In 2016, more than a third of corporate leaders will increase their investment in face-to-face meetings, conferences and events, proving their value to the business community, according to a survey from Meetings Mean Business (MMB), a national coalition that showcases the value of business meetings, travel and events to the U.S. economy.

Some noteworthy findings:
• For executives, meetings improve their ability to close deals (93%), network (90%), and grow professionally (88%).
• Best accomplished face-to-face are: New business opportunities (86%), workforce engagement (80%), training (73%), and staying up-to-date on industry trends (62%).
• Meetings deliver a return on investment for 97% of responding C-suite executives, and a great return for 53%.
• Face-to-face meetings help improve the bottom line for 86% of respondents.
• Participation in in-person meetings, conferences and events improves team engagement (94%), collaboration (91%), professional development (88%) and productivity (84%).
• In-person meetings are a priority investment in 2016 for 82% — more than technology or customer research. And about 37% expect to spend more than they did last year.
(Survey participants represented a variety of industries, including financial services, healthcare, consulting, retail, manufacturing and hospitality.)

“Business executives clearly understand the value of bringing people together in-person to achieve positive outcomes,” said Michael Dominguez, co-chair of MMB and senior vice president of corporate sales for MGM Resorts International.

MMB on the Road. MMB, the Convention Industry Council (CIC) and SocialTables are launching a series of one-day forums that bring planners and properties together. The five-city Fuse roadshow starts in Washington, D.C., on February 17, then travels to Los Angeles (March 9), Orlando (April 14), Dallas (May 10) and Chicago (July 27). Click here for more information.

Now 2 Industry Recognition Days. Two years ago, there was no “official day” globally recognizing the value of meetings and exhibitions. This year, two days are in the planning stages. MMB has prepared tools to help meeting professionals plan for an expanded Global Meetings Industry Day on April 14. One form expresses interest in hosting an event for GMID, while the other form registers a concrete event planned for GMID. The day has evolved into a global event from last year’s “North American Meetings Industry Day,” which itself was built on a promotional meetings day celebrated in Canada for about 20 years. Click here to find out more .

Meanwhile, the International Association of Exhibitions and Events is joining with Paris-based UFI – The Global Association of the Exhibition Industry, along with industry associations, exhibition organizers, venues and service providers in countries around the world, to stage the first Global Exhibitions Day on June 8, 2016. The objective is to promote the industry, its achievements and value, as well as celebrate the people who work in the exhibitions industry and the career opportunities available.

The timing of the “days” may cause some initial confusion, said David DuBois, CMP, CAE, FASAE, CTA, president and CEO of IAEE. “But advocating for meetings and exhibitions is now a process that starts in March with U.S. Travel Association’s Destination Capitol Hill, followed by Global Meetings Industry Day in April, and Global Exhibitions Day in June. Actually, we need to add another advocacy event to the fall calendar.” — Maxine Golding