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Meetings are about the future. That doesn’t mean planners should eschew the past. Choosing a host city that’s rich in history can set a theme—and an intriguing backdrop—for an event, and can help drive attendance. These five destinations are natural settings for rooting your meeting in heritage, while still looking toward what’s ahead.

<h2>Baltimore</h2>
If Washington, D.C., is the obvious choice for mid-Atlantic American history, Baltimore is the sleeper hit whose time has come. The city’s history is embedded in American lore—it boasts more statues and monuments per capita than anywhere else in the United States—making the city feel oddly familiar even to the first-time visitor.
Baltimore’s top attraction, Fort McHenry, is impressive both for its size and its history. When an oversized U.S. flag was hung there in 1814 to signify victory in the Battle of Baltimore, a local lawyer named Francis Scott Key was inspired to pen a poem titled “Defence of Fort M’Henry”—which, when set to music, became “The Star-Spangled Banner.”
The city’s familiarity doesn’t stop there. Remember the “B&amp;O Railroad” square on the Monopoly board? That’s the Baltimore and Ohio Railroad, and visitors can pop into the <a href="https://www.borail.org/">B&amp;O Railroad Museum</a>. And a stroll with the city’s free <a href="https://baltimore.org/bop-pass/">BoP Pass</a> takes visitors through a tour of Baltimore’s rich Black heritage and history, including an <a href="https://baltimore.org/listings/frederick-douglass-isaac-myers-maritime-park-museum/">interactive experience about the life of Frederick Douglass</a>, murals and monuments for Billie Holiday, and discounts on select <a href="https://baltimore.org/what-to-do/black-owned-businesses/">Black-owned businesses</a>.
The city’s 300,000-square-foot convention center is the largest of its gathering spaces, but multiple Marriott properties offer smaller spaces as well, including <a href="https://marriottbonvoyevents.com/tour/BWIWF">Baltimore Marriott Waterfront</a>—which happens to be in Fell’s Point, one of Baltimore’s most historic neighborhoods.

<h2>Montreal</h2>
One of the largest French-speaking cities in the world, Montreal was centuries ahead of its time in thinking globally. Its early development as a fur trading center positioned it as a major player in everything from international transportation, the westward expansion of the U.S. and Canada, and the development of global finance.
That internationalist tradition continues today. A true melting pot of European and North American cultures, Montreal is considered one of the world’s great cosmopolitan centers. (In fact, it’s the first North American city to be granted the UNESCO City of Design designation.)
Like any citizen of the world, it knows how to play a gracious host when the time comes, as it did for the Summer Olympics in 1976. Its infrastructure for meetings has kept pace since then: The Palais des Congrès de Montréal convention center can support up to 20,000 users on its Wi-Fi network and has more than 500,000 square feet of meeting space—and it’s just steps away from <a href="https://marriottbonvoyevents.com/tour/YULLE">Le Westin Montreal</a>, which offers an additional 48,276 square feet of meeting space.

<h2>Doha</h2>
Want to watch history being made—and even be a part of it? Host your next event in Doha. The newest city on this list, Doha’s history may be recent, but that doesn’t make it any less rich than its elders. A humble pearling village as late as the 1930s, Doha exploded in size and wealth in the 1950s with the advent of oil drilling, rocketing from 14,000 inhabitants to more than 80,000 in the span of 20 years.
When Qatar declared independence from Britain in 1971, Doha was named its capital. With its international prominence came international design, including the Museum of Islamic Art, designed by I.M. Pei, and the National Museum of Qatar, designed by Jean Nouvel. But if you and your attendees want a taste of the area’s history, head to the city’s souk, which has been restored with an eye toward preserving the original Bedouin style.
The city’s convention center boasts nearly 100,000 pillar-free square feet that can be spatially customized into five halls, in addition to its 18 meeting rooms. It’s surrounded by accommodations including <a href="https://marriottbonvoyevents.com/tour/DOHMQ">Marriott Marquis City Center Doha Hotel</a>; <a href="https://marriottbonvoyevents.com/tour/DOHRZ">The Ritz-Carlton, Doha</a>; <a href="https://marriottbonvoyevents.com/tour/DOHWH">W Doha</a>; and <a href="https://marriottbonvoyevents.com/tour/DOHSI">Sheraton Grand Doha Resort &amp; Convention Hotel</a> (which in and of itself has 16 meeting rooms and nearly 95,000 square feet of meeting space).

<h2>Kyoto</h2>
To understand Japanese history, there may be no better destination than Kyoto. For more than a thousand years, Kyoto was the capital of the nation. Tokyo took that title in 1868, but today Kyoto’s 2.5 million residents enjoy the cultural wealth that resulted from its centuries as the heart of Japan. For international attendees, Kyoto offers a particularly rich buffet of Japanese icons such as kabuki theater, tea ceremonies, and samurai culture.
But Kyoto holds another, more subtle sense of history for meeting planners in particular. Much of the world knows of Kyoto through a meeting: the gathering that birthed the Kyoto Protocol. Hosting a meeting in Kyoto can lend an event a sense of gravitas—after all, global, even universal, history was made here. <a href="https://marriottbonvoyevents.com/tour/UKYAK">The Prince Kyoto Takaragaike, Autograph Collection</a>, situated a seven-minute walk from the Kyoto International Conference Center, hosts an additional 27,000 square feet of meeting space over eight meeting areas.

<h2>Bogota</h2>
The capital of Colombia, Bogota has played a key role in South American history for centuries. Pre-colonial Indigenous groups developed sophisticated metallurgy techniques, thousands of which are on display today in the city’s magnificent Museo del Oro, or gold museum. When the Spanish founded the city in 1538, it became a seat of colonial power on the continent; similarly, when colonial rulers were overthrown in the early 19th century, Bogota served as a gathering place for prominent nationalists.
In the 1980s and early 1990s, Bogota’s political turmoil may have made meeting planners question its suitability as a host city. But the city has worked hard to reclaim its spot on the world stage, investing in security, public transportation, and tourism infrastructure. Today, the city of 11 million is known as an Andean jewel filled with world-class restaurants and art. The <a href="https://marriottbonvoyevents.com/tour/BOGJW">JW Marriott Hotel Bogota</a> is situated in El Chapinero, the city’s hub of dining destinations, and has capacity for intimate meetings and easy public transportation access to Bogota’s convention center.

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Anchor Your Events in Heritage and History.

Five Destinations That Will Make Your Meeting Historic

Promote

Channels, frequency, timing, topics—that’s what you expect from a social media strategy. And yes, you need them.
But for any of those decisions to make sense, they need to stem from your driving force: audience and goals.
“For me, content strategy always goes back to: Who’s your audience, and why did they come to your organization?” says Hilary Marsh, founder and chief content and digital strategist of Content Company.
Everything begins with the who and the why. From there, you and your team can figure out the where, when, how often, and what—aka channels, frequency, timing, and topics. Understand your audience and your goals, and you’re positioned to choose the tactics that will reach the right people in the right way. Rush through that foundation, and you’re positioned to … post a lot of tweets.
Here are three principles around audience and goals to keep in mind as you develop your social media strategy.
<h3> </h3>
<h3>Know why your attendees care about the organization in the first place.</h3>
No matter how epic your event, people aren’t showing up for innovative displays and fun cocktails. They’re showing up because they have a connection with the host organization. That connection might be literal (as with an association or corporate event for members or employees only) or figurative (as with a consumer trade show). Whatever that connection is, your social media strategy begins with understanding the bigger picture from your attendees’ perspective.
“Why is the person a member of the association that’s having an annual conference? The reasons they join are the reasons that they would attend,” Marsh says.
Understanding your audience’s motivations lays the framework for every arm of your social media strategy—indeed, for your meeting as a whole. It also has tactical implications: Setting up separate social media accounts for the event might seem like a way to build interest. In practice, it separates the event from the organization as a whole.
“Nobody has subscribed to [a separate meeting account], so then you have a giant challenge of building an audience so that you can engage with them,” Marsh says. “Instead, what a meeting planner might do is weave in information promotions—early bird registrations and such—into the organization’s larger social media channels.” Trust that the content itself, hashtags and all, will be an effective vehicle for what you want to convey without a separate channel.
<h3> </h3>
<h3>Be a translator.</h3>
Learning about your attendees begins with deep engagement with the host organization. Independent meeting planners may have a steeper learning curve here than planners employed by (and therefore immersed in) associations or corporations. For all planners, though, the host organization offers a well of expertise on what matters to you: who the audience is, why they’re invested in the event, and where and how to reach them, in addition to the topic of the meeting at large.
But when you’re crafting a social media strategy, take care not to put the organization’s expertise ahead of your audience. The more of an insider you become, the more information you have—and the higher the risk of being in sync with the organization’s knowledge rather than the attendees’.
For example, branding an event makes sense strategically, but referring to the meeting exclusively in branded terms leaves out attendees and ignores their reasons for wanting to attend.
“Let’s say it’s called the Connections conference,” Marsh says. “Then you see, ‘Connections is happening next week’ or ‘Save $200 if you register for Connections by February.’ Well, if you don’t work there, you’re going to have no idea what ‘Connections’ is, and then it gets overlooked. It’s a matter of not being able to see outside of what you already know. And I see it all the time.” Instead, think of yourself as a translator between the “insider baseball” lingo of the organization and the attendees.
<h3> </h3>
<h3>Think engagement, not marketing.</h3>
You might be marketing an event, but a social media strategy that puts promotion ahead of engagement is likely to be ignored. “Social media is not a one-way channel,” Marsh says. “How do we join in those conversations that the audience is having?”
Think of social media strategy as a microcosm of your meeting. You want the event itself to go off smoothly—and that begins with engaging attendees well before the first keynote, and keeping the event top of mind after everyone is back at home. Social media strategy breaks ground for that ongoing connectivity, lending a layer of continuity to the work you’ve put into the meeting itself.
After all, your meeting exists to help people connect. Why would your social media strategy not do the same? “If you just see social media as a marketing channel, people will tune you out,” Marsh says. “Nobody’s got time for that.”

It starts with the basics—but maybe not the basics you’d expect.

Three Keys to Creating a Social Media Strategy That Works

Flagship events—annual meetings, biannual expos, major conferences—have their place. But a new trend is emerging that amplifies the power of host organizations, and the power of community.
Meet “everyday events”: smaller, more frequent touchpoint meetings. These everyday events—which can be as short as a half-day in duration—are on a smaller scale than what many planners might be used to, and not just in attendance. They have smaller budgets, more focused goals, and more limited time for promotion. But just because they’re smaller doesn’t mean they carry less weight.

<h2>It’s Time for “Everyday Events” to Shine</h2>
Research from the sales event platform Splash shows that people need to interact with a brand nearly 30 times before actually making a purchase—a number that’s increased more than 60% in just two years.
Regardless of whether your event is sales-focused, this emerging phenomenon has a place in your meeting strategy. There’s more information available than ever before, so to drive loyalty—whether in sales, membership, or attention—purpose-driven frequency is key.
Touchpoint events also have the potential to address one of meeting planners’ 2023 pain points: availability. Finding availability for events was planners’ No. 2 challenge in <a target="_blank" href="https://globaldmcpartners.com/sites/default/files/media/files/GDPPulseSurvey2022Q4/2022_GDP%20Q4%20Pulse%20Survey%20Summary%20Report.pdf">a recent survey</a> by Global DMC Partners. It might seem counterintuitive that more events can help relieve this pressure, but because everyday events are shorter in duration, planners can take advantage of one-day slots at venues and in supplier schedules, which are easier to come by.
Finally, there’s the human factor. The tumult of the past few years has attendees reevaluating the big picture—and yearning for connection. Hosting smaller, more frequent events allows people to nurture that instinct. And if that instinct turns into a loyal attendee for flagship events? All the better.

<h2>Four Principles for Creating Successful Touchpoint Events</h2>
1. Lean into what makes an everyday event special. If you approach a touchpoint meeting as a miniature version of an annual conference, you’ll be overwhelmed and attendees won’t get what they need. Instead, remember your mission for these events.
Intimacy-building. Creating a pipeline of communication. Fostering connections that go beyond networking and into collaboration. Large meetings can achieve these goals, but everyday events are crafted specifically for them. Let that guide your attention and your resources.
2. Frequent meetings require frequent communication. Potential delegates can easily be overwhelmed with emails and text blasts about events, and overdoing it risks drowning out communications about larger, revenue-building events. That said, the nature of everyday events means that attendees who might be interested but can’t make the first few iterations might be able to attend later ones.
Social media can hit the right tone and frequency about touchpoint events without overwhelming attendees. <a target="_blank" href="https://marriottbonvoyevents.com/news-and-highlights/article/422/perfect-the-art-of-the-hashtag">Strategic hashtags</a> can help you subtly avoid confusion among followers about the difference between flagship events and these smaller ones. Also consider a unique branding for these events—an “unplugged” version (softer colors, less flashy typefaces) of your larger event communications can help get the point across.
3. Get experimental. Everyday events aren’t incubators for larger events. That said, their smaller scale allows you to try out new formats and new suppliers with less risk. You can even use everyday events as a pressure test for themes and topics for upcoming conferences and panels, inviting attendees at the smaller events to share their experiences with the “trial-size” version on your social channels to generate excitement for larger meetings. (Who doesn’t love feeling like an insider?)
The smaller format also lets you better connect with attendees to hear their feedback. Post-event surveys are always useful, but these smaller events are also a space for casual feedback, because you’ll have less going on during the event itself. Let attendees tell you what they want to see, what worked, and what didn’t—not just for potential use in upcoming larger events, but to inform your strategy for your next intimate gathering.
4. Choose your team wisely. Touchpoint events are a lighter lift for you and your team, but they still require a good deal of communication. This shows in what marketers report as the No. 1 problem with repeatable events, <a target="_blank" href="https://go.splashthat.com/rs/985-MUN-268/images/2023-events-outlook.pdf">according to Splash</a>: coordinating across departments.
Think of your team as a task force, with each member selected for a specialized skill. When assembling your task force, look for people who are adept at creating systems that can pseudo-automate the logistical planning that goes into these events, people who don’t need a lot of hand-holding, and people who might thrive on having a pet project. Everyday events are an opportunity for early-to-mid-career meeting planners who have enough experience to know what success looks like and how to get there, so keep an eye out for eager employees who are at that point in their careers.

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