09/01/2021

Meetings With Purpose:

Enrich your events by tapping Into a destination’s intellectual capital

As we prepare to return to in-person meetings and events, many of us are coming to realize that our expectations are dramatically different than they were before the pandemic swept across the world. Today, after more than a year and a half of video meetings and restrictions, we want to ensure that the events we choose to attend have greater value and the highest return on investment. For associations, this means that it’s important to find ways to elevate the delegate experience. One tactic? Leverage a destination’s local expertise to deliver meaningful, content-rich events.

“There’s a huge pent-up demand for innovation and discovery,” said Virginie de Visscher, senior director of business development, economic sectors for Destination Canada Business Events. “Post-pandemic conference-goers will no longer be satisfied with another convention center or hotel in any destination. They want their brains to be engaged with local intellectual capital, have discussions that will challenge their status quo and be inspired by site visits.”

To embrace this trend, first look beyond features like conference facilities or entertainment experiences when selecting a location. While these are undoubtedly important contributors to a successful gathering, exceptional events occur in locations that align with a meeting’s purpose—and then tap into its intellectual capital to create immersive learning and networking opportunities for delegates. 

Please select this link to read the complete article from Associations Now.