Meetings, Incentives, Conferences, and Exhibitions Competitiveness and Urban Branding in Prague, Bucharest and Rome

Urban competitiveness in Europe and all over the world is stronger than ever. The Meetings, Incentives, Conferences, and Exhibitions (MICE) industry is one of the most recent strategic tools which helps the economic development of the cities and their branding. This study analyses competitiveness of Prague, Bucharest, and Rome to attract international business and more European Union funds using the MICE industry. The three cities have different approaches to use MICE industry that reflect their European and world branding, historical, cultural and economic contexts. The study evaluates three key points: MICE infrastructure and capacity, urban branding strategies, and the absorption of EU funds to improve competitiveness. Data collected from EU reports, policy analyses and national and city studies are confronted with competitiveness and branding theories to identify development trends. Prague combines particular heritage with modern MICE facilities and demonstrates consistent know how in utilising EU funds. Bucharest offers a low cost skilled workforce and underlines innovation but lacks brand visibility and has difficulties with fund absorption. Rome has a global prestige and cultural heritage which brings a lot of advantages but faces structural challenges: high costs, infrastructure age, economic structure. The study concludes that the three key points are vital for competitiveness. Recommendations are: stronger public private cooperation, integrated branding policies, and cross city collaboration in Europe for attracting premium MICE.