Secondary Cities: The Smart Bet For Meetings & Events in 2026

As economic pressures grow and attendee expectations shift, meeting and event planners are turning to tier two cities as fresh, creative spaces for delivering memorable events. These destinations offer new possibilities for immersive experiences while helping teams stay agile and cost-effective.

What is a Secondary City?

Secondary cities, also known as Tier-two cities, are regional hubs that offer solid infrastructure, competitive pricing and growing appeal for meetings and events. While they may not be considered a “top tier” destination like London, New York or Paris, they give planners access to new venues, better deals and the chance to create standout experiences without the premium price tag.

These cities aren’t just budget-friendly alternatives—they’re becoming smart, strategic choices. With rising venue costs in major cities, tier-two destinations offer fresh options, often at a lower cost. As highlighted in What’s Trending 2026, the year ahead will be shaped by agility, local sourcing and smarter spending—all of which make these cities more relevant than ever.

That’s why we’ve compiled a list of tier two cities especially relevant to a meetings and events audience for you to check out.

Secondary Cities Most Relevant To The M&E Industry In 2026

APAC

• Chengdu (China) – A tech and pharma hub with growing domestic M&E demand.
• Cebu (Philippines) – Strong local infrastructure and improved connectivity ahead of the 2026 ASEAN Summit, with major venue investments including the SMX Convention Centre Seaside Cebu.
• Da Nang (Vietnam) – Affordable, safe, and increasingly popular for regional meetings.
• Pune (India) – Strong in tech, life sciences, and manufacturing, with close proximity and good connectivity to Mumbai.
• Adelaide (Australia) – Convention-ready with a sustainability focus and relaxed pace.

EMEA

• Lyon (France) – A pharma and life sciences hub with excellent M&E infrastructure.
• Valencia (Spain) – Coastal beauty, immersive experiences, and sustainability credentials.
• Wrocław (Poland) – Tech and finance sectors drive demand for meetings.
• Durban (South Africa) – Coastal appeal and infrastructure investment.
• Sharjah (UAE) – Cultural depth and a growing M&E footprint.

LATAM

• Medellín (Colombia) – Innovation-led growth and improved safety make it a rising star.
• Lima (Peru) – Regional accessibility and expanding infrastructure.
• Porto Alegre (Brazil) – Value for money and a strong local economy.
• Córdoba (Argentina) – Academic and tech relevance with a growing M&E footprint.
• Guadalajara (Mexico) – A manufacturing, pharma industry hub as well as Mexico’s Silicon Valley for its expanding tech ecosystem and is a model of urban sustainability. FIFA 2026 host city.

NORAM

• Austin (USA) – A creative and tech-driven city with a vibrant events scene. A new convention center reopening in 2029, plus renovated hotel inventory and continued development, position Austin as a future convention powerhouse.
• Kansas City (USA) – Enhanced infrastructure including a new airport terminal, top-tier convention center, and affordability. A FIFA 2026 host city with vibrant attractions and unique venues.
• Indianapolis (USA) – Massive infrastructure projects including new hotel inventory, convention center expansion, and increased airport capacity with international carriers make this a market to watch.
• Salt Lake City (USA) – Growing tech sector, airport expansion, new convention center and hotel inventory, plus booming tourism and food scene. Hosting the Winter Olympics in 2034 adds long-term appeal.
• Calgary (Canada) – Convention facilities, local food sourcing, and proximity to Lake Louise, Jasper, and Banff. New infrastructure makes it ideal for international groups.

UK

• Manchester – A major convention city with strong tech and finance sectors, and extensive public transport links including an international airport.
• Birmingham – Centrally located with excellent venue options and transport links, including an international airport.
• Edinburgh – Historic charm, academic relevance, and pharma sector strength, with an international airport and well-connected public transport.
• Liverpool – Creative industries, immersive event potential, and excellent transport links including an international airport.

Want to discover more 2026 insights? Access What’s Trending 2026 or sign up to The Point for bi-weekly updates to keep you ahead of meetings and events trends throughout the year. And if you’re looking for support planning your 2026 meetings and events, do get in touch, our teams are experts at proposing the perfect location and venue to support your budget and event needs.