European Congress Market 2024: Strategic Insights and Emerging Trends

A perspective from the Congress Intelligence Unit

The year 2024 marked a turning point for the European congress sector. After years of navigating uncertainty, the industry did not simply “recover” — it redefined its foundations. What has emerged is a transformed landscape: leaner, more flexible, more selective, and driven by new strategic imperatives.

This analysis provides a concise overview of the main dynamics that shaped the European congress market over the past twelve months — as observed by the Congress Intelligence Unit through continuous monitoring and dialogue with associations, destinations, and event professionals across Europe.

Key Trends Defined the European Market in 2024

1. Return to Face-to-Face Events with Hybrid Features

Face-to-face events came back strongly, but they didn’t come back as before. Organizers embraced shorter formats (often two days), with attendance capped not by pandemic limits but by a deliberate focus on quality, interactivity, and content curation.

Meanwhile, hybrid features remain part of the equation — not for all, but for those seeking to balance reach with intimacy.

2. Southward Shift: New Centers of Gravity

The traditional North-Central European dominance has been rebalanced. Southern Europe — particularly Spain, Portugal, France, Greece, and parts of the Balkans — has gained momentum. The reasons are clear: pleasant climate, competitive costs, rich cultural offer, and an overall “experiential surplus” that today’s delegates value more than ever.

3. Rise of the Medium-Sized Destination

Cities like Porto, Kraków, Valencia, Lyon, Hamburg, and many others are no longer alternatives — they are often the first choice. These destinations offer:\n- Agile infrastructure and logistics

• Clear institutional support

• Strong local partnerships

• A better platform for engagement and visibility

They also help associations avoid the complexity, costs, and impersonality of megacities.

4. Conservative Strategies in Uncertain Times

Political instability (notably in Eastern Europe and the Middle East) and economic concerns (inflation, cost volatility) have led many associations to adopt low-risk strategies. Safety, accessibility, and local reliability now weigh more than aspirational marketing..

5. Association-Driven Decision Making

Traditional top-down promotion models — where PCOs and convention bureaux guided the choice of host cities — have been partially eclipsed. Today, the initiative often starts within the associations themselves, through trusted professional networks and internal champions who advocate for destinations with real connections and operational credibility..

6. Sustainability as a Strategic Lens

Environmental and social responsibility is no longer a differentiator — it’s an expectation. Associations are increasingly factoring in:\n- The carbon footprint of travel and venue operations

• Social and community impact

• Availability of responsible suppliers and services

  
  

Destinations that fail to respond to these expectations may find themselves out of the running.

7. Technology: Not a Trend, a Standard

From AI-powered matchmaking to real-time analytics, from enhanced mobile engagement to immersive formats using VR/AR, technology is shaping not just the delivery of congresses but the expectations of delegates and sponsors alike. Digital competence is now a prerequisite.

Strategic Implications for Stakeholders

• For Destinations: Investing in green mobility, venue flexibility, and intelligent digital infrastructure is now essential. Mid-sized cities should continue to leverage their positioning as agile, high-value options with personality.

• For Venues: Offer hybrid-ready setups by default. Prioritize energy efficiency, digital interactivity, and adaptable formats. Focus on human-centered design.

• For Associations: Build stronger ties with local champions. Develop clear sustainability policies. Redesign programs to emphasize learning, participation, and engagement over scale.

Final Reflections

The European congress market in 2024 has made clear that the old equilibrium is gone — and it is not coming back. What replaces it is a more dynamic, decentralized, and demanding landscape.

Success will belong to those who embrace this complexity with clarity of purpose and strategic agility.

______________________________________________

This analysis is part of an ongoing observatory coordinated by the Congress Intelligence Unit, a knowledge and strategy platform powered by Eureka MICE International. We collect data, map behaviors, and provide insights for destinations, associations, and event professionals seeking to understand and anticipate the changing European congress market.

Want to cite or discuss this report? Please reference:

Congress Intelligence Unit – European Congress Market 2024, published June 2025