Excellent transportation. Rich cultural and historical heritage. Affordability. Safety. Sustainability. Fun things to do. Fantastic hotels and venues.
These are just some of the things that make a meeting destination exceptional. A destination doesn’t have to tick each one of these boxes, but those that encompass elements of each do well.
Our latest Top Meeting Destinations List reveals the cities that come top of that pile. Keep reading to learn how these destinations wow attendees and bring event planners back year after year.
1. Use technology for efficiency and innovation
You’d struggle to find a Convention and Visitors Bureau (CVB) or Destination Marketing Organisation (DMO) that doesn’t use technology to attract visitors and events to their region.
But those that use the right technology intelligently stand a better chance of attracting more high-value event business and providing unique experiences.
For example, London & Partners uses technology to work quickly and provide great support. Fiona Plumpton, Head of Convention Bureau Services, says, “Technology helps us reach many more clients while our staff can focus on conversion and meeting clients in town for on-site visits.”
Similarly, Budapest Convention Bureau uses Cvent’s event technology to manage and promote events, engage attendees, and gain insights to improve their programmes. According to Noemi Molnar-Gyori, Sales Manager, “It gives us access to a significant amount of business sourced through Cvent each year, which is in line with our strategic objective to maintain Budapest’s status as a global congress destination.”
Zurich Tourism, in addition, revealed that recent feedback from planners highlights the need for more technology integration. In response, they now offer virtual and hybrid event options, enhanced digital platforms for better user experiences, and better service quality.
2. Prioritise the customer experience
The best way to encourage repeat business? It’s supporting the planning process from start to finish. Event planners want dependability, knowledge and expertise, and flexibility, and with rising planner expectations, the level of service you provide could mean the difference between a one-off or annual event.
London & Partners, for example, snagged first place in Europe for the second year running. According to Fiona, it’s all about approaching each event - big or small - with the same amount of attention and care.
“We spend more time on the large events, ensuring that all possible hotels/venues are in the mix. However, the small exclusive events are just as important, as they may come from a planner who has a large event next time.”
Ways in which London & Partners caters to their partners include suggesting the very best venues and locations and following up diligently. “Ongoing follow-up is also key so that we build those client relationships. Conversion sales training and prioritising time for salespeople are definitely skills we all need.”
3. Embrace sustainability
Cvent’s 2023 Planner Sourcing Report revealed that 62% of event professionals always or often make decisions with sustainability information in mind.
Net Zero or Environmental, Social, or Governance (ESG) targets are priorities for many event planners and organisations. That means demonstrating your destination’s commitment to sustainability is vital.
With electric harbour ferries, 546 km of bicycle path, 91% of large conference facilities, and 70% of hotel rooms holding a third-party eco-certification, Copenhagen, Denmark, is leading the charge.
According to Kit Lykketoft, Director of Convention at Wonderful Copenhagen: “Copenhagen is a destination with a conscience and consistently ranked in the top three of the Global Destination Sustainability Index.”
Kit and his team also created the Copenhagen Sustainability Guide as a hands-on pre-planning tool. It is designed to help planners create more sustainable events with concrete action points.
But even a city like Copenhagen has to find ways to attract planners worldwide, and they use digital platforms like the Cvent Supplier Network to do so.
“Digital platforms like Cvent are key to reaching the event planners during the important sourcing phase. We’re constantly looking at how campaigns and the right collaborations can help us increase global awareness.”
4. Promote uniqueness
More and more planners and business travellers are looking for destinations that can provide unique experiences. Cue the rise of bleisure travel (business and leisure travel). Valued at USD 933.1 billion in 2022, the market is set to grow at a compound annual growth rate (CAGR) of 12.1% by 2030.
Any destination can appeal to bleisure travel. It’s a case of finding the unique selling points of a city or country, advertising them, and finding events best suited.
Budapest Convention Bureau, for example, uses its knowledge of the city’s vibrant nightlife, rich cultural heritage, value for money, and ease of accessibility to sell the city to the right event planners.
Noemi says, “We provide unbiased recommendations based on our extensive knowledge of what would suit them best. Our goal is to ensure that every event is a resounding success, reflecting positively on our beautiful city and country.”
While a key goal for CVBs is to attract international business, it also prioritises selling the city’s best offerings to planners and attendees during events. They did this recently by providing attendees of the European Academy of Neurology’s annual congress with transport passes.
“By providing transport passes, we not only enhance the event experience for attendees but also make their travel more sustainable. We’ve essentially put the opportunity in their hands, removing any potential hassle. This allows them to enjoy the event and the city’s attractions with ease.”
What makes a destination the best of the best?
Cvent evaluated 12,500+ cities worldwide listed on the Cvent Supplier Network (CSN) between January 2023 and December 2023.
In addition to the points we mentioned above, the best destinations formed open, consultative relationships with event professionals and local partners and increased visibility to the right audience.
Discover the Top Meeting Destinations of 2024 in our latest ebook: The Best of the Best Meeting Destinations in Europe.
