goalkeeper will talk about his greatest victories and the worst defeats in his long athletic career. The Social Media MICE Day on Wednesday, May 23rd, 2012, will offer IMEX visitors themes in tune with the latest trends including seminars revolving around social media event marketing, Google and the legal aspects of the internet. n 100 seminars on offer The IMEX in Frankfurt education programme is also set to provide over 100 different seminars, workshops and learning opportunities. 2012 education tracks will include marketing communication, Apps, health, sustainability and social media plus a new ‘visionary events’ series. Among the impressive speaker line-up for 2012 are: Martin Suiter, business consultant, who will talk about “Using sport and tourism to push your brand”; Michael Luehrs, Sustainability Services Manager at MCI, who will present on “Engaging
WELCOME TO IMEX 2012 / WELCOME TO FRANKFURT
stakeholders for change”; Charlie Banks of Positive Impact who will address “The business case for implementing sustainability” and Johanna Fischer, Managing Director of tmf dialogmarketing GmbH, who will present “Social Media in the
Meetings Industry - what exactly do we need it for?” In addition, David Bancroft-Turner, Managing Director of The Academy for Political Intelligence will run a session on “Political intelligence™ - How to use positive organisational politics to
get results.” The full education and seminar programme is now available online.
Welcome to Frankfurt n There could be no better choice of city for the staging of IMEX than Frankfurt. Apart from being the most
international city in Germany, it has one of the biggest airports in the world. As Lufthansa’s main hub, it is easy to reach from virtually everywhere.
nce there, Frankfurt offers an unrivalled range of restaurants in which to relax, entertain and be entertained.
n Going out - Restaurants Frankfurt’s restaurant landscape offers much more than typical Frankfurt dishes like “Handkäs´ mit Musik” literally hand cheese with music, a low fat cheese served with onion vinaigrette - and “Grüne Soße”, a green sauce made with fresh herbs. In Frankfurt you can try out culinary specialities from numerous countries ranging from Australia to Vietnam. Night owls will also get their money’s worth in countless bars, clubs and discotheques.
Depot 1899 “Wirtshaus Frankfurt” Textorstraße 33 60594 Frankfurt am Main Sachsenhausen Tel.: +49-69-60504799 www.depot1899.de The Depot Sachsenhausen was established 1899 as the first own depot by the urban tramway Frankfurt, it served this function until 2003. In 1969 the Depot was renovated because the entrances of the new articulated rail cars were too tight, the brick stone of the southern front was torn off. Today the Depot is reshaped and it’s a bustling part of the district Sachsenhausen. In the neighbourhood is one of the biggest German newspapers: the “Frankfurter
©Tourismus+Congress GmbH Frankfurt am Main
Rundschau”, and the public library. The location at the Südbahnhof Frankfurt was and is today one of the major junctions of rail transportation south of the Main river. The good connections are illustrated by the excellent underground connection, the train station along the Frankfurt’s famous Ebbelwoi-Express and the public parking garage at Hedderichstraße. The kitchen is mainly influenced by the regional kitchen of Germany. The menu
WELCOME TO FRANKFURT 09
is orientated around traditional Frankfurter dishes, but also regional specialities from all over Germany. All our ingredients are fresh and delivered from local suppliers. Our philosophy of sustainability fits perfectly with our own beer. If you wish to enjoy a meal at a restaurant with a pleasant atmosphere or just enjoy a refreshing beer on our terrace- Depot 1899 is the right place to be! Gerbermühle Gerbermühlstr. 105 60594 Frankfurt am Main Sachsenhausen Tel.: +49-69-68977790 www.gerbermuehle.de The easy atmosphere of the Gerbermühle enables guests to concentrate fully on the tasks at hand. It is also an excellent venue for hosting corporate celebrations. With its timeless ambiance and historical significance, the Gerbermühle not only promotes creativity, it provides the inspiration needed for meeting your objectives.
22nd Lounge & Bar at the Innside Eurotheum Hotel Neue Mainzer Straße 66-68 60311 Frankfurt am Main Tel.: +49-69-210880 www.innside.com/de/22nd-barlounge-frankfurt.html The 31-storey “Eurotheum”, situated in the banking district of Frankfurt, is both a commercial and residential tower. On the 22nd storey, at a height of 110 metres, one finds the 22nd Lounge & Bar, which combines traditional and modern cuisine in an exclusive club atmosphere where everyone is welcome. Feel like relaxing? Well, you have come to the right place! Take a seat at the sunken bar, watch barkeepers whirl and twirl, enjoy the cool jazzy sounds or take in the live music that is on offer. Dark wood and leather booths set the tone of its classic interior, while huge windows enable guests to take in the beautiful panoramic view.
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Frankfurt am Main Meeting Point
Planning with Pleasure! n Convention Services n Congress Bids n Hotel Reservations n Incentive-Ideas Frankfurt Convention Bureau Frankfurt Tourist+Congress Board Kaiserstraße 56, 60329 Frankfurt am Main Phone +49(0) 69/21 23 87 03, Fax +49(0) 69/21 23 07 76 email@example.com
I MndENX o. Sta F 110
WELCOME TO FRANKFURT / GERMAN WILD CARDS FOR IMEX
The colleagues from the Tourismus+Congress GmbH Frankfurt/Main will be pleased to be at your service at the Frankfurt Info-Counter at the Galleria between hall 8 and 9.
Explore Frankfurt’s culinary offerings
Frankfurt Convention Bureau Tourismus+Congress GmbH Frankfurt am Main Kaiserstraße 56, D-60329 Frankfurt am Main Tel.: +49-69-21 23 87 03 Fax: +49-69-21 23 07 76 E-Mail:firstname.lastname@example.org www.frankfurt-convention-bureau.com
German Wild Cards for IMEX trade fair go to Husum and Regensburg Two marketing organisations have won the Wild Card of the German Convention Bureau e.V. (GCB) for IMEX 2012 trade fair: Tourismus und Stadtmarketing Husum GmbH (TSMH) and Regensburg Tourismus GmbH (RTG) convinced the jury with their destination marketing concepts.
n return, they will receive free exhibition space at the Germany stand under the GCB’s umbrella at the international trade fair of the meetings and conventions industry. IMEX - incorporating Meetings made in Germany - the worldwide exhibition for incentive travel, meetings and events. “The new wild card winners set a good example of how destinations can establish themselves successfully on the events market with tailormade concepts: As favoured by the GCB’s “key industry” strategy, they are using local key technologies and sciences to market their destination and event venues in a targeted manner. Over the past few years local businesses and scientific institutions have become increasingly important for event destinations,”
explains Matthias Schultze, Managing Director of the GCB. Since 2005 the GCB has awarded two Wild Cards every year to German organisations and companies that focus on events in their own country. Only candidates who have never taken part in a trade fair for the industry may apply. In addition, they must be new on the German meeting, incentive, convention and event market or offer a new,
innovative product for conventions and events. In 2010 the NordseeCongress Centrum of Messe Husum & Congress opened in Husum at the Wadden Sea UNESCO World Heritage Site. It is the most modern congress and event venue in the federal state of Schleswig-Holstein. For this reason Tourismus und Stadtmarketing Husum GmbH (TSMH) will be reinforcing its
GERMAN WILD CARDS FOR IMEX / NEWS – CERTIFICATES 11
promotion efforts for events in the “West Coast Metropolis” on a national and international scale. “For our new event marketing approach we have designed a creative concept that is based on our region’s core competencies. Apart from renewable energy this includes topics like the North Sea / tidal flows and sustainability. This concept will be implemented as of this May. And we could have thought of no better place for its kick-off than IMEX,” says a happy Jutta Albert, Managing Director of Wild Card winner TSMH. For over 20 years Husum in North Frisia has already been the
venue of HUSUM WindEnergy, the leading international fair of the wind energy sector. In July 2006 Regensburg’s old town and Stadtamhof were inscribed in UNESCO’s World Heritage list. The location’s historical flair is also mirrored by its event venues. Regensburg Tourismus GmbH (RTG) lists 13 historical halls that are available for bookings. “The award of UNESCO World Heritage status to Regensburg’s old town also testifies to the region’s quality-minded approach to its historical legacy. It is proof of our great expertise in the field of conservation and the
German Convention Bureau receives Green Globe Certificate
meetings world-wide. A recognised label like Green Globe helps emphasise this major competitive advantage on an international scale. The important thing is that sustainability is understood not just from the purely ecological viewpoint but also includes social and economic aspects,” says Matthias Schultze, Managing Director of the GCB.
The German Convention Bureau (GCB) is about to complete the Green Globe Certification process. Green Globe is a certification system for sustainability that is recognised world-wide and assesses companies from an ecological, social and economic viewpoint. In this context, special audit procedures have also been developed for conference and congress centres and meetings & events. Pursuant to the certifier’s guidelines the GCB was audited according to 24 criteria and 202 indicators, of which it had to meet at least 51 per cent. In addition, the GCB is obliged to provide evidence of an annual improvement of its sustainability efforts by three per cent. “Due to the Green Globe certification procedure the GCB has improved its own sustainability performance and now sets a good example for the industry. Germany is already a leader in the field of green
In 2011 the German Convention Bureau, the European Association of Event Venues (EVVC) and the Federation of German Event Organisers (VDVO) had already agreed to cooperate with Green Globe Certification (GGC). Both GCB and EVVC members benefit from this agreement with advantages such as reduced certification and auditor fees. In Germany 27 convention centres and event venues and 16 meeting hotels currently have Green Globe certification. Further measures of the GCB to reinforce sustainability in the meetings industry include the implementation of the greenmeetings and events conference together
successful marketing of historical attractions. This know-how and the high quality standards of our team, which offers event organisers tailormade comprehensive solutions from one source for successful conventions and events in a historical setting, makes Regensburg a major name on the international MICE market. We are happy to be able to present these competitive advantages to an international audience for the first time at IMEX 2012,” says Sabine Thiele, Managing Director of RTG. In 2014 the 99th Convention of German Catholics will take place in Regensburg
with the EVVC, which will take place from 26 to 27 February 2013 at darmstadtium in Darmstadt. In addition, the GCB is organising seminars for event planners on the organisation and implementation of green conventions, meetings and events with the support of the German Environment Foundation (DBU) this year. The GCB is also represented in the DIN committee for sustainable event management and its website www.germanymeetings.com features a separate section on this topic with a CO2 calculator for events, among other things. greenglobe.travel/category/ meetings-event
GCB – GERMAN LANGUAGE SEMINARS
German language seminars “Meetings made in Germany” presented by IMEX and GCB German Convention Bureau e.V.
Tuesday - 22 May Time
Staging and dramaturgy of events
Christian Kohlmann Creative Freelancer
Keynote To turn clients into faithful fans - what makes a number 1 in football and the MICE-business succesful
Green communication leading to sustainability
Thorsten Preis denkBar – PR & Marketing GmbH
Wednesday - 23 May - Social Media Mice Day Time
Website Clinic - improve your website!
Tim Schütrumpf Tourismuszukunft – Akademie für eTourismus
Using SEO and SEM efficiently
Daniel Sukowski Tourismuszukunft – Akademie für eTourismus
New approaches for the communication with clients
Mathias Hüske Deutsche Bahn AG
Social Media Event Marketing
Daniel Sukowski Tourismuszukunft – Akademie für eTourismus
Google - suitable for every person and every company!
Tim Schütrumpf Tourismuszukunft – Akademie für eTourismus
Social Media - do‘s and dont‘s from a legal point of view
Prof. Dr. Vogel BEITEN BURKHARDT Rechtsanwaltsgesellschaft mbH
Thursday - 24 May Time
English seminar Meetology®: The science behind effective meetings
Jonathan Bradshaw The Meetology® Group
Sustainable event management - the most important steps to a successful event
Petra Husemann-Roew Beraterin Nachhaltigkeitsmanagement
Volker Löhr Kanzlei Löhr
Further training: Sustainability consultants in the meetings industry
Dirk Walterspacher Officer training seminars
Sustainable business travel: To be prepared for new challenges and help shaping the future
Andrea Zimmermann VDR Service GmbH
MEETOLOGY®: THE SCIENCE BEHIND EFFECTIVE MEETINGS 13
Meetology®: The science Behind Effective Meetings
live and breathe meetings. I attend them, our team helps design them, I run 2 businesses whose income is based exclusively on them, and yet, despite all of this, I have a confession to make. Whilst the industry constantly talks about the importance if ROI the fact is that most of the meetings I attend are badly designed with no thought about how to stimulate, engage and maximise the performance of the most important part of the meeting - the participant. Now in some ways I should be thankful of this; it creates a gap in the market and hopefully means that our recently launched company has a bright future but I can’t help but hold my head in my hands sometimes when I experience badly designed meetings, especially when these are trade events, after all these are designed by meeting professional for meeting professionals!
And so it was that I began to look at the science of performance for inspiration. After all there is a recipe to performing well and in an industry that can be very inward looking I began to explore psychology for clues. I was looking for science to help assist businesses, venues and organisers in creating better meeting as well as maximising the performance of those who attend them. 12 months ago at IMEX 2011 Meetology® was born. Think for a moment of the sciences involved in creating a great meeting: environmental psychology, physiology, nutrition and social psychology just to start with. Science can help us understand how to not only design the meeting environment based on the meeting objectives but also can help attendees lean more about how to influence and persuade
others, build rapport and ultimately maximise their own performance. The Meetology® Group consult, research, write and present on the science behind effective meetings and at IMEX in Frankfurt I am delighted to be presenting a session exclusively for the GCB. I am a big fan of Germany. I recall visiting for the first time in 1986 as a young footballer and since then I have visited numerous times. I’ve had New Year in Hamburg, cycled the length of the country and even was lucky enough to attend the World Cup in 2006 when Germany put on such a show. During this time the team at the GCB have become special friends and I am really looking forward to presenting some useful and practical advice on how to use science to create great meetings whether as an organiser or attendee.
n English seminar – Meetology®:
international meetings industry that include almost 8 years with the IMEX Group and give Jon a unique insight into how psychology and performance science can be best used to help create better meetings.
The science behind effective meetings Date: Thursday, 24th May Time / Room: 8.45 - 9.45 hrs / Esprit Jonathan Bradshaw consults, writes and presents on attendee behaviour and performance at meetings. He believes that attendees are the most important aspect of any meeting and that maximizing their mental, physical and practical performance is the key to creating exceptional events.
Jonathan Bradshaw Meetings Performance Consultant
As well as spending time as a semiprofessional footballer Jon has climbed on Mt. Kilimanjaro, Mt. Everest and in 2008 completed an epic 5500km (3340mile) European bike ride. These experiences combine with over 12 years in the
Jon has spoken in over 25 countries resulting in exceptional reviews and his popular Reboot your Brain column in MPI’s membership magazine ONE+ was awarded a coveted EXCEL award by US based Association Media & Publishing in 2010. He can be contacted via email@example.com Meetings Mindset® www.meetingsmindset.com The Meetology® Group www.meetology.com
JEAN-MARIE PFAFF – KICKING THE BALL MEETS CAREER
Kicking the ball meets career n How to become a successful No. 1 – Interview with Jean-Marie Pfafff
n Seminar: To turn clients into faithful fans - what makes a number 1 in football and the MICE-business succesful. Tuesday, 22nd May, 16.00 17.00 hrs, Room: Dialog.
Jean-Marie Pfaff (JMP): As a goalkeeper my goal was always to be No. 1. In my youth teams and later on also in teams and professional clubs like FC Bayern Munich and the Belgian national team. For me the title of “World’s Best Goalkeeper” is synonymous with a World Cup victory. GCB: Let’s talk about your time as an active football player first. In your case it sort of “runs in the family”, so to speak… 3 times in a row German champion with Bayern Munich
n the eighties, the Belgian football player Jean-Marie Pfaff was one of the world’s best goalkeepers. He achieved his greatest successes playing for football clubs with FC Bayern Munich, where he was the goalkeeper for six years – and among other things won the German Championship in 1985, 1986 and 1987 and the DFB Cup twice (in 1984 and 1986). In the summer of 1990 he finally ended his football career. His athletic achievements made a longlasting impression: In 2004 Pelé, the “Football Player of the Century”, nominated him for the FIFA 100 list of the 125 greatest living football players. Today - as a guest speaker and lecturer - Pfaff builds bridges between the world of professional football and the day-to-day business
Keynote “No. 1 and will remain”
of companies. In this context, he talks about the challenges facing a young professional player at the national and international level – and entertains his audiences with all manner of anecdotes from his active time between the goal posts that are the most important thing in the world for football players and their fans. Experience him live at the IMEX 2012, where he will speak on the topic of “Turning loyal fans into customers – What makes a No. 1 player in football and the MICE business successful”. We spoke to him in advance about “kicking the ball, careers & the conference business”. German Convention Bureau (GCB): It has been 25 years since you were voted the “World’s Best Goalkeeper”. What did the award mean to you then – and what does it mean today?
JMP: With twelve brothers and sisters, we could have organised our own team. All five of my brothers played in the top Belgian league, just like me. The values of sportsmanship moulded our family life. GCB: When you joined FC Bayern in 1982, football became a real full-time job. Before that you basically had multiple jobs. That was probably not an easy balancing act, was it? JMP: As a Belgian amateur I was already a champion, cup winner and football player. But I also worked full-time at a bank, later on at the Belgian Post Office. Every evening after work I went to practice at SK Beveren – and effectively we played our way into semi-final of the then European Cup of Champions against FC Barcelona as a “sideline”. So I had to take time off work for away games, for example against Milan. In Munich, the situation was completely different: football became
the absolute focus of my professional existence. I managed to retain my passion and enjoyment, but at FC Bayern Munich the serious business of “always having to win” was an additional aspect. But that was positive, because without that pressure you never manage to get to the very top. GCB: But that leaves its mark on some people. In professional football there have also been cases diagnosed as burn-out or depression recently. How did you find your method of dealing with that pressure (to perform)? JMP: I myself always knew what I was capable of, I always gave 100 percent during practice and games. That attitude gives you a certain sense of self-assurance, especially when things are not going so well during the season.
JEAN-MARIE PFAFF – KICKING THE BALL MEETS CAREER 15
That is like good advance preparation for an appraisal interview or a sales talk. If you have prepared yourself conscientiously, then you are also mentally strong – and so you are also successful. GCB: In an interview in 2011 looking back on that time you said, “In professional football you do not have any friends, only colleagues“. Why? And what about team spirit? JMP: Team spirit develops through shared feelings of success. But you do not need friendships for those small and large successes: you have to communicate with one another with normal common sense and in the interests of the goals that have been agreed upon. “Team-mates” may sound a bit old-fashioned, but it is the best way to describe the relationship that
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team members should have. Within a company we also refer to co-workers and colleagues rather than friends, don’t we? Both kinds of teams – in sports and in business – would like to win / sell / demonstrate their performance and they subordinate everything else to that goal. Even friendships, if need be… GCB: That reminds us of another quote from an interview in 1987 when you stated, “I experienced a sense of loneliness in the penalty area”. How did you deal with that? What have you learned from that for your “other” professional life? JMP: What I meant was the responsibility for that very special position. One mistake – and a goal is scored against you. That negative aspect stays in your head, in spite of all the great saves before and after.
MEET IN STUTTGART Where Quality is at Home Ask for your free copy of the new Meeting Guide Stuttgart-Marketing GmbH · Convention Bureau · firstname.lastname@example.org
JEAN-MARIE PFAFF – KICKING THE BALL MEETS CAREER
Management workshops and seminars
Jean-Marie Pfaff in the Allianz Arena in Munich
Even long ago nobody ever wanted the position of goalkeeper, exactly for that reason.You are alone with the goal scored against your team, with defeat. And when your team wins, everyone up front cheers, but it is rare for anyone to come as far as the penalty area to congratulate me. The only time I was never lonely was during penalty shoot-outs. As a goal keeper, you are the central focus, you have nothing to lose, and you can quickly become the hero. In professional life that is comparable with projects where you have stood up for something against a majority. If they fail, then you are also left standing alone – and everyone already knew beforehand. But if they succeed, everyone celebrates along with you.You have to be able to deal with that: A person without strong self-confidence may then start just working to rule. But that is not positive for the individual person, the department or the company. Some element of “loneliness” is a part of success.
also in Turkey. I even extended that period of time: For almost 20 years my wife Carmen and I lived with the three families of my children – all under one roof. A very wonderful time that always reminds me of the large family we used to have. I did not miss football then. On the contrary. The distance from my active career was good for me. And now I have time for football again and I’m in the mood for it and the exciting business that surrounds it. I talk to old football friends and new business partners on the telephone again every day; I watch games on TV or at the stadium, if possible. It’s my personal additional time, so to speak…
GCB: When you ended your professional career in 1991, your family was supposed to be your top priority for the next ten years. Was that quite a deliberate decision? JMP: After my career, I wanted to be there for my wife and my three daughters for just as long as my family was there for me as a football player in Belgium, Germany and
GCB: Which you definitely know how to use to advantage, for example as a sports commentator. But how did the goalkeeper turn into a speaker? And what is his mission? JMP: My parents, my coaches and also older players and team-mates taught me a great deal – and at an early stage I told myself that I would like to do the same. I have always liked to pass on to other people my personal experiences gained on my path from the very bottom to the very top. That used to mean to younger team-mates in the sports area and today – with the support of my advisor and manager Sven Ehricht – to senior managers, sales people and employees of large and small companies.
My topics vary depending on the target group and the defined task. But the main focus is always on becoming and staying No. 1. How do I motivate myself to work towards my goals? And then how do I stay successful in the long term? The latter is even more difficult than short-term success – that is the difference between good people and the very best. GCB: Football fans know who is standing in front of them then. But what about people with no interest in sports? JMP: Every one of my listeners understands the interconnections, especially because it is easy to compare the two worlds. But the exciting phase is the question and answer period when the parallels from football are transferred to day-to-day practical work involving management, projects and sales. That is why we also like to organise workshops and seminars with a practical session on a football field. GCB: And for you - what is the link between football and the meeting and conference business? JMP: In both cases, the essence is a live experience. In football stadiums and arenas up to 100,000 fans sit or stand in order to watch football stars on their stage live. At meetings, incentives, conferences and events, many guests also congregate at special locations, classic hotels or conference centres. The aim is to communicate with them live. Emotionally and effectively, through a special reference environment. Just like in a stadium. GCB: Is it actually necessary to bring along sports shoes when planning an event with you?
JMP: Not for my key note addresses, lectures and business talks, you can even take part in the penalty shootout afterwards with me in the goal or outside of the conference venues without sports shoes. During the management workshops and success seminars, we do spend time in a stadium or on a practice field during the practical session. Then you should bring along sports attire, because we do warm-ups and practice, and we organise a game or a tournament as well as a penalty shoot-out on the field. A unique learning experience that clearly “underscores” what has been learned. GCB: Stadiums always have a special atmosphere during competitions or matches. But what is the fascination of an empty football stadium as a conference venue?
JEAN-MARIE PFAFF – KICKING THE BALL MEETS CAREER 17
JMP: The Allianz Arena in Munich, for example: it is not only one of world’s most beautiful stadiums from the outside. It has well over 100 seminar and conference rooms of various sizes, more than most conference and congress hotels! In addition, just like at many other stadiums there is first-class catering, competent event service and a lot of room for fringe programmes aimed at active team-building, such as penalty shoot-outs, a team challenge around the playing field as well as guided tours through the arena or the new Bayern Munich Experience with its fantastic football museum. But “my” Olympic Stadium in Munich and many of the new modern arenas are also very interesting MICE locations from the emotional vantage point. Regardless of whether they are used for the entire event or “only” a side event.
GCB: In conclusion, let’s take a look at the future. In various interviews it sounded like you would like to return to the playing field … as a coach. Is there anything to that? JMP: In the last few years, I have repeatedly received inquiries about supporting clubs and associations in the sports as well as the business area, as a member of the coaching staff, as a consultant or a club ambassador. And I am still young in comparison with the legendary coaches Rehagel and Lattek! I am sure to turn up again some place, because after 20 years of playing football on the field and 20 years with my family, I still have a good ten years in the global football and MICE business before the FIFA World Cup 2022. GCB: We are looking forward to that! Thanks so much for talking to us.
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Cologne is more than just the city of conventions, its famous cathedral and Karneval. The city’s outstanding infrastructure, international trade fairs and businesses, award-winning hotels and restaurants, and diverse cultural and leisure activities all make a visit to Cologne unforgettable. From its Roman origins to the present, Cologne has transformed itself into a dynamic and vibrant European metropolis in its 2,000-year history. It is a meeting point for people from around the world. Find out more with our new meeting planner at www.conventioncologne.com.
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NEWS – AIRLINES
Lufthansa is growing in Berlin and strengthening its presence in Europe’s “Number One” congress city n 28 new destinations will open up additional opportunities for the congress industry in Berlin
opportunities,” emphasises Carsten Spohr, Director Lufthansa Passage. “We are banking on Berlin and are determined to participate in the future capacity growth of Berlin Brandenburg Airport (BER) to an over-average extent.” n Lufthansa in Berlin – seven gates and three islands The capital city’s new Berlin Brandenburg Airport will be an “airport with everything within short walking distance” for the passengers of Lufthansa. All service counters of Lufthansa as well as its allied and partner airlines in the Star Alliance are conveniently located in the main hall of the terminal, just a few steps away. That is where an “island” with twelve check-in counters is available exclusively for Lufthansa passengers. In addition, passengers can also print out their LH boarding cards themselves at 23 automatic service units. As a special sign of its close ties to Berlin, Lufthansa will be giving its next A380 airplane the name “Berlin”.
he German capital city is one of the most popular European metropolises for travellers keen on short trips to interesting cities, and it is becoming more and more attractive. Berlin is “in” – also among business travellers and not just private travellers: As a congress city, the city succeeded in attracting 9 million visitors last year. As of June of this year, the Lufthansa Group will be further expanding its strong presence in the capital city region by stationing a modern Airbus fleet there, by massively expanding its flight schedule, by creating several hundred additional jobs in Berlin and by investing more than 60 million Euros. “The opening of the new airport of the capital city - Berlin-Brandenburg ”Willy Brandt’ - will generate new growth dynamics and market
n New Lufthansa flight destinations – route network growing from ten to 38 destinations In future, passengers from Berlin and Brandenburg will have a substantially expanded LH flight route network with 26 new European destinations and two new destinations in the Middle East. The flight schedule applicable as of June 2012, offers a total of 39 non-stop connections by Lufthansa. Together with the affiliated airlines of the Lufthansa Group and the Star Alliance partners, the programme will include a total of 50 flight destinations in Europe, the Middle East and North America. The new Lufthansa destinations that could not previously be reached from Berlin via non-stop flight include important congress locations, such as Barcelona, Geneva and Vienna among others.
n Lufthansa offers customised flight solutions for congress, event and incentive planners at companies, associations and agencies Lufthansa Meetings & Events offers attractive flight solutions for events with individual bookings and arrivals for for participants. Worldwide - and quite simple. What is special is the discounted fares for a flight destination even though the participants do not have to travel together. The tickets are booked and issued individually on Lufthansa’s internet website or via a travel agency in conjunction with the programme. Whether the travel costs are borne by the participants or the organiser is irrelevant in this context.
NEWS – AIRLINES 19
n Advantages of Lufthansa Meetings & Events: ■■ Destinations all over the world: The Lufthansa route network encompasses more than 210 destinations in over 80 countries ■■ Flexible travel planning: Arrival and departure window of up to seven days before and after the event ■■ As exclusive as desired: Fly Economy Class, Business Class or First Class - including Miles & More miles and the corresponding lounge access ■■ Prices always attractive: Especially advantageous fares for Lufthansa flights as well as code share services and/or the least expensive current offer (“Best Buy Guarantee”). The conditions of Lufthansa Meetings & Events apply worldwide – no matter where the participants start their trip.
You can find further information about the MICE programme offered by Lufthansa as well as the practical online inquiry form at lufthansa.com/meetingsandevents
More about the Berlin Brandenburg Airport:
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GERMAN KEY INDUSTRIES – MEETING AMONG EXPERTS
Meeting among experts n Today, when meeting and congress destinations want to stand out from their completion, they do so through specific
business expertise. The GCB German Convention Bureau e. V. is now intensifying its marketing for Germany as an MICE location by utilising the country’s expertise in key industries and connecting them with other international source markets.
“Berlin is already extremely wellsuited as an event location for medical conventions, simply because a university hospital is located there,” says Daniel Vojnich, Director of the Organisational Team of ÖGIR, the Austrian Society for Interventional Radiology. “Berlin is a healthcare city,” agrees Franziska Srp; she is Director Project Development and Senior
Project Manager at the Munich office of Conventus Congressmanagement & Marketing GmbH in Jena. “Many medical companies and associations have found a home here, and more medical professionals work here than in any other European city. It is a good environment for the large number of major medical and scientific conventions.”
Prof. Dr. Eckhard Ottow,Vice President Medicinal Chemistry at Bayer Pharma AG and a member of the executive committee of the German Chemical Society, which was one of the organisers of the “22nd International Symposium on Medicinal Chemistry”, adds: “There were several reasons for selecting Berlin as an event location. The
Acute dialysis machine from Fresenius
fact that Berlin is an internationally renowned location for scientific research was an important factor in our decision. The closely knit network of universities, institutes and leading companies in the respective industries offers convention participants an ideal environment for scientific exchange and valuable contacts.” Vojnich, Srp and Ottow are three association representatives from among a growing number of MICE professionals that favour a new focus when selecting conference destinations. Although criteria such as accessibility, capacities, equipment and service are still absolutely relevant, they increasingly choose a location based on its proximity to corresponding industry environments consisting of companies, associations, universities and research institutes. These environments generate organisational synergy effects, open up opportunities for convention participants to establish valuable contacts and make it possible to incorporate thematically relevant fringe event programmes, such as guided tours through plants or laboratories.
GERMAN KEY INDUSTRIES – MEETING AMONG EXPERTS 21
Robots in use for research
n Destinations stand out through specific key industries The Berlin-Brandenburg region has quite a lot to offer, particularly to those active in the medical science, medical technology, medical chemistry or biotechnology industries. For years the region has experienced extremely dynamic development: for example, in the area of biotechnology it can boast of more than 190 companies with over 3,700 employees.
In addition, there are six biotechnology parks and numerous specialist networks that show how the business and research sectors work together. The Berlin-Brandenburg region is one of the leading European locations for medical technology. This sector consists of both small and medium sized companies and well-known institutions such as Europe’s largest university hospital, the “Charité”, the Max Delbrück Centre for Molecular Medicine, the German Heart Institute Berlin and the German Institute of Human Nutrition in Potsdam, which are all involved in joint research, development and production. “As a city of medical science, Berlin
Study of stress-tolerant crops
sets itself apart through its specialist know-how, the wide variety of activities in that area, and the intensity of interaction between research, the educational sector and business,” says Chelsea Thomas from the European Society of Cardiology (ESC), emphasising the interest of international organisations in Berlin as a meeting destination. “Berlin combines everything that is required for implementing a successful convention.” n The key industry strategy of the GCB The trend towards taking specific business sector expertise into consideration when selecting destinations is growing so strong that the GCB has taken the initiative: The umbrella organisation of the German MICE industry has been identifying specific German areas of expertise for quite some time now and utilises these findings to target organisations operating within these industries for meetings and congresses.
The idea behind this new approach, termed “Key industry strategy” by the GCB, is the following: convention bureaus and conference
GERMAN KEY INDUSTRIES – MEETING AMONG EXPERTS
centres contact universities, research facilities, associations, companies and agencies within their region in order to form convincing expertise networks or clusters. “As an impulse generator and innovator, we hope to encourage interest in Germany as a MICE destination with this strategy,” says GCB Managing Director Matthias Schultze. “German cities and regions are increasingly advertising their key industries because they serve to highlight their profile and are, undoubtedly, conducive to generating additional events.” n Six key industries
As a result, the GCB will soon be launching a German and English section on its website to provide detailed information about the key industries in Germany and their location. The following six key industries have been identified: 1. Transport, Logistics and Transportation 2. Financial Services 3. Energy and Environment 4. Technology and Innovation 5. Medicine and Healthcare 6. Chemical and Pharmaceutical n German expertise, in medical, chemical and pharmaceutical, for example The German biotechnology industry is another success story. Within the EU, Germany represents the largest individual market for biopharmaceuticals, and worldwide it is in second place right behind the USA. Besides Berlin, important locations for the “Chemical and Pharmaceutical” industry are Dresden, Freiburg, Hanover, Leipzig, Frankfurt am Main, and Mannheim. Berlin and Freiburg, as well as
Pleasure in the Caracalla Therme
Annual Meeting of the German cardiologists
Braunschweig, Karlsruhe, Kassel, Munich, Münster, Nuremberg, and Osnabrück are important locations within the “Medicine and Healthcare” industry. Germany can also score on the international level here, for example with its modern healthcare system and largest healthcare market in Europe. This industry contains the healthcare sector, medical technology and biology, in addition to the nutrition sciences and the wellness sector.
regularly held in Germany at a wide variety of locations. One example is ACHEMA, a chemical engineering exhibition that takes place in Frankfurt am Main every three years. The next ACHEMA is taking place in June 2012; it is expected to attract roughly 170,000 participants. The decision to have the exhibition in Frankfurt was deliberate. “The Rhine-Main Region has a longstanding tradition as a chemical industry location,” explains Prof. Dr. Kurt Wagemann, Managing Director of the German Society for Chemical Engineering and Biotechnology (DECHEMA). “Large corporations as well as companies in the SME
Within the industry, Germany continuously offers the highest quality standards, which are maintained through government subsidies for research and development of innovative health products in the area of biotechnology, pharmaceuticals and medical technology. As a consequence, major events in chemistry, biotechnology, medical technology and healthcare are
Achema congress in Frankfurt
sector have been and still are based here. It comes as little surpise that three of the most important chemical organisations – VCI, GDCh and DECHEMA – are headquartered in Frankfurt. The city might as well be called the country’s “secret chemical capital’. As a result, Frankfurt has also been the home of –ACHEMA, organised by DECHEMA and the world’s largest trade fair for chemical engineering, for 60 years now.” Nuremberg can also boast of its expertise in a key industry. In May 2012 the city will host SENSOR+TEST, the world’s largest sensor trade fair, together with the world’s largest sensor convention, the “International Meeting on Chemical Sensors”. SENSOR+TEST is organised by the AMA Association for Sensor Technology.
GERMAN KEY INDUSTRIES – MEETING AMONG EXPERTS 23
the great support provided by the trade fair company Nürnberger Messe. However, another important reason is the fact that users as well as suppliers of sensor technology and measurement technology are very active in the southern part of Germany.” At the SENSOR+Test fair in Nuremberg
AMA’s managing director, Dr. C. Thomas Simmons, also emphasises the importance of the industry environment: “The AMA Association organises its specialist trade fair SENSOR+TEST as well as its scientific AMA conventions SENSOR, OPTO and IRS² in Nuremberg because we appreciate the excellent infrastructure and
The “Green Polymer Chemistry” conference in March 2012 at the Maritim Hotel in Cologne is another example. “Cologne is easily accessible for participants by rail and by road,” says Clara Fontana, the conference organiser of AMI Market Information Ltd., the organiser based in Bristol in the UK, commenting on the reasons for selecting the location. “But in addition, several important players in the chemical industry are also located in the immediate vicinity.”
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GERMAN KEY INDUSTRIES – MEETING AMONG EXPERTS
The Green Polymer Chemistry Congress in Cologne
The cathedral city of Cologne is also appreciated as a chemical and medical destination by Thieme, a publishing house that specialises in all types of medical, scientific and pharmaceutical subjects as well as medical technology. Claus Bühnert, director of Thieme Congress, the event company of Thieme: “The reputation of the location, infrastructure and proximity to the target group are the crucial criteria when selecting a destination for a scientific conference. When the content of the conference is reflected in the organisation, institutes or companies that are close by, it gives the location a head start, just like good transportation connections do as well. As a university city, transportation hub and metropolis between the Rhine and Ruhr rivers, Cologne fulfils these requirements: It is a great place to host a conference.” n Financial expertise in Germany Another important industry in Germany is the financial services sector. Germany offers multiple conference destinations that are relevant for this sector, including, most notedly, Frankfurt am Main. Germany’s “financial capital” is also one of the most important financial centres in the world.
In addition to housing hundreds of financial institutions, Frankfurt is
German stock exchange in Frankfurt
also the home base for important industry institutions such as the German stock market, the European Central Bank, and the European Insurance and Occupational Pensions Authority (EIOPA), founded in 2011. Numerous international law firms, industry associations and auditing companies, two renowned universities and top educational institutions such as the House of Finance and the European Business School are also based in the city.
FondsProfessionell, the financial fair in Mannheim
world and the world’s leading reinsurance location.
The city of Mannheim, south of Frankfurt, offers a different type of financial expertise: several highcalibre players in the insurance and financial services sector, including the insurance companies Mannheimer Versicherung and Inter Versicherungsgruppe and the financial sales organisation MLP, call Mannheim their home. The city also boasts of one of top German schools for economics, one of Europe’s largest financial conferences(“FONDS professionell Kongress”), and the largest financial trade fair in the German-speaking region – the financial symposium of Schwabe, Ley & Greiner.
It goes without saying that Frankfurt am Main is frequently chosen as a destination for financial conferences because of its outstanding financial sector environment. But MICE planners also acknowledge the industry-related advantages of Mannheim: “We definitely have to offer the discerning international participants of the ‘FONDS professionell Kongress’ a very special location,” states Dr. Gabriele Pankl, managing director of FONDS professionell Multimedia GmbH in Vienna. “And this is exactly what we found at the Congress Center Rosengarten. Of course its close proximity to the Frankfurt financial centre is a major advantage. Large insurance companies are headquartered in Mannheim. And in addition to good infrastructure, the congress centre in Mannheim is also a well-balanced mixture of the traditional and the modern. There are a multitude of reasons why the ‘FONDS professionell Kongress’ is being held at the Rosengarten for the eleventh time in a row.”
Other German important banking and stock exchange are located in Munich, Hanover, Stuttgart and Berlin. Germany is the fifth largest primary insurance market in the
n Synergy effects with key industries in other countries These statements by German and international MICE experts
GERMAN KEY INDUSTRIES – MEETING AMONG EXPERTS
confirm the validity of the GCB’s key industry strategy. In order to support German providers even more effectively amid increasingly tough international competition, the GCB is now focussing its efforts on the key industries in other countries. The goal is to identify cities and regions with similar key industries in order to draw their attention to the appropriate conference and convention destinations in Germany and to encourage the direct interaction between represenatives of these industries and their German counterparts. In 2011, the GCB commissioned the market research company TNS Infratest to do industry-related studies of the source markets in Great Britain, the USA, China, Brazil and Russia to find specific points of reference between these markets
and Germany. The results for Great Britain, the USA and China are now available. The individual studies are divided into four parts: n■
Country profiles (summary of the economic, political and general social conditions in the specific market) MICE markets (structure of the meeting, incentive, conference and event market in the specific market; description as an international event destination, image of Germany as a meeting location and interest in Germany as a meeting location) Key industries (key industries in common with Germany, relationships between the key industries of the two countries, identification of industries with great potential for the German MICE sector)
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Key players and contact opportunities (presentation relevant institutions such as associations and research facilities, trade fairs and specialist events, specialist media and relevant companies)
What you already know about Germany...
- Berlin -
- Cologne -
- Düsseldorf -
- Frankfurt -
- Hamburg -
- Munich -
- Stuttgart -
Find out more – at your next convention. The innovative SevenCenters are located in some of Germany‘s most attractive and fascinating destinations. Congress organizers are guaranteed the prime conditions to make an event of any size a resounding success. GERMANY. The No.1 congress destination in Europe. www.sevencenters.de Contact: Simone Honig – Office Management SevenCenters of Germany Phone: +49 (0)2 11 / 45 60 - 84 98, Fax: +49 (0)2 11 / 45 60 - 87 84 98
GERMAN KEY INDUSTRIES – MEETING AMONG EXPERTS
Main, Mannheim, Munich, Hanover, Stuttgart or Berlin and the British financial capital, London.
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The US offers even greater potential when it comes to Germany. Bilateral relations already exist and should further be utilised in medicine and medical technology, the chemical and pharmaceutical industry, the financial services sector, automotive, electronics/ICT, mechanical engineering and transportation and logistics.
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The logistics sector is another great example: This extremely well The studies reveal the following: In developed market relies on a large every source market there are several number of strategically located key industries with bilateral relations distribution centres and contributed with Germany, i.e. with significant 2.8 percent to the total GDP of foreign trade and reciprocal direct the USA in 2009. One of the investments. In Great Britain, for largest industrial centres and goods example, the automotive industry, transportation hubs is located in the chemical and pharmaceutical Wilmington (Ohio). Other hotspots sector, electronics, information are situated at coastal locations in and communication technologies, Los Angeles, San Francisco, New the financial services sector and York and Savannah or within the mechanical engineering all have close country in Louisville or Memphis, ties to Germany. These industries where large parcel service companies also suggest great potential for the are based. These are the ideal German MICE sector. prerequisites for collaborative relationships with Germany, the most Just one example: Germany is the important logistics hub in Europe. As most important supplier country for the home base for key players such chemicals and pharmaceuticals in as Deutsche Post World Net (No. Great Britain, followed by the USA. 1 worldwide), DHL, Schenker, and Chemical companies can be found Dachser (with an annual turnover in all parts of Great Britain: there are of 200 billion Euros and over 2.65 regional hubs in the northwest, in million employees), Germany is a Teesside in the northeast, in Yorkshire, global leader for logistics innovation, and in Grangemouth in Scotland. technology and services. Collaboration between these hubs and their German counterparts in The transportation ministers of 53 as Berlin-Brandenburg, Dresden, countries meet with leading industry Freiburg, Hanover, Leipzig, representatives and researchers once Mannheim or Frankfurt am Main a year in Germany, in Leipzig, for could be beneficial for all parties the “International Transport Forum” involved. Within the financial services (ITF), the world’s leading conference sector, the same interaction should be on transportation policy and the encouraged between Frankfurt am transport sector. With its strong
automotive cluster and a futureoriented logistics network, Leipzig offers an outstanding environment for the ITF. Hans Michael Kloth, Acting Secretary General of the OECD in Paris, confirms: “Leipzig is internationally known as trade fair city and intersection for historical trade routes: a great reason for having the OECD’s International Transport Forum here, which brings together the transportation ministers of 53 member countries.” Other important logistics centres in Germany are located in Berlin, Braunschweig, Bremen, Darmstadt, Erfurt, Hamburg, Hanover, Kassel, Mannheim, Munich, Nuremberg, Osnabrück, Stuttgart and Frankfurt am Main. Frankfurt, which according to the EU’s ESPON survey is the most accessible location in Europe, is another great meeting destination for logistics-focussed events. “Logistics is one of the three most important industries in the Frankfurt / RhineMain metropolitan region, giving it a crucial competitive advantage to attract innovative companies and encouraging their presence in the long term,” says Prof. Dr. Stefan Walter, managing director of the House of Logistics and Mobility (HOLM) in Frankfurt am Main. “Furthermore, the growing Airport City around Frankfurt Airport acts
like a magnet for the knowledge nomads of the 21st century. What place is better suited for conferences on logistics, mobility, aviation and urban planning? Events such as the Logistics and Mobility Conference of German newspaper “DIE ZEIT”, the FAZ Mobility Symposium, the International Motor Show IAA, the Aviation Forum of the German Association of Transport Sciences, the Siemens Sustainability Conference, the European conference of the Council of Supply Chain Management Professionals (which was held for the first time in Germany from April 23 – 25, 2012), and the acquisition of the “German-
Every two years Husum, a picturesque harbour town on the North Sea coast between Hamburg and the Danish border, becomes the platform of the international wind power industry. For five entire days visitors and exhibitors from 90 countries congregate here for HUSUM WindEnergy. Known abroad only as HUSUM, the trade fair has long since enjoyed a reputation as the leading international trade fair of the wind industry. It has been growing continuously for more than 20 years, and HUSUM
GERMAN KEY INDUSTRIES – MEETING AMONG EXPERTS / NEWS – FAIRS 27
Brazilian Economic Days” in July by the Frankfurt Chamber of Industry and Commerce, as well as the longterm establishment of the VDA Logistics Congress at the Frankfurt Trade Fair show why the region is so important in international logistics..”
More about German key industries:
GCB Managing Director Matthias Schultze adds: “The GCB will continually leverage Germany’s unique selling points – its scientific and economic expertise, outstanding infrastructure, and excellent value for money – to cement the country’s position as a trailblazer in the MICE industry.”
WindEnergy 2012 from September 18th to 22nd, 2012, will have grown once again. With an exhibition area of 60,000 sq m in total, over 1,200 exhibitors will reflect the entire spectrum of the wind industry and present the latest developments and innovations. A new record for visitor figures is also expected with roughly 36,000 anticipated specialist visitors. Roughly 35% percent of the exhibitors and visitors are from abroad. HUSUM WindEnergy is regarded as THE showcase for the wind industry. The highlights of the industry are displayed every two years – starting with energy technology, proceeding to plant engineering as well as the component supplier sector and including services. HUSUM WindEnergy is a pivotal date in the business sector calendar for the Top 10 globally leading manufacturers from the USA, Europe and Asia, as well as for the major German energy utility companies. A number of wind
energy countries present themselves with their products and services in special national pavilions. But visitors not only have the opportunity to obtain information about the latest state of technology at the trade fair. They can also experience it “live” and in practice, just a few kilometres away from the trade fair grounds. Date 2012: September 18th - 22th Date 2014: September 23rd – 26th Date 2016: September 20th – 23rd For additional information visit: www.husumwindenergy.de
NEWS – FAIRS
SightCity 2012 Frankfurt
The Sheraton Frankfurt Airport Hotel & Conference Center will be hosting SightCity for the 10th time from May 23rd, to 25th, 2012. The largest specialist trade fair for aids for the blind and visually disabled expects over 4,000 visitors and roughly 130 exhibitors from all over the world.
is a top event location that can be recommended!
guests have difficulty finding the right floor.
Since 2004 you have increased the number of visitors from 2,600 to 4,010 and more than doubled the number of exhibitors from 63 to 130. How is the position of SightCity today?
What measures can hotels, congress centres and event organisers additionally implement in order to make life easier for visually disabled participants?
In the meantime, we are the world’s largest trade fair of this type. Our exhibitors as well as visitors come from almost all over the world. For example, we have to write increasingly more invitations for guests from the Middle East and the Far East so they can get visas in order to attend SightCity.
Quite a lot has been accomplished as far as on-site liaison & support is concerned – that means that visitors are personally accompanied to where they want to go, for example. Furthermore, offering a few other leisure options would be helpful. For example, that might be an excursion
Interview with Ingrid Merkl, organiser of SightCity
Where did the idea for founding SightCity come from, and why did you choose the Sheraton Frankfurt Airport Hotel & Conference Center as the event venue? Before founding SightCity, we attended a trade fair for people with disabilities and observed that visually disabled people in particular tend to feel lost quite quickly in such a situation. So we got the idea of offering a trade fair that is especially tailored to that clientele. In our search for a suitable location, the Sheraton with its central transportation location proved to be optimal. But we are also very satisfied with the Sheraton as far as service is concerned. At SightCity we almost feel like we are at a large family gathering every time: The Sheraton employees accompany and lead our visitors and always take time for their concerns. And they constantly make an effort to improve their service even more. The Sheraton
In addition to suppliers of aids for the day-to-day life of visually disabled people - do hotels, for example, also exhibit at SightCity? Unfortunately, we do not have very many exhibitors from the travel industry yet. That is a pity, because visually disabled people go on holiday too and are looking for suitable offers.
Ms. Merkl, in comparison with other countries how well is the conference and congress industry in Germany equipped to serve as a host for the visually disabled? I think that there is still some need for action. For example, the elevators are not labelled properly in particular in many hotels so visually disabled
that is geared to visually disabled guests in a targeted manner. Those measures would already reduce the inhibition threshold for participating in an event. www.sightcity.net Site EMEA Forum 2012 in Berlin
Site Germany and VisitBerlin are delighted that the “Site EMEA Forum 2012” will take place from 18th to 20th June 2012 in Berlin. “Summer Feeling in Berlin” is the motto of this MICE industry education and business networking event. Participants will get to know
each other and Berlin better while exploring trends and developments in the incentive- and motivational travel sector. This conference is open not only to Site members but also to all
NEWS – FAIRS / SHOPPING 29
involved and interested in the future of the motivation- and incentive travel sectors.
Full registration and booking details including hotel accommodation and flights and the education programme are available online. www.site-germany.de
OUTLETCITY METZINGEN - Premium Outlet Shopping in the city center. The city offers a unique aggregation of over 60 international top brands, mostly in spacious flagship outlet stores, with year-round prize reductions of 30 - 70%*. The outlet stores of Hugo Boss, Windsor, Joop!, Strellson, Max Mara, Tommy Hilfiger, Armani, Loro Piana, Strenesse, Escada, Burberry or Bally for example offer everything for successful business appearances from a suit to the pocket handkerchief. We do not need to talk about selection and quality- you can definitely presume this.
nternational fashion labels. Famous designers. Lifestyle accessories. Attractive prices. TAX FREE Shopping. Architectural highlights. Excellent cuisine. Welcome to OUTLETCITY METZINGEN. Before or after the business appointment: Shopping date. Suits, suits, suits – you will probably not find such a high suit density per square meter anywhere as at OUTLETCITY METZINGEN, home of Hugo Boss, south of Stuttgart and close to Frankfurt
and Munich. As time is money, the location of OUTLETCITY METZINGEN is so practical particularly for businesspeople: It can be reached quickly using all means of transport and is close to top class business contacts. The international airport and Trade Fair Centre Stuttgart with the International Congress Centre are also only a stone’s throw away. Here outlet shopping is not simulated on green fields outside town but rather a real purchasing experience
Guided tours through OUTLETCITY METZINGEN and individual specials as part of a supporting program for MICE guests possible upon request. *Compared to the former recommended retail prizes. www.outletcity.com
NEWS – MEMBER IN FOCUS
Member in Focus: Sheraton Frankfurt Airport Hotel & Conference Center
Quick accessibility, short distances, refined hospitality, great people, professional and highly experienced service – the Sheraton Frankfurt Airport Hotel & Conference Center is the focal point for international business meetings and a popular home away from home for travelers on a stopover in Frankfurt.
39 meeting rooms, modern and flexible areas, provide ideal conditions for international conferences or creative seminars from 6 to 350 people. The three recently opened TelePresence rooms are another highlight in the hotel: Equipped with the latest technology, the TelePresence rooms completely redefine video conferencing with an unprecedented quality. It is an excellent possibility to organise cost-effectively, time-saving and environmentally friendly meetings.
With 52 flexible meeting rooms, the 1,200 sq m Congress Center and the SkyLoft, the hotel is one of the top event hotels in Europe.
The Congress Center offers the perfect setting for large events, meetings or corporate parties for up to 1,200 people.
conference rooms, 1008 guest rooms and countless opportunities – all under one roof at an unbeatable location.
The event center SkyLoft (for up to 250 people) impresses with its n Club and Towers Rooms sophisticated room concept on two The renovated Club and Towers floors and avant-garde interior design. rooms offer that certain something
to all guests, who prefer a more luxurious scene: They can use the newly modernised Club Lounge exclusively. Here they can have breakfast, snacks and drinks, work and relax or enjoy the view of the airport – all inclusive. n Sheraton Frankfurt Airport Hotel – the first class hotel directly at Frankfurt International Airport The first class hotel offers 1008 comfortable rooms and suites, the exclusive Club and Towers floors with separate lounge, two restaurants, one café, two bars, two fitness centers, a business center and the communicative Link@Sheraton business lounge. www.meeting-in-frankfurt.com firstname.lastname@example.org
Hilton Frankfurt Airport and Hilton Garden Inn Frankfurt Airport
New top location for events Futuristic ambience, personalised service and an ideal location: Since the end of 2011, Hilton Worldwide has offered a new outstanding event location at Frankfurt Airport – at the spectacular complex called THE SQUAIRE above the ICE long-distance railway station. Event planners will find two extremely modern business hotels that bank on quality and individuality: the Hilton Frankfurt Airport with 249 rooms and suites as well as the Hilton Garden Inn Frankfurt Airport with 334 rooms Event rooms equipped with all conveniences Regardless of whether the objective is a product presentation, a press conference or an automobile exhibition: the event capacities of the new Hilton Frankfurt Airport offer a suitable venue for every occasion. In an area of over 1,000 sq m, the Hilton Hotel offers conference rooms and banquet halls that fulfil the most exacting requirements. That includes daylight, Nespresso coffee machines and ergonomic leather armchairs as well as state-of-the-art conference technology. A business centres is at the disposal of guests 24 hours a day. In addition, the neighbouring Hilton Garden Inn Frankfurt Airport has three additional conference rooms as well as a business centre.
NEWS – HOTELS 31
Globe – the extravagant ballroom: One of the most attention-grabbing highlights of the Hilton Frankfurt
Airport is the “Globe” ballroom with a capacity for events for up to 570 people. The hall was designed as a “building within a building and the entire exterior is sheathed with silver mosaic tiles. In the interior, numerous Swarovski crystals adorn the walls and conjure up a spectacular ambience together with the six metre high ceiling of the ballroom. The adjacent foyer with a panoramic view of Frankfurt City Forest as well as the airplanes approaching for landing and the arriving high-speed ICE trains can be used for exhibitions and receptions. www.hilton.de/frankfurtairport www.hiltongardeninn.hilton.de ATLANTIC Congress Hotel Essen – Certified and sustainable quality The ATLANTIC Congress Hotel Essen, which was newly opened in January 2010, is hitting the ground running with sustainable measures & options. The cornerstone for that was provided by its certification as a “Certified Green Hotel” from the Business Travel Association of Germany [Verband Reisemanagement e.V.(VDR)] in November 2011. “We would like to reduce our CO2 emissions and cultivate respectful treatment of our environment and increasingly more scarce resources,” states Ulrich
Schreiber, Director of Sales at the ATLANTIC Hotel.
Thus, the hotel has additionally subjected itself to an inspection by the German Institute for Sustainability and Economy - “Deutsches Institut für Nachhaltigkeit und Ökonomie”. The ATLANTIC has proved to be exemplary in the area of ecology, economy and sociology. It now offers sustainable conference flat rates or special offers such as the DB event ticket for environmentally friendly transportation by rail with Deutsche Bahn. Furthermore, the hotel co-operates with the non-profit GmbHcompany “atmosfair”, the standards of which are the result of a research project of the Federal Ministry of the Environment. Organisers can calculate and compensate the CO2 emissions for the planned event directly on the ATLANTIC website. The ATLANTIC Congress Hotel Essen, a Member of Worldhotels First Class Collection, offers 248 Deluxe rooms & suites with WLAN free of charge, state-of-the-art conference
NEWS – HOTELS / OFFERS / CONGRESS CENTRES
make for a memorable stay.You will experience a symbiosis of historical architecture and contemporary design. 11 modern function rooms, including the spacious »Royal Ballroom«, cover an area of 1.000 sq m. Luxurious design, stateof-the-art technology and a creative lighting concept, provide the perfect setting for extraordinary events up to 700 guests. Treat yourself to culinary delights and extravagant cocktails at the Restaurant »Vitruv« and the Bar/ Lounge »Leo90«. Enjoy the genuinely friendly service, the warm hospitality and superior amenities. This is the ideal surrounding for a marvellous stay. rooms for up to 600 people, the CUXX catering area including a restaurant, bistro, bar, vinothèque, patio as well as smoker´s lounge, underground parking, a fitness & wellness area as well as a roof-top terrace. www.atlantic-essen.de www.green-atlantic.de Leonardo Royal Hotel Berlin – Summer-Feeling Package
The Leonardo Royal Hotel Berlin Alexanderplatz welcomes in a distinct atmosphere. The 4-star-superiorhotel is located in the immediate vicinity of Alexanderplatz. 346 rooms and suites and a wellness lounge
Too hot – how about a refreshment? The Leonardo Royal Hotel Berlin Alexanderplatz offers »cool meetings« in a special atmosphere. Our Chef offers invigorating coffee breaks on hot days. Treat yourself to fresh, nutrious and light food and enjoy the refreshing fragrances of our summer garden. ■■ A function room appropriate for the number of participants ■■ Standard technical equipment in the function room (1x video beamer, 1x screen) ■■ Writing pads and pencils for all participants ■■ Unlimited drinks (0,2 l) in the function room ■■ Coffee break in the morning with coffee, homemade iced tea and a rich selection ■■ of fresh fruits of the season, served on various yoghurts ■■ Light business lunch at our Chef‘s choice ■■ 1 glass of homemade lemon or elderberry lemonade during lunch ■■ Coffee break in the afternoon with homemade iced tea, cooled melon variations and fresh strawberries on vanilla custard
This Summer-Feeling Package is valid upon request and availability from June 1st to August 31st 2012. Minimum number of participans is 20 persons. This offer is not combinable with any other special promotions. Price per person in Euro: from 63,Euro per person or from 88,- Euro incl. BBQ buffet Convention Sales T: +49 (0)30 755 430 750 F: +49 (0)30 755 430 760 E: email@example.com www.leonardo-hotels.de/ Royal_Berlin_Hotel Kongress am Park Augsburg
Re-opening in May 2012: Kongresshalle Augsburg to become the “Kongress am Park Augsburg” congress centre After a 2-year renovation measure upgrading the energy-related and technical systems, the former Kongresshalle Augsburg will be presenting itself as a multifunctional congress centre as of May under the brand name “Kongress am Park Augsburg”. In the protected historical landmark built in the seventies, energy consumption has been reduced by 70% through competent energy
management and state-of-the-art technology from the municipal utility company of the City of Augsburg.
So guests feel comfortable, highly sophisticated automatic control technology ensures that the right air quality, temperature and humidity is created depending on the number of visitors. For that purpose, 23 headhigh ventilation and air conditioning units with a heat recovery system have been installed. That means that the heat generated by people or lighting in the hall can be extracted from the outgoing air and used to reheat the fresh incoming air via heat exchangers. 250,000 cubic metres of air per hour are transported – that is the equivalent of about 1,500 single-family homes with controlled interior ventilation. www.kongress-augsburg.de The Squaire: Business and Conference Center Centre of mobility Airplanes glide in from above, highspeed ICE trains stop below and four lanes of cars whizz by outside the “recumbent high-rise”. “THE SQUAIRE” building has caused quite a stir worldwide. Architecture, design and accessibility via all transportation means have made headlines in the shortest possible time.
NEWS – CONGRESS CENTRES 33
“A perfect location for a business and conference centre,” thought Holger Starp, Managing Partner of the plug and work Group. Since THE SQUAIRE Business and Conference Center opened in September 2011, the group has had six locations in the metropolis on the Main River.
SQUAIRE offers creative options for very special kinds of events.
“THE SQUAIRE” building is a symbol of the work world of today and tomorrow. In the last few years, the requirements placed on successful companies have changed drastically. Some of the catchwords are decentralised structures, rapid and flexible activity in compact teams and the mobile workplace. And of course: Networking. People from every country under the sun work at THE SQUAIRE – financial auditors, management consultants or software specialists and airlines. In New Work City, a building that is 660 metres long, they not only discover a highly varied and exciting range of catering and shopping options.
explains Kamphues. In addition, the establishment maintains contacts with first-class catering businesses from the surrounding area. She says that many guests are en route to somewhere else and take advantage of their time at the location to promote their business in a relaxed and stylish atmosphere. “In the meantime, the concierge service team can take their letters to the post office, pick up a suit from the cleaners or take care of shopping errands.” www.thesquaire.com
The fifth upper level houses THE SQUAIRE Conference Center. It offers 28 conference rooms with sizes ranging up to 228 sq m for business meetings, training measures or plenary meetings. According to Beatrix Kamphues, Convention Sales Manager of the Centre, they can accommodate a maximum of 200 people. And the atrium of THE
The Business Center with its 44 offices is housed on the sixth upper level. “All of our rooms are equipped with Vitra furnishings and stateof-the-art conference technology,”
ADVERTORIAL - ICS MESSE STUTTGART
Messe Stuttgart and ICS get best marks n Online survey proves: 100 percent of organisers would rebook the ICS and the trade fair halls of Messe Stuttgart
ICS in the future and would recommend it to others. “We feel reassured by the results of our customer survey that we are on the right track” said Stefan Lohnert, Division Director Guest Events. With their unique glass architecture and superb location directly on the Messepiazza between the airport and the motorway the ICS and the nine trade fair halls of Messe Stuttgart are really setting standards – not to mention their unique accessibility from all over Europe. The flexible layout of the halls and rooms – in all shapes and sizes, for the most varied of events – is already evident from the view across the Messepiazza. The transparent foyer of the ICS is a striking feature, setting the bar for modern communication design that meets the highest of functional requirements. This is where congresses, conferences and events start off, where the heart of the action takes place.
Stefan Lohnert, Division Director Guest Events
C1, with its 2,669 square metres, is the large congress hall. With room for up to 3,000 people, it is not only big but flexible, too, offering organisers the option of dividing it up into two, three or four smaller halls. Wood and metal design elements add to the special appeal.
The C2 multi-functional congress and exhibition hall also has plenty to boast about: A total of 4,933 square metres uality ranks first at Messe Stuttgart and the ICS for up to 5,000 people can be divided into two segments International Congress Center Stuttgart –and that using a partition wall and represent a “playing field” with satisfies customers. The evaluation of the guest events department’s 2011 questionnaires on customer satisfaction various options for trade fairs and exhibitions, congresses and events, shows and product presentations. The skylights shows impressive results: excellent customer liaison and and windows ensure guests enjoy natural light and the support, high flexibility and an attractive location with best transport connections are what customers value most. high-quality tiled flooring and acoustic paneling really promote that “C2 feeling”: Space and elegance coupled with intelligence and design. Their flexibility earns the Messe Stuttgart staff a big plus. Making individual wishes and short-term requests The congress and conference area is bright and possible gains top marks. transparent: Rooms C3 to C8 offer guests views over the gallery right down to the Messepiazza. An elaborate But the most important conclusion of the customer partitioning system gives organisers the previously survey for Messe Stuttgart can be found at the end of unimaginable opportunity to create up to 33 rooms. the evaluation: 100 percent of all participants can see www.ics-in-action.de themselves organising events at Messe Stuttgart and the
To book, use the code: onetwofree T +49 (0)180 3330300 · F +49 (0)180 2220200 firstname.lastname@example.org www.nh-mice.com/onetwofree
62 hotels throughout Germany, Austria, Switzerland and Eastern Europe. 631 conference and meeting rooms. Book your meeting now and benefit from three complimentary services.
A breakout room – free Ice cream – free Every fifth guest – free NH Hoteles Standards
A clear conscience We protect the environment
Your culinary highlight Mediterranean cuisine
A good night‘s rest Comfortable beds
Booking period: 16.04.2012 – 15.06.2012 · Conference period: 25.06.2012 – 31.08.2012 Minimum booking: 10 persons; on request and subject to availability. Only valid for new bookings.