Don Welsh, president & CEO of Destinations International, on why lesser-known destinations represent the next growth frontier for the MICE sector
Shifting attendee expectations
The MICE industry has always been tied to people’s movements – how they travel, congregate, and prioritise value. Increasingly, both leisure travellers and business professionals are turning away from traditional hotspots, seeking less crowded, lesser-known, and more rewarding experiences.
While dates, rates, and space remain fundamental to planners, the growing appetite for alternative destinations signals a change in decision-making. The challenge now is to balance operational feasibility with delivering fresh, meaningful value for attendees.
Why off-the-beaten track works
This shift is partly driven by overtourism. In Europe, Norway will introduce a tourist tax in 2026, while Mykonos and Santorini already apply cruise taxes. In the US, ports like Bar Harbor, Maine, and Juneau, Alaska have begun limiting cruise traffic. With high-profile destinations under pressure – and even facing anti-tourism protests – new markets are stepping forward.
Italy’s “99% of Italy” campaign champions underexplored regions as alternatives to crowded icons, a concept that translates naturally to MICE. Such destinations typically offer:
-
Lower costs and greater venue flexibility
-
Enhanced engagement with local communities
-
Immersive cultural integration through food, traditions, and authentic storytelling
Smaller cities can also use events to bridge seasonal gaps. Oulu, Finland, chosen as European Capital of Culture 2026, exemplifies how overlooked destinations can leverage civic pride, creativity, and collaboration to become attractive event hosts.
Building on intellectual capital
Alongside scenery and infrastructure, intellectual capital has emerged as a defining asset in destination marketing. By aligning with local expertise, organisers can enhance knowledge exchange and deliver events that leave lasting legacies.
For example, Copenhagen CVB’s Legacy Lab takes a structured approach to ensuring long-term positive outcomes from congresses. It connects planners with academic, civic, and industry resources, helping events embed deeper value both locally and globally.
Destinations International is amplifying this focus by offering the Intellectual Capital Certificate and Business Intelligence Certificate, equipping destination organisations with the tools to leverage local infrastructure, talent, and creativity in support of meetings and events.
A growth opportunity for MICE
The shift towards secondary or overlooked destinations is not about compromise – it’s about opportunity. For organisers, they offer cost-effectiveness, flexibility, authenticity, and legacy-building. For destinations, they foster more balanced, resilient visitor economies that benefit both residents and participants.
As Don Welsh concludes: “Lesser-known destinations are not merely alternatives; they represent an exciting growth opportunity for the MICE sector.”
