2024: The Year Meetings and Conventions Reshaped Themselves

As we approach the end of 2024, the Meetings and Conventions industry stands transformed. This year brought a wave of innovation, challenge, and evolution — from new technologies to shifting attendee expectations, sustainability demands, and geopolitical realities. Here's a look back at what changed, what we learned, and where we're heading.

1. The Rise of the “Third Space”

In 2024, attendees made it clear: a destination’s experience matters just as much as the conference content. Events thrived when they provided opportunities for community, inspiration, and creativity. The concept of the "third space" — environments that are neither home nor work, but where ideas flow and connections spark — took center stage. These spaces include cafes, public parks, innovative co-working hubs, and immersive social venues that blur the line between leisure and productivity.

Planners who leveraged the third space found that delegates left conferences feeling more energized and connected. Attendees appreciated schedules that included time to explore the city, socialize outside formal sessions, or even engage in wellness activities. As hybrid work reshapes professional lives, third spaces will continue to define the best conferences.

2. Tier-2 Cities Take the Spotlight

Affordability, authenticity, and accessibility defined the shift toward Tier-2 cities in 2024. Destinations like Halifax, Nashville, Krakow, and Austin became preferred choices for planners looking to deliver impactful events without exorbitant costs. According to a recent American Express Global Business Travel report, the cost of hosting events in Tier-1 cities rose by 15% in 2024, making smaller destinations more attractive.

Tier-2 cities also offered something Tier-1 cities couldn’t always deliver: a genuine sense of place. Delegates were drawn to destinations where they felt like participants, not just tourists. From unique local dining experiences to walkable downtowns and cultural festivals, these cities provided the kind of memorable experiences that large metropolitan areas sometimes struggled to replicate.

3. In-Person Events Regain Dominance

Despite the continued presence of virtual and hybrid options, 2024 marked the full return of in-person events. Research from EventMB revealed that 86% of event programs included in-person components, while 89% of global event strategy leaders stated that face-to-face meetings were critical for revenue growth and networking.

The energy, spontaneity, and deeper engagement offered by in-person events proved difficult to replicate virtually. Industries reliant on collaboration — such as scientific research, tech, and finance — saw in-person conferences as essential for sparking innovation and building trust. While hybrid options remain, they now serve as supplements rather than substitutes for live events.

4. Surge in Group Business Travel

The group business travel sector saw a significant resurgence in 2024, fueling the recovery of the hospitality and events industries. According to STR Global, group travel revenue per available room (RevPAR) increased by 6.8% in the first eight months of 2024 compared to 2023. Corporate retreats, incentive travel, and multi-day conferences drove this uptick.

Companies recognized the need to reconnect their teams in person to rebuild morale, foster collaboration, and celebrate achievements. This resurgence also benefited destinations that offered a mix of business infrastructure and leisure opportunities. Locations with a strong balance of meeting spaces, dining, and recreational options reaped the rewards.

5. Sustainability Shifts from Lip Service to Action

Sustainability became a cornerstone of event planning in 2024. Compliance with ISO 20121 standards, integration of UN Sustainable Development Goals (SDGs), and net-zero commitments became critical in winning bids. According to the Global Destination Sustainability Index (GDS-I), more than 70% of major conference destinations now have city-wide sustainability strategies.

Cities like Halifax led the way with initiatives such as HalifACT 2050, positioning themselves as leaders in municipal sustainability. Attendees demanded more than just recycling bins; they expected conferences to address energy consumption, waste reduction, and community impact. Legacy plans — designed to leave a positive mark on host cities — became essential, ensuring that events contributed to local communities and ecosystems long after they ended.

6. Accelerated Adoption of AI and Event Tech

AI transformed event planning and execution in 2024. Tools for automating tasks, personalizing attendee experiences, and predicting event outcomes became mainstream. Chatbots, powered by AI, offered real-time support for attendees, answering questions and providing guidance. AI-driven personalization allowed planners to curate unique experiences for each delegate based on their interests and behaviors.

According to a PCMA survey, 72% of event professionals reported using AI tools to enhance their planning processes. Additionally, data analytics provided deep insights into attendee behavior, helping optimize schedules, catering, and session formats. This technology-driven approach not only improved efficiency but also increased attendee satisfaction and engagement.

7. Experiential and Non-Traditional Venues

2024 saw a departure from traditional conference centers in favor of experiential venues. Delegates wanted events that were immersive and memorable, driving demand for spaces like art galleries, historic buildings, outdoor pavilions, and even breweries. A Cvent report highlighted that 63% of planners incorporated non-traditional venues into their programs this year.

These venues provided the backdrop for creative programming and spontaneous networking. Attendees appreciated the departure from sterile meeting rooms, finding inspiration in unique environments that fostered creativity and collaboration. The best events seamlessly integrated the venue into the overall experience, making the location itself a part of the story.

8. Focus on Diversity, Equity, and Inclusion (DE&I)

DE&I was no longer a box to check in 2024 — it became an essential component of event planning. Conferences prioritized diverse speaker lineups, accessible design, and inclusive content. According to MeetingsNet, 78% of planners reported implementing DE&I strategies this year, up from 65% in 2023.

Efforts included gender-neutral restrooms, content in multiple languages, and platforms for underrepresented voices. Events that championed inclusivity not only reflected societal values but also created richer, more engaging experiences for all attendees.

9. Visa Challenges Threatened Global Inclusivity

One of 2024's significant hurdles was navigating complex visa processes. Many countries required delegates to purchase conference registration before applying for visas, posing a financial risk for attendees from developing nations. A UFI Global Insights report noted that 45% of event organizers faced issues related to visa delays this year.

Some countries implemented expedited visa systems for conference delegates, but these improvements were unevenly applied. The industry continues to advocate for streamlined processes to ensure inclusivity and global participation.

10. Rising Costs and Budget Constraints

Economic pressures and inflation made budget management a top concern. Event costs increased by an average of 8% in 2024, according to Northstar Meetings Group. Planners faced higher prices for venues, catering, AV services, and transportation. This drove a need for creative cost-saving measures, such as shorter event durations, hybrid options, and leveraging local talent for entertainment and speaking roles.

Tying It All Back to Halifax

Halifax encapsulated many of these trends and innovations in 2024. As a Tier-2 city, it offered the perfect blend of affordability, authenticity, and modern infrastructure. The city's commitment to sustainability, highlighted by the HalifACT 2050 initiative, set it apart as a leader in environmentally responsible hosting.

Venues like the Halifax Convention Centre, situated in the heart of a walkable downtown, provided the ideal mix of business and leisure. Delegates enjoyed third-space experiences in local cafes, the waterfront, and historic districts. Halifax’s reputation for inclusivity, community engagement, and record-setting conference attendance (like the 2023 International Symposium of Pediatric Pain) reinforced its status as a dream destination for events.

As we look to 2025, Halifax continues to embody the future of Meetings and Conventions: sustainable, experiential, inclusive, and connected.