IMEX has released a new white paper encouraging convention bureaus to move beyond their traditional tourism-focused responsibilities and play a more strategic role in driving economic development, innovation, investment, and long-term destination growth. Titled “Place Leadership and the Business Events Sector,” the report highlights how the global business events industry is evolving and outlines new opportunities for destinations to strengthen their competitiveness.
The white paper was authored by Professor Greg Clark and Borane Gille, Head of City Innovation and Investment at The Business of Cities, following discussions held during the Place Leaders Forum at IMEX Frankfurt 2026. The report explores how changing work patterns, global mobility, and increasing competition among destinations are reshaping the role of convention bureaus worldwide.
Convention Bureaus Need a Broader Strategic Role
According to the IMEX white paper, convention bureaus can no longer focus solely on attracting conferences, winning event bids, or increasing hotel room bookings. Instead, they should collaborate more closely with economic development agencies, local governments, industry associations, universities, and business leaders to support wider community and economic objectives.
The report explains that the traditional distinctions between visitors, residents, students, investors, entrepreneurs, and remote workers are becoming increasingly blurred. As hybrid work and flexible lifestyles continue to grow, destinations must adapt their strategies to attract not only business events but also talent, investment, research, and innovation.
The authors argue that convention bureaus should become active partners in shaping local economic development by helping destinations build stronger industry ecosystems and create lasting value beyond the duration of individual events.
Business Events Drive Long-Term Economic Growth
The report emphasizes that business events generate benefits that extend well beyond tourism revenue. Conferences, exhibitions, and trade shows can attract international investment, support knowledge exchange, strengthen industry clusters, encourage innovation, and create long-term business partnerships.
Rather than measuring success only through visitor spending or hotel occupancy, destinations are encouraged to evaluate how business events contribute to economic resilience, workforce development, research collaboration, and sustainable growth.
The white paper positions the business events sector as an important catalyst for regional development, capable of supporting broader government priorities and long-term economic strategies.
Research Includes Case Studies from 27 Global Destinations
To support its findings, the IMEX white paper examines best practices from 27 leading international destinations, demonstrating how cities are integrating business events into wider economic development plans.
The research includes case studies from cities such as Amsterdam, Auckland, Barcelona, Copenhagen, New York, Singapore, Sydney, and Tel Aviv, highlighting successful approaches to connecting events with innovation, sustainability, research, investment, and community development.
These examples illustrate how destinations are leveraging conferences and exhibitions to strengthen their competitive positioning while delivering lasting economic and social benefits.
Seven Key Recommendations for Convention Bureaus
The report presents seven strategic recommendations designed to help convention bureaus strengthen their impact within destination development.
Among its recommendations are creating a unified industry voice, giving business events a formal role in city and regional planning, aligning event portfolios with economic priorities, improving impact measurement, strengthening collaboration with governments, increasing focus on sustainability and inclusion, and modernizing funding and governance models.
Rather than prescribing a single organizational model, the report acknowledges that every destination has unique political, economic, and institutional circumstances. It suggests multiple governance approaches, including closer partnerships with economic development agencies, integrated destination management structures, or direct government involvement where appropriate.
Destinations Now Compete for More Than Visitors
One of the report’s central messages is that global destinations are increasingly competing not only for tourists but also for skilled professionals, investors, researchers, students, entrepreneurs, and innovative businesses.
In this changing environment, business events should be viewed as strategic tools that help destinations build long-term competitiveness rather than simply generate short-term tourism revenue.
By attracting global industries and facilitating collaboration between businesses, governments, and research institutions, conferences and exhibitions can become powerful drivers of sustainable economic transformation.
IMEX Highlights the Global Impact of Business Events
Commenting on the report, Natasha Richards, Director of Impact and Industry Relations at IMEX Group, emphasized the significant contribution of the global business events industry to economic development.
She noted that research from the Events Industry Council (EIC) shows the business events sector generates approximately US$1.8 trillion in global GDP while supporting millions of jobs worldwide. According to Richards, this positions the industry to help destinations respond to rapid economic, technological, and social changes.
She added that business events provide unique opportunities for cities and regions to strengthen competitiveness in an era defined by increased mobility, global competition, and evolving workforce trends.
IMEX Plans Continued Research and Industry Collaboration
IMEX has announced plans to expand the white paper with additional research, practical examples, and new international case studies in future editions. Many of the report’s themes will also be explored during the Place Leaders Forum at IMEX Frankfurt 2027, providing industry stakeholders with further opportunities to discuss the future of destination leadership and business events.
As the organizer of IMEX Frankfurt and IMEX America, IMEX continues to promote innovation, knowledge sharing, and collaboration across the global meetings, incentives, conferences, and exhibitions (MICE) industry.
White Paper Reinforces the Future of Destination Leadership
The release of “Place Leadership and the Business Events Sector” highlights the growing importance of integrating business events into wider economic development strategies. By encouraging convention bureaus to work alongside governments, educational institutions, and industry leaders, the report presents a forward-looking vision for destinations seeking sustainable growth and global competitiveness.
As cities worldwide compete to attract talent, investment, innovation, and international business, the IMEX white paper positions convention bureaus as key strategic partners capable of delivering long-term economic, social, and community value far beyond the success of individual events.
