PCMA
A matter of trust – our competitive advantage
THE GLOBAL BUSINESS EVENTS INDUSTRY CAN PLAY A ROLE IN COUNTERING THE WORLD’ S RISING LEVELS OF DISTRUST, SAYS PCMA PRESIDENT AND CEO SHERRIF KARAMAT
D uring this year’ s Global
Meetings Industry Day in May, the Events Industry Council( EIC) announced an initiative to frame business events as a“ Human Catalyst for Global Growth,” highlighting our role in fostering collaboration and accelerating innovation in an increasingly complex world.
Fulfilling that role depends on trust. Trust is crucial in creating environments where people are open to diverse points of view and willing to share ideas and collaborate freely.
The good news is that the power of what we do is being recognised by people outside of our immediate industry for this very reason. In a recent Forbes article, former broadcaster turned communications coach Jane Hansen wrote about how the demand for in-person industry events is surging“ in a paradox nobody predicted.”
“ In a world where AI can write your emails, schedule your meetings, and simulate conversations,” she wrote,“ the thing it cannot do is sit across the table from another person and build the kind of trust that moves business forward.”
That kind of trust is at risk around the world. Our global industry is navigating a landscape defined by geopolitical tensions, trade realignments, shifting economic narratives, AI’ s rapid diffusion, workforce transformation, changes in healthcare systems, and evolving immigration and mobility policies. On the surface, this confluence of uncertainties might suggest caution. Yet I am optimistic – because business events, especially in-person convenings, are precisely where leaders come to solve the challenges of the day, form common ground, and build trust. In a world of fractured information and algorithmic noise, business events remain one of society’ s most reliable instruments for progress.
In-person events provide structured environments where cross-sector stakeholders test ideas, align incentives, and accelerate decisions. The proximity of diverse perspectives, coupled with the urgency of time-bound agendas, turns conferences and congresses into action platforms, not simply stages.
In-person events remind us that progress is a social act. They convert abstract intent into practical collaboration and shared responsibility. As AI reshapes the information ecosystem, people will increasingly seek experiences where ideas are interrogated in public, where collective expertise is visible, and where commitments are witnessed. This is the unique power of convening: it creates accountability and a sense of common purpose. Holding firm on our commitments to inclusion and to creating safe and welcoming spaces for all will strengthen our ability to build bridges and networks between participants.
In early June, PCMA team members travelled from nine countries across four continents for our annual four-day allteam gathering at our North American headquarters in Chicago. We met, we deliberated, we challenged for all the reasons that have helped make business events a $ 1.6-trillion global industry, including strengthening our trust and our connections to one another.
My outlook for the last half of 2026 remains confident: business events will continue to be the laboratories of solutions and the marketplaces of trust. With disciplined design, ethical use of technology, and strategic alignment to public priorities, we can help leaders navigate complexity and deliver real-world results. The mandate is clear: convene with intent, measure what matters, and make trust our competitive advantage. n
ISSUE 143 / CONFERENCE & MEETINGS WORLD / 11