The Official Magazine of ISE 2012 - Amazon S3

Amsterdam:
home, sweet home
ISE returns to
Amsterdam – again.
Those with long
memories may
remember a time when
ISE took place in other
cities – but 2012 is the
sixth successive year
that it has taken place
in the capital of the
Netherlands, and the
show recently signed a
new contract with the
RAI that will see it remain in the city until 2016. What is
it that makes Amsterdam so popular? We asked Marc
Horsmans of the Amsterdam Convention Board.
“Amsterdam is a vibrant business city which attracts
business people – both for companies who would like to settle
here, or for those who become inspired while attending a
business event and meeting new potential business contacts,”
says Marc Horsmans, who is manager of the Amsterdam
Convention Board. “Amsterdam’s central location in the world,
combined with the renowned Schiphol Airport, which services
a wide selection of international airlines with non-stop flights
from every continent, makes travel easy.”
Horsmans notes that Amsterdam’s history as a place to do
business goes back to the early 17th century, when it became the
world’s largest trade centre. Amsterdam was also home to the
fi r s t e ve r s t o c k e xc h a n g e s o m e f o u r c e n t u r i e s a g o .
“Today,” continues Horsmans, “trade shows and other business
events are important to Amsterdam’s economy. Business visitors
will stay and spend time and money in the city. In addition,
one of our city’s values is ‘innovation’ and we are very proud
that ISE decided to make Amsterdam its home. During ISE,
Amsterdam is a hub where expertise is shared and the newest
developments in audiovisual technology are introduced to the
world. In addition, our local companies can show their latest
technology and share this knowledge with the international
visitors.”
Regular ISE visitors, however, value what Amsterdam
brings to their leisure time as much as what it brings to
their business life. But for the first time visitor, what does
Horsmans recommend?
“First,” he smiles, “enjoy a canal cruise. If you’re busy
during the day, there are plenty available in the evening. It’s
a great way to unwind. Then: become inspired by a museum
or gallery: Amsterdam has the highest density of galleries and
museums of any city in the world. You could take a stroll
in one of the neighbourhoods and discover where the locals
shops: the “negen straatjes” (nine streets) is a good example.
Behind Centraal Station, there’s a free ferry that enables
visitors to see Amsterdam’s radical new skyline - which now
includes, on the embankment, an innovative new building
that is home to Holland’s national film museum, the Eye Film
Institute.”
“And,” he laughs, “if you’re feeling really daring, you
could rent a bike for a couple of hours. That way, you become
truly a part of the city and can call yourself ‘Iamsterdam’!”
“After all that,” he concludes, “warm yourself up in one
of Amsterdam’s many, many bars with a Dutch beer or a Bols
cocktail – and then find somewhere to eat Indonesian food in
the form of ‘Rijstafel’, a variety of at least ten dishes served
with rice or noodles that is perhaps Amsterdam’s most famous
meal.”
And for ISE visitors who can’t fit in everything that
Horsmans recommends? Well, there’s always 2013…
RISE is published by
Integrated Systems Events, BV
Barbara Strozzilaan 201
1083 HN Amsterdam
The Netherlands
T: +31 (20) 240 2420
F: +31 (20) 240 2425
E: office@iseurope.org
Editor: Dan Goldstein
Contributing writer: Ian McMurray
Design: look-homeward.com
Copyright © 2011 Integrated Systems Events, BV. All rights reserved.
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