Business events are increasingly being seen as important in their own
right and are being taken more seriously, according to the results of
the second Global Destination Report.
Revealed at IBTM World, which took place in Barcelona last week, the
report is produced by The Business of Events, which works in partnership
with public and private sector organisations to raise the importance
and profile of business events around the world as an economic, policy,
and community driver.
The report looked to establish how the industry has changed since
2019 and focused on six main areas, including funding, volume and
legacy, with the aim of demonstrating to governments and policymakers
the benefits of having a strong and supported business events sector.
The survey was carried out between September and October 2022, with
the majority of the 1,100 respondents drawn from Europe, followed by
North America, Oceania, Asia, the Middle East and Africa.
Of those surveyed, 55% said that how they are regarded by their city,
regional or national government had ‘increased’ since 2019, while seven
percent of the respondents indicated that this perception had
decreased. The report said this suggests that the sector is being taken
more seriously by governments around the world.
The legacy of events is also high up on planners’ agendas,
particularly for business events in the fields of healthcare, science,
green energy, and technology, with the majority saying it was
‘important’ or ‘somewhat important’.
Respondents in Asia recorded the largest decrease in international
and regional events compared to other regions, and the largest increase
in national events, perhaps unsurprisingly, given that China’s borders
remain closed to international travellers.