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International , Venues & Destinations
German Convention Bureau Issues its Annual EventBarometer for 2019
The German National Tourist Board (GNTB), European Association of Event Centres (EVVC) and GCB German Convention Bureau today released the results of the “Meeting- & EventBarometer 2018/2019.” The annual report found that, with that attendee numbers on a continued upward trend, the German meeting, conference and event market has become more diversified in 2018 and is increasingly influenced by the megatrends digitalisation and internationalisation.
Attendee figures continue to grow
Based on the overall number of people attending meetings, congresses and events in Germany, the Meeting- & EventBarometer 2018/2019 confirmed the sector as a growth market. With 412 million attendees, the study recorded an increase of 1.6 percent. At the same time, the report found there was a slight decline in the number of events, indicating that more attendees take part in fewer and mostly medium-sized to large events. In an increasingly varied market, this trend was already visible in last year’s Barometer results and is partly caused by the use of new technologies, with smaller meetings moving in the digital space.
Meetings and congresses on the up
With different types of events showing different growth rates, the “congresses, meetings and seminars” category was demonstrably the important type of event in Germany again, accounting for 60.9 percent of all events. The category reported above-average growth of 3.1 percent compared to the previous year.
German events with more international attendees
According to the Meeting- & EventBarometer 2018/2019, on average 9 percent of attendees (37.2 million) were from abroad, equalling an increase of 2.1 percent in comparison to 2017.
Since the first Barometer analysis, the number of international event attendees has almost tripled, from 14.3 million in 2006.
Increasingly wide range of event venues
For their meetings, conferences and events, planners can choose from 7,472 event centres, conference hotels and other event venues (size: minimum of 100 seats in their largest space) in Germany. A growing share of these spaces work with dedicated sustainability management systems: While in 2011 only 27 percent operated with a sustainability management system in place, today that number stands at just above 40 percent. The overall number of venues increased slightly in 2018 compared to 2017. Event venues, including former industrial sites, exhibited the strongest growth by providing ideal surroundings for creative and innovative formats as well as being able to offer the appropriate tech infrastructure for hybrid events.
Digitalisation shaping event sector
The growing importance of hybrid events as a combination of conventional in-person attendance and the integration of various digital tools including online participation of remote attendees is underlined by the results of the Meeting- & EventBarometer 2018/2019.
According to surveyed suppliers, their overall share continued to increase from 2017 to 2018. EVVC vice president Jan Jansen emphasized the significance of this development: “As the latest research results of our joint ‘Future Meeting Space’ innovation network have shown, it is crucial for the success of events that they leave a lasting memory – and the integration of innovative and digital elements can help achieve this.” The digital transformation has also changed how event venues market their offerings, with online activities and digital elements, such as listings on online marketplaces, now taking up more budget than conventional marketing tools.
Putting the Meeting- & EventBarometer 2018/2019 results in context, GCB managing director Matthias Schultze said: “The latest figures show that the event market is becoming more heterogeneous and increasingly diversified. This trend manifests itself in new event formats in venues that cater for the changing requirements brought about by our new, more flexible and cooperative ways of working. Diversification also means that we see more hybrid events with digital elements as well as new marketing tools and a growing number of international attendees. Suppliers in the German event community adjust their activities accordingly which is reflected in the growing importance of digital marketing and sales.”
Germany most popular destination for international association meetings
The latest 2018 figures released by the International Congress & Convention Association (ICCA) last week confirm the overall positive assessment of the German market: For the 15th time in a row, Germany tops the European ranking and comes second internationally behind the USA, with 642 international association meetings having taken place in Germany in 2018.
About The German Meeting- & EventBarometer
The Meeting- & EventBarometer is the only study that analyses the German event market in its entirety, looking both at meetings/conferences as well as at the events sector. The survey thus provides significant information about the status quo of the industry. It is initiated by the European Association of Event Centres (EVVC), the GCB German Convention Bureau e.V. and the German National Tourist Board (GNTB). To compile the “Meeting- & EventBarometer 2018/2019,” the project partners for the 13th time commissioned the European Institute for the Meetings Industry (EITW) to analyse the event market.
For the full Meeting- & EventBarometer 2018/2019 report PDF, please click here.
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