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Getting Inspired to Inspire

May 2, 2024

The Importance of Corporate Gatherings to Enhancing Personal and Business Growth 

By Nathalia Toledo

Relevance. This is what prevails in today’s world. Relevant people and organizations build relevant societies. It is about making a meaningful impact, being valued for one’s contributions, seizing growth opportunities, and actively contributing to positive change. In search of tools to help leaders and organizations stay increasingly relevant, global studies and data show that impactful corporate meetings, such as conferences or leadership retreats, stand out as one of the best solutions. 

The global COVID-19 pandemic may have compelled corporations to put the brakes on investments, as well as the events industry to slow down and adapt. But speaking from a world in rebuilding, we can see that remarkable change and innovation came along. Fascinating statistics show that companies, leaders, and event organizers now bet on corporate gatherings as the most critical marketing channel for achieving business goals – internal and external, in addition to other benefits.

Experts from Verified Market Research, a leading global research and consulting firm, reveal: the global events industry to bring in a whopping $2.194 trillion by 2028 — quite the uptick from the $887 billion the market commanded in 2020. What’s more: growing corporate culture is parallelly behind it. Big corporate houses host several events annually according to their event calendar, they have a huge estimate for their annual event calendar. According to the data, in-person has regained its dominance, whether they are board meetings, large conferences involving the entire workforce, or exclusive gatherings for top leaders.

52.1% of organizers reported increased attendance at their B2B in-person conferences in the past year 

86.4% of organizers planned to maintain or increase the number of in-person events in 2024 compared to 2023 

80.4% of organizers identify in-person events as their organization’s most impactful marketing channel

(Bizzabo, 2023)

Despite cost challenges and global economic struggles, meeting planners are optimistic about 2024, with almost half of survey participants expecting to book more meetings than 2023. The reason is simple: relevance. Suzy Welch, the business advisor and Professor of Management Practice at NYU Stern School of Business, alerts: relevant people and businesses go further. More than being an arena for new ideas, trades, and networking, corporate gatherings are powerful tools for relevance, through knowledge, training, and, above all, inspiration.

42% os meeting planners expect an increase in bookings, with 32.3% forecasting growth of up to 20%

9.8% projecting a boostof over 20% 

(Knowland, 2024)

The Power of Inspiration 


Relevant businesses stay meaningful and influential in their industries, adapting to changing trends, meeting customer needs, and contributing positively to society. Conference participation allows companies to bolster their reputation, improve their brand image, and cultivate investor trust. This is achieved by showcasing their dedication to transparency, accountability, and ethical business standards. Moreover, conferences enable companies to engage with industry experts, analysts, and stakeholders, leading to valuable market insights and a deeper understanding of their business performance. 

As the strategic manager and new business promoter Achilleas Nikolaidis rightly pointed out in his open article, “Conferences and exclusive meetings are an integral part of IR strategies and provide companies with a platform to connect with their stakeholders, promote their business, and showcase their growth potential.” A series of data and studies make clear the importance of investing more and more in powerful and inspiring gatherings: 

  • Brand Awareness: A survey conducted by the International Association of Professional Congress Organizers (IAPCO) found that conference attendees are 40% more likely to purchase a product or service from a company that they interacted with at a conference.”
  • Thought Leadership: According to the Conference Board of Canada, conferences provide an excellent opportunity for companies to demonstrate their thought leadership, with 86% of attendees stating that they learned something new and valuable at a conference.”
  • Access to Capital: According to a study by the National Venture Capital Association (NVCA), conference participation increases a company’s chances of securing funding by 30%.”
  • Stakeholder Engagement: “The Association for Investment Management and Research (AIMR) found that conference participation is one of the most effective ways for companies to engage with stakeholders, with 90% of attendees stating that they felt more engaged with the company after attending a conference.”


Relevant individuals often provide valuable insights, solutions, or contributions, leading to recognition and appreciation from others. Striving for relevance encourages continuous learning, skill development, and personal growth. It pushes individuals to stay updated, adapt to changes, and engage professionally and personally.  

According to a recent Deloitte study, although 80% of executives consider employee engagement crucial, 18% of companies do not measure it at all. These findings, analyzed in an In Event article, highlight a gap between the perceived importance of employee engagement and effective management. When employees lack engagement, there’s little motivation to excel, potentially negatively impacting company culture if not managed and rectified promptly. On the other hand, engaged employees are more invested in the future and success of the company. They are more likely to go above and beyond the call of duty to do their part for the business.

“Corporate event budgeting can be a complex process when not done correctly, which is one of the reasons why many businesses tend not to consider these events. However, corporate meetings provide a great opportunity to foster company culture, meet with colleagues, and boost motivation. This, in turn, makes employees more productive, which results in higher-quality work and more revenue,” highlighted In Event.

72.7% of organizers say their leadership team and C-suite actively support their in-person event strategies

69.7% of attendees consider in-person B2B conferences the best opportunity to learn about new products or services

(Bizzabo, 2023)

The Center for Business Analytics from the University of New Hampshire also shows the value of attending business conferences for career growth and learning. “Engaging with industry peers and experts expands your professional circle, leading to skills growth, collaborations, partnerships, and shared insights. Remember, acquaintances in the business world are just as crucial as innovative ideas and strategic plans.”

In facilitating learning, sharing, and inspiration, conferences give people the ability to spark new ideas – ideas that they can take back to their colleagues and their bosses and begin to properly realize. An acknowledged survey of more than 1,500 CEOs by IBM showed a consensus that creativity is considered the number one factor for future business success – above management discipline, integrity and vision.

Unsurprisingly, many regard creativity as the most important value in their employees. The Peter T. Paul College of Business and Economics experts add the following benefits: 

  • Access to Cutting-Edge Research and Industry Trends: “Attending conferences grants participants exclusive access to the latest research, insights, and emerging technologies in their respective fields. It’s an opportunity to stay ahead of the curve, gain valuable knowledge, and understand the direction in which the industry is heading.”
  • Networking and Professional Connections: “Conferences are a hub for professionals from various backgrounds, making them ideal for expanding your professional network. Building these relationships opens doors to future partnerships, job opportunities, and mentorship.”
  • Reward and Recognition: “Paid conferences often indicate higher quality, demonstrating that attendees value their time and are committed to their professional development.”

The study by Deloitte also states that recognition is the second most important factor for employee engagement (only behind the company’s respect for employees’ work-life balance). By recognizing employees who excel at their jobs and rewarding their efforts, businesses can make them feel valued while motivating others to do the same. Corporate events are the ideal platform to reward and recognize employees in a fun and informal setting.”


Finally, company culture has become increasingly vital in the corporate landscape, transcending mere office aesthetics. It now embodies the essence of who your employees work for and what your brand represents.  

Hosting corporate events serves as a powerful tool to breathe life into a brand identity, reinforcing to employees the core values they uphold. These events also play a pivotal role in fostering unity, especially in large or dispersed organizations with remote teams. They provide opportunities for networking and camaraderie, instilling a sense of purpose and belonging within the company.  Furthermore, in an era where remote work and large corporations can lead to feelings of isolation, corporate events offer a means to humanize the organization, showcasing its human side and reaffirming the personal connections that drive employee engagement. 

Relevant societies are those that address current challenges, embrace diversity, promote inclusivity, foster innovation, and prioritize sustainability. It is a strong culture that leads the path. Keep that in mind.

  • The role of impact conferences, corporate meetings, and leadership retreats hasn’t changed, even if technology has.
  • Jobs don’t last forever, but learning does.
  • Face-to-face gatherings have a unique and invaluable element.
  • Face-to-face conferences are still the main hotbeds of creativity.


Nathalia Toledo is Chief Media Officer at WIN World | inspiring the future