Trends for 2016: sharing, sustainability and the knowledge economy
Matthias Schultze, Managing Director of the GCB German Convention Bureau, shares his thoughts on trends set to hit the meetings industry next year
1. Areas of expertise: Companies and associations are increasingly selecting destinations and venues that complement their own industry focus; by doing so, they can tap into local expertise, resources and talent that add value to their meeting’s focus and attendees’ professional development. As a result destinations, such as Germany, are putting their areas of expertise at the heart of their marketing campaigns, highlighting the added value to organisers.
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