German Convention Bureau chalks out marketing strategy for 2021
25 November 2020: At its hybrid-digital annual general meeting, the GCB German Convention Bureau presented its post-corona recovery concept as well as the new marketing strategy with a theme: “At the heart of future events – meetings made in Germany 2021+”. The GCB’s strategy for the recovery of the German meetings and conference market shows what the concrete phases of this future could look like: The first phase since the beginning of the Covid-19 pandemic in March 2020 has been characterised by exchange of information, analysing the situation and first virtual formats.
In his address Petra Hedorfer, CEO of the German National Tourist Board (GNTB) and Chairwoman of the GCB supervisory board stated: “Germany continues to offer ideal conditions as a destination for meetings and conferences. Through innovative and evidence-based marketing activities, the GCB also significantly contributes to the country’s future development as a destination for events.”
He said that face-to-face events are being organised as hybrid events with corresponding security and hygiene concepts and a focus on the domestic market. For the next phase, a further increase in personal meetings, a step-by-step growth in attendee figures at face-to-face events as well as the gradual expansion of activities in European and subsequently also overseas markets are expected. In the long-term, the combination of analogue, hybrid and virtual formats could become a new standard.
The GCB’s new marketing strategy reflects the changes in the events world which have been accelerated by the corona pandemic. Using the motto “At the heart of future events”, it works with a twofold focus on personal meetings and digital interconnection.