A new white paper released by IMEX following the Place Leaders Forum at IMEX Frankfurt 2026 calls on convention bureaus and destination organisations to rethink their traditional roles as cities face growing competition for talent, investment, innovation, business events and residents.
Titled “Place Leadership and the Business Events Sector,” the report has been authored by Professor Greg Clark CBE FAcSS and Borane Gille of The Business of Cities. Drawing on research and case studies from 27 cities and countries, the paper explores how business events can contribute to long-term economic, social and community development.
Convention Bureaus Need a Broader Strategic Role
According to the IMEX white paper, convention bureaus can no longer rely solely on tourism-led strategies or focus primarily on winning event bids and increasing hotel occupancy.
Instead, destinations need to adopt an integrated place leadership strategy that connects business events with wider priorities, including economic development, innovation, talent attraction, sustainability and community well-being.
The report highlights the changing relationship between visitors and residents. A business event delegate may eventually become a resident, investor, entrepreneur, researcher or student, while international professionals increasingly interact with destinations through remote work, hybrid employment and digital nomad lifestyles.
This changing environment means cities are competing not only for tourists and major conferences but also for skilled workers, investment, research, innovation and international business opportunities.
Business Events Can Drive Long-Term Economic Development
The white paper argues that business events should be viewed as strategic economic development tools rather than standalone tourism activities.
International conferences, exhibitions, congresses and corporate events can help destinations strengthen priority industries, connect international experts with local businesses, encourage knowledge exchange and support innovation ecosystems.
The authors suggest that successful destinations should therefore identify events that complement their long-term economic priorities. Rather than pursuing every possible event, convention bureaus can focus on attracting conferences and business events that create meaningful connections with sectors such as technology, healthcare, life sciences, manufacturing, sustainability and research.
This approach can help destinations generate value that continues well beyond the duration of an event.
Destination Competition Is Changing
Global competition among destinations has become increasingly complex. Cities are now seeking to attract international events while simultaneously positioning themselves as attractive places to live, work, study, invest and innovate.
The IMEX report suggests that this convergence creates an opportunity for convention bureaus to become important partners in destination development.
Convention bureaus can help communicate a destination’s strengths to international event organisers while also connecting event strategies with government priorities, local industries and community objectives.
This could transform the role of convention bureaus from event sales organisations into strategic contributors to the future development of their destinations.
Copenhagen, Auckland and Barcelona Showcase Place Leadership
The report highlights several destinations that are already connecting business events with wider place development strategies.
Copenhagen integrates business events with its strong life sciences ecosystem, helping international conferences and industry gatherings contribute to the city’s broader economic strengths.
Auckland aligns convention activities with regional economic development objectives, demonstrating how business events can support wider destination priorities.
Meanwhile, Barcelona has placed greater emphasis on event legacy by connecting international congresses with local social and community priorities.
These examples demonstrate how business events can generate value beyond delegate spending by creating connections between international visitors, local businesses, knowledge institutions and communities.
Seven Recommendations for the Business Events Industry
The IMEX white paper presents seven key recommendations designed to help the global business events sector adopt a stronger place leadership approach.
One major recommendation is to embed convention bureaus more closely within economic development structures. This can enable them to contribute directly to broader destination strategies rather than operating independently as tourism-focused organisations.
The report also recommends aligning event portfolios with strategic destination priorities. Selecting events based on their potential contribution to priority industries and development objectives can increase their long-term value.
Another recommendation focuses on improving intelligence-sharing between convention bureaus and governments. Better access to economic, industry and destination data can help organisations identify opportunities and demonstrate the wider impact of business events.
The report further calls for improved measurement of long-term legacy and community impact. Traditional metrics such as delegate numbers, room nights and event revenue may not fully capture the economic and social value generated by major business events.
Finally, the paper highlights the need to rethink funding models so that they reflect the broader economic and social contributions of business events.
From Event Bidding to Destination Leadership
One of the report’s central messages is that convention bureaus should move beyond simply securing international events.
Winning a major congress or exhibition can generate immediate economic activity, but the greater opportunity lies in connecting that event with a destination’s long-term objectives.
For example, an international technology conference could create relationships between global technology companies, local startups, universities and investors. A medical congress could strengthen a city’s healthcare and life sciences ecosystem. Similarly, a sustainability-focused exhibition could support local environmental initiatives and encourage investment in green technologies.
This approach allows business events to become catalysts for wider economic and social development.
IMEX America 2026 Highlights Growing Destination Competition
The findings are particularly relevant as destinations prepare to compete for future international business events.
IMEX America 2026 is scheduled to take place from October 13–15, 2026, providing another major platform for destinations, event professionals, associations and corporate buyers to connect.
As buyers increasingly evaluate destinations based on sustainability, innovation, sector expertise, infrastructure and measurable impact, the ability to demonstrate a clear place leadership strategy could become an important competitive advantage.
Destinations that can show how an event will benefit local industries, communities and innovation ecosystems may be better positioned to attract international organisers and secure repeat business.
Sustainability and Community Impact Become More Important
Sustainability is also becoming an increasingly important component of destination competitiveness.
Business event organisers are looking beyond environmental commitments and increasingly considering the wider social and economic impact of events. Destinations therefore need to demonstrate how major conferences and exhibitions can support local communities, workforce development and responsible economic growth.
The IMEX report’s focus on legacy reflects this broader shift. The success of a business event may increasingly be judged not only by what happens during the event but also by what remains after delegates leave.
The Future of Business Events and Destination Development
The white paper points toward a future in which business events become an integrated part of destination strategy.
Convention bureaus that understand local economic priorities, collaborate with government and industry stakeholders, and measure long-term outcomes can play a more influential role in shaping destination competitiveness.
The distinction between tourism, business events, economic development and talent attraction is becoming less clear. As global mobility increases and professionals increasingly combine travel, work and investment, destinations need strategies that recognise these connections.
The IMEX white paper therefore provides a strong argument for convention bureaus to evolve from traditional event promotion organisations into strategic place leadership partners.
The themes identified in the report are expected to receive further attention at the Place Leaders Forum at IMEX Frankfurt 2027, highlighting the growing recognition of business events as strategic drivers of innovation, investment, economic development and long-term destination prosperity.
Conclusion
The new IMEX white paper “Place Leadership and the Business Events Sector” highlights a major shift taking place across the global business events industry. Convention bureaus are being encouraged to look beyond visitor numbers and event bids and focus on the wider value that conferences, exhibitions and congresses can create.
For destinations competing for global talent, investment, innovation and international events, adopting a place leadership approach could become essential. By aligning business events with economic priorities, strengthening industry partnerships and measuring long-term community impact, cities can turn international events into powerful platforms for sustainable growth and destination development.
