Strasbourg Wins Over North American Event Planners Following IMEX Frankfurt

Located less than two hours from Frankfurt by train, Strasbourg is cementing its status as a must-visit destination for international business events. Following the IMEX Frankfurt trade show, the Strasbourg Convention Bureau, in partnership with Atout France USA, Westmont Hospitality, and Magnific Escapades, organized an exclusive FAM TRIP for 10 American and Canadian event organizers.

The goal: to introduce Strasbourg’s residential seminar and incentive travel offerings to decision-makers in the North American market.

An accessible and well-connected destination in the heart of Europe

Thanks to the ICE/TGV service operated by Deutsche Bahn and the SNCF Group, participants reached Strasbourg from Frankfurt in less than two hours. This quick accessibility is a real asset for international event organizers seeking to combine logistical efficiency with an authentic European experience.

Located at the crossroads of France, Germany, and Switzerland, Strasbourg enjoys an ideal strategic location for hosting international conferences, seminars, and incentive trips.

An immersion in the Alsatian art of living

Designed as an immersive experience, this FAM TRIP allowed participants to discover the full richness of the Alsatian capital’s heritage, culture, and gastronomy.

Highlights of this discovery day:

• Tour of the Grande Île and Strasbourg’s Old Town
• A visit to the historic cellars of the Hospices de Strasbourg
• Wine tasting at the Comptoirs des Vignerons Alsaciens wine cellar
• A culinary experience featuring Alsatian specialties, from tarte flambée to bistronomic cuisine
• Exclusive tasting in the cloister of Saint-Pierre-le-Jeune Church
• Canal cruise aboard the NAO by Batorama
• Cocktail workshop at the Hilton Strasbourg
• Overnight stay at the Aloft Strasbourg

This program highlighted the diversity of experiences available to business groups in Strasbourg, ranging from heritage and gastronomy to hospitality and incentive activities.

Strasbourg, a dynamic MICE destination

With its growing hotel offerings, infrastructure tailored to professional events, and strong European identity, Strasbourg continues to establish itself as a leading MICE destination.

The North American participants particularly praised the quality of the welcome, the authenticity of the experiences offered, and the commitment of the local partners involved in this initiative.

Through this type of familiarization tour, the Strasbourg Convention Bureau reaffirms its commitment to enhancing Strasbourg’s international visibility among event organizers and incentive agencies.