An immersive Walk ’n Talk experience at ASAE 2026 used the “overview effect” to encourage association leaders to reconsider what their events can leave behind, and how destinations can help make that legacy possible.

A conference may last a few days. Its consequences can last for years. That was the proposition Destination Canada brought to the ASAE Annual Meeting last week, inviting association leaders to step outside the convention centre and consider how their events could create lasting benefits for organisations, communities and destinations. Through Explore Fresh Perspectives and Redefine What's Possible, an immersive outdoor Walk ’n Talk experience, the organisation translated findings from its Business Events Legacy & Impact Study into a deliberately different kind of event experience.

Rather than discussing legacy from inside a meeting room, participants were invited to experience the “overview effect” – the change in perspective often associated with seeing Earth from space – while considering how intentionally designed business events can generate measurable economic, social and environmental value long after delegates have gone home.

“Our Business Events Legacy & Impact Study shows that when visionary leaders design their gatherings with intention, business events can generate a powerful legacy of lasting positive impact,” said Virginie De Visscher, Executive Director, Business Events, Destination Canada. “ASAE’s association leaders are central to shaping that legacy, and with Explore Fresh Perspectives and Redefine What's Possible we’re calling on them to lean into fresh perspectives, forge meaningful connections and champion purposeful gatherings, so together, we can turn every event into a catalyst for long-term benefits for organizations and communities.”
 

A different view of the event

The experience featured physician, scientist and Canadian astronaut candidate Dr. Shawna Pandya, whose reflections drew on space exploration to examine leadership, stewardship, collaboration and the value of diverse perspectives.

As delegates walked through a nearby park, the interactive audio journey challenged them to reconsider the assumptions they bring to their work and the potential consequences of their decisions. At one point, participants were asked a simple but far-reaching question: “What future are you helping your community create?”

“Every major advance in human history began because someone dared to shift their perspective, dared to be curious, dared to ask ‘what if’ - all in the name of creating something new,” said Dr. Pandya. “Our differences, expertise and lived experiences may shape who we are, but it's the decisions we make, the actions we take, and the intentional decision to build community that defines the legacy that we leave behind.”

The exercise reflects a broader argument emerging from Destination Canada’s research: that the value of an association meeting need not be confined to attendance, knowledge exchange or economic activity during the event itself.

The Business Events Legacy & Impact Study describes how events can contribute to longer-term outcomes when they are purposefully aligned with a destination’s strengths and community priorities. These can include new research collaborations, changes in policy, talent attraction, investment and greater community resilience, alongside the more immediate economic benefits associated with bringing international delegates together.

That places a different responsibility on both associations and destinations. The question is no longer simply what a destination can provide for an event, but what the event and destination might achieve together.

“What resonated with me the most was the idea that being in space changes your perspective,” said Alex Tyron, Dewey Labs. “I walked away with immediate thoughts about my work and the work we do with associations. How we can think bigger; not just about that one micro step in front of us, but how we get closer to making that big leap that really changes the world.”
 

Making legacy part of the planning conversation

Destination Canada is now taking the concept beyond ASAE 2026. A digital version of Explore Fresh Perspectives and Redefine What's Possible has been created so association leaders and event planners can access the experience from anywhere.

The interactive audio journey is intended as more than a recap of the ASAE activation. It is designed as a practical prompt for organisations to discuss the legacy they want their events to create, define longer-term outcomes and consider new approaches to partnerships with destinations and local communities.

In doing so, Destination Canada is also making a broader case for moving legacy further upstream in the event planning process. If conferences are to contribute to research, policy, talent, investment or community resilience, those ambitions need to influence decisions about an event before the delegates arrive, from destination selection and programme design to partnerships and engagement with local stakeholders.

The digital experience is available here.

Destination Canada is Canada’s national tourism organisation and a Crown corporation wholly owned by the Government of Canada. Working with partners across the country, it promotes Canada internationally, attracts major events and provides research and market intelligence to support destination development. Its Business Events team focuses on international events and associations aligned with Canada’s priority economic sectors, reflecting the organisation’s wider ambition to use business events not only as a tourism driver but as a contributor to Canada’s economic and community development.
 

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Datuk Snowdan Lawan opens the pavilion this morning at Marina Bay Sands, Singapore.

Sarawak has opened its pavilion at The Meetings Show Asia Pacific (TMS APAC) for a third consecutive year, strengthening its push into the Asia Pacific market and reinforcing its positioning as the legacy capital of business events in Malaysia and Borneo.

Under the “Driving Impact Together” brand promise, the Sarawak Pavilion places local enterprise at the centre, acting as a strategic platform where Sarawak-based brands engage international audiences, build meaningful partnerships and explore new market opportunities.

Its participation at TMS APAC is underpinned by a positive regional backdrop, with strong growth across key Asia Pacific markets, including Singapore, which recorded a 76.22% increase in visitor arrivals in February 2026.

This momentum is further supported by Sarawak’s efforts to enhance regional accessibility, including the establishment of AirBorneo, positioned as a strategic enabler to improve connectivity, unlock new market access and strengthen Sarawak’s competitiveness in the Asia Pacific business events landscape.

“Our return is driven by a clear regional strategy,” said Datuk Snowdan Lawan, Deputy Minister for Creative Industry and Performing Arts Sarawak, who is leading the Sarawak delegation. “Asia Pacific is a priority growth market for us. Our participation at TMS APAC reflects our focus on engaging the right markets and strengthening partnerships that will support Sarawak’s long-term growth in business events.”

“We are witnessing a growing alignment between global demand and what Sarawak offers, from sector expertise to collaborative ecosystems,” said Datu Hii Chang Kee, Deputy State Secretary and Chairman of Business Events Sarawak (BESarawak). “Our presence here is about capturing that demand and translating it into sustained value for our industries and communities.”

“Sarawak is increasingly being viewed as a strategic partner of choice,” said Jason Tan Chin Foo, Acting Chief Executive Officer of BESarawak. “Our focus on legacy-driven business events, and our deliberate efforts to drive impact with stakeholders and communities, are driving our ambition forward as the legacy capital of business events in Malaysia and Borneo.”

As Sarawak deepens its footprint across Asia Pacific, its presence at TMS APAC reflects a clear shift from visibility to value, driven by a coordinated ecosystem showcasing the full strength of the destination.

The Sarawak Pavilion brings together a cross-section of industry players from Kuching, Sibu and Miri – Borneo Convention Centre Kuching, Cat City Holidays, Grand Margherita Hotel, Kuching Events Rental, Miri Marriott Resort & Spa, Mulu Marriott Resort & Spa, Pullman Kuching Hotel, Pullman Miri Waterfront Hotel, RH Hotel, Sheraton Kuching Hotel, Team Magnifico, Techno Expo, and voco Kuching by IHG – presenting a fully integrated ecosystem for impact and delivery.

The pavilion also reflects Sarawak’s identity through experience, featuring a curated gastronomic journey. The Bibber’s Tale leads as the official beverage partner, serving Sarawak’s iconic three-layer tea alongside handcrafted drinks made from native ingredients, while KANTIN, with a presence in both Kuching and Singapore, returns with the beloved Sarawak Laksa.

Together, this participation demonstrates how the participation of different stakeholders and community players, grounded in collaboration, can turn every engagement into an opportunity for lasting impact, aligned with Sarawak’s Post COVID-19 Development Strategy 2030.

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Brisbane Convention & Exhibition Centre (BCEC) has unveiled a new 30th Birthday legacy initiative in partnership with Life Sciences Queensland (LSQ), aimed at strengthening Queensland and Australia’s research capability and commercial uptake across health, biomedical and agritech bio-innovation.

LSQ is the state’s peak body for medical and agricultural science and investment attraction in one of Australia’s fastest-growing regions. Scheduled to run over three years, the programme will fund mid-career researchers seeking to deepen industry collaboration and increase research impact within the life sciences sector.

Managed by Legends Global, BCEC carries a mandate to attract major national and international conferences that bring innovation to Queensland while generating visitation and economic impact. The Centre works closely with Queensland universities and institutes, Brisbane Economic Development Agency, Tourism and Events Queensland and Tourism Australia to secure these events through a coordinated approach.

The bursary forms part of BCEC’s Convention Advocates Partnership – a by-invitation group of internationally recognised leaders who understand the role conferences play in bringing innovation to Brisbane and showcasing Queensland’s capabilities globally.

Since its launch in 2010, the programme has secured 163 national and international conferences, generating $358 million (€215 million) in economic impact and significantly strengthening Brisbane’s reputation as an Asia-Pacific hub of innovation and expertise.

Representing more than 100 industry members across the life sciences ecosystem, LSQ connects industry, government and research organisations to build a dynamic, competitive and sustainable sector. Queensland’s life sciences industry contributes $2.11 billion in gross value-added, employs 12,400 people and generates an estimated $534.3 million in export value.

LSQ also plays a key role in shaping strategic direction, influencing public policy and providing members with tools, services and access to global networks to accelerate growth – making it a natural partner for an initiative designed to bridge research and industry.
 

Kym Guesdon, General Manager of BCEC, said the bursary reflects the Centre’s long-standing collaboration with Queensland’s research community, “For three decades, BCEC has partnered with science leaders to showcase Queensland’s innovation to the world. This 30th birthday initiative honours that legacy by investing in future talent and strengthening the connections between research and industry that drive global impact.”

The concept was developed in consultation with multiple BCEC Convention Advocates, including Professor Trent Munro, Chair of LSQ and a leading voice in Queensland’s bio innovation sector. Trent said, “BCEC fundamentally understands how research innovation is transferred, and it’s between people, and usually at specific technical conferences.

As the peak body for bio innovation in Queensland, LSQ is proud to partner with BCEC to invest in the next generation of researchers, clinicians and global industry experts, and to mark gratitude to those that bring the world to Brisbane in their field.”

Incoming LSQ Chair Professor Frank Gannon added, “It’s been a pleasure to work with fellow Advocates and BCEC to craft this new Bursary. It reflects Queensland’s maturity in cross disciplinary and sectoral collaboration to accelerate innovation transfer in bio innovation.

We’re proud to collaborate with the Centre on an initiative that not only supports individual researchers but strengthens the entire ecosystem for bio innovation in Queensland.”

He continued, “As a Convention Advocate, I’ve seen firsthand how partnerships and conversations facilitated by BCEC have elevated Queensland’s global profile.

This bursary is a powerful way to support mid-career researchers at a critical stage in their careers. By fostering industry engagement, we’re helping position Queensland as a global leader in life sciences and bio innovation for the long term – that’s about health, longevity and food supply for us, our region and the world”.

Application details and programme guidelines will be released in the coming months at LSQ.com.au.

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The Tribe Legacy Sarawak Campaign has achieved its most significant impact to date, driving record growth in Sarawak’s business events sector and firmly establishing the state as Malaysia and Borneo’s Legacy Capital of Business Events.

Driven by strong collaboration across government, industry, academia, communities and global partners, the campaign has reshaped the way business events are delivered in Sarawak – shifting the focus from short-term tourism gains to long-term economic, social and environmental value. This sustained momentum culminated in Business Events Sarawak’s (BESarawak) strongest performance to date in 2025, as the organisation approaches its 20th anniversary.

A Legacy Movement Generating Tangible Economic Outcomes

In FY2025, Sarawak secured 160 business events, surpassing its annual target by achieving 115%. These events, scheduled to take place between 2025 and 2030, are projected to deliver a total economic impact of RM483.5 million.

Projected direct delegate expenditure reached RM262.8 million (€55.7 million), generating RM29 million (€6.1 million) in tax revenue across 177,453 delegate days. Sarawak also sustained a 100% bid success rate since 2022, underscoring continued international confidence in the destination’s leadership, readiness and supporting ecosystem.

Key events secured during this period include the Asia Pacific Hospice Palliative Care Conference 2025, the Asian Congress on Occupational Health 2026, the International Council on Monuments and Sites (ICOMOS) Triennial General Assembly 2026, and the International Council on Archives (ICA) Conference 2027.

On the hosting side, Sarawak successfully delivered 159 business events in 2025 – a 27% increase year-on-year. These events generated RM491.4 million (€104.1 million) in total economic impact, including RM267 million (€56.6 million) in direct delegate expenditure. A total of 59,926 delegates were welcomed, contributing RM29.5 million (€6.3 million) in tax revenue and supporting more than 38,000 jobs across the state.
 

Shifting Global Perceptions Through Tribe Legacy Sarawak

“I am very proud to announce that 2025 represented the best performance in Sarawak’s business events history,” said The Honourable Dato Sri Abdul Karim Rahman Hamzah (above), Minister for Tourism, Creative Industry and Performing Arts Sarawak, during the Board of Directors Appreciation Dinner.

“We have reshaped how the world looks at Sarawak – from a once overlooked destination into the legacy capital of business events in Malaysia and Borneo. It is a powerful journey of vision, perseverance, and partnership, and one that we proudly celebrate as we mark our 20th anniversary this year. This is not the achievement of one organisation, but the result of a united ecosystem working with shared purpose.”

The Minister further highlighted that the period from 2026 to 2030 represents the final phase of the Post COVID-19 Development Strategy (PCDS) 2030, aligned with Sarawak’s 13th Malaysia Plan.

“Our next phase must ensure that business events continue to deliver meaningful contributions to our economy, society and environment. Tribe Legacy Sarawak provides the platform to mobilise talent, partnerships and innovation at scale.”

Building a Measurable Legacy Ecosystem

Through the Tribe Legacy Sarawak Campaign, impact measurement and legacy design have been embedded into Sarawak’s business events strategy. Of the 166 legacy-focused events secured in 2025, 60 have been selected for a pilot measurement programme, with 10 already validated and the remaining 50 currently undergoing assessment to evaluate economic, social and community outcomes.

As part of the legacy initiative, 13 high-value national and international events have been activated across strategic sectors including hydrogen and carbon markets, the digital economy, healthcare, literacy and aerospace – directly supporting Sarawak’s PCDS 2030 priorities.

“The last five years focused on building the legacy ecosystem and developing the Legacy Impact Master Action Plan,” said Datu Hii Chang Kee, Chairman of BESarawak. “Our next phase will deepen data intelligence, digitalisation, partnerships and talent development – ensuring Sarawak remains globally competitive while delivering sustainable value for our people.”
 

Global Leadership in Legacy Innovation

Through the campaign, Sarawak has set international benchmarks with pioneering platforms such as LEGACY360 Education, the Legacy Event Advocacy Policy (LEAP) Summit, the Borneo Inspires Legacy Awards and the Sarawak Business Events Forum – collectively creating integrated ecosystems for advocacy, education and recognition.

Sarawak also became the first government to adopt the Borneo Legacy Declaration, with the Business Events Sarawak Alliance serving as its first implementation milestone across ministries and agencies.

“We are incredibly proud of how Tribe Legacy Sarawak Campaign has mobilised the entire ecosystem,” said Amelia Roziman, CEO of BESarawak. “This campaign proves that when government, industry and communities align around shared purpose, business events become powerful platforms for national transformation and global contribution.”

Sarawak’s leadership has also been recognised internationally through the ICCA Award of Appreciation, The Iceberg Excellence Award, and Amelia Roziman’s appointment as the first Asian Trustee on the Iceberg Board of Trustees.

Looking Ahead: Tribe Legacy 2026–2030

As BESarawak approaches its 20th anniversary in 2026, the Tribe Legacy Sarawak Campaign will focus on accelerating data intelligence, digital platforms, leadership capability and cross-sector partnerships – ensuring sustained growth aligned with PCDS 2030, the 13th Malaysia Plan and the United Nations Sustainable Development Goals.

The campaign reinforces Sarawak’s ambition not only to host world-class business events, but to build a destination and industry driven by higher purpose – creating enduring legacies that will benefit generations to come.
 

Curtin University Malaysia Leads IJBEL’s Global Platform

Business Events Sarawak (BESarawak) has also formally transferred the management and operational responsibilities of the International Journal of Business, Events and Legacies (IJBEL) to Curtin University Malaysia, marking a significant milestone in the advancement of academic–industry collaboration within the business events sector.

The transition was formalised through an official agreement signing, witnessed by Amelia Roziman under which Curtin University Malaysia assumes full responsibility for the journal’s management and operations. BESarawak will remain recognised as the Founding and Strategic Partner, acknowledging its instrumental role in the creation and establishment of IJBEL.

“The transfer of ownership reinforces BESarawak’s legacy principles of continuity and sustainability, enabling legacy-driven business events to evolve as a field of study,” said Jason Tan Chin Foo, Deputy Chief Executive Officer of BESarawak. “We will continue to support the journal through advocacy, promotion, and guidance to ensure that IJBEL lives on as shared, global intellectual capital.”

“This Memorandum of Agreement with Business Events Sarawak marks an important step in strengthening academic–industry collaboration to advance research, knowledge sharing, and thought leadership in business events and legacy studies. Through IJBEL, Curtin University Malaysia is proud to provide a credible, internationally aligned platform that brings together academic research and industry perspectives, while enhancing the visibility and impact of business events across academia, industry, and government,” stated Professor Vincent Lee Chieng Chen, Pro Vice-Chancellor, President, and Chief Executive, Curtin University Malaysia.

Launched in 2022, IJBEL was the world’s first academic journal dedicated specifically to examining how business events generate economic, social, environmental, and cultural legacies. Since its inception, Curtin University Malaysia has served as the journal’s academic and operational foundation, delivering editorial leadership, global reach, and scholarly rigour, while effectively bridging industry practice with academic research.

In 2025, BESarawak and Curtin University Malaysia reached another important milestone with Korea’s announcement of the 2026 IJBEL Korea Special Edition. As part of this collaboration, the Goyang (Korea) Convention Bureau will partner with Curtin University Malaysia to publish the special edition and host a legacy forum during Goyang Destination Week, further strengthening IJBEL’s role as a global platform for advancing legacy-driven business events.
 

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Exempla Management & Consulting, headquartered in Brussels, Belgium, and Meet4Impact, based in Montreal, Canada, have announced a strategic partnership that will introduce new consultancy services aimed at strengthening the impact of mission-driven international associations.

By joining forces, the two organisations combine complementary expertise to deliver a distinctive and fully integrated value proposition.

Meet4Impact contributes its proprietary Impact methodology, which supports the development and demonstration of how associations and business events act as catalysts for socio-economic development across communities and key industries.

Exempla brings extensive experience in strategic planning, business modelling, and event design, supporting content- and community-driven associations in delivering long-term value while ensuring sustainable and viable business operations.

“This partnership helps us work more holistically with associations,” said Geneviève Leclerc, CMP, Co-Founder & CEO, Meet4Impact. “By combining our methodology with Exempla’s 360° view on association strategy, business models and engaging member communities, we’ll help associations move forward more confidently and effectively with their Impact strategies and ultimately generate more societal benefit.”

“Meet4Impact’s methodology is a perfect complement to our approach to association strategy,” added Colm Clarke, Partner, Consultancy at Exempla. “We see this as a way to extend the value of strategic planning and event design, with an increased focus on purpose, new means to engage stakeholders, and added impetus to volunteer engagement.”

Working together, the teams will collaborate flexibly on joint initiatives, pooling their insights and experience to support strategic development efforts that advance association missions and deliver meaningful, measurable impact.

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The Glasgow Convention Bureau recently delivered an inspiring and content rich event on conference impact and legacy with the Glasgow Conference Impact Network.

Held with the aim of fostering collaboration and understanding among stakeholders invested in the city's Business Events, the gathering provided a platform for attendees to explore how best to work together to deliver impact from conferences taking place in Glasgow in 2026.

With a commitment to enhancing the city's standing as a leading destination for academic association meetings, the Glasgow Convention Bureau's Impact Network promises to grow social impact from future conferences.

In 2025, the Glasgow Conference Impact Network successfully delivered 9 impact events across a wide range of subject areas; from Allergy to Engineering, from Mental Health to Digestive Health, engaging over 4000 locals.

Glasgow is one of the world’s leading conference destinations and Business Events contribute significantly to the city’s economy. In the financial year 2024-2025, Glasgow hosted over 420 international and UK conferences worth £153m million. Glasgow Convention Bureau is the city’s primary point of contact for conference organisers, working with partners on more than 100 bids for major UK and international conferences each year.
 

Aileen Crawford, Head of Glasgow Convention Bureau said: “In 2024 we launched the Glasgow Conference Impact Network that brought Team Glasgow together to maximise the positive long-term impacts of academic conferences taking place in our city. Today, the Impact Network are the Convention Bureau’s go-to experts to help and advise the future delivery of social impact aligned to conferences being held in Glasgow in 2026.”

Attendees included representatives from across the academic community, charities, professional conference organisers and conference venues, all keen to find out how they can support conference impact and legacy activities linked to academic meetings taking place in Glasgow.

The group of over 40 members of the Conference Impact Network heard from the Director of the Glasgow Science Festival, Dr Deborah McNeill and William McGowan-Smith, Head of Partnerships & Business Development at Glasgow Children’s Hospital Charity. Both speakers shared how they worked with association meetings to support their ‘good work’ in the city.

Dr Deborah McNeill said: “The Glasgow Conference Impact Network brings together people with a variety of diverse ideas and approaches from an incredible range of organisations. We are here to ensure that community needs are at the heart of any social impact delivered in our city. We are proud to help associations who meet in Glasgow to deliver positive outcomes”

The Network look forward to working together on future conferences to leave a lasting and positive impact in the city.

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Jason Tan Chin Foo (Deputy CEO, BESarawak), Gary Grimmer (Executive Director, GainingEdge), Amelia Roziman (CEO, BESarawak), and James Latham (Founder, The Iceberg).

Sarawak celebrated a defining milestone in its business events journey with the reveal of the Sarawak Destination Legacy Report: A Decade of Transformation at IBTM World in Barcelona.

The report chronicles Sarawak’s journey from the founding of Business Events Sarawak (BESarawak) in 2006 to its rise as one of the world’s most progressive, legacy-driven business events destinations, establishing itself as the legacy capital of business events in Malaysia and Borneo.

“True transformation occurs when we believe in the mission, commit for the long term, focus on real value, embrace necessary disruption, build strategic partnerships, and empower convention bureaux to lead — because their leadership strengthens the entire sector,” said Amelia Roziman, CEO of BESarawak, at a press conference at IBTM World Barcelona.

This journey laid the foundation for one of Sarawak’s most ambitious initiatives: the Legacy Impact Master Action Plan (MAP) 2023–2025, introduced in 2023 as a structured, measurable roadmap to embed legacy outcomes into event design and delivery. With 2025 drawing to a close, Sarawak is approaching the completion of this landmark plan, having achieved far-reaching results that surpass both internal and global expectations.

“Looking back, Sarawak began this journey with ambition and purpose. Today, we have transformed that ambition into real impact. We have built a legacy ecosystem, strengthened government–industry collaboration, and established a model that other destinations now look to for inspiration,” added Roziman. “From 2026 to 2030, we aim to develop a new MAP to continue achieving legacy capital status, implementing a legacy-driven ecosystem powered by data and digital technology.”

At IBTM World Barcelona, Sarawak also hosted an official intention ceremony for the adoption of the Borneo Legacy Declaration. Established on 3 October 2025 following the Legacy Event Advocacy Policy (LEAP) Summit, the declaration formalises a commitment by policymakers and industry leaders from Asia and Europe to advance the global business events industry, reflecting shared vision and partnership. The LEAP Summit was organised by The Iceberg, presented by the Joint Meeting Industry Council, and powered by BESarawak.

“Sarawak is a great example of adopting this declaration and turning intent into real action. The destination has shown how commitment, collaboration and long-term thinking can elevate not only a region but also inspire global partners to do the same. Sarawak isn’t just signing on, it is demonstrating what meaningful adoption looks like, and we look forward to seeing what’s next from Sarawak,” said James Latham, Founder of The Iceberg.

Executive Director at GainingEdge, Gary Grimmer, who served as the consultant for Sarawak’s Legacy Impact Master Action Plan (MAP) 2023–2025, expressed his strong admiration for the cohesion shown by Sarawak’s industry.

“Having consulted destinations around the world on legacy-driven events, Sarawak has performed far better than we ever expected with the Legacy MAP. They have delivered achievements we believed would only materialise after 2025. Their focus on legacy showcases the very best of the destination, demonstrating a level of teamwork and shared vision between government and industry that we rarely see.”

In December, BESarawak will formally adopt the Borneo Legacy Declaration and launch the Business Events Sarawak Alliance (BESA) programme for the government sector, which fosters collaboration between BESarawak and 12 government ministries in Sarawak, ensuring that the legacy-driven ecosystem is integrated across the public sector.

The launch of both the declaration and BESA is scheduled for December and will be officiated by The Right Honourable Datuk Patinggi Tan Sri (Dr) Abang Haji Abdul Rahman Zohari bin Tun Datuk Abang Haji Openg, Premier of Sarawak.

Sarawak also presented a snapshot of 10 conference case studies, revealing the legacies generated through AI.LEGACY Intelligent Impact Management System and demonstrating how data-driven validation is strengthening the destination’s impact narrative.

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A 42-strong group of senior event leaders from over 20 countries gathered in Barcelona yesterday to participate in the IBTM World Forum for Advocacy, presented by The Business of Events. 

The Forum, which took place at Hotel Miramar Barcelona on the eve of the three-day IBTM World trade show, saw insightful discussion and a collaborative campaign to achieve global recognition of the events industry’s impacts on job creation, education and innovation.

Senior leaders from countries including the UK, USA, Canada, Spain, France, Estonia, Rwanda, Colombia, Austria, and Japan came together to align efforts, share best practices for advocacy and growth, and champion the transformative power of business events in shaping resilient, innovative, and inclusive societies. 

Key topics discussed during the Forum included:

• Collectively working together to grow the global events economy through shared storytelling about the impact and outcomes of congresses.
• What strategies are needed to encourage local policymakers and media to support the long-term growth of the events sector.
• How to better advocate for the value of the events sector amongst politicians, influential civil servants, and government departments.

As the Forum closed, The Barcelona Declaration was shared with the group. This communique underlines the value and importance of business events as a strategic driver of economic and social progress. 

The Declaration committed to: 

• Collective action on building a sustainable, open, fair, and inclusive event economy that serves all societies equitably.
• The continued development and promotion of policies and programmes that unlock economic growth at both local and global levels.
• The launch of a coordinated advocacy campaign to demonstrate the value of the worldwide event economy to policymakers, stakeholders, and influencers.

“We’re calling on governments to integrate business events into national development strategies while encouraging leaders to align efforts and share best practices for advocacy and growth. The Barcelona Declaration proves there’s a fantastic appetite for working together to achieve these goals,” said Sherrif Karamat, President & CEO, PCMA.

​The IBTM World Forum for Advocacy, in partnership with The Business of Events, is supported by ICCA, PCMA, IAPCO, Events Industry Council, Joint Meetings Industry Council, City DNA and SANCBE.

IBTM World Exhibition Director, Claudia Hall, said: “The Forum was a fantastic prelude to IBTM World 2025. How we articulate our impact as an industry is vital, and I’d like to thank all the associations and organisations that have supported and participated in this initiative to drive advocacy and action.”

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From left: Prof. Jack Singh (BESarawak Board Member), Datu Hii Chang Kee (BESarawak Chairman), Amelia Roziman (BESarawak CEO and IJBEL advisor), The Hon. Datuk Sebastian Ting (Deputy Minister for Tourism Sarawak), Dr Peter Lee (Executive Director, Goyang CVB), Professor Han Jin-young of Korea MICE Tourism Society, and Professor Yoon Eun-joo of ICEM

The Goyang Convention Bureau (Goyang CVB) of the Goyang International Expo Foundation has announced a landmark collaboration with Curtin University Malaysia, owner of the International Journal of Business Events and Legacies (IJBEL), at the 64th International Congress and Convention Association (ICCA) Congress 2025.

The collaboration aims to publish the 2026 IJBEL Korea Special Edition, a publication globally recognised for shaping leadership and knowledge advancement in business events legacy development.

The announcement marks a significant step toward fostering knowledge exchange between Korean institutions and the international academic community through IJBEL, deepening global cooperation to advance research, policy, and practice on business events and their legacy impact.

The initiative is further strengthened through partnerships with the Korea MICE Tourism Society, led by Professor Han Jin-young of Gwandong University, and the Institute of Convention and Exhibition Management (ICEM), led by Professor Yoon Eun-joo of Hallym University. Both institutions are recognised as leading academic bodies advancing MICE-related research and publications in Korea. 

As part of this collaboration, the Goyang Convention Bureau will work closely with Curtin University Malaysia to publish the special edition and host a legacy forum during the Goyang Destination Week.

“We are extremely proud to see IJBEL shaping conversations and directing change worldwide,” said Amelia Roziman, IJBEL Advisor and CEO of Business Events Sarawak (BESarawak). Through IJBEL, Korea can showcase its MICE excellence, contribute valuable global best practices, and further strengthen its position within the international business events and legacy community.”

“Korea has strategically advanced its destination development and established a strong academic ecosystem that consistently delivers exceptional outcomes,” said Dr Peter Lee, Executive Director of the Goyang Convention Bureau, Goyang International Expo Foundation. “This partnership represents a powerful alignment of shared values and shared ambitions. Together, we are building a future where our collective strengths can create greater global impact.”

“The Korea Special Edition represents a pivotal milestone in IJBEL’s ongoing development,” said Associate Professor Goi Chai Lee, Editor-in-Chief of IJBEL and Associate Professor at Curtin University Malaysia’s Faculty of Business. “As the world’s first academic journal to integrate business events and legacy impact, we encourage more legacy-driven destinations, associations and academic communities to participate and contribute to shaping this important and rapidly emerging body of knowledge.”

For more information on IJBEL, visit the website

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One month later, Antwerp is still seeing benefits for mental health access and awareness, while the European Conference on Mental Health praises accessibility, hospitality, and Mercure Antwerp City South after the September event.

The European Conference on Mental Health (ECMH) brought together 300 delegates from more than thirty countries between 9 and 12 September in Antwerp, for thoughtful debate and new connections, with Mercure Antwerp City South serving as the headquarters hotel and venue. Now, one month later, the conversations and connections are continuing, with renewed attention to access, signposting, and collaboration across services, supported by a city that makes international meetings feel effortless.

Antwerp, where the whole city is your venue, impressed delegates from arrival. Its central position within Europe and excellent rail and air links made travel simple, with many choosing the train for a smooth and sustainable journey. Once in the city, the compact scale and walkable streets encouraged exploration and easy movement between sessions, hotels, and evening gatherings. Visitors remarked on the relaxed atmosphere, the kindness of locals, and the sense of safety that helps people focus on learning and connection. A month later, that sense of welcome continues to resonate, as partners share resources, maintain new connections, and keep accessibility at the heart of ongoing work.

“Antwerp gave us exactly what a mental health congress needs,” said Liisa Kallio, from the ECMH organising committee. “A central and welcoming city, a venue team that cares, and an environment that invites people to meet, learn, and support one another. We look forward to returning, strengthening our links with local universities and services, and leaving a lasting positive mark in Antwerp.”
 

Antwerp: A Cosmopolitan Time-travelling Machine!

Mercure Antwerp City South proved the perfect setting. Flexible rooms supported plenary and parallel sessions, the professional on-site team kept the programme running smoothly, and practical touches ensured delegates could network with ease. “It has been a real pleasure to welcome the European Conference on Mental Health to Mercure Antwerp City South,” said Jessica Thielemans, Mercure Antwerp City South. “Hosting such an important international congress shows the strength of Antwerp as a destination and the versatility of our venue. We are proud to have provided a professional yet warm setting where delegates could share knowledge, connect, and feel at home in our city.”

Programme highlights included an inspiring keynote by Professor Jari Hakanen, who presented evidence-based strategies to boost work engagement and tackle job burnout, balancing top-down practices such as servant leadership with bottom-up approaches like job crafting and social courage at work. Evenings showcased Antwerp at its best, with a celebratory dinner and dancing at De Ark, small-group meals throughout the southern part of the city, and spontaneous meetups that turned new contacts into lasting relationships.

Looking ahead, ECMH aims to deepen local collaborations and continue building a platform for dialogue that endures long after the closing session. Antwerp has proven to be a city that understands the human side of science, a place where knowledge grows through connection.

The next European Conference on Mental Health will take place in Prague from 9 to 11 September, 2026.

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The inaugural Legacy Event Advocacy Policy (LEAP) Summit concluded with the landmark adoption of the Borneo Legacy Declaration. 

This pivotal document is set to redefine the global business events industry by establishing a universal yet locally adaptable framework for measuring and advocating for long-term, positive legacy impact beyond just economic returns.

Organised by The Iceberg, presented by the Joint Meetings Industry Council and powered by Business Events Sarawak (BESarawak), the LEAP Summit brought together government leaders, international policymakers, and industry captains from around the world to address how business events can be strategically leveraged to drive progress in social, economic, and environmental areas.
 

A New Benchmark for Global Impact

The Borneo Legacy Declaration is the culmination of these discussions, formalising a shared global commitment to placing legacy at the core of event planning and delivery. Its key aims include:

• Advocacy for Legacy: To elevate the conversation around business events from transactional revenue generation to strategic, long-term national and global development tools
• Universal Standard: To adopt a common framework that is adaptable and practical for destinations and organisations to measure impact.
• Policy Integration: To encourage governments and industry bodies to integrate legacy-driven criteria into their funding, procurement, and policy-making for business events.
   

“Measurement must evolve, sustainability must be mandatory, and business events must be recognised as instruments of policy that drive skills, collaboration, investment, and national transformation,” stated Datu Hii Chang Kee, Deputy Sarawak State Secretary (Operation), Acting Chairman of BESarawak, and Chairman of the LEAP Summit. “The successful conclusion of the LEAP Summit and the subsequent declaration reinforce Sarawak’s position as the legacy capital of business events in Malaysia and Borneo, championing a model of growth that is both prosperous and profoundly responsible.”

"Sarawak intends to witness the transformation of the business events sector and to demonstrate its importance across all industries,” said Amelia Roziman, CEO of BESarawak. “By creating and supporting the LEAP Summit, we are sharing a bigger vision with the world — one that encourages collaboration and amplifies impact. The more we come together, the stronger the global business events community becomes."

"Transformation cannot happen without the right policy framework. The government’s support is essential in embedding legacy and sustainability into the DNA of business events. We are glad to see the industry taking this forward, championing initiatives that reflect both national goals and global impact,” said Gary Grimmer, Executive Chairman of GainingEdge and summit moderator.
 

Amelia Roziman Becomes First Asian Honoured with The Iceberg Excellence Award

The Iceberg founder and producer, and co-moderator of the summit, James Latham, stated that “The LEAP Summit was a powerful platform for dialogue and unity. The declaration stands as proof that when government and industry leaders collaborate, we can chart a clear, shared path towards a more resilient and purpose-driven future.”

The Declaration’s principles are closely aligned with the United Nations Sustainable Development Goals (UNSDGs) and are designed to complement local development strategies. The Declaration also calls for business events to be recognised as a full-fledged industry sector.

The LEAP Summit brought together policymakers, influencers, and industry leaders from Australia, Korea, the Philippines, Singapore, the United Kingdom, and Malaysia.

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Photo credit - ANZCA ASM Plenary Session in Auditorium

In May 2025, Cairns Convention Centre (Centre) hosted the Australian and New Zealand College of Anaesthetists (ANZCA) Annual Scientific Meeting (ASM), only the third time this prestigious medical conference has been held in a non-capital city (which interestingly was in Cairns over 16 years ago).

With over 1,900 in-person delegates, 263 speakers and facilitators, and more than 115 workshops across five days, the meeting was a remarkable showcase of innovation, sustainability, and community collaboration.

The meeting theme, Future Proof, set the tone for a powerful programme exploring how anaesthesia, pain, and perioperative medicine can adapt to meet tomorrow’s challenges. From the outset, the Centre worked closely with the ANZCA team, led by local Chair of the Regional Organising Committee, Dr Andrew Potter, to bring this vision to life in a setting that embodied sustainability and regional pride.

“We could not have been more pleased with our Cairns Convention Centre experience,” said ANZCA President Professor David Story. “Having a purpose built and sophisticated convention centre in Cairns with such professional and engaging staff made for an easy decision and, as proven, a very successful one.”

Sustaining the Profession, the People, and the Planet

The Future Proof theme reflected the ANZCA committee’s ambition to engage delegates in crucial conversations about environmental, workforce, and personal sustainability. According to Dr Potter, “These three pillars were equally important. Bringing them together under the theme of Future Proof helped frame our shared goal of protecting the future of our profession, and our planet.”

This commitment extended beyond the programme. At every level, the Centre and ANZCA collaborated to ensure a reduced environmental footprint, from the use of reusable cutlery and locally sourced produce to energy efficient venue operations and thoughtful delegate experiences that connected attendees with the natural beauty of Far North Queensland.

“The efforts made by Cairns Convention Centre to promote sustainability during the meeting were noted and appreciated by delegates,” said Dr Potter. “It reinforced the key messages we wanted to deliver.”

“It is important as an industry that both clients and venues look for ways to be leaders in delivering sustainable events,” said Janet Hamilton, General Manager of Cairns Convention Centre. “It was a privilege to work with ANZCA on a programme where sustainability wasn’t just a theme, but a lived experience across catering, logistics, and delegate engagement.”

“Feedback from delegates has been extremely positive, including some of our international speakers saying it was quite possibly the best meeting they had been to in a very long time, maybe ever,” Professor David Story, ANZCA President

Flexibility, Flow, and Flawless Execution

The scale of the 2025 ASM was immense. As Jan Sharrock, ANZCA’s Executive Director of Fellowship Affairs, reflected, “We had 1,946 in-person delegates and 263 contributors delivering over 55 sessions and 115 workshops. The versatility of the Centre’s spaces helped us deliver this seamlessly and with an enhanced delegate experience.”

One major achievement was accommodating over 110 workshops in a single day, a logistical feat made possible through the Centre’s dynamic room configurations and proactive team. “The Cairns Convention Centre team was flexible with our requests, understood the delivery needs, and adapted as required,” said Sharrock. “Not something we see, or say, all the time.”

That responsiveness extended beyond technical logistics. “From the very beginning, the planning process was engaging and thoughtful,” Sharrock added. “It was the small touches too, like a couch and gifts in the event room, or care shown in guiding an elderly delegate, that made all the difference.”

“Our approach is built on partnership,” said Hamilton. “We see ourselves as an extension of the organising team, and that mindset is what allows us to respond quickly and effectively to changing needs on the ground.”

A Showcase for Regional Excellence

For Dr Potter, a Cairns based anaesthetist, convening the ASM in his hometown was both a professional and personal milestone. “When I was invited to chair the Regional Organising Committee, I was honoured, but also nervous. These meetings are usually held in large capital cities. But what we proved is that regional communities are more than capable of delivering events of this scale.”

Indeed, Cairns not only hosted the meeting, but it also helped shape it. “The involvement of Cairns Hospital’s leadership and the local anaesthetic department was instrumental,” said Sharrock. “Their input infused the scientific programme with a grounded and authentic perspective on the realities of regional healthcare.”

The benefits of hosting in Cairns were echoed by ANZCA President, Professor David Story: “As a college, our commitment is to ensure all fellows and trainees have access to high quality education, research, and science. This should not be determined only by access to large metropolitan cities. We also want to provide opportunities for our regional members to convene an ASM and feel the pride and satisfaction of showcasing their skills, quality of care, and region to delegates nationally and internationally.”
 

Memorable Moments and Lasting Impact

Beyond the walls of the Centre, delegates had the opportunity to participate in optional excursions that deepened their connection to the region and its expertise. A standout experience was the guided tour of the Cairns Aquarium led by marine biologist Jennie Gilbert, where attendees explored turtle conservation and anaesthesia in marine life. Other activities, such as charitable donations to local organisations and the Emerging Leaders Conference held at the coastal Thala Beach, fostered moments of reflection and inspiration while reinforcing ANZCA’s commitment to integrating community and culture into the delegate experience.

“These optional activities helped reinforce our theme and provided depth to the delegate experience,” said Sharrock. “They also created an appreciation for the unique contributions of regional professionals.” The 2025 ASM was more than just a scientific meeting — it was a transformative experience for many delegates. The Centre received consistent praise not only for its state-of-the-art facilities but also for its welcoming atmosphere and dedicated team. “The Centre was clean, bright, and easy to navigate,” said Dr Potter.

“Hope from the team deserves special mention for her energy and enthusiasm. Security staff were friendly and helpful. I’ve rarely been to a large event where the team felt this accessible and kind.” One particularly moving moment came during the Welcome to Country by Gavin Singleton. “His message was passionate and beautifully aligned with the Future Proof theme,” recalled Dr Potter. “He highlighted the importance of country, culture, and sustainability in ways that will stay with our delegates for years.”

"The Centre was clean, bright, and easy to navigate. I’ve rarely been to a large event where the team felt this accessible and kind,” Dr. Andrew Potter, Local Chair of the 

Regional Organising Committee.

Sustainability in Action

The 2025 ANZCA ASM set a new standard for environmental responsibility in conferencing in Australia. In collaboration with the Centre, the meeting implemented a comprehensive sustainability strategy that produced measurable impact.

Over 21,500 disposable cups were saved from landfill by adopting a no-consumables policy. Instead, all catering used glassware, crockery, and even edible containers, significantly reducing single-use waste.

Carbon offsetting was a major focus. Delegates collectively offset 173.99 tonnes of carbon emissions, and ANZCA contributed up to $2,500 to cover any gap, resulting in a total offset of 287.62 tonnes and a financial contribution of $6,324 to Greenfleet. An additional $3,900 was donated to charity partners supporting climate and sustainability initiatives.

According to data collected in collaboration with MeetGreen, the conference generated just 0.84 kilograms of waste per attendee per day — 55% less than the average event. Waste audits were conducted throughout the build, event delivery, and de-rig phases to monitor and minimise impact in real time.

Additionally, all prepared but unserved food was donated to local organisation YouthLink, ensuring surplus was redirected to community benefit instead of landfill.

A Message to Future Conference Planners

For other associations considering a regional destination, the ANZCA team’s message is clear, Cairns delivers.

“To other professional organisations thinking of coming to Cairns, I would recommend it without reservation,” said Dr Potter. “The ANZCA events team, WALDRONSMITH Management, Wallfly, and the Cairns Convention Centre team worked together to deliver a slick, professional, and impactful meeting that will be remembered long into the future.”

Professor Story agreed: “Feedback from delegates has been extremely positive, including some of our international speakers saying it was quite possibly the best meeting they had been to in a very long time, maybe ever.”

“We are incredibly proud of the role we played in showcasing what a regional destination like Cairns can achieve,” said Hamilton. “The success of this event is a testament not only to our facility, but to the collaborative spirit that defines our region.”

Destination Support

Assistant Minister for Tourism, Early Learning, Creative Industries and Far North Queensland, Bree James emphasised the value of bringing this prestigious ASM to Cairns. “Welcoming the ANZCA ASM to Cairns was a proud moment for our region and a powerful endorsement of the depth of expertise we have in Far North Queensland. Hosting an event of this scale outside a capital city not only showcases our world-class facilities and local talent but also reinforces the value of regional voices in shaping the future of healthcare. It’s a testament to what’s possible when innovation, collaboration, and community come together.”

Business Events Cairns & Great Barrier Reef, General Manager, Tara Bennett said “ANZCA demonstrated how well Cairns can host more than 1,900 delegates while ensuring they enjoyed a warm tropical welcome and the intimacy that comes from a regional city. With Cairns Airport just 10 minutes from the Cairns Convention Centre and five-star hotels within walking distance, the ease of moving around provides a distinct advantage. Delegates can quickly connect in the compact waterfront city environment with the added advantage of instant access to green space for wellness and recreational activities.”

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Sarawak’s business events industry is set to make a powerful return at IMEX Frankfurt 2025 from 20-22 May 2025, solidifying its position as a top-tier, impact-driven business events destination.

The theme ‘Impact’ continues to be the talking point for IMEX Frankfurt this year, placing emphasis on uniting the global events community in addressing pressing challenges for economic, social and environmental issues. 

Business Events Sarawak (BESarawak) is all geared up for this theme as the Sarawak Pavilion aligns perfectly with this mission, showcasing the industry’s commitment to driving social and economic impact through business events.

Key highlights at the Sarawak Pavilion include:

• AI.LEGACY Intelligent Impact Management System

A pioneering tool developed in collaboration with Universiti Malaysia Sarawak (UNIMAS), AI.LEGACY helps event planners measure and report the long-term impact of business events on communities, ensuring sustainable benefits.

• Legacy360

A platform dedicated to advancing business event legacies, bringing together government officials, industry leaders, and community representatives to discuss strategies for economic, social, and environmental transformation.

• Borneo Inspires Legacy Awards (BILA)

BILA recognises outstanding contributions in the business events sector, celebrating individuals and organisations that drive positive change in Sarawak’s communities through knowledge-sharing and economic development.

Check out our report on these projects above in HQ #118

Dato Sri Abdul Karim Rahman Hamzah, Sarawak’s Minister of Tourism, Creative Industry and Performing Arts, says, “IMEX Frankfurt is a cornerstone event for Sarawak to showcase our unique strengths as a business events destination. This year, we are doubling down on our commitment to legacy, sustainability, and innovation—values that align seamlessly with the global theme of 'Impact.'

“Sarawak’s Post COVID-19 Development Strategy 2030 (PCDS 2030) will take centre stage, demonstrating how business events can drive transformative change for our communities and economy.”

Amelia Roziman, Chief Executive Officer of BESarawak explains: "With the Sarawak Pavilion, we aim to inspire and attract international corporate meetings and incentives markets, while reinforcing our position as a leader in legacy-driven business events. IMEX Frankfurt is the perfect stage to amplify Sarawak’s voice and contributions to the global business events community as well as legacy impact."

This year’s IMEX Frankfurt marks a defining moment for BESarawak, showcasing how the state continues to evolve while remaining rooted in its cultural identity.

IMEX Frankfurt 2025 hosts over 3,100 exhibitors representing 150 countries and welcomes 4,200 global decision-makers under one roof at Messe Frankfurt, one of Europe’s largest and most connected venues. Last year, IMEX Frankfurt facilitated over 63,000 meetings and hosted 4,200 buyers, making it a pivotal event for the business events industry.
 

Published by Meeting Media Group, the publisher of Headquarters Magazine (HQ) – a leading international publication based in Brussels, serving the global MICE industry and association community.

Turisme de Barcelona took a step forward in its strategy to generate value in the city through the events and congresses it hosts with the creation of the new Barcelona Convention Bureau Legacy Programme.

This new programme, presented to the members of the Barcelona Convention Bureau yesterday, aims to generate long-term positive effects in the city and the region through the congresses and events hosted by the city. By creating synergies and collaborations between local stakeholders and congress associations, the programme seeks to develop projects that have a positive impact on Barcelona, its inhabitants, and its business and research sectors. 

As explained by BCB’s director, Christoph Tessmar, “the point is to generate an impact that has a lasting effect beyond the event itself, to share and promote knowledge, professional connections, and to drive scientific and technological advancements within the framework of the economic development of the sector”.

For this, Turisme de Barcelona has created a new department within BCB to develop such projects, working closely with the different associations and organisers of the congresses. This new team is already working on four big congresses this year, three in the medical field and one in the nutraceutical industry.

The first congress is ESGE, from the European Society of Gastrointestinal Endoscopy, which will take place in April. The team is currently working in collaboration with the Spanish Association against Cancer (AECC) in creating and designing this legacy project, aligning the congress’ activity with the goals and needs of the city. Vitafoods in May, ECTRIMS in September and the World Stroke Conference in October are the other congresses with whom the Barcelona Convention Bureau is working to develop legacy projects this year. 

As part of the services offered by the legacy programme, BCB helps associations find the right local partners and evaluate the impact generated, offering comprehensive support in managing and communicating the project to ensure its success and visibility. 

The Legacy Handbook 

A handbook has been developed as part of the new Legacy Programme for Barcelona, explaining the methodology and the necessary processes to allow for the development of the legacy project for every congress or event. 

The projects can be classified in five different categories, ensuring that the impact is diversified in different fields: 1) economic diversification 2) community 3) knowledge-sharing 4) environmental 5) sectoral. 

The programme works to promote competitiveness, ensuring Barcelona’s positioning in the MICE sector by enhancing the positive impact of MICE activities in the city, considering local opportunities and the existing institutional framework. This involves establishing communication and collaboration among various stakeholders in the implementation of innovative proposals. Ultimately, it is about exploring and exploiting all the opportunities an event can generate, be it in the economic, scientific, business or innovation fields, while integrating with the city and its social network. 

Barcelona Convention Bureau has established three different types of collaboration for those associations that want to develop a legacy project: 

1. Creating a legacy project from the start.
    
2. Supporting the associations that have their own legacy project and they want to implement it in Barcelona.
    
3. Supporting those associations that want to leave a legacy or impact in the destination, but do not have the resources to create its own legacy project, by connecting them with already existing local projects that they can collaborate with. 
    

To design, implement and assess each of the projects, a Legacy Committee will be created, which can include BCB’s legacy coordinator, the event association, the local partners and the local host. 

The legacy process starts 12 months before the congress takes places, to align the project idea with the needs of the city, and ends with the evaluation of the long-term impact/legacy of the project, at least a year after its implementation. The process also includes a communication plan that ensures the visibility of the project and the perceived impact by the community. 

Turisme de Barcelona’s president, Jordi Clos, highlights that the attraction of impact congresses is a priority for Turisme de Barcelona. He brings attention to the fact that "these congresses are the ones showing the most interest to work together in projects that allow the host city to grow socially, educationally, and also in terms of economic diversification. The experience with MWC shows how congresses and exhibitions are not only an economic and employment interest for the city, but they also play a transformative role by creating new economic activity, training young people in new disciplines, or having a clear return to the city beyond hotel occupancy, restaurants, shop sales, or trade fair activity."

The president believes it is necessary to work in the same direction to take advantage of the resources and energy created around a congress to attract certain strategic economic sectors for the city. "A congress can generate income for the host city, but it can also promote knowledge and experience exchange between participants, and even motivate and be decisive for infrastructure development. This is the purpose of the Barcelona Convention Bureau Legacy Programme: to enhance and create transformative legacy that adds long-term value to Barcelona and its inhabitants, a legacy that goes beyond the activity associated to the congress and that also has an impact on areas such as the social, economic and cultural fields."

In April, the ESGE congress will take place in Barcelona, and a legacy project is already in the making together with the Spanish Association Against Cancer (AECC). From the AECC, they emphasise "the great value that, in a renowned scientific congress, the Association is considered as a partner in the legacy project, which involves a greater commitment from the Congress and explicit support to give visibility to the social cause, in this case, the importance of colorectal cancer screening."
 

Another of the congresses with whom the team is already working is the World Stroke Congress (WSC), happening in October. Dr. Carlos Molina, Head of Neurology at the Vall d’Hebron Stroke Center, has highlighted the legacy project in terms of "the impact that the WSC 2025 will deliver to our city. This congress is not only a scientific event to share knowledge and advances in the stroke field, but it also has a strong commitment with the local community. The legacy project is designed to guarantee that the knowledge and innovations presented during the WSC have a long-lasting impact in Barcelona. This includes awareness campaigns to prevent strokes, the importance of immediate treatment and the improvement of the quality of life of patients and their families."

In this regard, he emphasises the opportunity of this initiative to “build a healthier and more conscious future, leaving a footprint that will benefit the next generations. The collaboration between experts, institutions and the community is fundamental to reach this goal. I am proud to be part of this historic moment and contribute to the legacy that the World Stroke Congress will leave in Barcelona. Together, we can make a difference!" he concludes. 

Barcelona hosts annually around 1.500 events, more than 500 of which are congresses. The technological, pharmaceutical, medical, industrial and academic sectors are the ones that stand out the most, with an economic impact of around a thousand million euros. 

The Melbourne Convention Bureau has launched The Positive Impact of Business Events Report, an overview of the immense value that business events deliver.  

From significant economic contributions, to community engagement and sector growth, to education, trade and investment; business events create real change and lasting legacies for Victoria. The informative and comprehensive report features case studies from business events in Melbourne over the past decade, demonstrating the many ways in which these events have contributed to the Victorian economy as well as having far reaching impacts. 

Speaking at the opening press conference at the Asia Pacific Incentives and Meetings Event (AIME) 2025, MCB Chief Executive Officer Julia Swanson highlighted some of the landmark events that have shaped Melbourne. 

“From the strengthening of leadership and international partnerships of the Asia Pacific Offshore Wind & Green Hydrogen Summit in 2023, to the community engagement of the 2024 Lions International Convention, and the lasting legacy and impact of the 20th International AIDS Conference; business events are invaluable to Victoria.” 

“This report includes multiple case studies outlining what Melbourne Convention Bureau has achieved and the immense value that business events have brought to the Victorian community, to the economy, to education, trade, and investment.” 

The Positive Impacts of Business Events Report demonstrates that as well as supporting the economy, business events act as a platform for knowledge exchange, innovation and networking opportunities. They advance industry growth, drive technological advancements, and enhance skill development across key sectors. Additionally, these events stimulate collaboration and lead to sustainable development outcomes. 

Over the past ten years, MCB has delivered 1,620 business events, resulting in $2.34 billion in economic contribution. Business events boost hotel occupancy, with 1.3 million hotel room nights booked over the past ten years from the 610,000 delegates visiting Victoria. Additionally, business events generate employment opportunities in event planning, hospitality, transportation and local services, with an estimated 29,000 jobs having been created by MCB’s business events over the past decade. 

Access the Positive Impact of Business Events Report online now 

The first phase of ChristchurchNZ's three-year research programme — The Conference Legacy Project — has revealed the positive impacts of four international conferences held in Christchurch, New Zealand in 2024.

Kath Low, Head of Visitor Economy, ChristchurchNZ presented the findings today (11 February) at AIME 2025 in Melbourne. Internationally-recognised business events researcher, Carmel Foley (below), Professor of Business Events at University of Technology, Sydney conducted the surveys and compiled the 2024 Interim Report with her colleague Dr Anja Hergesell from UTS Business School. Their research was supported by ChristchurchNZ and Tourism New Zealand.

“We have seen some excellent results so far from the Christchurch conference surveys. These four conferences proved to be particularly strong facilitators of knowledge sharing and collaboration, driving scientific advancement and industry innovation,” Low said.

Delegates gave high ratings for scientific advancement, early career capabilities, and personal attendee impacts: 89% of respondents agreed the conference facilitated knowledge-sharing and collaborations and 85% of respondents reported the conferences were valuable platforms for advancing their fields.

“Early career delegates benefited greatly, enhancing their knowledge, networks and capabilities, which supports the future health of key industry sectors in New Zealand. The beyond-economic benefits of business events include attracting global talent."

A staggering 20% of respondents reported that they are actively seeking to relocate to Christchurch to live, work and/or study.

“Attracting global talent enriches the local workforce, drives economic growth, and fosters a culture of innovation that can propel industries forward,” the report says.

“Ōtautahi Christchurch has a thriving business events ecosystem and we recognise that evidence-based information has the potential to catalyse innovation in priority sectors and contribute to solutions for environmental and social issues. The research is going to provide insights to generate funding, inform strategies and global marketing,” Low said.

Respondents gave high ratings for the inclusivity of the conferences, the strategies used to minimise environmental impacts, networking and the sharing of knowledge. They equipped delegates with new knowledge, ideas and techniques which drove workplace innovation, benefitting communities.

“There is a changing dynamic in what it means to deliver a conference well. The next generation of industry leaders expect more and care more about the broader impact of the business events they attend. Te Pae Christchurch Convention Centre is contributing through its industry leading environmental initiatives,” Low said.

Te Pae Christchurch is net carbon zero certified, meeting internationally recognised standards of measuring, managing and reducing lifecycle emissions from the operation of the centre. 68% of respondents noted that waste generation was minimised through thoughtful practice, and 62% of respondents agreed that the choice of venue reflected a commitment to environmental sustainability. 64% of respondents agreed that the conferences were designed to minimise negative environmental impacts.

“We are early in the programme and the indicative trends are showing very positive results,” Foley said.

“The next report will include a broader range with data from Wellington and Auckland. We are excited to see how this evolves as the dataset grows and we can dive deeper into the analysis from a whole of New Zealand perspective.”

The 54th European Society for Paediatric Gastroenterology, Hepatology and Nutrition, which took place in June 2022 at the Bella Center in Copenhagen

Gerda-Marie Rist (on the right), Head of the Copenhagen Legacy Lab, reflects on how the Lab has evolved since its launch in 2019, including key achievements, legacy processes from congresses and major events, and Copenhagen’s new All Inclusive strategy to drive meaningful, long-term impact for the city and its partners.

In 2019, we explored the Legacy Lab project during the BestCities Forum in Copenhagen. Nearly five years later, what updates have you made to the legacy framework based on your work with associations and congresses?

Since the launch of Copenhagen Legacy Lab in 2019, we have executed 13 major legacy processes in close collaboration with the congress organisations. We have also conducted an extensive study on nine congresses together with MeetDenmark, which was published in 2023. This has provided us with a lot of experience, and we are continuously adjusting our method, tools, and templates according to our observations. In collaboration with consultants and a national economist, we have dug deeper into methods of measuring the output, outcomes, and impacts, which have strengthened the tools we had available. Recently, we have included major events (e.g., sports events) in our legacy framework and adjusted our congress model slightly to have one model that can accommodate both areas.

In our work, we acknowledge the importance of having a strategic framework that helps us work systematically and focused. Not two legacy processes are the same. We constantly adjust the process to fit the concrete case, as these can vary in scope, content, and execution. However, one very important factor, which we invariably put time and effort into, is to discuss ‘the why’. Why are we engaged in this legacy initiative; what is the underlying problem, and which change do we want to see in the long run after the congress? Having this dialogue with the relevant stakeholders and allowing time for this phase of the process is sometimes challenging but always time well spent. Also, it helps us to plan the evaluation phase properly and set up the right measuring parameters. We are currently exploring whether and how AI can contribute to the early stages of our legacy process, identifying the right stakeholders and suggesting relevant legacy areas.

The Copenhagen Legacy Lab follows a strategic process aligned with the UN Sustainable Development Goals. Which sectors have shown the most significant potential legacies, and how has the local community benefited?

Our legacy initiatives focus on three of Copenhagen’s prioritised strongholds: life science, green transition, and information and communications technology. While all sectors can benefit from working with a legacy process, we have seen the greatest impacts in health and green transition.

Within life science, the sector with most congresses coming to Copenhagen, typical focus areas for legacy have been patient involvement, talent attraction, and education. The patient days have been very well received, and several congresses are incorporating the concept of a patient day in their congress programme as a standard. For example, the European Society for Paediatric Gastroenterology, Hepatology and Nutrition held a Family Education Day at their congress in Copenhagen in 2022, where around 30 families were invited to meet the experts and obtain new knowledge about their child’s disease, as well as exchange experiences with other affected families.

As an example from green transition, we were involved in developing the ‘Copenhagen Lessons’ during the International Union of Architects (UIA) congress in 2023. These ten principles will create a common language to accelerate sustainable change in the built environment.

Another angle that has proven very valuable is our work with the associations to help them sharpen their impact and adjust their ways of working. The Global DIY-Summit 2022 (pictured below) legacy activity focused on creating a more responsible and sustainable DIY industry, resulting in annual reporting of the external Environmental, Social, and Corporate Governance initiatives from various manufacturers and retailers within the industry. We also worked with the Nordic Blockchain Congress 2023 and facilitated the identification of four key challenges in this industry, and established four steering groups focusing on these issues.
 

For the 2024 ISA SUP and Paddleboard World Championship, Copenhagen Legacy Lab worked with Surf & SUP Danmark and 19 Danish tourist boards. What were the event’s main objectives, and how was the strategic alignment realised?

Before the world championship, we analysed the link between stand-up paddleboarding (SUP) and outdoor tourism and found that Denmark had a large potential for developing SUP among tourists. We developed a national SUP universe in collaboration with Surf & SUP Danmark, VisitDenmark, and the 19 Danish tourist boards.

To further increase the engagement of the tourist boards, they were asked to be involved in a pre-tour hosted by Surf & SUP Danmark. Many of the boards welcomed the idea of having a tour to visit their region, and the early dialogue enabled us to match the tour plan directly to local and existing water sports events. Merging the pre-tour with local events was a clear win-win situation.

Following the successful WindEurope 2023 congress, the association will return to Copenhagen for its annual event in 2025, the 7th time it has chosen the city. Given Denmark’s role as a pioneer in wind energy, this is an opportunity further to build legacies around innovation, energy, and sustainability. Has any pre-event planning been done, and what are the strategic objectives and potential impacts for both WindEurope and Copenhagen?

We have been fortunate to work with WindEurope for several years, which enables us to work consistently with legacy and build on our previous measures. WindEurope has focused on the involvement of school children and early talent attraction in Copenhagen and other locations, targeting the workforce gap within the wind industry, which will only increase with time. Denmark is among the leading countries in terms of the education of schoolchildren within the wind area. For example, Copenhagen Municipality has educated schoolchildren through the Greater Copenhagen Living Lab in Energy & Water public-private partnership for many years. With the upcoming legacy initiative for 2025, which we are currently working closely with WindEurope to prepare, we will be able to reach even more local families and children, and not least to inspire other countries to do the same.
 

Last year, you launched a risk assessment white paper to identify key threats in the sector, highlighting concerns such as travel restrictions, technological infrastructure, inflexible contracts, and regional instability. Has this influenced legacy building with your clients? And does the risk assessment play a role in your legacy methodology?

The risk project has not yet directly influenced our legacy methodology or our ability to collaborate with clients and stakeholders. However, it has helped us reflect on risks in our legacy processes and, not least, the long-term effects. Risks associated with pre- and during-event activities will typically be tied to resources, mandates, commitment, time and funding. More long-term risks can be sectoral changes, strategic priority adjustments, lack of funding, change of leadership, challenges in data and many more. With increased experience with legacy processes, we have become more skilled at risk mitigation.

The updated Copenhagen Sustainability Guide helps reduce CO2 emissions and event resource consumption. Has the guide influenced your partners to consider event legacies, and is it changing the approach to your supply chain?

We are updating the Copenhagen Sustainability Guide to a more comprehensive tool, strongly aligned with our new strategy, ‘Copenhagen All Inclusive’ and our commitments to Net Zero Carbon Events. From a legacy point of view, we hope that the inclusion in the guide will inspire associations to consider working strategically with impact/legacy together with us. Our ambition is for more associations to understand better the enormous potential their events can have economically, environmentally, and socially.

Among the various case studies you have worked on, have there been instances where the outcomes or impacts (social, environmental, educational, or economic) deviated from the original framework used to design and measure them? Were there any surprising legacies or impacts that were not foreseen? If so, does serendipity play a role in the legacy-building process?

A legacy process rarely results in a straightforward outcome easily defined by an easily measured KPI. We try to think the process through to the evaluation phase and to measure what we find most relevant, but often, we can add excellent outcomes as add-ons that we could not imagine from the start. For example, we recently worked with the World Association of News Publishers (WAN-IFRA) in connection with the World News Media Congress 2024 in Copenhagen. By coincidence, we met a Danish journalist working with news avoidance among Generation Z, and this ended up in a successful legacy initiative involving a workshop with 70 international students from the Danish Folk School in Elsinore and 12 congress delegates. The resulting ‘Copenhagen Criteria’, 7 News Values to guide the development of journalistic products for young generations, have been spread around the globe to inspire news editors to target young audiences in new ways. Enlightened democracies require various groups of people, including the young generations, to participate in political decisions and the news environment. So, while we can measure the spread of the News Values and how they are used to educate new journalists, etc., what is most important is that we are targeting a potential democratic problem with this legacy initiative.

What steps should the MICE industry take to promote better knowledge sharing and collaboration between destinations and associations? Are there any inspiring examples that have shaped Copenhagen’s own legacy journey?

Showing concrete examples of how legacy has impacted our society makes it more tangible to understand, but a focused communication effort remains and is on our list of important wins for the years to come.

Our legacy road has been collaborative from the outset across Denmark and internationally. We chose early on to go ‘open source’ and to share research, case tools with the MICE industry – not only as an inspiration but also to support a transition in our industry. We strongly believe we can only succeed if we work together and share. Many steps have been taken already to secure this path. There are many excellent, inspirational examples of legacy and impact work that has been done, such as JMIC/ICEBERG, BestCities, ICCA, IMEX, Meet4Impact, UTS/Business Events Sydney, JBEL and so many destinations that have now created their own models for working with impact and legacy.

Wonderful Copenhagen recently launched its new strategy, All Inclusive, which moves from a narrow focus on revenue to a focus on broad, lasting impacts. With this, legacy is adopted as a strategic cornerstone of our organisation’s way of working. I think this is highly motivating and sparks hope for the broad implementation of legacy, serving as a potential game changer for lasting impact across the globe.
 

The Hon. Dato Sri Abdul Karim, representing the Premier of Sarawak, launched the world's first business event legacy management system.

Sarawak became the first in the world to launch AI.LEGACY, an intelligent impact management system specifically designed to monitor, measure, and report the legacies of business events hosted in Sarawak.

AI.LEGACY Intelligent Impact Management System offers a revolutionary approach to business event legacy management by leveraging cutting-edge artificial intelligence. Its four key objectives are to:

• Track the real-time impacts of business events
• Enable event planners to make more informed decisions by leveraging data insights
• Collect, analyse and manage event data via artificial intelligence
• Position Sarawak as the legacy capital of business events in Malaysia and Borneo

“This is a groundbreaking moment for Sarawak, having spent several years studying business event legacies, investing in strategic approaches, and learning through trial and error to achieve this milestone,” proudly said The Hon. Dato Sri Abdul Karim Rahman Hamzah, Minister for Tourism, Creative Industry and Performing Arts Sarawak. “We are incredibly proud of AI.LEGACY because it is 100% locally developed by BESarawak and Universiti Malaysia Sarawak (UNIMAS). Sarawak can deliver its brand promise of driving impact together with event planners. They now have greater power to analyse their contributions toward Sarawak’s Post COVID-19 Development Strategy 2030 and UN Sustainable Development Goals.”

“BESarawak is very pleased to be ahead of schedule in achieving the Impact Master Action Plan 2023-2025. This now ensures that the business events sector in Sarawak continues to thrive while delivering measurable benefits to society,” said Dato Sri Abang Haji Abdul Karim bin Tun Datuk Abang Haji Openg, Chairman of BESarawak.
 

Amelia Roziman, CEO of BESarawak, highlighted a significant global challenge facing the business events sector: the measurement and reporting of non-economic outcomes and legacies. 

“The sector is heavily focused on quantitative data that other significant impacts have been overlooked and therefore, unreported. We need to emphasise the impact of events on social, environmental, and cultural aspects too—a shift that AI.LEGACY is designed to support,” said Roziman. “With the power of automation, AI.LEGACY can produce important reports that validate the planner’s work and help increase their chances of obtaining additional support such as funds and endorsements. We are simplifying processes to make it easier to improve long-term strategic planning through real-time insights. AI.LEGACY is the way forward to make a difference.”

Prof. Dr. Lo May Chiun, AI.LEGACY Project Leader and Senior Director of the Research, Innovation, and Enterprise Centre at UNIMAS, expressed her enthusiasm about the groundbreaking potential of AI.LEGACY. “My team and I are confident that AI.LEGACY can help not only the business events sector but also other industries unlock their full potential. In today’s world, where economic, social, and environmental factors are key, it’s essential to have tools that enable every industry to understand both their economic and non-economic benefits,” she stated.

AI.LEGACY Intelligent Impact Management System also serves as a one-stop centre for users to conveniently book legacy clinic sessions and submit various applications, including the Borneo Inspires Legacy Awards 2025. AI.LEGACY will be ready for use starting early Q3/2025. 

Sarawak hosted an exclusive preview of LEGACY360 - Business Events for a Sustainable Future forum, Southeast Asia’s first homegrown forum dedicated to the education, advocacy, and advancement of business event legacies.

LEGACY360 is designed to amplify the conversation around business events as enablers of economic, social, and environmental transformation, making it a focal point for BESarawak’s mission to integrate meaningful legacies into Malaysia’s business events. As Sarawak progresses to become the legacy capital of business events in Malaysia and Borneo by 2030, LEGACY360 is a pivotal platform to drive this vision forward.

The preview, held on 13th January, offered a glimpse into the main event set to take place in September 2025. A teaser of what’s to come was the panel session, Business Events for a Sustainable Future, which featured four distinguished speakers who shared their unique perspectives on the importance of legacy in today’s business world.

Datu Hii Chang Kee, Deputy State Secretary (Operations) and Deputy Chairman of BESarawak shared the Sarawak government’s plans for business events and how legacy practices are supporting government goals. Meanwhile, Amelia Roziman, CEO of BESarawak, dives into the final year of the Legacy Impact Master Action Plan 2023-2025.

Datuk Dr M Gandhi, President of the Malaysian Association Of Convention & Exhibition Organisers & Suppliers (MACEOS) and Founder/Chairman of Bumiati Holdings Sdn Bhd, shared MACEOS’ plans for Malaysia and offered practical insights into how entrepreneurs can balance economic growth and social impact. On the other hand, Jane Vong-Holmes, Senior Manager - Asia of GainingEdge, offered her knowledge on legacies around the world and how talent recruitment and retention is also an important aspect of sustainability.

Other highlights of today’s event were:

• AI.LEGACY Intelligent Impact Management System: The world’s first system for monitoring, measuring, and reporting business event legacies. AI.LEGACY leverages cutting-edge artificial intelligence and offers a game-changing approach to legacy management. It is developed to guide event planners toward creating tangible and measurable outcomes. The system is a partnership between BESarawak and Universiti Malaysia Sarawak (UNIMAS).
   
• Borneo Inspires Legacies Awards (BILA): the much-loved Anak Sarawak Awards, Malaysia’s first business events award ceremony, has evolved into BILA. The brand new award programme aims to inspire others to contribute to building stronger, more resilient legacies and is open to all from around the world.
   
• Tribe Legacy Sarawak campaign 2025: BESarawak introduced the campaign’s brand promise, Driving Impact Together. With the introduction of LEGACY360, AI LEGACY and Borneo Inspires Legacy Awards, Sarawak is steadfast in delivering its brand promise to event planners. The campaign also unveiled the brand new movement, I AM LEGACY, celebrating the power of individual actions and small-scale impacts to drive significant change.

Tan Sri Datuk Patinggi Dr Haji Abang Abdul Rahman Zohari bin Tun Datuk Haji Abang Openg, Premier of Sarawak, represented by The Hon. Dato Sri Abdul Karim Rahman Hamzah, Minister for Tourism, Creative Industry, and Performing Arts Sarawak said, “As we move towards becoming the legacy capital of business events in Malaysia and Borneo, LEGACY360 is a vital platform. Our vision is to position LEGACY360 as a globally recognised event.”

“The main forum, scheduled for September 2025, will feature an engaging two-day programme with interactive workshops and dialogues. The forum's highlight will be the Borneo Inspires Legacy Awards, which will take place on the second evening to celebrate outstanding contributions to legacy building.”

Meanwhile, Dato Sri Abang Haji Abdul Karim bin Tun Datuk Abang Haji Openg, Chairman of BESarawak stated that “LEGACY360 is about building the future through collaboration, innovation, and a shared commitment to doing better. The bold vision is that business event legacies will lead Sarawak into a new frontier of local and national economic and social development.”

“This is an exciting final year of the Legacy Impact Master Action Plan 2023-2025,” said Amelia Roziman, CEO of BESarawak. “After many years in our legacy journey, what began as a vision to define and shape the impact of business events, has now evolved into a groundbreaking reality. We are very excited to invite business event planners to host an event in Sarawak and try AI.LEGACY Intelligent Impact Management System.”

LEGACY360 - Business Events for a Sustainable Future forum was also the platform to recognise nine long-service members of BESarawak, serving between five to fifteen years in the organisation.

Association events are linked to a very vital piece of the meetings industry’s puzzle, one that brings together creative minds, talents, wisdom, and thought leadership. These compelling words underscore the primary motivations behind the existence and purpose of association events, which will keep on thriving in any format, no matter what happens in this world.

AUTHOR: SISSY LIGNOU – PRESIDENT & CEO, AFEA CONGRESS, AND PRESIDENT-ELECT OF IAPCO

The power of connecting people drives us, the professionals of this industry, to daily perform successful events for our clients and our organisations. There is no greater pleasure for a meeting planner than the delivery of a prosperous, record-breaking event, that leaves its mark on the organisation’s history and milestones.

There is no greater reward than the establishment of a lasting legacy for both the community and the destination through the activities and outcomes of events. And yes, legacy can have a very powerful role in showcasing the value of the global meetings industry, as it relates to the long-lasting impact of our sector.

But first, let’s have a look at the broader role of our business.

The voice of global as well as national associations active in the meetings industry is united in many aspects, but very much aligned on one fundamental fact: the power and huge impact of our sector in the global economy. This can be considered the primary driver of advocacy within our field.

On 11th April, 2024, in celebration of Global Meetings Industry Day, IAPCO unveiled its annual 2023 IAPCO member survey, highlighting the industry’s value and the activities of leading global PCOs. The survey revealed an increase in economic impact from pre-pandemic results of €12.8 billion in 2019 to €13.47 billion in 2022, as well as a significant growth in number of events and professionals employed in the members’ companies.

In addition, the Events Industry Council and Oxford Economics collaborated on an extended research project on the economic significance of meetings, presenting a 1.6 trillion USD contribution from business events to GDP, a number which could rank the sector as the 13th largest economy globally.
 

"The voice of global as well as national associations active in the meetings industry is (...) very much aligned on one fundamental fact: the power and huge impact of our sector in the global economy."

Meetings contribute to employment, seasonality and foster more than 40 professions related to the design, organisation, and delivery process of an event. They draw upscale and high-income attendees who typically spend five to seven times more than regular tourists in a given destination, and who could also act as ambassadors for the hosting country. Our business promotes destinations and their potential to host high-end meetings. It contributes to urban development and further improvement of facilities and infrastructure.

An influential industry deserving of preservation and advancement, it serves as a catalyst for forthcoming national strategies, global policies, and growth. It is a strength that should be utilised to the full by governments, local authorities, policy-makers, and key opinion leaders.

In the current period, various organisations representing our industry place advocacy at the top of their agenda, a fact showcasing their intention to spread the word about the positive impact of the sector within, but especially outside, our ‘meetings bubble’. Many voices, different approaches, and diverse advocacy strategies, but all aligned with one main vision.

This vision is also driving IAPCO, as advocacy is at the forefront of the association’s fi ve-year strategic plan, with the goal of raising the profile and importance of IAPCO-accredited PCOs. In this sense, IAPCO launched a global advocacy priority initiative, which was offi cially announced at the recent Annual Meeting and General Assembly in Ljubljana this year.

Now, association events can play a significant role in this process due to their characteristics, as they not only gather wisdom, knowledge and expertise in one place, not only they contribute to the development of science, medicine, and scientific excellence, but they also rotate among various destinations, which allows them to establish a strong legacy in various fields. Association events have the capability to highlight the cultural and historical heritage of destinations, foster innovation, promote sustainable development and enhance community development. They are delivered via collaboration and synergies among the professionals of the industry, the DMO, the local and state officials, the supplier chain, the volunteers, and the community. What could be better than showcasing the collaborative spirit of a destination, or for an international association to create a strong knowledge economy in the host country?

Legacy is a win-win long-term impact like no other, compared to other sectors, and it is a powerful argument for all meetings professionals to use when advocating on our business. It is a superpower that is very often unrecognised by policy-makers, but which should serve as a driving force in the advocacy for associations when they seek to gain recognition and support in the destinations that host their events.

Now is the time to unite our voices and agree on a global advocacy strategy for our meetings industry. If we succeed, magic can happen…

IAPCO is a global not-for-profit membership organisation whose mission is to raise the standards of service amongst its members and other sectors of the meetings and events industry by means of continuing education, interaction with other professionals and research. IAPCO today represents 138 accredited businesses of professional congress organisers in 40 countries. IAPCO membership is achieved through the demonstration of a continual high level of service delivery and is retained through annual quality checks and reviews by the IAPCO Quality Committee.

Melbourne Convention and Exhibition Trust (MCET) – operators of the Melbourne Convention and Exhibition Centre (MCEC) and the future Nyaal Banyul Geelong Convention and Event Centre – have released their Annual Report and Impact Report, highlighting their important role in driving economic, social and environmental impact. 

In 2023-24, MCET generated $777 million in economic impact for the State of Victoria, as well as achieving important climate change, water, procurement, equality and recognition targets. 

MCEC proudly hosted 720 events, including the high-profile ASEAN Commemorative Summit, Lions International Convention, the largest AIME in a decade, and the BBC Earth Experience, direct from its world premiere in London. 3.2 million people visited MCEC, a 23% increase from last year. 

In an important milestone, MCET launched its latest Accessibility Action Plan in 2023-24, which was developed with input from people with lived experience along with expertise from accessibility consultants in the tourism industry.  

The Chief Executive Natalie O’Brien AM said: “as leaders in the events industry, we play an important role in contributing to a better future through our commitments to people, planet and economic prosperity. We’re proud of the innovative sustainability programs we’ve implemented at MCEC over the year, as well as the progress we’ve made in Geelong, in collaboration with our project partners and Wadawurrung Traditional Owners. We look forward to continuing to make a positive impact in the communities we serve.”

MCEC’s innovative returnable coffee cup program served over 894,000 delegates with reusable stainless-steel cups, preventing thousands of disposable cups from ending up in landfill. 

During the year, MCEC developed a carbon emissions inventory, calculating Scope 1, 2 and 3 emissions. By including Scope 3 emissions, MCEC is extending its responsibility beyond its direct operations and encouraging sustainable practices along the entire value chain. The carbon inventory will also be used to develop a roadmap to achieve net zero by 2050.  

Sustainability and Impact Manger Kristen Gillespie said: “We’ve made important progress towards our ambitious impact goals, be that through waste reduction efforts, sponsorship for community organisations, or improving access for people with disabilities. We know many of our customers, partners and stakeholders share our commitments to sustainability and community impact, and we look forward to continuing to work with them to ensure it remains a top priority.”

Continuing its commitment to supporting leading Australian charities and community organisations, MCEC celebrated a decade of support for the Good Friday Appeal and OzHarvest, and workplace giving increased by 297%. 

Tourism, Sport and Major Events, Steve Dimopoulos said: “MCET plays a key role in our booming visitor and events economy, which keeps our hotels and hospitality venues thriving and backs local businesses and jobs."

In Geelong, Nyaal Banyul project partners have established a gold standard for social procurement during the construction of Nyaal Banyul, providing fully funded training for 28 trainees or apprentices who have experienced barriers to employment.  

MCET also collaborated with Wadawurrung Traditional Owners to develop the award-winning brand identity for the future venue, which takes inspiration from the venue’s gifted name and the landscapes and heritage of Wadawurrung Country. 

Read the Annual Report here and the Impact Report here 

The International Congress and Convention Association (ICCA) and BestCities Global Alliance are thrilled to announce the finalists of the 2024 Incredible Impacts Programme: International Hip Preservation Society (ISHA), European Academy of Childhood Disability (EACD), and World Association of News Publishers (WAN-IFRA).

The Incredible Impacts Programme celebrates the value of international association meetings by rewarding innovative thinking and creativity across the industry. Programme finalists demonstrate proven impact in shaping a better world, inspiring others to incorporate their own legacy initiatives into future events.

“Incredible Impacts helps shine a light on the valuable work organisations do to expand and improve the legacy associations bring to host destinations, and it's crucial that we support these efforts, which not only strengthen our industry but positively impact the communities we visit," said Senthil Gopinath, CEO, International Congress and Convention Association (ICCA).

Whether advocating for global access to quality medical treatments, building a better future for people with childhood-onset disabilities, or advancing democratic engagement among younger generations, the 2024 Incredible Impacts Programme finalists share a common goal of achieving equity for people everywhere. They are:

• International Hip Preservation Society – Africa’s prevalence of hip issues is a barrier to economic development, with treatment only available to the wealthy minority. ISHA’s 2023 Annual Scientific Meeting served as a catalyst for its expansion across Africa, with a key objective of building hip preservation hubs that are accessible to patients across the continent – regardless of class, age or gender.
   
• European Academy of Childhood Disability – EACD developed the EACD+ program to improve quality of life for people with a childhood-onset disability by expanding their access to sports, culture and technology. Following the success of EACD2024 in Bruges, Belgium, EACD seeks to expand the programme to future host destinations, as well as creating an Impact Creation Task Force that raises awareness of the needs and rights of people with childhood-onset disabilities and advocate for more inclusive policy making throughout Europe.
   
• World Association of News Publishers – News avoidance impacts civic engagement and the evolution of informed, open societies that are essential to building a better world. WAN-IFRA initiated the Copenhagen Criteria project in 2024 to identify “news values” that will help news organisations better appeal to younger audiences. The association intends to advance the Copenhagen Criteria at the World News Media Congress in Krakow, Poland in 2025, including other marginalised groups, such as women and immigrants, to ensure diverse voices contribute to the conversation about news consumption.

"Each finalist has shown a tremendous commitment to advancing legacy initiatives within their association and leaving a lasting, positive impact in their host destinations. They are shining examples of the transformative power of the meetings industry, and we hope associations around the world will take note and be inspired by their successes," says Loren Christie, Managing Director, BestCities Global Alliance.

These three associations will compete for the Incredible Impacts Programme $20,000 USD grant at the ICCA Congress (October 20-23 in Abu Dhabi, UAE), with each presenting their entry at a plenary session. Congress attendees will be able to vote on the winner, with the final score evenly weighted between jury and audience.

The VISITFLANDERS Convention Bureau, #MEET4IMPACT, and the GDS-Movement have tannounced the inaugural Impact Day. On October 14, 2024, major conference and event leaders will gather at the historic Saint Magdalene's Church in Bruges, Belgium.

More than 120 participants from Australia, North America, and across Europe are expected to attend. This pivotal event will address the future of the conference and events sector, which is at a crossroads. A resilient, new business model is essential to ensuring long-term success. Central to this evolution is social impact: How can conferences and events leave lasting positive effects on host communities and their residents?
 

Sustainability at the heart of conferences and events

Impact Day will showcase innovative practices, leading research, and collaborative methods aimed at maximising the social and environmental value of conferences and events.

At its core is the unveiling of a groundbreaking framework developed by VISITFLANDERS Convention Bureau. This framework will help organisers measure and enhance the social impact of their events, contributing to the well-being of local communities and the environment.

Keynote speakers: visionaries leading the change:

• Piet Colruyt (Impact House), one of Belgium’s leading social entrepreneurs, will share insights on how event organisers can access funding to support impactful initiatives.
• Professor Jan Beyne (Antwerp Management School), an authority on sustainability and the circular economy, will explain the concept of impact and highlight emerging trends in sustainable practices for the events industry.
• Geneviève Leclerc (#MEET4IMPACT) and Guy Bigwood (GDS-Movement) will explore “Why Funding for Impact?” and its relevance to the business events industry.
   

Inspiring Case Studies and Breakout Sessions

The event will feature presentations from industry leaders, including The European Academy of Childhood-onset Disability (EACD), The European Federation of Food Science and Technology (EFFoST), and The World Breaking Championship.

Afternoon breakout sessions will cover three key topics:

• Case studies from associations that have formed impactful partnerships to scale their impact.
• Best practices for using subvention funds to drive social and environmental change in cities.
• How governmental and supranational funding schemes can support associations in achieving impact goals through event-related projects.

A Sustainable Venue: Saint Magdalene’s Church

The venue, Saint Magdalene’s Church, is an eco-certified Flanders Heritage Venue and embodies the event’s commitment to sustainability. Accessible by public transport and surrounded by Green Key-certified hotels, the venue will ensure responsible CO2 management. In addition, the event will focus on SDG6 for sustainable water management, with real-time water usage monitored and visualised throughout the conference by the Crowne Plaza Bruges.

A trio of key players in the sustainable events space organises Impact Day

These 3 organisations bring together their expertise and commitment to social responsibility, making Impact Day a landmark event for professionals eager to be part of the future of the global event industry.

VISITFLANDERS Convention Bureau is the official convention bureau for Flanders and Brussels. The organisation supports sustainable conferences and events in Flanders.

#MEET4IMPACT is an international organisation dedicated to helping event organisers create measurable social impacts.

GDS-Movement is a global movement working towards a regenerative tourism and events industry, guiding destinations and events to adopt sustainable practices.

Sarawak's legacy initiatives for business events reach a breakthrough as Business Events Sarawak (BESarawak) and Universiti Malaysia Sarawak (UNIMAS) collaborate on the first economic impact and legacy study in Malaysia.

The partnership between BESarawak and UNIMAS will see two key projects implemented:

1) Economic Impact Study: Led by Professor Dr. Rossazana Binti Ab Rahim from UNIMAS, this study will develop a comprehensive economic framework for business events that records and reports crucial data such as visitor arrivals and revenue generation.

The economic study will use the new Sarawak-level economic measurements based on the six key economic sectors (manufacturing, agriculture, tourism, forestry, mining, and services) of the Post COVID-19 Development Strategy (PCDS) 2030. The study is aligned with the PCDS 2030’s aspiration for business events and tourism to increase visitor arrivals by 7.5% per annum and contribute 11% to Sarawak’s gross domestic product by 2030.

2) Legacy Impact Study and Legacy Impact Measurement System: Headed by Professor Dr Lo May Chiun from UNIMAS, the legacy impact study analyses the wider impact of conferences and exhibitions such as community development, social responsibility, policy influence, and investment opportunities.

The study coincides with the development of Malaysia’s first state-of-the-art dashboard system to monitor, validate, report, and capture the impact and legacies of business events held in Sarawak.

The system will enable business event planners to track their impact and provide a holistic picture of their contributions to Sarawak and beyond. The development of the legacy measurement system is supported by Professor Dr Wang Yin Chai, from the Faculty of Computer Science and Information Technology at UNIMAS, who brings over 24 years of experience in research and development, with expertise in artificial intelligence, image processing, and Geographic Information System analysis.

“We are in the second year of the Legacy Impact Master Action Plan 2023–2025 and this stage is about measuring and verifying event legacies. With the research and findings from UNIMAS, we are going to improve our legacy measurements and be ready for the reporting and communication phase through the dashboard next year,” said The Hon. Dato Sri Abdul Karim Rahman Hamzah, Minister of Tourism, Creative Industry and Performing Arts Sarawak at today’s press conference. “The Tribe Legacy Sarawak campaign is important to the Sarawak government and business events industry. The tagline “Driving Impact Together” is our brand promise that we can drive impact together and measure it. Sarawak will soon be capable of fulfilling this promise for all business event planners.”

The Minister then added that “legacy is not a thought, but an achievable outcome. This emphasis on legacy proved successful when Sarawak was selected to host the International Water Association World Water Congress and Exhibition 2028. By 2030, legacy impact will become a natural process when organising business events and Sarawak will be positioned as the legacy capital of business events in Malaysia and Borneo.”

Meanwhile, Dato Sri Abang Haji Abdul Karim bin Tun Datuk Abang Haji Openg, Chairman of BESarawak, echoed the Minister’s message. “By next year, Sarawak is going to deliver its promise that when you host your business events in Sarawak, you are not just choosing a destination—you are choosing to make a change that can be successfully implemented and measured. UNIMAS has been an excellent legacy research partner and we hope to launch the legacy measurement dashboard by the first quarter of 2025.”

Professor Dr Rossazana Binti Ab Rahim said, "We are honoured to collaborate with BESarawak on this critical study. With a comprehensive economic matrix, we aim to provide valuable data that will inform strategic decision-making and contribute to the sustainable growth of the business events sector in Sarawak."

On the other hand, Professor Dr Wang Yin Chai stated, "I am delighted to lead the Legacy Impact Measurement System. Leveraging AI, image processing, and computer technologies, we will create a cutting-edge system to measure the long-term benefits of business events for Sarawak. This project aligns with my passion for using technology to drive positive change."

Professor Dr. Lo May Chiun stated, "Developing a system to capture the legacy impact of business events is an exciting challenge. This project will allow us to showcase the far-reaching benefits of conferences, beyond just the immediate economic contributions.

In 2023, the Premier of Sarawak announced his intention to establish Sarawak as the legacy capital of business events in Malaysia and Borneo. This will be driven by the Legacy Impact Master Action Plan 2023–2025 where data and innovation play key roles in attracting high-profile legacy events and ESG-centric international partnerships. 

The annual Club Melbourne Ambassador Program Awards honoured twelve forward-thinking leaders for attracting significant international events to Melbourne. 

Their advocacy efforts have secured Melbourne as the destination for 12 international conferences, doubling the number of successful bids achieved last year.

Collectively, the events are projected to deliver more than $62.5 million in economic impact for the State, nearly tripling the economic impact from the previous year. The events will attract over 10,000 visitors to engage in impactful conversations and experience the vibrancy of Melbourne.

Professor Frank Dunshae, Professor Alistair Moffat, Todd Harper AM, Dr Zaffar Sadiq Mohamed-Ghouse and Professor Geoffrey Metz AO were awarded for their winning bids to host major international events at Melbourne Convention and Exhibition Centre (MCEC).

Minister for Tourism, Sport and Major Events Steve Dimopoulos, said “Victoria continues to grow its reputation for holding world-class business events. These events not only showcase our state to the world, but also help boost our visitor economy through spending across accommodation, hospitality and broader tourism offerings.”

The prestigious Club Melbourne Award for Excellence was presented to Professor Geoffrey Metz AO, in recognition of his unwavering dedication and advocacy for Melbourne since the program’s inception in 2005.

The renowned gastroenterologist and Director of Medical Education at Epworth Hospital has been instrumental in successfully bidding for four major international events, with a combined economic impact of $64.3 million.

MCEC Chief Executive Natalie O’Brien AM, said “Our Club Melbourne Ambassadors are some of the best and brightest minds in our city.  The annual awards night celebrates their ongoing advocacy efforts and commitments to building Melbourne’s reputation for research, business and exceptional events. And we’re so proud this year to celebrate almost triple the economic impact from the high-profile events secured for MCEC. Congratulations to all award recipients.” 

The annual awards were hosted at THE LUME Melbourne, a fitting venue for a celebration of innovation, excellence and creativity. Guests were inspired and delighted with scenes from THE LUME’s immersive experiences including Van Gough, Monet, and Da Vinci, as well as captivating images of Melbourne city and nightscape.  

Club Melbourne is owned and led by MCEC with support and collaboration from the Melbourne Convention Bureau (MCB) and the Victorian State Government.

The program boasts over 80 Ambassadors in medical, science, engineering, agriculture business and community and infrastructure technologies. Together, they continue to advance Melbourne’s reputation as a global hub for academic and business excellence, and leadership.

MCB Chief Executive Julia Swanson, said “MCB would like to congratulate the annual Club Melbourne Ambassador Program Award recipients who have gone above and beyond to help secure and deliver impactful conferences for Melbourne. As Victoria’s lead agency in acquiring and delivering business events, MCB has worked closely with Club Melbourne Ambassadors to secure prestigious business events for Melbourne. Together, we make a formidable team, providing a unique opportunity to connect prominent thinkers and leaders in the promotion of Melbourne as one of the world’s premier conference and event destinations.”

The award winners are:

• Professor Frank Dunshae, World Congress on Animal Production 2024
• Professor Alistair Moffat, Annual International ACM SIGIR Conference on Research & Development in Information Retrieval 2026
• Todd Harper AM, World Cancer Leaders’ Summit 2025
• Dr Zaffar Sadiq Mohamed-Ghouse, International Symposium on Digital Earth Summit and Locate 2026
• Dr Arvind Sinha, Asian Australian Rotorcraft Forum 2024

Bid assist winners:

• Professor Sanchia Aranda AM, World Cancer Leaders’ Summit 2025
• Professor Ron Wakefield, World Sustainable Built Conference 2026
• Professor Grant McArthur, VCCC Alliance Conference 2023
• Professor Jonathan Shaw, International Diabetes Federation Western Pacific Region 2026
• Associate Professor Anna Boltong, MASCC/ISOO Annual Meeting 2026
• Emeritus Professor Milton Hearn, 2nd Australian Conference on Green and Sustainable Chemistry and Engineering 2024

Club Melbourne Award for Excellence:

• Professor Geoffrey Metz AO for his work in securing four successful bids since 2005 with a combined economic impact of $64.3 million.

Amelia Roziman, CEO of BESarawak, presents the books to Michelle Lee from Batu Bungan Primary School at this morning's handover ceremony.

Following a series of successful book drives across Sarawak, Business Events Sarawak (BESarawak) has donated 1,000 books to Sekolah Kebangsaan Batu Bungan (Batu Bungan Primary School) at this morning’s handover ceremony.

The donation is part of Books Build Legacy, BESarawak’s state-level initiative which aims to bridge the gap in educational resources and empower young minds in rural Sarawak. Today’s event celebrated the importance of community development and the transformative impact of accessible materials on young learners.

“The donations to SK Batu Bungan were collected from two events this year, namely the ‘Connect. Play. Donate’ industry gathering in Kuching and the Sarawak Invitational Interteam Pickleball Challenge 2024 in Miri,” said Amelia Roziman, CEO of BESarawak, who presented the books today. “There is very good progress with this programme and hopefully inspiring to other organisations looking to make a difference.”

“With only a population of less than 70 pupils, these books will become an important part of their educational journey. We can expect more pupils to take up reading as a new hobby in and outside school, ” said Michelle Lee, Senior Assistant of Students' Affairs at Batu Bungan Primary School. “Teachers are always looking to enhance our pupils’ learning experiences and academic growth. We appreciate the business events community sharing their generosity with the pupils.”

BESarawak invites more organisations from all industries to donate to ‘Books Build Legacy’.
 

ABOUT BOOKS BUILD LEGACY
‘Books Build Legacy’ is a state-level corporate social responsibility programme by BESarawak to enhance educational opportunities for rural communities in Sarawak. By providing books to schools and libraries, BESarawak aims to encourage a love of reading, support literacy development, and inspire lifelong learning among school-aged children. ‘Books Build Legacy’ partners with local, national, and international associations and organisations to ensure that rural children have access to the resources they need to succeed academically and beyond.

ABOUT BUSINESS EVENTS’ LEGACY IMPACT
‘Legacy impact’ refers to the long-term, positive benefits that business events bring to sectors, communities, trade and investment, the environment, and governance. Sarawak is the first in Malaysia and one of the few in the world to focus on legacy impact as a sustainable method of measuring the value of business events. Business events are listed as one of six sectors in the Sarawak Government’s Post Covid-19 Development Strategy to achieve economic prosperity, social inclusion, and environmental sustainability by 2030.

The Cairns Convention Centre has announced the launch of a stunning new artwork by renowned local artist, Elverina Johnson. This piece, which beautifully captures the connection between the ocean, reef, mangroves, and the land with First Nations people, is now on display at the Centre.

Elverina Johnson, a Gungganji Gurugulu and Gimuy Walubara Yidinji artist from Yarrabah, has created this artwork to reflect the deep-rooted stories of hunting and gathering on the reef that have been passed down through generations. The artwork emphasises the vital role the ocean and land plays in sustaining life. It serves as a poignant reminder of the interconnectedness of all elements of nature and the importance of caring for country as it cares for us.

Elverina was selected through an expression of interest process, in partnership with Northsite Contemporary Arts Gallery, Elverina Johnson was selected to create the commissioned artwork. 

Hamish Sawyer, previous Artistic Director, NorthSite, Richard Coulson, Director, Cox Architects, and Francoise Lane, Artistic Director, CIAF made up the independent selection panel.

This initiative marks a pivotal step in the Centre’s Reflect Reconciliation Action Plan, as they strive to create an environment that not only provides opportunities for First Nations people but also educates clients and delegates from around the world about the rich cultural heritage of the land on which our Centre stands.

“We are thrilled to showcase Elverina Johnson’s artwork, which not only enhances the vibrancy of our Centre but also educates and inspires our visitors about the cultural significance of the land and sea to the First Nations people,” said Janet Hamilton, General Manager at the Cairns Convention Centre. “This piece is a testament to the enduring connection between the environment and the cultural heritage of our First Nations people.

The commissioned artwork is now displayed in the entry to the new expansion and is a wonderful edition to the First Nations art collection displayed throughout the Centre.

Tourism Minister and Member for Cairns, Michael Healy commented on Centre’s appointment.

“It certainly is fitting that ASM Global has commissioned an artist of Elverina’s high standing to create a First Nations artwork to welcome visitors to the new-look Centre.

“The State Government invested $176 million to upgrade and expand this world-class facility and, although it’s been open for less than 12 months, it is already proving to be a massive boost to tourism and trade across the Tropical North, attracting world-class conferences.”

The ACC Liverpool Group has launched its latest social value plan outlining the organisation’s commitment to driving positive and lasting impact in the Liverpool City region and beyond. 

Since launching its first Social Value Plan in 2022, the organisation which operates Liverpool’s waterfront events campus, home to ACC Liverpool, Exhibition Centre Liverpool and the M&S Bank Arena, has put social value front and centre, maximising the positive impact it has on the local area. 

This report delves into the progress that the group has made over the past year, showcasing how they've championed sustainability, given back to the community and looked after their workforce. 

Over the past year, ACC Liverpool Group has worked to embed social value across the organisation, turning new initiatives into policy and processes that become second nature. As a result, the organisation’s social value has grown by £1.1m. Using the Social Value Portal and the National TOMs Framework to calculate social value, the organisation recorded a rise in value from £5.3m in 2022/23 to £6.4m in 2023/24. 

Accomplishments so far include reaching carbon neutral status, achieving a Green Meetings silver accreditation, establishing a Legacy Champions network, launching an Equality, Diversity and Inclusion workplace strategy and the creation of a city-wide accessibility forum, in partnership with Liverpool ONE. 

Looking ahead, the organisation has prioritised initiatives it believes to be particularly important including an environmental sustainability strategy, maximising the legacy of events and ensuring their campus is as accessible as possible.  

The organisation will follow the National TOMS Framework to measure activity against the UN Sustainable Development Goals. Responsibilities set out in the latest version of the plan include becoming more environmentally sustainable, being a thoughtful, inclusive and progressive employer, using the organisation’s influence to evolve the events industry and becoming integral to and loved by the community, all initiatives the organisation recognises as being particularly important.  

ACC Liverpool Group Director of Operations, Eddie dos Santos said:  

“Since introducing the first plan in 2022 we’ve made great progress in increasing our value to the local area in the four key areas of people, environmental sustainability, industry influence and community. Environmental sustainability has become a key focus for us and while we’re proud of achieving carbon neutral status and obtaining a Green Meetings silver accreditation, we know we have to continue to adopt new ways of working and provide innovative solutions for the challenges facing the Liverpool City Region.” 

The ACC Liverpool Group’s latest Social Value Impact Plan can be viewed here. 

All photos provided by Helsinki Partners © Teemu Kuusimurto / Keksi Agency

The 10th Congress of the European Academy of Neurology is being held in Helsinki from 29 June to 2 July 2024, and its Brain Health Mission challenges young people to come up with ideas, strategies or campaigns to inspire their peers to prioritise brain health as part of its Brain Health School Challenge Project. 

Helsinki's congress legacy focuses on five key areas: education, environment, equality and equity, wellbeing, and innovation. This comprehensive approach demonstrates that congresses can be more than just meetings – they can also be catalysts for change.

Empowering the next generation through education  

Education is at the heart of Helsinki's congress legacy. The city embraces “learning by doing”, inviting event professionals to share their expertise with students in unique and practical ways. The Helsinki Event Legacy Program encourages congress organisers to involve local students through public lectures, interactive workshops, and open days. This hands-on approach bridges the gap between academia and industry, fostering a culture of continuous learning.

The 10th Congress of the European Academy of Neurology (EAN) will bring over 8000 neurologists to Helsinki from 29 June to 2 July 2024. Their Brain Health Mission – School Challenge Project is a great example on how legacy work is done in practice. The school challenge was organised in Finland in spring 2024. Pupils created posters, social media videos, campaigns and other creative ideas designed to inspire their peers to prioritise brain health. The best ideas were awarded and will be presented at this summer’s congress.

Environmental stewardship 

Helsinki takes environmental sustainability seriously, with a focus on preserving its natural beauty for future generations. Congress participants are encouraged to engage in urban preservation through volunteer work, cleaning campaigns, and removing invasive plant species. The city also donates leftover congress materials to workshops like Uusix, promoting a circular economy. Helsinki collaborates with the Baltic Sea Action Group to protect and restore the Baltic Sea, demonstrating its broader commitment to environmental stewardship.
 

Promoting equality and inclusion

Helsinki is a city that champions equality, wellbeing, and participation. The city's approach to equality includes providing work opportunities for students with special needs and supporting humanitarian efforts through collaborations with the Finnish Red Cross. A recent example is the online training provided by the Alzheimer Society of Finland (Muistiliitto), which is designed to support people with dementia in customer service. This training was shared with staff at various hotels and service providers in Helsinki, reflecting the city's commitment to inclusion and respect.

Fostering wellbeing

Helsinki has been named the world's best city for establishing a healthy life-work balance (in that order). This balance is part of Helsinki's identity, and it is reflected in the city’s congress legacy. 

Charity fun runs and walking events during congresses encourage physical activity and raise funds for charitable causes. The city's congress legacy toolkit contains ready-to-use ideas designed to create a positive impact in the short to medium term, helping congress organisers integrate health and sustainability into their events. 

Crafting a forward-thinking ecosystem

According to the Global Innovation Index (GII) 2023, Finland ranks as the world’s 6th most innovative country. The index’s 80 indicators explore a broad vision of innovation, from infrastructure to political environment, highlighting Finland's commitment to forward-thinking practices. Innovation is also a key pillar of Helsinki's congress legacy. The city collaborates with the Helsinki Education Hub to create an environment where education startups and innovative learning can thrive. Corporate decision-makers and investors are engaged through personalised fact-finding tours and round-table dinners, showcasing Helsinki's business ecosystem and attracting investment to support sustainable growth. Read more about the Education Hub Helsinki’s Impact Report.

and check out more on Future of Congresses at Helsinkipartners.com