When a Congress Becomes an Experience

Rethinking how we organize congresses and conferences is not only necessary, but possible — with more sustainable, flexible, and safe formats. One solution stands out: bringing events back into the heart of the city, where urban life is authentic and no experience feels standardized.

But what does “innovation” truly mean in the world of congresses? How are formats evolving? What direction should organizers and stakeholders take? There are several signs — long observed by analysts — pointing to a crucial shift: participants are becoming harder to attract, engage, and satisfy.

It’s a generational issue, driven by differing motivations. Baby boomers have seen and done it all, including the extravagance of the ’80s and ’90s. Gen X witnessed the rise of technology, smartphones, social media, and apps that revolutionized not only events, but everyday life. Millennials, meanwhile, have entirely different habits and aspirations: they are less interested in owning cars or designer fashion, prefer delivery over dining out, and often skip nightclubs and cinemas. Yet they readily invest in technology and — above all — in experiences: travel, wellness, personal care, and health.

So, what can future congresses offer these evolving audiences? Especially in light of today’s health protocols and the post-lockdown mindset, are people still willing to spend days confined in large, identical congress hotels — the same food, same formats, same days — across every corner of the globe?

Studies reveal a much more complex scenario. To create a successful congress today, organizers must consider rising participant expectations — not just in terms of content, but also regarding the design of the event itself, and the tools used to facilitate knowledge sharing.

One key element is the location — not just the venue, but the city, the region, the country. The most memorable events celebrate their surroundings, connecting participants to the local culture and community to deepen engagement.

In short, the forces shaping consumer and market behavior today and tomorrow will transform the events industry as we know it. And the value of the experience — the sum of all these evolving elements — will play an increasingly central role.

This vision inspires our approach to congresses as fully experiential events. Rather than being vertically concentrated in a single, often peripheral venue, the congress unfolds horizontally within the urban fabric, engaging with a city’s cultural, historical, artistic, and environmental landmarks. This approach creates a one-of-a-kind experience that enriches both participants and the event itself.

Of course, not every city is suitable for this format. A human scale and walkable layout are essential, with venues and hotels close enough to ensure a seamless experience. This flexibility also allows for a variety of hotel categories, giving participants more choice and personalization — a valuable asset. Italy, with its many medium-sized cities, pedestrian zones, and stunning historic centers, is particularly well-suited to this model.

Some might argue that a “widespread congress” is more complex to organize, or that it risks fragmentation compared to traditional formats. But that’s not necessarily true. What’s required is an innovative, tailor-made organizational system, adapted to the social and economic fabric of the host city. With the support of dedicated software, it’s possible to manage the entire logistics and accommodation flow with the same efficiency and cost-effectiveness as large congress centers.