IMEX has released a new white paper that calls for convention bureaus to take on a broader role. The report says they should work more closely with economic development groups, local leaders, and industry partners.
Place Leadership and the Business Events Sector was written by Professor Greg Clark and Borane Gille, head of city innovation and investment at The Business of Cities. They developed the report after this year’s Place Leaders Forum at IMEX Frankfurt.
The paper looks at how remote work, global mobility, and stronger competition between destinations are changing the business events industry.
Convention bureaus face a broader role
The report says the line between visitors, residents, students, investors, and workers continues to blur. Remote work and hybrid lifestyles have changed how people use and choose destinations.
As a result, convention bureaus can no longer focus only on bids and hotel room nights. The authors say they should also support local growth, industry development, and community goals.
Business events can help attract investment and talent. They can also support innovation, strengthen industry clusters, and create benefits that last after an event ends.
The report urges convention bureaus to work as partners in economic development instead of operating mainly as tourism organizations.
Research draws on 27 destinations
The white paper draws on case studies from 27 destinations. They include Amsterdam, Auckland, Barcelona, Copenhagen, New York, Singapore, Sydney, and Tel Aviv.
These examples show how destinations connect events with economic growth, research, sustainability, and community needs.
The report also gives the industry seven recommendations. They include building a shared voice, giving business events a formal role in local planning, and linking event portfolios to economic priorities.
In addition, the authors call for stronger impact measurement, better information sharing with government, greater attention to inclusion and sustainability, and updated funding and governance models.
However, the report does not propose one structure for every destination. It outlines several paths, including partnerships, integration with economic development agencies, and direct government involvement. The authors say each model must fit its local political and economic setting.
Business events extend beyond tourism
The report says destinations now compete for more than visitors. They also compete for talent, investment, research, students, and businesses.
Because of that shift, the authors say destinations should treat business events as long-term tools for growth. They should not measure success only through visitor spending.
Natasha Richards, director of impact and industry relations at IMEX Group, says the industry can help destinations respond to economic and social change.
“We know our sector delivers a sizable economic impact, with the Events Industry Council’s recent research showing that business events generate $1.8 trillion in global GDP and support millions of jobs worldwide,” says Richards. “It’s clear our industry’s uniquely positioned to help destinations navigate a new era defined by mobility, competition and change.”
IMEX says it plans to update the white paper with more case studies and research. The Place Leaders Forum at IMEX Frankfurt 2027 will also explore many of the report’s themes.
IMEX organizes IMEX Frankfurt and IMEX America for the global business events industry. For more info, visit www.imexevents.com.
Information sourced from IMEX. Edited by Exhibit City News for clarity, length, and style.
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