Germany-based exhibition and conference industry consultancy jwc has introduced a new analytical framework titled the Destination Development Model (DDM), designed to help destinations evaluate how business events contribute to long-term public-policy and economic development goals. The announcement follows the successful completion of a phase one pilot conducted in partnership with the Singapore Tourism Board (STB), marking the first major validation step for the framework.
According to Exhibition News, the DDM has been developed in response to increasing demand from governments and destination authorities seeking stronger evidence of how business events create value beyond visitor spending, room nights, and direct economic impact. The model aims to align the business events sector more closely with broader policy priorities including talent development, innovation, resilience, sustainability, economic positioning, and community impact.
Kai Hattendorf, Partner at jwc, stated that destinations today are increasingly evaluated based on outcomes rather than activity metrics alone. He explained that while the exhibition and meetings industry has traditionally measured success through outputs such as attendance, square metres sold, and visitor spending, governments are now focused on long-term strategic outcomes. The DDM seeks to bridge that gap by connecting business events to measurable policy goals.
The model evaluates events across 15 dimensions grouped into four major impact clusters: People & Community, Skills & Knowledge, Economic Impact, and Reputation & Legacy. By combining destination-specific data, industry indicators, and structured modelling, the framework aims to help destinations identify strengths, gaps, and future investment opportunities across their event portfolios.
The Singapore pilot also included an academic research component involving the Singapore Institute of Technology, where students explored relevant data sources connected to the framework. Selected students also attended IMEX Frankfurt during the DDM launch.
Ong Huey Hong, Assistant Chief Executive, Industry Development Group, Singapore Tourism Board, noted that Singapore’s ambition extends beyond growing MICE tourism receipts and focuses on creating lasting value for industries, communities, and the destination ecosystem. Following the successful pilot, jwc plans to work with additional destinations, convention bureaus, and public-sector partners interested in implementing the framework across their business events strategies.
