HSMAI Region Europe and Norwegian Promotion Group enter extensive partnership

As a result of the successful cooperation on the Norwegian HSMAI Meeting & Event Exchange 2016 the international membership organisation HSMAI Region Europe and Norwegian Promotion Group (NPG) have ventured into a partnership aiming at a further development of the event, with intentions of bringing the concept to other European countries, starting with Germany, where NPG is represented with offices.

“The HSMAI Meeting & Event Exchange is a proven concept, already held in Norway for a couple of decades, with the next Meeting & Event Exchange taking place in the Norwegian National Opera and Ballet in Oslo on 25 January. The concept will also be brought to other European markets,” says Ingunn Hofseth, President and CEO of HSMAI Region Europe.

From simple conference tables to lounge concept

“We work closely with members across Europe, some of them also being our advisors in their respective fields. One of our active members is Norwegian Promotion Group NPG, who helped us converting the HSMAI Meeting & Event Exchange to a lounge-based concept, inspired by airport and hotel lounges. We are looking forward to cooperating with NPG, with an aim to bring the concept to its next level, both in Norway and in other countries, with NPG now having a 12.5 percent stake in the concept,” she says.

“The Meeting & Event Exchange is important to the industry and we’re thrilled to contribute with NPG’s ability to develop and create meeting places, allowing us to continue to develop the concept in Norway, and bring it to the rest of Europe in cooperation with HSMAI,” says NPG’s CEO Stig Kristiansen.

“We have an office in Frankfurt with 13 employees and a strong network of contractors all over the world. HSMAI’s ambitions to launch the Meeting & Event Exchange concept on the European market, therefore, corresponds very well with NPG’s own operations and ambitions,” he explains.

Marketplace for buyers and providers

The HSMAI Meeting & Event Exchange is a large event catering for professionals involved in event and conference purchase and/or booking and administration. The exhibitors are hotels and chains, destination agencies, restaurants and other event providers. In addition to serving as a marketplace for buyers and providers of event products, services and venues, the HSMAI Meeting & Event Exchange offers numerous seminars. In a survey visitors to the event have stated these benefits as the most important:

  1. To learn more about the event industry and meet potential suppliers
  2. To look for good offers with new suppliers and meet existing partners
  3. An efficient way to meet with a great number of suppliers at once, both in hotels, destination agencies, and event agencies, as well as having the possibility to talk and mingle with other visitors
  4. To meet representatives from as many hotels as possible, both at home and abroad, in order to acquaint oneself with venues for various purposes, from large congresses to board meetings.
  5. To expand one’s network and acquire information and knowledge one can use in their own job
  6. To meet providers, get updated on trends and technology, and, but not least, new hotels/conference venues or newly renovated meeting facilities

About HSMAI Region Europe:

HSMAI – Hospitality Sales and Marketing Association International – is a global organization founded in the US in 1927. The Hospitality Sales and Marketing Association International (HSMAI) Region Europe is the European arm of the organisation. 


HSMAI Region Europe is committed to growing business for the hotel, event and travel industry and their partners, and is the industry’s leading advocate for intelligent, sustainable revenue growth on a local, national and European level. The association provides practical tools, insights, and cutting edge expertise to enable knowledge sharing and enhance professional development as well as fuel sales, inspire marketing, transform businesses digitally and optimise revenue.

Read more at hsmai.eu

About NPG:

Norwegian Promotion Group (NPG) was established in 1991 and is an innovative centre of expertise for experience-based communication with focus on engaging experiences and value-added meeting arena, with offices in Oslo and Frankfurt. NPG has become a market leader in communications, design and construction of exhibition stands and we are passionate about developing and executing event marketing, corporate events, conferences and fairs. NPG creates profitable meetings between people.

Read more at npg.no/en/

Photograph: The Norwegian National Opera and Ballet ballet by night. Photographer: Erik Berg.