During IBTM 2024 in Barcelona, Royal Jaarbeurs organised another special raffle: the Royal Jaarbeurs Trip to Utrecht. Together with KLM, Grand Hotel Karel V, Utrecht Marketing and the Centraal Museum, a complete programme was put together to experience Utrecht as a congress city. The lucky winner: Jeanette Stensgaard from the United States. She talks about her experience: "Walkable, magical and charming".
Jeanette’s adventure began with a direct KLM flight from Denver to Amsterdam Schiphol. “The crew were fantastic and the service friendly and professional,” she notes enthusiastically. “The flight went smoothly, with comfy seats, good food and a relaxed atmosphere. KLM ensured a very pleasant travel experience and it all made for a great start to my trip.”
First impressions
Before this trip, Jeanette actually knew nothing about Utrecht. “Apart from seeing the name on a train ticket once whilst visiting Amsterdam,” she says with a laugh. “That’s precisely why this trip was important: discovery.” What she found there pleasantly surprised her. “A beautiful city on a human scale, largely car-free, and a conference venue right next to the station, which ensures a smooth flow of visitors.”
Jaarbeurs: a venue that makes everything easy
Arriving at Jaarbeurs, Jeanette was immediately impressed by its location. “The key advantage here is accessibility: you step off the train at Utrecht Central Station and are at the venue within minutes. There’s no need for a bus and no confusion for visitors! For events like mine that means guests can easily find their way and less time is wasted. What’s more, meetings with sponsors and partners happen naturally as everything is within walking distance.” Jeanette now hopes to return to see how events work in practice. “The location is already a big plus and I’m curious to see what happens behind the scenes — the technology, the rooms and the sustainable solutions.”
History that speaks volumes
The guided tour of the city, organised by Utrecht Marketing, perhaps surprised her the most. She explains: “The tour linked the history of Utrecht with the development of Western Europe: trade, religion, learning. Suddenly, the Dom, the monasteries and the canals took on a whole new context. It’s quite unique to learn so much simply by walking through a city.”
Hospitality down to the very last detail
Jeanette stayed at the Grand Hotel Karel V, which made a deep impression on her. She describes it as “beautiful”. And a discreet luxury. “There’s fantastic service, excellent food and spacious rooms. Not to mention a lovely bed and clever amenities. The gardens are also beautiful – a perfect spot to unwind or organise a VIP coffee break.” And it was the little gestures that made an impression on Jeanette too. As she says: “The team at Karel V gave me an umbrella for the rain, and complete strangers spontaneously showed us the way. Utrecht feels like a place that quietly looks after you.”
Culture breaks
As we all know conference agendas can be very tight, and having moments to unwind can be a real treat. Recognising this vital need to recharge and escape the busyness, Jeanette’s programme also included culture, with a visit to the Centraal Museum reinforcing Utrecht’s strength as a conference destination. “It’s wonderful to have the chance to catch your breath between sessions, “she says. “To stay in a charming five-star hotel, cycle along the canals, take a walk through history or step into a museum. All this and more is on your doorstep.”
Utrecht knows how to surprise
The trip completely changed Jeanette’s perception. It went from being a ‘nice idea’ to a ‘perfect fit’. She believes the city excels when the objectives relate to learning, connecting and wellbeing. As she says: “It’s ideal for leadership programmes, brainstorming sessions, academic workshops and conferences. Utrecht brings people close together, without the need for long journeys. And in between, there are plenty of places for special outings. And you don’t need to catch a bus or make long transfers.” She describes it as the city ‘where your shoulders immediately relax’ and adds with a smile: “Flower-lined canals, cobblestones and a car-free city centre create a sense of calm. Everything feels close by and accessible.”
Clear recommendation
Asked whether she would recommend Utrecht and Jaarbeurs for future events Jeanette doesn’t hesitate: “Oh yes, I’d put it on any shortlist for leadership programmes, board meetings, investigator workshops and conferences where quality and accessibility matter. Utrecht’s central location and the way you can see everything on foot would make any event feel high-quality without being over the top. In short: walkable, magical and charming.”
