ICCA
The moment is now The
BUSINESS EVENTS ARE ON THE PRECIPICE OF THEIR MOST INFLUENTIAL DECADE YET, BELIEVES ICCA CEO DR SENTHIL GOPINATH
F or years, the business
meetings and events industry has been confident in value, but cautious in voice. We have been outstanding at delivery: bringing people together, creating platforms for knowledge exchange and learning, and, critically, supporting economic growth. But we ' re often hesitant to claim our place in wider strategic conversations. That is all changing.
What feels different now is not just the scale of events, but their context. Governments are navigating economic difficulties we haven ' t seen in decades, industries are undergoing structural change, and cities are competing for investment, talent, and relevance. In this volatile environment, business events are no longer a supporting player in the global economic game. They are a strategic tool.
The evidence has been building for some time. Major conferences and exhibitions consistently demonstrate their ability to generate high value economic impact, attract key decision makers, and accelerate innovation in key sectors – from technology and healthcare to energy, finance, and infrastructure. But what is becoming clearer is that their influence extends beyond economics alone.
Business events are increasingly where policy meets practice. When government leaders attend global meetings, they are not there just to open the proceedings. They are there to listen, to test ideas, and to engage directly with industries shaping the future. Trade policy, sustainability frameworks, digital innovation and regulation, and professional development are all influenced by conversations that happen in conference halls and meeting rooms, often more effectively than in formal consultation processes.
For our industry, this presents both an opportunity and a responsibility.
Above: Senthil Gopinath
opportunity lies in positioning business events as platforms for progress. Not just places where deals are done, but environments where complex challenges can be addressed collaboratively. When a destination hosts a major international congress aligned with its national priorities, it sends a powerful signal about intent and capability. The responsibility is to make sure we engage with that role, and that responsibility, deliberately.
This requires a shift in mindset. Advocacy can no longer be something the industry turns to only when faced with problems such as visa barriers, funding constraints, or infrastructure shortcomings. It must be proactive, consistent, and based in a clear understanding of government priorities. Business events leaders need to speak the language of policymakers: economic resilience, competitiveness, skills, and long term legacy.
It also requires confidence. Too often, we underplay our relevance, assuming our impact is understood, known, and valued – when it is not. Outside the sector, business events are still frequently viewed through a narrow tourism lens. That is only part of the story; the real value lies in what happens because people meet: partnerships are formed, policies influenced, investment secured and ideas advanced.
The destinations and organisations that are succeeding today are those that recognise this and act accordingly. They invest in research to demonstrate impact. They build relationships with government stakeholders long before bids are submitted. And they align their event strategies with broader economic and societal goals.
We can remain excellent organisers and hope others recognise our value. Or we can step forward as strategic partners – confident advocates for the role business events play in shaping economies, industries, and communities. The choice is ours; and the moment is now. n“ The opportunity lies in positioning business events as platforms for progress. Not just places where deals are done, but environments where complex challenges can be addressed collaboratively”
ISSUE 143 / CONFERENCE & MEETINGS WORLD / 9