Vienna-based Pegasus – The Welcoming Agencies is promoting the region of Bavaria, Tirol, and Salzburg to South-east Asian MICE groups looking for a different experience of Europe.
Marketed as an alliance called Jewels of Romantic Europe, the region may not excite first-time MICE visitors to Europe, said Renate Forte, managing director of Pegasus. But the English-speaking region is 20-30 per cent cheaper than major European capitals and is easily accessible through Munich and Vienna, she added.
“There is snow throughout the year at Zugspitze, Germany’s highest mountain about 90 minutes south of Munich, and snow activities can be organised for incentive groups even in summer,” she said. “Incentive groups also have the option to use Munich, Vienna, Salzburg or Innsbruck as the base and make day trips to places of interest in the region.”
Florian Pötsch, business division-aviation, head of travel industry and hub marketing, Munich Airport, said companies such as Prudential and Great Eastern Life from Singapore, and Thai conglomerate PTT, have chosen the region for mid-size incentive groups of 700 to 1,000-plus people.
“Löwenbräukeller (a venue offering a Bavarian cultural and dining experience) for example, which has a ballroom for up to 2,000 people, can offer halal food and Indian cuisine,” he said.
