B2B Meetings Market Size, Share, Growth, Trends, Forecast 2034

B2B Meetings Industry Perspective:

The global B2B meetings market size was worth around USD 156.90 billion in 2024 and is predicted to grow to around USD 341.88 billion by 2034, with a compound annual growth rate (CAGR) of roughly 8.10% between 2025 and 2034.

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Key Insights:

• As per the analysis shared by our research analyst, the global B2B meetings market is estimated to grow annually at a CAGR of around 8.10% over the forecast period (2025-2034)
• In terms of revenue, the global B2B meetings market size was valued at around USD 156.90 billion in 2024 and is projected to reach USD 341.88 billion by 2034.
• The B2B meetings market is projected to grow at a significant rate due to the business expansion initiatives.
• Based on the type, the sales meetings segment is growing at a high rate and will continue to dominate the global market as per industry projections.
• Based on the industry, the retail & e-commerce segment is anticipated to command the largest market share.
• Based on region, North America is projected to dominate the global market during the forecast period.

B2B Meetings Market: Overview

Business-to-business (B2B) meetings are specially organized get-togethers for two or more businesses to come together and explore opportunities for developing a connection or future collaboration. B2B meetings facilitate access to growth opportunities for businesses participating in the event. According to industry research, business-to-business meetings are essential for networking, building critical partnerships, and exploring sales opportunities. Common B2B meetings, partnership discussions, investment-oriented meetings, sales meetings, and supplier-buyer meetings.

Furthermore, business-to-business meetings can be held at conferences, trade shows, matchmaking events, or at private events. B2B meetings can last from 15 to 30 minutes, depending on the type of discussion and expected outcome. For instance, introductory B2B meetings may not exceed 1 hour; however, negotiation-related meet-ups may last for several hours. The industry for business-to-business meetings is expected to grow during the forecast period, led by several factors. For instance, the rising global expansion of businesses will encourage more B2B meetings. The industry players are projected to face challenges due to changing geopolitical relationships and regulatory barriers affecting business collaboration.

B2B Meetings Market: Growth Drivers

Will business expansion initiatives fuel demand for the business-to-business meetings market?

The global B2B meetings market is expected to be driven by the rising expansion of businesses across domestic and international borders. Companies worldwide are seeking new ways of entering unexplored markets and tapping into new consumer groups. However, entering previously unexplored markets can be challenging from a business point of view. Organizations must gain a comprehensive understanding of the opportunities and challenges they may face in new markets. To cushion the negative impact of entering novel markets and ensure greater business efficiencies, businesses tend to partner with domestic companies in some form, such as sales partnerships or marketing-related collaborations, to name a few.

For instance, in June 2025, Reliance Infrastructure, India’s leading infrastructure-based solutions provider, announced a partnership with the US-based Coastal Mechanics Inc. (CMI). The companies will collaborate to develop a military aircraft Maintenance, Repair, and Overhaul (MRO) facility in the Nagpur region of India. Business-to-business meetings form the backbone of such strategic collaborations, as these events are essential for confirming the terms and conditions of partnerships.

Increasing use of modern technologies facilitates smooth B2B meetups to promote market expansion

The methods of conducting business-to-business meetings have evolved over the years, especially with the integration of new-age technologies. For instance, the greater availability of solutions that allow remote and hybrid meetings breaks geographical barriers. Growing advancements in video-audio platforms and the launch of meeting streamlining applications, such as Artificial Intelligence (AI) powered notetakers, will aid future market expansion. Industry players are witnessing the highest demand for virtual meetings since they are cost-effective and offer improved interaction between participating stakeholders. The global B2B meetings will continue to benefit from the rising launch of new solutions that ease the process of conducting meetings.

B2B Meetings Market: Restraints

Does changing geopolitical relationships and regulatory complexities affect the B2B meetings market growth?

The global industry for B2B meetings is projected to be restricted due to changing geopolitical relationships worldwide. Intensifying social and political turmoil, such as the recent UK-China trade war and the Russia-Ukraine war, may impact future B2B events. Additionally, international B2B partnerships are more complex to conduct due to the involvement of legal approvals that may take time to process. The industry for B2B meetings will be negatively impacted if global political partnerships remain volatile.

B2B Meetings Market: Opportunities

How do strategic partnerships targeting advanced technologies provide growth opportunities for the B2B meetings industry?

The global B2B meetings market is projected to generate growth opportunities as the number of strategic partnerships concerning advanced technologies is on the rise. In recent times, market trends indicate a higher rate of collaborations surrounding the exchange of novel technologies such as robotics, automation, or software-as-a-service (SaaS) models, among others.

For instance, in May 2025, parcel delivery firm Veho announced a strategic partnership with Artificial Intelligence and robotics solutions provider RIVR. The companies will collaborate to improve the delivery experience in the online sales sector. In May 2025, Google and Amadeus announced a breakthrough partnership. The latter now has access to deploy Google Cloud’s technology for its business operations.

Emerging markets to offer tremendous growth possibilities in the coming years

Emerging markets such as India and China, among others, offer excellent growth opportunities due to a rising rate of foreign investments, increased economic growth, and a surge in infrastructure development projects. These countries provide favorable government policies and deliver lucrative returns on investment (ROI) to start-ups, domestic companies offering innovative ideas, and foreign investors. Expanding business operations in emerging markets will aid in higher revenue for business-to-business meetings.

B2B Meetings Market: Challenges

Logistical challenges and difficulties in obtaining objective outcomes of meetings to challenge market growth

The global B2B meetings industry is projected to be challenged by the logistical complexities faced while organizing business-to-business meetings, especially when the transactions occur between international clients.

Furthermore, industry players face difficulties in obtaining objective outcomes of meetings, given the high initial investment required to conduct B2B sessions. Lack of objective results can hinder the confidence of smaller companies in participating in high-value business meetings.

B2B Meetings Market: Report Scope

B2B Meetings Market: Segmentation

The global B2B meetings market is segmented based on type, industry, and region.

Based on the type, the global market segments are investor meetings, sales meetings, product demos, technical overviews, partnership discussions, procurement/supplier-based meetings, and others. In 2024, the sales meetings segment experienced the highest growth and is expected to continue dominating the forecast period. More than 75% of global B2B sales meetings are conducted through digital mediums, according to industry research. The procurement/supplier-based meetings segment may emerge as the second-highest revenue generator during the projection period.

Based on the industry, the global market divisions are retail & e-commerce, information technology, healthcare, financial services, manufacturing, and others. In 2024, the highest ROI was listed in the retail & e-commerce segment. The rapid proliferation of the e-commerce industry across the globe is propelling segmental demand. The manufacturing sector is expected to deliver over 20% of the total revenue during the forecast period as the industry registers increased automation.

B2B Meetings Market: Regional Analysis

What factors help North America deliver the highest growth rate in the B2B meetings market?

North America will lead the global B2B meetings market during the forecast period. The US will emerge as the highest revenue generator in the region. The presence of several high-profile companies in the US will aid regional market expansion. In addition to this, the country is home to the largest number of start-ups that are seeking collaboration opportunities with regional and international businesses for further expansion. Growth in North America will mainly focus on technology-oriented partnerships, especially in the field of next-generation engineering solutions.

Asia-Pacific is another prominent region in the B2B meetings industry, with China, India, Japan, Taiwan, Australia, and Russia leading the regional growth rate. China and India are emerging markets. They are registering an increased influx of international investments as well as the expansion of domestic companies into new markets. Favorable government policies and rising adoption of virtual meetings will aid growth in the Asia-Pacific.

The Middle East will generate a higher CAGR during the forecast period. A growing number of companies are launching new offices and businesses in popular Middle Eastern countries, driving demand for B2B meetings. Moreover, growing economic diversification reported in Saudi Arabia and the United Arab Emirates, among other regional nations, will facilitate improved revenue in the region.

B2B Meetings Market: Competitive Analysis

The global B2B meetings market is led by players like:

• ConferenceDirect
• American Express GBT Meetings & Events
• Jack Morton
• Cvent
• BCD Meetings & Events
• Aventri
• 6Connex
• BI WORLDWIDE
• Freeman
• vFairs
• Bishop‑McCann
• Opus Agency
• GoGather
• ON24
• George P. Johnson.

The global B2B meetings market is segmented as follows:

By Type

• Investor Meetings
• Sales Meetings
• Product Demos
• Technical Overviews
• Partnership Discussions
• Procurement/Supplier-Based Meetings
• Others

By Industry

• Retail & E-Commerce
• Information Technology
• Healthcare
• Financial Services
• Manufacturing
• Others

By Region

• North America
  • The U.S.
  • Canada
• Europe
  • France 
  • The UK
  • Spain
  • Germany
  • Italy
  • Rest of Europe
• Asia Pacific
  • China
  • Japan
  • India
  • South Korea
  • Southeast Asia
  • Rest of Asia Pacific
• Latin America
  • Brazil
  • Mexico
  • Rest of Latin America
• Middle East & Africa
  • GCC
  • South Africa
  • Rest of Middle East & Africa