As the 2026 Global Economic Significance of Business Events Study has now confirmed, our industry is one of the most powerful economic and societal forces in the world.
The research shows that business events generate approximately $2.0 trillion USD in total economic output globally and support more than 30 million jobs, reinforcing the sector’s role as a driver of growth, opportunity and prosperity.
We have the data. We know the impact. But the question remains: Are we telling that story as powerfully as we could?
And in today’s environment, that matters more than ever.
We Know Our Value—But Do Others?
The numbers behind our industry are remarkable.
The newly released 2026 Global Economic Significance of Business Events Study demonstrates that business events are responsible for trillions of dollars in economic activity and support millions of livelihoods around the world. That places our industry among the world’s most significant economic sectors.
Yet despite that scale, business events are still too often viewed as discretionary rather than essential. This disconnect continues to be one of our industry’s greatest challenges.
Because while economic impact is important, it is only part of the story.
What I See Every Day: The Catalytic Power of Events
In my day-to-day work, I see firsthand how events act as accelerators.
They are where:
- Ideas become strategies
- Introductions become partnerships
- Knowledge becomes innovation
- Conversations become action
One of the most important contributions of the 2026 Study is its continued focus on the catalytic impact of business events.
The research reinforces what many of us have long understood intuitively: events create value that extends far beyond direct spending. They foster innovation, accelerate business growth, support workforce development and strengthen communities.
Events do not simply support economic activity. They help create the conditions for progress.
The Challenge I Keep Coming Back To: Fragmented Advocacy
If there is one theme from the 2025 EIC Futures Landscape Report that resonates with me most, it is Advocacy. Not because we are not advocating—but because we are often advocating separately.
Across destinations, venues, agencies, associations, organisers and suppliers, we are all telling versions of the same story. But we are not always telling it together.
The Futures Landscape Report identified fragmented advocacy as a significant challenge for our industry’s future. When our message is dispersed, our influence is diminished.
The 2026 Study gives us something we have not always had: a common set of facts and a shared foundation for advocacy.
Now the opportunity is to use it collectively.
Why This Moment Feels Different
The release of the Economic Significance Study alongside Global Meetings Industry Day marked more than the publication of new research. It represented the beginning of a broader effort to align our industry around a unified message. The GMID theme—Business Events and Exhibitions: The Human Catalyst for Global Growth—captures what the data now clearly demonstrates.
Business events drive jobs. They drive economies. They drive innovation. And they strengthen communities.
For me, that creates an opportunity our industry has been seeking for years: a way to connect compelling data with a compelling story.
Where I Think We Need to Go Next
- Turn Data into Everyday Advocacy
The value of the study is not in the report itself. The value lies in how we use it. That means incorporating the findings into:
- Client conversations
- Destination recommendations
- Funding discussions
- Policy conversations
- Internal business cases
Advocacy is not a once-a-year activity. It happens every day.
- Speak With One Voice
Imagine the impact if destinations, hotels, organisers, associations and suppliers consistently communicated the same core messages about our industry’s value.
We do not need identical stories, but we do need a shared narrative. The Economic Significance Study provides the foundation — now we must amplify it together.
- Expand the Conversation Beyond Economics
Economic impact remains critically important, but the strongest advocacy stories are rarely about economics alone.
Business events also contribute to:
- Workforce development
- Knowledge transfer
- Innovation ecosystems
- Community engagement
- Cultural understanding
- Trust-building
These outcomes matter deeply to policymakers, business leaders and communities, and they deserve a central place in our narrative.
From Data to Influence
The 2026 Global Economic Significance of Business Events Study gives our industry something invaluable: Proof. Proof of our scale. Proof of our economic contribution. Proof of our societal value. Proof that bringing people together creates measurable outcomes.
But what matters now is what we do with that proof. because this moment is not simply about demonstrating our value. It is about confidently claiming our place as a driver of growth, innovation, workforce development and human connection.
And ensuring that every stakeholder—from policymakers to investors to future talent—understands the indispensable role business events play in shaping our world.
Final Thought
For me, this moment feels like a shift. From proving our worth to amplifying our influence. From fragmented messages to a shared voice. From talking primarily about economic impact to telling the fuller story of human impact. And from being viewed as a sector that supports growth to being recognised as one that helps create it.
With more than 20 years in the events industry, Deanna Griffith-House brings to the table a rich background in complex project management, honed through years of orchestrating high-profile events on a global scale. Her expertise extends beyond mere logistics, encompassing event portfolio strategy and implementation with a meticulous eye for detail. Her strategic acumen is matched only by the ability to conceptualize innovative experiences that captivate audiences and leave a lasting impression.
