Why the destination of your event still drives attendance
The allure of a unique or desirable location can transform an internal meeting, or an international conference, from a professional obligation into an anticipated experience or trip. People weigh up the effort, time, and what they’ll get in return. The destination plays a huge role in that calculation.
But how does the destination - and importantly, a delegate’s perception of it – impact the success of a meeting or event? The recently released FCM Meetings & Events 2026 Trends Report looks at the impact of destination choice on event success.
Key takeaways
- Location is a primary factor in attendee decision-making, with delegates weighing up effort, time, and return on investment.
- Planners prioritise accessibility, safety, flexibility, and on-the-ground support when selecting destinations.
- Local events remove friction and boost turnout for time-poor audiences, while international destinations create buzz, and exclusivity.
- 79% of planners rank safety and security as their top priority when selecting destinations.
- Trending destinations show planners are staying closer to home, driven by budget, convenience, and attendee safety.
Why location matters in 2026
The FCM Meetings & Events 2026 Trends Report confirms that location is a primary factor in an attendee's decision-making process. People are more selective with their time. If attending means travel, time away from family or home, the payoff needs to feel worth it. For incentive trips, the destination is the reward. For meetings and conferences, it creates an atmosphere that can enhance creativity, collaboration and outcomes.
The right destination should align with your event's strategic objectives, enhance your brand’s perception and maximise attendee engagement. On the other hand, an uninspiring, or inconvenient location, can lead to low attendance and a disengaged audience, regardless of how good your agenda is.
When we asked about the importance of a destination to delegates, the respondent said choice should be driven by 'making their dreams come true'.
— Simone Seiler, Global General Manager, FCM Meetings & Events
According to the FCM Meetings & Events 2026 Trends Report planners are also thinking more practically. Accessibility, safety, flexibility and on-the-ground support all play into whether a destination feels easy or too hard. Several planners also told us that moving away from traditional destinations in favour of places and formats that offer better value, simpler logistics or a different experience.
Global vs. local
There’s no single right answer here. It comes down to your audience and what will get them over the line.
An international destination can create buzz, signalling something bigger, more exclusive, and often worth the extra effort. That sense of occasion can be a powerful attendance driver, especially for incentives or celebrator events.
Local events play a different role. They remove friction with less travel time, fewer logistics, and often easier approvals. That convenience can boost turnout, particularly for time-poor audiences like senior leaders. Local events also come with the flexibility to tailor day and night sessions, to attract different audiences.
Align with objectives
Start with your objective. If the goal is to reward, inspire or celebrate, the destination needs to carry weight. If it’s about efficiency and information sharing, convenience will be more important.
Consider the logistics
Choosing a local venue can require minimal travel arrangements, with location convenience driving higher attendance. Plus, it’s usually easier to get internal buy-in and budget approvals. Regional or international destinations involve more complex travel logistics, visa considerations, longer lead-in times and a higher potential risk of travel disruption. Creating a barrier to attendance.
You may know where you want to host an event, but you still need to ask whether it will hold up if conditions change.
— Felicity Burke, Director of FCM Consulting, APAC
Risk appetite
Planners need to consider their organisation’s risk appetite, and that of attendees. Local events are generally low risk and should issues arise they are easier to address quickly. Global destinations offer less flexibility, make it harder to pivot, are more impacted by changing politics and sudden border closures.
Excitement factor
Local events can feel a bit routine, so if you want the wow factor your choice of destination needs to do the heavy-lifting. Look for new offerings which attendees are unlikely to have experienced. A desirable destination can reflect positively on your brand and add a perceived element of exclusivity. This is likely to drive strong attendance, full participation and a commitment to engage.
Length of event
Overnight or multi-day destinations can be more immersive, creating increased opportunities for networking and informal conversations. If your goal is to deliver a time sensitive company update, a one-day event with a tight agenda can achieve a lot quickly, without requiring a lengthy lead time or expensive destination.
Download the full FCM Meetings & Events 2026 Trends Report here.
Trending destinations by region
The results from the FCM Meetings & Events 2026 Trends Report told us that, across the board, planners are staying closer to home. The top factors influencing this decision include budget, short travel times, convenience and attendee safety. Planners are focussing on destination stability and travel routing, with an emphasis on booking flexibility and timelines with built-in buffers. In the Trends Report respondents nominated up to five, out-of-region destinations they were considering when planning in 2026, here’s where they’re heading:
Download the full FCM Meetings & Events 2026 Trend Report.
Frequently asked questions
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Why does event destination matter for attendance?
Event destination matters because attendees weigh up the effort, time and return on investment when deciding whether to attend. A desirable or unique location can transform a professional obligation into an anticipated experience, driving higher attendance and engagement.
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What factors should planners consider when choosing an event destination?
Planners should consider strategic alignment with event objectives, logistics and accessibility, organisational risk appetite, the excitement factor of the destination, and the planned length of the event. Budget, safety, flexibility, and on-the-ground support are also critical factors.
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Are local or international destinations better for corporate events?
It depends on your objectives and audience. International destinations create buzz and exclusivity, making them ideal for incentives and celebratory events. Local destinations remove logistical friction, reduce travel time, and boost turnout for time-poor audiences, making them suitable for efficiency-focused meetings.
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How can planners balance cost and destination appeal?
Planners can balance cost and appeal by aligning destination choice with event objectives, considering local options that offer unique experiences, negotiating flexible booking terms, and choosing destinations with strong infrastructure and on-the-ground support to minimise risk and unexpected costs.