Artificial intelligence, sustainability and financial support are becoming increasingly influential in how associations choose destinations, according to new global research from Business Events Australia.
The 2026 Business Events Consumer Demand Project found that 51% of association decision-makers now use AI platforms for destination inspiration. For destinations, this creates a new requirement: information about venues, sector expertise and delegate experiences must be authoritative and structured clearly enough to reach both planners and the AI systems informing their searches.
Sustainability is also moving closer to the centre of association decision-making. Some 77% of respondents consider a destination’s sustainability credentials significant, an increase of 13 percentage points year on year. Australia ranked first among competing destinations for both sustainability and experiential attributes such as natural beauty, climate and authentic First Nations experiences.
Experience Builds Confidence
The research suggests direct experience remains one of the strongest conversion tools. Among association planners who had previously attended an event in Australia, 59% would consider returning, compared with 16% of those who had not visited. Meanwhile, 67% said their consideration of long-haul destinations had increased over the past year, and 23% were actively planning an Australian event.
Funding continues to shape what associations can deliver. Three quarters of respondents had received subvention for their largest recent event, valuing it particularly as a way to improve delegate experience and reduce organisational risk. Australia’s Bid Fund Program has supported 234 international event wins worth AUD$1.65 billion since 2018 and now covers events taking place through 2032.