Europe’s Next Generation of Events Innovators Takes Centre Stage in Ghent

European leading business events innovators will gather at the Wintercircus in Ghent on 23 February 2026 for the BEFuture Signature Event, a unique industry showcase that will spotlight forward-thinking solutions by start-ups driving sustainability, digital transformation and social impact across the European business events landscape. The event will also host discussions about the future of the sector in Europe and offer many networking opportunities. 

Organised by the BEFuture project – the first initiative backed by the European Commission dedicated to driving sustainable, resilient, and inclusive transformation in the business events sector – the Signature Event will unite SMEs, innovators, business event organisers from venues and convention bureaus, regional and European networks, policymakers and academics to explore what comes next for business events across Europe. After two years of collaboration and community building, the BEFuture project comes to an end, and this event is its final milestone. 

Since its launch, BEFuture has built an open innovation ecosystem that champions entrepreneurship, sustainable practices and collaboration across borders. 81 innovative projects from six European countries have been supported through the project’s Acceleration Programme. 

“The Signature Event is the moment to present BEFuture’s achievements, learnings and results, while reflecting on what comes after the project’s formal conclusion and how to continue addressing the needs and future challenges of the industry by supporting the implementation of open innovation business models and technology adoption. Public–private and cross-sector collaboration are key” said Sònia Serracarbassa, Director of the Catalunya Convention Bureau at the Catalan Tourist Board, which coordinates the BEFuture project.

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The BEFuture Signature Event will feature: 

• The BEFuture Gallery, a curated showcase of innovative products, services and solutions developed by SME-led projects supported by BEFuture.
• Keynotes and thematic workshops exploring sustainability, inclusivity, entrepreneurship and innovation.
• Networking and knowledge-sharing sessions, an opportunity to exchange insights, spark collaborations and imagine future trajectories for the sector. 

The event is aimed at: 

• Business event organisers and other professionals from venues, hotels, convention bureaus, professional congress organiser firms, AV companies and associations;
• Entrepreneurs, investors, innovators, and change-makers;
• Decision-makers including EU and UN representatives;
• Representatives of regional and European networks and the public sector;
• Academics and students;
• Representatives from different ecosystems including labs, hubs and incubators from various sectors;
• The BEFuture community: everyone who has worked with and contributed to BEFuture. 

BEFuture is a three-year project co-funded by the European Commission under the Single Market Programme aiming to transform the business events sector and make it future-ready by harnessing the power of digitisation and fostering continuous innovation. Its goal is to create a new business model that strengthens the sustainability, digitalisation and resilience of the sector. By co-designing solutions with the entire business events ecosystem, we aim to make a positive and enduring impact.

Europe’s Moment to Reinvent Itself Begins With BEFuture

The BEFuture Acceleration Programme provided up to €30 000 in funding per selected project, alongside technical mentoring and access to an international innovation network. Open to SMEs from Belgium (Flanders), France, Germany, Italy, Spain (Catalonia) and the Netherlands, the programme advances the EU’s Tourism Transition Pathway by scaling solutions with demonstrable impact.

BEFuture is implemented by a partnership of 8 partners from 6 countries: Catalan Tourist Board/Catalan Convention Bureau (Spain), Tipik Communication Agency (Belgium), Visit Flanders (Belgium), Linkeus (France), Verband der Veranstaltungsorganisatoren (Germany), NHL Stender/European Tourism Futures Institute (Netherlands), UNIMIB – Milano University (Italy) and B.Link Barcelona Strategic Projects (Spain).

Participation in the BEFuture Signature Event is free of charge. Further information, full agenda, and registration can be found here  
 

Published by Meeting Media Company, the publisher of Headquarters Magazine (HQ) – a leading international publication based in Brussels, serving the global MICE industry and association community.