Just ahead of IMEX Frankfurt, a report has come out to reshape how destinations and associations collaborate in a shifting global environment.
Purpose Under Pressure: Global Association Trends in 2025 – the result of a partnership between BestCities Global Alliance and Strategic Membership Solutions – unveils compelling data from 586 association professionals across 30 countries, showing an urgent need for strategic reinvention.
Authored by Belinda Moore, the report goes beyond surface trends, delivering a nuanced view of the evolving association landscape. It reveals that while in-person events remain vital, their success now hinges on deeper alignment with purpose, impact, and year-round engagement.
“Destinations can no longer afford to pitch infrastructure alone,” said Moore. “Associations are demanding relevance, co-creation, and enduring value – not just a venue.”
Key insights highlight a clear pivot: legacy outcomes are now a decisive factor, immersive experiences outweigh conventional offerings, and associations are favouring long-term, strategic partnerships over transactional arrangements.
For BestCities, this report validates a direction already embraced by its global partners. “Purpose-driven collaboration is the new currency,” stated Loren Christie, Managing Director. “Destinations that understand this will lead the future of international meetings.”
The report will be officially launched at IMEX Frankfurt on 21 May, where Moore and Christie will delve into the findings – including the growing influence of AI and the pressure on revenue and resilience models. Attendees will also be introduced to Scout, the AI engine behind the data analysis.