Don Welsh, president & CEO of Destinations International, on why lesser-known destinations represent the next growth frontier for the MICE sectorShifting attendee expectationsThe MICE industry has always been tied to people’s movements – how they travel, congregate, and prioritise value. While dates, rates, and space remain fundamental to planners, the growing appetite for alternative destinations signals a change in decision-making. Building on intellectual capitalAlongside scenery and infrastructure, intellectual capital has emerged as a defining asset in destination marketing. A growth opportunity for MICEThe shift towards secondary or overlooked destinations is not about compromise – it’s about opportunity. As Don Welsh concludes: “Lesser-known destinations are not merely alternatives; they represent an exciting growth opportunity for the MICE sector.”