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.
