BEFuture

We are proud to announce that we are a partner in the EU-funded BEFuture project. Together with partners from Belgium, France, Germany, Spain and Italy, the Business Event Future project (BEFuture) is working on a sustainable and digital transition of the business events industry. In doing so, it is shaping the future of the events sector in Europe. This is achieved through a regenerative, resilient and sustainable transformation of the industry. The project involves the entire event ecosystem in the co-design and implementation of four work packages.

What is the motivation for the project?

To ensure future readiness, BEFuture works to strengthen resilience within the sector and enhance the competitive position of the European events industry, transforming it into a global benchmark for innovation, technology and sustainability. This includes technological solutions and innovations, minimising and measuring CO₂ emissions, promoting inclusivity, and optimising positive and lasting impact for all stakeholders. To foster this new generation of events, BEFuture has launched an acceleration programme supporting 80 innovative projects, alongside an extensive communications and training programme aligned with major industry events (such as IBTM World and IMEX).

Problem Statement and Project Approach

The business events industry faces the challenge of becoming more sustainable, resilient and future-proof while strengthening collaboration across a fragmented ecosystem where key stakeholders and synergies are not always clearly mapped. To address this, BEFuture identifies and shares best practices, maps the industry ecosystem by engaging key stakeholders, and strengthens collaboration to unlock synergies and accelerate innovation. Using the framework of the Sustainable Development Goals (SDGs), the project develops talent and innovation capacity among SMEs and industry professionals through training programmes, co-creation workshops and innovation events, where technologies, strategies and emerging trends are explored and professionals shaping the future of the industry are brought together.

Project team

• Amber Herrewijn is a senior lecturer-researcher in Event Management within the Master’s programme in International Leisure, Tourism & Event Management. She supervises students conducting research on topics such as sustainable events, behavioural change, inclusion and virtual transformations in the events sector.
• Jochem Jansen is a senior lecturer-researcher specialising in placemaking and scenario planning. He is a PhD candidate and is involved in various projects focused on the transformation of urban and rural areas.
• Stefan Hartman, as Head of ETFI, is involved as overall coordinator and subject matter expert.

Key or preliminary results

This is the first time a European project has been awarded to the meetings industry, also known as the business events (BE) sector, in Europe. BEFuture has successfully achieved the following results:

A European BE ecosystem

• Establishment of an active, cross-border business events ecosystem where companies, knowledge institutions and innovators are structurally connected
• Visible consolidation of knowledge, networks and results at the European level, culminating in a final event in Ghent

Talent development and co-creation

• Delivery of training sessions, workshops and co-creation activities for BE professionals, strengthening future skills in sustainability, digitalisation and inclusion
• Publication of outputs such as the New Scenarios and Business Models whitepaper
• A series of webcasts on topics including event design, digital transformation and human capital

Acceleration of innovative initiatives

• Development and implementation of the BEFuture Acceleration Programme
• Support for more than 80 SME-driven innovative projects across six European countries