(L-R) Eric Thill, Luxembourg’s Minister Delegate for Tourism; Dr Bettina Bunge, Director General Luxembourg Convention Bureau;
Credit: MECO
On Tuesday 20 May 2025, Luxembourg’s Minister Delegate for Tourism, Eric Thill, represented the Grand Duchy at the IMEX Frankfurt international trade fair in Germany.
In a press release, Luxembourg’s Ministry of the Economy stated that the trade fair is recognised as the leading global platform dedicated to business tourism, bringing together decision-makers, service providers and institutions from around the world in the MICE (meetings, incentives, conferences, exhibitions) sector each year. The ministry added that Minister Thill’s participation underscores Luxembourg's strategic ambition to further strengthen its role as a dynamic and innovative player in the global business events ecosystem.
According to the ministry, the Luxembourg Convention Bureau (LCB) was also present at IMEX with a national pavilion bringing together the main Luxembourg business tourism players. Supported by the Ministry of the Economy and the City of Luxembourg, the LCB is the official organisation responsible for promoting Luxembourg as a destination for professional events and provides free support to national and international organisers through personalised advice, access to a network of partners and tailored logistical assistance.
During a press briefing, Minister Thill presented the Grand Duchy's new positioning strategy for business tourism, highlighting the country's many assets: its central location at the heart of Europe, its accessibility, free public transportation, a multicultural environment conducive to exchanges, as well as modern and flexible infrastructure. Minister Thill also unveiled the new identity of the LCB, based on the tagline: “Meet. Connect. Accelerate.” This new brand is expected to embody Luxembourg's ambition to foster impactful encounters, stimulate professional connections and accelerate projects and ideas in a supportive, sustainable and innovative environment.
The ministry added that Minister Thill officially introduced Dr Bettina Bunge, the new Director General of the LCB. Dr Bunge was described as a recognised expert in destination marketing, with extensive international experience gained at the helm of several tourist offices in Germany. Her arrival marks a new milestone for the LCB, with the objectives of strengthening international partnerships, embracing digital transformation and sustainably, in order to position Luxembourg as a leading destination for high-value professional events.
"The Grand Duchy thus confirms its commitment to positioning itself sustainably as a leading European hub for professional events," declared Minister Eric Thill. "Through our presence at IMEX and the repositioning of the Luxembourg Convention Bureau, we are affirming our desire to attract high-value events and strengthen our international visibility."
Furthermore, Minister Thill held several high-level meetings with leading figures in the MICE sector. He spoke with Matthias Schultze, Managing Director of the German Convention Bureau (GCB), about the results of the Future Meeting Space study, conducted in partnership with the LCB and the Fraunhofer Institute, on the new expectations of event organisers and participants. He also had the opportunity to discuss, the initial feedback from the ICCA International Skills Centre, now operational in Luxembourg, with Marta Gomes, President of the International Congress and Convention Association (ICCA). This collaboration aims to consolidate the Grand Duchy's position as a hub of excellence and training for professionals in the business events sector.
Luxembourg's participation in IMEX concluded with a networking reception held at the national pavilion, offering international partners the opportunity to interact with Luxembourg representatives in a friendly atmosphere.
