Choosing the Right City and Venue: What Really Matters for Multi-Day Business Conferences

By Leah Stoudemire Lawson

For cities hoping to attract major conferences, understanding what event planners value isn’t just helpful.

It’s essential.

Behind every multi-day business conference that brings hundreds or even thousands of professionals into a city is a team of planners evaluating dozens of variables. Their decisions impact not just the event’s success, but also the local economy.

So what do event planners such as myself look for when choosing a host city and venue?

First and foremost is accessibility. A city must be easy to get to, especially for national or international attendees. Planners look for cities with well-connected airports, direct flights from major hubs, and efficient ground transportation. The smoother it is for guests to arrive, the more likely they are to attend (and return).

Next is accommodation capacity. A conference that spans several days requires a range of hotel options in close proximity to the venue. Planners look for hotels that can block out rooms, offer group rates, and provide amenities that appeal to business travelers. Importantly, walkability between hotels and the conference venue is a major plus, minimizing transportation needs and enhancing the attendee experience.

Equally important is the venue itself. Planners are looking at more than square footage which is usually the first criteria. They need a space that can be configured to support a wide variety of functions: keynote sessions, breakout rooms, trade show floors, and networking lounges. Modern AV capabilities, high-speed Wi-Fi, and reliable tech support are non-negotiable. The venue must also reflect the tone and professionalism of the event. A drab or outdated facility can easily undermine even the best content.

But infrastructure and logistics aren’t everything. Increasingly, planners are taking a broader look at a city’s overall appeal. What makes this destination exciting? Does it offer culture, nightlife, dining, and entertainment that can enhance the conference experience? After all, attendees don’t spend every hour inside the venue. Cities that have compelling “off-the-clock” options such as walkable downtowns, unique local attractions, and a strong food scene are more likely to make the shortlist.

Another critical element is cost. Yes, we are on a budget. Planners must balance quality with budget constraints. This includes not just the rental fees for the venue but also the overall cost of hotels, food, transportation, and staffing. Cities that offer competitive pricing and favorable terms, or that can provide incentives like tourism grants or sponsorships, often stand out. Economic impact studies have shown that even modest incentives can lead to large returns for host cities, making this a worthwhile investment for destination marketing organizations.

Safety and inclusivity are also rising priorities. Planners need to ensure the destination is safe, welcoming, and accessible for a diverse group of attendees. Cities that demonstrate a commitment to equity, ADA accessibility, and inclusive hospitality practices gain a strong edge in today’s planning environment.

And then there’s the often overlooked, but crucial consideration of local partnerships. Cities that have strong convention bureaus, engaged hospitality networks, and responsive government or civic leadership are easier to work with and more attractive for repeat business. Planners don’t just want a place to host an event; they want a city that feels like a partner in making it successful.

Finally, sustainability is no longer optional. From green-certified venues to eco-conscious hotel partners and public transit options, environmental responsibility is climbing the priority list. Conferences produce waste and consume resources. Cities that help planners reduce that footprint stand out as forward-thinking and responsible destinations.

In the end, choosing a city and venue for a multi-day business conference is a high-stakes decision. It’s a blend of logistics, experience, economics, and alignment with modern values. Cities that understand and invest in these areas aren’t just planning for events—they’re planning for future growth.