New Research Centre Launches Study to Map Global Business Events Ecosystem
The newly formed Research Centre for Future Meeting Studies (rcfms) has unveiled its first major research initiative, aimed at examining how destinations, venues and service providers are selected within the global business events sector.
The project, titled “Ecosystem DNA: The Future of Selecting Destinations, Venues & Service Providers,” seeks to create a detailed map of the business events ecosystem. The study will explore how different stakeholders interact, what criteria drive decision-making, and how shifting market conditions, technology and sustainability expectations are reshaping buyer and supplier relationships.
The rcfms was founded by the GCB German Convention Bureau in partnership with the Fraunhofer Institute for Industrial Engineering IAO. The centre is designed as a collaborative platform that brings together research institutions, industry organisations and commercial partners to generate data-driven insights on the future of meetings, incentives, conferences and events.
According to the centre, more than 20 organisations have already come on board as partners in the initiative. These include convention bureaus, venues, event technology providers and other industry suppliers, reflecting a broad cross-section of the business events value chain. Their participation is expected to provide a robust base of qualitative and quantitative data for the research.
The “Ecosystem DNA” project will examine current and emerging selection processes, with particular attention to digital transformation, sustainability metrics, changing attendee expectations and new business models in event delivery. The findings are intended to support both strategic planning and operational decision-making for destinations and suppliers competing in an increasingly complex marketplace.
The rcfms plans to publish interim insights as the project progresses, followed by a comprehensive report outlining key patterns, challenges and opportunities. These outcomes are expected to offer practical guidance for stakeholders seeking to align their offerings with future demand in the meetings and events landscape.
Why This Matters
By systematically mapping how business events are sourced, evaluated and awarded, this research has the potential to influence long-term planning across the global meetings industry. Destinations may gain clearer benchmarks on what makes them competitive, while venues and service providers can better understand which capabilities and technologies are most valued by event planners.
For technology suppliers in particular, the study may highlight where digital tools—from venue search platforms to data analytics and hybrid event solutions—can streamline selection, enhance transparency and improve ROI for both buyers and sellers. In a period of rapid change, evidence-based insights from the rcfms could help stakeholders prioritise investments, refine their value propositions and adapt more quickly to evolving client expectations.
