The German MICE market is one of the major source markets worldwide with a large network of agencies and companies organizing national and international events (IAPCO). According to the 2019 Global Meetings and Events Forecast by AMEX Meetings & Events, Germany is one of the leading countries in Europe “relative to growth in meetings activity and number of attendees”. Also, planners in Germany spend more than the European average for MICE activities.
- In regard to choosing a destination, accessibility is key followed by budget and security, event infrastructure, activities and originality
- Personal contacts and recommendations are still key for successfully promoting a destination
- In regard to MICE proposals, German event planners always expect a high level of professionalism, competence and quality
- The German MICE market is large and distributed, so partners should have resources to follow up over several years
