BEC Germany

Market development activities

  • March 9-10: BEC worked with the German Embassy to support exposure at MICECLUB in Essen Germany, a two-day event attended by German-based international buyers.

Current trends and market considerations

  • According to CWT Meetings & Events Meetings and Events Forecast published in November 2014, global lead times for booking meetings and events are becoming shorter, as organizations focus more closely on business performance before committing to meetings and events spend. In Germany, lead times have been reduced by up to 50% compared to last year.
  • End-to-end meetings management is a key trend of 2015, as meeting planners take note of the success of this practice in North America. Time and financial savings are typical benefits, in addition to gaining an accurate overview of total event costs. Meeting planners in Germany have seen savings of up to 23% implementing this strategy.
  • While sustainability has been an essential issue for the meetings industry for a long time, it is still growing in importance and relevance.
  • Spain, France and Italy dominate the top spots for German MICE. To find new destinations, planners generally look at the inspirational quality of a place, collect their information through individual sources and—the basis of the whole meetings industry—establish personal contact. To make information easily accessible to planners, it is best to combine the full potential of multiple-channel communication. Internet research has highest relevance and expands to business networks, newsrooms and social media.
  • Short travel times, venues and destinations that are easy to reach, plus a strong tendency for local and regional events, are now guiding factors as event organizers seek to minimize costs and favour shorter distance travel.

Contact our team

Check out our dedicated Business Events Canada website or the listings in Trade Shows & Events on this website.