At an exclusive gala dinner, visit.brussels presented 37 Ambassador awards to the partners who, over the past three years, have contributed exponentially to propagating and supporting Brussels as an international MICE destination.
MICE is an acronym for meetings, incentives, conferences and exhibitions, in which large groups, usually planned well in advance, are brought together for a particular purpose. MICE tourism is also referred to as the “meetings industry”
In front of an audience of academics, doctors, European Commissioners, deans of universities, chairmen and board members of international associations based in Brussels, scientists, hospital directors and other destination partners, the 37 new ambassadors were praised for their efforts and help in bringing major international events to Brussels and reinforcing its image as ideal MICE destination.
130 people participated in this first edition of the Brussels Ambassadors Night. visit.brussels will use this event to launch a new network that can be activated to allow new international events to take place in Brussels. This will enhance the Belgian capital’s international appeal and promote its local expertise and strengths.
For many years, the Brussels-Capital Region has successfully concentrated on drawing international events. With its 657 gatherings in 2016, for example, it ranks as Europe’s number one convention destination, and second worldwide.