Most event planners know the familiar rhythm of destination selection. Major hubs rise quickly to the top of the list for good reasons: airlift, hotel inventory, recognizable brands, and proven conference rooms. Those cities will always have a place in the meetings ecosystem.
But sometimes the goal is not familiarity. Sometimes the goal is focus, connection, or a setting that makes the event feel intentional instead of automatic.
That is where emerging and often overlooked U.S. destinations quietly shine.
Across the country, mid-sized cities and smaller markets have invested heavily in convention centers, hotel meeting space, walkable downtowns, and visitor support. These destinations are not trying to replace major cities. They are offering planners something slightly different: scale that feels manageable, local character that shows up naturally, and infrastructure that supports corporate events without overwhelming them.
Here are several destinations worth a closer look when you want something fresh, thoughtful, and still operationally sound.
1. Lexington, Kentucky
A polished conference experience with a strong sense of place
Lexington is often described as charming, but that undersells what it offers to meeting planners. This is a city that pairs regional identity with serious meeting infrastructure.
The recent expansion of the Central Bank Center brought more than 100,000 square feet of flexible event space into downtown, including a large exhibit hall and a ballroom designed for modern conferences. What makes Lexington particularly planner-friendly is how concentrated everything feels. More than 12 hotels within a 15-minute drive of the convention center, and nearly 9,000 rooms are available citywide.
Between sessions, attendees experience the Bluegrass region in authentic ways: horse farms, bourbon distilleries, locally owned restaurants, and an easygoing downtown energy that encourages networking without forcing it.
Lexington works especially well for mid-sized corporate meetings, association conferences, and leadership retreats that want sophistication without sprawl.
2. Fort Wayne, Indiana
Affordable, approachable, and built for logistics-forward planners
Fort Wayne has quietly reinvented itself, and planners are noticing.
The Grand Wayne Convention Center anchors the downtown core with more than 225,000 square feet of event space and is physically connected to multiple full-service hotels. That connectivity simplifies movement, signage, staffing, and attendee flow. For planners managing multiple sessions or exhibitors, those details matter.
What makes Fort Wayne appealing is not flash. It is efficiency. Hotel rates remain competitive, local vendors are experienced and responsive, and the downtown area is compact enough that a conference genuinely feels like the main event in town.
For organizations watching budgets closely while still wanting professional conference rooms and reliable service, Fort Wayne is a strong strategic option.
3. Chattanooga, Tennessee
Where meetings meet momentum and outdoor energy
Chattanooga has spent the last decade investing in its identity as both a business-ready city and an outdoor destination. The result is a place that feels active without being overwhelming.
The Chattanooga Convention Center offers nearly 185,000 square feet of meeting space, surrounded by a growing inventory of downtown hotels. Unique off-site venues, from museums to riverfront spaces, allow planners to create events that feel layered rather than repetitive.
What sets Chattanooga apart is how easily attendees can shift gears. Meetings happen in the morning. River walks, mountain views, and creative dining happen naturally afterward. That balance makes it especially attractive for incentive programs, leadership summits, and company meetings focused on culture and connection.
4. Boise, Idaho
A walkable downtown and an outdoors-forward mindset
Boise surprises people in the best way.
The downtown core is compact, lively, and highly walkable, with Boise Centre sitting at the center of it all. While the convention facility is smaller than some others on this list, it still boasts 86,000 square feet of event space. It is modern, well-run, and supported by more than 1,600 nearby hotel rooms.
Accessibility is better than many expect. Boise Airport is minutes from downtown and offers nonstop service to major hubs, making travel straightforward for national groups.
Boise works well for meetings that value proximity and experience over sheer scale. Attendees can step out of conference rooms and immediately feel connected to the city, whether that means local food, riverside paths, or nearby outdoor activities.
5. Asheville, North Carolina
Creative energy in a mountain setting
Asheville has long been known for its arts and food scene, but it also brings meaningful capacity for meetings and events.
With more than 9,000 hotel rooms in the broader area, Asheville can support a range of group sizes. Venues like the Harrah’s Cherokee Center and the Omni Grove Park Inn provide flexible conference rooms alongside memorable environments.
What planners appreciate most about Asheville is how easily the destination supports non-traditional agendas. Strategy sessions, wellness-focused programming, creative workshops, and retreats feel natural here. Attendees often describe events in Asheville as immersive rather than transactional.
6. Eugene, Oregon
A quieter West Coast alternative with strong values alignment
For planners seeking a West Coast destination that feels grounded and intentional, Eugene offers a compelling option.
Anchored by the University of Oregon and supported by venues like the Lane Events Center, Eugene handles mid-sized meetings comfortably. Hotel inventory continues to grow, particularly downtown and along the riverfront.
Eugene appeals to organizations that value sustainability, local sourcing, and community engagement. Wine country excursions, campus venues, and outdoor spaces create programming options that feel thoughtful rather than overproduced.
7. Oklahoma City, Oklahoma
A large-scale convention city still flying under the radar
Oklahoma City has dramatically invested in its meetings infrastructure.
The Oklahoma City Convention Center offers 500,000 square feet of modern space and is paired with a large headquarters hotel and a growing downtown hotel inventory. The city’s MAPS revitalization projects have reshaped the urban core into something vibrant, walkable, and engaging for attendees.
OKC works well for large corporate meetings, trade shows, and national conferences that want space, accessibility, and a destination that feels fresh to many attendees.
8. Erie, Pennsylvania
Intimate scale with waterfront appeal
Erie is a reminder that not every successful conference needs thousands of rooms and multiple districts.
The Bayfront Convention Center, located directly on Lake Erie, offers more than 120,000 square feet of meeting space and is attached to hotels, simplifying logistics. Erie’s size allows groups to feel genuinely welcomed, which often translates into strong local support and smoother execution.
For regional meetings, executive retreats, and specialized conferences, Erie provides a setting that feels personal, scenic, and refreshingly straightforward.
Why Emerging Destinations Belong on Your Shortlist
Choosing an out-of-the-box destination is not about rejecting major cities. It is about aligning the destination with the purpose of the event.
Emerging locations often offer:
-
- Strong hotel booking and conference room infrastructure without unnecessary complexity
- Easier navigation for attendees
- Engaged local partners and CVBs
- Opportunities for the event to feel intentional and memorable
Tools like Groups360 GroupSync make it easier than ever to evaluate these destinations side by side, comparing hotel inventory, meeting space, air access, and pricing without defaulting to the same handful of cities every time.
Sometimes, the most effective event strategy starts by simply asking a different question: What if we looked one step beyond the obvious?
Ready to explore destinations beyond the usual list? Create a free GroupSync account and search emerging locations alongside traditional markets, all in one place. Smarter destination decisions start with better visibility.
Save up to 60% off hotel room rates with GroupSync™
Book now & pay later.
