Interview
You recently opened representation in Australia but which countries hold the most promise? And what of geopolitical risks? Australia is hugely exciting because we’ re seeing growing demand from global clients who want support across APAC but don’ t necessarily want to appoint multiple agencies. Beyond Australia, we see significant opportunities across:
• Southeast Asia
• The Middle East
• North America
• Key European destinations Dubai continues to grow as a major international meetings hub although having some challenges currently, but if anywhere can bounce back then that region can. Singapore remains incredibly important for APAC. Australia offers both strong domestic opportunities and a gateway into the wider region.
Geopolitical risk is now a permanent consideration rather than an occasional one.
Clients are thinking about visa requirements, travel disruption, currency fluctuations, sustainability considerations and regional instability more than ever. Our role is to help them navigate those risks through contingency planning, strong local relationships and diversification of destination options.
How do the challenges differ around the world? One of the biggest mistakes organisations make is assuming that what works in one market will work everywhere, but the challenges vary enormously.
In some markets, infrastructure and logistics are the primary consideration. In others, cultural understanding is critical. Elsewhere, regulation, procurement requirements or labour laws become the biggest factor. The answer is local expertise. Whether that’ s recruiting local talent, partnering with specialists on the ground or building long-term supplier relationships, we believe local knowledge is irreplaceable.
Global consistency matters, but local understanding is what turns a good event into a great one that delivers real impact.
Recent industry trade shows have shown a full appetite returning for events, yet there are still budget worries and economic and geopolitical anxieties. I guess you have to plan for the pendulum to swing in either direction? Without question.
The appetite for face-to-face engagement has never been stronger. The challenge isn’ t whether organisations value events. It’ s how they justify investment and demonstrate return. Clients are becoming increasingly sophisticated in how they measure outcomes. They’ re asking more questions around audience engagement, business impact and ROI. We therefore must build businesses that can perform in both growth markets and more cautious economic conditions.
What are some of the key platforms of your future development strategy? Our immediate focus is on sustainable international growth. We want to continue strengthening the group, expanding our geographical footprint and deepening relationships with global clients.
Three major priorities we’ re focusing on include, attracting the best talent to asembl., leveraging technology / AI, and further collaboration to create and offer the best value to our clients.
The aim remains, to become the most connected and collaborative events group in the industry.
What are the most important issues facing our international meetings industry in your view? In addition to the above, I would say … Talent and skills development: As an industry we must continue to attract and support the next generation of talent to realise this is one of the best industries out there to consider choosing as a career.
Technology and skills development: I hate to keep banging on about AI, but it will( if it hasn’ t already) transform many areas of our industry and we need to be in front of this, not behind it.
And sustainability and responsible delivery is an issue, or consideration, that may have dropped off the radar slightly in recent years, but it’ s something that should be a requirement rather than a differentiator.
What is the favourite event you have been involved in organising and what would be your dream event to organise? My favourite events are rarely the biggest.
The most rewarding projects are often the ones where you can genuinely see the impact on people. Whether that ' s bringing a global sales team together, launching a new brand or creating a moment that changes perceptions, those experiences stay with you.
As for a dream event … pass. I don’ t know, but it would likely be a sporting event around F1 I think, but I ' m just not sure what yet. n
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