There are big changes ahead for Visit Antwerp. Indeed, quite recently FMCCA opened its doors, the first Antwerp based purpose-built convention center with a capacity of 2,000 people. “A genuine convention center of that size was missing in Antwerp and this is a great opportunity for us to broaden our market,” explains Inge Marstboom, Business Development Manager of Visit Antwerp. “Previously, we could only attract meetings and incentives up to 500 people, but with this significant capacity increase, we can now start exploring a whole new market.” The strategic location of the new FMCCA, adjacent to the Zoo and near the most beautiful train station in the world, also acts as a trigger for the hotel business in the city. “Next year we will have about 400 more hotel rooms in Antwerp. The NH hotel chain will open two hotels, Hilton will open another hotel. We are now at 4,600 rooms so the number will be increased to 5,000. For a city like Antwerp with a convention center of 2,000 this is now an ideal situation.”
In addition, there is also the building of the former Stock Market, which is now fully being renovated. “The Stock Market building will offer some interesting opportunities for post-meeting dinners, receptions etc., but not until 2018. Furthermore, fairground Antwerp Expo is also being renovated to increase its capacity so that we can attract more trade fairs to the city.”
Moreover, in Antwerp, the Antwerp Convention Bureau, a.k.a. ACB, was established recently to liaise with Visit Antwerp. “Our current role is both promotion of international meetings and conferences and follow-up on all leads. However, this is time consuming. Therefore, it was decided, in consultation with the local MICE industry, to establish ACB. The bureau will convert all the leads we get and will take care of the follow-up. Our team will continue to work the market proactively, also supervising city conferences, site visits, famtrips, etc. ACB will be the partner for all converting leads concerned and requests of hotel rooms,” explains Inge Marstboom. “We will continue the destination promotion as a congress city, but we noticed that a ‘one point of contact’ is important and ACB can play an important role here because all partners are member of ACB.”
ACB is a private initiative. “However, the city has invested in ACB by allocating a grant of € 70,000. Meanwhile there are negotiations with Tourism Flanders to invest in ACB as well, but the agency will be borne entirely by the private sector after the start-up, especially in the long term,” says Inge Marstboom.
“IBTM is an important Rendezvous for the MICE industry you can not ignore,” points out Inge Marstboom. “I notice, however, that this trade fair has become much more targeted. The promo booths are smaller, people are focusing on the core business and it is really important to reach the right people at the right time. Everybody you need to meet is here. However, to reach all the associations here, I have my doubts. For networking and promotion, however, IBTM remains important.”