|March 06, 2014|
New Survey of North American Associations Reports A Strong Outlook For Global Meetings & Events
|According to a new survey by Marketing Challenges International (MCIntl), 2014 looks to be a positive year for North American associations that host global meetings and events. |
More than 40 percent of North American association executives surveyed report increased budgets and higher attendance at international events from the previous two years, and 91 percent of planners expect those budgets to increase or remain the same for their upcoming events.
These findings are part of MCIntl's first annual survey report, "Trends in International Association Meetings from North America." The comprehensive report covers trends in programs, research and planning, and site selection for North American association events that have global meetings and events.
"The survey confirms the trends we have been tracking while marketing leading international destinations" Michel Couturier, President at Marketing Challenges International, commented. He added, "What was most striking in the survey was the fact that association planners will consider repeating the same destination for large events". Michel reminds international destinations that association business is often not just a one shot deal; repeat business is a reality to take advantage of.
Among the key discoveries of the report:
- 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, 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 appears to be 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 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.
The "Trends in International Association Meetings from North America" survey will be conducted annually and MCIntl will continue to track the international association meetings and events out of North America.
The next survey, available in 2015, will analyze how technology will change the landscape of association meetings, from the use of hybrid meeting technology to the use of social media and apps throughout the planning and bidding processes.
Marketing Challenges International
Marketing Challenges International, Inc. (MCIntl), based in New York City, is the North American marketing office of leading international Convention Bureaus and Convention Centers. The profile of clients includes the Convention Bureaus of Barcelona, Berlin, Malaysia and Vienna and the Convention Centers in Abu Dhabi (ADNEC), Busan (BEXCO) and London (ExCeL London).
MCIntl offers free services to business event professional and has been successfully facilitating global events for over 26 years.