Budapest Convention Bureau: targeting British and American booze

Last year, Budapest ranked 22nd globally ahead of Warsaw, Zurich or Bangkok in the ranking based on the number of international federation conferences, he pointed out. Bálint Erdei, at the professional forum of the Budapest Convention Bureau (BUDCB).

The deputy general manager responsible for strategic implementation of tourism at the Hungarian Tourist Agency (MTÜ) emphasized that the MICE market plays an important role in Hungarian tourism, as the average length of stay of the segment’s guests – compared to the average of 2.7 for leisure traffic – is 3.2 night. Accordingly, MTÜ’s long-term goal is to double the number of international events by 2030.

Ildiko LippaiBUDCB senior sales manager, presenting the results of the Office’s recent MICE market survey, said that of the 1,707 events they analyzed, 40% were conferences, 22% were meetings or trainings, 15% were incentive programs, while the number of virtual events was already barely reached 3%.

The top list of ordering companies is led by the British, the Americans and the Germans, half of the domestic MICE events can be linked to these three nations. The other places in the TOP10 list are all European Union countries. In connection with the incentive trips, he emphasized that rural programs are becoming more and more popular.

The line-up of this year’s major domestic events is April 6-9. opened by the EPA (European Psychiatric Association) congress with 2,500 participants. The most popular event will be the Jehovah’s Witness conference in June, with the participation of 30,000 people. 3,500 delegates are expected for the autumn world congress of ISUOG (International Ultrasound in Obstetrics and Gynecology), 16,000 people will travel to Hungary for the travelWorld event at the end of September, while 1,500 people can come to Budapest for the IB Global Conference in mid-October.

The BUDCB also successfully applied for large events with thousands of people, most of them conferences of medical associations. They will take place in the fall and in the first half of next year, such as the congress of the European Society for Pediatric Oncology and the Oligonucleotide Therapeutics Society, but there is already a confirmed event for 2026.

Ildikó Lippai also presented this year’s foreign sales activities of BUDCB, which has been affiliated with the Hungarian Tourism Agency since November 2022.

He said that in 2024, BUDCB is expected to represent the domestic MICE industry at IMEX in Frankfurt, IMEX America in Las Vegas and IBTM in Barcelona. Prior to the event in Frankfurt, the MTÜ also offers a limited number of personalized professional training to those co-exhibitors who were able to apply for this pilot service as a separate option. They will decide on the continuation after the evaluation.

Although this year BUDCB is strengthening its presence especially in the British and US markets, it also participated in professional events such as the Conventa in Ljubljana, the m&i Fest in Marrakesh or the Event Club Association Forum in Valencia. Based on this year’s experience, next year the Office plans to have an even more pronounced presence at the Convent, which has now become a significant regional event.

Regarding the study trips organized by the BUDCB, the specialist said, among other things, the BUDCB organizes an American family trip with a US focus after IMEX, as well as a study trip focused on associations during the fall ISUOG congress.

Ildikó Lippai highlighted it, meanwhile BUDCB launched a nationwide roadshow in order to bring together professionals and service providers interested in MICE.

In addition to all this, the BUDCB will also provide professional support for the fall MICE Business Day event this year.

The BUDCB started its series of professional forums in the spring of 2023, we reported on the first event in this previous article.