Destinations International
The rise of off-the-beaten-path destinations
DON WELSH, PRESIDENT & CEO, DESTINATIONS INTERNATIONAL, SAYS LESSER KNOWN DESTINATIONS PROVIDE AN OPPORTUNITY FOR GROWTH IN THE MICE SECTOR
T he MICE industry is
inherently tied to people’ s movements: how they congregate and what they value, factors that constantly shift and evolve. Today, both leisure travellers and business professionals are increasingly looking outside traditional tourism hotspots in search of lesser known, less crowded and, ultimately, more rewarding experiences.
Dates, rates and space remain foundational considerations for event planners, but the move to lesser-known destinations reflects a shift in how decisions are made. However, it is critical to achieve a balance between operational feasibility and delivering value to attendees in new ways.
Off-the-beaten track This shift has been accelerated by‘ overtourism’ concerns. In response, destinations like Norway have introduced a tourist tax for 2026, while Mykonos and Santorini have already implemented a cruise tax. A number of ports in the United States have or are considering cruise limits, including Bar Harbor, Maine, and Juneau, Alaska. With traditional hotspots under pressure, including anti-tourism protests, off-the-beaten-path locations are gaining momentum.
Italy’ s recent " 99 % of Italy " campaign highlights this shift, encouraging travellers to experience Italy’ s often-overlooked regions which have compelling stories to tell. It is a paradigm that inspires the MICE sector to seek new destinations and consider events where they may have a long-term, positive impact on both attendees and local communities.
Off-the-beaten-track destinations can offer many advantages, including reduced prices, increased venue flexibility and enhanced engagement with local partners. They also provide an opportunity to integrate events into the local fabric through food and culture – resulting in a more immersive and authentic experience for visitors. Growing demand for such experiences has accelerated opportunities for lesser-known destinations, and brings business during traditionally less busy times. Oulu, Finland, selected as the European Capital of Culture 2026, is a small city that has historically
Above: Don Welsh
been overlooked but, through local collaborations, distinctive attractions and active civic involvement, has emerged as a model for how lesser-known destinations can use creativity and innovation to welcome international visitors.
Intellectual capital‘ Intellectual capital’ – a destination’ s collective knowledge, expertise and innovative potential – has also emerged as a strategic tool in event planning. Tapping into local resources not only enriches attendees’ experience, but also elevates the destination’ s legacy. With their local knowledge and relationships, destination organisations have become key allies for event planners.
Copenhagen CVB created an entire department called the Copenhagen Legacy Lab to provide a“ strategic approach to creating positive longterm impact from congresses and events.” It does this by connecting planners with local resources and partnering with the group to help them leave behind a legacy both in Copenhagen and the industry at large.
Destinations must convey these evolving value propositions while covering logistics. Selling and servicing events in this new environment means being equipped to speak to strategy, outcomes and purpose.
Destinations International has developed the Intellectual Capital Certificate and Business Intelligence Certificate, programmes that provide destinations with knowledge and practical skills to apply a community’ s infrastructure and economic resources, human connections and creative assets in the promotion and support for meetings and events.
The payoff is the ability to create a more balanced and resilient visitor economy that benefits both residents and event participants. Lesser-known destinations are not merely alternatives; they represent an exciting growth opportunity for the MICE sector. n
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