ICCA (International Congress and Convention Association) recently published the results of its survey on international associations, which provides valuable information on how they plan, select destinations and define the success of their events.
Below is a brief summary of the results and implications that may also be relevant to our destination.
Face-to-Face remains essential
Despite the growth of digital solutions, in-person meetings remain dominant, with nearly 70% of association meetings held fully face-to-face and hybrid formats gradually declining. Associations clearly value personal interaction, knowledge exchange, and networking—reinforcing the importance of high-quality venues, professional services, and engaging destinations such as Lugano.
Meetings as a critical revenue driver
Meetings are not just mission-driven but also financially vital. For more than half of the associations surveyed, meetings account for over 40% of total revenue, and for 10% they represent more than 80%. This underlines the high expectations placed on destinations to deliver value, efficiency, and strong delegate experiences.
Rising costs and capacity challenges
The biggest challenge identified is rising costs, combined with staffing shortages and pressure on sponsorship and exhibition revenue. Associations are increasingly cost-conscious, making transparent pricing, flexible solutions, and strong local coordination more important than ever. Consequently, sustainability remains important has to be presented as a value-enhancing position, rather than a cost-increasing factor.
Destination choice: beyond tier-one cities
While large, well-known cities remain attractive, there is a growing openness to second tier destinations that can demonstrate accessibility, reliability, and strong local support. Smaller destinations are seen as more collaborative and flexible, creating a great opportunity for Lugano and Ticino. By acting as a one coordinated destination ecosystem, it is possible to compete with tier-one cities and increase our share of association meetings.
Source: ICCA Association Survey, 2025
