Conference Belgium 2015-2016 by Het_Portaal_Uitgevers

PLANNER Uta Goretzky: ‘It’s about sharing clever shortcuts too’

MEETING DESIGN

The delegate journey: How to create lasting memories

SPEAKER Herman Konings:

A pinch of provocative humour and a zest of brutality

COMMUNICATION Nine tips: How to deal with the media

DESTINATIONS Belgium’s Best:

Reports of eight authentic cities & regions PLUS

7 TIPS TO IMPROVE CONGRESS SESSIONS

5 Edwin Nunnink is editor in chief of Conference Belgium and QM. He can be reached at edwin.nunnink@hetportaal.com or @edwinnunnink on Twitter.

A PUBLICATION OF HET PORTAAL UITGEVERS B.V. MEMBER OF

PARTNER OF

HET PORTAAL UITGEVERS B.V. Veerdijk 40-i, 1531 MS Wormer The Netherlands Tel: +31 75 647 57 47 E-mail: info@hetportaal.com Website: www.hetportaal.com EDITORIAL STAFF Editor in Chief Edwin Nunnink edwin.nunnink@hetportaal.com Senior Editor Christophe Landuyt Christophe.Landuyt@expoid.be Senior Editor Judith Munster judith.munster@teksthuys.nl Senior Editor Harald Roelofs roelofsh@gmail.com Contributing Editor Wouter Temmerman wouter.temmerman@telenet.be Industry Specialist Maarten Vanneste maarten.vanneste@abbit.eu PHOTOGRAPHS & ILLUSTRATIONS Cover Illustration Mike Kok / Shop Around www.shop-around.nl Stock photos iStock www.istockphoto.com DESIGN Creative Director Aryen Bouwmeester aryen@finnmedia.nl Graphic Designer Christian Gude chris@finnmedia.nl PRINT Company Real Concepts www.realconcepts.nl ADVERTISING STAFF Sales Manager Ferry Aaftink ferry.aaftink@hetportaal.com Account Manager Arjan Woortman arjan.woortman@hetportaal.com Traffic Manager Monique Zijlstra monique.zijlstra@hetportaal.com Production Coordinator Marco Rensen marco.rensen@hetportaal.com MANAGEMENT CHAIRMAN AND CEO John Michael Swaab john.swaab@hetportaal.com CHAIRMAN AND CEO Hans Janssen hans.janssen@hetportaal.com Copyright 2015 by Het Portaal Uitgevers B.V.

WWW.CONFERENCEBELGIUM.BE @ConferenceBE www.facebook.com/conferencebelgium EDITION 2015

UNKNOWN, YET LOVED Considering that the Belgian capital leads the international ranking list of association conferences, you might think that Belgium has no secrets left for conference organisers. However, that might just be the point. Because the country is more than just Brussels; much more. So don't easily jump to the conclusion that you know Belgium. BY EDWIN NUNNINK

A country that starts in the West with a sandy strip, slips into rural pastures and rolls into a varied hilly landscape, to end in a low mountain range full of woods. Landscapes cut through rivers and waterways and are abundantly dotted with castles and industrial heritage. In this dĂŠcor you can find a large number of cities that are rich in culture and history, each with its own charm and qualities. Cities that also offer a full infrastructure for international conferences. Because of their central location to some of the main hubs of air traffic, these cities are perfectly accessible from international destinations. That is why many international companies and institutes have chosen them for their businesses. And as for the very important - not to mention the essential - culinary aspect of the meeting, there's no place like Belgium. The epicurean population strive to keep up their reputation for it. Belgium is loved for its enormous variety of beers and chocolate works; famous for its star quality lunches and dinners. So there is still much to discover in and about Belgium. That is all the more happily so, because this opens up authentic and new destinations for you and your participants and guests. This is where we come in. Our QM magazine has been a source of information and knowledge for the meeting industry in the Netherlands and Belgium for over twenty years. Information we have been publishing digitally on websites, in electronic newsletters and in digital publications for over ten years. With this first edition of Conference Belgium we put the spotlight on Belgium as a conference country. We introduce you to several distinctive destinations and as you may expect from us, we offer you our knowledge and vision of the organisational domain. All of this with the aim of having more effective and memorable meetings take place.

CONTENT

‘It is about sharing knowledge, and clever shortcuts’ As the new executive director of IFES, Uta Goretzky faces a few tough challenges. One of them is to make sure that the live communication industry – her patron and paymaster –keeps pace with an ever faster transforming society, its communication tools and its communication habits.

20 Herman Konings tells sticky stories Trend watcher and stand-up psychologist Herman Konings serves his dishes with a zest of brutality and a pinch of provocative humour. And the audience loves it: his agenda counts over 200 key notes and lectures per year.

The delegate journey It is vital for conferences that they be able to create lasting memories for their delegates. Journey mapping helps organisers consciously encourage these memories.

How to deal with the media

A journalist calls you for an interview about your conference. We bring you nine tips how to get your message across in the best possible way.

Seven tips to improve congress sessions

These seven tips give you a basic idea on what change can look like. Are you ready to take the leap?

OPINION

Maarten Vanneste

Geoff Donaghy

The Congress is dead. Long live the Congress!

Standards, not Standardization!

The role of a congress is changing and with a professional attitude and a thorough engagement of the congress team, success is possible.

In a time increasing globalization, when many events are rotating widely, there is truly something to be said for the development and maintenance of venue performance standards.

DESTINATION REPORTS

CONTENT

(with congress calendar on page 53)

ANTWERP

Bruges Meeting in a world heritage city

WEST

FLANDERS

EAST FLANDERS

FLEMMISH-BRABANT

LIMBURG

BRUSSEL

The entire city centre of Bruges is a UNESCO World Heritage site. Stroll through the nostalgic streets, over the attractive squares and bridges and beside stately buildings, and imagine yourself back in time.

WALLOON-BRABANT LIÈGE

HAINAUT NAMUR

Wallonia Economy and congress tourism are holding their head up high

LUXEMBOURG

Traditionally, congress tourism in Wallonia focussed on the region's green and cultural strengths, but anno 2015, the interesting dynamics are mainly due to the region's revitalised economy.

Ostend ity by the Sea C

Ostend is the only true city on the Belgian coast. The City by the Sea, as Ostend is being called, is famous for everything related to the sea. Green and blue energy, sustainable aquaculture, harbours and transshipment, fishery and shipping, and of course tourism, leisure and hospitality.

Brussels apitol of knowledge C

For the sixth successive year Brussels is number one in the ICCA ranking of most frequently visited congress cities in Europe. It would do the city an injustice, however, to say that its current top position is only because of Europe. The mixture of government, culture and infrastructure has contributed equally to making such a success of Brussels.

Ghent The hidden gem

Looking to host your next conference or event at an easily accessible international MICE destination in Belgium? And are you looking for an alternative to Bruges, Antwerp or Brussels? Just off the road you’ll find the hidden gem: Ghent.

Mechelen Conferences with a Burgundian touch

Hainaut Ready for the digital future

Antwerp The Atypical City

Located between Antwerp and Brussels, Mechelen shows its nature as an art city with its offer to conference organizers with great fervour. The city links several large venues with distinctive meeting rooms for small groups and special programmes with a culinary touch.

In a not so distant past, the Walloon province of Hainaut was an exponent of old industry. Fast forward to 2015 and the picture has completely transformed: industrial technology 2.0 is right at home amidst the province's industrial heritage.

Antwerp as authentic city. Antwerp as creative hotbed. Antwerp as innovator. Antwerp as world port. Antwerp as association city. And Antwerp as congress city. You just have to experience this ‘Atypical City’.

About Conference Belgium is the most comprehensive guide for association managers and meeting planners who consider or decided to organise a conference in Belgium. Conference Belgium is a special edition of QM, the leading meeting magazine in the Netherlands and Belgium. Both are publications of Het Portaal Uitgevers. Het Portaal Uitgevers supplies trade and industry information in the trade fair, meeting,

promotional marketing, corporate gift and promotional product domain. We aim to improve knowledge in those who use these marketing and communication media to increase their returns and to stimulate and support further development in the relevant industries. We organise printed media, digital platforms and events to this end. These activities are carried out under the Expovisie, QM, and PromZ brand names.

ASSOCIATION PLANNER

‘ IT IS ABOUT SHARING KNOWLEDGE, AND CLEVER SHORTCUTS’ As the new executive director of IFES, Uta Goretzky faces a few tough challenges. One of them is to make sure that the live communication industry – her patron and paymaster –keeps pace with an ever faster transforming society, its communication tools and its communication habits. BY CHRISTOPHE LANDUYT, SENIOR EDITOR CONFERENCE BELGIUM

With currently over 250 members in 36 countries, IFES (in full: International Federation of Exhibition Services) is the most important international network of service suppliers to exhibitions and trade shows. What started in 1984 as an initiative of a handful stand constructors with international projects and worries about a pending EU directive on temporary and mobile constructions that could seriously hamper their operations, is today the main gateway for stand constructers and service suppliers who venture in (large) trade shows abroad. The core mission of the association – sharing knowledge – translates in both conceptual insights and very practical advice as in clever shortcuts. All of them delivered and shared among peers and friends during the IFES World Summits. Important obstacle “The exhibition industry has always had a strong international orientation,” IFES executive director Uta Goretzky says. “The international mobility used to be much more outspoken for exhibitors, visitors and show organizers than for the service industry however. National,

regional and local legislation govern many of the activities during the set-up and tear-down of a trade show and this proved to be an important obstacle for the international expansion of stand constructors. IFES was established with a double aim: exchanging knowhow and knowledge among peers – that was the short-term ambition – and harmonizing rules and regulations at venues across the world, which proved to be a very long-term ambition. Remember we are talking about the early eighties: no mobile phones, no e-mail… Whenever a team on-site bumped into a problem, the first thing they had to do was look for a landline phone or a fax. Today, vast information resources are permanently available to anyone with a 3G-connection, although this does not imply the hunger for advice and clever shortcuts has been satisfied.” Economic significance Uta Goretzky graduated as a master of economics at Münster University and started her career as a project manager with FAMAB, the German association

of direct business communication. It was there that she discovered the importance of live meetings for the vitality of a professional body to the fullest. Uta Goretzky: “My first assignments with FAMAB were mainly focused on market research. Germany has an organization – AUMA – that is worldwide and deservedly considered as the number one reference for data on the live communication industry. But no one could give an adequate answer to the question what the economic weight of MICE-activities was. What expenditures does it generate? At the benefit of whom? What is the added value industry-wide? What effect does the trade show industry have on employment?” “FAMAB has some 250 members – a majority of them stand constructors – and they were very eager to make their economic significance visible in one way or another. And not only that: they wanted to discuss the outcome and share the insights.” “This is where the strong meeting culture of FAMAB came from: Summer meetings, regional meetings, award ceremonies, general meetings, active participations in

ASSOCIATION PLANNER

Uta Goretzky: ‘During the IFES Summits, all company names get a face, individuals forge friendships and build up trust.”

other events… They all help to create value for the members. And they all add to make IFES’ promise come true: if you use the knowledge that lives within the network, you are one step ahead as a professional.” Insights in the economic effect of an industry are often a weapon in the hand of lobbyist and PR-officials whose main mission is to optimize the working conditions for the industry they are serving. That was not different for Goretzky’s career with FAMAB: soon she became the organization’s press officer and spokeswoman and developed a strategy to strengthen the position of the organization. Content marketing FAMAB was among the first association to broaden its horizon beyond trade shows and integrate other disciplines like business events and brand communication in an inclusive concept of Direct Communication. Uta Goretzky: “It looks as if the exhibition industry has been hardly aware of the fact that content is its real pot of gold, until the moment other media developed claims on the concept of content marketing. In the meetings and exhibitions industry, content is a pivotal concept: it is what thrives these industries. If you do not have content, you do not have an exhibition or a meeting. FAMAB has taken a very strong position in this discussion, underlining that content marketing is a multidisciplinary activity that stretches over a broad field of business communication tools, including exhibitions and meetings.” Internationalization Whether you call it Walhalla or Mecca, for decades Germany has been – and still is – the number one destination for trade shows. Although she is born and bred in the German state of North-

ASSOCIATION PLANNER

‘SOME REALLY BIG, WELL ESTABLISHED, INTERNATIONAL EVENTS HAVE SIMPLY DISAPPEARED’ Rhine-Westphalia – with the venues of Düsseldorf and Cologne at only a stone’s cast away – her perspective on the live communication industry is by no means Germano-centric. Uta Goretzky: “I attended IFES Summits around the globe and every new experience challenged my perception of quality. When I started in this business, the internet was still in its infancy. Trade shows were an important – if not the sole – buying/selling opportunity. Today, their role has shifted. Some really big, well established, international events have simply disappeared because they were not successful at redefining their new role. Others have found a second youth and are flourishing more than ever before. Furthermore, live communication has become a truly global business: new players like China, Thailand, Singapore, India and Brazil develop their own portfolios and their own live communication culture. This internationalization is reflected in the IFES membership base, although I think we should push it even further. To date, there are some blind spots in our coverage. As an executive director, I have the ambition to fill out the blanks.” Olympic Committee IFES’ main event is the annual Summit, which typically attracts between 250 and 450 attendees. The next destination for the Summit is Istanbul, this year’s Summit was held in Vienna and earlier editions took place in New Delhi, Cape Town, Brussels, San Diego, Prague and dozens of other cities around the globe.

Uta Goretzky: “We are not the Olympic Committee, so we do not have this phenomenon of ten destinations competing to host our event. Typically, we have two or three candidates that are invited to write a proposal and submit it to the Summit Committee. As soon as the host is selected, a local organization committee starts working on the project in close cooperation with the management office. The local committee takes care of program outlines, logistics and technical issues, the headquarters fill in the program.” “We have a very international board of directors and I believe this is reflected in the issues we raise during our Summits: they are as diverse as the audience. The way live communication evolves and the pace at which it evolves, depend to a considerable extent on the audiences it is serving. For attendees, the IFES Summit is a unique opportunity to benchmark with peers: how do Brazilian exhibitors and visitors use social media? How do Indian stand builders face environmental issues? What is the impact of social and societal trends on the way we create live communication events?... Whatever the pedigree of an attendee, taking part in a Summit is taking a deep dive in a pool of inspiration. Sharing knowledge and fostering international cooperation are key elements of the mission statement of IFES, and during these few days both get a huge boost of energy.” Pair of shoes For the time being, IFES importance and relevance to service suppliers with

international ambitions seems hardly affected by the information highway that supposedly made our professional lives so much easier. “Companies who operate in the live communication industry have to keep a close eye on both conceptual, rather abstract developments and on very practical matters that relate to rules and regulations. My native country Germany counts 14 states and every state has its own sets of regulations that apply to venues, stand construction, risk management in crowded places et cetera.” “Building a stand in a foreign country is slightly more complex than buying a pair of shoes. Would you buy a pair of shoes from someone you had never met before? Maybe! Would you trust an important, time-critical stand building project to a stranger? Certainly not! During the IFES Summits, all these company names get a face, individuals forge friendships and build up trust. This is an effect that you cannot have but in meeting face-to-face.” “As we understood the importance of these one-on-one encounters, we ventured one step further and developed similar networking opportunities for the people who have to work together in building up or tearing down a booth, the project managers. The Next Generation Leaders Forum, formerly called Young Professionals meeting, has the same bifocal approach of conceptual and practical issues. It is about sharing knowledge and insights, but it is about sharing clever shortcuts too.” ≈

COMMUNICATION

HELP, I'M BEING INTERVIEWED!

HOW TO DEAL WITH THE MEDIA A journalist calls you for an interview about your conference. Here are nine tips how to get your message across in the best possible way. BY HARALD ROELOFS, SENIOR EDITOR CONFERENCE BELGIUM | ILLUSTRATIONS ISTOCK

You're the expert The main thing is to realise that you don't have to sit back when you are being interviewed. You might get through it in one piece if you have the journalist take the lead, but then you may have left at least a few chances unused. It's okay for someone being interviewed to bring up a subject you would like to talk about. Think about this before the interview takes place. You should realise that in most cases you know more about the subject than the journalist does.

After all, it's about your work or line of business. And if you help the journalist to understand everything without sounding too clever, it will be easier to convince them of your ideas.

Don't be overwhelmed Always ask beforehand what the aim of the interview is, what subjects will be discussed and who is going to read or listen to the interview. Never ever be overwhelmed for instance when a radio show calls and wakes you

at seven in the morning, drops you a question and tells that you are on live radio. You don't need to have them set your agenda. Just say, even if you are in a broadcast you don't want to be in, that they can call back at that time you tell them, because it is not convenient right now. It's basically not your problem if the presenter does not have a show at that time. Once you've made that clear, you can always try to reach a compromise and select a moment that suits you both. However, you should

COMMUNICATION

always have the time to prepare for an interview.

The written answer If a journalist takes the initiative, they might have just one urgent question. Or maybe two. You can always let them know that you prefer to answer the question in writing. This gives you time to think about your answer. And if the journalist works for the printed press, all they need to do is to cut and paste your answer. That's convenient for all.

There is no such thing as ‘off the record’ If you don't want something to be printed, don't talk about it. What is the use of telling something ‘off the record’ if you don't want the journalist to use it? If the journalist doesn't know about it, they can't print it and you don't need to worry about it. An interview is not just conversation of which you can remove certain items afterwards. It is rarely the case that a journalist ‘cites incorrectly’. However, people might be started by seeing something printed what they said, or they might not be so happy with the way it is written down. Or that a certain phrase is turned into a streamer or a headline, splashed across the page. You should be aware that the most striking phrases will get the most emphasis. However, not telling anything interesting or exciting makes it a boring interview that nobody will read and that's not what you want either. All the more reason to think about what you are going to say or not to have the right balance.

Making your own headlines The journalist decides on the headline, but you can give him or her a hand to your own advantage. Summarise what you want to tell in an original sentence and say this once or twice. Fair chance that this will be the headline. Giving ‘advice’ on the headline is usually not appreciated. To each his

own. But by consciously using your ‘summarised sentences’ you have some influence and a journalist will only be happy with it. They prefer that to an unclear story they have to try to make heads or tails of.

Never lie This may be an unnecessary reminder for most, but you should never tell tales to a journalist. The truth will always come out. A journalist always checks the facts, and if not, there's bound to be some reader who calls the newspaper and subtly remarks that certain things are not true. The result for you as the interviewed person is that your credibility is being flushed down the drain for once and for all. You are and always will be the person who lied about ... No need to be ashamed to say that you don't know something. Especially in the case of the printed press you can look it up and come back to it later on. Never say something about anything someone else is an expert on. It's okay to say: ‘I can't speculate on that. It's up to ... to say something about it.’

Don't let them drive you crazy Some journalists like to provoke. Some radio and TV programmes can be aimed at causing a stir and creating excitement. It's always important to stay calm and answer determinedly, even if you think the question is completely foolish. Don't lose control.

Don't let them fool you On radio and TV they frequently turn up: pitfalls. Example... journalist: ‘Do you always operate your conference centre sustainably?’ You: ‘Yes, the interests of the environment always come first in everything we do.’ Journalist: ‘Right, so why do you still have light bulbs above your bar?’ A better answer would be: ‘In every decision we make we look at the

environmental aspects. However, sometimes we let other things prevail, such as the warm and cosy atmosphere of light bulbs above the bar. We compensate for that by using energy saving LED lights only in the rest of the conference centre and in the hotel. That's why we were awarded the Green Key. (If that's the case. See also Never lie)’

It ain't over till it's over The interview has come to an end, the recorder has been switched off or the notebook has been closed. But it ain't over yet. Many interviews are ruined because the interviewed person spills the beans after the official conversation. You should certainly never go for a drink, as alcohol makes you lose your inhibitions to tell a secret or encourages you to give an over-simplified opinion you would normally only tell your family and friends. ≈

THREE BONUS TIPS If you promise to send pictures or other documents after the interview, do so immediately. Time and deadlines are essential for journalists. If you know that a colleague - whom you know well - might be called by the same journalist, it can be useful to call that colleague yourself first. In that way you can prevent the journalist from playing you off against each other on the content. In the case of printed interviews, it's often asked if the interviewed person can read the text before publication. It is customary to only check the facts. Interpretations, atmospheric descriptions and style are always for the account of the journalist. In such a request, which journalists usually only grudgingly allow, speed is essential too.

COMMUNICATION

OPINION

19 MAARTEN VANNESTE (CMM, CMA) started ABBIT Meeting Innovators in 1982 and evolved from audiovisual producer to meeting designer. He is author of the manifesto ‘Meeting Architecture’, founder of the Meeting Design Institute and organiser of the FRESH conference. Considered the guru in meeting design and conference improvement internationally, Maarten is speaker and trainer for the CMA (Certificate in Meeting Architecture) 5-day course. maarten.vanneste@abbit.eu

THE CONGRESS IS DEAD. LONG LIVE THE CONGRESS! BY MAARTEN VANNESTE

Long, long ago a large association started a gathering of its members and called it ‘the Annual Congress’. The congress was the group’s high mass and it kept growing, as auditoria, screens and loudspeakers became bigger. For a few decades, however, some mysterious ‘interaction’ had been floating around its meeting rooms like a ghost. A ghost that kept escaping through the cracks between the slides as it was chased away by bullet points and the conservative breath of the untouchable speakers. The audience kept listening to the long orations and suffered in silence under the harsh rule of experts dumping wisdom on the crowd... Handsome Prince Ethan Then, on a sunny day in May, a young and handsome Prince Ethan began to show up at the sessions. Ethan looked different, talked differently and walked differently. With his long blond hair swaying in the wind, he was the congress attendee of the future, but his customs and wishes were unlike those of the usual audience. Ethan referred to himself as a ‘participant’. The world in which he grew up was one of sociability and sharing, of peer groups, co-creation and vast

online networks connecting him to the wisdom of the crowd. Ethan sat through a few sessions looking for possible participation but did not find what he expected. And as networking was left to coffee breaks, lunches and dinners he started to feel disconnected, disrespected and excluded. Ethan walked out of the room and with him the future of the very important congress left the building. Jacob the Meeting Architect A smart and dynamic member of the congress team, Isabella, noticed Ethan’s radiating presence, saw him leave and decided to take action. “Professional and drastic action is needed,” Isabella said decisively. She knew that several attempts in the past to make session more interactive, more ‘Ethan friendly’, had kept on landing on the same old same. And this is where Isabella brings in Jacob the Meeting Architect. Jacob designs meetings and sessions based on objectives and chooses from a vast toolbox to innovate. The best thing is that Jacob guides the process of change. He explains it to the congress team and chair, motivates the session leaders and brings the speakers on board.

Rather than making sessions shorter – another tried and failed tactic – Jacob moves in and redistributes the time between speakers and participants. He pulls out his designer sword and hacks the presentations into smaller chunks, helps the speakers understand why this is vital and writes a fun session script that reads like a song: a verse, a chorus, a verse and another chorus. On the day it is all going to happen he stands beside the speakers and explains to the audience how they have all become participants. The last remnants of scepticism and fear within the faculty turns into energy and enthusiasm as the first round seems to engage all the participants. Participants discuss things in small groups, exchange business cards and use the innovative tools; the satisfaction rates soar at 97 percent. The end? This is not a fairy-tale. It is a story based on a real and recent case. Congresses do suffer and it might not look easy, but it can be done. The role of a congress is changing and with a professional attitude and a thorough engagement of one champion such as Isabella, success is possible. The time seems right, the minds have ripened. We need to just do it. And yes, we can. ≈

KEYNOTE SPEAKER

‘UNDERSTANDING THE ARCHITECTURE OF AUDIENCES’

HERMAN KONINGS TELLS STICKY STORIES

Trend watcher and stand-up psychologist Herman Konings serves his dishes with a zest of brutality and a pinch of provocative humour. And the audience loves it: his agenda counts over 200 key notes and lectures per year. BY CHRISTOPHE LANDUYT, SENIOR EDITOR CONFERENCE BELGIUM

“We are all someone’s child. If I talk about conflicts between generations and their impact on our behaviour as a consumer and as a citizen, the subject is highly relevant to anyone in the audience, regardless of age, social background, philosophy or pedigree.” With well over 200 gigs per year for the last 15 years, trend watcher and standup psychologist Herman Konings is one of the most seasoned keynote speakers in the Benelux. His insights on how generations will relate to one another in the nearby future are relevant to many industries, to academics and merchants, to professionals who manage large associations and to individuals who run a small household. He is a gifted story teller in the first place; as a core theme, trend analysis and trend spotting can be fairly abstract and even unintelligible. Herman, however, manages to translate complex concepts into an accessible and coherent image of what society will look like in a few years. Captivating The stories he is telling are so captivating that they even trigger enthusiasm for the wonderful universe of trend watching and forecasting. Probably that is the reason why he has such diverse

audiences, from students to service clubs, from entrepreneurs to hedge fund managers, from teachers to technology gurus. “Trend watching is much about detecting, identifying and understanding the handful of mega-trends that develop under the surface and determine how we will behave in the near future”, Herman says. “Talking about trends is all in all a completely different game, where you translate trends to a level within everyone’s reach. Digitalization, globalization, standardization, environmental decline and ageing population are the five mega-trends in this first part of the twenty-first century. Nice to know? Sure, but the next question is: how do these megatrends affect people’s behaviour? How do they affect the industry I am in? What changes or transformations does it take to keep my business in phase with future consumers or future citizens?” “We are quickly shifting from a competitive economy to a collaborative economy, and this leaves a lot of people puzzled: they clearly have difficulties defining their role in a share economy or a peer-to-peer economy or a WE-conomy. In my key notes, I try to explain what is happening with their own experiences

and habitat as a starting point: how different are you from your parents? How different are you from your children? Do you really believe that there is a smaller difference between consumers with the same age gap?” 361 degree approach “Trend watchers are naturally inclined to look forward or high-up, in a linear way. I believe trends do not develop linearly, but among winding paths, pushed from one side to another by forces that are often hard to detect, and pulled by invisible hands. If you want to monitor these developments adequately, you need to develop a 361 degree approach. Obviously, you need to look forward. But you need to look backwards too, and especially - look around you. This adds up to 360. The one degree you want to add to the total, is an ethical one: how will this development affect the life of my children and grand-children?” “More often than not, audiences are reluctant when I broach the topic sustainability; I am a marketer and marketers are believed to turn a blind eye on sustainability issues. ‘Leave that to ecology crusaders!’ But when I have stated my point, I often see a reversal in the audience.”

KEYNOTE SPEAKER

Relevance As a master of theoretical psychology at Louvain University, Herman Konings ventured in consumer psychology and marketing in the early nineties with his own company Pocket Marketing, focusing on shifts in typical consumer behaviour and their significance for marketing, sales, manufacturing and business in general. He spent much of time at researching consumer behaviour and it was only in 2000 that he was called upon for the first time to deliver a keynote speech for a large publishing house. Herman Konings: “Seeing an audience laugh - or at least smile - with a little joke I had smuggled in the presentation was genuine aha-moment. Apparently, I had this talent of entertaining people that I was hardly aware of. Inadvertently, I shifted from market researcher to trend watcher and key note speaker. Demand increased month after month and before I knew, these assignments became an important source of knowledge and insights.”

“For the last decade or so, I have visited the conferences of the London based Future Laboratory to meet up with colleagues from around the globe, but the input I get from people in the audience who are eager to share their experiences has become equally important. It helps me to isolate and pinpoint relevance. Large corporations spend huge resources at forecasting, some of my ‘frolleagues’ (befriended colleagues; ed) get all wild about the newest techie gadget, but they all lose sight of relevance. Why do you think Google Glass was a failure? Because it was only relevant to a few! Whether the audience in front of me consists of people who manage DIY-shops or FMCG-marketers or business angels, the one question I always try to answer is: what is in it for me?” Architecture As a key note speaker, Herman never suffered from stage fright, although he is very strongly focused on any

upcoming job. On his way to the next assignment, the laptop is next to him in the passenger seat, allowing him to browse through the slides that have been prepared by an assistant. Herman Konings: “Controlling stress is all in the head. As a psychologist, I quickly notice the climate in the audience and I easily adapt to it. Whenever possible, I love to add a pinch of provocative humour and a zest of brutality.” “As a typical right-hemisphere individual, I love to titillate an oldschool engineer. From the very first second of my speech, I know where to find them; their body language is like a big flashing beacon: ‘I am here!’ Through the years, I even discovered there is an audience architecture that adequately predicts what sort of session it is going to be: difficult, when the attendees are scattered over a large room; intense, interactive and fun when they are sitting close to one another in an intimate setting.” ≈

MEETING DESIGN

THE DELEGATE JOURNEY It is vital for conferences that they be able to create lasting memories for their delegates. Journey mapping helps organisers consciously encourage these memories. BY EDWIN NUNNINK, EDITOR IN CHIEF CONFERENCE BELGIUM | ILLUSTRATIONS ISTOCK

These days, most associations place the customer journey or the customer experience on the agenda of their conference. Various industries even dedicate annual conferences to this theme. Customer experience has experienced a sharp increase in attention because virtually every product or service has become a commodity within a short space of time. Far greater transparency due to the worldwide web, the removal of trade barriers and the economic downturn have all placed pressure on prices and customer loyalty. Most companies realise that participating in price wars is not a long-term solution, so they are looking for better ways to increase customer loyalty. Associations and their accompanying conferences have not escaped this social development. The advent of the internet has made it much easier to gather information. Generally speaking, there are no barriers to viewing a speaker in action. After all, there are countless videos of lectures circulating the web. And networking can now largely take place remotely via formal and informal communities that spring up on social media. Therefore, for live events, it's all the more important that organisers focus on the experience of the delegates. Ultimately, they are the ones who decide whether the conference has been worth the trip and the price of registration. The answer to that question will only be 'yes' when positive and lasting memories

are created, or better still: life-changing experiences. And the analysis should be encouraging, because it determines whether delegates will participate the next time (and continue to pay the annual membership fee). Journey mapping is an indispensable tool to facilitate the creation of lasting memories. With journey mapping, the delegate's entire process is visually mapped. For every step in the process, you can think about how to optimize the experience and how this contributes to the total experience. We have posted various journey-mapping tools online (you can find these at www. conferencebelgium.be/tools). Before diving in and using these tools, it's a good idea to bear in mind the following considerations. A few observations Keep in mind that this process is all about people, with all their quirks and foibles. “A participant is not a 'pax', not part of a herd,” Greg Bogue, Experience Architect at Maritz, says. “Approach him or her as a person. Keeping it practical in the design phase requires some generalisation, but it is important to consider several different personae as a starting point.” “Differentiate between attitude, behaviour and motivation. Describe some types of participants based on these three points and then take these personae as a starting point for the design of the meeting. It is important to repeatedly determine what expectations each person

has and how you can surprise him or her in a positive manner.” It is not uncommon for a journey map to quickly emerge as a straight line. Naturally, the reality may prove otherwise. It is not a problem to begin with a single line, but do not expect it to become a reality. Don't forget that a delegate's journey is not solely restricted to what takes place in and around the conference. The before and after phases of the conference are also an integral part of the journey. Bogue: “When designing an event, the whole process should be taken into consideration. Organisers themselves, for example, rarely go through the registration process. If they were to do that, they would experience what a participant experiences who wishes to register.” A final area of concern is the full breadth and depth of the experience. Most conference organisers are particularly keen on logistics and hospitality. However, this carries a risk that the focus will be on hospitality and creating a pleasant experience for delegates, rather than on creating lasting memories for them. “An experience unravels itself over a specified time period,” Bogue explains. “It has to be a journey. Aspects are things like laughter and learning, but also the creation of a sense of being there and achieving something.” Lasting memories “Surprising the participants – really grabbing their attention – is essential for a successful event so that people will have

MEETING DESIGN

10 JOURNEY MAPPING TIPS TO GET YOU STARTED

Just start. Worry about format later. Your conference has an internal language that may only make sense to you. The delegate journey should be expressed in that language, and just starting will naturally make it happen.

Remember, the delegate is the main character. Remove the tendency to think in the conference structure, and boil the steps into verbs using the customerâ&#x20AC;&#x2122;s voice.

3 4

Be real, not wishful. Sometimes the truth hurts. The delegate could care less about intention.

Journeys are not linear. There are usually many routes to a destination, not just the intended path you have laid out. This is the one area where format starts to impact your map and evaluate format for flexibility.

Think of the worst experience possible for a delegate because of your systems and people. Integrate the worst experience touch points into your rough draft to flush out the missing pieces.

6 7

Realize the map is a living document that should be updated regularly.

Leverage both external and internal data. Leverage outside delegate research and feedback as well as internal insights.

Limited on time? Pick a specific area of the journey on which to focus, realizing the power of the map is in the holistic, macro view. Pick this specific area, but get enough detail to truly understand the pain points of the delegate.

When the map is done and you have reviewed the journey, you can evaluate the directions your efforts go into.

Share the work with your organization. You will get free help in fixing or identifying missing pieces. The delegate journey map is something that no one ever wants to start, but everyone will have input and want to leverage it. SOURCE: IRV CASSIO, MEMBER EXECUTIVE BOARD OF THE ICX ASSOCIATION

MEETING DESIGN

lasting memories,” Bogue continues. “This is difficult, because if you count the experiences and expectations one has, the result is 'autopilot.' Our brain always thinks, namely, 'what's next', so that what is prevailing (although, perhaps very interesting) largely eludes us. A good meeting designer therefore makes sure that, in the design, he or she regularly interrupts the ordinary.” This means that the conference delegates' time-lines may include several points about what someone expects and how to surpass those expectations. An important addition to this is 'empathy mapping.' What feelings and emotions does a participant go through and which ones would you want to generate. Thus, we want to be treated as individuals, but we are also searching for a common identity. Both of these play an important role in meetings. Bogue: “We people want to acquire, commit, create and defend. These are four handles for making and assessing the design for a meeting. Also, make sure that the emotions generated have intensity. This will not only create a richer experience, but it also ensures that the participants remember the message longer.” One central theme It is then important to mould this into a whole. We have to give the meeting an identity, if only to recruit participants, but also – in the further development – to be able to test if it fits into the whole. Our brain is constantly in search of the best value: how can I get as much return

as possible for my money (and time). And our brain likes simplicity. Therefore, keep it simple, is Bogue's advice. Distil one central theme from the event. Watch out! The theme is, thus, the end result of the design process, not the beginning. As examples, Bogue cites director Francis Ford Coppola, who had one single theme for each of his movies that was the basis for the whole story, and Cirque du Soleil, that knows how to distil its performances into one theme, a fantasy word, that stimulates enthusiasts, again and again, to buy a ticket. Peak end rule Bogue's final advice is also about the closing. “We are, in our industry, very

good at welcoming, but poor at saying goodbye,” he says. “The ‘peak end rule’ says that people remember the onto the whole event.” As an example, he talks about a study involving men who had been given a colonoscopy by two different doctors. With one doctor, there was a very painful examination of fifteen minutes and, with the other doctor, the same examination, but supplemented with of ten minutes less painful inspection. When the men were allowed to choose who was going to do the third examination on them, they overwhelmingly chose the second doctor. Maybe not the most pleasant example to close with, but one which certainly sticks. ≈

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www.eventmodelgeneration.com/certificate-in-event-design/

OPINION

27 GEOFF DONAGHY is AIPC President, CEO of International Convention Centre Sydney and Director Convention Centres AEG Ogden. AIPC represents a global network of more than 175 leading centres in 57 countries with the active involvement of over 1000 management-level professionals worldwide. It is committed to encouraging and recognizing excellence in convention centre management and maintains a variety of educational, research, networking and standards programs to achieve this. www.aipc.org

STANDARDS, NOT STANDARDIZATION! BY GEOFF DONAGHY, PRESIDENT AIPC

Venue performance standards are important to provide a level of confidence amongst users that they will get what they need and expect. But standards don’t mean standardization. Because there is another area where centres can distinguish themselves – and that’s helping deliver something unique. In a time increasing globalization, when many events are rotating widely, there is truly something to be said for the development and maintenance of venue performance standards that can provide a level of confidence amongst users that they will get what they need and expect. That’s why AIPC has invested a lot of time and effort in developing standards in key areas of centre management and created an audit process to help members demonstrate their accomplishments. It’s also why we have ongoing competitions that recognize special achievements and encourage centre clients to take these into account when making their venue selections. Uniqueness But standards don’t mean standardization. The same research

that documents the significance of performance reliability also indicates the importance both organizers and delegates are placing on having a unique and satisfying event experience, particularly when so much hard information is readily available through other vehicles than conventions and conferences. A big part of that uniqueness relates to what a venue can deliver in terms of special services and ambiance that reflect what makes their facilities and destination different from everyone else. Active participants By ensuring that they are delivering at least part of what makes their part of the world unique and distinctive, centres can be active participants in shaping the event experience to the benefit of all. This can include anything and everything from centre location and decor to helping facilitate community connections or arrange off-site events that both relate to an events own objectives and at the same time create something unique. And it’s not just event organizers and delegates that benefit – it can also reward the local community itself by helping it realize

a greater overall return from the events they are hosting. Exiting environment Education takes many forms – and travel can and should be one of the most important of these. At the same time, an exciting and distinctive environment is stimulating to delegates, particularly those who may have been attending a particular event for many years. All of these are good reasons for centres and destinations to make the extra effort to deliver a distinctive event – one that not only respects organizational aims but honor the destination and it’s qualities. Client expectations So while we must strive to respond to the international standards that increasingly define client expectations, there’s another important area where centres can distinguish themselves – and that’s helping deliver something unique. High standards don’t have to mean just conformity – they can also open the door to the kind of creativity increasingly valued by participants. ≈

MEETING DESIGN

SEVEN TIPS TO IMPROVE CONGRESS SESSIONS Everyone tells you 'the conference must innovate', yet everyone is afraid to change … Here are seven steps to finally get things moving, without risking your neck! BY MAARTEN VANNESTE, MEETING ARCHITECT ABBIT

Make a plan Step back and look at this project from a long-term perspective. Such a process of change requires at least three years. You start small and grow year by year. Small can mean minor changes in all sessions, but it may be better to go all the way in just a few sessions. Change one room and baptise it the ‘Innovation room’ or the ‘Interaction room’. Get the right people involved in that new ‘format’: in that room you can put the most creative speakers, the easier topics, the biggest fans, the flexible chairs, etcetera. Seek help Don’t try to do this yourself. You can’t police your own speakers; you will have less impact than an external coach and it will take too much of your time. Book a professional speaker coach, meeting designer or meeting architect. It doesn't have to cost a lot. Respect hierarchy Start with the congress chair, session chair, speaker and end with the audience. Before anything is announced or started, make sure you have the support of the conference

chair. Remember, all conference chairs are ‘amateurs’: they may like it but will always propose to do it ‘next year’… After the congress chair, involve the session chairs in a call and finally get the speakers briefed on why, how, etcetera. Write a song Attention span is short, so let’s make the sessions short? Wrong! Give sessions a decent length of at least 50 minutes. But make sure you vary several times like a song: Presentation, Discussion, Feedback – Presentation, Discussion, Feedback…; wave after wave rolls in and keeps everyone alert and awake. Each ‘wave’ can be a segment of one speaker’s presentation or each ‘wave’ can be a different speaker. Make each ‘wave’ last 15 to 20 minutes and reserve some time, at the very end, for conclusions, speaker panel, Q&A plus some spare time! Improve presentations The same session architect that assists with the briefing of the speakers also can work on the presentations and ask to look at them a few days before the congress. Using illustrations and avoiding bullet points are crucial and most speakers will comply.

Increase interaction Try a few innovative tools that increase interaction. A ‘catchbox’ for Q&A, a set of Chromebooks (small laptops) with Google docs to collect input, comfort monitor and timer for the speaker, mini voting system, etcetera. More fundamentally: put six participants around a small table so you have small groups for discussion. (Option: ask hostesses to split friends and make full tables of six strangers.) Measure satisfaction Ask participants in ‘normal’ sessions how they score session design, speakers, tempo, ‘staying awake’, networking, fun, dynamics of the session, etcetera. Do the same in the ‘Innovation room’. You will see soaring satisfaction rates in the innovation room and that helps to scale up for the second year. These seven tips give you a basic idea on what change can look like. Are you ready to take the leap? ≈

DESTINATION

Bruges

BRUGES

MEETING IN A WORLD HERITAGE CITY The entire city centre of Bruges is a UNESCO World Heritage site. Stroll through the nostalgic streets, over the attractive squares and bridges and beside stately buildings, and imagine yourself back in time. Bruges is living proof that a historic city is perfectly able to go with the times. Bruges is even one of the most sustainable cities in Belgium. The green character and the other trumps of the city are appealing to the international MICE sector, judging by the amply filled Congress agenda for the coming year. The agenda includes the IBMS 2016 (Institute of Biomedical Science), the Annual General Assembly of Pianc 2016, The International Conference on Nuclear Data for Science and Technology and Engineering Education for Sustainable Development and many others.

FACTS & FIGURES Largest auditorium (seats) Concertgebouw Brugge Number of hotel rooms (total)

1,289 > 3,300

Distance to Brussels Airport (km)

www.meetinginbrugge.be

100

Sectors that are well represented in city and region include healthcare, metal & mechatronics and the maritime sector, that – with the world port of Zeebrugge – plays a crucial role in the energy supply of Western Europe. Besides natural gas, Zeebrugge is also a port for palletised goods such as fruit and paper pulp and a hub for the automotive industry. Medical conferences Bruges is the perfect destination for small to medium-sized medical conferences. Two venues are special in this respect. Concertgebouw Brugge is not a purpose-built convention centre, but is frequently used for medical conferences. The large concert hall (1,289 seats) is extremely well suited for streaming live operations to a big screen. Medical congress delegates also feel at home in convention centre Oud SintJan. Eight centuries ago, the friars and nuns took care of pilgrims, travellers and the sick here. The medieval exterior is still exactly as it was then. The interior has been transformed into a modern conference centre, while maintaining the historic features. Each room has its own unique charm. The largest two halls have a capacity of 500 persons each, while the other seven rooms have a capacity of up

to 150 places each. In fine weather, the large courtyard is used for receptions and dinners. A visit to the nearby hospital museum and a medical guided tour through Bruges is enjoyed by many medical congress delegates. Special Venues Bruges has a high concentration of exclusive special venues. Fans of industrial heritage can, for example, choose ‘La Brugeoise’ on the outskirts of the city, where congresses can be held beside the giant historical generators. In the heart of the city are the City Halls of the Belfry and the Provincial Court. These beautiful historical locations have a capacity for respectively 600 and 220 people and form the setting for countless conferences and gala dinners. In addition, there are also a number of academic institutions, which offer ideal budget-friendly convention locations. One of them is Vives Campus Brugge, where the state-of-the-art auditorium for 650 people offers the very latest technologies. Both the Howest sites and St Lodewijks College also often receive congresses. Bruges also has many special venues for smaller groups. ‘Huis Empire’ is a neoclassical mansion dating from 1822, which is rented out for exclusive meetings and receptions. The original boxwood garden with teahouse, where it is even possible to moor a small boat, further increases the ‘wow’ factor. The Huis der Notarissen (Notary House) and

CONVENTION CENTRE OUD SINT-JAN EXPLORING THE MEDIEVAL TOWN BY HORSE – TRAM.

THE PROVINCIAL COURT

CONCERTGEBOUW BRUGGE IS FREQUENTLY USED FOR MEDICAL CONFERENCES.

the exclusive Kasteel De Spycker are also ideal for smaller board meetings. USPs at a glance Belgium is well-known for its highquality culinary delights and that certainly applies to Bruges. The most delicious beers, the best chocolate, the Burgundian cuisine... With just 120,000 inhabitants, the city has no less than 12 Michelin stars; that’s saying something. But the many restaurants that have not received an award are also out of this world. Everything is close at hand in Bruges. It is a real ‘walkable city’ where you can do everything on foot and transfers are superfluous. Conference participants walk from the venue to dinner or participate in the social programme on foot. It is also a very safe city, which is important for many international meeting planners. Furthermore, Bruges is an internationally known destination for city breaks; each year the city receives 5.3 million visitors from all over the world. Many conference participants

know the city or have heard of it. The multilingual inhabitants are proud of their city and are always willing to give directions or a tip. They are used to this welcoming and friendly mentality from way back. Accessibility Bruges is perfectly accessible by train from the surrounding countries. Brussels-South station is the Belgian hub for international rail passengers with several high-speed trains every day to and from Paris, Lille, London, Amsterdam and Cologne. There are two trains every hour from Brussels-South. The travel time is about one hour. From Amsterdam (Schiphol Airport) and Rotterdam (Airport Rotterdam–The Hague) you can also change trains in Antwerp. A direct train towards Bruges departs from there every hour. The journey takes about an hour and a half. There is also a direct train service from Brussels Airport. By car you can reach Bruges from Brussels in one hour, from Antwerp in an hour and 15 minutes.

Big in small Bruges is a compact city and very suitable for conferences of up to 500 persons. Larger is possible – most certainly – but Bruges advertises itself as ‘big in small’. “Our small scale is a big advantage” they say, summarising everything in just one sentence. Bruges is small in size, but big in what it has to offer, in appearance, in atmosphere, in hospitality, and in the service of its convention bureau. Briefings are answered within 24 hours with a list of possibilities, a check of the availability and a quote. Customers are personally received and guided around the city, free of charge. And then there is the showpiece: international conference groups with a minimum of two overnight stays get a chance to have an official reception in the City Hall. The Congress participants are then received by the mayor or one of the aldermen in the spectacular Gothic room from 1421, where you can quite literally marvel at the exceptional paintings and decorations. Afterwards there is a free reception with the local beer ‘Brugse Zot’. ≈

DESTINATION

LA BRUGEOISE

DESTINATION

Wallonia

WALLONIA

ECONOMY AND CONGRESS TOURISM ARE HOLDING THEIR HEADS UP HIGH Traditionally, congress tourism in Wallonia focussed on the region's green and cultural strengths, but anno 2015, the interesting dynamics are mainly due to the region's revitalised economy. Any reference to Wallonia is a reference to the entire southern region of Belgium, so it should come as no surprise that this region has such a diverse range to offer the congress market. Nevertheless, Wallonia was searching for, and has found, a common thread: plenty of nature, cultural and historical heritage and all this with the added extra of several large cities with excellent access. â&#x20AC;&#x153;Art de vivreâ&#x20AC;? is a term often used to describe this in its entirety. Though the term may seem a little vague, it hints mainly at an atmosphere of authenticity, quality of life and conviviality. In order to understand what this means to business tourism in a large region, it makes sense to examine the provinces in detail based on this common thread. Walloon-Brabant The smallest of the five Walloon provinces can easily lay claim to its proximity to Brussels, but also to numerous attractive facilities near to the European capital city. This year the

re-enactment of the battle of Waterloo 200 years after Napoleon's defeat really pulled in the crowds, but congress tourists are equally interested in the abbey in Villers, the many castles and the equally numerous golf courses. The real eye-catcher for congresses, however, is the Aula Magna in Louvain-La-Neuve, a university city, with a capacity of 1,700 people. Then there is Walibi theme park and its amphitheatre with a capacity of up to 2,000 people. Liege The provincial capital, Liege, is also the economic capital of Wallonia. With its 600,000 residents, it is Belgium's third largest city, and is located, moreover, only a stone's throw from Flanders, the Netherlands and Germany. The combination of an inland port (the third largest in Europe), a TGV station and an airport succeeded in attracting a lot of economic activity in the field of transport and logistics into this city on the Meuse river. This focus is in addition

to the presence of large companies such as Mittal, Umicore, FN Herstal, Techspace Aero and Eurogentec. This list clearly demonstrates the competences in which Liege likes to profile itself: aeronautics and aerospace, the steel industry, biotechnology, ICT and the agricultural industry. For large-scale congresses, Liege has its Palais des CongrĂ¨s with a maximum capacity of 1,700 people. The city's hotels also include the five-star Crowne Plaza with 124 rooms and its own meeting room with a capacity of 300 people). Namur If Liege is the economic beating heart of the Walloon region, then the elegant city of Namur is its administrative capital. Unlike Liege, the economic fabric on which Namur is built is mainly comprised of SMEs. This is a city with a typically large share of the tertiary sector, but what is also evident is the focus on the agricultural industry, the stone quarries, the building, metal, chemistry and glass industries, ICT and even wood processing. The entire province of Namur includes 28 artisan zones (industrial or mixed), a science < park, a business park and a river port.

THE TGV RAILWAY STATION OF LIEGE

DESTINATION

THE CITADEL OF DINANT

The largest hall of the Namur Palais des Congrès allows just over 300 people to attend congresses. Hainaut The province of Hainaut has two large cities within its borders, Mons and Charleroi. Its capital city, Mons was designated Europe's cultural capital this year. Based on this role, it profiled itself as a European hot-spot for technology and culture. This led them to invest in a new station with impressive architecture that will connect the city centre with the Les Grands Prés shopping centre and the Digital Innovation Valley. There is a new, modern congress centre near the station. The prestigious project, named MICX (Mons International Congress Xperience), is being managed by Artexis. It is located not only close to the station and the city centre, but also near to the Lotto Mons Expo. The largest conference hall in MICX can accommodate up to 500 people. This year the conference centre managed to make immediate reservations for such large companies as Microsoft and Google. Charleroi is similarly interested in technology, though this city generally focusses mainly on aviation and space technology. Charleroi, like Mons, has its

own exhibition venue (Charleroi Expo), with halls and a specific conference infrastructure (Geode) for organisations of up to 450 people. The city is trying to attract the conference market, particularly with its Centre Espace Meeting Européen (CEME), which has halls with a maximum capacity of 250 participants. The city is also working hard on an ambitious project entitled Charleroi District Créatif (Charleroi DC), that is located to the north-west of the city centre. In addition to redesigning its public spaces, the project also includes: renovating the existing expo venue and developing a new congress centre, renovating the Palais des Beaux-Arts, and creating a university centre in the Zénobe Gramme building. Luxembourg The province of Luxembourg is located in the southernmost corner of Belgium and Wallonia, in between France, Germany and the grand Duchy of Luxembourg. In square miles it is Belgium's largest province, but it is also the least populated. Next to the capital city of Arlon, the Ardennes region is ideal for green events requiring plenty of room, e.g. in Durbuy or Houffalize. Luxembourg does not have any congress locations with

JEMEPPE CASTLE

capacities exceeding 1,000 participants. The exhibition and congress park (LEC) in Libramont and the Euro Space Center in Transinne can cope with a maximum of 600 people, and there is also the Jemeppe Castle with halls for up to a maximum of 400 people. Nature, economy and culture Luxembourg enjoys describing itself as “100 per cent nature”, although the whole of Wallonia can claim to be equally green. Other arguments that apply to all the provinces are the focus on culture and cultural history. This relates not only to the efforts of, e.g. Mons 2015, but also the extensive range of UNESCO-heritage sites in the Walloon region. However, Wallonia is increasingly adding the economic element. The region has made impressive steps in the right direction in the past few years. Wallonia's export total has increased sharply, with the chemical industry (+14 per cent export in 2014, source: Awex) and the pharma-industry (+19 per cent) as absolute eye-catchers. This economic recovery is going handin-hand with the increased success of congress tourism. In 2014 the region provided 550,889 overnight stays. That is a fifty per cent increase compared with the turn of the century. ≈

TOURNAI, GRAND-PLACE

THE ELEGANT CITY OF NAMUR

DESTINATION

Ostend

OSTEND

CITY BY THE SEA Ostend is the only true city on the Belgian coast. The City by the Sea, as Ostend is being called, is famous for everything related to the sea. Green and blue energy, sustainable aquaculture, harbours and transshipment, fishery and shipping, and of course tourism, leisure and hospitality. Ostend can boast the largest capacity of conference facilities on the Belgian coast. Thanks to venues such as the Kursaal, that not only has an auditorium with seating of 2,051 guests, but also offers multiple breakout rooms, Ostend is regarded as the ultimate place for conferences by the sea. Everything at walking distance Over the past few years, many historic buildings were converted into meeting facilities. This is why Ostend has a wide range of conference and meeting venues. Most of them are situated at unique

FACTS & FIGURES Largest auditorium (seats) Kursaal Number of hotel rooms (total)

2,051 > 2,000

Largest hotel (rooms) Hotel Thermae Palace

135

Distance to Brussels Airport (km)

120

Regional Airport Ostend-Bruges (km) www.toerisme-oostende.be

locations in the city and yet all venues are within walking distance from each other. As for hotel accommodation, Ostend has more than 2,000 rooms to offer, the most of which belong to either three or four-star hotels. All hotels are within walking distance of the most important conference venues and offer the best value for money. Due to its wide range of activities and facilities for partner programmes and evening activities, Ostend can really be called an all-round destination. Urban character Its urban nature, its extensive cultural life and its typifying history which can be seen in various places in the city, set Ostend apart from other seaside resorts on the Belgian coast. Ostend is also the birthplace of the famous painter James Ensor (1860 - 1949). The city is full of references to the painter. Visit the James Ensor House for instance, which contains his furniture and his collections of musical instruments, dolls, puppets, masks and vases. In his studio, he painted the artworks which today can be admired in the New York Guggenheim and the Musée d’Orsay in Paris. In 2016, Ostend will put James Ensor in a special spotlight.

Culture and adventure, on land, on the beach and in the sea; Ostend has a virtually infinite range of teambuilding and relaxation options. It is no surprise that business and leisure are easy to combine in Ostend. Compactness The City by the Sea has the fourth largest conference building of Belgium. Business travellers appreciate the abundant possibilities for overnight stays and conferences, the varied art, the museums, the attractions, the events and the culinary hotspots that can be found in the city. Specifically worth mentioning are the many opportunities for incentives, teambuilding and side events near and on the water: sea fishing , yoga on the beach, kite surfing, catamaran sailing, beach volleyball, everything can be arranged. An important selling point for the Meeting sector is the city's compactness. Everything is accessible within a 10 to 15 minutes’ walk: from train station to hotel to conference centre to restaurant to the beach... No need for transfers. The city itself has a good accessibility as well. There are direct connections by train to Paris (via Brussels), Brussels, Antwerp and Kortrijk. Ostend-Bruges airport is only a few minutes’ drive from the city centre. Charter flights from sunny destinations such as Spain, Tenerife and Turkey land at this airport, but private jets can land here as well. Brussels International Airport is only an hour's drive by car. You can get to Ostend from London (via Calais - Eurostar) in 2.5 hours and from Paris in 3 hours.

AUDITORIUM OF THE MYTHICAL KURSAAL

FORT NAPOLEON, A MUST SEE.

Ecology Over the past years, Ostend underwent great developments regarding ecology. Research and development of new types of energy are the spearheads of the Belgian government in its North Sea policy. These are mostly carried out in Ostend. In addition to the research infrastructure for Blue Energy (wind, tidal and wave energy) and sustainable aquaculture, Ostend hosts high-quality technological companies working in these areas. These developments attract new specialized and professional conferences and symposiums. Key assets With regards to meeting facilities, Ostend has several key assets. Take for instance the Thermae Palace Hotel. This hotel in Art Deco style is the perfect setting for conferences up to 600 delegates and receptions up to 1,000 guests. Most of the nine conference and meeting rooms have sea view. Neighbour of the Thermae Palace Hotel is the Wellington Racecourse. Outside the horse racing season, the main building

DESTINATION

THE ROYAL GALLERIES

THERMAE PALACE HOTEL

of the racetrack is used as a conference venue for 2,750 participants, bearing the name 'Ostend Sea Place'. Next to it is the 'Bagatelle' in which receptions and dinner buffets for up to 300 person can be organized. The Kursaal in Ostend is a mythical place. Many world-famous artists performed in this theatre building on the seafront. Nowadays the building is often used for conferences. The Auditorium has over 2,000 seats, the Delvaux Room has more than 700 seats and the Hall of Honour adds another 1,500 seats. On top of this, it has several smaller breakout rooms with a capacity from 20 to 200 seats. Special Venues A must see for the visitor to Ostend is the Fort Napoleon. The Fort lies in the middle of the dunes and is a popular meeting location. This exceptional spot can be reached after a short trip by ferry and a nature walk of about ten minutes. Conference guests may switch off for a while during lunch or dinner. Lovers of unique settings can visit the historic

former stronghold which is converted into a cultural centre with several large and small meeting rooms. A dinner or reception (up to 200 persons) on the three-master Mercator also guarantees a memorable experience. Ostend Convention Bureau The conference department of the Ostend Tourism Board already exits more than fifteen years. Over the years it expanded to a full-size Convention Bureau. Its five staff members offer professional, custom-made and personal services. They take pride in explaining all possibilities of Ostend to their greatest ability. The Ostend Convention Bureau offers free services in which a specialized person supports organisers and planners with the organization and coordination of their conferences. Free of charge, the Ostend Tourism staff see to it that everything is arranged professionally and up to the last detail: conference venue, hotel nights and - if desired - partner programmes and other peripheral events.â&#x20AC;&#x201A; â&#x2030;&#x2C6;

DESTINATION

Brussels

BRUSSELS

CAPITAL OF KNOWLEDGE For the sixth consecutive year Brussels - the de facto capital city of 500 million Europeans - is number one in the UIA ranking of most frequently visited congress cities in Europe. It would do the city an injustice, however, to say that its current top position is only because of Europe. The mixture of government, culture and infrastructure has contributed equally to making such a success of Brussels. As Brussels is at the heart of Europe, it should come as no surprise that the city can boast excellent air, road and railway connections. Visitors who arrive at Brussels Airport can find themselves strolling on the Grand Place after barely twenty minutes (by train). High-speed trains connect Brussels to Paris and Cologne in about 90 minutes, while London and Amsterdam are just two hours away. For a capital, Brussels is fairly compact: many of its facilities can be reached very quickly either on foot or by public transport.

FACTS & FIGURES Largest auditorium (seats) Palais 12 (Brussels Expo)

9,500

Number of hotel rooms (total)

40,000

Largest hotel (rooms) Sheraton Brussels Hotel

511

Distance to Brussels Airport (km) www.visitbrussels.be

Science and research Brussels is amassing a long list of international headquarters within its territory, but it is also a hot spot for science and research. More than 2000 international scientific organisations have their headquarters there, while the city is also overflowing with (European) headquarters of pharmaceutical companies, health research centres, chemical concerns and energy providers. In addition, the Brussels Capital Region has also created four research parks and six technological breeding grounds. The accent in these investments is on health care in the broadest sense (including even biotechnology and medical apparatus), ICT and environmental technology. After all, it has a large breeding grown of its own: Brussels has been hosting scientific congresses ever since the 5th Solvay Conference of Physics (1927) gathered Albert Einstein, Marie Curie, Niels Bohr, Max Planck and many more. According to figures of visit.brussels, in total more than 13,000 people are involved in scientific research and development. Brussels provides a broad basis of support for scientific congresses in the city, including ample advance funding and subsidies.

From small to big Though Brussels may feel compact as a capital, it offers an extensive range of congress facilities. Options range from the smallest of meeting rooms to congress centres with a capacity of more than 10,000 participants. The largest location is Brussels Expo, which can cope with large trade shows and global congresses with more than 10,000 participants, but in addition the city also has the centrally located congress centre SQUARE (up to 6,000), Tour & Taxis (6,000), Brussels Kart Expo (4,567), Autoworld (2,500), the BOZAR (2,200) and the Egg (more than 1,000). Furthermore, Brussels boasts a wide range of gala locations: art nouveau buildings, museums, renovated factories, modern buildings, cultural centres, theatres and chic hotels. Cultural city The list of large establishments speaks for itself: Brussels can be described as an exciting cultural city with such showcases as the BOZAR, le Botanique, Flagey, not to mention La Monnaie opera house (1,150 places), the Koninklijke Vlaamse Schouwburg (500 places) or the Théâtre Saint-Michel (1,500 places). A whole series of festivals and events are held throughout the year, and there are also dozens of museums with many exhibitions that are brought to the European capital city. Brussels' own folklore, street markets and garden concerts are becoming increasingly intermingled with the broader multicultural profile of the ‘melting pot’ that

Brussels is. For congresses this melting pot of cultures is one of Brussels' major assets. It symbolises the city's hospitality, where all languages and cultures are welcome. Not only does Brussels welcome many congress tourists, in Europe it is the city in which the largest number of different languages can be heard. The range of languages is a relevant fact for the congress industry: the city's international character has resulted in an ample supply of professional translators and interpreters. A solution can usually soon be found for all 24 of Europe's official languages. In Brussels the c for culture is also the c for culinary. There are many restaurants from which to choose, including numerous with an excellent culinary reputation. Would you believe Brussels is ahead of Rome, Berlin and Milan when one starts counting Michelin stars? It is a source of inspiration for gastronomic initiatives such as the travelling culinary tram (Tram Experience) or the annual gastronomy festival “EAT!Brussels” (in September). Gourmets are also seduced into visiting the Belgian capital for its

chocolate, such as its world-famous pralines that can be found in the many chocolate boutiques, and for the hundreds of different types of locally brewed beer. In this respect, Brussels was quick to join the global trend that favours small, local and traditional breweries. The latest developments are the Brussels Beer Project (new crowdsourced brewery that just opened in rue Dansaert) and the brand new Brewdog café (opposite Central Station). Sustainable congresses Environmental technology was already mentioned as one of Brussels' fields of knowledge, and Brussels is noticeably extending this competence in the sustainable profile of the congress locations on offer. The most evident element of its sustainable efforts is an eco-label, that motivates all stakeholders in the MICE-industry to work as ecologically as possible. The Green Key label and the ecodynamic enterprise label have gradually become a must for many of the companies involved. The eco-flag is really being waved:

EUROPEAN QUARTER

this is not just about the environment, as social programmes are also being encouraged and attention is being paid to participative tourism. A separate mobility drive is supporting sustainable mobility and the city is also investing in sustainable districts (e.g., the Tour & Taxis project). Free advise for meeting planners Organisers who like to receive neutral advice when selecting locations or who wrestle with the multitude of overnighting options can always contact visit.brussels free of charge. They have a team of seven who actively help you to search for solutions that will make a success of your event. For overnight stays during large congresses, visit.brussels collaborates with the Brussels Booking Desk, which is capable of solving complex group allocations of up to 4,000 rooms. This one-stop-shop approach has made Brussels strong in an international congress market which increasingly needs made-to-measure solutions. ≈

LE BOTANIQUE

FLOWER CARPET AT THE GRAND PLACE

THE BOZAR

DESTINATION

THE CULINAIRY TRAM EXPERIENCE

DESTINATION

Ghent

GHENT

THE HIDDEN GEM Looking to host your next conference or event at an easily accessible international MICE destination in Belgium? And are you looking for an alternative to Bruges, Antwerp or Brussels? Just off the road you’ll find the hidden gem: Ghent. Ghent is an authentic historic city but, according to National Geographic Traveler magazine, does not have a tourism mono-economy like other historic cities in Europe. Lonely Planet calls it ‘Europe’s best kept secret’. And The Guardian claims that Ghent is becoming Belgium’s best city for foodies, with dynamic chefs championing fine local products. Whence these panegyrics? Much of the city’s medieval architecture remains intact and is remarkably well preserved and restored. Ghent counts five abbeys, three beguinages (semi-monastic

FACTS & FIGURES Largest auditorium (seats) ICC Ghent Number of hotel rooms (total)

975 > 1,962

Largest pedestrianized historic centre of Flanders (ha)

Distance to Brussels Airport (km)

www.meetingov.be

communities of women), two medieval castles and one belfry. The 91-metre-high belfry is one of three medieval towers that overlook the old city centre. It is, together with its attached buildings, recognized as a Unesco World Heritage Site. The belfry is at the centre of the famous three-tower row, together with the Saint Bavo Cathedral (with the Ghent Altarpiece) and Saint Nicholas’ Church. Other highlights include the Gravensteen castle and the splendid architecture beside the old Graslei harbour. This abundance of Gothic architecture lines Ghent’s gently snaking canals. Hosting the biggest University in Belgium, with 70,000 students, Ghent is also a lively city. The 620 cafés and 650 restaurants - a large number in comparison to the 270,000 inhabitants – are a reflection of this. And many of those within walking distance. That also applies to the hotels, because more than 90 percent of them are situated in historic pedestrianized centre. Belgium’s largest pedestrian zone make everything a pleasant stroll. Many eminent scientists Ghent University – which will celebrate its 200th birthday in 2017 - employed many eminent scientists, such as Nobel

Prize winner Corneille Heymans, Leo Baekeland (inventor of Bakelite), Joseph Guislain (pioneer in psychiatry) and two award-winning molecular biologists, Walter Fiers and Marc Van Montagu. You'll also find many prominent persons among its alumni, such as Robert Cailliau (co-inventor of the Internet), Dirk Frimout (astronaut), Peter Piot (United Nations) and Jacques Rogge (former IOC Chairman). It also ranks among the world’s top 100 universities. UGent has 11 faculties, comprising 117 departments. These departments offer more than 230 high-quality courses in every one of their scientific disciplines, each inspired by innovative research. Disciplines like bioscience, aquaculture, micro-electronics and history enjoy worldwide esteem. With researchoriented companies such as Ablynx, Innogenetics, Cropdesign and Bayer Cropscience, Ghent University forms one of the largest bioscience clusters in Europe. Maybe less known is that Ghent hosts the third Port of Belgium with an annual freight transhipment volume of 47,700,000 tonnes. Several international airports The city is easily accessible for international groups, being situated between several international airports. It is less than an hour from Belgium’s national airport Brussels-Zaventem, 2 hours from Amsterdam Schiphol, 3 hours from Paris Charles de Gaulle and 2.5 hours from Cologne Bonn Airport.

DESTINATION

SUNSET OVER THE THREE MEDIEVAL TOWERS THAT OVERLOOK THE OLD CITY CENTRE.

GRAVENSTEEN CASTLE; ONE OF THE COUNTLESS HISTORIC EVENT VENUES

GHENT'S CITY HALL IS A BUILDING WITH MANY FACES.

Dozens of meeting facilities The main conference centre is ICC Ghent. This is situated near the university, in a tranquil oasis in the middle of Ghent’s largest park and green lung: the Citadel Park. Besides an auditorium accommodating 975 people, this location also offers another 15 multipurpose meeting rooms and 4 exhibition halls. Another major attraction is the brand new Flanders Expo meeting centre – or FLEX – which is located on the outskirts of Ghent. FLEX is a design conscious, high-tech and state-of-the-art facility with a Green Key certification as proof of its sustainable operation. It consists of 8 meeting rooms up to 950 m2 and 4 exhibition halls, the largest of which has 10,735 m2 of floor space. The variation in spaces makes this location suitable for both large, as well as small and medium-sized events. But we must not forget the main trumps of Ghent: dozens of historic

TOWNHOUSES RISING ABOVE ITS MANY CANALS.

buildings and churches are available for meetings, conferences, dinners and corporate events. To mention but a few highlights: The Capitole Theatre, the ancient cinema theatre, built in the 1930s. Or the assembly hall (‘Aula’) of Ghent University, which has been one of the most impressive eye-catchers for two centuries. From the nineteenth century, you have the recently renovated textiles factory Eskimofabriek, offering modern facilities, which can host from 100 to 2,000 people. The Rococo style Handelsbeurs (commodity exchange) building was given a new life in 2002 as a concert hall. It offers a unique technical infrastructure, including an auditorium as well as a flat, openplan design. The Oude Vismijn used to be Ghent’s fish, meat and vegetable market. In this unique 19th Century neo-classical monument you now can enjoy your lunch or dinner with a fabulous view of the rivers De Leie

and De Lieve. If you are looking for an atmosphere of affluence and luxury, try the Ghent Opera House, which dates from 1840. Too much choice for you? Convention Bureau MeetinGhent & East-Flanders acts as a free-of-charge one stop shop for conferences and events in Ghent and surroundings. With its in-depth product knowledge, it offers neutral and objective information, can help you with tailormade proposals and bidding assistance, and organizes site inspections and familiarization trips. Verdant surroundings The city is also the perfect base for exploring its verdant surroundings. Situated in the heart of East Flanders it offers access to five adjoining areas, with their own specific characteristics, and each with numerous museums, monuments, churches, gardens and beguinages among their many attractions. ≈

DESTINATION

Mechelen

MECHELEN

CONFERENCES WITH A BURGUNDIAN TOUCH Located between Antwerp and Brussels, Mechelen shows its nature as an art city with its offer to conference organizers with great fervour. The city links several large venues with distinctive meeting locations for small groups and special programmes with a culinary touch. Mechelen is one of the five Flemish art cities and is only too happy to play out the trumps that are so characteristic of these five cities (Antwerp, Ghent, Bruges, Leuven and Mechelen): cosiness, appeal and most of all a large volume of heritage. Visitors will find that Mechelen has some three hundred listed buildings. The St. Rumbold's Tower, the Town Hall belfry and the Large Beguinage now take pride in having been declared

FACTS & FIGURES Largest auditorium (seats) Lamot Conference and Heritage Centre Number of hotel rooms (total) Largest hotel (rooms) Novotel Mechelen Centrum Distance to Brussels Airport (km)

www.meetinmechelen.be

298 > 610 122 20

UNESCO world heritage sites. The inner city contains eight historic churches in various building styles. The influence of Rubens and Van Dijck can still be felt in Mechelen. Nekkerhal and Nekkerbox Mechelen translates its charm policy into its offer to host conferences and seminars. The city likes to go wild and does so with a combination of several large event venues and a wide variety of distinctive meeting locations. The Nekkerhal and the Nekkerbox are good examples of the first category. The Nekkerhal has a floor size of 18,000 square metres and hosts events up to 5,000 visitors . The Nekkerbox covers 2,422 square metres and can host conferences up to 2,000 visitors in a theatre lay-out. It is also possible to divide the Nekkerbox in three areas of about 800 square metres each. This compartmentalization gives three sections, for instance one for the reception and welcoming drinks, one for the conference and one for the dinner buffet afterwards. In such a set-up the Nekkerbox can host groups up to 600 persons.

Beer - part 1 Mechelen likes to play this trump for the international market in its solutions that fit the size of the city. They are often facilities that show the historic patrimony in its full extent. A prime example is the former Lamot brewery, now transformed into the Lamot Conference and Heritage Centre, centrally located and with an offer of eight varied rooms, the largest of which hosts up to 300 persons. The smaller rooms play out other trump cards such as the beautiful views of the city. Another venue for conferences or seminars up to 500 persons is Technopolis. Technopolis is locally famous, it is known as the Flemish activity centre for science and technology. However, it does not only aim to raise interest with schools for the importance of these themes, it also focuses on business with a mixture of conference rooms and a distinctive presentation. The other venues in Mechelen focus on smaller amounts of visitors, but clearly have invested in a beautiful context. Highlights are Tivoli Castle and historic buildings such as Den Breckpot and Martin's Patershof. Central location Mechelen likes to highlight the accessibility of these locations as a unique selling proposition. In or near the historic centre, and at the same time not separated from the outside world. After all, Mechelen sits

DESTINATION

MARTIN'S PATERSHOF

LAMOT CONFERENCE AND HERITAGE CENTRE

THE PROGRAMME BEER IN WOMEN'S HANDS

THE ST. RUMBOLD'S TOWER

TECHNOPOLIS

XXX

TIVOLI CASTLE

between Antwerp and Brussels, it is connected to two motorways and is located just a mere eleven minutes away from Brussels Airport. It creates a distinct profile as a city with a large human capital, in which living and working is a pleasure. It attracts large companies and has major players in the worlds of biotechnology (Biocartis, Galapagos), media (Telenet, Sanoma) and shared services such as ICT centres for HP, KBC, Kraft and Agfa. Beer, the sequel Besides focusing on knowledge areas such as biotechnology and media, over the years Mechelen has steadily built up a growing offer of special formats for conference tourism. Today's most prominent exponent is the project Beer in Women's Hands, which also welcomes men. Mechelen combines a beer tasting with a city walk, in which you get to

FISH MARKET

know more about the rich history of the breweries. During the tour through the city, participants enjoy premium beers combined with local dishes in local bars, restaurants and at beer traders. The guided city walk can take groups up to 25 persons and is available as of spring 2016. Playing golf Conference organizers with a great liking for beer can already integrate the workshop Beer: Women Know Why. The workshop follows the same line with explanations at authentic locations by beer expert and sommelier Sofie Vanrafelghem. She does everything she can to lift the misconception that beer is a male drink. Step-by-step participants learn all about tasting, preserving and serving beer. The workshop can have a variety of formats ranging from lunches and dinners with matching beers, cheese

BEER TASTING

and beer nights, late afternoon drinks with beers to beer parties at home or the office. Mechelen underlines its belief in this type of formats with two upcoming projects. For the coming spring the city is creating culinary walks that combine four dishes with Mechelen beers at four different sites in the centre. And what's more, a golf tour (CuliGolf) is in the pipeline, in which participants follow a course of six holes for a culinary exploration of the city. Meet in Mechelen Organizers that would like to gear their conferences to the size and the possibilities of Mechelen are invited to contact the conference desk Meet in Mechelen. The desk is keen to offer advice free of charge about the integration of interesting formats or the organization of tailor-made meetings, incentives and events. â&#x2030;&#x2C6;

DESTINATION

Hainaut

HAINAUT

READY FOR THE DIGITAL FUTURE In a not so distant past, the Walloon province of Hainaut was an exponent of old industry. Fast forward to 2015 and the picture has completely transformed: industrial technology 2.0 is right at home amidst the province's industrial heritage. Hainaut offers conference–goers a typical blend of Belgian culture, nature, art history, heritage and even accessibility. Nearby Brussels and Lille (France) are located a mere 50 km and 80 km away, respectively. With more than 200,000 residents, Charleroi, the largest city in the province, is the beating heart of the regional economy, and it also boasts an international airport. Mons is both the provincial capital and 2015's European Capital of Culture. The province also highlights facilities in La Louvière, Tournai and Mouscron.

FACTS & FIGURES Largest auditorium (seats) MICX Charleroi Expo - Geo Largest hotel (rooms) Hotel-Restaurant Charleroi Airport Mons Congres Hotel Distance to Brussels Airport (km) www.hainaut.be

500 447 155 125 70

Like the Flemish art cities, Hainaut is deeply committed to its rich historical and cultural offerings, including UNESCO World heritage sites. These treasures include a mix of classics, such as the bell towers and the Tournai Cathedral, but also cultural and industrial heritage. The famous carnival of Binche is a cultural fixture, but Hainaut is also home to the most important mining sites in Wallonia and the hydraulic boat-lifts of the historic Canal du Centre. What was commonly viewed as a symbol of bygone glory in the '90s is today an attraction which conference tourists with an interest in industrial history enjoy visiting. Mons 2015 In addition to its industrial landscapes, Hainaut has always excelled at developing its cultural strengths. Residents of Mons will proudly tell you about local festivals, but the city is also the European Capital of Culture for 2015. Mons wants to capitalise on this special role to be the European hotspot for technology and culture in 2015. This desire has led to investments in a new station with impressive architecture that will connect the city centre with the Les Grands Prés shopping centre and the Digital Innovation Valley.

MICX A short distance from that architectural masterpiece in Mons, you will find a new and modern conference centre. The building, which took three years to complete, was designed by internationally renowned architect Daniel Libeskind, who also designed the master site plan for the new World Trade Center complex in New York city. The prestigious project, named MICX (Mons International Congress Xperience), is under the management of Artexis. It is situated close to the new station and the city centre, as well as to the Lotto Mons Expo. The largest conference hall in MICX can accommodate up to 500 people. The conference centre was immediately able to book reservations for this year from large companies such as Microsoft and Google. Digital Innovation Valley Receiving bookings from these two Silicon Valley greats was more than a pure stroke of luck. Digital technology is a priority of Hainaut in general, and of Mons in particular. Mons has created its own valley — the Digital Innovation Valley, where the Initialis science park has already attracted a series of worldclass centres. The Microsoft Innovation Center, or MIC, which opened in 2009 in the valley, strives to develop health applications and to guide start-ups. In the same period, TechnocITé set up in Mons as a specialised training centre for digital media and as a business incubator. Furthermore, Google built its data centre

DREAM HOTEL

CENTRE ESPACE MEETING EUROPÉEN

CHIMAY, ONE OF THE LOCAL BEERS

GRAND PLACE MONS

in the vicinity (Ghlin) and established the private-public organisation Euro Green IT in the valley. That brings with it the know-how of companies like IBM, Cisco, Alcatel, Mobistar and Deloitte. Above all, however, the project focuses on experiments to demonstrate the impact of new technology on sustainability. The expansion of the Digital Innovation Valley goes hand in hand with educational opportunities in and around Mons; particularly with universities (UMons, and UCL Mons, a satellite campus for the University of Leuven), but also with the university of applied sciences (HelHa).

'PETIT VERSAILLES'

Charleroi DC The city of Charleroi is similarly interested in technology. Although Carolos, as residents of the city are known, focus more on aviation and space technology. And that too is another industrial evolution because the specialisation in aircraft engines, for example, dates back to the strong steel industry of the last century. Gradually an intricate network of sub-contractors for the manufacture and repair of components emerged. After aviation, the aerospace industry set up in Charleroi with specialists in satellites components and space launch platforms. Charleroi, like Mons, has its own expo

MICX CONFERENCE CENTRE

VIEW FROM THE BELFRY OF CHARLEROI

DESTINATION

MARCHIENNE-AU-PONT

venue (Charleroi Expo). In addition to halls, the venue has a specific conference infrastructure (Geode) that can host organisations of up to 450 people. The city is definitely appealing to the conference market with the Centre Espace Meeting Européen (CEME), a conference centre featuring halls with a maximum capacity of 250 participants. Under the name Charleroi District Créatif (Charleroi DC), the city is hard at work on an ambitious project located to the north-west of the city centre. In addition to a redesign of the public space, the project includes: the renovation of the existing expo venue and of the Palais des Beaux-Arts, the development of a new conference centre and the creation of a university centre in the Zénobe Gramme building. The green lung Our account thus far of Hainaut's history and future is missing one very important nuance. Despite the province's industrial past and the importance it places on cutting-edge technology, Hainaut is also a very green destination with stunning nature reserves, forests, parks, gardens, ponds and lakes. Hainaut uses this green factor to target business and conference markets with diverse ideas for incentives or programmes which companies can utilise right away. Frequently these programmes offer top culinary draws (such as Chimay and the Biercée Distillery). To smoothly integrate these lesserknown opportunities into the wellknown conference facilities, the province gives organisers the option to call on the services of a conference bureau, Hainaut Meeting & Events, to explore possibilities and to test out proposals. ≈

DESTINATION

Antwerp

ANTWERP

THE ATYPICAL CITY Antwerp as authentic city. Antwerp as creative hotbed. Antwerp as innovator. Antwerp as world port. Antwerp as association city. And Antwerp as congress city. You just have to experience this ‘Atypical City’. Congress City Antwerp focuses on multiday international conferences in sectors in which the city excels and which help to strengthen the image of the city. To start with, that is the association market. Antwerp is just thirty minutes from Brussels, where more than 1,800 international associations are established. After Washington D.C., Brussels is the world’s largest association city. Logical that Antwerp is a dream destination for this target group. Other highlights for which Antwerp is known are World Port & Logistics, Retail, Industrial & Petrochemical, Diamonds, Business

FACTS & FIGURES Largest auditorium (seats) FMCCA

2,000

Number of hotel rooms (total)

4,273

Largest hotel (rooms) Crowne Plaza Hotel Antwerp Distance to Brussels (km) Regional Airport Antwerp (km) www.visitantwerpen.be

262 37 6

services (particularly IT and transport) and the Creative sector (fashion, graphic industry and performing arts). Diamonds Antwerp is the second largest port in Europe and the world’s second largest port in the Petrochemical field. The port is situated far inland, with all the benefits that entails. For example, the distances for road and rail transport are conspicuously shorter and thus less expensive. This particularly produces an advantage for container traffic. Where diamonds are concerned, Antwerp has a centuries-old history. The city accommodates four diamond bourses that are internationally highly regarded. Besides trading, Antwerp is also a major player in the cutting and processing of diamonds. As an innovative knowledge city, Antwerp is a magnet for students. More than 44,000 students study at the young modern University of Antwerp and the many colleges. Two hundred specialisations are represented in the city. The University ranks at the top of research into medicines, neuroscience and Alzheimer’s. Antwerp doctors at the Institute of Tropical Medicine are leading the fight against diseases such as ebola, malaria and AIDS.

Creativity is buzzing Antwerp also has a rich creative sector. The university and academies host every conceivable creative study. Together they attract the most creative students from all over Belgium. In addition, research shows that there are almost 17,000 creative businesses, with new ones being added almost every day. The Antwerp fashion designers are world famous, but Antwerpers are also highly regarded in ICT, photography, advertising, music, ballet, design, the audiovisual sector, print, culture and architecture. The city on the river Scheldt is, in short, an attractive place for innovative and creative people, students and entrepreneurs, who together create the buzzing city. The high concentration of innovators not only means that Antwerp is a city where innovative ideas are created, but also where new concepts are tested. Pop-up shops are really shooting up everywhere here. Also international companies from other disciplines – design, IT, culinary, whatever – that want to conquer the European market use Antwerp as a test city. Centrally situated The city of Antwerp is centrally located in Europe. From Germany, France, the Netherlands and Luxembourg, there are direct train connections to the centre. The international Brussels Airport is 35 minutes away by train and 30 minutes by car. In addition, Antwerp has its own airport, Antwerp Airport,

DESTINATION

THE NEW FLANDERS MEETING & CONVENTION CENTRE ANTWERP (FMCCA), WHICH WILL BE COMPLETED IN NOVEMBER 2016.

FELIX PAKHUIS

THE RUBENS HOUSE

with destinations such as London, Manchester, Birmingham, Rome, Milan, Berlin, Hamburg and Geneva. Furthermore, Antwerp is a well known cruise destination for sea and river cruises, with the important advantage that you can step right off the boat into the historical city centre. Metropolis on a human scale Atypical Antwerp. With this slogan, the city is drawing national and international attention. Atypical because the city is quite different, a city where fashion and trends are not just followed, but rather are created. Antwerp is a metropolis on a human scale. Where 174 nationalities – more than in New York! – coexist. A city where an incredible range of art, culture, history, shops, restaurants and bars can be found within a small area. The many special venues also often have something atypical about them. Museum Aan de Stroom (MAS museum), for example, is not only an architectural highlight; the panoramic roof offers the best view of the city. That provides good opportunities for receptions or dinners. Or take The Cathedral of Our Lady, dating from 1521, which took 170 years to build. Only one of the two towers was completed, but the cathedral

OUR LADY’S CATHEDRAL

is nevertheless included on the UNESCO World Heritage list. Unique is that congress guests are exclusively offered a look behind the scenes, and may for example climb the tower to admire the organ or enjoy a reception in the secluded courtyard. Showpieces The highlight of the many special venues that Antwerp possesses is the new Flanders Meeting & Convention Centre Antwerp (FMCCA), which will be completed in November 2016. The FMCCA is situated next to the beautifully restored railway station and beside the ‘world’s finest nineteenth-century zoo’: Zoo Antwerp. The auditorium will have a capacity of 2,000 people and will also include numerous other halls and meeting rooms. Typical of these Antwerp showpieces is that old and new are combined in an exceptional manner. Of a different calibre are the conference facilities on the various campuses of the University of Antwerp. These include ancient underground vaulted halls, but also ultra-modern spaces equipped with all possible comforts. A true highlight is Elzenveld, a religious complex from the 14th century right in the centre of the city, which includes a hospital, church and convent. Today,

MAS MUSEUM

these authentic buildings serve as a hotel and conference location. The largest room has a capacity of 500 people and is equipped with the latest devices and interpreter booths. There are also special locations with an industrial ambiance, located in old warehouses, sheds or soup kitchens. And what about the many museums? They will be happy to offer congress guests a unique experience after the doors have been closed to the general public. An exclusive guided tour? A dinner in between the most extraordinary works of art? It is all possible. Free advice Anyone planning to organise a conference in Antwerp will find an expert partner in the Business Development team of Visit Antwerp. The agency provides free and independent advice, requests quotes, checks availability and will be happy to guide planners and organisers around Antwerp. All conference participants receive the ‘Antwerp congress folder’, containing all kinds of information, such as an event calendar, map and restaurant guide. Multi-day international congresses also have the chance of an official reception at the 16th century Antwerp City Hall. ≈

EVENT MASTERS

As a leading Belgian DMC and PCO with euromic membership, Event Masters provides services in Belgium. We can be your partner for Destination Management, Events & Incentives,... Furthermore, we have all the imagination, expertise and contacts to conduct unique programmes. Venusstraat 7 2830 Willebroek Belgium

T +32

(0)3 860 60 80

E info@eventmasters.be W www.eventmasters.be

DMC & PCO

BOREALIS

Founded in 2002 and operating from Bruges and Brussels, Borealis DMC & PCO is Belgium's only double SITE Crystal Award winner for the organisation of the world's best incentive (2006 and 2012). Borealis DMC & PCO is a reference in the Meeting Industry with Dries Jacobus, founder and general manager, as driving force. Peterseliestraat 23 8000 Brugge Belgium

T +32

(0)50 67 42 67

E info@borealisDMC.com W www.borealisDMC.com

PCO

CIMGLOBAL

With over 30 years of experience, CIMGlobal offers a unique combination of organizing conferences and events with a strategic approach to long term growth and providing Education. We determine goals, create value and deliver results. Waagdragerhof 102 1019 HB Amsterdam The Netherlands

T +31

(0)20 50 40 200

E amsterdam@cimglobal.eu W www.cimglobal.net

PERFECT+ EVENT PRODUCTIONS DMC

DMC

Perfect+ stands for 22 years’ experience with the premium production of exclusive corporate events, teambuilding, CityGames, meetcentives, away days and DMC services. We know all the hidden secrets of Belgium. E-mail us for a personalized proposal. Geerwijnstraat 9 8000 Brugge Belgium

@DMIRE

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(0)50 34 76 08

E events@perfectplus.be W www.perfectplus.be

DMC & PCO

@dmire, as a DMC, delivers the highest level of knowledge and commitment to the destination management profession. We listen to your ideas and assist you in shaping the vision and the concept for your event. We deliver something that is unique and distinctive using our knowledge, expertise and 30 years of experience. @dmire is the solely Cie operating in Belgium and the Netherlands to combine the CMM, CMP and DMCP masters. @dmire as a qualified PCO makes sure that every aspect of preparing and running the event is taken care of, from A to Z - from determining the conference objectives and the first announcement to the post-event evaluation meeting. We have the expertise, dedicated human and technical resources and contacts to assist you with the planning and organization of your conference, commitment and the day to day logistical hassle. We feel and are responsible for ensuring that your project is kept both on schedule and on budget. @dmire has offices in: Beersel – Antwerp – Brussels De Panne – Amsterdam – Bryansk

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(0)2 361 65 59

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DMC & PCO

DMC

CALENDAR

CONGRESS CALENDAR

Selection of international congresses and conferences that will be held in Belgium. For the complete list visit www.conferencebelgium.be/calendar Congress

Date

Venue

City

Website

5th annual Middle Distillates conference

19 - 20 January

Hilton Antwerp Hotel

Antwerp

http://bit.ly/CB1601

13th European Business Ethics Forum

27 - 29 January

Crowne Plaza Palace Hotel Brussels

Brussels

http://bit.ly/CB1602

Genome Engineering and Synthetic Biology: Tools and Technologies

28 January

ICC Gent

Ghent

http://bit.ly/CB1603

7th PHPBenelux Conference

29 - 31 January

Hotel Ter Elst

Antwerp

http://bit.ly/CB1661

International Cartilage Repair Society Focus Meeting (ICRS Focus Meeting)

29 - 30 January

Hilton Brussels Grand Place

Brussels

http://bit.ly/CB1605

International Congress of Physiotherapy

30 January

Campus Erasme

Brussels

http://bit.ly/CB1606

2016

Startup Weekend

05 - 07 February

Science Park

Ostend

http://bit.ly/CB1607

75th Congress of the International Institute for Beet Research (IIRB)

16 - 17 February

Hotel Radisson Blu Royal

Brussels

http://bit.ly/CB1608

UIC ERTMS World Conference European Railway Traffic Management System

29 February - 02 March

Square Brussels meeting Centre

Brussels

http://bit.ly/CB1609

Tracing Creation: Genetics, Genes, and Genealogies of Performance

09 - 11 March

International Arts Campus deSingel

Antwerp

http://bit.ly/CB1610

Fifth Session of the IODE Steering Group for OBIS

15 - 17 March

UNESCO/IOC Project Office

Ostend

http://bit.ly/CB1611

First International Conference on ECO-friendly Flame Retardant Additives and Materials (ECOFRAM)

16 March

Van der Valk Congres Hotel

Mons

http://bit.ly/CB1612

13th Chemistry Conference for Young Scientists (ChemCYS)

16 - 18 March

Floreal

Blankenberge

http://bit.ly/CB1614

Applied Bioinformatics in Life Sciences

17 - 18 March

Provinciehuis

Leuven

http://bit.ly/CB1662

9th International Conference on Simulation in Food and Bio Industries (FOODSIM)

03 - 07 April

Catholic University Louvain

Ghent

http://bit.ly/CB1615

22nd Euroweek Conference of PRIME Networking

18 - 22 April

ECAM Brussels

Brussels

http://bit.ly/CB1616

27th SPACE AGM & Conference

19 - 22 April

Hogeschool Ghent

Ghent

http://bit.ly/CB1617

8th Conference Francophone VIH/SIDA (AFRAVIH)

20 - 23 April

Square Brussels meeting Centre

Brussels

http://bit.ly/CB1618

3rd European Congress of Actuaries

21 - 22 April

Radisson Blu Royal Hotel

Brussels

http://bit.ly/CB1619

63rd General Assembly of the International Council for Game and Wildlife Conservation (CIC)

22 - 23 April

The Hotel Brussels

Brussels

http://bit.ly/CB1620

The European Symposium On Artificial Neural Networks, Computational Intelligence and Machine Learning

22 - 24 April

Novotel hotel

Bruges

http://bit.ly/CB1621

3rd International Symposium of Probiotics Prebiotics in Pediatritics

28 - 30 April

Het Pand

Ghent

http://bit.ly/CB1622

Design of Piles in Europe

28 - 29 April

Hotel Park Inn by Radisson

Leuven

http://bit.ly/CB1623

International Conference on Civil and Environmental Engineering (ICOCEE)

29 April

Holiday Inn Brussels Airport

Brussels

http://bit.ly/CB1624

Techorama

03 - 04 May

Utopolis

Mechelen

http://bit.ly/CB1625

International Conference On Molecular Epidemiology And Evolutionary Genetics Of Infectious Diseases (MEEGID)

10 - 13 May

Institute of Tropical Medicine Antwerp

Antwerp

http://bit.ly/CB1626

General Assembly of EURACHEM

12 - 13 May

Novotel and NH Hotel Ghent Center

Ghent

http://bit.ly/CB1627

International Conference on Railway Engineering (ICRE)

12 - 13 May

Hotel Metropole

Brussels

http://bit.ly/CB1628

Annual General Assembly of the Permanent International Commission of the P.I.A.N.C. (AGA)

18 - 20 May

N/A

Bruges

http://bit.ly/CB1629

Conference in Public Service Interpreting

20 May

University of Mons

Mons

http://bit.ly/CB1630

CALENDAR

Congress

Date

Venue

City

Website

27th Congress of the European Association of Plastic Surgeons (EURAPS)

26 - 28 May

Hotel Le Plaza Brussels

Brussels

http://bit.ly/CB1631

18th Conference on Integer Programming and Combinatorial Optimization (IPCO)

01 - 03 June

University of Liège

Liège

http://bit.ly/CB1632

2016

Erasmus Course MRI of the Central Nervous System (Central Nervous System I)

06 - 10 June

The Leuven Institute for Ireland in Europe

Leuven

http://bit.ly/CB1633

13th Symposium of the Federation of European Laboratory Animal Science Associations (FELASA)

13 - 16 June

Square Brussels meeting Centre

Brussels

http://bit.ly/CB1634

25th Annual World History Association Conference

02 - 05 July

N/A

Ghent

http://bit.ly/CB1635

14th International Conference on Indoor Air Quality and Climate (INDOOR AIR)

03 - 08 July

University Forum and Plateau Building

Ghent

http://bit.ly/CB1636

6th IGCP 591 Annual Meeting

06 - 09 July

N/A

Ghent

http://bit.ly/CB1637

20th International Linear Algebra Society Conference (ILAS)

11 - 15 July

KU Leuven

Leuven

http://bit.ly/CB1638

4th European IAHR Congress

27 - 29 July

University of Liège

Liège

http://bit.ly/CB1639

The Sixteenth Century Society and Conference (SCSC)

18 - 20 August

Provinciaal Hof

Bruges

http://bit.ly/CB1640

28th Conference of the European Society for Comparative Endocrinology (ESCE)

21 - 25 August

University of Leuven

Leuven

http://bit.ly/CB1641

XXXIV Art Medal World Congress (FIDEM)

06 - 11 September

University of Namur and University of Ghent

Namur/Ghent

http://bit.ly/CB1642

15th European Mechanics of Materials Conference (EMMC MÉCAMAT)

07 - 09 September

ULB - Campus Plaine

Brussels

http://bit.ly/CB1643

13th International Symposium of Ultra Clean Processing on Semiconductor Surfaces (UCPSS)

11 - 14 September

Casino

Knokke-Heist

http://bit.ly/CB1644

International Conference on Nuclear Data for Science and Technology (ND)

11 - 16 September

Oud Sint-Jan

Bruges

http://bit.ly/CB1645

28th Annual Conference of the European Association of Labour Economists (EALE)

15 - 17 September

Aula Academica

Ghent

http://bit.ly/CB1646

14th Euro Fed Lipid Congress

18 - 21 September

ICC Gent

Ghent

http://bit.ly/CB1647

3rd Conference of the European Biogas Association (EBA)

27 - 29 September

N/A

Ghent

http://bit.ly/CB1648

World Textile Services Congress

05 - 07 October

Dukes Palace Hotel

Bruges

http://bit.ly/CB1649

Marine Maintenance World Expo

11 - 13 October

Antwerp Expo

Antwerp

http://bit.ly/CB1650

Research in Entrepreneurship and Small Business (RENT 30)

16 - 18 November

N/A

Antwerp

http://bit.ly/CB1651

International Scientific Nursing and Midwifery Congress

08 - 10 February

City Campus - Hof van Liere

Antwerp

http://bit.ly/CB1652

14th International Conference on the Durability of Building Materials and Components (14 DBMC)

29 - 31 May

N/A

Ghent

http://bit.ly/CB1653

7th European & African Conference on Wind Engineering (EACWE)

03 - 06 July

Palais des congrès

Liege

http://bit.ly/CB1654

12th Pan European Voice Conference (PEVOC)

30 August - 01 September

N/A

Ghent

http://bit.ly/CB1655

2017

3rd Conference of the European Rural History Organisation (EURHO)

11 - 14 September

N/A

Leuven

http://bit.ly/CB1656

18th Congress of the European Society of Endodontology (ESE)

14 - 16 September

N/A

Brussels

http://bit.ly/CB1657

ISMA conference on Noise and Vibration Engineering

19 - 21 September

Social Sciences Campus

Leuven

http://bit.ly/CB1658

International Conference on Uncertainty in Structural Dynamics

19 - 21 September

Social Sciences Campus

Leuven

http://bit.ly/CB1659

19th International Leadership Association Annual Conference (ILA)

12 - 15 October

N/A

Brussels

http://bit.ly/CB1660