On September 16, 2026, the Steiermark Convention – Styrian Convention Bureau and the HotelPremio Group held their first joint professional workshop in Budapest. At the event, leading MICE stakeholders from Styria met with Hungarian corporate event organizers, agencies, and business decision-makers.
Professional Workshop on Styria
The event was hosted by The St. Regis Budapest. What made the event special was that Styrian MICE partners presented themselves jointly to a Hungarian professional audience in Budapest for the first time. Approximately 40 Hungarian industry decision-makers attended the workshop, representing companies such as KPMG, Michelin, Visa Europe, Erste Bank, Allianz Hungária, Schneider Electric, MBH Bank, and Pepco Hungary, among others.
The event was opened by Andrea Sajben, head of Steiermark Convention, who highlighted Styria’s diverse and high-quality MICE offerings to Hungarian companies and event organizers. She emphasized the high-quality business travel, conference, team-building, and incentive opportunities available in the region.
Seven exhibitors represented Styria’s MICE offerings:
- Graz Convention Bureau;
- MCG – Messe Congress Graz;
- Florian Weitzer Hotels & Restaurants;
- Red Bull Ring;
- Schladming-Dachstein Convention;
- IntercityHotel Graz;
- Austria Trend Hotel Europa Graz.
Venues, Programs, and Business Opportunities All in One Place
During the presentations, participants gained a comprehensive overview of Graz’s conference and event venues, Styria’s hotel offerings, the Red Bull Ring’s unique corporate programs, and Schladming-Dachstein’s team-building and incentive opportunities.
The event in Budapest was preceded by market research involving 82 Hungarian event organizers and corporate decision-makers. 65.9 percent of respondents had previously considered Styria as a destination for business trips or corporate events. According to the research, interest is primarily focused on premium events, team-building activities, incentive programs, and corporate events for 10–50 people.
The professional program concluded with a dinner featuring Styrian cuisine and informal networking. The menu, curated by Lukas Wieser, the Austrian executive chef at The St. Regis Budapest, included, among other dishes, Styrian fried chicken, dishes made with pumpkin seed oil, mini dumplings with mountain cheese, and apple strudel.
Long-Term Collaboration in the Domestic Market
The workshop is part of a longer-term market development program in Hungary. The HotelPremio Group supports Steiermark Convention’s presence in Hungary by conducting market research, compiling a list of industry invitees, and organizing the B2B event. The collaboration will continue through digital communication, targeted industry activities, and further in-person meetings.
The next major milestone in the program will be the 2026 MICE Business Day Budapest, where the Styrian partners will once again introduce themselves to the Hungarian business tourism community and continue the business discussions that began at the workshop.
We hope to see you there 🙂
