The International Congress and Convention Association (ICCA) is stepping up efforts to better define and quantify the wider societal value of association conferences, moving the conversation beyond their traditional role as tourism drivers.
While meetings and conventions are often measured by visitor numbers and hotel nights, ICCA says their real impact runs much deeper. Association conferences play a critical role in advancing industries, facilitating knowledge exchange, attracting global talent, shaping public policy, and supporting long-term scientific and social progress.
However, these broader contributions are frequently overlooked. Governments and policymakers increasingly demand measurable outcomes to justify investment in infrastructure, destination development, and marketing. Without clear data, the business events sector risks undervaluation when competing for funding and strategic support.
To address this challenge, ICCA is spearheading the development of a Global Impact Measurement Tool for association conferences. The initiative aims to create a standardized framework capable of capturing the full spectrum of benefits generated by meetings—social, scientific, and economic—well beyond conventional tourism metrics.
The project will deliver a robust, globally applicable methodology designed to provide credible, data-driven insights. It will also allow destinations and ICCA members to consistently demonstrate the tangible value conferences bring to local economies and communities.
The initiative is being developed in collaboration with leading convention bureaus, including Barcelona Convention Bureau, Copenhagen Convention Bureau, Flanders Convention Bureau, Business Events Sydney, and Tokyo Convention & Visitors Bureau. Together, they are working to ensure the framework reflects both academic rigor and real-world industry needs.
Research is being led by a team of international experts, including Professor Carmel Foley, Adjunct Professor Deborah Edwards, and Dr. Anja Hergesell of the University of Technology Sydney, alongside Professor Nina Iversen of BI Norwegian Business School and Professor Leif Hem of the Norwegian School of Economics.
The Global Impact Measurement Tool is expected to be completed and validated by mid-2028. Once finalized, it will provide stakeholders across the business events ecosystem—ranging from governments to convention bureaus and associations—with actionable insights to support decision-making and long-term policy alignment.
ICCA says the initiative reinforces its commitment to strengthening the strategic positioning of the global meetings industry. By clearly demonstrating the far-reaching benefits of association conferences, the organization aims to help destinations secure investment, influence policy, and better communicate their value in a competitive global landscape.
