Shaping the Future of Business Events in Europe
ICCA MeetEurope is ICCA’s new annual European policy and advocacy platform, launched in Brussels on 3 February 2027. Designed for leaders from across the meetings and events ecosystem and beyond, the event places the business events industry at the centre of Europe’s strategic agenda.
Unlike traditional industry conferences, MeetEurope combines policy dialogue, advocacy, thought leadership, and cross-sector collaboration to strengthen the influence and visibility of business events within European decision-making.
Purpose
MeetEurope was created to help the business events community engage more effectively with policymakers and demonstrate the sector’s contribution to Europe’s competitiveness, innovation, sustainability, talent development, and societal progress.
The event serves as a platform to:
- Build advocacy capabilities across the business events community.
- Facilitate dialogue between industry leaders and European policymakers.
- Explore the role of international meetings in driving innovation, sustainability, and economic development.
- Strengthen collaboration between destinations, associations, institutions, academia, and industry stakeholders.
- Develop collective industry recommendations and policy contributions for European institutions.
Who Should Attend?
MeetEurope brings together participants from across Europe and beyond. Around two-thirds represent the meetings and events ecosystem, including:
- Associations
- Convention bureaux and destination organisations
- Professional congress organisers (PCOs)
- Meeting planners
- Venues and convention centres
- Hotels
- AV and technology providers
- Universities and young professionals
The remaining participants include policymakers, government representatives, European associations, and leaders from other industries.
Key Characteristics
MeetEurope is designed as a high-impact, content-led, and future-focused event with a strong emphasis on:
- Policy engagement and advocacy
- Cross-sector collaboration
- Association community development
- Sustainability and accessibility
- Innovation and entrepreneurship
- Talent development and intergenerational exchange
- Partnerships with European institutions and industry organisations
The event also aims to create stronger alignment across the meetings industry by engaging organisations such as EEEIA, ESAE, JMIC, MPI, CityDNA, and members of the Strategic Alliance of National Convention Bureaus.
Format
MeetEurope is delivered as a 1.5-day educational programme, complemented by networking experiences and destination showcases. The programme typically includes:
- Policy and advocacy education
- Strategic discussions and thought leadership sessions
- Networking receptions and social events
- Meetings with policymakers and institutional representatives
- Thematic visits and destination showcases
