Business
Connect Signs Exclusive Deal with Tourism Economics to Capture True ROI of MICE Marketing Campaigns
Connect, a division of Informa PLC, today announced an exclusive partnership with Tourism Economics, a leading global authority in travel research and analysis. This collaboration will provide Destination Marketing Organizations (DMOs) that advertise with Connect new access to data that shows how their MICE marketing efforts influence the recruitment of meetings and events that drive significant economic impact for their communities.
About this update from Informa Plc
[{"type":"text","content":"NORCROSS, Ga., Jan. 5, 2026 /PRNewswire/ -- Connect, a division of Informa PLC, today announced an exclusive partnership with Tourism Economics, a leading global authority in travel research and analysis. This collaboration will provide Destination Marketing Organizations (DMOs) that advertise with Connect new access to data that shows how their MICE marketing efforts influence the recruitment of meetings and events that drive significant economic impact for their communities.","length":486,"tagName":"p"},{"type":"image","alt":"Informa Logo","displaySize":"","headline":null,"caption":"Informa Logo","className":"","disableSlideshowImg":false,"size":{"original":{"width":400,"height":129,"url":"https://media.zenfs.com/en/prnewswire.com/26aaccdf6438c8723188113e3a92b0de"},"resized":{"url":"https://s.yimg.com/ny/api/res/1.2/NY6Ky1rIC9aqrK5N78tK2Q--/YXBwaWQ9aGlnaGxhbmRlcjt3PTcwNTtoPTIyNztjZj13ZWJw/https://media.zenfs.com/en/prnewswire.com/26aaccdf6438c8723188113e3a92b0de","width":400,"height":129}},"href":"https://mma.prnewswire.com/media/2854522/Informa_Logo.html","hrefExternal":true,"rel":"nofollow"},{"type":"text","content":"This is a landmark development for the MICE industry, where destination leaders face growing pressure to show measurable return on marketing investments. Meetings and conventions generate millions of dollars for host destinations, supporting hotels, restaurants, retail, and local jobs. Yet, most attributions have relied on anecdotal evidence rather than concrete data.","length":370,"tagName":"p"},{"type":"text","content":"Tourism Economics, an Oxford Economics company, combines deep understanding of the tourism sector with advanced economic modeling to help destinations answer their most important performance questions.","length":201,"tagName":"p"},{"type":"text","content":"Through this partnership, clients of both Connect and Tourism Economics will receive exclusive reporting that illustrates how destination marketing contributes to confirmed group business in ways the industry has not previously been able to quantify.","length":250,"tagName":"p"},{"type":"text","content":""Destinations have been asking for true meetings attribution for years, and this partnership finally makes it possible," said Erik Evjen, vice president of Americas at Tourism Economics. "By pairing Connect's reach int...