This chapter asserts that territorial governance in the MICE industry is a direct source of competitive advantage for tourist destinations. It emphasizes the importance of higher-level management (meta-management) of the congress product, driven by the systemic nature of the product and the unified perception of the experience by participants. The Convention Bureau (CB) is identified as the central meta-management body, responsible for coordinating activities, promoting the destination’s image and facilitating connections between organizers and local businesses. The chapter profoundly highlights public–private integration as a key success factor for convention destinations. It analyzes the CB’s governance structure, emphasizing that joint efforts, shared resources and collective decision-making, rather than individual actions, are essential for achieving sustainable competitive advantage and maximizing benefits for all stakeholders.