The exhibition industry is an important global economic driver, creating a total output of €275 ($325) billion in business sales annually.Read more
One size does not fit all
Five trends for the business events industry
The business events industry is expected to change drastically over the next five years, being driven by five trends. These were identified through research conducted by the research firm Fahrenheit 212, supported by the PCMA Foundation and Marriott International. The five macro-trends are 1) Emotional Intelligence, addressing how to design events with the end user in mind; 2) Orchestrated Serendipity, meaning the engineering of unexpected, but meaningful moments; 3) Multi-Modal Design, i.e. creating adaptive spaces such as one that is a biodegradable and 3D-printed; 4) Bigger than Oneself by thinking about social impact, sustainability and meaningfulness; and 5) Clear Sense of Place through leveraging the surroundings where business events are held. "We want to help our audience stay ahead of the curve and embrace the disruptors who will shape the business events industry", said Sherrif Karamat, PCMA president and CEO.