News & Updates

Germany Leads in Global Business Events and Tourism, Increased International Attendance and Sustainability Focus in MICE Market

Germany has consistently been a global leader in the MICE industry, thanks to its well-established infrastructure, cultural appeal, and strong business environment. As 2024 came to a close, data from IPK International, carried out on behalf of GNTB and GCB, highlighted a 7.7% increase in international business trips from Europe to Germany, with 11.9 million business trips in total. The German business travel market remains one of the most important in Europe, maintaining a central position for global conferences, exhibitions, and business networking.

The ongoing recovery from the COVID-19 pandemic had a clear effect on the numbers, with business travel growing by 8.1% year on year, totaling 14.65 million international trips. Despite the challenges faced by global markets, Germany continues to remain a stronghold for business events and international travel.

Increasing Internationalisation in the German MICE Industry

Matthias Schultze, the Managing Director of the German Convention Bureau (GCB), spoke about the overall positive developments for 2024, revealing that Germany remains the most visited destination for MICE trips globally. The report revealed that 10% of worldwide MICE trips led to Germany, equating to 8.9 million trips, and marking a 15% increase compared to previous years. This surge highlighted the ongoing attractiveness of Germany’s diverse offerings in business events, conferences, festivals, and other professional gatherings.

Schultze’s observations on the expanding international reach of Germany’s event sector aligned with broader trends in the global travel market. Analysts pointed out that international travelers are becoming increasingly inclined to attend events in locations known for their infrastructure and hospitality, and Germany’s leading role in this space is undeniable.

From 2023 to 2024, the share of international attendees at events in Germany increased from 6.2% to 9.5%. As global travel resumes post-pandemic, these developments underscore Germany’s standing as a key player in the global MICE industry, attracting professionals from various parts of the world.

The growing trend of international event participation is an indicator of how globalization in the travel and business sectors has created new opportunities for Germany to expand its tourism footprint and attract business investment. The event market’s internationalization also reflects increasing collaboration across borders, with a focus on knowledge-sharing, networking, and fostering innovation.

In-Person Attendance Surge: A New Era of Business Events

The most striking finding from the Meeting & EventBarometer 2024/2025 was the dramatic increase in in-person attendance at events. The total number of attendees at live events grew by 21.5% from 310.8 million in 2023 to 378 million in 2024. This increase showed that in-person events were experiencing a strong resurgence, as professionals and event-goers alike prioritized face-to-face interaction.

The surge in in-person participation had notable implications for global travel trends. Business travelers are expected to prioritize destinations where high-quality, impactful events are held, and Germany, with its renowned hospitality industry, stands out as a premier location for such gatherings.

For international travelers, Germany’s ability to attract growing numbers of event attendees—from conferences and trade shows to corporate meetings and incentive trips—indicates that the country’s appeal as a destination for business travel is only strengthening. The trend also indicates a shift back towards physical engagement after the rise of virtual events during the pandemic. It signals that despite the convenience of digital interaction, the demand for in-person experiences remains high, especially for industries focused on innovation, networking, and collaboration.

Business Events Drive Increased International Attendance

In 2024, the share of international attendees at business events in Germany was 11.1%, highlighting the global appeal of Germany’s MICE sector. This rise of 2% from the previous year indicates that more professionals are traveling to Germany from abroad to participate in high-profile business events.

As business events and conferences draw attendees from all over the world, Germany continues to build its reputation as a global business and event hub. Experts believed that this increasing international attendance would drive the demand for more global travel options to Germany, ultimately influencing airlines and hospitality providers to enhance their services to cater to these international business travelers.

Key Highlights:

• Germany remains the leading destination for MICE trips globally.
• Increase in international attendance at German events, particularly business-related gatherings.
• Encouraging trend for future international travel growth to Germany.

These trends are expected to increase international connectivity and further encourage economic growth, as event organizers and travel providers align their services to meet the demands of an increasingly global business market.

Sustainability in Events: Germany’s Commitment to Eco-Friendly Practices

In recent years, sustainability has become a cornerstone of Germany’s approach to event planning. According to the report, there has been a significant rise in the number of event venues that have implemented sustainability standards. In 2024, 60% of event suppliers adhered to some form of sustainability standard, up from 27% in 2011. This commitment to sustainability is seen as an essential factor for the growing demand for green events and eco-friendly travel experiences.

René Tumler, Managing Director of the EVVC (European Association of Event Centres), explained that event venues in Germany are embracing sustainability practices at a rapid pace, benefiting both the environment and the experience of the attendees. As 80% of event organizers prefer venues with sustainability standards, it’s clear that there is a market demand for environmentally responsible event spaces.

For travelers, especially those with a keen interest in sustainable tourism, Germany’s investment in eco-friendly practices provides assurance that attending business events or conferences will align with their values. This focus on sustainability makes Germany an attractive option for business travelers looking to reduce their carbon footprint while still engaging in important professional events.

The Role of Artificial Intelligence in Event Planning

Another notable trend identified in the Meeting & EventBarometer 2024/2025 was the increasing integration of artificial intelligence (AI) into the event planning and management processes. The survey revealed that 78% of event organizers and 46% of venues now use AI tools. The most popular AI applications included chatbots for customer service and AI-powered simultaneous translation for international conferences, allowing for a more seamless and efficient attendee experience.

The introduction of AI into event management, especially in international events, is expected to enhance the global travel experience. Attendees from different parts of the world can expect smoother, more personalized event experiences, with AI supporting everything from ticketing and event scheduling to real-time translation and attendee engagement. The use of AI tools in large international conferences could also improve communication and collaboration, particularly for business travelers attending global events in cities like Berlin, Munich, and Frankfurt.

This technological shift also marks a change in expectations for business travelers, who will likely expect greater efficiency and more seamless event experiences, making their international travel experiences more convenient and enjoyable.

Looking Ahead: The Future of MICE Tourism in Germany

Looking towards the future, both event organizers and venues remain optimistic about the continued growth of the MICE sector in Germany. 85% of event organizers expect the event planning situation to improve in the coming months, and 62% of venues are confident in a strong booking outlook for the near future. There is also growing optimism that the increasing trend of international attendees at events will continue, particularly with more Europeans traveling to Germany for conferences, trade shows, and corporate meetings.

Industry experts noted that the global MICE market is poised for further growth, with digitalization and sustainability continuing to influence the evolution of business travel and events. Germany, with its robust infrastructure and commitment to both innovation and sustainability, is well-positioned to be a key player in the international business tourism industry.

Germany’s Position in Global Travel and Business Events

The Meeting & EventBarometer 2024/2025 report underscores Germany’s continued prominence in the global MICE sector, highlighting its appeal as a destination for business travel and high-quality events. With increasing international attendance, a growing focus on sustainability, and the adoption of cutting-edge technologies like AI, Germany is reinforcing its position as a leading destination for global business travelers.

For international travelers, particularly those involved in business, conferences, or professional events, Germany’s evolving MICE sector offers enhanced opportunities for networking, collaboration, and cultural exchange. As the country strengthens its position within the global business tourism market, travelers can expect more efficient, eco-friendly, and innovative event experiences in the coming years.

By continuing to focus on quality, sustainability, and technological advancements, Germany is well on its way to further solidifying its role as a top destination for international business and event tourism. The ongoing growth and internationalization of Germany’s MICE industry provide significant promise for travelers looking to engage with the dynamic and increasingly interconnected global business environment.

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