HQ 119 The Delegate Experience The Good, the Bad, and the Hidden Risks

1. BUILDINGBRIDGESINTHEMEETINGSINDUSTRY MAY2025#119 AConversation with SandyBiback IsYourEventSecureGom HumanTrafflcking? BEFuture HowCanEventsBringReal Value forPeople,CommunitiesandtheEnvironment? PragueEventHub A Comprehensive EventSolution withTop-tierFacilities Salzburg&Valencia HowAreTheyBuildingLegacy IntoTheirAGendeeExperience? VictoriaMatey Behaviour,Psychologyand Neurodesignat the Serviceof YourEvent CoverPhoto: CubexCentrePrague DELEGATEEXPERIENCE: THEGOOD,THEBADANDTHEHIDDENRISKS!

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3. MAY2025 EditoLre’stter DelegateExperienceand the ChangingWorldofWork Author:MarcelA.M.VISSERS,HQEditorinChief Mfocused largelyonHumanResources Sciences,andthisfoundationledme tospendover ylifelonginterest in motivationalpsychologyhasalwaysstemmedfrom adesireto understandwhypeoplechoosetoactornotactincertainways.Myacademicbackground adecadeworkinginHRmanagement.Yettheworldhaschangedconsiderablysincethen.The evolvingsocialenvironmentshapesnotonlyourpersonallives,butalsoprofoundlyinfluenceshow peoplebehavewithin professional settings,includingthebusinesseventssector. InthisMayeditionofHQ,weexploreaseriesofthemesthat reflect theshiftingperceptionsofworkandengagementamongtoday’sprofessionals.Oneof the mostpressingquestionscentres onthe risks ofover-personalisation:howcanorganisations, and indeed,eventorganisers,balanceinnovationwithprivacyandwell-being? Theidealworkingenvironmentisoftendefinedasabalancebetweenemployerandemployee:whereemployeesengagewithpassionandcommitment,andemployersprovideaframeworkthatnurturesthisengagement.However,realityismorecomplex.Motivationlevelsvary,andindividualsdifferintheirperspectivesontherelationshipbetweenwork and leisure.Inthemeetingsindustry,wherepersonalconnectionandface-to-faceinteractionremaincentral,theseshiftsinexpectationspresentbothchallengesandopportunitiesforeventplannersanddesigners. Labourpsychologistsbroadlyagreethattoday’sconversationrevolvesaroundaligningemployees’ needswithorganisationalgoals.Inthecontextofbusinessevents,thisalignmentnowextendstothe delegateexperience.Eventsareincreasinglybeingshapedwithparticipants’mentalhealth,senseof belonging,andoverallwell-beinginmind,recognisingthatmeaningfulengagementdependsnotjust oncontent,butonhowpeoplefeel. SincetheCOVID-19pandemic,remoteworkinganddigitalcommunicationhavebecomeentrenchedpartsofprofessionallife.Whilereducingtravelcanbringenvironmentalbenefits,themeetingsindustryisbuiltontheirreplaceablevalueofin-personinteraction.Understandinghowhybridmodels,onlineengagement,andphysicalmeetingscomplementeachotherremainsavitalfieldofexplorationforoursector. Inthisnewcontext,well-beinghasemergednotonlyasaworkplaceconcern,butasacriticalpillar inthedesignanddeliveryofmeetingsthemselves.Iencourage youtoreadthecontributionsonthistopiccarefullythroughoutthisissue.Iamconfidentyouwillfindvaluableperspectivestoguideyourfuturestrategies. 3

4. HQ#119 CONTENTS MAY2025 #119 HQESSENTIAL MeetingProfessionalsAgainstHuman Trafficking-15 Victoria Matey -18 EDITOR'SLETTER-3 INTRO-6 - READONLINE meetingmediagroup.com SPECIALFEATURE HQFam TripTips-7 WCO2026-8 WRITETOUS! press@meetingmediagroup.com ASSOCIATIONINTERVIEW ComitéEuropéendesEntreprisesVins-10 ICCAAdvantage-13 THEASSOCIATIONMAGAZINE - BUILDINGBRIDGES INTHEMEETINGS INDUSTRY VictoriaMatey MPAHT WhenHuman WhenWe OutsourceLabour,Psychologyand DITORINCHIEF MarcelA.M.Vissers marcel@meetingmediagroup.com MANAGINGDIRECTOR VivianXvivian@meetingmediagroup.com MAGAZINEMANAGER ManuelFernandes manuel@meetingmediagroup.com DEPUTYEDITOR JesúsGuerreroChacón jesus@meetingmediagroup.com COMMERCIALMANAGER JesúsParrado jparrado@meetingmediagroup.com EVENTPROJECTMANAGER Jerilee Pinto eventsupport@meetingmediagroup.com GRAPHICDESIGNER XuShihao design@meetingmediagroup.com NeurodesignLeads toEventSolutions AreWeBuyinga LegalServiceora HumanBeing? CEEV Regulations, Climate Policies, TradeTariffsand PublicHealth 15 RESPONSIBLEEDITOR & ADMINISTRATIVEOFFICE Mechelseplein23/1 2000Antwerpen,Belgium INANCE&ACCOUNTING finance@meetingmediagroup.com SUBSCRIPTIONS Press@meetingmediagroup.com ATES 80€inBelgium 95€intheEU 10€in the restof the world 18 INTERNATIONALACCREDITATIONS 4

5. MAY2025 DESTINATION BEFuture-22 ICCA IberianChapter-24 NewZealand-26 PragueEventHub-28 Salzburg-30 Valencia-32 AustraliaDestinationReport-35 ASSOCIATIONINSIGHTS AIPC-39 ESSA-40 Mark Levin-42 CityDNA-44 PCOINSIGHTS Kenes-46 IAPCO-48 TECH Expoplatform-50 EVENTS IMEXFrankfurt2025-37 Valencia LegacyEmbedded inTheirDestinationCityDNA IAPCO Balancing Technologyand Personalisationin ModernEvents Strategy ANewEraof Delegate-Centric Experiences 44 NewZealand Incorporating MāoriCultureinto YourConference 26 32 48 5

6. HQ#119-INTRO ABlendedMeetingExperience: Mind,BodyandSoul! Author:ManuelFernandes,HQMagazineManager Tartandphilosophy,oftemples hecradleofWesterncivilisation, forit–kaloskagathos.(smallnote:inaninterviewIrecentlydidwiththeVice-PresidentofSalesatSandsResortsMacao,shetoldmethatthe“bigpost-pandemictrendemerging at the momentishealthandwellness.Thetruthisthatmostplannersareaskingforwellnessproposalstobeincorporatedintotheireventprogrammes.”) ofpoliticsanddemocracy,of andgods,Athensalsodisplays through itstangleofmuseums,monuments,and ruins,thebasicpillarsofthisindustryandthe foundationoftheconcept ofassociation(i.e. ‘joiningpartners’).Whilstsittingononeofthe countlessrooftopsofMonastiraki,myeyes gazedinaweatthemajestyandtimelessness Manyoftheconceptsthatexistinmodern neurosciencehavetheiroriginsinthesemoresystematicobservationsaboutthestructure andfunctioningof the body, the mindand therelationshipbetweenthesetwoentities.Centralquestionsabouttheoriginofhuman thoughts,themechanismofcognitiveactivityandthenatureofemotions,perceptionandvoluntarymovement,forexample,wereraisedbytheGreekthinkers. Inmyinterviewwith event psychologyadvisor,VictoriaMatey,weexplorehowagreaterunderstandingofhumanpsychology and behaviour can lead tomoreeffective eventsolutionsthroughneurodesignandbiophilicdesign.Afterall,the rules, normsandvaluesofaspecificsocietyareinscribedinthebody,asit istheindividual’sprimarymeansofcontactwiththeirenvironment. oftheAthenianÁgora.Actingasthe heartbeatofthecity,theAncientÁgorawasthecentreofAthens’social,politicalandcommerciallife inclassicalantiquity,wherepoliticalmeetingsanddebatestookplace,aswellaselections,religiouscelebrations,tradedecisions,theatricalperformancesandathleticcompetitions.Alargesquaresurrounded by severalprominentpublicbuildings,theÁgora(fromtheGreek‘assembly’)wasthetheatreoforatory,theartofpersuasion, andthe symposium, playinga fundamental rolein the formationofAtheniandemocracy– thequintessentialplaceforpublicdiscourse,politicalinterventionandnegotiation. Understanding the notionsand perceptions ofwhatis‘beautiful’and‘right’todayrequiresastrollthroughhistory, in the way the bodyhasbeenthoughtof,felt and interpreted.InancientGreece,beingahandsomemanwasfundamental;butbeingabeautifulwomanwasasignoftrouble.Lifewaseasierformuscular,well-groomedmen,wherebeautywasagiftfromthegodsandasignofhonourand integrity. Beautiful women,ontheotherhand,wereconsideredperverseandthestandardsofthetimefavouredfull-bodiedladieswithredhair.Manyphilosopherswerealsoloversofphysicalexercise.Intheirteachings,theyrecommendedthattheirdisciplescultivatethetrainingnotonlyofthemind,butalsoofthebody, becausebodyandmindare inseparable –whattheRomanslateradaptedas“MensSanainCorporeSano”.Accordingtothemasters,it would bemucheasiertohavea “healthy mindinahealthybody”,andtheyevenhadaword Humantraffickinginthemeetingssector? It may be closerthanyouthink. DidyouknowthatinCanada,93%ofsextraffickingvictimsareCanadians,notforeigners? That thevastmajorityofvictimsofhumantrafficking reportedbythepolicewerewomen(97%).OrthatFirstNations,InuitandMétiswomenandgirls,youthunderguardianship,homelessyouth,peoplewithdisabilities,refugees, migrants, andLGBTQ2peoplearethemostvulnerable.FromanActionPlanagainstHumanTrafficking,wespoketooneoftheproject’spartners–themeetingplannerSandyBiback,whogaveussomestartlingrevelationsaboutthisharshrealityonthemeetingsandhospitalityindustry.Checkitoutinthisissue. 6

7. MAY2025 SPECIALFEATURE RethinkingFamTrips:What TheyRevealAboutYourDestination Firstimpressionscount,andformanyassociationplannersortrademedia,afamiliarisationtripisthefirst realtestofyourdestination'seventpotential.Itiswhereplanningmeetspractice,andwherearushedor genericprogrammecancreatemoredoubtthanconfidence.Withtightertravelbudgets,busyschedules andincreasedscrutinyoflong-haultravel,theseexperiencesneedtofeelfocusedandwell-structured. AtHQ,weattenddozensoffamtripseachyear.Whileeachdestinationisunique,somepatternsemerge. Thestrongestitinerariesreflecttherealdelegatejourney.Theweakestleaveparticipantsunsureofwhat thedestinationtrulyhastooffer.Whenplanningafamtrip,doyouwonderifyourfamtripistailoredto therightaudience,anddoesitshowcaseyourdestination’sstrengths?Wesharekeyobservationsfrom ourownexperiencetohelpdestinationsdesignmorefocused,impactfulprogrammes. Authors:ManuelFernandes,HQMagazineManager JesúsGuerreroChacón,HQDeputyEditor HQ Tips F orus,theconceptofattendeeexperienceoftenbegins theprecioustimeofthetriptocreatetangibleimpressions thattheywilltakehomewiththem. longbeforethedelegatestepsintothe conference venue.Formanyparticipants,whetherjournalists orassociationplanners,thefirstimpressionismadeby 4.“Ididnotcomehereonholiday,I amhereon business!” email.Fromhowinvitationsarewritten,totheclarityof theprogrammeandeaseoftravel,everypre-tripdetail setsexpectations.Whenlogisticsfeeldisorganised,thetrip alreadystartsatadisadvantage. YouwouldbesurprisedhowmanytimeswehearthisDURINGfamtrips,dearreader.Ofcourse,asadestinationmanager,youshoulddrawattentiontotheidentity and lifestyleofyourcityandincludesomeincentiveactivitiestogetguestsofftheirfeet,butdonotturnyourtripintoaplaygroundoffutility.Participantstravelledtoexchangeviewswithyourpartners,meetyourstakeholdersandhearfromyourleaders. Theyarenotthereforthreedaysofwinetastings! Herearesometips: 1. Define ThePurposeAnd TheRightAudience Isthetripdesignedforassociationbuyerswhoneedto convincetheirBoard?Orformediarepresentativeswho willwriteabouttheexperience?Mixingthetwoispossible, butonlyiftheprogrammeservesboth.Knowwhoyou areinvitingandbeclearaboutwhattheyneedtoseeand understand.One-size-fits-allwillfallshort. 5.ConnecttheDots–VettingProcessisCritical Consideringyourkeysectorsandeventleadsasa‘backdrop’forthesefamtrips,donotforgetto make asmartmatchwithtravelprofessionals.Scoutandpickagents,journalists,associationsorcompaniesthatmakethemostsensegiventhecross-sectoralareasandcommercialaspirationsofyourdestination.Youwouldnotwanttoinvitearesortbloggertovisityourconventioncentre,right? 2.Show,DoNotTell Ifyourdestinationhighlightssustainability,inclusion,or socialimpactinitsmarketing,showitintheprogramme. Letparticipantsexperienceit:usepublictransport,minimise cateringwaste,partnerwithlocallegacyprojects.Values shownthroughrealchoicesleavestrongerimpressionsthan thoseexplainedinpresentations. 6.BeProfessional,BeonTime,Sticktothe Schedule Asthesayinggoes,wenevermindbeinglateunlessweareonthereceivingendofit.Respectingpeople’stimeshowsrespect.Ifaparticularvisithastakenlongerthanexpected,trackthetimetothenextstoporpolitelyasktoproceed.Also,keepitinerarychangestoaminimum. Your guests’professionalandpersonalcommitmentsdonotend justbecausetheyhavetakenthreedaysofffromtheoffice. 3.AvoidOverload Avoidsqueezingintoomanyvenuesandhotelsiteinspectionsorsittinggueststhroughpresentationsthatcouldbeemailed. Haveanewmarketingvideo?Shareitbeforeorafter.Peoplerememberwhattheyexperience,notwhattheyaretold.Use 7

8. HQ#119SPECIALFEATURE MeetingMediaCompany MakesitsDebutasPCO Markinganambitiousturn inourtrajectoryofmorethanthreedecadesin the associationeventindustry,MeetingMediaCompany(MMC)hasdecidedtoembark onanewjourneyasaProfessionalCongressOrganiser(PCO)bytakingontheWorld CustomsOrganisation(WCO)TechnologyConference&Exhibition2026. W ithextensive Followingonfromthis,ourcompanywillresumeitsyearlyassociationeventinBrusselswithareimaginedformat.Thisannual gatheringwillcontinuetorecogniseandcelebrateassociationleadersfortheirorganisations’achievements,whilealsoofferingavaluableopportunitytonetworkwithdestinationsandmeetingsindustrysuppliers. experienceand expertisein supportingassociationsasa publishinghousededicated totheMICEsector,MMC –publisherofHeadquarters Magazine–hasnowexpanded itsservices tooffercomprehensive PCOandeventmanagementsolutions forinternationalorganisations. TheBeginningof a GreatStory FoundedbyMICEwriterMarcelA.M.Vissersin1992,MMCwascreatedtofillacriticalneedintheindustrythroughitsflagshipmagazines:provideinnovativeleadership,industryupdatesandstrategicguidance,whileofferingclearandreliablecontenttoan entire community ofassociations, plannersanddestinationmarketingprofessionals. Duetobelaunchedthisyear,ourcompany’sbrandnew servicesoffercompleteeventplanningandmanagement solutions,includingstrategicplanningandlogistics,exhibition andfloorplandesign,networkingandcatering,and sponsorshipacquisitionandmanagement. Today,underthenewleadershipofVivianXu,whohasledthecompanythroughnearlyadecadeofgrowthandinnovation,MMCremainsdedicatedtoitsmissionofbuildingconnectionsanddrivingprogressinthemeetingsindustrythroughcollaborationandexpertise. “Addingour PCO servicestoourmediaportfolioisnoeasytask,butwehavebeenpreparingforthismomentforquitesometime.WinningthebidfortheWCOTechnologyConference&Exhibition2026isatestofMMC'sabilitytocompeteand grow inavolatile,uncertain,complexandambiguousworld.WearetrulyexcitedtocollaboratewithWCO’seventandcontentteamtodeliveratrulyremarkableevent,”saysVivianXu,MMC’sManagingDirector. BasedinBrussels–oneofthefourglobalhubsfor internationalassociations–ourBelgiancompanyhasfounditselfina privileged positiontoleveragethedeepconnectionsbuiltupover30years,andtoofferimpactfuleventsthatdemonstratetheconnectionbetweenthesetwoecosystems. WiththerecentappointmentofJerileePintoas EventsProjectManager,MMCisreadytotakeonthenewroleofWCO’sofficialPCOforits2026conferenceandexhibition.“IamthrilledtobeonboardwithMMCaspartoftheteam andcontributetosuchasignificantproject.Ithriveoncollaborationandbuildingconnections.Ilookforwardtoworkingcloselywiththeteam,strengtheningrelationships,andcontributingtoourcollectivesuccess,”Jerileesays. Formoreinformationabouttheseservices,contact VivianXuatvivian@meetingmediagroup.com Furthermore,MMCwillalsofocusondestination-focused events,includingassociationgatheringsandnetworking eventsinBrusselsandaroundtheworld,suchasthe collaborationwithVlerickLeadershipClubin2024,a corporateeventforkeycorporateleaderstonetworkanddiscovertheirpotentialincentivedestination. 88

9. MAY2025 ESSENTIAL HQ INTER&VSIETWORSIES 9

10. HQ#119-ASSOCIATIONINTERVIEW “TheUSWineMarketisCrucialtothe SustainabilityofOurSectorandThere isCurrentlynoViableAlternative” TheComitéEuropéendesEntreprisesVins(CEEV)hasbeenthevoiceofEuropean winecompanies since1960,involvedintheproductionofwine andaromatised wineproducts,suchasvermouthor sangria, throughout the EuropeanUnion. Representingover90%ofEuropeanwineexports,theorganisation'smainmissionistoidentify,monitorandinfluencelegislationthatcouldimpactthesectorsand memberstheyserve.Inturn, theEUisthe world'slargestproducer,consumer, exporterandimporterof wine, accountingfor63%ofworldproductionand57% ofworldwineconsumption. InthisconversationwithIgnacioSánchezRecarte,CEEVSecretaryGeneral,wetalkaboutchallengesandopportunitiesrelatedtoawiderangeofissues,fromwine-specificregulationsandfiscalmeasurestoenvironmentalpolicies,tradeconcernsandpublichealthissues. Fromthepointofviewoftheproducersto thecurrentnexuswithconsumers,whatis thecommerciallandscapebeforeus?What isyourassessmentofthecurrentEuropean framework? BetweenApril2020andMarch2021,CEEVissued two“COVID-19WinePacks”assessingthe impactofthepandemiconthesector'strade andsuggestingasetofrecommendationstothe EuropeanCommission.Almostfouryearsafter thesecondpack,howdoyouseethesector's growthandprogress? RepresentingthevoiceoftheEuropeanUnionwinesectorcertainlyfacilitatesourwork,aswearewidelyrecognisedas the point ofreferencebyboth theEuropeanCommissionandtheEuropeanParliament.WeactivelyparticipateinofficialadvisorygroupsandstakeholderdialoguesthattheEUinstitutionsrelyontogatherinsightsandshapefuturelegislation.However,whileEUlegislationcanserveasapowerfulcatalystforgrowth,itcanalsopresentchallenges–particularly whenitbecomesabarriertothecompetitivenessofourcompanies.Thefinallinkinthevaluechain–themomentaproductmeetstheconsumer–iscritical.Ourroleistohelpshapearegulatoryenvironmentthatallowscompaniestoarriveatthatpointinthebestpossiblecondition.Theoutlookisnotwithoutitschallenges.Weoperateinafragilesector,onethatreliesonadelicatebalance.Safeguardingthatbalance–andensuringafair,competitive,andcoherentframeworkacrosstheUnion–remainsatoppriorityforus. UndertheEU’sCommonAgriculturalPolicy,thewinesectordoesnotbenefitfromdirectsupportinthesamewayassomeotheragriculturalsectors.Instead,wehaveaccesstoatailoredsetofspecificmeasures,designedtosupportouruniqueneeds.Oneofthemaininstrumentsisthepromotionprogramme, whichallowswinecompaniestoreceiveupto50%co-financingforactivitiesaimedatdevelopingthirdcountrymarkets.Thisincludesparticipationininternationalevents,fairsandexhibitions,aswellasthepreparationofessentialstudiesforexportexpansion.Inaddition,supportisavailableforinvestments intangibleandintangibleassetstomodernisegrapeandwineproduction.Thesemeasuresarecrucialforenhancingthecompetitivenessandsustainabilityofourproductionsystems. 10

11. MAY2025 Inrecentyears,theEUwinesectorhasshownaremarkabledegreeofresilienceinthefaceofunprecedentedchallenges,includingtheCOVID-19crisis,ongoinggeopoliticalinstabilityandthegrowingimpactofclimatechange.However, thecumulativeintensityofthesepressuresismaking it increasinglydifficultforourcompaniestoremaincompetitiveon theglobalstage.ItisthereforeessentialthattheEUcontinuestorecogniseandstrengthenthestrategicvalueofoursector,maintainingandimprovingthetoolsthatallow Howhasyourassociationguided itspartners, suppliersandSMEstowardsbestpracticesand sustainabilitystandardsforthesector?Doyouprovide benchmarkingtools,sustainabilityindicesorquality sealstoyourmembers? Weworkcloselywithourmemberstoensurethatsustainablewineproductionpracticesareproperlyidentifiedandrecognisedbylegislators,retailers,andconsumers.Oureffortsbeginattheinternationallevel,wheredetailedtechnicalstandardsareadoptedbytheInternationalOrganisationofVineandWine– an intergovernmentalbodyestablishedin1924.Atthenationallevel,ourmembershavedevelopedvariousqualitylabelstoreflectthesepractices.ThenextimportantstepissecuringrecognitionattheEUlevelforthegeneralprinciplesofsustainablegrapeandwineproduction. “ ustoadaptandthriveinarapidlyevolvinglandscape. Threatsoropportunitiescan beinitiallyidentifiedeitherbya company –whichthenalertsus throughournetworkofnational associations–ordirectlybyour teaminBrussels. Whatisyourtakeontheregulatorylandscapeforthe Europeanwinemarket?IsCEEVsatisfiedwiththe rulesimposedbytheEUorwoulditliketoseesome changestoprotectthesector? Howcanthewineindustryfightbadpressanddispelexaggeratedstereotypesaboutthesector?Howhasyourassociationbeenworkingtorecreatea‘sexier,cooler’imagetowardsconsumers? Thewinesectoroperatesinoneofthemostcomplexandregulatedlegalframeworks,andwewelcomethisinorderto maintain fair and secureconditionsforouroperators.Thisspecificlegislationhasallowedustobethefirstsectorauthorisedtouseadigitallabel–e-label–tocommunicatecertainmandatoryinformation(thelistofingredientsandthedetailednutritionaldeclaration)toconsumers.ThisnewrulehasbeeninstrumentalinsimplifyingthemarketingofourproductsacrosstheEU. Fortunately,awarenessoftherisksofalcoholabuseisgrowing.Forover15years,theEuropeanwinesector hasbeenpromotingresponsibledrinkingthroughour‘WineinModeration’socialresponsibilityprogramme.Theaimistoeducateandempowerconsumerstoenjoywineresponsiblyandappreciateitsculturalvalue.Oursectorismadeupofover99%SMEs,whodonotengageinaggressive,large-scalemarketing–itisnotinourcultureorintheirbudgets.Instead,theconnectionwithconsumersisbuiltlocally,usuallythroughwinetourism.With36millionoenotouristsintheEUannually,thisgrowingtrendhelpslinktheproducttoitsproducer,landscapeandheritageinameaningfulway. TheEUSingleMarketisavitalpillarofoursector'ssuccess.Preservingandstrengtheningitisessential.Unfortunately,inrecentyearswehaveseenagradualerosionoftheSingle Market. Increasingly,national legislation is creatingfragmentation, making itmorecomplex,moreexpensiveandmoredifficultforbusinessestoreachconsumersacrosstheEU. 11

12. HQ#119-ASSOCIATIONINTERVIEW HQ#119-ASSOCIATIONINTERVIEW Inaclimateoftariffcrisis,howdoyouplantodeepentieswithotherAmericanassociationssoastoprotecttransatlantictrade?Howdoestheassociationintendtobetterrepresentitsmembersinahighlypressurisedeconomiccontext? Canyououtlinethemainprojectsandpartnershipsin whichCEEViscurrentlyinvolved? Onaculturallevel,welaunchedVITAEVINO,agrassrootscampaignaimedatdefendingandpromotingwineculture.Onthetechnicalfront,weareinvolvedinasignificantEUprojectcentredonsoilhealth.Wearealsopartofanallianceadvocating the use ofdigitaltoolstoimproveconsumerinformation,aswellasthe‘ClosetheGlassLoop’initiative,whichaimstoachieve90%collectionofglasspackagingforrecyclingacrosstheEUby2030.Internationally,weworkattheInternationalWineFederation(FIVS),whereIcurrentlyserveasco-president.ThroughtheFIVS,weworktopromotetheoverallsustainabilityoftheglobalwinesector. TheUSwinemarketiscrucialtothesustainabilityofoursectorandthereiscurrentlynoviablealternative.Wehavebeenactivelytalkingandcollaboratingwiththe EuropeanCommissionandMemberStatestoensurethatwineisnotagaincaughtinthecrossfireofunrelatedtradedisputes. WemaintainastrongandtrustingrelationshipwithourUScounterpart,theWineInstituteofCalifornia. In 2020,wesigned ajointdeclarationoutliningtheprinciplesofwinetrade,advocatinga‘wineforwine’approach–ensuringthatwineisexcludedfromunrelatedtradeconflicts.WithourUSpartner,wealsotrytofacilitatedialoguebetweenourtwoadministrations. Whatwillbethehighlightsofthemeetingsforthe CEEVcommunityanditsmembersinthecoming months? “ WearecurrentlypreparingforourGeneralAssembly, whichwilltakeplaceinJulyinLisbon-aparticularlyspecialoccasionaswewillalsobecelebratingthe50thanniversaryofourPortuguesemember,ACIBEV(AssociationofWinesandSpiritsofPortugal.)Thismilestonewillbemarkedbyahigh-levelSummitwithimportantinstitutionalandindustryfigures-moredetailssoon.Wearealsoactivelyworkingonthe2025editionoftheCEEVClubofCEOs,ouradvisorygroupmadeupofaround30CEOsfromleadingEuropeanwinecompanies.Thismeetingoffersauniqueplatformforstrategicdialogueandhigh-levelexchangewithinthesector. Oursectoris made upofover 99%SMEs,whodo notengagein aggressive,large-scalemarketing –itisnotinourcultureortheir budgets. 12

13. MAY2025 ICCAAdvantage: KeepingupwiththeDemands ofaFast-changingIndustry! Neverhasitbeenmoreimportantthantodaytoadoptaproactivemindsetinseekingoutnewlearningopportunitiesandkeepinguptodatewiththedriversofanever-changingsector.Twomonthsago,ICCAannouncedanewprogrammedesignedtoincreasethisawarenessamongeventprofessionalswiththeirmindsoninternationalmeetings.ICCAAdvantageisatargetedsolutiontopropelbusinesseventsforwardwithreal-lifecasestudiesandtailor-made,personalisedtrainingsessions. W ithmorethan1,000membersacross91 bytheBerlinConventionOfficeandsupportedbyICCAAdvantagewithafocusonconventionbidding.Instructors ledparticipantsthroughpractical exercisesanddiscussions focused onessentialtopics,includingfeedbackoncurrentbiddingdocuments,asummaryonthemostdefiningandpromisingleadsinthemarket,andbiddingstrategyassistance.MarcoOelschlegel,Director ofConventions,BerlinConventionOffice,said:“WearedelightedthatICCAintroduceditsseminar‘ICCAAdvantageBidSmart’especiallyadaptedtotheneedsofteammemberswhoarenewto the topicofbidding.TogetherwiththeinternationalexperienceoftheICCAteam,itprovidedvaluableimpetusforfuturebiddingprocesses.”Adoptingnewtechnologiesandinnovationsbecomesmoreuser-friendlyforthosewhoprioritisecontinuingeducation.ICCAAdvantageseekstoharnessthepowerofcutting-edgetechnologyandnewformsofpersonalisedlearningtoempoweritsparticipants.“TheBerlinexampleincorporatedtopicssuchasgeneratingandprioritisingbusinessleads,alongwithinsightsonhowtoimprovecurrentbiddocuments,competitorinsightsandanalysis,andadvancedbiddingtechniques.Thisallowedtheteamsto work together onconcretecasestudies,openingupmanyopportunitiesforoptimisation,”addsGopinath. countriesandterritories,ICCAisnotonly the associationeventsindustry’sleading benchmarkbutalsothepreferredone-stopshopfor coursesandtrainingthatmeetthedemandsofthese areas.Followingthisrationale,ICCAAdvantageoffers organisationstheopportunitytofacechallengesthat maybeholdingbacktheirprogressbyprovidingpractical solutions.“ICCAAdvantageaimstoprovidecustomised trainingonvarioussubjectsthataretopofmindthese days,includingbidding,sales,businessandmarket planning,technology,AI,DEIandmore.Thesessions areespeciallydesignedfortheneedsofeachindividual organisation,makingeachtrainingtailoredtotheissues voicedbytheorganisationitself,”ICCA CEO Senthil Gopinathtellsus. Reapingthebenefitsofover60yearsofhistory,exchange,knowledgeandtrust,theICCAdatabaseallowsmemberstoaccessexclusivestatisticsandanalyses.Byprovidingrelevantwhitepapersandguidebooks,toolsandresources for associations,thistwo-wayavenuealsomakesitpossibletocuratealibrarythatreflectsthemethodsandtemplateswithwhichassociationsbringtheireventstotheirmembers.“Thetopicsweplantoincludeinthisfirstphaseincludeconventionbidding,marketingandbrandingfordestinationpromotion,riskandcrisismanagement,sustainability,impactandlegacy, DEIandAI.Onthelatter,weareworkingwithInsightsLabto produce aprogrammefocusedonhowtouseAItogenerateand qualify leads,maximise trade showROI,and develop data-driven actionable propositions,”saysGopinath. ICCALearn:ACollectionofCoursesforOurMembers Additionally,ICCAAdvantageisyetanothersegmented proposalthataddstothevastlistofofferswithinICCA Learn.Theeducational portfolioaimsto support membersatdifferentstagesofdevelopmentandhelp themontheirlifelonglearningjourney.“Professionals needtoupdateandre-trainregularly,andICCAwants tobetheirpartnerinthisendeavour.ICCALearnisour rosterofprogrammesaimedatprovidingtheskills Twomonthsago,agroupofGermanDMCprofessionals tookpartin‘BidSmart’,atwo-dayprogrammeorganised 13

14. HQ#119 neededtosucceedinallareasoftheindustryandinmanydifferentrolesandcareerstages,” says Gopinath.Fromthosestartingouttoexecutives,ICCASkillsoffersthe onlygloballyrecognisedcertificationforsuppliersinallsectorsofthemeetingsindustry;ICCAUniisthehomeoftheICCAacademiccommunity,designedtopromotecollaborationbetweenacademiaandtheeventsindustry;finally,theAssociationImpactMasterclass–co-createdwith#Meet4Impact,GainingEdgeandwithBusinessEvent Sarawakasa seed fundcontributor–wasaninnovativetrainingprogramme,sponsoredandhostedbyBestCitiesGlobalAlliance,heldinDublinlastJanuary,thatlookedatsharingandassessingimpactactivitiesforassociationprofessionalsfrom around theworld who wanttoinvestintheir legacy programmes.“ICCAAdvantage is afantastic addition to the existingICCASkillsandMasterclassprogrammes in thatitgivesorganisationstheopportunitytohomeinon‘pain point’ issuesandaddresschallenges,aswellasgivingparticipantsthecutting-edgeinformationnecessarytogetaleguponthecompetition,”Gopinathcontinued. ICCAUni’sPedagogicalVocation ICCAUniwasintroducedin2024withtheclearpurposeofencouragingcollaboration,innovationandmentorshipbetweenacademiaandtheeventsindustry,andrelaunchedin2025withaclearervalueproposition.WeaskedSenthilhowcollegesanduniversitiesareplayingthisbindingroleandfosteringaccesspointstotheworldofglobalevents.“Wehavesetourselvesthreeobjectives.First,tocreatea framework forexchange. This meansanexchangebetweenbothworlds,butalsoamonguniversitiesthemselves.Inotherwords,channelswhereuniversitiesinEuropecaneasilyconnectwithuniversitiesinAfricaand create their own network.”Thesecondisresearch:“Wewanttohaveabetterideaofwhattypeofresearchisbeingdoneandcreateabetteralignmentwithwhatismostrelevanttoeachsector.Wewouldlike to ensurethatresearchcanserveindustrymoreeffectivelyandincrease,forexample,thenumberofPhDstudentsinvolved.”Finally,theglobalassociationalsowantstofocusontalentdevelopment.“Thismeansensuringthatthestudentjourneyisperfectlyinlinewiththeneedsofthesectorandalsothatprofessionalscontinuetolearnthroughouttheir careers,” concludesGopinath.ICCAiscurrentlyworkingwith40universitiesfromaroundtheworldtodevelopaspecialcourseatthe64thICCACongressinPortotobettermeettheneedsofacademicsatglobalmeetingsandevents. 14

15. MAY2025 ActionsAgainstHuman TrafflckingintheMeetings Industry:AConversationWith SandyBiback OttawaTourismrecentlyimplementedacomprehensiveActionPlanagainstHumanTrafficking,apioneeringinitiativethatunderlinesthecity'sethicalcommitmenttosafety,socialjusticeandhumanvaluesattheforefrontofthebusinesstravelandhospitalitysectors.Thisisespecially relevantwhen,today,tourismand businesseventsareseenbymanyeconomic strategistsasthemostimportantservicesectorfortheGDPofseveralcountries. HumanTraffickingistheworld’sfastestgrowingcriminalenterpriseandisan estimated$150billion-a-yearglobalindustry. MeetingProfessionalsAgainstHumanTrafficking(MPAHT),agroupofCanadiangrassrootsvolunteers,helpedshapethisplanwithOttawa'sDMOonimprovedaccesstoinformation,reportingforms,trainingprogrammes,anddestination-wideevaluationusingauditsanddatacollection.TheFounder, SandyBiback,isaneventplannerwith40years'experiencewhobegantotakea closerlookatthisdarkersideoftheindustrywhileroamingthelobbiesofsomehotels atthecrackofdawn.SheopensuptoHQinthisinterview: Sandy,whatarewereallytalkingaboutwhenwe linkthisharshrealityofhumantraffickingtothe context ofeventprofessionals? HowcanthispartnershipwithOttawaposition thecityattheforefrontofeffortsagainsthuman traffickingtootherdestinations? Itisabouttakingcollaborativeaction.InthecaseofToronto,theaimwastounderstandwhatwasreallygoingonhere.OnreturningfromatriptoCambodia,IfelttheurgetodigintotheseissuesandendedupcontactingtheTorontoPoliceDepartment.Theyconfirmedthat,yes,it was happeninghere,inlow-endandfive-starhotels.WhenIstartedholdingconferences,weopenedthedoortoalotofdiscussionsabouttrainingandmeasuresthatsomehotelchainshaveinplaceonaglobalscale.Whatwetriedtodowasgobeyondlipserviceandcollect the hoteliers’experiencesin theirproperties.Ithasdefinitelyopenedoureyestothefactthat,inmanycases,profitcantakeprecedenceoverpeople.Nowadays,itisespeciallyimportanttobetransparentandcommunity-engaged,andso,thehotelsopenedup.Farbeyondtrainingandperformancemodels,wewanttoknowwhathappensayearlater:howtoactifyouseesomethingsuspicious,orwhetheryourstructurewillbetheretohelpyou.Ihavealready been takingpartinseveralmeetings, oneofthemwiththeanti-humantraffickingcommitteeofMeetingProfessionalsInternational. WhatOttawaTourismdidwiththeirDMOsjustblewmeaway,becausewehadaveryhardtimereachingtheseareas.TheirBusinessEventsManager,LizzieLow,sitsonourBoard,whiletheCEO,MichaelCrockatt,isonourAdvisoryBoard.Bestofall,theyallowedwhatwedevelopedtogethertobeputintopracticeintheirorganisation,withthenecessarytweaksandadjustmentsforamodelapplication.Whichisrare,assharingsuchblueprintshasbeenaprobleminoursectorforaslongasIhavebeeninit.TogetherwithVoiceFoundandtheCanadian Centre toEndHumanTrafficking(CCEHT),wehavegiventhisprojectaboostbydrawingattentiontothecause.AsIsaid,Ithinkweneedtocooperateataninstitutionallevel.Wecannotholdthingsbackanylonger.IwasoneoftheoriginalmembersofCanSPEP(CanadianSocietyofProfessionalEventPlanners),andwehavealwaysbeeninfavourofcollaborationwithindependentmeetingplanners.IbelievethatwhatOttawaTourismisdoingisbreakingprecedentswiththesupportoftherespectiveassociationsworkingwithsurvivorsandeveryoneinvolved.OurrelationshipwithOttawaTourismisveryclose. 15

16. HQ#119-ASSOCIATIONINTERVIEW Becausethebiggerpictureissomehowrelatedto themigrationcrisis,right?Isthatwhatyoufound inyourresearch? istrackedinfive-starproperties,butsmallguesthousesandtwo-starhotelsarerarelyconsidered.Formethequestionis,wheredoesitgowhenitistracked?.Thenthereisalsoalegal layerinbetween.IntheUSA,signageismandatoryinsomestates.PACT–ProtectAllChildrenfromTraffickingUSA,partofECPAT,liststhelawsinthestatesandcitiesregardingsignageonsite.Itisamatteroftakingitandadjustingittoyourneeds.WedonothavethatinCanada,whichwasoneofourrecommendationsforOttawaTourism’sactionplan. Idonotdisagreewiththat.However,statistically,around93%ofpeoplewhoarevictimsofsextraffickinginCanadaarelocals.TheyareCanadians.IrecommendtakingalookatthelatestCCEHTresearch.Fromtheperspectiveofthepeoplearriving,thegreatestneedishousing,soyoucanalreadyseean intersectionwiththevastmajorityofourcountries.Intermsoflabourtrafficking,weknowhowdifficultitistochecksupplychainsalongtheline.Todothis,wehavetoworkwithdataanalysisandsalesstrategy.Alongtheway,I have learntthateverythingcomesdowntomoney.Let’ssaythemostimportantthingforconferenceorganisersisthepriceofacoffeeurn.Icouldsimplybaseitonastandardpriceandignoretrackingit.Butifahotelstartsanalysingitssupplychaindowntothesmallestdetail–wherethecoffeebeansarepicked,whoselectsthem,andwhatwagestheyreceive–andifemployeespassthisscreening,youreventcanbecertifiedassociallysustainable.Ifyouaskyourattendeestosupportthiscause,youcanoffsettheinvestmentofthosecoffeeboxes–youcanusethisasasellingpoint.Themeetingorganisercanthentelldelegatesthattheirconferencecaresabout human rightsandthattheyareontherightsidebyoptingfor100%sociallyconsciouspropertiesandproviders. Withyourvastknowledgeofthefield,whatwould yourecommendtoeventdestinationslookingto embarkonthisjourney? Awareness.Letmecomeinandtalktoyourgroup,andIwillmaketheconnections.Iamapeopleconnector.First,Iwouldaskwhatyoualreadyhaveinplace;then,Iwouldcomeinandguideanindividualgroupthrougha40-minutesession.Mostofall,IamtalkingaboutlocalawarenessbecauseIthinkthatiswhatismissing.Weallthinkthisbattle has tobefoughtinternationally(ofcourseitdoes),butthefact-finding hastobedonelocallyfirst.Wecansupportmentoringinthatsense.WhatItrytoavoidaregenericmodelsthatleadtoabstractprogrammes.Mostofthesemultiple-choicetestsandeducationalgridsreducecomplexquestionsinto‘A,B,C orD’.Instead,Iwanttoknowwhyyouanswered“A”.ThesearethethingsIwantalocalhotelierandmeetingorganisertounderstand.Sothat,togetherwithemployees,customersandthechainofcommand,wecanmoveonfromproblemsandchallengestointegratedsolutions.Intoday’sworld,duetomigration,climatechange,etc.,therearearound50millionpeoplewhoarevictimsofhumantrafficking,beitsexual,labour,childmarriage,etc. “ Istartedoutasoneofthose philosophicalpeoplewho justwantedtodo goodinthe world,butIquicklylearnt thatit is reallyaboutmoney. Furthermore,thevastmajorityofvictimsarewomen(97%). Weall knowthathotelsandvenuesarepublicspaces where,despiteallthesecurityprotocols,sex traffickingeventsdohappen.Howshoulda delegatereactifconfrontedwithsuchasituation? Itisimportantnottodrawattentiontothevictim,asthiscouldcauseevenmoreproblems.Itisalsonot advisabletoapproachthetraffickerifyouspotthem.WhatIwouldsuggestisthatthepersontakethematterupdirectlywiththebarmanorsteward.Ifthehotelhassomekindofprofessional organisation,thebarmanwillreportittotheirsupervisor,andfromtheretothedirectorofsecurity,goingupthechaintothemanagementofthatlocation.Theaimistofindthefirstlineofdefencewithinthatspecificproperty.TheMPAHThasconvenedseveralmeetingswithsecuritydirectorsfromanumberofhotelsinandaroundTorontoonthissubject.This 16

17. MAY2025 “ aluxuryhotelinthecitycentre,enjoyshis30-minutesession,paysandthengoesabouthisbusiness.”Whoistosaythatthisbankerisnotanimportantdelegateataninternationalconference?Whathappenstothe‘Johns?’Generally,nothing. Ultimately,weneedtorealise whatwearebuying.When weoutsourcelabour, suchas housekeeping,arewebuying anup-and-upserviceora humanbeing? Atwhatevents,conferences,forumsorsummitswill MPAHTbepresentthisyeartodiscusstheseelements andissues?Haveyoubeeninvitedtoanyconference sessionstoexplainyourvisionandmission? Childtraffickinghastripledinthelast15years, fuelledbynewtechnologiesanddigitalplatforms. Howcanthemeetingsindustrytakecontrolofits cybersecurityactivitiesinthisregard? IworkedwithTourismVictoriaandTourismNanaimoinWestern Canada and was invitedtoameetingofECPAT(EndChildProstitutioninAsianTourism)inMexicoCity. Forme,thisisagrassrootsissue.Ialsotookpartinafewgovernmentmeetingsinrecentyears,andwehavestartedtomakeprogresswithECPAT,withmorepointsofcontactwithitsExecutiveDirector,GuillaumeLandry,duetoourroleasLocalCountryRepresentative.Regardingconferenceparticipation,wedonothavetheeconomicindependencetogobeyondourmeans.Wehavenopublicorprivatefundingbecause,asIsaid,weareallvolunteersandworkonamutual basis.Wehaveaprogrammecalled‘ChangeforChange’,whichcallsforindividualactionintheformofdonations, impactandvolunteering.ThesefundswillnowbedistributedtotwogroupsinOntariothatworkwithsurvivors.WedonothavecharitablestatusinCanadaforvariousreasons,sowedefineourselvesasgrassrootsvolunteers.Forinstance,ourBoardmember,RobertThompsongrantsusallkindsoftechnologicalsponsorshipthroughhiscompanyAVCanada. Ifmanyofthesecyber-terroristsmanagetohackintogovernmentsandlargecorporationswithmoresophisticatedsecuritysystems,theywillnotfindmuchresistanceinvenuesandhotels.Itislikeagameofcatch.Whenwegetsmarteratstrengtheningournetworkingsystems,hackersgetevensmarteratbreakingthem.DuringCOVID-19,childpornography and humantraffickingontheinternetskyrocketedbecauseitwastheonlywaytodoit.Atthebeginningofthepandemic,IsawsomewherethattheywereadvertisingCOVID-freegirls. WhenweinvitedtheTorontoPoliceDepartment’sFormerChiefofHumanTrafficking,NunzioTramontozzi,tooneofourevents,hesharedoneofthemanywaysthesethingshappen:“Iwantyoutothinkaboutthis–John,a bankerwhoworksinthefinancialdistrict,kisseshiswifeandchildrengoodbyeandleavesonabusinesstrip.Hegoesonthedarkweb,andbooksa14-year-oldblondevirgin.Johnmeetsherin 17

18. HQ#119-HQESSENTIAL “APoorUnderstandingof HumanPsychologyLeadsto IneffectiveEventSolutions” Beforeyouevenenter theconvention lobby, yourmeeting experiencehasalready begunintheperception,behaviour andmentalset-upoftheattendees.Fairlynewareasamongmeetingprofessionals,behaviouralscience,psychologyandneuroscience provideuswithextrainsightsintothesuccessofan event,helpingustodecipher delegates'mentaldisposition.Neurodesign,forexample,isamultidisciplinaryfieldthatseekstounderstandhowthehumanmindreactstosensorystimuliandbuilt environmentsthroughinsightsfromneuroscienceandpsychology,thusmakingitpossible tocreatemoreeffectiveevents. Withabackgroundineventmanagementandcognitivelinguistics,VictoriaMateyturnsscienceintopracticalstrategiesforreal-worldevents–whetheritismakingeventsmorebrain-friendly,designingspacesthatguidebehaviourorhelpingpartnersapplypsychologyinlastingways.Today,Victoriahelpseventprofessionalsusepsychologytocreatesmarter,morehumanexperiencesasaneventpsychologyadvisor.SheisalsothecreatoroftoolssuchastheEventPsychologyLabcourse,thebook10PrinciplesofStrategicEventPlanningandtheEventPsychologyStrategistcertificationwithMPI. She alsorunstheEventPsychologyHubandservesasVicePresidentofEvents&OutreachatBescy,anon-profitbehaviouralsciencenonprofit. Inthisinterview,sheunpackscomplexandinterestingconceptsrangingfromemotional measurementtobiophilicdesign: Whatarethebiggestmistakesandfalsetruthsthat eventprofessionalsoftenmakewhenitcomesto humanpsychologydesign? onekeypsychologicalmechanismiscognitiveease:itmeanspeoplearemorelikelytoactwhentheactionissimple.Yet,foryears,wehaveseenregistrationformsthattakeforevertocomplete,confusinginstructionsor signage atvenues,complexlanguage,andslidesoverloadedwithtextduringpresentations.Allofthesearebasicmistakes,rootedinalackofawarenessabouthumanpsychology.Asaresult,theyaffecttheexperienceandmakeithardertogettheresultsyouwant.Ontheflipside,understandingcognitiveeasehelpseventorganisersspotthebottlenecksintheattendeejourneyandremove them aheadof time, sopeoplecanmakedecisionsinfavourofyoureventwithoutunnecessaryfriction. Onastrategiclevel,Iseetwomistakes:eithercompletelyignoringthepsychologicalangleor assuming thatstartingfromagutfeelingisenoughtocreateahuman-centreddesign.Infact, adopting the event psychology approachmeansworkingfromacomprehensivesystemratherthanapplyingone-offsolutionsaspatches–theywillnothavethedesiredeffect.Italsomeansconstantlyupdatingyourselfonthelatestinsights:humanbehaviourisnotsetinstone,andtheeffectivenessofsolutionsdependsonhowwellyoukeepupwiththelatestdevelopments.ThatiswhyIadvocateforaseparateroleoftheChiefBehaviouralOfficeroneveryeventteam–itisonlygoingtobringoutstandingvalue. CanwesaythattheCOVID-19pandemichasgivenrisetoapandemicofbehaviouraldisorders?Willtherebeahighcosttomentalhealthwiththisnewnormalinthecontextofmeetingsandevents? Onatacticallevel,apoorunderstandingofhumanpsychology leadstoineffectivesolutionsand,atbest,justkeepingupwith trendsratherthantrulyinnovatingandfacilitatingoutcomes forbothassociations’teamsandattendees.Forexample, Iactuallybelievethepandemichasforcedeventprofessionals tochangetheirviewsonhowtodesignevents,forthebetter. 18

19. MAY2025 Thatsaid,thenewsocietalandworknormsaddaspecifictolltoajobthathasalwaysbeenstressful.Thatiswhyitissoimportanttolookafterphysicalandmentalwell-being,andtodoitintentionally. • Whatisthetemperature?Warmtemperatures(75–77°F,24–25°C)increasefeelingsofsocialcloseness,makingpeoplemorelikelytogoalongwithothers. Howcanwemovefromanisolatedvariabletoaholistic emotionalframework?Howcaneventprofessionals measuretheemotionsofanaudiencewithoutfalling intoabstraction? Physicalhealthisnotexactlyanew topic, butIwanttoemphasisethepowerfullinkbetweenbodyandmind.Gettingenoughsleep,stayinghydrated,andexercisingarenotjust‘nicetohave.’Researchtellsustheconnectionbetweenbodyandmindisbuiltrightintoourbrainstructure:theareasthathelpusmovearecloselylinkedtotheareasthathelpusthinkand plan, as well as toourautomaticfunctionslikebloodpressureandheartbeat.Thatiswhypeoplewhoworkoutregularlytendtobemorepositive,andwhymeditationorbreathingexerciseshelp–theycalmthebody,andinturn,calmthemind. We are onlynowbeginningto realise theimportanceofintangiblemetricssuchasemotions,whichareaverycomplexsubject.Currenttechnologicaladvancesallowustounderstandthembetterandbemoreprecise;however,leadingneuroscientistswarnthatwecannotachieve100%reliablemeasurementsduetothegreatvariationsbetweencultures, racesandindividualdifferences.I believe thatacombinationofharddataandsoftmetricsisthebest and,asastartingpointforaholisticframework,Isuggestafewpoints: Socialhabitsarecriticaltoouremotionalandmentalwell-being.Studiesshowhumansarewiredforconnection,andlowsocialconnectednesshasanegativeimpactondailylife,workproductivity,andevenhowlongwelive.Takingsomespecificstepstoimproveyoursociallifehabitsisabsolutely • Askingyourselfquestionslike‘Whatemotionalenvironmentarewetryingtocreate?’and‘Whatdowewantourattendeestofeel?’asearlyinthedesignprocessaspossible. necessaryifyouwant toreducestressandbe happierand “ moreproductive. • Addingemotion-relatedquestionstotraditionalsurveys.Haveyoueveraskedyourattendeesonapost-eventsurvey,“Whatmadeyoufeelsurprised/anxious/delighted?” Iamconfidentthatliterally everyaspect of eventdesign andmarketingcanbeviewed throughabehaviourallens. • Addingobservationtothemixofevaluationmethods thatisstillunderestimatedintheindustry.Weare obsessedwithdataandfeedback,butaskingdelegates questionsisenoughonlyifweassumepeopleare rationalandmakeperfectlylogicaldecisions.Watching whatpeopleactuallydo,ontheotherhand,willbring youonestepclosertofixingyoureventissuesand discoveringinnovativesolutions. Howcaneventandassociationorganisersunlock theuntappedpotentialofneurodesignfortheir clients?Whatistheperceivedrelationshipbetween networkingand participantengagementwhen implementingdifferenttypesofenvironments? • Mixingsurveyswithobservationandtech-basedinsights togaintrueinsights. Thelinkbetweenbehaviour and thebuiltenvironmentisfascinating.Aroomlayoutisnotjustaboutmakingspecificseatingarrangementsorfittingpeoplein–itimpactsourcognitiveprocesses,ouremotions,andhowwenetwork. Howcaneventsegmentation,personalisation,and creativitybypassculturalnuancestoencouragesocial interaction? Thatiswhyitiscriticaltolearnmoreaboutspacefactors thatcanpositivelyimpactpeopleatevents.Somequestions toask: Culturaldifferencesareoneofthebigfactorsthatimpactexperiences. IalwaysemphasiseculturaldiversityasoneofthefivemaintypesofdiversityItalkabout,alongwithdemographicdiversity,neurodiversity,cognitiveandemotionaldiversity.Understandingandcelebratingdifferentculturesdoesnotjustmeanfulfillingrequirements:itbuildsbridgesandcreatesconnectionsthatareessentialtothesuccessofanevent. • Howmanynaturalelementsarethereinthespace(orcanbeadded)?Biophilicdesignmakespeoplefeelmorerelaxedandlessanxious. • Doestheroomhaveahighorlowceiling?Itcaninfluencehowcomfortablepeoplefeelintheroomandevenaffecttheirstyleofthinking. 19

20. HQ#119-HQESSENTIAL “ Whenyouaddsolutions basedonhumanpsychology tothemix,youcome up with veryinterestingandoften low-costideas. Consideringthatthereisacommonthreadbetweenenvironmentalsustainabilityandmeetings,howcaneventpsychologycontributetoanewreflectiononsustainabledesign? Inpractice,thismanifestsitselfinvariousways,forexample: Biophilicdesignisafascinatingareaofknowledgethatcan instantlytransformyoureventspaceandalsocontributetosustainabilitygoals.Fromabrainscienceperspective,biophilicdesignelementssuchasnaturallight,greenery,colourandfreshairareproventopromotephysical,emotionalandintellectualwellness,reducestressandsparkcreativity. • Customisingyourcommunicationsandactivities with culturalreferencesandconsiderationsinmind; • Consideringculturalnorms,holidaysortraditionsthatan internationalaudienceshouldbe awareof; • Lookingforinnovativewaystorespectandshowcase culturaldiversity.Thiscouldmeancreatingthemed breakoutsessionsthatencouragecross-culturaldialogue ordesigninginteractiveexperiencesthatcelebrate diversetraditions. Toaddresssustainabilitychallengesfromaneventpsychology standpoint,wehavetotapintothemotivations and perceptionsthatmakepeoplenaturallyleantowardeco- friendlychoices.Forexample,whenweincorporatebiophilic elementsintoourdesign,wearenotonlymakingthespace pretty,butalsoappealingtothecorepsychologicaldrivesof comfortandwell-being.Byutilisingnudgesbasedonsocial proofordefaultbias,wecansubtlyencourageattendeesto adoptsustainableactions.Itisalsoimportanttothinkabout howtomaintainattendees’eco-friendlybehavioursevenafter theeventends.Thisshouldbepartofanyeventstrategy. Thatsaid,Iwanttopointoutthat,despiteourcarefulattention totheculturalaspect,weshould always startwithhumanvaluesandpsychologicalprinciplesin mind –theneedtobelong,thevalueofconnection,thesubconsciousdesiretofollowthepathofleastcognitiveresistance–becausetheseareuniversal,regardlessofculture. 20

21. MAY2025 DESTINATION HQ INTERV&IEEVWESNTS 21

22. HQ#119-DESTINATIONINTERVIEW Europe’sMomenttoReinventItself BeginsWithBEfuture Asglobal powercentresshiftandenvironmentalurgencybecomesmorepressing,Europeis challengedtoleadbyexample.Amongtheregion’sboldestresponsesisBEFuture, apioneeringEU-fundedinitiativethataimstoreimaginetheroleofbusinessevents asplatformsforinnovation,inclusionandresilience.Supportedby€4.2million fromtheEuropeanCommission,theprojectfocusesontransformingtheMICE sectorintoafuture-readyindustrythatextendsfarbeyondtourism. TheprojecthasitsoriginsinCatalonia,butitsgoalsareundeniablyEuropean. AtitsheartisSònia Serracarbassa,DirectoroftheCatalunyaConvention Bureau,whowasawardedthe JMICProfile &PowerAwardin2024forher contributionstoglobalmeetingsindustrytransformation,includingBEFuture.Now isthetimeforEuropetorethinkwhatprofessionaleventscandeliverfordelegates, destinationsandsocietyingeneral. T hegloballockdowndidmorethancancelorpostpone “Itisnotjustcross-border,itiscross-sector,”Serracarbassa says.“Wearebringingtogetherdestinations,universities, accelerators,techpartners.Becauseifweareseriousabout innovation,wecannotkeepthinkinginsilos.”Herpoint goesbeyondtheconsortiumstructure,BEFutureactively seekscollaborationwithotherindustriesandprofessionals, recognisingthatmanyofthemostrelevantinnovationsoften comefromoutsidethetraditionaleventssector. events;itactuallygaveprofessionalsinthemeetings industryenoughtimetopauseandreflectonthe sector,forcingawake-upcall.AcrossEurope,business eventprofessionalsbegantoquestionnotjusthowthingsweredone,butwhatthepurposeofgettingtogetherreallywas. FortheCatalunyaConvention Bureau, thiswasakeymoment. “Webeganreflecting,notjustonformats,but on fundamentals,”saysSerracarbassa.“Whatwerewedoing outofhabit?Whatneededtoevolve?Andhowcouldevents becomespacesthatgeneraterealvalueforpeople,for communities,andfortheenvironment?” AttheheartofBEFutureisaconvictionthatinnovationmustserveapurpose.Theproject’sstrategyisgroundedinfourpillars, each tiedtomajorsystemicchallengesfacingtheeventsindustry.Thesewereshapedthroughapan-Europeanresearchphase,nowpublishedintheBEFutureWhitePaper. These conversationsinCatalonia would soonleadtoanunprecedentedinitiative.WiththesupportoftheCatalanTouristBoard,SerracarbassaandtheEuropeanprojectsUnitproposedaboldidea:topositionprofessionaleventsasastrategicplatformforeconomicandsocialtransformation,ratherthanasideeffectoftourismpolicy.TheEuropeanCommissionapprovedit,andBEFuturebecamethefirst-everEU-fundedinitiativefocusedexclusivelyontheMICEindustry,awardedundertheSingleMarketProgramme.With€4.2millioninfunding,theprojectlaunchedwithacross-sectorconsortiumofeightpartnersfromsixcountries(Spain,Belgium,France, Germany, ItalyandtheNetherlands).Thepartnershipbringstogetherconventionbureaux,businessaccelerators,researchuniversitiesandcommunicationspecialists,forminga pan-Europeannetworkdesignedtoprototype anewmodelforbusinessevents:onethat isresilient,regenerativeandrelevanttoEurope’sfuture. • Talentandinclusion:ensuringaccessibility,diversity andskillsdevelopment; • Impactandgovernance:improvingmeasurementand accountability; • Climatechangeandcircularity:addressingwaste, decarbonisation,mobilityandthebroadertransitionto regenerativepractices; • Eventexperience:improvinghoweventsaredesigned anddelivered,fromdelegateparticipationtothedaily realitiesoforganisersandsuppliers,throughsmarter processesandtechnology. Scanthe QRcodetoexplorethe fullreport 22

23. MAY2025 EachpillarhasinformedthestructureoftheAccelerationProgramme,whichsupportsupto80innovation-ledprojectsacrosspartnercountries.Selectedinitiativesreceiveupto€30,000infunding,plusexpertmentoring,visibilityatmajoreventssuchasIBTMandIMEX,andintegrationintoaninternationalknowledgenetwork. andthe63rdICCACongressinAbuDhabi(2024),whereit hostedtheworkshopInnovatingtheFutureofBusinessEvents, aswellasatPCMAConveningEMEA.IthasalsobeenpartofstrategicdialoguewiththeStrategicAllianceoftheNationalConventionBureauxofEurope,anetworkof29nationalDMOscommittedtolong-termsectoraltransformation.OneexampleofthisalignmentisConvene4Climate,anemerginginitiativeco-ledbyPCMAandEuropeanpartners.LaunchedinBarcelonain2024,theeventreflectsagrowingdeterminationtoaddressbusinessevents’environmentalimpactandexploretheirroleinshapingclimate-consciousfutures.“ThegoalsofConvene4ClimatearefullyalignedwithwhatBEFuturestandsfor,” says Serracarbassa.“Weneedtoaskourselveshowwewanttotransition,notjustasindividualorganisersordestinations,butasaconnectedindustrywithsharedresponsibility.” “Thedelegateexperienceisnotonlyaboutcomfortor logistics,”sheexplains.“Itisaboutfeelinginvolved.People needtoknowthattheirpresence(physicalordigital)has meaning,thattheyarenotjustattending,butcontributing, connecting,andhelpingshapewhatcomesnext.” Manyoftheselectedprojectsexplorehowtechnologycanenhancethisinvolvement,notbyreplacingthehuman element,butsupportingit.Fromreal-timedatatoolsthatoptimisemobilityandenergyuse,toinclusivedigitalinterfacesthatpersonaliseaccessandparticipation,BEFutureisturningabstractprioritiesintopracticalexperiments.“Technologyisnotthegoal,itistheenabler,”Serracarbassaadds.“Itneedstohelpusbecomemoresustainable,moreinclusive,moreimpactful.Thatishowwestayrelevant.” ThisrenewedfocuscomesatatimewhenEuropeisatageopoliticalcrossroadsand,withit,anopportunitytoleadbyexample.Withpolarisednarrativesdominatingthediscourseinotherregions,theEuropeanmeetingsindustryisfindinganewmeaningbyfocusingonenvironmentalresponsibility, digitaltransformationandinclusivedesign. The callforprojectswasalsoextendedto startups andentrepreneursoutsidethetraditionalMICElandscape,adeliberatemovetobringinfreshthinkingfromotherindustriessuchassmartcities,educationtechnology,andmobility.AccordingtoSerracarbassa,thiskindofcollaborationisalreadychangingthecultureofinnovationinthesector. “Wearenotjustreactingtochange.Weareshapingwhatcomesnextanddoingitinawaythatiscollaborative,equitableandgroundedinvalues,”Serracarbassaconcludes. Astheselectedprojectsbegintotakeshape,theirpotentialtoinspirereplicationacrosscountriesisalreadybeingfelt.BEFutureismorethanaresponsetoindustrychallenges.ItispartofawiderEuropeanshifttowardsanewbusinesseventmodel,definedbypurpose-drivendesign,collectiveaccountabilityandacommitmenttomeasurable,long-termimpact.Asglobalexpectationsevolve,Europeisnolongerafolloweroftrends;theregionisreadytobuildafuture-proofframeworkforwhatmeaningfulmeetingscanlooklike,andwhyMICEeventsmatter. “Whatweseeisthatourownbenchmarksarechanging,”she explains.“Foryearswehavetalkedaboutinnovation,butnow wecancheckwhatitlookslikewhenothersapplyittous.It ishumbling,andthatisexactlywhatweneeded.” WhatsetsBEFutureapartisnotjustitsfundingstructureorthescaleofitsEuropeanambition,butitsabilitytoinspirealignmentacrosstheindustry.TheprojectcontinuestogainvisibilitythroughitspresenceateventssuchasIBTM,IMEX 23

24. HQ#119-DESTINATIONINTERVIEW HQ#119 ZaragozaHostsRecord- BreakingICCAIberian ChapterMeeting TheICCA IberianChapterAnnualMeetingtookplacefrom2to4April,bringingtogethermorethan70industryprofessionalsandpartners–arecordforthechapter.HeldduringGlobalMeetingsIndustryDay,theeventreinforcedthevalueofface-to-facemeetingsandtheurgencyaroundexploringAI’sreal-worldapplicationsforbusiness.SetagainstthearchitecturalandhistoricalrichnessofZaragoza,themeetingwashostedbyZaragozaCongresos,thecity'sConventionBureau,withaclearfocus:toturnin-personexchangeintolong-termcollaborationandmeasurableoutcomesfortheregion'sbusinesseventsnetwork.HQattendedthisannualmeetingforthefirsttime,gainingafirst-handinsightintothechapter'sspecificchallengesandprioritiesinthemeetingsindustry. Author:JesúsGuerreroChacón,HQDeputyEditor T hefirstdayofthemeetingkickedoffwithatapastour ContentwithPurpose inZaragoza’semblematicElTubodistrict.Thisrelaxed andsocialstartreflectedtheinformalstrengthofface- HeldatHotelAlfonsoandGrupoSanValero,the programmefocusedonstrategiclearningandpeer dialogue.Overtwodays,participantstackledsomeofthe mostpressingchallengesandopportunitiesfacingregional destinations,includingtheadoptionofAI,legacycreation, theuseofbusinessintelligencetoimprovenewleadresearch andbiddingfornewassociationcongresses,andthedesign ofambassadorprogrammes. to-face connections inthebusinesseventsindustry.Long- standingICCAmembersusedtheoccasiontoreconnect,whilenewcomersfoundawelcomingwayintothechapter’scommunity.Thetourincludedthreestops,eachofferingadistinctivetakeonZaragoza’stapascultureandservingasafittingintroductiontoacityrecognisedastheGrenacheCapitaloftheWorld,knownforitsinternationallyprizedredwine.Afterwards,awalkingcitytourledparticipantsthroughZaragoza’smulticulturalheritage,exploringitsRomanfoundations,IslamicandHebrewlegacy,andBaroqueandRenaissancearchitecture,likeLaSeoCatedraldelSalvador,Catedral-BasílicadeNuestraSeñoradelPilar,andtheCityHall. Artificialintelligencewasastandoutthemethroughouttheprogramme.Thediscussionbeganwithanopeningkeynotetitled‘WorkSmarter,NotHarder:AIToolsTransformingtheMeetingsIndustry’,deliveredbysoftwareengineeringresearcherAlejandroGarcíaFernández.Hissession offeredagroundedoverviewofcurrentAItoolsandworkflows,outliningapracticalframeworkthatdemystifiedthetechnologyforindustryprofessionals. ThedayclosedwithawelcomedinneratRestauranteAura,locatedbytheEbroRiverandfacingtheBasílica,allowingattendeestoexperiencethecity’sculinaryidentityalongsideoneofitsmosticonicsights. Inahighlypracticalsession,SaraCorreia,CEOofSpringEvents,led a hands-onsession showing howtocreate acustomAIassistantfortaskslikeRSVPanalysis,attendeeinsights,andautomatedcommunications.Thesession offeredconcreteapplicationsforplannersseekingtoenhanceoperationalefficiencywhileembracingethicalinnovation. “ZaragozaisanidealMICEdestination.Wearecompact,walkableandculturallylayered,withastrongtrackrecordofhostingmajorevents,”saidJoséFranciscoGarcía,GeneralManageratZaragoza Turismo. “Ourlocation,justashorttrainridefromMadridorBarcelona,makesushighlyaccessible,andthismeetinggaveusachancetoshowourfullpotential,fromthehistoriccentretotheExpolegacy zone, venues, gastronomy andinnovationhubs.”AlsopresentwasAsunNavarro,recentlyappointedHead ofZaragozaCongresos.” Thecasestudysessionofferedaclearwindowintohowdestinationsandproviderstranslatebigideas into real-worldimpact.Bnetworkopenedwithitscommitmentto 24

25. MAY2025 sustainablehospitality,sharinghowitsISO20121certificationandinternaleco-trackerhavehelpedreducewasteandsupportresponsibleeventpractices.PortoConventionBureaufollowedwithastrongexampleofsustainabilityinaction.DuringtheIAPCO EDGE Seminar,delegatespartneredwithAssociaçãoCAIS,anorganisationsupportingindividualsexperiencinghomelessness,tocreatepuffsfromrecycledmaterials.Thesewerelaterdonatedtoachildren’scancerhospitalinPorto,linkingcreativitywithmeaningfullegacy. Zaragoza:LegacyAnd Future Aspartofitscommitmentto showcasingthe city’s evolving businesseventsinfrastructure, ZaragozaCongresosinvitedHQto explorethelegacyofExpo2008andits long-termimpactonthecity’smeetingsoffer.The PalaciodeCongresosdeZaragoza,oneofthemainvenuesbuiltfortheExpo, remains acentralhubforconferences,corporategatherings,andculturalevents.Witha1,400-seatauditoriumandflexiblespaces,thevenueremainskeytoZaragoza’slarge-scaleeventstrategy.HeldinMarch2025,TheWaveattracted15,000+attendees,11,800professionals,and200+speakers,focusingonAI,digitaltransformation,andentrepreneurship. MadridConventionBureaupresentedits“ShareKnowledge,ShareLife”campaign,ablooddonationinitiativedevelopedinpartnershipwiththeSpanishRedCrossandtheMadridBloodTransfusionCentre.ThecampaignwasorganisedaroundtheEuropeanHematologyAssociation Congressandmobilisedover2,300donorsthroughmobileunitsdeployedacrossthecityandbeyond.ThemodelisnowbeingofferedtoothercongresseshostedinMadrid.Finally,GijónConventionBureauexploredlong-termstrategiesforsustainabledestinationgrowth.Gijón’sAmbassadorProgramme,establishedin2004,prioritisesqualityoverquantity,with24ambassadorsdrivingitscompetitiveedgeinmedicineandengineering. AcrosstheExposite,ZahaHadid’sBridgePavilionnow housesMobilityCity,managedbyFundaciónIbercaja. Dedicatedtothefutureoftransportandurbanmobility, thespaceblendsexhibition,education,andpublic-private collaboration.Together,theypreservetheExpolegacywhile advancingZaragoza’ssmartcityambitions. Thisyear,theICCAIberianChapterwelcomedsixnewmembers.Itwasalsoamomentoffarewellfortworespectedchapterfigures–CarolinaGarcía-Suárez(GijónConventionBureau)andManuelMacíasMoreno (Sevilla Congress&ConventionBureau)–whowerehonouredfortheircontributionstothechapter. Theconferenceoffereda deep diveintoICCABusinessIntelligence(BI),moderatedbyJuanjoGarcía,ChiefSales&MarketingOfficeratBcoCongresosandoneofthe strongest advocatesforusingdatatotransformleadgeneration. ThesessionwasledbyKateYatesandLuísaMagalhãesfromSFAConnect,whounpackedthepracticalapplicationsofasector-firstapproachwhenusingtheICCAdatabase.Effectivebusinessdevelopmentstartswithaligninglocalexpertiseandeconomicstrengthswiththerightkindsofinternationalevents,anddestinationscanunlocknewopportunitiesbyidentifyingsectorsynergiesaspartoftheirstrategy,craftingkeyword-drivensearches,andbuildingcoalitionswithlocalambassadorsearlyinthebiddingprocess. Lookingahead,membersareinvitedtotake part inseveral upcomingICCAevents: • TheICCAWorldCongress(9-12November2025)inPorto,Portugal.Underthetheme‘ChartingtheCourse’,thecongresswillfeatureamultivenueformatinspiredbythecity’snavigationalheritage,human-centricdesignandPortugueseinnovation. • TheICCAGlobalAssociationForum(7-9July2025)inGranada,Spain,co-hostedwithGranadaConventionBureauandAndalucíaTourismandfeaturingassociation-destinationmatchmakingandeducationalsessions. • TheICCAIberianAnnualChapterMeeting2026(11–13 March2026)inCoimbra,Portugal. Thediscussionondestinationstrategyhighlightedhowsteppingoutsidebiggerortraditionaldestinationchoicescantransformthedelegateexperience.Inapanelsession,DianaTejerinafromFundaciónNovaGobsharedherexperienceorganisingthePublicInnovationCongressinsmallerSpanishcities,demonstratinghowthesesettingsfosterstrongercommunityties,increasedlocalimpact,andmoremeaningfulengagement.HermessagealignedwiththecontributionofAnaEncinas,ManagingDirectorofAUSAPE(theSAPusers’associationinSpain),whoemphasisedthevalueofimmersiveenvironmentsforinteractionandknowledgesharing.“Whatwearelookingforisnotjustinfrastructure,”shenoted,“butthekindofenvironmentwhereconnectionsandlearningtruly happen.”Thepanelshowedhowlesstraditionaldestinationscanfostermoreauthentic,collaborativedelegateexperiences. ForHQreadersinterestedinhowICCAisaddressingthe fast-evolvingneedsofglobalmembers,ICCACEOSenthil Gopinathsharesinsightsinthisedition(pages18-19)on availableprogrammessuchasICCAAdvantage,ICCA Learn,ICCASkills,ICCAUni,andtheAssociationImpact Masterclass. 25

26. HQ#119-DESTINATIONINTERVIEW “HaeremaikiAotearoa”:How NewZealandisBuildingan EventPowerhouseinthe SouthWestPacific! NewZealand’sappealisata10-yearhighforinternationalvisitors.TheOceaniacountryhasall theelementsrequiredtohostaninspiringandunforgettableconference:accesstoinnovative knowledgehubs,uniquecultureandrichexperientialprogrammes,seamlessdelivery,great venuesandamazingactivities.Plus,anemphasisonawarmwelcome,reducingyourevent’s environmental footprint,andleaving a positive societal impact.Inthefollowinginterview, wediscussedalltheseelementswithPenelopeRyan,TourismNewZealand'sGlobal ManagerBusinessEvents. NewZealand’sbusinesseventsindustryrecently receiveda$3millioninvestmentfromthe government(approx.€1.66million).Howwillthis fundingbeusedtoattracthigh-valueinternational conferences? Allthreecentreslook spectacular,butbeyond that,theyarealsoatthe forefrontoftechnology, sustainability,andincredible foodandbeveragedelivery.Te Theadditional$3millioninfunding will supercharge theworkourteamisalreadydoingtobringconferencesandincentivestoNewZealand.ThemoneywillincreaseourexistingConferenceAssistanceProgramme,enablingus tobidfor110conferencesthisfinancialyear,upfrom90.Ourbusinessdevelopmentmanagerswillcollaboratewithourvenueandconventionbureaupartnersonnewbids.Thefundalsoallowsforsomestrategicsubventionfundingtoconvertsomeoftheconferencesalreadyonourradar.ThefundingwillalsoboostNewZealand’sinternationalpresenceattradeevents,includingtheMeetingsShowAsiaPacificinSingaporeinAprilandIMEXFrankfurtinMay,allowingustogetmoretractionwithkeyconferencedecision-makerswhileweareintheirregion. PaeChristchurchisaworld-leadingnet carbon zero conventioncentre.Theexecutivechefatthe NZICCusedtobetheExecutiveChefattheRoyalPalace inJordan.TākinaWellingtonConventionCentrecan leveragethecreativespacesandexperiencesofitsportfolio mateandneighbour,theMuseumofNewZealandTePapa Tongarewa.So,conferenceorganisersanddelegatescan becertaintheywillhaveaseamless,impressiveexperience. Inaddition,allthreearebecomingincreasinglyintegratedintotheirrespectivecitycentreprecincts.Newhotelinfrastructurehasbeenadded,andthereisarealbuzzaroundthelocalrestaurantsandactivitieswhenconferencescometotown. Māori valuessuchasmanaaki(hospitality)and tiaki(careforpeopleandplanet) areshaping NewZealand’seventexperiences.Howarethese cultural principlespracticallyintegratedinto conferences,andhowdoesthisimpactdelegate engagement? WithTe PaeChristchurch,TākinaWellington, andtheupcomingopeningofNewZealand InternationalConventionCentre(NZICC),howis NewZealand’sinvestmentinworld-classvenues transformingthebusinessevents landscape? Wehavegonefromhavingnodedicated,purpose-built conventioncentrestohavingthreenew,world-classonesin fouryears.Weareabletobidforandhostconferencesofup to4,000delegates,whichwejustcouldnotaccommodate previously. Manaakitanga–ourwarmwelcome–isanintegralpartofthewaywetreatallourvisitorsandisevidentinourconferences,whichemphasisebuildingrelationshipsbasedonrespectandreciprocity.Andtiakishowsupinthesustainabilityinitiativesweembraceacrosstheconferencejourney,frominsidethevenuetotheregenerativetourismactivitiesonofferoutside. 26

27. MAY2025 Māoricultureisunique,enablingamemorableexperiencedelegatescangetnowhereelseintheworld.ThereissomethingthrillingandmovinginexperiencingaMāoripōwhiriwelcome,orkapahakaperformance.Butbeyondthat, there are also increasingmovestointegrateMāoricultureintoNewZealandconferencecontentandspeakerprogrammes.ThiscanfacilitatedeeperconnectionandunlocknewthinkingbybringingfreshperspectivesfromteaoMāori(theMāoriworldview),leadingtobetteroutcomesforthehostsanddelegates. Weareknownforbeingamagicaltourismdestinationyear-round.Thereisgrowingawarenessof our greateventsinfrastructure,whichwillbeboostedevenfurtherwhentheNZICCopensinFebruary.Thechallengeweoftenfindispeople’sperceptionofthedistanceandcomplexityofgettinghere.NewZealandisonlya9/12-hourovernightflightfrommostcountriesonthePacificRim,withexcellentdirectaccessfromSoutheastAsiaandNorthAmerica.Thelattermarket has seenadramaticriseinconnectivityinrecentyears.YoucangetonaplaneintheUS,putamovieon,gotosleepandwakeupinNewZealand,readytostarttheday. Forinternationaleventplannersunfamiliar withMāoricustoms,whatguidance isavailabletoensureculturally respectfuleventplanning? Forthosewithenvironmentalconcerns,New Zealandhasplentyofopportunitiesto supportsustainableeventdelivery.This includesmeasuringandmitigating yourcarbonfootprintthrough ToitūEnvirocare’sscience-based certification,orthroughpartnerssuch asthenativetreeplantingprogramme, TreesThatCount.ChoosingQualmark- accreditedvenues,accommodation, transport,andserviceprovidersensures youareusinganoperatorthathasbeenjudged againstcriteriarecognisedbytheGlobalSustainable TourismCouncil.Andyoucanencourageyourdelegatesto embraceNewZealand’sTiakiPromise,tocareforpeople andplace.Weareworkingintandemwithourpartners toreduceriskandincreaseinternationalconfidencethat conferencesinNewZealandwillbewellattendedand financiallysuccessful.Welookforwardtowelcomingmore conferencesandshowingthebestofwhatNewZealand hastooffer. Wehaveproducedourownguide, ‘IncorporatingMāoricultureintoyour conference’,whichintroducessomeof theMāoriconceptsandopportunities forengagement at events.Beyond that,ourlocalconventionbureaux, majorvenuesandPCOshaveextensive relationshipswithiwigroupsatalocallevel andcanmakeintroductions,whetherthatisforculturalperformers,orconnectionstothoughtleaders. Forinstance,AucklandConventionBureaucanconnect eventorganiserswiththeTreasuresofTāmaki,acollection ofMāori-ownedtourismbusinessesthatcanhelpevent plannersaccessarangeofexperiencesfromfoodand beverageandperformerstoauthenticstorytellingtours. Lookingaheadto2026andbeyond,whatarethe biggestopportunitiesandchallengesforNew Zealand’sbusinesseventsindustry,andhowisthe sectorpreparingforthefuture? Exploremoreatbusinessevents.newzealand.com 27

28. HQ#119-DESTINATIONINTERVIEW HQ#119 PragueEventHub: All-InclusiveExperiencesforAssociations Prague’sbusinesseventslandscapehaswelcomedanewprojectthatbringstogetherthree ofthecity’sleadingvenues:theCubexCentrePrague(CCP),theCityConferenceCentre (CCC)andthePanoramaHotel Prague (PHP).Together,theycreateacomprehensive eventsolutionthatcombinestop-tiereventfacilities,expandedmeetingcapacity,and nearbyaccommodationforaseamlessexperience. Tniasinglelocation,withstate-of-the-arttechnology, hePragueEventHub(PEH)offerseventorganisers eventsrangingfrom30to2,000participants.“Ourflexibilityliesin the abilitytooperateasa singleentity,whileretainingtheoptiontoprovide servicesindependently,”addsKrizkova.“Thisapproachallows us toadapttoawiderangeofclientneeds,scaleeventsproperlyandallocateresourcesefficientlyformarketingandpromotion.”AnotherimportantadvantageofthisHubisitscompactlayout,allowingeasynavigationbetweenlocationsanddirectaccesstoPrague’shistoriccentre.ThePankrácdistrictboastsexcellentinfrastructure,avarietyofrestaurants,oneofthecity’slargestshoppingcentresandleisureactivities.“Thisstrategiclocationeliminatestheneedforcomplextransportarrangements.Unlikelargeconferencecentresoncityoutskirts,PEHoffers andassociationplannersacomprehensivesolution increasedcapacityandconvenientaccommodation.CCPisa premiereventvenueofferingcutting-edgespacesdesignedforconferences,corporategatherings,andlarge-scaleevents.However,itdoesnotprovideon-siteaccommodation.ThisiswherePHP,locatednextdoor,playsakeyrolebyofferingconvenientlodgingoptionsforeventattendees.Meanwhile,theCCC,whichisdirectlyconnectedtoCubexviaasharedfoyer,enhancesuptakebyprovidingadditionalmeetingroomsandeventspaces.Thisseamlessintegrationallowsforhosting larger andmorecomplex events effortlessly. “ThecollaborationbetweentheseentitiesbeganshortlyaftertheinaugurationofCubex,andformalisingitintoaunifiedbusinessprojectwasthenextnaturalstep,”JarkaKrizkova,DirectorofCubex,told us. PEHnowaimstoexpanditspartnershipsinthePankrácdistrict–oftenreferredtoasthe‘ManhattanofPrague’–duetoitsstatusasthecity’sbusinesshub.“Thisinitiativegoesbeyondeventspaces toincludeleisureactivitiesthatcomplementconferencesandcorporateevents.Theresultisaninnovativeandcomprehensiveapproachtoeventplanning,settingnewstandardsintheindustry.” convenienceandefficiency,reducingunnecessarytraveltime “ andenvironmentalimpact,”saysKrizkova. Cubexisnotjustavenue–itisadynamic,immersivespacewheretechnology meetscreativity,settingnew standardsforhoweventsare hostedandexperienced. Thecombinedconferencecapacityofthesethreevenues includes20roomswithadaptablelayouts, accommodating 28

29. MAY2025 Cubex:MoreThanJustAnEventSpace,AnEntire Experience! prioritising locallysourcedproductsandsuppliers infavour ofthelocaleconomy. Asthenamesuggests,Cubex’sinteriorwasinspiredbyCubism.“WewantedtooffersomethingasuniqueasPrague’srenownedCubistarchitecture,whileatthesametimebringingthisculturalheritagetoawiderconsciousness.”Thiscubist-inspireddesignwasakeyfactorinCCPreceivingtheaward for ‘bestnewvenue’inthe 9thinternational competitionoftheGlobal Eventex Awards2019.“Similartohowthisavant-gardeartmovementwasinitiallyconsideredimpractical,somescepticsquestionedourdecisiontointegratesuchcomplexarchitecturalelements,”Krizkovarevealed.“However,severalclientsfromallovertheworldtellusnowthattheyhaveneverencounteredavenuelikeours.Forexample,lastyearPEH’sthreevenuesorganisedaneventforaleadingAmericantechnologycompanythatmaximised Cubex’scapabilitieswith remarkable impact.”Whilesize and costwereoncethemainconcerns,todayprioritiesareincreasinglyfocusedonsustainability,cutting-edgetechnologyanduniqueinteriordesign–trendsconfirmedbyinternationalassociationswhochooseCubexpreciselyforthesereasons. The Chameleon Concept Beyond its strikinginterior,Cubexexcelsinlarge-scaleprojections.Withitsavant-gardedesign,cutting-edgetechnologyandattentiontodetail,CCPoffersanenvironmentwherevisualpresentationstakeonanewemotionaldimension,allowingeventorganiserstoconveycriticalinformationanduniqueaudiovisualexperiences.“Traditionallectureandpresentationformatsthat werecommonafewyearsagonolongerresonatewithtoday’saudiences.Moderntechnologyallowsforcaptivatingvisualeffectsthatincreaseaudienceengagement,influencingnotonlycontentbutalsotheformanddeliverymethods,”explainsKrizkova.Attheheartofthevenue’sChameleonconceptisaminimalist,neutral interior offeringamplebrandingopportunities.Aninnovativeapproachthat,withadvancedlightingandprojectiontechnology,allowsclients totransformeventsintounforgettableexperiences.“Ourmainhallhas325ceiling-mountedlightingbridges,allowingforinfinitecolourandlightingcombinations.Italsofeaturesimmersivepanoramicprojectionsofupto360degrees, madepossiblebyitscolumn-free,curved-walldesign.Additionally,ourMediaWall–a102m²projectionsurfaceinthefoyer–allowsplanners to createanimmediate‘woweffect’uponentry.Whetheritisacorporateforum,productlaunchormembershipconference,eacheventcanbefullycustomisedaccordingtotheorganiser’sidentity,creatingavisuallycaptivatingenvironment,”sheconcludes. “Morethanever,clientsareprioritisingcarbonfootprintcalculationsfollowingsustainabilitystandards and criteriathatboththeeventandthevenuemustmeet,”saysKrizkova.CubexislocatedinaLEEDPlatinum-certifiedbuilding,awardedonlytostructuresthatachievethehigheststandardsinenergyefficiency,environmentaldesign,waterconservation,indoorairqualityandsustainabledevelopmentingeneral.“AmongCzechvenues,Cubexisattheforefrontofsustainability,offeringfeaturessuchasrainwaterharvestingforsanitation,electricityfromrenewablesources,automatedLEDlighting,amongotherenvironmentallyfriendlytechnologies.Thankstothiscertification,wecanprovidenotonlyasustainableenvironment,butalsoaccuratedataforourclientstocalculatethecarbonfootprintoftheirevents.”TheCCCisalsodedicatedtosustainability,activelyparticipatinginrecyclingprogrammesandminimisingenvironmentalimpactthroughwastereductionefforts.Inturn,PHPtakesanenvironmentallyresponsibleapproachbyimplementingenergyandwater-savingprocesses,tacklingfoodwaste,ensuring the efficientuseofresourcesand “ Themain aimofthis partnershipistoincreasethe competitivenessofPrague EventHubbyexpanding itscapacityandrangeof services,thusattracting majorinternationalevents. 29

30. HQ#119-DESTINATIONINTERVIEW HQ#119 Salzburg:MeetingsWitha VintageAlpineTwist! WidelyrecognisedasoneofthemostcharmingEuropeantouristhubs,Salzburgismuchmorethananidyllicfilmsetorastop-offpointforclassicalmusicaficionados.Itshumancapital,builtinfrastructureandknowledge centres haveledtopioneeringachievementsinculture,medicine,socialsciencesandtechnology.Butwhatexactlymakesthiscitystandoutinanincreasinglycompetitivemarket? Aattractingfilmmakersandmusiciansfromalloverthe ustria’s fourth largestcityis not onlythebirthplace Thiscompactdimensionisalsoreflectedinthecollectionofconferencevenueswithexcellentinfrastructure,value-for-moneyaccommodationandheritagespaceswithakeeneyefordetail.“Ourlistrangesfrommodern,well-equippedconferencefacilitiessuchastheSalzburgCongressandtheMessezentrumSalzburgExhibition&CongressCenter(MZS),socialeventsintheunique,baroqueatmosphereoftheDomQuartierSalzburg-ResidencePalace,toamorecasual,traditionalatmosphereintheauthenticStieglkeller.Ofcourse,somethingreallyspecialisthatourOperahouses,theatresandmuseumscanbeimplementedasconferenceroomsaswell,whichgivesaveryspecialcharm,”addsKassanits-Pfoess.Intheheartofthecity,theSalzburgCongressis a multifunctionalconferencecentreofferingeventspaceoverfivefloorsandupto15conferenceroomsofvarioussizesanddegreesoftransformability.TheMZS, thelargestmultifunctionaleventvenueinSalzburg,has21conferenceroomswithstate-of-the-artequipment,tenhallsofvarioustypesandsizes,aswellastheSalzburgarena,whichcanaccommodateaplenaryhallupto4,500people.Finally,thecityrecentlysawtheopeningofanew,modernconferencecentrecalledZentrumfürVisionen,with4,200m²ofeventspaceacrosssixconferencerooms. ofMozart or thesetting for theSoundofMusic, worldtoitsAlpine setting. Theoldtownisatreasuretrove thatseemstohavecomeoutofafairytale,fullofbuildingsfromtheMiddleAges,RomanesqueandBaroque,testimony tothe passage oftimeinaUNESCOWorldHeritagecity.Beyondallthisculturalheritage,Salzburghasalsobecomeapopulardestinationforcongresses,conferences,eventsandincentivesinrecentyears.Thisisechoedbycurrentfigureswitharound5,700eventswithalmost300,000participantsin2023alone–anincreaseof37%comparedtopre-pandemicresults–placingthemetropolitanareaasthesecondmostpopular meeting destinationin Austria. “ThemainadvantagesofSalzburgarethemixofurbancityand nature inthesurroundingAlps.Ofcourse,theshortwalkingdistancebetweenvenuesandproximitytotheairportareanotheradvantage,soyoucanbetterinvestthattimeandmoney,”saysElisabethKassanits-Pfoess,SeniorMarketingManagerattheSalzburgConventionBureau.Withmorethan40years’experienceinthesector,thisteamofexpertsofferapersonalisedserviceguidingassociationsfromthefirstcontacttotheirarrivalinthecity. 30

31. MAY2025 “ RecyclingCongressortheInterventionalRadiologicalOlbertSymposium.Whatisimportanttonoteisthatmanyoftheassociationswehavehostedinthepast,endedupreturning.Ofcourse,wetrytoengagewithouruniversities,hospitalsandresearchcentrestodefinethemainfocusofourevents.Byinstance,theInternationalDataWeekin2023ledtoastudyprogrammeondatascienceattheUniversity ofSalzburg,”saysKassanits-Pfoess.Oneofthehighlightsof2026willbethe29thMeetingoftheEuropeanSocietyfortheAdvancementofCellTechnology,whichwillbeheldfrom7to10JuneattheMZS.Meanwhile,thecityhasalsowontheinternationalbidforthe16thWorldCongressofPaediatricDermatologytobeheldinspring2029. Thecharacterofour destinationwillsteerthe paceof yourconference, givingyouatouchof exclusivityandaunique experience. Withinitsoffer,Salzburgalsopresentsvarioussocial programmestoensurethesustainabilityandculturaldiversityofitshostedevents.ThiscanrangefromaJodelingworkshopwhereparticipantscanperformbreathingandpostureexercises,toanenvironmentallyfriendlyexperiencesuchasbuildingyourownbeehouse.OtherclassicactivitiesincludeaprivateMozartconcertinhisbirthplace,oratripbackintimetothefamoussaltminesnearthecitythataddsanextrasliceoflocalheritage.“Weevenhadtheopportunitytobuildsomesolarpanelsatcertainevents,whichwerethendonatedtoavillageinalessdevelopedcountry.” SustainabilityhasbeenattheheartoftheCVB’sconcerns,sotheyhaveproceededtocertifyawidevarietyofvenueswiththenational‘greenvenue/meeting’label.“We have acertifiedcateringpartnerthatoffershigh-qualitycuisinewithalocalfocusaswellasfreeaccesstoourtransportnetwork, wheredelegatesareencouragedtochoosegreentransport.”However,itisnotjustenvironmentalsustainabilitythatiskey,buttheinfluenceaconferencecanhaveonlocalsociety.“Weareencouragingclientstoincludenewcampaigns,suchasastudentdayatuniversities,andattractingconferencesinspecificareassuchasforestry,wherepartnersintheregionhavedevelopedaspecialreforestationprogrammefortheregion.”Socialimpactmeansalottothiscity,asprovenbytheSalzburgfestival,whichhasbeenheldforover100years,whereexpertsfromallovertheworldmeetnotonlytoenjoythelocalculture,butalsotocollectivelychartthefutureofmusicalsciences.“Togetherwiththevariousstakeholders,wetrytofigureoutwhatisvaluableinordertogivebacktothecity.Thisrangesfromfundraisingcampaignsforresearchcentresorevenexternalpartnershipsforbachelor’sandmaster’stheses.”Butthisspiritofco-operationevengoesbeyondborders:“WeareaproudmemberoftheEUCVBnetwork.Itdoesnotmatterifitiswithourhotels,venuesorsuppliers,orwithourlocalscientistsanddoctors–togetherwecangrowandgenerategreatconferences,”concludesKassanits-Pfoess. Asamedium-sized city,Salzburghas becomeincreasingly importantasacentreofknowledgeandinnovation,bringing togetherclustersofexcellenceandleadingfigureswho playadecisive roleas aconvention venue.Tothisend,the SalzburgConventionBureaucarriedoutastudytofindout whichindustriesandscientificgroupswouldfeelparticularly suitedto theAustriancity’secosystem.Inthemedical sector,advancesinthefieldsofroboticmicrosurgery, neonatal medicineorcancer research attheParisLodron SalzburgUniversityleaptothefore,whilethebiological sciencessectorunderpinnedbytheestablishmentof pharmaceuticalcompanies,biotechnology,medical technologyandpersonalisedmedicine alsoexcel.“In2025,wehavealready hostedanumberofinternational and Europeanconferences,suchasthe 23rdInternationalElectronics 31

32. HQ#119-DESTINATIONINTERVIEW HQ#119 Valencia:“Wedo NotJustTalkAbout Legacy–we IntegrateitIntoOur EventsStrategy” Valenciahasgraduallybecomeamulti-faceteddestinationfordifferentvisitorsegments, bringing togetherbusinessdelegateswithnumerousassociationactivities.Theseeventscontributetothecity’sinternationalreputation,notjustfortourism, but as aplacetodo business, investandlive.HQprofilesValenciaoverthelastfewyearsinthisreport: Ihub:“Valenciawasknownfromthestart asabusiness nthelastHQ,talkingabouttheEUCVBNetwork,Manuel resilienceandsustainableurbanplanningare,notonlyfortheeventsindustrybutalsoforthemostdiversecommunitiesandresidents.“Asamedium-sizedcity,weofferacompactandaccessibleurbanlayoutwhereeverythingis15minutesaway,includingourinternationalairport.In2024,ValenciaheldthetitleofEuropeanGreenCapital,whichreinforcedourcommitmenttosustainability–akeyfactorwhenmakingdecisionsabouteventstoday.Wealsohighlightourcutting-edgevenues,stronglocalecosystemsandacityphilosophywhere‘everyeventmatters’.Weworkhardtoensurethateachcongressconnectswiththelocalknowledgebaseandindustrialcentres,leavingalegacythatgoesfarbeyondhotelnights,”theDirectoroftheValenciaConventionBureautoldus.Withmorethan21,000hotelbedsanddozensofexclusivemeetingspaces,ValenciaisdefinedbythecombinationofhistoryandtraditioninmonumentssuchastheCathedralortheSilkExchange,withtheiconicityandmodernityofarchitecturalworksofartsuchastheQueenSofiaPalaceofArtsortheValenciaConferenceCentre.“Wearefortunatetohaveexceptionalcomplementaryvenuesthatgiveoureventsauniqueidentity. The CityofArtsandSciences,aculturaliconofthecity,isperfectforlarge-scaleevents; locatedintheMarinaarea,VeleseVentsoffersaspectacularseasidesetting;whiletheRoigArena,ournextstate-of-the-artindoor venue, willopeninSeptemberthisyear.WealsohavecharmingandhistoricvenuesoutsidethecitysuchasMasíaXamandreu,CampoAníbal,CartujadelAraChristi,HuertodeSantaMaríaandAldamar,idealformorepersonalisedgatherings,”saysFerrís. Ferrís uncoveredhiscity’stransitiontoabusinessevents cityandonlylaterdevelopeditstouristprofile.Nowthisratio ismorebalancedduetothe impactofleisuretourism and businessevents.”TheMICEindustryisnowatthecentreofValencia’stourismandurbandevelopmentstrategy.Unlikeothervisitorsegments,associationeventsaredistributedmoreevenlythroughouttheyear,involvinghigh-valuetravellersandleavingbehindintellectualandsociallegacies. Thefiguresaretheretoproveit:inrecentyears,Valenciahasconsistentlyrankedamongthetop50meetingdestinationsintheworldandthirdinSpain(justbehindMadridandBarcelona),consolidatingitsinternationalrecognitionasacongressdestination. According toarecentstudy,theconventionbureauestimatesanannualimpactof800millioneurosandmorethan500,000delegatesayearinbusinesseventsalonewithinthemetropolitanregion.Asastandoutcase,KubeCon+CloudNativeConEurope 2022,thefirstmajorpost-COVIDconference,exceededallexpectationsbybringingtogethermorethan7,000technologistsfromtheleadingopensourceandcloudnativecommunitiesattheFeriaValenciaexhibitioncentre. Fromasalesstandpoint,Valenciahasalsobecomeareliablechoiceforassociationslookingforawell-connected,cost-effectiveandsustainabledestinationwiththeabilitytodelivereventsofallsizes.On the other hand, the tragic floodsof2024havemadeitevenclearerhow essential climate 32

33. MAY2025 “ 70%ofemployeeswithdifferenttypesofdisabilitiesinitsValencianproperties,GourmetCateringcollaborateswithAsindownValencia,offeringemploymentopportunitiestopeoplewithDown’sSyndrome,andfollowingtheEuropeanConference onNetworksandCommunications2019,Huaweidecidedtoinvestina6GresearchprogrammeatthePolytechnicUniversityofValencia,”explainsFerrís. Itis notalwayseasyto quantifyourambassadors’ impact,butweknowthat theyhavehelpedshapeour strategicdirectionandled tomajorcongressesbeing heldhere. Anumberofeventsinthepipelineareconfirmedforthenearfuture,includingtheWorldCongressonVascularAccess2026,theEuropeanCongressofMedicalPhysics2026,andthe17thInternationalCongressoftheInternationalRadiologicalProtectionAssociation2028.“Duetotheoverlapofseveraleventsduringthatperiod,theEuropeanAcademyofAllergyandClinicalImmunologyCongress2024becameoneofthemostcomplex and demandingeventswehaveevermanaged.However, it onceagainreaffirmedourresilienceanddeterminationasanevent Intermsoflocalpartners,thecitybureau’sstrategyinvolvesa collaborative MICE ecosystem toharnessthe diversityandstrengthofitsscientificandbusinesscommunity.Forexample,InvestinValenciaattractscompaniesandinternationalinvestors,guaranteeingaconstantflowofinnovationthatspillsoverinto major congresses.Ontheacademicfront,eventmanagerscancollaboratewithboththePolytechnicUniversityofValenciaandtheUniversityofValencia,whosefacultiesareinternationallyrecognisedinareassuchasAgricultureandForestrySciences,Engineering,Mathematics,Medicine,Astronomy,Chemistry,Pharmacy,Psychology,AccountingandFinance.Byinstance,theInternationalCongressofIndustrialandAppliedMathematics2019wastheresultofthejointeffortsofthesetwouniversities,underliningthestrengthofthe‘ValenciaTeam’approach.“Association’scongressesareinlinewithourpositioningasaknowledge-baseddestination,bringingexperience,connectionsandvisibilitybetweenglobalsectors.ThespecificlegacycelebratedwiththeWorldDesignCapitalFoundationreinforcedtheroleofdesign,artandinnovationineveryaspectoftheeventexperience.Moreover,weconnectwiththestart-up andbusinessincubatorcommunitythroughMarinadeEmpresas,ourentrepreneurshiphub.Wenurtureatruecross-sectorcollaborationthatalsoincludesthemusicandculturalsectorstoshapemoremeaningfulandinnovativeevents.” destination,”Ferrísconcludes. “ For us, MICEisnotaparallelsegment–it isa strategicdriverforthecity’s innovation,sustainability andglobalengagement. Meanwhile,theValenciaAmbassadorsClubprogrammetriggersactivitiesplannedbyMICEprofessionalsfortargetgroupsandrelevantentitiesineachprofessionalfield.Theprogrammecurrentlyhasmorethan60members,andManueldescribesit as astrategictoolforidentifyingandattractinghigh-leveleventstothecity:“Theseindividuals,usuallyacademics, scientists andprofessionalsfromkeysectors,arenotjustambassadors;theyareopportunity-makers,trailblazersandconnectorswithintheirfields.Thesynergiestheygeneratebetweeninstitutionsandthetrusttheyinspireinassociationshaveledtoimportantvictoriesandstrengthenedourpositioninginvariousindustries.”Fortheseprofessionals,sociallegacymeanscreatinglong-termvaluebeyondtheeventitself,realisingthisvisionwithreal,practicalinitiatives.“Forexample,IlunionHotelsemploysmorethan 33

34. LuckyBay,WesternAustralia

35. MAY2025 Australia, InspiringConnections FromdeepFirstNationsheritagetoworld-class researchinstitutions,Australiaoffersabusiness eventsexperienceshapedbyculturaldepth,laidbackprofessionalismandastrongsenseofplace. Whetheracrosstheredsandsoftheoutback,the CoralSea,orthecorridorsofleadingconvention centresanduniversities,thecountrydeliversmore thaninfrastructure;itconnectsglobalassociationsto localexpertiseandsectoralstrength. Inourspecialdestinationreport,HQuncoversthe people,industriesandideasshapingAustraliaasa destinationforpurposefulmeetings,withglobal leadershipinhealth,cleanenergy,agri-tech,quantum scienceandbeyond. DiscoverthefullreportinourAustralia supplement.Availablenowon meetingmediagroup.com MAY2025 BUSINESSEVENTS AUSTRALIA SPECIALMICEDESTINATIONREPORT Field ofLight, Uluru ©NorthernTerritory 35

36. HQ#119 SOME EVENTS PROMISE THE WORLD... ...WE ACTUALLY DELIVER IT imex-frankfurt.com Let’sgo wherethe buying poweris. 36

37. MAY2025 EVENTS IMEXFRANKFURT TapsintoBusiness Needsof2025 Thecurrencyofliveeventsshinesthrough inlatesteditionoftheglobalshow Sstayingaheadofchange.IMEXFrankfurtis trongassociationsthriveondeliveringmembership drawingfromtheirForesightWorksresearch.Aworkshoparoundmeetingdesignandthedelegateexperiencepromisestofliptraditionalformatsupsidedown.Planners valuethrougheducationandnetworkingwhile whereassociationleaderscanmeettoshareideas,hear willbeinvitedtoshareelementsoftheirassociation’smeetingdesignwithapanelofexpertsonhandtoofferparallelexamples,practicaladviceandcreativesolutions. insights,andlearnfromsector-leadingexperts.Itis whereassociationscanconnectwithpeersfacingsimilar challengesandexplorestrategiestoengagemembers,drive growth,anddeliverlastingimpactandreach. Theline-upoflearningsessionscontinuesduringtheshowacrossninelearningtrackswhichform part ofarevampededucationprogram.Thisincludesnew–andverycurrent–areas offocussuch as DesignMatters as wellasLeadershipandCulture(wherethespeakersareshiningexamplesof‘extremeleadership’–expectmoredetailssoon).Alllearningtracksfocusonsharinginsightsthataremeaningful,applicable,ROI-drivenandoftensurprising. Registration is nowlivefor the show,takingplaceMay20-22.The2025editionissettobringtheneedsoftoday’seventprofessionalsintosharpfocus.Throughaseriesofimprovementsacrosscustomerservice,eventdesignandtheeducationoffering,IMEXFrankfurthasbeenreimaginedtoensureattendeeshavethenewskills,knowledge andcontactstorespondtobothglobalandregionalchanges. TheCurrencyofLiveEvents Oneconstantremains:deliveringbusinessvaluesitsattheheartoftheshowwithIMEXcontinuingtoinvestinanewanddedicatedcustomerserviceteamandtechnologytoensureafriction-freeandtimeefficientexperiencefromstarttofinish.Theshowbringsbuyersfacetofacewithabroadrangeofinternationalsuppliers,andisdesignedtomakemeetingnewdestinations,newvenuesandnewpartnersbothstraightforwardandfun. “Liveexperiencesholdsignificantcurrencyin2025.Wheneverythingcanbeclicked,streamedorviewedonline,it is the real-lifemomentsthatmany people crave.IRLexperiences are notonlyanimportantwaytoestablishtrustandnourishourneedforsocialconnection,buttheyenableustoimmerseourselvesinacommunityofcommoninterests–andthatisgreatnewsforthenextcohortofyoungpeopleenteringtheworkplace,explainsCarinaBauer,CEOoftheIMEXGroup. AssociationFocus AssociationFocus,adedicatedprogrammeforassociationprofessionals,takesplaceonMondayMay19,thedaybeforetheshow.Ledbyexpertglobalspeakers,thecollaborativeprogramoffersinsight,inspirationandresolutionsforbothassociationleadersandassociationeventsprofessionals. “Thelatestiterationofourshowhasbeenshapedbyour fundamentalhumanneedsandwillhelpeventprofessionals todelivermorepositivebusinessimpact,buildpowerful globalrelationshipsand–let’snotforget–havefun!” IMEXFrankfurttakesplaceatMesseFrankfurtGom May20-22,2025.Theshow'soverallanendee satisfactionlevelsrankinthetop25%ofglobal tradeshowssurveyedinexplori. ExpectadeepdiveintohowassociationsareusingAItocreateauthentic,lastingvaluefortheirmembers,teamsandaudiences.ASAEwilldeliverahigh-leveloverviewofthekeydriversofchangeshapingtheassociationlandscape, 37

38. Q INSIGHTS HQ#111H9 ASSOCIAT&IPOCNO 38

39. MAY2025 ASSOCIATIONINSIGHTS CustomerExperienceisaJourney ThekeychallengewithdeliveringagreatCustomerExperience(CX)isensuringthattheentirejourneyisatthesamelevelofexcellence.Therefore,associationsneedtostepawayfrommeasuringpost-eventCXandfocusingonasub-setof elements ofthejourney.Thismeansthatprocessesneedtobeputinplacetocapturefeedbackcontinuously,allowingtoadaptandpredicttheexperienceandmeasuretheimpact. Author:SvenBossu,AIPCCEO A seventprofessionals,weareallawareofthefact secondstepistomapoutthejourneythedelegatewillmaketoachievethatgoal,whichwillmostprobablybeamulti-channeljourney.TheAIPCdelegatewilllookatthedelegatelisttoidentifythepersonsshe/hewantstoconnectwith,usetheevent-apptoconnectwiththatperson,usethesignageattheeventto make ittothenetworkingzone,lookforaplacetositandhaveacoffeewhilehavingthatmeaningfulconversation,andexchangecontactdetailsviatheevent-app.The third step istotrackthedifferentelementsofthatjourney.Ifthe“connection”functionalityoftheevent-appisnotused,butthenetworkingzoneisfullallthetime,itmeansthatwearemissinganelementinthejourney.WhichinthecaseofAIPCcouldsimplymeanthat,becauseitisarelativelysmallevent,participantsdonotusetheapptoconnect,butsimplylookatthedelegatebadgestofindsomebody–inwhichcase,thebadgesneedtobedesignedtothispurpose,inordertofacilitatethejourney.Inanidealworld(wearenotthereyet)therewouldbeafourthandfinalstep:tomeasurethenumberofnewconnectionsmadeandthestickinessofthatconnection–havethepersonsinvolvedstayedintouchaftertheevent–whichwouldbelinkedtotheAIPC’scommunityobjective. thatpost-eventcustomersatisfactionsurveysdonot bwork.Responseratestendtobelow,resultinginto non-representativeandoftennon-actionableoutput.Justto betransparent:atAIPCwehavearesponserateoflessthan15%whenitcomestothesurveyonourannualconference.Butthekeyproblemwiththesesurveysisthattheyare,perdefinition,reactiveanddonotallowtopredictandadaptthecustomerjourneywhilehappening.IfI–asanorganiser–onlyfindoutaftertheeventthatmyregistrationplatformisnotuptostandards,itwillbeoflittleuse. Thatiswhyadifferenttypeofmeasurementneedstobeputinplace.Forexample,whenitcomestoregistration,itisveryinterestingtoknowwhatthepercentageofdelegatesisthatmanagedthecompleteregistrationinonegoandtheaveragetimeittook.Havingthatinformationathandinstantly,allowstodetectandrepairproblems,whichcanultimatelyhaveanimpactonregistrationfigures. Becausethatistheotherproblemwithsatisfactionsurvey:howdoyoutranslatetheresultsintoincreaseofrevenues, decrease ofcostsoranyotherobjectivetheassociationmight have?Weallstrivetoincreaseour Net-Promotor-Scores(NPS)anditisareallygoodindicatorofthefactthatamemberis satisfied with thevalueoffered.Ultimately, however,NPSandotherVoice-of-the-Customer(VoC)metricsprovideusefuldata,buttheydonotprovideenoughcontexttotrulyidentifyaCXproblem–orsolveit. Now,AIPCmembershaveofcourseseveralgoalswhenattendingtheAIPCconferenceandso,multiple journeysneedtobedefinedandtracked.Butdoingsoisallowingustobetterunderstandtheneedsofourmembersandthereforetodesignoureventsaccordingly–andtoadaptonthespotwhenneeded. So,howdoyoustartwithjourneymeasurement?Thefirststepistounderstandthegoalsofyourmembers–when,forexample,theyattendyourconference–andtolinkthesegoalswiththeobjectivesyouhaveasanassociation. Byinstance,oneoftheprimarygoalsoftheAIPCmemberswhenattendingtheannualconferenceistonetworkwiththeirpeers,whichislinkedtoakeyobjectiveofAIPC–thecreationofaglobalnetworkofconventioncentreprofessionals.The 39

40. HQ#119-ASSOCIATIONINSIGHTS HQ#119 ESSA:TheRoleofInsurance inEventPlanning Puttingonsuccessfuleventsrequires an incredible amount ofwork from severaldifferentparties,but what happensif something goes wrong?MarkBlair, Executive DirectoratInEvexco,andAndrew Harrison, DirectorattheEventSupplierandServicesAssociation (ESSA),exploretheever-growingimportanceofinsurancein event planning. O ver400,000eventstakeplaceatvenuesacrossthe Forsuppliersand contractors,accidents, injuriesor damagesduringsetup, executionorbreakdownofanevent canresultinclaimsorlawsuitsrequiring coverage,aswellasifdisruptionssuchas property damage orinabilitytoaccessthe premisesmeanworkcannotbecarriedout. UKeveryyear,andeachandeveryoneofthem involvesanincredibleamountofplanningand communicationbetweenmultipleparties.Fororganisers, suppliers,subcontractors,exhibitorsandeventhevenues themselves,successfullyputtingonaneventrequires collaborationbetweenlotsofdifferentpeople. Mostofthetime,theseeventsgooffwithoutaproblem,helpingtoinform,entertainanddelightthe85millionpeoplethatattendUKeventseachyear.Buttoprotectthoseinvolvedintheevent’screationshouldanythinggowrong,insuranceneedstobeputinplace–yet,doingsosuccessfullycansometimesbeachallengedespiteitsever-growingimportance. Otherareasalsodonotdiscriminatebetweenparties.Any partymanagingsensitivedatafortheeventrunstherisk ofcyber-attack,whichcouldhavesevereconsequences suchasdatabreaches,lossofaccesstosystems,fraudulent paymentsandmore. UniqueChallengesWithUniqueSolutions TheImportanceOfInsuranceInTheEvents Industry Therearealwaysuniquechallengestoaddress,butasourindustrysooftenshowsinthefaceofadversity,wedohaveuniquesolutions. “Theworldofeventsisverydifferentfromotherindustrieswhenitcomestoinsurance,”explainsMarkBlair,ExecutiveDirectoratInEvexco,aspecialistinsurancebrokerfortheeventsindustryandlong-standinginsurancepartnerofESSA. “Onethingweareseeingmoreofintheeventsindustryisinsuranceprovidedonanall-riskbasis,particularlywhenitcomestocancellationandabandonmentcover,”explainsMark.“WhileanorganisermayonlywishtotakeoutlimitedPublicLiabilityinsuranceduringthefewdaystheyareworkingontheevent,thistypicallywouldnotcoverthemifanythingunforeseenoccurredoutsideofthosedates,whilecancellationandabandonmentinsuranceonanall-riskbasiswould.Itisaboutgivingpeoplebroaderprotectionandcoveringanypre-eventrisksthatareoftenoverlooked.” “Withmultiplepartiesinvolved,eachorganisationrequiresdistinctyetinterconnectedinsurancepoliciestoensurecomprehensive protection incaseofanyissues.Understandingwhattheseneedsarecanbeacomplexmatterandissomethingweareseeingmoreofinourpost-COVIDworld with contractsbetween partiesbecomingstricter,makingitessentialthateveryonehasadequatecoverage.” Yet,astheeventindustrycontinuestoevolveandchange, itisalsoaboutfocusingonthoseareasthatcanoftenbe overlooked. Someoftherisksinvolvedineventplanningmay,attimes,beobvious,yetsomerisksarealsooftenoverlooked.Theuniquenatureofhostingalargetwo-dayevent,forexample,meansorganisershaveonemajorrevenue-generatingperiodayear,whichmakescancellationsordisruptionsparticularlycostly. “Oneofthemaintypesofinsurance I feelisoftenmissedin eventsiscyberinsurance,”explainsMark. 40

41. MAY2025 “WithchangestoGDPRinrecentyears,protectingthedatayouholdismoreimportantthanever,whichinturnmakestheriskofacyberattack even moreprevalent,especially withtheadditionalrisksofdatabreachesandlossofaccesstosystems.Yetdespiteallthis,theriskofcyberattackscanoftenbeignoredwithan‘itwillnothappentome’mindset.” focusingonflippingthemindsetfrom‘WhatistheabsoluteminimumcoverIneed?’to ‘Whatcoverisgoingtoprotectme,thebusinessandtheshareholders?’“ Itisalsovitalthosepartiesinvolved feel empoweredtochoosetherightinsuranceforthemalongsidethesupportofaspecialistinsurancebrokerwhocanhelpnavigate anynuancesof event risksandhelpensuretherightlevelofcoverage. StrikingThe Perfect Balance Bettereducationineventinsurancecomeswithabetterunderstandingofthemainrisksintheindustryand,inturn,whatpoliciesareavailabletohelpmitigatetheserisks. Bettereducationalsoleadstobetterresponsibilityamong allpartiesinvolved,leadingtomoreinformeddecisionsand thereassurancethateveryonehastheirrequiredinsurance policyinplace. Whileall-riskbasisinsurancewouldtypicallycoverallthe unforeseen,thosewantingmorespecificinsurancerequire morespecialisedoptions.Commonoptionsincludepublic liabilityinsurancetoprotectagainstinjuryandproperty damage,aswellasprofessionalindemnityinsurancetohelp coverfinanciallossesduetoerrorsornegligence. Theworldofinsurancecanbeacomplicatedone.Yet,withbettereducationandsupport,wecanensureoureventscontinuetobeworld-class while also ensuringallpartiesinvolvedareprotected. Newpolicieshavealsobeenintroducedinrecentyears,suchaspandemicinsurance,whichhelpsprotectabusinessfromlossesbroughtaboutbyafuturepandemic. InEvexcoLimitedisauthorisedandregulatedbytheFCA,registerednumber579079.InEvexcoisawhollyownedsubsidiaryofAssuredPartnersInternationalLimited.Mailingaddress:80ChurchillSquareBusinessCentre,KingsHill,Kent,ME194YU. “COVID-19highlightedthehugeimpactapandemiccanhaveonabusiness,andnewpandemicpoliciesalloweventstobeprotectedfromseverefinanciallossesshouldanotherpandemicorsimilareventoccur,”explainsMark.“Itisalso 41

42. HQ#119-ASSOCIATIONINSIGHTS HQ#119 GeGingAttendeeFeedback:A Combinationof MethodsisStill aMoreEffectiveWaytoGo A sIamgettingreadytoorganisethe65thSummer Meeting*fortheChainLinkFenceManufacturers Institute(theassociationforwhichIserveasExecutive VicePresident),Iamlookingattheresultsofthepost-event attendeesurveyswesentthepastthreeyears.AsIamdoing that,Iamaskingmyselfthreequestions: 1.Do wehaveastatisticallyvalidnumberofresponsesto reasonablyassumethedataprovidesactionableinformation? Hereissomethingveryimportantforallofustoconsider beforeattemptingtogatherandanalyseattendeeresponses tooureventsurveys:regardlessofthemethodyouwantto usetogetyourattendeeinput,youMUSTpre-determine howyouaregoingto‘closetheloop’onattendee/member participation. 2.Inadditiontotheresponserate,didwegeta‘representative’returnwithineachofourmajormembercategoriesordemographics? 3.AswearegoingtobeinMontrealthisyear,doesthe uniquenessofthedestinationreducethecredibilityofany ofthepreviousyears’dataregardingmeetingpreferences? Oneofthebiggestreasonspeopledonotrespondtothesetypesofsurveysisthattheydo not believetheirinputwillmakeanydifference.NoticethatIsaidtheydonot‘believe’theirinputmatters.In many cases,thatisnottrue.Mostassociationexecutivesandmeetingplannersdoreadattendeesurveysand,whenappropriate,make TherewasactuallyanotherquestionIaskedmyself:isanyoneactuallygoingtoreadtheseattendeesurveysanddoanythingotherthansay,‘Veryinteresting’. 42

43. MAY2025 recommendedchangesorimprovements.Theproblemis thatnoonetoldthemthattheirinputwasactedupon. yourorganisation’sleadershipgroup(Officers,Board,ConferenceCommittee).Isolatethoseresponsesandmatchthemtotheresponsesoftheotherattendees. Whenincludedintheoverallsurveyresults,theleadershipgroupmemberstendtorespondatahigherratethanothersandtheyalsolookattheeventfromasomewhatdifferentperspective.Itisinterestingtoseethedifferencesintheresponses. Ofcourse,wearenotobligatedtoactoncommentsorrecommendationsjustbecauseofonecomment,orevena fewpeople suggesting thesamething(westillhavetoidentifythatstatisticallyvalidnumberofresponses.)Butweareobligatedtotellpeoplewhatwedidwiththeirinput!Ifwedonot,thereisnoincentiveforthemtogiveustheirinputinthefuture. Regardlessofwhichtechniquesyou use togetattendeeinput,pre-planwhatyourfollow-upandacknowledgementsystemisgoingtobe.Thefrustrationmanyofushavehadingettinggoodfeedbackonoureventsispartlyourownfault. Ifwehavenotestablishedareputationforusingattendeeinputconstructively, and ‘closingtheloop’onparticipantfeedback,thenwearelikelymissingoutonagreatsourceofinformationandopinionsthatcanimprovethequalityofourevents. Wehavetousethetechnologyavailableto usinthe 21stcenturyto closethiscommunicationsgapinour organisations.Hereareafewsuggestions: • Ifyouareusingsometechnologicallybasedengagementtechniques suchasapps,QRcodes,orlivepollingtogetquick,on-sitefeedback,sendinganautomated‘Thankyouforyourresponse’isjustacknowledgingthattheirinputhasgottenthrough.Youshouldstillusethe information youcaptured(person’sname,contactinformation,andresponse)topersonaliseandcustomiseyourfollow-up.Evenifyoudothataweek(ormore)afteryourevent,youcansenda message sayingsomethinglike:‘Thankyou,again,forparticipatinginouron-sitepollingatlastweek’sconference.WewantedtoletyouknowthatyoursuggestionsweresenttoourConferenceServicesteam,andtheywilladdthemtotheirdiscussionswhenplanningnextyear’sevent.Wehopewewillseeyouthere.’ (*Note:No,itisnotmy65thCLFMISummerMeeting.Ihavebeenaroundforquiteawhileintheassociationmanagementbusiness,butnotthatlong!) • Donotforgetthatyoucancombineoldandnewattendeeinputtechniquestohelpyouofferavarietyofwaysforattendeestoprovidetheirfeedback.Whynotuseanoldtechniquesuchasfocusgroups,facilitatedbyanewertechnology,suchasZoom/video?Youcouldinviteaspecificdemographic(i.e.first-timeattendees)fromabroadgeographicrange(worldwide)toparticipate.Theywillgetthefeelingofmeetingotherstheymaynothavemetattheeventandalsofeelasthoughtheyhavebeeninvolvedatsomewhathigherlevelinyourorganisation. ABOUTTHEAUTHOR MarkLevin,CAE,CSPhasmorethan20yearsof experienceasanassociationexecutiveandisalso aninternationally-knownspeakerandconsultant tothenonprofitandassociationcommunity.He currentlyservesasExecutiveVicePresidentof theChainLinkFenceManufacturersInstitute, aninternationaltradeassociation,andasPresident ofB.A.I.,Inc.,hisspeakingandconsultingfirm. (Just a reminder:Focusgroupinputcanbeveryvaluableforidentifyingareasthatcanbe improved, butitisnotastatisticallyvalidsurveytechnique,sincethenatureofgroupdiscussionsmeansoneattendee’sopinioncaninfluencetheresponsesofothers.) BAILEADERSHIP.COM • Becarefulabouthavinginputfromgroupsthat willskewyourdata.Ifyouarenotalreadydoingit,be suretocodeyoursystemsoitallowsyoutoidentify 43

44. HQ#119-ASSOCIATIONINSIGHTS HQ#119 BeyondLogistics:HowCityDNAPuts theDelegateExperienceatthe HeartofEvents Inthefast-evolvinglandscapeofbusinessevents,thedelegateexperiencehasemergedasacrucialdifferentiatorfordestinationsandorganisersalike.CityDestinationsAlliance(CityDNA)prioritisescreatingmeaningful,seamless,andengagingdelegateexperiencesasacornerstoneofsuccessfulin-personmeetings.Thepowerofface-to-faceinteractionsisundisputed,yettheexecutionoftheseeventsmustnowconsidernewdynamicsshapedbytechnology,personalisation,andevolvingattendeeexpectations. A NewEraof Delegate-CentricExperiences BudapestinApril2025,reinforcingCityDNA’scommitmentto leveragingAIforanenricheddelegateexperience.KeynotesandsessionsbyAIandtechnologyexpertsprovidedpracticalsolutionsforhowcitiescandriveinnovativesolutions. Today’sdelegatesexpect more thanjustwell-organisedconferences;theyseekimmersive,interactive,andvalue-drivenengagements. DMOs andeventorganisersmustshiftfromalogistics-focusedapproachtoaparticipant-firstmindset, ensuring thateveryinteractionpoint,frompre-eventcommunicationto post-eventfollow-up,feelspersonalisedandengaging. Smartnetworking:AI-drivenmatchmakingplatforms helpdelegatesconnectwithlike-mindedpeers,cultivating valuablebusinessconnections.Personalisednetworking suggestionsbasedonsharedinterestsorprofessional backgroundsenhanceengagementandmaximiseROI forattendees.CityDNAalsointroducedBrellaatthe conferenceinBudapesttofurtherelevatestructured networkingopportunities.ThisAI-powerednetworking toolenablesdelegatestoconnectwiththerightpeople, schedule1:1meetings,andoptimisetheirtimeattheevent. Brella’ssmartmatchmakingalgorithmprovidespersonalised attendeerecommendations,ensuringmeaningful interactions. Keystrategiesforenhancingthedelegateexperienceinclude: AI-drivenpersonalisation:AIisrevolutionisinghow delegatesinteractwithevents.FromAI-poweredchatbots offeringreal-timeassistancetomachinelearningalgorithms curatingpersonalisedagendasbasedoninterestsandpast participation,technologyenablestailoredexperiences atscale.ToolslikeSnapsightenhanceaccessibilityby providingreal-timesummariesofsessions,ensuring delegatescaneasilyrevisitkeyinsights.CityDNAintroduced SnapsightduringtheBrugeseventinOctober2024,and wasalsoavailableduringourInternationalConferencein Seamlesshybridcomponents:WhileCityDNAremains aloyaladvocate forin-personevents,theorganisation 44

45. MAY2025 acknowledgestheneedforflexibility,particularlyin alignmentwithitssustainabilitypolicy.Insteadoffullhybrid models,CityDNAaccommodatesremotespeakerswho areunabletotravelduetodistanceorenvironmental considerations.Thisapproachmaintainstheintegrityof in-personexperienceswhileallowingvaluablecontributions fromexpertsworldwide,minimisingunnecessarytravel emissions. AddressingHiddenChallengesinDelegate Experience Whilemanyorganisersfocusontangibleaspectsofevent planning,severalhiddenriskscansignificantlyimpactthe delegateexperience: DataprivacyandAIethics:Personalisationreliesheavily ondatacollection,butensuringethicaldatausageand compliancewithprivacyregulationsiscritical.Delegates musttrustthattheir personalinformationisused responsiblyand securely; Sustainabilityand well-being:Today,delegatesexpectsustainablepracticesandwell-beinginitiatives.Ourmembersarefocusingonkeytrendssuchastheconsciousvisitor. CityDNA carefullychoosesevent locations thatmeetsustainabilitystandards,includingeco-certifications,responsiblewastemanagement,andenergy-efficientoperations.AnotableinitiativeistheBrugesTrainChallengelaunchedduringtheAutumnConferenceinOctober2024,promotingtraintraveloverflightsandbuildingasenseofcommunityamongparticipantswhilesupportingsustainabletransportation. Cybersecuritythreats:Aseventsbecomemoretech- driven,cybersecurityrisksincrease.Protectingevent platforms,attendeedata,andvenuenetworksisessential tomaintainprivacyandeventintegrity; Sustainabilitytrade-offs:Whiledigitalsolutionsreduce physicalwaste,theyhavetheirownenvironmentalfootprint, particularlyregardingenergy-intensiveAIoperationsand digitalinfrastructure; Bleisure:Today’sdelegatesarenavigatingaworldinflux,withbudgetconstraintsandclimateconcerns.CityDNAworkswithourmemberstosharebestpracticesonhowto make themostofonejourney.Wewantplannerstointegrateopportunitiestostaylongerbycombiningabusinesseventwithanextendedleisureexperience.Largergatewaycitiescollaboratewithsmallercitiestoencouragedelegatestoexplorenicheactivities,experiencesandspecialisation. Mentalfatigueandburnout:Packedschedulescanlead tocognitiveoverload.Thoughtfuleventdesignthatincludes breaks,mindfulnesszones,andnetworkingdowntimecan enhanceengagementwithoutoverwhelmingattendees. CityDestinationsAlliance:Shapingthe Future of Delegate Experience CommonPitfallsinEnhancingtheDelegate Experience CityDNAactivelycollaborates with DMOsandmeetingsindustryprofessionalstoaddresschallengesandleverageopportunitiesindeliveringexceptionaldelegateexperiences.Byfacilitatingcollaboration,sharingbestpractices,andembracinginnovation,CityDNAempowersdestinationstocraftexperiencesthatresonatewithtoday’sdelegates.Theorganisationfocusesonthecoreprinciplesof humanconnection,sustainabledevelopment,and technologicalintegration,whilesafeguardingtheauthenticityofin-personmeetings. Despitebestintentions,certainchallengespersistthatcan negativelyimpactthedelegateexperience.Someofthemost commonpitfallsinclude: Informationoverload:Bombardingattendeeswith excessivedetailscanoverwhelmratherthanassist.Clear, concisecommunicationiskey; Lack of personalisation:Eventsthatfailtotailor experiencestoindividualneedsriskdisengagingtheir audience.Genericcontentandrigidnetworkingformats arenolongereffectiveinaneraofcustomisation; Asthe meetings industrycontinuestoevolve,onetruthremainsunchanged:anexceptionaldelegateexperienceisthefoundationofasuccessfulevent.BycombiningAI,personalisation,sustainability,whileaddressingpotentialrisks,CityDNAiscommittedtoshapingafuturewheretransformativeexperiencesleavelastingimpactsondelegatesandenhancetheappealofhostdestinations. Poortechnologicalintegration:Heavyregistration systems,unreliableeventapps,andtechnicalfailuresduring sessionscanfrustrateattendeesanderodetrust; Inadequateaccessibility:Notalleventsaccountforthe diverseneedsofdelegates,includingthosewithdisabilities orneurodiversepreferences. 45

46. HQ#119-PCOINSIGHTS KenesAMCInsights: The HiddenArchitectureof MemberExperience AspartofourcontributiontoHeadquartersMagazine’sissuenumber119,KenesGroup’sAssociationManagementprofessionalstookpartinasessionwithmetoreflectontheevolutionofmemberexpectations–unveilingwhatworks,whatmustbeimproved, andwhatoftengoesunnoticed. Author:EstefaníaZárateAngarita, Media&CommunicationManageratKenesGroup F rommembershipretentionstrategiesand communicationtoolstotheroleofwellnessandmental healthservices,theteamexploredthemultifaceted natureofmemberengagement.Theconversationfeatured insightsfromLouiseGorringe,Kenes Association ManagementAssociateVicePresident,andexperienced KenesAssociationExecutives,LesleyJennings,Lorenzo LupoandEsterZoroaRauet. Thisarticledelvesintoseveralkeyaspectsoftheassociation memberexperience,asdiscussedduringthesession.We exploretheblurredlinebetweenconferencedelegates andassociationmembers,andthestrategiessocietiesuse torecruitandretainthem.Theconversationalsocovers theimportanceofcommunicationchannels,thetoolsthat enhancememberengagement,andwellnessinitiativesthat gobeyondthetraditional. thosepeopleattheconferencetobecomemembers…the timetotargetthemiseitheratthecongressitselforjust afterwards.” TheBlurredLineBetweenMembersand Delegates “Mostofthepeopleattendingourconferencesarealreadymembers,” explained Lesley Jennings. “However,alargepercentageofnon-membersattendaswell,andthiscreatesacrucialrecruitmentopportunity.”PastanalysesdevelopedbyKenesrevealedthatinsomecases,onlyaround25%ofconferencedelegatesaremembers,eventhoughitvariesaccordingtoeachsociety’scase.AsLouiseGorringeshared,“Thereisareallybigpooltogoafterintermsofencouraging Thisobservationhighlightstheimportanceoftimingandengagementstrategiesinmembershiprecruitment.Thepost-conferencewindowisanidealopportunityforassociations toofferspecialratesordiscountstofirst-timeattendees,therebyconvertingthemintolong-termmembers.LorenzoLupoadded,“Thebestmomentisrightaftertheconference. Thatiswhenpeoplearemost engaged, andwetakethatmomentumseriously.” 46

47. MAY2025 RetentionRequiresConstantCommunication healthandrelaxation.“Creativity,music,anysortofartform,ispartofhealthtoo,”saidLesleyJennings.“Ourvice-chairhostsonlinepoetrysessionsasaformofwellness.”Thishighlightsabroaderunderstandingofwellness,wherecreativityisintegratedasaformofmentalhealthsupport. Oncenewmembersarerecruited,howdoassociations keepthemengaged?Constantcommunicationiskey:“It isaboutconstantlyremindingpeopleofthevalueoftheir membership,”saidGorringe.“Notjustlistingbenefits,but actuallyshowingthemhowtheyarereceivingvalue.” ZoroaRauetsharedanexcitingdevelopment:“Wearetransformingthetopfloorofourvenueintoarelaxingspace,withart,crafts,andpaintings.Aplacetodisconnectfromsessionsandusetheothersideofthebrain.”Thisinitiativeaddsanewdimensiontothewellnessexperience,invitingattendeestoengageincreativeactivitiesasaformofmentalrelaxation. Effectivememberengagementreliesheavilyonconsistent andclearcommunication.AtKenes,emailnewslettersand socialmediaplatforms,primarilyLinkedIn,arecrucialtools inkeepingmembersconnected.Jenningsnoted.“LinkedIn reallydrivesthosepost-conferenceconversations.” However,itisnotjustaboutwherethecommunicationhappens;itisabouthowmembersareaddressed.“Werefertoourmembersasfriendsandfamily,”addedJennings.“Thisbuildsasenseofaffinity.Wesendbirthdaymessages,highlightanniversaries,andcelebratethosewhohavebeenwithusforover25years.”Thegoalistofosteradeeperconnection,ensuringmembersfeelpersonallyvaluedandpartofacommunity. However,thesewellnessinitiativesarestilllargelyconfinedtotheeventexperience.AsGorringepointedout,“Itisclearthatwhilewellnessisgainingtractioninevents,thereisstillworktobedoneinintegratingitintoeverydayassociationgovernanceandoperations.” ACircular,StrategicApproach Therecurringthemethroughoutthediscussionwasthe conceptofcircularityincommunications:learningfrom members,respondingtotheirneeds,andfeedingthatback intoengagementstrategies.AsZoroaRauetputit,“Wetake everysingleopportunitytoshowcasewhatwedoandinvite memberstobepartofit.” Listeningthrough Data Memberexperienceisnotstatic;itevolves.Kenesprofessionalsrecognisethatunderstandingmemberneedsrequiresactive listening. Regularsurveysaredeployedtogauge interest,trackengagement,andaddressconcerns. “Aftertheconferences,oureventsteamwillrunaneducationsurveytogetasenseofwhatmemberswanttoseeinourwebinarsortraining,”saidEsterZoroaRauet. Thememberjourneyisnolongerlinear.Itloopsthrough conferences,surveys,creativewellness,digitalplatforms, andpersonalisedinteractions.Eachtouchpointcarriesrisks, butalsoimmensepotentialtodeepenengagement.AtKenes Group,thepriorityremainsclear:buildingmeaningful,year- roundrelationshipsthatadapttotheevolvingneedsof associationsandtheirmembers. Exitsurveysalsoplayacriticalroleinunderstanding whymembersleaveanorganisation.AsLorenzoLupoexplained,“Whenmembersdecidenottorenew,wesendasurveytofindoutwhy.Thishelpsusunderstandthegapsandrefineourretentionapproach.” ThisarticlewasdevelopedfollowingasessionwithKenesGroup’sAssociationManagementprofessionalsandreflectstheirsharedexpertiseandcommitmenttoadvancingthememberexperience. Additionally,toolslikeGoogleAnalyticsareemployedto monitorwebsiteinteractions,offeringvaluableinsightsinto whatcontentisengagingmembersthemostandwhere improvementscanbemade. Wellness:Beyond Yoga andJogging Whilewellnessactivitieslikeyogaandmorningrunsremain partofthetraditionalconferenceoffering,therehasbeena noticeableshifttowardsmorecreativeapproachestomental 47

48. HQ#119-PCOINSIGHTS TheHumanTouch naDigital World BalancingTechnology andPersonalisationnModernEvents In today’srapidlyevolvingeventlandscape,creating meaningfuldelegateexperienceshasneverbeenmore crucialor more complex;associationsstrivetodeliver valuethroughthetechnologythatnowenablesalevel of customisation previouslyunimaginable. Author:JohannaTellecheaArellano,ProjectEvents andAccountLeader–Conferences,atBusiness TravelConsulting A stechnologyandartificialintelligencerevolutioniseourdailylives andprofessionalgatherings,attendeessimultaneouslycrave cutting-edgedigitalexperiencesanddeeplypersonalisedhuman connections.Thistensiondefinesthepost-pandemiceventindustry,where successdependsonmasteringboththevirtualandthepersonal. Constantnotifications,dataentryrequirements,andscreentimecan overwhelmdelegates,particularlyduringmulti-dayeventsandparadoxically reducemeaningfulin-personconnectionsthatremainthecornerstoneof successfulprofessionalgatherings. Thecontradictionisstriking:asourworldbecomesincreasinglydigitised, thehungerforauthentic,personalisedexperiencesgrowsstronger. Eventparticipantswantimmersivetechnologythatwowsthemwhilestillfeelingseenandunderstoodasindividuals.Theydesirefrictionlessdigitalexperienceswithoutsacrificingmeaningfulhumaninteraction. Whenthepandemicforcedeventsintovirtualspaces,manypredictedthe permanentdeclineofin-persongatherings.Today’shybrideventsarenot merelyphysicalgatheringswithdigitalextensions.Theyrepresentdistinct attendancechannelsthatservedifferentaudiencesegmentswithtailored experiences.Virtualcomponentsnowattractparticipantswhomightnever attendinpersonduetogeographic,financial,orpersonalconstraints. Thisdigitaldimensionsignificantlyincreasesoverallparticipation,creating newrevenuestreamsandexpandingglobalreach.Whenthepandemic forcedeventsintovirtualspaces,manypredictedthepermanentdecline ofin-persongatherings. 48

49. MAY2025 PersonalisationThroughTechnology experiencesisskewed,itcouldreinforce stereotypes orexcludecertaingroups.Toensurethatalgorithmsareregularlyreviewedandupdatedtoavoidreinforcingbiases,designingpersonalisedexperienceswithadiversityofperspectivesinmindandmakingspacefortheunexpected. Themostinnovativeeventplannersleveragetechnologynotasan impersonal forcebutasa personalisation tool.AI-poweredrecommendationenginessuggestrelevantsessionsbasedonattendeeinterests.Digitalbadgestrackparticipationpatternstodelivercustomisedcontent.Mobileappsfacilitatemeaningfulconnectionsbetweenlike-mindedparticipants. MentalHealthandWell-being:TheNextFrontier • Perhapsthemostsignificantshiftinpost-pandemicevent planningisthegrowingemphasisonattendeewell-being. Mentalhealthconsiderationshavemovedfromafterthought tocentraldesignprinciple.Progressiveorganisersnow incorporate: • Designated quietspaces; • Shorter,morefocusedsessionswithsomebreaks; Over-personalisation,especiallyinthecontextofthemeetingsindustry,can certainly presentsignificantriskswhenbalancinginnovationwithprivacyandwell-being.Whilepersonalisedexperiencescancreateamoreengagingandmemorableevent,anexcessiveorpoorlymanagedapproachcanleadtovariouschallenges. Collectingtoomuchpersonaldatatocustomiseexperiences canviolateattendees’privacy.Themorepersonalisedthe experience,themoresensitivedataneedstobehandled. Over-personalisationmayinvolvegatheringtoomuch informationfromattendeesinanattempttorefinethe experience.Thiscouldleadtodiscomfortforparticipants whofeeltheireverymoveisbeingtrackedoranalysed. • Mindfulnessandmeditationofferingsintegrated throughouttheprogramme; • Healthiercateringoptions. FindingBalance Personalisingexperiencesbasedoncertaindatapointsmay unintentionallyexcludeoralienateattendeeswhodonotfit intothesenarrowprofiles.Forinstance,aneventtailoredonly totech-savvyindividualsmightleaveoutotherswhocould benefitfromtheeventbutfeelexcluded. Aswenavigatethisnewlandscape,themostsuccessful associationswillbethosethatfindbalance,leveraging technologywithoutbecomingenslavedtoit. Thefutureofexceptionaldelegateexperiencesliesnotin choosingbetweenhigh-techandhigh-touchapproaches, butinthoughtfullyintegratingboth.Byplacinghumanneeds Over-relianceonalgorithmsforpersonalisationmayresult inunintendedbiases. If thedatabeingusedto personalise 49

50. HQ#1-19-TECHNOLOGY EP Lab:ANewResearchCentre ForEventIndustryInnovation Acollaborativeresearchanddevelopmentcentrefortheeventsindustry hasbeenlaunched to spearheadtechinnovation.EPLabisdedicatedtodrivingdigitaltransformation,supportingleadership andenhancingcapabilitiestoleveragecutting-edgetools.Theproject,establishedbyExpoPlatform CTOMykytaFastovets,willbringtogetherexpertsacrossevents,universitiesandotherpartnersto optimiseresearchpotential. Author:ConorRiordan,DigitalContentEditoratExpoPlatform The establishmentofEPLabcomesas ExpoPlatformexperiencesanimmeasurable surgeindigitaladvances.Fast-growing developmentsintech,suchasgenerativeAI,havehitmanyindustries,fuellingan increasedacknowledgementoftheir potential. Theinitiativewillbeavailabletoeventprofessionalsthrough itspublicwebsite,whichwillincludefeaturessuchas: • Projectshowcase:Alistofongoingandcompletedinitiatives.Developmentswillincludesummaries,keyfindingsanddownloadablereports. • Education:Resourcestohelpeventprofessionals betterunderstandhowinnovationcanbeimplemented intheirorganisations. “The launchofEP Labcomesata transformativetimefortheeventsindustry,” Mykytasaid.“Byfosteringcollaborationand drivinginnovation,weaimtodevelopcutting-edgesolutions thatredefinehoweventsareorganisedandexperienced. Withrapidadvancesfortechnologyinevents,EPLabwill empowerindustrycolleagueswiththetoolsandinsightsto leadinthisdigitalera.” • Collaborationopportunities:Thecentrehasanopen- doorpolicytoeventorganisersandbuddingdigital innovatorstoworktogether.Getinvolved! • Expertiseservices:Detailedinformationaboutthe technologystackandservicesutilisedbytheLab. EPLabaimstotakeadvantageofthegearchangein mindsetandbecometheepicentreofinnovationinthe eventsindustry.Itfocusesonexploringanddeveloping newtechnologies,methodologies,andinsightsthatcan revolutionisehowshowsareorganised,managedand experienced. If youareinterested in joining the Laborwouldlikemore information,visiteplab.ai 50