PCMA
Equipping and empowering communities with tools and skills for success
INDUSTRY ASSOCIATION PCMA CEO SHERRIF KARAMAT OUTLINES HOW IT CONTINUES TO MOVE THE INDUSTRY – AND SOCIETY – FORWARD
f you ’ ve ever heard me speak or have read my
I columns here , you have undoubtedly heard me
Above use the word ‘ transformation ’. One of the things that drives me forward is my passionate belief in the business events industry ’ s capacity to create social progress and economic transformation , and the meaningful role our industry will play in helping to solve the many pressing problems we face in the world today .
As we move forward into this new year , I ’ d like to share some new ways the global PCMA community is moving our industry forward . I believe that large-scale , transformative change comes not solely as a result of innovative ideas and the willingness to take risks , but through communities where individuals are equipped and empowered with the tools and the skills to actively collaborate and lead change themselves .
One example of how we are leading innovation as a community is Spark . When we introduced this AI tool to our global community two years ago , it was because we recognised we could not stay on the sidelines . We wanted to help drive change and equip professionals with a tool designed by and for event professionals , to help us become more creative , effective , and efficient in our roles . Today , Spark has more than 10,000 users in 120-plus countries .
: Sherrif Karamat
“ As we witness DEI programmes being scaled back or entirely dismantled across industries and sectors , we ’ re going in the opposite direction at PCMA ”
AI is not standing still and neither are we . At Convening Leaders 2025 , we began the soft launch of two AI-based initiatives – Destinaitor , an AI-powered destination and venue search tool . Like Spark itself , we are building it in collaboration with the industry , and your feedback will ensure we develop a tech solution that meets your needs . Another new development is Spark Studio , which will enable Spark users to take on more complex tasks and share their workflows – and successful prompts they ’ ve used – with others in the Spark community .
We also rolled out the Ascent Pathways 100 Program at Convening Leaders , a new initiative to help empower underrepresented professionals in our industry with access to education and professional development opportunities . A hundred recipients will be selected to join the programme each year , in partnership with Visit Baltimore and via a grant provided by the PCMA Foundation . As we witness DEI programmes being scaled back or entirely dismantled across industries and sectors , we ’ re going in the opposite direction at PCMA . We ’ ve invested in Ascent Pathways to engage and support professionals in our industry who have encountered barriers due to their gender , sexual orientation , race , ethnicity , different abilities , or unique life experiences .
Inclusivity also means being multigenerational , which is why I look forward each year to learning from our latest class of 20 in Their Twenties , who bring their own perspectives on how to move the events industry forward .
We recognise that transformation only happens when everyone has access to the right tools and is given a seat at the table . n
ISSUE 135 / CONFERENCE & MEETINGS WORLD / 21