Destinations International Releases Research on the Influence of Destination Reputation in Attracting Meetings and Events

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Destinations International Releases Research on the Influence of Destination Reputation in Attracting Meetings and Events

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Destinations International Releases Research on the Influence of Destination Reputation in Attracting Meetings and Events

4/9/2025
WASHINGTON, D.C. — Destinations International (DI), in collaboration with research firm Future Partners and with support from the Destinations International Foundation, today unveiled a comprehensive research study, “Destination Reputation: Responding to Societal Issues.” The study provides valuable insight and guidance for destination organizations into how reputation, public sentiment and societal issues influence meeting and event planners when selecting destinations.

As global dynamics become increasingly complex, destination organizations must navigate a range of challenges affecting how they are perceived by visitors and event professionals. These include political climates, social issues, natural disasters and public safety concerns. This new research aims to help destination leaders better understand these influences and respond with informed, strategic actions that enhance destination appeal and economic opportunity.

“This study reinforces the important role destination organizations play in community and economic development,” said Don Welsh, president & CEO of Destinations International. “Understanding how societal factors shape perception is essential for destinations to stay competitive in the global meetings and events marketplace.”

“We applaud the Destinations International Foundation for supporting this timely study to help destination leaders deepen their understanding of factors impacting destination reputation among meeting planners,” said Erin Francis-Cummings, president & CEO of Future Partners. “Safety concerns, political issues and societal problems significantly influence planners' decisions, with the research showing that four-in-five reconsider destinations based on these factors. The study findings underscore the importance of proactive communication, honesty and continued marketing in addressing these issues to maintain a positive reputation and attract group meetings."

“The Destinations International Foundation is proud to support research that provides both insights and actionable guidance for destination organizations,” said Amir Eylon, president & CEO of Longwoods International and chair of the DI Foundation. “This study reflects our commitment to fostering innovation and resilience across the global tourism and meetings sector.”

The study employed a multi-method research design that included an online survey of 400 meeting planners, in-depth interviews with 12 planners and a nationally representative survey of 967 adult American meeting travelers. Key insights:

Safety and Politics Are Critical Considerations
Planners consistently identify safety as a top priority, considering not only crime rates but also political environments and policies that may affect attendee experience or align with organizational values. A welcoming atmosphere is often as important as physical security.
Transparency Builds Trust
Planners expect honest communication about a destination’s challenges and how those issues are being addressed. Destinations that engage planners through site visits, candid discussions and data-backed messaging are more likely to earn their confidence.
Marketing and Incentives Must Be Strategic
While incentives can influence decision-making, they are not sufficient on their own. Sustained advertising and consistent messaging play a more significant role in reshaping perceptions, particularly for destinations working to overcome reputational challenges.
Collaboration Strengthens Results
Destinations that demonstrate strong partnerships between destination organizations, venues, and local businesses tend to leave a more favorable impression. Long-term relationships and exceptional site experiences often lead to repeat business and advocacy from planners.
Support Planners in Advocating for Your Destination
Meeting planners are frequently required to justify destination selections to internal stakeholders. Destinations that provide data, success stories, and persuasive narratives help planners advocate more effectively.

Based on the findings, destination organizations are encouraged to develop and distribute planner toolkits with data sheets, case studies and messaging support; host familiarization trips and create opportunities for peer-to-peer learning; align marketing efforts with community progress and transformation; collaborate across sectors to ensure a consistent and welcoming visitor experience; and maintain long-term engagement strategies with planners and stakeholders.

The full report and other resources are available online.

About Destinations International
Destinations International is the world’s largest and most respected resource for destination organizations, convention and visitors bureaus (CVBs) and tourism boards. With more than 8,000 members and partners from over 750 destinations, the association represents a powerful forward-thinking and collaborative community around the world. For more information, visit www.destinationsinternational.org.

About the Destinations International Foundation
The Destinations International Foundation is a nonprofit organization dedicated to empowering destination organizations globally by providing education, research, advocacy and leadership development. The Foundation is classified as a charitable organization under Section 501(c)(3) of the Internal Revenue Service Code and all donations are tax-deductible. For more information visit www.destinationsinternational.org/about-foundation.

About Future Partners
Future Partners was founded by Dave Bratton and Erin Francis-Cummings in San Francisco, California, in 2003. It is a team of market researchers that work with over 250 organizations and travel brands around the U.S. and the world to provide insights and strategies that capture hearts, minds and market share. Future Partners connects human behavior and understanding to bring the future of travel within reach. For more information visit https://futurepartners.com.

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