HQ #119 / The Delegate Experience: The Good, the Bad, and the Hidden Risks
                     A Conversation with 
Sandy Biback
Is Your Event Secure fr om 
Human Traffi  cking?
BEFuture
How Can Events Bring Real Value 
for People, Communities and 
the Environment?
Prague Event Hub
A Comprehensive Event Solution 
with Top-tier Facilities
Salzburg & Valencia
How Are They Building Legacy 
Into Their Att endee Experience?
Victoria Matey
Behaviour, Psychology and 
Neurodesign at the Service of 
Your Event DELEGATE EXPERIENCE: 
Cover Photo:
Cubex Centre Prague THE GOOD, THE BAD AND THE HIDDEN RISKS!
MAY 2025  #119 BUILDING BRIDGES IN THE MEETINGS INDUSTRY
HQ #119
 2 
MAY 2025
E d itoLre’stter
Delegate Experience and the 
Changing World of Work
Author: Marcel A.M. VISSERS, HQ Editor in Chief
My lifelong interest in motivational psychology has always stemmed from a desire to understand why people choose to act or not act in certain ways. My academic background focused largely on Human Resources Sciences, and this foundation led me to spend over 
a decade working in HR management. Yet the world has changed considerably since then. The 
evolving social environment shapes not only our personal lives, but also profoundly infl uences how 
people behave within professional settings, including the business events sector.
In this May edition of HQ, we explore a series of themes that refl ect the shifting perceptions of 
work and engagement among today’s professionals. One of the most pressing questions centres 
on the risks of over-personalisation: how can organisations, and indeed, event organisers, balance 
innovation with privacy and well-being?
The ideal working environment is often defi ned as a balance between employer and employee: 
where employees engage with passion and commitment, and employers provide a framework that 
nurtures this engagement. However, reality is more complex. Motivation levels vary, and individuals 
diff er in their perspectives on the relationship between work and leisure. In the meetings industry, 
where personal connection and face-to-face interaction remain central, these shifts in expectations 
present both challenges and opportunities for event planners and designers.
Labour psychologists broadly agree that today’s conversation revolves around aligning employees’ 
needs with organisational goals. In the context of business events, this alignment now extends to the 
delegate experience. Events are increasingly being shaped with participants’ mental health, sense of 
belonging, and overall well-being in mind, recognising that meaningful engagement depends not just 
on content, but on how people feel.
Since the COVID-19 pandemic, remote working and digital communication have become entrenched 
parts of professional life. While reducing travel can bring environmental benefi ts, the meetings 
industry is built on the irreplaceable value of in-person interaction. Understanding how hybrid 
models, online engagement, and physical meetings complement each other remains a vital fi eld of 
exploration for our sector.
In this new context, well-being has emerged not only as a workplace concern, but as a critical pillar 
in the design and delivery of meetings themselves. I encourage you to read the contributions on 
this topic carefully throughout this issue. I am confi dent you will fi nd valuable perspectives to guide 
your future strategies.
3
HQ #119
#119
- EDITOR'S LETTER - 3 HQ ESSENTIALINTRO - 6 Meeting Professionals Against Human 
READ ONLINE
meetingmediagroup.com Traffi  cking - 15
SPECIAL FEATURE Victoria Matey - 18
HQ Fam Trip Tips - 7
WRITE TO US!
[email protected] WCO 2026 - 8
ASSOCIATION INTERVIEW 
Comité Européen des Entreprises Vins - 10
ICCA Advantage - 13
T H E  A S S O C I AT I O N 
M A G A Z I N E
-
BUILDING BRIDGES 
IN THE MEE TINGS MPAHT Victoria MateyINDUSTRY
When We When Human 
EDITOR IN CHIEF Psychology and 
Marcel A.M. Vissers Outsource Labour, 
[email protected] Are We Buying a Neurodesign Leads 
MANAGING DIRECTOR CEEV
Vivian Xu Regulations, Legal Service or a 
to Event Solutions
[email protected]
Climate Policies, Human Being?
MAGAZINE MANAGER
Manuel Fernandes Trade Tariff s and 
[email protected] Public Health
DEPUTY EDITOR 15
Jesús Guerrero Chacón
[email protected]
COMMERCIAL MANAGER
Jesús Parrado 10
[email protected]
EVENT PROJECT MANAGER
Jerilee Pinto
[email protected]
GRAPHIC DESIGNER
Xu Shihao
[email protected]
RESPONSIBLE EDITOR
&
ADMINISTRATIVE OFFICE
Mechelseplein 23/1 
2000 Antwerpen, Belgium
FINANCE & ACCOUNTING
[email protected]
SUBSCRIPTIONS
[email protected]
RATES
80€ in Belgium
95€ in the EU
110€ in the rest of the world 18
INTERNATIONAL
4 ACCREDITATIONS
CONTENTS
MAY 2025
MAY 2025
DESTINATION ASSOCIATION INSIGHTS PCO INSIGHTS 
BEFuture - 22 AIPC - 39 Kenes - 46 
ICCA Iberian Chapter - 24 ESSA - 40 IAPCO - 48
New Zealand - 26 Mark Levin - 42
Prague Event Hub - 28 CityDNA - 44
Salzburg - 30 TECH
Valencia - 32 Expoplatform - 50
Australia Destination Report - 35
EVENTS
IMEX Frankfurt 2025 - 37
Valencia IAPCO
Legacy Embedded Balancing 
in Their Destination CityDNA Technology and 
Strategy A New Era of Personalisation in 
New Zealand Delegate-Centric Modern Events
Incorporating Experiences
Māori Culture into 
Your Conference 44
26
32 48
5
HQ #119 -INTRO
A Blended Meeting Experience:
Mind, Body and Soul!
A u t h o r :  M a n u e l  Fe r n a n d e s ,  H Q  M a g a z i n e  M a n a g e r
The cradle of Western civilisation, for it – kaloskagathos. (small note: in an interview I of politics and democracy, of recently did with the Vice-President of Sales at art and philosophy, of temples Sands Resorts Macao, she told me that the “big 
and gods, Athens also displays through post-pandemic trend emerging at the moment 
its tangle of museums, monuments, and is health and wellness. The truth is that most 
ruins, the basic pillars of this industry and the planners are asking for wellness proposals to be 
foundation of the concept of association (i.e. incorporated into their event programmes.”) 
‘joining partners’). Whilst sitting on one of the 
countless rooftops of Monastiraki, my eyes Many of the concepts that exist in modern 
gazed in awe at the majesty and timelessness neuroscience have their origins in these more 
of the Athenian Ágora. Acting as the heartbeat systematic observations about the structure 
of the city, the Ancient Ágora was the centre and functioning of the body, the mind and the 
of Athens’ social, political and commercial life relationship between these two entities. Central 
in classical antiquity, where political meetings questions about the origin of human thoughts, 
and debates took place, as well as elections, the mechanism of cognitive activity and the 
religious celebrations, trade decisions, theatrical nature of emotions, perception and voluntary 
performances and athletic competitions. A large movement, for example, were raised by the Greek 
square surrounded by several prominent public thinkers. In my interview with event psychology 
buildings, the Ágora (from the Greek ‘assembly’) advisor, Victoria Matey, we explore how a 
was the theatre of oratory, the art of persuasion, greater understanding of human psychology 
and the symposium, playing a fundamental role and behaviour can lead to more eff ective event 
in the formation of Athenian democracy – the solutions through neurodesign and biophilic 
quintessential place for public discourse, political design. After all, the rules, norms and values of 
intervention and negotiation. a specifi c society are inscribed in the body, as it 
is the individual’s primary means of contact with 
Understanding the notions and perceptions of their environment.
what is ‘beautiful’ and ‘right’ today requires a 
stroll through history, in the way the body has Human traffi  cking in the meetings sector? 
been thought of, felt and interpreted. In ancient It may be closer than you think.
Greece, being a handsome man was fundamental; 
but being a beautiful woman was a sign of trouble. Did you know that in Canada, 93% of sex traffi  cking 
Life was easier for muscular, well-groomed men, victims are Canadians, not foreigners? That the 
where beauty was a gift from the gods and a vast majority of victims of human trafficking 
sign of honour and integrity. Beautiful women, reported by the police were women (97%). Or 
on the other hand, were considered perverse and that First Nations, Inuit and Métis women and 
the standards of the time favoured full-bodied girls, youth under guardianship, homeless youth, 
ladies with red hair. Many philosophers were also people with disabilities, refugees, migrants, and 
lovers of physical exercise. In their teachings, LGBTQ2 people are the most vulnerable. From 
they recommended that their disciples cultivate an Action Plan against Human Trafficking, 
the training not only of the mind, but also of the we spoke to one of the project’s partners – the 
body, because body and mind are inseparable – meeting planner Sandy Biback, who gave us 
what the Romans later adapted as “Mens Sana some startling revelations about this harsh reality 
in Corpore Sano”. According to the masters, it on the meetings and hospitality industry. Check 
would be much easier to have a “healthy mind it out in this issue.
in a healthy body”, and they even had a word 
6
SPECIAL FEATURE MAY 2025
Rethinking Fam Trips: What 
HQ They Reveal About Your Destination
Tips First impressions count, and for many association planners or trade media, a familiarisation trip is the first real test of your destination's event potential. It is where planning meets practice, and where a rushed or 
generic programme can create more doubt than confidence. With tighter travel budgets, busy schedules 
and increased scrutiny of long-haul travel, these experiences need to feel focused and well-structured.
At HQ, we attend dozens of fam trips each year. While each destination is unique, some patterns emerge. 
The strongest itineraries reflect the real delegate journey. The weakest leave participants unsure of what 
the destination truly has to offer. When planning a fam trip, do you wonder if your fam trip is tailored to 
the right audience, and does it showcase your destination’s strengths? We share key observations from 
our own experience to help destinations design more focused, impactful programmes.
A u t h o r s :  M a n u e l  Fe r n a n d e s ,  H Q  M a g a z i n e  M a n a g e r
J e s ú s  G u e r r e r o  C h a c ó n ,  H Q  D e p u t y  E d i t o r
For us, the concept of attendee experience often begins the precious time of the trip to create tangible impressions long before the delegate steps into the conference that they will take home with them.venue. For many participants, whether journalists 
or association planners, the first impression is made by 4 . “I did not come here on holiday, I am here on 
email. From how invitations are written, to the clarity of business!”
the programme and ease of travel, every pre-trip detail 
sets expectations. When logistics feel disorganised, the trip You would be surprised how many times we hear this DURING 
already starts at a disadvantage. fam trips, dear reader. Of course, as a destination manager, 
you should draw attention to the identity and lifestyle of 
Here are some tips: your city and include some incentive activities to get guests 
off their feet, but do not turn your trip into a playground of 
1. Define The Purpose And The Right Audience futility. Participants travelled to exchange views with your 
partners, meet your stakeholders and hear from your leaders. 
Is the trip designed for association buyers who need to They are not there for three days of wine tastings!
convince their Board? Or for media representatives who 
will write about the experience? Mixing the two is possible, 5. Connect the Dots – Vetting Process is Critical
but only if the programme serves both. Know who you 
are inviting and be clear about what they need to see and Considering your key sectors and event leads as a ‘backdrop’ 
understand. One-size-fits-all will fall short. for these fam trips, do not forget to make a smart match 
with travel professionals. Scout and pick agents, journalists, 
2. Show, Do Not Tell associations or companies that make the most sense given 
the cross-sectoral areas and commercial aspirations of your 
If your destination highlights sustainability, inclusion, or destination. You would not want to invite a resort blogger to 
social impact in its marketing, show it in the programme. visit your convention centre, right?
Let participants experience it: use public transport, minimise 
catering waste, partner with local legacy projects. Values 6. Be Professional, Be on Time, Stick to the 
shown through real choices leave stronger impressions than Schedule
those explained in presentations.
As the saying goes, we never mind being late unless we are 
3. Avoid Overload on the receiving end of it. Respecting people’s time shows 
respect. If a particular visit has taken longer than expected, 
Avoid squeezing in too many venues and hotel site inspections track the time to the next stop or politely ask to proceed. 
or sitting guests through presentations that could be emailed. Also, keep itinerary changes to a minimum. Your guests’ 
Have a new marketing video? Share it before or after. People professional and personal commitments do not end just 
remember what they experience, not what they are told. Use because they have taken three days off from the office. 
7
HQ #119 SPECIAL FEATURE
Meeting Media Company 
Makes its Debut as PCO      ESSENTIAL
Marking an ambitious turn in our trajectory of more than three decades in the 
association event industry, Meeting Media Company (MMC) has decided to embark 
on a new journey as a Professional Congress Organiser (PCO) by taking on the World 
Customs Organisation (WCO) Technology Conference & Exhibition 2026.
With extensive Following on from this, our company will resume its yearly experience and association event in Brussels with a reimagined format. This exper t ise in annual gathering will continue to recognise and celebrate 
supporting associations as a association leaders for their organisations’ achievements, 
publishing house dedicated while also off ering a valuable opportunity to network with 
to the MICE sector, MMC destinations and meetings industry suppliers.
– publisher of Headquarters 
Magazine – has now expanded The Beginning of a Great Story
its services to off er comprehensive 
PCO and event management solutions Founded by MICE writer Marcel A.M. Vissers in 1992, MMC 
for international organisations. was created to fi ll a critical need in the industry through its 
fl agship magazines: provide innovative leadership, industry 
Due to be launched this year, our company’s brand new updates and strategic guidance, while off ering clear and 
services off er complete event planning and management reliable content to an entire community of associations, 
solutions, including strategic planning and logistics, exhibition planners and destination marketing professionals.
and floor plan design, networking and catering, and 
sponsorship acquisition and management. Today, under the new leadership of Vivian Xu, who has 
led the company through nearly a decade of growth and 
“Adding our PCO services to our media portfolio is no innovation, MMC remains dedicated to its mission of building 
easy task, but we have been preparing for this moment for connections and driving progress in the meetings industry 
quite some time. Winning the bid for the WCO Technology through collaboration and expertise.
Conference & Exhibition 2026 is a test of MMC's ability to 
compete and grow in a volatile, uncertain, complex and Based in Brussels – one of the four global hubs for 
ambiguous world. We are truly excited to collaborate with international associations – our Belgian company has 
WCO’s event and content team to deliver a truly remarkable found itself in a privileged position to leverage the deep 
event,” says Vivian Xu, MMC’s Managing Director. connections built up over 30 years, and to off er impactful 
events that demonstrate the connection between these two 
With the recent appointment of Jerilee Pinto as Events ecosystems.
Project Manager, MMC is ready to take on the new role of 
WCO’s offi  cial PCO for its 2026 conference and exhibition. For more information about these services, contact 
“I am thrilled to be onboard with MMC as part of the team Vivian Xu at [email protected]
and contribute to such a significant project. I thrive on 
collaboration and building connections. I look forward to 
working closely with the team, strengthening relationships, 
and contributing to our collective success,” Jerilee says.
Furthermore, MMC will also focus on destination-focused 
events, including association gatherings and networking 
events in Brussels and around the world, such as the 
collaboration with Vlerick Leadership Club in 2024, a 
corporate event for key corporate leaders to network 
and discover their potential incentive destination. 
88
MAY 2025
   H  QESSENTIAL
INTER&VSIETWORSIES
9
HQ #119 -ASSOCIATION INTERVIEW
“The US Wine Market is Crucial to the
Sustainability of Our Sector and There 
is Currently no Viable Alternative”
The Comité Européen des Entreprises Vins (CEEV) has been the voice of European 
wine companies since 1960, involved in the production of wine and aromatised 
wine products, such as vermouth or sangria, throughout the European Union. 
Representing over 90% of European wine exports, the organisation's main mission 
is to identify, monitor and influence legislation that could impact the sectors and 
members they serve. In turn, the EU is the world's largest producer, consumer, 
exporter and importer of wine, accounting for 63% of world production and 57% 
of world wine consumption. 
In this conversation with Ignacio Sánchez Recarte, CEEV Secretary General, we talk about 
challenges and opportunities related to a wide range of issues, from wine-specific regulations 
and fiscal measures to environmental policies, trade concerns and public health issues.
From the point of view of the producers to Between April 2020 and March 2021, CEEV issued 
the current nexus with consumers, what is two “COVID-19 Wine Packs” assessing the 
the commercial landscape before us? What impact of the pandemic on the sector's trade 
is your assessment of the current European and suggesting a set of recommendations to the 
framework? European Commission. Almost four years after 
the second pack, how do you see the sector's 
Representing the voice of the European Union wine growth and progress?
sector certainly facilitates our work, as we are widely 
recognised as the point of reference by both the Under the EU’s Common Agricultural Policy, the wine 
European Commission and the European Parliament. sector does not benefi t from direct support in the 
We actively participate in offi  cial advisory groups and same way as some other agricultural sectors. Instead, 
stakeholder dialogues that the EU institutions rely on to we have access to a tailored set of specifi c measures, 
gather insights and shape future legislation. However, designed to support our unique needs. One of the 
while EU legislation can serve as a powerful catalyst main instruments is the promotion programme, 
for growth, it can also present challenges – particularly which allows wine companies to receive up to 50% 
when it becomes a barrier to the competitiveness of co-fi nancing for activities aimed at developing third 
our companies. The fi nal link in the value chain – the country markets. This includes participation in 
moment a product meets the consumer – is critical. international events, fairs and exhibitions, as well as the 
Our role is to help shape a regulatory environment preparation of essential studies for export expansion. 
that allows companies to arrive at that point in the In addition, support is available for investments in 
best possible condition. The outlook is not without tangible and intangible assets to modernise grape 
its challenges. We operate in a fragile sector, one that and wine production. These measures are crucial for 
relies on a delicate balance. Safeguarding that balance enhancing the competitiveness and sustainability of 
– and ensuring a fair, competitive, and coherent our production systems.
framework across the Union – remains a top priority 
for us.
10
MAY 2025
In recent years, the EU wine sector has shown a remarkable How has your association guided its partners, 
degree of resilience in the face of unprecedented challenges, suppliers and SMEs towards best practices and 
including the COVID-19 crisis, ongoing geopolitical instability sustainability standards for the sector? Do you provide 
and the growing impact of climate change. However, benchmarking tools, sustainability indices or quality 
the cumulative intensity of these pressures is making it seals to your members?
increasingly diffi  cult for our companies to remain competitive 
on the global stage. It is therefore essential that the EU We work closely with our members to ensure that sustainable 
continues to recognise and strengthen the strategic value wine production practices are properly identified and 
of our sector, maintaining and improving the tools that allow recognised by legislators, retailers, and consumers. Our 
us to adapt and thrive in a rapidly evolving landscape. efforts begin at the international level, where detailed 
technical standards are adopted by the International 
“ Organisation of Vine and Wine – an intergovernmental Threats or opportunities can body established in 1924. At the national level, our members be initially identifi ed either by a have developed various quality labels to reflect these practices. The next important step is securing recognition 
company – which then alerts us at the EU level for the general principles of sustainable grape 
through our network of national and wine production.
associations – or directly by our What is your take on the regulatory landscape for the 
team in Brussels. European wine market? Is CEEV satisfi ed with the 
rules imposed by the EU or would it like to see some 
How can the wine industry fi ght bad press and dispel changes to protect the sector?
exaggerated stereotypes about the sector? How has 
your association been working to recreate a ‘sexier, The wine sector operates in one of the most complex and 
cooler’ image towards consumers? regulated legal frameworks, and we welcome this in order 
to maintain fair and secure conditions for our operators. 
Fortunately, awareness of the risks of alcohol abuse is This specifi c legislation has allowed us to be the fi rst sector 
growing. For over 15 years, the European wine sector has authorised to use a digital label – e-label – to communicate 
been promoting responsible drinking through our ‘Wine in certain mandatory information (the list of ingredients and 
Moderation’ social responsibility programme. The aim is to the detailed nutritional declaration) to consumers. This new 
educate and empower consumers to enjoy wine responsibly rule has been instrumental in simplifying the marketing of our 
and appreciate its cultural value. Our sector is made up of products across the EU.
over 99% SMEs, who do not engage in aggressive, large-scale 
marketing – it is not in our culture or in their budgets. Instead, The EU Single Market is a vital pillar of our sector's success. 
the connection with consumers is built locally, usually through Preserving and strengthening it is essential. Unfortunately, 
wine tourism. With 36 million oenotourists in the EU annually, in recent years we have seen a gradual erosion of the 
this growing trend helps link the product to its producer, Single Market. Increasingly, national legislation is creating 
landscape and heritage in a meaningful way. fragmentation, making it more complex, more expensive 
and more diffi  cult for businesses to reach consumers across 
the EU.
11
HQ #119 -ASSOCIATION INTERVIEW
In a climate of tariff  crisis, how do you plan to deepen Can you outline the main projects and partnerships in 
ties with other American associations so as to protect which CEEV is currently involved?
transatlantic trade? How does the association intend 
to better represent its members in a highly pressurised On a cultural level, we launched VITAEVINO, a grassroots 
economic context? campaign aimed at defending and promoting wine culture. 
On the technical front, we are involved in a signifi cant EU 
The US wine market is crucial to the sustainability of our project centred on soil health. We are also part of an alliance 
sector and there is currently no viable alternative. We have advocating the use of digital tools to improve consumer 
been actively talking and collaborating with the European information, as well as the ‘Close the Glass Loop’ initiative, 
Commission and Member States to ensure that wine is not which aims to achieve 90% collection of glass packaging for 
again caught in the crossfi re of unrelated trade disputes. recycling across the EU by 2030. Internationally, we work at 
We maintain a strong and trusting relationship with our US the International Wine Federation (FIVS), where I currently 
counterpart, the Wine Institute of California. In 2020, we serve as co-president. Through the FIVS, we work to promote 
signed a joint declaration outlining the principles of wine the overall sustainability of the global wine sector.
trade, advocating a ‘wine for wine’ approach – ensuring that 
wine is excluded from unrelated trade confl icts. With our US What will be the highlights of the meetings for the 
partner, we also try to facilitate dialogue between our two CEEV community and its members in the coming 
administrations. months?
We are currently preparing for our General Assembly, 
which will take place in July in Lisbon - a particularly special 
“ occasion as we will also be celebrating the 50th anniversary Our sector is made up of over of our Portuguese member, ACIBEV (Association of Wines 99% SMEs, who do not engage in and Spirits of Portugal.) This milestone will be marked by a high-level Summit with important institutional and industry 
aggressive, large-scale marketing fi gures - more details soon. We are also actively working on 
– it is not in our culture or their the 2025 edition of the CEEV Club of CEOs, our advisory 
budgets. group made up of around 30 CEOs from leading European wine companies. This meeting off ers a unique platform for 
strategic dialogue and high-level exchange within the sector.
12
MAY 2025
ICCA Advantage:
Keeping up with the Demands 
of a Fast-changing Industry!
Never has it been more important than today to adopt a proactive mindset in seeking 
out new learning opportunities and keeping up to date with the drivers of an ever-
changing sector. Two months ago, ICCA announced a new programme designed to 
increase this awareness among event professionals with their minds on international 
meetings. ICCA Advantage is a targeted solution to propel business events forward 
with real-life case studies and tailor-made, personalised training sessions.
With more than 1,000 members across 91 by the Berlin Convention Office and supported by countries and territories, ICCA is not only ICCA Advantage with a focus on convention bidding. the association events industry’s leading Instructors led participants through practical exercises 
benchmark but also the preferred one-stop shop for and discussions focused on essential topics, including 
courses and training that meet the demands of these feedback on current bidding documents, a summary 
areas. Following this rationale, ICCA Advantage offers on the most defining and promising leads in the market, 
organisations the opportunity to face challenges that and bidding strategy assistance. Marco Oelschlegel, 
may be holding back their progress by providing practical Director of Conventions, Berlin Convention Office, 
solutions. “ICCA Advantage aims to provide customised said: “We are delighted that ICCA introduced its seminar 
training on various subjects that are top of mind these ‘ICCA Advantage BidSmart’ especially adapted to the 
days, including bidding, sales, business and market needs of team members who are new to the topic of 
planning, technology, AI, DEI and more. The sessions bidding. Together with the international experience of the 
are especially designed for the needs of each individual ICCA team, it provided valuable impetus for future bidding 
organisation, making each training tailored to the issues processes.” Adopting new technologies and innovations 
voiced by the organisation itself,” ICCA CEO Senthil becomes more user-friendly for those who prioritise 
Gopinath tells us. continuing education. ICCA Advantage seeks to harness 
the power of cutting-edge technology and new forms of 
Reaping the benefits of over 60 years of history, personalised learning to empower its participants. “The 
exchange, knowledge and trust, the ICCA database allows Berlin example incorporated topics such as generating 
members to access exclusive statistics and analyses. By and prioritising business leads, along with insights on how 
providing relevant white papers and guidebooks, tools to improve current bid documents, competitor insights 
and resources for associations, this two-way avenue and analysis, and advanced bidding techniques. This 
also makes it possible to curate a library that reflects the allowed the teams to work together on concrete case 
methods and templates with which associations bring studies, opening up many opportunities for optimisation,” 
their events to their members. “The topics we plan to adds Gopinath.
include in this first phase include convention bidding, 
marketing and branding for destination promotion, risk ICCA Learn: A Collection of Courses for Our Members
and crisis management, sustainability, impact and legacy, 
DEI and AI. On the latter, we are working with Insights Additionally, ICCA Advantage is yet another segmented 
Lab to produce a programme focused on how to use proposal that adds to the vast list of offers within ICCA 
AI to generate and qualify leads, maximise trade show Learn. The educational portfolio aims to support 
ROI, and develop data-driven actionable propositions,” members at different stages of development and help 
says Gopinath. them on their lifelong learning journey. “Professionals 
need to update and re-train regularly, and ICCA wants 
Two months ago, a group of German DMC professionals to be their partner in this endeavour. ICCA Learn is our 
took part in ‘BidSmart’, a two-day programme organised roster of programmes aimed at providing the skills 
 13 
HQ #119
needed to succeed in all areas of the industry and in 
many different roles and career stages,” says Gopinath. 
From those starting out to executives, ICCASkills offers 
the only globally recognised certification for suppliers 
in all sectors of the meetings industry; ICCAUni is the 
home of the ICCA academic community, designed to 
promote collaboration between academia and the events 
industry; finally, the Association Impact Masterclass – 
co-created with #Meet4Impact, GainingEdge and with 
Business Event Sarawak as a seed fund contributor – 
was an innovative training programme, sponsored and 
hosted by BestCities Global Alliance, held in Dublin 
last January, that looked at sharing and assessing impact 
activities for association professionals from around the 
world who want to invest in their legacy programmes. 
“ICCA Advantage is a fantastic addition to the existing 
ICCASkills and Masterclass programmes in that it gives 
organisations the opportunity to home in on ‘pain 
point’ issues and address challenges, as well as giving 
participants the cutting-edge information necessary to 
get a leg up on the competition,” Gopinath continued. 
ICCAUni’s Pedagogical Vocation
ICCAUni was introduced in 2024 with the clear purpose 
of encouraging collaboration, innovation and mentorship 
between academia and the events industry, and 
relaunched in 2025 with a clearer value proposition. We 
asked Senthil how colleges and universities are playing this 
binding role and fostering access points to the world of 
global events. “We have set ourselves three objectives. 
First, to create a framework for exchange. This means 
an exchange between both worlds, but also among 
universities themselves. In other words, channels where 
universities in Europe can easily connect with universities 
in Africa and create their own network.” The second is 
research: “We want to have a better idea of what type 
of research is being done and create a better alignment 
with what is most relevant to each sector. We would 
like to ensure that research can serve industry more 
effectively and increase, for example, the number of 
PhD students involved.” Finally, the global association 
also wants to focus on talent development. “This means 
ensuring that the student journey is perfectly in line 
with the needs of the sector and also that professionals 
continue to learn throughout their careers,” concludes 
Gopinath. ICCA is currently working with 40 universities 
from around the world to develop a special course at the 
64th ICCA Congress in Porto to better meet the needs 
of academics at global meetings and events.
 14 
MAY 2025
Actions Against Human 
Trafficking in the Meetings 
Industry: A Conversation With 
Sandy Biback
Ottawa Tourism recently implemented a comprehensive Action Plan against Human Trafficking, a 
pioneering initiative that underlines the city's ethical commitment to safety, social justice and human 
values at the forefront of the business travel and hospitality sectors. This is especially 
relevant when, today, tourism and business events are seen by many economic 
strategists as the most important service sector for the GDP of several countries. 
Human Trafficking is the world’s fastest growing criminal enterprise and is an 
estimated $150 billion-a-year global industry.
Meeting Professionals Against Human Trafficking (MPAHT), a group of 
Canadian grassroots volunteers, helped shape this plan with Ottawa's DMO 
on improved access to information, reporting forms, training programmes, 
and destination-wide evaluation using audits and data collection. The Founder, 
Sandy Biback, is an event planner with 40 years' experience who began to take a 
closer look at this darker side of the industry while roaming the lobbies of some hotels 
at the crack of dawn. She opens up to HQ in this interview:
Sandy, what are we really talking about when we How can this partnership with Ottawa position 
link this harsh reality of human traffi  cking to the the city at the forefront of eff orts against human 
context of event professionals? traffi  cking to other destinations? 
It is about taking collaborative action. In the case of Toronto, What Ottawa Tourism did with their DMOs just blew me 
the aim was to understand what was really going on here. away, because we had a very hard time reaching these 
On returning from a trip to Cambodia, I felt the urge to dig areas. Their Business Events Manager, Lizzie Low, sits 
into these issues and ended up contacting the Toronto Police on our Board, while the CEO, Michael Crockatt, is on our 
Department. They confi rmed that, yes, it was happening Advisory Board. Best of all, they allowed what we developed 
here, in low-end and fi ve-star hotels. When I started holding together to be put into practice in their organisation, with the 
conferences, we opened the door to a lot of discussions necessary tweaks and adjustments for a model application. 
about training and measures that some hotel chains have in Which is rare, as sharing such blueprints has been a problem 
place on a global scale. What we tried to do was go beyond in our sector for as long as I have been in it. Together with 
lip service and collect the hoteliers’ experiences in their Voice Found and the Canadian Centre to End Human 
properties. It has defi nitely opened our eyes to the fact that, Traffi  cking (CCEHT), we have given this project a boost by 
in many cases, profi t can take precedence over people. drawing attention to the cause. As I said, I think we need to 
Nowadays, it is especially important to be transparent and cooperate at an institutional level. We cannot hold things back 
community-engaged, and so, the hotels opened up. Far any longer. I was one of the original members of CanSPEP 
beyond training and performance models, we want to know (Canadian Society of Professional Event Planners), and we 
what happens a year later: how to act if you see something have always been in favour of collaboration with independent 
suspicious, or whether your structure will be there to help meeting planners. I believe that what Ottawa Tourism is doing 
you. I have already been taking part in several meetings, is breaking precedents with the support of the respective 
one of them with the anti-human traffi  cking committee of associations working with survivors and everyone involved. 
Meeting Professionals International. Our relationship with Ottawa Tourism is very close.
15
HQ #119 -ASSOCIATION INTERVIEW
Because the bigger picture is somehow related to is tracked in fi ve-star properties, but small guesthouses and 
the migration crisis, right? Is that what you found two-star hotels are rarely considered. For me the question is, 
in your research? where does it go when it is tracked?. Then there is also a legal 
layer in between. In the USA, signage is mandatory in some 
I do not disagree with that. However, statistically, around 93% states. PACT – Protect All Children from Traffi  cking USA, 
of people who are victims of sex traffi  cking in Canada are part of ECPAT, lists the laws in the states and cities regarding 
locals. They are Canadians. I recommend taking a look at the signage on site. It is a matter of taking it and adjusting it to 
latest CCEHT research. From the perspective of the people your needs. We do not have that in Canada, which was one 
arriving, the greatest need is housing, so you can already see of our recommendations for  Ottawa Tourism’s action plan.
an intersection with the vast majority of our countries. In 
terms of labour traffi  cking, we know how diffi  cult it is to With your vast knowledge of the fi eld, what would 
check supply chains along the line. To do this, we have to you recommend to event destinations looking to 
work with data analysis and sales strategy. Along the way, embark on this journey?
I have learnt that everything comes down to money. Let’s 
say the most important thing for conference organisers is Awareness. Let me come in and talk to your group, and I will 
the price of a coff ee urn. I could simply base it on a standard make the connections. I am a people connector. First, I would 
price and ignore tracking it. But if a hotel starts analysing its ask what you already have in place; then, I would come in and 
supply chain down to the smallest detail – where the coff ee guide an individual group through a 40-minute session. Most 
beans are picked, who selects them, and what wages they of all, I am talking about local awareness because I think that 
receive – and if employees pass this screening, your event can is what is missing. We all think this battle has to be fought 
be certifi ed as socially sustainable. If you ask your attendees internationally (of course it does), but the fact-fi nding has 
to support this cause, you can off set the investment of those to be done locally fi rst. We can support mentoring in that 
coff ee boxes – you can use this as a selling point. The meeting sense. What I try to avoid are generic models that lead to 
organiser can then tell delegates that their conference cares abstract programmes. Most of these multiple-choice tests 
about human rights and that they are on the right side by and educational grids reduce complex questions into ‘A, B, C 
opting for 100% socially conscious properties and providers. or D’. Instead, I want to know why you answered “A”. These 
are the things I want a local hotelier and meeting organiser 
to understand. So that, together with employees, customers 
and the chain of command, we can move on from problems 
“ and challenges to integrated solutions. In today’s world, due I started out as one of those to migration, climate change, etc., there are around 50 million people who are victims of human traffi  cking, be it sexual, philosophical people who labour, child marriage, etc. 
just wanted to do good in the 
world, but I quickly learnt Furthermore, the vast majority of victims are women (97%).
that it is really about money.
W e  a l l 
know that hotels and venues are public spaces 
where, despite all the security protocols, sex 
trafficking events do happen. How should a 
delegate react if confronted with such a situation?
It is important not to draw attention to the victim, as this 
could cause even more problems. It is also not advisable 
to approach the traffi  cker if you spot them. What I would 
suggest is that the person take the matter up directly with the 
barman or steward. If the hotel has some kind of professional 
organisation, the barman will report it to their supervisor, and 
from there to the director of security, going up the chain to 
the management of that location. The aim is to fi nd the fi rst 
line of defence within that specifi c property. The MPAHT has 
convened several meetings with security directors from a 
number of hotels in and around Toronto on this subject. This 
16
MAY 2025
“ a luxury hotel in the city centre, enjoys his 30-minute session, Ultimately, we need to realise pays and then goes about his business.” Who is to say that what we are buying. When this banker is not an important delegate at an international 
we outsource labour, such as conference? What happens to the ‘Johns?’ Generally, nothing.
housekeeping, are we buying At what events, conferences, forums or summits will 
an up-and-up service or a MPAHT be present this year to discuss these elements 
and issues? Have you been invited to any conference 
human being? sessions to explain your vision and mission?
Child traffi  cking has tripled in the last 15 years, I worked with Tourism Victoria and Tourism Nanaimo in 
fuelled by new technologies and digital platforms. Western Canada and was invited to a meeting of ECPAT 
How can the meetings industry take control of its (End Child Prostitution in Asian Tourism) in Mexico City. 
cybersecurity activities in this regard? For me, this is a grassroots issue. I also took part in a few 
government meetings in recent years, and we have started 
If many of these cyber-terrorists manage to hack into to make progress with ECPAT, with more points of contact 
governments and large corporations with more sophisticated with its Executive Director, Guillaume Landry, due to our 
security systems, they will not find much resistance in role as Local Country Representative. Regarding conference 
venues and hotels. It is like a game of catch. When we get participation, we do not have the economic independence to 
smarter at strengthening our networking systems, hackers go beyond our means. We have no public or private funding 
get even smarter at breaking them. During COVID-19, because, as I said, we are all volunteers and work on a mutual 
child pornography and human traffi  cking on the internet basis. We have a programme called ‘Change for Change’, 
skyrocketed because it was the only way to do it. At the which calls for individual action in the form of donations, 
beginning of the pandemic, I saw somewhere that they were impact and volunteering. These funds will now be distributed 
advertising COVID-free girls. to two groups in Ontario that work with survivors. We do not 
have charitable status in Canada for various reasons, so we 
When we invited the Toronto Police Department’s Former defi ne ourselves as grassroots volunteers. For instance, our 
Chief of Human Traffi  cking, Nunzio Tramontozzi, to one Board member, Robert Thompson grants us all kinds of 
of our events, he shared one of the many ways these things technological sponsorship through his company AV Canada.
happen: “I want you to think about this – John, a banker 
who works in the fi nancial district, kisses his wife and children 
goodbye and leaves on a business trip. He goes on the dark 
web, and books a 14-year-old blonde virgin. John meets her in 
17
HQ #119 - HQ ESSENTIAL
“A Poor Understanding of 
Human Psychology Leads to 
Ineffective Event Solutions”
Before you even enter the convention lobby, your meeting experience has already 
begun in the perception, behaviour and mental set-up of the attendees. Fairly new 
areas among meeting professionals, behavioural science, psychology and neuroscience 
provide us with extra insights into the success of an event, helping us to decipher 
delegates' mental disposition. Neurodesign, for example, is a multidisciplinary field 
that seeks to understand how the human mind reacts to sensory stimuli and built 
environments through insights from neuroscience and psychology, thus making it possible 
to create more effective events.
With a background in event management and cognitive linguistics, Victoria Matey turns 
science into practical strategies for real-world events – whether it is making events more 
brain-friendly, designing spaces that guide behaviour or helping partners apply psychology 
in lasting ways. Today, Victoria helps event professionals use psychology to create smarter, 
more human experiences as an event psychology advisor. She is also the creator of tools 
such as the Event Psychology Lab course, the book 10 Principles of Strategic Event 
Planning and the Event Psychology Strategist certification with MPI. She also runs the 
Event Psychology Hub and serves as Vice President of Events & Outreach at Bescy, a 
non-profit behavioural science nonprofit.
In this interview, she unpacks complex and interesting concepts ranging from emotional 
measurement to biophilic design:
What are the biggest mistakes and false truths that one key psychological mechanism is cognitive ease: it means 
event professionals often make when it comes to people are more likely to act when the action is simple. Yet, 
human psychology design? for years, we have seen registration forms that take forever 
to complete, confusing instructions or signage at venues, 
On a strategic level, I see two mistakes: either completely complex language, and slides overloaded with text during 
ignoring the psychological angle or assuming that starting presentations. All of these are basic mistakes, rooted in a 
from a gut feeling is enough to create a human-centred lack of awareness about human psychology. As a result, they 
design. In fact, adopting the event psychology approach aff ect the experience and make it harder to get the results 
means working from a comprehensive system rather than you want. On the fl ip side, understanding cognitive ease 
applying one-off  solutions as patches – they will not have the helps event organisers spot the bottlenecks in the attendee 
desired eff ect. It also means constantly updating yourself on journey and remove them ahead of time, so people can 
the latest insights: human behaviour is not set in stone, and make decisions in favour of your event without unnecessary 
the eff ectiveness of solutions depends on how well you keep friction.
up with the latest developments. That is why I advocate for a 
separate role of the Chief Behavioural Offi  cer on every event Can we say that the COVID-19 pandemic has given rise 
team – it is only going to bring outstanding value. to a pandemic of behavioural disorders? Will there be 
a high cost to mental health with this new normal in 
On a tactical level, a poor understanding of human psychology the context of meetings and events?
leads to ineff ective solutions and, at best, just keeping up with 
trends rather than truly innovating and facilitating outcomes I actually believe the pandemic has forced event professionals 
for both associations’ teams and attendees. For example, to change their views on how to design events, for the better. 
18
MAY 2025
That said, the new societal and work norms add a specifi c • What is the temperature? Warm temperatures (75–77°F, 
toll to a job that has always been stressful. That is why it is so 24–25°C) increase feelings of social closeness, making 
important to look after physical and mental well-being, and people more likely to go along with others.
to do it intentionally.
How can we move from an isolated variable to a holistic 
Physical health is not exactly a new topic, but I want to emotional framework? How can event professionals 
emphasise the powerful link between body and mind. Getting measure the emotions of an audience without falling 
enough sleep, staying hydrated, and exercising are not just into abstraction?
‘nice to have.’ Research tells us the connection between body 
and mind is built right into our brain structure: the areas that We are only now beginning to realise the importance of 
help us move are closely linked to the areas that help us think intangible metrics such as emotions, which are a very 
and plan, as well as to our automatic functions like blood complex subject. Current technological advances allow us 
pressure and heartbeat. That is why people who work out to understand them better and be more precise; however, 
regularly tend to be more positive, and why meditation or leading neuroscientists warn that we cannot achieve 100% 
breathing exercises help – they calm the body, and in turn, reliable measurements due to the great variations between 
calm the mind. cultures, races and individual diff erences. I believe that a 
combination of hard data and soft metrics is the best and, 
Social habits are critical to our emotional and mental well- as a starting point for a holistic framework, I suggest a few 
being. Studies show humans are wired for connection, and points:
low social connectedness has a negative impact on daily life, 
work productivity, and even how long we live. Taking some • Asking yourself questions like ‘What emotional 
specifi c steps to improve your social life habits is absolutely environment are we trying to create?’ and ‘What do we want 
necessary if you want to reduce stress and be happier and our attendees to feel?’ as early in the design process as 
more productive. possible.
“ • Adding emotion-related questions to traditional surveys. I am confident that literally Have you ever asked your attendees on a post-event every aspect of event design survey, “What made you feel surprised/anxious/delighted?”
and marketing can be viewed • Adding observation to the mix of evaluation methods 
through a behavioural lens. that is still underestimated in the industry. We are 
obsessed with data and feedback, but asking delegates 
questions is enough only if we assume people are 
How can event and association organisers unlock rational and make perfectly logical decisions. Watching 
the untapped potential of neurodesign for their what people actually do, on the other hand, will bring 
clients? What is the perceived relationship between you one step closer to fi xing your event issues and 
networking and participant engagement when discovering innovative solutions. 
implementing diff erent types of environments?
• Mixing surveys with observation and tech-based insights 
The link between behaviour and the built environment is to gain true insights.
fascinating. A room layout is not just about making specifi c 
seating arrangements or fi tting people in – it impacts our How can event segmentation, personalisation, and 
cognitive processes, our emotions, and how we network. creativity bypass cultural nuances to encourage social 
interaction?
That is why it is critical to learn more about space factors 
that can positively impact people at events. Some questions Cultural diff erences are one of the big factors that impact 
to ask: experiences. I always emphasise cultural diversity as one 
of the fi ve main types of diversity I talk about, along with 
• How many natural elements are there in the space (or demographic diversity, neurodiversity, cognitive and 
can be added)? Biophilic design makes people feel more emotional diversity. Understanding and celebrating diff erent 
relaxed and less anxious. cultures does not just mean fulfi lling requirements: it builds 
bridges and creates connections that are essential to the 
• Does the room have a high or low ceiling? It can success of an event.
infl uence how comfortable people feel in the room 
and even aff ect their style of thinking.
19
HQ #119 - HQ ESSENTIAL
INTERVIEWS
“ When you add solutions based on human psychology 
to the mix, you come up with 
very interesting and often Considering that there is a common thread between 
low-cost ideas. environmental sustainability and meetings, how can 
event psychology contribute to a new refl ection on 
sustainable design?
In practice, this manifests itself in various ways, for example:
Biophilic design is a fascinating area of knowledge that can 
• Customising your communications and activities with instantly transform your event space and also contribute to 
cultural references and considerations in mind; sustainability goals. From a brain science perspective, biophilic 
design elements such as natural light, greenery, colour and 
• Considering cultural norms, holidays or traditions that an fresh air are proven to promote physical, emotional and 
international audience should be aware of; intellectual wellness, reduce stress and spark creativity.
• Looking for innovative ways to respect and showcase To address sustainability challenges from an event psychology 
cultural diversity. This could mean creating themed standpoint, we have to tap into the motivations and 
breakout sessions that encourage cross-cultural dialogue perceptions that make people naturally lean toward eco-
or designing interactive experiences that celebrate friendly choices. For example, when we incorporate biophilic 
diverse traditions. elements into our design, we are not only making the space 
pretty, but also appealing to the core psychological drives of 
That said, I want to point out that, despite our careful attention comfort and well-being. By utilising nudges based on social 
to the cultural aspect, we should always start with human proof or default bias, we can subtly encourage attendees to 
values and psychological principles in mind – the need to adopt sustainable actions. It is also important to think about 
belong, the value of connection, the subconscious desire to how to maintain attendees’ eco-friendly behaviours even after 
follow the path of least cognitive resistance – because these the event ends. This should be part of any event strategy.
are universal, regardless of culture.
20
MAY 2025
HQDESTINATION
INTERV&IEEVWESNTS
21
HQ #119 -DESTINATION INTERVIEW
Europe’s Moment to Reinvent Itself 
Begins With BEfuture
As global power centres shift and environmental urgency becomes more pressing, Europe is 
challenged to lead by example. Among the region’s boldest responses is BEFuture, 
a pioneering EU-funded initiative that aims to reimagine the role of business events 
as platforms for innovation, inclusion and resilience. Supported by €4.2 million 
from the European Commission, the project focuses on transforming the MICE 
sector into a future-ready industry that extends far beyond tourism.
The project has its origins in Catalonia, but its goals are undeniably European. 
At its heart is Sònia Serracarbassa, Director of the Catalunya Convention 
Bureau, who was awarded the JMIC Profile & Power Award in 2024 for her 
contributions to global meetings industry transformation, including BEFuture. Now 
is the time for Europe to rethink what professional events can deliver for delegates, 
destinations and society in general.
The global lockdown did more than cancel or postpone “It is not just cross-border, it is cross-sector,” Serracarbassa events; it actually gave professionals in the meetings says. “We are bringing together destinations, universities, industry enough time to pause and refl ect on the accelerators, tech partners. Because if we are serious about 
sector, forcing a wake-up call. Across Europe, business innovation, we cannot keep thinking in silos.” Her point 
event professionals began to question not just how things goes beyond the consortium structure, BEFuture actively 
were done, but what the purpose of getting together really seeks collaboration with other industries and professionals, 
was. For the Catalunya Convention Bureau, this was a key recognising that many of the most relevant innovations often 
moment. come from outside the traditional events sector.
“We began reflecting, not just on formats, but on At the heart of BEFuture is a conviction that innovation must 
fundamentals,” says Serracarbassa. “What were we doing serve a purpose. The project’s strategy is grounded in four 
out of habit? What needed to evolve? And how could events pillars, each tied to major systemic challenges facing the 
become spaces that generate real value for people, for events industry. These were shaped through a pan-European 
communities, and for the environment?” research phase, now published in the BEFuture White Paper.
These conversations in Catalonia would soon lead to an • Talent and inclusion: ensuring accessibility, diversity 
unprecedented initiative. With the support of the Catalan and skills development;
Tourist Board, Serracarbassa and the European projects 
Unit proposed a bold idea: to position professional events as • Impact and governance: improving measurement and 
a strategic platform for economic and social transformation, accountability;
rather than a side eff ect of tourism policy. The European 
Commission approved it, and BEFuture became the fi rst-ever • Climate change and circularity: addressing waste, 
EU-funded initiative focused exclusively on the MICE industry, decarbonisation, mobility and the broader transition to 
awarded under the Single Market Programme. With €4.2 regenerative practices;
million in funding, the project launched with a cross-sector 
consortium of eight partners from six countries (Spain, • Event experience: improving how events are designed 
Belgium, France, Germany, Italy and the Netherlands). The and delivered, from delegate participation to the daily 
partnership brings together convention bureaux, business realities of organisers and suppliers, through smarter 
accelerators, research universities and communication processes and technology.
specialists, forming a pan-European network designed to 
prototype a new model for business events: one that is Scan the QR code to explore the full report
resilient, regenerative and relevant to Europe’s future.
22
MAY 2025
Each pillar has informed the structure of the Acceleration and the 63rd ICCA Congress in Abu Dhabi (2024), where it 
Programme, which supports up to 80 innovation-led hosted the workshop Innovating the Future of Business Events, 
projects across partner countries. Selected initiatives receive as well as at PCMA Convening EMEA. It has also been part of 
up to €30,000 in funding, plus expert mentoring, visibility at strategic dialogue with the Strategic Alliance of the National 
major events such as IBTM and IMEX, and integration into Convention Bureaux of Europe, a network of 29 national 
an international knowledge network. DMOs committed to long-term sectoral transformation. 
One example of this alignment is Convene 4 Climate, an 
“The delegate experience is not only about comfort or emerging initiative co-led by PCMA and European partners. 
logistics,” she explains. “It is about feeling involved. People Launched in Barcelona in 2024, the event refl ects a growing 
need to know that their presence (physical or digital) has determination to address business events’ environmental 
meaning, that they are not just attending, but contributing, impact and explore their role in shaping climate-conscious 
connecting, and helping shape what comes next.” futures. “The goals of Convene 4 Climate are fully aligned 
with what BEFuture stands for,” says Serracarbassa. “We 
Many of the selected projects explore how technology need to ask ourselves how we want to transition, not just 
can enhance this involvement, not by replacing the human as individual organisers or destinations, but as a connected 
element, but supporting it. From real-time data tools that industry with shared responsibility.”
optimise mobility and energy use, to inclusive digital interfaces 
that personalise access and participation, BEFuture is turning This renewed focus comes at a time when Europe is at a 
abstract priorities into practical experiments. “Technology is geopolitical crossroads and, with it, an opportunity to lead by 
not the goal, it is the enabler,” Serracarbassa adds. “It needs example. With polarised narratives dominating the discourse 
to help us become more sustainable, more inclusive, more in other regions, the European meetings industry is fi nding 
impactful. That is how we stay relevant.” a new meaning by focusing on environmental responsibility, 
digital transformation and inclusive design.
The call for projects was also extended to startups and 
entrepreneurs outside the traditional MICE landscape, “We are not just reacting to change. We are shaping what 
a deliberate move to bring in fresh thinking from other comes next and doing it in a way that is collaborative, 
industries such as smart cities, education technology, and equitable and grounded in values,” Serracarbassa concludes. 
mobility. According to Serracarbassa, this kind of collaboration 
is already changing the culture of innovation in the sector. As the selected projects begin to take shape, their potential 
to inspire replication across countries is already being felt. 
“What we see is that our own benchmarks are changing,” she BEFuture is more than a response to industry challenges. It 
explains. “For years we have talked about innovation, but now is part of a wider European shift towards a new business 
we can check what it looks like when others apply it to us. It event model, defi ned by purpose-driven design, collective 
is humbling, and that is exactly what we needed.” accountability and a commitment to measurable, long-term 
impact. As global expectations evolve, Europe is no longer a 
What sets BEFuture apart is not just its funding structure or follower of trends; the region is ready to build a future-proof 
the scale of its European ambition, but its ability to inspire framework for what meaningful meetings can look like, and 
alignment across the industry. The project continues to gain why MICE events matter.
visibility through its presence at events such as IBTM, IMEX 
23
HQ #119 -DESTINATION INTERVIEW
Zaragoza Hosts Record-
Breaking ICCA Iberian 
Chapter Meeting
The ICCA Iberian Chapter Annual Meeting took place from 2 to 4 April, bringing 
together more than 70 industry professionals and partners – a record for the chapter. 
Held during Global Meetings Industry Day, the event reinforced the value of face-
to-face meetings and the urgency around exploring AI’s real-world applications for 
business. Set against the architectural and historical richness of Zaragoza, the meeting 
was hosted by Zaragoza Congresos, the city's Convention Bureau, with a clear focus: 
to turn in-person exchange into long-term collaboration and measurable outcomes 
for the region's business events network. HQ attended this annual meeting for the first 
time, gaining a first-hand insight into the chapter's specific challenges and priorities 
in the meetings industry.
A u t h o r :  J e s ú s  G u e r r e r o  C h a c ó n ,  H Q  D e p u t y  E d i t o r
The fi rst day of the meeting kicked off  with a tapas tour Content with Purposein Zaragoza’s emblematic El Tubo district. This relaxed and social start refl ected the informal strength of face- Held at Hotel Alfonso and Grupo San Valero, the 
to-face connections in the business events industry. Long- programme focused on strategic learning and peer 
standing ICCA members used the occasion to reconnect, dialogue. Over two days, participants tackled some of the 
while newcomers found a welcoming way into the chapter’s most pressing challenges and opportunities facing regional 
community. The tour included three stops, each off ering a destinations, including the adoption of AI, legacy creation, 
distinctive take on Zaragoza’s tapas culture and serving as the use of business intelligence to improve new lead research 
a fi tting introduction to a city recognised as the Grenache and bidding for new association congresses, and the design 
Capital of the World, known for its internationally prized red of ambassador programmes.
wine. Afterwards, a walking city tour led participants through 
Zaragoza’s multicultural heritage, exploring its Roman Artifi cial intelligence was a standout theme throughout the 
foundations, Islamic and Hebrew legacy, and Baroque and programme. The discussion began with an opening keynote 
Renaissance architecture, like La Seo Catedral del Salvador, titled ‘Work Smarter, Not Harder: AI Tools Transforming the 
Catedral-Basílica de Nuestra Señora del Pilar, and the City Hall. Meetings Industry’, delivered by software engineering 
researcher Alejandro García Fernández. His session 
The day closed with a welcome dinner at Restaurante Aura, offered a grounded overview of current AI tools and 
located by the Ebro River and facing the Basílica, allowing workfl ows, outlining a practical framework that demystifi ed 
attendees to experience the city’s culinary identity alongside the technology for industry professionals.
one of its most iconic sights.
In a highly practical session, Sara Correia, CEO of Spring 
“Zaragoza is an ideal MICE destination. We are compact, Events, led a hands-on session showing how to create a 
walkable and culturally layered, with a strong track record custom AI assistant for tasks like RSVP analysis, attendee 
of hosting major events,” said José Francisco García, insights, and automated communications. The session 
General Manager at Zaragoza Turismo. “Our location, offered concrete applications for planners seeking to 
just a short train ride from Madrid or Barcelona, makes enhance operational effi  ciency while embracing ethical 
us highly accessible, and this meeting gave us a chance to innovation.
show our full potential, from the historic centre to the Expo 
legacy zone, venues, gastronomy and innovation hubs.” The case study session off ered a clear window into how 
Also present was Asun Navarro, recently appointed Head destinations and providers translate big ideas into real-
of Zaragoza Congresos.” world impact. Bnetwork opened with its commitment to 
24
MAY 2025
sustainable hospitality, sharing how its ISO 20121 certifi cation Zaragoza: Legacy And 
and internal eco-tracker have helped reduce waste and Future
support responsible event practices. Porto Convention 
Bureau followed with a strong example of sustainability As part of its commitment to 
in action. During the IAPCO EDGE Seminar, delegates showcasing the city’s evolving 
partnered with Associação CAIS, an organisation supporting business events infrastructure, 
individuals experiencing homelessness, to create puff s from Zaragoza Congresos invited HQ to 
recycled materials. These were later donated to a children’s explore the legacy of Expo 2008 and its 
cancer hospital in Porto, linking creativity with meaningful long-term impact on the city’s meetings off er. The 
legacy. Palacio de Congresos de Zaragoza, one of the main venues 
built for the Expo, remains a central hub for conferences, 
Madrid Convention Bureau presented its “Share corporate gatherings, and cultural events. With a 1,400-seat 
Knowledge, Share Life” campaign, a blood donation initiative auditorium and fl exible spaces, the venue remains key to 
developed in partnership with the Spanish Red Cross and Zaragoza’s large-scale event strategy. Held in March 2025, 
the Madrid Blood Transfusion Centre. The campaign was The Wave attracted 15,000+ attendees, 11,800 professionals, 
organised around the European Hematology Association and 200+ speakers, focusing on AI, digital transformation, and 
Congress and mobilised over 2,300 donors through mobile entrepreneurship.
units deployed across the city and beyond. The model is now 
being off ered to other congresses hosted in Madrid. Finally, Across the Expo site, Zaha Hadid’s Bridge Pavilion now 
Gijón Convention Bureau explored long-term strategies houses Mobility City, managed by Fundación Ibercaja. 
for sustainable destination growth. Gijón’s Ambassador Dedicated to the future of transport and urban mobility, 
Programme, established in 2004, prioritises quality over the space blends exhibition, education, and public-private 
quantity, with 24 ambassadors driving its competitive edge in collaboration. Together, they preserve the Expo legacy while 
medicine and engineering. advancing Zaragoza’s smart city ambitions.
This year, the ICCA Iberian Chapter welcomed six new 
The conference off ered a deep dive into ICCA Business members. It was also a moment of farewell for two respected 
Intelligence (BI), moderated by Juanjo García, Chief chapter figures – Carolina García-Suárez (Gijón Convention 
Sales & Marketing Offi  cer at Bco Congresos and one of Bureau) and Manuel Macías Moreno (Sevilla Congress 
the strongest advocates for using data to transform lead & Convention Bureau) – who were honoured for their 
generation. The session was led by Kate Yates and Luísa contributions to the chapter.
Magalhães from SFA Connect, who unpacked the practical 
applications of a sector-fi rst approach when using the ICCA 
database. Eff ective business development starts with aligning Looking ahead, members are invited to take part in several 
local expertise and economic strengths with the right kinds upcoming ICCA events:
of international events, and destinations can unlock new • The ICCA World Congress (9-12 November 2025) in 
opportunities by identifying sector synergies as part of their Porto, Portugal. Under the theme ‘Charting the Course’, 
strategy, crafting keyword-driven searches, and building the congress will feature a multivenue format inspired by 
coalitions with local ambassadors early in the bidding process. the city’s navigational heritage, human-centric design and 
Portuguese innovation.
The discussion on destination strategy highlighted how 
stepping outside bigger or traditional destination choices can • The ICCA Global Association Forum (7-9 July 2025) in 
transform the delegate experience. In a panel session, Diana Granada, Spain, co-hosted with Granada Convention 
Tejerina from Fundación NovaGob shared her experience Bureau and Andalucía Tourism and featuring 
organising the Public Innovation Congress in smaller Spanish association-destination matchmaking and educational 
cities, demonstrating how these settings foster stronger sessions.
community ties, increased local impact, and more meaningful • The ICCA Iberian Annual Chapter Meeting 2026 (11–13 
engagement. Her message aligned with the contribution of March 2026) in Coimbra, Portugal.
Ana Encinas, Managing Director of AUSAPE (the SAP users’ 
association in Spain), who emphasised the value of immersive For HQ readers interested in how ICCA is addressing the 
environments for interaction and knowledge sharing. “What fast-evolving needs of global members, ICCA CEO Senthil 
we are looking for is not just infrastructure,” she noted, “but Gopinath shares insights in this edition (pages 18-19) on 
the kind of environment where connections and learning truly available programmes such as ICCA Advantage, ICCA 
happen.” The panel showed how less traditional destinations Learn, ICCASkills, ICCAUni, and the Association Impact 
can foster more authentic, collaborative delegate experiences. Masterclass.
25
HQ #119 -DESTINATION INTERVIEW
“Haere mai ki Aotearoa”: How 
New Zealand is Building an 
Event Powerhouse in the 
South West Pacific!
New Zealand’s appeal is at a 10-year high for international visitors. The Oceania country has all 
the elements required to host an inspiring and unforgettable conference: access to innovative 
knowledge hubs, unique culture and rich experiential programmes, seamless delivery, great 
venues and amazing activities. Plus, an emphasis on a warm welcome, reducing your event’s 
environmental footprint, and leaving a positive societal impact. In the following interview, 
we discussed all these elements with Penelope Ryan, Tourism New Zealand's Global 
Manager Business Events.
New Zealand’s business events industry recently All three centres look 
received a $3 million investment from the spectacular, but beyond 
government (approx. €1.66 million). How will this that, they are also at the 
funding be used to attract high-value international forefront of technology, 
conferences? sustainability, and incredible 
food and beverage delivery. Te 
The additional $3 million in funding will supercharge the Pae Christchurch is a world-leading net 
work our team is already doing to bring conferences and carbon zero convention centre. The executive chef at the 
incentives to New Zealand. The money will increase our NZICC used to be the Executive Chef at the Royal Palace 
existing Conference Assistance Programme, enabling us in Jordan. Tākina Wellington Convention Centre can 
to bid for 110 conferences this financial year, up from 90. leverage the creative spaces and experiences of its portfolio 
Our business development managers will collaborate with mate and neighbour, the Museum of New Zealand Te Papa 
our venue and convention bureau partners on new bids. The Tongarewa. So, conference organisers and delegates can 
fund also allows for some strategic subvention funding to be certain they will have a seamless, impressive experience. 
convert some of the conferences already on our radar. The 
funding will also boost New Zealand’s international presence In addition, all three are becoming increasingly integrated 
at trade events, including the Meetings Show Asia Pacific into their respective city centre precincts. New hotel 
in Singapore in April and IMEX Frankfurt in May, allowing us infrastructure has been added, and there is a real buzz 
to get more traction with key conference decision-makers around the local restaurants and activities when conferences 
while we are in their region. come to town.
With Te Pae Christchurch, Tākina Wellington, Māori values such as manaaki (hospitality) and 
and the upcoming opening of New Zealand tiaki (care for people and planet) are shaping 
International Convention Centre (NZICC), how is New Zealand’s event experiences. How are these 
New Zealand’s investment in world-class venues cultural principles practically integrated into 
transforming the business events landscape? conferences, and how does this impact delegate 
engagement?
We have gone from having no dedicated, purpose-built 
convention centres to having three new, world-class ones in Manaakitanga – our warm welcome – is an integral part of the 
four years. We are able to bid for and host conferences of up way we treat all our visitors and is evident in our conferences, 
to 4,000 delegates, which we just could not accommodate which emphasise building relationships based on respect and 
previously. reciprocity. And tiaki shows up in the sustainability initiatives 
we embrace across the conference journey, from inside the 
venue to the regenerative tourism activities on offer outside. 
 26 
MAY 2025
Māori culture is unique, enabling a memorable experience We are known for being a magical tourism destination year-
delegates can get nowhere else in the world. There is round. There is growing awareness of our great events 
something thrilling and moving in experiencing a Māori infrastructure, which will be boosted even further when 
pōwhiri welcome, or kapa haka performance. But beyond the NZICC opens in February. The challenge we often find 
that, there are also increasing moves to integrate Māori is people’s perception of the distance and complexity of 
culture into New Zealand conference content and speaker getting here. New Zealand is only a 9/12-hour overnight flight 
programmes. This can facilitate deeper connection and from most countries on the Pacific Rim, with excellent direct 
unlock new thinking by bringing fresh perspectives from te access from Southeast Asia and North America. The latter 
ao Māori (the Māori worldview), leading to better outcomes market has seen a dramatic rise in connectivity in recent 
for the hosts and delegates. years. You can get on a plane in the US, put a movie on, go 
to sleep and wake up in New Zealand, ready to start the day.
For international event planners unfamiliar 
with Māori customs, what guidance For those with environmental concerns, New 
is available to ensure culturally Zealand has plenty of opportunities to 
respectful event planning? support sustainable event delivery. This 
includes measuring and mitigating 
We have produced our own guide, your carbon footprint through 
‘Incorporating Māori culture into your Toitū Envirocare’s science-based 
conference’, which introduces some of certification, or through partners such 
the Māori concepts and opportunities as the native tree planting programme, 
for engagement at events. Beyond Trees That Count. Choosing Qualmark-
that, our local convention bureaux, accredited venues, accommodation, 
major venues and PCOs have extensive transport, and service providers ensures 
relationships with iwi groups at a local level you are using an operator that has been judged 
and can make introductions, whether that is for against criteria recognised by the Global Sustainable 
cultural performers, or connections to thought leaders. Tourism Council. And you can encourage your delegates to 
For instance, Auckland Convention Bureau can connect embrace New Zealand’s Tiaki Promise, to care for people 
event organisers with the Treasures of Tāmaki, a collection and place. We are working in tandem with our partners 
of Māori-owned tourism businesses that can help event to reduce risk and increase international confidence that 
planners access a range of experiences from food and conferences in New Zealand will be well attended and 
beverage and performers to authentic storytelling tours. financially successful. We look forward to welcoming more 
conferences and showing the best of what New Zealand 
Looking ahead to 2026 and beyond, what are the has to offer.
biggest opportunities and challenges for New 
Zealand’s business events industry, and how is the Explore more at businessevents.newzealand.com
sector preparing for the future?
 27 
HQ #119 -DESTINATION INTERVIEW
Prague Event Hub: 
All-Inclusive Experiences for Associations
Prague’s business events landscape has welcomed a new project that brings together three 
of the city’s leading venues: the Cubex Centre Prague (CCP), the City Conference Centre 
(CCC) and the Panorama Hotel Prague (PHP). Together, they create a comprehensive 
event solution that combines top-tier event facilities, expanded meeting capacity, and 
nearby accommodation for a seamless experience.
The Prague Event Hub (PEH) offers event organisers events ranging from 30 to 2,000 participants. and association planners a comprehensive solution “Our flexibility lies in the ability to operate as a in a single location, with state-of-the-art technology, single entity, while retaining the option to provide 
increased capacity and convenient accommodation. CCP is a services independently,” adds Krizkova. “This approach 
premier event venue offering cutting-edge spaces designed allows us to adapt to a wide range of client needs, scale 
for conferences, corporate gatherings, and large-scale events. events properly and allocate resources efficiently for 
However, it does not provide on-site accommodation. This marketing and promotion.” Another important advantage 
is where PHP, located next door, plays a key role by offering of this Hub is its compact layout, allowing easy navigation 
convenient lodging options for event attendees. Meanwhile, between locations and direct access to Prague’s historic 
the CCC, which is directly connected to Cubex via a shared centre. The Pankrác district boasts excellent infrastructure, 
foyer, enhances uptake by providing additional meeting a variety of restaurants, one of the city’s largest shopping 
rooms and event spaces. This seamless integration allows centres and leisure activities. “This strategic location 
for hosting larger and more complex events effortlessly. eliminates the need for complex transport arrangements. 
“The collaboration between these entities began shortly after Unlike large conference centres on city outskirts, PEH offers 
the inauguration of Cubex, and formalising it into a unified convenience and efficiency, reducing unnecessary travel time 
business project was the next natural step,” Jarka Krizkova, and environmental impact,” says Krizkova.
Director of Cubex, told us. PEH now aims to expand its 
partnerships in the Pankrác district – often referred to as 
the ‘Manhattan of Prague’ – due to its status as the city’s Cubex is not just a venue – 
business hub. “This initiative goes beyond event spaces it is a dynamic, immersive 
to include leisure activities that complement conferences “
and corporate events. The result is an innovative and space where technology 
comprehensive approach to event planning, setting new meets creativity, setting new 
standards in the industry.” standards for how events are 
The combined conference capacity of these three venues hosted and experienced.
includes 20 rooms with adaptable layouts, accommodating 
 28 
MAY 2025
Cubex: More Than Just An Event Space, An Entire prioritising locally sourced products and suppliers in favour 
Experience! of the local economy.
Prague Event Hub: As the name suggests, Cubex’s interior was inspired by The Chameleon ConceptCubism. “We wanted to offer something as unique as 
Prague’s renowned Cubist architecture, while at the same Beyond its striking interior, Cubex excels in large-scale 
All-Inclusive Experiences for Associations time bringing this cultural heritage to a wider consciousness.” projections. With its avant-garde design, cutting-edge This cubist-inspired design was a key factor in CCP receiving technology and attention to detail, CCP offers an 
the award for ‘best new venue’ in the 9th international environment where visual presentations take on a new 
competition of the Global Eventex Awards 2019. “Similar emotional dimension, allowing event organisers to convey 
to how this avant-garde art movement was initially considered critical information and unique audiovisual experiences. 
impractical, some sceptics questioned our decision to “Traditional lecture and presentation formats that were 
integrate such complex architectural elements,” Krizkova common a few years ago no longer resonate with today’s 
revealed. “However, several clients from all over the world audiences. Modern technology allows for captivating visual 
tell us now that they have never encountered a venue like effects that increase audience engagement, influencing 
ours. For example, last year PEH’s three venues organised not only content but also the form and delivery methods,” 
an event for a leading American technology company that explains Krizkova. At the heart of the venue’s Chameleon 
maximised Cubex’s capabilities with remarkable impact.” concept is a minimalist, neutral interior offering ample 
While size and cost were once the main concerns, today branding opportunities. An innovative approach that, with 
priorities are increasingly focused on sustainability, cutting- advanced lighting and projection technology, allows clients 
edge technology and unique interior design – trends to transform events into unforgettable experiences. “Our 
confirmed by international associations who choose Cubex main hall has 325 ceiling-mounted lighting bridges, allowing 
precisely for these reasons. for infinite colour and lighting combinations. It also features 
immersive panoramic projections of up to 360 degrees, 
“More than ever, clients are prioritising carbon footprint made possible by its column-free, curved-wall design. 
calculations following sustainability standards and criteria Additionally, our Media Wall – a 102m² projection surface 
that both the event and the venue must meet,” says in the foyer – allows planners to create an immediate 
Krizkova. Cubex is located in a LEED Platinum-certified ‘wow effect’ upon entry. Whether it is a corporate forum, 
building, awarded only to structures that achieve the highest product launch or membership conference, each event can 
standards in energy efficiency, environmental design, water be fully customised according to the organiser’s identity, 
conservation, indoor air quality and sustainable development creating a visually captivating environment,” she concludes.
in general. “Among Czech venues, Cubex is at the forefront 
of sustainability, offering features such as rainwater 
harvesting for sanitation, electricity from renewable sources, 
automated LED lighting, among other environmentally 
friendly technologies. Thanks to this certification, we can The main aim of this 
provide not only a sustainable environment, but also accurate “ partnership is to increase the 
data for our clients to calculate the carbon footprint of their competitiveness of Prague 
events.” The CCC is also dedicated to sustainability, actively 
participating in recycling programmes and minimising Event Hub by expanding 
environmental impact through waste reduction efforts. In its capacity and range of 
turn, PHP takes an environmentally responsible approach by 
implementing energy and water-saving processes, tackling services, thus attracting 
food waste, ensuring the efficient use of resources and major international events.
 29 
HQ #119 -DESTINATION INTERVIEW
Salzburg: Meetings With a 
Vintage Alpine Twist! 
Widely recognised as one of the most charming European tourist hubs, Salzburg is much more than an 
idyllic film set or a stop-off point for classical music aficionados. Its human capital, built infrastructure 
and knowledge centres have led to pioneering achievements in culture, medicine, social sciences 
and technology. But what exactly makes this city stand out in an increasingly competitive market? 
Austria’s fourth largest city is not only the birthplace This compact dimension is also reflected in the collection of Mozart or the setting for the Sound of Music, of conference venues with excellent infrastructure, value-attracting filmmakers and musicians from all over the for-money accommodation and heritage spaces with a keen 
world to its Alpine setting. The old town is a treasure trove eye for detail. “Our list ranges from modern, well-equipped 
that seems to have come out of a fairytale, full of buildings conference facilities such as the Salzburg Congress and the 
from the Middle Ages, Romanesque and Baroque, testimony Messezentrum Salzburg Exhibition & Congress Center 
to the passage of time in a UNESCO World Heritage city. (MZS), social events in the unique, baroque atmosphere of 
Beyond all this cultural heritage, Salzburg has also become the DomQuartier Salzburg - Residence Palace, to a more 
a popular destination for congresses, conferences, events casual, traditional atmosphere in the authentic Stieglkeller. 
and incentives in recent years. This is echoed by current Of course, something really special is that our Opera houses, 
figures with around 5,700 events with almost 300,000 theatres and museums can be implemented as conference 
participants in 2023 alone – an increase of 37% compared rooms as well, which gives a very special charm,” adds 
to pre-pandemic results – placing the metropolitan area as Kassanits-Pfoess. In the heart of the city, the Salzburg 
the second most popular meeting destination in Austria. Congress is a multifunctional conference centre offering 
“The main advantages of Salzburg are the mix of urban city event space over five floors and up to 15 conference rooms 
and nature in the surrounding Alps. Of course, the short of various sizes and degrees of transformability. The MZS, 
walking distance between venues and proximity to the the largest multifunctional event venue in Salzburg, has 21 
airport are another advantage, so you can better invest that conference rooms with state-of-the-art equipment, ten halls 
time and money,” says Elisabeth Kassanits-Pfoess, Senior of various types and sizes, as well as the Salzburgarena, 
Marketing Manager at the Salzburg Convention Bureau. which can accommodate a plenary hall up to 4,500 people. 
With more than 40 years’ experience in the sector, this team Finally, the city recently saw the opening of a new, modern 
of experts offer a personalised service guiding associations conference centre called Zentrum für Visionen, with 4,200 
from the first contact to their arrival in the city. m² of event space across six conference rooms.
 30 
MAY 2025
“ Recycling Congress or the Interventional Radiological The character of our Olbert Symposium. What is important to note is that many destination will steer the of the associations we have hosted in the past, ended up returning. Of course, we try to engage with our universities, 
pace of your conference, hospitals and research centres to define the main focus of 
giving you a touch of our events. By instance, the International Data Week in 2023 
exclusivity and a unique led to a study programme on data science at the University of Salzburg,” says Kassanits-Pfoess. One of the highlights of 
experience. 2026 will be the 29th Meeting of the European Society for 
the Advancement of Cell Technology, which will be held 
from 7 to 10 June at the MZS. Meanwhile, the city has also 
Within its offer, Salzburg also presents various social won the international bid for the 16th World Congress of 
programmes to ensure the sustainability and cultural Paediatric Dermatology to be held in spring 2029.
diversity of its hosted events. This can range from a Jodeling 
workshop where participants can perform breathing and Sustainability has been at the heart of the CVB’s concerns, 
posture exercises, to an environmentally friendly experience so they have proceeded to certify a wide variety of venues 
such as building your own bee house. Other classic activities with the national ‘green venue/meeting’ label. “We have a 
include a private Mozart concert in his birthplace, or a trip certified catering partner that offers high-quality cuisine with 
back in time to the famous salt mines near the city that adds a local focus as well as free access to our transport network, 
an extra slice of local heritage. “We even had the opportunity where delegates are encouraged to choose green transport.” 
to build some solar panels at certain events, which were then However, it is not just environmental sustainability that is key, 
donated to a village in a less developed country.” but the influence a conference can have on local society. “We 
are encouraging clients to include new campaigns, such as 
As a medium-sized city, Salzburg has become increasingly a student day at universities, and attracting conferences in 
important as a centre of knowledge and innovation, bringing specific areas such as forestry, where partners in the region 
together clusters of excellence and leading figures who have developed a special reforestation programme for the 
play a decisive role as a convention venue. To this end, the region.” Social impact means a lot to this city, as proven by the 
Salzburg Convention Bureau carried out a study to find out Salzburg festival, which has been held for over 100 years, 
which industries and scientific groups would feel particularly where experts from all over the world meet not only to enjoy 
suited to the Austrian city’s ecosystem. In the medical the local culture, but also to collectively chart the future of 
sector, advances in the fields of robotic microsurgery, musical sciences. “Together with the various stakeholders, 
neonatal medicine or cancer research at the Paris Lodron we try to figure out what is valuable in order to give back to 
Salzburg University leap to the fore, while the biological the city. This ranges from fundraising campaigns for research 
sciences sector underpinned by the establishment of centres or even external partnerships for bachelor’s and 
pharmaceutical companies, biotechnology, medical master’s theses.” But this spirit of co-operation even goes 
technology and personalised medicine beyond borders: “We are a proud member of the EU CVB 
also excel. “In 2025, we have already network. It does not matter if it is with our hotels, venues or 
hosted a number of international and suppliers, or with our local scientists and doctors – together 
European conferences, such as the we can grow and generate great conferences,” concludes 
23rd International Electronics Kassanits-Pfoess.
 31 
HQ #119 -DESTINATION INTERVIEW
Valencia: “We do 
Not Just Talk About
Legacy – we 
Integrate it Into Our 
Events Strategy”
Valencia has gradually become a multi-faceted destination 
for different visitor segments, bringing together business 
delegates with numerous association activities. These events 
contribute to the city’s international reputation, not just for 
tourism, but as a place to do business, invest and live. HQ 
profiles Valencia over the last few years in this report:
In the last HQ, talking about the EU CVB Network, Manuel resilience and sustainable urban planning are, not only for the Ferrís uncovered his city’s transition to a business events events industry but also for the most diverse communities hub: “Valencia was known from the start as a business and residents. “As a medium-sized city, we off er a compact 
city and only later developed its tourist profi le. Now this ratio and accessible urban layout where everything is 15 minutes 
is more balanced due to the impact of leisure tourism and away, including our international airport. In 2024, Valencia held 
business events.” The MICE industry is now at the centre of the title of European Green Capital, which reinforced our 
Valencia’s tourism and urban development strategy. Unlike commitment to sustainability – a key factor when making 
other visitor segments, association events are distributed decisions about events today. We also highlight our cutting-
more evenly throughout the year, involving high-value edge venues, strong local ecosystems and a city philosophy 
travellers and leaving behind intellectual and social legacies. where ‘every event matters’. We work hard to ensure that 
The fi gures are there to prove it: in recent years, Valencia has each congress connects with the local knowledge base and 
consistently ranked among the top 50 meeting destinations industrial centres, leaving a legacy that goes far beyond hotel 
in the world and third in Spain (just behind Madrid and nights,” the Director of the Valencia Convention Bureau told 
Barcelona), consolidating its international recognition as us. With more than 21,000 hotel beds and dozens of exclusive 
a congress destination. According to a recent study, the meeting spaces, Valencia is defi ned by the combination of 
convention bureau estimates an annual impact of 800 million history and tradition in monuments such as the Cathedral
euros and more than 500,000 delegates a year in business or the Silk Exchange, with the iconicity and modernity of 
events alone within the metropolitan region. As a standout architectural works of art such as the Queen Sofi a Palace 
case, KubeCon + CloudNativeCon Europe 2022, the fi rst of Arts or the Valencia Conference Centre. “We are 
major post-COVID conference, exceeded all expectations by fortunate to have exceptional complementary venues that 
bringing together more than 7,000 technologists from the give our events a unique identity. The City of Arts and 
leading open source and cloud native communities at the Sciences, a cultural icon of the city, is perfect for large-scale 
Feria Valencia exhibition centre. events; located in the Marina area, Veles e Vents off ers a 
spectacular seaside setting; while the Roig Arena, our next 
From a sales standpoint, Valencia has also become a reliable state-of-the-art indoor venue, will open in September this 
choice for associations looking for a well-connected, cost- year. We also have charming and historic venues outside the 
eff ective and sustainable destination with the ability to deliver city such as Masía Xamandreu, Campo Aníbal, Cartuja del 
events of all sizes. On the other hand, the tragic fl oods Ara Christi, Huerto de Santa María and Aldamar, ideal for 
of 2024 have made it even clearer how essential climate more personalised gatherings,” says Ferrís.
32
MAY 2025
“ 70% of employees with diff erent types of disabilities in its It is not always easy to Valencian properties, Gourmet Catering collaborates with quantify our ambassadors’ Asindown Valencia, off ering employment opportunities to people with Down’s Syndrome, and following the European 
impact, but we know that Conference on Networks and Communications 2019, 
they have helped shape our Huawei decided to invest in a 6G research programme at 
strategic direction and led the Polytechnic University of Valencia,” explains Ferrís. 
to major congresses being A number of events in the pipeline are confi rmed for the near 
held here. future, including the World Congress on Vascular Access 2026, the European Congress of Medical Physics 2026, 
and the 17th International Congress of the International 
In terms of local partners, the city bureau’s strategy involves Radiological Protection Association 2028. “Due to the 
a collaborative MICE ecosystem to harness the diversity overlap of several events during that period, the European 
and strength of its scientific and business community. Academy of Allergy and Clinical Immunology Congress 
For example, Invest in Valencia attracts companies and 2024 became one of the most complex and demanding 
international investors, guaranteeing a constant flow of events we have ever managed. However, it once again 
innovation that spills over into major congresses. On the reaffi  rmed our resilience and determination as an event 
academic front, event managers can collaborate with destination,” Ferrís concludes.
both the Polytechnic University of Valencia and the 
University of Valencia, whose faculties are internationally 
recognised in areas such as Agriculture and Forestry 
Sciences, Engineering, Mathematics, Medicine, Astronomy, “ For us, MICE is not a Chemistry, Pharmacy, Psychology, Accounting and Finance. parallel segment – it is a 
By instance, the International Congress of Industrial 
and Applied Mathematics 2019 was the result of the joint strategic driver for the city’s 
eff orts of these two universities, underlining the strength innovation, sustainability 
of the ‘Valencia Team’ approach. “Association’s congresses and global engagement.
are in line with our positioning as a knowledge-based 
destination, bringing experience, connections and visibility 
between global sectors. The specifi c legacy celebrated with 
the World Design Capital Foundation reinforced the role 
of design, art and innovation in every aspect of the event 
experience. Moreover, we connect with the start-up and 
business incubator community through Marina de Empresas, 
our entrepreneurship hub. We nurture a true cross-sector 
collaboration that also includes the music and cultural sectors 
to shape more meaningful and innovative events.”
Meanwhile, the Valencia Ambassadors Club programme 
triggers activities planned by MICE professionals for target 
groups and relevant entities in each professional fi eld. The 
programme currently has more than 60 members, and 
Manuel describes it as a strategic tool for identifying and 
attracting high-level events to the city: “These individuals, 
usually academics, scientists and professionals from key 
sectors, are not just ambassadors; they are opportunity-
makers, trailblazers and connectors within their fi elds. The 
synergies they generate between institutions and the trust 
they inspire in associations have led to important victories and 
strengthened our positioning in various industries.” For these 
professionals, social legacy means creating long-term value 
beyond the event itself, realising this vision with real, practical 
initiatives. “For example, Ilunion Hotels employs more than 
33
HQ #119
Lucky Bay, Western Australia
MAY 2025
Australia,
Inspiring Connections
From deep First Nations heritage to world-class 
research institutions, Australia offers a business 
events experience shaped by cultural depth, 
laidback professionalism and a strong sense of place. 
Whether across the red sands of the outback, the 
Coral Sea, or the corridors of leading convention 
centres and universities, the country delivers more 
than infrastructure; it connects global associations to 
local expertise and sectoral strength. 
In our special destination report, HQ uncovers the 
people, industries and ideas shaping Australia as a 
destination for purposeful meetings, with global 
leadership in health, clean energy, agri-tech, quantum 
science and beyond.
Discover the full report in our Australia 
supplement. Available now on 
meetingmediagroup.com
MAY 2025


Uluru
SPECIAL MICE 
DESTINATION REPORT
Field of Light, Uluru 
© Northern Territory
Lucky Bay, Western Australia
35
HQ #119
 SOME 
EVENTS 
PROMISE 
 THE 
 WORLD...
...WE 
ACTUALLY 
DELIVER 
IT
imex-frankfurt.com
Let’s go 
where the 
buying 
power is.
36
Headquarters_210_270.indd   1 20/02/2025   17:04:45
EVENTS MAY 2025
IMEX FRANKFURT
Taps into Business 
Needs of 2025 
The currency of live events shines through 
in latest edition of the global show 
Strong associations thrive on delivering membership drawing from their ForesightWorks research. A workshop value through education and networking while around meeting design and the delegate experience staying ahead of change. IMEX Frankfurt is promises to fl ip traditional formats upside down. Planners 
where association leaders can meet to share ideas, hear will be invited to share elements of their association’s 
insights, and learn from sector-leading experts. It is meeting design with a panel of experts on hand to off er 
where associations can connect with peers facing similar parallel examples, practical advice and creative solutions. 
challenges and explore strategies to engage members, drive 
growth, and deliver lasting impact and reach. The line-up of learning sessions continues during the 
show across nine learning tracks which form part of a 
Registration is now live for the show, taking place May revamped education program. This includes new – and very 
20-22. The 2025 edition is set to bring the needs of today’s current – areas of focus such as Design Matters as well 
event professionals into sharp focus. Through a series of as Leadership and Culture (where the speakers are shining 
improvements across customer service, event design and examples of ‘extreme leadership’ – expect more details 
the education off ering, IMEX Frankfurt has been reimagined soon). All learning tracks focus on sharing insights that are 
to ensure attendees have the new skills, knowledge and meaningful, applicable, ROI-driven and often surprising. 
contacts to respond to both global and regional changes. 
The Currency of Live Events 
One constant remains: delivering business value sits at the 
heart of the show with IMEX continuing to invest in a new “Live experiences hold signifi cant currency in 2025. When 
and dedicated customer service team and technology to everything can be clicked, streamed or viewed online, 
ensure a friction-free and time effi  cient experience from it is the real-life moments that many people crave. IRL 
start to fi nish. The show brings buyers face to face with experiences are not only an important way to establish 
a broad range of international suppliers, and is designed trust and nourish our need for social connection, but they 
to make meeting new destinations, new venues and new enable us to immerse ourselves in a community of common 
partners both straightforward and fun. interests – and that is great news for the next cohort of 
young people entering the workplace, explains Carina 
Association Focus Bauer, CEO of the IMEX Group. 
Association Focus, a dedicated programme for association “The latest iteration of our show has been shaped by our 
professionals, takes place on Monday May 19, the day before fundamental human needs and will help event professionals 
the show. Led by expert global speakers, the collaborative to deliver more positive business impact, build powerful 
program off ers insight, inspiration and resolutions for both global relationships and – let’s not forget – have fun!” 
association leaders and association events professionals. Register for free
Expect a deep dive into how associations are using AI to IMEX Frankfurt takes place at Messe Frankfurt from 
create authentic, lasting value for their members, teams May 20-22, 2025. The show's overall attendee 
and audiences. ASAE will deliver a high-level overview of satisfaction levels rank in the top 25% of global 
the key drivers of change shaping the association landscape, trade shows surveyed in explori.
37
HQ #119
HQINSIGHTS
ASSOCIAT&IPOCNO
38
-ASSOCIATION INSIGHTS MAY 2025
Customer Experience is a Journey
The key challenge with delivering a great Customer Experience (CX) is ensuring 
that the entire journey is at the same level of excellence. Therefore, associations 
ASSOCIATION need to step away from measuring post-event CX and focusing on a sub-set of elements of the journey. This means that processes need to be put in place to capture feedback continuously, allowing to adapt and predict the &PCO experience and measure the impact. A u t h o r :  S v e n  B o s s u ,  A I P C  C E O
As event professionals, we are all aware of the fact second step is to map out the journey the delegate will make that post-event customer satisfaction surveys do not to achieve that goal, which will most probably be a multi-bwork. Response rates tend to be low, resulting into channel journey. The AIPC delegate will look at the delegate 
non-representative and often non-actionable output. Just to list to identify the persons she/he wants to connect with, use 
be transparent: at AIPC we have a response rate of less than the event-app to connect with that person, use the signage 
15% when it comes to the survey on our annual conference. at the event to make it to the networking zone, look for a 
But the key problem with these surveys is that they are, per place to sit and have a coffee while having that meaningful 
definition, reactive and do not allow to predict and adapt the conversation, and exchange contact details via the event-app. 
customer journey while happening. If I – as an organiser – only The third step is to track the different elements of that 
find out after the event that my registration platform is not journey. If the “connection” functionality of the event-app is 
up to standards, it will be of little use. not used, but the networking zone is full all the time, it means 
that we are missing an element in the journey. Which in the 
That is why a different type of measurement needs to be put case of AIPC could simply mean that, because it is a relatively 
in place. For example, when it comes to registration, it is very small event, participants do not use the app to connect, but 
interesting to know what the percentage of delegates is that simply look at the delegate badges to find somebody – in 
managed the complete registration in one go and the average which case, the badges need to be designed to this purpose, 
time it took. Having that information at hand instantly, allows in order to facilitate the journey. In an ideal world (we are not 
to detect and repair problems, which can ultimately have an there yet) there would be a fourth and final step: to measure 
impact on registration figures. the number of new connections made and the stickiness 
of that connection – have the persons involved stayed in 
Because that is the other problem with satisfaction survey: touch after the event – which would be linked to the AIPC’s 
how do you translate the results into increase of revenues, community objective.
decrease of costs or any other objective the association 
might have? We all strive to increase our Net-Promotor- Now, AIPC members have of course several goals when 
Scores (NPS) and it is a really good indicator of the fact that attending the AIPC conference and so, multiple journeys 
a member is satisfied with the value offered. Ultimately, need to be defined and tracked. But doing so is allowing us to 
however, NPS and other Voice-of-the-Customer (VoC) better understand the needs of our members and therefore 
metrics provide useful data, but they do not provide enough to design our events accordingly – and to adapt on the spot 
context to truly identify a CX problem – or solve it. when needed.
So, how do you start with journey measurement? The first 
step is to understand the goals of your members – when, 
for example, they attend your conference – and to link 
these goals with the objectives you have as an association. 
By instance, one of the primary goals of the AIPC members 
when attending the annual conference is to network with their 
peers, which is linked to a key objective of AIPC – the creation 
of a global network of convention centre professionals. The 
 39 
HQ #119 -ASSOCIATION INSIGHTS
ESSA: The Role of Insurance 
in Event Planning
Putting on successful events requires an incredible amount of work 
from several different parties, but what happens if something goes 
wrong? Mark Blair, Executive Director at InEvexco, and Andrew 
Harrison, Director at the Event Supplier and Services Association 
(ESSA),explore the ever-growing importance of insurance in event 
planning.
Over 400,000 events take place at venues across the For suppliers and UK every year, and each and every one of them contractors, accidents, involves an incredible amount of planning and injuries or damages during setup, 
communication between multiple parties. For organisers, execution or breakdown of an event 
suppliers, subcontractors, exhibitors and even the venues can result in claims or lawsuits requiring 
themselves, successfully putting on an event requires coverage, as well as if disruptions such as 
collaboration between lots of different people. property damage or inability to access the 
premises mean work cannot be carried out.
Most of the time, these events go off without a problem, 
helping to inform, entertain and delight the 85 million Other areas also do not discriminate between parties. Any 
people that attend UK events each year. But to protect party managing sensitive data for the event runs the risk 
those involved in the event’s creation should anything go of cyber-attack, which could have severe consequences 
wrong, insurance needs to be put in place – yet, doing so such as data breaches, loss of access to systems, fraudulent 
successfully can sometimes be a challenge despite its ever- payments and more.
growing importance.
Unique Challenges With Unique Solutions
The Importance Of Insurance In The Events 
Industry There are always unique challenges to address, but as our 
industry so often shows in the face of adversity, we do have 
“The world of events is very different from other industries unique solutions.
when it comes to insurance,” explains Mark Blair, Executive 
Director at InEvexco, a specialist insurance broker for the “One thing we are seeing more of in the events industry 
events industry and long-standing insurance partner of ESSA. is insurance provided on an all-risk basis, particularly when 
it comes to cancellation and abandonment cover,” explains 
“With multiple parties involved, each organisation Mark. “While an organiser may only wish to take out limited 
requires distinct yet interconnected insurance policies to Public Liability insurance during the few days they are 
ensure comprehensive protection in case of any issues. working on the event, this typically would not cover them 
Understanding what these needs are can be a complex if anything unforeseen occurred outside of those dates, 
matter and is something we are seeing more of in our post- while cancellation and abandonment insurance on an all-risk 
COVID world with contracts between parties becoming basis would. It is about giving people broader protection and 
stricter, making it essential that everyone has adequate covering any pre-event risks that are often overlooked.”
coverage.”
Yet, as the event industry continues to evolve and change, 
Some of the risks involved in event planning may, at times, be it is also about focusing on those areas that can often be 
obvious, yet some risks are also often overlooked. The unique overlooked.
nature of hosting a large two-day event, for example, means 
organisers have one major revenue-generating period a year, “One of the main types of insurance I feel is often missed in 
which makes cancellations or disruptions particularly costly. events is cyber insurance,” explains Mark.
 40 
MAY 2025
“With changes to GDPR in recent years, protecting the data focusing on fl ipping the mindset from ‘What is the absolute 
you hold is more important than ever, which in turn makes minimum cover I need?’ to ‘What cover is going to protect me, 
the risk of a cyberattack even more prevalent, especially the business and the shareholders?’“ 
with the additional risks of data breaches and loss of access 
to systems. Yet despite all this, the risk of cyberattacks can It is also vital those parties involved feel empowered to 
often be ignored with an ‘it will not happen to me’ mindset.” choose the right insurance for them alongside the support 
of a specialist insurance broker who can help navigate any 
Striking The Perfect Balance nuances of event risks and help ensure the right level of 
coverage. 
Better education in event insurance comes with a better 
understanding of the main risks in the industry and, in turn, Better education also leads to better responsibility among 
what policies are available to help mitigate these risks. all parties involved, leading to more informed decisions and 
the reassurance that everyone has their required insurance 
While all-risk basis insurance would typically cover all the policy in place. 
unforeseen, those wanting more specifi c insurance require 
more specialised options. Common options include public The world of insurance can be a complicated one. Yet, with 
liability insurance to protect against injury and property better education and support, we can ensure our events 
damage, as well as professional indemnity insurance to help continue to be world-class while also ensuring all parties 
cover fi nancial losses due to errors or negligence. involved are protected. 
New policies have also been introduced in recent years, such 
as pandemic insurance, which helps protect a business from 
losses brought about by a future pandemic. InEvexco Limited is authorised and regulated by the FCA, 
registered number 579079. InEvexco is a wholly owned 
“COVID-19 highlighted the huge impact a pandemic can have subsidiary of AssuredPartners International Limited. Mailing 
on a business, and new pandemic policies allow events to address: 80 Churchill Square Business Centre, Kings Hill, Kent, 
be protected from severe fi nancial losses should another ME19 4YU.
pandemic or similar event occur,” explains Mark. “It is also 
41
HQ #119 -ASSOCIATION INSIGHTS
Getting Attendee Feedback: A
Combination of Methods is Still 
a More Effective Way to Go
As I am getting ready to organise the 65th Summer Meeting* for the Chain Link Fence Manufacturers Institute (the association for which I serve as Executive 
Vice President), I am looking at the results of the post-event 
attendee surveys we sent the past three years. As I am doing 
that, I am asking myself three questions:
1. Do we have a statistically valid number of responses to 
reasonably assume the data provides actionable information? Here is something very important for all of us to consider 
before attempting to gather and analyse attendee responses 
2. In addition to the response rate, did we get a ‘representative’ to our event surveys: regardless of the method you want to 
return within each of our major member categories or use to get your attendee input, you MUST pre-determine 
demographics? how you are going to ‘close the loop’ on attendee/member 
participation.
3. As we are going to be in Montreal this year, does the 
uniqueness of the destination reduce the credibility of any One of the biggest reasons people do not respond to 
of the previous years’ data regarding meeting preferences? these types of surveys is that they do not believe their 
input will make any diff erence. Notice that I said they do 
There was actually another question I asked myself: is anyone not ‘believe’ their input matters. In many cases, that is not 
actually going to read these attendee surveys and do anything true. Most association executives and meeting planners 
other than say, ‘Very interesting’. do read attendee surveys and, when appropriate, make 
42
MAY 2025
recommended changes or improvements. The problem is your organisation’s leadership group (Officers, Board, 
that no one told them that their input was acted upon. Conference Committee). Isolate those responses and 
match them to the responses of the other attendees. 
Of course, we are not obligated to act on comments or When included in the overall survey results, the 
recommendations just because of one comment, or even leadership group members tend to respond at a higher 
a few people suggesting the same thing (we still have to rate than others and they also look at the event from 
identify that statistically valid number of responses.) But we a somewhat different perspective. It is interesting to 
are obligated to tell people what we did with their input! If see the differences in the responses.
we do not, there is no incentive for them to give us their 
input in the future. Regardless of which techniques you use to get attendee 
input, pre-plan what your follow-up and acknowledgement 
We have to use the technology available to us in the system is going to be. The frustration many of us have had in 
21st century to close this communications gap in our getting good feedback on our events is partly our own fault. 
organisations. Here are a few suggestions: If we have not established a reputation for using attendee 
input constructively, and ‘closing the loop’ on participant 
• If you are using some technologically based feedback, then we are likely missing out on a great source 
engagement techniques such as apps, QR codes, of information and opinions that can improve the quality of 
or live polling to get quick, on-site feedback, sending our events.
an automated ‘Thank you for your response’ is just 
acknowledging that their input has gotten through. (*Note: No, it is not my 65th CLFMI Summer Meeting. I have been 
You should still use the information you captured around for quite a while in the association management business, 
(person’s name, contact information, and response) but not that long!)
to personalise and customise your follow-up. Even if 
you do that a week (or more) after your event, you 
can send a message saying something like:  ‘Thank 
you, again, for participating in our on-site polling at 
last week’s conference. We wanted to let you know 
that your suggestions were sent to our Conference 
Services team, and they will add them to their 
discussions when planning next year’s event. We hope 
we will see you there.’
• Do not forget that you can combine old and new 
attendee input techniques to help you offer a variety 
of ways for attendees to provide their feedback. 
Why not use an old technique such as focus groups, 
facilitated by a newer technology, such as Zoom/
video? You could invite a specific demographic (i.e. A B O U T  T H E  A U T H O R
first-time attendees) from a broad geographic range 
(worldwide) to participate. They will get the feeling of Mark Levin, CAE, CSP has more than 20 years of 
meeting others they may not have met at the event experience as an association executive and is also 
and also feel as though they have been involved at an internationally-known speaker and consultant 
somewhat higher level in your organisation. to the nonprofit and association community. He 
currently serves as Executive Vice President of 
(Just a reminder: Focus group input can be very valuable for the Chain Link Fence Manufacturers Institute, 
identifying areas that can be improved, but it is not a statistically an international trade association, and as President 
valid survey technique, since the nature of group discussions means of B.A.I., Inc., his speaking and consulting firm. 
one attendee’s opinion can influence the responses of others.)
 BAILEADERSHIP.COM
• Be careful about having input from groups that 
will skew your data. If you are not already doing it, be 
sure to code your system so it allows you to identify 
 43 
HQ #119 -ASSOCIATION INSIGHTS
Beyond Logistics: How CityDNA Puts 
the Delegate Experience at the 
Heart of Events
In the fast-evolving landscape of business events, the delegate experience has emerged as a crucial differentiator 
for destinations and organisers alike. City Destinations Alliance (CityDNA) prioritises creating meaningful, 
seamless, and engaging delegate experiences as a cornerstone of successful in-person meetings. The power 
of face-to-face interactions is undisputed, yet the execution of these events must now consider new dynamics 
shaped by technology, personalisation, and evolving attendee expectations.
A New Era of Delegate-Centric Experiences Budapest in April 2025, reinforcing CityDNA’s commitment 
to leveraging AI for an enriched delegate experience. 
Today’s delegates expect more than just well-organised Keynotes and sessions by AI and technology experts 
conferences; they seek immersive, interactive, and value- provided practical solutions for how cities can drive 
driven engagements. DMOs and event organisers must innovative solutions.
shift from a logistics-focused approach to a participant-
first mindset, ensuring that every interaction point, from Smart networking: AI-driven matchmaking platforms 
pre-event communication to post-event follow-up, feels help delegates connect with like-minded peers, cultivating 
personalised and engaging. valuable business connections. Personalised networking 
suggestions based on shared interests or professional 
Key strategies for enhancing the delegate experience include: backgrounds enhance engagement and maximise ROI 
for attendees. CityDNA also introduced Brella at the 
AI-driven personalisation: AI is revolutionising how conference in Budapest to further elevate structured 
delegates interact with events. From AI-powered chatbots networking opportunities. This AI-powered networking 
offering real-time assistance to machine learning algorithms tool enables delegates to connect with the right people, 
curating personalised agendas based on interests and past schedule 1:1 meetings, and optimise their time at the event. 
participation, technology enables tailored experiences Brella’s smart matchmaking algorithm provides personalised 
at scale. Tools like Snapsight enhance accessibility by attendee recommendations, ensuring meaningful 
providing real-time summaries of sessions, ensuring interactions.
delegates can easily revisit key insights. CityDNA introduced 
Snapsight during the Bruges event in October 2024, and Seamless hybrid components: While CityDNA remains 
was also available during our International Conference in a loyal advocate for in-person events, the organisation 
 44 
MAY 2025
acknowledges the need for flexibility, particularly in Addressing Hidden Challenges in Delegate 
alignment with its sustainability policy. Instead of full hybrid Experience
models, CityDNA accommodates remote speakers who 
are unable to travel due to distance or environmental While many organisers focus on tangible aspects of event 
considerations. This approach maintains the integrity of planning, several hidden risks can signifi cantly impact the 
in-person experiences while allowing valuable contributions delegate experience: 
from experts worldwide, minimising unnecessary travel 
emissions. Data privacy and AI ethics: Personalisation relies heavily 
on data collection, but ensuring ethical data usage and 
Sustainability and well-being: Today, delegates expect compliance with privacy regulations is critical. Delegates 
sustainable practices and well-being initiatives. Our must trust that their personal information is used 
members are focusing on key trends such as the conscious responsibly and securely;
visitor. CityDNA carefully chooses event locations that 
meet sustainability standards, including eco-certifi cations, Cybersecurity threats: As events become more tech-
responsible waste management, and energy-efficient driven, cybersecurity risks increase. Protecting event 
operations. A notable initiative is the Bruges Train platforms, attendee data, and venue networks is essential 
Challenge launched during the Autumn Conference to maintain privacy and event integrity;
in October 2024, promoting train travel over fl ights and 
building a sense of community among participants while Sustainability trade-off s: While digital solutions reduce 
supporting sustainable transportation. physical waste, they have their own environmental footprint, 
particularly regarding energy-intensive AI operations and 
Bleisure: Today’s delegates are navigating a world in fl ux, digital infrastructure;
with budget constraints and climate concerns. CityDNA 
works with our members to share best practices on how Mental fatigue and burnout: Packed schedules can lead 
to make the most of one journey. We want planners to to cognitive overload. Thoughtful event design that includes 
integrate opportunities to stay longer by combining a breaks, mindfulness zones, and networking downtime can 
business event with an extended leisure experience. Larger enhance engagement without overwhelming attendees.
gateway cities collaborate with smaller cities to encourage 
delegates to explore niche activities, experiences and City Destinations Alliance: Shaping the Future 
specialisation. of Delegate Experience
Common Pitfalls in Enhancing the Delegate CityDNA actively collaborates with DMOs and meetings 
Experience industry professionals to address challenges and leverage 
opportunities in delivering exceptional delegate experiences. 
Despite best intentions, certain challenges persist that can By facilitating collaboration, sharing best practices, and 
negatively impact the delegate experience. Some of the most embracing innovation, CityDNA empowers destinations 
common pitfalls include: to craft experiences that resonate with today’s delegates. 
The organisation focuses on the core principles of human 
Information overload: Bombarding attendees with connection, sustainable development, and technological 
excessive details can overwhelm rather than assist. Clear, integration, while safeguarding the authenticity of in-person 
concise communication is key; meetings.
Lack of personalisation: Events that fail to tailor As the meetings industry continues to evolve, one truth 
experiences to individual needs risk disengaging their remains unchanged: an exceptional delegate experience 
audience. Generic content and rigid networking formats is the foundation of a successful event. By combining AI, 
are no longer eff ective in an era of customisation; personalisation, sustainability, while addressing potential 
risks, CityDNA is committed to shaping a future where 
Poor technological integration: Heavy registration transformative experiences leave lasting impacts on delegates 
systems, unreliable event apps, and technical failures during and enhance the appeal of host destinations.
sessions can frustrate attendees and erode trust;
Inadequate accessibility: Not all events account for the 
diverse needs of delegates, including those with disabilities 
or neurodiverse preferences.
45
HQ #119 -PCO INSIGHTS
Kenes AMC Insights: The 
Hidden Architecture of 
Member Experience
As part of our contribution to Headquarters Magazine’s issue number 
119, Kenes Group’s Association Management professionals took 
part in a session with me to reflect on the evolution of member 
expectations – unveiling what works, what must be improved, 
and what often goes unnoticed. 
A u t h o r :  E s t e fa n í a  Z á r a t e  A n g a r i t a , 
M e d i a  &  C o m m u n i c a t i o n  M a n a g e r  a t  K e n e s  G r o u p
From membership retention strategies and communication tools to the role of wellness and mental health services, the team explored the multifaceted 
nature of member engagement. The conversation featured 
insights from Louise Gorringe, Kenes Association 
Management Associate Vice President, and experienced 
Kenes Association Executives, Lesley Jennings, Lorenzo 
Lupo and Ester Zoroa Rauet.
This article delves into several key aspects of the association 
member experience, as discussed during the session. We 
explore the blurred line between conference delegates 
and association members, and the strategies societies use 
to recruit and retain them. The conversation also covers 
the importance of communication channels, the tools that 
enhance member engagement, and wellness initiatives that 
go beyond the traditional.
those people at the conference to become members… the 
The Blurred Line Between Members and time to target them is either at the congress itself or just 
Delegates afterwards.”
“Most of the people attending our conferences are already This observation highlights the importance of timing and 
members,” explained Lesley Jennings. “However, a large engagement strategies in membership recruitment. The post-
percentage of non-members attend as well, and this creates conference window is an ideal opportunity for associations 
a crucial recruitment opportunity.” Past analyses developed to offer special rates or discounts to first-time attendees, 
by Kenes revealed that in some cases, only around 25% of thereby converting them into long-term members. Lorenzo 
conference delegates are members, even though it varies Lupo added, “The best moment is right after the conference. 
according to each society’s case. As Louise Gorringe shared, That is when people are most engaged, and we take that 
“There is a really big pool to go after in terms of encouraging momentum seriously.”
 46 
MAY 2025
Retention Requires Constant Communication health and relaxation. “Creativity, music, any sort of art form, 
is part of health too,” said Lesley Jennings. “Our vice-chair 
Once new members are recruited, how do associations hosts online poetry sessions as a form of wellness.” This 
keep them engaged? Constant communication is key: “It highlights a broader understanding of wellness, where 
is about constantly reminding people of the value of their creativity is integrated as a form of mental health support.
membership,” said Gorringe. “Not just listing benefi ts, but 
actually showing them how they are receiving value.” Zoroa Rauet shared an exciting development: “We are 
transforming the top fl oor of our venue into a relaxing space, 
Eff ective member engagement relies heavily on consistent with art, crafts, and paintings. A place to disconnect from 
and clear communication. At Kenes, email newsletters and sessions and use the other side of the brain.” This initiative 
social media platforms, primarily LinkedIn, are crucial tools adds a new dimension to the wellness experience, inviting 
in keeping members connected. Jennings noted. “LinkedIn attendees to engage in creative activities as a form of mental 
really drives those post-conference conversations.” relaxation.
However, it is not just about where the communication However, these wellness initiatives are still largely confi ned 
happens; it is about how members are addressed. “We to the event experience. As Gorringe pointed out, “It is clear 
refer to our members as friends and family,” added Jennings. that while wellness is gaining traction in events, there is still 
“This builds a sense of affi  nity. We send birthday messages, work to be done in integrating it into everyday association 
highlight anniversaries, and celebrate those who have been governance and operations.”
with us for over 25 years.” The goal is to foster a deeper 
connection, ensuring members feel personally valued and A Circular, Strategic Approach
part of a community.
The recurring theme throughout the discussion was the 
Listening through Data concept of circularity in communications: learning from 
members, responding to their needs, and feeding that back 
Member experience is not static; it evolves. Kenes into engagement strategies. As Zoroa Rauet put it, “We take 
professionals recognise that understanding member needs every single opportunity to showcase what we do and invite 
requires active listening. Regular surveys are deployed to members to be part of it.”
gauge interest, track engagement, and address concerns. 
“After the conferences, our events team will run an education The member journey is no longer linear. It loops through 
survey to get a sense of what members want to see in our conferences, surveys, creative wellness, digital platforms, 
webinars or training,” said Ester Zoroa Rauet. and personalised interactions. Each touchpoint carries risks, 
but also immense potential to deepen engagement. At Kenes 
Exit surveys also play a critical role in understanding why Group, the priority remains clear: building meaningful, year-
members leave an organisation. As Lorenzo Lupo explained, round relationships that adapt to the evolving needs of 
“When members decide not to renew, we send a survey to associations and their members.
fi nd out why. This helps us understand the gaps and refi ne 
our retention approach.” This article was developed following a session with Kenes 
Group’s Association Management professionals and refl ects 
Additionally, tools like Google Analytics are employed to their shared expertise and commitment to advancing the 
monitor website interactions, off ering valuable insights into member experience.
what content is engaging members the most and where 
improvements can be made.
Wellness: Beyond Yoga and Jogging
While wellness activities like yoga and morning runs remain 
part of the traditional conference off ering, there has been a 
noticeable shift towards more creative approaches to mental 
47
HQ #119 -PCO INSIGHTS
The Human Touch
in a Digital World:
Balancing Technology
and Personalisation
in Modern Events
In today’s rapidly evolving event landscape, creating 
meaningful delegate experiences has never been more 
crucial or more complex; associations strive to deliver 
value through the technology that now enables a level 
of customisation previously unimaginable.
A u t h o r :  J o h a n n a  Te l l e c h e a  A r e l l a n o ,  P r o j e c t  E v e n t s 
a n d  A c c o u n t  L e a d e r  –  C o n fe r e n c e s ,  a t  B u s i n e s s 
Tr a v e l  C o n s u l t i n g
As technology and artifi cial intelligence revolutionise our daily lives and professional gatherings, attendees simultaneously crave cutting-edge digital experiences and deeply personalised human 
connections. This tension defi nes the post-pandemic event industry, where 
success depends on mastering both the virtual and the personal.
Constant notifi cations, data entry requirements, and screen time can 
overwhelm delegates, particularly during multi-day events and paradoxically 
reduce meaningful in-person connections that remain the cornerstone of 
successful professional gatherings.
The contradiction is striking: as our world becomes increasingly digitised, 
the hunger for authentic, personalised experiences grows stronger. 
Event participants want immersive technology that wows them while still 
feeling seen and understood as individuals. They desire frictionless digital 
experiences without sacrifi cing meaningful human interaction.
When the pandemic forced events into virtual spaces, many predicted the 
permanent decline of in-person gatherings. Today’s hybrid events are not 
merely physical gatherings with digital extensions. They represent distinct 
attendance channels that serve diff erent audience segments with tailored 
experiences. Virtual components now attract participants who might never 
attend in person due to geographic, fi nancial, or personal constraints. 
This digital dimension signifi cantly increases overall participation, creating 
new revenue streams and expanding global reach. When the pandemic 
forced events into virtual spaces, many predicted the permanent decline 
of in-person gatherings. 
48
MAY 2025
Personalisation Through Technology experiences is skewed, it could reinforce stereotypes or 
exclude certain groups. To ensure that algorithms are 
The most innovative event planners leverage technology regularly reviewed and updated to avoid reinforcing biases, 
not as an impersonal force but as a personalisation tool. designing personalised experiences with a diversity of 
AI-powered recommendation engines suggest relevant perspectives in mind and making space for the unexpected.
sessions based on attendee interests. Digital badges track 
participation patterns to deliver customised content. Mobile Mental Health and Well-being: The Next Frontier
apps facilitate meaningful connections between like-minded 
participants. Perhaps the most signifi cant shift in post-pandemic event 
planning is the growing emphasis on attendee well-being. 
Over-personalisation, especially in the context of the Mental health considerations have moved from afterthought 
meetings industry, can certainly present signifi cant risks to central design principle. Progressive organisers now 
when balancing innovation with privacy and well-being. While incorporate:
personalised experiences can create a more engaging and 
memorable event, an excessive or poorly managed approach • Designated quiet spaces;
can lead to various challenges.
• Shorter, more focused sessions with some breaks;
Collecting too much personal data to customise experiences 
can violate attendees’ privacy. The more personalised the • Mindfulness and meditation offerings integrated 
experience, the more sensitive data needs to be handled. throughout the programme;
Over-personalisation may involve gathering too much 
information from attendees in an attempt to refi ne the • Healthier catering options. 
experience. This could lead to discomfort for participants 
who feel their every move is being tracked or analysed. Finding Balance
Personalising experiences based on certain data points may As we navigate this new landscape, the most successful 
unintentionally exclude or alienate attendees who do not fi t associations will be those that find balance, leveraging 
into these narrow profi les. For instance, an event tailored only technology without becoming enslaved to it. 
to tech-savvy individuals might leave out others who could 
benefi t from the event but feel excluded. The future of exceptional delegate experiences lies not in 
choosing between high-tech and high-touch approaches, 
Over-reliance on algorithms for personalisation may result but in thoughtfully integrating both. By placing human needs 
in unintended biases. If the data being used to personalise 
49
HQ #1-19 -TECHNOLOGY
EP Lab: A New Research Centre 
For Event Industry Innovation
A collaborative research and development centre for the events industry has been launched to 
spearhead tech innovation.EP Lab is dedicated to driving digital transformation, supporting leadership 
and enhancing capabilities to leverage cutting-edge tools. The project, established by ExpoPlatform 
CTO Mykyta Fastovets, will bring together experts across events, universities and other partners to 
optimise research potential.
A u t h o r :  C o n o r  R i o r d a n ,  D i g i t a l  C o n t e n t  E d i t o r  a t  E x p o P l a t fo r m 
The establishment of EP Lab comes as The initiative will be available to event professionals through 
ExpoPlatform experiences an immeasurable its public website, which will include features such as:
surge in digital advances. Fast-growing 
developments in tech, such as generative • Project showcase: A list of ongoing and completed 
AI, have hit many industries, fuelling an initiatives. Developments will include summaries, key 
increased acknowledgement of their fi ndings and downloadable reports.
potential.
• Education: Resources to help event professionals 
“The launch of EP Lab comes at a better understand how innovation can be implemented 
transformative time for the events industry,” in their organisations.
Mykyta said. “By fostering collaboration and 
driving innovation, we aim to develop cutting-edge solutions • Collaboration opportunities: The centre has an open-
that redefi ne how events are organised and experienced. door policy to event organisers and budding digital 
With rapid advances for technology in events, EP Lab will innovators to work together. Get involved! 
empower industry colleagues with the tools and insights to 
lead in this digital era.” • Expertise services: Detailed information about the 
technology stack and services utilised by the Lab.
EP Lab aims to take advantage of the gear change in 
mindset and become the epicentre of innovation in the If you are interested in joining the Lab or would like more 
events industry. It focuses on exploring and developing information, visit eplab.ai
new technologies, methodologies, and insights that can 
revolutionise how shows are organised, managed and 
experienced.
50
MAY 2025
9-12 JUNE 2025
HQ #119
Where
moments matter. CONGRESS CENTRE
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How about hosting an international congress in a living-art gallery with a direct view of Prague at your finger-
tips? Or perhaps a business meeting in an iconic interior design setting? Imagine a conference that is not only 
professionally enriching but also purely sustainable. The Prague Congress Centre offers it all. 
VISIT US AT STAND F330
+420 261 172 222             [email protected]             praguecc.cz