In today’s rapidly evolving event landscape, meeting planners must go beyond conventional approaches to create truly distinctive experiences. Attendee decision making is influenced by a complex mix of factors, from socio-political dynamics to safety perceptions and destination appeal. To stand out in an increasingly competitive market, planners must harness intellectual capital and business intelligence, leveraging local expertise and data-driven insights to maximize event success.
Unlocking Destination Intellectual Capital
One of the most effective ways to elevate an event is by partnering with a destination organization—Destination Marketing Organizations (DMOs) or Convention and Visitors Bureaus (CVBs)—to tap into a region’s destination intellectual capital. These organizations are more than marketing entities, they are connectors to local infrastructure, expertise and culture that enable planners to craft immersive, community-driven experiences.
Destination intellectual capital can be categorized into three key areas:
- Infrastructural & Economic Capital – Beyond venues, local infrastructure includes access to corporate connections that may lead to sponsorship or exhibitor opportunities, specialized facilities and industry-specific assets. Destination organizations can facilitate introductions and partnerships with local businesses, enabling planners to explore sponsorship potential, measure impact and create unique event activations that enhance ROI.
- Human & Relational Capital – The knowledge economy is a powerful differentiator. Destination organizations provide access to, and insights from, local thought leaders, researchers, entrepreneurs and media figures, offering fresh perspectives and meaningful networking opportunities that AI-driven searches cannot replicate.
- Cultural & Creative Capital – Attendees crave authentic, experience-driven events. From engaging local artists, musicians and chefs to incorporating regional traditions and sustainability initiatives, destination organizations help planners integrate cultural elements that leave lasting impressions.
By collaborating with destination organizations, event planners not only create richer experiences but also ensure alignment with local economic and social development goals, adding greater depth and purpose to their events.
The Growing Role of Business Intelligence
As the meetings industry becomes more data-driven, business intelligence is emerging as an essential tool for event success. Understanding and applying data insights can enhance everything from site selection and attendee engagement to risk mitigation and marketing strategy.
Key benefits of business intelligence for meeting planners include:
- Optimized Attendance & Engagement – Data-driven strategies help attract the right audience, improve participation and tailor content to attendee interests.
- Stronger Negotiation Power – Understanding market trends, economic impact metrics and shared liability in contracting enables planners to make informed decisions, mitigate risk and secure favorable, balanced agreements.
- Risk Reduction & Efficiency – Collaborating with the destination organization to analyze historical data for both the event and the destination helps planners anticipate challenges, adjust logistics and enhance the attendee experience.
- Enhanced Marketing & Branding – Performance metrics allow planners to refine messaging, measure campaign success and amplify event reach through targeted promotion of the destination’s unique assets and capital.
“Data alone isn’t enough; it’s the ability to interpret and act on that data that sets successful meeting planners apart,” explains Emily Scheiderer, senior director of education, sales & services at Destinations International.
Setting Destination Organizations Apart: What Planners Should Look For
By embracing business intelligence and leveraging a destination’s intellectual capital, destination organizations not only support event success but also create lasting impact for both the event and the local community. To ensure a destination partner is well-equipped to maximize this impact, planners should look for:
- Expertise in Business Intelligence – Destination professionals who have completed Destinations International’s Business Intelligence certificate program are equipped with the skills needed to help planners navigate the destination selection and event planning process through informed decision making.
- Commitment to Intellectual Capital – A destination’s thought leaders, industry specialists and knowledge economy are key differentiators. Destinations International’s Intellectual Capital certificate program trains destination professionals to identify and leverage these assets, ensuring planners have access to influential local expertise that enhances programming and engagement.
- Industry Accreditation and Standards – Planners seeking a highly professionalized and strategic destination partner should prioritize those with the Destination Marketing Accreditation Program (DMAP) Accreditation, which signals a commitment to industry best practices, accountability and continuous improvement.
By partnering with a destination organization that prioritizes business intelligence, intellectual capital and industry excellence, planners gain not just a venue, but a strategic ally. These organizations are equipped to provide the data-backed narratives planners need to convey the true value of their events to stakeholders—ensuring measurable success for the event, attendees and the local community.
Sponsored by Destinations International
