The 62nd ICCA Congress was held in Bangkok from 12-15 November 2023. Photo Credit: Xinyi Liang-Pholsena
The business events industry recognises the economic significance and value it holds. However, a crucial question arises: Do policymakers truly understand and acknowledge the socio-economic power of this sector?
This question loomed large during discussions among global meeting association leaders and convention bureau chiefs at the "Igniting Destination Growth by Unleashing the Power of Association Meetings" session at the 62nd ICCA Congress, held in Bangkok from 12-15 November 2023.
“We don’t tell them we’re growing. We need to identify local sectors that are important and driving the national economy, and business events need to be a part of it and contribute to the local economy,” said Senthil Gopinath, CEO of ICCA. "We need to show governments our economic impact rather than just telling them."
Convention and visitor bureaus (CVBs) worldwide share this mission. Dr Nasser Qaedi, CEO of Bahrain Exhibition & Convention Authority, sees CVBs as advocates and custodians of the MICE sector. The focus is on positioning business events as integral contributors to national GDP, ensuring visibility and exposure.
Qaedi is also a firm believer of aligning and positioning business events as an important contributor to the national GDP. “It’s all about visibility and exposure, and trying to make sure that we, as a small country, maintain a large footprint [in impact]. Although we have a small population of 1.6 million, we have more than 10 million visitors this year and we’re already looking to exceed 11 million. The idea is making sure that the business value proposition of exposing your events, your product, your activity in Bahrain resonates with value.”
Similarly, Minister of Tourism, Creative Industry, Performing Arts, Youth, Sports & Entrepreneur Development of Sarawak Government Sri Haji Abdul Karim Rahman Hamzah sees business events as "a significant vertical" for transforming Sarawak into a high-income, inclusive, and sustainable destination. Industry collaboration, thought leadership, and diversification are essential components of national development plans.
Thailand Convention & Exhibition Bureau’s president Chiruit Isarangkun Na Ayuthaya attests to the power of collaboration, designating 10 MICE cities and successfully bidding for mega events with strong private sector and industry association support.
However, amidst this progress, a significant challenge remains – the lack of a common vernacular. Tina Altieri, managing principal of Max Communicate and the panel moderator, noted the industry's internal cohesion but emphasised the struggle to convey messages effectively to external stakeholders.
Sheriff Karamat, president & CEO of PCMA and CEMA, acknowledged the industry's responsibility in using terms like 'MICE' and 'business events' without establishing a common language. The focus should shift towards aligning terminology for better communication with government officials and policymakers.
While attendance numbers are easily quantified, ICCA president Marta Gomes highlighted the difficulty in measuring the "actual outcomes". “If we think about the importance of events, it’s not about the number of people but the conversations they are having and what they are changing.”