Measuring the True Impact of Association Conferences: ICCA’s Global Initiative

 ICCA is spearheading a global initiative to develop a Global Impact Measurement Tool for Association Conferences. The framework aims to quantify the social, scientific and economic value generated by association meetings, capturing benefits that go far beyond traditional tourism metrics.

ICCA is advancing a global effort to help the business events industry better define and demonstrate the wider societal value of association conferences. Although these gatherings are often perceived mainly as drivers of tourism, their real contribution extends well beyond visitor numbers. They accelerate progress across sectors, enable knowledge exchange, attract talent, influence policy discussions, and support long-term social and scientific development.

Despite this, many of these broader impacts remain insufficiently recognised. For governments, policymakers and strategic partners, clear and measurable evidence is essential when making decisions about investment in infrastructure, destination development and marketing. If the business events industry is to secure continued support and reinforce its strategic importance, it must be able to clearly articulate how conferences contribute to knowledge economies, industry growth and community wellbeing.
 

Project Highlights

• Develop a rigorous, globally applicable measurement tool that provides clear, credible evidence of the multifaceted impact of association conferences.

• Enable members to demonstrate the value that meetings and events bring to their destinations using consistent, trustworthy data.

• Equip the industry with evidence-based insights that showcase how conferences fuel innovation, knowledge exchange, economic growth, and social progress far beyond tourism.

Working alongside co-founders Barcelona Convention Bureau, Copenhagen Convention Bureau, Flanders Convention Bureau, Business Events Sydney and Tokyo Convention & Visitors Bureau, ICCA will develop the tool through a comprehensive methodology grounded in academic research and industry expertise.

The research is being led by Professor Carmel Foley; Adjunct Professor Deborah Edwards; and Dr. Anja Hergesell from the University of Technology Sydney, together with Professor Nina Iversen of BI Norwegian Business School and Professor Leif Hem from the Norwegian School of Economics (NHH).

The initiative is expected to deliver a validated global impact measurement tool by mid-2028.

ICCA’s role in the project reflects its broader commitment to strengthening the strategic positioning of the global business events sector while supporting member destinations in demonstrating long-term value and policy relevance. The resulting framework will generate valuable insights for stakeholders across the business events ecosystem, including governments, convention bureaus and associations.

By collaborating with leading researchers and convention bureau partners, ICCA is helping shape a stronger future for the international association meetings community—one in which the true value of conferences is recognised worldwide.
 

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