The GCB Commits to New Levels of Digitization & Globalization at the Annual Members Meeting in Leipzig
Always looking for new ways to bring more value and service to the world’s meeting planners and delegates, German Convention Bureau head Matthias Schultze unveiled the organization’s new focus on digitization and internationalization at its annual Members Meeting held in Leipzig last month.
Stemming from hot spots identified in the GCB’s extensive megatrends research study “Meetings and Conventions 2030,” and factoring in the needs of the 25.6M international meeting visitors to Germany in 2014*, he discussed the GCB’s new strategy to open access for new international customer groups and to ensure wide digital reach.
On the internationalization front, Mr. Schultze announced that the GCB will carry out intensive market research to assess the potential of current and future source markets, particularly in the BRIC countries. Resulting recommendations for action and opportunities will provide new options for GCB members and partners. This eye to BRIC builds on the GCB’s recent launch of a China office and further extends the organization’s reach outside Germany alongside the long-established U.S. office in New York City and its headquarters in Frankfurt. Schultze also provided updates on the GCB’s efforts to form strategic international collaborations, such as the recently organized European National Convention Bureaux Alliance.
Turning to managing the rapidly evolving world of technology and identifying new touch points throughout the whole digital process (research, planning, organizing, and hosting) Mr. Schultze then spoke about the GCB’s future efforts in digitization. These will include extensive online marketing, online innovation workshops and activities such as the innovation network "Future Meeting Space” (which looks at how technology and design will evolve in the future for events.) A redesign of the GCB's website to improve navigation for visitors is also planned.
Staying fresh and forward on technology is particularly important for the GCB as the Meeting & EventBarometer 2015 identified technology strength as one of the leading factors why planners continue to choose Germany.
* Source: Meeting & EventBarometer 2015
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