Tuesday, April 9, 2024
Collaboration is the cornerstone of progress: With the evolving landscape in recent times, cooperation has emerged as a pivotal determinant of success for suppliers within Germany’s business events industry. It is only through collective endeavors that their potential can be fully leveraged to ensure that “made in Germany” business events remain relevant and future-proof. In 2024, five prominent brands are further strengthening their alliance with the GCB German Convention Bureau. Beyond its extensive array of marketing and communication services, the GCB’s role as a thought leader in the industry is a compelling factor for these partners.
“Our five cooperation partners in 2024 represent the diverse range of elements that make successful business events. They embody innovation, sustainability, and the immersive experiences attendees anticipate,” explains GCB Managing Director Matthias Schultze. “We look forward to supporting our partners with our insights to develop innovative and future-proof ideas and solutions.” In the current year, the GCB’s “Partners in Focus” initiative highlights the darmstadtium congress centre, Frankfurt Airport Marriott Hotel, Sheraton Frankfurt Airport Hotel & Conference Center, the Convention Bureau Thuringia, and the Tourism Agency Schleswig-Holstein. Furthermore, as part of the “Premium Partner” program, the GCB will engage in close collaboration with H World International.
Pioneering Advancements in the MICE Industry
Following its rebranding in late February, Deutsche Hospitality has transformed into H World International, amalgamating distinguished hotel brands like Steigenberger Hotels & Resorts and IntercityHotel. Through a premium partnership with the GCB, the global hotel conglomerate endeavors to elevate Germany’s allure and position its hotels as premier MICE (Meetings, Incentives, Conferences, and Exhibitions) destinations by introducing cutting-edge solutions for gatherings and functions. H World International perceives this collaboration as a pivotal stride in solidifying the hotel group’s dedication to excellence and innovation within the MICE sector, leveraging its deep-rooted German heritage.
Johanna Lamke, Senior Vice President Commercial H World International: “Our Premium Partnership with the GCB extends far beyond the mere representation in various key feeder markets; it is a fundamental alliance aimed at ensuring a prestigious position at the forefront of industry trends, innovation, and collaborative efforts. We look forward to a fruitful collaboration with the German Convention Bureau as we jointly pave the way for setting new benchmarks for excellence and innovation in the MICE sector.”
Centered on Sustainability and Connectivity
At the forefront of connectivity and sustainability, the darmstadtium congress center embodies the forthcoming paradigm for business event spaces. Sustainability, ingrained in its DNA for over two decades, defines its futuristic architecture and acclaimed IT infrastructure. Since January 2024, event planners and attendees have enjoyed complimentary access to cutting-edge Wi-Fi, adhering to the latest 6E standard. Moreover, as the first European congress center to obtain EMASplus certification, darmstadtium pioneers an integrated approach to sustainability management.
“We value the GCB as a driver of innovation, providing thought leadership for our industry. Together, we aim to spotlight sector-relevant digitalisation and sustainability issues,” explains Lars Wöhler, Managing Director of the Darmstadt Congress Center. “The global presence and network of the GCB assist us in strengthening our positioning as one of the most innovative, sustainable, and future-oriented congress centres in Germany, solidifying our presence in the industry.”
Positioning Thuringia as a MICE Destination
Established as part of Thuringia Tourism in late 2023, the Convention Bureau Thuringia has opted to join the “Partners in Focus” initiative to leverage the GCB’s extensive network from the outset. Acting as a central hub, the Convention Bureau Thuringia aids event organizers in identifying suitable MICE venues and crafting engaging programs that showcase the region’s unique characteristics and attractions. The destination’s offerings are prominently featured on www.tagen-in-thueringen.de, presenting not only cutting-edge venues but also numerous options where the vibrant history of the region truly shines.
“Thanks to the GCB, we can present and market Thuringia as a conference region even more effectively – right from the beginning of our operations,” says Christoph Gösel, Managing Director of Thuringia Tourism. “To achieve this, we leverage the GCB’s extensive network and its established presence in the MICE market. For us, this collaboration signifies a new phase of visibility and strengthening our position within the business event market.”
Luxury Blend at Prime Destination
Marriott International proudly presents a fusion of its esteemed premium brands, the Frankfurt Airport Marriott Hotel and the Sheraton Frankfurt Airport Hotel & Conference Center, at an unparalleled location. Following a comprehensive refurbishment of 500 rooms at the Sheraton last year, 2024 is dedicated to establishing the hotel as the premier conference venue in the Rhine-Main region. With the Marriott as its partner, this amalgamation offers a distinctive experience for conference organizers, attendees, and sophisticated travelers alike.
“We aim to promote the offerings of the Frankfurt Airport Marriott Hotel and Sheraton Frankfurt Airport Hotel & Conference Center as one of the largest German conference hotels worldwide – and the best way to achieve this is with a strong partner who is a specialist in this field,” says Rick Enders, General Manager of the combined hotel, which has been a “Partner in Focus” for several years. “With the GCB, we not only have a global ambassador for our dual-brand hotel by our side. We also see the GCB as a source of ideas and industry trend scout. We look forward to another successful year of partnership in 2024.”
Green Meetings: A Vital Location Factor
In recent years, Schleswig-Holstein, a German federal state, has prioritized sustainability, yielding evident results. Situated at the northernmost point, it’s increasingly becoming the favored choice for domestic and international corporate gatherings. The Schleswig-Holstein Convention Bureau (SHBC), part of the Tourism Agency Schleswig-Holstein (TA.SH), attributes this trend to the rising number of conference hotels, service providers, and destinations in Schleswig-Holstein obtaining sustainability certifications. Close collaboration with the GCB is crucial in effectively positioning the coastal region as a sustainable destination for incentive agencies and small to medium-sized conferences.
“By pooling our strengths and leveraging the GCB’s expertise, we can enhance our visibility internationally and establish Schleswig-Holstein as the premier choice for MICE event organisers,” says TA.SH Managing Director Dr. Bettina Bunge.
Tags: business events, collaboration, GCB German Convention Bureau, germany, H World International, mice industry, Steigenberger Hotels & Resorts
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