IMEX America attracts more than 17,000 attendees. Photo Courtesy of IMEX America

Read about this year’s events and plan your schedule with Corporate & Incentive Travel magazine’s “IMEX America 2026 Preview” section in our August/September digital edition. 

IMEX America 2026, the largest meetings industry trade show in the U.S., will be held October 13 to 15 at the Mandalay Bay Convention Center in Las Vegas. If you plan meetings and events, there’s no better place to network with other planners, meet with global suppliers and destinations, and learn how to make your meetings more impactful.

Carina Bauer, CEO of the IMEX Group, says, “From first timer welcomes and show floor ‘Wonder Walks’ to early morning fun runs and specialist education workshops, we recognize that meaningful relationships are often built in a variety of IRL settings. And attendee feedback tells us that’s increasingly important: Explori’s independent survey of IMEX America last year found that nearly 90% of buyers rated the show’s networking opportunities as ‘good’ or ‘excellent.’ Our Explori survey data also showed that attendees felt more successful in achieving their learning goals, thanks to improvements to programming and education track structure. Building on that momentum, attendees at the show this year will be able to choose from a wide range of sessions and create their own personalized learning journey, based on their interests, career goals and onsite schedule.”

The annual talking point at this year’s show is called Design Matters. From the buildings that host events to the experiences within, design shapes the world in every detail. Design utilizes skills that will make a difference in business in the future, including curiosity and creativity. The topic will inform five new education tracks this year: Designing for Human Needs, Design for Spectacle, Design Matters, Regenerative Design and Tech Enabled Futures.

Every aspect of IMEX America is built for education, kicking off with Smart Monday, on October 12, in which MPI Academy has plenty of workshops and discussions. The event continues with networking get togethers, keynote speakers, award recognition and other events to keep attendees engaged.

Read more about this year’s events and plan your schedule with Corporate & Incentive Travel magazine’s “IMEX America 2026 Preview” section in our August/September digital edition. 

Planners should be careful when conducting business via computer because credible-looking correspondence might actually be a scam.

The client appeared legitimate. The emails were professional. The requirements for the “office opening and teambuilding day” were detailed. The budget seemed substantial. Over several weeks, Atlanta-based event professional Nirjary Desai exchanged documents, timelines and planning details with what appeared to be Glidden Paint.

Then, nearly $20,000 vanished.

Desai, MBA, owner/ principal project manager of KIS(cubed) Events, was the target of a cyber-enabled payments scam that exploited one of the industry’s greatest strengths, its willingness to solve problems quickly for clients.

A fraudster, posing as a Glidden Paints exec, engaged her firm for what appeared to be a standard event, exchanging detailed emails, documents and timelines over several weeks. As part of the arrangement, Desai was asked to advance funds to several “required” vendors, only discovering later that both the client and vendors were part of the same operation.

The incident highlights how social engineering and business email compromise are affecting meeting and incentive planners. In Desai’s case, the attackers did not need to break into her systems; they relied on credible-looking communication and knowledge of standard industry workflows, including planners fronting payments to keep programs on track.

The credit card they used for the “vendors” went through and Desai then transferred funds to them. A few days later she was contacted by the bank that the card was stolen. In addition, a fraudulent ACH wire transfer was submitted for $10,000 that went through.

As meetings, conventions and incentive programs become increasingly dependent on digital platforms, cybercriminals are discovering that event professionals represent attractive targets. Registration systems contain personal information. Housing platforms manage payment details. Incentive travel programs include executive itineraries and VIP data. Event organizers routinely coordinate large payments among hotels, destination management companies, transportation providers, production vendors and venues, often under significant time pressure.

The result is a growing wave of cybercrime targeting an industry that has traditionally focused more attention on physical security than digital security. Today, danger also is hidden behind computer screens. As digital tools are relied on to manage registration, housing and data collection, the industry has become a lucrative target for cybercriminals exploiting weak links in event tech systems.

Why the Industry Is Vulnerable

For cybercriminals, meetings and incentive travel programs present a unique combination of opportunity and urgency.

Meeting planners manage large databases containing attendee information, payment details, travel records and corporate contacts. Incentive travel professionals often oversee executive itineraries, rooming lists, airline arrangements and confidential business information. At the same time, planners work across dozens of technology platforms and communicate with numerous vendors, suppliers and stakeholders.

“Scams do not start as ‘cybersecurity incidents,’” says cybersecurity and compliance executive Carl B. Johnson, founder and CISO of Cleared Systems. They start as normal-looking business opportunities.

“A planner receives a professional email from someone claiming to represent a corporation, a new office or an executive team. The opportunity sounds legitimate, the budget may sound attractive and then the pressure begins: use this preferred vendor, move quickly, wire funds, accept unusual payment instructions or skip the normal verification process,” says Johnson. “That is where planners get exposed.”

Johnson recommends event planners treat new corporate inquiries the same way a security team treats a new vendor relationship: verify the company independently, confirm the requester through a known corporate channel, review payment instructions carefully and slow down any request that introduces urgency, secrecy or a third-party vendor the planner has not vetted.

“Event planners should be especially cautious when a new client insists on using a preferred vendor, changes payment instructions or pushes the planner to move money before the client relationship has been properly verified,” he adds.

“Cybersecurity is not just firewalls and passwords. For event planners, cybersecurity also means protecting the payment process, vendor relationships, client intake process and the decision-making workflow,” says Johnson.

The Human Element

Many of today’s most successful cyberattacks don’t begin with sophisticated malware or a network breach. They begin with a conversation.

“Cybercriminals don’t just hack technology; they hack human behavior. In the events world, they exploit people’s desire to be helpful, responsive and fast,” says Emmanuel Nwajiaku, founder and senior GRC advisor for Im Way Ahead LLC. “In a fast-moving event environment, staff may feel pressure to click, approve, download or pay before taking time to verify.”

Business email compromise, or BEC, may be one of the most financially damaging threats to event organizers, says Nwajiaku. In these attacks, a criminal either compromises a legitimate email account or convincingly impersonates a trusted vendor, client or executive.

“Because the request appears to come from a familiar person or organization, the usual warning signs may not be obvious,” says Nwajiaku.

For meeting and incentive travel professionals, these attacks can be especially costly because large deposits and vendor payments are common throughout the planning process. A fraudulent wire transfer may not be discovered until weeks later when a hotel, destination management company, transportation provider or production vendor reports that payment never arrived.

When Referrals Become Attack Vectors

Another incident involving event strategist Sara Beth Raab, chief events officer of SB Events, underscores how vulnerable even seasoned professionals are to sophisticated fraud targeting the meetings and incentives sector.

Approached by a seemingly high-value prospect who arrived via a trusted industry referral, Raab engaged in multiple calls and detailed planning discussions before the red flags appeared. The “client” eventually asked her to route payments to his preferred vendors, effectively turning her agency into a pass-through bank for funds she had not yet received.

Raab declined, holding a firm boundary without escalating the situation, and no money changed hands.

She later learned this was part of a wider pattern aimed at event agencies and independent planners, often leveraging respected industry organizations and foundations to appear legitimate.

In addition, Raab is seeing an increase in scams in the events space focused on job opportunities.

“I can’t figure out what exactly the point of the conversation is. They don’t seem to be selling anything … And they don’t seem to be trying to get any additional information … they just talk about how they can help you find opportunities but never say what those opportunities are,” Raab says. “I will say, I did use AI to help me figure out if it was AI … meta and ironic.”

Purchasing cyber insurance and creating incident response plans to avoid problems with cyber attacks would be helpful.

AI Being Used in Scams

AI is making these scams even more sophisticated. Criminals are now using AI-generated “deepfake” video calls to supercharge traditional business email compromise scams. In one widely reported case, a senior finance employee in Hong Kong received an email, apparently from the firm’s UK-based CFO, instructing him to urgently execute a series of confidential transfers. Initially suspicious, he was invited to a video call that appeared to include the CFO and several colleagues he recognized, all speaking and behaving as expected. Reassured by seeing their “faces” on screen, he went on to complete multiple transfers totaling roughly $25 million to accounts controlled by the fraudsters.

Investigators later determined that every person on the call had been an AI-generated fake, built from publicly available footage and audio of the company’s executives. Attackers cloned both faces and voices, then orchestrated a convincing group meeting over a mainstream videoconferencing platform. No core financial systems were hacked, and no one broke into the company’s network; instead, the crime relied almost entirely on social engineering and the employee’s trust in what he thought he was seeing and hearing in real time. The fraud only came to light when the employee informally checked with head office about the “confidential” transfers and learned they had never been authorized.

For corporate and incentive travel programs, this incident is a warning that traditional trust signals — recognizing a leader’s voice on a call, or seeing them on Zoom from a hotel room or airport lounge — are no longer sufficient to greenlight large or unusual payments. Travel and events professionals often handle last-minute venue deposits, airline payments and onsite emergency expenses under time pressure and across time zones, which makes them attractive targets. Companies are responding by tightening controls: enforcing dual approvals for high-value transfers, requiring out of band verification via known phone numbers for any unusual request and training staff that it is acceptable — even expected — to pause a transaction and independently verify it, no matter how senior the person on the screen appears to be.

Red Flags

For corporate and incentive travel planners and suppliers, these cases are a timely reminder to re-evaluate financial protocols around new business. Common red flags include requests to pay third party vendors before client funds have been received, unusual urgency around deposits and insistence on using nonstandard payment channels.

The widespread adoption of QR codes throughout the events industry has created another opportunity for criminals.

It has removed many of the visual cues people once used to judge whether a link was legitimate, says Nwajiaku.

“At events, attackers can use fake QR codes, raffle forms, giveaway pages or promotional links to direct attendees and staff to malicious websites, credential-harvesting forms, or fraudulent payment pages,” he says.

There is also risk from promotional devices such as USB drives. A free giveaway can become a baiting attack if the device is designed to install malware or compromise a system.

Event organizers should adopt an approved-link and QR-code policy. Vendors should not be allowed to place ad-hoc QR codes on signage, booths or printed materials without review. Registration, payment, lead capture and giveaway forms should use approved, verifiable links.

“The goal for the event industry should not be to make staff, vendors and attendees paranoid. The goal should be to build a culture of verification. A simple, intentional pause to verify a payment request, confirm a vendor change or check the source of a QR code can prevent serious financial loss and protect attendee information,” says Nwajiaku.

The Real Cost of a Cyber Incident

The financial consequences of cybercrime extend far beyond stolen funds.

Meeting planners handle registration databases full of personal and sometimes payment data. They curate corporate travel patterns, incentive-trip details and VIP itineraries that can be monetized or used for social engineering.

They also rely on a patchwork of software platforms, including registration systems, event apps, housing tools, AV integrations, virtual platforms and customer relationship management systems, all connected through numerous APIs and third-party vendors.

Cyber incidents can stop an event in its tracks. Ransomware attacks targeting registration platforms can freeze check-in operations, badge printing and payment processing. Business email compromise schemes can redirect exhibitor, sponsor and client payments. Attacks on event Wi-Fi networks, mobile applications and lead-retrieval systems can undermine attendee experiences and exhibitor return on investment.

The financial damage often extends well beyond the initial attack. Organizations may face forensic investigations, legal expenses, cyber insurance claims, crisis communications efforts, regulatory reviews and investments in new security technologies.

For meeting planning companies, whose businesses depend on trust and repeat relationships, reputational damage can be even more costly than direct financial losses.

Data leaks involving attendee information, executive travel plans, spending patterns or confidential corporate data can have long-lasting consequences, particularly in industries such as pharmaceuticals, finance, healthcare and government, where privacy expectations are especially high.

Building a Culture of Verification

Experts agree that prevention begins with awareness.Strong supplier vetting, two-factor authentication, secure payment procedures and staff training on phishing and social engineering are increasingly viewed as baseline requirements rather than optional safeguards.

Corporate planners should also verify domains for event websites, use secure payment gateways and include cyber risk in RFP evaluations when sourcing destination management companies, technology providers and other event partners.

Some organizations are going even further, purchasing dedicated cyber insurance coverage and developing incident-response plans specifically for meetings and events.

As the industry continues to embrace AI-powered personalization, virtual site inspections, mobile engagement platforms and increasingly connected event technologies, cybersecurity is becoming an operational necessity.

The future of meetings and incentive travel depends not only on creativity, logistics and attendee engagement, but also on protecting the digital infrastructure that makes those experiences possible.

Because in an industry built on trust, the most damaging disruption may never occur in a ballroom, exhibit hall or resort meeting room. It may arrive through a seemingly ordinary email.  C&IT

Cruise ships are ideal for meeting and incentive programs as they combine dining, entertainment and networking.

Once viewed primarily as leisure vacations, cruises have evolved into sophisticated venues for meetings and incentive programs. Corporate planners who regularly host events at sea say today’s ships deliver predictable budgets, built-in networking, flexible meeting space and memorable experiences that keep planners and attendees coming back for more.

For decades, planners looking for the ideal meeting destination typically compared hotels, resorts and convention centers. Today, an increasing number are adding another option to the shortlist: cruise ships, which have evolved well beyond floating vacation resorts. Equipped with dedicated conference centers, advanced audiovisual capabilities, multiple dining venues and increasingly sophisticated wellness and entertainment offerings, today’s ships allow organizations to merge business objectives with immersive travel experiences while simplifying many of the logistical headaches of traditional meetings.

“What we’ve found is that every company wants their people to feel like they earned something special,” says Jennifer Kijewski, account manager, Meetings + Incentives at Cadence in La Jolla, CA. “A resort — even a beautiful one — can start to feel familiar. A ship is a destination in its own right.”

That sense of occasion is exactly what has made cruising a fixture of Michael Medoro’s business. As president of Aspect Marketing and Communications, Inc. in Cleveland, OH, Medoro has built cruise-based educational conferences for corporate human resources professionals into a core offering, and he’s watched the format graduate from a novelty to an expectation. “Cruising is a very budget-friendly venue,” Medoro says. “We started out only having five-night sailings and now are doing seven-night sailings. The conversation about the optics of holding a conference on a cruise hardly ever comes up anymore.”

One Contract, One Venue, One Budget

Kijewski and Medoro are hardly alone in citing operational simplicity as the biggest draw for hosting corporate gatherings at sea. Unlike a land-based conference, where planners may negotiate separate agreements for guestrooms, meeting space, catering, transportation, audiovisual services and off-site venues, cruises often consolidate those elements into a single contract.

“From the planning chair, the biggest gift is simplicity,” Kijewski says. “One master contract, one operations team, one timeline. On land, you’re juggling a hotel, a catering vendor, an AV company, a transportation provider and an off-site venue. On a ship, that all lives under one roof.”

Wendy Pangburn, president and executive travel advisor of Pangburn International, LLC in Washington D.C., discovered those advantages more than three decades ago. Her first meeting at sea, aboard the former Sea Goddess, came after a client suggested that combining executive education with a cruise might improve attendance. “I was in so over my head that I said, ‘What the heck, let’s give it a try,’” Pangburn recalls. The results surprised everyone. She says, “Meeting at sea was far less of a travel burden on my staff and was far more attractive to the client and, most importantly, to accompanying spouses.”

Three decades later, that early gamble has hardened into a planning philosophy. Pangburn now considers the all-inclusive nature of cruising one of its greatest advantages: “Budgeting in advance is far easier on an all-inclusive cruise package. I know what the accommodations will cost, what the food will cost, and there are no billing surprises at the end of the program.”

Kijewski, whose clients often need board-level sign-off well before a program is finalized, agrees the bundled pricing changes the tenor of those conversations. “When a client can see the full cost up front, planning gets calmer and approvals get faster,” she says. “Attendees never feel nickel-and-dimed.”

A Built-In Networking Environment

Beyond logistics, planners consistently point to a factor that’s difficult to replicate on land: attendees stay together throughout the program, continuing to interact during meals, entertainment, excursions and casual onboard activities rather than dispersing after sessions end. Medoro calls networking the single biggest benefit attendees report back to him. “They are a captive audience — not meant to be funny,” he says.

Pangburn describes the same dynamic as a deliberate planning strategy rather than a happy accident. “Using a ship as a host hotel means we almost held our attendees captive — in a good way,” she says. “They were no longer wandering off looking for something to do. Instead, they were networking in the restaurants, at the bars, in the gym and at the education sessions.”

Brian Kellerman, CEO and co-founder of GoGather in Escondido, CA, has designed cruise incentive programs ranging from lightly structured recognition trips to complete ship charters, and he leans on that same captive-but-content quality when he’s building an itinerary.

“Attendees can unpack once and still experience multiple ports along the way,” Kellerman says. For more structured programs, GoGather often reserves exclusive lounges or private venues onboard for evening receptions, shows and hospitality suites. “It starts to feel much more like a traditional incentive program,” he says, “but with all the conveniences of a cruise.”

Disney Wish offers adults-only areas.

Matching the Ship to the Strategy

Selecting the right cruise line, planners agree, involves far more than choosing an appealing itinerary — it starts with the program’s objectives, the attendee demographics and the experience the organization is trying to create, then working backward to find the ship that fits. Pangburn says, “If you have a large contingent, you don’t want to be on a small ship where you’ll be limited with meeting space and private areas. But for smaller groups, you want the intimacy of personalized service.”

Those two filters — group size and meeting capability — are why experienced planners tend to gravitate toward different brands for different programs, and why knowing each cruise line’s real strengths matters more than chasing a glossy itinerary.

For mid-sized association and corporate audiences that want a familiar, aspirational destination, planners often point to Princess Cruises, which has built dedicated conference facilities into much of its fleet and sails Alaska, the Caribbean and Europe — itineraries that tend to resonate with incentive-qualifiers. Its wearable MedallionClass technology, which links attendees to reservations, dining and stateroom access, is the kind of detail Kijewski says quietly removes friction from a large-group embarkation without anyone noticing it’s there. Newer ships in the fleet, including Sun Princess, add multi-story atriums and group amenity packages, which may include a glass of complimentary wine, cocktail parties, shipboard credits, etc. — which planners can layer in as recognition perks without a separate line item.

When a program calls for genuine flexibility in how the day unfolds, planners frequently look to Norwegian Cruise Line (NCL). Its “Freestyle Cruising” model — no fixed dining times, no formal dress code — gives planners room to blend structured sessions with real unscheduled time, which several say shows up directly in attendee satisfaction scores. For executive tracks or VIP hospitality that need separation from the main group, NCL’s ship-within-a-ship enclave, The Haven, offers a private restaurant, lounge and pool deck, with duplex suites on the newer Prima-class ships suited to a small board retreat. Theaters like the Stardust Theater can seat roughly half a ship’s guest count for a single general session, while Studio B — built as an ice-skating rink — regularly gets converted into an unconventional stage for large-scale awards shows.

Value and access drive many planners toward Carnival Cruise Line, particularly for drive-to programs that cut air costs — Carnival sails from 13 U.S. home ports, including Miami, Galveston and Port Canaveral. Its Carnival Meetings & Incentives team can accommodate groups from 16 people to full charters of 3,500, with meeting space and standard AV equipment built into the group contract. Carnival doesn’t offer the multiple breakout rooms found on some ships, but its adaptable public venues — main theaters that convert between general sessions, award ceremonies and receptions — tend to suit the “out of the boardroom” atmosphere many companies are chasing, and its group coordinators can bundle in private departure lounges and pre-cleared boarding for VIP arrivals.

For a more upscale, contemporary feel, Celebrity Cruises markets its program under the banner “The Meeting Place,” scaling from intimate investor gatherings to full-ship charters on vessels with up to 1,500 staterooms. Planners running a leadership event often layer it into The Retreat, Celebrity’s suite-class enclave with its own restaurant and lounge, while the line’s Individual Incentive Travel Gift Certificates let companies reward top performers with a self-directed cruise rather than a fixed group sailing. On Edge-class ships, the cantilevered Magic Carpet platform — which repositions along the hull for dining, lounging or events — has become a signature venue for smaller VIP receptions that want a view no land-based rooftop can match.

Planners orchestrating family-inclusive incentive programs consistently turn to Disney Cruise Line. Its eight-ship fleet pairs Broadway-caliber entertainment with adult-exclusive pools, lounges and spas that keep business programming separate from family activity. On the Disney Dream, the Walt Disney Theatre seats roughly 1,340 for a keynote while the smaller Buena Vista Theatre holds about 400 for breakouts. Disney’s events team applies the company’s “Imagineering” process to corporate programs. For many companies, the ideal group size on newer ships like the Disney Wish is around 150 cabins or a full charter — large enough to feel like a proprietary event, small enough that Disney’s team can still customize character appearances and themed décor around a company’s brand.

For those who prefer an exclusively adults-only experience, Virgin Voyages is a great choice. They have four sophisticated and luxurious ships available: Scarlet Lady, Valiant Lady, Resilient Lady and their newest ship, Brilliant Lady, which allows for a wider itinerary, including places like Alaska and the Panama Canal, rather than just staying within the Caribbean and Mediterranean. Most of the cabins on all the ships feature a balcony and a hammock, a perfect symbol for relaxation.

Virgin can accommodate small and larger groups. A group is considered at least eight and up to 75 cabins. For those wanting something larger, they can make arrangements with the team. The ship can host up to 2,770 passengers overall.

Their ships have a variety of spaces for meetings and events, including indoor theater spaces like The Red Room, which can fit up to 800 attendees at full capacity, and outdoor spaces perfect for cocktail receptions, like the athletic club or dock. Whether planners want to create a more intimate workshop or a large-scale networking event, the ship is sure to have the perfect space, including built-in audiovisual technology. Dedicated event professionals work closely with planners to customize every aspect of their event, from creating branded receptions and private dining experiences to team-building activities and shore excursions.

Perks are available for groups, including one free cabin for every 10 cabins booked. Group savings of up to 15% off voyage fare are available on select sailings. They also offer a group bar tab per cabin up to $200 on more than 10 night voyages. On select sailings, they offer private space bookings and limited restaurant buyouts for larger groups as well. Attendees will find plenty to do in their off-time, from chic outdoor lounges and a nightclub to premium entertainment, including original theatrical performances and more than 20 unique dining venues. A group dining concierge can assist with reservations. For those who want to de-stress, there is a training center at the Athletic Club with a boxing ring, strength and gymnastics equipment, an adult playground, pools and more.

Attendees can choose from a variety of fitness classes, from Bungee classes to Barre, or go to the cycling studio. Then, they can relax at the spa or get refreshed at the salon. After all, an experience with Virgin Voyages is one an attendee won’t want to forget.

For executive retreats, board meetings and small, high-touch incentive trips, planners often rely on Crystal Cruises, the ultra-luxury line relaunched in 2023. Pangburn has run programs on Crystal Symphony, an all-suite, all-veranda ship carrying just over 600 passengers with butler service in every stateroom. She scheduled a nine-day educational program in Japan and South Korea aboard the ship, coordinating her sessions with Crystal’s own onboard enrichment lectures.

“The reviews from my attendees told me they loved the days at sea because we had a fantastic high-tech meeting room complete with great AV and ongoing beverage service,” Pangburn says. “Those ended up being some of the highest-rated days of the trip.” Crystal’s model includes no F&B minimums or meeting-room rental fees, and its partnership with sister brand Abercrombie & Kent adds curated shore experiences led by local guides — a detail that lets Pangburn hand off port logistics entirely and focus on the program itself.

Regardless of brand, Kellerman cautions that the most important factor isn’t the ship itself. “The real question is how they can help you create meaningful group experiences,” he says. “The most important factor is the cruise line’s willingness to partner with you.”

Designing the Right Experience

Experienced planners stress that successful “at sea” programs don’t happen automatically — they’re intentionally designed around a ship’s itinerary. “We treat sea days and port days as two different tools,” Kijewski says. “Sea days are ideal for business because the group is captive and the ship’s theaters, breakout rooms and private dining venues convert easily from a morning general session to an evening celebration. Port days are for reward and discovery.”

Medoro follows a similar formula, offering sessions during sea days and downtime during ports of call, supplemented by preconference webinars so attendees arrive prepared and spend less onboard time in lengthy presentations.

Pangburn has found that sea days — often viewed by first-time cruisers as dead time — frequently become the most productive days of the entire program, and she stacks her meeting programs into those days deliberately. Kellerman, meanwhile, has found mornings specifically to be the most productive window for business content. “Executive breakfasts, roundtables and brainstorming sessions work well before people head ashore,” he says. He also encourages planners to think creatively about where learning takes place — networking lunches in port, business messaging built into gamified activities or different venues throughout the ship.

Customization Is Key

Although cruises naturally provide dining, entertainment and activities, planners caution against assuming that simply booking cabins will create a memorable corporate program. “There are real advantages to all-inclusive,” Kellerman says, “but ‘set it and forget it’ is not the right approach.” His team frequently works with cruise operators to reserve private lounges, exclusive event spaces and branded hospitality suites throughout the voyage. For organizations seeking even greater exclusivity, Kellerman has organized complete ship charters, including one aboard a Windstar vessel where his team controlled the itinerary, hosted cocktails on the pool deck and finished with a black-tie evening. He has seen similar growth in partial and full ship buyouts, particularly on river vessels and smaller ships, where, as he puts it, “the ship itself becomes an extension of the company’s brand.”

Getting Everyone There

Travel logistics require a different mindset than traditional meetings, particularly around embarkation — a ship departs on schedule, and missing it means the meeting continues without an attendee. Corporate planners strongly discourage same-day arrivals. “We always recommend arriving the day before departure and staying close to the port,” Kijewski says. “That one night of buffer is important.”

She also advocates centralized air management, noting that travelers who book their own flights sometimes end up in the wrong city or even the wrong port. “Not a recoverable moment,” she says.

Pangburn recommends surveying attendees before committing to a sailing, choosing a familiar itinerary for a first program rather than an exotic one and promoting travel insurance early in registration.

As companies continue looking for ways to maximize budgets while creating experiences that strengthen engagement and reward performance, planners say cruise-based meetings deserve serious consideration alongside hotels, resorts and convention centers. The format combines transportation, accommodations, dining, entertainment and meeting space into a single environment where attendees naturally spend more time together — eliminating much of the logistical fragmentation of multi-vendor programs while creating opportunities for stronger networking and shared experiences that extend well beyond scheduled sessions.

“It’s not about the cost,” Pangburn says. “It’s about the experience and attendee satisfaction.”  C&IT

The best events immerse attendees into the culture of a destination and give them a sense of place.

Every meeting planner knows the scene: a beautifully decorated ballroom, a well-executed reception, polished entertainment and a menu that checks all the boxes. Yet, even with all the proper elements, there’s often that nagging sense that the event could be happening anywhere. For attendees who travel frequently, the feeling is even sharper — the décor may change, but the experience blurs.

Today’s most memorable incentive programs and corporate gatherings succeed not because they ignore their location, but because they embrace it fully. They turn the destination into a narrative thread, a sensory anchor and a reward in itself. The best events don’t simply take place in a city — they take place because of it.

Across the industry, planners and destination experts are rethinking how to build meetings and incentives that immerse attendees in the culture, flavor and personality of a locale. Their message is clear: place matters, and when planners design with intention, attendees don’t just remember the event — they remember the destination.

Why Destination-Led Events Matter

The shift toward destination-driven event design isn’t just a trend, but a strategic evolution in how organizations motivate, reward and connect their people.

Andjela Kessler, president of Incentive Travel & Meetings in Atlanta, GA, captures this philosophy with clarity. “Building an incentive event around a destination is about making the destination itself the reward — not simply the location where meetings take place,” she says, emphasizing that the destination should be woven into every aspect of the experience, so participants leave with memorable experiences that motivate future performance.

Kessler notes that every element, from arrival through departure, should reinforce the destination’s unique identity while recognizing participants’ achievements.

Her approach begins with a theme inspired by the locale itself. “Start with a clear theme inspired by the destination,” she says, offering examples such as ‘La Dolce Vita’ for Italy, ‘Discover the Atlantic Spirit’ for Portugal, ‘Tradition Meets Innovation’ for Japan and ‘Celebrate in Paradise’ for the Caribbean. These themes become the backbone of the experience, guiding décor, programming, cuisine and even the tone of recognition moments.

Kessler’s perspective underscores a broader truth: destinations aren’t just settings — they’re emotional frameworks. They shape how attendees feel, how they connect and how they remember.

Designing Events That Could Only Happen There

If there’s one principle that unites all five experts, it’s this: avoid the generic at all costs.

Dave Green, chief mysterious officer at Mystery Trip in Los Angeles, CA, is known for designing events that are inseparable from their surroundings. “We don’t build events that happen to be in a city; rather we build events that only work because of that city,” he says, stressing that most ‘destination’ events could be picked up and dropped into another city without anything changing. “That’s the thing we try to avoid with our activations,” he adds, noting that authenticity is the antidote to sameness.

Green’s philosophy is rooted in immersion. “We send people into the actual streets,” he explains, describing scavenger hunts and challenges built around real neighborhoods, landmarks and interactions. “Stuff that forces people to interact with the place instead of just looking at it through a hotel window,” he says.

He believes that, in order for planners to elevate the overall experience, they should treat the destination as part of the event design, not just the backdrop.

Green shares two vivid examples that illustrate how cities can become the backbone of an event:

In Louisville, KY: “Behind-the-scenes tour of Churchill Downs; followed by dinner at Mike Linnig’s, a 100-year-old institution for a fish fry and frog legs; finishing the night at Copper & Kings, a distillery, for a tour and tasting,” he says. The progression — from iconic sports history to beloved local cuisine to bourbon culture — created a layered experience that attendees couldn’t replicate anywhere else.

In Las Vegas, NV: “Photographic scavenger hunt on Fremont Street, followed by a private dinner at Letty’s de Leticia’s Cocina, which has been featured on ‘Diners, DriveIns, and Dives,’ in the Arts District,” he says. Even in a city known for spectacle, Green’s team found ways to highlight neighborhoods and institutions that feel personal and unexpected.

Green encourages planners to ask one question repeatedly: What could this group only experience here? “If the answer could happen in any ballroom in any city, keep pushing,” he says. “The goal is not just to show people the destination. It is to let the destination help shape the overall experience.”

Immersion Through Culture & Community

Immersion isn’t about volume — it’s about authenticity and designing experiences that feel rooted in the city’s rhythm, history and personality.

Green warns planners against treating the destination as a backdrop. “Every destination has its own rhythm, history, food, neighborhoods, creative communities and unexpected corners,” he says. “The most memorable events find ways to bring attendees into that.”

Shannon Bream, event operations manager at GoGather in Escondido, CA, echoes this sentiment. “The location has to earn the trip,” she says.

Her examples show how immersion can be woven into agendas without overwhelming attendees:

• At the Waldorf Astoria Orlando, her team ran an executive scavenger hunt in Epcot as the networking event.
• At the JW Marriott Marco Island, mornings opened with sunrise beach workouts before sessions.
• In New Orleans, an awards dinner doubled as a casino game night with Mardi Gras-themed desserts and décor.

“Tying local cuisine, activities and vibe to the destination takes the attendee experience from a zero to 100,” she says, “and gives real meaning to why everyone traveled there.”

Bream also emphasizes the importance of leaning on local partners. “Once a destination is picked, lean on hotel partners and local vendors for the knowledge and references that set a place apart from anywhere else you could host,” she says. She shared an example from a roofing conference last year in Marco Island, where the property brought in fire dancers and hosted dinner in the sand. “The agenda leaned into the setting and felt like nowhere else in the country.”

Coming back to the same destination annually also requires creativity. “Returning to the same city, like four years running in Orlando, means finding new anchors each year so attendees never feel like it is the same event in the same place,” she says.

A cooking class using local ingredients is an interactive way to get attendees immersed in the destination’s culture.

Food as a Gateway to Authenticity

Food is one of the most powerful ways to connect attendees to a destination — and every expert agrees.

Green’s advice is delightfully blunt: “For the love of all that is holy: no chains!” he says, urging planners to choose local institutions, family-run spots and chefs who shape their communities. “Food does not have to be fancy to be memorable; it just has to feel specific to the locale,” he says.

He also encourages planners to think beyond the meal itself. “Dining can be more than just the meal,” Green shares. “It can be a market visit, a hands-on cooking experience, a chef-led tasting, a private dinner in an unexpected space or a progressive meal through a neighborhood.”

Mary Ellen Smith, account director at Poretta & Orr in Doylestown, PA, explains how she immerses attendees in the culture through food. “Rather than defaulting to set banquet menus, I work with the venue to showcase local and regional ingredients at our events.”

She offers a perfect illustration when talking about one of her events. “The resort’s chef created a private cooking class featuring foods of the Baja, including ceviche, aguachile, local oysters, as well as Hamachi, inspired by Baja’s modern food scene,” she explains. “Of all the activities offered throughout the week, the cooking class was the most popular and the attendees thoroughly enjoyed themselves.”

Smith also encourages planners to think about food as a cultural bridge.

Local Partnerships, Authentic Storytelling

Authenticity doesn’t stop at food — it extends to gifts, décor, entertainment and partnerships.

Smith underscores the value of local sourcing. “Branded swag certainly has its place,” she says, “but for incentive trips, instead of ordering from a large promotional company and shipping internationally or having to bring extra checked bags on the plane, we prefer to source locally whenever possible.”

Her private mercado experience was a standout. “Attendees received colorful printed ‘money’ to shop at stands featuring local items and handcrafted keepsakes,” she explains. “We received more positive feedback about this experience than any other aspect of the trip.”

Diane Lyons, CMP, DMCP, CEO/owner of ACCENT New Orleans in Louisiana, reinforces the importance of local partnerships. “After more than 35 years producing meetings and incentive programs, I’ve learned that the events people remember aren’t the ones that could have happened anywhere,” she states. “They’re the ones where attendees genuinely felt connected to the destination.”

Lyons encourages planners to start with venues that already have a story to tell. “A historic property, a renovated warehouse or a space with a memorable view immediately creates a connection to the destination,” she says. “But, if the best fit is a ballroom or convention center, don’t see that as a disadvantage. Think of it as a blank canvas.”

She adds, “One local touch isn’t enough. A signature cocktail or a local band is a great start, but what really makes an event feel authentic is when all of those details work together.”

Memorable Moments Attendees Take Home

Memorable moments are the heartbeat of destination-driven events. Lyons explains, “When planners get this right, she says, “people don’t just remember the event. They remember the place.”

Her New Orleans examples show how moments become memories: “Welcoming attendees with a brass band, having a local artist paint live during the reception, offering a hands-on crawfish boil or praline demonstration or serving coffee from a beloved local roaster,” she says. “In another city, those experiences will be completely different, and they should be.”

Bream’s Nashville example adds another layer. “During a client’s Nashville sales kickoff, we used the Grand Ole Opry with backstage access and time on the stage as a VIP moment,” she says. “Next year, we are renting out a honky-tonk to keep it fresh year over year.”

These moments aren’t just fun — they’re strategic. They reinforce achievement, build community and create stories attendees bring home.

The Destination is the Experience

Destination-driven events aren’t about sightseeing or checking boxes — they’re about immersion, identity and intention. When planners design experiences that could only happen in one place, attendees don’t just remember the event. They remember the city, the culture, the flavors, the people and the stories. They really feel as if they expeirenced the place, not just visited it. And that leads them to more avidly share their experiences and makes them want to attend the next event created by the planner.

Final Thoughts: From Concept to Agenda

For planners who embrace the idea of destination‑driven design but feel overwhelmed by where to start, it helps to translate philosophy into a simple, repeatable process. The goal isn’t to reinvent your entire planning workflow — it’s to layer the destination into decisions you’re already making, so the place becomes a through-line rather than an afterthought.

Begin with one sentence that defines why this destination matters for this group. It might be something like, “We’re going to Lisbon to celebrate resilience and explore Atlantic‑facing innovation,” or “We’re in Nashville to honor performance and tap into the city’s storytelling culture.” That single sentence becomes a filter: if an agenda item, venue or activity doesn’t connect to it, you question whether it belongs.

Next, map out the attendee journey from arrival to departure and ask at each touchpoint, “Where does the destination show up?” At the airport, that might mean a welcome desk with local snacks or a short printed guide to neighborhoods they’ll see. At check‑in, it could be a small, locally sourced amenity instead of a generic branded item. During general sessions, it might be a local emcee, regional music between segments, or visuals that highlight the city’s architecture and landscape rather than stock imagery.

Then, review your networking and recognition moments — these are prime opportunities to deepen the sense of place. Instead of a standard cocktail reception, could you host a progressive event through a historic district, with small bites and stories at each stop? Could your awards dinner incorporate a local tradition, like a New Orleans second line, a Japanese tea element or a coastal sunset ritual? When achievement is celebrated in a way that feels rooted in the destination, the memory of the recognition and the memory of the place become intertwined.

Don’t overlook the downtime and optional activities, which can make or break how attendees feel about a trip. Rather than offering a long list of generic excursions, curate a smaller set of experiences that reflect the city’s identity: a street art tour led by a local artist, a market visit with a chef, a neighborhood walk hosted by a historian or a hands‑on workshop with a regional craftsperson. The point isn’t to fill every waking hour; it’s to make the hours they do spend outside the meeting room feel intentional and connected.

Finally, build in reflection and storytelling. That might be as simple as a closing session where attendees share their favorite moments and what surprised them about the destination, or a digital photo wall where people upload images and short captions from the trip. When you give people space to articulate what the place meant to them, you reinforce the emotional connection you worked so hard to create.  C&IT

Photo courtesy of Dave Wagner

Every meeting planner remembers the moment a contract clause turned into a real-world headache. Maybe it was a hurricane that shut down a destination two weeks before a conference. Maybe it was a room block that fell short by 20 rooms, triggering a bill nobody budgeted for. Or maybe it was simply a “yes” that a venue’s sales manager gave over the phone and then conveniently forgot once the signed agreement showed up without it.

Contracts are where the real work of corporate event planning happens, even though they rarely get the attention that floor plans, menus and keynote speakers do.

“A great rate cannot save a budget that a single cancellation clause can erase,” says Raul Gastesi, partner and co-founder of the law firm Gastesi, Lopez, Mestre & Cobiella, PLLC, in Miami Lakes, FL, who reviews meeting and event contracts for a living. Rates and dates are the easy part. The clauses that actually decide whether an event stays on budget, and out of a lawsuit, are the ones planners are most tempted to skim.

Start With Time

Before getting into any specific clause, there’s a simpler lesson that experienced negotiators keep repeating: build in time. Petra Barna, co-founder of Adatha Group in New York City, NY, who negotiates venue agreements for global executive events with clients like Microsoft and HCL Tech, says the first thing she tells anyone handling venue negotiations is to expect delays, particularly during busy seasons, and to plan around them. A proposal generally does not guarantee a soft hold, so a venue can be given to another interested party unless a contract is signed and a deposit is paid.

Once the actual contract arrives, it usually comes with a review-and-signature deadline, and that clock starts ticking whether or not you’ve had time to get your questions answered.

That single detail trips up a surprising number of meeting planners. Event teams, Barna notes, are notoriously hard to reach by phone, which means most of this back-and-forth happens over email, slowly. If you want changes to attrition language, a cancellation policy or a rebooking option, you need to ask early and in writing, because a deadline buried in paragraph four of a proposal doesn’t wait for your legal review to catch up.

The Risk Clauses

Ask a lawyer which contract terms deserve the most scrutiny, and the room rate isn’t on the list. Rather, Gastesi says, more attention should be directed towards stipulations that discreetly subject your business to financial exposure. He points to four areas in particular: cancellation and attrition, force majeure, indemnification and limitation of liability, along with the insurance requirements that back them all up.

Dave Wagner, president and co-founder of the event management company GoGather, which manages events for a wide range of corporate clients, names the same trio at the top of his own list: attrition, cancellation and force majeure.

As Wagner explains, the reason these clauses matter so much is that they decide who absorbs the cost when something goes sideways, and “something wrong” covers a lot of ground. That can mean anything from a hurricane to lower-than-expected attendance to a slip-and-fall in a ballroom.

Gastesi says it’s important for planners to remember that most venue contracts are drafted by the venue, for the venue’s protection, and left unchanged, they can obligate an organization to pay enormous sums in liquidated damages, or to indemnify the venue even for accidents that were the venue’s own fault. A favorable rate, in other words, means very little if a single risk clause can wipe out the entire event budget.

The Imperative Force Majeure

If there’s one clause that has visibly evolved in the last several years, it’s force majeure. Before the pandemic, it was often generic boilerplate that nobody bothered to negotiate. That’s no longer true. Wagner advises planners to look for flexibility and breadth in the clause, rather than a narrow list of covered scenarios.

Gastesi goes further into what “broad and flexible” should actually look like on paper. He says language that explicitly names epidemics, pandemics, government orders, travel restrictions, war, terrorism and natural disasters as triggering events – not just the old catch-all phrase “acts of God” – is imperative. He also suggests a lower bar for triggering the clause. The standard should kick in when a meeting becomes commercially impracticable or inadvisable, because, as Gastesi explains, an event can be effectively ruined long before it’s technically impossible to hold.

Beyond that, Gastesi flags three features every planner should look for: first — mutuality, meaning the clause protects both sides, not just the venue; second — a partial-performance or diminished-attendance trigger, so a travel advisory that cuts attendance in half allows for renegotiation instead of an all-or-nothing standoff; third — a clean exit: no penalty and a prompt refund of deposits if the clause is triggered.

The mistakes he sees most often are the reverse of all this: stale boilerplate, an “impossibility” standard that’s nearly impossible to meet, a one-sided clause that only shields the venue and short, strict notice requirements that planners miss simply because they didn’t know to look for them.

Cancellation & Attrition

Attrition and cancellation clauses are where budgets quietly go off the rails, and experts suggest the same underlying fix: tie the penalty to what the venue actually loses, not to a windfall.

Wagner suggests looking at last year’s food and beverage spend and estimating where this year’s program will land relative to it, then using that number as leverage.

“Offer to increase the F&B minimum if you will spend more than they are asking, in return request better terms on the other items,” he says. He also warns planners against over-blocking meeting space in the first place, since a group that reserves more room than it needs is setting itself up for an attrition penalty before the event even starts. And if there’s an opportunity for a multi-year agreement, he treats it as a built-in opening for extra concessions.

Gastesi suggests using a sliding scale, which ties the cancellation fee to how far in advance you cancel, so an early cancellation costs far less than a last-minute one. A resale or mitigation credit requires the venue to credit back any rooms or space it manages to rebook, reflecting the basic legal principle that a party has a duty to mitigate its own damages.

Measuring attrition against the cumulative room block for the whole event, rather than night by night, gives planners room to shift attendees between nights without tripping a penalty. And a rebooking option, sometimes called a “resell and rebook” arrangement, lets a canceled program move to future dates in exchange for reduced or waived damages.

That last point matters as much for the relationship as for the balance sheet. Gastesi calls it “often the key to keeping the relationship healthy, because it turns a cancellation into future business for the venue rather than a loss.” It’s also worth confirming that any liquidated-damages figure represents a reasonable estimate of the venue’s actual loss, not a disguised penalty padded with lost profit the venue never really earned.

Barna’s approach to cancellation and rescheduling comes from the planner’s side of the table, and it reveals a gap many contracts leave open. The ability to move an event date after the agreement is signed is usually not addressed in standard contracts, so it is always worth raising directly by email. She also flags a shorter but easily overlooked list: whose liability the guests fall under, whether outside photographers can access the space, and whether early access is available for setup. None of these are dealbreakers on their own, but each one can turn into a scramble if it isn’t settled before the contract is signed.

If in doubt, ask plenty of questions before signing any contract and make sure everything is in writing to your satisfaction. Photo courtesy of Dave Wagner

Indemnification, Liability & Insurance

If force majeure and attrition are where some planners lose sleep, indemnification and liability are where they lose the most money without ever realizing it. Wagner’s advice is simple: get a lawyer to look at it. “As many hotel contracts as you see, there could still be very minor differences that can affect the outcomes,” he says, and those minor differences are exactly the kind of thing a non-specialist would miss.

Gastesi treats these provisions as a single system that has to balance out. On indemnification, he wants a clause that is mutual and tied to fault, with each party covering claims that arise from its own negligence. The trap to avoid is a one-sided indemnity that forces the organization to defend and pay for the venue even when the venue caused the harm, such as an injury from its own unsafe premises. On limitation of liability, he notes that caps are frequently written to protect only the venue, and if a cap exists, it should apply to both sides and carve out the things that matter most: indemnity obligations, gross negligence, willful misconduct and data-breach liability should all sit outside any cap.

Finally, on insurance, he recommends seeking coverage requirements that actually reflect real risk rather than an inflated number copied from a template and make sure certificates of insurance are obtained well before the event rather than requested in a last-minute scramble.

Data Privacy

Ten years ago, data privacy barely appeared in a venue contract. Today, both Gastesi and Wagner treat it as essential, not optional. Every modern event collects a surprising amount of personal information, including registration data, payment-card details, dietary and accessibility needs that can reveal health information, travel details and sometimes biometric data through badge scanning or facial recognition. Once that data passes to a hotel, registration platform or audiovisual vendor, the contract needs to govern how it’s handled.

Wagner recommends that you specify that your company owns all of the data, require every vendor to comply with local regulations and require breach notifications. Gastesi adds that vendors should be required to use attendee data only for the event, meet payment-card security standards where card data is involved and return or securely delete data after the program ends. He wants a breach-notification obligation with a defined timeline, plus indemnification for losses caused by a vendor’s own security failures.

As Gastesi puts it, “Privacy has moved from a peripheral concern to a core clause.” Emerging technology, like AI-driven matchmaking tools and facial-recognition check-in, is an area where consent and notice rules are still catching up, and where a badge-scanning app introduced with good intentions can quietly create legal exposure nobody anticipated.

The Mistakes Everyone Makes

So what are some common negotiation mistakes that planners (and vendors) make in the contractual process? Wagner points to planners not blocking the right amount of meeting space, misreading attrition language and failing to understand a hotel’s occupancy levels around their own event dates. Gastesi’s list includes treating a venue’s standard form as non-negotiable, focusing on rates and dates while skimming the risk clauses, bringing in legal counsel only after signing, missing the actual dollar figure an attrition shortfall would trigger, agreeing to a personal guarantee and relying on verbal promises that never made it into the written document.

If a sales manager promises something on a call, in an email exchange or over drinks at a site visit, it needs to show up in the signed contract or it may as well not exist.

Barna says persistence pays. Venues price differently by day of the week and even by time of day, so shifting a session to a slower afternoon instead of a peak evening slot can lower the quote. Mentioning a series of future events, rather than a single one-off booking, often softens a venue’s position because it signals long-term business. And she doesn’t treat the first “no” as final.

Key Steps to Take

Negotiate risk before you negotiate rates. As Gastesi explains, cancellation, attrition, force majeure, indemnification, liability and insurance are what determine your actual financial exposure and no discount changes that math. Wagner also suggests asking more questions before signing, including whether the venue expects to be sold out over your dates and what other groups will be in house at the same time, since both answers affect how much leverage you actually have.

And be sure you know exactly what happens if you cancel, if attendance falls short, or if an emergency forces a change, and negotiate for mutuality, a mitigation credit and a realistic force majeure standard while you still have leverage, which is before the ink dries.

Put everything in writing and see the space in person. Every promise, concession and deadline belongs in the signed document, not in someone’s memory of a phone call. And as Wagner reminds planners, no proposal, photo or virtual tour fully substitutes for walking the room yourself.

“You can never know for sure until you’ve seen it, touched it, experienced it,” Wagner says.

None of this requires turning a meeting planner into a lawyer. It requires treating the contract as a working document that shapes the actual risk and cost of an event, not paperwork to get through so the fun part can start.

As Gastesi says, “A short review before signing is far cheaper than a dispute afterward.” C&IT

Clear communication ensures that everyone is in alignment with an event’s goals.

In the world of corporate meetings and incentive travel, standout events rarely happen in isolation. Driving every seamless general session, every perfectly plated dinner and every flawlessly executed activation is a network of partners working in sync. The most successful planners know this instinctively and from experience: great events are built on great relationships.

To understand how planners cultivate these connections — and how the right partnerships elevate an event from functional to unforgettable — we spoke with seasoned industry professionals who have spent years refining the art of collaboration. Their insights span AV teams, caterers, hotels, DMCs, CVBs, creative partners and more.

Across all their perspectives, three themes emerged again and again: trust, communication and shared values. When those elements align, partnerships become more than transactional and evolve to form the backbone of exceptional event experiences.

Trust as the Currency of Event Partnerships

Trust is the invisible infrastructure of every successful event. It allows planners to hand off critical responsibilities, navigate last‑minute changes and deliver experiences that feel effortless to attendees — even when the behind‑the‑scenes work is anything but.

Few understand this better than Leslie Taborga, director of business development and partnerships at GoGather in Escondido, CA. With more than 15 years of experience managing corporate events and partnerships, she sees firsthand how trust transforms vendor relationships into strategic assets.

“As a meeting planner, the partnerships that carry the most weight are catering, AV and production, trade show/expo partners and venues,” she says, noting that even seemingly minor relationships matter. “But every connection counts — even a printing press contact, destination contacts and emcees can make or break your event.”

Trust builds over time. It grows through repeated collaboration, shared wins and the confidence that a partner will show up — literally and figuratively — when it matters most.

“A long-standing relationship gets you better rates and smoother communication, because vendors prioritize the partners they have worked with before,” Taborga explains. She adds that “vendors vetted across multiple events are the ones who show up on time and deliver what they promised,” which removes a layer of risk from every program.

That reduction in risk is invaluable. Events are complex ecosystems, and even small disruptions can ripple outward. When something goes wrong — and something always does — trusted partners are the ones who step up.

“The real payoff shows up when something goes sideways,” she says. “Trusted vendors let you call in a favor and solve the problem fast.”

Her example is one that planners everywhere recognize: a staging detail that suddenly becomes a crisis.

She recalls a recent event where “the hotel AV partner set the main stage with grey pipe and drape and the client wanted black.” The hotel AV team insisted they couldn’t get black drape, and even if they could, the labor would be expensive. “Our third-party AV partner made a few calls to their Dallas connections and had black pipe and drape within the hour,” she says. The GoGather team and the AV partner then “took our shoes off and swapped it ourselves,” she adds, and the client walked back into a room with black drape — none the wiser.

Trust isn’t just about solving problems; it’s about creating a safety net that allows planners to operate confidently. It’s the difference between scrambling and executing.

Communication That Prevents Chaos

If trust is the foundation, communication is the scaffolding that keeps everything upright. Clear, proactive communication prevents misunderstandings, reduces friction and ensures that every partner is aligned with the event’s goals.

Taborga emphasizes how communication intersects with logistics and plays a critical role in hotel partnerships, where planners rely heavily on conference services managers (CSMs) and catering teams.

“Get the hotel relationships right early,” she says.

She adds that communication isn’t just about logistics — it’s also about care. “A hotel partner who takes care of the onsite team, making sure we have water, rest and everything we need, keeps us healthy and sharp so we can stay fully focused on delivering for the client,” she remarks.

Strong communication isn’t merely operational; it’s relational. It creates an environment where partners feel invested in each other’s success and empowered to collaborate more effectively.

Values Alignment: The Hidden Ingredient

While trust and communication are essential, values alignment is what turns good partnerships into exceptional ones. When partners share the same priorities — excellence, creativity, responsiveness, tenacity — the collaboration becomes smoother, more intuitive and more impactful.

Emily Davis, director of events at Metavent in San Francisco, CA, sees values alignment as a critical part of vendor selection.

“Finding great vendors is the critical question, but once you find them, it’s important to ensure they are the right fit,” she says.

For Metavent, one of those values is tenacity. She says, “We are always looking for vendors who are willing to — and know how to — go the extra mile.”

She adds, “Knowing how to successfully identify and select vendors requires experience, which unfortunately can often be gained by making mistakes early in your career.”

At Metavent, vendor selection begins with a checklist of requirements. “We leverage our extensive networks, including industry associations, colleagues and long-time relationships/partnerships that each team member has developed,” she explains.

“Our hotel partners are an essential part of our sourcing strategy and event success,” Davis adds. “The first step of the analysis is confirming brand and values alignment with both us and our clients.”

She cites brands like Four Seasons, St. Regis, Montage and Auberge as examples of hotels that consistently demonstrate excellence in customer service, detail management and execution. “While every program cannot be ‘six-star’ luxury, we analyze our four-star brands to ensure they will meet our client’s service standards,” she says.

Davis and her team evaluate staff-to-attendee ratios, front desk experience, problem-solving capabilities, billing efficiency and the communication skills of conference services teams. “We’re looking for hotels that strive for excellence in customer service, detail management and a proven ability to execute with ease,” she says.

Values alignment ensures that every partner is rowing in the same direction — and that the event experience reflects the standards of both the planner and the client.

Hotel & Venue Partnerships: Where Experience Begins

Hotels and venues are often the first touchpoint for attendees — and the first line of defense for planners. A strong partnership with a hotel can make the difference between a smooth event and a stressful one.

Davis’s insights highlight how deeply planners rely on hotel teams, from front desk staff to billing departments to CSMs. These teams shape the attendee experience long before the event begins.

Taborga echoes this sentiment, emphasizing how hotel partners directly influence planner performance. “A hotel partner who takes care of the onsite team keeps us healthy and sharp so we can stay fully focused on delivering for the client,” she says.

Hotels also play a crucial role in problem-solving. Whether it’s a rooming list issue, a catering adjustment or a staging challenge, the hotel’s responsiveness can make or break the attendee experience.

Building strong partnerships helps to create more impactful events.

AV & Production: Your Technical Safety Net

AV and production partners are often the unsung heroes of corporate events. They manage the technical backbone — sound, lighting, staging, projection, streaming — and ensure that presenters look polished and attendees stay engaged.

For DeShawn Wynn, CMP-HC, chief meeting architect with Wynning Touch Event Design, having partners she can trust is essential.

“My audiovisual partners are a perfect example,” she explains, saying that she has developed relationships with professionals that she can confidently bring into client conversations, knowing they will explain the technical aspects of an event far better than she ever could.

That trust allows Wynn to focus on strategy and client management while her AV partners handle the technical complexities. “More importantly, I trust that they will approach every conversation with the same goal I have: making the event successful and helping my client feel confident in our team,” she says. “That level of trust is built because they know I am equally committed to helping their business succeed.”

AV partners also shine when budgets tighten or unexpected challenges arise. Wynn’s story about DJ Thaddeus Norales — better known as DJ Volcano — is a powerful example.

Years ago, Wynn was producing after-parties for a film festival when the entertainment budget was suddenly eliminated. The client suggested using an online playlist instead of a DJ.

“As a small business owner, I couldn’t bear the thought of my company being associated with a party that lacked the energy and experience attendees expected,” she says.

A friend introduced her to Norales. She explained the situation honestly and asked him to take a chance on her.

“He didn’t hesitate,” Wynn recalls. “He didn’t treat it like a favor. He treated it as if my success was just as important as his own.”

He understood that her reputation was on the line and made it his mission to ensure the event was remembered for the experience — not the lack of budget.

By the end of the night, one of the venue’s security guards approached him and said, “That was one of the best sets I’ve ever heard in this club,” Wynn recounts.

More than a decade later, they are still working together. “That one act of trust became the foundation of a partnership built on mutual respect, loyalty and a shared commitment to helping each other succeed,” she says.

Creative & Entertainment Partners: Energy, Emotion & Expertise

Entertainment partners — DJs, photographers, emcees, performers — shape the emotional tone of an event. They create energy, capture moments and help transform a meeting into an experience.

Wynn’s partnership with DJ Volcano illustrates how creative partners can elevate an event far beyond its budget or constraints. His willingness to step in demonstrates how powerful these relationships can be when built on mutual respect.

Exceptional creative partners don’t just go through the motions — they amplify the event’s personality.

“Great vendors don’t simply execute tasks,” Wynn remarks. “They become an extension of your team. They can be the difference between an event that meets expectations and one that exceeds them.”

Registration, Data & Logistics: The Quiet Heroes

Registration partners rarely get the spotlight, but they are essential to attendee satisfaction. Clean data, accurate reporting and responsive support prevent countless headaches.

Taborga underscores how critical these partners are. “Without the right reporting, the right people addressing attendee issues and clean attendee data, you end up with bad no-show numbers, attendees showing up without a room, or VIPs in the wrong room assignments,” she says.

These issues don’t just cause frustration — they can damage client trust. Strong registration partners ensure that the event’s logistical backbone is solid.

CVBs & DMCs: Destination Intelligence Saves Time & Money

CVBs and DMCs are invaluable when exploring a destination. They provide local insights, logistical guidance and connections that planners simply can’t replicate on their own.

“CVBs can be highly effective partners as you explore a destination,” Davis says. “They have their finger on the pulse — they know what is new and exciting in their area,” she explains.

She notes that CVBs offer guidance on transportation, local events to avoid and market trends worth considering. Many also offer incentives that reduce costs for site tours and pre-planning meetings.

Wynn agrees, citing international DMCs as crucial partners in her work as an independent planner.

Real‑World Partnership Wins

In talking to these planners, one theme is clear: partnerships aren’t theoretical — they are practical, tangible and often the reason an event succeeds.

From Taborga’s pipe-and-drape rescue to Wynn’s DJ Volcano story to Davis’s values-driven vendor selection, these examples show how partnerships elevate events in real time.

The Power of Partnership

Partnerships don’t happen by accident. They require intentional cultivation, consistent communication and a willingness to invest in relationships long before you need them.

After speaking to all of our experts, several best practices emerge when it comes to creating an effective event:

• Invest early in relationships with hotels, AV teams, caterers and registration partners.
• Vet vendors thoroughly using networks, associations and values alignment.
• Communicate proactively, especially around logistics and attendee data.
• Support your partners, advocating for them when budgets allow.
• Build trust through transparency, reliability and shared wins.
• Stay loyal to partners who show up for you — especially in moments of crisis.

As Wynn puts it, “Vendor partnerships aren’t transactional. They’re relational. And those relationships have been one of the most valuable assets I’ve built throughout my career.”

Events are a team sport. They require coordination, creativity, technical expertise and a shared commitment to excellence. When planners cultivate strong partnerships — rooted in trust, communication and values alignment — they unlock the ability to deliver experiences that resonate long after attendees return home.  C&IT

CLICK HERE to view the Visit Anaheim Meeting Planner Guide digital edition, the comprehensive meeting and convention planner guide to Anaheim, CA.

The Fowling Warehouse in Plano, TX, features fowling, which is a combination of football and bowling — perfect for teambuilding. Photo courtesy of Nicole Chattin

When Jocelyn Davis, experimental marketing & event strategy professional for Make it Behavioral in Mooresville, NC, thinks about planning corporate meetings in Texas, one particular memory comes to mind: a room full of architects and contractors gathered inside a brewery, talking building science over craft beer. It wasn’t a typical conference setting — and that was exactly the point.

“At first glance, it might sound unusual to host an educational program in a brewery,” Davis says. “But the environment completely changed the energy in the room. People stayed longer, they asked more questions and the networking felt much more natural.”

For corporate meeting planners, that versatility is one of the biggest reasons Texas continues to rise on the meetings map. The state doesn’t just offer convention centers and hotel ballrooms across its diverse cities and towns — it offers experiences. Ranches, museums, stadiums, breweries and music halls give planners opportunities to design events that feel memorable and distinctive.

Davis witnessed this dynamic firsthand while working as a trade show and event specialist for Huber Engineered Woods, where she helped coordinate the national educational program known as the Building Science Symposiums. The two-day event brought together architects and contractors to earn continuing education credits while hearing from industry experts, and Texas frequently became the destination of choice.

Nicole Chattin, CMP Fellow, CMM, and local event services manager at PwC in Keller, TX, also has seen firsthand how nontraditional venues in Texas can reshape the energy of a corporate event. In her work sourcing venues across Texas, she often looks for spaces that encourage interaction rather than passive participation.

“I’ve sourced several unique venues in Plano, TX, including the Fowling Warehouse,” Chattin says. “It’s a massive social sports entertainment venue that combines football and bowling — known as fowling — and the scale of the facility really stands out.” The venue features dozens of fowling lanes that naturally create an energetic, interactive atmosphere. The property also includes a private VIP lounge with six dedicated lanes, a private bar and lounge seating that can host smaller groups.

“I booked the VIP lounge for a previous company’s holiday party, and it was a great fit because the company culture was very casual and fun,” Chattin says. “The space provided a strong foundation for the event while still allowing us to transform it with décor, a DJ, photo activations and even rented arcade games.”

The venue also features staff who can run tournament-style competitions, adding a fun and competitive element that encourages attendees to participate rather than simply observe.

For Chattin, venues like these represent a broader shift in corporate meetings toward immersive environments that spark interaction and networking.

“Spaces like renovated warehouses, working ranches, breweries and other nontraditional venues allow groups to connect with the authentic culture of the state in a way that traditional ballrooms sometimes can’t.”

That sense of authenticity plays a powerful role in attendee engagement. “In Texas especially, there’s a strong sense of place — whether it’s live music, local food, Western heritage or large open spaces — and these venues bring that to life,” Chattin says. “For attendees, it often feels more like an experience than just a meeting.”

Event designer Tarin Wilson, founder of Plan A Events in Beverly Hills, CA, sees the same dynamic play out across the programs her company produces throughout Texas. For Wilson, creating a strong sense of place is often the difference between a corporate event that simply functions and one that attendees remember long after it ends.

“We’re always looking for ways to create a real sense of place,” Wilson says. “Our groups are very well traveled, so a standard ballroom doesn’t excite anyone. When the venue reflects the destination, people feel like they actually got to experience the city, not just fly in and sit in meetings.”

Southfork Ranch is always popular with attendees.

Ranches: Authentic Texas Experiences

Few venues feel more authentically Texan than a working ranch, and across the state, many of these properties have evolved into sought-after destinations for corporate retreats and incentive programs.

One of the best-known examples is Southfork Ranch near Dallas, made famous by the television series “Dallas.” The property combines sprawling ranch land with extensive indoor event space capable of hosting executive retreats, themed corporate celebrations and large-scale meetings. Groups often incorporate Western-style dinners, teambuilding activities or guided tours of the ranch while still benefiting from professional meeting infrastructure.

Elsewhere in North Texas, ranch resorts such as Wildcatter Ranch & Resort provide a blend of upscale accommodations and immersive outdoor experiences. Companies can hold strategy sessions during the day and then transition into activities like horseback riding, roping demonstrations or sunset dinners overlooking the Brazos River valley.

In the Texas Hill Country outside San Antonio, ranch-style venues including Rancho La Mission offer expansive grounds and rustic architecture that create a distinctly regional backdrop for corporate programs. Outdoor pavilions, fire pits and scenic landscapes make these venues particularly appealing for retreats and evening receptions.

Additional destinations across the state cater specifically to corporate groups seeking a ranch environment. Artemis Ranch in Lampasas provides private meeting rooms, rustic but opulent accommodations and curated activities such as clay shooting, wildlife viewing, stargazing, mountain biking and more. Triple Mountain Ranch in Clifton also offers a beautiful setting with plenty of venue options.

Other properties blend resort amenities with sweeping landscapes. For example, White Bison Ranch, in Athens, and JL Bar Ranch Resort & Spa, in Sonora, combine luxury lodging with hiking, kayaking and cowboy-style cookouts alongside conference facilities.

For Wilson, venues like these exemplify why Texas remains such an appealing destination for corporate programs. “Planners should really take advantage of the space that Texas offers,” Wilson says. “In my experience, in Texas, venues and hotels feel expansive, so design your event in a way that feels open and relaxed.”

She encourages planners to embrace the character of the setting rather than trying to replicate a traditional meeting environment. “Lean into the spirit of Texas with barbecue and Western wear,” she says. “Encourage attendees to bring their cowboy boots and hats. A cowboy hat bar where people can customize their own hat is almost always a hit, and they can wear it that same night for a social event.”

Mexican-inspired folkloric dancers celebrate San Antonio’s rich cultural heritage. Photo Courtesy of Tarin Wilson

Breweries & Interactive Venues

Casual, open-layout venues have also become popular with corporate meeting planners seeking environments that encourage conversation and collaboration.

For Davis, breweries proved especially effective during the Building Science Symposium series. Rather than hosting the educational program in conventional meeting rooms, she intentionally chose breweries for every stop on the tour, including events held in several Texas cities.

“Instead of a traditional classroom setup, attendees engaged in meaningful discussions and stayed longer for networking sessions.” The informal setting also had a noticeable impact on participation. “The atmosphere lowered barriers and increased participation,” Davis explains. “People were more comfortable asking questions and sharing ideas.”

Cities across Texas now feature brewery-style venues that double as event spaces. In Plano, destinations such as Legacy Hall combine food hall dining, craft beverages and live music stages that can host corporate receptions and social gatherings. Nearby entertainment complexes like the Fowling Warehouse introduce activity-driven experiences that encourage guests to interact rather than simply observe.

These venues reflect a broader shift in how corporate meetings are designed. Instead of rows of chairs facing a podium, many planners now favor environments that promote movement, conversation and collaboration.

Wilson says these kinds of spaces are particularly effective for networking-heavy programs. “When people are in a more relaxed environment, the conversations happen more naturally,” she says. “Those informal interactions are often where the most valuable connections are made.”

Cowboy roping demonstations are popular with attendees. Photo Courtesy of Tarin Wilson

Museums & Cultural Institutions

In Texas, some of the most memorable corporate events aren’t happening in hotel ballrooms – they’re unfolding inside contemporary art galleries, beneath towering dinosaur skeletons or within beautifully restored historic spaces. Museums and cultural venues are increasingly becoming go-to settings for meetings, receptions and corporate gatherings because they offer something traditional venues often can’t: built-in inspiration. Surrounded by art, history, science or culture, attendees naturally feel more curious, engaged and energized, turning an ordinary business event into an experience people actually remember.

In Fort Worth, the Modern Art Museum of Fort Worth and the Kimbell Art Museum frequently host corporate receptions and networking events, offering elegant gallery spaces and iconic architecture that elevate corporate gatherings beyond traditional meeting rooms.

Outdoor cultural venues can offer equally memorable experiences. The Fort Worth Botanic Garden provides landscaped gardens, scenic walkways and tranquil reflecting pools that allow groups to host receptions in a serene natural environment.

In El Paso, historic venues often incorporate historic architecture and sweeping views of the Franklin Mountains, while in Laredo, planners can host events in restored buildings and museums that celebrate the city’s border-town history. These settings add a layer of storytelling to corporate gatherings, allowing attendees to engage with art, science or regional history while networking and learning.

Music Halls & Entertainment Venues

Live entertainment venues offer another way to incorporate Texas culture into corporate meetings. Music halls, theaters and entertainment districts provide built-in production capabilities and dramatic staging that can transform a traditional event into a memorable experience.

In San Antonio, Stable Hall illustrates how historic spaces can be reimagined for modern events. Located in the Pearl District, the former 19th century draft horse stable for the Pearl Brewery has been transformed into a concert venue and event space featuring exposed brick, reclaimed wood and modern production systems.

Likewise, Dallas offers one of the state’s most iconic performing arts venues in Music Hall at Fair Park. It features Spanish Baroque architecture and regularly hosts Broadway productions and concerts, providing an impressive setting for corporate presentations and events.

In Irving, the Toyota Music Factory combines restaurants, performance venues and nightlife with meeting infrastructure that allows planners to integrate concerts and social programming into corporate events.

For those meeting in Austin, Austin City Limits Live at the Moody Theater delivers a state-of-the-art concert venue capable of hosting large conferences, product launches and entertainment-driven programs. Want to focus on both music and F&B? Stubb’s Bar-B-Q combines down-home Texas barbecue with access to indoor bars, multi-level patios and the outdoor Waller Creek Amphitheater with live entertainment. For an out-of-the-box event option, smaller events of up to 120 attendees can go to Pinballz Original Arcade, which offers plenty of fun and customizable event packages. Groups can also hop on a Lake Austin Riverboat and enjoy a band and something to eat while relaxing on the water. They have two boats, one fits up to 250 people, the other fits 125. These are just a few options.

Arlington’s AT&T Stadium is a great venue to stage events.

Sports Venues & Historic Landmarks

What corporate group wouldn’t revel in attending an event at an awe-inspiring sports venue? Among the most recognizable is AT&T Stadium in Arlington, home of the Dallas Cowboys, where luxury suites, club lounges and field-level spaces can accommodate everything from executive meetings to large conventions.

Historic landmarks can create an even deeper sense of place. Wilson recalls one event her company produced in San Antonio that concluded with a private evening inside one of the state’s most famous historic sites.

“One that stands out was a conference for about 300 construction industry CEOs in San Antonio,” Wilson says. “We really leaned into the South Texas feel for the entire program.”

The event began with a full buyout of the St. Anthony Hotel, allowing organizers to transform the property into an immersive Texas-themed experience. “We bought out the St. Anthony, a Luxury Collection, Hotel so the property was exclusively ours, which immediately made the event feel more personal,” Wilson says.

The planning team also incorporated interactive experiences throughout the program. “We worked with a local leather goods company that had an Airstream trailer, and we parked it outside the hotel so guests could choose their attendee gift directly from the trailer,” she explains. “It felt very Texas and much more interesting than handing something out at a registration desk.”

During one break, attendees gathered for an unexpected activity that received a lot of buzz. “We even had armadillo races,” Wilson says with a laugh. “That turned out to be one of the most talked-about moments of the event.”

The program also celebrated San Antonio’s cultural heritage, beginning with an opening evening featuring Mexican-inspired décor, folkloric dancers and a mariachi band.

“For the closing night, we did a full buyout of the Alamo,” Wilson says. “Attendees had private tours, themed food stations — including one with a huge side of beef, cowboy roping demonstrations and a performance by Gary P. Nunn.”

Hotels and Convention Anchors

Even as planners increasingly explore unconventional venues, classic hotels continue to serve as the foundation for many Texas meetings by providing lodging, meeting infrastructure and central locations.

Jane Belli, director of meetings and conventions at Alcon, frequently organizes programs in Fort Worth, where the company’s U.S. headquarters is located. One of her team’s most trusted venues is the Worthington Renaissance Fort Worth Hotel, which hosts a variety of Alcon gatherings throughout the year. Belli says, “It is one of our most trusted and frequently used venues. Most commonly, we bring 80 to 120 of our customers together for weekend meetings several times throughout the year.”

The hotel’s adaptable meeting space allows the company to host programs ranging from smaller customer-focused gatherings to larger internal leadership events. “The Worthington offers an ideal setting for these programs, with flexible meeting space, exceptional service and a strong sense of the local Fort Worth culture that we love showcasing to our attendees,” Belli explains. “Beyond our customer meetings, we’ve also used it for larger internal programs, including leadership events with more than 200 attendees.”

Hosting meetings in Fort Worth also allows Alcon to highlight the city itself. Located in the center of downtown, the hotel places visitors within walking distance of restaurants, entertainment and cultural attractions, making it easy for planners to blend formal programming with opportunities for exploration.

Key Considerations

While unique venues can dramatically enhance corporate events, planners emphasize that creativity must always be paired with careful preparation and thoughtful planning.

“Nontraditional venues require careful vetting,” Davis says, noting that her team evaluated layout flexibility, audiovisual capabilities, acoustics, sightlines, power access and catering logistics before confirming that brewery venues could support an educational conference format.

Chattin echoes that advice and encourages planners to embrace what defines the state your event is held in. “For planners considering Texas in general, my advice is to lean into the culture and hospitality the state is known for,” she says. “Attendees appreciate when a destination feels authentic.”

At the same time, planners should work closely with venue teams early in the process to address transportation logistics, weather contingencies and technology requirements — particularly when working with historic or outdoor locations.

“You know what they say in Texas,” Chattin says. “If you don’t like the weather in Texas, wait five minutes and it will change.”

Wilson encourages planners to resist the temptation to keep everything contained within a single hotel ballroom. Instead, she believes programs should incorporate the surrounding destination so that attendees experience the character of the region. “We don’t design programs where everyone just stays at the hotel at night,” Wilson says. “We want people to get out, see the city and feel like they had a larger-than-life Texas experience.”

Whether that means hosting a reception at a historic landmark, organizing a dinner at a ranch or incorporating a stadium tour into the agenda, those experiences help attendees connect with the destination in meaningful ways.

“Texas has such a wide range of options — historic sites, stadiums, ranches, wineries and outdoor spaces,” Wilson says. “Those are often the places where the most memorable moments happen.”

After years of producing events across multiple cities, Davis says one lesson stands out above all others: the environment shapes engagement. She notes that when attendees feel welcomed and slightly removed from the traditional corporate setting, they are often more willing to participate in discussions, network with peers and remain fully present throughout the program. C&IT

Las Vegas Strip

Las Vegas has long dominated the meetings industry, but maintaining that position requires constant reinvestment in the infrastructure, experiences and value planners expect.

Las Vegas earned the top spot in U.S. News & World Report‘s inaugural 2026-2027 Best Conference Cities ranking, reinforcing its reputation as the nation’s premier destination for business events. “We’re grateful to U.S. News & World Report for this meaningful recognition,” says Steve Hill, president and CEO of the Las Vegas Convention and Visitors Authority. “This distinction underscores what sets Las Vegas apart — best-in-class meeting and event infrastructure combined with the iconic Las Vegas experience that inspires attendees and elevates events.”

Next year, Las Vegas will host Meeting Professionals International’s World Education Congress (WEC), one of the industry’s flagship annual events. Scheduled for June 28-30 at The Venetian Resort, the conference will once again demonstrate why Las Vegas has become much more than a meeting destination. The city itself has become part of the attendee experience.

That philosophy was on full display when the invitation-only Event Leaders Exchange (ELX) gathered senior corporate event executives at The Venetian Resort Las Vegas for its Annual Congress.

“We were based at The Venetian, and its upgraded meeting space is unbelievable,” says ELX CEO Nicola Kastner, who is based in Toronto, Canada. “Las Vegas has resorts and attractions that absolutely wow groups.”

Kastner also praises the destination’s partnership approach, calling the Las Vegas Convention and Visitors Authority “such a great partner.”

From the outset, ELX focused on creating meaningful connections. The congress opened with a reception for first-time attendees, a longstanding tradition designed to ensure newcomers immediately felt part of the community. “We never want anyone to walk into a room without knowing anyone,” Kastner says. “We send a letter to first-timers in advance letting them know they won’t be walking into a cliquey group.”

The program also showcased Las Vegas’ ability to deliver unforgettable off-site experiences. A gala at Allegiant Stadium began in their exclusive Wynn Field Club before attendees moved into a dramatic foyer for a dinner built around an evolving visual theme. The evening opened in black and white, with each course introducing more color until attendees arrived at a vibrant technicolor dessert reception.

The congress concluded at AREA15, where attendees dined aboard the property’s decommissioned Boeing 747 before exploring the immersive entertainment district.

Questex’s Be+Well conference demonstrated that this philosophy extends well beyond executive events. Held during the summer at the Las Vegas Convention Center, the event brought together professionals from the hair, skin and spa industries, intentionally using the city itself as an extension of the conference.

“Las Vegas wasn’t just the location, it became an integral part of the attendee experience,” says Elizabeth Fantetti Trevorrow, partnership and event director for Questex’s Wellness Group in Trumbull, CT. “We embraced the city’s energy by extending networking beyond the show floor through evening events at OMNIA Nightclub at Caesars Palace and Azilo Ultra Pool at Sahara Las Vegas.”

She says those experiences, combined with the destination’s hospitality, created an environment where attendees could learn, connect and build lasting business relationships.

Mandalay Bay Resort & Casino

Built for Business and Beyond

Southern Nevada offers nearly 15 million sf of meeting and convention space, including three of the nation’s 10 largest convention centers: the Las Vegas Convention Center, Mandalay Bay Convention Center and The Venetian Convention & Expo Center. It is also home to Caesars Forum, which has the world’s largest pillar-less ballroom, and offers 550,000 sf of flexible meeting and event space. It also boasts the 100,000 sf outdoor Forum Plaza.

Kristine Forret, event destination strategist – meetings and events at ITA Group in West Des Moines, IA, says Las Vegas remains one of the industry’s most dependable destinations because it combines scale with the ability to deliver memorable attendee experiences.

She says the city’s extensive supplier network, hotel inventory, production capabilities and entertainment options give planners confidence that complex events can be executed successfully.

“From a planner’s perspective, that translates into efficiency, flexibility and confidence that the destination can execute at a high level,” she says.

Kristina Wheeless, national sales manager for Your Event Solutions, an ALTOUR company in Holly Springs, NC, says that versatility allows planners to accommodate everything from executive retreats to citywide conventions.

Wheeless says. “The city offers an unmatched combination of hotel inventory, meeting space, airlift, entertainment and dining”

For Wheeless, however, Las Vegas’ appeal increasingly extends beyond the Strip. Earlier in her career, she primarily viewed the destination through the lens of gaming and entertainment. That changed after she took a helicopter tour from Las Vegas to the Grand Canyon.

“In just a short flight, we went from the energy and lights of the city to one of the most breathtaking natural landscapes in the country,” she says. “That experience reminded me that Las Vegas isn’t just the Strip. It’s also a gateway to incredible outdoor experiences that can be incorporated into a meeting or incentive program.”

That broader range of experiences, she says, has changed how she evaluates the destination. “It’s a destination that can offer attendees a wide range of memorable experiences,” she says.

Complementing that infrastructure are more than 150,000 hotel rooms and extensive nonstop air service through Harry Reid International Airport, making Las Vegas one of the country’s easiest meeting destinations to reach. Event organizers also report that meetings held in Las Vegas generate, on average, a 10% increase in attendance compared with other destinations.

Shannon Bream, event operations manager at GoGather, in San Luis Obispo, CA, says the destination remains a significant attendance driver.

“It’s definitely a strong draw for a lot of groups,” she says. “Attendees love Las Vegas because there’s something for everyone — casinos, golf, comedy shows, five-star restaurants, musical performances, sports — the list goes on.”

Wheeless says she could not assign a specific percentage to the attendance lift, but Las Vegas often creates excitement during the registration process.

“It’s an easy city to access from most major U.S. markets, and many attendees are willing to extend their stay for leisure,” she says. “That can positively influence attendance depending on the audience, event type and meeting objectives.”

Bream adds that engagement often increases when planners intentionally incorporate the destination into the agenda. “Think scavenger hunts on the Strip or off-site experiences where attendees are out exploring what makes the city special,” she says.

For Trevorrow, accessibility is a major competitive advantage. “Las Vegas is a highly desirable destination that can positively influence attendance,” she says. “Its accessibility, extensive flight options and wide range of hotel accommodations make it easier for professionals to attend from across North America and internationally.”

She adds that while educational content and exhibitors remain the primary drivers of attendance, “Las Vegas is certainly an attractive factor for many attendees.”

Forret agrees that accessibility remains one of Las Vegas’ biggest competitive advantages.

“Las Vegas has enough talent and labor to support larger, more complex events while other locations may not,” she says. “Beyond gaming and entertainment, it’s evolved into a destination that offers world-class dining, wellness experiences, professional sports, immersive technology and sophisticated meeting environments that appeal to a broad range of attendees.”

Rio Hotel & Casino Las Vegas

The city’s infrastructure also allows planners to focus less on logistics and more on creating memorable experiences.

Wheeless says entertainment may attract attention, but operational capability is often what makes a program successful. “Las Vegas contributes in two important ways,” she says. “First, it creates excitement through its entertainment, dining and unique experiences. Second, and perhaps more importantly from a planner’s perspective, it has the infrastructure to support meetings at almost any scale.”

Bream says Las Vegas remains one of the first destinations her team considers for corporate meetings because it consistently delivers on both logistics and attendee experience.

“Las Vegas is always a top contender and a fabulous host for corporate events,” Bream says. “Direct flights, top-tier hotels, endless entertainment and weather you can count on … it always delivers a quality event experience.”

She says the destination’s experienced hospitality workforce also simplifies planning. “The teams we work with at the venues and hotels are typically long tenured and highly experienced. That experience keeps the planning process and logistics running smoothly.”

“Las Vegas is one of the world’s premier convention destinations and offers everything needed to support an event like Be+Well,” Trevorrow says. “The Las Vegas Convention Center provides state-of-the-art facilities, expansive meeting space and the technology required for a large-scale educational conference and exhibition.”

She also points to the city’s broad range of hotels, transportation options and experienced hospitality workforce as factors that help create a seamless experience for both attendees and exhibitors.

Bream says Las Vegas itself often becomes part of the program. “Las Vegas becomes its own character in your event,” she says. “Whether that’s a showgirl walking through a trade show or a magician or mentalist giving a keynote, the city is full of performers and talent who add a unique, memorable moment.”

Las Vegas Expands the Off-Site Playbook

New venues and attractions are also changing what planners can build into their programs.

Wheeless says Sphere has expanded the possibilities beyond the traditional reception or gala. “The immersive technology and entertainment experiences create memorable moments that attendees simply can’t replicate elsewhere,” she says. “Las Vegas doesn’t just provide meeting space anymore. It provides experiences.”

“One of the greatest advantages of hosting an event in Las Vegas is that the destination naturally enhances the attendee experience,” Trevorrow says. “With world-class restaurants, entertainment and nightlife, attendees have countless opportunities to continue conversations, strengthen relationships and network long after the exhibit hall closes.”

Rather than scheduling every hour, planners can rely on the city itself to foster connections. “It creates the perfect balance between structured education and organic networking,” Trevorrow says.

The Venetian Resort Las Vegas

Delivering More Value

As planners face increasing pressure to manage budgets while enhancing the attendee experience, Las Vegas suppliers continue introducing new value-driven offerings.

Rio Hotel & Casino recently announced it is waiving resort fees for new group business checking in Sunday through Thursday. While transient guests continue to pay the property’s standard nightly resort fee, qualifying groups will avoid the charge entirely, creating meaningful savings for organizations booking large room blocks.

The initiative supports Rio’s broader repositioning in the meetings market following a $340 million renovation and its addition to Hyatt’s Destination by Hyatt collection. The resort also offers more than 220,000 sf of meeting and convention space. Additional incentives include a 20% audiovisual discount, double Hyatt Meeting Planner loyalty points, a 10% food and beverage discount, one suite upgrade for every 75 room nights booked, and one complimentary room for every 40 rooms actualized.

Las Vegas Convention and Visitors Authority is also enhancing the attendee experience through Vegas Unlocked, a “show your badge and save” program offering discounts on restaurants, attractions, entertainment, tours and other local experiences.

Las Vegas continues to invest heavily in new meeting infrastructure.

The Venetian Resort Las Vegas is adding the 10,000-sf Lusso Lounge, an executive meeting and networking space scheduled to open later this year as part of the property’s $188 million convention center transformation. Designed for both business and social interaction, the venue will include a chef’s kitchen, billiards room, collaborative gathering spaces and more.

Resorts World Las Vegas is strengthening its position as a meetings hub. It is working on expanding its convention center, which would have 370,000 sf of meeting and event space. The property already has nearly 250,000 sf of meeting and event space with direct access to the Las Vegas Convention Center via its onsite Vegas Loop station, allowing attendees to travel underground between the resort and the convention center in just minutes. Beyond its infrastructure, Resorts World continues to expand the attendee experience through initiatives such as its year-round Savor Society culinary series and a robust entertainment calendar at Resorts World Theatre, giving planners fresh options for VIP dinners, networking events and incentive programming. As the Strip’s only triple-branded Hilton resort, it also appeals to organizations seeking the familiarity of the Hilton ecosystem and loyalty benefits for attendees.

Treasure Island Las Vegas is also sharpening its appeal to corporate and incentive groups through its affiliation with Accor’s Handwritten Collection. The 2,884-room resort became Accor’s first property on the Las Vegas Strip, giving planners access to the hospitality company’s global distribution and all loyalty ecosystem while allowing Treasure Island to retain its independent identity.

For groups seeking an alternative to the destination’s largest convention resorts, Treasure Island offers approximately 18,000 sf of modern, flexible meeting space in an easily navigable Strip setting. Built-in entertainment options give planners convenient choices for receptions, informal networking and after-hours activities without moving attendees off property.

Caesars Entertainment is also entering a potentially transformative period after agreeing to be acquired by Fertitta Entertainment. The deal, which remains subject to shareholder and regulatory approvals, would combine Caesars’ extensive resort portfolio with Fertitta’s casino, restaurant and entertainment holdings. For planners sourcing programs across multiple markets, the eventual combination could create opportunities for broader portfolio agreements and more coordinated group offerings, although integration details have not yet been announced.

At Caesars Palace, the company is pairing that corporate change with new attendee experiences as the resort celebrates its 60th anniversary. The recently opened, 46,000-sf OMNIA Dayclub & Skybar creates a day-to-night hospitality option for receptions, VIP events and incentive groups.

Looking ahead, the Hard Rock Hotel & Casino Las Vegas continues construction on its signature 660-foot guitar-shaped hotel tower, scheduled to debut in late 2027. The completed resort will feature 3,600 guestrooms, live entertainment venues, multiple pools, two spas and dozens of restaurants and bars.

Bream says investments in attractions like Sphere have expanded what’s possible for corporate groups. “I helped organize a VIP experience at Sphere back in 2025 that my client still talks about,” she says. “We reserved two suites, arranged food and beverage and gave our conference VIPs an experience like no other.”

She adds that continual hotel renovations also influence destination decisions. “When a property feels fresh, it changes how a group feels about the whole trip. Las Vegas properties that reinvest in updates stay top of mind for me,” she says.

Nearby in Henderson, The M Resort Spa Casino completed a $206 million expansion last year that nearly doubled its guestroom inventory to 765 rooms while introducing the new 15,000-sf Montese Ballroom, complementing the resort’s existing 92,000 sf of meeting and event space.

Green Valley Ranch Resort is also progressing through a $200 million transformation set to be complete later this year that includes reimagined accommodations alongside 69,000 sf of renovated meeting and convention space. The project features refreshed ballrooms, 17 upgraded breakout rooms and the debut of The Lawn, a new outdoor venue designed for corporate events, receptions and social gatherings. The investment reflects the growing appeal of off-Strip luxury resorts for meetings seeking a more intimate setting while remaining close to Las Vegas’ major attractions.

Resorts World Las Vegas

Wynn Continues to Invest in Groups

Las Vegas’ continued evolution is also playing out at the resort level, where properties are investing in new dining, renovated accommodations and experiences designed to keep corporate and incentive groups returning.

Steve Blanner, senior vice president of hotel sales at Wynn Las Vegas, says the resort continues to see strong demand from the meetings market.

“Corporate and incentive business has been very strong this year, and shows positive momentum for future years. Groups are planning with confidence and looking for destinations that deliver seamless execution and a variety of unique amenities,” says Blanner.

He adds that Wynn is seeing continued demand across multiple market segments “There has been a strong demand from corporate meetings, incentive programs, executive retreats and high-level client events,” he says.

Blanner believes that Las Vegas remains especially attractive for incentive travel because it offers planners a wide range of experiences in one destination. “Las Vegas offers a combination of access, scale and energy that is difficult to match. For incentive travel, it gives planners the ability to create a highly rewarding experience inclusive of everything from world-class dining and entertainment to wellness and nightlife — all in one destination,” he says.

Wynn continues to keep the experience fresh for returning groups by continuing to reinvest with new openings, refreshed spaces and signature programming that enhance the guest experience, Blanner says. Recent highlights include the spring debut of Sartiano’s Italian Steakhouse, along with a refresh at Tableau. A refresh of the rooms in the Encore Tower is also underway, which is slated to be complete next year. In addition, Wynn continues its unique programming, including Concours, Ultimate Race Week, Revelry by Chef’s Table and Connoisseur Series by Wynn.

MGM Resorts Bets on Personalization at Scale

Las Vegas’ largest resort operator is also seeing strong momentum in the meetings market while continuing to invest across its portfolio.

Stephanie Glanzer, CMP, chief sales officer and senior vice president for MGM Resorts International, says “Corporate and incentive demand remains very strong, and we’re seeing that momentum continue well into future years. Organizations continue to recognize the value of bringing people together face-to-face, whether it’s to strengthen company culture, reward top performers, foster collaboration or build meaningful relationships. Las Vegas remains one of the world’s top destinations for meetings and incentives because it delivers exceptional value alongside an unmatched range of experiences, making it easy for organizations to create impactful programs that attendees genuinely look forward to.”

She adds, “We’re continuing to see strong demand across a wide variety of industries. Technology companies remain a significant driver of business because Las Vegas has the size, scale and infrastructure to support everything from executive meetings to large-scale conferences. We’re also welcoming strong demand from pharmaceutical, financial and association groups, along with an increasing number of sports-related events ranging from professional organizations to youth sports tournaments. That diversity speaks to the flexibility of both the destination and MGM Resorts’ portfolio to accommodate virtually any type of group.”

Glanzer says one of Las Vegas’ greatest strengths is its ability to combine meetings with memorable experiences. “Las Vegas is uniquely positioned for incentive travel because of its versatility, offering a level of scale and flexibility that is virtually unmatched anywhere else in the world,” she says.

She also points to the destination’s continued reinvestment, saying, “One of the factors that keeps Las Vegas so exciting is that there’s always something new to experience.”

She highlighted recent additions across MGM Resorts, including Gymkhana at ARIA, Carbone Riviera at Bellagio, the upcoming Corner Store at The Cosmopolitan of Las Vegas, the $300 million transformation of MGM Grand’s main tower, and the refreshed Bellagio Spa.

For planners considering Las Vegas for the first time, Glanzer encourages them to think beyond the agenda. “My biggest piece of advice is to think beyond the meeting itself,” she says.

She adds that Las Vegas offers experiences that are difficult to replicate elsewhere, saying, “At the end of the day, Las Vegas isn’t just a place to hold a meeting, it’s a destination that creates memorable experiences. Those moments outside the meeting room are what strengthen relationships, inspire collaboration and leave attendees talking about the trip long after it’s over.”

Sahara Las Vegas Offers a Boutique Alternative

While Las Vegas is often associated with massive convention resorts, smaller properties are also investing to capture corporate and incentive business by offering a more intimate experience.

Christopher Bond, CMP, vice president of sales at Sahara Las Vegas, says corporate demand has rebounded strongly and continues to build.

“Corporate business has had a strong bounce-back for 2026, and looking ahead to 2027, there seems to be steady demand. We are seeing finance, training but really a very diverse mix of industries. Sahara Las Vegas really caters to that variety of meetings due to our intimate and professional conference space and alternative venues.”

Bond believes Las Vegas remains one of the industry’s strongest destinations for incentive travel because of the breadth of experiences available to attendees.

“Las Vegas is such a strong destination for incentive travel due to the multitude of experiences we are able to offer. From accommodations, dining, shopping and entertainment … no other destination compares.”

Sahara is also investing in new amenities designed to appeal to higher-end corporate groups.

“We are exceptionally excited about Maroon, our Caribbean Steakhouse by Chef Kwame Onwuachi, that recently opened under extreme fanfare. Along with Maroon, we are currently undergoing a complete remodel and upgrade of our Alexandria Tower … more than $65 million to provide a four to five diamond level experience for our convention customers, looking to attract the profile groups that will appreciate the privacy, service levels and upgraded accommodations and suites that will set Sahara apart from the big box properties,” says Bond.

Despite the destination’s continued evolution, he says that Las Vegas remains one of the industry’s strongest values.

“Las Vegas provides the total experience, anything really that you can imagine. Our experience of what types of programs and events we have planned and executed provides a high level of comfort knowing the conference will be a success. We also still offer an amazing ROI. Room rates continue to be very attractive along with competitive catering and AV pricing. Once all is factored in, Las Vegas is an easy choice,” he says.

For planners considering the destination for the first time, Bond offered one piece of advice: “Do some research, have questions ready and trust the sales professionals that will guide your planning to a successful experience.”

As destinations across the country compete aggressively for meetings and conventions, Las Vegas continues to distinguish itself through ongoing investment, planner-friendly incentives and an unmatched combination of infrastructure and experiences.

Rather than relying on its reputation alone, Las Vegas continues to reinvent itself through new resorts, expanded meeting infrastructure, immersive attractions and experiences that blur the line between business and leisure. For today’s planners, the destination has become more than a backdrop for meetings — it’s part of the strategy for creating memorable, high-impact events. C&IT

Planners flock to Florida for the sunny weather, vibrant culture and plentitude of diverse meeting and incentive destinations.

Florida has long ranked among the nation’s leading destinations for meetings and incentive travel. Now, the Sunshine State is strengthening that position through billions of dollars in hotel investments, convention center expansions, resort renovations and new meeting-focused amenities that go far beyond its traditional appeal of sunshine and beaches.

From Orlando’s ever-evolving convention corridor to business-driven Jacksonville to Miami Beach with its long-awaited headquarters hotel and a growing collection of refreshed coastal resorts, destinations across the state are competing to deliver the accessibility, flexibility and memorable experiences planners increasingly expect for everything from executive retreats to citywide conventions.

Jacksonville is not only home to many Fortune 500 companies, but also more than 100 hotels, as well as world-class restaurants, museums and more. It features 3 miles of riverwalk downtown and 22 miles of beaches for those who want to embrace nature. It is more affordable than many other locations and conveniently located near two highways. In addition, Jacksonville’s International Airport has more than 100 daily departures to all major destinations in the U.S.

Valentina Perez, project coordinator at GoGather in Pembroke Pines, FL, says Florida has adapted alongside changing client expectations by creating destinations that can support virtually every type of meeting and incentive program.

“Florida has developed spaces and experiences suited to groups of every size and style, paired with nature-forward initiatives that give planners a compelling reason to bring their groups here,” Perez says.

“One of Florida’s biggest advantages is accessibility,” says Kim Andreello, president of BusinessTravel.com in Bellefonte, PA. “With multiple major international airports and direct flights from across the U.S., Canada, Latin America and Europe, it’s one of the easiest destinations to reach. That means lower travel friction, better attendance and simpler planning.”

For Robert Kraus, an event producer for Small Conferences, LLC, who also specializes in executive retreats and SMERF groups, in Miami, FL, Florida’s enduring appeal comes down to one thing: choice.

“Florida continues to be the number one favorite destination that my SMERF clients ask me to source,” Kraus says.

Florida’s accessibility, paired with a wide range of destinations — from international gateway cities to intimate beachfront resorts — allows planners to tailor programs around nearly any budget, group size or objective.

For Valerie Bihet, CEO of VIBE Agency in Miami, FL, Florida’s appeal extends beyond convenient airlift. “Florida is not only one destination,” she says. “Orlando has the infrastructure to handle very large groups, while Miami offers international energy, design, culture and nightlife. The Keys and the Gulf Coast are much more laid back. Whether it’s a product launch, executive retreat or conference, it’s just a matter of choosing the right destination.”

Disney Meetings & Events help planners bring creativity and storytelling to their next event.

Orlando Continues to Raise the Bar

Orlando remains Florida’s meetings powerhouse, and the destination continues investing in experiences that extend well beyond the convention floor.

Walt Disney World remains one of the state’s strongest draws for corporate meetings and incentive programs, offering planners the ability to blend business sessions with immersive entertainment and exclusive experiences that few destinations can replicate. Beyond its theme parks, Disney has expanded planner resources with customizable team-building activities, creative event support and seasonal programming that helps organizations create programs that feel fresh, even for repeat attendees.

Disney Meetings & Events recently unveiled an updated Disney Creative Studio, bringing together entertainment, audiovisual production, décor, floral design, catering and content development in one collaborative planning space.

Disney’s Grand Floridian Resort and Spa has renovated its 668 guestrooms and 40,000 sf of meeting space.

In addition, Walt Disney World Swan and Dolphin has unveiled a $300 million renovation, including more than 100,000 sf of additional meeting space.

Walt Disney Swan & Dolphin’s $300 million renovation includes more than 100,000 sf of additional meeting and event space.

Petra Ba, co-founder of Adatha Group in New York, NY, says today’s attendees expect more than productive meetings. “Attendees expect an agenda that allows them some casual networking, some downtime and maybe even a poolside cocktail party,” she says. “This drives higher attendance, which is ultimately working in the favor of the organizer, especially when dealing with senior executives or decision-makers. They require a flawless setup, easily accessible venues and something unique and enjoyable.”

Caribe Royale Orlando continues strengthening its position as one of Central Florida’s premier independent convention resorts as it is fresh off a $160 million reimagining.

The all-suite property features 1,215 one-bedroom luxury suites and 120 two-bedroom private villas, as well as approximately 260,000 sf of meeting and event space, anchored by the 50,000-sf Palms Ballroom. Its Stadium Club — a high-tech sports, dining and entertainment venue — offers planners an experiential option for receptions, networking events and buyouts, reflecting the growing demand for venues that blur the lines between business and entertainment.

Caribe Royale Orlando recently completed a $160 million renovation.

For planners seeking value without sacrificing proximity to the Orange County Convention Center, Rosen Hotels & Resorts continues to differentiate itself through competitive group offerings. Its seven Orlando properties collectively offer more than 6,300 guestrooms and suites, many within minutes of the convention center and International Drive.

The company is also appealing to budget-conscious planners with incentives for new meetings booked by Sept. 30, 2026, including a choice of a 3% credit to the master account or a 13% commission on qualifying groups.

Kraus says Orlando’s combination of accessibility, pricing flexibility and extensive hotel inventory allows organizations to build everything from association conferences to incentive programs while keeping logistics simple.

The expansion of the Orange County Convention Center is underway. Expected to be complete in 2029, the project will add 44,000 sf of meeting space and a 100,000-sf ballroom. A second phase of the project has also been approved that will add 200,000 sf of space. When these updates are complete, the North-South Building of the OCCC will feature 1.15 million sf of exhibit space.

Sirata St. Pete Beach Resort, Tapestry Collection by Hilton, recently invested in a $25 million renovation.

Miami Beach Finally Gets Its Headquarters Hotel

Perhaps Florida’s most significant meetings development is taking shape in Miami Beach.

After years of discussion, construction is underway on the Grand Hyatt Miami Beach, an 800-room headquarters property scheduled to open in late 2027.

Directly connected to the Miami Beach Convention Center, the 17-story hotel will finally provide convention organizers with the integrated meetings campus they have long sought, eliminating the need to spread attendees across multiple nearby hotels.

Backed by a public-private partnership involving Turnberry, Terra Group, Hyatt, Miami-Dade County, the City of Miami Beach and the Greater Miami Convention & Visitors Bureau, the project represents a significant investment in the destination’s convention future.

For Roberto Avelar Gutierrez, commercial manager for luxury incentives at Nuba in Mexico City, Mexico, Miami’s biggest strength has always been its global accessibility.

“Miami is a dynamic, multicultural international destination that is particularly appealing to all types of groups,” Gutierrez says.

Its extensive nonstop air service from Latin America, Europe, Mexico and throughout the United States simplifies travel for multinational meetings while allowing planners to build programs that combine business with cultural experiences.

“Miami allows you to combine meetings, accommodations, dining, entertainment, shopping and experiences into a single trip,” Gutierrez says. “This helps streamline operations and make better use of the group’s time and budget.”

The destination continues investing beyond the convention district.

Loews Miami Beach Hotel recently completed a $55 million renovation of its 790 guestrooms, while the iconic Delano Miami Beach has reopened following a major restoration, returning 171 guestrooms, four food-and-beverage concepts and a members club to the market.

Together, the projects reinforce Miami’s position as a destination equally suited for citywide conventions, executive meetings and high-end incentive travel. The investments reflect Miami’s evolution from a leisure destination into one increasingly equipped for large-scale conventions while maintaining its luxury appeal.

Bihet also points to Miami’s continued evolution as a reason planners keep returning. Beyond the new Grand Hyatt headquarters hotel, she notes the city’s expanding dining scene, restored landmark hotels and high-profile events like Formula One Miami Grand Prix and the FIFA World Cup have elevated its international profile. “It’s a mix of historic and new properties that are continually being reinvented,” she says.

PGA National Resort, home to championship golf tournaments, is a popular destination for meetings and incentive programs.

Fort Lauderdale Strengthens Its Convention Story

Just north of Miami, Fort Lauderdale has dramatically elevated its meetings profile with the opening of the Omni Fort Lauderdale Hotel.

Directly connected to the newly expanded Broward County Convention Center, the 801-room property gives planners something the destination previously lacked — a true headquarters hotel integrated with the convention campus.

The hotel offers more than 120,000 sf of meeting and event space, including 41 meeting rooms, as well as the 30,816-sf Waterway Ballroom and the 15,050-sf Port Everglades Ballroom, allowing organizations to host programs entirely within the hotel or seamlessly expand into the adjacent convention center.

Beyond the meeting space, six restaurants and bars, a rooftop pool deck overlooking the Intracoastal Waterway and a Mokara Spa help position the property for incentive programs as well as traditional meetings.

In the fall, Omni Fort Lauderdale will be opening Barchetta, a new waterfront Italian chophouse located adjacent to the hotel and convention center.

Its location near Port Everglades also creates opportunities for organizations looking to pair conferences with pre- or post-cruise experiences, another differentiator in Florida’s increasingly competitive meetings landscape.

Improved connectivity within the state is also expanding itinerary options. The Brightline high-speed rail now links cities such as Miami, Fort Lauderdale, West Palm Beach and Orlando, making it easier for planners to combine multiple destinations into one program without relying on additional flights. Bihet says Brightline has made multi-city Florida programs significantly easier to design by allowing attendees to travel between destinations without additional flights or lengthy highway transfers.

Florida’s Resort Destinations Keep Investing

While Florida’s major convention cities continue expanding their infrastructure, many of the state’s resort destinations are also refreshing their meetings offerings, giving planners more options for executive retreats, incentive programs and mid-sized conferences.

On the Gulf Coast, Sunseeker Resort Florida Gulf Coast in Charlotte Harbor has quickly emerged as one of the state’s newest meetings destinations. Now part of Hilton’s Curio Collection, the waterfront resort combines 785 guestrooms with approximately 60,000 sf of flexible meeting space capable of accommodating groups of up to 1,200 attendees.

Its location on Charlotte Harbor offers a different Florida experience than the state’s larger convention markets, while access to five regional airports provides convenient options for attendees arriving from across the country.

That experiential element has become increasingly important for incentive travel, a trend Andreello sees across the industry. “For incentive travel, the destination itself becomes part of the reward,” Andreello says.

Bihet agrees that Florida has become a sweet spot for incentive programs because it combines accessibility with luxury experiences. “When you’re bringing President’s Club winners, you’re serving the crème de la crème,” she says.

Perez says many corporate clients also view Florida as an attractive alternative to international incentive destinations. “Our clients tend to gravitate toward Florida because of its competitive pricing compared to nearby international destinations,” she says. “It still has that tropical, Caribbean feel without leaving the country, so it’s ideal when a large portion of attendees don’t have passports.”

Sunseeker is also aggressively courting group business through its “Pick Your Perks” promotion, allowing planners to customize benefits ranging from complimentary Wi-Fi and planner guestrooms to discounted resort fees, parking concessions and upgraded accommodations. The program reflects a broader trend among Florida resorts competing not only on amenities, but also on value.

Farther north, the Tampa-St. Petersburg-Clearwater region continues attracting incentive programs with beachfront resorts that balance relaxed coastal settings with professional meeting capabilities.

Opal Sands Resort & Spa and neighboring Sandpearl Resort remain popular choices for executive meetings and incentive groups seeking a walkable beach destination without sacrificing modern event infrastructure. Together, the two properties offer planners complementary experiences — from Opal Sands’ contemporary design and sweeping Gulf views to Sandpearl’s more intimate atmosphere supported by sophisticated meeting technology and dedicated event services.

“Beyond standard hotel ballrooms, Florida offers unique historic, coastal and cultural venues that drive attendance and engagement,” Kraus says.

Sirata St. Pete Beach Resort is one of the newest properties to join the Tapestry Collection following a $25 million renovation. This included an upgrade to 228 guestrooms, including 80 suites, a redesigned lobby and fitness center, updated restaurants and bars as well as an enhancement of the pool and outdoor gathering spaces. The property has more than 30,000 sf of meeting and event space.

The Breakers Palm Beach is known for luxury incentives and executive gatherings.

Legacy Resorts Continue to Evolve

Along Florida’s Atlantic Coast, several of the state’s most recognizable resort brands are proving that longevity and innovation can coexist.

Hammock Beach Golf Resort & Spa in Palm Coast combines an oceanfront setting with more than 50,000 sf of indoor and outdoor event space, making it well suited for leadership retreats, golf tournaments and corporate meetings that blend business with recreation.

In Ponte Vedra Beach, Ponte Vedra Inn & Club continues to attract executive meetings and board retreats with its historic charm, attentive service and intimate meeting environment. With 262 guestrooms and approximately 25,000 sf of function space, the resort offers planners an alternative to Florida’s larger convention hotels while maintaining the exclusivity many executive groups value.

The Breakers Palm Beach remains one of Florida’s premier destinations for luxury incentives and executive gatherings. Its combination of oceanfront elegance, expansive event venues and personalized planning services has helped the property maintain its reputation among organizations seeking memorable, high-touch experiences.

Golf remains one of Florida’s strongest differentiators, particularly at resorts such as PGA National Resort in Palm Beach Gardens, which has broadened its appeal beyond championship golf by enhancing its accommodations, culinary offerings and wellness amenities. The result is a resort that supports both productive business sessions and the increasingly important leisure experiences attendees expect from modern meetings.

For organizations seeking a self-contained destination, Omni Amelia Island Resort continues to offer one of Florida’s most comprehensive resort meeting environments. Its more than 80,000 sf of event space, anchored by the Magnolia Ballroom, is complemented by golf, spa experiences, outdoor recreation and an oceanfront setting that encourages attendees to extend their stay.

The Don CeSar, an historic resort on St. Pete Beach, also continues investing in catering to groups. Known as the “Pink Palace,” the landmark resort combines nearly 50,000 sf of meeting space with incentive-focused promotions that include reduced resort fees, audiovisual discounts and banquet concessions — evidence that even Florida’s best-known resorts are becoming increasingly competitive in attracting meetings business.

West Coast Gems

For those seeking a laid back vibe, Lee County is a perfect match. Destinations like Fort Myers, Sanibel Island and Cape Coral are a draw. This is an ideal area for outdoor activities like kayaking, shelling on the beach, dolphin tours and nature walks. There are plenty of waterfront venues available.

Another advantage is accessibility. Southwest Florida International Airport provides direct flights to dozens of major U.S. cities and sits roughly 20 minutes from many hotels and meeting venues.

The region offers a wide range of meeting spaces suited for everything from small leadership retreats to large conferences.

Above Lee County, on the Florida Panhandle, you will find South Walton, another popular destination for planners. Here you will find more than 200 restaurants, championship golf courses and boutique shopping, as well as 26 miles of beach. Ideal for corporate meetings or incentives, South Walton has an array of luxury hotels, including the Hyatt Place Sandestin, Hotel Effie Sandestin, Sandestin Golf and Beach Resort and Hilton Sandestin Beach Golf Resort & Spa. There are 200 miles of hiking and biking trails to explore the scenic surroundings. There are also two main commercial airports nearby — Northwest Florida Beaches International Airport and Destin-Fort Walton Beach Airport.

Florida Gives Attendees Room to Connect

Perez recently saw that evolution firsthand during a franchise incentive trip at Baker’s Cay Resort Key Largo, Curio Collection by Hilton. Rather than filling every hour with programming, organizers built the week around two signature events — a beachfront welcome reception and a sunset dinner — and left the remainder of the schedule open.

Attendees spent their free time paddleboarding, taking glass-bottom boat tours, visiting the spa or simply relaxing.

“What made this work was the destination itself,” Perez says. “Florida’s coastline gave our client a setting where unstructured time still felt intentional. Morning coffee chats turned into mentoring conversations, and happy hours became idea-sharing sessions — the kind of organic networking that’s hard to force in a hotel ballroom.”

A Stronger Case for Florida

For planners, Florida’s newest investments extend well beyond additional guestrooms and ballroom space. They reflect a broader shift toward creating destinations that combine accessibility, memorable experiences and flexible meeting environments. Whether that means convention-connected headquarters hotels in Miami Beach and Fort Lauderdale, Orlando’s expanding portfolio of large-scale meeting resorts or waterfront properties designed for executive retreats and incentives, Florida is giving organizations more ways to match destinations with program goals.

Kraus believes that versatility remains the state’s greatest competitive advantage. “Florida’s leisure attractions, warm weather and inclusive cultural landscape make it an easy sell for attendees who want to extend their stay into family trips,” he says.

That blend of business and leisure has long been one of Florida’s strengths. What’s changing is the scale of the investment behind it.

Taken together, these investments show a state that isn’t content to rely on its reputation. Florida is expanding where groups can meet, elevating the experiences they can offer and giving planners more reasons to return.

“As companies continue to prioritize employee engagement, wellness and meaningful in-person interactions, Florida remains one of the world’s premier destinations for meetings, events and incentive travel — not simply because of its sunshine, but because it consistently delivers business results alongside unforgettable experiences,” Andreello says. C&IT