If knowledge is power then who better to learn from than the country that has been named the best European conference destination in 2013, hosting 2.97 million events, with a staggering 362 million participants the year before? Germany is the finest business location in Europe and is second only to the United States on a global scale.

The German Convention Bureau (GCB), the first point of contact for companies planning events in Germany, published “Meetings and Conventions 2030: A Study of Megatrends Shaping our Industry”, demonstrating the pioneering nature of this country. Asked about the top trends that will influence the MICE industry in the next 15-20 years, 42% of respondents cited technology in work and life as an important issue; 29% think that globalisation will be a significant factor; 26% rate mobility as a key influence; while 21% and 18% respectively, say that sustainable development and demographic change will have an impact.

Technology will have a huge effect on the MICE industry as infrastructure will need to change to accommodate more complex technology needs such as virtual speakers, webinars and digital white boards. Sixteen years ago there was no such thing as Facebook, Twitter or Instagram and phones were used for talking not texting and training. Sixteen years from now, in 2030, meeting rooms may look less like conference halls and more like futuristic boltholes! Globalistaion demands attention as countries are becoming increasingly interconnected and event planners and catering staff need to adjust by learning different languages and understanding other cultures. Mobility and sustainability are important factors to consider with increased focus on our environmental footprint, supporting local and promoting accessible event locations. The German study predicts that by 2030 a larger number of older adults will attend conferences as retirement may be delayed, becoming more of a financial luxury. Conference planners and places need to adapt to these trends in order to continue to meet the changing needs of business.

You don’t need to look far to find a location that has already taken these five fundamental factors into account. Berlin – boosting an economy supported by high-tech, pharmaceuticals, biomedical engineering and renewable energy, has moved into the top three international conference destinations, with the number of visitors participating in meetings and conventions reaching 10 million in 2012, an 8 percent increase on the previous year. More than two decades since the fall of the Wall, the German capital presents itself as a young, dynamic and cosmopolitan city at the heart of Europe.

According to the GCB study the largest number of respondents (42%) felt that technology will have an impact on the MICE industry. If so, Berlin will be fully equipped and ready for action. Technology startups are choosing Berlin as their preferred location, with established businesses setting up camp too. Last year the Japanese technology giant Panasonic bought Aupeo, a local audio streaming service, while Google invested in a local start-up hub called the Factory.

Berlin and Hamburg are prepped and ready for all the challenges and changes that may affect the MICE industry in the coming years.

This preparation will allow Berlin to continue to be a top location choice for a wide variety of business meetings and the Berlin Convention Office (BCO) will support you as you plan your event. In an effort to assist those with time constraints, the BCO has introduced an online tool that can help you find the right location for your meetings in the capital quickly. Want to host your event in the new CityCube or in the Natural History Museum? Get in touch with the BCO for informed help and assistance.

Hamburg or Tor zur Welt (Gateway to the World) as it is also known, thanks to its relationships with the Far East and the Baltic, has the 4th highest regional GDP in the EU and is Germany‘s economically strongest state with an annual output per capita of € 52,731 (2011). Like Berlin, Hamburg is already prepared, in relation to the trends that will affect the industry in the coming years. A Green City in 2011, Hamburg intends to transform its urban design with the implementation of The Green Network Plan designed solely for cyclists and pedestrians, fulfilling the sustainable development elements outlined in the trends affecting the MICE industry. An increasing number of hotels are training their staff on the subject of sustainability, serving local foods and ensuring that there is a limited journey time between chosen locations. All this points to a more relaxing, enjoyable stay for you and your team.

The Hamburg Convention Bureau (HCB) will inform you on the various MICE services and assist you in your location search for that perfect event. Whether you want to organise a memorable conference at the CCH Congress Centre or plan a team-building event on the Mare Frisium flagship, the HCB is your first port of call.

Berlin and Hamburg are prepped and ready for all the challenges and changes that may affect the MICE industry in the coming years. The American Express Meetings & Events 2014 Global Meetings Forecast is optimistic about Germany as a business destination, stating that the number of events held in the country will rise even further in 2014.

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