Event360: Client needs key to event destination selection, say agencies

Analysing client objectives is the key to pitching destinations for international events, according to agencies at Event360 on Tuesday (23 June).

Focus of international events should remain on client needs
Focus of international events should remain on client needs

Following a panel session with convention bureau representatives from Dubai, Norway and Switzerland at #Event360, event agencies agreed that meeting the brief was the most important aspect of planning events abroad.

"Selecting a destination should be as strategic as content," said Gareth Dimelow, head of strategy and planning at George P Johnson. "For example, if you have a specific story to tell, you might want to choose a destination that reflects this."

He added that countries shouldn’t be chosen based on personal preference and that every element of an event, destination included, should reflect the overall objectives of the client.

Gordon Owen, UK and international events manager at Messrs G Owen & Co, said the perspective of event organisers differs hugely to that of leisure travellers. "There are lots of incredible destinations across the world. Sometimes a place is chosen because it’s in line with the company’s aims and objectives. Sometimes it’s chosen as a 'wow' factor for incentives." He added that the key to any event was the overall experience, and ensuring you deliver what the client is looking for. 

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