Montenegro promotes its MICE potential at IMEX

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Montenegro Convention Bureau (MCB) has announced that it is taking part at IMEX, a specialised travel trade exhibition focused on the MICE sector taking place in Frankfurt, Germany, where it is presenting the country's MICE potential alongside local tourist organisations of Budva and Herceg Novi, hotel Maestral and travel agencies Meridian DMC and Talas M DMC.

The exhibition, taking place from May 21-23, 2013, has gathered around 15,000 trade visitors from around 90 countries, 4,000 of which are said to be event organisers from Germany, the UK, Russia, France, Italy and other countries, both European and from other continents.

Montenegro's stand expects to see around 90 meetings, five of which are group meetings with event organisers from the Netherlands, Spain, France, Switzerland, Germany, Russia, the UK, Poland and other countries.

MICE tourism is still in its inception in Montenegro, but it is considered crucial for reducing seasonality of the country's tourism sector and stimulating other niche tourism segments. In addition, research has shown that business travellers usually spend more on their trips than leisure visitors.

Director, National Tourism Organisation (NTO) of Montenegro, Saša Radović took part at the IMEX Politicians Forum, which discussed the importance of the MICE industry and its impact on the economic development, employment and taxation for governments throughout the world. The forum had gathered around 120 participants, mostly presidents of municipalities and government representatives.

To strengthen its promotional efforts at the exhibition, NTO of Montenegro has recently released a brochure which presents members of the MCB; four- and five-star hotels with event and conference facilities; and tour operators and agencies specialised in this area. In addition, for the first time ever, locations outside hotels that offer possibilities for hosting banquets, gala dinners and similar events were revealed, including the Šipčanik winery, Budva Citadel and more.

MCB operates as a part of NTO of Montenegro, and has 25 members spanning hotels, agencies, DMCs and Montenegro Airlines, the country's flag carrier.