Germany – at the heart of future events

‘Germany – at the heart of future events’ is a four-month hybrid campaign by the GCB German Convention Bureau. How did you come up with the idea and why are you implementing the campaign right now?

“The idea for the campaign and the concept derived from many sources: research projects such as a study on the platform economy and the Future Meeting Space innovation network, and intensive dialogue with all players in the market including customers, GCB members and stakeholders from business and science. The result - the campaign with its four building blocks: Virtual Market Place, Education, Innovation and Live Experience – arose out of the last 12 months and the changing ecosystem of events. The campaign’s linchpin is to offer our customers - event planners from all over the world - a wide range of interaction and participation opportunities. Especially to those who are currently unable to travel to Germany due to the pandemic.”

During the campaign that runs from June through September, you invite event planners from all around the world to discover Germany as a meetings destination. How does it work and how do you provide networking opportunities?

“The GCB Virtual Venue is where the networking magic happens. In our branded virtual spaces, meeting planners from all over the world can come together with suppliers from Germany over the entire four months. Whether in meeting rooms, at 2D exhibition stands or in 360° exhibition halls, through interactive brochures, factsheets, photo galleries, videos and, of course, direct contact with our partners’ teams. The virtual exhibition is open 24/7, until September 30. So, planners can get inspired at any time from any location, discover new destinations or experience their personal favourites from a new angle. For direct contact, planners can then arrange individual appointments with our partners or use the chat function - whether in text form, by phone or video call. Our 70 exhibitors are already looking forward to welcoming visitors and presenting their solutions for the New Now.”

The Education Days in the second half of June focus on the meetings industry’s hot topics, one of them being sustainability. What significance does sustainability have for business events right now?

“Sustainability is one of today’s megatrends – for society in general, but also for the meetings industry in particular. When planning business events, the question is no longer ‘if’ but rather ‘how’ sustainability can be implemented. The pandemic, with its impact on accelerating the digital transformation of business events, has put special emphasis on the search for sustainable solutions. The smart linking of sustainability and digitalisation has become a key success factor for events. We are not only talking about ecological sustainability, such as the use of renewable energy, waste management or mobility, but about economic and social issues as they are laid down in the United Nations’ Sustainable Development Goals.”

Innovation – in the form of new hybrid formats, for example – is another of the campaign’s major topics. Why did you opt for that focus?

“In terms of hot topics for the future of business events and live communication, innovation cannot be overrated. What strikes me as especially important is approaching innovation as an open and agile process. The time to look for new solutions behind closed doors and within organisational limits is over. We need customer-focused collaboration and co-creation to innovate business events. That is why the GCB, together with PCMA and IMEX, launched the open innovation platform ‘Response Room’ earlier this year and why we dedicate an important part of our summer campaign to innovation as well.”

What are you most looking forward to during the campaign?

“Dialogue with our customers. Even though we have many opportunities to exchange ideas throughout the year, this campaign offers us a particularly focused and at the same time very diverse platform. I am also looking forward to learning about new solutions and concepts for future events and discussing different perspectives. And, finally, I am excited about great presentations and inspiring speakers during our Education Days. Stay tuned for a detailed agenda!”

“Germany – at the heart of future events”
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