Matthias Schultze, Managing Director of the GCB German Convention Bureau, shares his thoughts on trends set to hit the meetings industry next year
1. Areas of expertise: Companies and associations are increasingly selecting destinations and venues that complement their own industry focus; by doing so, they can tap into local expertise, resources and talent that add value to their meeting’s focus and attendees’ professional development. As a result destinations, such as Germany, are putting their areas of expertise at the heart of their marketing campaigns, highlighting the added value to organisers.

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