Dr. Bettina Bunge, recently appointed CEO of the Luxembourg Convention Bureau, brings a clear vision to boost Luxembourg’s international visibility in Business Events.
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Mission and Mandate of the Luxembourg Convention Bureau
Could you elaborate on the core mission of the Luxembourg Convention Bureau and how its strategic positioning around “Meet. Connect. Accelerate.” translates into tangible benefits for international Business Events organisers considering Luxembourg as their destination? The Luxembourg Convention Bureau (LCB) is an Economic Interest Group jointly financed by the Ministry of the Economy and the City of Luxembourg. Established in 2019, our team of eight women officially promotes the Grand Duchy as a prime destination for Business Events – from international conferences and exhibitions to seminars and team-building activities.
Our mission is to help organisers plan and host successful events in Luxembourg. As connectors, facilitators, and ad visors, we offer personalized, impartial, and free support. Our slogan, “MEET. CONNECT. ACCELERATE.”, reflects Luxembourg’s spirit: a place where delegates meet in exceptional venues, connect in an international environment, and accelerate ideas into reality.
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Leadership and Vision
As the first woman at the head of the Luxembourg Convention Bureau, you bring over 25 years of inter national experience in destination marketing and the Business Events sector. What key priorities will you focus on during your tenure, and how do you envision leveraging Luxembourg’s unique attributes to advance the bureau’s objectives?
My career across diverse destinations has taught me to craft stories that resonate globally while staying true to local culture. I’m proud to use this experience to position Luxembourg as a key player on Europe’s Business Events map.
Luxembourg offers unique advantages: a central location, free public transport, and an innovative ecosystem spanning finance, space, technology, ICT, and health sciences. Its human scale ensures personalised experiences and efficient organisation.
Sustainability is at the heart of our approach. Through the Green Business Events initiative, we promote eco-friendly practices and encourage the use of sustainable venues and suppliers. Looking ahead, we’re embracing digital transformation, including AI, to anticipate trends and enhance the event experience.
Our focus is clear: to elevate Luxembourg’s visibility internationally, strengthen partnerships, and help organisers deliver high-impact, innovative, and sustainable events.
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Brand Identity and Digital Presence
The LCB recently underwent a strategic rebrand with a new visual identity and website. What was the thinking behind this transformation, and how does this refreshed positioning reflect Luxembourg’s ambitions within the global Business Events landscape?
Founded five years ago, the LCB aimed to unite stakeholders, structure the national offer, and raise Luxembourg’s international profile. Having achieved this, we are now entering a new chapter with a bolder, more confident identity.
Our new brand and website, part of the Business Events 2030 strategy, reinforce Luxembourg’s ambition to be a leading destination for innovative, sustainable, and high-value events.
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Sector Trends and Business Events Evolution
The Business Events industry is experiencing significant shifts. What emerging trends are you observing in the events industry, and how is the LCB adapting its strategy to remain relevant and competitive in this evolving environment?
The sector is evolving rapidly, driven by sustainability, technology, and delegate expectations. Congresses, trade shows, and incentive programs are growing, while smaller corporate meetings are stabilising.
We are observing a rising demand from Germany, France, Belgium, and the Netherlands, highlighting Luxembourg’s regional attractiveness. The “bleisure” segment – where business travellers extend their work trips to enjoy leisure experiences – shows strong growth potential: 37% of business travellers currently extend their stay, compared with 51% across Europe.
To stay ahead, we’ll launch a national observatory for Business Events to analyse data and guide evidence-based strategies aligned with key priorities in finance, space, sustainability, and digital innovation.
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Recent Successes
Luxembourg currently ranks 60th in the ICCA rankings, with an ambition to reach the top 50 by 2030, as stated by the Minister delegate for tourism, Eric Thill. Could you share some recent tender wins or notable events that the LCB has successfully secured? Recent successes include winning Gen-E 2027, Europe’s largest youth entrepreneurship festival, and the ESVS (European Society for Vascular Surgery) Annual Meeting 2028. Securing such events demon strates Luxembourg’s competitiveness on the global stage.
I look forward to collaborating with partners across sectors to enhance experiences for clients, residents, and society. Together, we are ambassadors of our remarkable country.
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