New International Planner Report Reveals Shifting Regional Attitudes

The Business of Events published its 2025 International Planner Sentiment Report in June at an event held at Corrigan’s in London, revealing a sharp divergence in the priorities of event planners across global markets. We broke down these data and findings with the Director of News and Content of this British independent Think Tank for the events sector.

Drawing on contributions from corporate, association, agency, and incentive and reward planners across the UK, Europe, and North America, the report is a vital resource for destinations and venues seeking to remain competitive in a changing landscape. Sponsored by Tourism Ireland and released to coincide with the opening of The Meetings Show, the report’s findings show diverging regional priorities, particularly among North American planners, shaped by ever-changing economic, cultural and political landscapes. While most areas of sentiment remain relatively stable, suggesting that event planning trends, especially in Europe, have not altered dramatically, the marked cutback in North American planners’ priorities in relation to 2024 raises further concerns, particularly in two areas closely linked to the new political climate in the US – ‘Equity and Diversity’, and ‘Sustainability and Social Impact’.
 

“European event planners feel similar to how they felt in 2024. However, there is an increased focus on cost and value for money, reflecting economic challenges, cultural identity, and equity and diversity,” says Mike Fletcher, Director of News and Content at The Business of Events. When asked if this will drastically change the business landscape, he has a few doubts: “Perhaps not, but we are likely to see a greater sentiment around cultural identity translate into more considered legacies, and an increased emphasis on equity and diversity turn into events that cater to everyone and better reflect the world around us.” According to Mike, the two main areas of declining sentiment among US planners (Equity and Diversity, and Sustainability and Social Impact) will not have a huge effect on where the events will take place. “For one, association congresses are typically peripatetic and move around according to where membership is based. In addition, host city status is often awarded several years in advance, so plans seldom change unless there is significant political turmoil or conflict.” That said, will international delegates vote with their feet and stay away from US-based conferences and trade shows, if they feel planners are not giving due consideration to the planet or diversity and inclusion? “That is certainly something to keep an eye on. According to ICCA’s statistics, Europe remains the largest market for association congresses, so I do not believe we will see much change in the intent to travel from US-based delegates,” he replies.
 

"Planners in the UK and Europe are putting Cost and Value for Money at the top of the agenda amid ongoing economic pressures."

Another point that stands out in this study is the apparent disregard of planners for aspects related to the destination’s cultural profile, both in terms of identity and welcoming, in the North American market. Rather than a cultural shift, this could be interpreted as political isolationism and ‘business as usual’ behaviour in the region. “The shift in homegrown sentiment amongst US planners is almost certainly more a reflection of the ‘America First’ political climate. One might see this as an increase in isolationism, but I believe we need to separate the desire to conduct business and the exchange of ideas in a face-to-face environment from what is happening in the White House.” Although this might affect the synergies and complementarity of international associations in the Western world, location is not key: “International membership associations do what is best for their members. They want to bring together people from different territories, collaborate with international host cities and CVBs, and boost knowledge sharing at a global level. Associations have never prioritised certain regions. They relocate congresses and events to accommodate members’ interests, regardless of their location."
 

Meanwhile, Cost and Value for Money has increased in importance among European planners, now rated at 10, up one point from the previous year. This mirrors trends in the UK and likely reflects inflationary pressures and economic uncertainty affecting budgets across the supply chain. Other decision-making factors, such as Accessibility, Destination and City Brand, Food and Hospitality, and Safety and Security, remained largely stable year-on-year across all regions. “According to the 2024 ICCA rankings, the appeal of what we would class as second-tier cities in the UK has grown enormously. Liverpool, for example, has risen 61 places to 112th worldwide, making it the fourth busiest city for congresses in the UK, while Birmingham has risen 87 places to 125th, its highest position since 2017. While lower venue and accommodation costs are undeniably attractive, they are only part of the ‘Beyond the Capital’ story. Events outside London also offer greater potential for local legacy, regional development and collaboration between stakeholders.” For associations focused on knowledge transfer and impact, this can be a critical differentiator. “Smaller cities often create more intimate, community-driven event environments, which are ideal for meaningful networking and delegate engagement. There is no question that London remains the UK’s number one city for major events and remains incredibly competitive when bidding against other European capitals. But its once-unchallenged domestic dominance is now being thoughtfully rebalanced by other cities across the UK, offering creativity, credibility, and purpose-led experiences to suit a range of mid-sized congresses and events,” Fletcher states.
 

"Associations have never prioritised certain regions. They relocate congresses and events to accommodate members' interests, regardless of their location."

In the words of our fellow analyst, the race for sustainability will not end until organisations and governments reduce global emissions by 50%, in line with the Paris Agreement, and develop pathways to achieve net zero by 2050. “The fact that sustainability sentiment has remained the same in both the UK (7/10) and Europe (8/10) amongst event planners underlines this ongoing mission. It shows that sustainability is no longer a ‘nice to have’. It is expected as part of organisational targets and is now ingrained into the planning process. In the EU, policy and legislation continue to push the agenda forward. However, globally, frameworks like the GDS-Index help to measure how destinations are truly performing in terms of sustainability, rather than just what they claim in their bids. Initiatives like this have shifted the narrative and helped to ensure that sustainability is an important ‘given’ and firmly embedded in everything that planners do,” Fletcher says.

The International Planner Sentiment Report forms part of The Business of Events’ wider research programme, which includes the Quarterly Event Economy Tracker, and Global Destination Report. “We will launch two further pieces of research around IBTM World in Barcelona in November. Our annual Global Destinations Report, along with an inaugural report into accessibility, will provide fascinating insights from global convention bureaux, venues, and delegates with accessibility requirements,” Fletcher concludes.
 

The full 2025 International Planner Sentiment Report is available to download here.
 

Published by Meeting Media Company, the publisher of Headquarters Magazine (HQ) – a leading international publication based in Brussels, serving the global MICE industry and association community.