While Philadelphia led in the top 25 markets in event volume growth for July, Louisville doubled its year-over-year (YOY) event volume growth for the month, hitting 94.9%, according to data from Knowland.
This is the fifth month Louisville has ranked in the top five secondary markets this year. Louisville continues to be a hotspot for travel in 2024. The city has become a stronghold for meetings in a secondary market, with an average of 4,935 sq. ft. used and 119 attendees. By comparison, Philadelphia averaged 3,066 sq. ft. and 117 attendees. Also notable is the overall growth in secondary markets, with an average of 6.9%, compared to the top 25 markets’ average of 3.6%.
Philadelphia topped the top 25 markets with 27.7% event volume growth in July, driven by a National Education Association (NEA) event and many state-level education associations in this category. Below is additional insight into the top industry drivers for these markets.
- Philadelphia (+27.7%): National association, charity/non-profit/social services, state association, education and religious
- Denver (+27.2%): Technology, national association, charity/non-profit/social services, training/education and healthcare
- Las Vegas (+26.5%): Sports entertainment, national association, education, entertainment/media and wedding
- Nashville (+12.8%): Technology, National association, healthcare, manufacturing and reunion
- Phoenix (+12.8%): National association, training/education, healthcare, sports entertainment and technology
Louisville led in secondary markets, with national association meetings as the leading industry driver. The five high-growth secondary markets and top industries were:
- Louisville (94.9%): National association
- Lexington, KY (48.5%): Education
- Sacramento (46.2%): Education
- Madison, WI (42.1%): National association
- Charlotte, N.C./S.C. (41.1%): Reunion
