An interview with the Munich Convention Bureau team on Munich as a MICE destination
The Munich Convention Bureau is your direct and personal contact for planning and implementing congresses, conferences, corporate meetings, or incentives in the Munich destination – the perfect link between event organisers and local service providers. Advice and services are free and objective. Long-standing experience, know-how, and Munich hospitality are, of course, included.
The Munich Convention Bureau is part of Munich Tourism and is a division of the Department of Labour and Economic Development of the City of Munich. Today, we take a look “Behind the Scenes“ and ask the team some exciting questions about the MICE destination Munich.
How does the MICE sector contribute to the long-term strategic economic development of the city?
Clemens Baumgärtner, Head of the Department of Labour and Economic Development: The MICE sector plays a central role in strengthening Munich's global economic position. A multitude of international events not only promotes knowledge transfer but also creates innovation networks essential for long-term strategic economic development. Additionally, the MICE sector diversifies the economy by attracting new industries, making the city's economic structure robust and future-proof.
What sustainability initiatives does the Munich destination plan for Green Meetings to promote regional value creation and ensure an environmentally friendly event environment?
Benedikt Brandmeier, Head of Munich Tourism, Events and Hospitality: We are implementing a variety of sustainability measures to promote Green Meetings in Munich. These include energy-efficient venues, eco-friendly transport solutions, and zero-waste concepts. Sustainable hotels and comprehensive recycling programmes are also part of the plan. We offer options for CO2 compensation and focus on water and energy-saving measures. Additionally, we place great importance on supporting local service providers to boost the regional economy.
In what way does Munich stand out as a destination from other cities, and what unique selling propositions offer the greatest value for event organizers and participants?
Jörg Bauler, Head of the Convention Bureau: Munich excels with a strong economy and high innovation capacity. We boast an excellent research landscape with leading global companies, renowned universities, and a dynamic start-up ecosystem. Particularly in the fields of artificial intelligence, electromobility, and digitalization, we are forward-looking. Additionally, Munich offers a high quality of life, making it very attractive for participants. Our infrastructure is outstanding, with excellent trade fair grounds and conference centres, as well as top-tier hotels and gastronomy. The optimal connectivity through public transport and the airport makes travel particularly convenient.
In your opinion, how do the people of Munich contribute to creating a unique MICE experience?
Janine David-Steinhart, Deputy Head of the Convention Bureau: The people of Munich are a key factor in our success. Our MICE industry thrives thanks to dedicated and multilingual professionals renowned not only for their hospitality and efficiency but also for their strong service mentality. Their expertise and creativity enable them to craft tailored experiences for a wide range of event formats. Additionally, their strong willingness to collaborate and the close exchange within the network ensures that events in Munich become unforgettable experiences.
The city's brand promise is “Simply Munich, simply different...“. What makes Munich so different?
Wiebke Heerbeck, Marketing Manager Conventions: Munich bridges tradition and modernity, combining the best of both worlds: the charm of the historic old town and the vibrant energy of trendy districts. Munich offers first-class cultural experiences, an exciting gastronomic scene, modern business environments, and cutting-edge technologies. Munich is: Lederhosen and laptops, Schuhplattler and street art, Dirndls and design. As we say here: “München is a Gfui“ – which is Bavarian for Munich is a special place with a special feeling.
Are there certain trends in the MICE industry in 2024 and beyond that you find particularly exciting, and why?
Martina Bürger, Marketing Manager Conventions: There are several exciting trends in the MICE industry. The use of data analysis and artificial intelligence is one of them. These technologies allow us to better understand the preferences and needs of participants, enabling us to create highly personalised experiences and significantly increase the efficiency of events. Another clear trend is the increased focus on sustainability. Environmental compatibility and social responsibility are increasingly being integrated into event planning to achieve long-term impacts.
On the topic of sustainability. What role does sustainability already play today in the selection of hotels, venues, and service providers?
Sophia Liebe, Marketing Manager Conventions: Sustainability is increasingly important to planners and is becoming a decisive criterion. Examples include comprehensive recycling programmes, CO2 compensation, water- and energy-saving measures, as well as the sensitisation and training of employees. Hotels and venues that are particularly committed to sustainability have a clear advantage now and in the future.
What should absolutely be included in your event's schedule as a framework programme?
Anna Tyroller, Marketing Manager Conventions: I would go for a combination of tradition and modernity. First, the English Garden is an absolute must. After work, I love going there with friends, with a picnic blanket and some snacks and drinks, to unwind in the evening. Secondly, Werksviertel Munich is always worth a visit. With its contrasts, architecture, and relaxed atmosphere, it offers countless possibilities for incentives and all kinds of events. If it fits the event, the English Garden and Werksviertel would definitely be on my shortlist.
What are your personal event highlights in the Munich event calendar for 2024?
Sigrid Smuda-Fröschl, Marketing Manager Conventions: I am a big football fan, especially of FC Bayern Munich, and often attend their games. The highlight of the 2024 event year for me was the European Football Championship. I followed all the German national team matches, often at private “public viewings“ with friends. There's nothing better than cheering together and feeling the excitement.
Thank you all for the insightful conversation.
Want to learn more about the opportunities and benefits that the Munich Convention Bureau offers? Contact us – we look forward to hearing from you!
