Trend I: Sponsorship

While some may sponsor the wifi at a physical event, the greatest value will go to those who not only sponsor the wifi but also gather data from participants. Knowledge about participants and their preferences is becoming increasingly important for sponsors and can, for example, be used in their product development and in tailoring their marketing. The growing focus on data collection already features heavily in our private lives, where people share far more about themselves – for example, via social media. This development is also gradually gaining ground in business and meeting tourism, as participants, in order to get a better experience, will be more inclined to share more about themselves. The increased focus on data creates new opportunities to attract sponsors, but it requires a solid digital infrastructure and that registration systems, mobile apps and so on can collect data. In addition, there are a number of requirements and rules that must be in place when participants' data is to be collected and shared.

Data is not only a potential goldmine for sponsors, but also for the destinations, which can benefit greatly from gaining more in-depth knowledge of the visiting participants. This knowledge can be translated into targeted campaigns and marketing activities that can motivate more people to return to the destination.