Tourism Trends Reshape Events

Report from Tourism Economics reveals a sharp drop in U.S. inbound travel

The global tourism industry is experiencing significant shifts in 2025, presenting both challenges and opportunities for meeting and event planners. Understanding these trends is crucial for crafting successful events that resonate with today’s travelers.

Decline in U.S. Inbound Travel

According to the May 2025 Global Travel Service (GTS) Update by Tourism Economics, international arrivals to the U.S. are projected to decline by 8.7% in 2025, resulting in an estimated $8.5 billion reduction in visitor spending compared to the previous year. This downturn is attributed to factors such as policy uncertainties and negative media coverage impacting traveler sentiment.

Implications for Planners:
Diversify Target Markets: With decreased inbound travel, consider focusing on domestic attendees or exploring virtual event components to maintain engagement.

Enhance Value Propositions: Emphasize unique experiences and networking opportunities to attract participants amid heightened competition.

Rise of ‘Bleisure’ and Extended Stays

The blending of business and leisure travel, known as ‘bleisure,’ is gaining traction. Travelers are extending business trips to enjoy leisure activities, leading to longer stays and a demand for more comprehensive event experiences.

Implications for Planners:
Integrate Leisure Activities: Incorporate local tours, cultural experiences, or wellness sessions into event agendas to cater to bleisure travelers.

Flexible Scheduling: Offer flexible event schedules to accommodate attendees’ personal exploration time.

Emphasis on Sustainability and Cultural Authenticity

Modern travelers prioritize sustainable practices and authentic cultural experiences. A significant majority express interest in engaging with local communities and reducing their environmental footprint during travel.

Implications for Planners:
Sustainable Practices: Implement eco-friendly measures such as digital materials, waste reduction, and sustainable catering options.

Local Engagement: Partner with local artisans, performers, and businesses to provide authentic experiences that reflect the destination’s culture.

Technological Integration in Event Planning

The adoption of technology, including AI tools like ChatGPT, is transforming how travelers plan and experience events. A significant portion of younger travelers utilize these tools for trip planning.

Implications for Planners:
Digital Platforms: Leverage AI-driven platforms for personalized communication, itinerary planning, and real-time updates.

Interactive Experiences: Incorporate virtual reality or augmented reality elements to enhance engagement and provide immersive experiences.

Strategic Recommendations

Data-Driven Decisions: Utilize analytics to understand attendee preferences and tailor events accordingly.

Collaborative Partnerships: Work with local tourism boards and businesses to create mutually beneficial experiences.

Continuous Feedback: Implement feedback mechanisms to gather insights and continuously improve event offerings.

By aligning event strategies with these emerging trends, meeting and event planners can create compelling, relevant, and successful events that meet the evolving needs of today’s travelers.

Any thoughts, opinions, or news? Please share them with me at vince@meetingsevents.com.

Photo by Freepik

Greener Gatherings Start Here

Ottawa Tourism has officially launched its Responsible Events Guide, a comprehensive tool created to support professionals in designing greener, more community-connected gatherings in Canada’s capital. The guide was unveiled during IMEX Frankfurt (May 20–22), where Ottawa Tourism highlighted its leadership in responsible destination management.

Lake of the Torches Resort Casino

Introducing Lac du Flambeau Casino Resort: The perfect venue for unforgettable meetings and events! Conveniently located amidst the breathtaking beauty of Northern Wisconsin, our resort offers a harmonious blend of modern amenities and natural surroundings. The conference center is situated on the shores of Lake Pokegama nestled in Wisconsin’s Northwoods, providing a classic Northern retreat feel that reflects its Ojibwe culture and heritage. The casino has slot machines and table games, dining in the Eagle’s Nest Restaurant and Woody’s Bar & Grill, and 101 well-appointed rooms. The 8,500 square-foot Convention Center with the Hall of Nations offers an outstanding venue for entertainment, receptions, trade shows, meetings, presentations, and seminars. The Convention Center can accommodate up to 800 people. Call 1-800-25-TORCH for more information.

The Edgewater Hotel

The Edgewater Hotel in Madison, Wisconsin is an ideal location for hosting meetings and events. The hotel is located in the heart of Madison, next door to the University of Wisconsin-Madison, and within a short walking distance of the Capitol Square and downtown. The hotel has over 14,000 square feet of indoor space including seven breakout rooms, multiple ballrooms, and four special event spaces that can be configured to support your meeting or event. The Grand Ballroom and Terraces, The Madison Room, The Mendota Ballroom, The Red Crown Club, and The Sky Bar are some of the venues available for hosting events. The hotel offers first-class meeting and banquet facilities with the latest A/V equipment and is staffed with in-house A/V technicians. Contact their sales team at sales@theedgewater.com to start planning your event today.