One of the most surprising findings from the data is that mid-sized international association events — those attracting between 500 and 999 delegates — are the most geographically mobile and rotate more frequently than both smaller and larger events. Contrary to expectations, the largest events (1,000+ delegates) tend to stay within the same continent, and smaller events (under 500) rotate less frequently overall. Mid-sized events, however, are more likely to cross continents, appear in new host destinations, and rotate more than the median number of times over a 10-year period.

This matters because most destination marketing and bidding strategies are heavily weighted toward attracting large-scale global events. These are often expensive, politically charged, and resource-intensive — and, as the data shows, less likely to move. By contrast, mid-sized events offer more frequent opportunities to host, tend to be more open to geographic diversity, and still generate significant economic and reputational returns. For destinations looking to diversify their business event portfolios and increase bidding success rates, mid-sized IAMEs represent a strategic sweet spot.

Focusing on this category allows cities to play a smarter game: targeting events that are not only prestigious but also realistically winnable — and more likely to return.

Not all international association events behave the same — and the scale of the organising body matters. Global associations tend to rotate their events across continents, while regional associations overwhelmingly keep theirs within the same geographic area. In fact, nearly three-quarters of regional events remain within the continent of the awarding association, often returning to the same or neighbouring countries. By contrast, over 60% of global events are hosted on different continents from their awarding body.

These rotation patterns carry strategic consequences. For destinations outside a region, bidding for a regionally governed event is often a non-starter — regardless of infrastructure quality or incentive packages. Conversely, destinations looking to attract globally governed events need to understand which associations are genuinely open to broader rotation and which are structurally constrained by statutes, member expectations, or political sensitivities.

Importantly, the data reveals that European-based associations are more likely to award hosting rights globally, whereas associations based in the Americas, Asia, and Africa tend to award within their home region. This suggests a structural knowledge flow and event opportunity imbalance — one that reinforces the dominance of the Global North. For cities in the Global South, targeting European associations may provide the best chance of breaking into the global IAME circuit.

Frequency is a hidden but powerful driver of how association events rotate — and who gets to host them. Annual events, as the data shows, rotate more often simply because they occur more often. Over the 10-year period studied, annual events accounted for the vast majority of rotations above the median. This makes them an attractive target for destinations looking to build recurring business and long-term relationships with associations.

But there’s a catch: annual events are also far more likely to stay within the same continent. They are typically run by regional associations or follow conservative rotation models that privilege familiarity, cost control, and ease of access for core members. In contrast, biennial and triennial events — though less frequent — are significantly more likely to rotate across continents and engage new host destinations. These are often governed by global associations and may be tied to longer-term strategic ambitions, such as expanding membership or establishing international credibility.

For destination managers, this means timing and frequency should be key criteria in event targeting strategies. Annual regional events may deliver dependable economic returns, but the more geographically adventurous biennial and triennial events could offer greater reputational impact — and more transformational potential for emerging destinations.

Conventional wisdom assumes that larger international association events — those attracting over 1,000 delegates — are the most globally mobile and therefore the most desirable. But the data tells a different story. These large-scale events, while high-yield in spending, are actually less likely to move across continents. Instead, they tend to rotate within the same region or return to familiar host cities. Their sheer complexity, logistical demands, and need for extensive infrastructure often anchor them to known, proven destinations.

In contrast, mid-sized events — long overlooked in bidding strategies — are the true travellers. They rotate more often, venture further, and land in a wider range of cities, including those outside the Global North. These events still bring in hundreds of high-spending delegates, drive knowledge exchange, and catalyse professional collaboration, but with lower barriers to hosting and more openness to new destinations.

For policymakers and tourism strategists, this finding challenges the fixation on “mega” events as the only game in town. It invites a recalibration of effort and investment — not toward size for its own sake, but toward agility, access, and reach. In short, smart destinations will stop chasing whales and start targeting the fast-moving shoals of opportunity.