The term “citywide” has always felt a bit misleading. Sure, these large-scale programs involve room blocks scattered throughout a destination, but the bulk of the activity tends to be confined to one big venue. How much of the city actually feels the impact if attendees are only seeing the destination from the window of a shuttle bus?
The World Cup is offering a new blueprint, extending the action well beyond the central stadium venues. As meetings and conferences aim to make a meaningful community impact, this year’s tournament — which is helping far-flung corners of host cities reap the economic benefits of a major event — offers a roadmap to leveraging a destination’s entire footprint.
FEATURED STORIES
Incentive Planners Need to Get Better at Justifying ROI
by Barbara Scofidio
The CEO signs off on incentive travel, but it’s the CFO who signs the check — and they want solid proof that it works.
Event Tech & AI News Roundup - July 2026
by Miguel Neves
Event tech vendors are starting to implement bring your own AI (BYOAI) policies. That means organizers can keep their data and pick their own tools, instead of handing the platform the interactions behind them.
Will the World Cup Redefine the Citywide Convention Experience?
by Andrea Doyle
The 2026 FIFA World Cup is turning entire destinations into activation platforms for sponsors, communities, and events. The lessons may outlast the tournament.
Louisville Tourism + Skift Meetings
Personalized distillery experiences, Muhammad Ali’s former training gym, and a 700-acre thoroughbred estate — one southern city is delivering the kind of high-touch programming that's getting harder to pull off in bigger markets.
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130+ AI-native event tech tools mapped across event phases.
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SKIFT PICK: TRANSLATING TRAVEL NEWS FOR MEETINGS
Is This the Beginning of the Canadian Comeback?
It’s been a tough stretch for meeting planners who rely on friendly Canadian-U.S. relations. However, the latest data offers a positive — or at least, a not as terrible — outlook for the road ahead. Skift associate editor Rashaad Jorden offered a look at promising signals for border crossings, including:
Increased trips: Canadian visits to the U.S. have jumped for the past two months, breaking a 15-month slump.
Appeal to young attendees: 45% of Gen Z Canadians are planning a trip to the U.S. in the next year.
Promotional support: Brand USA is gearing up to launch a campaign targeting Canadian travelers.
The full story is behind a paywall here.
EVENTS
On September 22, Skift Meetings' flagship event will bring together event leaders for a deep-dive on how the business of events is reinventing itself. This game-changing gathering gives event professionals the tools they need to thrive in a rapidly shifting business and geopolitical landscape.
Great events are built on strategy, innovation, and the right resources. The Skift Meetings Toolkit is your go-to hub for best practices in managing meetings and events.
