Association Event Network September 2019 | Page 15

IMEX Frankfurt Report
SWIPE RIGHT
Written by Stuart Wood
Associations
Associations and convention
bureaux are a match made in
heaven – but many are only
just beginning to take notice
“Destinations partnering with
associations can be the first step in
attracting specific industries to a city,”
says VisitFlanders’ Gemmeke de Jongh,
speaking at IMEX Frankfurt’s Association
Day in May.
“Associations can be the catalyst for
economic development. If convention
bureaux can convince the leading
Convention bureaux
minds in any industry to come to their
destination, there is a chance they
will stay, helping to drive growth and
innovation.”
De Jongh is speaking about a
for its alcoholic ingenuity. It partnered
Association Day have faced. When with VisitFlanders to host its Brewers
asked, association event organisers of Europe Forum in 2019, and de Grave
say they receive little help and poor explains why.
communication from the convention
VisitFlanders has
a dedicated team
which researches
associations that
could have a
positive impact on a
particular region or
industry.
of the leading figures in a region known
problem many in the audience at IMEX’s
“We wanted a convention bureau
bureaux they work with. De Jongh that could provide practical support,
says this is a missed opportunity: to help us deliver an event that could
associations, she points out, are hubs of grow outside of its scope. Another key
knowledge and expertise - and targeting factor was the links to government which
them has huge benefits for a destination. VisitFlanders was able to help us with.
“Here in Flanders, we target industries Being linked with both regional and
in which our region is already strong, to national organisations was a big benefit
become world-leaders in these fields,” for us.”
she says.
VisitFlanders, de Jongh tells us, has
There are few industries that spring
a dedicated team which researches
to mind in Belgium moreso than associations that could have a positive
beer, and joining de Jongh on stage impact on a particular region or industry.
via video interview is Jan de Grave, This detailed approach, combined with
communications director at The Brewers the on-the-ground support they are able
of Europe. BoE is a collection of brewers’ to offer each association, gives them a
associations, which brings together many huge advantage over other destinations.
www.aenetwork.co.uk
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