Speaking at this year's event, the director of The Hague Convention Bureau Nienke van der Malen - van der Horst said, ‘The MICE PEAK features a new event format and offers great possibilities for buyers and suppliers of the Mice market to meet. Choosing The Hague as host city is a great decision because it is a highly ambitious and well-equipped event destination that matches the enthusiasm of the MICE PEAK events.’
The German, Austrian and Swiss markets are significant to the Dutch event industry, not just because of the close proximity of the countries, as Mrs van der Malen – van der Horst points out. ‘The German MICE market is growing and had an estimated market value of over 54 billion Euros on business travel in 2015. We definitely see the importance of German-speaking countries to The Hague and are convinced that our city, as an award winning destination, will be the perfect event location for German-speaking buyers."
MICE PEAK is a professional event which targets the business event industry and takes place annually at different international destinations. Following the first MICE PEAK in Switzerland in 2016, this year's MICE PEAK took place in Malta. The programme of next year's summit taking place in The Hague will be a mix of interactive presentations, networking and training opportunities.
Hosting the event in The Hague is a success for all of the Netherlands, as it enables event organisers from Germany, Austria and Switzerland to come together with Dutch, as well as a mix of international suppliers. Eric Bakemans, the manager of Meetings & Conventions at NBTC Holland Marketing, says ‘We are excited that MICE PEAK will be coming to Holland and to the beautiful city of The Hague. On behalf of all our partners in the Netherlands we are looking forward to welcoming you in The Hague during MICE PEAK 2018.'