ICCA Joins EMECA and UFI in New European Events Industry Alliance

EMECA, ICCA and UFI Expand Collaboration With the European Events and Exhibition Industry Alliance (EEEIA).

Three of the world’s leading meetings, events and exhibition associations — EMECA (European Major Exhibitions Centres Association), ICCA (International Congress and Convention Association) and UFI (The Global Association of the Exhibition Industry) — have signed a formal agreement to strengthen their European advocacy efforts under a single umbrella organisation: the European Events and Exhibition Industry Alliance (EEEIA).

The move marks a significant evolution of the former European Exhibition Industry Alliance (EEIA), originally established by EMECA and UFI in 2012. With ICCA now formally joining the alliance, the organisation’s remit expands beyond exhibitions to represent the wider business events ecosystem, including meetings, conferences and congresses.
 

A Stronger Unified Voice for Europe’s Business Events Sector

The newly expanded EEEIA will act as a collective advocacy platform representing the interests of Europe’s events and exhibition industry before European Union institutions, policymakers and international stakeholders.

The announcement comes at a pivotal moment for the sector. Against a backdrop of geopolitical uncertainty, evolving global trade dynamics and increasing economic pressures, the alliance aims to reinforce the role of business events as essential drivers of trade, innovation, scientific collaboration and professional knowledge exchange across Europe.

Under the new structure, the EEEIA will retain its existing management framework. The EMECA Secretary General will continue serving as Secretary General of the alliance, while the EMECA team will oversee day-to-day operations. Strategic priorities and advocacy efforts, however, will now be jointly defined by all three partner organisations.

The alliance’s work will focus on representing the sector positively, monitoring European legislation and policy developments, and delivering targeted advocacy on issues affecting the business events and exhibition industry.
 

Leadership Perspectives

Marta Gomes, President of ICCA, said: “By joining the EEEIA, ICCA is strengthening the collective voice of Europe’s business events sector. Working within an established and experienced advocacy platform allows us to have greater impact at EU level and ensure our industry’s value is clearly recognised in Europe’s globally leading meetings and events market.”

Elzbieta Roeske, President of EMECA, added: “In 2012, EMECA and UFI established the EEIA as a strong, united body to represent the exhibition industry in Brussels to policymakers and stakeholders. Welcoming ICCA to the enlarged European Events and Exhibition Industry Alliance is a logical step, complementing our representation with business events and congresses. These are becoming increasingly important – also to exhibition venues and organisers – as formats evolve. Amid significant change and uncertainty, it is essential to emphasise our shared need for fair operating conditions in Europe and rule-based trade worldwide.”

Panittha Buri, President of UFI, said: “This milestone represents a significant step forward since the founding of the EEIA in 2012 and reflects the continued success of our joint advocacy for Europe’s exhibition industry. The inclusion of ICCA in the alliance demonstrates that exhibitions, congresses and business events are integral parts of one dynamic ecosystem. Together, we strengthen our collective voice – supporting our members, advancing our sector and ensuring policymakers recognise our vital role in driving Europe’s economy and global competitiveness.”
 

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.