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New York City ranked second among the top 25 markets in meetings volume growth from August 2023 to August 2024, with a 30.2 percent increase driven primarily by sports tourism, according to meetings data provider Knowland. Las Vegas ranked first for the month with 36 percent growth from August 2023 to August 2024.
New York hadn't been among the top five growth markets since April, but the U.S. Open tennis tournament bolstered the city's event business substantially. New York also hosted multiple events in August for the Badminton World Federation, as well as a hospitality event planning company's high-end restaurant and cocktail bar experiences, likely associated with U.S. Open entertainment, and the National Medical Association's Annual Convention and Scientific Assembly.
Topping the monthly list, Las Vegas's events averaged 5,736 square feet and 234 attendees, driven by typical summer events such as weddings and sports entertainment. This was the seventh consecutive month Las Vegas made the top-five markets list with double-digit growth.
Meetings growth across the country
For the top 25 markets, the average space used in August was 3,435 square feet, and the average attendee count was 124. Additional insight into the segments driving growth in each of the top-five markets follows.
- Las Vegas (up 36 percent): technology, weddings, national associations, travel and entertainment/media
- New York (30.2 percent): national associations/sports entertainment, travel, financial/banking, technology and consulting
- Tampa-St. Petersburg, Fla. (up 16.2 percent): religious, national associations, health care, weddings and consulting
- Oahu, Hawaii (up 14.9 percent): weddings, retail/online retailer, travel, entertainment/media and consulting
- Anaheim-Santa Ana, Calif. (up 11.9 percent): weddings, education, financial/banking, technology and training/education
Secondary markets are skyrocketing
Louisville, Ky., led the secondary markets in year-over-year growth by a long shot, with volume increasing 104.6 percent driven by national association meetings. For secondary markets, the average space used was 3,084 sq. ft., and the average attendee count was 115. Following Louisville were Colorado Springs, Colo. (up 57.5 percent), thanks to financial/banking meetings; Madison, Wis. (up 56.7 percent), led by weddings; Norfolk-Virginia Beach, Va. (up 45.0 percent), driven by education meetings; and Texas East (up 43.6 percent), with publishing events driving the growth.