In a world that’s more connected than ever — but also more conscious about how, why, and where we gather — the business of meeting tourism is going through a serious glow-up. From hybrid-ready conference rooms to wellness-inspired breaks and destination-led networking, international cities are reimagining what it means to meet with purpose. And planners? They’re loving it.

So what exactly is changing, and which destinations are leading the charge? Let’s take a look at how some of the world’s most in-demand cities are refreshing their offer for today’s meeting tourism landscape.

Cities are Learning to Think Like Planners

One of the clearest shifts is in how destinations present themselves. It’s no longer enough to promote hotel capacity or airport proximity. Instead, many cities are positioning themselves as extensions of the meeting experience.

That means offering a stronger sense of place — something that makes an event feel specific to where it’s happening. In Copenhagen, venues are connecting events with local food producers. In Kyoto, cultural programming is often built directly into the conference schedule. In Amsterdam, you’re as likely to find a strategy session happening in a canal-side creative studio as in a conventional boardroom.

Destinations that used to market themselves as convenient are now aiming to feel personal.

The Role of Tech is Quietly Expanding

Hybrid is standard now. We’re not in scramble mode anymore. The focus has shifted to getting the basics right — setups that work without needing attention or explanation.

That means venues are building things in: streaming handled in-house, captioning that’s already part of the system, and AV that doesn’t require outside help. And while the tech is fancy, looking impressive is not its only purpose. The new technology is in place to ensure everyone can follow along and participate, whether they’re in the room or not.

Places like Singapore and Seoul are ahead in this. But others are catching up. For example, conference venues in Paris have made low-key upgrades. Better internet, layouts that can switch formats easily, and hybrid features that are already there. It’s not about replacing in-person events and making them easier to access and run.

Related reading: Although tech is a big part of the event scene now, it never hurts to know what you need. Here is some essential equipment you need to hire for flawless meetings.

Sustainability is Becoming the Norm

There was a time when sustainable practices were seen as a bonus — nice to have, but not central to the pitch. That’s changed. Today, most planners expect venues and destinations to demonstrate clear efforts to reduce their environmental impact.

That doesn’t just mean banning plastic bottles. It means energy-efficient buildings, local sourcing, support for low-carbon transport, and credible waste management. In Vienna, green meeting certifications have become standard. In places like Stockholm and Vancouver, carbon tracking tools are available to planners during the early proposal stages.

Paris is also making progress here. Many of the city’s historic venues are now run with updated environmental policies — something that matters when dealing with buildings that were never designed with sustainability in mind. 

For organisers looking at conference venues, that mix of heritage and responsibility is becoming a stronger part of the value proposition.

Leisure is Now a Part of the Meeting Agenda

Bleisure isn’t a new idea, but what’s changed is how openly destinations are embracing it. Rather than treating downtime as something attendees tack on to themselves, many cities are integrating local experiences into the event structure.

In Lisbon, that might mean a walking tour between sessions. In Bangkok, it could be a food crawl after the last panel of the day. The idea is to use participants’ free time as a bonding experience to change the meeting’s energy. 

Paris understands this balance well. The professional side of the city is strong — world-class venues, fast connections, easy accommodation — but it’s the rhythm of the city that adds something extra. An hour off might mean a museum visit or a glass of wine by the river. When business events respect that pacing, they don’t feel like interruptions; they feel grounded.

Smaller Destinations are Finding Their Niche

Not every meeting needs to happen in a capital city. That’s a message many smaller destinations are leaning into, particularly when they can offer calm, space, and focus.

Cities like Porto, Tallinn, and Quebec City have begun positioning themselves as ideal locations for strategy retreats, deep-dive sessions, or creative residencies. Without the intensity of a major hub, these destinations give teams the room to disconnect from the everyday and focus on something more intentional.

They’re also often able to offer better value. For organisations balancing impact with budget, that makes a difference.

A Joint Effort Between Meeting Hosts and the Host Country

More events are starting to think about what they leave behind. With the growing need for meeting tourism, event planners and organisations need to think about the legacy of their meetings. This means not only considering the event attendees but also the city where they’re hosting it. In some places, this means involving local communities or undertaking activities that have lasting value beyond the event itself.

Event planners are collaborating with local businesses, engaging community groups, or partnering with city projects. In places like Cape Town or Bogota, this isn’t a side note — it actually shapes how the event is seen.

It’s less about one-off gatherings now. More about doing something that fits into a bigger picture.

Final Thoughts

Meeting tourism is changing fast. Now it’s less about just booking a venue and more about creating something that feels local and well thought out.

Cities like Paris, Rome, and the rising tech hubs of Asia are proving that meetings don’t have to be generic or disconnected. When thoughtfully designed, they can reflect local character, feel rooted in their surroundings, and—most importantly—be engaging experiences that truly justify people’s time.

And that’s worth planning for!

Amaya Zelleron