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New IBTM Global Meetings Industry Research finds US leading the way

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Eric Rozenberg

The United States is driving recovery in the international meetings business, according to the first IBTM Global Meetings Industry Research report for the Americas.

The study, released at the Reed Travel Exhibitions’ AIBTM trade show in Baltimore, warns, however, "the great majority of US business will stay in the United States".

Non-Executive Chair of RTE’s global portfolio of meeting events, Eric Rozenberg (pictured), presenting the report, said: "This is a slow recovery that is better in the US than in the rest of the world". He noted business volumes were predicted to grow but budgets would remain tight.

Suppliers, said Rozenberg, would keep up with new technology, but marketing budgets would remain small.

The report was based on surveyes of 900 participants globally, over a third baesd in the Americas.
RTE promises an update survey every six months.

Florida is increasingly popular with buyers from the Americas, attracting events from 67 per cent of them, with an average event budget of US$96,726.

China has leapt into the top 10 countries for buyers from the Americas, with demand expected to grow further in the next 12 months.

Aside from social media, most-used technologies, according to the survey, were electronic RFPs, virtual meetings, QR codes, audience response systems, cloud computing and holograms.

"This means technology is being used, said Rozenberg. "It is included in the way we work. Last year everybody had QR codes, but it is still not the ’thing to have’."

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