MICE Benelux - Edition 1

BUSINESS MAGAZINE FOR MEETINGS INCENTIVES CONGRESSES EVENTS, EDITION 1 - 2025

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IMEX preview Interview CEO Larry Cuculic Amazing Helsinki A gem in Paris

+ SPECIAL TUNISIA

THE HOTLIST 2025

15 INCENTIVE DESTINATIONS TO LOVE

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CONTENT

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Hot Helsinki Finland has always been cool but the capital is hotter than ever. We take a look at this amazing versatile city that offers a great variety of MICEpossibilities. Do not forget your bathing suit. A deep dive in the cool waters of a great city…

Special Tunisia IMEX Preview Of course we see you in Frankfurt!

But what is on, what is new, what is happening. We give you a slight preview of what is going on at our yearly gathering in Germany! As always, do not forget to drink a German beer, you know you want to.

We are proud to have Tunisia as a special guest in our magazine. This wonderful nearby country has a unique setting for all kinds of meetings, incentives and so on. And a welcoming heart that will make memories forever.

COLOPHON Editor-in-chief

Press relases and info:

Sales & Marketing:

MICE BENELUX is a

Tijn Kramer

info@micebenelux.com

Sales and information about

TRAVelMEDIA publication.

tijn.kramer@travmedia.nl

TRAVelMEDIA

advertising, etc.

SUBSCRIPTION:

MICE Benelux. Arendstraat 33A,

tina@travmedia.nl

29 euro per year

Editors Belgium & The Netherlands:

1223 RE, Hilversum.

(0031-35-6728855),

Arjen Lutgendorff, Sharon Evers, Dylan

www.micebenelux.com

dennis.ebbers@travmedia.nl

Cinjee, Bart Matthijs, Pieter Weymans and Theo de Reus.

Design: Iris Beenen

(0031-35-6728852),

Publishers: Tom van Apeldoorn T.J. van Apeldoorn

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Year 20, issue 1

ADVERTORIAL

Discover Hannover: Where Innovation Meets Sustainability

Nestled at the confluence of the Leine and Ihme rivers, Hannover, the capital of Lower Saxony, is a city where history, innovation, and sustainability intertwine. As a major transportation hub, Hannover boasts one of the world’s largest exhibition grounds, hosting international events like the renowned industrial show „Hannover Messe“. This vibrant metropolis offers a unique blend of urban charm and natural beauty, with well known attractions such as the Herrenhausen Gardens, Maschsee Lake, and the Hannover Adventure Zoo.

Hannover is also a science hub, home to prestigious institutions like Leibniz University Hannover and Hannover Medical School. Beyond academics, the city also offers a range of cultural activities including world-class museums, theaters, and the annual marksmen fair „Schützenfest“—the largest event of its kind globally.

Hannovers great value lies in its commitment to sustainability. The city has become a trailblazer in hosting environmentally conscious events that prioritize community well-being. The Maschseefest exemplifies this ethos, incorporating eco-friendly practices, waste reduction initiatives, and a focus on local suppliers to support the regional economy.

Getting around Hannover is equally green, thanks to its extensive public

transport network, cycling infrastructure, and car-free zones during major events.

Trade fairs here shine a spotlight on green technologies, renewable energy solutions, and resource-efficient innovations, cementing Hannover’s reputation as a hub for sustainable industrial advancements.

Venues like the Hannover Congress Centrum (HCC) lead by example, holding certifications such as “Green Globe” for their energy-efficient operations and waste reduction efforts. Community initiatives, including farmers’ markets in vibrant districts like Linden and List, promote organic produce and ecoconscious living.

Hannover University’s Green Office furthers this commitment by coordinating projects in energy, mobility, and education, fostering student engagement

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and bridging sustainability with digitalization and internationalization.

Meanwhile, the CO2calculator from the Hannover Convention Bureau empowers event organizers to measure and minimize their environmental impact.

In Hannover, sustainability isn’t just a trend—it’s a way of life, ensuring every event is as innovative as it is environmentally responsible. Experience the future of urban living in Hannover, where green ideas thrive.

THE EDITOR

Tijn Kramer, Editor-in-Chief MICE Benelux

Cheers!

Meetings, Incentives, Conferences, and Exhibitions spells MICE and after over 20 years in the business, the acronym still makes me laugh a little. Why couldn’t it add up to the PANTHER trade, or the COBRA sector? But no, it is those cheese loving little creatures that have nothing in common with our trade. Would we need a new term?

There is no acronym in the world that could describe our field. The MICE industry offers a wide array of roles, from event planning and management to marketing, sales, logistics, and hospitality. Each event is unique, providing new challenges and experiences. You might be working on a large international conference one month and an incentive trip to a beautiful destination the next.

Above all I adore the creativity. MICE professionals are often tasked with creating memorable and impactful experiences. This requires severe creative thinking. And If you enjoy connecting with people, the MICE industry is ideal.

Roles often involve building relationships with people from around the world.

And yes, you get to see that world. So after all those years I actually love the name MICE. And nothing in common? Who doesn’t like a good cheese plate, perhaps with a nice glass of wine. Cheers, to MICE! Tijn Kramer

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TRENDS & TRIPS

Exhibition sector grows in 2024, trade fairs perform well Lex Kruijver of Respons presented the first results of the 2025 Trade Fair Monitor, which is published annually on behalf of and under the auspices of CLC-VECTA. The preliminary research figures for 2024 show that the trade fair sector has experienced clear growth in all parameters examined over the past year.

Trade fairs in particular are showing a positive development compared to 2023 and are now above pre-corona levels again. The full report is available via the CLC-VECTA member portal.

The possibilities of France

Atout France Nederland and its France Convention Bureau convened a MICE Advisory Board at the Pillows Grand Boutique Hotel Maurits at the Park in Amsterdam.

The meeting brought together key Dutch MICE experts to discuss the current landscape and France’s position within it. The Advisory Board included representatives from Balance

Business Events, IENVENT Travel, incentives & events bv, Incentive Direct, GI Travel, Motivation Travel, @ Style2Events, and TUI. These industry professionals, all enthusiastic about the French destination, provided candid feedback on the market.

The session was moderated by Tijn Kramer, Chief editor MICE Benelux at TravMedia, who guided the discussion and ensured a productive exchange of ideas. Despite acknowledged challenges in the MICE market due to geopolitical and economic factors, the overall perspective from the Dutch MICE sector remains optimistic.

Participants expressed the view that France is well-positioned to capitalize on this positive outlook. The meeting provided valuable insights for Atout France and the FRANCE CONVENTION BUREAU as they work to promote France as a leading destination for MICE events.

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Famtrip Barrio Life to Seville great success This february a group of incentive organizers and partners flew to Seville – at the invitation of Barrio Life – for a famtrip. A full and varied 3-day program in which various MICE locations were visited. Rikkert Barendse (Founder Barrio Life): “Seville is a great destination for an incentive or event. The mix of climate, the typical atmosphere, variety in venues, and the good food are hard to find anywhere else”. The group visited various hotels, event locations, including a number of haciendas outside the stand and enjoyed the local cuisine.

TRENDS & TRIPS

ICCA partners with AIME The International Congress and Conference Association (ICCA) has announced a new Industry Partnership with the Asia Pacific Incentives and Meetings Event (AIME). The partnership is focused on the continued commitment to bringing extended business opportunities to ICCA members in Australia, New Zealand, Asia, and other global regions. AIME will serve as a partner in advocacy, amplifying the voice of the

international business events industry for destination enhancement. AIME is owned by the Melbourne Convention Bureau and is managed by Talk2 Media & Events.

ICCA CEO Senthil Gopinath signed the agreement with AIME representative Matt Pearce, Director of Talk2 Media & Events, and Julia Swanson, CEO of the Melbourne Convention Bureau, during AIME 2025 which was held from 10 to 12 February

Turisme de Barcelona launches legacy program Turisme de Barcelona takes a step forward in its strategy to generate value in the city through the events and congresses it hosts with the creation of the new Barcelona Convention Bureau Legacy Program. This new program, presented to the members of the Barcelona Convention Bureau yesterday, aims to generate long-term positive effects in the city and the region through the congresses and events hosted by the city. By creating synergies and collaborations between local stakeholders and congress associations, the program seeks to develop projects that have a positive impact on Barcelona, its inhabitants, and its business and research sectors.

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in Melbourne, Australia. ICCA CEO Senthil Gopinath heralded the new partnership.

“ICCA’s partnership with AIME signifies our commitment to supporting the growth of the Asia Pacific meetings industry, which has experienced incredible growth over the past few years and continues to figure prominently on the world stage,” he said.

AIRLINES

Lots of great new routes for MICE

Benelux Airports increase connectivity Dutch and Belgian airports are experiencing a significant expansion in air connectivity for 2025, with new routes announced from Amsterdam, Rotterdam The Hague, Eindhoven airports and Brussels Airport.

From Amsterdam Schiphol Airport (AMS), KLM has rolled out several long-haul additions. On May 8, the airline starts a thrice-weekly service to San Diego, marking its 22nd destination in North America. In South America, the carrier offers twiceweekly flights to Georgetown, Guyana, with a stopover in St. Maarten, starting June 4.

Further east, KLM will launch thrice-weekly flights to Hyderabad, India, beginning September 2, using a Boeing 777-200ER. Meanwhile, Transavia has expanded its network from Schiphol with new services to Agadir, Granada, and Skopje, catering to growing demand for leisure travel

in both regions. EasyJet has added a Northern European option, launching flights to Harstad/Narvik in Norway.

Additionally, EasyJet is set to begin flights to Seville, Spain, starting October 27. The winter route will run twice weekly, with departures on Mondays and Thursdays, bringing EasyJet’s Schiphol offering to 47 destinations.

Transavia is also ramping up its winter sun portfolio from Schiphol. New seasonal flights to Marsa Alam in Egypt and Rabat in Morocco are being introduced, while Amman, Jordan, returns to the airline’s winter schedule, offering access to cultural

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highlights like Petra and the Dead Sea. Rotterdam The Hague Airport (RTM) is also benefiting from Transavia’s continued expansion. New flights have been introduced to Trieste in Italy and London Stansted in the UK. From April, Transavia resumed operations to Bergerac in southwestern France with five weekly flights. Routes to Venice and Pisa in Italy, as well as Valencia, Spain, have been reintroduced, each operating four times per week. For winter 2025, Seville will also be accessible directly from Rotterdam, expanding Spanish connectivity from the airport.

Eindhoven Airport (EIN) sees continued investment in southern European routes, particularly to Croatia. Transavia has launched twice-weekly summer flights to both Split and Pula, catering to demand for Adriatic beach destinations.

Elsewhere, Oman Air has announced a significant move into the Dutch market with the launch of a new route between Muscat and Amsterdam, starting July 1, 2025.

The service will operate four times a week and marks Oman Air’s eleventh European destination. The route was officially unveiled during the state visit of Sultan Haitham bin Tarik to the Netherlands, in the presence of Oman Air CEO Con Korfiatis and Royal Schiphol Group CEO Pieter van Oord.

Finally, Corendon is bringing Istanbul back to its winter schedule. The Turkish metropolis, known for its fusion of history and modernity, will be served by daily nonstop flights from multiple airports including Amsterdam, Rotterdam, Düsseldorf, and Charleroi. Corendon had previously offered this route in winter 2018 and highlights renewed interest in city breaks to Turkey.

destinations such as Indonesia, Malaysia, Vietnam, Australia, and New Zealand.

The offer from Brussels Airport also includes 7 destinations in North America: Atlanta, New York, Newark, Chicago and Washington in the US, Montreal and Toronto in Canada. In Central America there are direct flights to 3 destinations: Cancún (Mexico), Willemstad (Curaçao) and Punta Cana (Dominican Republic).

In Sub-Saharan Africa, passengers can choose from 18 destinations: Abidjan (Ivory

Brussels This summer, travellers from Brussels Airport can choose from 180 direct destinations, served by 68 airlines.

This summer, travellers flying from Brussels Airport can choose from no fewer than 180 direct destinations, including six new destinations. The airport expands its long-haul network with Atlanta (Delta Air Lines), Curaçao (TUI fly), Bangkok (Thai Airways International) and Hong Kong (Cathay Pacific). The short-haul network is expanded with Montpellier (Transavia) and Bordeaux (easyJet and Transavia).

Solid intercontinental network This summer, in addition to 151 short- and medium-haul destinations, travellers can fly non-stop to 39 long-haul destinations. The launch of Thai Airways International last December and Cathay Pacific this summer completes the Asia network at Brussels Airport, which now includes seven nonstop destinations: Tokyo (Japan), Bangkok (Thailand), Beijing, Shanghai, Shenzhen, Hong Kong (China), and Singapore. The new connections in Asia also provide one-stop holiday routes for travellers to

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Coast), Accra (Ghana), Banjul (Gambia), Boa Vista (Cape Verde), Bujumbura (Burundi), Conakry (Guinea), Cotonou (Benin), Dakar (Senegal), Douala (Cameroon), Entebbe (Uganda), Freetown (Sierra Leone), Kigali (Rwanda), Kinshasa (Democratic Republic of Congo), Lome (Togo), Monrovia (Liberia), Nairobi (Kenya), Ouagadougou (Burkina Faso) and Yaoundé (Cameroon). The Gulf region accounts for four destinations: Abu Dhabi and Dubai (United Arab Emirates), Doha (Qatar) and Jeddah (Saudi Arabia).

INTERVIEW

Interview General Manager Stephan Stokkermans

An icon at sea

Managing Director of the luxurious Grand Hotel Huis ter Duin in the beautiful Noordwijk aan Zee, Stephan Stokkermans operates a hotel with history, possibilities, and a beautiful view. An interview with the esteemed hotelier.

By: Tijn Kramer Everyone knows Huis Ter Duin, but in your own words… What exactly is Grand Hotel Huis Ter Duin for you?

The history, the location, and the fact that we remain a private, independent hotel despite our size is what makes Grand Hotel Huis ter Duin so unique. I’ve been with the hotel for over thirty-two years, the last nine as general manager. Over time, this place becomes more than just your workplace. It’s where values are shared, where generations of guests and colleagues return. It’s a professionally run organization with high standards, but at its core, it operates like one big family.

With all the responsibility, trust, and longterm vision that comes with that.

What are the advantages of that independence?

The greatest advantage is that you can determine your own course, and take initiatives more freely. You don’t have to go along with what a corporate head office decides somewhere in the world.

That is where the big advantage lies.

This independence also allows you to have a slightly longer-term vision than an average general manager.

What is that longer-term vision?

In 2026, we will officially present our strategic roadmap for the coming years.

It will reflect a subtle but intentional shift in our market focus. Before the pandemic, Grand Hotel Huis ter Duin was heavily rooted in the conference and MICE segment. That will always remain an essential pillar of our business. However, the post-COVID landscape has reshaped travel behaviour, and we’ve observed a growing demand in the high-end leisure segment; guests seeking quality time, exclusivity, and meaningful experiences.

Rather than pivoting away from one audience, our vision is to create a more sustainable balance between business and leisure. We believe that the two markets don’t just coexist, they enrich one

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another. Business guests often return for leisure, and leisure guests become brand ambassadors in their professional circles.

Our long-term vision is not about choosing one path over another. It’s about future-proofing our offering and creating a resilient, experience-driven hospitality model where leisure and business complement each other, always with excellence at the core.

Will Noordwijk remain attractive to every target group?

Of course! Noordwijk and the surrounding area are brilliant in that respect. We are close to Schiphol and major cities such as Leiden, The Hague and Amsterdam, all while being surrounded by tulip fields by the sea. If you choose Noordwijk, you are also really choosing a different approach to your conference, as the setting encourages authentic interaction, meaningful dialogue, and stronger relationships.

This philosophy is not just a nice idea.

It’s fully embraced and facilitated by our partners, from Noordwijk Marketing to the municipal government. Together, we ensure that every event benefits from a seamless and unified vision.

What are the possibilities for companies now?

We are particularly committed to multiday conferences that we can facilitate with a hall of a thousand square meters.

The beautiful Keizerzaal on the sea side with a panoramic view of the sea is also ideal for F&B. The advantage with venues of this size is that you can go to our beach pavilion ‘Breakers’ and get away from it all while staying on property. For more intimate sessions, we are also able to provide adaptable meeting rooms across the hotel. This September, we will unveil something truly special—our Conference Penthouse. After 6 months of tests it became clear that we had something truly unique. On the top floor, with a panoramic view, our penthouse will be able to host up to 18 guests. A one-of-a-kind meeting location for exceptional meetings.

You undoubtedly know the history of the hotel. What have been the highs and lows?

The darkest day was of course the great fire of 1990 with the loss of three firefighters. All other setbacks, such as economic crises or COVID, are of course all meaningless in comparison.

Fortunately, we’ve also had many highlights in 137 years. The first climate conference in Huis ter Duin, the Dutch national football team, and of course the visit of President Obama. It felt very special to be chosen as an independent hotel in the Netherlands to accommodate an American president. Additionally, we’ve also had the honour of hosting various ministerial congresses and the NATO summit. These events haven’t gone unnoticed and allowed us to build our reputation as a trustworthy place for high-end meetings.

On the other hand, there are also many smaller events that have taken place behind closed doors, which I know have

been very special and important to the guests. It can vary from a wedding or a beautiful coronation, to sorrowful events like a funeral.

These events really allow us to come to the core of what we are looking for as hoteliers, which is the well-being of our guests and the ability to forge an unforgettable moment in their lives.

What sustainable steps have you taken?

Sustainability is a top priority for us.

We ask ourselves two key questions: how can we minimize our ecological footprint, and how can we foster more sustainable practices in everything we do? To support this ambition, we work together with specialized partners. One of them is NOW, which collaborates with EarthCheck — a leading organization in the field of environmental certification and sustainable tourism.

To strengthen our efforts and make a real impact, we have introduced the SDG Transition Fee. This contribution of €8.56 per person per night enables us to continuously improve and innovate. The fee is entirely reinvested in sustainability projects within our property, such as energy-saving technologies and sustainable building materials. Importantly, this initiative is additional to the investments we already make ourselves — it allows us to accelerate our progress and broaden the scope of our impact.

uncertainty, budget restrictions, and the need for flexibility post-COVID. This made long-term planning a challenge, not only for venues like ours, but for the entire ecosystem of suppliers, partners, and service providers.

Interestingly, since the end of last year, we’ve observed a gradual reversal of that trend. Lead times are beginning to stretch again—events are being booked further in advance, and clients are more confident in committing to larger and more complex gatherings.

That said, given the current state of global affairs—with economic fluctuations, geopolitical tensions, and shifting market dynamics—we remain cautious. While the trend is promising, it’s difficult to say with certainty how long it will hold.

Finally, what are your favourite spots and features of the hotel?

I always come back to the Keizerzaal.

Those soaring arches, the sea‑side location and that sweeping ocean view— it’s simply breathtaking. But what really brings it to life is watching the team in action: the buzz of service, the precision behind every detail. A hotel needs a heartbeat and a soul, and in the Keizerzaal, you feel both in full force.

Starting July 1st, guests will also have the opportunity to go a step further: instead of simply offsetting their carbon footprint, they can choose to actively invest in it — encouraging a more meaningful form of participation.

What trends do you see in the business market?

Over the past few years, one of the most noticeable trends in the business travel and conference market has been the shortening of lead times. Organisers were making decisions closer to the event date than ever before, driven largely by global

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Stephan Stokkermans

HELSINKI

Helsinki, truly special and unique Helsinki offers a diverse range of incentive travel experiences, from cultural immersion and nature adventures to relaxation and sustainability-focused activities. Whether you’re rewarding top performers, hosting a team-building retreat, or treating clients, the Finnish capital has something truly special to offer.

By: Tijn Kramer

Let’s have some fun! Because Helsinki has lots to offer if we are looking at incentives to start with. One of the quintessential Finnish experiences is, of course, the sauna. Incentive groups can indulge in a private sauna experience that ranges from relaxing in a floating sauna as you cruise through the stunning Helsinki archipelago, to unwinding in a rooftop sauna with breathtaking views of the city skyline.

For those looking for a more traditional touch, a wood-fired sauna followed by an

exhilarating ice plunge in the Baltic Sea offers the ultimate in Finnish wellness.

These authentic experiences connect attendees with Finnish traditions while providing a memorable and rejuvenating experience.

Helsinki’s location in the archipelago makes it ideal for island hopping. Your group can enjoy a private dinner or cocktail reception on the historic Suomenlinna, a UNESCO World Heritage Site just a short

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ferry ride from the city center. For a more adventurous experience, you can take a high-speed RIB boat ride through the islands or organize a sailing trip where guests can take in the beautiful landscapes of the archipelago while enjoying delicious Finnish cuisine prepared by local chefs. The islands surrounding Helsinki also offer the perfect setting for team-building activities such as outdoor cooking classes or a secluded island picnic.

Food lovers will find plenty to explore

through Nordic culinary journeys in Helsinki. Organize a guided food tour through the city’s vibrant market halls, where participants can taste local delicacies such as fresh fish, rye bread, and Finnish cheeses. For a more intimate experience, you can arrange a private dining session at one of Helsinki’s Michelin-starred restaurants or set up a “secret” chef’s table where guests can interact with the chefs while enjoying a personalized multi-course meal. Alternatively, hands-on cooking classes featuring wild herbs, foraged mushrooms, or Arctic fish allow participants to dive deeper into Finnish culinary traditions.

If your group enjoys the great outdoors, Helsinki’s arctic nature provides a perfect backdrop for adventure. In the winter months, take advantage of the opportunity to witness the Northern Lights just a couple of hours outside the city. For a more active experience, snowshoeing or fat biking tours through the scenic forests of Helsinki’s Central Park or the nearby Nuuksio National Park provide both adventure and beautiful surroundings. During the colder months, groups can also try dog sledding or crosscountry skiing, just a short drive from the city, offering a true taste of Finland’s winter magic.

Helsinki is also known for its rich design culture, and incentive groups can dive deep into the world of Finnish design.

Organize a private tour or workshop at Finnish design studios where guests can experience firsthand the artistry behind the world-renowned pieces. Visiting

iconic design locations such as the Design Museum or Amos Rex, or even discovering the innovative spaces of the Oodi Central Library, will leave participants inspired.

As a parting gift, why not offer guests a customized, locally crafted item from one of Helsinki’s many artisan studios, ensuring they leave with a piece of Finnish creativity.

For those looking to focus on team-building, Helsinki offers unique and engaging experiences that blend fun and creativity.

Teams can participate in an ice sculpting competition, where they create their own frozen masterpieces, or compete in a Mölkky tournament, a traditional Finnish throwing game. For a more reflective experience, groups can engage in forest meditation or enjoy silent walking sessions, allowing everyone to recharge and bond through mindfulness. Helsinki also offers an exciting opportunity for teams to work together on building their own boat or raft, which they can race across the city’s canals or nearby lakes—a thrilling challenge that requires collaboration, creativity, and a spirit of adventure.

Helsinki’s reputation as a sustainable destination also makes it an excellent choice for purpose-driven incentive trips. Groups can join urban foraging tours to learn about edible plants and wild herbs that grow in the city, or participate in volunteering opportunities with local sustainability initiatives. Helsinki’s focus on eco-friendly transportation offers a fun, green twist on the usual incentive activities. Organize a transportation challenge using bicycles, electric ferries, or trams to complete a scavenger hunt across the city, encouraging

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both exploration and eco-conscious travel.

With its blend of nature, culture, design, and sustainability, Helsinki offers a wealth of incentive experiences that cater to every interest and need. Whether your goal is to inspire creativity, foster team collaboration, or simply reward high-performing individuals, Helsinki provides a unique setting that will leave a lasting impression on every participant.

Accessible As global MICE planners seek destinations that combine accessibility, sustainability, and state-of-the-art infrastructure, Helsinki is fast establishing itself as a top-tier choice. The capital of Finland—renowned as the world’s happiest country—offers a compelling mix of professionalism, wellbeing, and environmental responsibility, making it an ideal location for international meetings, incentives, conferences, and exhibitions.

For planners and delegates traveling from the Benelux region, Helsinki is exceptionally accessible. With direct flights from major cities such as Amsterdam, Brussels, and Luxembourg, the journey takes approximately two and a half hours.

Helsinki-Vantaa Airport is consistently ranked among Europe’s most efficient, and the quick 30-minute transfer to the city center ensures a smooth, stress-free arrival—an important factor in the success of any event.

The delegate experience Once in the city, Helsinki offers a clean, safe, and welcoming environment that

enhances the delegate experience. The city’s dedication to wellbeing and urban balance is reflected in its recognition as the World’s Most Sustainable Travel Destination, an accolade that reinforces its commitment to both environmental and social responsibility. These qualities— combined with modern infrastructure and a vibrant local culture—make Helsinki particularly appealing to today’s valuedriven organizations and event planners.

One of Helsinki’s key strengths lies in its capacity and readiness to host events of all sizes. There are many great hotels for every budget, often underestimated by international MICE buyers. But the city boasts an extensive inventory of venues, for example through the S-Group’s hotel brands: Sokos Hotels, Radisson Blu, and Radisson RED. Together, these brands offer nearly 400 meeting and conference rooms across Finland. Each hotel is located in a city center or resort setting, offering convenient access, premium services, and consistent quality. In Helsinki alone, the largest hotel venue can accommodate events for up to 600 participants.

Among Helsinki’s standout MICE properties are three exceptional hotels that exemplify the city’s offer: Solo Sokos Hotel Pier 4, opened in August 2024, is a bold architectural statement along the scenic Katajanokka shoreline. The hotel’s wooden façade and innovative design showcase Finnish craftsmanship and eco-conscious construction. With its ambition to become the most sustainable hotel in Finland, Solo Sokos Pier 4 is both a visual icon

and a model of green hospitality. Original Sokos Hotel Tripla is situated within the Nordic region’s largest shopping and entertainment complex, Mall of Tripla. Its prime location—just 20 minutes from the airport via direct train—makes it ideal for international events. The hotel’s signature venue, Fredriksberg, offers 587 square meters of flexible, high-quality space suitable for conferences, exhibitions, and celebrations. Its warm yet luxurious atmosphere has made it a popular choice among corporate clients.Radisson Blu Royal Hotel will reopen in January 2026 following a complete renovation. Located in the heart of Helsinki, the property has been reimagined to meet the highest standards of contemporary design and functionality. Its event spaces are ideal for multi-day conferences, workshops, and executive retreats. For high-profile events requiring exclusivity, the hotel also offers the possibility of full buyouts, ensuring complete privacy and security.

Congress Helsinki is also home to several world-class congress centers, making it an attractive destination for large-scale conferences, conventions, and events. Here are some of the city’s biggest and most prominent congress centers: Messukeskus Helsinki is the largest and most established congress and exhibition center in Finland. Located just a short distance from the city center, it offers over 40,000 square meters of event space, with flexible meeting rooms, exhibition halls, and conference areas. It

can host up to 20,000 visitors at a time, making it ideal for large-scale international congresses, trade fairs, and exhibitions.

Messukeskus also boasts modern technology and facilities, including highspeed internet and event management services, ensuring a smooth experience for both organizers and attendees. It is located near excellent public transport links, including the Helsinki Railway Station and the airport.

Finlandia Hall Designed by the famous Finnish architect Alvar Aalto, Finlandia Hall is a stunning architectural gem located by the Töölö Bay. While it is most famous for hosting cultural events, Finlandia Hall is also a top venue for congresses, conferences, and seminars.

The venue features several multi-purpose rooms, including the Great Hall, which can accommodate up to 1,700 people. Helsinki Congress Paasitorni, housed in a beautiful historical building, combines modern facilities with a unique setting. Located in the heart of Helsinki, it offers a range of meeting rooms, exhibition spaces, and larger halls suitable for conferences and congresses. The main Paasitorni Hall can hold up to 1,000 guests, and the venue offers a variety of other smaller rooms for breakouts, workshops, and networking sessions.

Finlandia Hall (1967-75), facade, Helsinki. Photo Rune Snellman, Alvar Aalto Foundation

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INFOTORIAL

Interview with Iris Kiviharju: Unlocking Helsinki’s MICE Potential There’s incredible potential for MICE events in Helsinki. To better understand what makes this city so special, we spoke with Iris Kiviharju, Key Account Manager for Corporate and International Sales at S-Group Hotels.

What makes Helsinki an ideal choice for a MICE event?

Helsinki is exceptionally well-suited for MICE events thanks to its extensive hotel capacity and impressive event venues, such as the Helsinki Expo and Convention Centre and the Helsinki Arena. The city’s compact layout means that hotels, restaurants, venues, and attractions are all within walking distance or just a short trip away.

Another major advantage is transparent pricing—there are no hidden fees.

Essentials like electricity, Wi-Fi, tables, chairs, and even city taxes are typically included in the quoted rates. Add to that an excellent and efficient public transportation system, and you have a city that is easy, convenient, and stress-free to navigate. Plus, Helsinki is known for being

exceptionally clean and safe—qualities that set it apart from many other capital cities.

What makes Helsinki truly unique as a destination?

Helsinki stands out for its distinctive vibe— it’s the cool, slightly quirky cousin of the other Nordic capitals, where everything just works. The city blends modern urban life with easy access to nature.

For example, you can be in the heart of a forest or at a lakeside in Nuuksio National Park within just 30 minutes of the city center. And let’s not forget the pure, clean tap water—you can drink it anywhere in the city without a second thought.

How would you summarize Helsinki in just a few sentences?

Helsinki is the happiest meeting place in the world. It’s fresh, different, and full of surprises—while still being reliable, well-organized, and sustainable. The city offers state-of-the-art, planet-friendly infrastructure, high-speed internet, and a focus on wellbeing that’s integrated into everyday life. With regular daily flights from the Benelux region and a flying time of under three hours, Helsinki is both accessible and unforgettable.

Is Helsinki a year-round destination for events?

Absolutely. Helsinki offers the unique experience of all four seasons, each with its own charm. In winter, you might even witness the magical Northern Lights—an unforgettable addition to any event.

Can you share some fun incentive or team-building ideas in Helsinki?

In Helsinki, you don’t have to choose—

Iris Kiviharju, Key Account Manager, S-Group Hotels - 15 -

you really can have it all. The city offers a vibrant mix of Scandinavian culture, contemporary art, fashion, and design.

One unique experience is island hopping through the beautiful Helsinki archipelago, with its many charming islands just off the coast.

Are there any common misconceptions about Helsinki?

One common misconception is that Helsinki is an expensive city. In reality, Helsinki offers excellent value for MICE organizers. The pricing is transparent, and many services—like city-wide free Wi-Fi, reliable and affordable public transportation, and no city tax—are included in standard rates.

What can you tell us about Helsinki’s sustainability efforts?

Helsinki is a global leader in sustainable travel and event hosting. In fact, the city ranked #1 in the Global Destination Sustainability Index, published on October 16, 2024. This recognition confirms Helsinki’s commitment to becoming the world’s most sustainable destination. From eco-friendly infrastructure to responsible tourism practices, sustainability is at the heart of everything Helsinki offers.

Final thoughts?

If you’re looking to host a memorable, smoothly-run, and meaningful event, Helsinki checks all the boxes—uniqueness, accessibility, sustainability, and unforgettable experiences. Let Helsinki surprise and inspire you.

ADVERTORIAL

Ten wonderful hotels on the Belgian coast

A one-stop shop by the sea There are few places within a short distance that are as attractive for business as the Belgian coast. Easily accessible, diverse and pure nature. Chavalie de Lodder is Co-CEO of hotel operating company Belgian Coast & City Hotels (BCCH) that manages eleven wonderful hotels for all business needs.

May I ask for an introduction?

Belgian Coast Hotels is the umbrella operating organisation behind ten Accor hotels on the Belgian coast. Belgian Coast Hotels is the commercial name for the operating partner. We support our hotels in various areas, including finance, sales, marketing, HR and operational matters.

They are all managed by our organisation, but there is always a general manager on site. That is briefly outlined. I am Chavalie de Lodder and I am co-CEO of Belgian Coast & City Hotels. I also co-manage Belgian City Hotels with Mövenpick Hotel Brussels Airport.

What are the possibilities for MICE? Many, diverse and extensive. Within Belgian Coast Hotels we have ten hotels spread across the entire coastline, from De Panne to Knokke-Heist. The offer varies from two to four star products. This wide range of possibilities is an advantage for many of our customers who want to come to the coast without being tied to a specific coastal city or municipality. Due to our diverse hotel offers we can always make a proposal tailored to the customer.

This can be done in terms of facilities as well as budget. With an offer of two to four stars we can usually meet the customer’s wishes.

What is the link with Accor Hotels?

All our hotels are franchised by Accor.

This means that we are all Accor brands, from ibis budget, ibis and ibis Styles to Mercure. We follow our own path, but under the Accor flag, which is a great advantage. Accor is an internationally known brand with a great loyalty program. As a result, many people return to an Accor hotel. The motto ‘a brand is a promise’ applies here; people who travel to an ibis, for example, know what to expect. That is certainly an advantage.

What are the more specific possibilities?

We have 852 rooms on the coast. Our largest MICE hotel is ibis in Zeebrugge. There we have six meeting rooms with a maximum capacity of 200 to 250 people, depending on the layout. That is really our largest MICE hotel with the most possibilities and a

Chavalie de Lodder

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lot of facilities, such as a wellness centre, outdoor swimming pool and fitness. In addition, we also have a number of hotels with smaller meeting facilities in-house, for example the two Mercure hotels: Mercure Blankenberge and Mercure Oostende.

They each have their own meeting room with a maximum capacity of approximately 50 people. These are both central locations, which is also an asset for MICE, because we notice that people like to go into town or want a team building activity in addition to meetings.

And what if a customer wants to expand the MICE program further?

It is a great advantage that we offer everything as a ‘one-stop-shop’. So if an activity is desired, we look with our external partners to organize it. We also provide everything for catering. People can come to us for the complete organization, everything on one invoice. We notice that there is an increasing demand for this.

Because it is simply much less timeconsuming for them to have it organized that way. We have ibis De Haan with a very nice meeting room, also with a maximum capacity of 50 to 60 people.

This is not a city center location at all, but is located in the middle of nature, with a very large garden, an outdoor swimming pool and close to the forest. This is a completely different matter, but it also appeals greatly to the MICE public. They also want to get away from office life and the hustle and bustle every now and then. So in that respect too, we have various locations and a very nice range, something for everyone and in whatever way you want to meet.

Whether you want that city feeling or want to be in the middle of nature, that is possible with us. The fifth real MICE location is the ibis Styles Nieuwpoort, also with a very beautiful, light-filled hall and a nice atmosphere. In addition, there is a wellness center and an indoor swimming pool, on a very beautiful and peaceful domain.

What if the client wants to meet somewhere else?

We also work together with external meeting locations, where the overnight stay takes place with us, but the meeting

ibis Styles Zeebrugge is organised externally. As a result, we actually have a very wide range of options for the MICE public. We are happy to plan that from A to Z, provide a shuttle if necessary and reserve those locations.

We have many partnerships with our colleagues in the area. And again, in this way, everything is bundled for them via one contact person.

character and its own audience. But in general, and that may apply to the whole of Belgium, but certainly on the coast, you can eat excellently. That is certainly characteristic of the Belgian coast. Many people who come to us for that reason,

Of course, the coast is also ideal for team building activities…

Yes, we have quite a few external partners with whom we work together to plan those activities. We also do that entirely for our customers. We propose activities ourselves and arrange everything with that external partner. That ranges from typical coast-related team building, of course. On the beach, sailing boat trips, beach sailing, but also cooking workshops and indoor activities.

Finally, what makes the Belgian coast special?

If you are in De Panne, for example, or in Blankenberge, it is a completely different feeling, a different atmosphere. Every coastal city or municipality has its own

Mercure Oostende

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find here a lot of good places to eat, from star restaurants to a tasty brasserie on the coast. Furthermore, it is really very typical how every coastal city or municipality has its own character. People just love it.

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IMEX IMEX Frankfurt 2025 Preview

Poised for Strong Turnout and Fresh Momentum The international business events community is gearing up for IMEX Frankfurt 2025, with early registration numbers for both hosted buyers and attendees already outpacing last year. Scheduled for May 20–22, this year’s event brings together a wide-ranging roster of global suppliers, reflecting a strong return to inperson engagement across the MICE industry.

Carina Bauer Global Representation Expands Destinations from across Europe, the Americas, Africa, and the Asia-Pacific region will be featured, including newcomers like Sarajevo, the Seychelles, and Pattaya. Several countries—among them China, Colombia, Rwanda, and the United States—are expanding their presence this year.

Major international hotel groups such as Hilton, Marriott, Hyatt, IHG, and

Radisson will be exhibiting, alongside venues, technology firms, and convention bureaus. The show is expected to serve as the launchpad for several announcements, including new resort developments and market research findings.

Frankfurt opens on May 19 with tailored sessions for two key groups: association professionals (Association Focus) and corporate planners (Exclusively Corporate).

Throughout the week, the program will offer over 150 sessions featuring expert voices from across the industry.

Focused Learning and Community Conversations The educational component of IMEX

Highlights include: Vanessa Sturman, a nutrition coach offering quick strategies for improved focus and resilience. Also

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Eurocity Eurocity Direct Direct

Snel en flexibel naar Brussel?

Boek nu Eurocity Direct Naar Brussel Zuid? De slimme en snelle reiziger stapt in Eurocity Direct. Net als EuroCity rijdt Naar Brussel Zuid?

De slimme enDat snelle reiziger stapt Eurocity Direct.

Net als EuroCity Eurocity Direct 16 keer per dag. maakt reizen metinde trein nog makkelijker.

Vanuit rijdt Eurocity Direct 16verkort keer per Dat maakt reizen trein nog Ga makkelijker.

Vanuit Amsterdam Zuid je dag. de reistijd van 3.20 uurmet naardecirca 2 uur. je voor vaak, snel, Amsterdam Zuid verkort je de reistijd van 3.20 uur naar circa 2 uur.

Ga je voor vaak, snel, comfortabel, duurzaam en direct - dan kies je voor Eurocity Direct. comfortabel, duurzaam en direct - dan kies je voor Eurocity Direct.

Caroline Bik, Accountmanager Leisure Travel Caroline Bik, Accountmanager Leisure Travel

IMEX

throughout the event. The College of Extraordinary Experiences will make its IMEX debut, engaging attendees in participatory games and discussions focused on imaginative design and storytelling. Other activations include interactive art installations, musical performances, and experiential exhibits— all intended to inspire planners with ideas they can take back to their own events.

Henry Coutinho-Mason, a futurist presenting insights on people-first AI strategies. Another interesting one is Shaena Harrison, a networking expert known for her dynamic, relationshipfocused sessions. And also Helene Hall, who brings a Nordic lens to finding joy in everyday work and life. Programs such as She Means Business, now in its seventh

year, will again spotlight diversity, gender equity, and leadership within the events sector.

Interactive Installations and Creative Activations This year’s show places a strong emphasis on creativity and connection, with immersive experiences woven

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Adapting to Industry Demands “Event professionals are under increasing pressure to deliver more value from every experience they create,” said Carina Bauer, CEO of IMEX Group. “We’ve built this year’s IMEX Frankfurt around that reality—with a show designed not just for business, but for community-building, creativity, and long-term impact.”

IMEX Frankfurt runs May 20–22 at Messe Frankfurt. Entry is free with registration. A webinar on April 30 will offer first-time attendees an orientation and opportunity to connect with the IMEX team.

TUNISIA

7 Compelling Reasons to Choose Tunisia for Your Next Event Tunisia is a vibrant melting pot of civilizations, shaped by Phoenician, Roman, Greek, Arab, Turkish, Spanish, Italian, and French influences.

Choosing Tunisia for your next meeting or event means immersing attendees in an engaging cultural context, enhancing business gatherings with authentic and memorable experiences. Here are seven compelling reasons why Tunisia stands out as your ideal MICE destination.

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1 Rich Heritage: A Journey Through Time Choosing Tunisia for your event offers a rich tapestry of historical settings, ranging from majestic Roman sites to traditional villages. Host your conference in the monumental El Jem Colosseum, reminiscent of Rome’s grandeur, or amidst the ancient ruins of Carthage and Dougga. The medinas of Tunis and Kairouan, with their authentic charm and bustling atmosphere, provide unique backdrops for networking events. In the south, extraordinary venues like the cliffside village Guermessa or the fascinating Ksour granaries in the Dahar region highlight Tunisia’s timeless heritage, ensuring your event leaves a lasting impression.

2 Stunning Landscapes: Nature’s Spectacular Canvas Tunisia surprises visitors with diverse and captivating landscapes, from the golden dunes of the Sahara to lush mountain regions and sparkling coastal vistas.

Imagine hosting your incentive event in Tembaïne, amid endless dunes of the Great Eastern Erg, or organizing teambuilding activities around the surreal salt flats of the Chott el-Jerid. The dramatic northern coastline near Cap Zebib, where white cliffs contrast sharply with deep blue waters, is ideal for exclusive gatherings or relaxed networking.

Equally impressive is the Dahar region, offering otherworldly backdrops such as the mountainous village of Toujane, where nature itself creates unforgettable settings for unique corporate experiences.

3 Unique Experiences: Authentic Moments Await Tunisia offers extraordinary experiences that will enrich any event with excitement like gold-weaving in Mahdia and olive and authenticity. Imagine your team oil production between Sousse and Sfax exploring the Ichkeul caves, located ensuring a genuinely memorable Tunisian within a UNESCO-listed natural park, experience. or engaging in exhilarating kite-surfing sessions along Djerba’s picturesque 4 The Art of Living: Celebrating Life the lagoons. Cultural highlights include Tunisian Way attending spectacular performances at In Tunisia, celebrations and hospitality Carthage’s ancient theatre or immersing are deeply woven into everyday life. yourself in street art at Djerbahood Enhance your event with mouth-watering village. For an even deeper dive into local Mediterranean dishes like fish couscous, traditions, the timeless Berber village of lamb stew with prunes, or delicate Takrouna or witness traditional crafts hazelnut custard infused with rose water.

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Discover authentic local produce such as the UNESCO-listed harissa, world-class olive oils, fresh seafood, and aromatic pastries crafted from almonds and pistachios. The nightlife in Gammarth, Hammamet, and Sousse features renowned lounge bars and beach clubs, ideal for unforgettable evenings under the stars. To unwind, Tunisia offers luxurious spas specializing in thalassotherapy, where your attendees can experience world-class treatments that perfectly balance relaxation and rejuvenation.

TUNISIA Mövenpick, Marriott, Four Seasons, and Hilton have expanded Tunisia’s already extensive range of accommodation options, particularly in Tunis, Monastir, and Tozeur. Unique venues such as the Roman amphitheater at El Jem, the historic fort at Hammamet, or the breathtaking Table of Jugurtha mountain provide dramatic backdrops for memorable gala dinners or special ceremonies. In Tunis itself, modern spaces like the City of Culture with its 1,800seat theater, the flexible Kram Exhibition Center, and the sophisticated Tunis City Congress Palace ensure top-tier infrastructure for conferences and largescale corporate events.

stretching over 740 km, provides rapid 5 Ease of Access: Seamlessly Connected Tunisia is conveniently located and and comfortable access across key cities exceptionally accessible, ensuring a and attractions—from Tunis to Sousse, smooth experience for event planners and Djerba, and even deep into the Sahara— delegates alike. The country boasts nine making transfers and logistics effortlessly international airports—including the main manageable for any MICE event. hub Tunis-Carthage Airport—serving over 20 million passengers annually through 6 Diversity of Venues: From Historic connections with major cities such as Splendour to Modern Sophistication Brussels (2h30), Paris (2h10), Frankfurt Tunisia combines state-of-the-art (2h30), London (2h50), and Rome meeting facilities with remarkable (just 1 hour). On the ground, Tunisia’s historic settings to suit any type of expanding motorway network, currently event. International hotel brands such as

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7 Eco-Responsibility: Sustainable Choices for Meaningful Events Tunisia, with its strategic proximity to Europe and its commitment to sustainability, is becoming a prime choice for environmentally conscious events.

The country maintains a remarkably low carbon footprint, complemented by extensive protected areas, including 17 national parks—like the UNESCO-listed Ichkeul Park—and numerous nature reserves and Ramsar wetlands. Tunisia actively promotes sustainable tourism through eco-lodges, guest houses called Dar, and initiatives such as the EUbacked “Tounes Wijhetouna” project, emphasizing eco-friendly activities and authentic experiences. Additionally, the Sustainable Tourism Committee of the TCB supports event organizers in implementing eco-responsible practices, from solar energy use to recycled event materials, ensuring your event is both impactful and sustainable.

Interview Mohamed Jrad Mohamed Jrad, a seasoned hospitality executive and CEO of Tunisia Music Land, has recently been appointed as the new President of the Tunisia Convention Bureau (TCB).

With a distinguished career that includes his role as General Manager of the Radisson Blu Palace in Djerba, Mohamed Jrad brings a unique blend of strategic vision, operational precision and inspirational leadership. Known for his ability to turn challenges into achievements, he now takes the helm of TCB with a clear ambition: to elevate Tunisia’s position in the MICE industry.

In the conversation below, he shares his perspective on Tunisia’s competitive advantages, his vision for sustainable and regional development, and the concrete steps TCB is taking to further position the country as a premier destination for meetings and events.

boasts many strengths that have built its strong reputation among key European source markets: its geographical proximity with air connections of just 2 to 3 hours from Europe, its unbeatable value for money, the warmth of its welcome and its renowned sense of hospitality—but above all, the diversity of its tourism and cultural offerings. Indeed, MICE event organizers will find a wide range of options, from varied natural settings (beach, mountains, desert) and historical sites (over 3,000 years of history spanning Carthaginian, Roman, and Arab-Muslim civilizations), to the experience and professionalism of a network of hotels, agencies, and service providers specialized in the MICE segment.

What sets Tunisia apart for organizers hesitating between various Mediterranean destinations? What unique qualities do you particularly like to highlight?

Tunisia, recognized as a major tourist destination in the Mediterranean region,

Tunisia offers both characterful venues and modern infrastructure. How do you ensure this combination remains attractive to organizers seeking quality and experience?

This is one of Tunisia’s competitive advantages—our country is a remarkable

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blend of authenticity and modernity.

Organizers will benefit not only from truly unique and refreshing locations, but also from a comprehensive and modern infrastructure that ensures the complete success of their events.

More and more companies are placing importance on sustainable choices for their events. How is Tunisia responding to this, and what initiatives are being taken to promote responsible tourism in the business travel sector?

This is a top priority for our country.

We’ve had a Ministry of the Environment for nearly 35 years, and in addition, both the tourism and environmental authorities work closely together on various fronts and projects, particularly in protecting the coastline and historical sites. The work is far from over, but our officials are all deeply committed to this path.

Tunisia boasts great regional diversity.

How do you inspire organizers to choose event locations beyond the most well-known cities? Do you have examples of successful conferences or incentives in less obvious regions?

As I mentioned earlier, Tunisia has the advantage of offering an incredible variety of natural, picturesque, historic, and truly refreshing locations—organizers are guaranteed the “wow” effect. Just take the magnificent 18th Francophonie Summit held in Djerba in November 2022, which was a resounding success, or the recent team-building event organized by Teamwill in the stunning oasis of Tozeur.

TUNISIA

Tunisia Convention Bureau Tunisia MICE Makers

How do you see Tunisia as a destination for conferences and business events in the coming years?

Are there specific projects or initiatives aimed at accelerating this growth?

The key growth driver for the MICE segment in Tunisia will be the Tunisia Convention Bureau. Our challenge is to promote this sector on an international scale, while also highlighting our strengths and potential. We plan to be present at major European MICE events (Top Resa, IMEX, EIBTM, etc.), and locally, we will host the third edition of Tunisia MICE Day at the end of this year, which is set to become the must-attend event for the MICE sector in Tunisia in the near future.

Tunisia is home to a dynamic selection of Destination Management Companies (DMCs) that combine creativity, local expertise and professional execution to deliver outstanding MICE experiences.

Below you’ll find a selection of DMCs that exemplify the diversity and quality of services available in the Tunisian market.

These are examples meant to illustrate the kind of support available for meetings, incentives, conferences and events across the country.

Top Events & Booking Top Events & Booking is a full-service event management and booking agency known for delivering exceptional and memorable experiences. Their strength lies in managing corporate events, conferences, weddings, and organized travel with a strong focus on detail and logistics. They combine event production with travel services like hotel booking and transport coordination.

Website: www.topeventstunisie.tn Artours Consulting & Events Artours emphasizes tailor-made MICE solutions infused with creativity and local expertise. They focus on adapting each proposal to the client’s needs, delivering impactful meetings, incentives, and team building experiences across Tunisia. Their philosophy centers on flexibility, care, and high-quality execution.

Website: www.artours-events.com

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Imagine Events Imagine Events is built around the idea of amplifying a client’s message through creativity and original concepts. With a multidisciplinary background, the team excels at designing unique and costeffective programs for incentives, product launches, and conferences, including hybrid and digital formats.

Website: www.i-maginevents.com Millesima Experience Millesima Experience blends over 20 years of expertise with a focus on innovation, sustainability, and cost optimization. Their mission is to create meaningful, professional experiences that align with client strategy, covering everything from congresses and team buildings to digital content and scenography.

Website: www.millesima-experience.com Alice Events Alice Events focuses on discovering the unique charm of Tunisia with a personal and imaginative approach to MICE. Known for reliability and long-standing partnerships, the agency has over 20 years of experience in the business tourism sector. They combine creative thinking with structured procedures to deliver smooth, tailor-made event solutions.

Website: www.alice.com.tn

Tunisia MICE Day 2026 Date to be confirmed.

A key event for the business events industry in North Africa

The Tunisia Convention Bureau is proud to announce Tunisia MICE Day 2026, set to take place in Hammamet (exact date to be confirmed). With the support of the Ministry of Tourism and Handicrafts and the National Tourism Office, this event serves as a dynamic platform for MICE (Meetings, Incentives, Conferences, Exhibitions) professionals from Tunisia and beyond.

A full-day program focused on exchange, insight and recognition The event includes three core components: the Tunisia MICE Market, a dedicated exhibition bringing together key stakeholders and service providers; the Tunisia MICE Conference, with expert speakers exploring themes such as Inclusive MICE and Emerging Trends; and the Tunisia MICE Awards, a high-level gala evening celebrating excellence in the

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sector. The exhibition will feature around 20 stands set up in a state-of-the-art hotel complex, offering ideal conditions for networking and collaboration.

Honouring innovation, impact and rising talent During the evening gala, attended by decision-makers, investors, international guests and media, twelve awards will be presented by a jury of industry leaders.

These awards will highlight outstanding achievements across categories such as event organization, accommodation, catering, sustainability, innovation and young talent. The ceremony will take place in an exclusive setting, underlining Tunisia’s ambition to grow as a prime destination for business events.

More information and registration at: https://tmd.evey.live

INFOTORIAL

Fast-growing group travel specialist receives praise

Barrio Life: pioneers of win-win tourism What once started with a walking tour in Morocco has led to two offices for Barrio Life. From Amsterdam and Barcelona, they create tailor-made trips: individual tours, special family trips and group trips for companies, teams and groups of friends. A conversation with the men behind Barrio Life: Rikkert Barendse and Nick Wevers.

For which sectors is that of great importance?

‘We see that mainly with companies that focus on software, development, marketing and engineering.’

What distinguishes you from other incentive agencies that also offer trips to this region?

‘The most important thing is that we are both Dutch travel organisations and DMC. With an office in Amsterdam, we are close to the customer. We also have an office with Dutch employees in Barcelona and later this year we will open an office in

Barrio Life is a fast-growing Dutch travel organisation that specialises in organising tours and group trips to Spain, Portugal and Morocco. The company looks new and fresh, but has already been around for 12.5 years. Key words are authentic, carefree, value for money and especially the local experience.

You offer trips to three destinations: Spain, Portugal and Morocco. How did that come about?

Rikkert: ‘Barrio Life was founded 12.5 years ago out of a love for Morocco. It started with a backpack heading for the Sahara. I set up a walking tour there for the first time, with a clear focus on personal development. It was a niche tour, aimed at an individual audience. But it was a start, and from that moment on we continued to offer Morocco. We also developed various activities that focused on local experience and interaction. At one point, we received a lot of demand from the market to also offer Spain and Portugal. We are now specialists in Spain, Portugal and Morocco. You can really call us a regional specialist.’

What is your connection with these destinations?

Rikkert: ‘I live in Barcelona and have a passion for tourism. I speak Spanish and French and have been to Morocco 25 times. In that respect, our team and I have a lot of in-depth product knowledge of the countries and the possibilities. During the corona pandemic, when there was more time, I wrote a practical travel book for our

Nick Wevers and Rikkert Barends customers. I really drove from village to village to see the local terraces, the local hotspots and all the nice details and facts about Portugal, Spain and Morocco.’

Who is the target group?

Nick: ‘It is very diverse. We focus on group travellers, from individuals to small party weekends and large events. The largest part of our target group is in the SME sector. They are looking for a fun weekend, but often with a commercial or business goal. What we hear a lot is the need for ‘employer branding’. The labour market is a huge challenge for many sectors. Customers literally say: ‘I want to keep the back door closed and the front door open, so that no one leaves and I can attract staff more easily’. Group travel like the ones we offer works very well for that.’

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Marrakech. So there is no link with a nonDutch DMC on site, who has to execute what we come up with. And who also has to earn his margin. So you can see us as your Dutch partner on site with Dutchspeaking tour guides. That combination ensures fast switching and a high pricequality ratio.’

A kind of one-stop-shop?

‘Indeed, with unburdening as an extra service. Customers can come to us for everything. On the one hand, you have the ‘simpler’ party weekends with lots of fun and less cultural interaction, but also groups that are looking for the authentic and cultural. That ‘just that little bit more’…’

Can you give an example?

‘We once had KPMG as a regular client, for whom we did leadership programs.

Every month a group of young managers

came for whom we rented a private estate in the Algarve, Andalusia or Morocco.

There they had a five-day coaching program, a special aspect of the MICE sector. Our ambition lies more on the side of content. For example, we also do specialist programs for horticultural companies that visit special locations in Morocco that are useful for their sector.

Thanks to our in-depth knowledge of our destinations, we have the contacts that make that possible. But we are also open to groups that just want to have fun. Then we provide a suitable program and a great time. We can also add local elements to those programs. It is not just the standard bike tour.’

You also go outside the well-known places in these countries.

‘That’s right. That certainly applies to individual travelers, who have more of a need to travel around. Companies tend to stay in the cities. Take Barcelona, for example. Nearby is the Penedès wine region, where you can cycle and taste good wine. It looks like a Tuscan landscape! There are many areas that are still real discoveries.’

Plans to grow to other regions?

‘Since corona, we have been growing by 25% every year, which is quite a lot. Also within our current destinations. We also offer trips to the islands: Mallorca, Ibiza, Madeira, etc. I think we still have plenty to do for the time being. And growth is not a goal in itself for us. First of all, we enjoy working together: with each other, with our professional colleagues, with customers and with our partners.

Organizing a great trip or event together is the best thing there is.’

What role does the local population play at Barrio Life?

‘We started with the idea of integrating local life more into the travel experience.

That is still our starting point. The atmosphere at the destination and the local life give that extra added value.

An important aspect nowadays...

‘We won the Entrepreneurship Award from the Dutch Embassy in Madrid at the

end of 2024 for our travel philosophy. We received the award for our story about win-win tourism, something we have already applied in the past. This means that we pay suppliers fairly and consult with them about the best collaboration.

We want employees to develop, interns to have a great time and customers to have a top experience. It’s about that win-win connection. I started traveling for pure pleasure, backpacking through

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the Sahara. I studied sustainable tourism in Breda. My motivation is not to get rich quickly; I do this because I like it. Nick and I agree that when everyone involved is happy - the customer, the intermediary, the employee, the local population - it feels good. That gives more satisfaction than only thinking about your own success. That’s why we received the Entrepreneurship Award. And we are quite proud of that.’

INTERVIEW

EXPANSION, INNOVATION, AND THE FUTURE OF HOSPITALITY It was an event to remember. The BWH Hotels EMEA Pan European Convention 2025 in Palma, Mallorca brought member hoteliers together for education, networking and a bit a sun. It gave us the chance to speak to Larry Cuculic, President and Chief Executive Officer, and Ron Pohl, President of International Operations for BWH Hotels and President of WorldHotels.

By: Tijn Kramer

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What’s the focus for BWH Hotels in the next few years?

Larry: Certainly. Our focus is on expanding our scale. We currently have 4,300 hotels, and our goal is to grow that to 5,150 over the next five years. We’re going to do that by expanding across all 18 of our brands.

While our foundational brands—Best Western, Best Western Plus, and Best Western Premier—remain very strong, we’re also focused on growing our boutique and luxury segments.

Ron: That includes our WorldHotels brand, which I oversee. It targets the upscale and luxury markets, and it gives us a broader appeal across different types of guests and developers. Just 16 years ago, we were a single-brand company—Best Western— and now we have 18. That kind of portfolio diversity opens up opportunities in markets all over the world.

Speaking of markets, which regions are you targeting for expansion?

Larry: Anywhere we’re currently underrepresented and where there’s demand. We follow travel trends and look at countries whose governments are investing in hospitality infrastructure. The Kingdom of Saudi Arabia, Vietnam, and many emerging markets like Africa, Brazil, Peru, and India are key areas for us. India, in particular, is a focus because of its rapid infrastructure development and increasing travel demand.

Ron: We go where people want to travel and where governments are actively supporting tourism. These emerging markets offer growth potential across all our brands.

As a global brand already in 100 countries, how do you balance continued global expansion?

Larry: There are still untapped pockets where we can grow. The next generation of travelers seeks experiential journeys—they want to go to places they haven’t been before. That presents new opportunities for us. When you combine that with governments investing in tourism, it’s a powerful combination.

What are the biggest challenges and opportunities in the current travel climate?

Larry: Balancing global operations is a big

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INTERVIEW

About BWH Hotels: BWH Hotels, a global hospitality group, has emerged as a major player in the hotel industry by bringing together three distinct brands under a single umbrella: WorldHotels, Best Western® Hotels & Resorts, and SureStay Hotels®. Together, these brands span the full range of the hospitality market—from economy to luxury—and represent approximately 4,300 hotels in more than 100 countries and territories.

one—ensuring our systems support both domestic and international travel. Cost pressures are also a major concern. Around the world, costs are rising faster than revenues. So we’re leveraging technology to improve efficiency and support our hotel owners.

Ron: Exactly. Costs are rising globally, so we need to ensure that hotel owners, especially in emerging markets, feel confident in their investment. Staffing is also a major challenge across the board.

How are you addressing staffing shortages?

Larry: In North America, we’ve introduced a new guest management system to make operations more efficient. For instance, guests can text the front desk instead of

Ron Pohl

The group’s origins lie in Best Western Hotels & Resorts (BWHR), a wellestablished midscale brand with more than seven decades of industry presence.

In a move to broaden its market scope, BWHR acquired WorldHotels, a collection of high-end properties catering to the upper-upscale and luxury segments. The acquisition was a strategic step toward creating a more comprehensive global offering.

calling, and their requests are automatically routed to the appropriate department.

We’re also working to unify our property management systems globally to streamline operations.

Ron: The idea is to create consistency and ease for hoteliers, no matter where they are. Technology is a big part of that.

How important is the MICE industry for you, and how is it performing at the moment?

Larry: MICE is extremely important to us—particularly within our upscale and WorldHotels segments. These are the parts of our portfolio where we typically have the larger properties that are well-equipped to host meetings, incentives, conferences,

and exhibitions. We’re currently in the process of reimagining our sales strategy, and MICE is a key focus.

We’re traditionally known as a strong leisure brand, but MICE gives us the opportunity to drive occupancy during the weekdays—Monday through Thursday— when business travel and events typically happen. Ideally, we then see guests extending their trips into the weekend, turning business travel into a bit of leisure, which is a great win for our hotels.

Ron: Absolutely. From a global sales perspective, MICE is one of the top five priorities across our hotel brands. As Larry mentioned, especially in the upscale and luxury segments, our larger properties are designed to meet the needs of MICE clientele.

Our sales teams are working hard to ensure we’re capturing that business—whether it’s conventions, corporate meetings, or incentive travel. We’re also focused on how to navigate different expectations across our brand tiers, from mid-scale to luxury, and making sure we’re aligned with what those customers and developers are looking for.

Switching gears a bit—how do current geopolitical situations around the world impact your operations? Does uncertainty in different regions affect your ability to maintain consistency?

Larry: That’s a very relevant question.

Hoteliers typically budget a year or two

in advance, so geopolitical uncertainty can pose challenges. It affects consumer confidence as well—especially since travel, in most cases, is discretionary. When people are unsure about the global climate, they might hesitate to book trips. That said, we haven’t seen any major impact on our business yet, but we are monitoring things closely.

Ron: I’d add that while the U.S. tends to get a lot of the attention, over half of the countries globally had some form of presidential election last year. So, there’s uncertainty everywhere—but despite that, the travel and hospitality industry has remained resilient.

Sure, 2024 has seen some shaky moments in different parts of the world, but it’s not unusual. Many countries are just transitioning into new leadership and working through what that looks like.

Thankfully, and knock on wood, our sector continues to move forward steadily.

Larry: That’s right. Whether it’s political shifts, economic turbulence, or even global health crises, the hospitality industry has always had to be resilient—and we’ve proven that time and again.

Larry Cuculic ask each time. That’s where the industry needs to go—toward personalization and seamless stays.

Beyond tech, you’ve spoken about a strong sense of family within BWH Hotels. How does that influence the brand?

Larry: It’s core to who we are. We’re not a publicly traded company—we don’t have shareholders. All our revenue goes back into supporting our hotels. At our convention, for example, we bring together our global partners as a family, not just as franchisees. We believe in longterm, respectful relationships.

What does the modern business traveler expect today?

Larry: Clean, well-maintained rooms, great Wi-Fi, efficiency, and flexibility. They want spaces where they can both work and relax. Public spaces, like the lobby, should support that. And they appreciate personal touches—recommendations, good food, and fitness options.

Ron: Business travelers also want hotels to anticipate their needs. They don’t want to repeat preferences every time they check in. It’s about a blend of efficiency and uniqueness.

How is AI transforming your operations?

Larry: AI is a tool we’re using across many functions—from marketing and sales to revenue management and software development. But the key is data. We have 62 million rewards members and tons of data on their stays and preferences. AI helps us use that data to improve guest experiences and make smarter business decisions.

Ron: It’s also about anticipating guest needs. If we know a guest prefers a king room away from the elevator, AI can help us deliver that without them having to

Do you have a favorite hotel or travel memory?

Larry: I can’t pick a favorite from within our group—I have 4,300 favorites! But one memorable trip was spending time with my grandchildren at a hotel. It wasn’t the property itself, but the memories that made it special.

Ron: I recently stayed at a WorldHotel in Bangkok that opened just before COVID hit. It’s a stunning, 350-room, five-star hotel. We hosted an event there once travel resumed, and it’s now one of my favorites. As for leisure, I love Santorini for disconnecting.

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And favorite destination?

Larry: Paris. My wife and I first visited while I was in the military in Germany.

That trip holds a special place in my heart—driving through Europe, exploring museums, and enjoying the history.

Ron: I love Europe too. Santorini is my go-to for relaxation. Though we had one rough boat ride there—10-foot seas on a catamaran! But the rest of the trip was incredible.

Sustainability. What’s BWH Hotels doing to make a difference?

Ron: Sustainability is critical. We’ve moved away from the term ESG and now call it EPC: Earth, People, and Community. It’s more personal. By 2026, all our 4,300 hotels must have green certification. We’ve set yearly milestones to reach that goal.

Larry: On the “People” side, we’ve mandated training in human and sex trafficking prevention at all hotels. We’re also rolling out partnerships like blood donation campaigns with the Red Cross.

These are simple but powerful ways to contribute.

Ron: We’ve also developed a global ethics policy, emphasizing dignity and respect.

And when it comes to sustainability, we take a regional approach. What works in Sweden may not work in Vietnam. We want consistency in values, but flexibility in execution.

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Zadar, the Perfect Blend of Business and Pleasure Located on the stunning Adriatic coast, Zadar is an emerging gem for MICE tourism. With its unique blend of rich history, modern infrastructure and breathtaking landscapes, Zadar offers an unparalleled setting for business events with a touch of Mediterranean charm.

A Prime Location for MICE Events Zadar is easily accessible via its international airport, which connects the city to major European cities, making it a convenient choice for international delegates. The city and its near surrounding boast a variety of conference venues, from modern hotels with fully equipped meeting facilities to historic locations, that add a distinctive character to any event. A new addition to the city’s hospitality scene is the Hyatt Regency Zadar, a five-star hotel that provides world-class accommodation, conference facilities and premium services, further elevating Zadar’s MICE offerings.

Unique Venues and Experiences What sets Zadar apart is its ability to blend business with exceptional experiences.

Host your event in a centuries-old palace, a contemporary waterfront venue or even on a yacht overlooking the stunning Zadar archipelago. After a productive day, attendees can explore Zadar’s ancient Roman and Venetian heritage, visit the world-renowned Sea Organ and Greeting

to the Sun installations or enjoy a winetasting session in the nearby countryside.

Gastronomy and Team-Building Activities Zadar is a paradise for food lovers, offering exquisite Mediterranean cuisine that is perfect for corporate dining experiences.

From seafood delicacies to award-winning wines, the city’s gastronomy scene enhances every event. As for teambuilding activities, delegates can engage

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in sailing regattas, island-hopping tours or adrenaline-filled adventures like kayaking and cycling.

Zadar at IBTM World Barcelona Zadar’s excellence in MICE tourism will once again be showcased at IBTM World Barcelona, where the Zadar Tourist Board will present the city’s diverse offerings to global industry professionals. This participation reaffirms Zadar’s position as a top-tier destination for business events.

Your Next MICE Destination Zadar’s mix of professional facilities, cultural richness and natural beauty makes it an exceptional choice for MICE tourism.

Whether you’re planning a conference or seeking the perfect incentive trip, Zadar offers an inspiring setting where productive meetings seamlessly blend with unforgettable experiences.

THE HOT LIST

Fresh destinations for incentives, teambuilding and other summits

The MICE Hot 15 list for 2025 Travelers love lists like cats love boxes. We take a look at some fun, hot and fresh destinations for incentive travel. Did we forget any?

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INFOTORIAL

Nuremberg: The innovation incubator for MICE events Nuremberg is not only a historic city, but also one of the strongest economic regions in Europe - the ideal location for conferences, congresses and events with a vision. Groundbreaking inventions such as the MP3 standard, the modern FaberCastell pencil and the first clarinet were born here. But that’s just the beginning: did you know that groundbreaking technologies such as MAN’s catalytic converter technology or modern robotic systems were also developed in the region?

Global players such as Siemens, Schaeffler, adidas and MAN are rooted here, as are specialized hidden champions that are international leaders in highprecision technology, automation and medical technology. The city and its surrounding area offer a unique blend of innovative spirit and entrepreneurial dynamism that is ideal as a backdrop for sophisticated events.

This economic power is flanked by an excellent research landscape. FriedrichAlexander-Universität Erlangen-Nürnberg is a very innovative university in Europe and works closely with companies to develop pioneering technologies.

Institutes such as the Fraunhofer Institute for Integrated Circuits and the Max Planck Institute for Light Technology are setting standards in areas such as

artificial intelligence, medical technology and sustainable energy solutions.

Congresses and events benefit from this expertise through top-class speakers and networking opportunities at an international level.

In addition to innovation and knowledge, the Nuremberg Metropolitan Region offers a first-class MICE infrastructure: NürnbergMesse is one of the 15 largest exhibition venues in the world and attracts around 1.5 million visitors every year. The modern NCC Congress Center, flexible event locations such as the Max Morlock Stadium or the traditional Kaiserburg Castle offer the perfect setting for an event - from specialist congresses and product presentations to exclusive corporate events.

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There are also excellent transport connections: As an ICE hub with direct connections to cities such as Munich, Frankfurt and Berlin as well as an international airport with connections to the most important economic centers in Europe, Nuremberg is easily accessible for guests from all over the world.

Sustainable mobility options and a high quality of life round off the overall package.

Experience the power of innovation plan your event in a region that shapes the world. NürnbergConvention is your partner for forward-looking events.

Meet us at IMEX Frankfurt 20. – 22.

May 2025, Hall 8 Booth F125!

THE HOT LIST This is our list of places that offer strong infrastructure, authentic experiences, and a refreshing alternative to the usual hotspots: 15) Ljubljana, Slovenia – A green and compact capital with modern facilities and a walkable historic center, perfect for intimate, sustainable events.

14) Ghent, Belgium – A vibrant university town with medieval charm and innovative meeting spaces, halfway between Brussels and Bruges.

13) Graz, Austria – Austria’s second city with UNESCO heritage, a young creative vibe, and excellent venues for mid-sized gatherings.

12) Tallinn, Estonia – A tech-savvy Baltic gem known for digital innovation, with a charming old town and modern MICE infrastructure.

11) Riga, Latvia – Combining Art Nouveau elegance with affordable, high-quality venues and easy access for northern and eastern Europe.

10) Porto, Portugal – Famous for its wine and riverside views, Porto is increasingly popular for MICE thanks to its charm and great value.

The BBC hot list top 25 1. Dominica – A Caribbean nature lover’s paradise known for its lush rainforests, boiling lake, and eco-friendly appeal. Not really a MICE destination but one can dream.

2. Naoshima, Japan – A tranquil island where cutting-edge contemporary art meets traditional Japanese charm.

3. The Dolomites, Italy – A UNESCOlisted alpine region famed for dramatic peaks, skiing, and gourmet mountain huts.

4. Greenland – An Arctic frontier opening up with sustainable tourism and spectacular glacial landscapes. Above all, independent and strong. Not American.

5. Wales – A culturally rich and scenic destination celebrating its heritage with a warm “croeso” (welcome).

14. Haa Valley, Bhutan – A secluded Himalayan valley rich in tradition, spirituality, and untouched natural beauty.

15. Hawaii, US – A Pacific paradise reemphasizing Indigenous stewardship and ecological sustainability.

16. Uzbekistan – A Silk Road jewel where ancient cities like Samarkand captivate with Islamic architecture and history.

17. Haida Gwaii, Canada – An Indigenousled archipelago promoting cultural heritage and environmental stewardship.

18. Emerald Coast, Nicaragua – A rising eco-tourism gem with serene beaches and a growing surf scene.

6. Western Newfoundland and Labrador, Canada – A rugged, remote region filled with fjords, icebergs, and ancient geology.

19. Isle of Man – A Celtic island with dark skies, Viking ruins, and a strong sense of independence.

7. Tucson, Arizona, US – A desert city with UNESCO food heritage, stargazing skies, and Indigenous culture.

20. Pakistan’s Gilgit-Baltistan region – A dramatic mountain landscape attracting adventure travelers and trekkers.

8. Western Australia – A vast, lessertraveled land with turquoise coastlines, wildlife wonders, and wine regions.

21. Azores – Portugal’s volcanic island chain offering geothermal wonders and low-impact tourism.

9. Sri Lanka – A vibrant island rebounding with spiritual depth, tea plantations, and wildlife-rich national parks.

22. Kansas City, Missouri, US – A soulful city of jazz, BBQ, and a growing arts and cultural renaissance.

10. Panama – A biodiversity hotspot offering a mix of cosmopolitan city life and pristine rainforest escapes.

11. Rif Mountains, Morocco – A peaceful highland retreat offering cultural immersion and panoramic hikes.

Riga

13. Jordan – A timeless destination where Petra, the Dead Sea, and desert landscapes meet modern hospitality.

12. Bradford, England – The UK’s next City of Culture, blending multicultural cuisine with Victorian-era beauty.

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23. Bolivia – A high-altitude destination of surreal salt flats, Indigenous cultures, and Andean adventures.

24. Botswana – A wildlife haven with lowimpact luxury safaris and some of Africa’s best conservation efforts.

25. Oslo, Norway – A sleek, green capital reinventing itself with cutting-edge architecture and fjordside living.

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Want to be completely unburdened? Then you can do extraordinary business at Hof van Saksen. In the atmospheric environment of the Business Centre, your company event or training programme will be organised down to the last detail.

Thanks to a dedicated Sales team, you can meet carefree in our Business Centre, organise unique gatherings, spend the night with colleagues or guests in our farms and be pampered at the resort.

At Hof van Saksen, every company can be accommodated in style. A suitable and attractive event can be realised for every organisation.

MULTIFUCTIONAL For example, the Business Centre offers multifunctional spaces that can accommodate 10 to 250 people. Think of regular meeting rooms, but also the Theatre. Whichever space you choose, all modern facilities are available. This allows business guests to fully focus on the content of their programme, while the

rest is organised down to the last detail.

This ensures special meetings that you will remember.

The facilities offer a blank canvas, as it were. They are filled in based on the wishes of the guests. The best part is to creatively respond to these wishes and then completely unburden them!

When organizing events, we always look for ways to surprise, for example by incorporating elements such as the slogan or company colors into a snack or drink.

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DIVERSE POSSIBILITIES Numerous facilities are used especially for your company. Think of an activity program at the resort, a culinary program with an (Italian) 3-course dinner and much more. Do you have specific wishes or challenges? The sales team is eager to translate these into an original program!

Do you want to offer your colleagues, customers or yourself that little bit of extra luxury and comfort? Then choose to also spend the night in our comfortable and luxurious Saxon farms and experience all the possibilities at our resort together. In addition to a fully catered overnight stay in an atmospheric farm, team building activities, culinary discoveries and inspiring stories from unique speakers are also offered. Everything is arranged and the activities, meetings and facilities of the resort are within walking distance of the accommodations.

Want to know more or contact our Sales team directly? Scan the QR code for all information.

FACTS & FIGURES • Last year, almost 3200 business guests were inspired in our Business Centre!

• In 2022, no fewer than 677 unique meetings were organised. That is almost two training courses, meetings, presentations and more per day.

• Companies that have been to us often return several times a year.

• Our largest room, the Theatre, offers 250 seats for almost all residents of Nooitgedacht.

• The presentation screen in the Theatre room is seven metres wide – big enough to park two Fiat 500s!

• Group of 60 or smaller? There are also perfect, more intimate rooms available.

• Meetings, lunches, dinners and overnight stays? No problem. And have you already thought about a unique team building activity? We will arrange it.

THE HOT LIST

9) Thessaloniki, Greece – A lively, coastal alternative to Athens with a rich history, excellent cuisine, and a strong events calendar.

8) Bergen, Norway – A scenic gateway to the fjords offering memorable incentive experiences and a welcoming conference atmosphere.

7) Cork, Ireland – Ireland’s secondlargest city offers a laid-back yet vibrant atmosphere, a strong food scene, and excellent conference hotels and university venues. Also Galway – A creative and cultural hub on the west coast, perfect for boutique incentive groups looking for scenic beauty and authentic Irish charm 6) Leeuwarden – A cultural capital in the north, Leeuwarden is ideal for smaller, creative meetings in a less-discovered Dutch setting.

5) German cities. The great variety of cities, so nearby the Benelux, make for ideal MICE-destinations, easily reachable and each with its own DNA. Leipzig with a booming creative and tech scene. Or Bremen, a picturesque Hanseatic city

Let’s have a look at some other lists for 2025. Not mice-driven but still fun to know.

The lists are by BBC and Lonely Planet, we wrote a small description per destination.

Lonely Planet’s Top 10 Cities for 2025 • Toulouse, France – A vibrant aerospace hub blending historic charm with cuttingedge innovation. Nice sunny weather and a great rugby team.

• Pondicherry, India – A coastal city with French colonial flair and a laid-back, spiritual vibe.

• Bansko, Bulgaria – A scenic mountain town known for its skiing, hiking, and cultural festivals.

• Chiang Mai, Thailand – A northern gem offering ancient temples, lush nature, and artisanal markets.

Tbilisi with solid MICE infrastructure and a more relaxed alternative to larger German hubs. See also Nuremberg and Hanover elsewhere in the magazine.

Europe and Asia, Tbilisi has a thriving creative scene, affordability, and distinctive venues for unconventional conferences or incentive trips.

4) Faroe Islands. Fly to Tórshavn – one of the world’s smallest capitals, Tórshavn offers unforgettable incentive experiences with dramatic landscapes, Nordic cuisine, and cozy event spaces—perfect for highend, exclusive gatherings.

2) Curacao – Dutch-Caribbean charm meets multicultural vibrancy, with excellent hotel infrastructure and activities for team-building.

1) See the spread on the next pages on this gem of a warm blooded city…

3) Tbilisi, Georgia – A crossroads of

• Genoa, Italy – A port city rich in maritime history, medieval alleys, and Ligurian cuisine.

• Pittsburgh, USA – A revitalized industrial city with a booming tech scene and artsy neighborhoods.

• Osaka, Japan – A dynamic metropolis famed for its food culture, street life, and futuristic flair.

• Curitiba, Brazil – A sustainability pioneer with smart urban planning and green public spaces.

• Palma de Mallorca, Spain – A sunny Mediterranean getaway with gothic architecture and beachy charm.

• Edmonton, Canada – A cultural hotspot with lively festivals, river valley parks,

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and winter adventures. Canada will always be Canada.

GRANADA

A city full of passion

15 reasons for Granada

The number one of 2025: Granada, Spain. A new direct flight, not too far, often sunny and a unique DNA in an already well beloved region.

Easily to be combined with the other great cities, or even a bit of mountain activities. In our top 15, we give you 15 reasons to go.

1. The Alhambra – A World-Class Venue & Icon Granada’s crown jewel is not only a UNESCO World Heritage Site but also an incredible backdrop for gala dinners or exclusive incentive experiences.

2. Modern Conference Facilities Venues like the Palacio de Congresos de Granada offer state-of-the-art meeting spaces in a stunning location, perfect for large-scale events and exhibitions.

3. Unique Incentive Activities From flamenco workshops in the Sacromonte caves to hot air balloon rides over Sierra Nevada, Granada offers memorable, team-building experiences.

4. Stunning Moorish Architecture The city is an architectural gem, ideal for cultural tours, photo walks, or just soaking in the inspiration between business sessions.

We also highly recommend a visit to the Hamman al Andalus for a great hamman experience, ideal to relax after business.

5. Excellent Connectivity Granada has a well-connected airport with flights from major European hubs, and since reecentlky four times from Amsterdam by Transavia,. and it’s just also over an hour from Málaga’s well connected international airport, making it easily accessible. Also Spain high speed trains offer possibilities from Sevilla, Cordoba and Madrid.

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6. Affordable Luxury Compared to other European MICE destinations, Granada offers exceptional value for high-quality accommodation, dining, and services.

7. Mediterranean Climate Mild winters and long, sunny seasons make Granada ideal for year-round MICE events, especially outdoor receptions and networking activities.

8. Rich Cultural Heritage A melting pot of Christian, Jewish, and Moorish influences makes the city an intriguing destination for culturally immersive programs.

9. Authentic Andalusian Cuisine Tapas tours, wine tastings, and private dinners featuring local delicacies provide unforgettable culinary experiences for delegates.

12. Boutique Hotels and Historic Venues Charming, historic hotels and palaces are ideal for hosting VIPs or smaller, more intimate corporate gatherings.

10. Proximity to Sierra Nevada Just 30 minutes away, the Sierra Nevada mountains offer skiing in winter and hiking or biking in warmer months — perfect for incentives and postconference activities.

13. Sustainability Options Granada offers eco-friendly venues and activities, appealing to businesses that prioritize green events and responsible travel.

11. World-Class Hospitality Granada’s hospitality professionals are experienced in handling international events with a warm Andalusian welcome.

14. Compact and Walkable The city’s manageable size means less time commuting and more time engaging — ideal for keeping MICE schedules efficient and enjoyable.

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15. A Story to Tell Holding your event in Granada gives attendees a travel story filled with culture, history, and beauty — enhancing the perceived value of the experience.

UPDATE

Industry update:

‘incentives, a powerful motivator’ In a first for the European market, the Incentive Research Foundation (IRF) has released its inaugural research focused exclusively on the incentive travel preferences of European employees.

Titled 2025 European Attendee Preferences for Incentive Travel, the study reveals that an overwhelming 97% of surveyed employees across Europe consider group incentive travel a powerful motivator.

Presented last month during the IRF’s European Event in Portugal, the findings highlight the growing strategic value of

incentive travel as a driver of employee performance and engagement. According to IRF President Stephanie Harris, “The IRF is excited to produce this new research specifically for the European incentives market. The data sparked lively discussions about attendee preferences, including strong favor for destinations closer to home and the importance of free time—providing some potential relief to program owners in a challenging economy.”

The new study builds upon prior IRF research conducted in North America,

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providing a comparative view while drilling down into regional distinctions across Europe. It offers data-driven insights into the features that matter most to European employees—from destination selection to program design—helping incentive planners craft more meaningful and motivational experiences.

Among the report’s key findings, Western Europe emerged as the most appealing region for incentive travel, cited by 48% of respondents. The Nordics followed closely at 45%, with Eastern Europe (36%) and East Asia (35%) also ranking highly. Interestingly, Eastern Europe

saw particularly strong support from respondents based in Southern Europe (39%), the UK and Ireland (37%), and Central Europe (37%).

Relaxation Attendees expressed a strong preference for programs that include time for relaxation, with 80% indicating that free time was an essential element of a successful trip. Luxury accommodations were also highly valued, mentioned by 78% of respondents. When it comes to environment and experience, a beach or sunny climate topped the list of desirable features (35%), followed by cultural richness (34%), adventure experiences (33%), and historically significant destinations (31%).

Regional nuances also emerged: Central European participants favored metropolitan settings (32%), while adventure travel was most popular among Eastern Europeans (43%). Meanwhile, Southern Europeans expressed a marked preference for historic locations (42%).

The UK and Irish markets stood out for their enthusiasm toward cruises, with 85% expressing interest in ocean cruises and 81% favoring river cruises.

As companies across Europe continue to seek ways to inspire and retain top talent, this latest IRF study offers valuable guidance for designing more targeted and impactful incentive travel programs.

To access the full report and white paper, visit the IRF’s official study page.

Global view Meanwhile, The latest edition of the Global Exhibition Barometer was also published, offering valuable insights into current trends within the exhibition sector across 19 regions worldwide. The results indicate that the sector is experiencing continued growth, with a projected further increase in revenue in 2024 and 2025.

Workforce and Challenges Globally, there’s an optimistic outlook on the labor market within the sector. 46% of companies indicate plans to expand their workforce in the next six months, while 51% expect to maintain their current staffing levels. In the medium term, “Global economic developments”

(20%) are seen as the biggest challenge, followed by “Geopolitical challenges” and “Sustainability / Climate,” both at 15%.

AI in the Exhibition Sector A notable trend is the widespread adoption of artificial intelligence (AI) within the sector. A significant 92% of companies report using this technology.

For the first time since this question

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was introduced a year ago, a majority of companies are implementing AI in sales, marketing, and customer relations, indicating rapid adoption.

More Information For more details and an in-depth analysis of the trends in the exhibition sector, you can download the full report from the UFI website. (source: CLC-Vecta)

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Center Parcs Meetings & Events –

Where business goals come to life Are you looking for a location that inspires, connects and unburdens?

Welcome to Center Parcs Meetings & Events – the place where business meetings turn into unforgettable experiences. From a creative brainstorm to a dazzling company party: we arrange everything down to the last detail. And that at no fewer than 28 unique locations at home and abroad!

Business meetings in an inspiring environment From board meeting to brainstorm, from presentation to multi-day training – with us you will always find the right setting.

Think of parks such as De Eemhof or Park Zandvoort, where you can work on the future of your organization in peace and comfort. Together we create an atmosphere that suits your goals.

Strengthen your team with team building Connection, collaboration and above all: fun! Our team building activities are perfect for bringing colleagues closer together. Go for action with paintball or a big adventure experience, or choose creative and sustainable with a beach clean-up or escape room and don’t rule out the always fun bowling. Whether it’s small and intimate, or large and captivating - we always have a suitable activity.

Relax after a day full of inspiration A long day full of ideas requires a good night’s sleep. Our comfortable cottages, in the middle of nature, offer exactly that.

Whether you are staying a few nights or looking for temporary accommodation for a business project - we will make sure it is arranged.

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Celebrate your success in style - from atmospheric restaurants to unique locations such as the Jungle Dome or Discovery Bay. Afterwards? Just stay the night! This way, every party is not only fun, but also carefree.

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Your own park - exclusively for your organization Do you want something really special?

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Think big: the entire park is your playing field. Everything under control, all facilities at your disposal. Especially Limburgse Peel lends itself perfectly to a transformation into your own “village”.

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From meeting to dinner, from activity to overnight stay - at Center Parcs Meetings & Events you experience it all in one place.

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Go to www.centerparcs.nl/business Let’s meet, connect & create unforgettable moments.

PARIS

La Fantaisie makes a great impression

New classy funky luxury in Paris

Hotel La Fantaisie is a luxurious boutique hotel nestled in the vibrant 9th district of Paris. The hotel showcases a feast to all senses.

The 63 rooms and 10 suites offer a serene retreat, many featuring balconies or terraces in the very well appointed rooms with all luxury. Two enormous selling points are the the lush garden or the lively Rue Cadet and the amazing rooftop bar.

Let’s start with the neigborhood. The 9th arrondissement of Paris has become one of the city’s hippest neighborhoods thanks to its perfect blend of classic Parisian charm and modern creative energy. Once known primarily for its grand boulevards and cultural institutions like the Opéra Garnier and Galeries Lafayette, it has reinvented itself as a magnet for the young, stylish, and culturally curious.

In recent years, the area around South Pigalle (nicknamed “SoPi”) has

transformed from a slightly gritty nightlife district into a buzzing hub of cool cafés, natural wine bars, concept stores, and boutique hotels. Hotel La Fantaisie is the first one to really add the five star plus feeling to that segment. The 9th also strikes a balance—it’s dynamic but less touristy than the Marais or SaintGermain, attracting a creative crowd of locals, digital nomads, and young professionals. Add in its central location and excellent metro access, and you’ve got a neighborhood that feels both livedin and alive with possibility.

Luxury La Fantaisie offers a sort of an urban oasis nestled in the heart of the city. It cultivates a warm, welcoming ambiance, drawing energy from the vibrant market street and the authentic rhythm of the

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trendy Faubourg Montmartre, inviting guests to immerse themselves in local life.

Yet, step inside and discover a tranquil, verdant retreat where nature flourishes.

Situated on Rue Cadet the hotel embraces the bohemian spirit of this dynamic district within the historic center, the hotel mirrors the inviting atmosphere created by the neighborhood’s abundant food shops and independent boutiques, an ambiance echoed by its street-side café and terrace.

The hotel’s captivating design is the work of the acclaimed Martin Brudnizki, a Swedish interior architect and product designer with studios in London and New York. Since founding his London studio in 2000 and expanding to New York in 2012, Brudnizki has masterfully crafted the interiors of some of the world’s most

PARIS coveted restaurants, bars, hotels, and private clubs.

La Fantaisie offers a wealth of experiences in Paris, including a superb spa for post-business or post-sightseeing relaxation. Culinary delights await at three distinct venues: the lively street-facing Café, serving refreshing cuisine from breakfast through dinner; the Restaurant, presenting cosmopolitan dishes with a nostalgic yet contemporary touch; and the chic ‘Bar sur le Toit,’ inviting guests to enjoy cocktails against the stunning Parisian skyline. Each of these venues provides an exceptional setting for stylish business meetings.

Our dining experience at La Fantaisie Restaurant revealed an open kitchen showcasing traditional French cuisine with a modern twist. The menu featured enticing options such as ‘Mini roasted spiced cauliflower with chimichurri sauce’, ‘Rigatoni with truffle cream and parmesan, and exquisite mains like Turbot and an old school Ribeye steak served with French fries and Béarnaise sauce.

Balancing classic and innovative dishes, the menu caters to diverse palates. The wine list impressed with its selection, including a generous offering of wines by the glass. We particularly savored a Chablis Premier Cru and a red Bourgogne.

A live singer enhanced the sophisticated atmosphere, and the service was impeccable. Highly recommended, even for those not staying at the hotel.

Following dinner, we ascended to an intimate and sophisticated rooftop bar, which opened onto a beautiful terrace with panoramic views of Parisian rooftops. Here, we enjoyed a late cocktail before heading to bed. Accommodation at La Fantaisie includes three distinct room categories and four types of luxurious

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suites, the latter catering to discerning guests. All are designed for comfort and offer a restful night’s sleep. For small meetings, L’Atelier provides a warm and inviting 45 m² space filled with natural light, accommodating up to 15 guests in a boardroom setup – an ideal venue for various events. Overall, La Fantaisie is a remarkable new hotel in Paris, situated in a vibrant and engaging neighborhood.

Info: www.lafantaisie.com

ADVERTORIAL

A distinctive choice for MICE events – Seaside Collection At Seaside Collection, we continue to elevate the MICE experience with a curated blend of premium service, inspiring destinations, and seamless organization. With a portfolio spanning 12 exclusive resorts and city hotels across Germany, the Maldives, Spain, and the Canary Islands, we offer the perfect setting for memorable business events, incentives, and conferences.

1. Handpicked Destinations Our properties in the Canaries are located in some of the most breathtaking settings— ideal for combining productive meetings with leisure and team-building activities.

Whether by the ocean or in a tranquil island oasis, every venue is chosen with care.

2. Premium Hospitality From chic design hotels to award-winning luxury resorts, our four- and five-star accommodations guarantee a stay that’s both elegant and comfortable. After a full day of meetings, your guests can relax in style.

3. Tailor-Made MICE Solutions No two events are alike. That’s why our dedicated MICE teams work closely with

organizers to bring their vision to life— offering everything from flexible meeting spaces to bespoke catering and on-site coordination.

4. Culinary Excellence Our culinary experiences are designed to impress.

Using fresh, regional ingredients, we deliver gastronomic excellence across formal banquets, themed dinners, and casual networking events.

5. Balance & Wellbeing A relaxed environment enhances creativity and focus. Our hotels offer wellness options like spas, pools, and direct beach access, giving guests space to recharge between business sessions.

Spotlight: Seaside Los Jameos – Currently undergoing an exciting transformation, Seaside Los Jameos is set to reopen as a five-star property, introducing state-of-the-art conference facilities, refined design and elegant new spaces tailored for business travelers.

Located just steps from the beach in Lanzarote, this upgraded resort will offer the perfect blend of modern functionality and Canarian charm.

Our MICE-friendly properties in the Canary Islands: • Grand Hotel Residencia*****GL – member of The Leading Hotels of the World • Palm Beach***** – member of Design Hotels™ • Seaside Sandy Beach**** • Seaside Los Jameos Playa***** (reopening soon)

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TUI Groups & Incentives

Unforgettable incentive trips Creative à la carte incentive trips Fully organized from A to Z, both in preparation and on-site Benefit from our years of experience and network

DAY 1

#OFFICEOFTODAY

DAY 2

#MAKINGMILES

DAY 3

#BRAINSTORM

DAY 4

#LOVEMYJOB

Heading to a conference in Dubai with colleagues, enjoying a corporate retreat in Prague with your professional network, or traveling to Dublin with your company? Great fun, but quite a task to organize. TUI Groups & Incentives takes the work off your hands with customized group trips.

For more info visit www.tui.nl/groups-incentives or www.tui.be/groups-incentives