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Expert 12 MAR-APR 2019 MEETINGS & CONVENTIONS MCMAG-ASIA.COM the ones competing harder to get the business and going the extra mile to make the impossible possible. Besides, second- and third-tier destinations continue to be alluring to travellers. Aside from their unique nature, these destinations continue to feel untouched and undiscovered, at least to majority of our guests. These are the exact qualities — authenticity, uniqueness, as well as new, memorable experiences — that we look for in a destination. It's not all sunshine and rainbows However, that is not to say that second- and third-tier cities do not have their downsides to begin with. For one, these destinations tend to be less developed. The tourism industry, too, is often less mature. Then there are other challenges as well, such as the lack of suitable hotels, the lack of necessary equipment (if needed), logistics in disarray, just to name a few. Even accessibility is an issue, since these destinations might require multiple transfers that last for longer times. These elements make second- or third-tier destinations sometimes difficult to promote. That is why it is so important to gain the support and inputs of local CVBs and DMOs alike. To work around these challenges, one idea is to find something the second- and third-tier destinations are famous for. Let's take my hometown, Cologne in Germany, for example. We have strong media-related businesses, as well as many research institutions and universities. The local identity, too, is very strong, since our history dates back 2,000 years to the Roman Empire. As such, Cologne is the capital of carnivals, as well as the home of 'Koelsch', a local beer. My hometown also hosts several famous football and ice hockey clubs. With that in mind, the local CVBs in my hometown are actively promoting these in their marketing — and their efforts have been met with great successes, too, especially against their larger competitions, such as Berlin. Also, these CVBs have been sparing no effort when it comes to offering local experiences found nowhere else in the world, let alone in Germany. That is why it is important for CVBs, knowing what planners need and what local suppliers can provide, to play the role of consultants between all parties involved and create common grounds for the betterment of incentive experiences for clients. I see huge opportunities coming up for second- and third-tier destinations. Compared to their bigger, more established counterparts, these destinations have unique sparks that the more mature first-tier hubs now lack. It will be interesting to see how the next few years are going to develop, as first-tier destinations look for ways to redefine themselves . PHOTO CREDIT: JOTILY/GETTY IMAGES A carnival in session at Wendler's hometown, Cologne, Germany "Compared to their bigger, more established counterparts, second- and third-tier destinations have unique sparks that the more mature first-tier hubs now lack."