ASK THOSE in the meetings and confer- ence business about holding events in eastern Europe, and two cities are almost sure to feature prominently in their replies: Prague and Budapest. The Czech Republic and Hungarian capitals have been benefiting from improved flight access from around Europe and beyond, and a wide range of hotels and venues, as well as historic attractions, to tempt more delegates to attend. These two, alongside other cities in the
region, are also set to prosper from the continuing crisis in Ukraine, where the capital Kiev had been gaining in popularity as a meetings destination in recent years,
business. Many event organisers are also attracted by the diverse range of venue options and new openings.” As Saffron Elborough, Capita Travel and
Events’ proposal writer, says: “The cost can be lower in eastern Europe, and location also sways it. If all delegates are based in Europe, they’re unlikely to head to another continent, unless it’s for an incentive trip. Eastern destinations may hold a greater at- traction than western Europe, as delegates may not have visited before.”
PRAGUE AND BUDAPEST Both cities feature in ICCA’s (the Interna- tional Congress and Convention Associa-
EASTERN EUROPE
BUSINESS, ECONOMICS AND POLITICS ARE DRIVING CHANGES ACROSS THIS DIVERSE REGION
before the unrest started in January. There are also signs that the conflict is affecting Moscow’s desirability as a host city. There are plenty of other cities and countries vying for attention in the lu- crative meetings, incentives, conferences and exhibitions (MICE) market in eastern Europe – from the Baltic states in the north to Istanbul in the south, and even further east, depending on where you draw the line between Europe and Asia. Jonathan Hutton, head of specialist
services at Hillgate Travel, says: “The key factor driving growth in the region is the competitive pricing being offered to attract
74 BBT JULY/AUGUST 2014
tion) list of the top 20 worldwide host-city destinations during 2013, with Prague ranking 11th and Budapest in 17th place. One of the major selling points for these cities is that they tend to be significantly cheaper than their counterparts in western Europe, particularly for hotels. For example,
Hotel.info’s hotel price barometer found that average room rates were £54.75 for Prague and £63.78 in Budapest during March 2014. This compared to rates of £116.77 in London and £106.57 in Paris. Increased air access to both Budapest
and Prague has also been vital to the cities’ popularity, according to Mike Leeson,
senior events manager at Chambers Travel Events, as well as having hotels with the conference facilities able to host a range of events and meetings. “We have seen an increase in mid-sized pharma congresses going to Budapest and utilising the larger conference hotels,” adds Leeson. “Prague remains, and always will be, a popular choice because of excellent flight access.” The ability to combine conference hotels
with historic venues for dinner and recep- tions is also a key component for the two cities, while their tourist attractions can help to boost attendance at events. “Prague is particularly walkable – making it ideal
BUYINGBUSINESSTRAVEL.COM
The Nationale-Nederlanden building (aka ‘the Dancing House’) in Prague, Czech Republic
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