All photos kindly provided by ICCA

Under the theme CrossWorlds, the 65th ICCA Congress brought together delegates from 80 countries, introducing a co-curator model involving five international organisations and placing cross-sector collaboration, advocacy and legacy at the centre of the programme.

Panama City hosted the 65th ICCA Congress, bringing together 1,293 delegates from 80 countries for an edition that sought to rethink the role of international association meetings in a changing global landscape. Held under the theme CrossWorlds, the 2026 gathering introduced a new programme model, placing organisations from outside the business events sector alongside ICCA in shaping discussions on leadership, technology, sustainable development and international cooperation.

A first for ICCA, the co-curator model involved the World Economic Forum, IEEE, UN Tourism, AC Forum and the United Nations Research Institute for Social Development (UNRISD). Each organisation contributed its expertise, networks and perspectives, connecting the international meetings community with wider conversations on economic progress, innovation, global policy and the future of society.

The approach was reflected in a programme built around the concept of Congresses within a Congress. Through different formats and thematic strands, participants could engage with issues specific to their professional fields while exploring opportunities for collaboration across disciplines and sectors. Approximately 60% of the Congress experience was dedicated to networking, giving human interaction a central role in the programme and creating opportunities for new professional relationships and partnerships.
 

For ICCA CEO Dr Senthil Gopinath, the gathering demonstrated how the association meetings industry can strengthen its position within wider international debates. “The 2026 ICCA Congress has demonstrated the power of bringing different worlds together to advance shared ambitions. Through CrossWorlds, we have connected our industry with influential global institutions, opened new channels for collaboration and strengthened the voice of the business events community in wider conversations about economic development, sustainability and global progress.

“ICCA has a responsibility to ensure that the value of international association meetings is recognised by governments, policymakers and global decision-makers. By building these relationships and strengthening our collective advocacy, we can position business events as essential drivers of knowledge, international cooperation and lasting societal impact. That is the leadership we must continue to demonstrate as an industry.”

The programme also featured internationally recognised environmental campaigner and advocate Erin Brockovich as a keynote speaker. Her contribution brought questions of individual responsibility, collective action and the need to challenge established thinking into the wider discussion.
 

Connecting global expertise with local impact

The emphasis on collaboration extended to the Congress's approach to sustainability and legacy. Under its People, Planet and Legacy framework, ICCA incorporated initiatives designed to recognise Panama's cultural heritage, support local communities and encourage more responsible event practices.

Among these were Panamá Verde, the Clandestino Lab initiative, which uses recycled plastic, and the Gift of Love initiative supporting Fundación Casita de Mausi. Together, these projects reflected an ambition to integrate social and environmental considerations into the planning and delivery of international meetings, making legacy part of the event's design and evaluation.

The destination itself was also central to the Congress narrative. Supported by PROMTUR Panama and local industry stakeholders, the event provided an international platform to present Panama's connectivity, cultural diversity and infrastructure, while demonstrating its capacity to host international association gatherings.

Gloria De León (pictured below), Minister of Tourism of Panama, highlighted the opportunity for the Congress to establish lasting relationships between the destination and its international visitors.

“At the opening of this Congress, I invited participants to discover Panama and get to know the best of our country: its people. Today, we hope this first experience gives them reasons to return and the confidence to choose Panama as the host destination for their associations’ events. We want every congress to open the door to exploring more of our country and extend its benefits to more communities. Thank you to ICCA and its delegates for allowing us to show what it means to be hosts to the world.”

The partnership between ICCA, PROMTUR Panama and local industry stakeholders also highlighted the role of cooperation between destination organisations, public authorities and private-sector businesses in developing the business events offer. For Panama, hosting the Congress represented an opportunity to strengthen its international visibility while demonstrating how association meetings can contribute to destination development and knowledge exchange.
 

Taking CrossWorlds forward

The 2026 edition marked an evolution in how ICCA approaches its annual gathering, placing the association meetings community in direct conversation with international institutions and organisations whose work influences developments across several sectors.

The CrossWorlds concept encouraged delegates to consider the connections they can establish across professional boundaries, as well as the contribution their respective fields can make to wider economic and societal objectives. For ICCA, strengthening these relationships is also part of a broader effort to secure greater recognition of the industry's contribution among policymakers and global decision-makers.

The international association meetings community will reconvene in Kigali, Rwanda, in 2027 for the 66th ICCA Congress, continuing the organisation's global journey.
 

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Recognised at the 65th ICCA Congress in Panama City, the Vienna Convention Bureau received the award for a campaign connecting the Austrian capital’s musical heritage with science, innovation and space exploration, demonstrating how destination marketing and business events can work towards a shared narrative.

The Vienna Convention Bureau has won the 2026 ICCA Best Marketing Award (BMA) for its ‘Waltz into Space’ campaign, announced during the 65th ICCA Congress in Panama City, Panama. The initiative was recognised for its creative approach to destination marketing, using Vienna’s cultural identity as a starting point to communicate a broader narrative around science, innovation and the future.

This year’s award, sponsored by Northstar Meetings Group, was organised around the theme ‘Imagination and Impact: Where Creativity Meets Strategy’, highlighting campaigns that use storytelling and unconventional thinking to challenge established perceptions and create new opportunities for the international business events industry.

Three finalists presented their campaigns to the global ICCA community during the Congress: Ottawa Tourism with ‘Magic on Set’, The Hague & Partners with ‘It’s My Bleisure’, and the Vienna Convention Bureau with ‘Waltz into Space’. Following the presentations and a final vote involving the judging panel and Congress delegates, Vienna emerged as the 2026 winner.

Bringing cultural identity into a new narrative

At the heart of ‘Waltz into Space’ is an attempt to connect two dimensions that might initially appear distant: Vienna’s internationally recognised musical heritage and the world of scientific research and technological innovation.

The campaign used music and tradition as the foundations of a story about science and the future, supported by an international collaboration with the European Space Agency (ESA) and partners from different disciplines and countries.

For the Vienna Convention Bureau, the recognition also reflects the potential of closer cooperation between destination marketing and the business events sector, allowing a city's established identity to become a platform for communicating less familiar aspects of its expertise and ambitions.

Marina Knittel, Team Manager, Associations, and Isabella Graf, Campaign Manager, B2C, at the Vienna Convention Bureau, said:

“For us, this recognition means more than winning with a creative campaign. ‘Waltz into Space’ shows what can happen when destination marketing and business events work together towards the same goal: using Vienna's strong identity in a new way and opening up fresh perspectives on the city. Music and tradition became the starting point for a story about science, innovation and the future — supported by an extraordinary collaboration with ESA and many partners across different disciplines and countries. We are incredibly proud of everyone who helped make this mission possible.”

The campaign illustrates how destination narratives can extend beyond familiar cultural and tourism associations. By bringing together music, science and international collaboration, Vienna sought to present a more multifaceted image of the city while demonstrating the role that business events and their associated partnerships can play in communicating local knowledge and expertise.
 

Christoph Tessmar Elected President of ICCA

Creativity as a strategic tool for destinations

The 2026 award theme placed particular emphasis on marketing that goes beyond visibility and conventional destination promotion. The three finalist campaigns offered different approaches to storytelling, each seeking to introduce a distinctive perspective on how destinations and the meetings industry can engage their audiences.

For ICCA CEO Dr Senthil Gopinath, the award provides an opportunity to recognise the role of creativity in shaping the industry's future and encouraging organisations to reconsider how they communicate their work. “The Best Marketing Award is a special moment in the ICCA calendar because it brings our community’s creativity to the forefront. It is where bold ideas meet brilliant execution, where storytelling becomes a powerful tool for change, and where we celebrate the people who dare to do things differently.

This year’s theme, ‘Imagination and Impact,’ captures exactly what our industry needs: the courage to challenge convention and the imagination to show what is possible. Congratulations to the Vienna Convention Bureau on this outstanding achievement. I hope their success inspires others across our global community to think bigger, tell their stories with confidence and create marketing that truly makes a difference.”

Established in 1997, the ICCA Best Marketing Award has become a recurring feature of the association's international Congress, providing a platform for destinations and industry organisations to present their campaigns, exchange approaches and gain recognition among their peers. Beyond the winning entry, the initiative also seeks to make creative marketing practices more visible across the international meetings community.

The 2026 edition was sponsored by Northstar Meetings Group, whose continued involvement reflects the importance of recognising marketing as a strategic discipline within the business events sector.

Ross Barker, Vice President EMEA, Meetings & Sports Division, Northstar Travel Group, said: “Northstar Meetings Group is delighted to continue supporting the ICCA Best Marketing Award. Having been involved in judging the award for a number of years, I'm continually impressed by the creativity, ambition and quality of work taking place across our industry.

Each year brings fresh ideas and approaches, but what stands out in the strongest campaigns is their ability to go beyond simply promoting a destination or event. They change perceptions, bring people together and create opportunities that deliver lasting value. It's fantastic to see that recognised through these awards.”

For destinations competing internationally for association congresses and business events, the ability to articulate a distinctive identity remains an important part of their positioning. The Vienna campaign offers an example of how cultural heritage can be connected with other areas of expertise to broaden a destination's narrative, while collaboration across sectors can help translate that narrative into a more engaging marketing proposition.

The Vienna Convention Bureau's recognition in Panama places ‘Waltz into Space’ among the campaigns highlighted by ICCA for their contribution to the evolution of destination and business events marketing. Ottawa Tourism and The Hague & Partners, the other two finalists, also brought their respective approaches to the Congress, contributing to a discussion about the role of imagination, storytelling and strategic creativity in the industry.
 

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From left to right: Incoming ICCA President Christoph Tessmar, Director, Barcelona Convention Bureau; ICCA CEO Dr. Senthil Gopinath; and outgoing ICCA President Marta Gomes; Christoph Tessmar © ICCA

The Director of Barcelona Convention Bureau will lead the association into its next phase of global advocacy, industry collaboration and member engagement.

ICCA has elected Christoph Tessmar, Director of Barcelona Convention Bureau, as its new President. The announcement was made at the association’s General Assembly during the 2026 ICCA Congress in Panama City, bringing a change in leadership as the international association meetings sector continues to navigate new opportunities for collaboration, advocacy and global engagement.

Tessmar takes over from outgoing President Marta Gomes at a time when ICCA is seeking to expand its influence across the global business events industry. Its priorities include advancing recognition of the contribution made by international association meetings, strengthening strategic partnerships and providing members with the intelligence, connections and expertise needed to develop their activities.

Working alongside ICCA’s Board, leadership team and international membership, the new President will oversee the association’s next phase of development, building on its existing work in global advocacy and industry representation. The organisation’s stated ambition is to reinforce the role of association meetings in supporting economies, communities and wider society.

Dr Senthil Gopinath, ICCA CEO, welcomed the appointment, highlighting the importance of the association’s international community and the opportunities ahead:

“ICCA’s strength has always come from the people who make up our global community and the connections we create across borders, sectors and perspectives. I am delighted to welcome Christoph as our new President at such an important moment for our association and our industry. Together, we have an opportunity to build on the progress we have made, strengthen ICCA’s position as the global leader in advocacy for the business events industry, and demonstrate even more clearly the value international association meetings bring to economies, communities and society. I look forward to working closely with Christoph and our Board as we turn our shared ambition into meaningful impact for our members and the wider industry.”
 

The leadership transition comes as ICCA brings its international community together in Panama for its 2026 Congress, held under the theme “CrossWorlds: The Crossings We Bring, The Crossings We Choose.” The programme’s focus on connections between perspectives, disciplines and industries reflects the association’s interest in extending collaboration beyond traditional sector boundaries.

For ICCA, the Congress also provides a setting in which to consider the wider role of international meetings and the relationships they create across industries and markets. Its agenda is closely connected to the association’s broader work to demonstrate the contribution of association meetings to economic and social development.

Tessmar’s election opens a new chapter in the association’s leadership, with the Board, CEO and international membership continuing to shape its priorities. The coming period will test how ICCA translates its ambitions for advocacy, collaboration and member support into practical outcomes for the global business events community.
 

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ICCA has expanded the programme for the 2026 ICCA Congress in Panama City with new speakers and sessions, including a dedicated co-curator session with the World Economic Forum (WEF). The session adds a global strategic perspective to the Congress, bringing the Forum into discussions focused on strategy and leadership for associations and meeting planners.

Taking place from 8–11 November, the Congress will also feature contributions from other cross-sector co-curators, broadening the conversation beyond the business events industry and creating opportunities to explore new approaches to collaboration, competitiveness and the future of international association meetings.

The latest additions include Ramya Krishnaswamy, Senior Director, Urban Transformation, and Charlotte Boutboul, Senior Manager, Experience Economy, Travel & Tourism, both at the World Economic Forum. They join an international line-up featuring keynote speaker Erin Brockovich, the internationally recognised environmental activist and consumer advocate.

Together, the speakers and programme contributors reflect the Congress's ambition to connect perspectives from different disciplines, industries and communities.

Under the theme CrossWorlds: The Crossings We Bring, The Crossings We Choose, the 65th ICCA Congress will welcome more than 1,000 business events professionals from over 80 countries, alongside more than 100 international association executives, to Panama City for an experience designed to challenge the conventions of a traditional industry conference.

A One-of-a-Kind Congress Experience

The 2026 ICCA Congress introduces a distinctive multi-modal format, bringing together multiple specialised learning experiences within one event: effectively, Congresses within a Congress. Designed to move beyond the traditional conference model, the programme combines interactive sessions, dedicated workshops, peer exchange and structured networking, giving delegates more ways to engage with ideas and build meaningful professional relationships.

With 60% of the Congress experience dedicated to networking and connection, the format puts interaction at the centre. The ambition is to create more than a platform for discussion: it is to connect people and expertise in ways that can lead to new partnerships, fresh thinking and practical outcomes for the international association meetings industry.

Six cross-sector co-curators are helping shape this experience: the World Economic Forum, UN Tourism, CAF – Development Bank of Latin America and the Caribbean, IEEE, AC Forum, and the United Nations Research Institute for Social Development (UNRISD). Their contributions bring perspectives spanning strategic leadership, tourism, development, technology, association management and social sustainability into the Congress programme.
 

“This collaboration represents a landmark moment for ICCA and the global meetings industry. As the first event of its kind, it demonstrates ICCA's unique ability to connect diverse sectors and stakeholders, reinforcing our role as a global leader and catalyst for innovation, knowledge exchange, and meaningful impact,” said ICCA CEO Dr Senthil Gopinath.

The WEF session, focused on strategy and leadership for associations and meeting planners, is a key example of this approach, connecting the challenges facing the association community with wider strategic perspectives.
 

Panama: Where the World Meets

There are few destinations in the world better suited to host a global gathering than Panama. Long recognised as the bridge between continents and a gateway between regions, Panama City provides an inspiring backdrop for the 65th ICCA Congress, welcoming the international meetings community to a place built on connection.
 

“Panama exists as a crossing between worlds, which is exactly what this Congress celebrates. Hosting the 65th ICCA Congress affirms our role as the meeting place of the Americas and advances a clear ambition to position the country among the world's leading destinations for international association meetings. We are bringing the global association community to a nation defined by its power to connect people, ideas and economies,” said Panama Minister of Tourism Eng. Gloria De León.

Just as Panama unites oceans, cultures and markets, the Congress will bring together association leaders, destination experts, event professionals and industry innovators from around the world. The programme is designed to foster meaningful dialogue, fresh thinking and new partnerships, creating opportunities that extend far beyond the event itself.

By choosing Panama as the host destination, ICCA reinforces the importance of bringing diverse perspectives together in a location that has long served as a meeting point for the world.

  

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