The BestCities Global Alliance recently partnered with Strategic Membership Solutions to unveil “Purpose Under Pressure: Global Association Trends in 2025” — a report intended for destinations and association leaders navigating a world in flux. As the meetings world prepares for IMEX Frankfurt 2025, this new report is shedding light on current trends and considerations shaping international associations and the destinations that serve them.

The report captured data from 586 respondents across 30 countries, offering a global view of the opportunities and pressures facing associations today. It was authored by Belinda Moore of Strategic Membership Solutions and supported by BestCities Global Alliance and other international partners.

“This isn’t just a sector scan — it’s a strategic briefing for anyone working with associations,” says Moore. “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.”

The research reveals that, while events remain a cornerstone of association life, the way they’re designed and delivered is changing rapidly. Rising costs, sponsor fatigue and digital expectations are forcing associations to rethink event formats, legacy goals and destination partnerships.

“Associations still want to meet face to face, but they want more than venues,” Moore explains. “They’re looking for partners who understand their purpose, can deliver legacy impact and are willing to co-create long-term value.”

For destinations, the report offers four key takeaways:

  1. Legacy is a strategic expectation. About 70% of association leaders say creating long-term impact through their events — such as sector development, sustainability or policy influence — is “extremely important.” Destinations that support these goals are far more likely to win and retain business.
  2. Experiences trump infrastructure. Associations increasingly prioritize curated experiences, immersive local engagement and strategic alignment with their mission. They want more than logistics and venues — they want meaning.
  3. Sponsorship and delegate models are shifting. Sponsors are asking harder questions and delegate numbers are harder to predict. This is prompting associations to seek more agile, partnership-based approaches that destinations can help lead.
  4. Events are no longer one-offs. Many associations are moving from annual flagship events to year-round engagement ecosystems, such as regional meetups, online labs and sequenced learning. Destinations that can support multi-touch engagement will gain a competitive edge.

Loren Christie, the managing director of BestCities Global Alliance, says the report reinforces what BestCities’ destination partners are seeing on the ground. “The global meetings landscape is evolving rapidly. What this report makes clear is that purpose-driven partnerships are no longer optional — they’re essential,” details Christie. “Destinations that align with an association’s values and strategic goals will stand out.”

The report also explores the rise of artificial intelligence (AI), pressures on association revenue models and the urgent need for greater operational resilience — a trifecta that is accelerating strategic decision-making across the sector.