Convention Bureau Brainport Eindhoven puts the region firmly on the international conference map
It began in 2017 with one simple question: what are the strategic opportunities for Eindhoven and the Brainport region in the international conference market? Cuno Groenewoud from city marketing organisation Eindhoven365 pondered this question and launched an extensive study. The conclusion? If there is anywhere in the Netherlands with potential for further development of the conference market, it is the Brainport region. The close cooperation between government, businesses and knowledge institutions makes the region attractive for knowledge-driven conferences. There is plenty of potential, but it was not yet being fully exploited. That observation was the starting point for what would later become the Convention Bureau Brainport Eindhoven. Thanks to support from the Regio Deal funds, that idea could actually be put into action.
The added value of conferences for Brainport
But why are conferences important for Brainport Eindhoven? The aim of the convention bureau is not so much to attract as many conferences as possible. It is mainly about promoting and attracting the right conferences that fit in with Brainport's innovation ecosystem. Cuno: 'The greatest value of conferences lies in bringing together high-quality networks that promote knowledge development, innovation and trade. We want these meetings to take place in our own city and region as much as possible, rather than elsewhere in the world. This allows participants to experience the Brainport region and get to know the regional knowledge institutions and the business community. This increases the region's visibility among international talent and companies. At the same time, conferences attract a stream of national and international visitors, spending in regional SMEs and practically skilled employment. A win-win-win situation, in other words.'
In the initial phase, there were two ambitions on the table: the development of a leading conference centre that meets international requirements and the organisation of proactive conference recruitment. After years of research and a careful tendering process, the conference centre was dropped due to a sharp rise in construction costs. But Cuno did not want to lose the momentum that had been built up. “We had a clear idea of where the opportunities lay. So we said: let's press ahead with conference recruitment.”
Together with the municipality of Eindhoven, the support of hotels and conference venues, and funding from the Regio Deal, the project was redesigned. This led to the creation of the Convention Bureau Brainport Eindhoven with a clear ambition: to position the Brainport region as Europe's leading conference destination in the field of high-tech and innovation.
Conference desk for every organiser
In 2023, Ingeborg Bosch joined as manager of the convention bureau. With her background in conference organisation, she became an important driving force. Together with initiator Cuno and business developer Pieter Hermans, they form the three-person core of the bureau. While Cuno focuses on strategy and creating support in the city during the start-up phase, Ingeborg is responsible for the day-to-day management and further development of the convention bureau. Pieter contributes his extensive network in high-tech and the international academic world.
One of the first steps was to increase brand awareness and set up a clear helpdesk function. “We wanted everyone with a conference question to know where to go,” says Ingeborg. The convention bureau focused on participating in international trade fairs, organising meetings together with Eindhoven University of Technology and other campaigns. Soon, requests started coming in, which were forwarded to the right partners. The bureau does the groundwork, including compiling bid books, bringing parties together and suggesting suitable locations. The actual organisation of conferences is carried out by specialised partners in the region. ‘We take care of everything up front so that others can do what they do best,’ says Ingeborg.
Ambassador network The Unconventionals
An important part of the approach is the ambassador network The Unconventionals: a growing group of committed professionals who use their knowledge and international network to contribute ideas about opportunities for conferences in the region. Pieter is primarily responsible for activating this network. ‘These are people who already work in the Brainport ecosystem and form a bridge to international conferences: professors (TU/e), lecturers (Fontys), practors (Summa), researchers and entrepreneurs. They are closely involved with the content.’ Ambassadors are not directly expected to actively attract conferences. Their value lies in identifying opportunities and strengthening the Brainport story. The ambassador network now has around forty ambassadors, and the ambition is to grow to a hundred.
Measurable impact
The trio's efforts are bearing fruit. In three years' time, the convention bureau was involved in 154 conference dossiers, 57 of which were actually realised. Together, they will bring more than 17,000 conference visitors to the region by 2028. The economic impact of these conferences is estimated by consultancy firm Ginder at around 20 million euros, spread across hotels, catering and other facilities.
Convention bureau continues
The convention bureau will continue to grow in the coming years. Demand is growing faster than capacity, which is why we are looking for an additional colleague to focus on acquisition. The Regio Deal period has come to an end, but the municipality of Eindhoven continues to invest through Eindhoven365 to further embed the convention bureau within its city marketing strategy. ‘Without the Regio Deal funds, we would never have been able to set this up professionally in such a short time. We are very grateful to them for that. You need a lot of manpower to make this a success, and the right financial resources are essential,’ says Ingeborg.
The potential for a larger conference centre is still there. Given Eindhoven's rapid growth, it is not inconceivable that existing conference venues will be expanded or new ones added in the coming years. Ingeborg: 'This would allow us to capitalise on even more international opportunities by attracting larger conferences. Occasionally, there are exceptional conferences, such as the VNG annual conference in 2025, which welcomed more than 3,000 participants from all over the Netherlands. However, the majority of multi-day international knowledge conferences have between 300 and 700 participants. That market is still large, and we are seeing increasing interest in Eindhoven and the Brainport region." ‘It remains remarkable to see that organisers sometimes prefer Eindhoven over cities such as London,’ concludes Pieter.
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