According to the Meeting- & EventBarometer 2016/2017, which reveals the latest figures for trends in Germany’s events sector, the number of international delegates attending meetings, conferences and events in Germany last year increased by 18% compared to 2015. 32.9 million international delegates attended events, meetings and conferences in Germany, more than double the amount since the Barometer was launched in 2006.
The amount of conferences, meetings and seminars has also increased by 5.6%, making up over half (57%) of all events taking place in the country.
These are the results of the Meeting- & EventBarometer 2016/2017, the only study of its kind examining both the conference and event sector in Germany. The initiators are the German National Tourist Board (GNTO), European Association of Event Centres (EVVC) and the German Convention Bureau (GCB).
Petra Hedorfer, CEO of the GNTO, comments: “These results underline our strategy for the German meetings and conferences sector of incorporating the expertise of German cities and regions in important economic and scientific sectors in order to provide the ideal framework for suitable thematic events”.
Supply and demand in sync
Supply and demand remain at a high level throughout Germany’s events sector: in 2016 there were 3.02 million events with 394 million participants, a small increase in participants of 0.4% compared to the previous year.
On the supply side there are 7,313 event centres, conference hotels and event venues, each accommodating at least 100 people – an increase of 1.5%.
Growth in conferences, meetings and seminars
Conferences, meetings and seminars make up an increasing proportion of the total number of events held in Germany, having increased by 5.6% to 57.7%. Conferences have proven to be the driving force behind business trips to Germany from other European countries, making up 9% of approximately 12.9million trips taken in 2016.
“Increasingly planners and delegates from around the world want to meet, exchange knowledge and collaborate in Germany. The GCB is working closely with associations and organisations across the globe to help them deliver memorable meetings filled with strong value, quality and business and experiential power,” explains Matthias Schultze, Managing Director of the GCB.
Movement towards large events
The Meeting- & EventBarometer 2016/2017 has also revealed a slight shift in event format: conferences, meetings and seminars are increasingly being held as large events of 1,000 participants, an increase of up to 2%.
Joachim König, President of the EVVC, explains: “In the smaller meetings sector there are increasing signs of a move in the direction of IT-supported alternative forms of exchange. Here we can see how important it is for providers of meeting facilities to keep up with technological developments and to invest in the relevant equipment. The trend towards this small event format and increased incorporation of technology is explored in our Future Meeting Space Project.”
Positive expectations for the future
Lastly through the Barometer’s data gathering efforts event organisers in Germany are reporting that they are optimistic about the future, both with regard to the bookings situation in the current year and the future development of the events market. The proportion of positive assessments about the future has increased from 46.9% to 59.3%.
Meeting- & EventBarometer Germany
The Meeting- & EventBarometer is the only study that examines the entire event market in Germany – both the conference and event sector. The initiators are the European Association of Event Centres (EVVC), the German Convention Bureau (GCB) and the German National Tourist Board (GNTB). In 2017 the partners worked with the European Institute for the Meetings Industry (EITW) for the 11th time to examine the events market.