A BENCHMARK ANALYSIS OF KÄRNTNER MESSEN KLAGENFURT

The benchmark analysis examined the competitive position of Kärntner Messen Klagenfurt within the congress market. The research compared 18 congress centres and hotels in Slovenia and Friuli Venezia Giulia, focusing on factors such as facilities, pricing, market positioning and meeting planner perceptions. The aim was to identify Klagenfurt’s competitive advantages and areas for improvement, particularly its lack of a modern multifunctional hall. The four-month research combined quantitative and qualitative methods, online research and a final workshop with the Klagenfurt Messe team. The findings showed that Klagenfurt has strong potential to become a recognised congress destination and an important player in the industry. The study also highlighted that developing a successful congress product requires a coordinated approach involving the wider destination, not just the convention centre itself.