How can the event sector sustainably transform? The story behind the Train-the-Trainer journey and the roadmap

The events and conference sector possesses enormous power: it brings people together, creates connections, and allows ideas to circulate. But this power also has an environmental and social impact. Visit Flanders, the Flanders Convention Bureau, and sector partners felt it was time to transform this impact—from a challenge to a lever.

That's why they asked Route 2030 to guide a process that not only inspires, but also structurally strengthens. The result was a Train-the-Trainer process in several sessions , which culminated in a joint sustainability roadmap for the entire sector.

Why the sector needed a forward-looking trajectory

The sector faces a double challenge:

• reduce the ecological footprint

• and at the same time use the power of conferences and events to bring about positive change

Together with Flanders Convention Bureau and partners, we express their ambition as an essential intent :

But to make this come true, a number of foundations had to be laid:

• insight into needs and risks

• collaboration between diverse stakeholders

• knowledge sharing

• shared priorities

• concrete tools for the future

This formed the basis for a process in which co-creation, strategic clarity and capacity building were central.

How Route 2030 shaped the journey: from insight to roadmap

1. Insight — understanding what matters

In the first sessions we gathered:

• key figures on impact

• perceptions and expectations of stakeholders

• risks and opportunities within the event and conference sector

• insights from material analysis

By structuring all the elements, a clear picture emerged of what is truly important — today and towards 2030-2050.

2. Dynamics — energy, co-creation and shared language

With workshops for:

• conference cities

• venues

• organizers

• sector organizations

• sustainability experts

  
  

Knowledge was shared and expanded. We created moments of reflection, discussion, and alignment. Participants developed a shared language around sustainability, which is essential for sector-wide progress.

3. Course — strategic lines and priorities

Based on the insights and co-creative dynamics, we determined:

• priority sustainability areas for the entire sector

• strategic lines until 2030–2050

• concrete actions that are feasible and directional

• handles and tools for practical follow-up

This course formed the backbone of the sector roadmap .

The roadmap: a shared compass for the future

The roadmap isn't a non-binding document, but a concrete compass , supported by the sector itself. It provides direction:

• policymakers

• conference cities

• venues

• organizers

• trade associations

And it supports Visit Flanders and the Flanders Convention Bureau in their role as catalysts for positive change.

What makes this trajectory unique: capacity building through Train-the-Trainer

This process wasn't just meant to generate insights, but also to build capacity among participants . Thanks to the Train-the-Trainer approach, participants can:

• apply the methodology yourself

• helping colleagues and partners get started

• promote sustainability within their own organization

• continue the journey without external dependency

In this way, sustainability does not become a series of separate initiatives, but a collective movement .

This journey demonstrates how strong the sector can be when insight, collaboration, and direction converge. With a shared roadmap, concrete actions, and internal capacity, the sector is stronger than ever to make sustainable events and conferences the norm.

👉 Are you a sector organization, umbrella organization, or major player interested in developing a roadmap, trajectory, or Train-the-Trainer program focused on sustainability? Route 2030 supports you from initial insights to strategic direction. Contact us for an exploratory conversation.