Occasion market in Germany step by step recovering: Quantitative progress and ongoing growth of choices present alternatives

The variety of worldwide enterprise journeys to Germany greater than doubled from 5 to 11 million in 2022 in comparison with the earlier 12 months. Which means that the enterprise journey section is recording progress once more for the primary time after two years of Covid-19-related decline, reaching round 70% of the document degree from the pre-crisis 12 months 2019.

FRANKFURT – The German Nationwide Vacationer Board (GNTB), the GCB German Conference Bureau and the EVVC European Affiliation of Occasion Centres current the outcomes of the brand new “Assembly & EventBarometer 2022/2023”. The important thing figures on the German conferences, congress and occasion market in 2022 affirm that the variety of in-person occasions has elevated considerably, whereas hybrid and digital codecs have decreased. Based on the analysis findings, the market is recovering step by step and on the identical time present process a progressing structural transformation.

Growth of enterprise journey in German incoming tourism

The variety of worldwide enterprise journeys to Germany greater than doubled from 5 to 11 million in 2022 in comparison with the earlier 12 months. Which means that the enterprise journey section is recording progress once more for the primary time after two years of Covid-19-related decline, reaching round 70% of the document degree from the pre-crisis 12 months 2019.

In comparison with its worldwide competitors, Germany has additional expanded its place because the primary enterprise journey vacation spot for Europeans with 9.2 million enterprise journeys and leads the rating by a transparent margin over France (4 million enterprise journeys) and Spain (2.9 million). Throughout the enterprise journey market, the MICE section is gaining in significance post-Covid. 60% of enterprise journeys from Europe to Germany in 2022 have been promotable enterprise journeys, i.e., journey associated to commerce festivals and MICE. With 67 %, this share was even larger for enterprise journeys from abroad markets. On the identical time, the restoration of promotable enterprise journeys is, at 74%, considerably larger than that of traditional enterprise journeys.

Petra Hedorfer, chairwoman of the GNTB’s government board: “The event of this market section is extraordinarily essential for us, because the share of enterprise journey in German incoming tourism from Europe is 20%, i.e., virtually twice the European common (11%). Enterprise travellers from abroad even attain a share of 33%. To be able to proceed to be part of this recovering market sooner or later, we have to repeatedly adapt to the altering market calls for as they happen in the middle of the ecological transformation: Greater than half of occasion organisers state within the Assembly & EventBarometer that their purchasers count on sustainability to be thought-about. Many gamers in German tourism have tailored to those challenges: Nearly two-thirds of provider corporations have already aligned elements of their supply portfolio with sustainability in thoughts, and round one-fifth think about sustainability of their whole provide chain. As crucial causes for this, the respondents cite on the one hand the saving of sources and alternatively shopper expectations , which is essential proof of how ecological transformation, service high quality and enterprise success are linked.”

Restoration of German assembly and congress market

The event of the German occasion market in 2022 underlines its transformative energy within the face of a number of challenges in addition to the continuing relevance of enterprise occasions within the communication mixture of organisations. In 2022, the true quantity of in-person occasions (in-person solely and hybrid occasions) returned to 48.5% of the 2019 degree. The restoration of the market is rising with the tip of the Covid-19 measures from the start of the second quarter till the tip of 2022. Throughout this era, occasion volumes return to 66% of pre-pandemic ranges.

The variety of in-person occasion attendees quantities to 172 million. Mixed with in-person attendees of hybrid occasions, this determine is as excessive as 184 million. This implies a rise of 246% within the variety of in-person occasion attendance (2021: 50 million). Along with in-person attendees, there have been 28.5 million on-line attendees in hybrid occasions final 12 months (2021: 36.3 million) and 53.4 million attendees in on-line occasions (2021: 327 million). Whereas the variety of on-line attendees declined, in-person occasions with digital components (hybrid occasions) proved to be the driving pressure within the occasion market. In 2022, a complete of two.6 million occasions with a complete of 266.4 million attendees came about in Germany throughout all occasion sorts (in-person, hybrid, digital).

Increase for position of enterprise occasions as platforms for data trade

Enterprise journeys are rising considerably in comparison with the earlier 12 months. As a result of lifting of Covid-19 rules, congresses, conferences and seminars have develop into considerably bigger (in relation to the variety of attendees) in 2022 in comparison with the earlier 12 months. There was a robust shift in the direction of bigger occasions with 101 or extra attendees and a correspondingly sturdy decline in very small occasions (as much as 50 attendees). The necessity for in-person conferences has elevated considerably and places the connection to digital and hybrid occasions into perspective.

“Enterprise occasions are a vital instruments for fixing advanced points. Individuals who come collectively in an expert context guarantee data switch, type networks and thus present the platforms for growing the solutions to the massive questions of our time. Significantly in an period of a number of, world challenges, they’ll assist the required transformation processes and supply a stage for constructive dialogue on a number of ranges and in various codecs,” says Matthias Schultze, managing director of the GCB German Conference Bureau e.V.

The rise in enterprise journeys can be mirrored within the numbers of worldwide attendees. Their share in 2022 was 3.9% on common (2021: 2%). Which means that though worldwide demand is growing extra modestly than the home market, there’s a clear constructive pattern.

Sustainability more and more in focus

The in-person attendees of hybrid occasions along with the attendees of in-person occasions solely type a rising group of people that need to meet in particular person. These figures illustrate the necessity for a twin give attention to face-to-face encounters and digital networking, which is confirmed specifically by the organisers surveyed with a view to market growth within the coming years.

Significantly with regard to sustainability, the wise use of digital instruments is indispensable. Within the present survey, the significance of sustainability is usually rated larger than within the final survey. Round one fifth of the provider corporations has already organised their provide chain sustainably all through. The overwhelming majority of suppliers surveyed are in a position to deal with varied features of sustainability, whereas lower than 10% of respondents will not be actively participating with the subject. For occasion organisers, sustainable occasion administration has an significance within the higher vary with a median score of seven.1. Differentiated in line with completely different features of sustainability at occasions, catering is simply forward of CO2 compensation and forward of a certification system. Total, sustainability is more and more influencing company choices and thus your entire occasion planning course of.

Optimistic future forecast

Based mostly on the turnover from 2022, the outlook for 2023 and 2024 may be very constructive. All suppliers (i.e., all kinds of occasion venues) count on a constructive turnover growth of round 20 % plus for the following two years. Occasion organisers affirm this constructive outlook: 81% count on a very good to superb reserving state of affairs within the coming months and anticipate finances progress of round 20% by 2023/24. These optimistic forecasts show that the staging of occasions is as soon as once more in sturdy demand regardless of wide-ranging challenges.

Occasion market more and more resilient to a number of challenges

Power provide, inflation and worth will increase in addition to employees shortages are the largest challenges for the approaching years. Among the many most incessantly talked about penalties of the varied challenges for suppliers are adjustments in how buildings are managed and higher worth stress from purchasers. For organisers, rising prices and finances cuts are among the many most difficult penalties.

As well as, the demand for employees and expert employees has elevated in comparison with the earlier 12 months. The necessity for employees is most noticeable in convention inns. Nearly 70% of them state that they’re on the lookout for employees, which has an influence on the workload of current staff. To be able to counteract this case, the main focus is on variety in groups in addition to on the stronger promotion of girls. Implementing versatile working time fashions is one other step. “Addressing points round variety and equality are essential approaches to fixing the necessity for expert employees and contribute to enhancing corporations‘ competitiveness,” says Ilona Jarabek, president of the EVVC European Affiliation of Occasion Centres.


The outcomes of the Assembly & Occasion Barometer 2022/23 present that the attraction of occasions is unbroken. In-person occasion attendance, which makes up the most important share of all attendees throughout all kinds of occasions, underlines the excessive relevance of in-person occasions as a communication device for corporations and organisations. Nonetheless, digital codecs proceed to be of nice significance and can proceed to play an essential position within the communication combine sooner or later. Past the bodily house, the digitalisation creates huge alternatives to develop the attain of occasions and to incorporate those that can’t or don’t need to be current in particular person for a variety of causes.

Total, the German conferences and congress market is resilient and match for the longer term within the face of the present a number of challenges. Sooner or later, enterprise occasions might be characterised above all by short-term planning cycles, the next affect of sustainability features in addition to elevated employees necessities. On the identical time, these circumstances create a substantial alternative to drive new progressive options which might be sustainable and future-proof.

Assembly & EventBarometer 2022-2023 Administration Abstract

Vicky Karantzavelou

Vicky is the co-founder of TravelDailyNews Media Community the place she is the Editor-in Chief. She can be answerable for the each day operation and the monetary coverage. She holds a Bachelor’s diploma in Tourism Enterprise Administration from the Technical College of Athens and a Grasp in Enterprise Administration (MBA) from the College of Wales.

She has a few years of each educational and industrial expertise inside the journey trade. She has written/edited quite a few articles in varied tourism magazines.

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