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Meeting Market Studies

More and more destinations at home and abroad are taking advantage of the opportunity to develop new market potentials through the meeting and congress business or to optimise the existing demand volume in the event segment. Today, on average, between 15% and 30% of a destination’s total tourism revenue is accounted for by the meeting market. Especially in the major European cities but also in the attractive tourist regions – outside of pandemic periods.

Segment-related MICE Studies from the Specialist

Cross-segment (Tourism) Studies in Cooperation with Renowned Partner Agencies

We not only collect market data, but interpret it with our expertise and make targeted recommendations for action.

Possible Orientations of Meeting Market Studies:

  • Market Analyses:
    Analysis of the supply and demand situation

  • Meeting Marketing for Potential Event Destinations:
    Creation of concepts for convention bureaus on the state, city and local level.

  • Establishment of Innovative Organisational Structures
    (e.g. meeting office with meeting pool): Networking in the MICE segment to use comprehensive synergy effects looking at financial, personnel and marketing aspects.

  • Benchmarking (Europe-wide comparisons of destination presences):
    Analysis of websites, social media, sponsorship and service activities in the event sector.

  • SWOT Analyses (strengths, weaknesses, opportunities, threats):
    With the involvement of experts, hard and soft location factors are analysed and serve as a foundation for deriving recommendations for action.

  • Analysis of economic effects:
    Development of monetary key figures on the economic power of the meeting market


Cologne (Recovery Strategy)


Rostock (together with tourism)


Impulse Region (Thuringia)

Halle (together with tourism)

Weimar (together with tourism)


Contact Person

Michael Lücke