German bureau gets real about virtual markets

EUROPE – The German Convention Bureau (GCB) will focus on digitisation and internationalisation to woo new customers. The  strategy is the result of the GCB’s  research into megatrends as part of its 2013 study “Meetings and Conventions 2030” which identified globalisation and technology as key factors set to impact the future of the meetings industry. The GCB’s new strategy will  support the country’s leading position  as a meeting and conference destination. The country has maintained its top spot within Europe for international association congresses for 11 years. The bureau will carry out  market research to assess the potential of source markets, particularly the BRIC countries. Other measures include forming strategic international collaborations, such as the recently formed “European National Convention Bureaux Alliance”. In the field of digitisation, the bureau aims to identify new opportunities, such as virtual participation in events and the move towards hybrid meetings. The GCB’s Meeting & EventBarometer 2015 identified technology as one of the leading factors why planners continue to choose Germany. The work on digitisation will be underpinned by online marketing and workshops in collaboration with new partners. The GCB’s website is being re-jigged to make it easier to use. Petra Hedorfer (pictured), CEO of the German National Tourist Board (GNTB) and chairman of the GCB Board, said: “The German Convention Bureau successfully incorporated expertise, sustainability, and innovation as its main themes in all its activities. With a focus on internationalisation and digitisation as key areas for action for the event industry, the GCB is now developing a strategy to meet the future challenges faced by its members and partners.” Matthias Schultze, managing director, said: “The GCB‘s comprehensive strategy is designed to open up new international customer groups for meetings and conferences in Germany and ensure a wide digital reach.