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Decision to Attend Study – Phase Two!

Attendees are consumers; discerning travelers who may choose to attend conventions and exhibitions – or not.

The second Decision to Attend Study survey report – DTA2 – provides extensive insight on what drives attendance. The 8,992 participants from 12 organizations representing all types of industries and professions has yielded many key findings.

  • Top Drivers – 92% Education; 78% Destination; 76% Networking
  • 91% of all generations want to continue their education; Millennials even higher
  • One-half are likely to extend their stay or bring others, multiplying overall spend
  • 89% would attend more often, if barriers were removed
  • Eight in ten will repeat attendance or return for leisure, if the destination experience is positive-half of attendees likely to combine attending a meeting with a vacation

As events and exhibitions are the largest group-based users of the destination experience, the industry has joined together on this landmark research:

– Leading a sea-change toward defining the attendee as the customer

– Providing feedback to destination leaders to shape the overall experience

– Developing best practices and strategies to maximize attendance, together

IAEE is proud to join with other leading industry organizations to realize this important vision. We encourage your participation!