The Lloret Convention Bureau is currently participating in the Summer School of the European Cities Marketing network, which is being held in Vienna. Lloret Turisme joined the network at the beginning of this year. With a membership composed of Europe’s major cities, it is dedicated to fostering the exchange of knowledge and the improvement of practices in the areas of tourism management, promotion and marketing.
The network schedules a series of working group meetings throughout the year on marketing-related areas, such as digital marketing, city cards, city marketing or, as in this case, business tourism.
The 53 bodies attending the Summer School include convention bureaux, companies in the meetings and events sector, conference centres and business tourism hotels. The participants from Catalonia are the Catalunya Convention Bureau, the Lloret Convention Bureau and the Evenia Hotels chain of Lloret de Mar.
The four-day event includes work sessions on themes such as attracting European conferences, measures for ensuring a return on investment in events or the promotion of festivals. As Elisabeth Keegan, Director of the Lloret Convention Bureau, explains, “The goal is to find out about what other cities do and exchange experiences in order to apply them subsequently to our own strategy.”
At the Annual Meeting and General Assembly of the ECM held in June, Lloret de Mar had the opportunity to present the Lloret Convention Bureau as a strategy for diversifying the offering of the holiday destination and reducing its seasonal nature.
Vienna, the host city for this year’s Summer School, is one of the three leading European cities for MICE tourism, the other two being Paris and Madrid.