ICCA
Embracing alternative destinations and intimate experiences: A new era of international meetings
ICCA CEO SENTHIL GOPINATH REFLECTS ON THE ASSOCIATION’ S CONGRESS IN PORTO, WHICH ADOPTED AN INNOVATIVE AND EXPERIMENTAL FORMAT.
T he international meetings
and events industry is evolving at a never-beforeseen pace. Traditional convention centres in major cities are no longer the only benchmark of success, and the well-worn path of conference planning has fallen by the wayside.
This notion was clear at the 64th ICCA Congress in Porto, which showcased how smaller cities, combined with innovative and experiential formats, can deliver unforgettable meetings that resonate with delegates.
Porto has long been considered Portugal’ s“ second city,” and it provided a wonderful backdrop for an event that was both immersive and strategic.
Rather than concentrating all activities in a single location – the traditional convention centre – the Congress adopted a multivenue format, allowing attendees to visit Porto’ s historic neighbourhoods, boutique hotels, and cultural landmarks. This fresh approach enabled participants to experience the city’ s unique character while networking and collaborating in dynamic, flexible environments— a significant departure from the conventional, single-venue conference model.
Changing the conference game: Embracing locations off the beaten path Smaller cities like Porto are increasingly attractive to organisers because they offer not just infrastructure but a real sense of intimacy and authenticity.
When visiting a smaller, less wellknown city, attendees can explore local culture, engage with community initiatives, and enjoy the city’ s culinary and artistic offerings without the crowds and chaos that sometimes accompany larger, more tourist-heavy locations.
These“ homestyle” elements can be difficult to replicate in larger, more corporate-focused hubs. Shifting the focus to a smaller community allows large-scale conferences to move beyond a typical professional gathering and create meaningful moments that attendees will remember long after the event ends.
ICCA’ s multivenue approach in Porto also fostered stronger interactions and deeper connections. Participants moved together among several venues, creating opportunities for organic networking
Above: Senthil Gopinath and spontaneous collaboration. It was an adventure in itself, with boats, buses, and walking tours guiding delegates through the city as a cohesive group.
This nontraditional format aligns with a broader industry trend toward smallerscale, experience-driven events, where engagement and personal connection take precedence over sheer attendance. In a world still adjusting to hybrid work models, face-to-face interaction in thoughtfully curated spaces has become a premium feature.
Getting creative: Flexible formats, unexpected locations, and new perspectives From ICCA’ s view, the 64th Congress showed the strategic potential of lesserknown destinations and creative formats.
Event organisers can differentiate their programmes by looking at cities that are culturally rich yet manageable in size, and by designing itineraries that encourage exploration and meaningful participation.
The success of ICCA’ s event in Porto demonstrates that even mid-sized cities can deliver world-class events when organisers prioritise attendee experience, creativity, and local engagement.
Embracing this model requires working closely with local authorities, PCOs, venues, and hospitality partners to ensure a seamless experience. This kind of large-scale collaboration also demands a shift in how we measure success. An event can’ t be judged solely by attendance; it should also be evaluated by engagement, satisfaction, and the lasting value of the connections formed.
ICCA is excited to showcase the Congress in Porto as an example of how alternative destinations and experiential formats are redefining and reshaping international meetings. By moving beyond conventional models, our industry can create gatherings that are memorable, meaningful, and strategically effective – an approach that promises to shape the future of conferences worldwide. n
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