Marketing Challenges International’s (MCIntl) new survey of North American associations shows that 91 per cent of association planners expect budgets to increase or remain the same for their upcoming international events.
In addition, association executives surveyed report increased budgets and higher attendance at international events from the previous two years.
The findings are part of MCIntl’s first annual survey report, “Trends in International Association Meetings in North America.” MCIntl is the marketing office for several international convention bureaus and convention centers including facilities in Barcelona, Berlin, Malaysia, Vienna, Abu Dhabi, Busan and London. The report covers trends in programs, research and planning, and site selection.
The report’s key findings include:
- Destination marketing organizations (DMOs) play a critical role in research and planning of international events, as planners rely heavily on the DMO web sites, marketing materials and services.
- Europe remains the dominant location for international meetings coming out of North America but Asia has started to come on strong, and the Middle East is on planners radar for future meetings.
- A significant percentage of association executives expressed willingness to repeat locations for their largest international events. This is contrary to the common belief among DMOs that associations do not repeat destinations.
- Location and cost are driving factors for site selection, though meeting executives shows less concern for destination reputation, suggesting that emerging destinations have a role to play in association events.
MCIntl’s “Trends in International Meetings from North America” survey will be conducted annually. The 2015 edition will analyze how technology will change the landscape of association meetings.