A newly released Factum Global Business Sentiment Survey finds that a majority of association leaders and international organisations are embracing technological transformation as a core element of their global growth strategies, despite a backdrop of geopolitical volatility.
The Q4 2024 special edition survey reveals that 92% of respondents now view technology risks as opportunities to innovate—an outlook that reflects a fundamental shift in how associations engage with global challenges.
With 75% of surveyed executives identifying advancements in AI and cybersecurity as critical enablers for their digital evolution, the findings point to a recalibrated internationalisation strategy in the association and meetings industry.
Nearly all respondents (98%) believe the global technology landscape is undergoing irreversible change, demanding a more agile and adaptive approach.
Asia-Pacific emerged as the foremost destination for expansion (61.5%), followed by Europe (43.1%) and Latin America (41.5%)—highlighting a renewed focus on regions with digital maturity and policy receptiveness. Notably, 66.2% cited the identification of customer segments and regional growth opportunities as top strategic priorities.
“Today’s association leaders are no longer passively reacting to change—they are architecting it,” said Francisco Gomez, Founder & CEO of Factum Global. “Technology is now a proactive strategy, not just an operational tool, particularly for international associations navigating complexity and scale.”
You can download the full report here.