Why destination strategy is now a core planning priority
In the wake of shifting delegate expectations, geopolitical uncertainty and heightened financial scrutiny, association planners are now looking far beyond the traditional list of first-tier cities. Factors like infrastructure readiness, regional relevance, safety, legacy potential and even political climate are influencing how destinations are evaluated and chosen.
This shift is not only about finding more affordable venues. It’s about aligning event location planning with organisational goals. Whether the objective is to engage new audiences, support a regional conference destination strategy, maximise attendance or reduce environmental impact, destination selection is now a nuanced balancing act.
As Alexander John, Regional Director of Business Development at MCI Middle East, puts it: “Destinations are chosen not just for price and proximity, but for partnership and purpose. Meetings stop being transactions and start becoming transformation.”
Alessandra Damant, senior project lead at MCI France, explains that destination decisions are shaped by a complex mix of factors. “Historical data, venue capacity, public transport links, hotel availability, member location, budget and sustainability credentials, all of it matters,” she says. “And with growing financial pressure, the right choice can be the difference between a successful event and a loss.”
Damant notes that many associations she works with are increasingly considering less traditional destinations that still meet strategic objectives. The decision to explore new options is often driven by necessity: tighter budgets, unpredictable attendance and a push for broader geographic inclusion. However, it can also unlock opportunities for innovation, growth and greater impact.
Benefits of hosting association events in second-tier cities
Case studies from France and Canada
in 2023, a French cancer research association moved its long-standing congress from Paris to Montpellier in the south of France. The results exceeded expectations. Attendance and sponsorship both increased and the event delivered one of the organisation’s strongest financial outcomes to date. “It worked because local connections helped secure a good deal,” says Damant. “Now they’re alternating: Paris one year, another French city the next.”
A similar shift was seen in Agen, a smaller city in the South of France, with just 35,000 inhabitants. It was selected as the destination for a major health insurance congress as the client wanted to showcase the division that had been established in the region; they were also drawn to Agen’s rail connectivity, well-equipped venue infrastructure and the overall opportunity to deliver a high-quality conference in a less conventional setting.
These successes highlight how a change in setting, even within the same country, can revitalise engagement and boost financial performance. What mattered was not the prestige of the destination, but its suitability. The venue was affordable, infrastructure was reliable and the location made sense for members and stakeholders. The result was an experience that exceeded expectations and set a new precedent for future association event planning.
That pattern is emerging globally. In Canada, cities are benefiting from increased demand as associations look for accessible, cost-effective, conference destinations with fewer visa restrictions. With subvention funding typically ranging from CAD $25,000 to $100,000 (around USD $17,600 to $70,000), a strong government-supported visa office and nearly 50% cost savings due to exchange rates, Canadian cities offer a compelling proposition, reports Meighan Jury, Director, Consulting and Community Solutions at MCI Canada.
Legacy, regional relevance and government-supported conference bids
Not every destination decision is driven by cost or risk management for events. In some cases, the choice of venue is strategic and aligned with long-term goals or mission-specific priorities. Lana Howden, Association Relations Associate Director at MCI Australia, notes that the 2025 International Astronautical Congress (IAC) will return to Sydney, marking its fifth appearance in the Asia-Pacific region since the event began 75 years ago. It will also be the first time the Congress has returned to a destination within ten years.
Why Sydney? The APAC region has seen a dramatic increase in space sector activity and IAC organisers wanted to strengthen ties with new stakeholders. State and federal governments also heavily supported the bid. Abstract submissions have already reached the second-highest number in the event’s history, a clear sign that the location has resonated strongly with researchers and organisations in the region.
As John notes, true impact is created when destinations engage fully. “The best destinations aren't just easy to reach, they’re ready to reach back. True value lies in places where local partners co-create the experience, amplify the message and grow the legacy beyond the event itself.”
The 2017 edition of the IAC, also held in Australia, led directly to the founding of the Australian Space Agency, a powerful example of legacy in action. The 2025 event aims to build on that momentum and deepen international collaboration.
“Impact happens when destinations activate both public–private collaboration, knowledge sharing and community-rooted outcomes,” says John. “It creates commercial value that positively impacts the economy, generating opportunities for local, national, regional and international partners.”
Sustainability, accessibility and infrastructure expectations
“Aligning event location with sustainability and access goals is no longer a ‘nice to have’,” says Damant. “European delegates expect cities to be accessible by train, venues to be energy-conscious and events to offer some form of digital access even if it’s just a post-event replay.”
This is especially true in Europe, where train travel is often a realistic alternative to flying. In France, MCI clients now prioritise destinations that are reachable by high-speed rail. Bordeaux, for example, offers free public transport passes for conference delegates while Lyon provides discounts on venue hire. These in-kind incentives signal that a city is genuinely invested in hosting associations, financially and in terms of operational support and service culture.
Cities that wish to attract associations must increasingly demonstrate their commitment to sustainability, accessibility and digital readiness. It is no longer enough to simply provide a functional venue. The broader ecosystem must support the values and needs of international communities.
Safety also plays a growing role in destination decisions. Nicole Leida, Director Operations, Association Management & Consultancy Services at MCI UK recounts how a European medical society was forced to relocate its winter meeting away from a southern Mediterranean destination due to political instability. While the original destination remained of strong strategic interest, safety concerns outweighed the benefits. The new host city was chosen based on the flexibility of its venue, willingness to collaborate and ability to meet key logistical and digital requirements.
Political and regulatory environments
While some destination decisions are about revitalising engagement or accessing new markets, others are about protecting viability in a changing world. As geopolitical tensions rise and cross-border movement becomes more complex, associations must consider whether their delegates will be welcomed or blocked from attending.
A recent global health congress rotating between the Americas, Europe and the Asia-Pacific faced significant obstacles in its 2025 edition. Despite meeting fundraising goals and ultimately breaking even, the event saw a 40% drop in attendance. The reasons were travel bans linked to the Centers for Disease Control & Prevention and the National Institutes of Health, as well as high visa denial rates for delegates from APAC and African regions.
The case illustrates that for globally rotating events, particularly those in health and science, travel and visa access considerations can and do pose a challenge in terms of participation and inclusion, as well as association meeting logistics and financial performance.
Risk management and planning for the unpredictable
With many venues booked years in advance, associations must plan for the unpredictable. “We review every contract carefully,” says Damant. “Cancellation clauses, pandemic policies, insurance coverage and, when possible, we keep a virtual option in the plan.”
Some events now include streaming or on-demand replays as standard, recognising that travel restrictions and global disruptions are likely to persist. In some cases, associations have also begun surveying delegates post-event to gauge interest in future destinations. While members may not have access to the full strategic picture, these insights can guide broader planning and help ensure engagement.
Future-proofing an event is not about predicting every possibility – it is about building in resilience. That includes working with destinations that are open to partnership, transparent about risks and proactive in offering solutions.
Strategic destination selection is a balancing act. It is a reflection of the association’s priorities, values and vision for the future. There is no single ‘best’ option, only the best fit. And getting it right requires deep local knowledge, rigorous planning and a clear understanding of what delegates, sponsors and stakeholders value most.
John emphasises that value starts well before the event begins. “The ROI of a meeting doesn’t begin with registration and sponsorship income generation – it begins with selecting a destination that’s invested in the mission and equipped to turn the event’s local presence into a platform for legacy and economic value.”
Looking for a destination that aligns with your event’s purpose, budget, and sustainability goals? MCI can help you find the right fit, anywhere in the world. Connect with MCI to discuss destination selection. Operating globally, working locally, we can help you find your “best fit”.
MCI Content Team
