German Convention Bureau on the pulse of the events industry
Hybrid events are emerging as a future-proof driver for business events
The German National Tourist Board (GNTB), the EVVC European Association of Event Centres and the GCB German Convention Bureau have presented the results of the new Meeting- & EventBarometer 2021/2022.
The key figures for the meetings, congresses and event market in Germany in 2021 confirm that hybrid and virtual formats as well as sustainable event planning are here to stay. Hybrid events in particular are emerging as a future-proof driver for business events. Despite numerous challenges, in-person attendees are expected to come back at a high level within the next few years. The change that was driven by the COVID-19 pandemic has by now taken on a clear shape.
“As an internationally leading business travel destination, Germany is well prepared for the ‘new normal,’” said Petra Hedorfer, CEO of the German National Tourist Board.
The forecasts for 2022 are positive. According to studies by IPK International, 23% of respondents worldwide are planning business trips abroad. In Asia (38%) and America (33%), the intent to go on business trips is significantly stronger than in Europe (14%). Compared with worldwide travel intentions, among those interested in Germany, the demand for meetings and incentive travel at 79% clearly exceeds the segment of traditional business travel at 49%.
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