Why Business Events Matter More Than Ever in a Fragmenting World

Organized by the Strategic Alliance of the National Convention Bureaux of Europe (SANCBE) and supported by ICCA, PCMA and the IMEX Group, the discussion centered on a question that is occupying many of us today: How do geopolitical shifts reshape the future of business events—and how should our industry respond? What became clear during the 90-minute exchange is that our industry is entering a new phase. Not a phase of decline, but one of transformation.

The global survey presented during the Forum offered an encouraging yet nuanced picture. Geopolitical uncertainty is undoubtedly influencing business travel and event planning. Organizers are facing shorter booking windows, rising cost pressures, changing travel patterns, and increased scrutiny of every travel decision. At the same time, demand for international meetings remains remarkably resilient.

Perhaps the most important takeaway can be summarized in one sentence: The meetings industry is reorganizing geographically, not declining. We are seeing a stronger focus on regional events, growing cost sensitivity, and increased attention to accessibility. Destinations are no longer judged solely on infrastructure or attractiveness. Stability, trust and reliability have become critical competitive factors.

For Europe, this creates both an opportunity and a responsibility. Survey participants identified Europe as the region currently gaining the most attractiveness for international meetings, while competition from regions such as Asia-Pacific continues to intensify.

One theme surfaced repeatedly throughout the workshop discussions: trust. Participants described a growing hesitation to travel in times of uncertainty—even when actual safety conditions remain unchanged. Perception increasingly matters as much as reality. Visa challenges, geopolitical tensions and economic pressures are all shaping attendee behavior.

At the same time, delegates are asking tougher questions: Is this trip worth it? What unique value will I gain from being there in person? Why should I invest my time, budget and attention? These questions challenge us—but they also present a tremendous opportunity. The message from the workshop was clear: The challenge today is not to market destinations, but to demonstrate value, build trust and articulate purpose.

One of the most powerful statements of the day came from the group discussions: “Humans need humans.” In an age of digital connectivity, artificial intelligence and virtual collaboration, face-to-face interaction has not lost relevance. If anything, it has become more valuable. But participants also emphasized that in-person meetings must earn their place. The future belongs to human-centered, high-quality experiences that create meaningful connections, facilitate knowledge exchange and deliver tangible professional outcomes. The challenge for all of us in the business events ecosystem is therefore not simply to attract people to meetings. It is to design experiences that justify the effort of coming together.

Another key insight from Frankfurt is that resilience can no longer be treated as a contingency plan. Resilience has become a defining characteristic of successful destinations. The ability to adapt quickly, assess risks proactively, collaborate across sectors, and maintain their reliability under changing conditions is increasingly shaping destination choice. For convention bureaux, this means broadening  their role. The opportunity ahead is to create value beyond promotion by fostering collaboration, enabling intelligence-sharing and shaping long-term strategic development.

The discussions highlighted the importance of stronger cooperation—between destinations, industry associations, venues, organizers and policymakers. Geopolitical challenges do not stop at national borders, and neither should our responses.

Interestingly, participants also cautioned against allowing geopolitical concerns to overshadow another defining challenge of our time: sustainability. The consensus was clear: environmental and social sustainability must remain at the center of industry development strategies. In fact, many of the geopolitical disruptions we are experiencing today are linked to broader issues such as resource scarcity and social instability. Building a resilient meetings industry therefore requires us to think beyond immediate challenges and focus on creating long-term conditions for stability, prosperity and positive impact.

The Global Forum reinforced something I have long believed: Business events are far more than an economic activity. They are platforms for knowledge exchange, innovation, dialogue and international understanding. At a time when the world appears increasingly fragmented, these functions are becoming more—not less—important.

This is why SANCBE has launched a dedicated Research & Advocacy Working Group to strengthen the evidence base for the value of business events and to help position Europe as a resilient, future-ready destination for international meetings. The conversations in Frankfurt left me optimistic. While the environment around us is changing rapidly, our industry has demonstrated remarkable adaptability, creativity and confidence.

The future will belong to destinations and organizations that build trust, embrace collaboration, place sustainability at the center of their decisions, and never lose sight of the simple truth that meaningful human connection remains irreplaceable. And that is precisely why business events matter more than ever.