Swedish MICE venue speeds expansion

Exhibition and congress centre seeing strong demand
The Swedish Exhibition and Congress Centre (Svenska Mässan) in Gothenburg is to get an additional floor with added flexible meeting areas and an auditorium.
The popular MICE venue explains that there is “a growing need for capacity and strong international demand”, so it is bringing forward plans to further expand its facilities with new meeting areas.
An additional storey will be built on top of the existing hall area to create an extra 14,000 square metres of space, including an auditorium.
“We have enormous need for increased capacity,” says Carin Kindbom, the centre’s president and CEO. “Our national exhibition and meeting business is booming, and our international business has also exploded since we upgraded our facilities two years ago, our biggest investment ever.”
As part of this SEK 1.2 billion (€126 million) investment, a third tower was added to the centre’s Gothia Towers hotel, making it one of Europe’s ten largest hotels with a total of 1,200 rooms. This has generated a strong increase in demand, for instance from global companies eager to book meeting facilities, accommodation and restaurants under a single roof.
“We need to expand our flexible exhibition and meeting space to meet the market’s demands and remain internationally competitive,” Kindbom explained. “With the additional storey, we will be first in Scandinavia to offer an exhibition centre on two levels.”
She added that “shops and other facilities might be installed on ground level.”
In December 2015, the Swedish Exhibition & Congress Centre applied for a development permit to expand the facility over a 15-year period, a project that includes two new towers, a new arcade, larger entrances and an additional floor. It is this expansion that will be implemented earlier than planned and in a different order, to more quickly meet growing demand for flexible meeting and event facilities.
There are also future plans to build two new towers which, among other things, will contain even more hotel rooms. The aim is to increase hotel capacity to 2,000 rooms to meet rising demand for large international events.
TTG Nordic

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