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Why Germany ? We have many peripatetic events that move around the world from location to location . The UK makes up a large number of our visitors , so Germany fits the bill as a destination . Germany is an anchor destination for us , but we also hold events in Brussels and the Netherlands . I have extensive experience in Germany , in cities including Dresden , Berlin , Dusseldorf and Cologne . In general , it ’ s a very easy place to get around , and its rail infrastructure is amazing . Its exhibition and event facilities are very flexible and its airports are very well connected , meaning visitors from the US , for example , can also easily access the country via Frankfurt and Berlin ’ s airports .
How extensively did you research the markets there ? Our model for events has often been to start small , and scale up , and this is a strategy that German cities allow for . Cologne , for example , has amazing
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food and architecture , and functions as a great backdrop to an event . However , its wealth of high end and unusual venues of various sizes means we can easily use it year after year , while still offering a novel and expanded experience . Other cities in Germany , like Dresden , are less explored by event delegates . The country has a vast number of untapped gems that are well facilitated .
How do you work with the venue ? I really value MICE trade shows , which I use to meet with various destinations and venues that I might consider using . I will have a list of criteria , and if a venue has the right offering , I ’ ll look to take part in a trip there . Messes in Germany have a vast knowledge of exhibition culture . Nothing is too much effort for them , and they often all work with each other in the knowledge that not all business is repeat , but a good experience with one messe makes you keen to work with another one in the future .
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What , if any , are the cultural differences you ’ ve encountered ? There are always cultural differences wherever you go , but for the European market , travelling to Germany gives enough of a unique and interesting insight , while still having the comfort of a common language and a reliable infrastructure .
What do you wish you ’ d known beforehand ? My tip would be to visit the destinations first . They are often keen to organise a itinerary for you , and suggest unique venues and suppliers who will be happy to help out . ■■■
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“ The UK makes up a large number of our visitors , so Germany fits the bill as a destination ” |