Modern formats of business events: analysis and development directions

Business events have become an integral part of public life and business processes. They play a crucial role in shaping the reputation of an enterprise. They create a positive image, strengthen internal corporate ties, and improve relations with partners, clients, and investors. This became especially noticeable in St. Petersburg in the post-pandemic period: interest in business events has increased significantly, but at the same time, formats have changed and developed. In this regard, the aim of the study was to study modern trends in the development of business tourism in St. Petersburg and determine strategically effective formats of business events. The study used methods for determining criteria for making and evaluating decision choices, a data dictionary and glossary, statistical materials, methods of analysis, comparison and synthesis. The authors identified the most popular forms of business events – conferences, forums, round tables. It was found that the most common categories in the topics of business events were medicine, science, industry and culture. These areas reflect a high interest in the development of society and the economy, and also allow us to note a trend towards a narrow focus of the events held. It is shown that the created business events have a strong potential for the development of business tourism and compete with each other in the number of participants attracted and in quality. To improve the effectiveness of modern formats of business events, it is necessary to use clear criteria, high-quality analytics and modern technologies.