Conference Matters 141

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Proud of being EU's most competitive region Utrecht

and climate-conscious life is also a goal. “Utrecht pays just as much attention to resi dents and nature as to the realities of a modern city. That overall picture, combined with the title ‘most competitive region of the EU’, gives the region new opportunities, also internationally, in the field of health”, says Drijvers. “The health sector appreciates that more and more health conferences are coming to this region. The range of locations is endless. Many people and companies in healthcare are also members of international medical associations. We would like it if all the travelling conferences also came here. We also want to play a role in that,” says André de la Porte. Culture, heritage and nature “The Utrecht region is diverse. Here, you can find beautiful culture, heritage and nature. You’ll be surprised by the cities, towns and locations you visit. Each region in Utrecht has something unique to offer. From meetings in the bustling historical city and soothing greenery of the Utrecht Hill Ridge to a network event between flights, accessibility is very good. Within 30 minutes by train from Schiphol, you’re in the heart of Utrecht, but there are also direct connections to Zeist and Amersfoort”, explains Drijvers. The Venuefinder platform has been set up for organisers, where all locations for the conference or event planner can be found and compared quickly and easily. “Venuefinder works very well and makes it clear that business locations work well together in this region. That’s important because you’re stronger together, and we all have an interest

Marketing, contribute to this by bringing parties together. “We have a lot to offer as a region, in part thanks to collaboration between entrepre neurs and governments”, says André de la Porte. “The facilities, locations and accessibility are very good here.” Storytelling This collaboration helps tell the stories that put the region on the map in order to attract tourists as well as interest in the region’s business mar ket. “Utrecht is well-known in the Netherlands, but we’re still a relatively unknown hidden gem internationally”, André de la Porte adds. In particular, Utrecht focuses on a healthy soci ety with healthy people in a healthy living environ ment. “Utrecht is the beating heart of a healthy society. The region has much knowledge and expertise in related themes. From university hos pitals and training courses to laboratories and companies, the knowledge is here, and we want to convey that under the theme ‘Utrecht, Heart of Health”, says Drijvers. Impressive health figures The health figures are indeed impressive. In total, almost a fifth of all jobs in the Utrecht region are in the health sector, where more than 2,000 companies and 100 start-ups are active. Fifty percent of all national research in medical sci ence takes place in the region. It also has the Utrecht Science Park, the Netherlands’ largest science park. But there is also life outside the laboratories, offices and schools. An environment that serves as a model for a sustainable, energy-conscious

Although the Utrecht region is a permanent fixture in the Dutch conference landscape, it is still a hidden gem for the international market. However, as the EU’s most competitive region, that will soon change. Something to be proud of: Utrecht was recently named the EU’s most competitive region. Rese archers compared no fewer than 234 European regions using almost 70 indicators. Utrecht was the big winner in this year’s Regional Competitiveness Index (RCI), which is published once every three years, and named the ‘region with the greatest competitiveness’ thanks to its high scores in matters such as level of education and innovation. This creates opportunities to interest the international conference market in Utrecht even more. Collaboration at all levels The Utrecht region’s success is partly due to collaboration at all levels, which it knows like no other. That was also the reason to start a regional collaboration in business tourism. It is an initiative from the Province of Utrecht and is facilitated by Regionaal Bureau voor Toerisme (RBT) Heuvelrug en Vallei, Woerden Marketing and Utrecht Convention Bureau, part of Utrecht Marketing. The aim is to jointly put Utrecht more prominently on the map as a conference region in order to encourage business tourism. Monique André de la Porte, Account Manager of the Utrecht Convention Bureau, and Maartje Drijvers, Business & Talent Marketer at Utrecht By Sjoerd Geurts

historic atmosphere”, explains André de la Porte. “We try to persuade our guests to go out during their stay. If they’re staying in the city, then they can cycle in the Utrecht Hill Ridge or sail on the Vecht. And if they’re staying in the area, they can visit the city for a conference dinner in a museum with a cruise. You can have fantastic combinations here”, says Drijvers. “That’s what makes our story so interesting. Utrecht is small enough to remain typically charming, but large enough to join in with the big cities. Utrecht is the region to be discovered!” says André de la Porte.

in the Utrecht region being rediscovered internationally”, says André de la Porte.

Special locations Although the city of Utrecht provides the perfect backdrop for a business event, the region has much more to offer. “I noticed that many foreign MICE planners are receptive to special venues outside the city, such as the Rijtuigenloods in Amersfoort and Kasteel Woerden. They’re two totally different locations where you can organise a great conference or event. De Rijtuigenloods is a big, modern industrial venue, while Kasteel Woerden has a

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