Companies are more convinced than ever that in-person meetings and events drive real business results, but a new survey from Global DMC Partners (GDP) reveals a significant gap between that conviction and the ability to prove it, one the industry will need to close in order to sustain its momentum.
GDP’s latest Meetings & Events Industry Pulse Survey drew 162 responses from meeting and event professionals worldwide—predominantly U.S.-based planners (71 percent) at the senior management and ownership level—and the results highlight a growing disconnect between the pressure to demonstrate event ROI and the tools available to do so. The takeaway is straightforward: what gets measured gets valued, and what gets valued gets funded.
“Planners know their events are working. They see it in stronger client relationships, in deals closed and in employees who feel more connected to the organization. But when budget season arrives and leadership asks for proof, sentiment is not a line item,” shared Global DMC Partners President & CEO Catherine Chaulet. “What cannot be measured cannot be reported, and what cannot be reported becomes an easy target for cuts.”
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