2014 looks to be a positive year for international association meetings outside of North America, according to a new survey study by Marketing Challenges International (MCIntl). More than 40 percent of association meeting planners report increased budgets and higher attendance at events from their previous two years, and 91 percent of planners expect those budgets to increase or remain the same for their upcoming events.
These findings are part of MCIntl’s first annual survey report, “Trends in International Association Meetings from North America,” released on March 3, 2014. The comprehensive report covers trends in programs, research and planning, and site selection for international association events outside of North America.
Among the key discoveries of the report:
- Destination marketing organizations (DMOs) play a critical role in research and planning of international events, as planners rely heavily on their marketing materials and services, despite the growth in other technologies and media.
- Though Europe dominates as the primary location for international meetings, Asia has made a strong showing hosting meetings in recent years, and the Middle East appears to be in the radar for future meetings.
- A significant percentage of association planners expressed willingness to repeat locations for their largest international events, going against a common belief among destination marketing organizations (DMO) that they should not expect repeat business.
- Location and cost are driving factors for site selection, though meeting planners showed less concern for destination reputation, suggesting that emerging destinations have a role to play in association events.
