Based on the latest data from the events industry, this report analyzes market trends for the 2026–2027 period and shows how the Palais des Congrès de Saint-Malo – Le Grand Large is turning these challenges into concrete opportunities for your events.

1/ Events as a Business Lever: Managing the Return on Investment (ROI) of Your Conferences.

The State of the Market and Investment Opportunities in the Events Industry.

The professional events industry has established itself as a major sector of the French economy, generating 10.4 billion euros in revenue, employing nearly 4,000 companies, and providing jobs for more than 37,000 employees. Companies continue to place a high priority on in-person gatherings: 9 out of 10 companies have invested in events over the past two years, organizing an average of 7.6 events in 2024 and 2025.

Key performance indicators (KPIs) that decision-makers will be looking for in 2027.

• 97% Generate business and sales opportunities
• 94% Increase brand awareness and brand image
• 93% Develop and facilitate professional networks
• 92% Enhance the employer brand
• 91% Build customer loyalty

In this context, the choice of venue and destination becomes a key factor in achieving these business objectives and turning the event into a measurable investment.

The Palais du Grand Large’s Response: From Space Rental to a Valuable Partnership.

An event designed from the outset around specific, measurable business objectives. A venue capable of demonstrating its contribution to ROI: quality of networking, lead generation, and customer loyalty. A destination that strengthens your brand image and enhances your employer brand.

2/ The New Participant Experience: Engagement and Interactivity.

New B2B Conference Formats in Response to Declining Attention Spans.

Attending a professional event is now a matter of choice. 31% of professionals believe there is a need to evolve event formats. The trend is toward more targeted, shorter, and specialized gatherings.

Priorities of participants in B2B events:

• Active Participation and Interactivity During Sessions
• Personalization of user journeys and relevance of networks
• Quality of Informal Interactions
• Specialized content with high added value

The overall experience at the Palais du Grand Large:

The Saint-Malo Convention Center—Le Grand Large—meets this need for customization by transforming the traditional conference layout:

• A modular design that fosters interaction: a seamless combination of auditoriums, exhibition spaces, and committee rooms to alternate between plenary sessions and creative workshops.
• The “walk-to-everything” location: Situated on the outskirts of the pirate city, the Palais allows conference attendees to get around on foot between the TGV station, hotels, the conference center, and dining venues.
• Optimized opportunities for interaction: break areas bathed in natural light and overlooking the ocean, which encourage informal networking.

These changes directly address the demand for more interactive formats and quality networking time.

The Palais du Grand Large’s solution: a single venue in Saint-Malo designed to streamline the conference attendees’ experience.

More engaged participants thanks to interactive formats and personalized experiences. Streamlined logistics: everything is within walking distance, with no time wasted on transportation. Meaningful, informal interactions in spaces designed to foster connections.

3/ Choose a destination with special significance: the "Corsair City" of Saint-Malo.

The search for exceptional places along the Emerald Coast.

The market share of traditional hotels is eroding in favor of venues with their own unique identity. Event organizers are looking for destinations that offer a memorable setting conducive to both work and a change of scenery.

Distribution of MICE venues:

• 66% Hotels
• 58% Castles and historic estates
• 43% Restaurants and private venues
• 32% Cultural venues
• 20% Convention Centers & Exhibition Halls

Saint-Malo: A Cognitive Sanctuary for Decision-Making.

Saint-Malo offers a setting well-suited to professional needs:
A legacy of exploration and scientific rigor: the destination draws on the history of great figures and the legacy of daring minds, from the Saint-Malo-born mathematician and physicist Maupertuis, who set sail to push the boundaries of science, to Dr. Charcot’s polar expeditions into the unknown. This historical context resonates directly with the work of the researchers, doctors, and executives hosted here.
The advantage of productive seclusion: the maritime environment offers a setting of productive seclusion, ideal for bringing together executive committees or scientific councils free from distractions. This setting fosters concentration, perspective, and high-quality strategic decision-making.

The Palais du Grand Large: an exceptional venue in Brittany, ideal for corporate seminars.

A setting that gives meaning to your gatherings and strengthens participant engagement. An environment conducive to concentration and strategic decision-making. A memorable destination that enhances your image and builds employee loyalty.

4/ Organizing a sustainable event: evidence based on the ISO 20121 standard.

CSR is central to the criteria for selecting host locations.

Social and environmental responsibility has become a key factor in the awarding of event contracts.

Indicators of the CSR transition in the events industry:

• 72% of companies incorporate environmental considerations into their events (compared to 25% in 2024)
• 86% of decision-makers prefer to travel by train
• 65% of event organizers choose eco-certified service providers

The Commitments of the Palais du Grand Large.

The Palais du Grand Large structures its CSR approach around verifiable criteria.

ISO 20121 Certification: ensures an environmentally responsible management system applied to all of the establishment’s activities.
Low-Carbon Accessibility: direct TGV connection to Paris (2 hours and 15 minutes) and event organization based on the “walkable city” principle.
Responsible Procurement and Local Sourcing: selection of local caterers and service providers committed to reducing waste and sourcing regionally.

The Palais du Grand Large’s response: an ISO 20121-certified and measurable CSR initiative.

A partner that simplifies your CSR reporting through a recognized certification. A reduction in the carbon footprint of your events thanks to high-speed rail access and the “walk-to-everything” concept. Local, eco-certified service providers that boost the regional economic impact.

5/ Artificial Intelligence in the Professional Events Industry.

The Transformation of B2B Event Practices.

Artificial intelligence is gradually being integrated into event planning methodologies. 87% of industry professionals already use AI tools on a daily basis, and 53% of organizations plan to adopt dedicated AI solutions.

Key uses of AI among conference and seminar organizers:

1. Content writing and preparation of visual materials
2. Searching for inspiration and ideas
3. Sourcing of venues and specialized service providers
4. Organization and Analysis of Participant Data

At the Palais du Grand Large, AI supports the staff in personalizing visitor experiences, optimizing logistics, and enhancing the participant experience—without ever replacing the quality of human hospitality.

The Palais du Grand Large's response: a blend of technology and human engineering.

More effective planning thanks to AI-powered content design. Personalized participant experiences and better measurement of your event’s impact. A blend of technology and human touch for a memorable experience.

6/ The Palais du Grand Large: A Strategic and Technical Partner for Large-Scale Projects

The dynamics of conferences and large-scale events.

The conference sector has seen an increase in average attendance: events are growing in size, with 54% of conference attendees participating in gatherings of 500 to 4,999 participants.
Breakdown of conference attendees in France by industry:

• 47% Health, Medicine, Pharmacy, and Biotechnology
• 7% Industry, Research, Science, and Technology
• 6% Social Life, Institutions, and Democracy
• 40% Other economic sectors

The Palais’s expertise in key sectors of the French market.

The Palais du Grand Large has established itself as a technical partner capable of managing complex project specifications: from international medical conferences to major national economic events bringing together leading companies in the French market, and even specialized forums offering significant sector-specific value.
Whether orchestrating an international medical conference subject to the strict ethical guidelines of the MedTech Directive, hosting the Breton Economic Forum (FEB) with its demanding setup requirements—combining plenary sessions, TV studios, and exhibition areas—or reserving its spaces for an expert gathering like the Nautic Forum, the Palais demonstrates its ability to adapt to every setting. This technical versatility and expertise in managing event flows make the PGL the go-to venue for transforming any industry challenge into an exceptional professional experience.

MedTech & Healthcare Compliance: Support tailored to the ethical guidelines of laboratories and scientific societies (47% of the conference market).
Regional Centers of Excellence: a framework tailored to gatherings within the Breton ecosystem (marine biotechnology, cybersecurity, marine renewable energy, agri-food).
Modularity and Flow Management: configurable spaces designed to accommodate demanding event formats, such as the Breton Economic Forum (FEB), combining conference areas, exhibition spaces, and media studios.

The Palais du Grand Large’s solution: a technical partner with expertise in the challenges of event planning.

An expert partner with in-depth knowledge of the specific challenges of scientific and medical conferences. The ability to manage complex formats with high volumes without compromising quality. A strong presence in the Breton ecosystem for events related to the region’s sectors of excellence.

Summary of Opportunities for Your 2027 Business Events.

Organizing an event at the Palais du Grand Large in 2027 is based on four commitments:

• An environment conducive to intellectual work and strategic decision-making.
• ISO 20121-certified environmental management, which ensures that your purchases comply with standards and simplifies your tracking of CSR initiatives.
• A pedestrian-friendly area in the heart of the city of Saint-Malo.
• A dedicated project team from design to execution, with expertise in the requirements of scientific, medical, and corporate conferences.

Are you planning a B2B event in 2027?
Let’s discuss how the Palais du Grand Large can help you address your business, CSR, and attendee experience goals. Contact us to schedule a personalized meeting, and let’s work together to plan your 2027 event.