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Blog images - 2024 - Why you should consider a secondary city for your next event meetigs hero banner
Meetings

Why you should consider a secondary city for your next event

It's always a good time to branch out from the tried and tested popular MICE destinations and explore new locations for your meetings and events. While capital and primary cities will always be attractive to meeting planners, a new notable trend is emerging and a multitude of secondary cities are gaining prominence, according to Global DMC Partners, the largest global network of independent Destination Management Companies, which recently unveiled its Global Destination Index. 'This shift in travel preferences highlights a transformative aspect of the industry, where the popularity of destinations is no longer solely dependent on a few primary cities,' says Global DMC Partners President & CEO Catherine Chaulet. 'Instead, a diverse array of secondary locations is now collectively shaping the travel landscape, offering a rich and multifaceted experience to meeting and event attendees worldwide'.

08 Jan 2024 5 min to read

Financial Benefits

Savvy meeting and event planners are turning to secondary cities thanks to the multitude of benefits they provide, such as excellent availability and affordability, while still offering the excellent infrastructure, accessibility and activities that primary cities provide. With high-occupancy and high-cost cities such as Paris and London, availability and price can be an issue for groups, but organizers are more likely to be able to secure their top choice venue and get more from their budgets in a secondary city. Lyon is a great example. With a central location in Europe combined with good access, renowned gastronomy, and the charm of a 2,000-year-old city home to several UNESCO World Heritage Sites, Lyon has a great deal to offer organizers looking for an alternative to Paris.
 
Boasting breathtaking views of the city center and the Alps, and within walking distance of Lyon's most notable attractions, the newly renovated Radisson Blu Hotel, Lyon offers 11 meeting rooms, perfect for up to 300 guests. Set to open its doors in 2024 as the first Radisson Hotel Collection Hotel in France, Cour des Loges Lyon, A Radisson Collection Hotel will provide planners with another exceptional choice for high-end, exclusive meetings and incentives in the heart of Lyon.
Blog images - 2024 - Why you should consider a secondary city for your next event meetings City View with Hotel in the ba
Blog images - 2024 - Why you should consider a secondary city for your next event meetings City view
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Unique Local Experiences

If you’re organizing an event in the UK, instead of London, why not consider Manchester? With three options to choose from – The Edwardian Manchester, A Radisson Collection Hotel, Radisson Blu Hotel, Manchester Airport and Park Inn by Radisson Manchester City Centre – there is a Radisson property to suit all types of events in Manchester.
 
Research has shown that event attendees are increasingly demanding unique local experiences and traditions that are likely to be more accessible and affordable in secondary cities. Whether it's the signature hometown cuisine, craft beer or drink made by the neighborhood brewer and distiller, or an activity exclusive to that location – they want authenticity and to feel a sense of place. Manchester, for example, has strong traditions in both music and sport, in particular football, so meeting planners could incorporate a match-day experience or tour of the grounds of Manchester United or Manchester City into their itinerary. In Antwerp (a great alternative to Brussels), groups can take an interactive and immersive tour of De Koninck Brewery, learning everything there is to know about local Belgian beers. Secondary cities tend to be more compact, which means that attendees can get out easily and explore some of the top sights in between meetings, especially when staying a centrally located properties such as the Radisson Blu Astrid Hotel, Antwerp, one of three Radisson properties in the city. These cities also lend themselves well to theming and aligning with both brand values and key event messages. As a hotbed for start-ups and innovation, Antwerp is a great base for a creative or tech-themed conference or meeting aimed at fostering new ideas.
Blog images - 2024 - Why you should consider a secondary city for your next event meetings Business Class Lounge
Blog images - 2024 - Why you should consider a secondary city for your next event meetings The Diamond event space

Attendee Appeal

Perhaps most importantly, if you choose a secondary city, it’s more likely that your delegates will not have been there before, which enhances the appeal for them to attend and builds excitement. This is particularly the case for incentive-related events, where getting the opportunity to visit off the beaten track destinations is increasingly important, especially for millennials and younger generations, who prefer to travel to unique places that offer a hip culture, Instagram-appeal and the 'bragging rights' that go with visiting somewhere none of their peers have been to.
 
According to the Incentive Research Foundation’s recent research on Attendee Preferences For Incentive Travel, going to a destination they have never been to before is 'extremely important' to a third of incentive participants. Dubai remains a hugely popular destination for incentives, but if you want to try somewhere different, consider Ras Al Khaimah (RAK), the northern-most Emirate state in the UAE, which is just an hour transfer from Dubai, and offers more affordable rates and a host of unique activities. The Radisson Resort Ras Al Khaimah Marjan Island is the perfect base to discover RAK’s spectacular landscapes, rugged mountains, stunning deserts and pristine coastlines. By exploring the potential of lesser-known destinations this year, you may be pleasantly surprised by the value these secondary cities bring to the table, from unexpected wow moments to attractive price points, allowing you to make the most of your budgets while creating memorable experiences for your attendees.
Blog images - 2024 - Why you should consider a secondary city for your next event meetings Conference room
Blog images - 2024 - Why you should consider a secondary city for your next event meetings Bar
Related tags: Europe & CIS , France , United Kingdom , Belgium , United Arab Emirates , Lyon , Manchester , Antwerp , Ras Al-Khaimah , Radisson Blu Hotel, Lyon , Cour des Loges Lyon, A Radisson Collection Hotel , The Edwardian Manchester, A Radisson Collection Hotel , Radisson Hotel Manchester City Centre, A Verified Net Zero Hotel , Radisson Blu Hotel, Antwerp City Centre , Radisson Resort Ras Al Khaimah Marjan Island
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