Congress in Transition: Understanding the New Market Dynamics

The European congress market is undergoing a fundamental shift. What was once a relatively stable landscape, dominated by long-established venues, recurring cycles, and national host privileges, is now fragmenting into a more dynamic and less predictable environment.

Several drivers are converging to reshape the rules: scientific decentralization, digital transformation, changes in professional behaviour, and the growing strategic role of associations. Destination loyalty is weakening, while flexibility, innovation, and scientific credibility become primary selection criteria.

Rather than a temporary adjustment, this shift signals the emergence of a new market model—fluid, hybrid, and influenced by global trends. In this context, the ability to interpret change is not just a competitive advantage: it's a matter of survival.

This evolving scenario calls for attention, not only from suppliers and destinations but also from the institutions that shape and influence the congress economy.