PUBLICATIONS
Intelligence Paper No. 02
From Market Data to Congress Decisions
Sources and criteria for understanding association demand and informing business development
Giancarlo Leporatti
September 2026
Abstract
Market statistics provide an essential basis for understanding the scale, composition and evolution of congress activity. Translating this knowledge into business opportunities requires further research into the organisations that generate demand, the history of their events and the processes through which they select destinations, venues and services.
This paper examines ICCA and UIA resources alongside complementary industry research, explaining how their scope, collection methods and intended purposes shape the conclusions that can legitimately be drawn. It distinguishes the contribution of statistical analysis from the investigation required to assess individual organisations and events.
The Congress Intelligence Unit proposes a methodological framework connecting market trends with specific demand segments, event histories and decision-making processes. It provides destinations, convention centres, hotels and service providers with a structured approach to identifying relevant opportunities and directing marketing activities and investment towards documented needs.
Why this Paper Matters
Reliable market interpretation shapes decisions about investment, positioning and business development. When statistics are used beyond the scope of what they measure, they can create misleading expectations about a destination’s competitiveness or the opportunities available to an individual venue.
This paper explains how to use statistical evidence as the foundation for more focused research. It connects market trends with the practical questions that operators need to answer: which events fit their offer, what organisers require, who influences the choice and when a proposal can be considered.
For destinations, venues and service providers, this approach supports better allocation of resources and a more informed assessment of commercial opportunities.
Key Findings
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The research question determines the relevance of the source. Definitions, coverage and collection methods establish which conclusions the data can support.
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Rankings describe a defined segment of activity. A strong position does not, by itself, establish the overall competitiveness of a congress destination or the adequacy of its investment strategy.
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Statistical trends guide further investigation. Identifying commercial opportunities requires dedicated research into specific demand segments, organisations and events.
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Event history informs the assessment of compatibility. Previous destinations, rotation patterns, venue choices and logistical arrangements help establish whether an event fits a destination or venue.
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Understanding the decision process is essential. Requirements, responsibilities, selection procedures and timing must be verified before a potential opportunity can inform commercial action.
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An international perspective reveals a broader range of opportunities. Research into association networks can identify national meetings, specialist events and educational activities, alongside international congresses.
Suggested Citation
Leporatti, G. (2026). From Market Data to Congress Decisions. Congress Intelligence Unit. Paper No. 02.
A short biography of Giancarlo Leporatti, Founder of the Congress Intelligence Unit, is available here.
This paper is part of the Congress Intelligence Unit’s ongoing Intelligence Paper Series examining destination competitiveness, congress policy and international meetings.