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24 Feb, 2014

FREE Download Exec Summary: German Convention Board Study of MICE industry megatrends to 2030


Frankfurt, 24 Feb 2014 – GCB media release – The German Convention Bureau has released the findings from “Meetings and Conventions 2030: A study of megatrends shaping our industry.” 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.”

A study of megatrends shaping our industry - IntroductionThe 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.
  • Globalisation and internationalisation: Approximately 28.6 percent felt very strongly that globalisation 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 organisations 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).
  • Sustainable development: Sustainability will remain a guiding principle to influence all areas of meeting planning, from construction and renovation of venues, to transportation, food and entertainment. One aspect of this development is the increasing “regionalisation” of meetings, where meeting organisers focus more on utilising local suppliers as well as inviting local and regional audiences more than before. Sustainability scored 20.8 percent (very strong impact on the meetings industry).
  • Demographic change, feminisation and diversity: Demographic change was cited by 18.2 percent of respondents as “very strong.” An increasingly older meeting attendee population will require accessibility, but the implications extend significantly beyond getting around; they affect the meeting format, even the credentials and demographics of the speakers and presenters. Additionally, as more women travel the meetings circuit, features such as additional security for women traveling alone and child care, among others, will need to be considered. Meeting topics and flexible formats will also be shaped by the growing number of females traveling to meetings and conferences. Similar considerations, such a food choices and holiday observances, must be made as the meeting populations become increasingly diverse.

Situation and Challenges

In coping with the great challenges of globalisation as well as rapid social, technological and scientific change, there is a growing need for reliable knowledge on the future and the identification of options that can be utilised to shape the future.

In the last decades, meetings and conventions have become an important economic factor with good future prospects. 2.97 million events with 362 million participants took place in Germany in 2012. Germany is now in first place in Europe and worldwide second place after the USA as a destination for all meetings and conventions.

An important factor for the unchallenged position as European market leader is Germany’s outstanding infrastructure. An extensive network of providers in various branches guarantees the ideal conditions for successful meetings and conventions.

The large number of conference hotels, convention centres and event locations is a main factor as is excellent value for money. The transportation links to more than 40 airports, the extensive rail network and well-developed highway system are unique.

Moreover, German providers are at the forefront when it comes to green meetings and sustainability due to their high level of innovation.

Through “Meetings and Conventions 2030: A Study of Megatrends Shaping Our Industry,” we hope to contribute to this innovation. We will identify, analyse and evaluate trends and tendencies in their probable development and meaning for the meetings industry up until 2030. In this way attention can be focussed early enough on trends relevant to the industry and adjusted accordingly in order to secure and expand Germany’s position as a meeting and convention location.

Today’s providers and conference planners will receive a tool to use for the meetings industry of tomorrow so that they can deal more effectively with, or even influence and steer developments.