In today’s meeting landscape, perception shapes performance. New research from Destinations International, conducted in partnership with Future Partners and supported by the Destinations International Foundation, reveals how societal issues—from politics and safety to inclusivity and social climate—are reshaping how planners and travelers view destinations.
The Destination Reputation: Responding to Societal Issues study surveyed 400 meeting planners, conducted 12 in-depth interviews and analyzed 967 meeting travelers from The State of the American Traveler panel. Together, these insights highlight the growing connection between societal perceptions, destination reputation and economic opportunity.
Safety and Politics Are Non-Negotiable
The findings show that 82% of meeting planners have reconsidered a destination due to issues impacting its reputation. Nearly eight in ten planners avoid destinations because of safety concerns, and two-thirds avoid locations due to political climates or local policies that conflict with attendee values.
While safety has long been a deciding factor, planners now link it to broader issues of welcoming and community culture. As one planner noted, “If my attendees don’t feel safe or accepted, it doesn’t matter how great the facilities are.”
Trust Is Built Through Transparency
Planners are clear on what wins trust: honesty, openness and visible progress. Destinations that acknowledge challenges and show tangible efforts to address them earn credibility and business. Top tactics that move the needle include:
- Proactive communication about safety and policy issues
- FAM trips that give planners firsthand experience
- Evidence-based storytelling that highlights local investment and community action
“Trust is really important in this world,” said one participant. “If a DMO is upfront about what’s happening and what they’re doing to improve, that’s a relationship I can build on.”
Incentives Help, But Storytelling Wins
While 60% of planners say incentives such as rebates or concessions make them more open to destinations with perception challenges, incentives alone rarely shift sentiment entirely. The research found that consistent marketing and storytelling, especially campaigns that show progress and pride, play a far greater role in reshaping perceptions over time.
As the report notes, “Ad recall plays a critical role in how planners perceive destinations, especially those overcoming past challenges.”
Collaboration and Persistence Pay Off
Destinations that build long-term relationships and foster cross-sector collaboration with hotels, venues and local partners are far more likely to change perceptions and win repeat business.
Planners praised destinations that stay engaged even when faced with resistance. One recalled a Midwest city that changed perceptions through persistence: “They stayed in touch, showed up and invested in our success. That dedication made all the difference.”
Empowering Planners as Partners
The research underscores the need for destinations to equip planners with tools to advocate effectively with boards and decision-makers. That means data sheets, talking points, peer testimonials and emotional narratives that connect the destination’s story to social impact and community well-being.
“Help me help you,” one planner said. “Give me the facts and stories that show why your destination deserves a chance.”
The Takeaway
In an environment where societal perceptions can sway meeting decisions, destination leaders must take a proactive, transparent approach to reputation management—and planners benefit by being receptive. The message is clear: storytelling, honesty and collaboration are a win-win approach. They benefit destinations and foster event success for meeting planners.
Explore the full report and access planner tools online: DestinationsInternational.org/Destination-Reputation.
Sponsored by Destinations International 
