This Month we get to know Coimbra - Center of Portugal Convention Bureau:
What was your motivation to join ICCA?
Our motivation to join ICCA stems from the strategic goal of positioning Coimbra and the Center of Portugal as a competitive destination for international business tourism, particularly sustainable Incentives.
ICCA offers an unparalleled platform for knowledge sharing, networking, and visibility in the global meetings industry. Being part of this network enhances our ability to attract association meetings, strengthen our international presence, and access valuable market intelligence to guide our growth. The ICCA platform will enable us to showcase our unique offerings, collaborate with international organizers, and contribute to the region’s economic growth through high-impact events.
Tell us your story. How did Coimbra - Center of Portugal Convention Bureau get started?
The Coimbra – Center of Portugal Convention Bureau was established as a pivotal initiative under the regional tourism promotion strategy led by the Visit Center of Portugal. Officially launched between 2024–2025, the bureau emerged from extensive stakeholder engagement and groundwork—including over 50 technical meetings with regional tourism players—to structure a competitive MICE offering aligned with international trends and demands.
What sets Coimbra - Center of Portugal Convention Bureau apart?
Our Convention Bureau benefits from the region’s strong academic, scientific, and healthcare sectors—especially in Coimbra, home to one of Europe’s oldest universities. The region also offers an authentic and diverse experience combining rich heritage, nature, gastronomy, and wellness. Our close collaboration with local stakeholders and commitment to sustainability, innovation, and year-round tourism set us apart in the global MICE landscape.
Our Convention Bureau stands out through:
Integrated Regional Offer: We unite diverse assets—historic venues, UNESCO sites, nature, gastronomy, and cutting-edge research institutions—under a cohesive MICE strategy.
Sustainability & Authenticity: We emphasize eco-friendly practices and unique experiences like wine tourism, thermal spas, and cultural heritage.
Strategic Collaboration: Close ties with local governments, businesses, and international PCOs ensure seamless event execution.
ICCA Alignment: As a new member, we’re committed to elevating Portugal’s global rankings, building on Coimbra’s existing ICCA recognition (143rd in 2023).
What is your favourite success story from your organisation?
Attracting already international events for 2025, such as the ITAA Conference 2025, which will bring next October, 100 travel agents from Ireland to the Center of Portugal. Another is the Wedding Destination Lab (16 - 20 march), attended by 45 wedding planners from Brazil. This event, secured through targeted outreach, exemplifies our ability to blend business tourism with niche markets (e.g., "wedding tourism").These represent major milestones in showcasing the Coimbra-Center of Portugal’s ability to host high-quality, impactful international events.
What can we expect to see from Coimbra - Center of Portugal Convention Bureau in the future?
We are focused on expanding our international presence through strategic participation in global MICE events (e.g., IBTM, IMEX), hosting familiarization trips, and launching key promotional tools such as a dedicated MICE website and a comprehensive “Center of Portugal Book of Experiences.” Our roadmap also includes the continued attraction of international congresses and the development of specialized event offerings, particularly in incentive travel, sustainable tourism, and niche markets.
Which trends do you see in the association meetings?
Hybrid Events: Demand for flexible formats combining in-person and virtual elements.
Bleisure Growth: Attendees seeking extended stays for leisure (e.g., exploring Aldeias Históricas de Portugal).
Sustainability: Carbon-neutral events and locally sourced services.
Can you name a challenge your organisation is currently facing?
A significant challenge is establishing global awareness and recognition for the Center of Portugal as a premier MICE destination. While Lisbon and Porto are already well-established, our mission is to differentiate and promote the unique offerings of our region to international decision-makers and planners.