PCMA’s Convening EMEA has reached a new participation high, with the 2026 edition in Lisbon attracting 565 in-person participants and 814 participants across its global digital audience, with delegates representing 42 countries.

The figures make the Lisbon gathering the largest Convening EMEA to date, as PCMA’s EMEA community continues to expand across Europe, the Middle East and Africa. The three-day event took place from 13–15 September at FIL – Lisbon Exhibition and Congress Centre.

The close of the 2026 edition also brought the announcement of the host destination for next year’s event. Seville, Andalusia, Spain, will host Convening EMEA 2027 from 13–15 September, with the programme set to take place at FIBES – Seville Conference & Exhibition Centre. PCMA says the event is planned to attract more than 600 participants in person, alongside a global digital audience.

The return to Seville also connects with an earlier chapter in PCMA’s European activity. The association brought its European community to the Spanish city in 2018 for the European Influencers Summit, which attracted approximately 150 participants.

“Convening EMEA has evolved significantly since PCMA first brought our European community to Seville in 2018,” said Sherrif Karamat, CAE, President and CEO of PCMA and CEMA. “Returning in 2027 gives us an opportunity to demonstrate just how far that community, and this experience, has come. Andalusia and Seville share our ambition to use business events to create meaningful economic and social progress, and we look forward to working together to create an experience that connects our global community while delivering lasting value for the region.”

Seville as part of the programme

PCMA says the 2027 experience will be delivered in partnership with Andalusia and Seville, with the region positioning the business events sector as a strategic priority and investing in its international reach, sustainability, innovation and long-term development.

The programme will bring together business event strategists, event marketers, association and corporate leaders, partners and next-generation professionals from across Europe, the Middle East, Africa and PCMA’s wider global community.

The organisation says the 2027 programme will continue to develop around meaningful connection, relevant learning and active participation, with Seville and Andalusia incorporated into the experience itself rather than serving simply as its backdrop.

The announcement was welcomed by regional and city representatives.
 

Manuel Gavira, Second Vice President and Minister of Tourism of Andalusia, described the selection as “recognition of Andalusia’s leadership as one of the major international tourist destinations and, in particular, the growing strength of our unique offer in the meetings & events industry.”

He added that “hosting an event of this importance, bringing together the leading players and professionals of the global MICE industry, will allow us to directly showcase the capacity, professionalism, and diversity of Andalusia as a destination and reinforce our position in a strategic segment due to its ability to generate economic activity and opportunities for our ecosystem of destinations and business suppliers.”

Ángel Díaz, President of the Sevilla Congress & Convention Bureau, said: “We are delighted that Seville has been selected to host the upcoming PCMA CEMEA Annual Conference in 2027. This represents an outstanding opportunity to further strengthen our city’s position as a premier international destination for the business events industry, while highlighting the expertise, capability, and talent of our local business sector.”

Angie Moreno, Councillor for Tourism and Culture at Seville City Council, said: “We are very proud that Seville has been chosen to host CEMEA 2027. This is an important recognition of our city’s growing position in the international business events sector and a great opportunity to showcase Seville and FIBES to the global meetings community. We look forward to welcoming the PCMA community and working together to make CEMEA 2027 a great success.”

For PCMA, the Lisbon edition’s participation figures and the Seville announcement come as the association continues to develop its EMEA community as part of its wider global network. PCMA currently has regional communities in APAC, EMEA and LATAM, with members in 72 countries and communities.

The 2027 edition of Convening EMEA will take place in Seville from 13–15 September 2027 at FIBES – Seville Conference & Exhibition Centre.
 

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

More than 1,000 one-to-one meetings formed the backbone of the DMC Network’s 2026 Exchange, held in Seattle from 10 to 13 September. The invitation-only gathering brought together 120 clients and DMC leaders from across the Network’s global community, creating a setting designed around direct access to the people behind its independent destination management companies.

The format was deliberately personal. Alongside pre-scheduled meetings, the programme gave clients the opportunity to experience Seattle through the knowledge and relationships of local experts, with activities and meetings taking place at The Westin Seattle, Seattle Convention Center and venues across the city. Event Experience hosted the programme locally, with support from Visit Seattle and The Westin Seattle.

For Aoife Delaney, Managing Director of DMC Network, that direct connection is central to the proposition the Exchange is intended to demonstrate.“The success of the Exchange comes from giving people the opportunity to spend meaningful time together. Clients meet directly with the people who know their destinations, lead their businesses and are personally accountable for the programmes they deliver.

“This year’s Exchange created exactly the kind of environment we wanted. There were honest conversations, new ideas, valuable connections and a genuine sense of community throughout the event. It brought our ‘We’re Here for You’ promise to life by demonstrating what it means to have knowledgeable, committed people ready to support clients in destinations around the world.”

Seattle itself became part of that argument. Guests were offered a choice of experiences spanning glassblowing, sailing, the waterfront, Pacific Northwest hiking, Woodinville wineries, Pike Place Market and Pioneer Square, alongside activities on the water. Evening programming included a rooftop gathering at Bell Harbor and a closing dinner at the Museum of Pop Culture (MoPOP).

The emphasis was less on conventional destination showcasing than on demonstrating how local expertise can shape the experience of a group. Michelle Couch, co-owner of local host Event Experience, saw Seattle as an opportunity to illustrate that distinction.

“Seattle gave us an extraordinary canvas on which to create this year’s Exchange. It is a destination where innovation, culture, food, water and nature come together, giving groups an incredible range of ways to experience the city. Our aim was not simply to introduce guests to some of Seattle’s best-known places. We wanted to show how local knowledge, trusted relationships, thoughtful timing and creative programme design can turn a visit into something genuinely memorable,”

That focus on relationships also reflects the wider positioning of the DMC Network, a member-owned collective of independently owned DMCs spanning North America, Latin America, Europe, the Middle East, Africa, Asia-Pacific and the Caribbean. Its model combines the autonomy of local operators with shared leads, knowledge, referrals, sales support and a common global platform.

For Delaney, the Seattle gathering ultimately reinforced the principles underpinning that model.

“Our industry continues to change, but the fundamentals of great destination management remain constant. It is about trust, local knowledge, creativity, personal relationships and knowing that there is someone on the ground who genuinely cares about the outcome. Exchange 2026 demonstrated the strength of those principles and the value of bringing our clients and partners together. We leave Seattle with stronger relationships, fresh perspectives and real excitement about what we can achieve together,”

The DMC Network is the world’s leading platform of independently owned destination management companies, bringing together the industry’s most trusted local experts under one global brand. Through a single, seamless access point, the Network connects global buyers of meetings, events and incentive travel with carefully curated DMC partners who are locally rooted, owner-led and deeply embedded in their destinations.

Unique in the industry, the DMC Network is a member-owned collective of independent DMCs operating across North America, Latin America, Europe, the Middle East, Africa, Asia-Pacific and the Caribbean. Each partner combines entrepreneurial independence with the strength of a global community, sharing knowledge, referrals and best practices to deliver exceptional experiences for clients worldwide.
 

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Athens will host ICCA’s The Future of Healthcare Meetings 2026 from 20–22 September, bringing together healthcare associations, destinations, venues, PCOs and other stakeholders for two days of discussion around the next generation of medical meetings.

Taking place under the theme “Shaping the Next Era of Healthcare Meetings”, the event will examine how scientific meetings can respond to rapid developments in medicine and technology while becoming more inclusive, patient-centred, collaborative and evidence-based.

The programme combines keynote presentations, expert discussions, interactive workshops and networking, with a strong emphasis on practical approaches that delegates can take back to their own organisations. ICCA says the programme will address emerging trends including hybrid participation, digital integration, sustainability, compliance and measurable impact, alongside new approaches to scientific exchange and industry partnerships. The full programme carries 7.5 ICCASkills certification credits.

Looking towards 2030

The main programme opens on 21 September with “Healthcare Meetings in 2030: Expectations, Fears & Innovations”, an interactive session designed to get delegates thinking about how meetings may evolve and what stakeholders expect from them.

An opening keynote will then take a different perspective on inclusion. Former professional basketball player and motivational speaker Dimitris Pananikolaou, together with autism awareness motivator Aria Papanikolaou, will explore autism through a strengths-based lens, challenging healthcare leaders to consider how meetings can better reflect and empower neurodiverse perspectives.

AI, MedTech and the scientific ecosystem

The programme then turns to one of the most consequential developments facing healthcare associations: the integration of AI, digital health and MedTech into their scientific and educational missions.

The session “Leading with Science: How Medical Societies Can Build Credible AI and MedTech Ecosystems” will use the experience of ECTRIMS as a case study, examining governance, scientific credibility, expert communities and responsible partnerships.

The discussion will also extend beyond the association itself. ICCA wants to explore how links between medical societies, universities, hospitals, start-ups, investors, innovation clusters and public authorities can turn congresses into platforms for scientific innovation, economic development and longer-term destination value.

Putting patients at the centre

Patient engagement receives a substantial part of the first afternoon through “Patient-Centricity in Healthcare Meetings: From Aspiration to Action”.

Combining a panel discussion, case studies and an interactive workshop, the session will look at how patients and patient organisations can become genuine partners in the design of international association meetings. Participants will work through stakeholder perspectives and practical scenarios, with the aim of developing more inclusive and meaningful approaches to meeting design.

The discussion brings together representatives from the European Medicines Agency, World Duchenne Organization, Greek Patients Association, International Pharmaceutical Congress Advisory Association, European Cystic Fibrosis Society and World Federation of Hemophilia.

From sponsorship to partnership

The afternoon closes with a question that will resonate across the healthcare meetings ecosystem: can traditional sponsorship evolve into genuine partnership?

The interactive panel and workshop will examine the opportunities — and the limitations — involved in moving beyond transactional sponsorship. Compliance, governance and independence will be considered alongside trust, scientific integrity and shared value.

Moderated by Thomas Reiser of GainingEdge, the discussion features representatives from International EB Marketing, IAPCO/AFEA, SIOG, ISMRM and IPCAA.
 

What does the research tell us?

The second day shifts the discussion towards evidence. “How to Plan Better Healthcare Meetings: What the Research Tells Us” will introduce ICCA’s new Science for Better Healthcare Meetings research and framework.

Drawing on more than 2,000 articles, the research examines what is currently known about meeting effectiveness, identifies gaps in the evidence and considers how those findings can support more informed planning across the healthcare meetings ecosystem.

The session will combine a presentation of the research with a panel bringing together perspectives from associations, destinations and venues, including the International Council of Nurses, Montreux-Vevey Business Events, the Swedish Exhibition & Congress Centre and ESSKA.

Beyond price: creating shared value

The closing substantive session, “Beyond Price: Creating Shared Value in Healthcare Meetings”, brings the different sides of the ecosystem together once more.

Held in partnership with IBTM World, the session will explore how associations, PCOs, venues and destinations can move beyond conventional buyer-supplier relationships towards strategic partnerships that balance financial sustainability with scientific, societal and destination impact.

The panel includes representatives from The Lab, Rotterdam Partners, ExCeL London, EASL, IUHPE and Congrex Switzerland, offering perspectives from across the meetings value chain.
 

Megaron Athens International Conference Centre © Vangelis Bozas

Athens beyond the conference room

The event also has a substantial social and networking dimension. On 20 September, association executives attending the meeting can take part in an exclusive Association Community Gathering, followed by The Athenian Quest, a series of interactive city experiences combining Greek culture, discovery and networking.

The official Welcome Reception will take place that evening at the open-air Atrium of the Muses at the Megaron Athens International Conference Centre. On 21 September, delegates will move to CityZen Athens for the Dinner Reception, offering panoramic views of the Acropolis alongside dinner and networking.

With its combination of scientific evidence, patient engagement, technology, inclusion, compliance and partnership-building, The Future of Healthcare Meetings 2026 is positioned less as a forecast of what medical congresses might become and more as a discussion about the choices the sector can make now to shape them.
 

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The Association of Event Venues (AEV) will place the human dimension of live events at the heart of its tenth annual conference, taking place on 26 November 2026 at the newly transformed Olympia in London.

Under the theme ‘THE HUMAN ADVANTAGE. Why people matter more in an AI world.’, the conference will examine how the growing role of artificial intelligence is reshaping the events industry while highlighting the value that people continue to bring to the live experience.

Rachel Parker (on the right), CEO, AEV, said, "Artificial intelligence is changing how events are planned, sold, staffed and run. But the venues sector has always known that the moments people remember — the welcome at the door, the problem solved on the fly, the room that just feels right — are made by people, not systems. That is the human advantage.”

The AEV annual conference is the association’s largest event of the year, bringing together nearly 300 event professionals. Its 2026 edition will take place at the ICC, Olympia, following the venue’s £1.3 billion transformation.

The redevelopment has brought together four large-scale event spaces and a convention centre, alongside restaurants and bars, two hotels, a new theatre and music venue, offices and a gym. The project combines Olympia’s heritage with new facilities intended to broaden the ways in which events can be delivered across the wider destination.

Andy O’Sullivan, CEO, Olympia Events, said: “It’s a privilege to welcome the events community to our new convention centre for its premier annual event. The theme of this year’s conference reflects something we strongly believe at Olympia: that it is the people behind events who make them truly memorable and drive our industry forward.

“For 140 years, Olympia has played an important role in the UK events industry. Our recent transformation builds on that legacy, giving organisers, exhibitors and guests much more than a modernised venue. It has changed how events can be delivered at Olympia, creating opportunities for experiences to extend beyond the show floor and across the wider destination. We look forward to welcoming our peers from across the AEV community and sharing what this new chapter means for events at Olympia.”

The programme will explore subjects including leadership in an AI-driven environment, the human value of live events, security and technology. The conference will also introduce the ‘CLASS OF 2026’, AEV’s newly launched Emerging Talent Award. The full programme is due to be announced in September.

The conference will be hosted by Bryn Lucas, an elite-level sports presenter and commentator who has worked across major channels, championships and sporting organisations.

Parker continued, “We are also delighted to introduce a new host for this year’s conference, Bryn Lucas. An elite-level sports presenter and commentator, Bryn has worked for, and with, some of the biggest channels, championships and individuals and we are excited to experience the energy he will bring to the conference.”

The AEV icebreaker will return on the evening of 25 November, ahead of the main conference, providing an additional opportunity for delegates to connect.

Parker added, “Our members appreciate the strong networking connections and valuable learning opportunities our association brings – the conference provides the opportunity for them to reconnect with industry peers. We are thrilled to host our tenth event in Olympia’s newest, future facing form.”

Booking for the AEV annual conference opens in September.
 

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Delegates networking at the National Conference

Australia's leading association and charity professionals will gather in Geelong on 28–29 July for the Associations Forum National Conference 2026, the country's flagship event for the associations and not-for-profit sector.

Organised by Associations Forum, the annual conference will bring together CEOs, presidents, executives and decision-makers from associations and charities across Australia to discuss the key challenges shaping the sector, while exploring new approaches to governance, leadership, membership, sustainability and innovation.

The event will also mark one of the first major conferences to be hosted at the newly opened Nyaal Banyul Geelong Convention and Event Centre, positioning the venue as a new hub for national business events and showcasing Geelong's growing role within Australia's meetings industry.

Across two days, delegates will participate in keynote sessions, panel discussions and networking opportunities designed to encourage collaboration and knowledge exchange among association professionals.

Commenting on the importance of the event, Associations Forum General Manager Fatima Sunderji said: "The National Conference brings together the people driving this sector forward, creating an opportunity to share knowledge, address emerging challenges and build stronger connections across the association community."
 

Delegates at the Associations Forum National Conference

Alongside the educational programme, the conference will feature an exhibition of suppliers and service providers supporting associations and charities, offering delegates opportunities to discover new technologies, services and strategic partnerships.

According to Associations Forum, Australia's association and charity sector comprises more than 600,000 organisations and contributes approximately AUD$43 billion to the national economy, underlining its importance as both an economic and social driver.

The Associations Forum National Conference 2026 will take place at the Nyaal Banyul Geelong Convention and Event Centre.

Associations Forum is one of Australia’s largest network of associations with approximately 500 members. Its mission of “bringing associations together to boost performance” is achieved through delivering information, training and advice.
 

Further information and nomination details are available through the Associations Forum website
 

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After seven editions dedicated to advancing France’s river and waterway tourism sectors, Sloww! is preparing for its most ambitious edition yet. For the first time, the event will take place in Paris, bringing together industry leaders, destination stakeholders, investors and tourism professionals at CNIT Forest, Paris La Défense, on 2–3 February 2027.

Organised by Entreprises Fluviales de France (E2F), with the support of Voies Navigables de France (VNF) and Centaure Live, the move signals a significant evolution for the event. More than a trade gathering, Sloww! 2027 aims to position itself as a strategic decision-making platform where the future of river and waterway tourism will be discussed, shaped and accelerated.

The organisers believe the timing is particularly relevant as destinations, operators and public authorities increasingly look towards sustainable tourism models and alternative forms of travel.

“River and waterway tourism is one of France’s greatest natural and cultural assets. Sloww! 2027 offers a unique opportunity to bring together all stakeholders in this sector around a shared goal: to make waterway tourism a pillar of tomorrow’s sustainable tourism, ”Jean-François Rial, President of Sloww! 2027.

For Didier Leandri, President of Entreprises Fluviales de France and Commissioner General of Sloww! 2027, the Paris edition represents a defining moment for the sector’s development.

“Sloww! 2027 marks a turning point for our sector. By scaling up and moving to Paris, we are affirming a collective ambition: to structure, accelerate and project river and waterway tourism at the heart of national and territorial economic dynamics. This event must be the moment when all players in this ecosystem come together to build its future.”

A Growing Tourism Segment

The move comes as river and waterway tourism continues to gain momentum across France. Over the past decade, the sector has experienced sustained growth, with annual increases estimated between 5% and 7% in the river cruise segment and even stronger performance across broader waterway tourism activities.

In 2025 alone, nearly 11 million passengers travelled on France’s rivers and waterways, with 97% of the available fleet in operation. These figures underline the sector’s growing importance not only as a tourism product but also as a contributor to regional development, local economies and sustainable mobility.

With more than 8,500 kilometres of navigable waterways, France remains one of Europe’s leading destinations for river tourism. By relocating to Paris La Défense — Europe’s largest business district — Sloww! is seeking to strengthen its international profile while attracting new investors, buyers and strategic partners to the sector.
 

Networking, Innovation and Business Opportunities

Designed as a meeting point for the entire ecosystem, the two-day programme will combine strategic discussions with practical business opportunities.

Delegates can expect a mix of plenary sessions, workshops, roundtable discussions and pre-scheduled business meetings, alongside networking events including a VIP cocktail reception in central Paris. Educational tours across the waterways of the Île-de-France region will also provide participants with first-hand insights into the opportunities and challenges facing the sector.

Organisers expect more than 1,000 professionals to attend, generating over 3,000 business meetings and bringing together more than 100 exhibitors from across the river tourism value chain.

Jean-François Rial to Lead the Event

To reinforce the event’s growing ambition, organisers have appointed Jean-François Rial as President of Sloww! 2027.

A prominent figure in French tourism, Rial is Chief Executive Officer of Voyageurs du Monde, former President of Paris Je T’aime, and has served on France’s Interministerial Tourism Council chaired by the Prime Minister. His involvement reflects the increasing strategic importance of river and waterway tourism within the broader tourism economy.

As the industry continues to expand and destinations seek more sustainable visitor experiences, Sloww! 2027 is positioning itself as a platform where tourism development, investment and innovation converge around one of France’s most distinctive tourism assets.

Sloww! 2027 at a Glance

• 2–3 February 2027
• CNIT Forest, Paris La Défense
• More than 100 exhibitors
• More than 1,000 industry professionals expected
• Over 3,000 pre-arranged business meetings
• Ten conference sessions
• VIP cocktail reception for 500 guests
• Educational tours across the Paris region’s waterways

Registration for exhibitors and visitors is now open through the official event website.
 

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Europe Congress has announced the second annual Events Club Life Sciences Forum, taking place from 7–9 June 2026 at the Clayton Hotel in Düsseldorf, Germany.

This exclusive, invitation-only B2B event is designed specifically for life sciences event planners and MICE suppliers looking to build meaningful partnerships within one of the fastest-growing segments of the global events industry.

In partnership with the Düsseldorf Convention Bureau, Europe Congress will once again bring together a carefully curated community of professionals in life sciences events for the second edition of this specialised B2B networking forum. Over 2.5 days, participants will take part in pre-scheduled one-to-one meetings, expert-led keynote sessions, and a curated programme of networking experiences and city discovery across Düsseldorf.

“For Düsseldorf, the forum brings significant added value,” said Benjamin Demuth, Director of Convention at Düsseldorf Convention. “It strengthens international visibility, attracts top-tier decision-makers, and fosters direct exchange. This kind of high-level gathering generates valuable business opportunities, encourages new investments, and supports the long-term growth of our life sciences ecosystem.”

The event will be hosted at the Clayton Hotel Düsseldorf, a contemporary bleisure property offering extensive meeting facilities, modern amenities, and a central location in Düsseldorf’s Little Japan — Germany’s largest Japanese district, known for its rich cultural, culinary, and entertainment scene.

Beyond the structured meetings, participants will have the opportunity to experience Düsseldorf through a series of curated city tours, including a walking tour of the city, a guided cycling route through key landmarks, beer tastings at local breweries, a visit to the city’s former port now known as Media Harbor, a culinary journey through the Old Town, and an immersive experience in Little Japan, complete with tastings.

The programme will also feature two signature dinners at distinctive venues. The first will take place at EUREF Campus Düsseldorf, a showcase of innovation in sustainability and renewable energy. The second will be hosted aboard Oceandiva, a fully electric-powered event ship featuring state-of-the-art facilities and flexible event spaces, where guests will enjoy a gala evening complete with entertainment, drinks, and dancing.

Registration is still open for qualified hosted buyers in the life sciences space interested in attending this exclusive B2B event.
 

For more information or to register, visit the website
 

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More than 200 destination leaders will convene in Helsinki from 22–24 April 2026 for the City Destinations Alliance International Conference & General Assembly, at a time of significant transformation for urban tourism.

Under the theme “The Human Pulse of Place and Purpose”, the event will examine how cities can evolve beyond traditional tourism models to deliver broader societal value, focusing on quality of life, community well-being and long-term sustainability.

Bringing together a high-level line-up of international speakers and moderators, the conference is expected to be one of the most knowledge-driven editions to date. Developed collaboratively by City Destinations Alliance members and knowledge groups, the programme reflects a “by members, for members” approach aimed at practical exchange and real-world application.

As cities respond to rapid shifts in travel behaviour, technology and societal expectations, Destination Management Organisations (DMOs) and Convention Bureaux (CVBs) are increasingly repositioning themselves—from promotional bodies to strategic actors focused on trust-building, value creation and community engagement.

Finland, ranked the happiest country in the world for the ninth consecutive year (check out our report on the upcoming HQ #124), provides a fitting backdrop for the discussions, with its capital offering a model for balancing liveability and visitor experience. 

“We are delighted to host the conference and to welcome delegates to experience Helsinki’s happiness and sustainability, which are reflected in international rankings but also in everyday life – finding contentment in small moments and in a life that feels balanced,” said Nina Vesterinen, Tourism Director of City of Helsinki.

Keynote speakers, including David Meade and Greg Clark, will explore global perspectives on how travel influences identity and belonging, as well as how cities can balance growth with trust and long-term legitimacy.

The programme will focus on translating insight into action, addressing topics such as changing traveller expectations, digital transformation, seasonality and new frameworks for measuring success beyond traditional tourism indicators. Case studies, including the VivaCITY initiative powered by Simpleview in collaboration with Helsinki and Torino, will demonstrate how destinations can align stakeholders and deliver tangible outcomes.

The event will also highlight cross-sector collaboration, with partners including Airbnb, Rome2Rio, GetYourGuide, MMGY and Miles Partnership.

“City destinations are navigating profound transitions across society, technology, and governance,” said Barbara Jamison-Woods, President of City Destinations Alliance. “This is a moment to rethink how cities deliver not only economic growth, but also social and cultural value. From AI to inclusion, from destination marketing to the social contract of cities, the key questions shaping our sector are clear, and in Helsinki, we’ve got them covered. It is about reconnecting purpose with practice.”

CityDNA is a knowledge sharing network for cities and urban regions working to unfold the potential of the visitor economy and regenerative tourism. CityDNA's vision is for all cities in Europe to flourish as great places to live, work, meet and explore. 
 

Further information on the programme, speakers and registration can be accessed here 
 

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Destinations International (DI) convened marketing and communications leaders from around the world this week in Cleveland, Ohio, for its annual Marketing & Communications (MarCom) Summit. The premier event brings together travel storytellers, brand builders and strategic communicators to connect, engage and ignite bold new ideas for destination marketing and communications in an era of rapid change. 

Under the theme “EXPLORE: A New Era for Destination Storytelling,” Summit sessions, panels and interactive learning experiences focused on emerging trends in AI, advocacy, economic and social disruption, and evolving traveler expectations to equip destination marketing and communications professionals with practical strategies to navigate today’s complex landscape. 

A highlight of the Summit was the unveiling of DI’s latest research, Destination Reputation: Impact on the Traveling Consumer’s Considerations, which explores how leisure travelers in the United States and Canada process and respond to reputation-related issues during trip planning. Based on structured traveler conversations and advertising response testing, the qualitative study identifies consistent themes in how issues such as safety, severe weather, politics and media coverage enter the consideration process. The report was supported by the DI Foundation and is available here.

“The annual Destinations International Marketing & Communications Summit offers destination leaders timely insight and practical strategies in a complex and shifting environment,” said Don Welsh (below), president & CEO of Destinations International. “This year’s record attendance of 475 attendees underscores the essential role these storytellers, brand leaders and communicators play in shaping reputation, building trust and driving impact for their destinations.” 
 

Keynote speaker Allison Howard, president of business operations for Cleveland WNBA and chief commercial officer of Rock Entertainment Group, offered insights on redefining destination success through a “For More Than Profit” lens. Her message — that sport, culture and community can be powerful unifiers — resonated at a time of global sporting events and milestone moments including the FIFA World Cup and 2028 Los Angeles Olympics and Paralympics. 

Throughout the Summit, attendees participated in peer networking, collaborative workshops and expert-led sessions designed to drive innovation in destination storytelling, elevate marketing impact and reinforce the strategic role communications plays in strengthening destination reputation.

A consistent theme echoing through the sessions was that marketing and communications today goes beyond promotion to impact and reputation. Destinations must articulate not just why visitors should come, but how tourism strengthens communities, supports local businesses and enhances quality of life for residents. 

At the closing session, it was announced that DI’s 2027 Marketing & Communications Summit will take place in Miami, Florida, February 23-25, 2027.
 

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

Europe Congress will bring its MCE North & West Europe 2026 forum to Copenhagen, Denmark, from 12–14 April, gathering destinations and event suppliers from across the region alongside international event planners seeking new business opportunities.

The specialised B2B MICE event will take place at the AC Hotel Bella Sky, offering a central base close to Copenhagen’s city centre. Organised in partnership with the Copenhagen Convention Bureau, the forum aims to connect vetted buyers with high-quality suppliers through structured and time-efficient meetings.

Over two and a half days, participants will engage in pre-scheduled one-to-one business meetings, destination presentations, curated networking sessions and city discovery experiences designed to combine business with destination insight.

“We are delighted to be co-hosting MCE North & West Europe in Copenhagen with our Copenhagen partners,” said Lene Corgan, Head of Business Events at The Copenhagen Convention Bureau. “Welcoming buyers to our city is simply the best way of showcasing what Copenhagen has to offer as a destination for conscious business events.”

The event will welcome more than 70 hosted buyers, alongside destinations, convention bureaus, congress centres and service providers from Scandinavia, the United Kingdom, Benelux, Germany, France and other markets. The format focuses on targeted, pre-arranged meetings to maximise efficiency and business outcomes.

In addition to the formal programme, attendees will have the opportunity to experience Copenhagen through optional networking and cultural activities, including visits to Tivoli Gardens, guided city tours and Nordic wellness experiences.

Copenhagen’s selection as host city reflects its position as a leading MICE destination, known for its modern infrastructure, cultural appeal and sustainability credentials. Limited places remain available for qualified hosted buyers interested in joining the forum.

For more information or to register interest, visit the website

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

Senior leaders from 36 countries are convening in Athens to advance governance, reinforce professional standards and help shape a more resilient global meetings industry.

The International Association of Professional Congress Organisers has officially opened its Annual Meeting & General Assembly (AM&GA) 2026 in the Greek capital, welcoming 200 senior figures from across the global meetings sector to define strategic priorities and further its advocacy agenda.

Proceedings began on 25 February with a reception at the Acropolis Museum, where Fotini Karapapa of the Greek National Tourism Organization (GNTO) greeted delegates and welcomed them to Athens.

The formal opening ceremony featured senior representatives of the Hellenic Republic addressing the IAPCO community. Greece’s Minister of Tourism, Olga Kefalogianni, delivered a welcome message on behalf of Prime Minister Kyriakos Mitsotakis and underlined the significance of hosting IAPCO in Athens. The Mayor of Athens, Haris Doukas, outlined the city’s ambitious plans to enhance connectivity and infrastructure, as well as its vision to become a sustainable, resilient and smart destination.

High-level ministerial participation reflects the increasing recognition of business events as catalysts for economic growth, innovation and international cooperation.

Minister of Tourism, Greece, Olga Kefalogianni, said: "Athens is a city where ancient heritage meets world-class infrastructure and renowned hospitality. IAPCO 2026 marks an important milestone for Greece highlighting its growing role as a premium destination for meetings and congresses. It is a vote of confidence in our capabilities and also in our vision for the future of the MICE industry, in this country but also globally.
"I'm confident that the discussions held here will extend far beyond Athens strengthening partnerships across boarders and across sectors," said Kefalogianni.

Held from 25–28 February at the Megaron Athens International Conference Centre, this year’s meeting is organised under the theme The Odyssey Reinvented – A very human journey toward the meetings of tomorrow. The event brings together IAPCO members, destination and strategic partners, along with other industry leaders, to help define the future trajectory of the global meetings and events community.

Sissi Lignou, President of IAPCO, welcomed delegates by saying: “Athens, the birthplace of democracy and the ancient symposia, reminds us that progress has always begun when people gather to exchange ideas with purpose.

“In that same spirit, this year’s IAPCO Annual Meeting brings our community together to advance our mission, harnessing the power of professional meetings and people to create lasting impact.

“Over the next few days, our programme will take us on a journey through three key stops: the power of Storytelling, the clarity of Leadership and Strategy, and the Journey Within, where personal development meets purpose,” said Lignou.

Drawing inspiration from the journey of Odysseus, the AM&GA 2026 programme uses the metaphor of a modern odyssey to examine how technological progress is transforming the way people meet, while reaffirming the human qualities that remain central to successful events — including leadership, adaptability, sound decision-making and resilience.

The AM&GA is hosted collaboratively by AFEA Congress, CONVIN, ERA Congresses & Events and ERASMUS Conferences & Events, alongside IAPCO Destination Partner This is Athens – Convention & Visitors Bureau. The gathering showcases unified collaboration across the Greek meetings industry in the historic birthplace of the symposium tradition.

As IAPCO’s flagship governance event, the meeting brings together world-leading conference organisers who collectively delivered 23,245 events worldwide in 2025.
 

IAPCO awards Honorary Membership to Jan Tonkin in recognition of distinguished global leadership

During the Annual Meeting & General Assembly in Athens, the International Association of Professional Congress Organisers awarded Honorary Membership to Jan Tonkin in recognition of her outstanding global leadership and long-standing contribution to the profession.

A Founder of The Conference Company and former IAPCO President, Tonkin has played a pivotal role in strengthening professional standards, advancing education and expanding the association’s international reach, particularly across the Asia Pacific region. The lifetime distinction was unanimously approved by the General Assembly, following a recommendation from the IAPCO Council.

Announcing the honour, IAPCO President Sissi Lignou praised Tonkin’s vision, commitment and lasting impact on the global PCO community. In response, Tonkin expressed that she was “moved and deeply humbled” by the recognition, reflecting on her long journey within IAPCO and the professional and personal connections built through the association.
 

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Associations Round Table Europe, held at the Marriott Grand Place in the centre of the Belgian capital. Designed as both a learning forum and a meeting ground, the programme drew a wide range of delegates from global civil society organisations, academic institutions and partner destinations. Brussels remains a key location for this exchange. As the home of many international institutions and associations, the city provides an appropriate setting for discussions on governance, resources, and long-term strategy. Throughout the day, delegates attended plenaries and workshops offering an insight into the operational, political and financial pressures shaping association life, as well as providing practical tools to help organisations navigate these pressures.

Political Context and Institutional Responsibility

  

Legal, Fiscal and Financial Pressures

Digital Tools for Association Management

Ryan Brubaker, UIA’s Web and Database Developer, presented the Global Civil Society Database and demonstrated how tools such as the Open Yearbook and Open Calendar can support outreach, event planning and partnership development. His session highlighted the operational value of UIA’s long-running data collection and its relevance for associations seeking partners, visibility or historical reference material.

Historical Perspectives and Organisational Dynamics

A distinctive feature of the Round Table was the contribution of academic experts examining the historical and structural foundations of international cooperation. Prof Jessica Reinisch of Birkbeck, University of London, together with Dr Ria Kapoor of Queen Mary University of London and Dr Margot Tudor of City St George’s, University of London, led sessions exploring the diverse histories of internationalism. Their examples illustrated how global cooperation has evolved through competing visions and power relations. This perspective provided a valuable framework for participants seeking to understand current organisational challenges within a broader institutional trajectory.

A Space for Exchange and Professional Community

Next Edition

The 20th UIA Associations Round Table Europe will take place in Lucerne, Switzerland, in November 2026. Dates will be confirmed in the coming months. Readers wishing to follow developments are encouraged to monitor updates from the Union of International Associations.

© All photos courtesy of RCP London Events

The Royal College of Physicians’ award-winning events venue, RCP London Events, was delighted to host the Mayor of London’s second Clean Air and Health Summit, uniting senior leaders from across government, healthcare and the environmental sector to advance action on air pollution.

As one of the UK’s oldest and most influential medical charities, the RCP is dedicated to improving public health and to bringing together clinicians, researchers and policymakers to tackle today’s most critical challenges. The Summit followed the recent release of the RCP’s major new report, 'A breath of fresh air: responding to the health challenges of modern air pollution', which explores the health impacts of air pollution across the life course.

The report presents new evidence gathered over the past decade showing that air pollution affects almost every organ in the body and is linked to an estimated 30,000 deaths each year in the UK, with an economic cost of up to £50 billion. It also highlights increasing concerns around indoor air quality, confirms that there is no safe level of air pollution, and urges the UK government to recognise air quality as a critical public health issue by taking more ambitious action to reduce exposure. The report sets out 19 recommendations aimed at governments, regulators, industry, the NHS and health professionals.
 

Taking place in the historic Dorchester Library at the Royal College of Physicians, the Clean Air and Health Summit brought together leading voices including campaigner Rosamund Adoo-Kissi-Debrah CBE, Professor Chris Whitty, Chief Medical Officer for England, Professor Kevin Fenton, Regional Public Health Director for London, and Emma Hardy MP, Minister for Water and Flooding at DEFRA. Attendees reviewed the progress made since the first Summit in 2022, also hosted at RCP London Events following the landmark inquest into the death of nine-year-old Ella Roberta Adoo-Kissi-Debrah, and discussed the further collective action required to protect public health.

Natacha Allen, Head of Commercial Events at RCP London Events, said: “We are honoured to host a Summit that speaks directly to the core mission of the Royal College of Physicians. As a major medical charity, the RCP is deeply committed to improving public health and our recently published report makes clear just how urgent the air pollution crisis has become. Providing a space where experts and policymakers can meet and shape solutions is a crucial part of our contribution. We are proud that RCP London Events can support conversations that have the potential to save lives and build a healthier future for our population.”

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The International MICE Summit 2025 (IMS25) concluded today in Riyadh after two days of high-level discussions, strategic announcements, and global collaboration, reinforcing Saudi Arabia’s position as one of the world’s fastest-growing hubs for the Meetings, Incentives, Conferences, and Exhibitions (MICE) industry. 

“By convening more than 3,000 of the world’s top thinkers and industry leaders, IMS25 has catalysed new high-value partnerships between global players and highlighted the depth of expertise driving Saudi Arabia’s business events sector. The partnerships, investments, and ideas shared over these two days will strengthen our infrastructure and empower Saudi talent,  accelerating Vision 2030 and cementing Saudi Arabia’s position as the world’s host in a new global age of events"

The summit closed with forward-looking sessions on sustainability, innovation clusters, next-generation venue development, and a gala recognizing excellence across the global events industry. 

The International MICE Summit 2025 opened in Riyadh with landmark announcements, including 20 new agreements, the arrival of six global exhibition giants, and record-setting sector growth, as more than 3,000 industry leaders gathered to mark a pivotal moment in Saudi Arabia’s rapidly expanding MICE landscape.

The International MICE Summit 2025 (IMS25) opened today in Riyadh, drawing more than 3,000 participants and delivering 20 major announcements that signal a new phase for Saudi Arabia’s business events industry. The updates ranged from the arrival of global exhibition companies to new international event launches and significant infrastructure expansion, underscoring the Kingdom’s growing stature in the global MICE sector.

Among the key developments, Messe Frankfurt, Koelnmesse, MCH Group, and Oak View Group confirmed plans to open offices in Saudi Arabia, while Comexposium and Honegger announced they will enter the market in 2026. These companies—major players in the exhibitions and event management industries—are expanding into the Kingdom amid rising international confidence in Saudi Arabia’s transformation and its emergence as a major regional and global events hub.

The summit also brought major new event launches. Messe Munich introduced BAUMA Saudi Arabia, which will bring the world’s largest construction and heavy machinery trade fair to the region, aligning with the Kingdom’s rapid infrastructure development. RX Global announced MIPIM Arabia, a new edition of the globally recognized real estate and investment event, reflecting Saudi Arabia’s accelerating real estate market. Additional partnerships with GL Events, Clarion, DMG Events, and Koelnmesse further bolstered the nation’s event portfolio.
 

“

The scale and diversity of today’s announcements show how Saudi Arabia’s business events industry has become a powerful driver of economic transformation and global connectivity,” said His Excellency Fahd bin Abdulmohsen Al-Rasheed, Chairman of the Saudi Conventions and Exhibitions General Authority (SCEGA).

“The partnerships delivered through the International MICE Summit will strengthen the Kingdom’s infrastructure, empower Saudi talent, and reinforce Saudi Arabia’s position as a global hub for international collaboration, in support of Vision 2030.”

Six MoUs were signed with government and institutional partners—including the Ministry of Interior, the Hail Region Development Authority, and the Saudi Water Authority—to support long-term sector growth. Among the planned projects is a multipurpose convention center in Jizan City, part of the wider Jaydana Waterfront development valued at $2.9 billion.

SCEGA also released the 2025 Saudi Venue Infrastructure Report, which points to record expansion in the Kingdom’s business events capacity. Accredited venues increased to 923, representing 32% year-on-year growth. Exhibition space has risen 320% since 2018 to reach 300,520 sqm, driven by sustained investment linked to Vision 2030. Riyadh, Makkah, and the Eastern Province host most of the capacity, anchored by major venues such as the Riyadh Exhibition & Conference Center, Jeddah Superdome, and Dhahran Expo Center. New facilities in Madinah, AlUla, Asir, and Najran are also strengthening the national events network.

IMS25 continues on Thursday with sessions on MICE investment, innovation clusters, the Future MICE Leaders Platform, and a gala dinner recognizing excellence in the global events industry.
 

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World Travel Market London will again be a voice for the advancement of inclusivity in global tourism as it hosts a packed DEAI summit during the three-day conference programme, with topics ranging from political challenges to economic successes. 

On Wednesday 5th November, the Orange Theatre will be dedicated to discussions in DEAI (Diversity, Equity, Accessibility and Inclusion).

The summit kicks off with a talk on Reclaiming Inclusion, hosted by Uwern Jong, WTM London’s DEAI Adviser, and experientialist-in-chief and co-founder at OutThere magazine, followed by a call to reimagine the future of travel as open, inclusive and empowering, titled A World Through Many Lenses, led by BBC Travel Presenter Rajan Datar.

Everyone’s Welcome, or Are They? will see a frank discussion regarding political rollback on DEAI and how travel companies can rise to the challenge, while More Than a Hashtag will be a consideration on the importance of racial diversity in travel media, marketing and PR. Aalap Shah, International Business Consultant for ELTA will later challenge the industry to confront the full spectrum of queer traveller identities beyond the most typically foregrounded cisgender, white, gay man during Not Just One Story.

Destinations with Heart looks at trailblazing destinations whose embrace of underserved traveller segments and accessibility investments has proved both a competitive advantage and a community benefit. Sharing their stories are Hanna Katrín Friðriksson, Minister of Industries (Tourism, Fisheries and Agriculture) at the Icelandic Government Tolene van der Merwe, Director UK & Ireland for Malta Tourism Authority, and Chiravadee Khunsub, Deputy Governor, International Marketing – Europe, the Americas, Middle East and Africa for the Tourism Authority of Thailand.  

With a number of sessions in between, the DEAI summit concludes with a quick-fire Q&A on leadership, innovation and resilience - Overcoming Adversity in Travel Tech – led by two women in the travel technology sector, Alka Carter-Manning, Chief Commercial Officer, Vox Group and Maria von Foerster, Chief Executive Officer, RightRez. Beyond the summit, DEAI-related talks include a discussion about Halal travel in Faith, Food and Footprints and the Women in Travel CIC Meet Up.

WTM London continues to commit to ensuring 50% of speakers across its official conference programme are from underrepresented groups, including female speakers, which currently sits at 47% and counting. The show also offers session accessibility, inclusive bathrooms, multi-faith prayer rooms and a 'reset rooms’ for neurodivergent attendees.

Chris Carter-Chapman, WTM London Event Director said: “Tourism can only be a force for good if it embraces everyone.  We see time and again within the travel industry how DEAI is not only an ethical imperative but also makes great economic sense. I’m delighted we are again hosting an impressive range of speakers and topics for WTM London’s DEAI summit to ensure it proves both inspiring and useful.”

For more information, visit the website

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The Penang Convention & Exhibition Bureau (PCEB) has announced the 9th edition of BE @ Penang, themed “BE at Penang: BE THE WAVE.” Taking place from 11th to 12th December 2025, this year’s conference invites industry leaders, innovators, and changemakers to come together and create the next wave of progress in Malaysia’s business events and creative economy. 

More than just a year-end conference, BE @ Penang 2025 is positioned as a catalyst and benchmark for future conferences in 2026 and beyond. It seeks to inspire new thinking, foster collaboration across industries, and spark momentum that drives Penang and Malaysia toward greater innovation, creativity, and sustainable growth. 

This year’s keynote address will be delivered by Hiroshi Tamura, the father of the modern Nissan GT-R and Nissan Z. Tamura’s session will explore visionary leadership, the courage to challenge the status quo, and the power of a single individual’s passion to transform an entire industry — a story that mirrors the bold, innovative, and forward-lookingspirit of BE @ Penang 2025. 

BE @ Penang 2025 also continues its commitment to empower the next generation. By opening doors for students and young professionals, the conference offers opportunities to learn directly from industry leaders, engage in meaningful dialogue, and build networks that can shape their career journeys. Nurturing future talent ensures that the wave of progress continues to grow stronger, keeping Penang a fertile ground for innovation, creativity, and leadership. 
 

Adding to the experience is a pre-conference activity, “WAVE MAKERS: A Penang Discovery Adventure,” happening on 10th and 11th December 2025. Participants will explore Penang through creative photo challenges, clue hunts, and team-based problem-solving — an engaging introduction that builds camaraderie and connection ahead of the main conference. 

In alignment with the Penang2030 Vision of creating a “Family-Focused, Green, and Smart State that Inspires the Nation,” BE @ Penang 2025 aims to strengthen Penang’s commitment to innovation, sustainability, and people-centric growth. By uniting business events professionals, technology pioneers, policymakers, sustainability advocates, academics, and emerging talents, the conference reinforces Penang’s position as a driving force in shaping the future of Malaysia’s business and innovation landscape. 

This December, BE @ Penang 2025 invites all changemakers to BE THE WAVE — to create impact, inspire leadership, and set the momentum for a transformative year ahead. 

Registration for BE @ Penang 2025 is now open. Interested participants are encouraged to secure their seats early and be part of Penang’s most anticipated business events conference. 

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© All photos — CityDNA

More than 130 leaders from European city destinations gathered in the Faroe Islands for the City Destinations Alliance (CityDNA) Autumn Conference 2025, hosted by Visit Tórshavn from September 30 to October 3. Under the theme Refreshed City Perspectives, the event invited participants to pause, reconnect, and reimagine the visitor economy from a place of collaboration, creativity, and purpose.

Set against Tórshavn’s landscapes and warm hospitality, the event embodied the resilience and openness of the CityDNA community, creating the ideal atmosphere for dialogue, connection, and inspiration.
 

A Shared Vision in Progress: The Tórshavn Declaration

The conference marked the beginning of a collective process that will lead to the Tórshavn Declaration, a shared commitment to reframe the role of Destination Marketing and Management Organisations (DMOs). Through workshops built around the Political, Economic, Social, and Technological (PEST) dimensions, attendees identified the most pressing priorities for cities: stronger advocacy at the EU level, sustainable funding models, inclusivity, AI integration, and data ethics.

“The Tórshavn Declaration isn’t a finished text, it’s the start of a movement,” said Barbara Jamison-Woods, President of City Destinations Alliance. “Our members are co-authoring a shared vision for European cities for the next 18 months: one that balances growth with care, innovation with integrity, and visitors with residents.”

The declaration’s outcomes will be refined and unveiled later this autumn, marking the beginning of a new chapter for CityDNA and its member cities where through the Declaration, CityDNA members will be guided on what to focus on and what to do to remain relevant in a VUCA world. The Tórshavn Declaration is not replacing CityDNA strategy but is adding more relevance into it.
 

Reclaiming Connection and Identity

Speakers and participants repeatedly highlighted the need to bring meaning and humanity back to the centre of tourism.

Jesse Palmer from the House of Beautiful Business reminded delegates that rebuilding genuine community requires empathy and intentional rituals. Her reflections on shared human connection resonated deeply with delegates navigating a digital-first world.

Dr. Caitlin Morrissey from The DNA of Cities invited attendees to “decode” their city’s DNA, its identity, culture, and story, as a strategic compass for urban development. Using examples from Sydney, Manchester, Kyiv, and Tórshavn itself, she demonstrated how storytelling and governance can shape more authentic and resilient cities.

Discussions underscored that storytelling, governance, and place identity are deeply interconnected. As cities face global competition, authenticity and citizen engagement have become their most powerful assets.
 

Innovation, Data, and the New Language of Tourism

A central takeaway from the conference was the transformative power of data and technology when applied responsibly.

Participants explored how artificial intelligence and automation can support marketing, operations, and visitor experience — while emphasising the need for transparency, digital literacy, and ethical frameworks.

Bastian Hiller and Friedemann Schütz (Teejit) demonstrated how AI-driven tools can streamline workflows and enable smarter decision-making, while Cédric Lopez and Luca Romozzi (Sojern) shared insights on digital-first strategies that help destinations personalise storytelling and measure impact.

Together, they highlighted that innovation in tourism must remain human-centred, guided by creativity, accountability, and trust.

Insights shared by Bozana Zekan (Modul University Vienna) through the City Travel Report by CtyDNA 2024-2025, revealed that European city tourism is entering a period of strategic stabilisation: urban destinations are performing strongly, long-haul travel is rebounding, and digital transformation is accelerating — but carbon emissions are rising, calling for bold sustainability action.
 

Collaboration, Inclusion, and Regenerative Thinking

Across all discussions, a common conviction emerged: cities must shift from marketing destinations to stewarding visitor ecosystems.

Accessibility, inclusion, and resident sentiment were recognised as essential to building trust and resilience.

Łukasz Wysocki (Visit Gdańsk) demonstrated how honest communication and universal design are not only ethical imperatives but also strategic advantages.

Meanwhile, discussions on community-driven collaboration, featuring speakers from London & Partners, Madrid Destino, and the Visit Faroe Islands, highlighted how successful destinations are moving beyond promotion to co-creation — empowering residents and local stakeholders as active partners in shaping the visitor experience.

Together, these insights reflected a sector evolving from marketing destinations to stewarding visitor ecosystems.

At the same time, David Peacock (Simpleview, VivaCITY), Henna Siltanen and Kaisa Kosonen (City of Helsinki), and Reinhard Lanner (Saint Elmo’s) illustrated how data and co-creation can support regenerative tourism models. Examples showed that when communities are empowered through knowledge-sharing and collaboration, tourism becomes a driver of both sustainability and civic pride.

Carolin Giarra (ETFI) and Claire Mertens (City of Antwerp) contributed to climate-focused dialogues, presenting through a workshop strategic foresight approaches to help DMOs anticipate and adapt to multiple possible futures. Their work, based on a whitepaper co-created with 19 European destinations, illustrated how scenario planning can guide resilient strategies amid climate uncertainty and technological disruption — reinforcing the need for collective action and evidence-based policy.
 

Across parallel sessions and workshops, themes such as wellness tourism, climate adaptation, resident sentiment, and the €1.6 trillion meetings industry added further depth and diversity to the programme. These discussions reaffirmed CityDNA’s role as the key forum for innovation and peer learning among European cities, where collaboration continues to drive progress across the visitor economy.

“Across every theme, from accessibility to AI, one message stood out,” added Barbara Jamison-Woods. “Building the visitor economy of tomorrow requires co-creation — not top-down management, but shared responsibility and purpose.”

Participants got the chance to hear from a wide range of members and destinations (amsterdam&partners, City of Antwerp, Wonderful Copenhagen, Dublin City Council, Visit Faroe Islands, Visit Gdańsk, Helsinki Partners and City of Helsinki, London & Partners, Maastricht Convention Bureau, Madrid Destino, Visit Tórshavn…) as well as CityDNA partners and collaborators (Group NAO, Sojern, SoolNua, ETFI, Miles Partnership, MMGY TCI Research, Modul University Vienna, Saint Elmo’s, Simpleview, The DNA of Cities,…), and other companies and universities (Meetings International, Spotted by Locals, Tiki, TU Dublin, Teejit, The House of Beautiful Business…).
 

Local Legacy and Cultural Connection

The social programme reflected the Faroese spirit of stewardship and connection. Delegates joined local NGO Rudda Føroyar for a beach clean-up, taking tangible action to protect the islands’ fragile environment, and participated in a guided hike to Kirkjubøur, exploring the Faroe Islands’ deep cultural heritage and scenic landscapes.

Learning also extended beyond the conference venue through walkshops, where participants discussed topics like voluntourism and city identity while engaging directly with the local setting. The week’s cultural highlight came during the networking dinner, featuring a surprise concert by local musician Marius Ziska, an evening that perfectly captured the warmth and creativity of Tórshavn’s community.

CityDNA warmly thanks Visit Tórshavn for their outstanding partnership and hospitality throughout the week.
 

Looking Ahead

As CityDNA prepares to finalise and publish the Tórshavn Declaration later this autumn, the Alliance continues to advance its mission through upcoming events including the Visitor Experience Expert Meeting in Vilnius (November 2025), the CVB Expert Meeting in Graz (in January 2026 – check out our HQ #122 for more information), the CEO Meeting in Barcelona (February 2026), and the International Conference & General Assembly in Helsinki (April 2026).

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The International MICE Summit (IMS25) will return to Riyadh during 26–27 November 2025, bringing together more than 2,000 global leaders to unlock growth across the Meetings, Incentives, Conferences and Exhibitions industry.

Following the resounding success of its inaugural edition in 2024, which attracted more than 1,700 attendees, 140 speakers and moderators from more than 25 countries, IMS25 is set to further cement its position as the global convening force under the theme “Public - Private Collaboration: Fueling MICE Growth”.

Hosted by the Saudi Conventions & Exhibitions General Authority (SCEGA), IMS25 will provide attendees with unparalleled access to the world’s fastest-growing major events destination. Aligned with Vision 2030’s goals of economic diversification and human capability development, IMS25 showcases how business events drive cross-sector innovation and sustainable growth. Saudi Arabia is experiencing unprecedented growth in the MICE sector, as the Kingdom invests across the ecosystem in preparation for Expo 2030 and the 2034 Football World Cup.

“Vision 2030 is delivering an unprecedented era of opportunity for the events industry, creating new experiences, opportunities and destinations as Saudi Arabia welcomes the world” said IMS host and Chairman of SCEGA, His Excellency Fahd Al-Rasheed (below). “By bringing together leaders, event investors and decision-makers, IMS25 will drive collaboration that delivers connectivity, innovation, and growth across the Kingdom and the global MICE industry.”
 

“IMS25 builds upon the success of the inaugural Summit last year, deepening partnerships and ensuring this sector can realise the unprecedented opportunities before us, defining new models for growth and value. The business events sector alone has grown by 44% in the past five years, underscoring its pivotal role in the Kingdom’s economic diversification.”

As the fastest-growing business events destination in the G20, Saudi Arabia’s giga-projects, world-class infrastructure investments, and bold vision are generating unprecedented growth opportunities, approximately 17,000 events taking place every year. The Kingdom welcomed a record-breaking 115.9 million tourists in 2024, with a 19% year-on-year increase in visitor spending by international visitors and an 11% overall growth in total tourism spending.

The two-day IMS25 programme will feature Ministers, private sector CEOs and commercial announcements in a range of settings, including innovation clusters, a future MICE leaders’ platform, and a celebration gala dinner. Registration is now open here

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

The Event Supplier and Services Association (ESSA) has announced details of its 2025 annual conference, themed ‘What’s Next?’

This year’s event, sponsored by beMatrix and Abraxys, will look firmly into the future, exploring how artificial intelligence is reshaping the events industry, and how members can harness its potential to streamline operations, unlock efficiencies and drive smarter ways of working.

Designed to challenge conventional thinking, spotlight innovation and share practical insights, the conference will equip delegates to prepare for the opportunities and challenges that lie ahead.

Taking place on 4 December 2025 at Warwick Conferences in Coventry, the speaker line-up includes an opening address from leading futurist William Higham. As founder of Next Big Thing, he specialises in research-driven predictions of consumer behaviour and emerging trends, equipping businesses with the insight and strategies they need to anticipate change and confidently prepare for What’s Next.

CEO of AI in Business and author of AI Strategy for Sales and Marketing, Katie King, a leading expert in the field of AI, will explore ways the technology can be applied responsibly across business functions - from sales and marketing to customer experience and competitive growth - whilst keeping ethics at the heart of innovation.

Closing the conference is Richard McCann, an exceptional communicator whose inspiring iCan philosophy has transformed the way thousands of people think and act. With a focus on embracing change, overcoming challenges and creating a positive mindset, Richard will leave delegates energised and ready to face the future. His message resonates perfectly with this year’s theme of 'What’s Next?', encouraging the audience to adapt with confidence, seize new opportunities and approach the road ahead with resilience and belief.

ESSA CEO, Andrew Harrison, said: “Our theme of ‘What’s Next?’ addresses both the challenges and opportunities our industry faces. As the pace of change is accelerating, our conference is designed to help members not only keep up, but get ahead. From artificial intelligence to new ways of working, this year’s programme will equip the events supply chain with the insights, tools and confidence they need to thrive in the future.”

The conference precedes the 2025 Annual ESSA Dinner and Awards, where winners across 16 categories will be celebrated for their outstanding contributions to the industry. Free to enter, every ESSA member is eligible to submit an entry. Full details and application forms can be found here.

The ESSA 2025 Conference, Dinner and Awards is open to all in the events industry. ESSA members who joined in 2025 receive two complimentary tickets, and all other full ESSA members receive one complimentary ticket to the conference, dinner & awards*. Tickets start from £175 +VAT for the conference and £115 +VAT for the awards. 

For further information and to register your attendance, click here**.

*Additional tickets required for additional attendees from the same ESSA member company.
**Separate registrations required for daytime conference and evening awards dinner event. 

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The Association of Event Organisers (AEO) Conference attracted a record number of attendees on the 4th of September, with over 280 senior leaders joining the event at Manchester Central - a 17% increase on 2024.

The day began with optional wellness activities, from yoga to the AEO run. Mike Seaman brought extra energy and plenty of laughs, by running in a hotdog costume, raising money for Birmingham Children’s Hospital.

Ahead of the main programme, AEO also launched its inaugural Business at Breakfast session for CEOs and senior organisers. Broadcaster Danni Hewson provided timely analysis of UK and global economic trends, setting the tone for a day of forward-looking discussion.

The conference was chaired by Alison Willis, the new AEO chair, who guided the programme and audience engagement throughout the day.

Themed “Quantum leap: events in the transformation era”, the conference tackled some of the most pressing challenges and opportunities for organisers. Highlights included:

• The future of event strategy – entrepreneur Piers Linney (cover photo) explored how artificial intelligence is reshaping event strategy, urging organisers to become “AI-first” to stay competitive.
   
• From retail to events: lessons in transformation – Melanie Smith CBE, CEO of NEC Group, shared leadership insights in conversation with Phil Soar, stressing the importance of agility and culture in driving organisational change.
   
• Expanding without borders - international growth opportunities – a panel highlighted Southeast Asia as a fast-growing region and underlined the value of strong local partnerships when taking events overseas.
   
• Your AI roadmap for success – UptakeAI’s Andrew Whyatt-Sames and Lucy Pitt demonstrated practical applications of AI, showing how even small steps can unlock significant efficiency and free teams for higher-value work.
   
• Experience amplified: the new community paradigm – Hugh Forrest, co-founder of SXSW, explained how community-driven experiences and authenticity are central to long-term event success.
   
• What’s powering revenue now? – panellists explored commercial models, highlighting AI’s role in automating routine sales tasks while freeing teams to focus on relationship-building.
   
• Transformation from within – Peter Jones, CEO of Nineteen Group, reflected on his journey, emphasising risk-taking, culture, and people as the bedrock of growth.

Anna Golden, chief executive of AEO, said: "The AEO Conference is about bringing our community together to learn, share, and look ahead. From the resilience of the UK economy to the rapid rise of AI, our speakers gave us practical insights and big ideas to take back to our businesses. The atmosphere in Manchester was positive, energised, and full of collaboration - proof that live events remain a vital driver of growth and connection."

AEO extends its thanks to headline sponsors GES, Las Vegas Convention and Visitors Authority, and Manchester Central, which also hosted the conference. The association also thanks its wider partners and sponsors for their support in making the event a success.

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

Tourism Tropical North Queensland CEO Mark Olsen, CAPA Senior Director Marco Navarria, Queensland Tourism Minister Andrew Powell, Assistant Tourism Minister Bree James, Cairns Airport CEO Richard Barker and Tourism and Events Queensland CEO Craig Davidson at the opening of the Summit.

Cairns has become the first non-capital city to host the CAPA Airline Leader Summit Australia Pacific with more than 350 delegates gathering at the Cairns Convention Centre to discuss the future of aviation on July 30 to August 1.

Tourism Tropical North Queensland General Manager of Partnerships and Events Tara Bennett, said "hosting the Summit in Cairns would add first-hand experience to the compelling case for the city to be included in more aviation routes. It is a privilege to be the first non-capital city to host this event highlighting the strong demand for Tropical North Queensland’s nature-based experiences backed by a mature and professional tourism industry."

“Our ideal geographic positioning backed by the growth industries of tourism, high-value agriculture, marine industries and critical minerals will help delegates to understand why Cairns should be Australia’s northern aviation gateway. The conference also provided an immediate economic boost to the region, generating 1020 visitor nights and an estimated $1.2 million direct spend across the three-day programme."

“Tropical North Queensland’s appeal as a ‘bleisure’ destination meant many delegates took the opportunity to stay longer and explore our two World Heritage areas, the Great Barrier Reef and ancient Wet Tropics rainforest after the event,” she said.

Cairns Airport Chief Executive Officer Richard Barker said CAPA was recognised globally as a pivotal and influential force in the aviation, tourism and hospitality sectors.

“Our region is poised to become the primary gateway to Northern Australia. Hosting CAPA in Cairns presented invaluable industry and business opportunities as we continue this exciting growth trajectory,” he said. “It gave us rare access to a range of airline executives, right here at home, putting Cairns front and centre as our industry’s top executives discussed global travel trends. The Summit was a critical opportunity to show them firsthand the enormous appeal of Tropical North Queensland and the Great Barrier Reef.”

CAPA Director of Events Claudia Kunz said Cairns was a top destination with everything within walking distance after a short transfer from Cairns Airport into the city.

“There are a wide range of fantastic hotels to choose from, including four and five-star options and then you have the Cairns Convention Centre with amazing conference facilities,” she said.

Cairns Convention Centre General Manager Janet Hamilton said the Centre’s team was proud to have the Cairns Convention Centre serve as a hub for collaboration and connection among global aviation leaders.

“This prestigious event was a natural fit for our city and our Centre, especially as aviation connectivity and innovation remain top priorities for our clients and delegates,” she said. "The Summit allowed us to showcase the Centre’s world-class facilities and its capacity to deliver seamless, high-profile events that inspire meaningful industry dialogue.”

The Summit came a week after the Developing Northern Australia Conference was held at the Cairns Convention Centre bringing more than 400 delegates and speakers from across the Asia Pacific region, positioning Tropical North Queensland as a key player in the development of Northern Australia.

Cairns Airport currently connects the region to key international routes with direct flights to Singapore, Japan, New Zealand, Fiji, and Indonesia, driving the region’s tourism industry, which supports one in six jobs in Tropical North Queensland.

In the 12 months to June 2025, Cairns Airport serviced 4.9 million passengers, acting as more than just a gateway to the Great Barrier Reef, but a vital link connecting Queensland to the world.

Cairns Airport secured the Summit supported by the Queensland Government through Tourism and Events Queensland in partnership with Tourism Tropical North Queensland.

Europe Congress has announced the 2025 edition of Events Club Forum, set to take place from 7–10 September in Prague, Czechia. This high-end boutique MICE forum is designed to connect top-level international event planners with carefully selected MICE service providers from across Europe.

Over the course of 2.5 immersive days, attendees will participate in match-made one-to-one B2B meetings, highcaliber networking at top venues across the city, and social activities designed to show the best of Prague — all while enjoying the beauty and charm of the historic capital city.

“We’re excited to host this year’s edition of Events Club Forum thanks to the continued support of our partners at the Czech Convention Bureau and Prague Congress Centre,” said Alain Pallas, Managing Director of Europe Congress. “Events Club Forum is designed for decision-making buyers seeking high-quality networking in an intentional, focused environment.”

The event will feature two dinner evenings hosted at top-quality Prague venues — the upscale Hilton Prague, which features one of Europe’s largest conference facilities and stunning views of the Vltava river; and Červený Jelen, a modern Czech restaurant led by renowned local chefs, located in a former palace and bank vault.

The event will bring together 200+ selected participants from across Europe, as well as the UK, US, and Asia. Through a unique combination of exhibition and one-on-one meetings, event planners will have the chance to meet with 130+ suppliers, based on the regions and services they are most interested in; networking lunches, city tours, and intentional coffee breaks provide extended opportunities for collaboration.

Three sightseeing tours organized by Czech Convention Bureau will show participants Prague’s hidden gems and provide an introduction to the city’s history, exploring the castle’s hidden gardens (featuring royal peacocks), secret passageways, and baroque parks.

“We are pleased to continue our strategic partnership with the Events Club Forum as it returns to Prague this September. This collaboration plays a key role in positioning Czechia — and Prague in particular — as one of Europe’s leading MICE destinations,” said Tereza Hofmanová, head of Czech Convention Bureau. “Events Club Forum provides an important platform to engage with international buyers and event professionals, and to highlight the strengths, capabilities, and growing potential of our destination. We’re excited to showcase the diversity, professionalism, and unique charm of our country once again this year."

For the fourth consecutive year, Events Club Forum will be hosted at Prague Congress Centre, the top congress center in Czechia hosting over 200 events per year. Rated the most beautiful city in the world, centrally located in Europe, and full of history, varied event spaces, and nightlife, Prague is an ideal setting for events of all sizes. In addition to the business program, participants will fully immerse themselves in Prague’s culture, gourmet cuisine, and unique local experiences reflective of the region.

Following the success of recent events in Antalya, Riga, and London, Europe Congress continues to lead the way in creating impactful B2B forums tailored to today’s MICE industry demands.

For more information or to register, visit the website 
 

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

Cvent today announced television presenter, wellness advocate, and best-selling author Davina McCall MBE, as one of the keynote speakers for Cvent CONNECT Europe.

Renowned television and radio presenter Dermot O’Leary returns as Master of Ceremonies for a second consecutive year. Held 15-16 October at the InterContinental London – The O2, the annual customer and industry conference will offer both in-person and virtual experiences.

The 2025 conference will feature more than 60 expert-led sessions, with a pre-conference day on 14 October including product upskilling through Cvent Academy training camps and exclusive invite-only programming. Designed to equip attendees with actionable insights and practical strategies, the conference programme offers tailored education and networking opportunities across the entire meetings and events ecosystem.

“Davina McCall’s dynamic career in television and impactful advocacy will bring compelling and authentic stories of resilience and personal achievement to the Cvent CONNECT Europe stage,” said Felicia Asiedu, Marketing Director for Europe at Cvent. “We’re equally excited to welcome back Dermot O’Leary as Master of Ceremonies, following his standout appearance last year. He is genuinely fascinated by our industry, having built great rapport with many attendees last year, and he’s thrilled to be back.”

More about the Cvent CONNECT Europe speakers:

• Davina McCallis one of the UK’s most recognisable and respected broadcasters. She rose to fame as the original host of Big Brotherand has since fronted numerous popular programmes, including The Masked Singer, Long Lost Family, and My Mum, Your Dad. An accomplished live presenter, Davina has hosted major events such as the BRIT Awards and the BAFTAs, and has long been involved with Comic Relief, reporting from Kenya and Uganda on the charity’s work in Africa. Beyond television, she is a passionate advocate for women’s health, helping to lead national conversations around menopause awareness, mental wellbeing, and fitness. In her keynote, Davina will share candid reflections on personal challenges, successes and wellbeing, offering inspiration and practical insights for attendees.
   
• Dermot O’Learyis (below) a celebrated TV and radio presenter, best known for hosting This Morning, The X Factor, and The Dermot O’Leary Showon BBC Radio 2. In addition to his TV, radio and entertainment success, Dermot was awarded the prestigious Presidential Distinguished Service Award for the Irish Abroad 2020 and is an ambassador for both UNICEF and CAFOD. Known for his warmth and charisma, Dermot returns to Cvent CONNECT Europe, where he will host exclusive interviews, including a keynote conversation with Davina McCall.

Registration:

Cvent CONNECT Europe welcomes professionals from across the MICE, hospitality, travel, production, and marketing industries.

To register or learn more about the event, visit the Cvent CONNECT Europe website.
 

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

Conceived and promoted by Convention Bureau Italia, The Exchange by Italian Knowledge Leaders concluded its third edition with strong engagement and broad participation.

This year’s event — organised in collaboration with Convention Bureau Roma e Lazio and EUR S.p.A., owner of the Roma Convention Center La Nuvola, which hosted the event — once again demonstrated its strategic importance in positioning Italy as a leading destination for international scientific and academic conferences.

Italian Knowledge Leaders is a long-term initiative designed to strengthen the national meetings ecosystem by fostering events, business development strategies, communication campaigns, and collaborative working groups. Its mission is to support the Italian academic and research community with effective, innovative tools for international dissemination and congress bidding.

By promoting values such as internationalisation, knowledge valorization, inclusivity, and intergenerational collaboration, the project has positioned itself as a benchmark in the global MICE landscape. A fact confirmed by Italy’s performance in the ICCA 2024 rankings, where the country placed second globally and first in Europe for international congresses hosted, for the second year in a row. At the heart of this initiative is The Exchange — its operational core.

“As Convention Bureau Roma e Lazio, we embraced the Italian Knowledge Leaders project from the outset, in full continuity with our ongoing commitment to enhancing intellectual capital — also through initiatives such as the Ambassador Club, launched in 2019 to foster synergies between the academic world and regional stakeholders," said Onorio Rebecchini (below), President – Convention Bureau Roma e Lazio. "This appointment—powered by dialogue between institutions, industry professionals, international associations, and the scientific community contributes to strengthening both our destination’s positioning and Italy’s standing at the top of the global meetings industry.”

A Strategic and Exclusive B2B Platform

The Exchange is a strategic and exclusive B2B platform. It facilitates high-level interaction between carefully selected international association representatives and Italian destinations, offering a structured environment for dialogue and collaboration.

Content, Dialogue, and Development

The event combines curated one-to-one meetings, working tables, technical site inspections, and networking opportunities. Over the course of three intense days, participants engaged in meaningful discussions and exchanges between the global association community and Italian congress industry stakeholders.

This year’s edition featured over 200 B2B appointments involving convention bureaux, conference centres, PCOs, hotels with event facilities, and major hotel groups, along with 14 international associations, selected for their relevance and strategic potential. Attendees also took part in 7 site inspections across Rome’s most prestigious venues, hospitality infrastructures, and congress locations.

“It was a privilege to represent the Lazio Region and Councillor Elena Palazzo at such a prominent gathering in the international congress sector. Events like this showcase how public and private sectors can achieve remarkable outcomes when united by a common vision. Our country, and in particular our Region, has firmly positioned itself as a leader in the European meetings industry, says Micol Grasselli, Regional Councillor – Lazio Region.

Building on the 2024 release of the project’s first publication — Guidelines for Stakeholder Management in Bid-Making, a practical guide for congress bidding—the 2025 edition introduced a new thematic focus: “Bid Books: From Ordinary to Extraordinary”

Five dedicated roundtables explored this topic, offering participants — leaders and professionals from across the MICE sector — a forum to address key issues related to the strategic and operational aspects of leadership in the congress arena.

A space driven by collective intelligence, The Exchange fosters shared insight and innovation through dialogue among destinations, professionals, and representatives from the academic and association sectors.

Italy as a Global MICE Leader

According to the ICCA 2024 Report, Italy has achieved a historic result: second place worldwide and first in Europe in terms of international congresses hosted. This achievement highlights the country’s capacity for strategic coordination and excellence in the MICE industry.

Events like The Exchange by Italian Knowledge Leaders are essential tools to further strengthen this leadership, enhancing Italy’s visibility, consolidating expertise, and generating economic and reputational value across the sector.

"Italy’s continued success in the ICCA rankings is a source of deep pride. It confirms the strength of our vision, the richness of our intellectual capital, and the talent within our industry. The Exchange is a clear example of how collaboration, ideas, and opportunities can be brought together in one space," said Carlotta Ferrari (below), President – Convention Bureau Italia. "But lasting success requires strong alliances—particularly with institutions—whose structural support is essential not only to consolidating past achievements, but to ensuring continued growth and long-term investment in the Italian meetings industry.”

Institutional Engagement

The final day of the event entitled “Italy & Rome: Congress Leadership: From Strategy to Execution” featured the participation of institutional representatives who expressed their support for the congress industry and its strategic relevance for Italy’s global positioning.

This institutional presence underscores the recognition of The Exchange and the broader Italian Knowledge Leaders initiative as pivotal platforms in Italy’s promotion as a knowledge-based destination.

Thanks to institutional involvement and the engagement of the host destination, the final day also offered an opportunity to reflect on the outstanding results achieved by Italy — and by Rome in particular — while reinforcing the importance of long-term collaboration between public and private stakeholders.
 

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

Breaking into the business events industry can be as exciting as it is complex. With evolving expectations, shifting technologies, and diverse stakeholders, knowing where to begin is not always obvious. Since 1987, the CityDNA Summer School has been the launchpad of choice for emerging professionals, offering the insights, tools, and network needed to step confidently into the sector. On August 25-29, 2025, the programme returns for its 39th edition in Luxembourg, a forward-thinking European hub that bridges heritage with innovation.

Designed for emerging talent across CVBs, DMOs, hotels, PCOs, congress centres, airlines, and DMCs, the CityDNA Summer School delivers a comprehensive introduction to the business events industry. But more than that, it equips participants with the critical perspective needed to navigate the complexity and opportunity of a rapidly evolving sector.

“This is not just a training, it’s a foundation for leadership,” says Dennis Speet, Course Director and Director of Convention Bureau at amsterdam&partners. “The CityDNA Summer School gives newcomers the confidence, skills and strategic mindset to contribute from day one and grow with purpose.”

An Experience Engineered for Real Impact

The 2025 programme will explore the key forces reshaping the future of events and destinations, including sustainability, equity, diversity and inclusion (EDI), and the long-term impact of event legacy. Participants will also gain practical insights into strategic bidding processes, the role of innovation and artificial intelligence, and the distinct expectations of association versus corporate clients. The curriculum is rounded out with sessions on destination marketing and the strategic design of site inspections, ensuring a well-rounded, forward-facing learning experience.

Interactive workshops, case studies, cultural immersions, and group work deepen the learning, while a celebratory graduation dinner reinforces CityDNA’s people-first approach. Alumni regularly highlight the power of the network built during the programme: relationships that often endure for years and shape professional journeys well beyond the event itself.
 

A Strategic Backdrop for Learning

This year’s edition will be hosted in Luxembourg City, a founding member of CityDNA and a destination that combines international outlook with human scale. Known for its accessibility, safety, and cosmopolitan spirit, the city offers not only a welcoming setting but also a clear alignment with the values of the Summer School.

“We are truly honoured to welcome the CityDNA Summer School to Luxembourg City,” says Antje Voss, Director of the Luxembourg City Tourist Office. “Education is in our DNA, just as it is in CityDNA’s. Supporting young professionals as they grow, share knowledge, and build the future of our industry together is something we deeply believe in. We look forward to welcoming everyone with open arms and open minds.”

Led by Experts, Fuelled by Purpose

This year’s edition is guided by a multidisciplinary faculty of experienced leaders and subject-matter experts, including Course Director Dennis Speet (amsterdam&partners), Barbara Jamison-Woods (London & Partners / City Destinations Alliance), Richard Allchild (IMEX Group), Degmo Daar (NoorD Consulting), Jonathan Easton (Gevme), Leena Lassila (Helsinki Partners), James Latham (The Iceberg), Tadeja Pivc-Coudyser (Antwerp Convention Bureau), Stéphane Talboom (IAPCO / K.I.T. Group), and Daniel Waigl (CIRSE). All faculty members generously contribute their time on a voluntary basis, a testament to their dedication to nurturing the next generation and giving back to the industry that shaped their own careers.

“The CityDNA Summer School is about people—those just starting out and those ready to guide them,” says Barbara Jamison-Woods, President of City Destinations Alliance. “It’s where careers begin, where confidence is built, and where lasting relationships take root. By investing in people, we strengthen not just the future of our industry, but the community that drives it forward.”

Why it Matters Now

Attracting, training, and retaining new talent is a growing concern for destinations and organisations across Europe. The Summer School responds directly to this challenge—bridging education with action, and theory with real-world practice. Each year, alumni return to their organisations not only with increased confidence but with tangible skills and connections that continue to shape their careers.
 

Places are limited to ensure a high-quality learning environment. To secure your spot or find out more, visit the website
 

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

Key industry and government leaders, global sector leaders and media have been hosted to a high-impact leadership conversation (Kōrero) exploring the future of New Zealand's business events industry at MEETINGS 2025 in Auckland today (11 June).

Business Events Industry Aotearoa (BEIA) Chief Executive, Lisa Hopkins says the group tackled the challenges and opportunities facing the sector – from infrastructure and immigration to global uncertainty and investment.

“Our Kōrero centred on the key forces shaping business events in Aotearoa New Zealand, grounded in leadership, investment, and shared goals for growth. We asked the hard questions: what lies ahead, and how do we continue to shape our industry to ensure it thrives. The answers were optimistic, and the conditions for meaningful change, for real impact, are finally on our side,” she said.

Tātaki Auckland Unlimited Chief Executive, Nick Hill opened Kōrero today and focused on the city's evolution as a world-class destination for business events. He outlined the strategic value of business events to Auckland's economy, culture, and identity. Major investments, including the New Zealand International Convention Centre (NZICC), upgraded airport transport infrastructure, and increased hotel capacity are strengthening the city's position on the global stage.

“We are bullish about the next five years, and business events are a key part of the equation. This year we have seen an estimated $48.5 million economic impact compared to $35.8 million last year - a 35% increase. This equates to a 31% increase in total attendees (34,000) and a 48% increase in total visitor nights (113 thousand). Auckland has a significant business pipeline in progress which, if successful, is estimated to add an additional $107 million,” Hill said.

Tourism New Zealand Chief Executive René de Monchy shared the outcomes of the Business Events Boost Fund, a Government investment initiative nearing the completion of its first three months. The new fund, which has been extended for another year, has helped elevate New Zealand's global competitiveness through enhanced bidding and marketing activity. “Tourism New Zealand is aiming to achieve its highest ever value target for international conferences in FY26, with a goal of making 110 bids valued at $185m. New Zealand is perceived as safe, welcoming and politically stable. Infrastructure build makes us really competitive in the international space, making our birds even more powerful,” de Monchy said.

Immigration New Zealand's visa expert, Jock Gilray covered the importance of streamlined visa access for international delegates who require visas. He outlined recent advancements in visa processing, including event-specific support. “We have introduced a dedicated process to better support large groups and encourage event organisers to notify INZ early about future events.”

A dedicated session on Infrastructure Development focused on transformative investments across major new venues, airports, and transport networks. One New Zealand Stadium Christchurch, NZICC, Auckland Airport and Air New Zealand are all strengthening New Zealand's capacity to attract and deliver impactful business events, driving wider economic, social, and cultural benefits.

NZICC General Manager, Prue Daly outlined the economic and social benefits of business events for Auckland and New Zealand. “After opening in February 2026 NZICC will bring an estimated 33,000 new international delegates to Auckland, New Zealand per year contributing $90 million of new economic spend year. There are 23 international events confirmed between 2026 and 2028 with 23,000 delegates and 126,000 visitor days,” she said.

The Geo-Political Panel Session brought together global experts including Sven Bossu, International Association of Convention Centres (AIPC), Florence Chua, Professional Convention Management Association (PCMA), Matt Pearce, Australian Business Events Association (ABEA), and Lisa Hopkins (BEIA). Discussions included how world events – from political uncertainty and climate change to AI and storytelling – are reshaping the business events landscape, how destinations need to adapt, and how diplomacy and narrative can foster resilience and growth.

Lisa Hopkins said with global uncertainty top of mind amongst many on the floor, New Zealand is increasingly seen as a trusted, safe and aspirational choice, appealing to both conferences and incentive events.

“Incentives are a huge opportunity, especially from Australia, Asia and North America, which, coincidentally, aligns beautifully with Tourism New Zealand's strategic focus. Tourism New Zealand has brought buyers here from North America to experience our offer firsthand, and the early feedback is promising. An international conference delegate might spend around $4,000, excluding flights. An incentive traveller's spend can more than double, on average, to around $9,000 per person, and it's higher-end, longer-stay, deeper-engagement travel.

“We often talk about the economic impact of business events, and we should. But there's something else that's just as powerful, and sometimes gets missed: the soft power we influence. We don't sign peace treaties, cure diseases, or negotiate trade deals. But we bring the people together who do. We create the spaces where ideas are exchanged, trust is built, relationships begin, and the future takes shape.  That's critical for New Zealand and something to be deeply proud of,” Hopkins said.
 

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.

The IMEX Group has unveiled recent figures that show how a strategic focus on improving the exhibition experience has had an impact on participants' overall satisfaction. 

Show experience impacts attendee satisfaction

Data from IMEX’s independent survey partners Explori*, shows that buyer and supplier satisfaction rank significantly higher than Explori’s all-industry tradeshow benchmark for both IMEX Frankfurt and IMEX America last year.

The data shows an increase in the KPIs for ‘overall satisfaction’, ‘likelihood of return’ and ‘importance of event’ for both buyers and suppliers at each show since 2019 – before the investment work began.

IMEX Frankfurt buyer satisfaction levels were 14 per cent above the benchmark while IMEX America was 12 per cent over. Exhibitor satisfaction ranked 11 per cent higher for IMEX Frankfurt and 7 per cent at IMEX America. Together, both shows rank in the top 25 per cent of trade shows surveyed by Explori for this KPI.

Investment in technology to drive value for all

Sitting behind these high satisfaction scores is a concerted investment in technology designed to support attendees’ priorities and increase value.

Enhancements to the IMEX event platform have streamlined the registration and user journey for all types of participants. The team paid special attention to simplifying the online meeting booking process for attendees, for example.

Knowing that generating new sales leads is priority number one for exhibitors, the team built lead scanning into the IMEX app and also made it free of charge.

In designing both events, the IMEX team focused on amplifying the entire show experience with moments intended to ‘spark joy’. These ranged from striking welcome branding at the airport, unusual but fun activations on the show floor (many will remember the pickleball court at IMEX America!) to a musical parade leading attendees out of the venue. In addition, the show floor was redesigned to improve booth to booth navigation and enable attendees to fine tune their schedules and create their own personalized ‘IMEXperience’.

Explains IMEX CEO, Carina Bauer: “We intentionally invested in technology, such as our event platform, to drive these improvements in customer satisfaction and remove friction points across both shows. So, it’s really satisfying – and important - to see the impact of those efforts clearly expressed in the data. The process does not end here, however, and we’ll continue to iterate, invest and improve as we go along.

“Having also introduced a couple of new show floor technologies we’re now able to provide in-depth booth and activation engagement data. It’s been a long-held ambition to offer richer, deeper data to sponsors and interested partners and, predictably, they’ve responded with great enthusiasm.

“All of these tracking measures gives us a strong baseline to build on in 2025 and there’ll be further enhancements to look out for at the next editions of our shows. As we look around our global marketplace, not forgetting other industry sectors too, it’s clear that the events which are thriving not only move with the times but also anticipate attendee’s needs - and then deliver and delight! And that’s the IMEX brand in a nutshell. It’s what motivates our team every day.” says Carina.
 

*IMEX Frankfurt 2024 Explori survey data based on 2,154 total respondents.
*IMEX America 2024 Explori survey data based on 2,838 total respondents

© All photos courtesy of GDS Movement

For this think-tank-conference aimed at tourism professionals and convention managers, change is as inevitable as it is necessary and looms over a backdrop where climate emergency and a new 'local' deal will define the future of these same destinations. The 2024 Impact Day + GDS Forum held in Brugges was all about disrupting conventional approaches to urban tourism, presenting collective stories of resilience and driving value for the benefit of the communities and habitats around us. Three big messages came out: more social funding, stability in certification criteria is desirable, and sensible communication of impacts projects. Our magazine manager, Manuel Fernandes, was there and tells us all about it in these lines.

‘Disruption’, ‘holistic approach’, ‘retargeting’, ‘added-value’, each industry has its own buzzwords in order to navigate discourses and guide collective thought processes. Words are essential to instigate organised reactions, to sew in letters a manifesto, but if they are stripped of their real meaning and chewed on incessantly, they end up falling into the void of the ancient Agoras. Our journey with event legacies began a long time ago but it gained new momentum with the launch of the Copenhagen Legacy Lab in December 2019. From then on, this locomotive of stakeholders and social outcomes travelled to other stations picking up agencies, associations and PCOs, who in synergy (another buzzword, I know) set up pioneering conferences and lifted the veil on the true meaning of the word: impact. "Stop polishing the poo!" we heard at this meeting. Perhaps there is a grain of truth in this: instead of breaking with the past, we are tempted to persist with failed models, in rekindling dry powder. 

On the morning of 14 October, the Church of St Magdalene in Bruges saw these themes presented and debated with more substance than pretension at the Impact Day that preceded the 2024 GDS Movement Forum. Proposed as ‘a one-day forum to redefine the role of the business events sector in promoting social, economic and environmental transformation and regeneration,' the programme ranged from a destination methodology, flagship conferences and social financing for impact. Its executors also have a long history in this field: in 2022, the VISITFLANDERS Convention Bureau had already initiated, together with #MEET4IMPACT, a legacy creation and impact measurement strategy to guide the region's events agenda for the following two years. This strategy has been incorporated into its impact methodology, which takes into account the positive and long-term knock-on effects that conferences in the region have on Flemish society. For this to happen, the methodology consists of 4 essential phases: Definition, engagement, measurement and communication. The project is defined by the vision of a conference as a game-changer, both for the sector and the association's members and for the communities that can be influenced by that discipline or impact plan. Evelyne Bardyn, director of the VISITFLANDERS Convention Bureau, said, “Today is an important milestone that marks the beginning of a future – a future where meaningful conferences have an even greater, long-term impact.”
 

This empowering discussion around DMOs and convention bureaux has had a great ally in #MEET4IMPACT. The major gaps concerning the lack of mentoring tools, methodologies and practices have been addressed by Geneviève Leclerc, president and CEO of the legacy agency since its foundation - in 2022 we had already discussed this causal need for associations to sign up to these social commitments. All of this multiplied into various faces and expressions on that key day in Brugges. Professor Jan Beyne from the Antwerp School of Management tried to converge sustainability and the circular economy with the tangible results of our actions, especially in the professional context of our lives. “Impact is about the effect and not the intentions of the action of an individual. It is about making a difference!”

There was also room to get new perspectives with members of the European Academy for Childhood Disability (below) - recipient of the 2024 Incredible Impacts Programme award - who at the conference in Brugge applied their EACD+ programme to widen access to sport, culture and technology for people with early disabilities, thus helping them to improve their quality of life. Following the success of EACD2024 in the Belgian city, EACD is looking to expand the programme to future host destinations, as well as setting up an Impact Creation Working Group to raise awareness of the needs of people with disabilities in a more inclusive approach. The 2023 WDSF World Breaking Championship in Leuven went beyond economic impact to bring together interdepartmental and impact-orientated policy communities for sport and urban culture in Flanders. The championship also served to draw attention to the well-being of young people through active participation in hip hop culture, promoting and strengthening the innovative community in Leuven.
 

In the afternoon, the topic discussed was social financing for impact with the renowned Belgian helmsman Piet Colruyt (pictured below) from Impact House. Founded on the belief that the greatest social impact can be created when non-profit and for-profit organisations strengthen each other, this project decrees that it's time to abandon the traditional distinction between social and commercial and move towards a model where these worlds help each other, seeing entrepreneurship as an engine for positive social and environmental innovation. From his personal background in his family business Colruyt (one of Belgium's largest supermarket chains), Piet realised that he could and should put his experience at the service of social entrepreneurs, impact investments and a viable business model to reconcile the three P's - People, Planet and Profit.

Afterwards, Ben Hainsworth and Maraika Geisterfer-Black took to the stage to demonstrate the European Association for the Study of the Liver (EASL) value creation from its latest congresses and impact projects. Impact is not simply a word or an abstract concept at EASL and is not limited to its members, partners and delegates. In 2022, the EASL launched a series of impact projects called Love Your Liver in London, together with the International Liver Congress, which they decided to reshape for their congresses in Vienna (2023), Milan (2024) and Amsterdam (2025). Love Your Liver was developed to raise awareness of liver health, promote early detection and care, and develop local professional skills in the field of hepatology. Each year, the EASL team organises projects tailored to the local community to reduce the burden of liver disease across Europe and catalyse change in the meetings industry to encourage more socially responsible event practices.
 

The GDS Forum - a place where the pigs where left to engage!

Over the next two days, the second edition of the GDS-Forum took us to a special place that marks the environmental imagination and natural heritage of West Flanders. The Zwin Natural Park is a nature reserve next to the North Sea, protected since 1953 and known for being the international airport for birds. Famous for its wide variety of salt-resistant plants, such as sea lavender and migratory birds, the site was an excellent eye-opener for the climate emergency (a recurring theme of this forum). The combined theme of the different workshops, group activities and “Let Pigs Fly” sessions brought participants together around a refreshing and alternative approach to the topics of urban (over)tourism, visitor economy, tourism data management and purposeful partnerships. At this “annual unconference”, CVB and DMO leaders interacted with sustainability managers on the strategy and concerted direction of destinations to overcome the limits of innovation and transform intentions into regenerative actions.

There was a particularly interesting and captivating session where, through peer work, some destinations and companies were able to share their projects in order to overcome obstacles and improve skillsets for the future challenges of these destinations. An example I followed was that of Jukka Punamaki, senior advisor for the City of Helsinki who in partnership with domestic rival, Tampere, started the Urban Climate Leaders Group consisting of the largest hotel chains, fair centres and local attractions. The Impact? A common agreement was made to join the domestic Sustainable Travel Finland programme and to sign the Glasgow declaration. A challenge? When it comes to actual money to shared investments in environmental protection, the room went quiet.
 

Certification was also one of the main themes of the working groups, which frequently requested stability and harmony in the evaluation criteria of their stakeholders. VisitBerlin, for example, through its Head of Sustainability, Luisa Mentz, displayed a proper response to the needs of their MICE suppliers to embark on a sustainable management system for third-party certification. The success story? Almost 80 suppliers have become certified third parties by Sustainable Berlin. The downside? Many still struggle with implementing these protocols and others don't feel the pressure to act (a shocker you might add).

All in all, the issues, learnings, solutions and impact formulas multiplied among the participants and often resulted in tangible and complementary conclusions: business often trumps social priorities as numbers trump causes, any incoming conference has a legacy potential for the host destination - depending on the angle from which it is analysed, and (echoing throughout the room repeatedly) there is still a lack of subventions and financing for social and environmental projects in consultation with partners.
 

The GDS-Movement and BeCause Partner to Accelerate Sustainable Tourism 

The GDS-Movement has partnered with BeCause, a Danish start-up that is revolutionising the way the global hospitality, travel and tourism industries manage their sustainability data, to help tourism and events organisations, including Convention and Visitor Bureaus (CVBs), Destination Management Organisations (DMOs) and National Tourism Organisations (NTOs), gain unprecedented insight into their region's sustainable accommodations and offerings.
 

GDS-Movement members can now access a specially designed data overview on the BeCause platform that shows them a comprehensive, real-time view of the state of sustainability of their destination's hotel landscape. Specifically, they will be able to see at a glance which hotels, restaurants, attractions, beaches and experiences have valid sustainability certifications, which will provide them with a reliable basis for building a targeted sustainability strategy.

"One of the greatest challenges destinations face today is accessing accurate data about the sustainability practices of their supply chains. Our partnership with BeCause directly addresses this challenge, helping DMOs, CVBs, and NTOs create more regenerative, resilient destinations that benefit both visitors and residents," says Guy Bigwood. "By utilising the BeCause platform, destinations participating in the GDS-Index will be able to assess their environmental performance more efficiently, complete the index faster, and communicate their sustainability initiatives more effectively to stakeholders, including governments, clients, and visitors,’ Bigwood added."

Brisbane will welcome delegates to OPTIONS XII for the Control of INFLUENZA Conference, the only global scientific meeting with a dedicated focus on influenza, being held this week at the ASM Global-managed Brisbane Convention & Exhibition Centre (BCEC).

BCEC is hosting 1,400 members of the international influenza research community at the event which is being run by the International Society for Influenza and other Respiratory Virus Diseases (ISIRV).

Learnings from COVID-19 have made the world more aware of influenza and arguably more appreciative of the global collaborations that it takes to develop a flu vaccine.

Australia has always been a global leader in immunology, vaccine development and influenza research, with a huge depth of expertise in Brisbane often led by The University of Queensland (UQ) and in collaboration with other universities and medical research institutes.

Conference Chair, Associate Professor Kirsty Short, Principal Research Fellow at UQ’s School of Chemistry and Molecular Biosciences, worked with colleagues at ISIRV, the host organisation, and the team at BCEC to secure this important medical research conference for Australia and Brisbane.

A priority for the organising committee was emphasising support for the next generation of scientists, particularly women.

“Australia has a strong reputation as a science leader and Brisbane in particular is on a vigorous and exciting trajectory. We are thrilled that our vision of getting young people involved and engaged in the conference has come to fruition with 79 scholarship students attending,” Professor Short said.
 

A dynamic agenda for the four-day event has been conceived to create wider opportunities contributing to global health. The presence of world-leading scientists and eminent researchers with responsibilities in world health organisations and institutions will deliver new data and new knowledge at the conference.

Topics on the agenda for discussion include influenza and RSV vaccines and treatments, new vaccines for influenza, First Nations respiratory virus health, long COVID and the threat of H5N1 influenza (bird flu).

Those addressing the Conference include Professor Sir Jeremy Farrar, Chief Scientist for the World Health Organisation (WHO); Professor Maria Zambon, Director of Reference Microbiology at the United Kingdom Health Security Agency (UKHSA) and World Chair of the International Society for Influenza and other Respiratory Virus Diseases (ISIRV); and Dr. Maria van Kerkhove, Acting Director of the Department of Epidemic and Pandemic Prevention and Preparedness as well as the COVID-19 Technical Lead of the World Health Organisation (WHO). 

“It’s an exciting time in respiratory viruses. There is so much expertise in this field in Australia and Brisbane and after 23 years since this Conference was last held in Australia, ISIRV is delighted that the Conference is back in the Australasian region,” said Professor Maria Zambon, Chair of ISIRV.

General Manager of the Brisbane Convention & Exhibition Centre, Kym Guesdon said the Centre was honoured to host this potentially life-saving world conference.

“Influenza and respiratory viruses are a fundamental part of the everyday lives of thousands of people and to host and support the world’s leading scientists and practitioners including our own incredible scientists and researchers, is of the utmost importance.”

OPTIONS XII for the Control of INFLUENZA Conference is supported by Tourism and Events Queensland, Tourism Australia, and Brisbane Economic Development Agency.