Luxembourg Launches ‘MEET. CONNECT. ACCELERATE.’ Strategy at IMEX Frankfurt
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Eric Thill, Minister Delegate for Tourism, Highlights Luxembourg’s MICE Strategy at IMEX Frankfurt
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26th May, 2025
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On 20 May 2025, Eric Thill, Minister Delegate for Tourism, represented the Grand Duchy of Luxembourg at IMEX Frankfurt, the leading international exhibition for incentive travel, meetings, and events. His participation highlights Luxembourg’s strategic ambition to further strengthen its role as a dynamic and innovative player in the global business events ecosystem.
During his official engagements, Minister Thill held high-level discussions with prominent leaders from the global MICE (Meetings, Incentives, Conferences, and Exhibitions) industry. Among the highlights was an in-depth exchange with Mr. Matthias Schultze, Managing Director of the German Convention Bureau (GCB), focusing on the Future Meeting Space study, a forward-looking research initiative carried out in collaboration with the Luxembourg Convention Bureau and the Fraunhofer Institute. The study provides crucial insights into the evolving expectations of the global meetings sector, emphasising the role of technology, innovation, and data analytics in shaping the meeting spaces of tomorrow.
"The collection and analysis of data is fundamental in adapting our strategies and policies to the evolving demands of the events sector," stated Minister Thill. "By using data insights, we can continue to enhance the effectiveness of meetings and events, ensuring they align with the latest trends and industry needs. As a destination, Luxembourg can benefit greatly from the findings of the Future Meeting Space study, particularly through initiatives that harness technology to offer flexible, sustainable, and engaging event environments."
Minister Thill also held constructive talks with Ms. Marta Gomes, President of the International Congress and Convention Association (ICCA), regarding the ongoing development of the International Centre for ICCA Skills, located in Luxembourg. This initiative, aimed at enhancing professional training and capacity-building in the global events industry, serves as a testament to Luxembourg’s long-term commitment to knowledge sharing, innovation, and excellence in event organisation.
In a dedicated press briefing, Minister Thill presented Luxembourg’s current strategy for strengthening its international positioning in the business events sector. He underscored the country’s many advantages: its central location in the heart of Europe, outstanding accessibility, including an international airport and a nationwide free public transport network, and its unique blend of cultural diversity and economic dynamism.
He further emphasised Luxembourg’s strong performance in 2024, during which the country hosted approximately 9.150 business events, welcoming over 935.000 participants and registering a 14% increase in sector revenue compared to the previous year. This growth, the Minister noted, is reflected in recent private-sector investments, including the openings of the Anatura Hotel, the Moxy Hotel at Luxembourg Airport, and the premium Marriott Hotel in the capital.
The Minister announced Luxembourg’s significant progress in the recently released ICCA 2024 world rankings, where the country climbed 9 positions to secure the 60th place globally. This remarkable advancement is underscored by an impressive increase in the number of international conferences hosted, rising from 19 to 32 conferences.
Minister Thill also introduced the new brand identity of the Luxembourg Convention Bureau, encapsulated in the slogan MEET. CONNECT. ACCELERATE.. a bold reflection of Luxembourg’s commitment to cultivating meaningful encounters and fostering economic opportunity through world-class events.
“Our new brand is not just a slogan, it is a clear call to action. We are ready to welcome the global business events community and to support organisers in delivering exceptional events,” said the Minister. “In Luxembourg, delegates meet in extraordinary venues, connect across cultures and ideas, and accelerate their business objectives in a uniquely supportive environment.”
As part of this strategic renewal, the Minister officially introduced Dr. Bettina Bunge as the new Chief Executive Officer of the Luxembourg Convention Bureau. Dr. Bunge brings with her extensive international experience in destination marketing and tourism management, having led several renowned organisations in Germany.
Commenting on her new role, Dr. Bunge stated: “I am honored to join Luxembourg at this exciting moment. Together with our partners, we will position the Grand Duchy as a leading destination for innovative, sustainable, and high-impact events. My focus will be on embracing digital transformation, strengthening international partnerships, and ensuring that Luxembourg continues to stand out as a destination where ideas and people converge with purpose.”
To conclude his visit, Minister Thill hosted an official networking reception at the Luxembourg stand, offering international industry stakeholders the opportunity to engage with the Luxembourg delegation in an informal and dynamic setting.
Published by Meeting Media Group, the publisher of Headquarters Magazine (HQ) – a leading international publication based in Brussels, serving the global MICE industry and association community.
