IMEX paper highlights shifting role of destinations

IMEX has released a new white paper examining how changing relationships between people and places are reshaping the role of destinations in the global business events ecosystem. The report, produced after the Place Leaders Forum held at IMEX Frankfurt earlier this year, positions convention bureaus at a critical juncture as travel patterns, work habits and competitive pressures evolve.

The paper, titled “Place leadership and the business events sector”, suggests that destination marketing organisations and convention bureaus must move beyond traditional sales-led approaches and adopt broader “place leadership” roles. This involves engaging with local stakeholders, aligning with long-term economic priorities and rethinking how events contribute to a destination’s identity and development.

Background or industry context

Table of Contents

The business events sector has been undergoing structural change driven by several converging trends. Global mobility is returning but in different forms: hybrid working, flexible lifestyles and increased scrutiny of travel have altered how organisations and individuals choose where and why to meet. At the same time, many cities and regions are recalibrating their economic strategies, focusing on knowledge industries, innovation ecosystems and sustainable development.

Within this context, convention bureaus have traditionally acted as intermediaries, tasked with attracting conferences, trade shows and corporate events based on venue capacity, hotel inventory and logistical capabilities. The white paper argues that this remit is no longer sufficient. Destinations are now competing not only on infrastructure and price, but also on intellectual capital, community engagement and the perceived authenticity of place.

The Place Leaders Forum at IMEX Frankfurt brought together destination representatives, policymakers and industry stakeholders to explore this shift. Their discussions informed the white paper’s central theme: that the way people interact with destinations is undergoing a fundamental transformation, creating both risk and opportunity for business events.

Key developments or announcement

The newly released IMEX white paper outlines how convention bureaus can respond to these changes by assuming a more strategic leadership role within their locations. Rather than functioning solely as sales organisations, they are encouraged to become conveners of local networks, bridging the gap between event organisers and city stakeholders such as universities, innovation hubs, clusters and government agencies.

Among the key developments highlighted:

Redefined value proposition: The paper emphasises that destinations need to articulate value beyond visitor numbers and hotel nights. This includes knowledge exchange, talent attraction, investment potential and legacy outcomes for local communities.
Integrated place strategies: Business events are presented as part of broader place strategies, aligning with sectors such as life sciences, technology, creative industries and sustainability initiatives. This integration aims to position events as catalysts for longer-term development.
Stakeholder collaboration: The research underscores the importance of building structured collaboration between convention bureaus, city authorities, business leaders and civic organisations to co-create event strategies and ensure outcomes are shared.
Competitive differentiation: As more destinations vie for international events, those that can clearly communicate their communities’ strengths and align them with event content are expected to gain an advantage.

The white paper frames these developments as a “defining moment” for convention bureaus. It notes that shifts in mobility and lifestyle have weakened the automatic pull of major hubs, giving a wider range of destinations the chance to compete if they can demonstrate strong place leadership.

Industry impact

The research points to several implications for the global events industry. For destinations, the move towards place leadership will likely require internal restructuring, broader skills and closer integration with economic development functions. Teams may need expertise in cluster management, stakeholder engagement and impact measurement, rather than focusing only on bid management and marketing.

For event organisers, the changing role of convention bureaus could translate into new collaboration models. Instead of purely transactional relationships focused on logistics and financial incentives, organisers may find bureaus acting as strategic partners, helping to shape event programmes around local strengths, research communities and innovation assets.

The paper suggests that as competition intensifies, destinations that fail to adapt may struggle to maintain their share of international meetings and exhibitions. Conversely, places that embrace a leadership role and clearly link events to their long-term goals could see stronger, more sustainable pipelines of business.

Hybrid and digital formats are also part of the equation. The shifting patterns of global mobility and lifestyle, referenced in the report, imply that events may need to connect physical locations with virtual communities. Destinations that can extend their influence beyond on-site attendance, through digital engagement and content, may be better positioned in this environment.

Why this matters for event professionals and technology providers

For event professionals, the themes in the IMEX white paper highlight the importance of evaluating destinations on more than infrastructure and cost. Planners may increasingly look for places that can offer access to specialist communities, research networks and policy environments aligned with their event themes. They may also expect convention bureaus to support impact measurement, legacy planning and community engagement.

Technology providers can also draw implications from the shift towards place leadership. As destinations seek to demonstrate value beyond attendance figures, data platforms and analytics tools that capture knowledge exchange, audience profiles and long-term outcomes may become more relevant. Solutions that enable year-round engagement between event communities and local ecosystems can help destinations position themselves as ongoing partners rather than one-off hosts.

Digital event platforms, networking tools and content hubs can support the integration of physical events into broader place strategies, particularly when they enable collaboration with local institutions and clusters. Technology that makes these connections visible and measurable could be a differentiator for both destinations and organisers.

For exhibition and conference organisers planning portfolios across multiple regions, understanding a destination’s approach to place leadership may influence site selection and long-term partnerships. Those working with convention bureaus that have clear cross-sector strategies, as described in the white paper, may find it easier to build multi-year agreements and create repeat value for their communities.

Conclusion

The IMEX white paper on place leadership signals a broader rethinking of how destinations participate in the business events economy. As mobility patterns evolve and competition increases, convention bureaus are being urged to expand their remit from sales and marketing to strategic leadership, working more closely with local stakeholders and aligning events with long-term development goals.

For the wider event ecosystem, including organisers and technology partners, this shift presents both challenges and opportunities. Those who can integrate events into the fabric of place—connecting content, communities and local capabilities—are likely to be better positioned in a sector where the relationship between people and destinations is being redefined.