Business Events in a transformative era

The study examines how business event organisers can actively contribute to shaping far-reaching social and technological transformations - particularly in the context of megatrends such as automation, artificial intelligence, digitalisation, sustainability and demographic change. Based on expert interviews, trend analyses, an event lifecycle heat map and workshops, five future-oriented business opportunities were developed: Three are aimed at event organisers (including a platform for identifying experts and an AI-supported event twin) and two at participants (including a reward system for sustainable behaviour). A subsequent online survey analysed the acceptance and willingness to use these concepts. Three key findings can be derived from the study: Firstly, the importance of personalised, experience-oriented formats is growing. Secondly, sustainability is no longer optional, but a prerequisite for relevance. Thirdly, technological innovations open up new potential along the entire event lifecycle. Overall, the study provides practical impulses for a resilient and sustainable further development of the business event ecosystem.