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 easier
When Jeanette visited Jaarbeurs , she was immediately struck by its location. “The big advantage is the access: you get off at Utrecht Central Station and are at the venue within minutes. You don’t need to catch a bus, for example. So there’s minimal confusion! For my events, that means: guests find their way easily, less time is wasted, and meetings with sponsors and partners happen naturally because everything is within walking distance.” Her wish: to come back for a technical tour. “The location is already a major plus point. Now I’m curious to see how things work behind the scenes: the technology, the venues 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.”
Soaking up some culture as a breather
A conference schedule can be incredibly tight. So it’s lovely to have a moment to unwind: to find new inspiration and let go of the hustle and bustle. That’s why culture was also given a place in Jeanette’s programme, and she was able to visit the Centraal Museum. For her, it confirmed Utrecht’s strength as a conference city. “Between sessions, you can really take a breather: stay in a charming five-star hotel, cycle along the canals, go for a historical walk or pop into a museum. And all within a matter of minutes.”
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.”
’s recommendation
When asked whether she would recommend Utrecht and Jaarbeurs for future events, she doesn’t need to think twice. She says: “Yes! I’d put it on the shortlist for leadership programmes, board meetings, investigator workshops and conferences where quality and accessibility are important. Thanks to the location of Utrecht Central Station and the fact that you can explore the city on foot, every event offers a high-quality experience without being over the top. To sum it up, I’d say: Walkable. Magical. Charming.”
