AMERICAS – A new survey by Marketing Challenges International, a marketing office of international convention bureaus and convention centres from across the world, points to 2014 being a positive year for North American associations that host global meetings and events.
More than 40 per cent of North American association executives surveyed for the report claim increased budgets and higher attendance at international events from the previous two years, and 91 per cent of planners expect those budgets to increase or remain the same for their upcoming events.
Marketing Challenges International’s Trends in International Association Meetings from North America covers trends in programmes, research and planning.
“The survey confirms the trend we have been tracking while marketing leading international destinations,” said President at Marketing Challenges International, Michel Couturier. “What was most striking in the survey was the fact that association planners will consider repeating the same destination for large events.”
Other key findings from the report include:
- Destination marketing organisations play a critical role in research and planning of international events, as planners rely heavily on the DMO websites, marketing materials and services, despite the growth in other technologies and media
- Though Europe dominates as the primary location for international meetings coming out of North America, Asia has made a strong showing hosting meetings in recent years, and the Middle East is on the radar for future meetings
- A significant percentage of association executives expressed willingness to repeat locations for their largest international events, going against a common belief among DMO’s that associations do not repeat destinations
- Location and cost are driving factors for site selection, though meeting executives showed less concern for destination reputation, suggesting that emerging destinations have a role to play in association events.
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