You got the call from your executive. You are being tasked with planning an event on short notice and it needs to be in a location the group has never been before. Oh, and the budget will not be increasing despite inflationary realities impacting rooming lists and BEOs. What do you do?
The challenge scenario is not unusual. We know from our research that companies are often waiting until the last minute as they update their forecasts based on quarterly results. The IRF 2025 Trends Report found that 70% of incentive travel buyers are scoping out previously unvisited locations as they fulfill attendee requests for discovering new experiences. Alternatives in what we call “discovery” destinations can be more affordable than traditional big cities, but they come with their own variables.
Where to start? How about your friendly local destination marketing organization (DMO)? They go by many names convention and visitors bureau (CVB), tourism association or government travel department, but they exist to help you find the resources you need. Some even help to shape local development through storytelling, advocacy and leadership so your input can have a lasting impact. Their assistance can be invaluable and is always free.
Sooner Is Better
DMO experts say the trick is to call early in the process, even before circulating your RFP to venues. Once you have your list of requirements and preferences, check in with a few of the places on your short list rather than acting on what you might be seeing in news headlines. As the local experts, they can share the nuances about different areas in the destination and dates that might be less compressed—and therefore less expensive than others. They know when a big convention, rally or festival is scheduled and can help you avoid dates that could result in traffic congestion, limited room availability and requirements for increased security.
Read More: Destination Marketing Organization: Value Amplified
Bonus, some DMOs may even have incentive grants available to help with site visits, transportation or sponsorship. Many offer discounts for attendees to visit local sights while they are in town. These insider partners can also connect your group with local nonprofits that align with your values and mission, adding meaning to the experience.
Once you have chosen the destination, they can help with communication to ease any worries and get everyone excited about attending. Destinations International’s Destinations Reputation Study found that perceptions of a place have an even more (and often inaccurate) profound impact on attitudes toward an event than they did in the past. Working with the destination to correct misconceptions, highlight attractions—especially in lesser-known cities—and set expectations appropriately can increase attendance and feedback scores.
In our survey, planners cited DMOs as critical partners in times of disruption, offering flexibility and community connections. But they can also help avoid conflicts before they happen when treated as a true partner.
“Destinations are no longer just the backdrop for meetings and events; they are active partners in shaping outcomes that matter for attendees, communities and meeting planners alike,” said Gretchen Hall, CDME, Destinations International chief operating officer. “When destination organizations and planners work hand in hand, they create more resilient events that drive business results, deepen attendee engagement and leave a lasting legacy for the destination.”
Event success now depends on more than venue space, hotel inventory and logistics. Attendees increasingly prioritize safe, welcoming destinations that reflect their own values, deliver authentic cultural experiences and demonstrate measurable community impact. Partnering with a destination organization provides planners with trusted local expertise, access to civic and business leaders and the ability to integrate initiatives like food recovery, sustainability programs and community engagement into event design. Destination marketing experts can help optimize all those areas.
The following destinations have a history of working with meeting professionals to smooth the planning process whether you are planning for 2030 or three months from now.
This article appears in the March 2026 issue. You can subscribe to the magazine here.
