Press Release

PRA and Kuoni Destination Management Form Strategic Partnership

Strategic Market Expansion for Leading Business Event Firms

CHICAGO and BARCELONA, September 9, 2019 – PRA, Inc., a leader in the Business Events industry, with the broadest owned network of offices in the Americas, and Kuoni Destination Management, the clear market leader in the European region, enthusiastically announce the companies have entered into a strategic partnership as part of their respective growth plans to redefine their sector.

Tony Lorenz, CEO of PRA, stated: “Our clients are global brands with global needs. As industry leaders, it is our responsibility to our clients to identify best in class strategic partners in significant markets. With Tour East in the Asia Pacific region earlier in the year, and now Kuoni Destination Management in Europe, we have expanded our alignment with a tight group of strategic partners who match our high caliber approach to outstanding service. We are thrilled to launch this partnership with the stellar team at Kuoni Destination Management.”

According to recent studies by the Events Industry Council and Oxford Economics:

  • The European business events sector contributes approximately $350 billion of direct meeting spend globally.
  • Nine out of the top ten cities for meetings and events fall under the European region with the second highest level of meeting participants globally.
  • According to the World Travel and Tourism Council, European travel and tourism contributes 9.7% of the total GDP in the region.

The business events industry is expanding in Europe, featuring several pockets of extraordinary growth. Spanning across all of Europe, Kuoni Destination Management fulfills demanding, creative and complex projects with passion. Kuoni Destination Management specializes in meetings, events, incentives, congresses/conventions, and other solutions. Through this partnership, PRA’s clients will have ready and informed access to expanded solutions in the European region, further enhancing the global reach of the PRA and Kuoni Destination Management brands.

Claudio Torti, Senior Vice President Global MICE, Kuoni Destination Management stated: “As our strategic focus is increasingly on serving US customers seeking unforgettable lasting experiences when in Europe, we find PRA to be an ideal Partner to further grow this key market. PRA reflects solid industry principles that fundamentally are based on dedication to valued clients and servicing excellence, something that is fully aligned with our own company values. We are excited to start this new journey with PRA, opening a new market for their valued clients”

With origins dating back to 1906, Kuoni Tumlare, a wholly owned business of JTB Group, is a full-service Destination Management Company operating exclusively B2B destination services. Kuoni Destination Management’s 20 offices offer an extensive network of experienced team members producing a diverse range of solutions. Kuoni Destination Management delivers exceptional, personalized business events in Austria, Benelux, Czech Republic, France, Germany, Italy, Nordic, Portugal, Spain, Switzerland and the United Kingdom.

PRA, with 28 offices across North America, is growing significant relationships with global brands across its system organically and through an expanding list of acquisitions and strategic partnerships on a local, national and global basis.

Kuoni Destination Management (

Kuoni Destination Management, part of the Kuoni Tumlare brand owned by JTB Group, is a leading provider of destination management services within Europe for the global travel industry. The company provides experience-based all-inclusive travel, meetings incentives, congresses and event services for groups around the world. Kuoni Destination Management is committed to customer satisfaction, serving as the ideal partner for travel professionals seeking destination management services on an international scale.

The company delivers from its 20 operating destinations in Austria, Benelux, Czech Republic, France, Germany, Italy, Nordic, Portugal, Spain, Switzerland and the United Kingdom.


Headquartered in Chicago with 28 offices throughout North America, PRA is a leading business event management firm, creating experiences which move hearts, minds, and businesses forward. Through its ownership of events and communication agency One Smooth Stone, PRA offers end-to-end integrated creative, production and communication solutions aligned with business events.

PRA blends Passion, Reach and Authenticity to consistently deliver incomparable experiences that engage participants and exceed business goals.

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