Cannes has been a hub for meetings and events since the Cannes Film Festival began in 1946. But, said Régis Faure, director of tourism for Cannes, the gatherings are moving beyond the convention center, the Palais des Festivals et des Congrès, and are looking “more and more like a festival.”

“People want to have some fun,” Mr. Faure said. “They want to meet in nice settings,” on the beach, in restaurants and at places near the convention center.

Business conferences and events are changing, and traditional meeting destinations are changing along with them. In addition, more smaller cities are getting into the market.

Hotel capacity, meeting space and airport access remain the basic needs, but more destinations are playing up their distinctive venues and creating unique experiences. Authenticity, sustainability, technology, community engagement and, of course, reasonable prices, experts say, are increasingly important to attract business groups.