Beyond the venue: what international organisers should expect from a true event partner

A conference hall, good rail connections and enough hotel rooms: for international organisers, the basics have to be right. But anyone organising an international congress in another city or country needs more than a suitable venue. Local knowledge, reliable partners and access to relevant networks can make the difference between an event that is well organised and one that makes a real impact. Corry Neggers sees the venue’s role steadily expanding.

Royal Dutch Jaarbeurs is a major event and conference venue in Utrecht, in the heart of the Netherlands. Alongside flexible event spaces, Jaarbeurs supports organisers with planning, logistics, technology and hospitality, as well as connections to local partners and knowledge networks. 

‘Our real added value begins when we understand what an organiser wants to achieve,’ says Corry Neggers, Account Manager, Guest Events at Jaarbeurs. ‘From there, we can look not only at the right room, but also at the people, knowledge and opportunities in Utrecht that can help them get there.’

More than square metres

When you organise an international congress, particularly in a country or city you don’t yet know well, you want someone at your side who knows the area and makes organising easier, says Neggers. ‘Of course the spaces, technology and logistics have to be right. But you also want to reach the right people quickly and be able to rely on someone on the ground who acts as a sounding board.’ 

‘A good venue partner is involved from the very first conversation right through to planning, delivery and follow-up. AV, catering, registration and logistics can all be brought together under one roof. That means an organiser doesn’t have to reinvent the wheel for every element, which frees them to focus on the programme, the delegates and their own objectives.’

Utrecht as part of the conference proposition

Utrecht lies at the centre of the Netherlands, has the country’s busiest railway station and can be reached by direct train from Amsterdam Airport Schiphol. The city is also compact, with hotels, conference facilities and the historic centre all close together. 

‘For us, though, Utrecht’s strength lies not only in its accessibility,’ says Neggers. ‘The expertise, networks and people in the city can also strengthen a congress programme. That is particularly valuable for international organisers who don’t yet have a network here.’ 

‘That is why we present Royal Dutch Jaarbeurs and Utrecht as a single proposition: not just a place where the event happens, but a destination that can enrich its programme. You want delegates to take something away with them – to have gained new knowledge, started a collaboration or decided to carry out research together. To achieve that, it helps to hold a congress in a place where the relevant expertise is already on the doorstep.’

Access to local knowledge and networks

For international organisers who are not yet familiar with Utrecht and the Netherlands, it can be difficult to know where the relevant knowledge lies and whom to approach, says Neggers. 

‘That is exactly where we, as a venue partner, can add value. In Utrecht we have built strong networks around themes such as healthcare, life sciences, sustainability, education and innovation. As a result, we have an increasingly clear picture of what is going on, which developments matter and who you need to talk to.’ 

‘It always starts with listening carefully to the organiser. What is the congress about? What do they want to achieve? What knowledge or expertise could strengthen the programme? From there, we can look at which researchers, institutions, companies or other partners in Utrecht would be a good fit.’

So it is about much more than offering square metres. ‘We help international organisers gain access to people and knowledge that may not be easy to reach from abroad. It is precisely that connection that can enrich a congress: new knowledge, interesting encounters or perhaps even new collaborations.’

Corry Neggers: ‘We help international organisers gain access to people and knowledge that may not be easy to reach from abroad'

The strength of Utrecht’s healthcare network

In healthcare and life sciences, UMC Utrecht is a key knowledge partner in the city, Neggers explains. ‘This academic medical centre combines patient care, scientific research and education. Another key player is Utrecht Heart of Health, a regional network in which healthcare organisations, knowledge institutions, government bodies and businesses work together on innovation and health.’ 

‘Jaarbeurs is part of that network too, and there is an enormous amount of expertise within it. Say an organiser wants to bring a congress on a particular theme to the Netherlands but doesn’t yet know anyone here who can support the programme. We can then look at who to connect them with. Which researcher has that expertise? Which institution works in that field? In this way, we give organisers access to specialists who might otherwise be hard to reach.’

Networking is essential, but you also need to know what is happening within those networks, Neggers adds. ‘What are researchers working on? What is going on at the institutions? Which topics are gaining importance? If you keep track of that, you can use those insights to respond to international enquiries and shape bids.’ 

‘Sometimes you come back from a meeting with a client with questions that send you straight back out into the city. Can we deliver this? Who can help us? That is how our know-how keeps growing. First you make the connections and check whether the subject matter is a good fit, and then you move on to what the venue can offer. When we attend international trade shows, we almost always team up with Utrecht Convention Bureau. They know the city and the local networks; we know the venue and the delivery. By combining our strengths, we can support an international organiser far more comprehensively.’

FAAM: local knowledge in practice

A good example is FAAM-EUROBAT-ISMA 2026, an international scientific congress on allergy and related disciplines, which takes place in Utrecht from 19 to 21 November 2026. 

Contact with the organisation began years ago. Edward Knol of UMC Utrecht plays a key role in this congress as the local scientific ambassador. Drawing on his expertise, he was able to show why Utrecht is relevant to the subject and what knowledge and research are available here. 

‘As a venue, we can tell you everything about our spaces, technology, accessibility and organisation. Edward can explain, as an expert in the field, why it is worthwhile for delegates to come to Utrecht in particular. He knows the field, understands what matters to delegates and has access to the local network.’ 

As a result, the international organisation gains not only a conference venue, but also a local link to scientific expertise and to people who can help enhance the programme and the wider congress experience.

‘That combination builds confidence and can open doors that would otherwise remain closed to an international organiser,’ Neggers explains. ‘It involves a considerable amount of work. It’s not simply a matter of putting your hand up because you’d like to bring a congress to your city. Edward is a vital link to the international organisation. Together with a local team, you help organise everything from the programme to the social events and the congress dinner. The international organisation is based in Switzerland and visits Utrecht only once or twice during the preparations.’

From venue to true event partner

International congresses often have a long lead time. ‘You build a relationship and keep the conversation going. At a first meeting, Jaarbeurs or Utrecht sometimes barely come up. First, you want to understand what matters to that organisation. After that, you stay in touch and look for the moment when you can make a difference. The personal relationship matters too.’ 

‘You get to know each other, and the next time you speak you follow up on something they mentioned before. That makes the work enjoyable, but it also requires attention and continuity. Being a venue partner means making the organiser’s life easier. Of course the venue itself has to be good, but what really makes the difference is connecting them with the right people and opportunities in the city. The best outcome is when a congress genuinely sets something in motion: delegates gaining new knowledge, researchers finding one another or a new collaboration taking shape. That is when the venue becomes not just the place where the congress is held, but part of the event’s success.’