Behind most conferences that take place in Brno or South Moravia lies much more than just an email offer and a completed form. In the MICE world, success is born out of personal connections—and it’s patience and consistent relationship-building that truly bear fruit.
A first contact at a trade fair, an enthusiastic introduction to Brno, or a carefully planned fam trip—any of these can, a year or two later, lead to an international event with hundreds of participants. And sometimes even more: continued collaboration, new formats, or future hosts.
Take a look with us at three case studies that show how the long-term efforts of the Brno Convention Bureau have turned into tangible results—bringing major events in science, language, education, and wine to Brno and South Moravia.
Story nr. 1: IWINETC
Sometimes, all it takes is a taste—of the wine, the atmosphere, the landscape, and a touch of personal approach. That’s exactly how the journey began for the prestigious International Wine Tourism Conference (IWINETC), which took place in South Moravia in 2025.
The first connection with Anthony Swift, founder of IWINETC, was made through CzechTourism. The decisive moment for South Moravia followed in June 2023, when we took part in the Events Club Forum in Prague. During a personal meeting, we introduced Anthony to the region’s potential and the support available. He later accepted an invitation for a three-day fam trip, during which he explored Brno and the wine-growing areas of South Moravia. And it was there—among cellars, chateaux, and vineyards—that it became clear our destination had everything a conference like IWINETC looks for.
A year later, in 2024, we attended IWINETC in Plovdiv, Bulgaria, to experience the atmosphere and gain valuable insights. It was there that the big announcement was made: the next host city would be Mikulov.
The conference in Mikulov took place at the end of March 2025, welcoming 250 guests from around the world. The program included not only expert lectures but also a series of follow-up fam trips for dozens of buyers, taking participants to various corners of South Moravia. Hotels, wineries, and other service providers had the opportunity to showcase what they offer—and the results came quickly. Even during the event and shortly afterward, the first inquiries started to roll in.
This story is a great example of how consistent trade fair participation, the right timing, and a personal approach to partners can lead to very tangible outcomes over time—such as a prestigious international event that not only promotes the region but also creates real business opportunities.
Story nr. 2: ESLHO
Brno. For us, a familiar place—yet for Laura from the Netherlands, back then, it was still a blank spot on the map. But that was about to change.
It was 2023 when we headed to the IMEX trade fair in Frankfurt, where we first met Laura Bargeman from ESLHO – the European Society for Laboratory Hematology. A single conversation about a city that “isn’t Prague, but all the more surprising” sparked Laura’s curiosity.
It was a perfect alignment of circumstances. We were sharing a booth with the Brno-based Courtyard by Marriott, and a colleague from the hotel offered Laura a tailor-made solution right on the spot. We added all the tools and support available through the Brno Convention Bureau and the City of Brno—and the idea of holding a conference in South Moravia slowly began to take shape. In 2024, Laura visited for a site inspection—three days full of experiences, partner meetings, and exploring a city where everything important is within easy walking distance. And a region that offers more than just a conference hall.
The result?
In 2025, ESLHO will take place in Brno—bringing around 250 professionals from across Europe.
We continue to support the event by helping select entertainment, catering solutions, and ideas for post-conference activities.
Story nr. 3: Esperanto conference and Polyglot Gathering
From Brno to the world of Esperanto—or how one language brought more connections than we ever expected.
In March 2023, the president of the Czech Esperanto Association approached us with a vision: to host the World Esperanto Congress in the Czech Republic. While the event had previously taken place in Prague, this time we wanted to show that Brno was ready to take center stage.
What followed was a series of personal meetings, during which we presented the city’s potential and offered support—technical, financial, and organizational. Together, we searched for ways to make the Brno edition of the congress a truly exceptional experience. Representatives of the international association and the Czech branch were invited for a two-day site inspection, where we showcased the very best of Brno and its MICE capacities.
The result? The congress was confirmed—and will now take place even a year earlier than originally planned. In July 2025, Brno will become the global capital of the Esperanto community.
But the story doesn’t end there.
One of the international organizers we met during the preparations is also active in other language communities. Thanks to the mutual trust and positive experience, a new collaboration emerged organically—Brno was chosen to host the Polyglot Gathering, a meeting of language enthusiasts from around the world, which took place here at the turn of May and June.
From one initial spark, two major events were born—proving once again that Brno has a true talent for international dialogue.
Behind every major event lies a series of small but meaningful steps—personal meetings, trust, long-term commitment, and a shared willingness to find the right solutions. In Brno and South Moravia, we believe this is how partnerships are built—ones that make sense and deliver real results.