The Golden Biennium of Congresses

According to a market survey conducted by Eureka MICE International, the association congress sector is set to experience a 37% increase in event volume in 2023–2024 compared to the pre-pandemic period of 2018–2019.

This spike, drawn from responses by 366 medical-scientific associations and societies accredited at Association Days (the annual promotional event dedicated to the congress market), is not the result of structural growth. Rather, it reflects a temporary surge, as postponed events flood back into calendars alongside regularly scheduled ones.

We are entering what could rightly be called a “golden biennium”, with an unprecedented concentration of congresses. While this growth won’t be permanent, it may carry into the following years before gradually stabilizing.

The evolution of the pandemic and vaccination campaigns will, of course, continue to shape short- and mid-term outcomes. But even amid uncertainty about variants and rollout delays, we can already detect how the congress landscape is transforming.

New priorities are emerging. Beyond health safety, environmental sustainability and hybrid accessibility (in-person plus remote participation) now influence the decision-making of 76% of surveyed organizers. Technologies refined during the pandemic — enabling near-real presence and interaction — are here to stay and will continue to enhance future formats.

This new awareness is leading to a redefinition of the technical, logistical, and organizational model of congresses.

While 2020 was disastrous for the industry, 2021 marked a strategic turning point. Not yet for revenues — only 16% of respondents had confirmed in-person events (mostly after summer) — but for decision-making. In fact, 83% of organizers indicated they would start selecting future destinations and venues that same year.

2021 and 2022 were therefore critical years to reposition, adapt, and engage. They marked the phase in which the foundations for recovery were laid, emerging opportunities were identified, and the sector began responding to new demands with flexibility and innovation.

Despite the challenges, our forecast remains clear: the association congress sector continues to be the most reliable and projectable segment of the MICE industry — and one of the best positioned for a strong rebound.