The only Business Tourism Trade Show / Workshop in Brussels!

Thursday - March 23rd, 2017 from 9am to 5pm (*)

Brussels Expo - Hall 10

(*) Accessible to all companies and organisations which provide services and products to the meetings & events industry

Improved Concept: back to business and to fundamentals…

The “Brussels Mice Day” is a combination between a “targeted Mice trade show” and a “large exclusive Mice workshop” to be held on a single day in Brussels.

But why “Targeted” and “Exclusive”?

“Targeted” because the “Brussels Mice Day” will be open ONLY to suppliers from the Brussels-Capital Region or who as a minimum genuinely operate from offices in Brussels!

And this is obligatory: ONLY such suppliers will qualify as participants in this large one-day Mice workshop in Brussels…

“Exclusive” also because the “Brussels Mice Day” is a one-day event for only 60 to 70 suppliers and between 600 and 800 trade visitors and 50 to 70 Hosted Buyers from neighbouring countries with pre-arranged appointments – which means an outstanding ratio of 1 sup­plier to 10 potential qualified Mice trade clients (please see below for more details)!


WHEN will it held?

The “Brussels Mice Day” will take place on Thursday March 23rd, 2017 at Brussels Expo (Hall 10) from 9am to 5pm – easy accessible by car, with a large car park adjacent, and by public transport (buses and underground).

Four high-level conferences with international spea­kers renowned in their field will be held during this trade show/one-day Mice workshop: with two reserved for International Associations and the two other for companies/corporates. (one in the morning, one in the afternoon)

The conferences will, of course, also be open to suppliers who wish to maintain contacts and continue to network with potential clients.

Moreover, to enable all exhibitor suppliers to meet all B2B visitors during the course of the day and enable key buyers to meet with suppliers to discuss potential business for 2017 and beyond, we will provide a profes­sional and relaxed environment in which to conduct business. To further strengthen this aspect, a mandatory visitor route will be organized…

And finally, for suppliers and in particular Mice trade visitors (who can sample the skills of different caterers with a view to their own forthcoming events), 3 cafes run by caterer partners spread across the mandatory visitor route will be open conti­nuously throughout the day with:

  • BREAKFAST in the morning (coffee, tea, orange juice and croissants)

  • Lunchtime DRINKS with FOOD/TAPAS

  • and to end the day, during the draw for a host of prizes (at around 4.30pm), NETWORKING DRINKS



As already explained, the “Brussels Mice Day” is ONLY open to the following suppliers from the Brussels-Capital Region or those who as a minimum genuinely operate from offices in Brussels:

  • Caterers

  • Congress centres

  • Hotels and hotel chains with room(s) for large meetings, large events and receptions (+/- 200 people)

  • Seminar centres with room(s) for large mee­tings, large events and receptions (+/- 100 people)

  • Venues

And all MICE “Brussels” suppliers promoting the city as a destination and involved from time to time in organising large meetings, congresses, conferences, large seminars, major events, recep­tions, etc. for buyers in Brussels such as:

  • Airlines

  • Audiovisual equipment suppliers

  • Agencies and intermediaries

  • Logistics services

  • Trade publications

  • Trade Associations

  • Vehicle hire companies

  • Welcome services

Suppliers will be able to demonstrate their expertise and present the services they offer to trade visitors from different backgrounds (companies/ corporates, (inter)national associations, private and public sector institutions, lobbyists and embassies, agencies and intermediaries, management as­sistants and many other key buyers responsible for placing orders for or organising internal or external events within the high-level business Mice market in Brussels-Capital Region and Belgium… (please see our communications plan below).




Firstly because we live in an era of financial constraints and budgets everywhere are being squeezed.

In addition and contrary to what one might think, because many venues, caterers and other types of companies offering welcome events in the broadest sense are unfamiliar to many potential buyers based in Brussels in particular and in Belgium generally.

In fact, the vast majority of buyers are only aware of a small part of the diverse supply in the Brus­sels-Capital Region and do not have time to visit Brussels suppliers individually.

Furthermore, you as supplier have undoubtedly found that it is increasingly difficult to register buyers to attend MICE events in Brussels (or elsewhere).

The main reason is that their staff numbers have also been reduced in the current economic situation, with the result that most are too busy and have less time than in the past to attend events, workshops, etc.

Moreover, buyers receive many invitations throughout the year to lunchtime and evening MICE events, from suppliers based in Brussels, Belgium and around the world…

But above all, +/- 90% of your Mice business is done with planners based in the Brussels-Capital Region or visiting it “regularly” and “routinely” for meetings and events.

By attending o the “Brussels Mice Day”, you will:

  • share costs as the individual supplier registration price is readily affordable (please see below)

  • mutualize your energies

  • reduce the time required to make many business contacts

  • respond to their needs, issues and options for organising their forthcoming meetings and events in Brussels

  • present the diverse supply available in the Brussels-Capital Region to the extensive Mice buyers’ market on a single day at a single venue …

And thus firstly keep the Mice Business in the region and secondly participate in the expansion of this sector in your area…


WHO will attend?

As you know, Brussels/Belgium is one of the foremost European centres for MICE business thanks to the presence of the headquarters of many Belgian and foreign companies, the European Institutions and a very wide range of national and inter­national organisations and associations, lob­byists, embassies, etc. – all big ”consumers” of the Brussels meetings and events industry.

The Buyers will include Decision Makers and Influential Personnel from MICE planners, Direct Corporate Clients, Associations, Venue Finders and Executive and Management Assistants all with global group requirements and full purchasing authority, in highly influential positions in the organisation of meetings and events in the Brussels-Capital Region.

The “Brussels Mice Day” has, therefore, been designed to enable you to establish face-to-face contact with people likely to take or influence purchasing decisions on conferences, congresses, seminars, receptions, training courses, team building programmes, events, business trips and meetings of all kinds to be held in the Brussels-Capital Region.

This is, therefore, a unique opportunity for Brussels- Capital Region Suppliers and others, who as a minimum genuinely operate from offices in Brussels, to meet, present, network and transact business directly with pre-qualified Brussels/Belgian/European/International MICE Buyers on a single day in Brussels…


HOW to qualify and guarantee registration (communication plan)?

To ensure that the 2017 “Brussels Mice Day” is attended by between 600 and 800 planners, decision makers and people who make or influence final decisions relating to the Meetings and Events Industry, Meetaxis (the organiser) will implement the following communications plan:

  1. use of the “Meetaxis Meeting Planners Relationship DB”, which currently contains details of 4,800 planners from corporates and associations, agencies and intermediaries based in Brussels and Belgium, and is checked and updated on a regular basis

  2. direct marketing throughout Belgium by post, email and telephone follow-up, as well by using our own Db’s than many other ones qualified in our sector

  3. communication on social networks (mainly LinkedIn and Twitter)

  4. advertisements and banners in “Meetings & Events Industry” trade journals and websites

  5. articles and press releases on “Brussels Mice Day” news, its programme, participants, reasons for taking part, etc.

  6. invitations from suppliers to their contacts and prospects among planners based in Brussels and Belgium, ensuring that they participate in the expansion of their sector by acting as its ambassadors

  7. organisation of a “Hosted Buyers Programme” with the objective of welcoming to this first ”Brussels Mice Day” between 60 and 80 top planners from neighbou­ring countries within 300 km of Brussels, arriving, for example, by high-speed train from London, Lille, Paris, Amsterdam, The Hague, Rot­terdam, Cologne, Frankfurt, etc. and staying overnight in order to attend pre-arranged “Brussels Mice Day” appointments on the following day.

To guarantee the quality of the participants, a maximum of 3 Hosted Buyers (qualified jointly by you and Meetaxis) will be invited by each supplier in return for a direct financial bonus – please see a description of the bonus system below …

The strategy for 2017 will be to create excitement through a call to action to help manage the process and ongoing oversight to guarantee responsiveness and results.


At an AFFORDABLE price for everyone:

By sharing costs and mutualizing your energies, you can attend the “Brussels Mice Day” workshop at a cost of 1,490.00 euros (+ vat) per supplier and 250.00 euros (+vat) for a second participant from the same company (not another supplier!).

For this, each supplier will receive the following products and services:

1 You will have a dedicated table with a board showing your name and 4-colour logo (+ your company roll up behind you) arranged in the mandatory visitor route + 3 chairs.

2 You will have a unique opportunity to meet, network and transact business with between 600 and 800 top planners and between 60 and 80 Foreign Hosted Buyers over a single day in Brussels.

3 All-inclusive rate for suppliers who only have to attend and present their products and ser­vices.

4 Many networking and business opportunities to increase your sales and ROI during the day.

5 All included with F & B provided in 3 cafes run by caterer partners spread across the mandatory visitor route and open continuously throughout the day.

6 Your 4-colour logo, details and a brief description of your company will be included in the brochure given to each buyer at the entrance.

7 You will receive full business buyer pro­files some 10 days after the “Brussels Mice Day” workshop in order to enable professional follow up.


As explained above in order to welcome between 60 and 80 top planners from neighbouring countries within 300 km of Brussels, each supplier is invited to qualify a maximum of 3 foreign hosted buyers (you will have +/- 4 months to find them!) in return for a direct financial bonus as follows:

  1. For the attendance of 1 foreign hosted buyer at the “Brussels Mice Day” workshop with pre-arranged appointments, you will receive a direct reduction of 100.00 euros on the total cost

  2. For the attendance of 2 foreign hosted buyers at the “Brussels Mice Day” workshop with pre-arranged appointments, you will receive a direct reduction of 200.00 euros on the total cost

  1. For the attendance of 3 foreign hosted buyers at the “Brussels Mice Day” workshop with pre-arranged appointments, you will receive a direct reduction of 300.00 euros on the total cost


HOW to register as “Brussels” supplier?

Take advantage of this unique opportunity to network and transact business with high level corporate and association meetings and events buyers and all other types of planners in one of the foremost European centres for MICE, Brussels-Capital Region!

To register, it’s very easy: please just download

1) the Registration Advantages until 30 November

2) the Communication Plan

3) the Order form to be completed and signed to attend as supplier to the « Brussels Mice Day » workshop in Brussels in 2017 and send  return it back to us by e-mail to

You can also download the info brochure.

Registrations received before November 30th, 2016 will be entitled to significant additional benefits (please see the attachment…).

So do not delay and register as soon as possible …

As reminder, do not forget that the number of suppliers who will be accepted to attend the “Brussels Mice Day” workshop is limited. So we will proceed on a first come, first served basis …

Of course, if you need any additional information, please do not hesitate to come back to us.



Contact us

  • Address: Vrijwilligerslaan 17 Avenue des Volontaires - B – 1160 Brussels – Belgium
  • Phone: +32 (0)2 732 46 54
  • Mobile: +32 (0)486 510 797
  • Email:

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