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GERMANY – BERLIN DEFINES ITS STRATEGY FOR MAJOR EVENTS UNTIL 2035
Berlin has outlined a roadmap to strengthen its position as an international metropolis for major events, with the goal of becoming by 2035 a leading destination for sustainable, inclusive and innovative events. The plan, presented in the strategic document Berlin Paper, brings together institutions, businesses and civil society to consolidate the city’s role within the global MICE landscape.
The initiative is supported by visitBerlin, which highlights that Berlin already benefits from a strong reputation as a congress destination and that the new strategic direction aims to further enhance its competitiveness and attractiveness in the long term.
Among the measures included are the creation of a central coordination between the public administration and the events industry, the strengthening of the Berlin Event Board—the body that brings together key stakeholders in the sector, including Messe Berlin—and the development of stable public–private partnerships.
The plan also emphasizes citizen participation, accessibility, sustainability standards for major events, technological innovation, and improvements to transport infrastructure.
The figures confirm the sector’s importance: in 2023 tourism generated 4.6% of the city’s economic output (source: DIW Econ), and in 2024 the MICE sector employed up to 27,000 people.