This study explores how safety, politics, public sentiment and broader societal issues shape meeting planners’ perceptions of destinations, and ultimately influence event selection and economic outcomes. Using survey data, interviews and traveler sentiment analysis, the report offers clear insights into what drives destination trust, how reputational challenges can be addressed and why transparency, collaboration and consistent storytelling matter. It equips destination organizations with actionable strategies to mitigate risk, strengthen appeal and support planners in advocating for their locations.

This federally funded report profiles Indiana’s ‘IN Indiana’ branding campaign as a case study within the larger Travel, Tourism, and Outdoor Recreation (TTOR) grant program. It showcases how strategic marketing, inclusive planning, and cross-sector collaboration helped Indiana use ARPA recovery funds to bolster economic resilience, create placemaking infrastructure, and engage diverse communities. Part of a broader national effort to evaluate TTOR outcomes across 50 states.