I spent this week in Dijon at the 40th City Destinations Alliance Summer School, surrounded by people working across convention bureaus, associations, PCOs, corporate meetings, sustainability, technology and destination development. The programme covered a lot of ground, from bidding and client expectations to inclusion, legacy, AI and the changing role of convention bureaux. Across these discussions, a fairly coherent picture of the business-events industry emerged. Convention bureaus are moving beyond selling destination product. Increasingly, our role is to understand what an organisation wants to achieve, determine whether our destination has something relevant to contribute, bring the right people together locally and demonstrate afterwards what the meeting actually achieved. The right meeting can be more valuable than the biggest meeting For years, much of the business-events discussion has been dominated by delegate numbers, hotel nights and economic impact. Those indicators...