Brno has achieved a significant milestone in international conference tourism this year. In the prestigious ICCA GlobeWatch: Business Analytics – Country & City Rankings 2024 (full report available to ICCA members only), the city jumped from 150th to 112th place among global destinations. This leap of more than 30 spots confirms that so-called “secondary” destinations—smaller cities outside major capitals—are steadily strengthening their position on the global meetings industry map.
The global ICCA report maps current trends in MICE
The new ranking, officially unveiled on May 20th at the IMEX Frankfurt trade show, is based on data from over 11,000 approved international association events. It tracks not only the number of events but also their geographic distribution and long-term trends in conference tourism. Thanks to this detailed data, the ICCA report is regarded as one of the most important benchmarks in the industry.
The Czech Republic climbed to 20th place in the overall national rankings, solidifying its strong position among the world’s leading conference destinations. Meanwhile, Prague achieved an outstanding 5th place globally and 4th place within Europe.
The strength of Brno: science, research, and collaboration
In the South Moravian Region, a total of 2,212 events took place last year, and Brno is proving that high-potential destinations for international professional events exist beyond capital cities.
Brno’s growing success is driven by a strong academic and research base combined with active cross-sector collaboration. Universities, research institutes, experts, local organizers, and the tourism sector all work together to attract an increasing number of specialized and interdisciplinary events with international reach.
Additionally, Brno offers excellent conference facilities, diverse accommodation options, and programs that allow guests to experience the region authentically.
Regions are playing an increasingly important role
Brno’s rising position in the ICCA rankings reflects a broader trend: the growth of conference tourism beyond major capitals. Secondary cities often offer greater flexibility, lower costs, stronger engagement from the professional community, and an authentic sense of place — qualities that are increasingly important to event organizers.
Behind every success are the people — universities, researchers, organizers, partners in tourism, and the city itself. Through close collaboration and the connection between the academic world and professionals from the event and hospitality sectors, Brno has created an environment that attracts prestigious events from around the globe. We thank everyone who shows that great things can happen outside of major metropolitan centers.