Guevara stressed that business events are not simply gatherings of professionals, and the survey cited backs that idea. Some 70% of participants consider building personal relationships the outcome hardest to reproduce by other means, and a further 12% point to community, trust and emotional engagement. In an age of virtual meetings, face-to-face contact remains the sector's main selling point.
Panama, host of the congress, offers a good example. Tourism is estimated to have contributed 13.9 billion dollars to its economy in 2025, 15.5% of GDP, and is forecast to reach 15.1 billion, or 16.2%, in 2026. For a country that has turned its logistics position and connectivity into competitive advantages, attracting international congresses is a way to diversify demand and reduce its dependence on leisure tourism.
The picture across the Americas is equally significant. In 2025 business events brought together 454 million participants in the continent and generated direct spending of 544 billion dollars. North America accounted for about 488 billion, and Latin America and the Caribbean for 56 billion from 118 million attendees. The gap reflects the region's room for growth, as it has attractive destinations but needs more infrastructure and specialised promotion.
The Council expects business travel spending in the Americas to reach 565 billion dollars in 2026, close to 23% of the region's total travel and tourism spending. The United States represents around 81%, with 458.3 billion, followed by Canada with 42.3 billion, Mexico with 14.1 billion, Brazil with 12.7 billion and Panama with 1.2 billion. The figures show strong concentration, but also opportunities for emerging markets.
In the ICCA ranking, the United States led by country with 792 association meetings, and Buenos Aires placed 20th among cities with 91. About a month ago, at the Council's Global Summit in Valletta, the Council and ICCA signed a cooperation agreement that seeks to give the sector greater visibility on political and economic agendas.
For destinations the reading is clear. Business events bring above-average spending per visitor, are spread through the year and help fight seasonality. However, they demand infrastructure, air connectivity, quality hotel supply and trained staff, as well as a solid strategy for winning bids and building a legacy that turns each congress into lasting benefits for the local community.
The findings also carry a message for smaller and emerging destinations. Winning a congress rarely depends on price alone; organisers weigh safety, ease of entry, the quality of venues, the strength of local partners and the legacy a meeting can leave behind, from knowledge transfer to community projects. Destinations that build convention bureaus, train specialised staff and coordinate with universities and industry clusters will be better placed to compete with established hubs.
If destinations manage to attract the right organisers, meetings tourism can become a pillar of resilience. In a year of geopolitical uncertainty, a segment that combines high spending, personal relationships and advance planning offers a stability that other markets cannot always guarantee.
