ICCA
Home of the brave
IN THIS ‘ US FLAVOURED ’ EDITION , SENTHIL GOPINATH , ICCA CEO , REFLECTS ON THE IMPORTANCE OF ‘ HUB USA ’ FOR ASSOCIATION MEETINGS
A s ICCA CEO I recognise the importance and influence that the United States has on the international meetings and events industry . The US has set a remarkable precedent ; showing how strategic planning , innovation , competition , work ethic , and a commitment to professional excellence can elevate a national community to the forefront of our industry . In fact , the US is the single most lucrative hub for association HQs in the world , albeit one with a tendency to rotate business nationally . The challenge – and the opportunity – for ICCA members outside the US , is to create an irresistible value proposition compelling US associations to go and look further afield .
What creates such a dynamic work culture in the US ? It invests heavily in both the practical and experiential : superb infrastructure , world-class venues and convention centres , a customer-focused DNA ... all set up to enable large-scale international events . Our US colleagues set incredible standards for both event organisers and attendees , standards we must all strive to match if we hope to win their business .
Tech innovation has also been a great driving force behind US-based industry success . The country ’ s early adoption of virtual and hybrid technologies facilitated global connectivity and enabled seamless participation , especially during the pandemic . Again , this illustrates the desire to keep going . If there is ever an unforeseen circumstance , my money is on a US organisation to think a way through it .
The US business community also encapsulates the diversity of our industry by drawing in stakeholders from different sectors and specialties . Universities , research institutions , industry hubs consistently produce cutting-edge data and insights that
Capital opportunities for associations in the US . Image courtesy of Destination DC
Above : Senthil Gopinath
reach far across the world . Nurturing expertise and innovation create tangible ripple effects throughout the global knowledge economy .
From a ( popular ) culture perspective , the US influence is almost without equal . We know the movie stars , stream the shows , listen to the music , we bring the brands into our homes . The influence and impact of the last 100 years has turned the American Dream into ( for many ) the world dream . This does bring discourse , but it also illustrates what is thought , and felt , and experienced in the US touches us all . I find the inner confidence and self-belief of my US contemporaries very motivational . To make it there , I guess – to mangle / paraphrase the song – you can make it anywhere .
As ICCA CEO I encourage us all to look to the US playbook and actively seek out collaboration and partnership to champion the true value of the global stage . We should all take heed of the wider US narrative and be ready to reflect and react if we want to engage . There is real opportunity in the US but we must work hard to earn it . ICCA is in the process of enhancing its USbased strategies to help our members achieve this . But the lessons are clear : build lasting networks , explore innovation , seek out collaboration , create a supportive ecosystem , commit fully . And if you need inspiration , or a test-case to follow , go West and you will find inspiration .
We can learn much from the US , as it can learn from the rest of the world . But the channels of possibility are open . Where there is possibility , there is opportunity . And in the United States , there is always an opportunity for the brave and the bold to do something unexpected , and quite extraordinary . n
ISSUE 126 / CONFERENCE & MEETINGS WORLD / 9