The Role of Convention Bureaus in Industry Research Development — Meetings Innovation Report
Skift Take
When convention bureaus develop their own meetings industry research, it positions them as leaders in event tech and meeting design innovation, and it differentiates them from their competitors. It takes a lot of work, resources, and experimentation to do it effectively, though.
The Future of Meetings & Events
Our feature story this week focuses on the German Convention Bureau's strategy to differentiate itself in the European market by developing and sharing an extensive body of meetings industry research and educational content.
The research highlights trends in event technology and meeting design, while the growing volume of blog content promotes the different German cities as important areas of expertise in various advanced industries.
“We want to shape the future for our German, European, and international customers, and continue positioning Germany at the forefront of innovation,” Matthias Schultze, managing director of the GCB, told me. “Even though we’re ranked number one in meetings in Europe in the ICCA (International Congress & Convention Association) standings, we can never rest on our laurels.”
Send me your feedback on Germany's research and content strategy to go@skift.com. All emails will be kept private unless
