Market trends and their impact on business events
The business tourism landscape is evolving fast. From sustainability to flexibility, and from local experiences to the growing role of digital innovation, staying ahead of these trends is crucial for creating memorable, impactful events.
Whether you're a conference organizer, in an international association, or a venue provider, understanding these shifts will help you stay competitive and deliver what clients - and attendees - really want.
The following trends are drawn from an in-depth report by MMGY Intelligence and MeetDenmark, offering valuable insights into the current and future landscape of business tourism. These findings provide a comprehensive view of what’s shaping the industry and what organizations need to focus on to stay competitive. Dive into the report or get an overview below.
Sustainability isn’t just a buzzword anymore; it’s a business requirement. As environmental consciousness deepens, more and more organisers demand not only green initiatives but also hard data to back up sustainability claims. On top of that, inclusivity and social impact are becoming just as important as carbon footprints.
Networking remains at the heart of events. Attendees expect more than just a name tag and a coffee break. They want meaningful interactions, and it’s up to us to foster these connections in creative, engaging environments. Find advice on how to incorporate network activities from Event and Communication Support at Aarhus University.
Content is still king - but it’s the format that wears the crown. From interactive sessions to spontaneous networking opportunities, attendees crave more than just sitting through keynote after keynote. They want to engage, connect, and walk away with something fresh.
And then there’s the local factor - authenticity is key. While the academic programme is of immense importance, today’s attendees are also hungry for authentic, local experiences that connect them to the destination itself. Think local culture, unique venues, and immersive activities that turn a business trip into something far more memorable. Doing this enhances networking, deepens engagement, and improves knowledge retention.
Behind the scenes, Destination Management Organizations and Convention Bureaus are stepping up in a big way. No longer just promoting a location, they are now vital network builders, linking local businesses with conference organizers and helping to shape the entire meeting experience.
These trends aren’t just interesting - they’re the key to future success in the business tourism industry. Dive deeper into these insights and get ready to adapt, innovate, and thrive.
