Bern: The new MICE metropolis

As a political hub and tourist destination, the federal capital of Bern is already on everyone’s lips—and now it’s gaining even more momentum in the business sector: With numerous new initiatives, event venues, and hotels, the city aims to further enhance its appeal in the MICE sector. We’ve compiled a list of the most exciting new developments.

New Director of the Bern Convention Bureau

First of all, there are some personnel changes to report at the Bern Convention Bureau. The Board of Directors of Bern Welcome has appointed Mischa Niederl as Head of Business, overseeing the Meetings and Events divisions. According to an official statement, with his appointment, «an experienced and accomplished professional» is taking the helm of the Business division at Bern Welcome. Raised in Biel and now living in Bern, Niederl completed a commercial apprenticeship as a travel consultant and then earned a federal diploma as a marketing planner and sales manager. The 49-year-old gained experience in various professional roles, including positions at Best Western Hotels in Bern and Bernexpo AG. Most recently, Mischa Niederl served as CEO of Globetrotter Tours AG.

Green Light for New Festival Hall

It therefore seems more than fitting that the new convention center director will soon have new facilities at his disposal: In early March, voters in the city of Bern approved the construction of a new «Festhalle» in a referendum. To that end, a hall built more than seventy years ago (originally as a temporary structure) on the Bernexpo grounds is to be demolished in the near future, and a modern event venue will be built in its place. This facility will be divided into three functional areas: a multifunctional hall, a large auditorium in the Live Center with meeting and hospitality rooms, and a shared foyer. Spanning more than 4,000 square meters, the facility is expected to accommodate 8,500 people for concerts, sporting events, or trade shows, likely starting in 2025.

Opening of «harry’s home»

Since all these people need a place to stay—preferably somewhere stylish and conveniently located—Bern has had a new hotel in the canton’s tallest tower for several weeks now. In early April, «harry’s home» opened in the lower section of the BäreTower in Bern-Ostermundingen, featuring 116 spacious studios and apartments that offer a wide variety of living options under the motto «Create your stay.» An attractive bonus: From the hotel’s partner restaurant on the ninth floor, guests can enjoy fine cuisine and a good glass of wine while taking in the view of the snow-capped peaks of the Eiger, Mönch, and Jungfrau.

Sustainability and «Swisstainability»

With an increase in business travelers and events, the environmental impact naturally rises—at least in theory. In practice, however, Bern is addressing this through smart sustainability planning: The city has been committed to the sustainable use of energy and resources for years. As a result, the city was awarded the «European Energy Award Gold» in 2019 for its commitment to a sustainable energy future. Since 2017, the federal capital has also held the «Fair Trade Town» designation. As a recipient of this award, Bern aims to continue playing a pioneering role as a growing, creative, eco-friendly, cosmopolitan, and socially conscious city in Switzerland. To this end, all event organizers are encouraged to use the «Sustainable Events Checklist.» From regional dining options to bike parking and proper waste separation: The checklist covers all sustainable options and alternatives and serves as a valuable resource for event organizers, whether they’re planning a music festival or a conference. In addition, all events on public property that require a permit are required to use reusable and returnable tableware. Recently, Bern Welcome, as the Destination Management Organization (DMO) for the Bern region, has also become part of Switzerland Tourism’s «Swisstainable» sustainability program.

Team Events at the Matte Distillery

Of course, the essence of a successful MICE business isn’t limited to meeting infrastructure, hotels, and event venues. The social program is also important, especially if you want to get together in a relaxed setting after a day’s work. There are numerous options for this in Bern—one particularly lovely one is located in the heart of the Matte district, where absinthe and gin have been traditionally crafted by hand since 2016. As part of a team event, participants can immerse themselves in the craft of a traditional Bernese distillery: During the guided tour of the Matte Distillery, visitors first learn about the production process, raw materials, and sensory characteristics of the distillery’s products; afterward, they sample the high-proof specialties. A tour focusing on the trendy juniper schnapps known as gin is also available: During this tour, participants develop a team gin recipe and then distill it in the distillery. At the end, the created drink is tasted, and all participants naturally take home a small bottle of their homemade spirit. This ensures that your stay in Bern, the MICE city, will be unforgettable.

Bern Convention Bureau: What We Offer

Is your next event taking place in Bern? Take advantage of the insider knowledge and experience of local professionals. The team at the Bern Convention Bureau offers professional advice and support, from planning through to execution. Nothing stands in the way of a successful event:

• Consulting services for finding suitable venues and locations in the city and region of Bern
• Arranging and booking suitable supporting activities
• Advice on suitable lodging options and management of hotel room allocations
• Matching Volunteers with Opportunities
• Assistance with submitting applications and identifying funding opportunities
• Facilitating important contacts
• Engaging articles, photos, videos, and more from and about Bern are made available
• Assistance with preparing application portfolios
• Assumption of additional operational tasks (e.g., ticketing)
• Event Registration with or without Payment Collection
• Support for conceptual work
• Preparation of Sponsorship Proposals
• Communications and Advertising Services

This article first appeared in the m&k go! issue 6-7/2022.