German Convention Bureau using survey findings as basis for marketing strategy


FRANKFURT/MAIN, Germany & LAS VEGAS, Nevada – The close economic ties between Germany and the USA and great expertise in common key industries such as the automotive sector, pharmaceuticals, and financial services make Germany not only the most important US trade partner within Europe but also a preferred destination for meetings and conventions. That is the central conclusion of a new market analysis conducted by TNS Infratest on behalf of the German Convention Bureau (GCB).

“As part of its fields of expertise strategy, the GCB is using these close economic ties for the German events market. By highlighting the different economic and scientific fields of expertise of German destinations, we actively promote suitable meetings and competitions,” explained Matthias Schultze, Managing Director, GCB. For this purpose, the GCB is seeking contacts with world-leading companies and the most important associations and organizations of the respective industries.


The close ties between US and European markets are plain to see in the meetings and congress sector. Europe is the most important foreign destination of US event planners by far – well above neighboring Canada. Around 50 percent of all foreign events staged by US meeting and event organizers take place in Europe.

This is mirrored by the overnights of US guests in Germany. The US is the second-most important source market for German incoming travel. In 2010, overnights by US guests rose by 11.1 percent to 4.8 million. For the first half of 2011, the German Statistics Office calculated a further increase by 3.6 percent over the same period last year. Over a quarter (27 percent) of all journeys from the US to Germany are for business reasons.


German-American relations have a long tradition. Approximately 46 million US Americans have German roots. Also the economic ties between the countries are close: Germany is the largest European exporter in the US market and also ranks sixth among the largest markets for US products. All in all, Germany is the most important trade partner of the US on the European market.


The international networking of regions with similar fields of expertise can give the German meetings industry a major boost. The regions around Stuttgart and Munich, the headquarters of car manufacturers such as BMW, Porsche, and Mercedes, are ideal locations for conventions in the motor industry. And there could be cooperative relationships with similar US hubs such as Detroit. Stuttgart recently hosted the successful Enhanced Safety of Vehicles Conference, and it will be the venue of the future-forward i-Mobility – exhibition and congress for intelligent mobility – from April 12-15, 2012.

The financial hubs of New York and Frankfurt are two further examples. There are 300 banks – including 190 foreign banks – that have branches in Frankfurt. In addition, the European Central Bank and German Bundes bank are based in Frankfurt.

Medicine and health, chemicals and pharmaceuticals, technology and innovation, plus energy and the environment are further fields of expertise that position Germany internationally as a leading congress and meeting destination.

The German Convention Bureau (GCB), based in Frankfurt /Main, markets Germany as a destination for conventions, meetings, events, and incentives both on a national and international level, and is the place to contact for all customers who are planning events in Germany.

Its 230 members include leading hotels, convention centers and destinations, rental car firms, event agencies, and service providers of the German meetings and conventions industry. Maritim Hotels, the SevenCenters of Germany, and darmstadtium science and convention centre are Preferred Partners of the GCB. As Strategic Partners, Deutsche Lufthansa AG, Deutsche Bahn AG and the German National Tourist Board (DZT) support the work of the GCB.

The GCB, an interface between organizers of meetings and conventions and suppliers of the German meetings market, offers advice and support for planning and organizing events, and provides contacts and addresses. Its website features an online search facility for meeting venues, newsletters, Germany guides, and a lot more.