ICCA is committed to helping the global business events industry clarify and demonstrate the societal impact of association conferences.
While these events are often viewed primarily as tourism drivers, their true value reaches much farther: They drive sector advancement, foster knowledge exchange, support talent attraction, influence social policy, and contribute to long-term social and scientific progress.
Yet these broader benefits frequently remain under-recognised. Governments, policymakers, and strategic partners require concrete evidence of societal value to justify investments in infrastructure, destination development, and marketing. For the business events industry to secure funding and reinforce its strategic relevance, it must be able to clearly articulate its contributions to knowledge economies, industry advancement, and community wellbeing.
To bridge this gap, ICCA is leading a global initiative to develop a Global Impact Measurement Tool for Association Conferences. This framework will quantify the social, scientific, and economic impact generated by association meetings, capturing the benefits that extend beyond traditional tourism metrics.
Project Highlights
- Develop a rigorous, globally applicable measurement tool that provides clear, credible evidence of the multifaceted impact of association conferences.
- Enable members to demonstrate the value that meetings and events bring to their destinations using consistent, trustworthy data.
- Equip the industry with evidence-based insights that showcase how conferences fuel innovation, knowledge exchange, economic growth, and social progress far beyond tourism.
Together with co-founders Barcelona Convention Bureau, Copenhagen Convention Bureau, Flanders Convention Bureau, Business Events Sydney and Tokyo Convention & Visitors Bureau, ICCA will develop the tool through a comprehensive, academically grounded, industry-informed methodology.
Research is steered by Professor Carmel Foley; Adjunct Professor Deborah Edwards; and Dr. Anja Hergesell, all of University of Technology Sydney, as well as Professor Nina Iversen of BI Norwegian Business School and Professor Leif Hem from Norwegian School of Economics (NHH).
The project aims to deliver a validated global impact-measurement tool by mid-2028.
ICCA's involvement reinforces its commitment to strengthening the strategic position of the global business events sector and supporting member destinations as they advocate for long-term value and policy alignment. The measurement-tool project will produce high-value insights for stakeholders across the business events ecosystem, including governments, convention bureaus and associations.
By working with leading researchers and convention bureau partners, ICCA is helping shape a stronger future for the international association meetings community in which the true value of conferences is recognised worldwide.
