As the global meetings industry enters an era where influence is increasingly decentralised, HQ #125 explores how new regions, emerging destinations and evolving association communities are reshaping the future of international collaboration. Under the theme Global Views 2026: The New Geography of Influence, this Summer Edition examines how leadership is becoming more diverse, local expertise more visible, and business events a catalyst for economic transformation, institutional resilience and global knowledge exchange.

The edition opens with powerful conversations featuring the African Society of Association Executives (AfSAE) and the newly launched Asia-Pacific Society of Association Executives (APSAE), whose leaders argue that the future of association management will no longer be defined by importing established models, but by creating governance frameworks, leadership pathways and professional ecosystems rooted in regional realities. Together, their perspectives reveal a global association community moving towards greater plurality, collaboration and intellectual exchange.

Throughout the issue, HQ explores how the meetings industry is redefining value beyond infrastructure alone. A compelling interview with Maritz examines why live experiences continue to thrive in an increasingly AI-driven trust economy, while Kenes Group introduces the Sustainable Event Goals (SEGs), offering the industry's first practical framework to translate sustainability commitments into measurable action. Additional contributions from Frank Cuypers, CityDNA and AIPC challenge destinations and venue leaders to rethink placemaking, leadership development and long-term strategic planning in an increasingly uncertain world.

Destination storytelling remains at the heart of the edition. Our cover story explores Angola's Vision 2050 and the launch of the Angola Convention Bureau, revealing how business events are becoming a strategic pillar of the country's economic diversification agenda. Across the issue, we also spotlight Hong Kong's role as a bridge between East and West for global associations, Barbados' compact yet highly connected meetings proposition in the Caribbean, and Cape Town's ambition to position Africa at the centre of global knowledge exchange. Additional features from Kigali, Bangkok, Panama, Costa Rica, Washington, DC, Melbourne, Sydney, Auckland, Rotorua and Poland illustrate how destinations across every continent are building distinctive identities around expertise, culture, sustainability and international collaboration.

Discover HQ #125, a Summer Edition that celebrates the emergence of new voices, new perspectives and a new global map for the meetings industry where influence is no longer concentrated in a handful of established markets, but shaped by destinations and communities confident enough to define success on their own terms.

As the meetings and events industry faces mounting pressure to demonstrate relevance, resilience and measurable impact, HQ #124 explores how destinations, associations and industry leaders are redefining sustainability beyond ambition and turning it into operational reality. Across this edition, conversations around governance, legacy, technology and place leadership reveal a sector increasingly shaped by accountability, human connection and long-term thinking.

The issue is anchored in powerful reflections from associations such as the European Association of Environmental and Resource Economists and IFITT, examining how scientific research, digital transformation and policy dialogue are influencing the future of climate governance, tourism and international collaboration. These perspectives reinforce the growing role of business events as platforms for knowledge exchange and societal progress in a rapidly changing geopolitical landscape.

Throughout the edition, contributors challenge the industry to rethink not only how events are delivered, but why they matter. A compelling conversation with isla explores the gap between sustainability claims and verified outcomes, while features from organisations such as Clean the World, CityDNA and Novya examine the evolving language of measurement, leadership and impact across the meetings ecosystem. Together, these stories reflect an industry moving from symbolic commitments towards more structured, evidence-based action.

Destination storytelling remains central to the edition. From the opening of the New Zealand International Convention Centre in Auckland to the collaborative congress ecosystem of the Helsinki Capital Region, HQ #124 highlights how destinations are aligning infrastructure, culture, research and sustainability into integrated hosting models. Additional perspectives from Dublin, Florence, Bruges and Estrel Berlin demonstrate how cities are leveraging business events to strengthen community engagement, innovation and international visibility. Complementing these features are reports from IMEX Frankfurt, BestCities Global Forum, ICCA Iberian Chapter and IAPCO, capturing the strategic conversations shaping the future of global meetings and association leadership.

Uncover our HQ #124, an edition driven by purpose, place and by the people working to make business events more meaningful.

At a time when the business events industry is navigating growing complexity and constant change, HQ #123 takes a closer look at how destinations and organisations are redefining themselves through identity, governance and long-term impact. Together, these narratives highlight the growing importance of authenticity, trust and local culture in creating business events that truly resonate.

The edition is grounded in real conversations with associations such as the European Risk Management Council and Alzheimer’s Disease International, reflecting on how events continue to play a critical role in knowledge exchange, advocacy and community-building in an increasingly demanding environment.

Throughout the issue, contributors explore how operational excellence, sustainability and intelligent governance are becoming everyday practices rather than abstract ambitions. Insights from the latest Destinations International report offer a valuable snapshot of how destination leadership is evolving, while an in-depth conversation with The DNA of Cities unpacks how a city’s intrinsic character — its “DNA” — shapes decision-making, placemaking and resilience over time.

The storytelling is further enriched by destination perspectives that show strategy in motion. Prague shares its Unconventional Conventions approach, while a Vancouver-focused report sets the starting point for a broader conversation on innovation and technology across cities within the BestCities Global Alliance. Complementing these features, the issue includes live reports from ICCA and Guadalajara, capturing real-time insights from global forums and on-the-ground discussions shaping the international meetings landscape.

Discover HQ #123, an edition shaped by insight, place and perspective — and by the people reimagining the future of business events.

In an era of accelerating global change, HQ #122 examines how associations and business event stakeholders are revising their strategies to ensure they remain resilient, responsive and relevant. From emerging technologies to regional diplomacy, this edition examines the tools and mindsets required to navigate the complexities of the meetings industry.

Key contributions explore strategic planning in response to changing member needs, the evolving landscape of event ownership, and the challenges of maintaining stakeholder trust in the digital age. Including commentary from Mark Levin, ESSA, IAPCO, AIPC and CityDNA, this edition reflects on how associations are balancing transformation with stability.

The edition also features destination reports and interviews showcasing how cities and regions are adapting. Montréal shares its human-centric, knowledge-based model for international events. The Jio World Convention Centre in Mumbai is highlighted as an example of India's expanding infrastructure, positioning the country as a rising force in the global MICE arena. Catalonia presents its regional diversification strategy, while Bruges and Prague offer insights into accessibility, heritage, and cross-sector collaboration. In Brussels, we examine the capital’s evolution as a platform for international policy dialogue and association activity.

We speak to eucen (the European University Continuing Education Network) about the critical role of associations in lifelong learning and workforce development. The edition also features coverage of the Paris Legacy Tour, an initiative blending sports, civic participation, and knowledge-sharing in the lead-up to the 2024 Olympics. We also cover developments and key findings from two ICCA regional Summits, one in Medellín (Latin America & the Caribbean) and one in Bahrain (Middle East), shedding light on regional priorities and collaborative progress in the global events landscape.

Don’t miss this #122 edition of Headquarters, dedicated to the evolving frameworks, destinations, and strategies shaping the future of business events worldwide. 

In an increasingly fragmented global landscape, risk management has become one of the main responsibilities for associations. Geopolitical instability is having a strong impact on associations, leading to changes in supply chains, regulatory challenges and reputational risks.

For associations, this is not a theoretical moment. Visa restrictions, rising costs, polarised discourse, and reputational risks shape how and where we meet. In this environment, associations have an opportunity to remain a steady light amid uncertainty.

In this edition, HQ has prepared a collection of exclusive stories, survey analyses, industry study reviews, in-field reports, and previews of major events happening all over Europe. The Events Industry Alliance launched a campaign in July urging UK and EU policymakers to establish a Mutual Recognition Agreement for the business events sector. The Business of Events published its 2025 International Planner Sentiment Report in June revealing a sharp divergence in the priorities of event planners across global markets.

Set to debut in November 2025, Berlin Freedom Week aims to transform the German capital into a global platform for pro-democracy leaders. Later this year, research-focused conferences on clean energy and Arctic resilience will bring scientists, policymakers and delegates to shape future strategies in Reykjavík .

Changing political landscapes and growing polarisation are redefining how, where and even why associations meet, according to the 2025 Global Sociopolitical Impact Survey carried out by IAPCO. Finally, the Hague & Partners Convention Bureau, in collaboration with the European Society of Association Executives, presented a comprehensive white paper at IMEX Frankfurt in May that explores the Geopolitical Scenario for the sector and its implications for Associations.

Don't miss this #121 edition of Headquarters, entirely dedicated to geopolitical instability and business disruption in the association events sector.

In this issue, we explore these regulatory changes from multiple perspectives. Our interview with Maryrose Lyons from the AI Institute outlines the practical and ethical dimensions of AI adoption. Our conversation with Cvent’s Nick Tinker highlights how AI tools can help organisations streamline workflows while remaining compliant. 

The International Fact Checking Network brings together members from all over the world at its GlobalFact Conference in support of information integrity and the global fight against disinformation, supporting fact-checkers through networking, training and collaboration in favour of the truth.

Similarly, the European Digital Media Observatory supports the independent community working to combat disinformation at European level. The Secretary General, Paula Gori, draws attention to the risks of AI in this sensitive topic.

For older age groups, the dangers of a rapid digital transition raise concerns that go beyond usability, including fraud and manipulation of those who are not digitally literate. AGE Platform Europe has been advocating to the EU for a wider range of options that include both digital and offline. Without forgetting our features on NETNOCON25 or the World Design Congress in London.

Association conferences are one of the few areas that interact with every other sector in the world. This HQ #120 aims to give you and your organisation the insights and right context to navigate Europe’s changing digital environment and AI milestones. Especially when it has never been so difficult to separate a lie from the truth!

Given the track-record of recent years with successive health, energy and military crises, few people in our sector predicted that 2025 would be a quiet walk in the park. Coming directly from a global pandemic and entering a technological revolution at the pace of two regional wars, international organisations and the business events sector realised that in order to establish building blocks for their members they had to return to the Volatility, Uncertainty, Complexity and Ambiguity (VUCA) mantra.

Risk management has evolved from something ‘nice to have’ to a necessity that guarantees an organisation's survival and success. Our industry exists in and is shaped by this broader and more turbulent scenario. Associations such as EASL, the European Association for the Study of the Liver, have changed this paradigm with a strong focus on local players, greater media exposure and more emphasis on public health from their impact project (page 8).

In another in-depth interview, the state of the nightlife economy is dire across Europe, following a pandemic crisis that drove away its audience and has lasted due to rising rents, gentrification and demographic changes. In this issue, HQ spoke to the vice-president of the International Nightlife Association to find out more about the state of the sector and how to find solutions in times of crisis (page 11).

For its part, Headquarters travelled to Vancouver last February to take a closer look at the Invictus Games, providing a live demonstration of the city's inclusive events strategy (page 20). Following an internal merger that transformed the operational structure of London's business and events promotion, we also spoke to London & Partners to find out how a marketing agency became a social enterprise that supports residents and businesses (page 34).

Technology has enabled us to achieve remarkable things, to work and learn remotely, which was essential during the pandemic. It has also made communication more efficient, instantly connecting us with people across the globe. As our regular Mark Levin tells us: “leaders in the association management understand the enormous potential of AI to improve our members' experiences. However, it will take some time to analyse its long-term effects on our organisations.

AI-generated content can be a fantastic game-changer, but there are significant downsides. Relying on AI to create your destination’s marketing content without human oversight often results in lifeless, generic descriptions that lack the unique touch and personality of a human writer. As you can read in our conversation with the MCI Group - Canada director, these applications and digital facilitators are already altering human intellectual structures in their interaction with the environment.

AI can simplify your life, automate tedious tasks, and help you quickly generate ideas, but it cannot replace human insight, creativity, and emotional intelligence. It can unlock new competences and skills so that professionals can streamline a new productivity framework. “One of the areas definitely involves the attendees’ experience at events. I feel that mass personalisation is where we shall see the most significant impact,” predicts Veemal Gungadin, CEO of the event technology agency, Gevme.

In this November's HQ #117, we try to offer an overview of this phenomenon and a future direction for this rapidly evolving cloud world with its inherent complexities and compromises. We spoke to the Gothenburg convention team about their new digital visitors guide and the need for hybrid solutions; we went to South Korea to understand how this tech-driven nation is facilitating innovation on the local events landscape from AI-powered event spaces to immersive digital experiences.

Keep abreast of trends in this market with useful insights from our technology partners, Cvent and ExpoPlatform. Don't miss the valuable perspectives from our association partners, AIPC, Kenes and the  World PCO Alliance, on data management for associations, medical education through AI-powered simulation courses, and the relevance of hybrid formats in times of face-to-face meetings.

Dive into this issue to discover the ideas of our experts and explore the impact of technology on events and on your association:

One of the most urgent and inspiring changes of this decade has been the rise of ‘diversity’ as the guiding principle of our community of associations. Historically, it's been said that it takes around 50 years for a social movement to really take off, as at the start of this journey there are still many prejudices to overcome. So, in a vast ecosystem of associations geared towards Diversity, Equity and Inclusiveness, how do you include everyone within a palette of various shades, in an equal way?

Responsible associations that listen to their members recognise the importance of parity when it comes to the inclusion needs of their delegates. The very evolution of our lifestyles, migrations, health and safety challenges, digital progress and the sustainability of labour processes have brought new challenges and puzzles to inclusion and, in a way, increased social diversity.

We have membership organisations advocating for a more accessible society towards people with disabilities (such as the European Blind Union); international organisations committed to promoting and empowering LGBT+ meeting professionals with their events (don't miss our Deputy Editor’s interview with the LGBT Meetings Professional Association); how destinations are aligning new incoming communities with the impact they have on them (read our special report with Ottawa Tourism);

We also explore alternatives for convention centres to quantify their social value and facilitate accessibility guides for event organisers (don't miss our story on ACC Liverpool Group's Social Value Plan); and even how to break down gender barriers with women leading the meetings industry in Latin America (FIEXPO 2024).

Diversity has also become an essential dimension in the workplace. At our HQ, a company based in Antwerp, we only have one Belgian employee - the rest of the team comes from China, Portugal and Spain. And that, dear reader, is the theme of this issue. In each article you read, we celebrate the beauty and power of diversity throughout our sector. The more diverse we are, the more powerful and innovative we become.

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In each annual issue of HQ, we have been offering different perspectives on sustainability for associations, capturing practical examples of organisations and events that are proving to be the strategic beacon of this vital trend for the MICE industry. How are European associations aligning themselves with the European Green Deal? What new sustainable requirements are being included in bidding processes and who is bridging the gap between international associations and event destinations?

Sustainability is not really an ‘issue’ anymore. It has moved past the issue stage and into the consciousness of virtually every company, organisation, association, and government in the world. So, for your next event, start by defining your sustainability objectives, being transparent, and communicating them to all stakeholders to engage them in the process. Once clearly communicated, lead with a practical plan to implement them, and measure and report the results, which can then become a benchmark for future editions to further improve and evolve the process.

As Mohamed Mezghani, Secretary General of UITP and new President of European Society of Association Executives (ESAE), tells us, “when we talk about sustainability, it’s important to distinguish between the association, its members and the sector in which it operates. What associations can do is identify measures to make the sector more sustainable, provide members with tools to support them in this, and ensure that the associations’ own activities are sustained.”

In this edition of HQ, we invite you to discover, not just browse, the many examples and diverse initiatives that highlight real efforts towards sustainability and advocacy for eff ective, sustainable practices in our industry, whether they come from convention bureaux, venues, national or local governments, congress organisers, private or public organisations or individuals. There are many great ideas to take away and apply to your organisation.

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Today, associations are commonly accepted as the great unifiers of society, and the role between their sectors, groups and members follows a logic of value and representation. On the other hand, outdated models for recruiting, retaining and involving members may not survive in an increasingly demanding and ever-changing operating environment. Legacies can make a difference in this respect!

Associations clearly need to acquire a broad understanding of the benefits and added value that events bring not only to their members but also to the environment in which they operate. It's not just about setting goals and meeting them; it's about continuous improvement and constant progress towards building a better association and creating more value and impact for our members, employees and other stakeholders.

As Sissy Lignou tells us on page 37: "Legacy is a win-win long-term impact like no other, compared to other sectors, and it is a powerful argument for all meetings professionals to use when defending our activity. It is a superpower that is often not recognised by political decision-makers, but which should serve as a driving force in the defence of associations when they seek to gain recognition and support in the destinations that host their events.

In this issue of HQ, we set the tone for exciting discussion around the social, economic, political and environmental ramifications of our meetings industry, and showcase the best and diverse examples and practices for achieving them. We spoke to the heads of the International Papillomavirus Society about the ICCA Seed Fund grant allocated to their legacy programme for the 2024 conference in Edinburgh; we covered more than 60 years of growth in the business events sector with ICCA CEO Senthil Gopinath; and dissected the concept of association and the multiple scenarios and common challenges with association expert Belinda Moore.

In the destinations chapter, we published the second part of the story about the social balance of Otautahi Christchurch after an environmental tragedy; we went to Slovenia to witness one of the industry's new rebels, the Conventa tradeshow; and we were under the spotlight of the 2024 Olympic Games with the Paris convention bureau. We echo the brilliant perspectives of our associative contributors, and welcome two more in this issue: Gordon Lannister's Membership World and ExpoPlatform. 

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At a time when technology is evolving at lightning speed and global challenges are becoming increasingly complex, education and partnerships have never been more important for association executives, especially in the face of disruptive challenges and threats posed by artificial intelligence.

In the dynamic world of association management, staying relevant and effective requires a keen understanding of evolving trends in leadership development and strategic partnerships. As the traditional landscape of associations undergoes a profound transformation, association executives are challenged to redefine success and embrace new approaches to skill development and learning opportunities.

That is why creating industry partnerships not only helps determine the key skills needed to be successful in the industry, it also can identify (or create) training and employment strategies that meet the shared needs of your partners. By collaborating with industry partners, organisations can swiftly address talent gaps, allowing businesses to tap into growth opportunities, drive transformation, and expand their market presence.

As we speak, in October 2023, the world is slowly waking up from a three-year sleepwalking pandemic to a reality of regional wars, galloping inflation and an environmental emergency - all of which are combining to pave the way for a slowdown in globalisation. Everywhere we go, we see posters saying "Trainee wanted".

For several years now, associatins in certain sectors have been struggling with a severe staff shortage. In this last HQ of 2023, we address one of these megatrends that, despite being of great importance for the association events sector, has been under-emphasised as a matter of concern in such a competitive market. How can we attract the best talent to our associations, train our staff and retain the best professionals?

In this regard, we would like to draw your attention to the interview with Jason Descamps, CEO of the recruitment firm Mavence. As he used to say, “Employers are the demand, candidates are the offer”. That’s because in that previous world we lived in, the clients were the demand, and the candidates were supposed to do “anything” to meet the demand... Well, not anymore, right?

On the other hand, we also visited the Academy of the Travel Management Company Wings, which, through this training camp, is trying to combat the rampant unemployment among young people in South Africa and steer their careers towards the industry. Also, not to be missed are a series of exciting articles featuring the AI, Data and Robotics Association, the event planner Melva LaJoy and her post-pandemic experiences, and a tour of Sydney.

Last but not least, a mandatory reference for our stand-out piece on Lviv, a beacon of hope in the Ukrainian war. We present you with an extensive and detailed report on how the city went from being an event powerhouse in western Ukraine to the largest humanitarian hub on the continent.

All this and much more on the button below.

The last three years have undoubtedly instilled a steep learning curve in the world of meetings and events. At the height of the pandemic, virtual events became the new normal and organisers relied on event technology to create more effective online strategies to deeply involve attendees and complement their programmes with the hybrid element. 

However, as time went by, it became clear that this vision didn't fully convince delegates, planners and sponsors, in certain areas especially when engagement and day-to-day work was one of the main requirements - the dream of seamless online networking turned out to be less successful than expected, and digital interactions have not lived up to expectations.

As an association, the amazing thing is that you can draw people who care about a specific issue or cause to come together around an initiative or impact and create that experience personally. This makes it possible to forge very close ties, create networks and share a lot of education. All these event tech tools are here to help you expand your mission and purpose, broaden the scope of action, and innovate in areas why our operations were really rusty.

Take, for example, the Kaya digital learning platform, developed by the Humanitarian Leadership Academy and born out of the need to strengthen the skills of humanitarians worldwide to respond directly to crises in their localities. Or the 9th Round Table of the Asia-Pacific Associations of the UIA, held in Tokyo, presenting a unique demonstration of new robotic telepresence avatars, which were an effective solution for managing international conferences in a hybrid format.

In this issue we interview DOT Europe, representing companies offering products and services on the Internet at European level, and taking part in the main political debates affecting the digital sector and an innovative, open and secure Internet for citizens and organisations. We also spoke to Bob Vaez, CEO and founder of EventMobi, one of the largest event software providers on the market, which has focussed on creating event applications that enable digital interaction, and a do-it-yourself approach to managing hybrid planning.

And why not also read an essay by our HQ editor, Jesús Guerrero Chacón, delving into the twilight and unpredictable world of artificial intelligence as a transformative force for professional associations and events? That's right, this issue of HQ on Tech & Education explores the world of technology between AI, hybridity, data management, cybersecurity and the ethical use of these powerful tools. Stick around...

Today, associations increasingly wish to recognise the strategic importance of Diversity, Equity and Inclusion (DEI) as a management discipline, working to incorporate a wide range of demographic groups into their staff and Boards. The major challenge currently facing global associations is not about practicalities - it is about values, and it is impacting them on several levels.

Firstly, having a clear values framework is a "minimum level of service" if an association wants to attract members belonging to any generation younger than the millennial generation. Secondly, having a value framework in place is one thing, defining the DEI impact for the association and its members is another.

Diversity is about the kinds of differences we can experience with each other. The visible ones (ethnicity, binary gender, age) and the invisible ones (non-binary gender, religion, culture, beliefs, etc.); it also concerns the mix of differences between people: demographic (age, religion, gender, sexual diversity), physical abilities, as well as differences in character, level of education, areas of expertise, organisational culture, etc. In short, diversity concerns all the differences between people.

Take, for example, our ‘Association Profile’ Inclusion Europe − an association that fights for equal rights and the full inclusion of people with intellectual disabilities and their families in the European ecosystem. The main issues they grapple with continue to be education, accessibility, voting rights, employment and health care, as well as the right to decide and non-discrimination.

Or the World Parkinson Congress held in Barcelona which was a shining example of how an event can educate society and train frontline staff to accommodate delegates with Parkinson’s disease. Or even Osaka, which will become the first city in Asia to host the IGLTA Global Convention 2024, demonstrating a leadership position in the inclusion of the LGBTQ+ community and a commitment to discrimination-free travel spaces and experiences.

In this issue we find three Australian convention centres explaining how they have adapted their services and event proposals to the needs of their First Nations and Aboriginal culture, while our association friend David de Alves describes what he saw at Sydney's Worldpride Human Rights Conference, which connected people from many walks of life and provided spaces where differences dissipate and opportunities arise.

Diversity is an important consideration in the workplace as it helps improve creativity, innovation, and cultivate problem-solving abilities, and can help to create a more inclusive work environment. At Headquarters, we will continue to lead the conversation, ensuring that inclusion remains at the heart of the associations' focus, highlighting the great value we see in opening up spaces for all, which ultimately has an impact on society as a whole.

Everything grows, everything changes, and so can everything survive; this is also the case for the values that preside over a society. Even if they follow a constant pattern, the changes that occur in a society are usually very slow. For starters, to assume that “sustainability” means the same as “environmentalism” may come in good faith but couldn't be more wrong. Ask 20 people on the street if they have heard of or know what 'regeneration' or 'circularity' means, and we think you would be amazed at the answers!

Sustainable development rests on three fundamental pillars − social, economic and environmental − which interact with each other, often influence the outcomes of each and undoubtedly move contiguously towards the same desired impacts – a circular economy. It is clear that a more expressive commitment to environmental sustainability is emerging, not only among delegates and travellers, but throughout the industry chain and association network.

However, the path that leads to a sustainable initiative can include unforeseen but truly interesting shortcuts. On our trip to Tallinn last month, we were able to see how the community and local authorities have reclaimed old Soviet factories to transform them into multi-purpose precincts, small business blocks and museums. What could be more socially sustainable than this?

We could also see that some of the major Swiss convention centres are making sure through their national Swisstainable programme that supply and first services are purchased from local and environmentally responsible companies. Isn't this an excellent proof of economic sustainability?

As one of our interviewees from Kenes this issue puts it, "when we currently hear about sustainability, attention seems to focus only or mainly on green issues such as recycling, carbon footprint and waste management. However, the topic of sustainability goes beyond the green discourse and encompasses other objectives such as gender equality, responsible consumption and production, quality education and health and well-being."

In the sphere of associations, the ICCA 2023 survey reveals that the majority of respondents (83%) express a trend towards more sustainable events in their requests for proposals, even if lack of funding, resources, in-depth knowledge and buy-in from boards limit this steady path. Either way, MICE requirements are increasing in terms of sustainability and associations that rely on them going away will pay dearly by 2030!

 

Several international studies show that business travellers generally spend on average three times more than an international tourist, and also stay longer than the average tourist. It is no wonder that most governments want a piece of this action and move their resources strategically towards association campaigns and bidding for large congresses.

As we will see on the following pages from the pen of our contributors, event sponsorship is a great way for associations to receive support from companies and to score valuable partnerships in terms of funds and publicity. There are various types of event sponsorship that you can choose for your business. These include financial sponsorships, in-kind sponsorships, media event sponsorships, and influencer and content creator sponsorships.

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The word “cyber” comes from the Greek word “kubernétēs” meaning helmsman, governor, pilot or rudder. In the cyber domain, a (cyber) system can be a computer network or a human body. Cybernetics is about communication and how information circulates in a system.

Most of the initial notions we had about the arc of cybersecurity and data protection in the events industry could be perfectly dismantled at the close of the editorship of this September’s edition. That’s why we went back to the classroom, did our homework, and went to talk to some experts.

For this edition of HQ #106 we have brought together four interviews to cover the different angles of the subject: Luigi Rebuffi, secretary-general of ECSO; cyber-security expert Robert McClure, managing director of Sequrest Paratus OÜ; tech entrepreneur Ohad Twig, CEO & co-founder of Booth Guru; and Stefan Hartman, researcher of future scenarios at the European Tourism Futures Institute.

Cyber-risk incidents can have operational, financial, reputational and strategic consequences for that organisation, and are particularly severe when it operates on critical infrastructure − prompting its leaders and CISOs to improve existing measures, and turning the tables in favour of cybersecurity and risk mitigation strategies.

The proliferation of big data, on the other hand, is a subject where our interviewees are divided on the current monetisation − simply having information is not enough to use it effectively − but who agree on its incredible potential and competitive edge for global destinations to transform the fortunes of their businesses, events and communities.

Don’t miss all these stories and the different points of view of our contributors.
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In this renewed new world for the global meetings industry it is time to reconnect and wake up to the new trends and services that partners have to offer. We are now at the point where partnerships have to be redefined due to unexpected circumstances: pandemics, war and food shortages.

Business events are powerful platforms for real change, cross-sector collaborations, greater community engagement, and better policy development with long-term and positive benefits. We need to ask ourselves again who we can consider as potential partners. If the expectations of planners, organisers and delegates have evolved rapidly as the industry recovers and events call for other programmatic solutions, then it will be time to listen first-hand to what associations have to say in their RFPs.

This HQ #105 brings you several 'Partnerships for Growth' stories, expert interviews and actions taken by destinations at the top of this agenda. In this month's HQ Essential, we talk to Caroline McLaughlin about the role of the AVPN and we went to Budapest to attend the annual AIPC conference. We visited conference destinations that are scoring points with their local networks, such as Athens, Sarawak or Australia. There is also no shortage of strong opinions from our partners with Mark Levin's perspective on building partnerships, going local with the World PCO Alliance and positive change and strategic partnerships from the pen of Martin Boyle of IAPCO.

Taking a more competitive outlook ultimately leads to more effective collaboration. If an association can truly change a destination’s industry forever, a convention bureau can also significantly influence an association’s thought process. So, don't be afraid to partner up!

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While the pandemic has forced us to work from home and constant travel has been reduced to the bare essentials, sustainability has taken on a new life beyond footnotes. This significant reduction in the carbon footprint has coincided with a new sense of corporate responsibility towards the sustainability of events, business travel and association ethics.

Sustainability for events means taking action to preserve our natural environment, promoting a healthy and inclusive society and supporting a thriving economy. Making events sustainable is essential for success in today's meetings and conferences industry, as it has become increasingly important as an evaluation criterion for meeting organisers, DMCs and venues as part of the bid proposal.

This HQ #104 brings you several concrete examples of environmental action, interviews with experts and initiatives carried out by destinations at the top of this agenda. In this month's HQ Essential we talk to SolarPower Europe and Social Economy Europe about these ideas from the associations' perspective. We visit conference destinations susceptible to these measures such as South Africa, Thailand or the Austrian region of Tirol. There is also no shortage of strong views from our partners on lessons from COP26 (AIPC), viable models for associations (Kenes) and positive and lasting change through events (GDS Movement).

How to articulate destination marketing with sustainable features applied by hotels, convention centres or restaurants? How to integrate environmental concepts in associations and how to convince members that profit and sustainability can go hand in hand? How can industry leaders and political authorities support and strengthen services and products that promote, vis-à-vis, the ecology and sustainable development of their cities? See the answer to these and more questions on the following pages.

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2021 was a year of many apprehensions, inquiries, and studies, but it was also quite enlightening with regard to such hot topics as sustainability, digitalisation, and the legacy of the meetings. The coming year will be quite challenging and a test bed for many of the findings that have emerged during these months, even if security and physical meetings measures remain unscathed.

More than a chance to start over from the scratch, what lies ahead points to a much broader discussion about an innovative business model that will affect associations and destinations. How will we co-opt new financing schemes to feed this supply chain? Will destinations be willing to give up their old sales strategies? Are associations prepared to offer new services and integrated solutions to their membership?

These are the questions we try to address in our HQ #102 issue partially dedicated to the financing and sponsorship of the global events industry. Our cover story features an interview with Visit Norway about the efforts and crisis management that have taken place in the Scandinavian country since the pandemic began. We also talk to the general manager of the Kuala Lumpur Convention Centre about the importance of lobbying for the industry's value and its benefits to the local community.

In the chapter for associations, we share variations in the sponsorship industry and the impact of technology companies with the European Sponsorship Association, and new opportunities for live marketing and event services with the giant VOK DAMS. Don't miss also the regular insights from our partners (Interel, Kenes, ECM, Mark Levin, etc.) and our stories from around the world this time taking us to the city of Porto and North of Portugal.

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Coming from an atypical summer that has served as a much-needed relief from the tension and anxiety felt throughout the industry, we are starting to get some positive signs everywhere that point to a slow but solid recovery - at least more than meets the eye.

Business travel is climbing the tourism ladder, destination marketing is on the rise, and the membership community is looking for new (and old) opportunities to get together again and re-establish its schedule of events. But how to optimize all those impressions and leads that make us take serious decisions in times of crisis, compare scenarios and resume our business strategies?

Let's talk about Data, shall we? In this issue number 101, we set off the importance that data management and its licensing represent for the effectiveness and everyday life of associations, MICE bureaus, DMO's and all professionals that fill our industry. 

We have two exclusive interviews with the German Convention Bureau's new groundbreaking project, Future Meeting Space, and the European smart cities network, Sharing Cities. We kept the conversation flowing about the best destinations and venues around the world, especially at the tech level, and looked into Data at the last ECM Summer School.

We also introduce MESA, a new event support association, and talk about leadership with the International Leadership Association. So don't forget: own your data and make it count - it's sure to be the biggest trend for the return of the 2022 events.

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One hundred is a number with many meanings. For example, turning 100 is something many people dream and look forward to, but one hundred can also mean that something is completed, done, over. For Headquarters Magazine, it means that the July 2021 issue is an unforgettable milestone, but not the last. Once upon a time we started with issue number 1, the beginning, the launch of a magazine specifically for international associations based in Brussels. And now, here we are... time flies!

In this #100 issue, we premiere the 2021 AIPC Member Survey Results on growing trends in convention centres, and unveil eight facts associations need to understand for successful future meetings. We spoke with Liz Ortiguera, the new CEO of the Pacific Asia Travel Association, and tried to figure out why event technology providers skyrocketed in the last year.

We showcase the latest projects from all our partners, from the GDS Movement, through the European Cities Marketing to the International Association of Professional Congress Organisers. We covered destinations such as Thailand, Porto and Houston, and learned how events are slowly returning to venues like the Adelaide Convention Centre or ACC Liverpool.

Also, don’t forget to read the exclusive interview with journalist and social scientist Marco D’Eramo, author of World in a Selfie: An Inquiry into the Tourist Age, about the future of tourism in the digital age.

An edition packed with great content and aimed to be a summary of all chapters and segments of the MICE industry. People used to say that the “best things in life come to those who wait”. Well, if that's true, we'll be here to help you with whatever comes, stays and goes. Stay tuned!

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Sustainability is the topic that is on everyone's lips and HQ could not pass up this opportunity to deepen its relationship with the meetings industry. The pandemic was definitely the spark that ignited a broader discussion, but let’s not forget the leading examples that can guide us to a sustainable recovery.

This second HQ of 2021 set out to analyse the impacts and the aftereffect that business events can instigate in the environment and the associations's role in face of this transformative element.

We went to talk to the global community Tourism Declares Climate Emergency, about acting sustainably for circular regeneration; we were at the ECM online conference to report the best principles and models for destination rebuilding; we asked Helsinki why they are an example to follow in climate action; and finally, we tried to figure out the future of the MICE industry in an era that has its days numbered.

In this issue, you can still keep up with our Coronavirus sector featuring various convention centres and destination reports; in our association interview, we invited an international NGO with that advocates for environmentally friendly technical standards, policies and laws, the Environmental Coalition on Standards. Without ever forgetting our high-value association partners with their insights and projects.

In this issue 99, HQ partnered again with Interel to launch the “Women Who Advance Associations” campaign, which aims to celebrate female talent and diversity in the international associative community. Trust the Headquarters Magazine as the most reliable source of good information and industry research. 

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The past year has pushed the Polish MICE industry into a new era. Venues, hotels, DMCs, PCOs and convention bureaux, successfully introduced solutions that are not only safe, but also technologically advanced and sustainable. This new reality calls for the development of new procedures, with safety and hygiene measures likely to remain the number one issue in the years to come. This is precisely what is happening now in Poland!

HQ has prepared a guidebook with the best products and offers in the "Land of the Fields", to hold your high-end events. Safety and hygiene standards and procedures when hosting your congress; support from different convention bureaux in the country; the various stories that make Poland a diversified place for any type of meeting; and high scores on smart specialisations.

Download the Polish HQ Supplement right now!

HQ Passport would be our fresh new product this year but unfortunately, given the situation we are in, we had to delay the whole process.

Since February, when we launched our debut edition dedicated to the professional agricultural sector, until today, we would have planned four more editions that effectively only resulted in this October one.

Our second Passport, "Medical & Pharmaceutical dossier", is a manifestation of our team's strength and a commitment of honor to the entire industry, in order to inform and 'opening the gates of professional destinations'.

We bring you two destination profiles and their scientific advances in the health sector (Australia and Abu Dhabi), we exchanged a few words with the World Medical Association and the European Federation for Colposcopy and invite the OIC Group to explain us how to organize a successful event in the world of healthcare.

Read our stories and expect a 2021 with many more 'Passports'. Stay safe // Stay strong // Stay with us

Contact Vivian Xu for future inquiries and partnerships at: vivian@meetingmediagroup.com ✍

2021 took off strongly in search of new hybrid offerings, digital solutions and event scheduling. Associations and destinations can no longer wait for an antidote in view of the business slowdown in the event industry and, therefore, several pieces have started to move on this chessboard.

This first 2021 HQ presents a series of fascinating cases among competitors and rivals such as CVBs, DMCs and digital/physical event organisers to build an industry with a new dynamic of cooperation in competition: the so-called "coopetition".

In this issue, you can still keep up with our Coronavirus sector featuring several associations and destination reports; our special feature on “Convening Leaders 2021” with some exciting on-site interviews; the online fam trip we took to Japan, and our usual HQ Essential on the value of partnerships.

In the chapter of the associative profile, we went to speak with an organization that will be vital in the months to come: the European Social Network, a growing community of more than 150 public authorities responsible for social services across Europe, and beyond.

Without ever forgetting our high valued association partners with their insights and projects. In this issue #98 we have also prepared a whole new design for you - check it out! ;) 

Get on the right foot this year with your Headquarters Magazine. Download our physical edition or click the button below to access our digital version!  ]]> Thu, 25 Feb 2021 15:35:56 +0100 3344 at http://meetingmediagroup.com