As associations grapple with rising costs, a report has revealed
a growing hunger for ‘purpose-driven meetings’ where long-term impact matters
more than a fancy venue.
Purpose
Under Pressure: Global Association Trends in 2025 - published by
BestCities Global Alliance in partnership with Strategic Membership Solutions -
paints a picture of a sector in flux.
Drawing insights from 586 association professionals across
30 countries, the findings highlight how associations are adapting their events
to meet new strategic and financial realities.
“Associations still value in-person connection, but the
model is changing fast,” said report author Belinda Moore. “Financial strain,
sponsor fatigue, and evolving delegate behaviours are forcing organizations to
rethink not just how they meet -but why they meet.”
According to the report, 70 per cent of association leaders
now rate creating long-term impact—whether through sustainability, sector
development, or policy influence—as “extremely important.”
This marks a notable shift from the traditional focus on
attendance numbers and venue quality.
The research suggests that associations are increasingly
prioritising meaningful engagement over mere infrastructure. Curated
experiences, community involvement, and alignment with organisational purpose
are now central to how events are designed and evaluated.
Meanwhile, longstanding revenue streams are coming under
pressure. Sponsors are more selective, asking tougher questions about return on
investment, while delegate numbers remain difficult to predict post-pandemic.
This is prompting associations to explore more agile, partnership-based event
models—often with active support from host destinations.
“Associations want destinations that understand their
mission and are willing to co-create value,” Moore explained. “That means
helping to deliver legacy outcomes and offering support that extends beyond a
single event.”
Another emerging trend is the shift away from annual
flagship conferences toward year-round engagement strategies. Many associations
are experimenting with regional gatherings, online forums, and sequenced
learning models creating an “engagement ecosystem” rather than one-off
meetings.
Loren Christie, managing director of BestCities Global
Alliance, said the findings validated what many destinations were already
seeing.
“Purpose is now a competitive advantage,” he said.
“Destinations that align with an association’s values and strategic goals are
better positioned to attract and retain major events.”
The report also highlights the accelerating role of AI in
shaping strategy, as well as the urgent need for greater resilience in
association operations.
Written By
James Lancaster
AMI editor James
Lancaster is a familiar face in the meetings industry and international
association community. Since joining AMI in 2010, he has gained a reputation
for asking difficult questions and getting lost in convention centres. Proofer, podcaster, and panellist - in his spare time, James likes to walk,
read, listen to music, and drink beer.
