Mady Keup 2017-10-09T16:52:30+00:00

Mady Keup

Associate, France


Mady is a consultant, lecturer and trainer in business event management and marketing and her speaking and consultancy engagements have taken her all around Europe and to the United Arab Emirates, Tajikistan and the USA.

Mady worked for over 12 years with the British Tourist Authority (now VisitBritain) in management positions in London, Madrid, Lisbon and Berlin. Mady was also Head of London Convention Bureau (now London & Partners) for 5 years. She was Chair of the British Association of Conference Destination (BACD) in 2002-2003 and under her leadership the London Convention Bureau won UK Best Convention Bureau – Incentive Category (M+IT Awards) in 2002.

Core skills and qualifications

Mady’s qualifications include: MBA (Open), BA Hons (English language and literature) and Diploma in marketing (Chartered Institute of Marketing). Mady is fluent in 6 languages (German, French, Spanish, Portuguese, English and her native Luxembourgish) and is learning Russian.

Mady is an MPI (Meeting Professionals International) accredited trainer and an instructor for Destination Sales Training in Europe & the Middle East on behalf of Destination Marketing Association International (DMAI).


After 20 years of professional experience in business events and leisure tourism, Mady now works as course director for the Master of Science in strategic event management & tourism management at SKEMA Business School, the largest of France’s Grandes Ecoles in student numbers. Her publications include ‘Business Tourism – It’s Importance for Urban Destinations’ (2009) and ‘The Use of Web 2.0 as a Marketing Tool’, with co-author Davidson, R. (2012).