HQ #120  Homo Machina How is Technology Redefining the Way We Meet
                     International Fact-checking 
Network
How can Associations 
Get Around Fake News, 
Disinformation and Propaganda?
AI Institute
Digital Sovereignty Means 
Strategic Technologies Aligned 
with Values
AGE Platf orm Europe
Towards a Human-Centred 
Digitalisation Movement
Space Community Days in 
Lausanne
A New Economic Era for Space 
Conferences
HQ Special Supplement 
Latvia as a Business Hub for HOMO MACHINA: 
'New Nordic Meetings' HOW IS TECHNOLOGY REDEFINING THE WAY 
WE MEET AND COMMUNICATE?
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CONTENTS
JULY 2025
EDITOR IN CHIEF HQ ASSOCIATION INSIGHTS
Marcel A.M. Vissers EDITOR'S LETTER - 5
[email protected] INTRO - 6 IAPCO - 45
AIPC - 46
MANAGING DIRECTOR
Vivian Xu ASSOCIATION INTERVIEWS Mark Levin - 47
[email protected] European Digital Media Observatory - 8 AI Institute - 48
MAGAZINE MANAGER International Fact-Checking Network - 10 CityDNA - 50
Manuel Fernandes AGE Platform Europe - 12
[email protected] ESSA - 52
DEPUTY EDITOR HQ ESSENTIALS PCO INSIGHTS
Jesús Guerrero Chacón
[email protected] BeCause - 14 Kenes - 54
World Design Organization - 16
COMMERCIAL MANAGER PCO Alliance - 56
Jesús Parrado NETNOCON25 - 18
[email protected] TECHNOLOGY
EVENT PROJECT MANAGER CVENT - 58
Jerilee Pinto SPECIAL DESTINATION REPORT
[email protected] Riga - 21 (hero image)
RESPONSIBLE EDITOR
& HQ DESTINATIONS
ADMINISTRATIVE OFFICE
Mechelseplein 23/1 Laussanne - 32
2000 Antwerpen, Belgium Japan - 34
FINANCE & ACCOUNTING Florence - 36
[email protected] Rotterdam - 38
Athens - 40
SUBSCRIPTIONS
[email protected] Paris - 42
RATES
80€ in Belgium
95€ in the EU INTERNATIONAL
110€ in the rest of the world ACCREDITATIONS
4
JULY 2025
 Ed itoNro’stes
Europe’s Digital Future Has 
Arrived. Are You Ready?
Author: Jesús Guerrero Chacón, HQ's Deputy Editor
Europe is laying the foundations of its digital future. A wave of new legislation is reshaping how technology is designed, deployed and regulated across the continent. From artificial intelligence to data governance, digital accessibility and platform accountability, the regulatory landscape is entering 
a decisive phase. Between 2024 and 2026, several EU-wide laws are taking effect, creating new compliance 
requirements for organisations operating in the region. The Digital Services Act has applied in full since 
February 2024. The first provisions of the EU Artificial Intelligence Act came into effect in February 2025. 
The European Accessibility Act came into force on 28 June 2025, mandating inclusive design for a wide 
HQ ASSOCIATION INSIGHTS range of products and services. Further changes will come through the VAT in the Digital Age package, 
adopted in March 2025, with real-time cross-border e-invoicing to be introduced by July 2030. Together, 
IAPCO - 45 these developments mark a significant shift in how we must engage with digital transformation.
AIPC - 46
Mark Levin - 47 For associations and international organisations operating in the region, these shifts mean more than 
AI Institute - 48 policy developments. In fact, these changes represent a new set of operational challenges. The cost of 
CityDNA - 50 inaction could be high, with penalties for non-compliance under the AI Act alone reaching up to €35 million 
ESSA 52 or 7% of global turnover. However, there is still time to adapt responsibly and lead with confidence.-
In this issue, we explore these regulatory changes from multiple perspectives. Our interview with Maryrose 
PCO INSIGHTS Lyons from the AI Institute outlines the practical and ethical dimensions of AI adoption. Our conversation 
Kenes - 54 with Cvent’s Nick Tinker highlights how AI tools can help organisations streamline workflows while 
PCO Alliance - 56 remaining compliant. 
TECHNOLOGY We examine how digital regulation intersects with inclusion, ethics and innovation. From accessible design 
CVENT - 58 standards to AI governance and smart tax frameworks, this edition brings together voices from across the 
digital landscape — including tech experts, legal analysts and advocacy groups — to offer guidance on 
what these changes mean in practice.
Europe may not match the AI investment levels of the United States or China, but it is taking a lead in 
regulation. The region is shaping global standards for responsible innovation. National measures such as
Spain’s Digital Services Tax, sometimes referred to as the ‘Google Tax,’ reflect a broader push for fairer 
taxation and platform accountability.
The message is clear. It is no longer a question of whether organisations should engage with these 
changes, but how quickly they can prepare. Whether the focus is AI ethics, invoicing, accessibility or data 
transparency, the tools for adaptation are already available.
This edition of HQ aims to give you and your organisation the insight and context to navigate Europe’s 
changing digital environment.
5
HQ #120 -INTRO
  Conspiracy Theories  Come  on, let’s  go
HQ ESSENTIALS
Meeting Professionals Against Human and Stanch Realities shape 
Traffi  cking - 15 Author: Manuel Fernandes, HQ Magazine Manager
Victoria Matey - 18
Every year, HQ returns level. Paula Gori, Secretary General of the organisation, the future to your mailbox with draws attention to the risks of AI in this sensitive topic: “It a paper issue entirely is important to stress that AI is not only used to produce 
dedicated to technological disinformation, but also to distribute and spread it. It is also 
progress and the cryptic crucial to remember that facts are facts, while opinions of  events.
new world of AI. Our are interpretations of facts. The distinction is important, 
message is simple and especially when a particular narrative is debunked.”
does not stray too far from consensual thinking: data-
driven systems and generative AI tools are essential and For older age groups, the perils of a rapid digital transition 
useful resources for managing events and associations, raise concerns that extend beyond usability, including fraud 
but they cannot replace human supervision. This operative and manipulation of those lacking digital literacy. AGE 
word, ‘supervision’, encompasses not only work, but also Platform Europe, the continent’s largest network of non-
our perception of reality. Disinformation, for example, profi ts of and for older people, has been advocating to the 
poses a signifi cant risk to democracy, distorting public EU for a wider range of options that include digital and offl  ine. 
debate, undermining trust in institutions and hampering “When essential services are 100% digitised, older people 
electoral processes. The ease with which fake news, hoaxes and others risk being left behind. This can be especially 
and manipulated content spread widely through digital dangerous in areas such as healthcare and banking, where 
platforms, makes this fi ght not only a complex challenge people can become dependent on others,” says the Policy 
for our constitutional states, but also an urgent one for the Manager Julia Wadoux. Irreversibly, digital technologies are 
constituent members of these democracies. One of those now so deeply embedded in nearly every aspect of life that a 
members is, as you may have guessed, associations. How group of social scientists came up with a new term to defi ne, 
exposed are medical, NGOs, scientifi c and civil associations study and localise them in time: thus, was born netnography, 
to the manipulation of the truth and to malicious allegations presented at NETNOCON in Marseille. Expert Robert 
from enemies hiding on the Internet? Kozinets believes that the netnographic impact is already 
being felt in the conference sector: “We see people using 
The International Fact Checking Network brings digital platforms and social networks not just to comment 
together members worldwide at its GlobalFact conference on conferences, but to extend and rework the experience. 
in favour of information integrity and the global fi ght Netnography helps us observe how these practices unfold 
against disinformation, supporting fact-checkers through over time and how people narrate the meaning of the event, 
networking, training and collaboration for the truth. “Our before, during and long after the closing remarks.”
GlobalFact12 in Rio de Janeiro raises the veil to the reality of Register 
Brazilian fact-checkers who have had their own experience Association conferences are one of the few areas that 
of disinformation and political polarisation very similar to interact with every other sector in the world. The changes 
that in the United States. The benefi ts we get from these and fl ows of social issues directly impact our sector, now
conferences are quite signifi cant, since during GlobalFact11 making it crucial to maintain adaptability and continuous 
in Saravejo, we also learnt a lot about the implications of learning. Therefore, technology, online communication and 
Russian disinformation in Eastern Europe,” says Angie the integration of AI must be placed at the service of the 
Holan, the network’s Director. Similarly, the European delegate and not as an indiscreet window into a murky world 
Digital Media Observatory supports the independent of propaganda and disinformation. Especially when it has 
community working to combat disinformation at European never been so diffi  cult to separate a lie from the truth.
imexamerica.com
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HQ #120 -ASSOCIATION INTERVIEW
“Any Response to Disinformation
Needs to Respect Freedom of 
Expression”
Today, many associations working in the science, health or education sectors are 
especially vulnerable to widespread disinformation, public distrust and the specific 
vulnerabilities of digital media. Their projects and task forces support the verification 
of sectoral studies, quality information and liaison between multidisciplinary expert 
communities. However, as in civil society, associations are also subject to the 
impact of misleading content, fabricated data and unreliable sources. 
The European Digital Media Observatory (EDMO), the EU’s largest interdisciplinary 
network on this subject, brings together fact-checkers and academic researchers 
with experience in the field of online disinformation, social media platforms, 
journalism and media education professionals. Paula Gori, EDMO Secretary 
General and Coordinator, explains how transparency and media literacy can serve 
as benchmarks not only for journalism, but also for policy-makers and for new 
guidelines of science communication.
With AI tools shaping how people access we have published guidelines for eff ective 
news, how can we protect general and media literacy initiatives. The underlying logic 
less tech-savvy users from biased is that it is not just a question of organising 
content, clickbait, or reality-altering these initiatives, but also of guaranteeing 
narratives? their quality, effectiveness, impact and 
sustainability. 
It is important to highlight that AI is not only 
used to produce disinformation, but also How is EDMO tackling fast-spreading 
to distribute and spread it. On the users’ polarised narratives there, and how can 
side, media literacy plays a key role. As with organisations support fact-checking and 
education in general, it needs to be inserted media literacy in these spaces?
into a specifi c strategy. What the EU can do is 
work on support and guidelines with experts Because of its role and structure, EDMO can 
to combat disinformation and promote digital on one side detect and analyse disinformation 
literacy through education and training. At narratives, trends, actors and techniques 
Member State level, debates vary, although and on the other act with media literacy 
the general observation is that media literacy campaigns, as those mentioned above. In 
should be a curricular activity in schools in all general, resilience initiatives shall take place 
countries. EDMO is doing a lot of work on both on the platforms themselves and 
media literacy. offl  ine like in schools, libraries, workplaces, 
clubs, etc. Both initiatives depend however 
Let me mention just two examples. The fi rst on a number of factors which include 
is aimed directly at citizens. In particular, we funding, political and business willingness, 
ran the #beelectionsmart online campaign an education strategy, identifi cation of the 
ahead of the 2024 European Parliament target audience, and impact evaluation. When 
elections, and another one, both offl  ine and it comes to younger generations, but not only, 
online, called #beonlinesmart, in all Member any initiative shall be tailored according to the 
States in their respective languages. The culture, languages, traditions, education, 
second example concerns media literacy media diet, and the history of a given country. 
initiatives themselves and, in this regard, The diff erence between urban and rural areas 
8
JULY 2025
shall also be taken into consideration. Public- What can associations learn from EDMO’s 
private partnerships in funding these initiatives standards around source verification and 
are fundamental in the interest of citizens, transparency? 
the information integrity and the democratic 
process. As a rule, transparency is an excellent choice. 
On the production side, depending on the 
How can organisations spot early signs situation, there may be transparency on the 
that their topics are being targeted by process, on the output, on the evidence, etc. 
disinformation, especially during elections On the structural side, transparency on funding, 
or high-stakes public debates? resources, organigramme (and when relevant, 
confl icts of interest) is key. Going back to the 
Probably the fi rst sign comes from popularity: specifi c case of disinformation, any analysis of 
the moment a given topic, action, or activity hits content needs to be transparent both when it 
the news (or goes viral on social media), and/or comes to the methodology and to the sources, 
stimulates particular interest in society – or a as citizens must be put in the position to trace 
part of it – is also the moment when there is back how a certain conclusion was reached 
a risk of disinformation. Disinformation, if you and potentially share additional sources. 
will, jeopardises the attention that accurate Transparency on funding and structure of the 
information is receiving. Elections, for obvious organisation behind is also required.
reasons, represent a clear case, but they are by 
no means the only attractors. Think, for example, How does EDMO manage different national 
of climate change, health (Covid-19 clearly definitions of truth or legal grey areas when 
showed this), migration, gender, etc. responding to cross-border disinformation 
and polarised media landscapes?
How can associations strengthen their 
credibility and resilience against attacks Disinformation, according to EU policy, is false 
from pseudo-media sources or coordinated or misleading content which may cause public 
campaigns on behalf of hidden interests? harm, that is spread with an intention to deceive 
or secure economic or political gain. In general, 
Overall, prevention plays an important role. this means starting by detecting content, 
Being as transparent as possible and building analysing if it is based on facts and if not looking 
a strong reputation based on trust is already a at the intention(s), the techniques, and the actors 
good deterrent. It is also important to have an behind. In jargon, we often refer to disinformation 
emergency team that can immediately detect as awful but lawful content. On the other side, 
and react to any attack. Such a team should work any response to disinformation needs to respect 
also on preparedness, which includes building freedom of expression. We cannot have a 
the right networks and channels which could Ministry of Truth, hence the multistakeholder 
be activated in case something happens. It also and multifaceted approach in the EU.
includes detecting the risks before they create 
harm, testing the algorithms and mapping the It is also key to remind that facts are facts, 
information landscape. while opinions are interpretation of facts. The 
distinction is important, especially when a given 
Even so, if an attack happens, it is key to avoid piece of content supportive of a given narrative 
as much as possible information voids, as they is debunked. To respond to disinformation it is 
become the entrance door for disinformation. key to identify it and to understand it. EDMO’s 
If, as happens in times of crisis, organisations key role is building a community of media literacy 
do not immediately have precise responses experts, fact-checking organisations, researchers 
or data, then it is key to be transparent on the and policy experts to implement the stakeholder 
uncertainty. This means clearly stating what is approach. Because we can count on the 
known, what was done, what is in place to get collaboration with 14 national and regional hubs 
the missing knowledge and if relevant what can covering all EU Member States, plus Norway, we 
be done to get protected/act. have the added value of building possibilities for 
cross-border dialogue, sharing of best practices, 
collaboration, cost-efficiency strategies, and 
complementarity.
9
HQ #120 -ASSOCIATION INTERVIEW
“If AI is Used by Humans, it Must 
Also be Supervised by Humans”
We have gone from a timeline in which the relevance of traditional media 
gave way to social media and online networks, replacing it in dominance 
and global dissemination. Nowadays, it is quite difficult to read something 
first in a physical newspaper than on a website! On the other hand, we are 
increasingly witnessing a systematic war on reliable and impartial information, 
with the discrediting of sources, where opinion has prevailed over facts and 
entertainment over real news. 
The Poynter Institute’s International Fact-Checking Network (IFCN) was launched 
in 2015 to bring together the growing community of fact-checkers around the 
world. The network defends information integrity in the global fight against 
disinformation, reaching more than 170 fact-checking organisations through 
advocacy, training and global events. Director Angie Holan spoke to HQ about 
the concepts of infotainment, disinformation, truth and lies.
How do you see the role of the ‘editor’ or so fast that people often do not slow down to 
‘proofreader’ in this online age? How can check. That is where fact-checkers come in. 
the ability to check facts and statements We need to slow down to showcase our work 
be transferred from paper to online? in various media, including online platforms. 
It is critical that we transfer what we now How do you view these new forms of 
consider traditional print competences to infotainment and ‘community notes’ 
the online domain. They may be different that certain media organisations and 
in the way people interact with different technology platforms are pushing?
media, but the same factual standards need 
to be maintained in both areas. Therefore, One of the problems we face with these 
the skills that fact-checkers should possess technologies is that we have not yet developed 
are the same, with an emphasis on primary new signifiers of high-quality information 
sources, documentation, expertise, etc. In a that users can view and understand quickly. 
way, we need to make these old methods of In many contexts, people really need to do 
information processing relevant and dynamic their homework and check for themselves 
for the online space. For example, today we whether what they consume is verified 
see fact-checkers who write lengthy reports or not. This can be very time-consuming, 
turning them into short chat videos on TikTok. cumbersome and inefficient. We have a 
serious problem with information integrity 
We need to ensure that when we present today, because there are no efficient ways of 
validated, verified and accurate information, doing this. However, I believe that, as a society, 
it follows the standards of evidence. A big we will develop systems to deal with this vast 
part of my organisation’s role is to maintain amount of information more efficiently 
standards of evidence among fact-checkers. and comfortably. It is a very uncomfortable 
Often, you have to spend a little more time experience these days to go online and 
to find out whether your information is know that everything you see may or may 
really verified or not. Whenever there is a not be true. We also have to think about the 
question about the integrity of information, question of what expertise is. For specialists, 
it is necessary to investigate the evidence there has never been so much information 
so that it can be reproduced. This applies to available as there is now, which leads to more 
both online and offline. The problem is that in-depth research. But for non-experts, the 
the volume and speed of information online is environment is very challenging.
 10 
JULY 2025
What tools and resources can public what Europe will do with the implementation of 
institutions, associations and media the Digital Services Act.
apply in their activities to preserve their 
reputation and image? Do you think the traditional media are 
falling behind on these issues by trying to 
As a foundation, I believe we need strong outpace social media in their own lane?
education systems. That is where young 
people learn to read, write, do maths, science, It is a mixed picture. We can see that many global 
think critically and analyse arguments. A strong networks have maintained their standards and 
education system, preferably with a media the quality of their news screening. However, 
literacy component. We also need news we see plenty of other media outlets that have 
organisations that maintain high standards of gone completely partisan and have abandoned 
evidence and fact-based reporting. the ethical standards they used to have. There 
are also these new phenomena that often 
On the other hand, we would like to see more look like journalism, but without any fact-based 
fact-checking on social media in the most information values, such as online influencers. 
automated way possible. Our experience has These new digital actors are extremely 
shown us that fully automated fact-checking is idiosyncratic. Some of them spread rumours and 
not yet feasible. I am not even sure it is advisable conspiracy theories; others actually broadcast 
because, despite all the clamour around AI, I still high-quality information; and others seem to 
think it fails in terms of accuracy in fundamental be very heterogeneous. There is nothing at first 
aspects. We see this in the hallucinations and glance that allows the casual user to evaluate and 
fabricated sources that AI provides us with to make a decision so quickly. You have to delve 
generate reports and studies – which is nowhere into the content, analyse it carefully and do your 
near the level of human intelligence in evaluating own research. 
high-quality evidence. Finally, fact-checkers are 
not against technology – many of them use AI How can an AI collaborative approach 
in their own work. That is why I say that if AI is increase productivity and save time, 
used by humans, it must also be supervised by without tarnishing the ethics and 
humans. It cannot simply be left free online. transparency of fact-checkers?
How can ordinary people cope with so I think AI agents are very good at synthesising 
many conspiracy theories and unverified languages. If you need to produce a report based 
news stories, especially when the sources on content you are familiar with, generative AI 
are as many as they are now? tools are very good at putting it into different 
formats and compressing large amounts of data. 
We live in an oversaturated online information Now, you cannot rely on AI for factual accuracy 
ecosystem, and there is no peaceful way out of because it often produces misleading outcomes. 
this. If society works together, we can improve We hear stories in the press all the time about 
the situation, but at the moment, levels of professionals relying on AI to generate raw 
social trust are very low. I do not believe that content, and it always backfires. Humans need 
technology platforms are doing their utmost to to police AI to ensure the quality of data and 
make online information better for the average information. You can take a long article and put 
user. They are just prioritising their corporate it into an AI assistant, to break down and create all 
goals of maximising profit on a large scale. We kinds of content and findings for social platforms. 
have several years ahead of us, trying to keep the Some professionals are experimenting with it in 
knowledge systems that humanity has developed different formats, turning stories into podcasts 
over hundreds of years in good shape and bring for example. Once again, when the author is 
them into the online space. Nevertheless, there sufficiently familiar with the content, these are 
are some bright spots such as university libraries tools that streamline and refine the quality of our 
that have done a fantastic job of making archives various tasks.
available online. Research communities have 
also shared studies and findings online across There was a time when we thought that if we 
international borders. Also, Europe is taking a ignored bad information, it would disappear, but 
strong regulatory approach. We want to see this is no longer the case.
 11 
HQ #120 -ASSOCIATION INTERVIEW
“Digitalisation must be
human-centred, based on
trust, communication and 
shared goals”
For many older people, digital transitions raise concerns that go beyond usability 
- such as trust, privacy and loss of human connection - as well as dealing with 
scams, misinformation and online manipulation. AGE Platform Europe, Europe’s 
largest network of non-profit organisations of and for older people, has long defended 
the right to choose between digital and non-digital options. Through a human rights lens, 
the organisation has been raising awareness among EU policymakers about how ageism 
still influences the way digital services are developed and/or delivered. We spoke to Julia 
Wadoux, Policy Manager on Healthy Ageing & Accessibility (pictured above), and Project 
Officer, Vera Hörmann (pictured below), on how to raise the voices of older people in the 
fight for equality at all ages.
As digital technologies transform everyday life, what After the digital acceleration resulting from the 
are the most pressing digital rights challenges facing COVID-19 pandemic, why is fl exibility between digital 
older European citizens today? and non-digital still essential? How do you respond 
to the view that paper-based services slow down 
Julia Wadoux: I will quote our President at a recent event we innovation?
co-organised on Ageism in AI: “Older people are not against 
digitalisation.” This is important to highlight, as our work in JW: Digitalisation excludes people of all ages, more than 
this topic is not about resisting digital progress but about many people realise. Even if someone owns digital devices 
advocating for fairness, inclusion for those lacking digital skills, and feels comfortable using them, they may still avoid them 
and the protection of consumer rights. We are calling on the due to privacy issues or not be able to use them due to a 
EU to provide an offl  ine option as a complementary tool to poor internet connection in certain areas. When essential 
ensure that essential services such as banking, healthcare, and services are 100% digitalised without an offl  ine alternative, 
public administration remain accessible to people of all ages. older people and others risk being left behind. This can be 
especially dangerous in areas such as healthcare and banking, 
At present, digitalisation without an offl  ine option poses where people can become dependent on other people.
many challenges and excludes people across various age 
groups, not only older persons. For example: extra charges Off ering an offl  ine option does not slow down innovation, 
for in-person services such as bank transfers, deposits, quite the opposite. A truly innovative product must take 
withdrawals, Internet availability and digital-only invoices. The everyone’s needs into account from the outset. Even for 
lack of offl  ine options aff ects those who do not wish to use a commercial services, if you are a company that does not 
smartphone or tablet, or cannot for diff erent reasons such as consider older people in the design process, that means losing 
location, disability, income, or social circumstances. Tackling potential customers. A truly inclusive product must involve 
ageism and breaking down stereotypes are essential for a older people as real partners. Digital transformation must be 
digital transition that is inclusive and barrier-free for all ages. safe, inclusive, sustainable; and a human-centric approach 
Human rights must guide digitalisation, putting people before that upholds democracy and human rights is key!
technology and involving older people as true partners in the 
design of digital products and policies.
12
JMUALY 2025
As many organisations face leadership transitions, by our President, saying that “older people can be sensors 
your DIGITOL project highlights the power of of what is going on, refl ecting and pointing out concerns.” 
intergenerational learning. What lessons can be 
learnt about bridging digital and social gaps through We live in a fast-paced, digital-driven society where changes 
intergenerational collaboration and engagement? happen quickly, often without time to fully consider their 
impact. Digital tools can make things faster, but what is the 
Vera Hörmann: AGE Platform Europe was one of the EU cost to our privacy and our information? Bots may answer 
partners in the DIGITOL project, and the lessons learned were simple questions, but many of us, regardless of age, have 
valuable for the impact of digitalisation and disinformation. experienced the frustration of being left with no real help. 
The initial training by young volunteers was followed by Older people, with their life experiences, may be more inclined 
joint intergenerational co-design community actions to to question and raise these issues, but this is important for 
promote critical thinking and digital literacy, towards inclusive everyone. Essential services should be designed collectively, 
environments and shared knowledge. This not only improved offering clear information, responding to concerns and 
digital and media literacy among the older people, but also providing an offl  ine option when needed.
generated empathy, mutual understanding and cooperation 
between the age groups. Rural and remote areas often lack reliable digital 
infrastructure, adding another layer of exclusion for 
A major takeaway for organisations is that intergenerational older populations. What local policies or initiatives are 
collaboration should be seen as a strength, especially during still needed to fi ll this void?
leadership transitions. By combining diff erent experiences, 
digital knowledge and social perspectives, organisations VH: The growing digitalisation of services could be an 
can build more resilient and inclusive teams. Structured opportunity to age in place, but it often presents signifi cant 
activities such as co-creation workshops and community additional challenges for rural older adults. Initiatives like digital 
engagement, like those used at DIGITOL, can help foster assistance at village points are vital, and broader policy eff orts 
long-term intergenerational solidarity. Through mentoring, are required to improve digital literacy and ensure equitable 
older workers can share their experiences – for example in access to technology and internet infrastructure. The Mobile 
prioritising tasks and coping mechanisms with high workloads Age project worked to make digital public services more 
– benefi ting mental health, while younger employees can help accessible by co-creating mobile applications with older 
older colleagues develop digital skills. people. By involving older adults in the design process, the 
project ensured that the digital tools developed were user-
How can health, fi nance and public administration friendly and addressed the specifi c needs of rural populations.
services address issues such as trust, privacy and 
human connection from a user perspective? When studying integrated long-term care initiatives in the 
Laurel project, people living in rural areas often mentioned 
JW: It is certainly important for society as a whole to refl ect that technology might not be ‘the’ solution policymakers 
on issues like trust, privacy and the loss of human contact. and companies want. Shared community spaces, mobility 
This other dimension of technology was also emphasised solutions and co-designing initiatives to ensure participation 
and up-take were given higher importance.
What insights have projects like DIGITOL or your 
pandemic-era fraud alerts revealed about the most 
eff ective ways to develop digital and media literacy?
VH: During the pandemic, many older people faced a wave 
of misinformation, scams and fraud attempts. DIGITOL 
tackled this by fi rst discussing sensitive topics (migration, 
integration and social cohesion, gender issues, minority rights, 
sustainability, etc.) among older and younger people, with the 
aim of stimulating open dialogue and understanding, before 
dealing with online disinformation. This intergenerational 
exchange made a real difference and empowered older 
people to feel more confi dent online and for everyone to 
question the reliability of what they see and read.
13
HQ #120- HQ ESSENTIAL
“We need to stop treating 
sustainability as something
separate from revenue”
At the GDS Forum 2024 in Bruges, HQ witnessed a new partnership between GDS 
Movement and a data tech company to help CVBs, DMOs and suppliers gain 
insights into sustainable accommodation and offers in their regions. BeCause
is a Danish start-up hailing from Copenhagen with the mission of making 
sustainable choices flow more easily through measurable data in the tourism 
and travel industries. This sectoral realisation led them to develop a set of solutions 
that no other technology provider currently offers, including a Certification Co-pilot, 
a database of certified suppliers, and RFP automation tools. The ultimate goal is to 
automate the administrative workload linked to sustainability so that companies can focus 
their efforts where it really matters: real, impactful improvement.
HQ asked the COO, Jahanzeeb Ahmed, how their services can be turned into concrete 
changes for their clients.
What kind of game-changing approach can greatly reduces administrative overhead and the 
BeCause offer destinations to trigger data- associated costs. Secondly, our platform includes 
driven sustainability actions? robust tools that automate ESG reporting, minimising 
the manual eff ort typically required and reducing 
Data is king here. Our job is to support destinations the risk of human error. Finally, users will soon be 
with the necessary data that shows where the able to benchmark their sustainability performance 
sustainability performance of their local providers against industry standards and learn from a database 
currently stands. From there, BeCause offers of initiatives implemented by other organisations. 
the tools to seamlessly assist those providers in This enables planners to identify cost-effective 
progressing along their sustainability journey. For sustainability improvements based on real-world data.
example, today it still requires a signifi cant amount of 
manual work for a destination to fi nd out which of If I am a hotel manager looking for the right 
their hotels are sustainability-certifi ed. We eliminate certification, how can I use the platform to 
that friction − destinations can access that data with find the perfect match and streamline my 
just one click. From there, they can nudge uncertifi ed sustainability journey?
providers to begin the certifi cation process through 
our Certifi cation Co-Pilot and track their progress This is exactly the kind of challenge our Certifi cation 
throughout the journey. This creates a centralised, Co-Pilot is designed to address. BeCause provides a 
actionable view that drives real progress. guided process that helps hotels identify the most 
relevant sustainability certifi cations based on their 
How can a meeting planner balance existing operational practices. The platform maps 
sustainability goals with financial objectives a hotel’s operational data to various certification 
within your platform? frameworks to ensure alignment with the standards 
of interest. Once the journey begins, hotel managers 
We bring several critical capabilities to the table to can also track their certification progress in real-
help planners balance sustainability with financial time, monitor milestones, and assess their current 
responsibility. BeCause off ers a unifi ed platform for compliance status, all within the same platform.
collecting and managing sustainability data, which 
14
JULY 2025
You recently launched a new benchmarking and gains, and competitive advantage − sustainability becomes 
reporting tool to provide destinations with new a long-term success driver that positively aff ects both the 
sustainability insights in real time. How can this top and bottom line.
empower hotels and tourism businesses to mitigate 
their environmental burden? What are the key obstacles and most common 
challenges sustainability planners or travel agents 
Through our partnership with the Good Travel Alliance, we face when integrating new technologies? How can 
have launched a benchmarking tool that, once populated with they overcome them? 
enough data, will deliver targeted insights for destinations 
and providers. The tool leverages universal Key Performance The primary challenge is access, there is still not enough 
Indicators to create consistent and comparable sustainability data or suffi  cient options. We are still early in the adoption 
metrics across all participating destinations and businesses. curve. Today, many event planners struggle to fi nd verifi ed 
Also, with access to real-time data, hotels and tourism sustainability data for the providers they want to work with. 
businesses can make better-informed decisions about how to The data is scattered, fragmented, and often not accessible.
reduce their carbon emissions, improve waste management, 
and optimise energy consumption. Crucially, this tool helps The key to overcoming this challenge is scaling data availability 
them answer one of the most common and important and aggregation so that planners can make informed, 
questions: “How are we doing compared to others?” responsible choices with ease. As the industry evolves, 
professionals should focus on improving their digital literacy, 
“ data interpretation skills, and familiarity with sustainability Today, many event planners frameworks and tools that support transparent reporting struggle to fi nd verifi ed and decision-making.
sustainability data for the As a start-up with a laudable mission and an already 
providers they want to work vast portfolio of clients, what are the most notable 
with. The data is scattered, partnerships you have embraced?
fragmented, and often not We have the privilege of working with some of the 
accessible. most respected brands in the travel and hospitality industry. Two standout partnerships include Radisson
and Booking.com. These companies have embraced 
There is also a need for many companies to adjust their our technology to elevate their sustainability journeys, 
operations to EU regulations − such as the Corporate and their collaboration with BeCause refl ects the kind of 
Sustainability Reporting Directive (CSRD) − while impact we aim to have at scale − simplifying sustainability, 
reducing administrative burdens and red tape. How increasing transparency, and empowering action. Both 
can these pressures and incentives push SMEs to their cases can be explored on our website.
adopt an autonomous 360-degree strategy? 
Sooner or later, every tourism business will be pushed, either What sets us apart is our 
by regulations or by their customers, to adopt sustainability sector-specifi c approach. We 
into their strategy. What is important is that we highlight the 
upside potential early and clearly. In the end, these are still “ have identifi ed for many years 
businesses, and we need to stop treating sustainability as that if you really want to solve 
something separate from revenue. sustainability challenges, you 
While compliance requirements such as the CSRD may be need to delve into the specifi c 
the initial motivator, it is crucial that businesses do not view 
this solely as a reporting burden. Instead, by emphasising the issues facing each sector.
business upside − such as improved reputation, effi  ciency 
15
HQ #120- HQ ESSENTIAL
Designing for the Planet  
The World Design Congress is set to return to London in September for the first time 
in 56 years. The 34th edition, which will take place at the Barbican Centre, will bring 
together more than 1,000 delegates from the international design community, as 
well as thought leaders from business, research and education to debate key issues 
in sustainable design. HQ talked to Matthew Burgess, Senior Events Manager at the 
Design Council, co-organiser of the event.
The World Design Organization’s Congress, which will be hosted by the UK Design Council, is a As much as an event multi-day biennial event that will provide lectures, has to be productive and 
break-out sessions and opportunities for intelligent “
collisions to collectively tackle the climate crisis. Following cover its costs, as a charity we 
previous editions in Tokyo, Mexico City and Seoul, are trying to offer a wide range of 
London is preparing to host this prestigious event again 
on 9 and 10 September. Matthew Burgess explains why: opportunities to attend. You will 
“London is unique in many ways, not least because it has see small brands and companies 
a plethora of unique and traditional brands, a transport 
system unrivalled in Europe, and access to world-class doing some ground-breaking 
speakers, companies and businesses who live and work work on a much smaller scale.
in London as a hub for creative design.” 
The congress will be held in partnership with the London small and large companies in projects aimed at protecting 
Design Festival and will be supported by regional the planet, launching a value structure that helps these 
activations designed to put the UK at the centre of businesses implement a regeneration model. We have just 
the global design community. To this end, the Barbican launched our Skills for Planet Blueprint at this year’s 
Centre will contribute greatly to these outcomes due London Design Biennale, to further help professionals 
to its leading status and cooperation with the Design to design sustainably.” Over the two days, the congress 
Council for its Barbican Renewal Programme. “When will explore five topics aimed to inspire, challenge and 
you look at the Barbican, it really stands out as an iconic, mobilise for action; these are ‘Stories of Hope and 
brutalist masterpiece designed from top to bottom with Possibility’, ‘Designing for Circularity’, ‘Designing for Net 
these concepts in mind. Secondly, it is a world-class arts Zero’, ‘Shaping Places for Regeneration’, and ‘Designing 
and cultural centre with an unconventional and inclusive the Future Together.’ “When it comes to sustainability or 
vision. Thirdly, we were already working with Barbican planet-positive topics, there is this tendency to get into a 
on a design review programme, helping them with their state of pessimism. What could or should we be doing? 
modernisation to be more sustainable and inventive in So, we are going to showcase studies of companies, 
the future. So, it seemed obvious to us to bring in the designers and individuals who really are success stories 
world’s design leaders to showcase not only the design in the sector, both in fundraising and politically. We have 
overhaul we were working on, but also London’s huge had access to many examples of this through our 240 
interest with its businesses, educational spaces and UK experts who in various design sectors are already 
government leadership,” says Burgess. The project will delivering fantastic results for the planet,” adds Burgess.
deliver a sustainable revitalisation that brings underused 
spaces into new creative use. On the other hand, strategic partnerships with social 
planners, consultants and architectural firms also took 
The Design Council is the UK’s national champion social impact and sustainability on board. “For example, 
for design. Founded in 1944 by Winston Churchill’s the global management consultancy firm, Kearney, 
government to help drive their post-war economy, they allowed us to really show real-world impact. Similarly, 
are now supporting the 1.97 million people working in it was very positive to cooperate with Zaha Hadid 
the UK design sector to tackle the biggest challenge of Architects, who are doing fantastic work on sustainability 
our time through their Design for Planet mission. “Our globally. As for social governance, we are working 
purpose this time is Design for the Planet. We will support specifically with an organisation called Stitch in event 
 16 
JULY 2025
production, which is a leader in ESG for events, along 
with other sustainable design consultants, to ensure 
that we achieve our intangible goals,” adds Burgess. 
In addition, Barbican has demonstrated a conscious 
search for sustainable suppliers, something they intend 
to continue with this event. “The venue has allowed us 
to work with quality in-house suppliers such as Searcys, 
who will be creating a circular, fully vegetarian menu at 
every stage of the event.”
The World Design Organization, based in Montreal, has 
committed itself to the UN’s Sustainable Development 
Goals as a framework for action with the potential to 
simultaneously offer positive social and environmental 
impact, as well as financial return and brand value for the 
global design community. Within that scope, there are 
various MICE events such as the World Design City – 
which will come to Frankfurt in 2026 – and, of course, this 
congress. “The congress is more like a showcase – the 
city’s output is very specific to its region –  and a global 
meeting of change makers in the sector. A real catalyst 
for excellent design that also wants to leave a legacy for 
the event,” continues Burgess. “The Design Council itself 
is on a mission to upskill a million designers in green skills 
by 2030. The congress is a step in that direction and we 
are obviously talking to existing designers, but also to 
students and new talent to learn more about this new 
project.” The key to achieving this is transparency from 
the point of view of education, business, government, 
and carbon offsetting. “An example is what we are doing 
with the London Design Festival, (which takes place right 
“ after the congress) asking participants to stay longer The Design Council was set in order to offset their travel footprint. Ultimately, up by Winston Churchill's the Design Council aims to produce a case study of their endeavours to support and inspire 
government to take others on their journey to designing planet-
the design sector and positive events,” Burgess concludes.
the UK public from a 
wartime economy to 
a consumer economy, 
and now we are carrying 
out our mission to create a 
circular economy.
 17 
HQ #120- HQ ESSENTIAL
NETNOCON25: Creativity 
and Locality in Digital Life
Netnography is based on a branch of ethnography developed specifically to address the conditions of 
digital life. When it was first introduced in the mid-1990s, the internet was already becoming a vital social 
space, a kind of cultural force. Since then, the transformation has been nothing short of dramatic. In 
Marseille, netnographers from all over the world gathered at the end of May at NETNOCON 2025 
to experiment and delve into the digital creative expressions that allow them to mix science 
with art. Their Conference Chair, Robert Kozinets, spoke to our Manuel Fernandes about this 
truly disruptive event.
Digital technologies have become deeply intertwined technologies such as AI, humanity reveals itself with almost every aspect of human social life: how before platforms that mediate our relationships, we learn, buy, love, protest, entertain ourselves and identities, dreams, resistances and our power. In 
define who we are. Netnography offers social scientists, this sense, netnography helps us explain not just the 
marketing researchers and others, a way to study this digital world, but the whole world,” explains Kozinets. It 
critical entanglement in a serious, ethical and immersive way. is also a method that transcends disciplinary boundaries. 
NETNOCON kicked off in 2023 at the University of Salford Interdisciplinarity is not just a buzzword here, but is 
with a clear sense of need and opportunity. There were embedded in the event’s DNA. That is why participants 
already many academics who wanted to learn netnography came not just from marketing, communication or media 
and were interested in its potential. However, there were far studies, but from areas as diverse as tourism and hospitality, 
fewer people who were actively practising it and able to teach medical research, human geography, philosophy and political 
it and work together as a methodological community. The sciences. “In one session, you can have five different fields 
teams were dispersed, operating in different disciplines and represented, but you would not know it; the transitions 
institutions, often without the networks and forums that help between them are practically seamless,” adds Kozinets. “We 
traditional research to thrive. NETNOCON was born to unite also wanted the conference to reflect the global scope of 
this group. netnographic interest. In 2023, we welcomed academics 
from six continents and from this we built an organisation 
“Our mission from the start has been to promote with members in 66 countries.”
netnographic research worldwide. This means not only 
bringing together existing practitioners, but also cultivating 
a new generation of academics who can take the method Netnography focuses not 
further. We are deeply committed to supporting student “ just on online content, but researchers,” says Robert Kozinets, Conference Chair of 
NETNOCON – the Global Netnography Conference. on contexts, meanings, 
The inaugural conference offered almost 40 full scholarships discourses and behaviours 
covering registration, meals and accommodation. The 
organisation sought sponsorships that could remove – how people create and 
financial barriers and allow many young academics to take inhabit culture through 
part in their first academic event. For many of them, this digital interaction.
was also their first conference presentation. “This kind of 
early career encouragement was very important, because 
many of them came back year after year and several of them 
are now professors who started their careers teaching and NETNOCON also sought to create a specific type of 
practising netnography.” environment – an event that is collegial, creative and 
supportive, but where new ideas are also welcome. “We are 
What distinguishes netnography is its sensitivity to the trying to model a more empathetic approach to academic 
socio-technical contexts that shape digital participation. work and to humanise and sensitise the study of technology 
It is a method for understanding how people live through and society. This is one of the reasons we have kept the event 
and with the media today. “In a world increasingly driven by intentionally small (around 100 people), which allows us to 
 18 
JULY 2025
form strong bonds and maintain a shared sense of purpose.” 
For Kozinets, growth is not the entire goal, but quality is, 
“Looking ahead to NETNOCON 2026 in Izmir, Turkey, and 
NETNOCON 2027 in Sydney, our goals are consistent. We 
want to deepen our existing relationships with academics 
from Western Europe, bring in more students and early 
career academics from Asia, the Middle East and Oceania, so 
that we can build a space where netnographers from around 
the world feel seen, supported and inspired.”
‘La Phocéenne’ and its Cultural Heritage
Marseille was more than just a venue, but a kind of 
co-author of the event. As one of Europe’s oldest and 
most culturally rich port cities, its history of openness, 
hybridity and revolution resonates deeply with the spirit 
of NETNOCON. The co-chairs, led by Aleksej Heinze 
and Anne Gombault, have designed the conference to 
absorb Marseille’s multifaceted identity, both conceptually 
and practice. “We began with several pre-conference field 
immersions in Marseille’s multicultural markets, creative urban 
spaces and the radical history of architecture and design. 
We are both places concerned with culture, movement, 
marginal voices and shifting perspectives.” These tours 
offered participants a taste of embodied field engagement, 
encouraging them to reflect on immersive observation and 
creative interpretation – essential elements of netnographic 
work. “Our participatory Tarot de Marseille exercise put 
participants into teams to design their own original tarot cards 
inspired by netnography. The exercise was an invitation to 
point out how symbolic thinking, visual representation and 
methodological reflexivity can intersect,” recalls Kozinets. 
This grassroots approach continued during the conference 
meals, intentionally offering vegetarian, sustainable and 
locally sourced food. “Each meal featured a historical and 
ethnic element of the city’s culture, with a focus on cuisine 
that included Greek, Armenian, Moroccan and Provençal 
dishes. Eating became another way of stimulating reflection 
on consumption, sustainability and local and global ethical 
involvements.”
“ Netnography is a way of The conference’s emphasis on creativity and locality was repeated throughout the programme, with panels on understanding the cultural speculative futures, artistic and performative methods, visual 
context using humanity culture and alternative forms of representation. This was also 
woven into the very fabric of the conference, which included 
itself as a focal point, and long conversation-based sessions, practical workshops and 
not simply a technique for community-building activities shaped by shared learning. 
collecting data or measuring “The creative and revolutionary spirit of the city drove the development of our methodology, the lifelines, the 
trends. thoughts of our sessions and our shared experiences. This 
development of intentional localisation will continue in Izmir 
in 2026, exploring the theme of ‘Cultural Crossroads’ in a 
 19 

LATVIA SPECIAL
DESTINATION REPORT
 
Why are Latvia and its capital, Riga, becoming 
a trendy destination for distinctive and 
purpose-driven events, compared to many of 
its neighbours? From cutting-edge technology 
to sustainability features, from state-of-the-art 
infrastructure to an endless array of incentives, 
this Baltic country offers an alternative 
meeting experience in the “New Nordic” 
region. 
On the following pages, you will find an in-
depth and detailed handbook on how to set 
up your event in this fast-developing country. 
Enjoy the read!
A destination report by Manuel Fernandes
All photos courtesy of ©MeetRiga
 21 
RIGA REPORT
A Fairy Tale in Riga 
How Meetings and Events are 
Transforming the City
Under the sway of former empires, Riga was one of the largest and most advanced 
industrial and port cities in old Europe. Today, though, the city is known for its 
cultural and architectural heritage, and also wants to shine in the meetings and 
events industry.
Wrapped in the nostalgic and & Spa Hotel, I spent my free time wandering meditative atmosphere of this around the city, swallowed up by its signature region, I arrived at Riga’s RIX landmarks. The architecture is a reflection 
airport, the largest airport in the Baltic States, of the historical memory of the country: 
hoping to get a glimpse of an unknown side from Gothic, Renaissance and Baroque to 
that would fill these pages. The capital Riga post-war Modernism and the meandering 
is served by the domestic airline airBaltic, Art Nouveau streets like Alberta, the physical 
which brought me from Brussels on an canvas that engulfs me recalls the eclecticism 
unblemished journey; from there, it only took and diversity of each era that has stamped 
a 20-minute drive to check the first signs of Riga over the centuries. In fact, many 
the landscape and silhouette of a sprawling of these historic landmarks, such as the 
city. This has reveals a truly international side former cargo station, Hanzas Perons, or the 
with more than 100 direct flight connections, monumental ex libris, House of Blackheads, 
operated among others by Lufthansa, Finnair, have now been appropriately recreated as 
LOT, which guarantees great connections for meeting and event venues for international 
participants from all over the world. Latvia, associations of all kinds. A cultural heritage 
especially its capital Riga and the other properly converted for our industry.
seaside towns, is situated in a privileged A City that Encourages “Slow Travel”
geographical location where time moves 
slowly, making it a strategic and pleasant Another of my quick observations in Riga 
location for international business travellers in was the gentle pace and balance between 
this region of the ‘New Nordics’. Quick access the city and the person to exist, to think, to 
to the city centre together with an efficient move... to meet. The increasingly widespread 
and smooth local transport network makes phenomenon of overtourism across Europe 
Riga, a relatively small capital by European is not echoed here, and this demonstrates 
standards, a paragon of urban mobility and not only the opportunities for quieter, 
car-free environment. Already settled in the more laid-back conferences, but also the 
towering Radisson Blu Latvija Conference challenges of redesigning Riga’s visitation 
 22 
JULY 2025
itself. According to the Latvian Investment National Farmers’ Exhibition at the time, 
and Development Agency (LIAA), proved. “We are having conversations about 
business events are an excellent driver for accessibility, connectivity and compatibility of 
the development of other industries, as well institutions with various health associations 
as strengthening Latvia’s image, developing for their conferences. As we already 
relevant business contacts, and attracting know, all prices are going up. While all 
foreign investors. The message is endorsed other expenses have increased, catering 
by MEET RĪGA: the MICE segment has prices have remained comfortable among 
become a pillar for Latvia’s economy, our suppliers. Here in Latvia it is still quite 
offering significant opportunities to attract affordable to sign contracts, so we are able 
international business travellers and events. to take advantage of some medical events 
The sector is a key driver not only for the outside the classic destinations. I believe 
tourism industry, but also for related sectors that, especially when it comes to events in 
such as hospitality, transport and retail. “We the healthcare sector, many associations can 
are a four-season destination. In terms of do more with the same money they spend in 
leisure, tourists tend to flock here more in other destinations,” adds Smiltāns.
the summer. However, we also see more Just a 15-minute drive from Riga International 
and more travellers coming for so-called Airport is another Latvian hotspot. The 
city breaks during other times of the year. largest seaside resort in the Baltic States, 
If we are talking about meetings and events, Jūrmala combines vast kilometres of 
these usually take place in spring or autumn, white sand and large wooden cottages with 
when Riga is not so crowded. Why? First of modern event facilities, and four- and five-
all, you get reasonable prices for rooms and a star hotels. In this small coastal town on the 
place to breathe, without missing out on the Gulf of Riga you can hold all kinds of events 
great customer service and hospitality that in a fairytale setting, from art exhibitions and 
the city has to offer,” says Aigars Smiltāns, concerts to corporate meetings, seminars or 
Meetings & Events Ambassador of Riga even team-building activities. Make the most 
City CVB at Riga Investment and Tourism of the natural and architectural richness of 
Agency. this independent city with its many healing 
Less for More properties while exploring venues such as 
In this respect, Latvia continues to offer the Dzintari Concert Hall, Jūrmala Culture 
very competitive prices, allowing organisers Centre, Baltic Beach Hotel, Hotel Jūrmala 
to optimise services, event budgets, and SPA or Lielupe by Semerah Hotel – the 
delegate costs, compared to other traditional largest conference hotel in Jūrmala.
MICE destinations. This cost advantage is On the following pages, you will find an 
another great asset of the country, coupled in-depth checklist of tips, recommendations and 
with its creative industries and supply guidelines for navigating your event in Latvia, 
chain that has gained global recognition whether it is making it more sustainable, finding 
for the viable alternatives for both global the right partner or choosing the venue that best 
organisations and smaller national association suits your needs.
; as my visit to the multi-purpose ATTA 
Centre, which was hosting the Latvian 
 23 
RIGA REPORT
How to Find your Dream Venue in the “Baltic Pearl”?
The character of the classic buildings and contemporary spaces in Riga and Jūrmala reflect the present and future of meetings 
in Latvia. The rapid development of the local infrastructure has been complemented by the renovation of its monumental 
venues, cultural centres, warehouses and vintage hotels, which now boast bespoke event facilities, state-of-the-art technology 
and integrated services. This interesting mix of centuries-old heritage and contemporary masterpieces offers an attractive 
environment for associations and event planners, from small-scale meetings to large international congresses. Riga now 
offers 13,500 hotel beds in a variety of three-to four-star establishments within walking distance of each other, while the 
capital's 350 event venues range from grand historic ballrooms to renovated industrial spaces
Here’s a round-up of the best venues The House of Black Heads Hanzas Peronsand hotels we visited in the region: ‘If I were to ever collapse, raise me up once Formerly a railway freight depot in the heart again!’ – built in 1334, the ‘New House’ (as of Riga, Hanzas Perons was remodelled as a 
ATTA Centre it was then known) was already imbued concert hall, an arts platform...but also as an 
with the spirit of meetings and festivities event venue. Dating back to the early 20th 
Imagined as a shopping and service as the city’s Great Guild. From 1522, it was century, the building has survived to the 
complex just a short distance from the old modified several times until the arrival of present day as an adaptable and functional 
town, the newly renovated ATTA Centre a group of German merchants, known as space for presentations, workshops, and 
has become the largest convention centre the Brotherhood of the Black Heads, who conference sessions. Within its complex 
in the Baltics, offering contemporary became the guardians of the house. Thus, structure made up of brick walls, wooden 
facilities for up to 3,000 participants. With was born the House of the Black Heads, beams and steel and glass finishes, there 
a total area of 11,500 m2, the centre has 22 which was burnt to the ground during the is now a 1,200 m2 hall that can be divided 
conference rooms of different shapes and Second World War. In the 1990s, a decision into 2 or 3 parts to accommodate up to 
sizes, where exhibitions, congresses and was made to restore this unique symbol 2,100 people. Various services can be 
summits can be held. ATTA also makes it of the city using archaeological evidence. incorporated on request, such as a kitchen, 
possible to change the layout of the entire Today, the House of Black Heads represents bar, private rooms and technical staff.
first floor using its high-tech multimodal Latvian resilience against all odds, and is a 
system, as well as guaranteeing accessibility Riga Latvian Society Housemust for planners and associations with its 
for people with reduced mobility. The seven magnificent halls for banquets, board Rooted in the 19th century, the Riga Latvian 
NATO Foreign Ministers’ Meeting, meetings and luxury receptions. Society House is the cultural and intellectual 
the Three Seas Initiative Summit and soul of the country, serving as a historic 
Business Forum and the Latvian Dental haven of national identity. A five-storey 
EXPO all took place here. building (six storeys in the courtyard wing) 
 24 
National Library of Latvia
JULY 2025
designed in a symmetrical neoclassical committed to providing a clean and safe 
style, the House was also the seat of the environment through health and safety 
Latvian National Opera. It is currently used protocols. It offers regulations for health 
for various events such as conferences, events through its certified venues and 
seminars and presentations, and can partnerships, ensuring compliance with 
accommodate more than 3,000 people in health sector standards.
its nine charming rooms. On the top floor, Hotel Jūrmala SPA
there is a theatre hall with 450 seats in the 
audience and 210 in the balcony, while the The resort town of Jūrmala also has a 
second floor houses a hall for meetings and well-planned infrastructure, which has 
symposia. led to the creation of a vast network of 
restaurants, event venues and hotels. One 
National Library of Latvia of these is the four-star Hotel Jūrmala SPA, 
The National Library is an ode to which has a conference centre with eight 
contemporary Latvian architecture by the halls of various configurations, capable 
prestigious Gunnar Birkets. On the left of hosting more exclusive seminars to a 
bank of the Daugava, this building stands conference with 300 guests with in-house 
like a ‘castle of light’ representing one of technical support. This hotel also has 190 
the most significant bastions of Latvia’s comfortable rooms with access to a sauna Hanzas Perons
restored independence. Opened in 2014, and pool centre, a gym and over 200 spa 
the library offers an eclectic and extensive treatments.
programme with the help of a digital Baltic Beach Hotel & SPA
guide to seven exhibitions, a breathtaking 
view from the top floor, and the ‘Dainu Right next to Jūrmala beach, the Baltic 
skapis,’ a set of local folk songs included in Beach Hotel & SPA is another great option 
UNESCO’s Memory of the World Register. for blending leisure with business events. 
Among its premises are nine spaces that Nestled between a strip of sand dunes and 
unfold into 15 well-equipped meeting rooms a pine tree park, the hotel offers a 1100 m2 
for conferences, seminars or receptions. conference complex with 12 adjustable area 
rooms and large atriums for networking. 
Radisson Blu Latvija Conference & Spa The combined Jura+Jūrmala halls can 
Hotel accommodate 320 people, while the Pērle 
The largest conference hotel in the Baltic hall with panoramic windows overlooking 
States, the Radisson Blu Latvija Conference the Gulf has a capacity for 220 people. The 
& Spa Hotel has 571 rooms in various hotel also boasts 165 guest rooms, one of 
formats, the ESPA Riga spa centre, the the largest spa centres in Northern Europe 
Esplanade restaurant and a conference and a collection of six restaurants and bars.
centre with 16 large rooms equipped 
with audiovisual resources in a space of ATTA Centre
over 3,661 m2 – the crown jewel being the Other venues to keep an eye on:
Omega hall suitable for conferences of up • FANTADROMS
to 1,000 people. Of particular note is the 
event space located on the 27th floor and • Dzintari Concert Hall
the Skyline Bar on the 26th, both offering • Rigas cirks
360º panoramic views of the cityscape. • Bellevue Park Hotel Riga
Designed as the first choice in Riga as a 
convention hotel, this Radisson Blu is also • Lielupe by Semarah Hotels
The House of Black Heads
25
RIGA REPORT
An Ambitious Journey Towards the Three Pillars of 
Latvian Sustainability
“ Latvia has committed to reaching climate neutrality 
by 2050, including a 65% 
reduction in greenhouse gas 
emissions by 2030.
The Mežaparks Great Bandstand in Riga
In a country that has the fifth highest area, where approximately 200 farms towards more ecological certifications, percentage of land covered by forests use organic methods for regenerative such as the Green Certificate and in the European Union, with around 56% purposes. This long standing principle EarthCheck, and Eco-labelling. Currently, 
of the territory’s total area, sustainability of subsistence farming has created the 76 accommodations in Latvia have been 
runs neck and neck with Latvia’s legacy and roots for a responsible and sustainable awarded the Green Certificate eco-label, 
values. With more than 12,500 rivers, 2,256 approach in all sectors, namely tourism and according to Baltic Country Holidays. 
lakes, and swamps and bogs occupying the conference sectors. A large number Several establishments have been actively 
almost 10% of the territory, Latvia is a haven of suppliers outsource their products involving guests in sustainability initiatives 
for biodiversity with many rare species of to local farmers and producers using through information boards and separate 
plants and animals.It also boasts hundreds regenerative resources to mitigate their waste collection programmes. Some of the 
of kilometres of coastline, surrounded carbon footprint and achieve zero waste. best success stories can be found at the 
by pine forests, sand dunes and pristine This is especially relevant at a time when Riga Islande Hotel, with its efforts to use 
white sand beaches. With 706 state-level planners and associations are incorporating green energy and waste management, the 
protected natural areas, including four authentic experiences, delegate-orientated Grand Hotel Kempinski Riga, a forerunner 
national parks, a biosphere reserve, 42 natural settings, eco-friendly venues and, in energy-efficient technologies, or the 
nature parks and seven marine protected broadly speaking, sustainable solutions into AC Hotel Riga by Marriott, which will 
areas, the country is steeped in a long their RFPs – to balance their financial flows renovate its building to save and maximise 
tradition of conservation enshrined in the with Environmental, Social & Governance energy.
Latvian Red Book, which contains the list (ESG) policies. If we talk about Latvian Latvia and Riga on The Same Page
of endangered species. hotels, they are increasingly refocusing 
their green practices to tackle waste Internationally, Latvia is one of the leading Likewise, the country’s agricultural areas countries in terms of meeting the UN 
account for nearly 29% of the total land reduction, to purchase local products, and 
use green energy and water conservation, Sustainable Development Goals 
 26 
JULY 2025
(UN SDGs), ranking 13th in the latest and Climate Action Plan 2030 (SECAP) 
report monitoring the progress of the and participation in the EU mission for 100 
countries included in the so-called 2030 climate-neutral smart cities by 2030. The 
Agenda. Experts from the Sustainable SusTool project has developed a free digital 
Development Solutions Network platform that helps companies understand 
estimate that Latvia is close to achieving ESG criteria to improve their sustainability 
63.4% of the targets, demonstrating reporting, while SECAP proposes the 
notable progress in UN SDGs 11 on concept of a Donut City Portrait to help 
Sustainable Cities and Communities – identify priorities and select activities 
the main achievements in this area include aligned with the principles of sustainability 
progress in affordable housing, improving and climate action, such as mobility, 
the energy efficiency of buildings and transport and citizen engagement. For 
making public transport more accessible, 2025, a number of sustainability-focussed 
especially for vulnerable groups. In this events have been planned in Riga, including 
regard, the country is implementing the UN the International Conference on 
SDG in the crossroads of the goals defined Waste Management, the International 
by the National Development Plan 2021- Conference on Waste Management, 
2027 and its sectoral policy guidelines, with Recycling and the Environment, or the 
a focus on science and innovation, reducing SPOTLOG Exchange of Experience 
inequalities, modernising governance, with a focus on sustainable logistics. Other 
assisting the least developed countries, events include the annual conference of 
and supporting peace in Ukraine and the the European University Association, 
world. This development policy aims to the XVIII International Scientific 
instil a balanced strategy for economic Conference of Environmental and 
growth, environmental protection and Climate Technologies CONECT 2025, 
social well-being (the trifecta approach), along with meetings on sustainable logistics 
while encouraging best practices and events focussed on youth energy and 
and benchmarks to support tourism green practices.
stakeholders and players towards a more Riga Airport Sustainability Strategy
sustainable future.
Another of Riga’s cornerstones, Riga 
The events sector has this unique feature Airport, has developed a corporate 
of being closely involved with the progress Sustainability Strategy by 2030, which 
of various other industries, leading to includes reducing the airline’s environmental 
a constant updating of measures and impact, promoting a more inclusive and 
procedures. Major global trends and safer working environment, investing in 
social needs have an impact on dialogue fair business practices, and co-operating 
with clients, pushing events to pay greater with the local community. Some of these 
attention to ESG. In Riga, sustainable measures include the development of 
meetings and conferences cover a broad a solar park, the replacement of light 
spectrum of topics, from university fittings with LED bulbs in all areas of the 
and social policy directives to specific airport, and the gradual replacement of 
projects such as the ‘Sustainability the airport’s vehicle fleet with CO2-neutral 
Reporting Tool (SusTool)’ and the alternatives. The airport has also pledged 
‘Donut Economy Approach’. We can to set up a social entrepreneurship fund 
add to this the various co-operations such aligned with the needs of the community, 
as the Strategic Alliance of the National to promote the development of start-ups 
Convention Bureaux of Europe and and educational projects, in addition to 
Gevme’s Sustainable HUB for Events, expanding the Rail Baltica connection 
where information has been shared on – strengthening cycling infrastructure 
sustainability and case studies of various and cooperating with transport service 
destinations. Cumulatively, the city is providers in the use of low or zero emission 
supported by various initiatives, including vehicles.
the development of a Sustainable Energy 
 27 
RIGA REPORT
Latvia as a Business Hub for 
‘New Nordic Meetings’
Riga has focused on meaningful its goods and services, the EU membership growth opportunities in its in 2004 – providing access to larger markets Improving connectivity conference and exhibition sector, and financial support, and, last but not least, optimising a clear, consistent and foreign investment due to the relatively low “ through additional flight 
modernised destination brand in order to cost of labour and its skilled workforce. By routes and regional 
increase its visibility in international markets. way of example, Latvia is home to more than transportation options, 
Increased investment in infrastructure, 500 companies with Danish capital, many 
digital transformation and emerging of which are concentrated in the Kurzeme such as the Baltic rail 
markets could further boost the growth region. Following Latvia’s accession to the links, will significantly 
of the association events sector, while EU, the stock of foreign direct investment 
the integration of artificial intelligence and increased rapidly, and by 2024 had reached boost accessibility.
cutting-edge technology will make the 26.3 billion euros, attracting investors 
participants’ experience even easier. from Estonia, Lithuania, Germany, the 
From an economic point of view, Riga Netherlands, Cyprus, Denmark, Luxembourg 
offers excellent value for money compared and Malta.
to many Western European destinations, Due to its growing focus on innovation 
making it an attractive option for budget and development, Latvia today boasts an 
tourists and business travellers alike. integrated and connectable network of to convince strategic players in global 
However, this trajectory is also influenced fast and reliable internet, an essential factor markets, with engineering and technology 
by the recent economic upswing that has for digital events and live broadcasts. The programmes at institutions such as Riga 
taken place in its economy with knock-on current trend towards remote working Technical University or the University 
effects across various sectors and and digital nomadism also represents a of Latvia. In this sense, Latvia is actively 
industries. In the years following the 2008- competitive advantage for Riga to attract working to increase its performance in 
2009 financial crisis, Latvia experienced a visitors from various latitudes looking research and innovation through initiatives 
kind of ‘economic miracle’ characterised for a high-quality and well-established such as the Latvian Smart Specialisation 
by rapid GDP growth and a strong recovery working environment. On the other hand, Strategy (RIS3) – a national framework to 
in living standards. During this period, the the country has established itself as a drive economic transformation through 
country went from a struggling economy regional hub for deep tech companies investments in research and development 
to one of the fastest growing in Europe, with and start-ups, characterised by a strong in specific areas of the Latvian economy 
a significant reduction in public debt and focus on smart specialisation, an ‘industry- (see below).
high rates of GDP. Among the factors that research-state’ collaborative model, and a In 2024, Latvian tech companies raised 
contributed to this economic performance growing digital technology start-up scene. approximately 34.9 million euros in sectors 
were significant fiscal reforms, including With a robust ecosystem focused on such as fintech, AI and health technology. 
spending cuts and tax increases, strong innovation and R&D, the country is also As a result of strong collaborations with 
export growth, an increased demand for betting on solid educational foundations universities and industry leaders, the Latvian 
“ Latvia offers startup visas to foreign talents and founders in 
order to facilitate entry and the 
establishment of their unicorns.
 28 
JULY 2025
foreign investment where Latvia has 
great expertise, promoting networking, 
knowledge exchange and cementing 
crucial opportunities for the country. With 
forests occupying approximately half of 
its territory, the knowledge-intensive 
bioeconomy is one of the key industries 
for the country’s economy, encompassing 
sustainable agriculture, forestry and fishing. 
Moreover, ranking 5th in terms of turnover 
among manufacturing industries, Latvia 
leads the field of biomedicine in the 
Baltics and is at the forefront of research 
into precision medicine, specialising in the 
use of big data – the pharmaceutical and 
biotechnology industries also have a long 
history of success leaving a rich legacy. 
Likewise, Latvia has an extensive coastline 
of 500 kilometres, which represents a huge 
potential for offshore wind energy – 
estimated at 16 GW – which has propelled 
the smart energy sector to new heights. materials, technologies and engineering 
ecosystem is now valued at 2.3 billion euros, Added to this is the harnessing of hydrogen are thus key drivers in the economic 
and, according to the Latvian Startup Report technologies for energy storage units, with transformation of fast-paced solutions and 
2024, it is home to more than 500 startups the prospect of further utilisation in various value-added products/services.
– 13% of which operate in the deep tech processes. While Latvian IT exports account For all these reasons, Latvia has tapped into 
sector. These include Sonarworks, a sound for approximately 1.2 billion euros in exports, a new potential for events of various scales, 
calibration scale-up, Mintos, an online the city of Riga has an ambitious project emphasising the individual approach, the 
platform for retail investors, and Lokalise, ahead to become the first ‘Metacity’ in the comprehensive nature of communication, 
a localisation and translation management Baltics. This ambitious hub will encompass the quality of services, the synergy of 
platform. Recognised as one of the most educational and professional opportunities different sectors and its high creative 
startup-friendly destinations, Latvia came for the Information & Technology and potential – all crucial aspects for sustaining 
second among OECD countries last year Communication sectors. Finally, Latvia is global competitiveness with regard to 
thanks to various strategic initiatives among the global pioneers in the production other European countries. The economic 
such as start-up funding, tax benefits, of fibre optics and also operates in the and historical aspects unlock professional 
innovation vouchers and the Start-up manufacture and in-house assembly of activities and allow the discovery of 
Visa programme, facilitating the entry of various electronic equipment, such as 5G innovative ways to surprise and inspire 
international talent. To reduce bureaucracy, routers, and in research into the microchip associations and planners. You are welcome 
the country features a fully digitised business supply chain – photonics and smart to invest here!
environment, allowing entrepreneurs to 
open a company online in just ten minutes, 
with electronic signatures and digital tax 
returns to streamline operations. In line 
with such disruptive policies, the Riga 
Investment and Tourism Agency launched 
the ‘Co-financing Programme for 
Business Events’, which aims to increase 
the attractiveness of the destination for 
international conferences, congresses, 
trainings and fairs by providing financial 
support to event organisers on the condition 
that at least 20% of the participants come 
from abroad.
Business events in Latvia serve as a strong 
catalyst for key sectors that can trigger 
 29 
RIGA REPORT
Bleisure at your Convenience: 
How to Enjoy Latvia for Team Incentives?
Latvia’s many options as a MICE check your emails and business contacts – destination do not end on the last with plenty of co-working areas, a compact day of your conference. Its wealth of size surrounded by design wonders, a 
restaurants, museums, spa and relaxation vibrant music scene whose centrepiece is 
hotels and street markets make the country the Latvian National Opera, an underrated 
an underestimated treasure waiting to be culinary scene that combines local flavours 
explored in the competitive roadmap of with top international restaurants, and 
incentives and bleisure activities. Beyond its a nice number of good value for money 
multifunctional ballrooms and auditoriums, hotels. Finally, as an EU and NATO country, 
Riga invites you to extend your stay with Latvia also guarantees a high level of 
a variety of urban and cultural choices security. 
that will be the envy of other large- Here are some ideas for making the most 
scale cities; Jūrmala, with its glittering of your incentive programme in Latvia in 
ensemble of wellness and healthcare four days:
centres, festivals, and sports tournaments, laid-back atmosphere of restaurants such 
offers a complementary face of seasonal Welcome to The Capital! as the classic Rozengrāls, the upscale 
recreation free from the capital’s hustle Kaļķu Vārti, the temple Ala Pagrabs or By booking your extra nights in one of 
and bustle; around the bucolic and unspoilt the fine-dining Barents. Any energy left? the city’s many hotels (Grand Poet Hotel, 
surroundings of Sigulda, visit the many Plunge into Riga’s nightlife at places like Hotel Neiburgs, Hotel Metropole, etc.), 
medieval castles, savour the delicacies of Cuba Cafe and B Bar.venture through the cobbled winding 
the small taverns and explore the trails of streets of the old town and step back in Immerse Yourself in The City’s 
the Gauja National Park in the Latvian Deep time for a liqueur at the medieval Black Unmistakable Culture
Nature. Magic Bar. If the trip was too long, we Riga is a melting pot of culture and history, 
Whether it is a floating sauna in the centre recommend a cocktail at Gimlet, Bar Six evident in the rich buildings and national 
of Riga, a treasure hunt in the Old Town, or SNOB, and when you get the munchies, monuments that shape the country. 
a bobsleigh ride in Sigulda, a boat trip on feel free to explore the best bakeries in Freshen up in the morning and choose 
the Gauja River, climbing classes in Jūrmala, town – Mīkla Bakery, Mulberry, Kūkotava from the impressive line-up of museums, 
or an interactive cooking workshop, Latvia or Bezē – to taste culinary delights such such as the Latvian National Museum 
boasts products and services for every as dark rye bread. You can also visit the of Art, the RSU Museum of Anatomy 
taste, desire and need. Riga has several largest food market in Northern Europe, or the Riga Automobile Museum, where 
arguments to convince you for a few more Riga’s Central Market, and excellent history and art go hand in hand. Your tour 
days (you never know when the next time breweries such as Labietis, lofts or will definitely include a visit to Agenskalns 
will be.) High-speed Internet connection to Valmiermuiža alus. At night, enjoy the 
 30 
Market – where you can take a lunch castles and mansions on the Lithuanian 
break – graced with architectural gems border, such as the Rundale Palace and 
and captivating street art in one of the the 15th century Bauska Castle, where 
renovated zeppelin hangars. If you want you can set up orienteering games or 
to stretch your legs a little further, you can Renaissance dance lessons.
always opt for a City Rally with PANCARS, A Seafaring Showcase to Slow Down 
either through a historical theme or a the Clock
treasure hunt, or take part in a backstage 
tour of the Opera House. Finally, put The Gulf of Riga is not just about relaxing 
together your own ‘thriller’ with a spy game hotels and spa resorts, where you can 
in the Corner House (the former KGB enjoy swimming pools, saunas, massages 
headquarters) to learn how secret agents and thermal baths in the heart of Jūrmala. 
ruled the streets of Riga. For those looking for more active options, 
you can always choose between a round 
Sport and Adventure on The Banks of of golf, fitness trails around the town or 
the Gauja horse riding. However, this coastal town 
Latvia is also a haven for outdoor activities, is mostly known by its kilometres of 
offering the perfect mix of sport and beach between the more rugged west 
recreation. Just under an hour from coast or the pure sandy beaches, perfect 
Riga, Sigulda is a real gem at the gates for a picnic, outdoor sports and sunset 
of the Gauja National Park. Thanks to catch-ups. Between water parks and the 
its mountainous terrain sloping down Majori skating rink, yachting or a sailboat 
to the river, the ‘Switzerland of Latvia’ is trip on the Baltic Sea, Jūrmala’s maritime 
the perfect setting for canoe races and vocation blends with the fishing tradition 
rafting, and is home to the only bobsleigh of its delicious restaurants. Otherwise, take 
and luge track in the Baltics. Here you one of the many trails and cycle paths that 
will be tempted to go body flying at the head towards the rural inns and campsites 
Aerodium wind tunnel, complete the for a real campfire experience. 
treetop rope courses in Tarzāns or have Take a deep breath, work will not be back 
some group fun at the Sports Center until next week!
Water Park. Heading upriver, we find the 
quiet town of Līgatne and its mysterious 
wellness resort tucked between the vast Latvia’s DMCs are ready to create unique 
pine forests. Beneath these trees is an old programmes that meet your group’s most 
secret bunker where you can set up KGB- unconventional approaches. To consult 
themed team challenges and Soviet-style this vast number of collaborators, go to 
gastronomic experiences. An interesting meetriga.com and choose your favourite 
way to continue the day can include the among the suppliers.
31
HQ #120 -DESTINATION INTERVIEW
Lausanne and ESA's 50th Anniversary: 
Space is the Place!
Between 23 and 27 May, Lausanne became the world’s central stage for discussion on the mysteries 
and challenges of space on Earth. The four member cities of the Space Cities Network (Houston, 
Lausanne, Seoul and Christchurch) met for a general assembly, where they showcased their 
business potential, the network’s roadmap for 2025-2028 and got to know the EPFL 
Campus and innovation centre in the canton of Vaud with Patrick Barbey, director of 
Innovaud – the innovation and investment promotion agency for the canton of Vaud. 
The icing on the cake came on Monday with the Space Community Days and the 
celebration of the 50th Anniversary of the European Space Agency (ESA) in Lausanne, 
at the state-of-the-art SwissTech Convention Centre, where HQ interviewed Renato 
Krpoun (pictured right), Head of the Swiss Space Office at the Swiss State Secretariat 
for Education, Research and Innovation (SERI).
If we talk to anyone about the space industry today, and venture capital funds taking that funding to the next level. most people will associate it with interspace exploration, What we are doing here today is connecting with foreign astronauts, astrophysical science, and perhaps projects like visitors, but also supporting local innovators.”
the James Webb Space Telescope. At a critical juncture in 
the Space Age when we see launch costs decreasing and Several of these space startups are engaged in various 
technological innovations at their all-time high, there are many aspects of the space industry, including satellite technology, 
new opportunities that will arise in the future for companies radio frequency, in-orbit servicing, Internet of Things, 
that want to invest in this cluster. “I think we have already and other space-related software and hardware, such as 
entered a space race, one way or another. As we can see SWISSto12, ClearSpace, Astrocast, or PAVE Space, a 
today, the ambition to explore Mars is growing, thousands of fast-growing company providing engineering services in 
satellites are being launched into low earth orbit, and the big Guidance, Navigation and Control, and simulation solutions. 
economic blocs are competing with each other. The question Many of these companies were on display during the 
for Europe is how to stay ahead of the curve, and having Space Community Days at SwissTech, where discussions 
an intergovernmental agency like ESA, that brings together were held on cooperation between science and industry, 
the capabilities of the different member states, is a great commercialisation of a new space economy, and business 
advantage,” Krpoun tells us. innovation in the sector. “Innovaud supports local 
entrepreneurs in their innovation projects with tools such 
Lausanne, in the Swiss canton of Vaud, has established itself as coaching, funding and also innovation parks like the one 
as a hub for space activities and is looking to turn these at EPFL. We also have a mission to help foreign companies 
strengths into top-level dedicated business events, with in various sectors, such as life sciences, food technology, 
the EPFL Space Centre (eSpace) as the epicentre of this space and robotics, deal with the small challenges of setting 
ecosystem working on sustainable space logistics. The École up here, such as business regulations, bank licences and work 
Polytechnique Fédérale de Lausanne (EPFL) promotes space permits,” adds Barbey.
research, education and innovation with strong industrial 
and international collaborations, providing engineers with The Olympic Capital of the world, Lausanne combines 
cutting-edge expertise, promoting space-related spin- the unique atmosphere of a medieval walled city with the 
offs, and serving as a networking platform between space picturesque landscapes of the Lavaux Valley near Lausanne, 
actors. “Deep tech is really a Swiss value, especially in the a UNESCO World Heritage wine region that we had the 
Vaud region, with EPFL, the Swiss Centre for Electronics opportunity to visit. On the other hand, the Swiss economy 
and Microtechnology and the University of Lausanne has always been very creative – that is why Nestlé was born 
– there is a lot of deep research in the region,” comments here in the 19th century – influencing the production capacity 
Patrick Barbey. “About 20 years ago, a number of spin-off of companies, innovation and R&D institutions that are very 
start-ups were created, consolidating a deep tech culture in sophisticated in terms of their presence in the supply chain, 
this ecosystem, with non-dilutive funding in the early stages from the watchmaking industry to medtech and fintech. 
 32 
JULY 2025
“More than 99% of companies in Switzerland are actually national scale, integration with the various ESA programmes 
SMEs with many of them in domains where quality, reliability is taking place, for example, through an active user base, such 
and innovation capabilities are indispensable to compete. And as through data driven companies, the government as well 
the space sector is not too far away from that. The Swiss as the academic sector. 
space industry has been very resilient, able to adjust its 
production capacity and be innovative in development, thanks The issues of private investment vs public funding in the 
to a great pool of talent in manufacturing, engineering and space industry have also come to the fore. The global 
science,” says Krpoun. “We see this today in the navigation space economy is expected to reach 1.8 trillion dollars by 
and timing of the Galileo satellites, where the atomic clocks 2035, driven by advances in technology, increased private 
come from Switzerland. Not necessarily entire systems, but sector investment and the growing use of space services 
an effi  cient component chain for major projects.” and applications in various sectors. “We have areas, such as 
telecoms, where there is a lot of private investment. When 
The country carries out most of its space activities through it comes to navigation satellites, there is a partnership as the 
the ESA. In November this year, there will be a ministerial public sector invests in the infrastructure and then the private 
conference at which ESA member states will sign up to sector develops the applications on the ground. I think that in 
various programmes to accelerate the implementation of the fi eld of exploration, which is ready to be disrupted, there 
the ESA 2040 Strategy. Renato, who is also chair of the are countless opportunities for both parties. In the beginning, 
ESA Council at delegation level, explains Switzerland’s policy, it will be more about research, but in the medium-long term, 
which he says is a little broader: “We basically have three when these discoveries come to light, we will be able to 
directions in which we want to work. One is more focused on imagine factories in space that build manufactured materials 
infrastructure issues such as access to observation satellites, that cannot be produced on Earth,” concludes Krpoun.
telecommunications and navigation. Then there is a more 
competitive element, where we are looking for excellence This article was produced in collaboration with the Space Cities 
and competitiveness in industry and academia. Finally, we also Network as part of HQ’s editorial partnership.
want to adjust our strategy and programme participation at 
international level to fi t in with ESA’s modus operandi.” On a 
“ We have a very good structure in Switzerland, 
combining access to talent, 
research and development 
and a very favourable 
venture capital environment.
33
HQ #120 -DESTINATION INTERVIEW
Japan for Meetings: How Can 
the Events Sector Shape an 
Entire Country?
For event organisers, Japan remains a safe, upmarket and flexible country 
where delegates can experience a unique culture and be inspired by cutting-
edge research and design. Plus, many associations benefit from multiple 
partnerships with Japan’s century-old institutes and companies, advanced 
technology and modern infrastructure between research centres, factories 
and unique venues. 
During IMEX Frankfurt 2025, our Manuel Fernandes sat down with Koji 
Takahashi, Executive Senior Vice President of the Japan National Tourism 
Organisation (JNTO), to review the country’s events profile. 
How important are business events for Japan? Can built alongside hotels, shops, green spaces, 
you tell me about Japan’s MICE strategy and goals? and are directly connected to transport 
hubs. Takanawa Gateway City is already 
I believe that the MICE industry is extremely important for accepting bookings from July this year and 
our inbound tourism. Business events, in particular, have a has one of the largest multi-purpose halls in Tokyo. 
signifi cant impact as they attract visitors from vast parts Many of our existing conference centres are also continuing 
of the world, extend their stay, and leave a lasting legacy in to modernise their facilities, with a strong capacity for hybrid 
the host city. This impact is especially felt in cities outside events in all sectors.
major metropolitan areas, and the connections made at 
association meetings continue to stimulate R&D and create How is the country planning business events and 
new opportunities for the event industry. association conferences, not just as a return on 
investment, but as an eff ective resource to prevent 
MICE activities are an important way of boosting local overtourism? 
economies and raising awareness of regional identity 
and value. One of our strategic activities is the MICE Although most people think fi rst of cities like Tokyo, Osaka 
Ambassadors’ programme, which has been running for and Kyoto, we want to raise awareness of the plethora of 
over 10 years. MICE Ambassadors are infl uential fi gures other interesting places to visit in Japan. Thanks to our 
from academia and business who promote Japan in major advanced transport infrastructure, it is very easy to access 
international conferences. A strong and highly diff erentiated regional cities all over the country. Each region has its own 
local identity is a key element in our long-term strategy. unique culture, geography and history, which makes them 
very attractive places to visit. To help support meeting 
Can you tell me about new facilities for MICE events in organisers, the Japanese government has designated 
Japan? Are you satisfi ed with the infrastructure that 12 cities in Japan as global MICE cities, each with its own 
has been built or is there still room for growth? convention bureau, infrastructure and appeal. Many of the 
cities outside the Big Three also off er competitive support 
There are many projects underway, but two that stand out options to attract events. For example, the International 
are Takanawa Gateway City in Tokyo and Gran Green Astronomical Union selected the city of Koriyama in 
Osaka, in Osaka. Both will be perfect centres for MICE Fukushima Prefecture to host its Asia-Pacifi c Regional 
events, as their conference and meeting facilities are being 
34
JULY 2025
Meeting in 2023, as it wanted to support the region and When we interviewed overseas event organisers, they 
encourage visitation. highlighted our green and effi  cient transport network, a safe 
and secure society, the preservation of traditional culture, 
How have Japan’s main sectors and academic hubs proactive innovation as a technology-based nation, and 
infl uenced the process of selecting your international the active involvement of local and central governments in 
events? achieving the SDGs. JNTO has created a new initiative called 
Sustainable Japan, an electronic brochure that summarises 
The concentration of academic and industrial assets in the strengths and main initiatives in 15 cities across the 
each city is extremely important for us. For example, country.
Hokkaido, Japan’s northernmost island, is rich in nature and 
cluster industries related to tourism and agriculture, which Each city is carrying out various activities, including 
contributed to the successful bid for the Adventure Travel environmental considerations, preserving local traditional 
World Summit in Sapporo. In this case, the focus on the culture and promoting local production and consumption. 
city’s industry strengths led to the creation of a legacy in the Some examples of projects that are helping to drive the 
form of guides and companies involved in adventure travel. adoption of clean energy include the Aichi Sky Expo, which 
generates 100% of its energy internally using solar power, and 
Similarly, other cities have attracted conferences aligned the Takanawa Gateway City, which plans to achieve a zero-
with their academic backgrounds, such as the 17th World carbon society through the planned generation of wind, solar 
Conference on Earthquake Engineering in Sendai, or and geothermal energy. They also want to adopt a fl eet of 
the Society for the Preservation of Natural History hydrogen-powered lorries for the transport of goods.
Collections & Biodiversity Information Standards 
2024 joint conference, in Okinawa. The success of these What do social impact and social legacies mean for 
conferences is closely linked to these cities, leaving a lasting Japan? How has this path gone beyond occupancy 
legacy. The JNTO has also compiled information on 16 of fi gures and direct turnover?
the country’s cities in an electronic brochure called Japan: 
Competitiveness in Academia and Industry. When we look at the overall impact from a holistic perspective, 
we include infrastructure development, protection of our 
How has the JNTO been using data-based tools natural environment, new business partnerships and product 
to monitor the trends and behaviour of its visitor development, building local knowledge and international 
economy? networks, facilitating cultural exchange and much more. To 
this end, our convention bureaux work with local associations 
Monitoring visitor data to understand trends and develop and stakeholders to further engage with our residents 
strategies is extremely important for us as well as for local and vice versa. We run legacy events in diff erent sectors 
governments, DMOs, hotels and other tourism-related and locations and, by raising awareness of their long-term 
businesses. We work to aggregate data from sources across signifi cance, we continue to promote MICE initiatives in every 
Japan and make it available on our Japan Tourism Statistics city in Japan.
page. The tools available allow users to easily view the data 
in their browsers or download statistical data to carry out This often leads to public lectures to inspire the next 
their own modelling. This data includes comprehensive generation of researchers, such as at the International 
statistics relating to international conferences, helping the Federation of Automatic Control 2023 World Congress, 
MICE sector in Japan to continue to develop and identify where the organisers hosted the Girls in Control workshop, 
new opportunities. in which they introduced control engineering to girls aged 10 
to 15 with the aim of increasing the number of women who 
What kinds of sustainability initiatives is Japan will pursue science degrees in the future.
involved with and what are the country’s strengths in 
terms of environmental awareness? 
35
HQ #11290 -DESTINATION INTERVIEW
Florence: The City of Renaissance 
Art and Modern Congresses
Cradle of the Renaissance Era, Florence opens up to us like a treasure chest of mysteries, legends and 
revolutionary ideas that dot its corners and streets like a moving canvas. Capital of the Tuscany region, this 
living open-air museum is a tourist city that needs no introduction. But what about international events? 
When it comes to events, Florence combines the “The meetings sector allows us to work proactively and prestige of a world-famous cultural capital with strategically months or even years in advance, which gives the effi  ciency and human scale of a medium-sized us the ability to attract conferences during off -peak months. 
meeting destination. The city off ers a unique combination of This not only helps to distribute visitors more evenly, but 
accessibility, compactness and atmosphere, making it easy also attracts a higher-value, more committed audience who 
to reach for both national and international delegates. Once often return as leisure visitors later on,” says Pasi. Therefore, 
there, everything is within walking distance, including its main congresses have a particularly positive impact when it 
congress centre – the Firenze Fiera Congress & Exhibition comes to combating overtourism. “This supports a more 
Center, in the heart of the historic city. “Florence’s ability sustainable use of resources, while allowing less visited areas 
to provide memorable events also translates into real to be included in the experience, contributing to the local 
numbers: on average, conferences held here record around well-being.” As well as its qualitative impact, the meetings 
30% more participants than expected, thanks to what sector is also a powerful economic driver. By drawing on 
we call the ‘Florence Eff ect,’” Ilenia Pasi, Head of Sales their cultural heritage, the CVB has created a few social 
& Business Development at Fondazione Destination programmes that benefit both the community and the 
Florence Convention & Visitors Bureau, proudly reveals. delegates’ experience. “Guided by a clear legacy mission, 
Florence has also made signifi cant progress in improving we look for targeted proposals aligned with the identity and 
its public transport system, including the expansion of the expertise of our territory in liaison with Florence’s academic, 
tram network. “Today, it is possible to reach the city centre cultural and scientifi c fabric,” adds Pasi. This approach has 
directly from the airport by tram, off ering a green, fast and positioned the city as an authentic scientifi c hub, contributing 
very aff ordable option for delegates.” What sets Florence to the long-term vision of the local knowledge ecosystem.
apart, however, is the experience itself: the scale of the city 
fosters connections, the beauty inspires participation and Florence defi nitely sees business events as one of the most 
the collaborative local ecosystem includes institutions and sustainable forms of tourism, playing a vital role in preserving 
organisations. the city’s soul. “Today, we act as a real facilitator within a broad 
ecosystem that includes public bodies, universities, hospitals, 
Business events are a key factor in Florence’s strategy to research centres, cultural organisations and companies. One 
manage tourist fl ows and encourage visits all year round. of our most strategic collaborations is with the University 
36
JULY 2025
of Florence.” The city was the fi rst in Italy to sign a formal congress bids,” Pasi states. On the other hand, the Florence 
protocol with a university to support the acquisition of Academic Leadership Programme has helped support and 
congresses and scientifi c promotion. Each major centre train new ambassadors by empowering them to promote 
– including the University of Florence, Meyer Children’s the city in close collaboration with the Advisory Board. “As 
Hospital and Careggi University Hospital – is represented well as bidding, ambassadors are essential to design events 
on the Bureau’s Advisory Board, ensuring that MICE activity that leave lasting impacts, from partnerships with universities 
is aligned with local areas of excellence and innovation. “In and hospitals to knowledge exchange initiatives and social 
this context, the Florence Association Centre aims to off er innovation.” 
a real operational headquarters in Florence for associations, a 
strategic base to facilitate the organisation of events not only New data-driven perspectives in Florence presented an 
in the city, but also throughout Europe,” says Pasi. opportunity to explore the dynamics of tourism in and 
“ around the city. “One of the most valuable aspects was the ability to analyse destination sentiment based entirely on Scheduled for September 2025, the digital footprints – reviews, social media and online behaviour Low Vision International Congress – and segmented by various sectors of the tourism supply chain. This allowed us to capture, in real time, how visitors 
will be a unique showcase of how perceived different aspects of their experience, from 
inclusive measures can generate hospitality to transport and cultural off erings.” This fresh 
outlook gave access to predictive indicators, such as fl ight 
direct local impact, leading to the trends and booking windows, to better align the city planning 
implementation of tactile signage with market behaviours. “We were able to measure not only 
in museums, partnerships with the volume of tourists, but also the perceived impact on residents, which gave us a clear picture of how to manage 
local institutions and further multiple pressures and how our actions could improve that 
improvement of accessible paths at balance,” continues Pasi.
Firenze Fiera. Joining the EU CVB Network was one of the turning 
points for Florence in terms of its international profi le. This 
To recognise the role that researchers, doctors, academics informal network off ers associations a simplifi ed platform for 
and cultural leaders play in Florence’s success as a meeting interacting with eight destinations in terms of their shared 
destination, the local Bureau has created the Florence values, infrastructure and knowledge economy. “A perfect 
Ambassador Award. “Since its launch, the programme has example of the network’s value was our successful bid for 
enabled us to highlight those individuals who, often behind the European Society of Surgical Oncology Congress 
the scenes, are instrumental in bringing high-level international 2023, held at Firenze Fiera. This opportunity was initiated 
events to our city. Each ambassador acts as a bridge between during the EU CVB Network event in Brussels in 2021, showing 
Florence’s knowledge centres and the global congress and how collaboration can lead to concrete victories.” At the 
association community.” Despite being a medium-sized next ICCA 2025 Congress, the EU CVB network (of which 
city, Florence often emerges as a favourite choice thanks Porto, the host city, is a member) will organise a dedicated 
to its unique combination of quality of service, academic session for associations, off ering visibility and facilitating 
excellence and a stimulating cultural environment. “Thanks to new partnerships. “We will also be launching our fi rst Client/
the Intellectual Capital Index Study by Gaining Edge, we have Supplier Workshop next year in Lyon, which will then rotate 
successfully mapped and actively engaged these leaders, through the member destinations, further deepening our 
achieving an impressive 90% conversion rate in international engagement with associations,” concludes Pasi.
37
HQ #12190 -DESTINATION INTERVIEW
Rotterdam’s 
Regenerative Edge 
Aligns Events
With Urban
Transformation
As the Netherlands’ second city and Europe’s largest and smartest port, 
Rotterdam has long been associated with resilience and transformation. Rebuilt 
in the aftermath of war, the city has evolved into a living laboratory for urban 
innovation, guided by a future-oriented vision across its infrastructure, economy 
and planning. This mindset now shapes its business events strategy, with 
knowledge institutions, port assets and innovation hubs forming the foundation 
for hosting sector-driven conferences aligned with pressing global transitions.
Rotterdam’s layered evolution, from the maritime roots sustainable urban development ensures that in Rotterdam, of Oude Haven and Delfshaven to the post-modern you can meet the unexpected.”architecture of Feijenoord, notably refl ects its dual 
identity as both a logistical powerhouse and a testbed for This forward-facing philosophy is embedded in the city’s 
sustainable urbanism. This makes it a strategic partner for model to regeneration. Rather than restoring what was 
associations seeking a destination and venues where climate lost during World War II, Rotterdam rebuilt itself with a 
action, digitalisation and resilient design intersect with bold, future-oriented vision. This approach extends to the 
practical implementation. city’s business events sector. “Events here do not just fi ll 
venues, they help shape the city,” Molenaar noted. Whether 
“Rotterdam is a second-tier city that punches above its weight addressing climate adaptation, circular economy, or smart 
in the European meetings and conferences market,” said mobility, conferences in Rotterdam are designed to make 
Larissa Molenaar, Marketing Strategist B2B at Rotterdam an impact.
Partners. The city boasts excellent transport connections, 
including Eurostar links, direct tram access from the airport Rotterdam’s strength lies in the depth of its partnerships. The 
to the city centre, and a walkable layout and reliable public city’s MICE network includes more than 190 partners ranging 
transport. When coupled with a portfolio of iconic venues from universities like Erasmus and TU Delft to the Port of 
and a thriving innovation scene, Rotterdam is elevated to the Rotterdam and a thriving start-up and scale-up ecosystem. 
rank of leading contender for associations seeking to establish “Through Rotterdam Collaboration for Change, we align 
strategic partnerships with the foremost sectors in today’s events with the city’s long-term goals: inclusion, innovation 
digital age, including the transition to a sustainable energy and sustainability,” Molenaar explained. “It is a unique 
model and maritime innovation. approach where business events leave a lasting legacy and 
contribute to a better future.”
From the architectural icon of Depot Boijmans Van 
Beuningen to the maritime heritage of SS Rotterdam Key sectors such as IT & Tech, Maritime, Life Sciences & 
and the scale of Rotterdam Ahoy, event planners have a Health, and Energy underpin Rotterdam’s bid strategies. For 
diverse range of venues to choose from. “We are proud example, digitalisation is not just a theme but an active sector, 
of our versatile, high-quality infrastructure,” Molenaar said. drawing in conferences on gaming, AI and digital innovation. 
“And we are not standing still. Ongoing investment in smart, “These events refl ect our city’s strength as a hub for smart 
solutions and contribute to solving societal challenges,” said 
38
JULY 2025
Molenaar. “Our knowledge ecosystems do not just support Looking ahead, Rotterdam is preparing to host the PCMA 
events, they shape them.” Convening Leaders conference from 14 to 16 October 2025. 
This event is a signifi cant milestone that highlights the city’s 
Rotterdam is a key player in national energy and climate ambition to be a leader in global event innovation. “Hosting 
programmes, with an energy cluster that includes both PCMA Convening Leaders is more than a showcase,” said 
established industries and pioneering innovators. This Hamann. “It refl ects our ambition to lead in innovation, 
alignment is evident in fl agship projects like PORTHOS sustainability, and global knowledge exchange within the 
and ARAMIS, aimed at storing CO2 beneath the North Sea. convention sector. It is an opportunity to demonstrate our 
Initiatives like the Hydrogen Delta, the Clean Tech Delta, collaborative spirit, creative energy, and commitment to 
and accelerator PortXL are positioning the port as a hub for delivering meaningful experiences. Our close collaboration 
clean energy. Recognised as the smartest port in Europe, with PCMA is essential to tailoring the experience to both 
Rotterdam uses digital technology, automation and data- their strategic goals and our city’s strengths.”
driven innovation to optimise its operations and enhance 
efficiency, while supporting sustainable logistics. This Other upcoming events, such as Breakbulk Europe, 
distinction refl ects its operational capabilities and its appeal International Film Festival Rotterdam, and the European 
as a host for tech-driven events exploring digital transition, Robotics Forum, align closely with the city’s strategic 
smart mobility, and logistics optimisation. “Innovation plays focus areas, reinforcing its reputation as a platform for 
a central role in our strategy to attract events,” says Maaike policy dialogue, research dissemination and cross-sector 
Hamann, Business Development Manager, International collaboration.
Congresses & Events at Rotterdam Partners. “By aligning 
conference proposals with real projects and sustainability Rotterdam’s involvement in the EU CVB Network has 
goals, we position Rotterdam as an active contributor to amplifi ed its international profi le through joint marketing, 
climate action.” collaborative bidding and peer learning. “The Network 
allows us to approach the association market with a stronger 
Rotterdam’s MICE strategy also seeks to mitigate the eff ects collective voice,” said Hamann. “It has helped us secure 
of overtourism by integrating events into the broader high-quality events and will continue to support long-term 
urban fabric. “Business events attract high-value visitors partnerships.”
who stay longer, spend more and engage more deeply,” 
Hamann explained. Initiatives like social programming across In Rotterdam, business events are not add-ons to city life; 
diverse neighbourhoods and partnerships with community they are central to its purpose-driven growth. “Rotterdam is 
organisations ensure that benefits are spread and felt a city that dares to dream and dares to do. We believe in the 
citywide. power of events to shape better cities and better futures,” 
Hamann concluded. “And we invite the world to be part of 
Tracking visitor fl ows and event impact is also evolving. While that journey with us.”
still developing advanced data tools, Rotterdam is already 
leveraging insights from national and partner datasets to 
improve planning and resource allocation. This data-driven 
strategy supports the city’s commitment to quality of life 
and sustainable urban growth.
Social legacy in Rotterdam is approached through concrete, 
programme-based collaboration with local institutions and 
communities. Through initiatives such as the Rotterdam 
Collaboration for Change, the city encourages organisers to 
develop event legacies that address local issues. Molenaar 
cited recent examples: the European Symposium on 
Paediatric Cochlear Implantation 2023 collaborated with 
local schools to green playgrounds and raise awareness 
around cochlear implants, while the Congress on Liver 
Transplantation 2023 focused on organ donation education 
through local youth engagement. “Our goal is for every event 
to leave a meaningful footprint,” added Hamann.
393
HQ #120 -HQ REPORT
ATHENS Sustainability, Start-ups and BlockbustersMANUEL FERNANDES REPORTS
The Travel Trade Athens trade show marked its tenth anniversary in April, evolving 
into a more dynamic and engaging forum, renamed This is Athens Agora. Three 
years on from our last visit, this year’s event has improved its position on the global 
events map with a contemporary vision of sustainability, new business and the 
impact of cinema on the sector.
The main Greek tourism and business with an Athens-based events meeting, organised by the non-governmental Athens Convention and Visitors organisation called 
Bureau (This is Athens CVB) took place Boroume to combat 
from 7 to 8 April at the emblematic Zappeion food waste. All the food 
Megaron among other flagship venues. (made with seasonal 
This B2B event hosted more than 120 Greek Greek products) left 
tourism companies and organisations, behind at Zappeion 
15 MICE buyers, as well as more than 90 was donated to this 
representatives of international DMCs from organisation so that 
more than 25 countries; this time, they they could distribute it 
implemented a programmatic twist of panel in a network with other 
discussions broadening Athens’ vision for this charities that help people 
strategic industry. in need.
During the inaugural session, Athens Forward: Engulfed by the city’s 
Collaborative Visioning for a Sustainable timeless scenery, it is 
Future, the city’s approach to sustainable clear that films can play 
tourism was explored in a lively back-and- a big role in promoting Athens internationally. industry and more than 150,000 euros in 
forth by Haris Doukas, Mayor of Athens, This was one of the central ideas in the direct revenue for the city of Athens.
Tim Fairhust, Director General of the following session: Lights, Camera, Athens! 
European Tourism Association, and Yiannis Reframing Urban Identity Through Film, with Regarding the second day’s innovation and 
Paraschis, President of the Greek Tourism the participation of Teija Raninen, Film entrepreneurship sessions, the aim was to 
Confederation. A vital trend that the city has Commissioner of the West Finland Film showcase some successful Greek travel 
been following, sustainability and the legacy Commission, Orestis Plakias, Head of technology startups or companies that 
of events have impacted meeting organisers Cinema Department at Foss Productions are expanding into the global market. The 
and associations around the world to balance and Leon Olsberg, CEO of Olsberg-SPI. local CVB recently began a collaboration 
any negative repercussions – such as carbon The Athens Film Office is part of Develop with Endeavor Greece to showcase how 
footprint or overcrowding – on the everyday Athens SA – the city’s DMO – operating under innovation, data support and disruptive 
lives of local citizens. During the press the same roof as the Convention Bureau. The thinking are contributing to the resilience 
conference, the municipal authorities and the influence of the film industry in the region is and transformation of the sector. This is in 
mayor reaffirmed their commitment to the leveraged by some very interesting figures. line with a change in the image of Greece 
sustainable growth of tourism, now fuelled by Notably, 2024 was a record year for the city from a traditional holiday destination to a 
business events. This was evident in the overall with 28 audiovisual productions completed successful recipient of tourism services, with 
message and initiatives at the core of the for major television channels and international companies such as Welcome Pickups – a 
event’s organisation. Going beyond half-baked platforms such as the BBC, Amazon Prime or global operator in ground transportation for 
statements, This is Athens CVB set the tone Netflix. This includes several commercials and travellers – or hoper – the first scheduled 
by measuring all carbon emissions to achieve music videos that generate more than 1,000 helicopter airline in Greece. The hotel sector 
a net zero result. Likewise, they collaborated jobs for professionals in the Greek audiovisual was represented by HotelBrain Group, the 
 40 
JULY 2025
largest hotel group in Greece, managing a among many other important DMCs. Later, 
wide range of properties and destinations This is Athens CVB joined forces with the 
including luxury resorts, boutique hotels and Thessaloniki Convention Bureau and 
family retreats in several Greek destinations. the Hellenic Association of Professional rebranding itself as ‘This is Athens Agora’. 
Congress Organisers & Destination Event Agora is an ancient word meaning assembly, 
This is Athens: An Ever-evolving Journey Specialists, to create the Greek Meetings the meeting place and public debate of the 
Alliance with the aim of raising the reputation Athenians in ancient Greece. Furthemore, 
In the past, Athens was not always seen as of the sector and its impact on the national the city is on the lookout for a large number 
a typical destination for events, but all that economy. of international conferences in sectors such 
has changed in the space of ten years with as new technologies, energy, medicine and 
a 140% increase in the number of trips and In 2024, this trajectory was reflected in the cultural events. There is huge potential here 
arrivals. In 2003, the former Travel Trade nearly 8 million travellers, an annual record in areas such as archaeology, philosophy or 
Athens was officially created to give the for Athens, which was highly leveraged by this multidisciplinary arts, where delegates can 
tourism industry greater prominence, at a annual event. Every year, the city welcomes connect with the city’s history and heritage. 
time when Greece was going through a huge around 80 travel professionals from Europe Next year, they will host around 4,000 
financial crisis. On the other hand, Athens has and the USA to discover the resources of a archaeologists for the European Association 
always been a safe and central destination city open for business. After the launch of the of Archaeologists Annual Meeting, an 
for international travellers, which fuelled trade show in 2014, they also hosted the TBEX event organised in close collaboration with 
the need to show the destination in a more – Travel Blog Exchange, welcoming almost the Department of History and Archaeology 
positive and professional light. Thus, in 2015, 1,000 travel bloggers, influencers, critics and at the University of Athens.
the international brand ‘This is Athens’ was travel columnists who gave a big boost to 
born with the support and collaboration of the digital segment. This year, This is Athens 
important tourism players such as Aegean CVB felt the need to position itself differently 
Airlines and Athens International Airport, and launch a new stage for the events sector, 
 41 
HQ #120 -HQ REPORT
PARIS Reimagine the Event Experience with Culture & EntertainmentJESÚS PARRADO REPORTS
At a time when association meetings are under increasing pressure to deliver 
relevance, retention, and reach, Paris is rethinking its cultural assets not as 
decoration, but as infrastructure. At What’s Up Day 2025, hosted by Paris 
je t’aime – Convention Bureau, the city placed entertainment at the heart 
of its event strategy. Held over two days in April, the programme moved 
beyond site visits to demonstrate how heritage, immersive technology, and 
creative formats can serve as engagement drivers rather than experiential 
add-ons. The event offered a working example of how cultural programming 
can support delegate engagement and be integrated into the core planning 
logic of international meetings.
What’s Up Day has continued two, participants selected from four themed to evolve as a platform to tell itineraries (immersive VR, live performance, the story of Paris as a business fashion heritage, and cinematic discovery), 
events destination, celebrating its fourth each demonstrating how entertainment can 
edition in 2025. This year’s theme, ‘Season align with professional goals and personal 
4: Entertainment,’ focused on how film, interest.
immersive technology, heritage venues and 
live performances are integrated into Paris’ During the roundtable ‘Entertainment: A Driver 
long-term strategy to attract associations. of Paris’ Influence?’, Sophie Cazes, General 
Corinne Menegaux, Managing Director Manager at Mission Cinéma, and producer 
of Paris je t’aime, welcomed delegates to the Raphaël Benoliel, French Producer and 
event and highlighted the city’s 942 MICE Production Manager, explored how shows Galeries Lafayette now incorporates a 400-
events in 2023 and its continued recovery like Emily in Paris shifted from being a risk to a seat auditorium, while La Cité du Cinéma is set 
trajectory post-pandemic. “Paris has always strategic asset. “At first, no one wanted to join. to reopen in 2026 as a hybrid venue for public 
been a place of influence. But we want to Now everyone wants to be in it,” said Benoliel, and private use. “Retailment,” noted Gouband, 
show how cultural creation and entertainment noting that visual storytelling has reframed “is not just about footfall, but interaction and 
are now central to how we host events,” she how audiences engage with the Paris brand. shareability”. This is a shift that reflects how 
stated. Crucially, this ambition is supported by long- delegates increasingly navigate event spaces 
term investment: the city is partnering with as social, content-rich environments.
The opening session at La Cinémathèque schools and training institutions to develop a 
française, a multi-purpose venue combining pipeline of creative talent, an approach that Expanding the conversation from venue 
archive, museum and event space, reinforced not only sustains its cultural economy, but also functionality to how we experience different 
this positioning. Jean-Christophe Mikhailoff, helps to bridge generational gaps and attract spaces, Jérôme Tréca, Head of Patronage 
Advertising Manager at the Cinémathèque, young professionals to the events sector. and Development at the Musée Carnavalet, 
emphasised the site’s hosting capacity and and François Leclerc, Brand Director 
how curated exhibitions and archival material In a session on venue diversity, Harold Marraud at JO&JOE (Ennismore, a lifestyle brand 
can enhance the content of knowledge-based (Group Strategy and Diversification within the Accor Group), brought a spatial 
events. Director for Accor Arena, Adidas Arena, perspective to the third panel. “Hotels are 
and Bataclan), Thierry Vannier (Head not just for sleeping. Museums are not just 
The programme was deliberately structured of Market Development and Marketing for culture. Entertainment in Paris is spatial, it 
to build thematic depth. Day one featured Operations at Galeries Lafayette), and is how we move, live and share,” said Leclerc. 
curated round tables at the Cinémathèque Didier Gouband (Chairman of Seine et This concept resonated across the city’s 
française, followed by a site visit to the Adidas Watts – La Cité du Cinéma) explored how hospitality evolution, from Accor Arena to 
Arena (pictured on the next page), constructed retail, sport, and leisure environments are new creative clusters emerging in Bercy and 
for the Paris 2024 Olympic Games. On day evolving into multifunctional event spaces. La Villette.
 42 
JULY 2025
Avatars - © Orange-Emissive - Eternelle Notre-Dame - 2021
The organisers’ message was clear: 
entertainment in Paris is not a secondary 
matter to professionalism. “Culture is our 
content,” said Corinne Menegaux. “We want 
associations to see Paris as a city that can carry 
their themes, not just their logistics.”
Equally notable was the city’s willingness to 
re-examine its own brand identity, shifting 
from ‘monumental Paris’ to a more lived, 
accessible urban narrative. The focus on 
experience over infrastructure reflects 
On-the-Ground Perspective This thread of multisensory design continued broader currents in the association world, 
across the programme. Lunch at Jungle where values, purpose, and social resonance 
For participants, the structure of What’s Up Palace, a concept restaurant blending are taking precedence.
Day proved as informative as the content immersive décor with tailored soundscapes, 
itself. Each day combined formal panels underscored how food and ambience are What’s Up Day 2025 illustrated how cultural 
with experiential elements designed to test being rethought as part of the delegate infrastructure can be used with strategic 
new event formats in practice. The Notre- journey. The closing dinner at the Musée intent to shape not only the setting, but also 
Dame immersive VR exhibition, part of the des Arts Forains further illustrated this shift, the agenda. By positioning entertainment 
‘Entertainment & VR’ route, was singled out using curated vintage fairground installations as an active design element, Paris offered 
for its narrative clarity and emotional precision. to activate storytelling. “This venue was not associations a working model for events 
One attendee noted that it “captured the about nostalgia. It was about storytelling and that are not only well-attended but also 
timeline of the cathedral’s life in a way that narrative design” a participant remarked, thematically relevant and forward-looking.
felt immediate, not performative.” pointing to how the space prompted 
interaction and memory without relying on 
On the same ‘Entertainment & VR’ route, spectacle.
one stop stood out for its departure from 
traditional formats. Listener, a self-described The aim of Paris je t’aime was not only to 
“listening bar for music lovers” and private promote the venues, but also to articulate 
sound venue, offered an alternative form of a strategy for the whole city, positioning 
sensory engagement. Designed with micro- entertainment as a cross-sector lever for 
spaces for small-group dialogue, solo rest engagement. This approach is integrated into 
pods, and creative studios, it reimagined the venue redevelopment, cultural programming, 
spatial dynamics of event participation. As hospitality models, and even mobility planning. 
one participant observed, “From a ten-person It speaks directly to associations seeking to 
think tank to a VR meditation – it felt like a lab increase delegate engagement and broaden 
for future event formats.” their appeal across generations and disciplines.
 43 
HQ #120
HQINSIGHTS
ASSOCI&APTCIOON
44
HQ #120 -ASSOCIATION INSIGHTS JULY 2025
Enhancing Attendee 
Engagement with Technology
At the heart of innovation, Kenes is contributing to the growing trend of enhancing attendee 
ASSOCIATION engagement, helping set the stage for more dynamic, inclusive, and engaging events.&PCO A u t h o r :  L i m o r  C u n i a ,  V i c e  P r e s i d e n t ,  C l i e n t s  &  O p e r a t i o n s ,  a t  K e n e s  G r o u pToday, participants expect more than just passive that provide instant answers to common questions, offer event attendance; they want events that are interactive, updates, and assist with logistics such as session schedules or convenient, and accessible. Technology, particularly accommodation. This reduces the need for manual intervention 
Artificial Intelligence, plays a crucial role in shaping these and helps attendees navigate the event with ease.
experiences. It not only streamlines event logistics but also 
redefines how content is delivered, interacted with, and shared. AI-Powered Abstract and Review Management
Streamlined Registration and Badge Printing Scientific societies and event organisers face the challenge 
of managing the submission and review of a large volume 
In response to the increasing demand for efficiency and of abstracts. Kenes is utilising AI to streamline this process, 
convenience, many organisations are exploring ways to make making it easier for authors to submit high-quality abstracts 
check-ins faster and more intuitive. Kenes has embraced and for reviewers to make faster, data-driven decisions. The AI 
AI-powered solutions, such as facial recognition technology at assistant for abstract submission helps authors optimise their 
onsite kiosks, so that attendees can swiftly collect their badges. submissions, improving both the quality and the likelihood of 
This self-service approach is complemented by a Congress acceptance. Meanwhile, the AI abstract review tool analyses 
App, which offers an even more seamless experience, allowing submissions, flags high-potential abstracts, and helps reviewers 
delegates to print their badges directly from their phones. make more informed evaluations based on historical data.
“Our goal has always been to reduce friction for attendees from “The use of AI in abstract management is a game-changer,” notes 
the moment they arrive,” says Uzi Drori, CIO, Kenes Group. “By Uzi Drori. “It is not just about improving submission quality but also 
leveraging these technologies, we make the registration process about using data-driven insights to make the review process more 
incredibly efficient, giving delegates more time to focus on what efficient and consistent.”
truly matters – learning, networking, and engaging with content.”
Setting a New Standard for Event Experiences
Real-Time, AI-Powered Content Accessibility
The role of technology in event engagement is evolving rapidly, 
Traditionally, content accessibility has been limited by time, and companies like Kenes are leading the way in integrating 
language, and other logistical constraints. Today, AI is breaking innovative solutions. From streamlining registration and content 
down these barriers. Tools like Kenes AI Translations provide accessibility to providing real-time assistance and abstract 
real-time translations and text-to-speech services for live sessions, submission processes, these AI-driven tools are helping shape 
enabling a truly global audience to engage with content in their the future of events.
preferred language.
By embracing these advancements, Kenes and other event 
For those who miss a session or want to revisit key takeaways, organisers are setting a new standard for how events should be 
AI is also helping attendees catch up. Session AI Summaries experienced. The integration of technology enables a future where 
deliver concise, accurate overviews of presentations, while the every attendee, regardless of location or background, can engage 
AI Podcast tool allows session transcripts to be converted into fully with the content and connections that events have to offer.
engaging podcasts, making it easy to listen to content on the go 
– long after the event concludes. This article was kindly provided by Kenes Group, one of IAPCO's 
long-standing members. IAPCO is a global not-for-profit membership 
Smart Assistance for Attendees organisation whose mission is to raise the standards of service amongst 
its members and other sectors of the meetings and events industry by 
AI-driven solutions are also supporting attendees and exhibitors means of continuing education, interaction with other professionals 
throughout the event journey. From the moment delegates and research. IAPCO today represents 138 accredited businesses of 
register, they have access to AI-powered Chatbots and Mailbots professional congress organisers in 40 countries.
 45 
HQ #120 -ASSOCIATION INSIGHTS
It is About the People
Technology seems to be high on the agenda of any event industry meeting, 
including AIPC’s Sales & Marketing Summit which took place just before 
the start of IMEX Frankfurt 2025. However, the biggest challenge sits with 
the people, not the technology.
A u t h o r :  S v e n  B o s s u ,  A I P C  C E O
The use of Artificial Intelligence has moved way This will not be limited to large, international organisations. beyond applications such as ChatGPT. AI agents Once again, this technology offers an immense opportunity can now not only define but also execute complex to smaller organisations, including smaller associations, to 
tasks, without any human intervention. For associations, do more things more efficiently/effectively. Things like 
who often struggle with a shortage of resources, these identifying potential new members, based on the profile 
tools potentially allow them to increase efficiency and do (a of existing members, and doing an outreach campaign via 
lot) more, without the need for additional staff. However, a different digital channels can now easily be done using a 
recent study by Gartner indicates that 47% of employees combination of tools, all of which are relatively easy to use. 
using AI say they have no idea how to achieve expected But at the end, it will come down to the most precious 
productivity gains and a whopping 77% say these tools resource of any organisation: people. Therefore, almost all 
have actually decreased their productivity and added to papers I have read on the implementation of AI stress one 
their workload. So, there is a substantial gap between the very important element: remain human-centric.
ambitions (and expectations) of leadership and the day-
to-day reality when it comes to the use of AI. AI indeed reduces the need for people to conduct mundane 
tasks and elevates the importance of high-value, human-led 
Part of this is without any doubt due to a reluctance tasks. Ensuring that employees can continue to carry these 
to change. While the number of changes, both in our latter tasks out not only sustains morale but also delivers 
professional and personal lives, seems to go crescendo, differentiating value to your association, which is something 
our mental ability to deal with these changes has actually your competitors cannot simply download. 
decreased, resulting in what is called the ‘transformation 
deficit’ or ‘change fatigue’. In addition, there might also be One key element to make the above happen is training. It 
concern or even fear of being (partially) replaced by an AI is about identifying the skill gap and making sure a plan is 
agent, which does not help in the process of adopting new in place to provide your team with the capacities and tools 
technologies. As a result, leadership will need to invest more needed to bring your organisation to the next level. Given 
time in explaining the context, the organisational goals, the the speed at which the technology evolves, it is something 
strategy and the expectations they have from the staff in to start as soon as possible.
order to implement changes successfully.
Long term, it will become even more complex. As described 
in a recent paper by Harvard Business Review, the definition AI indeed reduces the need 
of ‘qualified workforce’ is changing. This is no longer limited “ for people to conduct 
to human talent, but also includes AI agents capable of 
handling many tasks once considered beyond the reach mundane tasks and elevates 
of automation. They are becoming digital teammates – an the importance of high-
emerging category of talent. To get the most out of these 
new teammates, leaders in HR and procurement will need value, human-led tasks.
to start developing an operational playbook for integrating 
them into hybrid teams and a workforce strategy. Those 
who take the time to do so will unlock not just efficiency but 
a more scalable and resilient form of collaboration.
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JULY 2025
To Ensure Your Organisation’s 
Future, You Will Need to be 
Multilingual 
According to the HQ Media 
A u t h o r :  M a r k  L e v i n ,  C A E ,  C S P Kit 2025, the majority 
of our readership is 
Regardless if you are a professional working for a US European, and a majority professional society, a European trade association, an of the European readers African tourism bureau, or an Asian resort destination, are association-based. Even 
your future success may very well depend upon your ability though my background is in 
to be multilingual. And I do not refer to how many languages association management, I have 
you speak in the traditional sense (French, English, Farsi, Swahili, tried to make the columns that I have 
Mandarin Chinese, etc.). written for Headquarters over the past 10 years 
relate to a wide range of readers and not be just 
You need to learn the ‘language’ of multi generations. European- and/or Association- oriented. I think this 
time I can be pretty certain that my comments can 
At no time in the history of the association and hospitality be applied “universally.” 
professions have we had to deal with a greater diversity of 
generations among our members, customers, leaders, and Gen Zers with Mentoring (or “Reverse Mentoring”) 
stakeholders. We have all been exposed to the demographics programmes. 
and generational descriptions – Baby Boomers, in their 60’s 
and 70’s, still occupying leadership roles in the private sector, 3. Tailor your communications styles as well as your 
governmental agencies and political positions, and not-for- message: Remember the ‘learning curve’ of the various 
profit organisations. Generation X men and women are generations regarding technology. Boomers are basic: 
frustrated by being overlooked as they are squeezed between email is ok (finally); Xers and Millennials are fine with 
the Boomers and the Millennials. Millennials now in their 30’s texting, instant messaging, etc.; Gen Zers want whatever 
and 40’s wanting to become ‘The New Generation of Leaders’ is the latest technique or platform. 
in all fields; and Gen Zers just now graduating from university 
and looking to start careers, families, and lifestyle adventures. 4. Use your ‘multilingual’ skills to build multigenerational 
collaboration and engagement: Advertise your ability 
Each of these generations has a language of its own, and we to attract a multigenerational membership or clientele 
need to be able to speak (sell, lead, etc.) in the language that to your organisation or property as a lure for others. 
applies to each. Here are some suggestions on how to be Promote the ability to interact with a (generationally) 
a multilingual professional in today’s diverse member, client, diverse group of people as a key benefit of being a 
leader, stakeholder world: member or traveling to your destination. 
1. Do your research: Be sure you can identify the We, as leaders in our respective professions, need to keep 
characteristics of the various generations in your changing with the opportunities and challenges that will 
customer/member generations in your culture, in your be presented to us. Generational differences – what many 
part of the world, or in your profession or trade. consider to be one of our biggest challenges – can also be 
one of our biggest opportunities. 
2. Customise your communications: Do not send generic 
messages about the value of joining your organisation All we need to do is learn the languages. 
or booking your property. Tell Boomers three ways 
they can gain professional recognition through your (Editor’s Note: Generation X – Gen X – born roughly between 1965 
organisation; tell Gen Xers how they can ascend to and 1980, and Generation Z – Gen Z – born roughly between 1997 
top leadership or management in your profession; tell and 2012, are distinct demographic groups with some overlap and 
Millennials about the strength of your resort’s internet, distinct differences.)
Wi-Fi, and video communications technology; attract 
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HQ #120 -ASSOCIATION INSIGHTS
Rethinking AI Adoption: 
How Associations Can 
Navigate AI with Purpose
At the BestCities Global Forum in Dublin, HQ met Maryrose Lyons, Founder of the 
AI Institute, an organisation that delivers world-class AI education to teams. Her 
keynote focused on using AI to streamline work and make sense of emerging 
technologies. HQ later joined her AI Core Skills course, which deepened our 
understanding of how organisations can adopt AI responsibly.
In this interview, Maryrose explores key challenges facing associations and 
professionals: gaps in understanding, ethical risks, the role of regulation, and how 
smaller teams can adopt AI without compromising their values.
You founded the Institute of AI Studies in 2023 and surveys in 2025. This has changed from ‘that AI will take my 
have since trained thousands in ethical AI adoption. job’ in 2023 and ‘data security’ in 2024.
What knowledge or action gaps do you commonly 
see in international associations and professional The thing to remember is: you do not need to use every 
communities? tool that is released every week. There is a lot of hype, and 
not all the tools are released ready to go. That is where we 
People think they are using AI well, until they join us. They have excel: we are a trusted voice in what is worth looking at now, 
often been dabbling. Tinkering with prompts. Repurposing and what is hype.
ChatGPT replies. Thinking that is the job done.
Your courses address digital trust and bias. How 
The truth? Prompting is just the surface. The real shift comes can organisations avoid building these biases into 
when you treat AI like a strategic partner, not a novelty. That communications and services as AI tools become more 
is when you start getting serious results. ideologically skewed?
Here is what we consistently notice: Awareness of these biases is a major advantage we lacked in 
the early days of the web and social media.
• Confi dence without clarity: Leaders feel pressure to 
‘use AI’ but lack a clear approach. Think back to the early 2000s: we clicked ‘accept’ on 
terms and conditions, uploaded our lives to social media, 
• Missed potential: Many teams use AI to save time, but and handed over personal data like confetti at a wedding. 
the learnings are not shared, and they often are not We simply did not grasp how that information would be 
willing to reimagine their workfl ows. harvested, analysed, and monetised. The awareness came 
years later, often accompanied by uncomfortable revelations 
• Too much experimentation, not enough execution. about manipulation and surveillance.
From ChatGPT to DeepSeek, AI tools evolve rapidly With AI, we are in a diff erent position, entering this age with 
and carry hidden ethical and environmental costs. eyes wide open, understanding that algorithms are not 
What is your advice for professionals who feel neutral mathematical entities but refl ect the perspectives, 
overwhelmed or hesitant to engage? assumptions, and blind spots of their owners. This awareness 
is our superpower.
It is a very real problem; in fact, ‘overwhelm’ is the number one 
fear that participants are reporting to us in their pre-course 
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JULY 2025
US optimises for speed and China for state power, Europe 
optimises for human dignity and democratic values. This 
Diversify your AI sources. Do not rely on a single provider or creates different types of innovation, perhaps slower to 
model. Systems trained on varied datasets by different teams market, but potentially more sustainable and trustworthy.
will exhibit different biases. Using multiple sources creates a 
kind of checks-and-balances system that can flag when one Europe is not falling behind; it is defining what responsible 
algorithm is pulling in a particular direction. leadership in the AI era looks like. In my opinion, that is a race 
worth winning.
Build human oversight that specifically watches for bias, 
not just accuracy. Train your team to recognise when AI At the AI Action Summit in Paris, European Commission 
outputs feel slanted, perhaps member communications President Ursula von der Leyen announced InvestAI, 
consistently emphasise certain cultural perspectives, or event a €200 billion initiative to boost Europe’s AI 
recommendations systematically favour particular speakers competitiveness. In a landscape dominated by US tech 
or topics. giants and China’s state-backed models, can Europe 
truly compete? And what does digital sovereignty look 
The beauty of our current awareness is that we can bake like for smaller associations trying to uphold their 
bias detection into our processes from day one, rather than values while adopting global tech?
discovering problems years down the line. I particularly like 
Anthropic (the company behind Claude) for their attention Europe’s €200 billion InvestAI initiative is not about beating 
to this area. the US and China, but redefining what winning looks like in 
the AI era, whilst democratising access to truly sovereign 
Hopefully, we are not destined to repeat the data privacy technology.
mistakes of the early internet era, because we have learned 
those lessons and can apply that wisdom to AI governance. The US optimises for market dominance through venture 
capital and platform monopolies. China optimises for 
Some critics say the EU AI Act may stifle innovation state control through massive public investment. Europe is 
compared to the US and China. Can regulation and optimising for something different: trustworthy AI that serves 
responsible innovation coexist in Europe? democratic societies, with open-source models as the great 
equaliser.
As a European, I am delighted that the EU AI Act is in place. 
It makes me feel safe that my government cannot spy on For international associations, digital sovereignty means 
me and that companies cannot manipulate with impunity. strategic technology choices that align with your values, not 
just your budget.
The ‘race’ narrative itself needs interrogating. Yes, the US 
champions ‘move fast and break things,’ but this strategy Open source models may become a good option here, and 
becomes profoundly problematic when we are not dealing in this regard, Europe’s Mistral is one of the leaders.
with a social media platform that might lose users, but 
with technologies that could reshape human society itself. Think of open-source AI as owning your building rather than 
Breaking things in AI means damaging livelihoods, democratic renting from a landlord who can change terms at will. When 
processes, or fundamental rights. The stakes are simply too you deploy models like Mistral AI or Llama, you gain genuine 
high for Silicon Valley’s traditional approach. control over your technological destiny. Member data 
processing, algorithmic decisions, and privacy safeguards 
China presents a more complex picture than many realise. remain under your jurisdiction.
Whilst Western media often portrays Chinese AI development 
as unrestrained, China implements significant controls, just Past technical barriers to open source for smaller 
different ones. They regulate AI to serve state objectives and organisations are dissolving. Managed services and platforms 
social stability, with restrictions on certain applications and like Hugging Face make deployment accessible without 
mandatory algorithmic audits for recommendation systems. requiring machine learning teams.
Their approach is not ‘no regulation’, it is regulation aligned 
with different values and priorities. Europe is not just competing; it is creating alternatives for 
organisations prioritising member trust over raw efficiency, 
Europe’s position looks less like ‘falling behind’ and more transparency over black-box performance, and democratic 
like choosing a different finishing line entirely. Whilst the values over authoritarian control.
 49 
HQ #11290 -ASSOCIATION INSIGHTS
Tech-Enhanced, Human-Centred: 
How CityDNA Elevates In-Person 
Engagement
City Destinations Alliance (CityDNA) harnesses digital tools not to replace, but to enrich face-to-face 
connections, empowering its community of destination professionals through meaningful, tech-
supported experiences.
In a landscape where digital formats, remote collaboration, Perhaps the most transformative recent leap in event 
and AI-driven innovation are gaining momentum, CityDNA engagement was seen at the CityDNA Conferences in Bruges 
has carved a clear and bold path: to make technology a and Budapest, where the Alliance partnered with Snapsight, 
facilitator of real human connections, not a replacement. an AI-driven content capture tool.
Since returning to fully in-person formats in 2022, CityDNA 
has focused on one strategic goal: redefining engagement Designed to relieve pressure, the platform became a behind-
through meaningful interactions thoughtfully supported by the-scenes pillar, automating note-taking, summarising 
digital tools that enhance the human experience. sessions, and translating content into multiple languages, all 
in real time.
With more than 125 European destinations in its membership, 
CityDNA has embraced technology in service of relevance, CityDNA did not adopt this solution to follow a trend. They 
impact, and accessibility. Their philosophy is simple: the faced a very real challenge: how to capture knowledge from 
best digital solutions disappear into the experience, quietly over 15 high-density sessions with a core team of just four 
enhancing it without stealing the spotlight. people. The tool ran seamlessly in the background, made 
easily accessible through QR codes printed on attendee 
Beyond the Screen: Curated Encounters Through badges.
Digital Matchmaking
The results spoke for themselves: a 65% adoption rate 
At CityDNA events, curated networking has become in Budapest, and high praise from both participants and 
a signature. At the upcoming CityDNA International speakers. Attendees appreciated being able to revisit sessions 
Conference in Tórshavn, Faroe Islands (Editor’s Note: 30 they missed or highlight key moments without relying on 
September – 2 October 2025), attendees will benefit once again memory or scribbled notes. Meanwhile, the CityDNA team 
from a digital matchmaking tool that pairs delegates based saved days of post-event content processing.
on mutual interests, priorities, and complementary expertise.
As the Snapsight team wrote, “What started as a tactical 
Far from being a simple convenience, platforms like this add solution is evolving into a strategic asset, one that helps 
structure to spontaneous networking. For time-pressed CityDNA transform raw event content into long-term value.”
professionals attending for both learning and lead generation, 
these tools help make large events feel smaller and smarter. #BrugesTrainChallenge: Sustainability Meets Digital 
Storytelling
But meaningful engagement does not stop at tech. CityDNA 
also invests in intentional event design: from interactive Q&A Digital engagement does not have to live within the walls of a 
and live polling to campfire-style discussions, walkshops and conference. A standout example came during the CityDNA 
meetings hosted in distinctive local venues. These design Autumn Conference in Bruges: the Bruges Train Challenge.
choices create more relaxed, participatory environments that 
encourage honest dialogue, serendipitous connections, and Participants were encouraged to travel to the conference 
a stronger sense of community. by train, sharing their journey and reflections on LinkedIn 
using the dedicated hashtag #BrugesTrainChallenge. 
Insight Without Overload: How AI-Supported Content The campaign generated a wave of stories and images, 
Capture Elevated Engagement connecting sustainable action with personal experience, and 
sparking dialogue across the broader community.
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JMUALY 2025
This initiative succeeded not just as a visibility exercise, but as make space for both. By integrating the right digital tools, we 
a values-led campaign. It showed how technology and social create more relevant, more inclusive, and more sustainable 
platforms can amplify environmental leadership, community experiences. We are not just adopting technology; we are 
spirit, and the joy of purposeful travel. shaping how our industry uses it with purpose.”
Ethical Innovation: AI Readiness and Responsible Building Digital Capacity for Long-Term Engagement
Engagement
CityDNA is evolving its digital approach – from simply 
CityDNA’s commitment to innovation is matched by its sense supporting events to strengthening the digital capabilities 
of responsibility. For the second year in a row, CityDNA is of its member destinations over the long term. This 
a collaborative partner in the joint AI learning programme commitment is further reinforced through CityDNA’s 
AI Opener for Destinations, which is designed and participation in the EU-funded DEPLOYTOUR project, which 
programmed by Group NAO. The initiative empowers DMOs supports DMOs in enhancing their digital maturity – laying 
and CVBs to adapt to the new era of generative AI tools and the groundwork for more eff ective engagement strategies 
platforms, supporting their work both within destination across events and year-round operations.
organisations and in the broader visitor economy.
In this evolving model, the conference is no longer the peak 
By fostering peer learning and strategic refl ection on the – it is a point in an ongoing journey, supported by the right 
opportunities and risks of AI, CityDNA ensures its community tools and reinforced by shared values.
is equipped to engage with emerging technologies with 
confi dence, relevance, and integrity. Where Digital Tools Meet Human Purpose
This commitment will continue at the CityDNA Summer CityDNA’s experience off ers a roadmap for other associations, 
School in Luxembourg (25–29 August 2025), where one DMOs and CVBs: do not adopt tech for tech’s sake, use it 
session, led by Jonathan Easton from Gevme, will explore to reinforce your human mission. Whether it is through 
navigating the tech and AI revolution. It will examine the AI-powered content capture, purpose-driven storytelling, 
transformative role of AI and technology in the meetings or matchmaking platforms that make every handshake 
industry, offering practical case studies and strategies matter, the Alliance continues to explore how technology 
for destinations to foster innovation in an ever-evolving can support relevance, effi  ciency, and meaningful change.
technological landscape.
Because in a world of algorithms and automation, the most 
Barbara Jamison-Woods, President of CityDNA, sums up enduring connections still happen face-to-face. And the 
the approach: “Technology is a powerful enabler, but people smartest tools are the ones that help us get there together.
are the reason we gather. At CityDNA, we design events that 
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HQ #120 -ASSOCIATION INSIGHTS
Leadership and Future 
Proofing Associations
The need to future-proof associations is more important than ever, but how 
do we do this in the ever-changing landscape of the events industry? Andrew 
Harrison, Director of the Event Supplier and Services Association, says it comes 
down not just to leading as an association, but empowering members to become 
leaders in their own right too. 
As the events industry continues to evolve and change, As the events industry continues to transform, forums like so do the needs of event professionals. As these the Senior Leaders Summit are not just relevant – they are change, so too must our associations. essential when it comes to future-proofing associations.
Associations, much like our own Event Supplier and Services Giving Members a Voice
Association (ESSA), have long been valuable bodies that 
advocate and represent their members, helping to raise As with the Senior Leaders Summit, future proofing associations 
standards and support the interests of businesses within also require giving members not just a voice, but an ability to play 
the event supply chain. an active role in shaping policy and creating change. 
For any association, these key areas continue to remain It is about moving away from one-way communication 
critical – but these alone are no longer enough when we to more meaningful, two-way engagement. Be it working 
are talking about future-proofing associations. As the needs groups, member forums or digital communities, they all 
of our members change, so too must our approach in how empower members by giving them a direct line to influence 
we support them. It is not simply about providing leadership what the association does, helping them to feel heard, seen 
where it is required but also about inspiring and developing and respected.
our members so they can become leaders in their own right.
When we look at how we measure success, it is easy to look 
Developing Leaders at metrics such as membership numbers, revenue and event 
attendance. Yet, true value is found in the conversations, 
This need to develop our members as leaders was the feedback and relationships we build with our members.
foundation of our recent Senior Leaders Summit, an 
initiative that saw us bring together senior professionals from Platforms such as working groups are also vital when it comes 
across the events industry and provide them with a unique to leadership too. By bringing members into the decision-
space and opportunity to become better leaders within their making process, we can help build their confidence and 
own organisations. capability as leaders in their own right. After all, you become 
a leader by engaging, not simply by just being taught. 
From solo entrepreneurs to global enterprises, one of the 
great things about our industry and our association members Anticipating Member Needs
is that we have many different types of businesses and 
different people behind them. While I do believe this is a Listening to member feedback is vital for any association, but 
strength, it also highlights that leadership is not a one-size- we cannot just wait for members to tell us what they need. 
fits-all, especially in our industry.
Associations therefore need to adopt a mind-set shift, 
As such, we crafted the Senior Leaders Summit to be a move away from being purely reactive but to being a 
adaptable to the diverse needs of attendees to ensure it proactive strategic partner for our members that provides 
remained relevant and impactful. Rather than just pure value beyond just traditional lobbying and standards.
information delivery, the Summit was about offering a safe 
space for reflection, discussion and development where Our very own independently audited Health and Safety 
members feel they can grow as a result. Accreditation and Sustainability Accreditation have long 
 52 
JULY 2025
been key tools to provide this value to our members, yet we It is about equipping members to lead in an evolving market. As 
have continued to look for other ways to meet our members’ more businesses expand internationally or work across borders, 
needs too. ESSA recognised the need for clear, accessible guidance, 
particularly for smaller organisations without in-house legal 
A recent survey conducted at the Senior Leaders Summit or HR teams.
found that two-thirds (65%) of event industry suppliers say 
that international and overseas markets are the biggest growth By anticipating these diff erences, we ensure our resources are 
opportunity for their business. inclusive, practical and empower every member, regardless of 
size, to make confi dent decisions and avoid costly missteps.
A purely reactionary approach would mean creating resources 
to help support members in successfully being able to work If we truly want to future-proof our associations, we must not 
abroad. Yet by adopting this more proactive approach by be afraid to innovate. The only other choice is complacency, 
actively conducting research, speaking to government and which is not an option for an association that wants to be 
other professional bodies etc., we are already ahead of the future-proof.
curve by having in place our comprehensive working abroad 
resource for members, off ering up-to-date information and Even during successful periods, refl ection and innovation 
guidance on working abroad in the EU, as well as the creation must continue. By being proactive, listening to members and 
of a working abroad helpline. empowering them to be part of the conversation, we can 
ensure our associations continue to be a vital voice as we 
continue to navigate uncertain futures together.
“ If we truly want to future-proof our associations, 
we must not be afraid to 
innovate. The only other 
choice is complacency, 
which is not an option for an 
association that wants to be 
future-proof.
53
HQ #120 -PCO INSIGHTS
Empathy Meets Innovation: An 
Interview with Nuria Fernandez
In a world where technology is rapidly transforming healthcare, one 
innovation dares to bring emotional intelligence to the forefront. This 
year, the IAPCO Innovation Award was presented to Nuria Fernandez, 
Online Education Specialist at Kenes Group, for her ground-
breaking course AI-Powered Simulation Training: Mastering Sensitive 
Discussions on Weight Management.
The course, developed on the UNLOK education platform, uses 
emotional recognition AI to help healthcare professionals navigate 
complex, often uncomfortable conversations with greater empathy and 
confidence. We caught up with Nuria after her win at IMEX Frankfurt 
2025 to explore how this unique simulation came to life, and why the 
future of medical education just might start with listening.
Congratulations, Nuria! How does it feel to receive 
the IAPCO Innovation Award 2025?
Thank you so much! Honestly, it is an incredible feeling. I am 
so grateful to IAPCO for this recognition. It was one of the 
most meaningful professional experiences I have had. Just 
being nominated felt special, but winning was something else 
entirely. It is a great motivator, not only for me personally but 
for the entire team at Kenes Group. I feel empowered to 
continue pushing boundaries in medical education.
What does this recognition mean to you on a personal 
and professional level?
Personally, it is a big milestone. This is the first time I have 
received an award like this, and it really encourages me to 
keep growing in my career. For Kenes, it is also significant, 
it is the second time we have received an IAPCO Innovation 
Award. The first was for our digital learning platform, 
UNLOK, and now this win shows that we are still moving in matters, especially when discussing topics like weight or 
the right direction. It reinforces our belief in the power of chronic conditions. These conversations are sensitive, and 
innovation and collaboration. traditional training often does not prepare professionals for 
the emotional side of them.
What inspired this course specifically, and why focus 
on weight management and communication? This course was created in response to direct feedback from 
our learners. We wanted to give healthcare professionals 
Though I am not part of the diabetes community myself, a way to practice these conversations in a safe, reflective 
we work closely with healthcare professionals, patients, space, to build empathy, confidence, and communication 
and experts. What we consistently hear is that language skills.
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JULY 2025
How is this course different from other medical the response has been fantastic. Many were surprised by 
training? how engaging it was, not just because of the technology, 
but because it made them think diff erently about empathy 
The main difference is the integration of emotional and communication.
recognition AI. While the patient in the simulation is 
portrayed by a real actress, the AI monitors your facial Our key opinion leaders were also impressed. It is rare to 
expressions, tone of voice, and the words you use during see such innovation applied to soft skills training in medicine. 
the conversation. Based on that, it gives you personalised And that is exactly where we see huge potential for growth.
feedback creating a unique experience tailored to each user.
What is next for UNLOK and Kenes Group’s digital 
You are not just passively watching a video or reading slides. learning?
You are interacting. You are refl ecting. You are learning how 
to become more emotionally aware and that is incredibly We are continuing to grow the platform and expand our 
powerful, especially in healthcare. content. While this activity focused on interpersonal skills in 
diabetes care, our goal is to apply this model to other areas. 
What were the biggest challenges in developing the For example, pregnancy and diabetes, older adults with 
simulation? comorbidities, or even patients with Alzheimer’s or cancer.
Definitely integrating AI in a way that was meaningful UNLOK is not just about technical knowledge. It is about 
and accurate. AI can sometimes ‘hallucinate’, meaning it building confi dence and compassion. And that is what sets 
generates incorrect or misleading responses. We had to us apart. As I like to say, the sky is the limit.
train the system carefully, feeding it the right language 
and emotional cues so the feedback would be realistic and Any fi nal thoughts for readers who might want to 
helpful. explore this experience themselves?
Finding the right actress to portray the patient was also key. Yes, I encourage anyone interested to visit the UNLOK 
We needed someone who could really convey the emotional platform and try the simulation themselves. It is not just 
nuances of such a sensitive conversation. That authenticity about learning a skill, it is about seeing how technology can 
was crucial to making the simulation feel real and impactful. help us become more human. And that, to me, is the most 
exciting part of all.
Who can benefi t from this training?
This is not just for physicians; it is for anyone involved in 
patient care. Nurses, nutritionists, even support staff . The Nuria Fernandez’s work is a reminder that innovation does not 
skills you develop through this activity are universal – eye always mean faster or fl ashier – it can also mean more human. 
contact, active listening, respectful language. These are By blending advanced AI with real emotional connection, her 
things we sometimes forget in the rush of daily routines, but award-winning course shows that empathy can be learned, 
they make all the diff erence in how we connect with others. practiced, and refi ned like any other clinical skill.
The experience is also highly personalised, no two users As the UNLOK platform continues to evolve, one thing remains 
will receive the same feedback. It is all based on how you clear: meaningful progress in healthcare depends not just on 
communicate, which makes it both practical and deeply what we know, but on how we make others feel. And with 
personal. leaders like Nuria at the helm, the future of medical education is 
in thoughtful, compassionate hands.
What kind of feedback have you received so far?
It is overwhelmingly positive. Over 300 healthcare 
professionals have already registered for the course, and 
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HQ #120 -PCO INSIGHTS
The AI Revolution: How Associations
Are Enhancing Marketing and Member 
Engagement
Artificial Intelligence is quietly transforming the way associations interact with their members, 
enhancing personalisation and efficiency across multiple touchpoints. In this article, some partners of 
the World PCO Alliance offer their insight into the undeniable advantages that AI delivers as well as 
what the future has in store.
AI Enhances Member Engagement through AI Analytics: Understanding Member Needs
Personalisation
Data analytics is another area where AI is proving invaluable for 
Associations rely heavily on marketing strategies to engage associations. AI-powered analytics platforms help organisations 
their members, attract new audiences, and deliver valuable understand their members’ needs with greater accuracy, 
content. AI-driven tools are making personalisation more allowing for strategic decision-making in content creation, 
precise by analysing member behaviour, preferences, and programming, and outreach. For instance, associations can 
interactions. For instance, smart marketing tools are now use AI to track engagement metrics, identify trends, and 
routinely used to segment audiences and deliver hyper- segment audiences for smarter content distribution. 
targeted messages, ensuring that members receive relevant 
content tailored to their interests and professional needs. AI’s ability to collate and analyse market data has developed 
Personalised email campaigns not only boost member at an exponential pace over a very short space of time, 
engagement but also increase conversion rates, demonstrating and this ability will only improve over time. Thea Farrant 
AI’s impact in making marketing eff orts more effi  cient. Adam, CEO of The Conference Company, predicts that 
AI will become increasingly adept at identifying the optimal 
Across the association landscape, there is growing interest strategic and creative direction for marketing campaigns 
in using AI tools to enhance personalisation and post-event across varying audiences and demographics, even further 
engagement. Ksenija Polla of Talley Management Group, maximising eff ectiveness by reducing time with A/B market 
Inc. notes, “AI-generated summaries and personalised testing. She says, “What would have taken hours of research 
content are transforming post-event follow-ups into valuable and analysis to compile relevant insights that inform targeted 
engagement opportunities.” marketing plans, can now be done in a matter of seconds, 
allowing associations to focus marketing budgets on delivering 
AI in Event and Content Recommendations impactful marketing strategies with increasing levels of 
eff ectiveness and ROI.”
Beyond customer service and marketing, AI is playing a pivotal 
role in content distribution and event promotions. André AI Transforming Events
Vietor from Bco Congresos points out that associations are 
now utilising AI-powered tools to make recommendations While AI is clearly enhancing efficiency and member 
based on individual member preferences. By analysing past engagement within an association, it is also amplifying an 
engagement data, AI can suggest relevant opportunities attendee’s experience at an event. Some examples of 
tailored to a member’s professional focus. “AI-driven tools AI-inspired initiatives include:
are also being used to direct members to events, webinars, • Real-time transcription and summaries for accessibility 
or articles that align with that member’s professional focus, and instant value-add.
improving both relevance and engagement.” • Matchmaking platforms that use attendee data to 
recommend relevant networking connections.
This level of multi-faceted personalisation fosters deeper • AI sentiment polling and facial analysis, offering live feedback 
connections between members and their associations, during sessions to adjust tone, content, or format.
ensuring that they receive meaningful content instead of 
generic messaging.
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JULY 2025
• Gamifi cation elements with leaderboards, AR scavenger Polla adds that “to mitigate these risks, associations should 
hunts, and QR-based challenges, all enhanced through adopt guiding principles such as transparency, member 
AI decision trees and logic. control, accountability, and inclusiveness. These align with our 
• AI-driven chatbots in event apps to provide real-time sector’s mission-driven ethos and help ensure AI enhances 
assistance, answer questions, and guide attendees community trust.”
through the agenda, venue logistics, or content 
highlights. These ethical concerns and others were echoed by the other 
• Interactive audio kiosks and live agents. World PCO Alliance partners contributing to this article. “I 
• Digital MCs and conference hosts. believe we all share a moral and ethical responsibility to 
support and sustain a thriving and viable economy within our 
Post-event analytics powered by AI to better understand sector,” says Farrant Adam. “By allowing AI to increasingly 
attendee behaviour and tailor future events based on data- replace the roles of a wide range of contributing industries 
driven insights. and individuals, we not only reduce the potential for many 
to earn a viable living, but also compromise the potential 
These innovations signal a shift far beyond traditional formats, to attract emerging talent. If creating human connection is 
and off er real-time, legible, data-backed feedback that is not our north star, then preserving the richness and diversity of 
just a nice-to-have, but that is essential. Adds Vietor, “AI has authentic human thoughts, ideas, values and creativity needs 
helped us move toward a more responsive and participant- to remain a priority.”
focused approach to event design and delivery.”
The AI Shift in the Association Landscape
As a concrete example of an event’s AI innovation, 
MeetAgain’s Caroline Knies cites Deep Talk, a podcast The key thing for associations to keep in mind is that AI is not 
created for the World Tunnel Congress that took place in replacing human connection; rather, it is enhancing the ability 
Stockholm this past May. Deep Talk took listeners on a journey of organisations to serve their members more eff ectively. As 
beneath the surface by exploring the inventors and pioneers AI continues to evolve, associations will likely expand their use 
who shaped Sweden’s mining and tunnelling legacy. of automation, machine learning, and data-driven decision-
making to create more meaningful interactions with their 
AI Does Not Come Without Its Ethical Issues members. From personalised email campaigns and chatbots 
to event recommendations and analytics, AI-powered 
While the advantages of implementing AI are undeniable, tools are making interactions more relevant, effi  cient, and 
associations need to take into account AI’s limitations and impactful. Associations that embrace these technologies are 
ethical implications. better equipped to foster stronger relationships with their 
members and adapt to the digital landscape. 
The most pressing ethical issue is data governance; how an 
association collects, stores, uses, and shares personal data. 
Associations hold a privileged position with their members 
and must treat that relationship with care. With AI, the stakes 
are higher because data is used not just for analysis but to 
generate content, predict behaviour, and automate decisions.
There is also the risk of bias in algorithms. AI tools are only 
as good as the data they are trained on, which may include 
historical biases or certain underrepresented groups. If 
AI systems are built on incomplete, unbalanced, or non-
representative data, they can reinforce existing inequalities 
or make unfair assumptions. Vietor points out that this 
raises serious concerns around fairness, accountability, 
and transparency – especially when AI is used in decision-
making processes that aff ect people’s opportunities, access, 
or inclusion. He says, “Ensuring ethical AI requires ongoing 
oversight, diverse input, and a commitment to human-centred 
design.”
57
HQ #120 -TECHNOLOGY
Embedding Intelligence into 
Association Event Strategy
At IMEX Frankfurt 2025, HQ sat down with 
Nick Tinker, Senior Manager of Sales for 
Event Solutions at Cvent, a leading technology 
provider serving the needs of associations, 
corporate meeting planners, venues, and 
other professionals involved in business events, 
to explore the practical impact of artificial 
intelligence in our industry. 
Tinker shares insights on AI-driven efficiencies, 
the boundaries of personalisation, and new 
compliance challenges in Europe.
At the moment, everyone is talking about AI, but it 
seems that there is a lack of understanding about 
expectations and reality. How would you explain 
this, and what practical impact is AI already having 
on event planning workfl ows?
People often expect AI to be a visible, standalone tool, when 
in fact it is increasingly embedded within everything we 
use. At Cvent, it is part of nearly every product line, driving 
effi  ciencies where planners need them most, from venue 
sourcing to analytics. One of the most prominent trends 
we are seeing is a shift to smaller, more frequent events. 
While these micro-events are more targeted, they take just 
as much time to plan. According to our research, one small 
event can take around 60 hours to produce. Multiply that 
by 15 additional events per year, and planners are suddenly 
facing 900 extra hours of work. That is where AI comes in; it 
automates parts of the RFP process, personalises attendee 
experiences, and even enables quicker decision-making 
through tools that allow users to ask natural language 
questions like, “How many attendees came from Spain last 
year?” and get an instant report. That is a huge time saver.
Beyond time savings, how else is AI changing the 
experience for both planners and attendees?
AI is reshaping content delivery and engagement. Our 
Cvent Events+ product, for instance, uses AI to break down 
a 40-minute recorded session into short, shareable clips 
with titles and takeaways. That is valuable content that 
planners can quickly push out across their channels. AI 
also plays a key role in personalisation. The better the data, 
the more tailored the experience, like matching attendees 
with sessions or networking opportunities based on their 
58
JULY 2025
interests. In my opinion, there is a misconception about that public-facing websites, including registration pages, be 
‘over-personalisation,’ but often the issue is simply poor accessible to users living with disabilities, such as screen 
data. If the data is clean and centralised, the AI tool works reader compatibility and alt text for images. The Act applies 
well. to a broad range of digital and physical services, including 
electronic communication devices, ticketing systems, and 
Many planners, including those who are technically consumer electronics. The legislation requires that services 
profi cient and proactive, fi nd it challenging to keep and platforms be designed inclusively, accommodating a 
up with the constant stream of new tools and rapid range of visual, auditory, motor, and cognitive needs. 
updates. What is your advice for them? Businesses operating in or selling into the EU must 
ensure compliance or face potential penalties, including 
It is true, tools evolve so quickly that it is easy to feel fi nes, particularly within the public sector. The goal is to 
overwhelmed. Associations, or meeting planners, do not remove barriers in the digital landscape and encourage 
need to chase every new tool, but they do need to partner innovation through inclusive design. There is also the EU’s 
with providers who focus on education and support. A lot upcoming requirement for e-invoicing. These new rules are 
of what we do now at Cvent is not just about product, becoming increasingly relevant, and tech providers have a 
it is about training and knowledge-sharing. The pace of responsibility to stay ahead so planners are not caught off  
change will likely not slow down, so the best strategy is guard. At Cvent, we are ensuring that our platforms will be 
to invest in learning for staff  members and fi nd tools that fully compliant so users do not have to worry.
simplify rather than complicate. To give you an example, our 
product Cvent Essentials is designed for high-volume, small From streamlining repetitive workfl ows to enabling micro-
in-person events − like fi eld marketing, training sessions, or event personalisation, AI is becoming essential infrastructure 
internal meetings − often managed by decentralised teams. for the modern planner, including growing awareness 
It allows these non-specialist users to create branded, around accessibility and sustainability. Associations now 
compliant event websites using pre-approved templates, have the opportunity to adopt smarter, more ethical 
while central planners maintain oversight. It also includes practices, as long as they continue to invest in both 
easy registration, check-in, built-in compliance checks, and technology and training.
integrations with platforms like Salesforce or Hubspot. 
When team members are trained, this tool proves to 
be cost-eff ective and scalable, designed to make event 
planning accessible without sacrifi cing control. “ You will not lose your job to AI, but you might lose it to someone who 
Sustainability is top of mind for many associations. 
What is your perspective on the environmental knows how to use it better.
concerns surrounding AI?
It is a valid concern, especially around energy and water 
usage in data centres. The problem is, there is not enough 
concrete data to truly assess the footprint of AI in events. 
What we need as an industry is more transparency. Ideally, Cvent CONNECT 2025 & 2026 
any time saved and effi  ciency gained through AI would 
create an off set, but we cannot assume that until we can • Europe: 15–16 October, London 
measure it properly. Until then, being aware and proactive & Online
about data use and sustainability goals is the best approach. • North America: 13-16 July 2026, 
Nashville, Tennessee, USA
Finally, what regulatory or compliance issues should 
associations be watching right now that will aff ect 
who they use technology?
The big one in Europe is the new European Accessibility 
Act (EAA), which took eff ect on June 28, 2025. It mandates 
59
HQ #120
Lucky Bay, Western Australia
60