A majority if association leaders said creating long-term impact through their events – such as sector development, knowledge-sharing, sustainability, or policy influence – is ‘extremely important’. Photo Credit: Adobe Stock/Drazen
With rising costs, sponsor fatigue and changing digital expectations, international associations are challenging event formats and asking how they can best derive long-term value from events.
While events remain a valuable asset for associations, the way they are designed and delivered is changing rapidly, forcing a rethink around event formats, legacy goals and destination partnerships.
This is according to a report, Purpose Under Pressure: Global Association Trends in 2025, which gathered data from 586 respondents across 30 countries. The report was supported by BestCities Global Alliance and other international partners. It offers a global view of the opportunities and pressures facing associations today and how destinations can best support them.
Key takeaways include:
Events deliver value but are harder to produce
Events are the top driver of member engagement, according to 78% of respondents, and for 63% of associations, a core income stream. But while their strategic importance hasn’t changed, delivering them has become more complex, costly, and constrained, with 66% citing cost control as a major challenge.
Associations want transformation over transaction
Of those surveyed, 70% of association leaders said creating long-term impact through their events – such as sector development, knowledge-sharing, sustainability, or policy influence – is ‘extremely important’.
Younger professionals were the most legacy-driven group: 75% of those aged 21-30 rated it “extremely important”. This marks a shift in how events are perceived, from being transactions to becoming transformation tools. It’s not about what happens on the day, but what lasts long after. Those destinations that support these goals are far more likely to win and retain business.
Curated conversations are replacing content overload
Associations want to move away from sessions that pack in content, treating events as strategic experiences rather than logistical checkboxes. The aim is to create stronger connections, deeper impact and better returns. Associations want curated experiences with a greater emphasis on immersive, local engagement or a strategic alignment with an association's mission.
Purposeful partnerships must take the lead
With delegate numbers harder to predict, and sponsorship models shifting, associations are also looking for more strategic, agile partnerships. They want to Invest in people and capability, not just platforms – building skills across content design, community facilitation, and technology integration This is another area where destinations can help take the lead.
Engagement and connectivity are crucial
Many associations are also moving from annual flagship events to year-round engagement ecosystems, such as regional meetups, online labs, and sequenced learning. By embedding events into a year-round engagement strategy, associations can treat them as catalysts for connection, not standalone moments. The report said that destinations that can support this multi-touch engagement will gain a competitive edge.
Belinda Moore, author of the report and director of Strategic Membership Solutions said: “This isn’t just a sector scan – it’s a strategic briefing for anyone working with associations. We’re seeing profound shifts in what associations value, how they engage, and where they gather. For destinations, this creates both a challenge and a massive opportunity to evolve alongside them.”
Loren Christie, managing director of BestCities Global Alliance, said. “The global meetings landscape is evolving rapidly. What this report makes clear is that purpose-driven partnerships are no longer optional – they’re essential. Destinations that align with an association’s values and strategic goals will stand out.”