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German Convention Bureau released global meetings study

Megatrends. The German Convention Bureau today released findings from “Meetings and Conventions 2030: A study of megatrends shaping our industry” at the IMEX America in Las Vegas. According to Matthias Schultze, Managing Director of the German Convention Bureau, “The meetings industry is an economic driver for nations all over the world. As an innovation leader, we envision this megatrends study helping players in the industry develop a future-oriented strategy that can generate business and economic success.”

The comprehensive study revealed the following top five megatrends:

  • Technology in work and life: More than 41.6 percent of respondents identified technology in work and life to be very influential in the future of the meetings business. New forms of knowledge transfer will influence all phases of event planning. For example, the worlds of virtual and live events will blur as planners incorporate virtual components in live events and the number of networked virtual events increase.
  • Globalization and internationalization: Approximately 28.6 percent felt very strongly that globalization will have a major impact. Meetings will be all the more important to address issues that arise through increased interconnectedness of cultures and peoples. Individuals will need to be more aware of nuances among country cultures, preferences and lifestyles and speak multiple languages.
  • Mobility of the future: Getting to and from events easily and comfortably and with the smallest possible ecological footprint will continue to be an important aspect of event planning. Host organizations will affect this process through the selection of easily accessible event locations and the use of “event tickets” for air and train transportation, among other things. Mobility of the future came in at 26 percent (very strong impact on the meetings industry).

Schultze further named “sustainable development” as well as “demographic change, feminization and diversity”. He added, “We already have plans to further study these trends to determine how our value proposition should evolve to maintain Germany’s reputation as a world-leading meeting destination.” The survey was conducted by the Institute for Futures Studies and Technology Assessment (IZT) on behalf of the German Convention Bureau. The multidimensional research project leveraged the best of the behavioral sciences, and consisted of desktop research, online surveys, in-person interviews, scenario workshops and more.


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