Event Growth in Tier-2 Cities 🏙️

Secondary Cities: The Smart Bet For Meetings & Events in 2026 - BCD Meetings & Events

As economic pressures grow and attendee expectations shift, meeting and event planners are turning to tier two cities as fresh, creative spaces for delivering memorable events. These destinations offer new possibilities for immersive experiences while helping teams stay agile and cost-effective. What is a Secondary City? Secondary cities, also known as Tier-two cities, are regional […]

BCD Meetings & EventsWritten by BCD Meetings & Events

BCD’s article on secondary cities is a must-read. Driven by evolving attendee expectations and economic pressures, BCD anticipates growing interest in Tier-2 cities, which can deliver reliable infrastructure and distinctive event experiences, without the premium costs of Tier-1 destinations

So which cities do BCD think will be in demand?

Adelaide, Austin, Birmingham, Calgary, Chengdu, Cebu, Córdoba, Da Nang, Durban, Edinburgh, Guadalajara, Indianapolis, Kansas City, Lima, Liverpool, Lyon, Manchester, Medellín, Porto Alegre, Pune, Salt Lake City, Sharjah, Valencia, and Wrocław.

The growing demand for events in Tier 2 cities is an exciting trend, and the benefits shouldn’t be limited to the host city alone, surrounding areas stand to gain as well. With governments investing in transport infrastructure, locations farther from the city center can now be reached quickly and easily, opening up opportunities that might have been overlooked in the past. It’s encouraging to think that these neighboring areas could also share in the growth of Tier 2 city events.

Including surrounding areas in event planning can make sense for both logistical and financial reasons, but how do you decide which locations to consider? Proximity is often the first factor planners look at, and that’s where challenges can arise.

Proximity is no longer just about distance. A location that’s physically close might still involve a long commute, while a site farther away could be quicker and easier to reach thanks to efficient transport links. In short, it’s not how far a location is that matters — it’s how accessible it is in terms of travel time.

I’ve taken a small selection of the Tier 2 cities provided by BCD, selected a primary venue in each, and mapped a 30-minute public transport zone around it using TravelTime- which i'd 'highly recommend taking a look at. Look them up, lovely people and very smart!

The results are interesting and i'd be happy to dig deeper if anyone is interested.

Manchester 🏴󠁧󠁢󠁥󠁮󠁧󠁿

A major convention city with strong tech and finance sectors, and extensive public transport links including an international airport - BCD M&E

Below is the 30-minute travel-time zone (via public transport) around Manchester Central Convention Centre. Note the “islands” representing areas served by high-speed rail outside central Manchester. These locations might not typically be considered accessible, but they could actually offer excellent logistical and financial advantages.

Edinburgh 🏴󠁧󠁢󠁳󠁣󠁴󠁿 

Historic charm, academic relevance, and pharma sector strength, with an international airport and well-connected public transport - BCD M&E

Below is the 30-minute travel-time zone (via public transport) around the EICC. Again, notice the “islands” — potential hidden gems that are more accessible than they might initially appear.

Birmingham 🏴󠁧󠁢󠁥󠁮󠁧󠁿 

Centrally located with excellent venue options and transport links, including an international airport - BCD M&E

Below is the 30-minute travel-time zone (via public transport) around the NEC. Just like Edinburgh and Manchester, you’ll notice the “islands.”

Lyon 🇫🇷

A pharma and life sciences hub with excellent M&E infrastructure - BCD M&E

Below is the 30-minute travel time zone (via public transport) around Lyon Convention Centre. No "islands" but highly accessible across a vast area.

Valencia 🇪🇸

Coastal beauty, immersive experiences, and sustainability credentials - BCD M&E

Below is the 30-minute travel time zone (via public transport) around Feria Valencia:

Austin, Texas 🇺🇸

A creative and tech-driven city with a vibrant events scene. A new convention center reopening in 2029, plus renovated hotel inventory and continued development, position Austin as a future convention powerhouse - BCD M&E

Below is the 30-minute travel time zone (via public transport) around Austin Convention Center. I spot an "island" 😉

Kansas City 🇺🇸

Enhanced infrastructure including a new airport terminal, top-tier convention center, and affordability. A FIFA 2026 host city with vibrant attractions and unique venues - BCD M&E

Below is the 30-minute travel time zone (via public transport) around Kansas City Convention Center:

Indianapolis 🇺🇸

Massive infrastructure projects including new hotel inventory, convention center expansion, and increased airport capacity with international carriers make this a market to watch - BCD M&E

Below is the 30-minute travel time zone (via public transport) around Indianapolis Convention Center:

Adelaide 🇦🇺 

Convention-ready with a sustainability focus and relaxed pace - BCD M&E

Below is the 30-minute travel time zone (via public transport) around Adelaide Convention Centre: 

Statement - The views expressed are my own and do not represent those of my employer. Any references to companies, products, or technologies are based on publicly available information and personal opinion, and should not be interpreted as endorsements.