Planners know that generic meetings and incentive programs are a thing of the past. Attendees want to feel a sense of place that reflects local culture on many levels—from destination activities, to locally sourced food and beverage, to the architecture and interior design of host hotels, convention centers and venues.
Just as important, a meeting that reflects corporate or association culture sends meaningful messages to attendees. At the accounting firm Wipfli’s annual Stronger to Serve conference, for example, leaders from roughly 1,000 poverty-fighting organizations gather for practical education on compliance and risk mitigation—but this is not dry classroom learning. Reflecting a culture of caring, education is offered by a team who add care, laughter and kindness to the week, says Tammy Jelinek, a Wipfli Partner and Lead of Client Focused Training. “The work that our client base does is honored at the Stronger to Serve conference through education and so much more,” she says. “We offer food and treats with health in mind and varied dietary needs. We add opportunities for people to build connections. We give space to guided meditation, breathing and destressing through activities and a quiet room. We add movement in activities like dance at the opening session and the evening celebration event. And we carve out break time to enjoy petting a dog or two.” For the past 25 years, the conference has been held at Caesars Palace in Las Vegas, and Jelinek credits Caesars as “our partner in identifying options that [reflect our culture and] meet our needs.”
Las Vegas, along with Korea, Philadelphia, Hawaii, Australia and Dallas are the featured destinations in this story. They each have a singular sense of place and meeting-centric CVBs to assist planners with creative local activities.
Korea’s rich cultural heritage of traditional music, dance and crafts is exemplified by practices such as tea ceremonies, traditional clothing like hanbok and historical sites such as royal palaces and temples, says Juri Seo, Sr. Manager Meetings and Incentives, Korea Tourism Organization (KTO). Korea is also a global leader in cutting-edge technological advancement and innovation, notes Seo. Korean pop music (K-pop) with its catchy tunes, elaborate choreography and vibrant music videos has gained international fame and following. Ditto for Korean cuisine (K-food), known for bold flavors and diverse dishes such as kimchi, bibimbap and Korean barbeque. And the Korean beauty industry (K-beauty), has also become a worldwide phenomenon.
Only-in-Korea activities for groups offer a variety of cultural experiences, says Seo. “Only in Korea can attendees participate in a traditional hanbok experience and photo shoot in a historical palace; enjoy a hands-on kimchi-making class followed by a meal featuring their own creations; attend a K-pop dance workshop led by professional choreographers and perform on stage; explore the Demilitarized Zone (DMZ) and experience a unique part of history through guided tours; and interact with the haenyeo (female divers) on Jeju Island, experiencing their unique way of life and traditional fishing techniques.”
New on the hotel scene, the $5 billion, 1,275-room Mohegan Inspire Resort in Incheon, is a premier entertainment and resort destination with three distinct hotel towers, each offering unique concepts and styles. Due to open in spring 2025, the Banyan Tree Busan will feature luxurious rooms, suites and villas with stunning views of the surrounding landscape and sophisticated meeting space. The resort’s design will reflect elements of the local environment and culture.
“The KTO offers financial support and various incentives to attract MICE events to South Korea,” notes Seo. This includes but is not limited to financial subsidies or grants to organizations hosting large-scale international conferences, exhibitions or incentive tours in Korea; assistance with marketing and promotional activities; support with organizing and coordinating transportation and accommodation; complimentary or discounted local tours and cultural experiences for event attendees; and connections with local suppliers, vendors and service providers to facilitate event arrangements.
“Australia is home to both ancient and contemporary cultures,” says Robin Mack, Executive General Manager, Commercial & Business Events at Tourism Australia. “Groups will discover a modern culture energized by the diversity and warmth of its locals and its ancient indigenous heritage.”
There are numerous options for groups to connect with Australia’s Aboriginal and Torres Strait Islander cultures, which date back at least 60,000 years. Among many experiences that connect attendees with local culture, a new program called Sunrise Journeys at Ayers Rock Resort includes an animated and immersive light show experience inspired by the artwork of three local Anangu artists. Using cutting-edge lasers and projection technology, the show celebrates the past, present and future of indigenous Australian culture.
And only in Australia, says Mack, can groups marvel at the wonders of the Great Barrier Reef and actively participate in its conservation efforts. At Dreamtime Dive & Snorkel’s Reef Recovery Day, attendees not only discover the reef’s beauty but also play a crucial role in stimulating coral growth in an experience led by indigenous Sea Ranger guides. For groups meeting in Sydney, Mack recommends foraging for indigenous bush food in a Sydney national park. “Splendour Tailored Tours shares insights into native flora and gives groups the opportunity to work with local Aboriginal guides to prepare a picnic lunch over an open fire using native ingredients such as lemon myrtle, wattle seed and macadamia nut oil,” he notes.
Australia has added more than 200 new hotels since the start of 2020, many of which are in key MICE destinations. This includes two incentive-level properties, the historic Capella Sydney and the beachfront Langham Gold Coast. Luxury hotel openings to come include the 1 Hotel in Melbourne (2025) and the Waldorf Astoria in Sydney (2026) “This infrastructure boom, along with an array of new First Nations experiences, has further positioned Australia as a premium destination for groups seeking culture-rich experiences,” says Mack.
“Business Events Australia has a range of resources available for planners to curate culture-rich experiences, including our dedicated Business Events Australia website,” advises Mack. “Here, planners will find sample program itineraries, case studies on past events and our incentive publication, Australia Next, which is full of inspiring program ideas. Our dedicated team based in North America can connect MICE planners to Australian industry operators, including 17 convention bureaus throughout the country who are experts in delivering outstanding cultural experiences in their respective destinations. For example, the Melbourne Convention and Exhibition Centre has launched a First Peoples Engagement Guide to assist planners in creating culturally enriching events.”
“What sets Hawaii apart is the opportunities it presents to create unforgettable memories,” says Lynn R. Whitehead, VP, Global MCI Sales & Marketing at Meet Hawaii. “Here, teambuilding goes beyond convention activities. Only in Hawaii can groups delight in riding like a paniolo (Hawaiian cowboy), learn to dance hula, or become surfing legends or volcano explorers for a day. The Hawaiian Islands’ natural beauty provides a magnificent classroom for attendees to experience our history and rich culture hands-on.”
Whitehead points out many possibilities for unique experiences with a sense of place, from dining at Iolani Palace, the only official royal residence in the US, to mingling amid cultural artifacts at the Bishop Museum, or remembering Pearl Harbor with a private event at the Battleship Missouri Memorial, Pearl Harbor Aviation Museum or USS Bowfin submarine. New locally immersive activities for groups include Tasting Kaua‘i’s Waimea Walking Food Tour and Honoli‘i Orchards’ Manoa Chocolate cacao farm tour on the Island of Hawai‘i (also known as The Big Island).
Among current hotel developments on the islands, the Renaissance Honolulu Hotel debuted in the heart of Honolulu (O’ahu); the AC Hotel by Marriott Honolulu opened; The Sheraton Princess Kaiulani (O‘ahu) completed renovation of 664 guest rooms; and the Outrigger Reef Waikiki Beach Resort completed renovations; The Outrigger Kona Resort and spa unveiled a $60 million transformation (Island of Hawai‘i); the Maui Coast Hotel opened its new Kai Tower; and the Westin Maui Resort & Spa concluded a $160 million transformation with the debut of Kukahi Tower. Hana Hou by Westin, located within the tower, features a 10,000-sf social center with arcade games, Topgolf Swing Suite and a bar and lounge.
“Our teams can give planners ideas on how to weave authentic cultural experiences into programs,” notes Whitehead. As well, “The Hawaii Tourism Authority (HTA) has partnered with a statewide alliance of private industry partners to launch the Malama Hawaii program, a CSR initiative that offers attendees opportunities to engage in authentic cultural experiences that connect with community and culture in meaningful ways, from sunrise beach clean-ups to restoring a traditional native Hawaiian fishpond.”
The singular culture of Las Vegas goes far beyond gaming. A diverse global destination with a stunning inventory of MICE-focused hotels just a short drive away from the spectacular Nevada mountains, the destination “draws inspiration and influence from every corner of the world,” says Rebecca DeLuca, VP of Destination Sales, Las Vegas Convention and Visitors Authority (LVCVA). “Hospitality is in our DNA,” she says, “and that attitude runs deep throughout the community. Our community also knows how to pivot and isn’t afraid to take chances. We continually push forward.”
Only in Las Vegas, says DeLuca, can groups explore stunning natural landscapes in the morning and be back in time for cocktails and dinner at some of the best restaurants in the world. “Vegas is situated between a variety of breathtaking state parks, national landmarks and unique terrains perfect for a quick adventure discovering the region’s history. All of which is accessible just a short drive from the iconic Strip.” Entertainment has been a significant part of the city’s appeal for decades, DeLuca continues. “In true Vegas VIP fashion, many performers and venues offer unique experiences for groups, from backstage access to meet and greets, that elevate an evening from incredible to exceptional.”
And of course, Las Vegas is known for fun. “One of the latest trends is gamified experiences,” notes DeLuca. “From interactive golf games to adult-size versions of nostalgic childhood games, Vegas venues know how to break people out of their comfort zones, inviting groups to connect through friendly competition.”
For new and noteworthy group experiences, DeLuca gives a shout out to the revolutionary Sphere Las Vegas, with space for groups to utilize state-of-the-art sound and video technology for a fully immersive program that is like nothing attendees have seen or heard before. She also recommends Electric Playhouse, the new 10,000-sf social gaming destination inside The Forum Shops at Caesars Palace, which “brilliantly merges the digital and physical worlds into one through dozens of motion-activated games and fosters human connection.” Among new hotels, “The Durango Resort Las Vegas is a beautiful boutique hotel 15 minutes from the airport, offering a curated lineup of products from local vendors and chic accommodations with stunning views of the surrounding mountains.”
The LVCVA is eager to work with planners to help create special local experiences. “We are passionate about Las Vegas and serving as trusted advisors to planners when they are sourcing and planning their next meeting or event here,” she says.
Only in Philadelphia, says Maria Grasso, Chief Sales Officer, Philadelphia Convention and Visitors Bureau, can groups walk the same streets as the Founders, experience worldwide cuisine in one location and be inspired by the scientific spirit of Benjamin Franklin. “When planners host an event at the National Constitution Center in Philadelphia’s Old City neighborhood, attendees will become immersed in American history,” she says. “The 3,000-sf Grand Hall Overlook has unobstructed views of Independence Hall, the Liberty Bell Center and the President’s House.” At the Reading Terminal Market, one of the nation’s oldest public markets located in the heart of Philadelphia’s Convention Center District, 80 vendors serve local produce, Amish specialties and global fare. “For private events, attendees can eat their way around the Reading Terminal Market with an interactive dining experience.” Grasso also cites world-renowned Franklin Institute, Pennsylvania’s most visited museum, where attendees can gather under a neoclassical dome anchored by the larger-than-life Benjamin Franklin National Memorial.
In hotel news, the Philadelphia Marriott Downtown recently underwent major renovations and upgrades, including all 1,408 guest rooms and new event spaces such as The Gallery, with art that showcases local Philadelphia artists. The hotel’s Liberty and Independence ballrooms have been fully restored, preserving their original Victorian, gothic and theatrical flair. The Marriott is Philadelphia’s largest hotel, connected directly to the Pennsylvania Convention Center by skybridge. Also renovated recently, the iconic, five-star Rittenhouse Hotel has 12,730 sf of meeting space for events.
The Philadelphia CVB’s Destination Services team assists planners with everything from promotional materials to city guides to supplier lists. Their specialized venue and supplier online search tool can help planners identify unexpected venues and state-of-the art meeting space with the latest technology, including podcasting capabilities. Grasso cites two recent events illustrating how Destination Services helped to create a local wow factor. “The National Apartment Association (NAA) took over the Philadelphia Museum of Art during their 2024 Apartmentalize exposition. The event gave attendees an iconic Philadelphia experience, starting with guests venturing up the iconic ‘Rocky Steps’ to the museum’s terrace with an unparalleled view of the skyline. At the top of the steps, food trucks served local Philadelphia dishes and inside the museum, attendees explored the extensive galleries and enjoyed a silent disco among some of the museum’s most notable works.” In another example, The National Electrical Contractors Association (NECA) welcomed attendees to Philly with a party at Lincoln Financial Field, home of the Philadelphia Eagles, says Grasso. “The reception featured a stunning drone show, performances from the Eagles Drumline and tours of the Eagles’ locker room. Local dishes were served from the ‘NECA Terminal Market,’ an homage to Philly’s Reading Terminal Market.”
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