The EU CVB Network recently had a great opportunity to be featured in HQ, the association magazine. This recognition highlights the network’s role in fostering collaboration and innovation among European destinations. It’s all about connections, benchmarks and exchanges! Read more here.
Among the many destination alliances and think tanks that unite destination marketing organizations (DMOs) globally, the EU CVB Network has distinguished itself by fostering strong, trust-based relationships with European associations. Since its inception in 2020, this network has provided a collaborative platform for city convention bureaux to share knowledge, experiences, and joint promotional efforts.
Comprising second-tier European cities—Florence, Gothenburg, Ljubljana, Lyon, Porto, Rotterdam, Salzburg, and Valencia—this alliance stands out not only due to its members’ similar size, capacity, and knowledge hubs but also through its commitment to collective impact. Recognizing that they often compete for the same events, these cities chose to harness their strengths collaboratively, generating value for both their members and clients.
The Power of Cooperation in a Competitive Market
Manuel Ferrís, Head of the Valencia Convention Bureau, emphasizes that cooperation within the network enables smarter resource allocation. Instead of investing in isolated marketing campaigns, cities pool their budgets for joint initiatives, maximizing exposure while reducing costs. This strategy includes coordinated association roundtables and shared representation at key industry events, such as the ICCA 2025 Congress in Porto. By presenting a unified front, the network offers associations the opportunity to rotate their conferences among member cities, benefiting all involved.
The good thing about this network is that when a destination has a good player in a specific topic, say sustainability, this has a positive impact on the whole network.
Knowledge Exchange and Business Partnerships
Elisabeth Kassanits-Pfoess, Senior Marketing Manager at Salzburg Convention Bureau, highlights the network’s role in fostering knowledge transfer. By connecting key industry figures across cities—such as professors and researchers—the network strengthens local expertise and enhances opportunities for hosting international conferences. Furthermore, benchmarking initiatives during the pandemic helped members align health and safety protocols, reinforcing the value of collaboration.
This one-stop-shop element is really interesting as a negotiating factor, as well as the crucial step in agreeing the best destination for an association.
Beyond Competition: Sharing Business Opportunities
The EU CVB Network has also facilitated instances where cities have deferred conference bids to benefit a fellow member. If one city cannot host an event, it can recommend a partner city within the network, ensuring business remains within the alliance. Ferrís cites the 2024 European Poultry Conference as an example, where a Valencia-based ambassador also advocated for other network cities, helping them position their bids for future editions of the event.
Looking Ahead – It’s all about connections!
The EU CVB Network continues to enhance its members’ positioning in the global market, reinforcing connections, benchmarking performance, and facilitating knowledge exchanges. Over the coming months, HQ will delve deeper into each destination’s event ecosystem, showcasing how this alliance continues to drive positive change in the meetings industry. Stay tuned for further insights into this pioneering network.
And don’t forget to check out where you can meet us in Spring 2025!
