Beyond Gateway Cities: Emerging Destinations Redefine APAC Events

From Da Nang and Phu Quoc to Perth, Penang, and Hyderabad, organizations are becoming more deliberate in how they align destination choice with business objectives, attendee expectations, and long-term value.

For years, business events across Asia Pacific centered on familiar gateways such as Singapore, Hong Kong, Sydney, and Tokyo. Today, however, organizations are increasingly broadening their horizons as emerging destinations gain momentum for meetings and events.

From Phu Quoc and Da Nang to Perth, Penang, Busan, and Hyderabad, destination selection is becoming more strategic. Organizations are looking beyond hotel inventory and air access alone, placing greater emphasis on attendee engagement, program objectives and long-term value.

As Amit Mandpe, Head of Corporate Incentives, India, explains, “More and more, clients are asking us for destinations that feel different and add something meaningful to the overall experience.”

Experience Becomes the Differentiator

Today’s attendees are increasingly seeking authentic and memorable experiences that go beyond traditional event formats. Destinations rich in culture, nature, and local character are helping organizations create stronger emotional connections and more engaging programs.

According to Eunice Lee, Associate Director, Event Solutions, “It is no longer just about designing an event. It is about designing the entire journey around it.”

This shift is particularly evident in destinations such as Okinawa, Khao Lak, Mongolia, and Phu Quoc, which are being selected for their ability to offer experiences beyond the traditional conference environment.

What Makes a Destination Event Ready?

While new hotel developments often attract attention, destination readiness depends on more than venue supply.

Strong connectivity, infrastructure, supplier capability and operational reliability remain essential to successful delivery.

As Minte Wei, Associate Director, Supplier Relations, APAC, notes, “What makes a destination truly event-ready isn’t just new hotels – it is the ecosystem behind them.”

Destinations that successfully combine infrastructure investment with strong local support networks are increasingly earning the confidence of planners and clients alike.

From Cost Savings to Value Creation

Cost remains an important consideration, but organizations are becoming more deliberate in how they allocate budgets.

Rather than focusing solely on spend reduction, many are prioritizing investments that create stronger attendee engagement and business outcomes.

Xinling Yap, Regional Account Director, APAC, observes, “We’re seeing clients become much more intentional about where they invest and what will create the greatest value for attendees.”

This has also contributed to the rise of content-first formats for leadership meetings, training programs and internal events, where business outcomes take priority over large-scale production.

Sustainability Through Local Connection

Sustainability continues to evolve from a standalone initiative into an integrated part of event design.

Organizations are increasingly exploring local sourcing, community engagement, regional hub strategies and culturally relevant experiences to reduce impact while enhancing authenticity. These initiatives help deliver programs that are both meaningful for attendees and beneficial to host communities.

For Greer Cash, Event Operations Manager, Australia, the opportunity lies in creating deeper connections between attendees and destination communities.

“The most memorable events are the ones that help attendees feel genuinely connected to the destination”, Cash said.

In destinations like Perth, this includes engaging local and Indigenous communities, incorporating culturally informed experiences and supporting regional suppliers.

Looking Ahead

The future of business events in APAC will not be defined by a single destination model. Instead, organizations are embracing a broader portfolio of locations, carefully matching destination choice to business objectives, audience expectations, sustainability considerations and program outcomes.

What is clear is that emerging destinations are no longer viewed as alternatives to traditional hubs. For many organizations, they are becoming strategic choices capable of delivering stronger engagement, richer experiences and greater alignment with business objectives.

Ready to rethink your destination strategy?

Connect with our BCD Meetings & Events APAC experts to explore how emerging destinations can help create more engaging, purposeful, and impactful event experiences.