Insight
Destination organisations + event planners: forging a new era of event excellence
EMILY SCHEIDERER, SENIOR DIRECTOR OF EDUCATION, SALES AND SERVICES AT DESTINATIONS INTERNATIONAL, HIGHLIGHTS THE IMPORTANCE OF COLLABORATION BETWEEN DESTINATION MARKETING ORGANISATIONS AND PLANNERS
A s the meetings and events
industry evolves, planners face growing pressure to deliver more than just well-executed logistics. Attendees expect meaningful experiences. Stakeholders want tangible impact. Communities seek value alignment. To meet these demands, event professionals must partner with those who deeply understand a destination – not just geographically but culturally, economically and strategically. That’ s why destination organisations have become indispensable.
Strategic catalysts for success Destination organisations are more than promotional entities. They are strategic partners who help planners tap into a destination’ s intellectual capital, including local thought leaders, industry experts and academics who can enrich content and engagement. These individuals offer fresh insights, relevant expertise and meaningful local context that can transform a programme from standard to exceptional. This access allows planners to create authentic experiences aligned with both event goals and destination identity.
In addition to local expertise, destination organisations also provide essential business intelligence. From market insights and attendee behaviour data to economic impact assessments and safety perceptions, they bring clarity to the planning process. These insights allow planners to better anticipate audience needs, tailor content and marketing approaches and ultimately deliver more successful and impactful events. In a data-driven environment, this intelligence is key for optimising attendance, managing risk and maximising ROI.
Helpful resources available to members of Destinations International include the Business Intelligence Certificate Program, which offers knowledge, skills and insights needed to navigate their roles within the business events segment, and the Intellectual Capital Certificate Program, which provides vital knowledge and practical
Above: Emily Scheiderer
“ Planners rely on destination organisations to provide honest communication, local data and success stories that help counter stakeholder hesitation.”
Below: Destinations International spreading the word skills to effectively utilise community infrastructure and economic resources, human and social connections, and cultural and creative assets. To maximise their success, planners can align with destination professionals who have completed these certificate programmes.
Cross-border collaboration International visitation fuels connection, innovation and progress. Events that bring people together across borders not only expand ideas but also raise awareness and forge long-term partnerships. But international meetings bring both opportunity and complexity – from understanding new regulations and visa processes to managing cultural expectations and language considerations. Destination organisations serve as cultural translators and onthe-ground advisors, helping planners navigate these dynamics and create globally resonant experiences and connecting planners with the local knowledge and global perspective needed to deliver meaningful outcomes.
Findings from the recent report, Destination Reputation: Responding to Societal Issues, affirm the value of planner – destination organisation partnerships. While based on US planner perspectives, the insights have global relevance: destinations perceived as transparent, engaged and community-oriented are far more likely to win business.
The study shows that planners rely on destination organisations to provide honest communication, local data and success stories that help counter stakeholder hesitation. When destination organisations lead with transparency and cultural alignment, they empower planners to advocate confidently.
When planners and destination organisations align, events go beyond logistics to impact. From sustainability to storytelling, destination organisations help planners deliver experiences that matter. In today’ s complex landscape, this partnership is essential. n
20 / CONFERENCE & MEETINGS WORLD / ISSUE 136