Geopolitical factors are having a ‘significant impact’ on
destinations’ ability to attract and deliver events, a report has found.
In its survey of 1,000 event professionals at destinations
around the world, the Business of Events (TBOE) found that 86 per cent reported
a moderate to significant impact to their events business caused by geopolitical
pressures.
Some US destinations, for example, said they were
experiencing increasing challenges linked to international perception, visa
access, and geopolitical positioning, especially in attracting international
attendance, while European destinations reported a mixed bag of risks and opportunities.
Meanwhile some tier 2 destinations, such as Canada, were
benefiting from shifting demand patterns and becoming increasingly competitive by
providing more affordable and accessible opportunities.
Economic value and stability
While geopolitical instability is impacting events in
certain destinations, overall, the outlook for the industry highlighted in TBOE’s
Global Destination Report 2026, was a positive one.
Business events continue to generate significant economic
value for destinations, it said, with 65 per cent of respondents reporting annual
economic value exceeding €25 million, while 17 per cent reported impacts above
€500 million.
The fifth edition of the report also revealed that event activity
had stabilised, with 90 per cent of destinations reporting stable or increasing
volumes, while growth in economic value has increased in 2025 to 67 per cent,
following a dip in 2024 and after a peak in 2023. This value increased despite
80 per cent of respondents working with stable or reduced budgets.
Association events were seen as the stabilising force across
the sector, consistently demonstrating greater resilience than corporate or
incentive business.
The report, produced in collaboration with SFA Connect and published
in partnership with VisitScotland, also revealed:
- Resourcing is a key challenge. Over half
(58 per cent) said teams were too small to deliver against their objectives. Resourcing
was most challenging for Central and Southern America, Africa and Eastern Europe.
- An advocacy gap. Sixty per cent of respondents
said government support had remained unchanged and not well supported, although
support was better in Oceania and
Eastern Europe.
The path forward
TBOE said wider interviews from
respondents pointed to a consistent policy direction.
“Destinations are not seeking
more promotion alone, but greater recognition, enabling infrastructure,
practical funding mechanisms, and stronger tools to evidence impact,” it said.
The report also unveiled a shared
ambition to position business events as a strategic driver of economic growth,
sector development, and long-term place-making, rather than a discretionary branch
of tourism.
“Collectively, the findings reinforce the need to continue
to frame business events as high-value, long-term economic and societal
investments.”
A spokesperson for TBOE said: “As our report shows, although
the sector generates significant economic value for destinations, it continues
to face budget and resource constraints, as well as an advocacy gap in ensuring
this value is fully reflected in policymaking. We’re proud to provide
information that destinations can use to secure funding and help make the case
for the essential role business events play in economic and social
development.”
Download the report.
