Convention Bureaus and Destination Marketing

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The Mice sector and meeting industry at large are important resources for destinations. Key actors in the promotion and in the development of meeting industry in a given destination are Convention Bureaus. Aim of this paper is therefore to give an insight of the meeting industry and to understand Convention Bureaus in a destination marketing perspective. A deep analyis on two specific realities and two Convention Bureaus is given: Vienna and Barcelona, as they are successfull examples of leading congress and conference destinations. The two realities will then be compared with Milano, which even though it is a city with potential and resources, it represents quite an atypical case in the meeting industry global scenario as it does not avail itself of a Convention Bureau. Some observations will be considered on the potential role of a Convention Bureau in Milano.