A joint project of the German National Tourist Board (GNTB), European Association of Event Centres (EVVC) and the German Convention Bureau (GCB) revealed trends and insights of Germany's meetings, conference, and events sector.
Commenting on the results of the “Meeting- & EventBarometer 2017/2018”, Petra Hedorfer, CEO of the GNTB and Chairwoman of the GCB Administrative Board said,
“31% of promotable business trips, i.e. trips that are undertaken to attend different types of business events including incentive travel, can be attributed to meetings and conferences. They, therefore, contribute significantly to the balanced result in this segment and have for years been a driver for business travel from Europe into Germany. Attending meetings and conferences also plays an important role for the 2.2 million business trips undertaken to Germany from overseas. In this context, Germany’s wide range of expertise in different industry sectors and fields of science considerably contributes to the country’s strength as a meeting destination, providing organizers with an ideal framework for their events.”*
Growth in participants confirms the importance of events
According to the latest Meeting- & EventBarometer, events in Germany continue as a growing market: In 2017, the number of delegates attending meetings, conferences, and events in Germany rose by 2.8% to 405 million participants altogether. The use of new technologies accounts for a noticeable shift in the market: Small meetings with up to 50 participants are increasingly being organised as virtual events, and the small drop of 1.7% in the total number of events to 2.97 million can be explained by the decrease in numbers of this type of meetings as conventional physical events. By contrast, mid-sized events in the 51 to 100 participants category grew by 2.7 percentage points.
EVVC President Joachim König comments: “The current analysis confirms a trend that we already saw in the previous year: For smaller events, organizers increasingly use virtual formats to enable exchange and networking. At the same time, tech tools also enrich physical meetings and conferences, resulting in an increase of hybrid events. Overall, the digital transformation is, therefore, an opportunity for anyone operating in the events sector and it can create new business models in a market that is growing on the whole.”
Hybrid meetings flourish
About 24% of German and international meeting and conference planners specified in the survey that they organize hybrid events, i.e., combining physical events with additional virtual components. As many as 26% of all meetings, conferences, and events that these planners organize are hybrid ones. In addition, 12% of organizers put on purely virtual events with those accounting for 18.5% of all events they work on.
Internationalisation as a major trend
The ongoing internationalization of the German events market in 2017 is another core result captured by the “Meeting- & EventBarometer 2017/2018”. Compared with 2016, the share of international delegates has again gone up – by 10.9% to a total of 36.5 million participants.
“The steady growth in international event participants in Germany by more than 150% over a period of twelve years clearly shows that the German meetings and conference market is considerably shaped by internationalization. This result validates the GCB’s strategy to focus our activities on internationalization and digitization,” explains GCB Managing Director Matthias Schultze. “Based on these clearly defined fields of action, the GCB supports the meetings industry with numerous initiatives and measures that enable market players to take advantage of the opportunities that trends such as globalization and the rise of virtual events create.”
Germany again leading internationally
These measures also contribute to securing Germany’s future position in the worldwide competition for meetings and conferences. In the latest International Congress & Convention Association (ICCA) ranking, Germany is once again ranked as the number one association meetings country in Europe for the 14th time in a row. As in previous years, it comes second only to the USA globally. Based on the just-released 2017 ICCA statistics, 682 international association meetings took place in Germany in 2017.
A strong supply of venues
Germany offers event planners a wide and growing range of 7,405 event centers, conference hotels and event venues that cater for meetings, conferences, and events and provide a seating capacity of at least 100 in their biggest room – an increase of 1.3% compared with 2016. This increase is attributed to a growing number of facilities in the event venues segment, including converted industrial spaces that are increasingly popular and particularly suitable for creative and innovative event formats.
*GNTB/World Travel Monitor, international press conference 2018
Meeting- & EventBarometer Germany
The Meeting- & EventBarometer is the only study that analyses the entire events market in Germany and looks at both meetings/conferences as well as the events sector. The survey thus provides significant information about the status quo of the industry. It is initiated by the European Association of Event Centres (EVVC), the GCB German Convention Bureau e.V. and the German National Tourist Board (GNTB). To compile the “Meeting- & EventBarometer 2017/2018”, the project partners for the 12th time commissioned the European Institute for the Meetings Industry (EITW) to analyze the events market.