9 reasons why the destination is so crucial to the success of your event

There's a saying in the real estate industry - "Location, location, location". And the same can be said for the event management sector. But what makes the choice of destination so important to the success of your event?

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They always say that success has many faces. Whether a congress, a business event or a trade fair is a success depends on a variety of criteria: concept, speakers, content, date, credibility of the organiser...

But the even the greatest concept and the best content will flounder if you overlook one essential factor, namely that the choice of location should always be right at the top of your list. This priority is justified for a whole host of reasons. Some of them are obvious, others perhaps not so much.




We are living in a time when decisions are increasingly put off until the last minute. People aren't particularly eager to commit themselves to something, and any plans they do make are not done very far in advance. As an organiser, it will certainly not have escaped your attention by now that registrations for business events are increasingly being postponed. That doesn't make it any easier for us event managers, but it's something we have to live with.

Accessibility by plane, train and car has always been important. However, when decisions are made at such a late stage, it is absolutely vital that those who participate are also able to plan their journey at short notice and without any problems. In this regard, it is not just the presence and number of nearby airports that is important. What is also pivotal is how well-connected an airport is to both the city centre and the convention centre. This can be a vital factor, not least because it will reduce the costs your participants will have to pay out on public transport or taxis.

Hotel- and conference capacities

It is not enough to look at the capacities required for your own event itself. If timing is tight, and 2-3 business events are all taking place simultaneously at one destination, then prices will rise, and in the worst-case scenario, all the hotels nearby will end up fully booked.

It is also worth taking a more detailed look at the conference capacities. How versatile are they? Can you also implement a variety of spatial concepts, some of them interactive? How flexible is the on-site event technology/equipment?


Professional infrastructure

From catering to hostesses, personnel service providers to AV contractors, decorators to bus companies and trade fair constructors: there's a lot of help that goes into getting an event up and running. It helps if you can recruit them all locally, and it will also be a plus if you have professional service providers to rely on should any last-minute requirements come to your attention.


Image and "coolness factor"

"Wow, I've always wanted to go there!" - "I can combine the trip with a customer call" - "We have a local branch there..." - "I'll hang around for one more day and explore the city and the surrounding area".

If you're hearing statements like this from your participants, then you'll know you've done more than a few things right! Business and pleasure - nowadays, you need to appeal to both sides of the coin. A "hip" and vibrant arts-and-culture scene makes your event destination an attractive place to stay, even after the conference has finished.


Weather conditions

What good are even the greatest sights and attractions if foul weather drives you indoors anyway? Apart from California and perhaps 2-3 other locations, seasonal fluctuations must be expected. But this can also be an advantage - because for some locations, different seasons bring out a different charm to them, whether they're blanketed in snow, welcoming the first buds of spring, or basking in the summer sunshine.

No place typifies this more than Salzburg...! We have something to offer in all weather conditions.


Security and political stability

In this era of global terror and other dangers, how safe an event location is will be at the forefront of your participants' minds. Have there already been attacks there? How stable is the political situation? Can strikes or riots be expected? What about crime? Nothing is more annoying than having your wallet swiped from under your nose while enjoying a stroll around town.

Of course, no destination can unequivocally guarantee personal safety. But political and economic stability, such as that which prevails in Austria, combined with a clear orientation towards ecological and social sustainability, all play their part in making a destination safer.


Catchment area and local economic structure

When a destination boasts a healthy economic infrastructure, it makes so many things easier - the search for local sponsors and cooperation partners being one such example. But this isn't the only thing that matters when it comes to overall visitor potential - the catchment area is also extremely important, as are the particular industries located there.


Healthcare and hygiene

If - and we do hope this is an "if" - a participant should ever need medical help, then it is of course important that the necessary infrastructure is up to scratch. A good level of care, complete with specialists, renowned clinics and a high standard of hygiene, set participants’ minds at ease, making their decision to register for your event that much easier.


Language skills

An absolute must for international events: solid knowledge of English, both for the organising team and in hotels, taxis, with service providers etc. Many people feel safer and much more welcome if they can make themselves understood in either their own language or in English.



Location is decisive for the success of your event in a number of ways. To what extent do Salzburg and the Salzburg area fulfil the above criteria, and how important are these criteria for your event specifically? We will be happy to discuss these topics and more with you! Please feel free to contact us, we look forward to hearing from you!