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More than 40 percent of North American association executives report higher attendance at international events from the previous two years, and 91 percent of planners expect budgets to increase or remain the same for their upcoming events.
These are among the findings of “Trends in International Association Meetings from North America." a first-time report by Marketing Challenges International, the North American marketing office of leading international Convention Bureaus and Convention Centers. The report covers trends in programs, research and planning, and site selection for North American associations that have global meetings and events. MCIntl plans to conduct this survey annually.
Among the key findings:
- A significant percentage of association executives expressed willingness to repeat locations for their largest international events, contrary to a common belief among destination marketing organizations.
- Though Europe dominates as the primary location for international meetings coming out of North America, Asia has made a strong showing in recent years, and the Middle East appears to be on the radar for future meetings.
- 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.
Download the full report at www.mcintl.com. The next survey, available in 2015, will analyze how technology will change the landscape of association meetings, including the use of hybrid meeting technology, social media and apps.