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Extending into the city The partnership also reflects a broader trend: events expanding beyond the venue into the host city.
“ Since 2018 we’ ve hosted a street party in the centre of Amsterdam during the opening evening,” Davies says.“ The RAI is our hub, but we want to be part of the whole city and RAI has enabled that.”
These kinds of activations help create a stronger sense of community and extend the impact of the event.
“ When an event connects with the wider ecosystem of a city, it becomes much more impactful,” Davies adds.
Durant agrees:“ We actively explore how we can bring the city into the event. That’ s how you create a deeper connection between the event, the industry and the destination.”
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From event to platform Money20 / 20 also continues to evolve in content and impact. Initiatives such as Policy20, bringing together policymakers, central bankers and regulators, highlight the growing importance of dialogue between industry and government.
“ Events like Money20 / 20 create a neutral platform where these conversations can take place,” Davies says.“ They help shape the future of the industry.”
Redefining success For both organiser and venue, success is no longer defined by numbers alone.
“ Scale matters, but it has to be the right audience,” Davies says.“ What counts is quality conversations, real business being done and
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Above: Money 20 / 20, RAI Amsterdam and the city shaping a holistic future event synergy
“ The destinations that will stand out in the future are those that understand ecosystems and can mobilise networks around an event”
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partnerships that move the industry forward.”
Durant adds:“ The destinations that will stand out in the future are those that understand ecosystems and can mobilise networks around an event.”
A blueprint for the future The collaboration between RAI Amsterdam and Money20 / 20 Europe shows how events can evolve beyond traditional formats.
By connecting global communities with local ecosystems, and by extending into the city itself, they are redefining what a successful event looks like.
Not just a meeting place, but a platform where industries come together to shape what’ s next. EW
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Issue 2 2026 33 |