Meeting Planners Rejoice: In-Person Events Have Returned

For many in the business events industry, it may not be news, but DCI’s “A View from Meeting Planners: Winning Strategies in Destination Marketing” lays it out with clear data: meeting planners are ready to move on from virtual events.

While virtual events had their place during the pandemic—and while they are still great for many scenarios—business events and incentive planners are focused on in-person engagements. Destinations, therefore, need to do their homework before sending off that next RFP. Fortunately DCI’s latest “A View from Meeting Planners: Winning Strategies in Destination Marketing” offers the data you need.

The fifth edition of this report makes it clear that meeting planners are ready to get back to the venues and convention halls that define so much of their work.

1. Trade Shows for the Win

The latest data shows that 80 percent of corporate event planners and 76 percent of association planners believe trade shows are a top influencer of destination awareness. Compare that to 49 percent of corporate event planners and 46 percent of association planners in 2021 and the change is obvious.

Trade shows remain powerful ways to connect with business event planners. Among the top-cited events were IMEX America, SITE events, and IMEX Frankfurt. Ensuring a presence at these trade shows is key to staying on these decision makers’ radars.

2. FAM is Back

This year, 79 percent of business event planners confirm that in-person FAM trips are very important. Moreover, 56 percent said they don’t care what season, underscoring how eager planners are to get to know destinations throughout the year.

This spells big opportunities for destinations looking to increase event bookings. With 68 percent reporting they are more likely to attend a convention bureau FAM trip in the next 12-18 months, the door is wide open for destinations to distinguish themselves by hosting memorable FAM trips.

3. Experiences are In

It’s a crowded event landscape with lots of cities and nations vying for the same business. Another strategic way to stand out from the crowd is to build distinctive experiences that meeting planners are seeking. It’s no longer enough to have a brilliant venue and ample hotels—planners need the “wow factor.” Immersive experiences in a destination can provide that.

Experience creation is vital, and planners (69%) overwhelmingly realize that it’s their responsibility, so don’t go out of your way to curate them. Savvy destinations who already have amazing experiences, however, should be proactive about highlighting them, including any transformative experiences your destination can tout.

4. Perception-Building

In-person events start even before the FAM trip. Planners are eager to attend hosted meals and receptions alongside trade shows and educational workshops. Destinations serving up memorable in-person encounters are already on the right track. Ditch the printed brochure and get creative.

There are more opportunities now than in 2021 to organize an event in a target market, to bring planners together and make your case. A virtual workshop will not cut it the same way it did in 2021 when traveling was saddled with so many restrictions. A social engagement around good food, however, is a timeless way to engage planners, and they are ready to attend.

5. Where They’re Headed

According to the data, the top cities where North American business event planners are heading haven’t changed much. The usual suspects are still nabbing top spots. San Diego in the U.S., London in Europe, Cancun in South America, Puerto Rico in the Caribbean, Dubai in Africa and the Middle East, and Singapore in Asia are all at the top of their game, ranking ahead of other cities.

Some major US and Canadian destinations have dropped on the list, hampered by high cost, safety issues, and political unrest. International destinations like the Middle East, Mexico, China, Russia, and Israel also fared poorly because of security issues. Knowing who is doing it right—and who isn’t—is useful information for destinations looking to market themselves more strategically to meeting planners.

We’re providing the insight, but putting it into action is the next step. And it can be tough. Get in touch with Pamela Laite at pamela.laite@aboutdci.com to learn more about working with DCI to leverage insight from “A View from Meeting Planners: Winning Strategies in Destination Marketing” for a business travel and incentive campaign that gets results.