Conference & Meetings World Issue 137 | Page 41

Destinations International

Why intellectual capital matters to today’ s event planner

EXPLORING HOW TO MOVE FROM TRANSACTIONAL TO TRANSFORMATIONAL EVENT DESIGN, DESTINATIONS INTERNATIONAL SUGGESTS WHAT TO ASK AND WHAT TO SHARE

I n an increasingly experience-driven events landscape, the role of the event planner is evolving. Success is no longer defined just by seamless logistics or high attendance, but by delivering experiences that resonate with attendees and reflect a meaningful connection to place. One of the most effective ways to achieve this is by incorporating intellectual capital into the event lifecycle.

Intellectual capital refers to the knowledge, expertise and cultural depth found within a destination. For event organisers, this means looking beyond venue availability and costs to consider how the local economy, institutions and creative communities can contribute to programme content, delegate engagement and long-term value.
Destination organisations including convention bureaux and DMOs are uniquely positioned to serve as facilitators of this deeper engagement. Many now participate in formal training programmes like Destinations International’ s Intellectual Capital Certificate( ICC), which equips them to identify and communicate the distinctive assets of their regions. These can help planners move from transactional to transformational event design.
To make the most of this opportunity, planners should work with destination organisations early in the planning cycle and consider the following strategies for success:
• Connect with local or regional thought leadership Tap into local expertise by identifying researchers, entrepreneurs or awardwinning professionals who can offer unique content or perspectives. This enhances programming, reduces costs and strengthens a delegate’ s sense of professional development and discovery.
• Engage industry and other local entities Gain insights into regional industry strengths and initiatives, which can lead to sponsorship or exhibitor engagement opportunities, increased relevance for specific delegate groups and enhanced alignment with current sector trends.
• Leverage research centres and meaningful experiences Explore partnerships with local institutions, innovation hubs or research centres. These can offer immersive learning opportunities or behind-the-scenes tours that add depth and interactivity to the event experience.
• Incorporate artistic, cultural and creative assets Use local art, music, culinary traditions or performance as part of the event design. This not only reflects the host community’ s identity but contributes to inclusivity and delegate engagement.
• Include non-profit and social impact opportunities Design opportunities for attendees to participate in local community initiatives or legacy and / or impact programmes. These experiences can contribute to positive legacy outcomes and deepen the event’ s purpose.
• Respect religious and cultural diversity Collaborate with local organisations to accommodate spiritual needs and integrate culturally respectful programming where relevant to your attendees.
• Explore connections to local sports Incorporate local sports figures, venues, or recreational events as keynote features or teambuilding opportunities that energise attendees.
Integrating intellectual capital isn’ t just about enrichment; it’ s about relevance. As attendees increasingly seek value for their time and investment, and as organisations seek deeper returns on event engagement, aligning with the unique knowledge and culture of a host destination is becoming essential. For event organisers ready to deliver on these expectations, destination organisations are not just service providers but strategic partners in shaping memorable, impactful and successful events. n
n To help event organisers collaborate more effectively from the outset, Destinations International offers a practical guide:‘ What to ask, what to share’ to ensure conversations with destination partners start strong and stay strategic. Access the association’ s resources here: destinationsinternational. org / meetings.
ISSUE 137 / CONFERENCE & MEETINGS WORLD / 41