For many years, the success of a congress was assessed mainly by how many people attended, how many nights they stayed, and how much they spent in the destination. While these indicators remain important, the global events industry is increasingly emphasizing that the impact of meetings cannot be explained by tourism revenue alone. The new collaboration between the World Travel & Tourism Council (WTTC) and the International Congress and Convention Association (ICCA) reflects this shift. The two organizations will work together to research, measure, and communicate the wider contribution of international meetings and business events to destinations.
The agreement was signed during WTTC’s 26th Global Summit, held in Valletta, Malta, from October 7-9. Covering research, data alignment, industry advocacy, and joint events, the collaboration aims to position business events not as a separate part of the tourism economy, but as a direct component of the wider travel and destination economy. The new approach goes beyond visitor spending. The ability of international meetings to attract investment, create employment, connect industries, and accelerate knowledge transfer between countries will also form part of the impact being measured. Social and environmental outcomes are also expected to be included in future research.
Rather than justifying public investment in major international congresses solely through occupied hotel rooms, destinations are increasingly expected to demonstrate the new relationships, investments, and long-term benefits created by an event.
A Common Measurement Language
One of the key areas of the WTTC-ICCA collaboration will be bringing industry measurement methods closer together. The two organizations will consider comparing their existing research approaches, sharing data where appropriate, and developing common reference indicators that can be used in communications. The aim is to reduce the difficulty of comparing similar events when they are measured using entirely different methods across different countries.
Joint research could include reports, case studies, and policy papers examining economic, social, and environmental impact. The organizations also plan to share their research agendas to identify areas where collaboration would be more effective than producing separate studies on the same issues. For the industry, this is not simply about generating more data. The broader goal is to make that data easier for governments, destinations, and investors to compare and use.
The Impact of a Congress Does Not End When the Event Is Over
One of the central themes of the new measurement approach is legacy and long-term impact. International congresses in fields such as science, healthcare, technology, and academia do more than bring visitors to a city. They can lead to new research partnerships, connect local universities with international networks, help companies reach new markets, and create relationships that may develop into investment years later.
The impact of a medical congress, for example, may extend far beyond hotel spending by attending doctors. Research shared during the event can influence healthcare practices, create new scientific collaborations, or strengthen the international connections of local healthcare institutions. Technology and industry congresses can similarly create opportunities for investment discussions, corporate partnerships, or talent mobility.
ICCA Is Also Developing a Global Impact Measurement Tool
The agreement with WTTC comes as ICCA continues broader work in this area. ICCA is developing a separate Global Impact Measurement Tool designed to assess the social, scientific, and economic impact of international association congresses. Convention bureaus in Barcelona, Copenhagen, Flanders, Sydney, and Tokyo are also involved in the project. Supported by academic research, the system is intended to allow different destinations to assess the long-term value created by congresses using common indicators. The target is to develop the initiative into a validated global measurement tool by mid-2028.
The system will seek to evaluate not only attendance and spending, but also more difficult-to-measure outcomes such as knowledge exchange, scientific progress, industry development, and social contribution. The new partnership with WTTC could further strengthen the connection between this approach and the broader travel and tourism economy.
A Shared Agenda From Visas to Connectivity
The collaboration between the two organizations will not be limited to research. WTTC and ICCA plan to work together on issues that directly affect both tourism and business events, including visa processes, international connectivity, taxation, sustainability, and workforce development. Where necessary, the agreement also allows for joint engagement with governments and international organizations, the sharing of policy recommendations, and coordinated communication on challenges facing the industry.
Many of these issues directly influence a destination’s competitiveness in the congress market. A strong convention center or extensive hotel capacity may not be enough if visa procedures are difficult or international flight connections remain limited. The new collaboration could therefore help place the events industry more centrally within broader tourism policy.
