Cities that can serve both sides of that equation are thriving.
- The Rise of Bleisure Travel
“Bleisure” started as a niche perk and is now mainstream. An American Express Global Business Travel report found that 60% of UK business travellers have extended a work trip for leisure, with Millennials (62%) and Gen Z (61%) leading the way. Hybrid schedules and flexible travel dates are fuelling demand, according to the same report, so adding a long weekend to a conference trip now feels natural. For many, it is a chance to see somewhere new without booking a separate week away.
- Why Convention Cities Are Benefiting
Cities that host major events gain more than ticket sales. ICCA’s 2025 rankings analysed 12,438 international association meetings, with Lisbon, Paris and Barcelona leading the city table. Delegates fill hotels, restaurants and attractions, and those who stay on add further nights. For the host city, that is a valuable pattern: a conference can stretch into a longer visit, with spending spread across the wider tourism economy. The report noted that destinations such as Barcelona, Dubai, Seoul and Vancouver have invested heavily in convention facilities because the returns are proven.
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