Royal Jaarbeurs held a special raffle during the IBTM 2024 event in Barcelona for a ‘Royal Jaarbeurs Trip’ to Utrecht. The prize was a complete programme designed to showcase Utrecht as a conference city, compiled in partnership with KLM, Grand Hotel Karel V, Utrecht Marketing and the Centraal Museum. Jeanette Stensgaard from the United States was the lucky winner and shares here her experiences of a city she found to be “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
Jeanette embarked on her journey knowing almost nothing about Utrecht. “All I remembered was seeing the name once on a train map during a previous visit to Amsterdam,” she says with a smile. “That’s another reason why this trip felt like a voyage of discovery.” And what Jeanette found certainly exceeded her expectations. “Utrecht is a lovely city that puts people first. It is largely car-free and having a convention centre right next to the train station 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.”
Living history
It was the city tour organised by Utrecht Marketing that perhaps surprised Jeanette the most. “It connected Utrecht’s history to the broader development of Western Europe in terms of trade, religion and learning. This gave sights such as the Dom Tower, monasteries and canals a deeper meaning and it’s pretty unique to learn so much simply from walking around a city.”
Hospitality in every detail
Jeanette’s stay at Grand Hotel Karel V, which she describes as beautiful, also left a lasting impression. “It offers you a sense of discreet luxury, with excellent service, delicious food and spacious rooms with a wonderful bed and smart amenities. The hotel’s gardens are gorgeous and the perfect place to relax or host a VIP coffee meeting.” That said, it was the small gestures she remembers most. “The Karel V team gave me an umbrella for the rain and strangers spontaneously helped us find our way. Utrecht feels like a place that quietly takes care of 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.”
Knowing how to surprise
Overall, the trip completely altered Jeanette’s perception of Utrecht. What began as a ‘nice idea’ had evolved into a “perfect fit”, especially when the goals of an event are related to learning, connection and well-being. “Utrecht is ideal for leadership programmes, brainstorming sessions, scientific workshops and conferences. The city ensures people stay close together without having to waste lots of time on travel. And in-between there are lots of unique experiences available that don’t first involve taking a bus or making long transfers.” She calls Utrecht “the city where you can feel your shoulders relaxing”, adding with a grin: “Flower-lined canals, cobblestone streets and a car-free city centre make for a calm atmosphere. Everything feels close and accessible because it is…”
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.”
