Ready, set, meet: Lessons from FIA’s race to a successful event

A successful event has more in common with a motor race than many planners might think.

Attendees may remember the keynote speeches, gala dinners or headline announcements, but the success of an event often comes down to everything that happens in between: the preparation, the handovers, the timing and the ability to recover when something goes off track.

For organisers, that means the meeting itself is only part of the experience. A delegate’s impression is shaped by the journey to the destination, the ease of moving around the city, the quality of the venues, the opportunities to connect and unforgettable experiences.

The Fédération Internationale de l'Automobile (FIA) offered an interesting case study when it brought 400 delegates from 149 countries to Macao for its 2026 FIA Extraordinary General Assembly and Annual Conference for the second consecutive year. Its experience highlights how operational precision and destination experience can work together to turn a well-run event into a memorable one.

The delegate journey starts before the event

For international delegates, first impressions are rarely formed at the registration desk. The airport experience, transfers, hotel arrival and first interactions with the destination all shape how an event is perceived.

For Craig Edmondson, FIA's chief commercial officer, the journey began with a direct flight from London Heathrow to Hong Kong International Airport, followed by a transfer across the Hong Kong-Zhuhai-Macao Bridge. By the time he arrived at his hotel in Macao, his room had already been prepared and the check-in process completed.

“It was very straightforward, probably the fastest I've experienced at any airport in the world,” he shares. After clearing customs, he was taken directly to the hotel, where he could freshen up before his first meeting. “We were ready to go. It was a really, really easy experience for all of us.”

Remove friction behind the scenes

What delegates experience as a smooth event is often the result of countless hours spent coordinating transport, accommodation, visas, venues and suppliers.

For FIA, which brought together 249 member clubs from around the world, local support was an important part of managing that complexity. Macao’s Commerce and Investment Promotion Institute (IPIM) supported the organisation in navigating local requirements, including access and visa arrangements, while also connecting the FIA with tourism partners and local suppliers.

Edmondson says that network made a meaningful difference. “It was fantastic to have the support and backing of a local partner like IPIM, in particular, because of the network it brings,” he says. “Any questions we had were answered and, quite often, our requests were done before we even ask.”

Choose a destination that adds meaning  

Infrastructure is a prerequisite for a successful event, but it’s rarely what makes a destination memorable. A stronger proposition comes when the destination itself reinforces the purpose of the gathering. 

For the FIA, Macao’s deep-rooted motorsport heritage made it a natural fit. The Macau Grand Prix has been intertwined with the city’s identity for decades, creating a connection that extends beyond conference facilities and meeting spaces.

“There is a reason for us to be here and there is a reason for our members to be here,” says Edmondson. “But equally, the modern facilities, the friendly and dynamic welcome that we get, plus the expanded experience of being able to really explore Macao and have a great experience here is something that we cherish. You can really see that our members are excited to be in Macao.”

Build the destination into the programme   

The FIA’s conference programme extended well beyond formal meetings and business sessions. Cocktail receptions, gala dinners, heritage district visits and opportunities to sample Macao's renowned food scene gave delegates a chance to engage with the destination on a deeper level.

“It’s not just about coming to a convention centre, running meetings and staying in a bubble. It’s also about exploring the city’s cultural richness and creating memories," adds Edmondson. “Macao enabled us to create the full, holistic experience for our guests.”

Hosting the conference at the Galaxy International Convention Center also helped simplify movement between hotels, meeting spaces and social functions. “The hotel, the meeting rooms – they’re all in the same place,” Edmondson notes. This integrated setup enabled delegates to move between formal meetings, breakouts, coffee breaks and networking with ease.

Design for impact beyond the event  

The strongest events go beyond a successful few days. They leave something behind.

For the FIA, the annual conference is where its global membership comes together to shape the organisation’s future strategy and priorities. In Macao, that purpose extended beyond the membership, with more than 100 students invited to explore career opportunities in motorsport and mobility, which are multi-billion-dollar industries. “We want to make sure that we’re part of the community here in Macao,” says Edmondson.

“Also, it's how we determine the future for our organisation,” he adds. “Everything you see in our daily work, whether that’s Formula One or international karting, and the decisions that are made in this environment are the ones that carry through.”

FIA will return to Macao for its annual conference a third consecutive year in 2027. This decision underscores the importance of finding a destination that delivers on multiple fronts: operational ease, relevance to the organisation and meaningful experiences for delegates.

“Everything is simple, and the welcome that we have really makes us feel at home,” says Edmondson. “Everything works in Macao.”

Like a race, getting the details right is what gets everyone to the finish line.

Planning an event in Macao? Contact IPIM to explore how its team can support your next MICE programme.

This article is brought to you by the Commerce and Investment Promotion Institute of the Macao SAR (IPIM).