The New Map of Dev Events: Five Cities to Consider

Everyone flocks to the usual suspects when planning developer events. But maybe it’s time to widen the lens. In this feature, we highlight five under-the-radar cities that are brimming with developer energy and potential.

When it comes to hosting developer events, San Francisco, New York, and London tend to dominate the conversation, and for good reason. These are global tech hubs teeming with talent, media, and momentum. But developer ecosystems are evolving fast, and new communities are growing and thriving in unexpected places.

At Catchy, we don’t just help clients build developer programs. We help them find the pulse. And sometimes, that beat is far outside your usual metro maps. Because a killer dev event isn’t just about who shows up on the day, it’s about the aftershocks. The long-term buzz. The ecosystem ripple.

With that in mind, here are five off-the-beaten-track locations to consider unpacking your branded swag and plugging in.

1. Austin, Texas: The Rising Star of Developer Culture

Why it works: Austin blends deep technical chops with a creative, collaborative energy. It's home to a fast-growing number of developers, fueled by major players like Apple, Google, Oracle, Dell, AMD, and Samsung—and a vibrant startup scene to boot.

Event potential: Events like SXSW and HackTX exemplify the city's dynamic and creative tech culture. From indie hackathons to corporate developer summits, Austin offers an approachable, innovation-forward vibe. It's also ideal for hybrid events, with strong local turnout and robust digital infrastructure.

Pro tip: Tap into the local university ecosystem (UT Austin is a powerhouse) to engage early-career developers and showcase your commitment to future talent. Have a little fun with the design side of your event collateral.

2. Berlin, Germany: The Open Source Capital

Why it works: Berlin has become a magnet for open source communities, crypto developers, and creative technologists, attracting a diverse array of startups and established companies. Notable players include Contentful, a content management platform; Mambu, a banking software provider; and SoundCloud, a well-known audio distribution platform. The city's open-source culture and affordability continue to draw creative technologists and entrepreneurs from around the globe.

Event potential: Skip the glossy expos. This city runs on unconferences, basement meetups, and idea-first hack weeks. If your audience speaks fluent “beta,” Berlin’s your spot. 

Pro tip: Align your event with major tech festivals like Tech Open Air or Berlin Blockchain Week to tap into the broader ecosystem without competing for attention. Get clever with social media promotion to build grassroots interest without a heavy paid media investment.

Berlin by night

3. Bengaluru, India: The Developer Growth Engine

Why it works: With one of the largest and youngest developer populations in the world, Bengaluru is the beating heart of India's tech ecosystem, and the depth of talent and hunger for learning is unmatched. The city is home to major tech companies like Infosys, Wipro, and Flipkart, as well as a vibrant startup scene including Razorpay, Swiggy, and Byju's.

Event potential: Hands-on, practical, and packed. Think bootcamps that matter, education-first developer enablement, certifications that change careers, and DevRel tours that get real results.

Pro tip: Localization matters. Ensure your content is contextually relevant and that your speakers can engage fluently with Indian developers’ unique challenges and opportunities. Partnering with local upskilling programs like Scaler can also help in tapping into the city's vast talent pool.

4. São Paulo, Brazil: The LatAm Tech Epicenter

Why it works: São Paulo is Latin America's largest tech hub, with a dynamic developer community that's active across fintech, SaaS, AI, and mobile development. The city boasts nearly 340,000 tech firms, ranging from global giants to local startups. It's also a gateway to a broader Portuguese- and Spanish-speaking market. 

Event potential: Host regional roadshows, partner meetups, or product launches in São Paulo to tap into the LatAm developer conversation. Fun-infused, activation-fueled, community-driven events here tend to see high engagement and passionate participation. 

Pro tip: Collaborate with local tech influencers and leverage Brazil’s thriving tech media scene for amplification. Companies like Nubank, iFood, 99, Creditas, and Loft are just a few of the big names shaping the city's digital economy. Portuguese-language content can significantly boost reach and resonance.

5. Cape Town, South Africa: Sunsets and Serious Talent

Why it works: Cape Town is more than just breathtaking views and vineyards. The city boasts a vibrant ecosystem of startups and established tech companies like Takealot, Yoco, Aerobotics, and Naspers. Notably, Amazon’s decision to anchor its African HQ here (as of 2023) sent strong signals through the local developer scene.

Event vibes: Tight-knit and talent-rich, this is a place where smaller events can have an outsized impact, especially when they’re designed to foster mentorship, spotlight local innovators, or plug into social good. Developers here aren’t just coding for clout, they’re building tools that make a difference.

Pro tip: Work with grassroots dev communities and upskilling programs like CodeSpace or RLabs. Offer free workshops, bring in local speakers, and create pathways for long-term involvement. Building real relationships here will earn you serious brand equity.

Cape Town city center

Forget the Map. Follow the Momentum.

The best event locations are not just where people are, but where momentum is building.

Whether you're nurturing new communities, doubling down on strategic regions, or simply looking to stand out, expanding your geographic lens can unlock outsized returns.

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At Catchy, we help our clients pinpoint where signal meets strategy. Let’s talk about where your next developer event should land.