Case Study: Amsterdam Convention Bureau achieves 257% increase in RFPs and $32M in potential bookings with Cvent

Using Cvent to give planners a feel for the city's offerings and create a smooth experience

The Amsterdam Convention Bureau set out to raise the city’s profile as a meetings, incentives, conferences and events (MICE) destination rather than solely a tourist hotspot. Facing heavy general tourism and low awareness among event professionals, the CVB — led by account manager Bart Antonissen — needed a targeted way to reach international planners, make venue and logistics information easy to find, and convince internal stakeholders to invest in MICE-focused messaging.

They implemented Cvent’s CSN advertising (diamond profile), CVB copy feature and Destination Guide, and used Cvent data insights and support to create a streamlined sourcing process. The city gained exposure to 112,000 active planners, saw a 257% increase in RFPs year‑over‑year, a 298% rise in award rate, and received nearly 100 RFPs with a combined value of more than $32M in 2022, helping attract new planner organisations to Amsterdam.