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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” |