Europe’s Moment to Reinvent Itself Begins With BEFuture

As global power centres shift and environmental urgency becomes more pressing, Europe is challenged to lead by example. Among the region’s boldest responses is BEFuture, a pioneering EU-funded initiative that aims to reimagine the role of business events as platforms for innovation, inclusion and resilience. Supported by €4.2 million from the European Commission, the project focuses on transforming the MICE sector into a future-ready industry that extends far beyond tourism.

The project has its origins in Catalonia, but its goals are undeniably European. At its heart is Sònia Serracarbassa, Director of the Catalunya Convention Bureau, who was awarded the JMIC Profile & Power Award in 2024 for her contributions to global meetings industry transformation, including BEFuture. Now is the time for Europe to rethink what professional events can deliver for delegates, destinations and society in general.

The global lockdown did more than cancel or postpone events; it actually gave professionals in the meetings industry enough time to pause and reflect on the sector, forcing a wake-up call. Across Europe, business event professionals began to question not just how things were done, but what the purpose of getting together really was. For the Catalunya Convention Bureau, this was a key moment.

“We began reflecting, not just on formats, but on fundamentals,” says Serracarbassa. “What were we doing out of habit? What needed to evolve? And how could events become spaces that generate real value for people, for communities, and for the environment?”

These conversations in Catalonia would soon lead to an unprecedented initiative. With the support of the Catalan Tourist Board, Serracarbassa and the European projects Unit proposed a bold idea: to position professional events as a strategic platform for economic and social transformation, rather than a side effect of tourism policy. The European Commission approved it, and BEFuture became the first-ever EU-funded initiative focused exclusively on the MICE industry, awarded under the Single Market Programme. With €4.2 million in funding, the project launched with a cross-sector consortium of eight partners from six countries (Spain, Belgium, France, Germany, Italy and the Netherlands).

The partnership brings together convention bureaux, business accelerators, research universities and communication specialists, forming a pan-European network designed to prototype a new model for business events: one that is resilient, regenerative and relevant to Europe’s future. “It is not just cross-border, it is cross-sector,” Serracarbassa says. “We are bringing together destinations, universities, accelerators, tech partners. Because if we are serious about innovation, we cannot keep thinking in silos.” Her point goes beyond the consortium structure, BEFuture actively seeks collaboration with other industries and professionals, recognising that many of the most relevant innovations often come from outside the traditional events sector.

At the heart of BEFuture is a conviction that innovation must serve a purpose. The project’s strategy is grounded in four pillars, each tied to major systemic challenges facing the events industry. These were shaped through a pan-European research phase, now published in the BEFuture White Paper.

• Talent and inclusion: ensuring accessibility, diversity and skills development;
• Impact and governance: improving measurement and accountability;
• Climate change and circularity: addressing waste, decarbonisation, mobility and the broader transition to regenerative practices;
• Event experience: improving how events are designed and delivered, from delegate participation to the daily realities of organisers and suppliers, through smarter processes and technology.

Each pillar has informed the structure of the Acceleration Programme, which supports up to 80 innovation-led projects across partner countries. Selected initiatives receive up to €30,000 in funding, plus expert mentoring, visibility at major events such as IBTM and IMEX, and integration into an international knowledge network.

“The delegate experience is not only about comfort or logistics,” she explains. “It is about feeling involved. People need to know that their presence (physical or digital) has meaning, that they are not just attending, but contributing, connecting, and helping shape what comes next.”

Many of the selected projects explore how technology can enhance this involvement, not by replacing the human element, but supporting it. From real-time data tools that optimise mobility and energy use, to inclusive digital interfaces that personalise access and participation, BEFuture is turning abstract priorities into practical experiments. “Technology is not the goal, it is the enabler,” Serracarbassa adds. “It needs to help us become more sustainable, more inclusive, more impactful. That is how we stay relevant.”

The call for projects was also extended to startups and entrepreneurs outside the traditional MICE landscape, a deliberate move to bring in fresh thinking from other industries such as smart cities, education technology, and mobility. According to Serracarbassa, this kind of collaboration is already changing the culture of innovation in the sector.

“What we see is that our own benchmarks are changing,” she explains. “For years we have talked about innovation, but now we can check what it looks like when others apply it to us. It is humbling, and that is exactly what we needed.”

What sets BEFuture apart is not just its funding structure or the scale of its European ambition, but its ability to inspire alignment across the industry. The project continues to gain visibility through its presence at events such as IBTM, IMEX and the 63rd ICCA Congress in Abu Dhabi (2024), where it hosted the workshop Innovating the Future of Business Events, as well as at PCMA Convening EMEA. It has also been part of strategic dialogue with the Strategic Alliance of the National Convention Bureaux of Europe, a network of 29 national DMOs committed to long-term sectoral transformation. One example of this alignment is Convene 4 Climate, an emerging initiative co-led by PCMA and European partners. Launched in Barcelona in 2024, the event refl ects a growing determination to address business events’ environmental impact and explore their role in shaping climate-conscious futures. “The goals of Convene 4 Climate are fully aligned with what BEFuture stands for,” says Serracarbassa. “We need to ask ourselves how we want to transition, not just as individual organisers or destinations, but as a connected industry with shared responsibility.”

This renewed focus comes at a time when Europe is at a geopolitical crossroads and, with it, an opportunity to lead by example. With polarised narratives dominating the discourse in other regions, the European meetings industry is finding a new meaning by focusing on environmental responsibility, digital transformation and inclusive design.

“We are not just reacting to change. We are shaping what comes next and doing it in a way that is collaborative, equitable and grounded in values,” Serracarbassa concludes.

As the selected projects begin to take shape, their potential to inspire replication across countries is already being felt. BEFuture is more than a response to industry challenges. It is part of a wider European shift towards a new business event model, defi ned by purpose-driven design, collective accountability and a commitment to measurable, long-term impact. As global expectations evolve, Europe is no longer a follower of trends; the region is ready to build a future-proof framework for what meaningful meetings can look like, and why MICE events matter.