Destinations have long offered financial incentives to attract
international association meetings, but, according to a new report, a mismatch has
developed between the kind of subventions cities are offering and what
associations really want.
While destinations are focused on maximizing the economic
benefits of hosting meetings, associations are increasingly looking for financial
support to pursue long-term event legacy objectives (24%), environmental
sustainability (21%), and social impact (21%).
Only six per cent of destinations have integrated legacy-driven
objectives into their subvention strategies, although 22 per cent are testing criteria
tied to sustainability, legacy, or inclusion.
However, 62 per cent of associations believe subvention
should help drive positive change, suggesting a clear discrepancy between the
objectives of meeting owner and meeting host.
Led by Conferli, in
collaboration with the GDS-Movement and Meet4Impact, the report - Subvention as a catalyst for
sustainable and impactful transformation in the Business Events Industry - draws on
insights from 115 destinations and 55 associations worldwide.
Key findings from the study include:
• Associations
want more than money. In-kind support like free venues, services, and delegate
transport is valued just as much as financial grants—challenging the assumption
that “cash is king.”
• Impact
beyond economics. Only 13 per cent of associations see economic development as
the main purpose of subvention. Instead, they prioritize long-term legacy
(24%), environmental sustainability (21%), and social impact (21%).
• Guidance
is missing. 95 per cent of associations say destinations don’t clearly explain
how subvention can drive sustainability or legacy outcomes.
• Measurement
is weak. While 58 per cent of associations and most destinations collect some
form of reporting, nearly all focus on delegate numbers and economic
return—leaving environmental and social outcomes under-measured.
• Regional
divides are stark. North America leans heavily on CVB-funded models, Asia
relies on government funding, and Europe shows the widest variation—including
destinations where subvention is politically rejected altogether.
• Momentum
is building. Destinations are pioneering impact-focused subventions, while
others are piloting free public transport, hybrid support, or community legacy
programs.
“These findings show that while ambition is high, practice
has yet to catch up,” says Nienke van der Malen, founder of Conferli.
“Subvention is moving from a transactional tool to a transformational one, but
it requires courage, leadership, and alignment between associations and
destinations.”
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.
