On the heels of last year’s success in Events Club Associations Forum, Europe Congress returns to the Austrian city of Salzburg to capitalise on its MICE potential.

With the objective of making Salzburg a major MICE destination in 2024, the Austrian city ramps up preparations to host around 200 business event planners and suppliers at the Salzburg Congress for Europe Congress’ annual MCE Central and Eastern European forum.

According to a press statement, Europe Congress has partnered with Salzburg Congress and the Salzburg Convention Bureau to ensure participants will see the best of what the “City of Mozart” has to offer, including the area’s best hotels. The MCE Central and Eastern Europe will take place in Salzburg from February 4 to 6.

The statement adds that the show will see hosted buyers from all over Europe visit to connect with the leading hotels, congress centres, tourism bureaux and other event solutions providers from over 20 Central and Eastern European countries. Attendees will be hosted by the Sheraton Grand Salzburg and Imlauer Pitter hotels, both located next to Salzburg Congress and within walking distance from the UNESCO-listed Old Town.

The statement adds that Grand Sheraton Salzburg, which is also well-regarded for its onsite events, is enthusiastic about the future of MICE events in Salzburg. “If the past few years have taught us anything, it is that we need and want human connection and we are thrilled to see our industry come back so strong. We are excited to provide the stage for a top event,” says Oliver Sturmayr, the hotel’s General Manager.

Salzburg’s smaller size, ideal business-to-business venues and enthusiasm from the local meetings and events partners make it an appealing location for the event company, which specialises in boutique B2B forums, says the organisers.

They add that to foster these connections, attendees will participate in various activities across the event lasting over 2 and a half days, Europe Congress provides 35 prescheduled meetings for their more than 75 suppliers to meet with the 90 buyers, while social activities like a private brewery tour, a party at the historical Residenz Palace and a strudel-making class will allow for connections to be made outside of the meeting rooms.

“We focus on quality over quantity for our forums. Our event days are packed full of different events, and being able to offer personalised services and care for every participant makes everyone feel at ease. The intimacy at the forums allows top industry professionals the best chance of making important business connections- whether it’s during 1-2-1 meetings or one of our many activities like a walking tour,” Alain Pallas, Europe Congress’ Managing Director says.

“The city’s top-notch conference facilities, coupled with its charm and accessibility, make it an ideal choice. Our Imlauer team is well experienced in organizing meetings and events and is delighted to host you!” says Julia Franz, Director of Sales and Marketing at Imlauer Hotels and Restaurants.