A new white paper from IMEX, launched following the Place Leaders Forum earlier this year at IMEX Frankfurt, argues that convention bureaus face a defining moment as global mobility, changing lifestyles and rising competition between destinations reshape what makes places attractive to visitors, talent, investors and residents.
“Place Leadership and the Business Events Sector“, authored by Professor Greg Clark CBE FAcSS and Borane Gille of The Business of Cities, outlines how destinations are still often viewed through a tourism lens and should adopt integrated “place leadership” approaches to connect business events with economic development, innovation, talent attraction and community well-being.
Drawing on insights and case studies from 27 cities and countries worldwide, the report sets out the case for business events to become a strategic tool for creating lasting local value and shaping the future competitiveness of places.
Destinations competing in a new era
The white paper identifies a profound shift in how people interact with destinations. Traditional distinctions between visitor, resident, student, investor and worker are now increasingly blurred as hybrid work, remote and digital nomad lifestyles, and greater global mobility create new forms of movement between cities and countries.
In the report, Greg and Borane explain: “People now move in and out of places in multiple roles: a researcher becomes an entrepreneur; a customer becomes an investor; a congress delegate becomes a resident; a tourist becomes a student.”
As a result, destinations are no longer competing solely for visitors. They’re competing simultaneously for talent, innovation, capital, research, events and residents.
This evolving landscape means convention bureaus can no longer focus exclusively on winning bids and driving room nights. Instead, they must become active partners in defining, communicating and delivering their destination’s long-term ambitions and value.
From destination marketing to place leadership
According to the report, the most successful places will be those that shift from marketing their destination, to attracting events that support priority sectors, strengthen innovation clusters, support talent attraction and create community impact long after delegates return home.
The white paper highlights a growing number of destinations already embedding business events within broader economic development strategies, including Copenhagen’s integration with life sciences, Auckland’s alignment with economic development, and Barcelona’s legacy-focused approach that connects congresses with local social and community priorities.
A call to action for the sector
Seven recommendations for the global business events sector are set out, including embedding convention bureaus in economic development structures, aligning event portfolios with destination priorities, sharing intelligence with governments, measuring legacy more effectively and reforming funding models to reflect long-term economic value.
The findings also have direct implications for destination exhibitors participating at industry trade shows, such as IMEX America in October. As association and corporate buyers increasingly seek destinations aligned with specific values, sector strengths and sustainability ambitions, convention bureaus that demonstrate authentic place leadership, cross-sector collaboration and measurable impact will be better positioned to attract and retain events business.
Natasha Richards, IMEX’s Director of Impact & Industry Relations, says:
“We know our sector delivers a sizable economic impact—with EIC’s recent research showing that business events generate $1.8 trillion in global GDP and support millions of jobs worldwide. It’s clear our industry’s uniquely positioned to help destinations navigate a new era defined by mobility, competition and change.
“Our white paper’s a strong expression of IMEX’s vision of “a thriving global events industry focused on positive change”, demonstrating how the events sector can create lasting value and help create destinations that people choose not only to visit, but also to belong to.”
The white paper, “Place Leadership and the Business Events Sector”, is available to download here and is intended to be a living body of research, with additional case studies and insights added over time.
Many of the insights shared in the white paper will be explored in greater detail at next year’s Place Leaders Forum during IMEX Frankfurt 2027.
IMEX America takes place October 13-15.
