Destination report
Waltzing towards a sustainable MICE future
RAMY SALAMEH DISCOVERS HOW VIENNA CONVENTION BUREAU ’ S ‘ GREEN MEETINGS ’ STRATEGIES CAN PROPEL THIS LEADING CONGRESS DESTINATION TOWARDS A SECURE FUTURE
I n today ’ s parlance , Emperor Franz Josef would be described as a ‘ futurist ’; on the 1 May 1873 he opened the World ’ s Fair with the words : “ It is with lively satisfaction that I see the completion of an enterprise whose import and significance I fully appreciate ”. Alongside this , the construction of the Ringstrasse was in full swing – a 5.3km circular boulevard of monumental architecture – and was helping to shape Vienna into a global city .
The year 2023 marks the 150th anniversary of the World ’ s Fair , a seismic event which laid the foundation for attracting tourism , international business and events to the Austrian capital .
Today , Vienna ’ s meeting and events sector plus urban development is once again in transition . It is a transition that will future-proof its status as the world ’ s No . 1 congress city , as ranked by ICCA in 2022 and one of the world ’ s most liveable cities . Almost to prove this point , the
International Association of Amusement Parks & Attraction ’ s European Expo ( IAAPA ) at Messe Wien Exhibition & Congress Centre and the 57th European Petrochemical Associations Annual Meeting hosted across numerous hotels , took place during my recent visit to the city .
Green Meetings At the very core of Vienna CVB ’ s strategy is ‘ Green Meetings ’ through ecological and social sustainability , which forms the axis upon which their MICE industry now revolves : “ Sustainability is the fundamental basis for the successful further development of our Visitor Economy strategy . We aim to promote awareness and support meeting planners – with information about sustainable initiatives and projects , but also through meeting certifications ,” stated Christian Woronka , head of the Vienna Convention Bureau .
This Green Meetings certification was attained by IAAPA Expo Europe , through the host venue Messe Wien , one of Vienna ’ s three major congress and convention facilities , alongside the Austria Center Vienna , the largest congress centre in Austria , and the palatial HOFBURG Vienna .
IAAPA president and CEO Jakob Wahl commented : “ It is the first time globally we have been certified as a ‘ Green ’ exhibition and addressed our environmental footprint . It is also great to bring a trade show where you can ‘ feel ’ the city ”.
The Austrian Ecolabel was the first national eco-label for tourism worldwide , with Vienna CVB becoming an Ecolabel licensee since 2011 .
Vienna certainly has a draw for those looking to extend their stay after their big event . IAAPA Expo attracted some 13,000 attendees and over 600 suppliers , including Experience UK , a trade body for world-class visitor destinations ; CEO , Ian Clappison said : “ Vienna ’ s central European location , green credentials and beauty make it worth staying on a few days ”.
Vienna is home to several international institutions , such as OPEC and the United Nations ; as such , the capital strives to be a trend-setter and innovator within the meetings sector .
Beside the UN ’ s headquarters , the Austria Center Vienna has created the world ’ s first ‘ polySTAGE ’; 52 individually controllable LED panels which can transform the entrance hall into several spectacular stage settings , from interactive platform to exhibition booth and a digital registration area , to walk-in art installation .
Vienna ’ s status as the world ’ s most liveable metropolis , according to The Economist publication , reflects a well-designed and functioning city , another legacy from the past , but it also reflects a ‘ lived-in ’ city , where most of the historic , landmark buildings can be hired for MICE events , allowing delegates to ‘ live history ’, not simply admire it . The HOFBURG Vienna congress centre is a prime example , as it forms just part of the former imperial residence , yet offers 35 halls and 17,000sqm of space , the highlight being the Festival Hall , the largest hall in the HOFBURG complete with crystal chandeliers and frescoes .
Left : Outside the Hofburg Palace
Green theme links old and new Vienna ’ s Green theme cleverly
42 / CONFERENCE & MEETINGS WORLD / ISSUE 127