Philadelphia, the “City of Brotherly Love,” will host over 180 events this year, bringing in people worldwide to enjoy what the city has to offer. Photo by Daniel Knoll / PHLCVB

Trends in the association meeting space are about the same as those in meetings across the board. According to Chris Vest, CAE, at ASAE, “Inclusivity and accessibility of meetings and events remains a big trend, along with sustainability.” He says use of data-driven technology and AI to customize event experiences is also a trend.

Tampa, FL

Most importantly, 2024 is proving to be a very strong year so far. “With tremendous support from association event professionals, 2024 is projected to be another banner year for Tampa,” says Santiago C. Corrada, president and CEO of Visit Tampa Bay.

“Tampa’s hospitality community recognizes that association events are vital to continued success. As the mix of visitors rebalanced, Visit Tampa Bay’s hotel partners have increased flexibility with room-block commitments for meetings and conventions. While short-term demand remains strong, the booking cycle for large conventions has expanded, allowing association partners to secure their preferred dates and pattern.”

Elevated costs continue to affect groups and their meetings, but Corrada feels Tampa Bay is in a good place.

“We maintain a high degree of collaboration with event organizers and community partners to develop solutions,” he says. “Our community values the important work accomplished by associations, including the positive impact in our destination. Visit Tampa Bay is focused on convention success by all measurements. Tampa continues to have strong attendance at association meetings and conventions, which contributes to achievement of the association’s financial goals.”

One example is an uptick in citywides and Corrada points to other factors as well, saying, “We’re fortunate that Tampa’s citywide convention calendar exceeded pre-pandemic levels in 2023. The blend of business and leisure travel is a very real phenomenon in Tampa. Convention attendees seize the opportunity to enjoy our destination and experience Tampa’s Michelin restaurants, walkable waterfront convention district, attractions, arts, sporting events and entertainment.” New developments also allow the city to welcome associations new to Tampa. Beyond larger citywide events, Tampa’s capability to accommodate two mid-size conventions simultaneously has improved dramatically. The JW Marriott and Tampa Marriott Water Street offer a connected 1,246 rooms and 150,000 sf of function space, including a 30,000-sf ballroom. Tampa Convention Center’s recent upgrades included 18 new waterfront meeting rooms increasing the total to 52 breakout rooms. This flexible space also serves as an extension of the 200,000-sf exhibit hall.

Corrada wants planners to know that Tampa still has desirable patterns for 2027. He says, “We’re enthusiastic about the years ahead. Continued private investment will bring new hotel offerings and entertainment options for convention attendees. Downtown Tampa’s $3.5 billion Water Street development just announced the next phase of the WELL certified neighborhood located adjacent to Amalie Arena and Tampa Convention Center.”

Chicago, IL

Chicago is also experiencing strong years. Rich Gamble, interim president and CEO of Choose Chicago, says the city’s highest ever weekend hotel occupancy came during the 2023 annual meeting of the American Society of Clinical Oncology, thanks to record-breaking attendance. But he adds, not all meetings are equal.

Still, the 2024 outlook at Choose Chicago is bright. Gamble points to upcoming major events that will keep the city moving forward. The return of the NASCAR Chicago Street Race was a positive for not just for leisure travel, but also for NASCAR-loving groups and attendees who wanted to take advantage of the event. Then there’s the 2024 DNC, anticipated to bring 50,000 visitors to Chicago. “But that’s far from the largest event we’re hosting this year,” Gamble says.

Asked whether meetings have “returned to normal,” he says the answer is mixed. “It really depends on the meeting; some are bigger than ever while others are slower to come back.”

The slow return of international travelers and the dampening effect on inbound travel of China’s slow reopening are ongoing challenges but volume is beginning to tick back up. Gamble believes regional collaboration can help everyone.

“It’s encouraging to see regional DMOs and CVBs collaborating and strategizing to draw additional visitation, and I believe there are opportunities for Chicago to work more closely with other destinations across the Great Lakes and Midwest to collectively elevate our regions as must-visit cities and towns to international travelers.”

Attitudes and actions within Choose Chicago also make a difference. “Embracing a process of continuous improvement is key to growing a market and retaining the businesses of major customers.” Gamble says.

Choose Chicago is also harnessing the power of AI to make a difference. “The rapid pace of development and usefulness of generative AI technologies has not gone unnoticed by our organization,” Gamble says. “Choose Chicago.com now has an AI-powered chatbot called ‘The Bean’ that can find restaurants, shows, sporting events and more.” It’s a tool that attendees and locals can use to plan activities.

As many in the meetings industry have noted, it’s clear that Zoom meetings serve a certain purpose but won’t replace in-person meetings. “If anything,” Gamble says, “conventions are more important than ever as more people work remotely and are looking for opportunities to engage with their colleagues and clients in person. For conventions, where physical products are on display, there’s no substitute for being able to see and touch the products and have direct interaction with experts.”

Gamble encourages planners to look for destinations that align with their values, and he believes Chicago measures up.

“Travelers are increasingly focused on sustainability, on minimizing their waste and environmental impact. Chicago’s nature as a welcoming city to everyone and pro-worker policies are key decision points for many of our visitors, including convention clients.

“I hope planners will get their own direct experience with what Chicago has to offer versus listening to potentially misleading narratives. Chicago is one of the most affordable, amenity-rich cities in America, full of the most helpful and friendly people who are highly experienced in creating productive business meetings and memorable experiences.”

Philadelphia, PA

Philly is also going strong. “There’s a lot in store for the tourism and meetings industry in Philadelphia in 2024,” says Gregg Caren, president and CEO of the Philadelphia Convention and Visitors Bureau (PHLCVB). “We’re preparing to host over 180 meetings, conventions and sporting events this year, including 20 citywide events. These events alone are projected to attract more than 500,000 attendees to the city.”

There are, in fact, a slew of business and sports events heading to Philly over the next couple of years, including PCMA’s Convening Leaders 2026, which returns to the city after 20 years to help celebrate America’s 250th birthday.

“Fun fact,” Caren notes, “the first ever Convening Leaders was held in Philadelphia in 1956, two years prior to the incorporation of PCMA, a professional association originally formed specifically for medical and life sciences meeting planners. Thus, 2026 will mark the 70th edition of the event.”

While some destinations continue to be challenged by the dual growth of leisure and business travel over the past couple of years, Philadelphia has more than enough rooms and venues to meet both needs.

“We have more than 14,400 hotel rooms downtown and within walking distance of Pennsylvania Convention Center,” Caren says. “And our inventory of hotel rooms actually grew by nearly 1700 at 10 new hotels over the past five years, showing confidence in hotel investments even through the pandemic.”

Shorter booking windows may be the new normal, but Caren isn’t worried. He says, “In 2023, PHLCVB booked two citywide conventions with meeting dates in 2024. And while some bigger events are booking short-term, some of our smaller special event venues are reporting booking relatively longer term than over the past few years.”

Among the major updates in the city is the completed massive renovation of the Philadelphia Marriott Downtown, which connects to the convention center.

“Renovations included major technology and a fully modernized lobby with public workstations and technology hubs. All 1,408 guest rooms were also completely refashioned and updated event spaces were added, including a bowling alley and pool hall,” Caren says, adding that returning guests would hardly recognize the interior feel from the moment they walk in the lobby.

Orlando, FL

Things are also looking good for Orlando this year, according to Casandra Matej, president & CEO of Visit Orlando.

“Orlando’s travel performance is trending up in comparison to last year. Currently, booked room nights are pacing ahead of 2023 by 5%, with both leisure and business travel segments looking healthy. This year also brings new or expanded accommodations, venues and experiences as our destination is brimming with new possibilities for meetings and events, from a luxury beach-like resort with an eight-acre crystal lagoon to a cabaret-style music venue tucked inside a stunning performing arts center. One of the biggest strengths of our industry is the continual addition of new and exciting offerings every year,” she says. “Here in Orlando in 2024, new accommodations have opened, including Evermore Orlando Resort and the Conrad Orlando, bringing us to nearly 500 hotel and resort options for meeting groups.”

She also points to a total of 52 Michelin-recognized restaurants, as well as new experiences at the city’s renowned theme parks — a boon for attendees wanting a “bleisure” combo.

Matej say Orlando’s group meeting business has seen a strong return over the last two years. “During 2023, Orange County Convention Center set a new record for citywide attendance at 1.4 million attendees. This was higher than 1.2 million during 2019. Our convention sales team booked 1,500 events for 2023 and beyond. Looking ahead, citywide business is pacing ahead of the annual goal for 2024 both in terms of attendees and the associated room demand.”

Louisville, KY

Second-tier cities are having a moment as well — maybe more like a couple of years than a moment. Louisville, KY, is one of them. Doug Bennett, CASE, executive vice president with Louisville Tourism, points to multiple growth indicators. It’s likely that 2024 room nights will surpass pre-pandemic levels, and there will continue to be a large amount of people coming into the city for multiple conventions, meetings and events, such as they did during MPI’s World Education Congress, which took place in May. Data services provider Knowland shows that meetings and events held in Louisville grew by 67.2 % in February compared to last year.

“We’ve seen Louisville’s growth snowball and are excited about 2024 and beyond as our future group room-night production is on pace to set a record,” Bennett says. “Demand and interest in Louisville are very high.”

The association space specifically is strong, and the city is on pace to exceed pre-pandemic levels. “Citywide meetings are back in full force — and are even seeing additional growth. Several legacy annual shows exceeded pre-pandemic numbers last year. The remaining shows we routinely host are all back and seeing growth as well. Louisville’s central location, accessibility, walkability, affordability and the unique attractions we offer are all meeting and event draws,” he says.

Naturally, there are challenges, too, including sustainability at large-scale events, political uncertainty in an election year, and concerns around staffing shortages. Uncertainties aside, Bennett believes Louisville has enough going for it to offset those challenges.

“Louisville is an affordable destination that offers a completely authentic experience. It’s easy to do business in Bourbon City, and attendees will enjoy unique attractions, an award-winning culinary scene and the only Urban Bourbon Experience in the world. We’re one of the few cities in the world building new visitor attractions to enhance guest experiences.”

Tempo by Hilton Louisville Downtown NuLu and Canopy Derby City Hotel downtown are among the new and upcoming lodging options along with distilleries, venues, tasting rooms and gaming. Then there’s the city’s bluegrass roots showcased in a variety of live-music venues. There’s also a brand-new welcome center at the airport.

“We’ll continue to forecast growth in the hospitality segment, but also in urban and economic development as new hotels, development projects and additional city enhancements are in various planning and completion stages,” Bennett notes.

“Several Louisville attractions broke all-time attendance records in 2023 and we welcome the opportunity to meet the rising demand. We’re coming out of the gate with a strong start to the year – and shorter booking windows!”

Paducah, KY

Another Kentucky city gaining acclaim as a destination for those who crave rich, authentic cultural experiences is Paducah, KY. Located at the heart of America’s inland waterways, event planners looking for a sophisticated river town, will be inspired by this city’s cultural heritage and creativity.

Paducah has played a pivotal role in American history from the Civil War to civil rights, and beyond. After a day of meetings, groups can explore landmarks such as the Hotel Metropolitan, which stands as a testament to Paducah’s African American history. Artists like Louis Armstrong, Duke Ellington and B.B. King have graced its halls. Groups can embark on a tour — available by appointment only — offering a firsthand experience of the African American history encapsulated within those walls.

The Paducah Convention & Visitors Bureau’s staff provides planners the necessary resources and guidance to make their Paducah event or tour a success.

Laredo, TX

There’s a good reason why groups have chosen Laredo, TX, over and over again to host their meetings and events. Located in South Texas at mile marker 1 of Interstate Highway 35, and nestled on the banks of the Rio Grande, Laredo is a fascinating mix of culture, history, fine accommodations and entertainment. A perfect mixture of border life culture with all things American, and flavored with a bit of Mexican influence, this city offers event planners the perfect backdrop to create a memorable experience — all in a relaxed, festive atmosphere.

Laredo boasts nearly 4,000 hotel rooms and different options for meetings and exhibits. Arrivals and departures are also a breeze in Laredo.

La Posada Hotel, a four diamond hotel in Laredo, offers attendees a timeless and unique experience. From their spacious rooms and suites, to their culinary excellence at their on-site steakhouse, The Tack Room, and serene courtyards, to their convention facilities, including a perfectly renovated, 19th Century Spanish-Colonial convent, event planners can make their next event a success. The newly renovated meeting rooms offer more than 15,000 sf of flexible meeting space for small to large events.

New in town is Embassy Suites by Hilton Laredo, one of the coolest, elegant and stylish resorts in the area. It also includes a business center and ample meeting space.

With daily flights to and from major cities at Laredo International Airport and Quetzalcóatl International Airport, and convenient access to several major highways and interstates, hosting events in this beautiful city is easy.

Laredo Convention and Visitors Bureau (LCVB) makes it that much easier for event planners along every step of the way. Whether planners are looking for an indoor or outdoor option, the creative team at the LCVB always has the best recommendations for groups of all sizes.

Laredo’s food scene attracts attendees and foodies seeking their delightful blend of Tex-Mex and authentic Mexican cuisine. The city’s culinary landscape is dotted with restaurants, vibrant food trucks and bustling markets where fresh, locally sourced ingredients take center stage.

For sports fans, the multi-million-dollar Buena Vista Sports Complex, one of the biggest in the state, is expected to be a game-changer for the City of Laredo. Slated to open next spring, it will house 10 baseball and softball fields, as well as multi-purpose fields with artificial turf. The City of Laredo, which estimates the complex will bring in big business opportuntities for the community, has already received inquiries from hotels and restaurants interested in building in the surrounding areas.

Raleigh, NC

Raleigh, NC, also has a lot on the horizon. “We’re extremely optimistic about 2024 and beyond,” says Dennis Edwards, Visit Raleigh president and CEO. “We anticipate a groundbreaking in 2025 for a new 550-room Omni hotel adjacent to the Raleigh Convention Center and a new outdoor amphitheater, which will allow us to proceed with a 300,000-sf convention-center expansion.

“We have three new international flights, including Frankfurt, Germany, Mexico City and Panama City, Panama. With these new flights, we now have 16 airlines serving 10 international and 58 domestic destinations with nonstop service,” says Edwards.

The area is also investing over $300 million in enhancements to the PNC Arena, which will compliment an $800 million mixed-use development that Tom Dundon, owner of the Carolina Hurricanes, will undertake.

Edwards also notes the evolving mixed-use neighborhood of Seaboard Station, growth he attributes to “a slew of artists, entrepreneurs, creative-class innovators, restaurateurs, business leaders and other passionate minds who had a vision for downtown that would make it a special place to visit.”

Hyatt House Raleigh Downtown is slated to open there later this year.  And finally, he reiterates that Visit Raleigh remains committed to social equity and inclusion for all visitors, residents and tourism industry workers, and offers information and resources for planners related to women- and minority-owned businesses, accessibility, voluntourism and a LGBTQ welcoming hotels program.

Marlo Dorsey, CEO of VisitHATTIESBURG, wants planners to know that “the area has a wide variety of event spaces, from unique spaces in the local zoo to ballrooms at University of Southern Mississippi, that give it a holistic perspective on the meetings and conventions industry.”

She says meetings recovery in Hattiesburg is following the national trends as noted by U.S. Travel Association. “Leisure was the first to strongly rebound, and we’ve seen a significant uptick in meeting and convention bookings.”

Although overall out-of-state attendee size is not yet as large as pre-pandemic attendance, Dorsey anticipates full recovery and VisitHATTIESBURG is ready to provide what planners need. “We know today’s meeting planners are extremely savvy, and we’ve stepped up our sales and visitor services as a result. Meeting planners want valuable experiences for their attendees, including the highest quality group entertainment options in a destination. This is where Hattiesburg has a competitive advantage thanks to its local restaurant and music scene, as well as its abundance of unique businesses. Hattiesburg was recently recognized as a top southern city on the rise, due to its significant economic momentum, strategic placemaking efforts and two thriving universities. From its growing public art portfolio and record investments in downtown revitalization to a surge in creative retail and recreational offerings, Hattiesburg is securing its future to stand out as a premier meeting destination in the Gulf South,” she says.

Individually, these cities have their own unique vibe, but they share a common trajectory of growth and resilience in an increasingly strong meetings sector. They’re just nine of a multitude of cities across the country telling the same story, giving associations and planners much to choose from. | AC&F |