This text is part of the special Business Tourism section
After the great upheavals of the pandemic, the year ahead will mark a stabilization of growth for business tourism, according to two specialists.
Without any major new trends, the year 2025 in business tourism will see certain fundamental movements confirmed. “It’s still going well, we’re happy with the recovery,” says Ann Cantin, director, communications and marketing at the Quebec City Convention Center and for Quebec Destination Business.
On the workforce side, the news is also good: the Quebec Council of Human Resources in Tourism observes that the number of workers identified in tourism in Quebec has practically returned to the same level as before the pandemic. Take a look at other trends.
Move less, but better
Other good news: the pandemic will not have got the better of business travel. “When the time comes to talk to each other, to present their work results, [les collaborateurs] want to do it together. But these people are becoming concerned about their environmental footprint,” says M.me Canteen.
“More and more, we are asked what we are doing in terms of sustainable development, and we are looking for eco-responsible destinations,” she continues. Many want to offset the carbon footprint of their trip, and want all stakeholders (hoteliers, restaurants, conferences, cities) to make an effort. “Smaller events, regional meetings and non-traditional spaces are gaining popularity due to their flexibility and low environmental impact,” adds Julie Payeur, researcher at the Transat Chair of Tourism at ESG UQAM. Convention centers, restaurants and hotels must review their operations and practices. “It is no longer a choice, but an obligation,” she emphasizes.
Concerned about their footprint, business tourists travel less, but are looking for added value when they decide to do so. “The experience must bring them more, otherwise they will stay at home,” says Ann Canteen. Despite a trend towards shorter stays, business tourists still want to get in touch with the city and its particularities. “We are seeing a return to simplicity, but people want to experience the atmosphere of the city, to discover local products,” she explains.
And with the growing place that Generation Z will occupy in the job market (more than a quarter of the global workforce will be from this generation by 2025, according to the World Economic Forum), employers and organizers alike will have to adapt to this new reality. “It’s going to shake up the business travel charts,” predicts Mme Payer. Those who started their professional lives during the pandemic are looking to make human contact rather than listening to an expert’s presentation, she notes: “They need to build a network, but don’t find that in traditional events. »
Make way for artificial intelligence
Whether before an event (registrations, reservations, space organization), during it (flow management, transcription, automatic translation) or after (analyses, personalization of the offer), tools integrating intelligence artificial will take an increasing place in business tourism.
However, not everyone is ready to take the leap. “We discover this all at the same time, but it will simplify the organization of events and improve the customer experience,” believes Mme Canteen. According to a recent opinion survey by Global DMC Partners, approximately 48% of business event organizers were using AI-integrated tools in 2024, compared to 30% in 2023.
The adoption of these new tools involves questions of competence and trust (data security), notes Julie Payeur: “There is education and awareness work to be done. » Stakeholders must better understand the advantages and disadvantages of their use. And in a context where concerns for sustainable development are strong, the use of AI may seem paradoxical, given the high energy expenditure of the algorithms. “This is one of the issues on which we need to raise awareness,” underlines the researcher.
She maintains, however, that people will continue to move, despite the importance of technology and environmental concerns. “Business travel remains important, for both employees and businesses,” says Mme Payer. Some destinations, such as the city of Copenhagen, are establishing policies or programs to promote the long-term positive effects of large-scale events on local communities. “We often talk about the economic benefits of business events, but we forget the cultural, scientific and human benefits,” concludes Ann. Canteen.
This content was produced by the Special Publications team at Dutyrelating to marketing. The writing of the Duty did not take part.