A New Era to Meet, Connect and Accelerate in Luxembourg

Luxembourg City © LMIH - Sabino Parente

From 1 November, destination executive Bettina Bunge will be the new managing director/CEO of the Luxembourg Convention Bureau (LCB), as announced in May at IMEX Frankfurt 2025. Bettina will be responsible for the global marketing of the Grand Duchy as a destination for conventions and conferences, leading all international promotion of Luxembourg in the MICE sector. This will include strengthening international partnerships, implementing digital transformation, sustainability and repositioning a new identity for the LCB.

Recognised as a destination marketing expert for her work in several German cities, Bunge has been the managing director of Tourismus-Agentur Schleswig-Holstein since November 2017. With her arrival, Luxembourg will take on a new strategic identity for its Convention Bureau, under the slogan ‘Meet. Connect. Accelerate.’ We spoke with her about the impact, visibility and industry goals of Luxembourg under her leadership.

1) Bettina, first of all, congratulations on this new professional milestone; this time at the helm of such a prestigious destination in the heart of Europe. You bring a vast wealth of knowledge to this role, having worked in the marketing and management departments of cities and regions such as Hamburg, Dresden and Schleswig-Holstein. What does this challenge mean to you as a tourism and events professional? How will your previous experiences help you shape Luxembourg's profile for business events?

It is a true honor to step into the role of LCB’s CEO. I feel incredibly privileged to be joining a team of highly skilled professionals and to collaborate with passionate stakeholders across Luxembourg’s vibrant business events landscape. My career path has taken me through Hamburg, Dresden, and Schleswig-Holstein – each destination with its own distinct character and strengths. These experiences taught me how to craft compelling narratives that resonate internationally, while staying true to local identity. I now look forward to applying this expertise to position Luxembourg as a key player on Europe’s business events map.

Luxembourg is still a relatively undiscovered gem in the meetings and events industry, but it offers a wealth of advantages: excellent international connectivity, a multilingual and multicultural population, a forward-thinking business ecosystem, and a human scale that fosters proximity, agility, and personalised service. Notably, it was recently ranked the 7th safest country in the world by HelloSafe – a factor that is increasingly important for event organisers and delegates alike.

In each of my previous roles, I focused on building bridges between local assets and global expectations. I developed strategies that emphasised authenticity, innovation, and long-term partnerships. These are exactly the qualities I see in Luxembourg – and I believe they can be amplified to attract international conferences, corporate events, and association meetings. Moreover, my international network of contacts across the business events industry will be instrumental in raising awareness of Luxembourg’s potential. I plan to actively engage with associations, PCOs, and corporate planners to showcase what the country has to offer as a strategic partner for impactful and memorable events.
 

© LMIH - Sabino Parente
 

2) In the latest supplement that HQ published about Luxembourg, we highlighted a destination where creativity, diversity, and sustainability were the main drivers behind high-level events. What will be the cornerstones and priorities during your term of office? Where do you think Luxembourg can further develop its strategy for business travel and association events?

Looking ahead, we see exciting opportunities to elevate Luxembourg’s profile in the business travel and association events sector. Our strategy is built around three key pillars:

• Seamless connectivity and accessibility;

Luxembourg’s central location in Europe, combined with its excellent transport infrastructure and compact geography, offers a unique advantage: ease of movement. Whether arriving by air, rail, or road, delegates can navigate the country quickly and efficiently. A major convenience is that all public transport in Luxembourg is free, making it even easier for participants to move between venues, hotels, and city attractions without logistical or financial barriers. This proximity and accessibility are key assets we intend to leverage more strategically for business events.

• Sustainability and responsible innovation;

We are committed to positioning Luxembourg as a frontrunner in sustainable event management. Through our Green Business Events label, we actively promote eco-friendly practices, encourage the use of sustainable venues, and support responsible planning. This initiative reflects Luxembourg’s broader commitment to environmental stewardship and aligns with the growing demand for greener, more conscious events.

• Embracing technological transformation and AI.

As a research partner of the Future Meeting Space Innovation Alliance - alongside the German Convention Bureau and the Fraunhofer Institute for Industrial Engineering IAO - LCB is deeply involved in exploring how global megatrends are reshaping the business events landscape. Topics like New Work, demographic shifts, and artificial intelligence are no longer distant concepts; they are actively influencing how events are designed, delivered, and experienced. Our involvement in this initiative allows us to anticipate emerging trends, assess their impact, and develop actionable strategies that are tested in real-world scenarios.
 

3) During your presentation as the new LCB CEO at IMEX Frankfurt, Minister Delegate for Tourism, Eric Thill (on the right with Bettina), also took the opportunity to unveil LCB's new identity, built around the slogan: “Meet. Connect. Accelerate.” He said that, “(...) for several years now, we have been laying these foundations: the creation of the Luxembourg Convention Bureau, the structuring of the ecosystem, the first successes on an international scale. Now it’s time to move up a gear.” What gear is that, Bettina? How will this ‘Meet. Connect. Accelerate’ represent a new framework and turning point to be followed in Luxembourg?

What we presented at IMEX Frankfurt is not a departure from our past efforts, but rather a strategic evolution – a bold repositioning that builds on the solid groundwork we have laid over the past few years. The establishment of the LCB, the structuring of our business events ecosystem, and our initial international successes have all been important milestones. Now, we are entering a new phase – one that shifts the focus from laying foundations to accelerating Luxembourg’s emergence as a global hub for business events.

This next phase is guided by our ‘Business Events 2030’ vision. It is about sharpening our ambition: to position Luxembourg as a go-to destination for innovative, sustainable, and high-value business events. It is about aligning our positioning with the evolving needs of event organisers, enhancing our international visibility, and showcasing Luxembourg’s unique strengths – its accessibility, sectoral excellence, quality of life, and human-centred approach. Our new framework, ‘Meet. Connect. Accelerate.,’ reflects this momentum. It signals a dynamic, connected, and impact-driven approach, where every meeting is an opportunity to foster meaningful connections and drive growth – for participants, partners, and for Luxembourg as a whole.
 

4) According to the latest data published by Luxembourg for Tourism, the country hosted 9,150 MICE events with 935,000 participants last year. This represented a 10% increase in the number of events and a 12% increase in the number of participants compared to the previous year. At the same time, the country ranked 60th in the ICCA's global event ranking. In a highly competitive market, where the characteristics of the destination remain decisive, how do you intend to continue this upward trajectory? Is it a question of visibility, infrastructure or local partnerships?

Luxembourg is undergoing a dynamic transformation on multiple fronts, and the business events sector is evolving right alongside it. This growth isn’t driven by a single factor, but rather by a powerful combination of expanding infrastructure, increased international visibility, and strong local collaboration. In just the past two years, six new hotels have opened across the country, each offering a distinct experience: Moxy, a vibrant and youthful hotel near the airport; Anatura, a nature-inspired retreat in the north; Marriott Alfa, a beautifully renovated historic property in the city’s central station district; Villa Pétrusse, a Relais & Châteaux gem nestled in the heart of the capital; B&B Hotels, located in the fast-developing La Cloche d’Or area; and NOTO Hotel, part of the cutting-edge GRIDX innovation hub.

Beyond accommodation, infrastructure continues to improve. The tram network, inaugurated in 2017, now connects the airport directly to the city centre – making travel seamless for both local and international visitors. These developments reflect Luxembourg’s commitment to creating a welcoming and efficient environment for event organisers and participants.

Visibility is another cornerstone of our strategy. We are actively positioning Luxembourg as a destination that stands out for its innovation, sustainability, and quality. This is achieved not only through targeted international campaigns but also through close cooperation with key promotional actors. Whether it is Luxembourg for Tourism, which promotes the country for leisure travel, or the Luxembourg City Tourist Office, focused on the capital, we work hand in hand on joint initiatives.

A great example of this collaborative spirit is the Let’s Make It Happen initiative - a national place branding strategy that unites different public stakeholders around a shared vision of Luxembourg’s identity. It fosters coordinated communication and joint projects, ensuring a coherent and impactful presence on the international stage. Through dedicated working groups, we stay in close contact and align our efforts to promote Luxembourg as a forward-thinking and welcoming destination. Being a small country is an advantage: it allows us to work in a highly connected and agile way. Local partnerships complete the picture. The LCB benefits from a strong and cohesive network of partners, including hotels, venues, and service providers. We are currently developing a new collaborative model to deepen these relationships, encouraging more intensive cooperation and joint initiatives. 
 

5) Another major announcement at this press conference was the creation of a national observatory for business events, which aims to calculate and measure the country's progress in the international competition for conferences and exhibitions. Likewise, DMOs are increasingly using data-driven approaches to understand and influence visitor behaviour. How can this align your national ambitions in the events market with the industrial and social goals that your stakeholders and partners have in mind? In other words, how can this refine your bidding process and business acquisition?

The creation of a national observatory for business events marks a major milestone in aligning Luxembourg’s ambitions with the evolving needs of our stakeholders. By collecting and analysing data on conferences, exhibitions, and visitor behaviour, we will gain a clearer, evidence-based understanding of our performance in the international events market. This will allow us to move from intuition to informed strategy – refining how we attract, bid for, and deliver high-impact events. Of course, this is a complex and demanding undertaking. Building a robust data infrastructure, ensuring consistent input from diverse partners, and translating insights into actionable strategies will require time, coordination, and commitment. But we are absolutely up for the challenge.

For our stakeholders – whether in industry, academia, or government – this observatory will ensure that business events contribute meaningfully to broader economic and social goals. It will help us identify which sectors benefit most from international exposure, where knowledge exchange is most impactful, and how events can support innovation, talent attraction, and sustainable development. In practical terms, this will sharpen our bidding process by allowing us to target events that align with Luxembourg’s strategic priorities – such as finance, space, sustainability, and digital innovation. It also enables us to present compelling, data-backed value propositions to international organisers. Ultimately, the observatory will help us build smarter partnerships, design more relevant bids, and position Luxembourg as a destination where business events are not just hosted… but where they actively drive progress.
 

Participantes during the ICCA Skills Seminar, in June 2025

6) Luxembourg recently hosted two educational events for training new talent in the sector: the CityDNA Summer School and the ICCASkills Training Seminar. Is it one of your goals to be more involved in industry-related events such as these? Do you think the destination can reap the benefits of hosting these educational events for its own ecosystem?

Certainly. Participating in industry-leading events like the CityDNA Summer School and the ICCASkills Seminar is fully aligned with our strategic vision. These initiatives not only enhance Luxembourg’s international visibility but also help position the country as a forward-thinking knowledge hub – where the future of the meetings industry is actively shaped. For our local ecosystem, the impact is tangible. These events create valuable opportunities for knowledge exchange, professional development, and networking among local stakeholders, students, and industry professionals. They allow us to bring global best practices to Luxembourg while showcasing our own expertise and innovative mindset to the international community.

Having previously served as Vice-President at CityDNA, I have always had a personal connection to the Summer School. It is a unique platform that brings together seasoned professionals and emerging talent in a destination that reflects excellence. That is why I am especially proud that Luxembourg has now hosted this event – demonstrating our commitment to nurturing talent and contributing to the evolution of the global meetings industry.

Luxembourg, the Best Place to Make your Events More Sustainable

7) Event destinations can play a key role in generating strong positive impacts for associations. Especially if we are talking about profound legacies that translate into scientific advances, measures to combat climate change, technological innovations, or others. How does your convention bureau plan to network with agencies, such as Luxinnovation, or with research centres, such as the Luxembourg Institute of Science and Technology, for this purpose? What do social impact and event legacies mean for Luxembourg?

For us, legacy and social impact are not just desirable outcomes – they are essential components of every event hosted in Luxembourg. Thanks to the country’s small size, agility, and tightly connected ecosystem, we are uniquely positioned to bring together institutions, businesses, and research centres around shared goals that extend far beyond the event itself. Through close collaboration with partners like Luxinnovation G.I.E. and research institutions such as the Luxembourg Institute of Science and Technology (LIST), we are able to connect international associations with the right local expertise in key sectors like finance, space, health, and sustainability.

This ensures that events held in Luxembourg leave behind real, measurable benefits – whether in scientific advancement, technological innovation, or environmental solutions. In our view, social impact means creating opportunities for knowledge exchange, talent development, and collaboration between local and global communities. Legacy, in the Luxembourg context, is about ensuring that every event contributes to the country’s long-term ambitions – strengthening our innovation ecosystem, supporting inclusive growth, and advancing a more sustainable future.
 

 
The MPI European Meetings and Events Conference (EMEC) took place in Luxembourg from March 3-5, 2024. 
 

8) International events contribute to seasonal adjustments in occupancy rates, extending stays and increasing average visitor spending. What role do you see MICE events and, more specifically, association conferences playing in the strategic planning of Luxembourg as a destination?

Business events are a cornerstone of Luxembourg’s strategy as a destination. Unlike some European countries, Luxembourg is not impacted by mass tourism. Instead, it focuses on high-quality, value-driven tourism, particularly from nearby markets. Business events play a key role in this approach, as they are spread throughout the year – helping to reduce seasonality, extend visitor stays, and generate higher economic returns. On average, participants spend around €450 per day on accommodation, dining, transport, and activities, underscoring the sector’s significant contribution to the local economy.

We are seeing strong growth in association conferences and corporate events, especially in emerging sectors such as clean energy, sustainability, scientific research, and commercial space exploration. International research symposiums are also gaining momentum. At the same time, delegate expectations are evolving – there is a growing demand for sustainable practices, flexible and hybrid formats, and authentic experiences that connect with the local culture and community. With robust institutional support and close collaboration with local partners, business tourism is a key driver of Luxembourg’s economic diversification. It supports a wide range of sectors – from hospitality and services to innovation and research – while reinforcing the country’s international reputation as a forward-looking, high-quality destination.
 

9) Event planning is entering a phase subject to travel restrictions, reputation concerns, geopolitical instability, and growing doubts about format, location, and inclusivity. How does Luxembourg approach these new global challenges that lie ahead?

We see the current geopolitical and economic climate as both a challenge and a strategic opportunity. There is no doubt that uncertainty is affecting associations and event organisers worldwide, and we fully recognise the concerns this brings. However, Luxembourg’s reputation as a stable, safe, and politically neutral country allows us to offer something increasingly valuable: reliability and reassurance. Rather than being a disadvantage, this context actually enhances Luxembourg’s appeal. Our central location in Europe, combined with our human-scale approach, excellent accessibility, and multicultural, multilingual environment, positions us as a natural meeting point – especially in times of uncertainty. In short, while global instability presents real challenges, it also gives Luxembourg a unique opportunity to stand out as a trusted, resilient, and forward-looking destination for international events.
 

Want to know more about Luxembourg for events? Check out our Special Mice Luxembourg Report
 

Published by Meeting Media Company, the publisher of Headquarters Magazine (HQ) – a leading international publication based in Brussels, serving the global MICE industry and association community.