For Global Meeting Industry Day, we asked Jane Cunningham, director of European engagement at Destinations International, to discuss how the meetings industry revitalises communities worldwide:
Global Meetings Industry Day, 6 May 2026, is one of the most significant moments in the calendar for meeting professionals worldwide. As the sector approaches this milestone, it offers a valuable opportunity to reflect on how the meetings and conferences industry not only connects people, but also revitalises communities and acts as a powerful economic engine for destinations.
Boosting local economies and global reputation
In 2025, the UK events industry contributed £68.7bn to the national economy, with business events supporting over 126,000 jobs. These figures underline the sector’s far-reaching impact, as professionals travel from across the globe to attend exhibitions, conferences and meetings and foster knowledge exchange and cross-sector innovation.
Meetings, conferences, and exhibitions have long played a vital role in showcasing a destination’s strengths – on both the domestic and international stage. They create an opportunity to demonstrate a country’s creativity and expertise, reinforcing its reputation globally. In this way, the meetings industry not only drives economic growth, but also elevates international standing, positioning destinations as hubs for knowledge exchange and innovation.
This impact can be seen in flagship events such as IMEX Frankfurt, the largest trade show of its kind in Europe. Bringing together the global meetings, events and incentive travel community, it provides a platform for collaboration and idea-sharing. Held annually in Frankfurt in May, the event has helped cement Germany’s reputation as a leading destination within the global business events landscape.
How meetings strengthen communities long after the meeting is over
Furthermore, the meetings industry has a hidden impact in the ways in which it supports investment in local infrastructure and acts as a catalyst for wider destination development. While events draw large crowds for a short period, their true value lies in the lasting benefits they deliver to local communities year-round.
For example, association conferences such as Rural WONCA play a powerful role in advancing societal progress and fostering knowledge-exchange. Ireland’s National Tourism Development Authority, Fáilte Ireland, hosted the WONCA World Rural Health Conference in 2022, an event focused on improving the long-term sustainability of rural healthcare.
This is part of Ireland’s Business Events 2030 strategy, an initiative that aims to strengthen Ireland’s business events sector to facilitate economic growth, social impact and environmental sustainability.
The growing recognition of the meetings industry’s value is also reflected in initiatives designed to strengthen its global voice. For example, the inaugural Virtual Advocacy Day on 13 May will equip participants with practical tools and real-world examples to better champion the industry’s impact.
Advocacy of this nature is increasingly important. Despite the sector’s wide-ranging benefits, many destination organisations continue to face funding pressures, with 42% concerned about future investment. This disconnect suggests that the impact and value of attracting events, particularly those aligned with government priorities, remains underestimated. Strengthening how the industry communicates its impact will be key to closing this gap.
On Global Meetings Industry Day, it is clear the meetings industry impacts communities around the world in multiple, lasting ways. Beyond bringing people together, it drives economic growth, strengthens infrastructure, and elevates the global reputation of destinations by showcasing the best they have to offer with the world. Extending far beyond individual events, its influence delivers enduring benefits for both visitors and local communities – and points towards a more connected and resilient future for the sector worldwide.
