German Event Trends

German Event Trends

Last year Germany hosted more than three million events at over 7,000 venues.  The event industry in Germany is big.  So big, that the country is considered one of the top corporate event destinations in the world - after the USA.  Germany is one of the leading event destinations and so it is at the forefront of the industry.  So all eyes are on Germany when it comes to what’s new or the next big thing in the events industry. 


Something that is high on the agenda for the event industry is sustainability and Germany is helping to lead the way when it comes to ‘going green’.  Event organisers are increasingly sourcing industry suppliers who have some sort of ‘green’ credential, and Germany is well known for its high standards thanks to its status as a sustainable MICE destination.  Visitors to Germany can really experience firsthand the country’s pioneering work on sustainability; Hamburg celebrates ‘Day of Urban Nature’ every June (which includes cycling tours, guided nature tours and more!), Bremen is home to the green science centre Botanika and most major cities host weekly organic markets.

Germany is a popular location for eco-conscious event planners thanks to its eco-friendly transport, practices and sustainably managed venues.  In fact, the Berlin Environmental Forum operates four venues in the German capital which combine heritage with ecological facilities likes water-saving toilets, energy efficient lighting and heat retention systems.  Germany encourages paperless events with the use of digital invitations, online registration and reusable name badges which are all industry standard practises.  Currently more than 500 event planners are being trained as sustainability advisers in Germany, along with hotel and conference centre staff throughout the country.

Bigger Budgets

German event planners have more money to spend than they did several years ago.  Around 80% of event planners in Germany predicted that their budgets for 2014 would remain the same as last year, or increase slightly.  2013 event budgets were bigger than in 2007, with nearly half of event planners last year reporting budgets of more than 500,000 Euros compared with just 23% of event professionals having more than half a million Euros to spend on meetings, conferences and events in 2007.  The German events industry looks set to experience further growth as more people travel to the country to organise and participate in international events.  Over the last 7 years, the numbers of overseas attendees has grown from 14 million to 23 million.


Germany is one of the world leaders when it comes to cutting-edge entertainment for corporate events.  Offering the very latest in special effects, technology and creative concepts, the German corporate entertainment industry is looked to as a trend setter.  It's home to the world’s first ipad magician, who has taken the world by storm with his interactive digital magic winning awards and millions of views on YouTube. Germany also boasts one of the Top Ten High Tech acts in the events industry in the form of the Neon Dance & Multi Media Show.  Performed around the world, it is a popular choice for corporate events thanks to the show’s ability to incorporate logos, products, branding and bespoke elements.  The Munich based Vertical Performance Team were featured in the press internationally after a world first in Dubai.  Their Vertical Fashion Show was performed on the tallest building in the world, the Burj Khalifa, to amazed onlookers below as part of the Dubai Shopping Festival celebrations in early 2014.

Moving Forward

The German Convention Bureau has released the findings from “Meetings and Conventions 2030: A study of megatrends shaping our industry.”  The summary of these findings, which outline the future of the corporate event sector, includes five important megatrends.

• The worlds of virtual and live events will blur as planners incorporate virtual components in live events

• Globalisation will have a major impact on meetings and conventions and attendees will have to be more aware of other languages and different cultures.

• Getting to and from events easily and comfortably and with the smallest possible ecological footprint will continue to be an important aspect of event planning.

•  Sustainability remains important; with meeting organisers focusing more on utilising local suppliers.

• Demographic change, feminisation and diversity will change the face of meetings and conventions.

__By Marcus

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