1. special destination > Antwerp
CONTENTS
+ Antwerp, a meetings city
special destination on a rise . . . . . . . . . . . . . . . . . . . 21
Philip Heylen, Antwerp’s Alderman
Antwerp
for Culture and Tourism
+ Antwerp congress &
business events bureau:
an evaluation . . . . . . . . . . . . . 23
Inge Marstboom, manager of Antwerp’s
Congress & Business Events Bureau
+ Antwerp hotel association:
Antwerp, a Meetings City on the rise ! a new drive for Antwerp’s
meeting industry . . . . . . . . 24
An interview with Philip Heylen, Antwerp’s Alderman for Culture and Tourism, Didier Boehlen, GM of
Radisson Blu Astrid Hotel
always ends on a warm note. Philip is fiery, enthusiastic, well-informed and
never pessimistic. He’s excited about Antwerp’s Meetings Industry too,
but he’s not afraid to admit that there is still much work to be done. INTERVIEWS BY MARCEL A.M. VISSERS
MIM Europe: Antwerp is a city on the rise, as Bigger conferences are seldom organized, international trade fairs and events. Every
far as the Meetings Industry is concerned. and are often only possible thanks to the year we attend the two major interna-
How fast is this growth? flexible attitude of the organizer. Problems tional exhibitions: EIBTM and IMEX. At
PH: Antwerp certainly has the potential arise for larger multi-day conferences these fairs, Antwerp Tourism & Congress
to grow as a meetings destination. It has organized on one fixed location for plenary can assess the international interest for
important advantages such as accessibility, meetings, breakouts, catering and exhibi- the city. We’re also members of several
the status of being the economic centre tion. The limited facilities we have now important international organizations, to
of the country, the tourist infrastructure keep demand low. The Diabolo-connection assist in the promotion of Antwerp as a
and image – but demand is also largely between Brussels Airport and Antwerp, conference and meeting destination.
determined by the available meeting infra- planned for mid June, will definitely be an
structure. Antwerp still lacks one crucial added advantage for the city. Get on the MIM Europe: How do you currently describe
thing: a fully-fledged conference centre. train at the airport and in less than thirty Antwerp to companies looking for an incentive/
The city has to rely on the existing loca- minutes you’ll be in Antwerp’s city centre. event location? What makes this city special?
tions and hotels that can handle multi-day Besides offering facilities, it’s very impor- PH: Besides meeting venues in historical
conferences for a maximum of 600 guests. tant for a destination to be present at buildings such as the city hall and the
MIM 21

2. special destination > Antwerp
Philip Heylen, Antwerp’s Alderman for Culture and Tourism university, there are also great locations MIM Europe: Do you sell Antwerp differently
available on or near the water (the Scheldt to congress organizers (associations),
and the docks). Other interesting possi- being another target group?
bilities are locations with a story: about PH: There is a close cooperation between
fashion, Rubens, diamonds and so on. the city, the university and Elzenveld.
On the incentive/events level, Antwerp has Elzenveld and the university both
a lot of variety to offer as well. The four offer a good and affordable service to
main advantages (fashion, diamonds, water, associations. Both locations are located
Rubens/culture) can be perfectly converted right in the centre, so there is enough hotel
into products for a popular and exciting capacity available within walking distance
and the participants can enjoy the city
before and after the congress activities.
“Antwerp can grow to be
significantly more important MIM Europe: How do you see Antwerp
as a congress destination in 2015?
on the meeting market if it has PH: Our hotels can currently offer
a state-of-the-art conference conference capacity for up to 600 people.
centre to push this limit.” Antwerp can grow to be significantly more
important on the meeting market if it has
Philip Heylen a state-of-the-art conference centre to
push this limit. Antwerp can and should
incentive. We have our diamond cocktails, aspire to accommodate conferences for
the Antwerp fashion hunt game, harbor up to 1,500 participants. A convention
cruises, museum nocturnes, et cetera. city with a brand new conference centre
The cooperation between the city and the located right in the centre, with sufficient
industry appears to be an advantage as well. exhibition space, will certainly strengthen
Organizers welcome this level of teamwork. its market position.
We turn meetings into
great events!
Organizing, that’s what we’re good at!
Whether it concerns a meeting, an incentive, a conference or
a party, we’ll make sure you get what you’ve been dreaming
of. Anything is possible, even a cocktail amongst 10,000 exotic
fish and reptiles in Aquatopia.
Radisson Blu Astrid offers 18 modern meeting rooms spread
over 2 dedicated conferencing floors and enthusiast meeting
experts who come up with inspiring ideas that meet up to
everyone’s budget.
Call us NOW on +32 (0)3 203 13 77 and discover your
personal opportunities in one of the biggest conference hotels
of Antwerp!
+32 3 203 12 34
radissonblu.com/astridhotel-antwerp

3. special destination > Antwerp
Antwerp congress & business events bureau:
an evaluation
Inge Marstboom, manager of year, because of the links with the harbor Inge Marstboom
Antwerp’s Congress & Business and diamond industry. We’ve also noticed
Events Bureau, shines her light companies are becoming more creative
due to the economic situation. While more
on how the city’s meeting industry and more video conferences are being
did in 2011 and takes a look at the held, there’s still a need to meet in person.
near future. But the style of incentives is changing.
A lot of businesses are trying to mix
MIM Europe: How was 2011 for Antwerp? leisure activities with something cultural
IM: It certainly wasn’t a bad year: both or educational. It’s not just meeting for
venues and hotels are fairly happy. The 5 hours straight before going to the pub
last part of 2010 was exceptionally busy anymore. We’re keeping this in mind.
because of the European presidency
attracting a lot of meetings. Logically we MIM Europe: Are there any new meeting
didn’t reach those numbers again in 2011, locations we should know of?
but otherwise we’ve had a very stable year. IM: There’s a few: “Het Koetshuis” behind
The economic crisis didn’t really touch us. the Palace on the Meir is a wonderful but
temporary event venue, the MAS museum
MIM Europe: How is Antwerp promoting can be rented for meetings and events.
itself to the industry? ALM in Berchem has multiple meeting
IM: Since a few years, we’re attending both rooms/halls and Portview is a trendy new
EIBTM and IMAX again, and it’s starting to location in the harbour with a fabulous
show. Each year, we have more appoint- view which is especially interesting for
ments and our brand awareness rises.
What amazed me on EIBTM last year,
companies in the port sector. The Sir
Plantin hotel recently got a makeover,
“We’re constantly
was the attention we were getting from there’s a new All Seasons Hotel near Astrid
scanning new markets
associations. They’re actively attending Square and Hotel O in the South district as well, to find the ones
these fairs to compare cities to each other, is a perfect place for smaller meetings. most interesting to us.”
giving us some valuable new options. After the plans for the Keyserlei had been
We’re constantly scanning new markets made public, a lot of catering businesses Inge Marstboom
as well, to find the ones most interesting specifically started looking to open a
to us. We’re concentrating on India this venue there.
© ZOO Antwerpen
Things are moving in Antwerp. The renovated and enlarged Central Station, the direct train connection with Brussels Airport planned for this year, the remodeled Astrid Square, the ongoing
renovation of the famous Keyserlei and foremost: the completion of the Flanders Concert and Congress Centre in 2014. All of these projects will no doubt make the Antwerp Station Area the
city’s most important business hub.
MIM 23

4. special destination > Antwerp
Antwerp hotel association:
a new drive for Antwerp’s
meeting industry
Antwerp finally has its own Hotel isn’t cheap. But since our startup, 3,700
rooms already joined, giving us a lot
Association. President of AHA of financial capacity from membership
(Antwerp Hotel Association) is alone. Our goal is to create business
Didier Boehlen, GM of Radisson and raise the demand for hotel rooms
Blu Astrid Hotel. in Antwerp, not to defend our own
interests.
Didier Boehlen MIM Europe: What’s your view on Antwerp
as a congress destination? Is it aiming
at the international market?
DB: Because of the lack of mutual
coordination, organizing big meetings
in Antwerp was traditionally difficult. If
you’re working with multiple small, inde-
pendent hotels, it’s a burden to quickly
book a large number of rooms. A lot
of opportunities were missed this way.
We have a larger capacity and bigger
rooms than Bruges for example, but
they get more MICE business than we
do. This will change in the near future:
a direct train connection with Brussels
Airport is underway (just 23 minutes),
and in 2014 the Flanders Congress &
Concert Centre will be ready: important
new assets for Antwerp, making it a
first class congress destination and
“Mutual hotel coordination and a qualitative but cheap alternative to
cooperation is the key to making Brussels. Mutual hotel coordination and AHA: The Antwerp
cooperation is the key to making it all
it all work. It’s a matter of work. It’s a matter of earning trust and Hotel Association
earning trust andliving up to it.” living up to it.
AHA was founded last June to promote
Didier Boehlen MIM Europe: Are you satisfied with the Antwerp and its hotels, to improve their
station area as a meeting destination? general image and to be a well known point
DB: We’re happy, but not fully satisfied of contact for anyone needing a word with
yet. We could be in 2015: with a new the hotel world. It also works on improv-
MIM Europe: Why was it necessary congress centre, a new Keyserlei, a new ing and strengthening the cooperation
to finally create a hotel association? Opera square and a tunnel under the between Flanders Tourism, Flanders Catering
DB: When I started working here 18 Leien. The neighborhood’s atmosphere Federation, Antwerp Tourism & Congress and
months ago, hotels weren’t really will change dramatically, and most likely other professional organizations.
communicating with each other. We were for the better. We have a room capacity
missing a general point of contact, and of more than 700 beds within walking
decided to create an official non-profit distance of the station. We’ll be perfectly
organization. All of our members pay suited for congresses of about 500-600
a fee – € 10 per room annually – which delegates.
MIM 24