Introduction

At the VisitBritain Association Conference, which took place at ICC Wales in Newport, UK from February 11-13, 2025, industry leaders gathered to discuss the changing landscape of bidding and the role of AI and technology in shaping the future of association conferences. As bidding processes evolve, associations are looking for ways to enhance efficiency, improve strategic alignment, and leverage data-driven insights to make smarter decisions.

One key takeaway from the discussions was that AI is not just a disruptor—it is an enabler, helping associations streamline RFP processes, refine bidding strategies, and make data-driven decisions. This article explores how AI is transforming association conferences, based on insights from the event.

Embracing AI in the changing landscape of bidding

The bidding process for association conferences is undergoing a significant transformation. Where once economic impact was the primary measure of success, there is now a stronger emphasis on strategic alignment, sustainability, and long-term value. AI is playing a crucial role in this shift, providing tools that enhance decision-making and make the process more data-driven and efficient.

Strategic alignment over economic impact

Historically, associations selected destinations based on economic benefits. While this remains important, there is a growing emphasis on how well a destination aligns with an association’s mission, legacy, and strategic goals. AI can facilitate this by:

• ✓ Analyzing past events to predict future success based on alignment with an association’s goals.
• ✓ Automating proposal comparisons so planners can quickly assess which bids best match their strategic priorities.
• ✓ Enhancing decision-making with AI-powered insights that highlight the long-term impact of choosing one destination over another.

Instead of merely selecting a destination based on financial incentives, AI helps associations choose destinations and venues that contribute to their broader mission and objectives.

AI for more efficient RFP processes

One of the biggest inefficiencies in the current bidding process is that planners and PCOs often spend too much time completing RFPs before determining if a destination is even a good fit. AI can streamline this process by:

• ✓Introducing AI-powered RFIs (Request for Information), allowing associations to filter destinations and venues before requiring full proposals.
• ✓Automating bid evaluation, ensuring that only the most relevant proposals reach the final selection stage.
• ✓Providing predictive analytics, which suggest whether a bid is likely to be successful based on past trends.

By incorporating AI into the early-stage decision-making process, association conferences can become more efficient, reducing unnecessary workloads for both planners and destinations.

The two-stage bidding approach: A new standard?

From an association perspective, establishing credibility early in the bidding process is key. AI can support the shift towards a two-stage bidding approach, where:

• ✓AI-driven tools assess initial strategic alignment, ensuring a destination is a viable option before deep-diving into the details.
• ✓Feedback loops improve, allowing associations and destinations to communicate more effectively.

Associations avoid ‘shopping around’ for bids that do not align with their long-term objectives. This approach leads to higher-quality bids, stronger partnerships, and better long-term results for associations.

Thinking beyond disruption: AI as an enabler

A key takeaway from the VisitBritain Association Conference was that AI is not replacing human expertise—it is enhancing efficiency and strategy. For associations, this means:

• Spending less time on manual processes and more on creating impactful events.
• Making data-driven decisions about destinations, proposals, and long-term event strategy.
• Enhancing collaboration with PCOs and venues, ensuring better outcomes for all stakeholders.

AI is not about eliminating human decision-making—it is about ensuring that those decisions are backed by data and insights, reducing inefficiencies and improving outcomes.

Final thoughts: An exciting future for AI in bidding procedures

The discussions at the VisitBritain Association Conference made one thing clear: AI and technology are reshaping how association conferences are planned, bid for, and perhaps even how they are executed.

Rather than simply reacting to industry changes, associations must proactively embrace AI to:

• ✓Streamline decision-making
• ✓Enhance collaboration
• ✓Maximize long-term conference impact

The future isn’t just about winning bids—it’s about shaping conferences that deliver strategic value, legacy, and impact.
By adopting AI as an essential partner in the process, the association conference industry can stay ahead of the curve and drive meaningful transformation.