Why so many event organisers choose Utrecht as a business location

Organising a conference or other business event involves quite a few things. in addition to presenting an interesting programme with a realistic schedule and budget, a truly suitable location for the event is also required. Organisers deciding to hold their convention or conference in the heart of the Netherlands can benefit from the independent and expert advice provided free of charge by the Utrecht convention bureau. We spoke with Monique André de la Porte, whose mission is to make Utrecht the most flourishing and inspirational region for business events.

How does the Utrecht Convention Bureau provide support to organisers of business events?

'Our aim is for every business event or conference in the Utrecht region to be a success, and we believe the area has a lot to offer to organisers.' Utrecht Convention Bureau is part of Utrecht Marketing. 'We're busy promoting the Utrecht region on a daily basis, and have a rich network that allows us to create value for organisers. In addition to practical support such as advising about subsidies, site inspection programmes and support with tender procedures, we also connect organisers with relevant organisations and institutions. For instance, we work closely together with knowledge institutions such as UMC Utrecht, Utrecht University, Wilhelmina Children's Hospital (WKZ), the Princess Måxima Centre and the National Institute for Public Health and the Environment (RIVM). In addition, we have an extensive partner network of hotels, restaurants and other venues with meeting and conference spaces. In short, we provide facilitation, advice and connections. Let me put it this way: any day where I haven't forged a connection for someone is a lousy day.'

What makes the city of Utrecht so valuable?

'There's so much I could tell you, but seeing is believing, as the saying goes. To truly understand Utrecht, you really need to experience the city and its atmosphere for yourself. I often take international organisers along on a site inspection, so they can personally experience the city and the region. It's quite striking that almost everyone falls in love with Utrecht at first sight. The city has enough of an international flavour to appeal, but also has a local and authentic atmosphere that makes visitors feel immediately at home.' Utrecht is a bit of a global village, with its compact nature and relaxed atmosphere despite its international vibe. For many organisers, Utrecht is a logical choice, thanks to its excellent accessibility and quick transfer time from Schiphol airport. The city is also easily accessible by public transport. 'Utrecht is the country's central logistic hub. The Jaarbeurs conference centre is right next to the railway and bus station, with the historical city centre just a brief walk away. The fact that value for money is still quite good here appears to play an increasingly large role. There is a varied and affordable range of restaurants and hotels and other places to spend the night. 'We even have our own "Utrecht Region Pass", which allows you to link your credit card so that you can pay like a local for the train, bus or one of those typical Dutch public transport bikes, the "0V-fiets".' In any case, once you've seen the Dom Tower, the choice is quickly made.

Which organisers will find Utrecht interesting?

'Everyone is welcome, of course, but some organisers are an even better fit than others. Our focus is on international multi-day knowledge events. Green, Healthy and Smart are three key areas in which we're very active.' Take the European Microwave Week in Jaarbeurs, for instance, an event that will be taking place in 2020, attended by scientists and engineers from all over Europe. 'This means we'll be included in an inspiring list of previous hosts, following Paris, London, Madrid and Rome. Such business events are a perfect match for Utrecht's DNA as conference city and region.'

How does the Utrecht Convention Bureau incorporate venues like Jaarbeurs in its advice?

'We simply tell the "Utrecht story" to any organisers showing interest, and Jaarbeurs, like all of the other modern conference venues of our partners, is a standard item in our advice.' Jaarbeurs is often an appealing venue, thanks to its two separate conference centres, meeting centre and multi-space trade fair venue: respectively the Beatrix Theater, Media Plaza, Jaarbeurs MeetUp and Hallencomplex. 'Our aim is to provide independent advice that suits the theme and size of the event. The organisers make the ultimate decision themselves. However, we do always set out all the options. If the venue doesn't suit the current requirements, it might still be the perfect location for a future event.'

What plans are there for the future to attract more business events to the Utrecht region?

'Utrecht is truly too modest about its qualities. Commendable perhaps, but we really should be more upfront in convincing organisers that our beautiful city has a great deal to offer. In future, we will also be promoting the region even more than we are now. The Utrechtse Heuvelrug national park, the verdant area known as the Green Heart of Holland, Woerden and Amersfoort: these are just a few of the locations perfect for anyone wishing to combine nature and tranquillity with a dynamic city nearby. Our current focus on international knowledge events will be retained in future, but we also see opportunities to attract more corporate events to our city and region. A striking trend is the increasing interest that Americans have in Utrecht. 'The message is clear: Utrecht is everything you could ever desire in a conference destination and more besides! For more information, see www.utrechtconventionbureau.com