Destinations for Conferences: How to Align the Right Mix and Succeed

By Elena Alexandrova, Business Manager – AIM Group International, Czech Republic

We often hear that a successful conference starts with the right destination. It’s a statement that rings true—but behind it lies a much more complex equation. Aligning the goals of a destination, a client, and the event organiser is rarely straightforward. It’s a strategic process that requires insight, negotiation, and mutual understanding.

Destinations are more than locations—they are partners in the creation of impactful events. When chosen wisely, they enhance everything from delegate experience to sponsor visibility, and even long-term legacy. Yet with so many factors in play, how can we ensure we’re selecting the right one?

What Makes a Destination “Right”?

Choosing the right destination isn’t about checking boxes—it’s about understanding how different elements come together to serve a specific audience and event objective. Several factors consistently influence outcomes:

• Accessibility: A well-connected destination, especially one with a strong network of direct flights, tends to attract more international participants.
• Ease of arrival and movement: Proximity from the airport to the city center or venue improves the overall delegate experience and reduces logistical complexity.
• Currency and payment systems: When dealing with international events, financial clarity matters. Stable, well-recognized currencies and efficient payment systems make it easier for organisers, sponsors, and delegates alike.
• Seasonal conditions: Weather might seem secondary, but good seasonal timing can elevate mood and enhance networking.
• Overall value: Competitive pricing on services such as AV, catering, and venue rental allows for either budget flexibility or better services for attendees.
• Economic environment: A strong local economy may indicate greater potential for sponsorships and partnerships.
• Safety and stability: Especially post-pandemic, organisers and attendees need confidence that health, safety, and political factors are well managed.
• Track record and reputation: A city experienced in hosting international events brings reassurance that the infrastructure, suppliers, and local teams can deliver.

The Role of the Destination in the Bidding Process

No destination can change its geographical location or climate, but its positioning can make a major difference. Convention Bureaux and local destination teams have a pivotal role to play in shaping perceptions and building confidence.

Providing compelling visual materials, understanding the narrative of the client’s event, and recommending trusted local partners are all important. But even more critical is the ability to offer strategic intelligence: knowing the city calendar, suggesting dates that align with or avoid competing events, and opening doors to key local figures or institutions.

Sometimes, it’s these moments of local insight that make the difference. In one case, while supporting an international association of lighting designers, we discussed various European cities. It was only during an informal conversation with the Valencia Convention Bureau that we discovered the city had recently been named World Design Capital and established a foundation to promote design across sectors. That simple piece of information resonated deeply with the client, transforming Valencia from a practical option into a symbolically powerful choice. They never looked back.

Collaboration: Not Just Coordination

Ultimately, when clients, organisers, and destinations work together, the goal is not simply to deliver an event—but to create lasting value. It requires transparency, shared ambition, and sometimes a bit of creativity to balance different priorities.

Destinations may seek visibility or legacy; clients might prioritise educational outcomes or budget efficiency. The key is not to view these goals as conflicting, but as complementary—and to build solutions that reflect the needs of all parties.

At AIM Group, we’ve seen that the most successful events are born not just from great planning, but from meaningful collaboration. When destinations take a proactive, strategic role, they become more than hosts—they become co-creators of success.

Want to better align your city’s strengths with future conferences? Let’s start a conversation that leads to real results.

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