Key Findings from UIA’s Association Survey

The Union of International Associations (UIA) surveyed around 1,000 international associations on their approach to meetings. The UIA has run a comparable survey semi-annually since 1985 and every year since 2020. Almost two-thirds (66%) of survey respondents mostly plan small meetings of 250 attendees or less, with only 11% planning meetings with more than 1,000 attendees. The average size of meetings planned by respondents is similar to previous survey editions.

Overall, the report suggests that international associations are changing their approach to destination selection based on travel barriers and pressure to offer a return on investment for participants. It also shows that international associations are embracing new technologies, with more than half already using AI and almost all showing certainty regarding hybrid meetings.

One worrying trend is a more reserved financial outlook for international associations. Fewer associations project revenue increases compared to 2023, with more expressing uncertainty about their economic forecasts.

The survey also surfaced tension between hospitality industry goals and academic needs. One respondent challenged the traditional congress model, suggesting modern communication tools have reduced the need for in-person science-focused exchanges. They argued that the current events strategy prioritizes tourism over scientific exchange.

Destination Challenges

The UIA survey highlights that barriers to international travel are a key concern for international association planners, particularly when selecting destinations and managing attendee expectations. Below are a selection of concerns highlighted in the report.

• Visa issues or visa-free access for destinations hosting meetings 
• Complex travel booking logistics
• Demonstrating tangible benefits and value for money for meeting attendees
• Health and safety of attendees
• Geopolitical concerns, including war and terrorism
• Scheduling meetings to minimize time away from work
• Minimizing the carbon footprint of travel by taking trains instead of flying and using public transportation
• Offering carbon offsets

Digital Transformation and Hybrid Strategy

The UIA survey suggests that while international associations are keen to embrace new technologies, the sector is not known for moving swiftly. Still, the survey showed that more than half of respondents (59%) already use AI for automation, data analysis or improved decision-making.

Finding the right technology to support meetings is more of an issue than in 2023, with 16% saying they struggle with finding the right event technology, up from 11%. Good quality and speed of internet is also reported as an ongoing challenge, 18% said it is an issue, down from 19% in 2023, but significantly improving from 28% in 2021.

Hybrid meetings, for some a Covid pandemic hangover, are increasing. More respondents are holding hybrid meetings or including online elements in their main meeting, 61% this year compared to 57% in 2023. Interestingly, the number of respondents opting not to offer online or hybrid attendance options increased from 28% last year to 31%. The undecided organizations had the biggest change, dropping from 15% to 7%. This significant shift indicates most have now picked their path forward regarding hybrid meeting strategy.