20 Years Convention Bureau Tirol

Convention Bureau Tirol has been part of Tirol Werbung since 2005, serving as the department responsible for business events within the regional tourism organisation. Over the past two decades, it has developed into the central hub for Meetings, Incentives, Conventions and Exhibitions (MICE) in Tirol. Let’s look back at twenty successful years.

Since its very inception, Convention Bureau Tirol (CBT) has been led by strong women. Founding manager Christine Keth and her team paved the way, before Veronika Schumann took over in 2015, followed by the current Head of Convention Theresa Müssiggang, in 2024. Together with their colleagues, they established Tirol as a leading MICE destination in the Alps at numerous international trade fairs, industry events and professional forums.

Passionate MICE Ambassadors

Over the years, Convention Bureau Tirol has represented the region at numerous interna-tional MICE events, successfully positioning Tirol as an attractive destination for meet-ings and conferences. Personalised advice on suitable venues, inspiring social pro-grammes and memorable incentives allows organisers to experience genuine Tirolean hospitality before they even arrive. At the heart of it all lies the unique combination of professional MICE expertise and the awe-inspiring natural beauty that sets Tirol apart from its counterparts elsewhere.

Convention Bureau Tirol has successfully hosted several prestigious international events in the region, including Loop MICE at the Interalpen-Hotel Tyrol, Destination Camp in Kufstein, Break the Ice in Hopfgarten, and, on two occasions, Convention4u, the special-ist conference of the Austrian MICE network. These events have enabled international planners to experience Tirol’s extensive conference facilities first-hand, with the aim of encouraging them to choose Tirol as a future event location and serve as enthusiastic am-bassadors for the destination.

Enthusiastic Participation

Through creative event concepts and inspiring guest speakers, Convention Bureau Tirol has also built strong, direct connections with organisers. Over the years, the team has organised its own events and workshops in Munich and Vienna, inviting participants to experience Tirol and its MICE partners up close. Formats such as orgaNICE, CriminalMICE, MICEerfolg, MICEgenuss and MICEstory have offered inspiring insights, authentic encounters and genuine Tirolean hospitality in action.

Sustainability in Conventionland Tirol

Convention Bureau Tirol has set a powerful example of responsible business practices with its sustainability strategy ReGenerationNOW, launched in 2021 as the foundation for a comprehensive corporate sustainability scheme. This approach aligns with the United Nations Sustainable Development Goals (SDGs) and brings together CBT’s initiatives across four key areas: environment, society, economy, and management.

A visible testament to this commitment was the award of the Austrian Ecolabel in 2021, which was successfully renewed in 2025 at Tirol Tourist Board level – another significant step towards environmental responsibility and sustainable development in Tirolean tourism. CBT continues to support its local partners with certification processes, offering webinars, consultancy and practical resources.

In recent years, Convention Bureau Tirol has also participated in the international benchmarking process of the Global Destination Sustainability (GDS) Index. Seventy-one sustainability criteria were assessed, yielding an outstanding result: on its very first entry, Tirol ranked sixth among more than seventy destinations worldwide. This remarkable achievement underlines the united commitment of all Tirolean partners to a sustainable future for the meetings and conventions industry.

Celebrating Success Together

Convention Bureau Tirol’s 20th anniversary was celebrated in style at Innsbruck Airport’s Event Lounge, together with both new and longstanding Tirol Convention Partners.
“This venue symbolises exactly what Tirol’s MICE industry stands for: international reach, networking and solidarity,” explained Karin Seiler, Managing Director of Tirol Werbung.

Looking to the Future

With MICE now established as the fourth strategically defined target group within Tirol Tourist Board, Convention Bureau Tirol aims to encourage longer stays, inspire business travellers to return as leisure guests, and promote year-round tourism.
The long-term goal is to position Tirol as a centre of knowledge, exchange and international collaboration.

At the anniversary event, CBT also presented its new segmentation strategy for the MICE target group. In future, event planners and organisers will be addressed according to their specific needs and motives, with a special focus on the sectors that are particularly well-suited to Tirol. For the first time, the proven communication system used in holiday marketing will now be adopted by the MICE sector.