Explore the narrative behind the numbers
This year-end edition of the SSQ draws the aggregate data from more than 200 DMOs — establishing it as the industry’s leading resource for performance benchmarks and trend analysis. By comparing data year over year and against pre-pandemic levels, the SSQ delivers a clear picture of where each region stands in meetings, events, and conventions.
Key takeaways from the latest edition of the SSQ:
- Lead volume was up last quarter: Q4 was the strongest lead quarter, up +3.5%, but still down -2.6% in 2025 overall.
- Meetings were larger: The average lead in 2025 was +2.5% larger than in 2024, and +25.0% larger than in 2019.
- Less ITYFTY sourcing: Booking windows are extending beyond 2024 and 2019 levels. ITYFTY sourcing mix at seven-year lows.
- Bookings outperformed leads: Bookings were up +7.3% in Q4 and +4.1% in 2025 overall versus 2024.
- Regional divergence: The West/Pacific region continued to outperform in Q4 and 2025 overall. The South outperformed in Q4 only.
- Category A destinations are on the rise: Smaller DMOs without convention centers booked +18% more leads in Q4 YoY, signaling demand for secondary markets.
- Pivots in segmentation: Tech and Financial continue to source more meetings while Government, Education, and SMERF continue to source less.
Download the SSQ and put it to work for your destination. Better anticipate future demand, optimize sales strategies, and position your destination for long-term success by understanding trends in lead generation, booking patterns, and conversion timelines.
