GainingEdge has launched a new and dedicated Association (Buyer-Side) Advisory Practice designed to help destinations and venues strengthen how they engage with, win and support international association business. The new practice will help destinations and venues sharpen their competitive positioning, pursue and win more of the right association business, deliver a stronger client experience and maximise the long-term value and impact of the events they secure.
The new practice translates decades of first-hand international association leadership and decision-making experience into practical advice, support, training and coaching. It will help destinations and venues better understand associations’ priorities, challenges and ambitions – and use those insights to improve their positioning, business development, stakeholder engagement, bidding and client delivery.
Associations represent one of the most valuable and consistent sources of international meetings business, generating economic, professional and societal impact. However, the environment in which associations operate is becoming increasingly complex, shaped by tighter budgets, geopolitical pressures, changing member expectations and a growing focus on revenue diversification, impact and legacy.
The way associations evaluate destinations and venues, select partners and make decisions is also evolving. GainingEdge’s new practice was developed to help destinations and venues understand associations from the inside and build relationships that move beyond the traditional supplier–buyer dynamic toward genuine partnership.
The practice will be led by Thomas Reiser, Partner, Association Advisory at GainingEdge, who has more than 25 years of experience leading international associations and organising global congresses. His work has placed him directly inside the staff and board-level discussions that influence where international meetings are held and what associations expect from destination and venue partners.
“Having spent more than 25 years leading international associations, I have been closely involved in the internal conversations and decision-making processes that determine whether a destination or venue is selected,” said Reiser. “I have seen first-hand what association staff and boards discuss, what genuinely matters to them and what ultimately makes a bid succeed or fail. This new practice allows us to turn that experience into practical support and a competitive advantage for destinations and venues. It is not based on theory – it is grounded in what I have seen makes a real difference from the buyer’s side of the table.”
The new practice supports destinations and venues across the full association business journey – from sharpening their positioning, business development and bidding strategies to strengthening their capabilities, client experience and stakeholder engagement. It also provides guidance on areas such as association decision-making, ambassador programmes, client advisory boards, community engagement, legacy and impact, and developing long-term partnerships with international associations.
The services can be delivered as standalone assignments or tailored to complement GainingEdge’s broader strategy, business development, representation, and operational advisory work. They are relevant to convention bureaux and venues of all sizes, whether they already have advanced association strategies and capabilities or are earlier in developing them.
Learn more about GainingEdge here.
