Competitiveness Now Goes Beyond Venue Capacity, Says New Study

Destination competitiveness in the global business events sector is increasingly being defined by value creation, connectivity, policy support and measurable impact rather than venue capacity alone, according to the newly released Global Destination Report 2026 from The Business of Events (TBOE), produced in partnership with VisitScotland Business Events.

Presented during TBOE's Policy Forum at IET London: Savoy Place, the fifth edition of the report draws on surveys and interviews with more than 1,000 destination stakeholders worldwide. Produced in collaboration with SFA Connect, the study aims to help destinations strengthen advocacy efforts and secure long-term political and financial support.

The findings suggest the sector has moved beyond post-pandemic recovery into a period of stabilisation. Around 90% of destinations reported stable or growing event activity, while 67% recorded growth in economic value during 2025 despite 80% operating with stable or reduced budgets.

The report also underlines the industry's continued economic contribution. Nearly seven in ten respondents (68%) estimated that business events generated more than €25 million annually for their destinations, while 17% reported impacts exceeding €500 million, including 7% that surpassed the €5 billion mark. However, the highest-value impacts remain concentrated in a relatively small number of destinations, particularly across Southern Europe and North America.

Commenting on the report, a spokesperson for The Business of Events said: "The 2026 Global Destination Report helps industry stakeholders understand current challenges and opportunities in the business events sector, while also tracking trends over time.

As our report shows, although the sector generates significant economic value for destinations, it continues to face budget and resource constraints, as well as an advocacy gap in ensuring this value is fully reflected in policymaking. We’re proud to provide information that destinations can use to secure funding and help make the case for the essential role business events play in economic and social development."

Among the report's key findings is the growing competitiveness of Tier-2 destinations, which are increasingly differentiating themselves through stronger local stakeholder collaboration, walkability and more personalised delegate experiences rather than scale alone. Association meetings also continue to prove more resilient than corporate and incentive events during periods of uncertainty.

Despite this resilience, resourcing remains a major concern. More than half (58%) of respondents said their teams are too small to meet current objectives, although satisfaction with staffing levels varies significantly across regions.

The report also points to an ongoing "advocacy gap". While perceptions of government support have improved slightly, 60% of respondents said support remains unchanged and insufficient. Economic impact and return on investment continue to be the strongest arguments when engaging policymakers, whereas wider benefits such as talent development, regional development and destination competitiveness are still viewed as less persuasive.

Although destinations increasingly recognise the importance of legacy, sustainability and knowledge exchange, the report notes that these broader outcomes remain difficult to measure consistently, limiting their influence on public policy discussions.

Neil Brownlee, Head of VisitScotland Business Events, said: "My colleagues and I at VisitScotland Business Events and across the wider industry have long advocated for a more holistic approach to measuring the impact of business events. For me, this is a real passion, as we see every day the tangible, positive benefits that business events with an intentional legacy bring to our country.

Business events are about much more than numbers; they bring people together, create jobs, stimulate local economies, and enable the exchange of expertise and knowledge that drives innovation and opportunity in communities. It’s vital that we continue to highlight this issue in reports such as TBOE’s Global Destination Report, and I remain committed to working together with my industry colleagues to find ways to better advocate for the value of business events to government."

Geopolitical uncertainty is also emerging as a defining challenge. Around 86% of respondents reported that geopolitical developments are having a moderate to significant impact on their ability to attract and deliver events. Some US destinations, in particular, cited growing difficulties linked to international perceptions, visa accessibility and geopolitical positioning.

Looking ahead, the report argues that destinations need more than marketing support. Instead, respondents called for stronger policy recognition, enabling infrastructure, practical funding mechanisms and more robust tools to demonstrate the long-term economic and societal value of business events.

According to TBOE, these findings reinforce the need to position business events as strategic investments that contribute to economic growth, sector development and place-making, rather than as a discretionary segment of the tourism economy.
 

The report can be downloaded here
 

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