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The Evolving Role of the PCO: Meeting Tomorrow’s Client Needs

Bi-monthly publication from the International Association of Professional Congress Organisers

| PARTNERS CONTRIBUTIONS ISSUE #125 EDITION 4 (2026)

ICC Wales, Worldchefs & The Power of Partnerships

What happens when a global congress comes to ICC Wales, a venue & destination committed to legacy and impact? Discover how collaboration helped Worldchefs create more than a successful event in Wales. Scan to read the full story.

Hello friends and colleagues, Welcome to this issue of #thePCO, dedicated to one of my favourite topics: how creativity, inspiration aligned with strategy can shape the future of the PCO business. We have been addressing this topic for a while now in the IAPCO community, as we continuously experience the evolving role of the PCO from an event delivery agent, to a partner offering strategic value creation across the entire impact cycle, beyond logistics. I recently had the opportunity to represent IAPCO and the PCO community at the ICCA Central European Chapter meeting in Ljubljana as well as PCMA EMEA Meeting in Lisbon, in highly interesting panels discussions about the collaboration perspective between PCOs and event agencies, but also the importance of creating connection through our business. Inspiring discussions highlighting a shift in perspective across our industry: the need to encourage meaningful dialogue, strengthen a sense of belonging and move from ROI to ROR – return on relationships – in the event design process. These priorities are reshaping the world of meetings and the role of the organiser: PCOs are trained to navigate complexity, embedding risk management, contingency planning and structure into the event design process to support the client’s vision. Beyond the delivery of excellent services and operational expertise, we now focus gradually in aligning the congress with the organisation’s mission, and long-term KPIs, translating them into inspiring content, going beyond smooth delivery to support learning, connection and collaboration. At the heart of this evolution is a strong commitment to enabling the transfer of knowledge. The PCO of the future is the strategic partner who serves as the connector of communities, key players, ideas and, above all, people, combining the confidence of experience with the curiosity to challenge established approaches. I am proud of the real cases and stories featured in this issue, showcasing the strength and the future-oriented culture of the IAPCO community.

Sissi Lignou

IAPCO NEWS | I S S U E # 1 2 5 E D I T I O N 4 ( 2 0 2 6 )

The Evolving Role of the PCO: Meeting Tomorrow’s Client Needs

Whether through our online education programmes, EDGE Seminars, WebEDGE, new ACE 1 accreditation, thought leadership or peer-to-peer learning, IAPCO continues to help PCO professionals develop the skills needed to operate further upstream in the client relationship. That means understanding not simply how to deliver an event, but why it exists, what success should look like and how its impact and legacy can extend well beyond the closing session. Our global community is equally important. IAPCO creates opportunities for members to share experiences, challenge established models and learn from one another about emerging areas such as AI, data and technology, sustainability, community engagement, legacy and impact measurement. Together, PCOs and IAPCO are identifying where client expectations are moving to ensure everyone if ready to respond proactively and make educated recommendations to clients and partners alike. IAPCO is also continuing to advocate for greater recognition of the accredited PCO as a strategic adviser and value partner. Increasingly, our members are helping clients grow and engage communities, demonstrate measurable outcomes, navigate risk and complexity and translate organisational objectives into meaningful experiences. Tomorrow’s successful PCO will combine operational excellence with insight, creativity, technology and strategic thinking. IAPCO’s role remains steadfastly to ensure our members have the knowledge, connections, standards and confidence to make that transition and to demonstrate the extraordinary value that they bring throughout the entire event and impact cycle. In this issue you will experience this philosophy in action through the stories from members, partners and our wider community. I hope it will inspire you to continue how you, too, can grow communities, outcomes and de-risk some of the complexities impacting business and professional events today. Enjoy,

Martin Boyle CEO, IAPCO

President, IAPCO

The PCO: Published by IAPCO Whilst every care is taken in the preparation and publishing of The PCO, the views expressed are not necessarily those of IAPCO or its members and no responsibility can be taken for articles, errors or comment. Editor: Martin Boyle (pco@IAPCO.org)

REGIONAL FOCUS FUTURE LOADING

Highlighting MEA

IAPCO Members, Ambassadors and Partners Driving Leadership, Innovation and Growth

PARTNERS CONTRIBUTIONS ICC Wales

Rwanda

Geneva

Japan

Dubai

Speke Resort Convention Centre

Fáilte Ireland

ICC Wales, Worldchefs & The Power of Partnerships

CONTENTS

IAS 2025: Bringing the Global HIV Community to Kigali

ON THE COVER: Stock Photo: AI Generated

A Destination That Innovates for Associations and PCOs Japan Places 6th in ICCA Global Rankings What If The World of Opportunity Had a Capital? Uganda’s Premier Lakeside MICE Destination Join Us in Ireland Where the World Meets

ON-POINT ARTICLES Beyond Logistics

From Event Organiser to Strategic Risk Partner

The Role of the PCO is Changing

What the Global Agritourism Conference Taught Us About the Modern PCO

What Clients Now Expect from Their PCO Not in the Way we Think

Beyond the Three Days

From Logistics to Strategic Value

From Logistics to Long-Term Value

Beyond the Congress

Beyond the Event

From event delivery to strategic value

Parkinson Congress

Beyond Event Delivery

From Conference Organiser to Year-Round Impact

Why Strategic Leadership Is Becoming the Real Value of the Modern PCO Pure Spot’s Integrated Approach to Events in the MENA Region Redefining the Role of the PCO

Building Resilience, Continuity and Legacy Creating Awareness, Community and Impact

Helping associations achieve more through their conferences From Knowledge Exchange to Community Experience The PCO as Strategic Partner

How CAP Partner Helps Medical Societies Thrive

MEMBER NEWS Member News

Updates from the IAPCO Member Community

IAPCO NEWS Message from the President and CEO

Upcoming Education and Events

Education

IAPCO EDGE Amsterdam 2027

Early Bird Registration Now Open

Sustainability Award 2026

Nominations Are Now Open

Collaboration Award 2026

Feature in the Issue #126 Edition 5 (2026) of the PCO!

Final Call for Nominations

2026 IAPCO & Fiexpo Emerging Leaders Programme – LATAM

From emerging talent to Industry leadership.

IAPCO at IBTM Americas 2026

IAPCO at the 40th CityDNA Summer School

Hosted EDGE Tokyo Strengthens Japan’s Business Events Industry

Community

IAPCO AM&GA Mumbai 2027

The upcoming edition of The PCO will shine a spotlight on the dynamic North America region.

Advocacy

The Athens Promise

Great meetings are never built by one organisation. Advantage emerges when PCOs, public bodies, and private partners operate as one ecosystem – aligning purpose, data, and delivery to create outcomes that outlast the closing plenary. This issue explores how to turn collaboration from a value statement into a competitive capability.

A Renewed Focus on Sustainability and Talent

Welcoming New IAPCO Partners

One Ecosystem: Partnering for Meetings that Matter

Regional Feature: North America

Early Bird Registration is Live

IAPCO and IFES Extend Strategic Partnership

Theme:

Together, Advancing Our Industry.

Dear Destinations. Dear Associations. Real Impact.

IAPCO at the ICCA Central European Chapter Meeting 2026

We invite IAPCO members, clients, partners and collaborators from across the region to contribute news, updates, case studies and stories that showcase its distinctive strengths, innovations and growing influence within the global meetings and events industry. Let us highlight the creativity, leadership, and evolving landscape shaping the future of business events in North America.

EMERGING LEADERS PERSPECTIVE The Evolving Role of The PCO:

Meeting Tomorrow’s Client Needs

Deadline for all contributions: 14 October 2026 We welcome submissions from all our members from around the world.

SnaPCO

Editorial support is provided to non-English Moments from the IAPCO Community

speakers. Send your contributions for the next edition to pco@IAPCO.org

| ON-POINT ARTICLE

Beyond Logistics: What the Global Agritourism Conference Taught Us About the Modern PCO

ISSUE #125 EDITION 4 (2026)

When Scottish Agritourism won the bid to host the inaugural Global Agritourism Conference, they were ambitious that the world’s first conference dedicated entirely to agritourism could put Scotland on the map. Delivering that needed more than flawless logistics from Abbey Conferences, the appointed PCO. It needed a partner willing to step into destination marketing, political relationship management, sector strategy and sustainability leadership, often all at once. That shift, from event delivery to strategic value creation, is one many PCOs will recognise. This case study looks at how it played out in practice.

relationships within the sector, Abbey Conferences and Scottish Agritourism designed Learning Journeys that took delegates from Edinburgh to Aberdeen through working farms before the conference even began, and shaped a catering strategy sourcing over 90% of menus directly from more than twenty named Scottish farms. Delegates met the producers behind their food, visited the farms, and left having experienced Scottish agritourism rather than simply hearing about it. ‘We learned more about Scottish berries, native breeds and the everyday challenges facing farmers than we ever expected to,’ says Lindsay McClenaghan of Abbey Conferences. ‘But that depth of understanding wasn’t a nice-to-have, it was what the brief actually needed. You cannot deliver an event to this client’s standard, or in line with their values, without genuinely understanding their world first.’ Increasingly, this is what clients expect from a PCO: not just an events team, but a genuine partner who aligns with them and their sector.

A client with genuine ambition Scottish Agritourism is a small but mighty organisation, and the scale of their ambition deserves recognition. Its network of over 100 member farms, built over years of grassroots relationship-building, made an event of this ambition possible at all. Hosting a global conference formed part of Scottish Agritourism’s own contribution to VisitScotland’s national Agritourism strategy and meant stretching a sector body used to running a domestic annual gathering to hosting more than 550 delegates from fifty countries. That stretch was the whole point, and Abbey Conferences’ role was to help Scottish Agritourism reach it without losing what made the sector distinctive in the first place: its people, its close-knit community and its pride. Becoming part of the destination sell For a conference built around agritourism, the destination had to be part of the event. This is where the PCO’s role extended beyond the traditional. Working alongside Scottish Agritourism’s amazing members and drawing on the wider Abbey Group’s existing tour operations

Coordinating a coalition A conference of this scale and political significance also required the PCO to manage relationships that had nothing to do with room layouts or AV schedules. The Scottish Government committed £150,000 to the conference, recognising both the sector’s importance and the value of hosting it in Scotland, a commitment that needed to be delivered against and seen to succeed. VisitScotland provided national marketing weight and administrative support, while VisitAberdeenshire and P&J Live provided regional and venue-level backing that grounded a global event in a proud local identity. Coordinating these relationships, ensuring each partner’s contribution was visible, valued and aligned with the others, became as much a part of the PCO’s job as managing the delegate list. Where sponsorship

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from governing bodies is involved, a PCO increasingly has to think and act like a relationship manager for a coalition, so that political goodwill built for one event carries forward into lasting relationships.

Agritourism’s willingness to be ambitious on the world stage, and Abbey Conferences is genuinely grateful for the trust placed in us to help deliver that ambition. Thanks are also due to VisitScotland, VisitAberdeenshire and P&J Live, whose support turned a bold strategy into a deliverable event. The wider lesson for the profession is this: clients no longer come to a PCO simply to de-risk logistics. They

Understanding sector and context Bringing together delegates and speakers from fifty countries, including twelve taking part in a new international benchmarking exercise, meant the PCO also needed a working understanding of agritourism’s very different shape from country to country, and of the sensitivities involved in convening that many nations under one roof. Content had to reflect global perspectives on policy, data and rural resilience without flattening them into a single narrative, and a scholarship programme bringing thirty international scholars and eight CalMac Young Farmers into the room ensured the conference represented the sector’s future as well as its present leadership. This is sector-specific strategy work that sits outside a traditional logistics brief, but which increasingly defines whether an inaugural conference earns the right to a second edition. Sustainability as a strategic decision P&J Live was selected as venue partly because its sustainability credentials matched the ambition of the event, and that alignment shaped decisions from the outset rather than being retrofitted afterwards. Local sourcing, reusable event dressing, paperless delegate communications and food waste monitoring were built into the plan alongside the content programme. Co-ordinating a client and venue towards sustainability decisions that hold up to scrutiny, and that generates genuine is now a core part of what clients expect a PCO to bring to the table. A note of thanks, and a wider lesson None of this would have been possible without Scottish

come to de-risk ambition itself, whether that is a firsttime conference, a politically significant sponsorship or a sector trying to define its place on the world stage. The Global Agritourism Conference is one example of what that looks like in practice, and a reminder that the modern PCO’s value increasingly lies well beyond the event floor. Lindsay McClenaghan Conference Business Development Manager Abbey Conferences

| PARTNERS CONTRIBUTIONS ISSUE #125 EDITION 4 (2026)

IAS 2025: Bringing the Global HIV Community to Kigali In July 2025, Rwanda welcomed the global HIV community to Kigali for the 13th International AIDS Society Conference on HIV Science (IAS 2025), one of the world’s leading meetings on HIV research and its application. Held at the Kigali Convention Centre and virtually from 13–17 July, IAS 2025 brought together 3,986 participants from 124 countries, including researchers, policymakers, healthcare professionals, advocates and partners. With 46% of delegates from Central, Eastern, Southern and Western Africa, Kigali placed the region at the heart of the global HIV conversation.

Why Rwanda? Kigali was selected in recognition of Rwanda’s track record in hosting international meetings, world-class convention facilities and accessibility for international delegates. Rwanda’s own progress in the HIV response also provided an important perspective for the global community. Rwanda is one of the few countries to have attained the UNAIDS 95-95-95 targets ahead of the 2030 deadline, providing an important success story for the global HIV response.

Delivering a global conference in Kigali The conference was delivered through close collaboration between the International AIDS Society, Rwanda Convention Bureau, Ministry of Health, Rwanda Biomedical Centre and local partners. The programme featured 142 oral presentations and more than 1,400 posters showcasing the latest HIV research and innovation.

Hosting the IAS Conference on HIV Science allows us to showcase Rwanda’s evidence-based approach to ending AIDS.

Jeanine Umutesi Condo IAS 2025 Local Chair

Thank you to the people of Rwanda for making this a defining moment. Delegates called it the best conference ever, highlighting the impact on the community and attendees.

Ariane Brusselmans Director, Conferences, International AIDS Society

ON-POINT ARTICLE PARTNERS CONTRIBUTIONS | I S S U E #|1 2I S5 S EUDEI T#I 1O2N5 4E D( I2T0I 2O 6N) 4 ( 2 0 2 6 )

It demonstrated Rwanda’s capacity to host a world-class scientific conference and convene global leaders in HIV, infectious diseases, research, and health systems strengthening.

Dr. Gallican Rwibasira Rwanda Biomedical Centre

Impact beyond the event IAS 2025 strengthened connections between Rwandan and international researchers, healthcare professionals and institutions. The conference awarded 247 scholarships to delegates from 56 countries, with 62% supporting participants from Central, Eastern, Southern and Western Africa.

The Kigali Declaration, signed by scientists, academics, advocates, clinicians, policymakers and public health leaders, called for renewed global commitment to HIV, sustained investment in research and stronger partnerships with affected communities. IAS 2025 demonstrated Kigali’s capacity to deliver major international scientific and association meetings while creating connections and partnerships that extend beyond the event.

Kigali ranks second in Africa for association meetings in the ICCA rankings and continues to attract major conferences across health, science and technology, including the ICCA Congress 2027, IPA Congress 2027 and Multilateral Initiative on Malaria 2027.

Looking to bring your next international Meeting to Rwanda?

Reach out to the Rwanda Convention Bureau: sales@rcb.rw

Visit our website for more information: www.rcb.rw

@RCBrwanda

| ON-POINT ARTICLE

From Event Organiser to Strategic Risk Partner: What Clients Now Expect from Their PCO

ISSUE #125 EDITION 4 (2026)

For decades, the value of a PCO was easy to describe: secure the venue, manage registration, coordinate suppliers, keep the programme on time and make the congress work flawlessly onsite. Those fundamentals have not disappeared. They remain the price of entry. But the client brief has changed. Across my work with associations and congresses in Asia-Pacific, Europe and Africa, the questions increasingly begin long before venue contracts are signed or registration opens. Is the financial model genuinely viable? Is this destination strategically right for the congress? What happens if air access changes, a sponsor withdraws or international participation softens? Clients no longer need a PCO only to execute decisions. They need a partner who can help them make better decisions. That evolution can be seen in three important shifts. From delivery to commercial stewardship A budget used to be treated largely as an administrative necessity: a set of projected income and expenditure, revised periodically as the meeting developed. Today, it must be a decision-making tool. Associations face higher venue and production costs, cautious sponsors, pressure to keep registration affordable and a growing expectation that congresses will contribute to education, advocacy, research or other legacy programmes. A surplus is not simply a pleasing outcome; for many associations, it is what enables their work between congresses. In a recent feasibility exercise for a major international congress, the host association faced a substantial hosting obligation, high delivery costs and an understandable wish to create funds for future member initiatives. The early budget could have been made attractive by inserting an ambitious sponsorship target. But that would not have made it credible. The more useful work was to test the assumptions: comparable attendance, realistic sponsor appetite,

package structure, registration sensitivity, destination funding, contingency levels and the point at which ambition becomes exposure. It also required asking difficult but necessary questions: should certain investments be phased? Can revenue be diversified? Which elements most affect the delegate experience, and which can be redesigned without diminishing it? This is commercial stewardship. It is not about making a congress smaller or less ambitious. It is about giving ambition a sound financial foundation. The modern PCO must be prepared to say, with evidence, that a target is unrealistic, that a risk has been understated, or that an attractive idea needs a different funding model. Clients value that candour because the consequences of getting it wrong are no longer confined to one event; they can affect an association’s reserves, reputation and ability to serve its members. From supplier coordination to destination strategy A destination is not merely the place where a congress happens. Increasingly, it is part of the reason the congress should happen at all. Venue capacity, hotel inventory and flight connectivity still matter. Yet a destination case built only on logistics is rarely compelling enough in a competitive international bid. The stronger proposition connects the place to the purpose of the meeting. One recent medical congress bid in an East Malaysian destination illustrates this well. The case was not simply that the city had an appropriate convention venue and attractive surroundings. Its real strength lay in the connection between the congress and regional health needs, underserved communities, a wider Borneo and Asia-Pacific network, and the opportunity to build clinical awareness and capability after the final session closed. That required the PCO to operate well beyond supplier coordination. It meant drawing together the LOC, clinicians, academic institutions, government agencies, convention bureaux and industry partners into one coherent proposition. It also meant making sure that the legacy narrative could be delivered: that support was confirmed rather than assumed,

The same principle applies in major competitive bids. Hospitality for decision-makers, funding support and an appealing destination narrative may open the door, but they do not win confidence on their own. A destination must show why it matters to the profession, how it will support the congress, and what lasting benefit will remain for the community. The PCO is therefore becoming a bridge: between the association and the host city, between scientific relevance and practical delivery, and between an ambitious story and a plan that can withstand scrutiny. The best congresses are not simply held in a destination. They are meaningfully connected to it. From problem-solving to risk leadership PCOs have always been problem-solvers. The difference today is timing. Clients increasingly expect risks to be identified before they become emergencies, and for the implications to be clear before the board must make a decision under pressure. Changing airline routes, geopolitical instability, visa restrictions, inflation, cyber-security threats, extreme weather and sudden shifts in delegate confidence can all affect an international congress. Recent disruptions to air travel in and around the Middle East are a sharp reminder that a travel issue can quickly become a programme, financial and reputational issue. The PCO’s role in such a situation is not limited to finding another flight. It begins with scenario planning: identifying critical speakers and vulnerable routes, reviewing insurance and force-majeure provisions, preparing timely delegate communications, considering alternative arrangements and agreeing clear escalation points with the client’s leadership. Risk leadership also applies to the quieter risks that can be missed during procurement. In a recent corporate-event proposal, the most important early work was not creative production; it was clarifying responsibilities. What was included by the venue? Who was responsible for technology? Was a digital

food-and-beverage system required? Would different suppliers be quoting overlapping elements? Without those answers, a budget can look complete while delivery gaps and duplicated costs are already being created. A good PCO does not create alarm. Nor should we pretend certainty where none exists. Our role is to create clarity: sensible contingencies, contractual protections, alternative options, communication protocols and decision points that allow the client to act while choices are still available.

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that logistics worked, and that each stakeholder understood both its role and its commitment.

For association leaders – often volunteers balancing demanding professional lives – this kind of advice is especially valuable. They do not need more paperwork. They need concise, candid judgement: what is manageable, what needs monitoring and what requires a board-level decision. The new measure of value A seamless onsite congress will always matter. Delegates remember whether registration was smooth, speakers were cared for, sessions began on time and the experience felt effortless. Yet the measure of a PCO’s value is moving earlier in the lifecycle. It lies in whether the association made sound commercial decisions before committing its funds; whether the destination was positioned around genuine relevance rather than generic appeal; whether risks were anticipated early enough to protect the programme, people and reputation; and whether the congress creates value that lasts beyond its closing ceremony. The PCO of tomorrow will still be expected to deliver an exceptional event. But increasingly, we will be valued for something more: helping clients see around corners before the congress begins. Fu Kei Cheong, CMP Co-founder, Anderes Fourdy Events Adjunct Associate Professor, Taylor’s University

| ON-POINT ARTICLE

The Role of the PCO is Changing. Not in the Way we Think

ISSUE #125 EDITION 4 (2026)

I have been thinking a lot recently about what we really do as PCOs. Not the official answer we give in proposals. Not the nice sentences about excellence and seamless delivery. The real work. Because if I look honestly at recent years, something has shifted. Not suddenly. Not with a big announcement. But quietly, in the way our clients speak to us, in the kind of problems they bring, and in what they expect us to solve. It used to be about delivering a congress. Now it is about reducing uncertainty. A client no longer comes with just a programme and a venue. They come with questions they cannot fully articulate. How do we engage a community that is losing attention? How do we justify the investment internally? How do we make sure compliance is not a blocker but something we manage with confidence? How do we create something that lasts longer than three days? And in the middle of all this, there is us. For a long time, I believed our value was in control. Knowing every detail. Anticipating every risk. Building systems that do not fail. And this is still true, of course. If the logistics fail, nothing else matters.bBut it is no longer enough. Recently, I caught myself doing something I did not do five years ago. Before answering a client, I sit with the question longer. I test ideas. I simulate options. Sometimes with my team, sometimes with tools, sometimes just by writing things down and seeing where it goes. It feels less like executing and more like thinking together. There is a lot of noise around AI. Too much, honestly. Every week there is a new promise, a new tool, a new revolution. Most of it is not useful for us in practice. But something more subtle is happening underneath. The way we think is changing. We are no longer alone when we think. Not in a dramatic way. Not like replacing expertise. But more like having a second layer of reflection. A space where ideas can be tested quickly, where assumptions can be challenged, where scenarios can be explored without waiting for the next meeting or the next steering committee. This changes the role of the PCO more than any new event technology. Because our value moves upstream. We don’t just execute decisions, we help shape them. I see it in small moments. A client hesitates about a format. Before, we would suggest two or three options based on experience. Now, we explore ten. Not all good. But enough to open the conversation and make the client see their own event differently. Take compliance in medical events. It used to be about applying rules correctly. Now it is about designing a system that is compliant by design, 12

but also workable for humans. That requires thinking, not just checking. In community building we used to focus on attendance. Now the question is different. What happens between the events? What kind of interaction do we enable? What value do participants take back to their daily work? These are not logistical questions. They are strategic ones. And this is where I believe the PCO is evolving, whether we like it or not. We are becoming a kind of interface. Between complexity and clarity. Between ideas and execution. Between institutions and communities. And maybe also between human intelligence and something that is starting to augment it. Not replace it. Augment it.

Because in the end, what makes a good congress is still very human. Trust. Timing. Understanding the dynamics of a board. Reading what is not said in a meeting. Knowing when to push and when to step back. No system can do that for us. But we can do it better if we are not alone in our thinking. I do not think the future PCO is a tech expert. Nor do I think it is a pure strategist. It is someone who knows how to think with others. Humans and tools. Who is comfortable exploring before deciding. Who accepts that not everything is defined at the start. Someone who is less focused on delivering a perfect event, and more on creating the right conditions for something meaningful to happen. This is less visible work. Harder to explain in a proposal. More difficult to price, probably. But it is where the real value is moving. And maybe that is the uncomfortable part. Because it requires us to let go of a part of our identity. The one where we are in control of everything. In reality, we never were. We were just very good at hiding the complexity. Now, the complexity is still there. But the expectation is different. Clients do not want us to hide it. They want us to navigate it with them. And that, for me, is a much more interesting role. Benoît Dubuisson Managing Director Downtown Europe (Europa Group)

The role of the PCO has changed. Associations no longer expect flawless logistics alone. They increasingly look for strategic advice, risk management, stronger engagement, measurable value and lasting impact. But if the role of the PCO is evolving, the role of the destination must evolve too. To explore this question, the Geneva Convention Bureau spoke with two Geneva-based IAPCO members, MCI Switzerland and K.I.T. Group Switzerland. Their answers pointed to a clear conclusion: the best destinations do not simply host congresses. They help PCOs deliver more value to their clients. MCI Switzerland describes the shift clearly: ‘Associations are no longer simply looking for a supplier capable of organising a congress. They are looking for a strategic partner able to share a vision, support their growth and create lasting impact.’ Clients expect valuable connections with local experts, strong political and scientific engagement and clearer demonstration of the value created by a congress. They are also looking for partners willing to engage beyond a single edition and contribute to the long-term development of the event. This is where Geneva can support PCOs The city brings together international organisations, scientific institutions, universities, hospitals and a strong life sciences ecosystem. According to K.I.T. Group Switzerland, access to high-level experts from institutions such as CERN, the University of Geneva and Geneva University Hospitals facilitates exceptional networking, that has no equivalent in Europe. For MCI Switzerland, this local ecosystem can turn Geneva into ‘an accelerator of content, collaboration and legacy.’ Depending on the objectives of the association, the presence of international institutions can create opportunities for expert participation, partnerships and longer-term initiatives. Even when these organisations are not directly involved, their proximity can strengthen the positioning and perceived legitimacy of an event.

notes K.I.T. Group Switzerland. In this context, Geneva’s political stability, safe environment and established event infrastructure can provide reassurance to both associations and organisers. Its compact size is another practical advantage. MCI Switzerland highlights the short distances between the airport, hotels, congress venues and the city centre. For a PCO, this can mean simpler logistics, less time lost in transport and a smoother experience for delegates.

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Geneva: A Destination That Innovates for Associations and PCOs

Both agencies also addressed Geneva’s persistent image as an expensive, institutional and sometimes quiet destination. Rather than dismissing these perceptions, they suggest looking at overall value. Reduced transport needs, efficient logistics, good international connections and access to high-level expertise can all influence the true cost and value of an event. The example of AI for Good, cited by K.I.T. Group Switzerland, illustrates how Geneva can support a congress that extends beyond its formal programme. Organised by the International Telecommunication Union and the Swiss Confederation, the event brings together UN agencies, governments, researchers and innovators. Projects presented during the summit may continue to be supported and connected with financing after the event, creating impact beyond the congress itself. Geneva’s value lies not only in its venues, connectivity or international reputation, but in its ability to help organisers reduce complexity, strengthen content and create valuable connections. Geneva Convention Bureau gvacb@geneve.com

The destination also responds to another growing priority: stability. ‘In a world where everything is unpredictable, associations want to limit risk and are looking for stability,’

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| ON-POINT ARTICLE

Beyond the Three Days: Why Strategic Leadership Is Becoming the Real Value of the Modern PCO

ISSUE #125 EDITION 4 (2026)

A congress may last only three days, but the success of an association is built every day of the year. That simple reality is redefining the role of the PCO. For decades, the profession was measured by its ability to deliver flawless events. Operational excellence, seamless logistics and financial performance were the benchmarks of success. They remain essential today – but they are no longer enough. Associations, scientific societies and corporate organisations operate in an environment of increasing complexity, where expectations extend far beyond event delivery. They are looking for partners who can strengthen communities, reduce uncertainty, demonstrate measurable outcomes and support long-term organisational growth. Operational excellence has become the licence to operate. Strategic leadership is becoming the real differentiator. This is the fundamental shift shaping the future of the PCO profession. Clients no longer need someone simply to organise a congress. They need advisors capable of translating organisational ambitions into meaningful experiences, measurable impact and lasting value. The transformation begins long before registration opens. Today, organising a congress starts with listening: understanding the organisation’s mission, analysing emerging trends, identifying stakeholder expectations and aligning every decision with broader strategic objectives. Increasingly, the PCO acts as a facilitator, bringing together scientific committees, association leaders, institutions, destinations and industry partners to shape a shared vision. The greatest value is often created before a single logistical decision is made. Strategic leadership means asking better questions, challenging assumptions, anticipating risks and helping clients make informed decisions before complexity becomes a problem. The role of the PCO is increasingly about transforming complexity into clarity. This also changes the nature of conversations with clients. Increasingly, discussions no longer begin with venue selection or programme design. They begin with questions about membership growth, scientific influence, advocacy, financial sustainability, stakeholder engagement and longterm relevance. In this context, the congress is no longer the objective – it becomes one of the strategic platforms through which these ambitions can be achieved. When the congress finally opens, flawless execution remains indispensable. Operational excellence will always be the foundation of our profession. But clients expect much more than efficient logistics. They expect experiences that foster collaboration, stimulate multidisciplinary dialogue and generate connections that continue well beyond the closing session.

The congress is no longer the destination. It is the catalyst. The greatest opportunity, however, often begins after delegates return home. What was once considered the end of the project has become the beginning of a new phase. Participants expect continuous access to educational content, networking opportunities and professional dialogue. Associations seek to strengthen member engagement, attract new audiences and remain relevant throughout the year. Sponsors increasingly value meaningful interaction and measurable outcomes over short-term visibility. Supporting this continuity is now an essential part of the PCO’s role. The objective is no longer to deliver a successful three-day event, but to help create a yearround ecosystem where knowledge continues to circulate, communities remain active and innovation keeps evolving. Increasingly, the congress represents one milestone within a much broader journey rather than an isolated event. This evolution is also changing the way success is measured. Attendance figures, operational performance and financial results remain important, but they no longer tell the whole story. Clients increasingly ask different questions: Did the congress strengthen our community? Did it accelerate collaboration? Did it support our organisational strategy? Did it create value for sponsors? Did engagement continue after the event? Answering these questions requires capabilities that extend well beyond event management. It requires expertise in stakeholder engagement, strategic communication, data intelligence, impact measurement and long-term community development. Looking ahead, the pace of change will only accelerate. AI, new learning behaviours, sustainability expectations, changing membership models and increasing pressure to demonstrate impact are reshaping the environment in which associations operate. As these forces continue to evolve, organisations will increasingly seek partners capable not only of managing complexity, but of helping them navigate uncertainty and seize new opportunities. The future of the PCO profession is therefore not about replacing logistics with strategy. It is about integrating both. Operational excellence remains indispensable, but tomorrow’s leaders will be those who combine it with strategic vision, advisory capability and the ability to create value across the entire impact cycle. Perhaps the most important question is no longer whether a congress was well organised, but whether it helped the organisation advance its mission. After all, a congress may still last only three days. But the future of our profession will be defined by the leadership we demonstrate during the other 362. Belgin Topkaya Country Manager AIM Belgium | AIM Group International

Japan ranked sixth globally, and number one in Asia Pacific in hosting international and regional association meetings, by ICCA’s Country & City Rankings 2025. Moving up from seventh place in 2024, the ranking reflects the increasing number of international conferences being held not only in Japan’s major metropolitan areas—Tokyo, Osaka, and Kyoto—but also in regional areas across the country. In fact, 42 percent (207 meetings) of conferences were held outside of Japan’s three major metropolitan areas. Japan holds an international leading position in technology, science, medicine and other fields. According to the ICCA’s report, Japan ranks second globally in hosting international technology-related conferences, third for science, and is seventh in the medical sciences field. Some of the major conferences to be held in Japan include the 23rd Annual Meeting of Asia Oceania Geosciences Society (AOGS 2026) in Fukuoka, the Global Spine Congress (GSC 2027) in Yokohama, and the 18th International Congress on Systemic Lupus Erythematosus (LUPUS 2029) in Kyoto. Stretching 3,000 kilometers from north to south, with distinct regional cultures, climates and cuisines, Japan offers a wealth of potential locations for conventions of all kinds. To explore destinations and venues throughout Japan, visit our City & Venue Search page.

location—just 40 minutes from Narita Airport— together with the attractions of the surrounding area, nearby major hotels and easy access to downtown Tokyo, all helped make the event a rewarding and memorable experience for participants. Attendees were also able to enjoy cultural events in the area, including a nighttime yakatabune boat cruise on Tokyo Bay, as well as the nearby traditional Mihama-en Japanese Garden. A highlight of the symposium was an opening address by His Majesty the Emperor of Japan, a rare and special occasion in Japan. The event also strengthened ties with the local community with public lectures and hands-on science programs for children—something in line with PIERS’ focus on engaging young people in science and engineering. To see more case studies, please visit our website here.

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Japan Places 6th in ICCA Global Rankings

Networking by participants at PIERS 2025 (left); click the image at right for a video showcase of PIERS 2025

Case Study: PIERS 2025 Chiba

Chiba, Tokyo’s neighbor to the east, is for many people the entry point to Japan through Narita International Airport. In November 2025, Chiba was host to the Photonics and Electromagnetics Research Symposium (PIERS) 2025, held at the expansive Makuhari Messe, one of Japan’s largest convention centers. Some 1,600 people attended this Makuhari Messe important international event bringing together specialists in science and engineering. The venue’s convenient

JNTO MICE Specialists If you are considering hosting a conference in Japan, please contact JNTO Headquarters or the nearest JNTO office listed below.

JNTO Headquarters

convention@jnto.go.jp

London Oﬃce

mice_uk@jnto.go.jp

New York Oﬃce

jcb_nyc@jnto.go.jp

Singapore Oﬃce

sin_mice@jnto.go.jp

We look forward to meeting you at

15 - 17 FEB 2027 • MELBOURNE

| IAPCO EMERGING LEADERS PERSPECTIVE

The Evolving Role of The PCO: Meeting Tomorrow’s Client Needs An Emerging Leader’s Perspective

ISSUE #125 EDITION 4 (2026)

The meetings industry has always evolved alongside its clients. What feels different today is the pace of change. AI is reshaping how we work, digital tools have changed how people connect and a new generation is beginning to influence decisionmaking within organisations. As emerging professionals move into leadership roles, we’re bringing different expectations with us, and those expectations are shaping the role of PCOs. Across industries, there’s a noticeable shift in what organisations expect from the people they work with. Reliability, good service and flawless execution still matter, but they’re increasingly seen as the minimum standard. Partners who understand the bigger picture, offer practical advice and are willing to challenge ideas when there’s a better way forward stand out. The best partnerships are built on trust, shared goals and honest conversations, not just contracts and deliverables. It isn’t difficult to imagine those same expectations finding their way into the meetings industry. Clients are no longer organising conferences simply because they’ve always held an annual event. Whether it’s a medical congress, an association meeting or a scientific conference, there’s usually a bigger purpose behind it. The conference is simply the platform that brings those ambitions together. That naturally raises an important question. Are PCOs becoming strategic partners, or are we simply becoming better at delivering instructions? The answer probably depends on who you ask. Many PCOs have broadened their role over the years. They’re advising clients on programme design, delegate engagement, digital experiences, sustainability and stakeholder management. At the same time, many are still brought into projects only after strategic decisions have been made. They’re expected to deliver efficiently, but not always given the opportunity to influence what success should look like. Perhaps that’s where the profession has the greatest opportunity. Operational excellence will always matter. It’s the foundation of what PCOs do, and clients should never have to question it. But as technology automates registrations, reporting, communications and other routine processes, flawless execution becomes less of a differentiator. Clients can increasingly find efficiency through technology. What they can’t replace as easily is experience, perspective and good judgement. Strategic partnership starts long before the first venue visit or project timeline. It starts by asking better questions. Why is this event being held? What does success look like beyond attendance? How will delegates, members or the wider community benefit six months later? Those conversations require PCOs to move beyond logistics and become trusted advisors who understand both the event and the organisation behind it.

One area where this shift is becoming particularly obvious is how we define success. For years, registrations, attendance and satisfaction surveys have been the industry’s default measures. They’re useful, but they only tell us whether people turned up and enjoyed the experience. They don’t tell us whether the event achieved what it set out to do. Tomorrow’s clients are likely to ask different questions. Did delegates apply what they learned? Were meaningful collaborations formed? Has the conference strengthened the association’s community? Did it contribute to research, policy or professional practice? These outcomes are harder to measure, but they’re much closer to the reason most conferences exist. This is especially true in the association and medical meetings sector, where conferences are designed to educate, connect people and advance a profession. Success isn’t measured by what happens over three days alone. It’s measured by what continues long after delegates return home. Technology is making these conversations easier to have. Event platforms, data analytics and AI can help organisers understand engagement before, during and after an event. Instead of relying on a single post-event survey, PCOs now have opportunities to measure learning, networking and community engagement over time. Used thoughtfully, these tools can help demonstrate value in ways that clients increasingly expect. As emerging professionals, we are not only observing these changing expectations; we are already living them in the way we work, communicate and collaborate. Many see AI as another workplace tool rather than something experimental. Sustainability, accessibility and inclusivity are becoming standard expectations rather than optional initiatives. These aren’t passing trends. They’re a reflection of how people now work, learn and connect. For PCOs, responding to these changes doesn’t mean abandoning the fundamentals that have built the profession. It means building on them. Strong project management, attention to detail and exceptional service will always be essential, but they’ll need to be complemented by strategic thinking, data literacy and a genuine understanding of a client’s wider objectives. Perhaps the biggest misconception is that the role of the PCO is changing because technology demands it. It isn’t. It’s changing because clients are changing. The next generation of decision-makers will still expect flawless event delivery. They’ll also expect curiosity, fresh ideas and partners who are confident enough to ask difficult questions when it matters. That presents a challenge for the industry, but it’s also an opportunity. If PCOs can evolve from delivering conferences to helping organisations achieve lasting outcomes, the conversation will no longer be about the success of a single event. It will be about the value of the partnership behind it. And in a profession built on relationships, that may be the most important evolution of all. Shimal Jaykant, DES SEPC Conference and Events Manager Medical Conference Partners

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| ON-POINT ARTICLE

From Logistics to Strategic Value: Pure Spot’s Integrated Approach to Events in the MENA Region

ISSUE #125 EDITION 4 (2026)

Since its establishment in 2005, Pure Spot Events Management has evolved into a regional events partner with operations across Egypt and the United Arab Emirates. With offices in Cairo, Mansoura, Alexandria, Assiut, Luxor and Dubai, the company has delivered more than 750 international events for over 300,000 delegates. Its experience spans medical and scientific congresses, government initiatives, international development programmes, academic gatherings and corporate and institutional events. Today, Pure Spot’s value proposition extends well beyond event logistics. The company provides an integrated, fullsolution model that brings together strategic planning, event management, digital marketing, logistics, tourism and hospitality services, hotel reservations and production. By delivering these capabilities through its own specialised teams and infrastructure, Pure Spot significantly reduces reliance on third-party suppliers while giving clients greater consistency, control and accountability from the first brief to the final report. A broad regional and cross-sector experience Medical and scientific congresses remain an important foundation of Pure Spot’s experience, supported by longstanding relationships with organisations such as the American Diabetes Association (ADA) and other leading professional and academic bodies. However, the company’s work is not limited to the healthcare sector. Its portfolio includes programmes and events for UNESCO, United Nations and international development organisations, African Union organisations, NGOs and INGOs, as well as public-sector institutions and private-sector partners across the region. Pure Spot has also supported initiatives involving organisations such as Rotary International, UNICEF, the World Health Organisation, the World Food Programme, FAO, UNAIDS, UNFPA, AMREF Health Africa, Speak Up Africa and Egypt’s National Council for Women. This cross-sector experience enables the company to adapt its approach to different audiences, objectives, protocols and operating environments – whether the goal is professional education, public awareness, policy dialogue, institutional engagement or brand communication. A notable example of this capability was Pure Spot’s role as the organising company for the major event held at Cairo University in the presence of the President of France. The assignment demonstrated the company’s ability to manage high-profile, protocol-sensitive occasions involving senior officials, complex stakeholder requirements and demanding production and logistical standards. One integrated solution Pure Spot’s operating model is designed to simplify the event journey for clients. From concept development and programme coordination to registration, delegate management, transportation, accommodation, venue operations, audiovisual production, branding and postevent evaluation, the company can coordinate the full event ecosystem under one roof. This approach strengthens quality control and allows the different elements of an event to work as one connected experience. Digital marketing supports attendance and engagement; logistics and hospitality ensure a seamless

delegate journey; production turns the programme into a compelling live experience; and centralised reporting gives stakeholders a clear view of performance and outcomes. The result is a more efficient and accountable model, with fewer handovers between the client and multiple external providers. Events AI App: Connecting conferences and advancing sustainability Technology is another key element of Pure Spot’s development. Its proprietary Events AI App, developed inhouse and available on both Google Play and the App Store, is deployed across the company’s conferences and events. Rather than licensing a generic third-party eventtechnology product, Pure Spot built and owns the platform, allowing it to tailor the solution to the practical, reporting and – where relevant – compliance requirements of each event. The app is designed as a single platform that brings together all conferences managed by the company in one connected environment. It places the capabilities clients increasingly expect directly in attendees’ hands and organisers’ dashboards, including self-check-in to reduce registration bottlenecks; digital certificates issued to attendees and speakers; e-badges and digital identification that replace printed badges with a faster, more sustainable and more secure alternative; event evaluation tools that capture real-time feedback; attendee communication; and data-led post-event reporting. By consolidating these functions, the platform improves the delegate journey while giving organisers a consistent and measurable way to manage events across sectors and locations. Sustainability is built into this digital direction: digital registration, certificates, badges, communications and feedback reduce the need for printed materials and support a more efficient, Go Green event model. The Events AI App therefore represents more than an event-technology solution; it is part of Pure Spot’s effort to make conferences more connected, measurable and environmentally responsible, while reducing dependence on separate third-party systems. A regional partner for the next stage of events Pure Spot’s growth reflects a broader shift in the events industry across the MENA region. Clients increasingly seek partners that can combine creativity, operational reliability, technology, hospitality, production and measurable results rather than provide isolated services. With its regional footprint, cross-sector experience, integrated delivery model and proprietary digital platform, Pure Spot is positioning itself as a comprehensive events partner. Its ambition is not simply to organise successful gatherings, but to create connected experiences that deliver strategic value for associations, institutions, governments, NGOs, international organisations and businesses across the region. Dr Sayed Salah Chairman and Office Manager Pure Spot Events Management

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ISSUE #125 EDITION 4 (2026)

EARLY BIRD REGISTRATION NOW OPEN

| IAPCO NEWS

UNLOCK YOUR EDGE 20–22 JANUARY 2027 | AMSTERDAM, THE NETHERLANDS

IAPCO EDGE is our flagship seminar series: world-class professional development from the IAPCO Training Academy, combining international expertise with regional relevance. In 2027, it comes to Amsterdam, one of Europe’s most innovative and sustainable cities for purpose-driven events. EDGE Amsterdam 2027 will take place at RAI Amsterdam, a world-class convention centre and hub for international knowledge exchange. Hosted by Amsterdam Convention Bureau and IAPCO Accredited Member Congress by design.

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IAPCO EDGE AMSTERDAM 2027

WHAT TO EXPECT

WORLD-CLASS EDUCATION

PRACTICAL LEARNING

GLOBAL CONNECTIONS

PROVEN WORLDWIDE

Learn from internationally recognised industry leaders.

Explore real business challenges through interactive sessions.

Network with peers, faculty and leaders from around the world.

More than a decade of EDGE seminars delivered internationally.

AMSTERDAM A CITY FOR PURPOSE-DRIVEN EVENTS Amsterdam was ranked the world’s most sustainable city in the 2024 Arcadis Sustainable Cities Index. The city brings together world-leading universities, knowledge institutions, businesses and local partners across multiple key sectors, creating opportunities for collaboration and knowledge exchange around meetings and events. Amsterdam is exceptionally well connected, with direct high-speed rail links to London, Paris, Brussels and Berlin. The city offers more than 500 unique meeting spaces and 37,000 hotel rooms, including 90+ eco-certified hotels, giving organisers a wide range of options for meetings, accommodation and delegate experiences.

Amsterdam: Inspiration for Good Discover the forward-looking city that will host EDGE 2027, where purpose, creativity and connection come together.

EDGE is where knowledge meets experience, ideas become action, and industry connections last.

EARLY BIRD RATES UNTIL 30 NOVEMBER 2026 www.iapcoedgeamsterdam.org 21

| IAPCO NEWS ISSUE #125 EDITION 4 (2026)

Nominations Are Now Open 2027 IAPCO Driving Excellence Sustainability Award Supported by

The 2027 IAPCO Driving Excellence Sustainability Award, supported by Business Events Australia, invites IAPCO Members to showcase an outstanding event or project that places sustainability at the heart of delivery and turns bold ideas into measurable impact and lasting positive change. Recognising Leadership and Innovation in Sustainable Event Management

What Sets an Outstanding Entry Apart? Innovation Creative approaches that advance sustainable event management. Measurable Impact Clear environmental, community or organisational benefits. Lasting Legacy Positive change that continues beyond the event or project. Entry Criteria • The entry must relate to a business events industry event or project. • Sustainability must be a core component of the initiative. • The event or project must be organised, planned or initiated by an IAPCO Member.

The Award Among other benefits, the winning IAPCO Member individual will receive complimentary registration for the next IAPCO Annual Meeting & General Assembly.

View full details & criteria here

Is Your Event or Project Raising the Standard?

Show the industry what sustainable excellence looks like. If your organisation is an IAPCO Member, submit your entry today. If not, share this opportunity with an eligible IAPCO Member whose work deserves recognition.

Nominate/Apply Now 22

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Final Call for Nominations

Entries Close 1 October 2026 2026 IAPCO Driving Excellence Collaboration Award

There is still time to nominate an outstanding partnership for the 2026 IAPCO Driving Excellence Collaboration Award, supported by IBTM World. The award celebrates collaborations that have delivered meaningful impact, innovation and lasting value across the global meetings and events industry.

Supported by

Celebrating Successful Partnerships that Drive Excellence in the Meetings & Events Industry

Why Nominate? Celebrate outstanding collaboration Recognise innovation and shared success

howcase excellence across the global S meetings industry Inspire future partnerships

Entry Criteria • The collaboration must be led and nominated by an IAPCO Member. • The collaboration must have taken place on or after 1 October 2025.

The Award Among other benefits for both principal collaborators, the winning IAPCO Member will receive complimentary registration for either IAPCO EDGE Amsterdam 2027 or the IAPCO Annual Meeting & General Assembly 2027 in Mumbai, India.

View full details & criteria here

Do you know an outstanding partnership?

Nominate a client, colleague, supplier, destination or industry partner whose collaborative approach deserves global recognition.

Nominate/Apply Now 23

| IAPCO NEWS ISSUE #125 EDITION 4 (2026)

2026 IAPCO & FIEXPO EMERGING LEADERS PROGRAMME – LATAM From emerging talent to Industry leadership Seventeen emerging professionals. Twelve countries. Five modules. One shared ambition: strengthening the next generation of meetings industry leadership across Latin America and the Caribbean. The inaugural IAPCO & FIEXPO Emerging Leaders – LATAM Programme 2026 brought together seventeen professionals, selected from approximately fifty expressions of interest, representing PCOs, DMCs, convention bureaux and other meetings industry organisations across twelve Latin American countries. Created by IAPCO and FIEXPO Exhibitions Group, the fivemodule programme was designed to go beyond technical learning. Its ambition was to equip emerging professionals with the broader capabilities needed to lead in an increasingly complex meetings environment – from strategic thinking and governance to stakeholder management, financial acumen, adaptability and leadership. At the heart of the programme was a clear progression: encouraging participants to move beyond operational delivery and recognise the evolving role of the meetings professional as a trusted adviser, strategic partner and future industry leader. From execution to strategic influence Throughout the programme, participants explored how the modern PCO is evolving – from logistics provider and project manager to strategic influencer and business partner. The modules addressed some of the most important questions facing today’s profession: How can PCOs preserve institutional knowledge and strengthen governance? How can data be used to align the differing priorities of associations, sponsors and delegates? How can financial strategy and risk management contribute to long-term event sustainability? And what leadership capabilities are required to navigate uncertainty and influence change? Practical case studies, participant discussions and collaborative exercises ensured that international best practice was continuously tested against the realities of the Latin American market. One of the programme’s strongest themes was the importance of moving from executing decisions to influencing better ones. Participants were challenged to think beyond delivery – using evidence, commercial understanding and stakeholder insight to 24

FACULTY EXPERTISE, REGIONAL RELEVANCE

Delivered by the IAPCO Training Academy, with the support of IAPCO Accredited Member BTC Americas and its platform BTC Connects, the learning journey was guided by Jimena Ruiz, IAPCO Council Member, IAPCO Training Academy Regional Representative for LATAM and Chief of Staff at BTC Americas, as Programme Moderator and Faculty Lead. She was joined by an experienced regional faculty: Juan José García (BCO Congressos) explored the evolving role of the modern PCO and the shift towards strategic partnership.

José Bisteni (B.P. Servimed) focused on accountability, governance and the PCO’s role in preserving institutional continuity. Renata Pozza (MCI Brazil | MCI Group) examined committee management, stakeholder alignment and evidence-led programme design. Mariano Castex (MCI Group) addressed budgeting, negotiation, liquidity and financial risk as essential business leadership Dr Álvaro Rojas (Costa Rica Convention Center) concluded the programme by exploring adaptability, credibility and leadership in an environment of constant change.

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Together, the faculty combined practical industry experience with strategic insight, giving participants the opportunity to learn directly from established leaders while openly discussing the opportunities and challenges they face in their own markets.

The overarching message of the programme was clear: The future relevance of the PCO will depend on its ability to move beyond execution and become a trusted, accountable and commercially aware strategic partner.

Strengthening the leadership pipeline Beyond the five modules, the programme created a platform for regional connection, peer learning and professional exchange.

And for the seventeen professionals who completed this first edition, that journey has already begun.

Participants were encouraged not only to absorb knowledge, but to question, contribute and build relationships across markets. In doing so, the programme strengthened a network of emerging professionals equipped with international best practice and a deeper understanding of the professionalism, accountability and leadership required to advance the meetings industry. The first edition represents an important investment in the future capability of the region – developing professionals who are prepared not simply to respond to change, but to help shape it.

Emerging leaders are not only the future of the industry. They are already shaping its present. The recipient of the Jorge Castex Scholarship will be announced in the coming weeks – stay tuned. Our sincere thanks to everyone who contributed to the success of this first edition – to FIEXPO Exhibitions Group for the partnership, to Jimena Ruiz and the faculty for sharing their expertise and guidance, and to each of the seventeen Emerging Leaders for their engagement, openness and commitment throughout the programme. Together, they helped make this inaugural edition a meaningful step towards a stronger, more connected and future-ready meetings industry across Latin America and the Caribbean.

‘The ambition of this programme was to help emerging professionals look beyond delivery and recognise the strategic influence they can have within our industry. Seeing participants challenge ideas, share perspectives from across Latin America and apply the learning to their own realities demonstrated exactly why investing in the next generation of leaders matters,’ Jimena Ruiz IAPCO Council Member, IAPCO Training Academy Regional Representative for LATAM, and Chief of Staff at BTC Americas

| IAPCO NEWS ISSUE #125 EDITION 4 (2026)

IAPCO at IBTM Americas 2026 IAPCO joined IBTM Americas 2026 on 19-20 August to connect with members, partners and stakeholders while championing the meetings industry. Central to its participation was PCO Code: Great Events Don’t Depend on Luck. They Depend on Decisions, a joint session with PCO Meetings México on the Encore Stage. Effective risk management is a strategic responsibility.

Risk begins before the incident PCO Code, standing for Prevention, Coordination and Operations, challenged the idea that risk management starts when something goes wrong. Risk is shaped earlier, through decisions about venues, suppliers, security, technology, budgets and late-stage changes. The session featured IAPCO Council Member and Training Academy Regional representative Jimena Ruiz of BTC Americas; José Bisteni of B.P. Servimed; Juan Gabriel Támez of Centro Banamex; and Carlos Pérez, President of PCO Meetings Mexico. Ruiz also shared insights from IAPCO’s Socio-Political Survey. Rather than treat risk as abstract compliance, speakers used realistic event-management scenarios. Audience members chose responses on mobile devices and watched each decision affect a live risk meter.

Great events don’t depend on luck. They depend on decisions. Gamification, AI, scenario analysis and live engagement turned complex principles into practical learning. Participants identified risks, assessed likelihood and impact, prioritised mitigation and considered how each choice influences the event. Designed for PCOs, planners, associations, DMCs, venues, suppliers and other event professionals, the format gave participants a shared language for uncertainty and reinforced that prevention depends on aligned teams. The PCO as a strategic risk adviser For PCOs, the implications go beyond contingency plans. Clients need partners who can anticipate pressure points, translate uncertainty into clear options and build stakeholder confidence. 26

That means asking better questions: which assumptions shape the plan, which risks are most likely, which would cause the greatest disruption, who can act, and what must be shared. Structure helps teams prioritise without stifling creativity. By making risk visible, PCO Code showed how teams can move from reacting to incidents towards better decisions before risk becomes reality. A community that learns together Reflecting on the session, Ruiz highlighted the value of sharing experience, questioning established practice and advancing the industry. She also recognised the panellists and audience members whose views enriched the conversation. IBTM Americas connected regional expertise with global standards and demonstrated the value of collaboration between organisers, operators, venues and associations. IAPCO’s presence reinforced the role of education in helping professionals connect, challenge one another and build more resilient ways of working.

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IAPCO at the 40th CityDNA Summer School A milestone edition in Dijon – and another valuable opportunity to connect perspectives, exchange expertise and advance learning across the business events industry. As strategic partners, IAPCO and City Destinations Alliance | CityDNA share a commitment to strengthening industry knowledge, collaboration and professional development. Representing IAPCO, Giulia Ineke Sarri, IAPCO Council Member and Head of Service Design at AIM Communication | AIM Group International, led the session ‘PCOs: The Power of Partnership’, bringing the PCO perspective into a wider conversation with destinations, convention bureaux, institutions and venues. Giulia’s participation reflected IAPCO’s ongoing commitment to education, advocacy and meaningful cross-industry dialogue, ensuring the PCO perspective remains part of the strategic conversations shaping the future of business events. By contributing member expertise to this exchange, IAPCO helped strengthen mutual understanding across the ecosystem and support more connected, purpose-led and collaborative approaches to event success. Thank you to CityDNA for another inspiring edition, and to the faculty and participants who made the 40th Summer School such a meaningful exchange.

| ON-POINT ARTICLE

From Logistics to Long-Term Value: Redefining the Role of the PCO

ISSUE #125 EDITION 4 (2026)

For many associations, the annual congress is more than a scientific meeting. It enables member connections, knowledge exchange and partnership development, while also generating a significant share of annual revenue. As the conference landscape evolves, expectations of PCOs are also increasing. Today’s clients expect more than event delivery. They seek strategic partners who understand their organisation, anticipate challenges and help create long-term value. The PCO role has shifted from operational expert to trusted advisor.

At the same time, financial stewardship remains one of the most important responsibilities. For many associations, congresses generate a substantial proportion of annual non-dues revenue, meaning that every strategic decision, from pricing models to sponsorship opportunities, contributes to long-term organisational sustainability.

Beyond event delivery For many years, the success of a PCO was measured by flawless logistics. Venues, registrations, accommodation, suppliers and on-site operations formed the core of their service offering. While operational excellence remains essential, associations face a far more complex landscape today.

A partnership for the future We believe that preparing for the future begins long before the next congress takes place. By continuously listening to our clients’ needs, analysing changing stakeholder expectations and exploring new ideas, we help associations to adapt with confidence.

At Congrex Switzerland, this means continuously looking beyond today’s congresses. Our teams work closely with clients, delegates, sponsors and industry partners to understand how expectations are changing and how events can continue to deliver value in an increasingly complex environment. Understanding what clients really need Understanding the evolving expectations of associations is an ongoing process at Congrex Switzerland. We regularly analyse the customer journey of both delegates and sponsors, develop and test new session formats, pursue sponsorship opportunities and continuously gather feedback from clients and stakeholders. Inspiration often comes not only from within the business events industry, but also from sectors facing similar challenges in customer engagement and experience design. By asking what tomorrow’s participants and sponsors expect, we can already begin adapting today’s congresses to meet those future needs.

The modern PCO as a strategic partner At Congrex Switzerland, being a modern PCO means combining operational excellence with strategic expertise. This includes helping associations develop hybrid engagement models, implement digital tools responsibly, measure event impact, strengthen marketing and communications and ensure compliance with evolving regulatory requirements.

Rather than simply reacting to change, we work proactively with associations to identify emerging trends, manage risks and explore new opportunities for growth. Whether through digital diversification, stronger stakeholder collaboration or more resilient financial planning, the objective remains the same: helping associations remain relevant and sustainable in a changing world. Tomorrow’s associations are not just looking for someone to organise meetings. They need a partner who can help them navigate change, strengthen their communities and create a lasting impact. Eveline Ludwig, Marketing and Communications Coordinator Congrex Switzerland

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Hosted EDGE Tokyo Strengthens Japan’s Business Events Industry

Japan Convention Bureau held the IAPCO Hosted EDGE Seminar in Tokyo on 27–28 August 2026, marking the fifth consecutive year the seminar has taken place in Japan. The programme reflects the strong collaboration between IAPCO and the Japan National Tourism Organization (JNTO), IAPCO’s long-standing Destination Partner. Following the positive feedback received in 2025, the seminar was once again offered via live stream alongside the in-person programme at Nomura Conference Plaza – Nihonbashi, enabling broader participation by business events professionals across the country. Delivered by IAPCO Training Academy Chair and IAPCO Council Member Stephen Noble (The Conference Company) and IAPCO Past President Mathias Posch (International Conference Services), the sessions covered topics ranging from the latest trends in the international meetings industry to practical industry know-how. Across seven key topics and eight sessions, participants explored bidding and site inspections, supplier collaboration, engagement, risk management, AI and technology, and legacy and sustainability. Over the two-day seminar, professionals from across Japan came together to learn, exchange ideas and share new perspectives on the future of the industry. The programme provided valuable learning opportunities and practical insights into the evolving business events landscape, helping participants strengthen their knowledge of international conference management and prepare for future challenges and opportunities. Thank you to Japan Convention Bureau and JNTO for their continued collaboration, to our faculty for sharing their expertise, and to everyone who participated in person and online.

Japan Convention Bureau commented We would like to express our sincere appreciation to IAPCO for helping make this valuable opportunity possible. Japan Convention Bureau will continue to strengthen partnerships and contribute to the further development of the business events industry.’ 29

| IAPCO NEWS ISSUE #125 EDITION 4 (2026)

TOGETHER, ADVANCING OUR INDUSTRY.

The global meetings and events industry drives A COLLECTIVE COMMITMENT TO STRENGTHENING THE MEETINGS AND EVENTS economic progress, advances professions, accelerates innovation and connects people. It creates jobs, INDUSTRY THE WORK OF strengthens communities and destinations and delivers TOGETHER, ADVANCING OUR INDUSTRY. lasting value far beyond the event itself. The global meetings and events industry drives economic progress, advances Yet this contribution is not always fully recognised, understood or respected by governments, media and professions, accelerates innovation and connects people. It creates jobs, other influencing bodies. strengthens communities and destinations, and delivers lasting value far beyond the event itself.

BUSINESS EVENTS

MATTERS.

The Athens Promise is a global industry pledge and Yet this contribution is not always fully recognised, understood or respected by a joint initiative of IAPCO, AIPC, AMCI and PCMA to governments, media and other influencing bodies. More than 200 signatures have been received. strengthen advocacy, elevate the standing of the The Athens Promise is a shared commitment from IAPCO, AIPC, AMCI, and meetingsThe industry and inspire a more united industry pledge is now open to all business events PCMA to strengthen advocacy, elevate the standing of the meetings industry, voice worldwide. professionals and organisations worldwide. and inspire a more united industry voice worldwide. SIGN THE ATHENS PROMISE

More than 200 signatures have been received. The pledge is open to all business events professionals change.org/TheAthensPromise and organisations worldwide. Join the movement. Sign The Athens Promise today.

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The Athens Promise

A collective commitment to strengthening the meetings and events industry Where the Athens promise began The Athens Promise was born at the IAPCO Annual Meeting & General Assembly 2026 in Athens, where IAPCO brought together its Strategic Partners AIPC, AMCI and PCMA, alongside leaders from across the international meetings and events community. Hosted in Athens under the presidency of Sissi Lignou, the gathering reinforced a shared conviction: if our sector is to strengthen its voice, visibility and standing, advocacy must be embraced collectively at leadership level and advanced locally across the industry. The Athens Promise is the result of that moment.

What the Promise stands for The Athens Promise calls on professionals and organisations throughout the sector to stand together and ensure this contribution is recognised, understood and championed. By signing The Athens Promise, you are supporting: • Stronger advocacy for the meetings and events industry. • Greater recognition and respect for the value our sector creates. • Clearer and more coordinated industry messaging. • Locally driven engagement with governments, media and influencing bodies. • A stronger collective voice for meetings and events worldwide. Every signature adds weight to our collective voice and momentum to meaningful local action.

‘The Athens Promise is a powerful reflection of the collective strength of the meetings and events industry. Our industry has a bigger story to tell, and this is a global invitation to add your voice.’

‘Real change requires more than the voice of one organisation, country or part of our industry. The promise is simple: stand together, speak clearly and help the world understand the value we create every day.’

‘Our industry drives progress, innovation and connection. It creates jobs, strengthens communities and delivers lasting value worldwide. Our collective voice strengthens the impact of this industry.’

‘The Athens Promise widens the circle of who’s carrying our message. Every voice we add makes the case harder to ignore – and ensures the impact of business events is felt everywhere it should be.’

Sissi Lignou

Sven Bossu

Tina Wehmeir

Sherrif Karamat, CAE

President, IAPCO

CEO, AIPC

CEO, AMC Institute

President and CEO, PCMA and CEMA

For IAPCO Members Turn shared commitment into local action IAPCO provides its Members with version 3 of the JMIC Global Manifesto, a practical how-to guide for starting and strengthening these advocacy conversations. This direct IAPCO involvement makes the Manifesto a natural companion to The Athens Promise, helping Members turn shared commitment into meaningful grassroots action.

ACCESS THE JMIC GLOBAL MANIFESTO* *Member login required

Join the Movement If you believe in the economic, professional and societal value of meetings and events, add your name and stand alongside a global community committed to ensuring that value is recognised, understood and championed. SIGN THE ATHENS PROMISE PLEDGE No funding or financial contribution is required. Please confirm your email address for your signature to be validated and counted.

| IAPCO NEWS

Dear Destinations. Dear Associations. Real Impact.

ISSUE #125 EDITION 4 (2026)

IAPCO’s Dear Destinations and Dear Associations campaigns continue to highlight the transformative impact of IAPCO Accredited PCOs, the associations they support, and the destinations they collaborate with. Through outstanding collaboration, innovation, and measurable results, these partnerships are advancing the meetings industry and creating lasting value for communities around the world. Explore the latest case studies below to discover how IAPCO Members are driving meaningful impact – with more inspiring success stories to come. IAPCO Member: Abbey Conferences Client: The European Society of Traumatic Stress Studies Event: 18th Biennial ESTSS Conference 2025 Date: 12–15 June 2025 Location: Tbilisi, Georgia ESTSS Conference 2025 in Tbisili: A partnership defined by resilience The European Society for Traumatic Stress Studies (ESTSS) is a leading pan-European organisation dedicated to advancing psychotraumatology through research, education, clinical practice and policy engagement. Bringing together academics, researchers, healthcare professionals and trauma specialists, ESTSS works to improve understanding and responses to trauma arising from conflict, disaster, violence, displacement and other societal challenges. ESTSS’ work extends beyond scientific exchange to strengthening trauma-informed care, supporting disaster response, improving professional training standards and contributing to public policy across Europe. Abbey Conferences first partnered with ESTSS in 2019 to deliver its Belfast conference, beginning a relationship that would soon be tested by some of the most challenging circumstances facing both society and the meetings industry. From navigating the postponement of Belfast due to the COVID-19 pandemic to successfully delivering ESTSS Conference 2025 amid political uncertainty in Georgia, the partnership has been defined by resilience, trust, transparency and a shared commitment to advancing trauma research and professional practice. Hosted by the Georgian Society for Psychotrauma (GSP), the 18th Biennial ESTSS Conference took place in Tbilisi under the theme ‘Exploring new approaches for healing and recovery in times of global uncertainty and extreme stress.’ The theme resonated strongly with both the global psychotraumatology community and the host destination. Georgia’s history of resilience, perseverance and recovery provided a meaningful backdrop for discussions on trauma, healing and community wellbeing. The conference created an important platform for advancing trauma research, sharing evidence-based practice and strengthening international collaboration at a time when these conversations were needed more than ever.

Testimonials ‘This conference faced unprecedented challenges due to Georgia’s political situation, yet Abbey’s unwavering support enabled us to proceed with confidence. The Abbey team have been central to the success of both events. From the outset they understood our requirements, and not only delivered seamless events, but enhanced our conferences with their expertise, skill and imagination. The team handled entire processes from conception to completion with care, sensitivity and great insight. Working with Abbey, often across time zones and countries during planning stages, has consistently been a pleasure. Their transparent communication, management expertise and genuine care for our volunteer committees sets them apart from typical service providers.’ Professor Dominic Murphy, President, ESTSS www.estss.org

Dear Associations...

You have a message waiting at Iapco.org

TFI Lodestar Unlocks Greater Impact for BSG LIVE’25 Through Destination Partnership When the British Society of Gastroenterology (BSG) needed to bring forward the Glasgow edition of its flagship annual congress, BSG LIVE’25, the change came late in the planning process after venue arrangements had already been confirmed. Delivering the event on a revised timeline required more than contractual changes. It demanded speed, flexibility and close collaboration between IAPCO Accredited PCO TFI Lodestar, BSG, Glasgow Convention Bureau (GCB) and the Scottish Event Campus (SEC).

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IAPCO Member: TFI Lodestar Client: British Society of Gastroenterology (BSG) Event: BSG LIVE’25 Date: 23–26 June 2025 Location: Scottish Event Campus (SEC), Glasgow, Scotlan

Working as one team, the partners transformed a potentially disruptive challenge into an opportunity to strengthen the congress and expand its impact. Held from 23–26 June 2025 at SEC Glasgow, BSG LIVE’25 brought together the UK’s gastroenterology and hepatology community for four days of scientific exchange, professional education, practical learning, networking and industry engagement. As the UK’s largest gastroenterology and hepatology membership organisation, representing more than 4,000 clinicians, surgeons, nurses, scientists, allied health professionals and researchers, BSG relies on its annual congress to share the latest research, advance clinical practice, and strengthen collaboration across the specialty. Beyond delivering a successful congress, the partnership demonstrated the value of destination collaboration. Working alongside the GCB and SEC, TFI Lodestar and BSG helped secure financial support, connect the congress with local organisations, embed sustainability and community initiatives, and extend health education beyond the conference walls. The result was a more inclusive, accessible and outward-facing congress that set a new benchmark for future BSG LIVE events. Testimonials ‘This collaboration had a significant cumulative impact, enabling BSG to deliver a highly successful congress that set new benchmarks in attendance, representation and outreach. It also facilitated greater engagement with smaller charities in the gastroenterology field by enabling them to participate at no cost.’ Sarah Linnington CEO, British Society of Gastroenterology www. live.bsg.org.uk

Find all the published case studies here If you are an IAPCO Member, Destination Partner or a client of an IAPCO Member, we invite you to share your success stories and showcase the impact of collaboration across our industry. As part of the next phase of IAPCO’s advocacy activity, we are looking for case studies that demonstrate how IAPCO PCOs work together with clients, associations and destinations to deliver meaningful outcomes and lasting value. Some submissions may also be featured across multiple IAPCO campaigns. Details on how to submit your case study are available on the Member Hub here*. We encourage all IAPCO Members to get behind this initiative, share it with your teams and clients, and help amplify the message across our community. Member access only. Non-members: please contact IAPCO.

Dear Destinations and Policymakers, You have a message waiting at Iapco.org

| IAPCO NEWS ISSUE #125 EDITION 4 (2026)

IAPCO at the ICCA Central European Chapter Meeting 2026

IAPCO leadership and Member expertise were strongly represented at the ICCA Central European Chapter Annual Meeting 2026, held in Ljubljana from 6–8 September for focused learning, exchange and connection across the regional meetings community.

As strategic partners, IAPCO and ICCA share a commitment to advocacy, professional development and cross-sector collaboration. IAPCO’s active role in ICCA’s regional programme put that partnership into practice, bringing the experience and strategic value of professional congress organisers into conversation with the wider events community. Three perspectives from one community On 7 September, IAPCO President Sissi Lignou of AFEA Congress joined IAPCO Past President Ori Lahav of Kenes Group and Alexandre Meyrieux of KIT Group for What PCOs and Event Agencies Can Learn from Each Other: The Great Event Exchange. All three organisations are part of IAPCO’s global Member community.

strongest, where responsibilities should be shared and how teams can combine their capabilities around the client’s objectives.

Collaboration as a professional skill Effective collaboration requires more than goodwill. It begins with clear roles, early involvement and honest conversations about responsibilities, risk and decision-making. It also depends on respect for different working cultures and the confidence to challenge assumptions while staying focused on the shared goal. For PCOs, the exchange reinforced the importance of remaining curious about adjacent disciplines. For agencies, venues and partners, it offered a closer view of the strategic continuity and professional standards that PCOs bring to complex events. For clients, stronger collaboration means fewer gaps between strategy and delivery.

Moderated by Gorazd Čad, the panel brought together current leadership, past leadership and member expertise. Their combined perspectives explored how professional roles evolve, where business models overlap and how shared knowledge can strengthen event strategy, creativity and delivery.

Different perspectives are the starting point for stronger events. Looking beyond labels PCOs and event agencies are sometimes described as separate, or even competing, parts of the delivery chain. The session encouraged participants to look beyond those labels. PCOs are often associated with governance, long-term client relationships, compliance, financial oversight and stakeholder coordination, while agencies may be recognised for creative development, production, brand experience and audience engagement. In practice, these capabilities increasingly intersect. Clients want strategic insight and creativity, reliable governance and memorable experiences. The opportunity is to understand where expertise is

Partnership in action The Great Event Exchange reflected the wider purpose of the IAPCO– ICCA strategic partnership: connecting expertise, strengthening professional development and creating space for the industry to learn across traditional boundaries. By contributing leadership and member perspectives, IAPCO continued to champion the value of accredited PCOs while engaging openly with the wider community. IAPCO thanks its strategic partners at ICCA for the invitation and the opportunity to contribute. Ljubljana demonstrated that when the meetings industry brings different perspectives together with a shared purpose, the result is not simply a better conversation, but a stronger foundation for the events of tomorrow.

International congresses have always been complex, but the environment in which they are delivered continues to evolve. Climate change, political uncertainty, global health challenges and economic pressures can all influence an event, sometimes at very short notice. What begins as an international headline can quickly become a conversation around delegate confidence, travel, programme delivery or risk. At the same time, scientific and professional membership organisations are facing a different challenge. For many organisations, the annual congress remains the primary source of revenue, making its scientific and financial success fundamental. But longterm resilience depends on more than a single event. It depends on building a community that grows with the organisation, remains engaged throughout the year, supports the next generation of leaders, while creating sustainable membership, education, partnership and revenue opportunities beyond the annual meeting. People learn, connect and engage differently than they did a decade ago. Travel budgets are under greater scrutiny, competition for delegates’ time is increasing and organisations are working harder than ever to remain relevant, attract the next generation of professionals and demonstrate why in-person meetings still matter. Against this backdrop, the role of the PCO has evolved. Delivering an exceptional congress will always be fundamental, but today the strongest partnerships extend far beyond the event itself. The annual congress may be the most visible part of what a membership organisation does, but it is only one element of a much wider ecosystem. When community, education, governance, partnerships and congress delivery are aligned behind one strategy, the congress becomes a catalyst for the organisation’s wider ambitions. Whether we’re working as an Association Management Company (AMC) or alongside an organisation’s internal team, we’ve found that the biggest opportunities come when the traditional silos between association management, congress delivery and marketing disappear. Community activity starts to shape congress content. Educational initiatives continue beyond the annual meeting. Partnerships become part of a wider organisational strategy rather than a single event. Membership organisations are constantly evolving. Presidents, boards and committees change regularly, with most leaders volunteering their time alongside demanding clinical, academic or research careers. A trusted long-term partner helps preserve organisational knowledge, maintain momentum and ensure each new board can build on the work of the last, helping the organisation remain relevant while continuing to evolve with the needs of its community.

When a congress is planned as part of a wider organisational strategy, its impact extends well beyond the closing session. Working with LOCs helps make international scientific knowledge more accessible within the host region, giving more local clinicians, researchers and healthcare professionals the opportunity to participate, many of whom may not otherwise have the opportunity to attend an international congress. We’ve seen this first-hand at the International Congress on Neuromuscular Diseases (ICNMD), where local patient groups are invited to join dedicated sessions during the congress. Bringing patients together with international clinicians and researchers creates conversations that might not otherwise happen, ensuring patient voices help shape future research and care while building relationships that continue long after the meeting has ended.

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Beyond the Congress: Building Resilience, Continuity and Legacy

The benefits extend beyond a single event. Strong partnerships with destinations, LOCs and regional scientific communities strengthen future collaboration, support future medical congress bids and leave a legacy for the organisation, the profession and the communities they serve. Legacy can take many forms. Sometimes it’s measured in the impact a congress leaves on its host region, other times it’s reflected in the long-term growth and resilience of the organisation itself. We’ve seen this through our partnership with the Neurotrauma Society (NNS), where ICS works as both the AMC and PCO. By supporting the society throughout the year, across membership, governance, communications and strategic priorities, while also planning and delivering its annual congress, we’re able to connect the two rather than treating the congress as a standalone event. Since partnering with ICS in 2022, NNS membership has grown by 55%, including a 21% increase between 2025 and 2026. At Neurotrauma 2026, more than thirty early-career researchers received travel awards and twenty-four local scholars were offered complimentary registration, helping broaden access and support the next generation of the neurotrauma community. Meeting tomorrow’s client needs isn’t about redefining the role of the PCO; it’s about redefining what success looks like. The strongest partnerships help membership organisations build resilient communities, preserve continuity and ensure that every congress contributes to the long-term sustainability and relevance of the organisation, not just the success of the event. Olivia Galun, Key Specialist Marketing and Communications International Conference Services

| ON-POINT ARTICLE

Beyond the Event: Creating Awareness, Community and Impact

ISSUE #125 EDITION 4 (2026)

A congress may last three days. Its identity can take years to build, and its impact can last much longer. Behind every scientific congress, governmental meeting, international association event or global competition is a purpose that extends beyond the people attending it. Meetings bring communities together to exchange knowledge, develop ideas, create partnerships and move their fields forward. Their value is increasingly measured in what remains after the event: the knowledge shared, relationships created and communities strengthened. The scale of the industry reflects this wider role. According to IAPCO’s 2025 Annual Member Survey, IAPCO Accredited PCOs organised 23,512 meetings and events worldwide, managing 7.7 million participants and generating €17.36 billion in economic impact. At the same time, the average number of participants per event decreased from 408 to 328. The numbers suggest an interesting direction for the industry. More meetings do not necessarily mean larger meetings. They can mean more specialised communities, more focused conversations and a greater need to connect the right people with the right purpose. For PCOs, that journey starts earlier than many people might think. An event’s identity starts before the event A PCO can begin shaping an event during the bidding process, long before the programme is finalised or registration opens. Developing the concept, identifying the right host country and city, considering the venue and suppliers, and translating the client’s objectives into a coherent vision are all part of creating an event that feels true to its purpose. That process also lays the foundations for the event’s brand identity. Brand identity in the meetings industry is more than a visual language. It is the personality of the event: what it represents, who it speaks to and what people should associate with it. Research on event brand creation has similarly identified factors such as leadership, values, event experience, history, impact and marketing efforts as important parts of how event brands develop. This matters particularly for specialised congresses. A medical meeting, a scientific assembly and a global robotics competition each require a completely different approach to communication because each has a different purpose and community. The PCO needs to understand that purpose early enough to allow it to shape everything that follows. Awareness comes before attendance From my perspective as a digital strategist and a futureoriented member of Gen Z, this is where marketing becomes particularly relevant to the evolving role of the PCO.

When communicating a scientific or professional meeting, we are rarely promoting a conventional product. We are communicating knowledge, people, ideas and a community. The audience needs to understand what is happening, but also why it deserves their attention. This is where I see an important difference between promotion and awareness. Promotion is often focused on action: register, submit an abstract, attend the session, book your place. Awareness starts earlier. It introduces the purpose of the meeting. It gives visibility to the people behind it. It explains the questions the community is trying to answer. It makes the audience aware of the speakers, the programme, the discussions and even the social experiences that will bring people together. In other words, awareness gives people context before asking them to make a commitment. That is particularly important when attending a congress requires significant time and resources. People need a reason to believe that being there will matter to them. Academic research supports the idea that event marketing is increasingly connected to engagement rather than simple exposure. A review of forty scholarly publications describes event marketing as an engagement-driven form of communication, linking event content, involvement and event-brand congruence with outcomes such as word-ofmouth, loyalty and brand equity. For a PCO, this means communication should start from the event’s purpose and work outwards. The content needs to remain specific enough to respect the subject matter, while being accessible enough to create curiosity. That can mean speaking to experts, researching unfamiliar topics, finding the human stories behind technical subjects and identifying the ideas that the wider community will want to follow. The goal is targeted relevance. In a world where marketing is often measured through impressions, clicks and interactions, reaching thousands of people is not necessarily the same as building an audience. For a specialised congress, reaching the people who genuinely care about its subject may be considerably more valuable. From audience to community This is where awareness begins to connect with legacy. If people discover an event only when registration opens, the relationship starts with a transaction. If they encounter its ideas, people and purpose months earlier, there is time for something else to develop: familiarity, interest and eventually belonging. Academic research on conference participation supports this broader view of digital communication. Social media can extend conversations beyond the physical meeting, allowing conference content to be shared with people

explored and every community interaction helps create an understanding of what the event represents.

For scientific meetings, this can be particularly powerful. Research examining major cardiovascular conferences found that conference-related Twitter users and content grew substantially over time, with scientific content accounting for the majority of posts.

Long-term partnerships make this especially clear.

The audience of tomorrow’s meetings increasingly expects this connection. Participants want to recognise the people they will meet, understand what conversations will take place and feel that they are joining something with an identity of its own. That community-building cannot be left until the opening day. It starts with the first piece of communication. The PCO as the connector This is one reason the PCO’s role is becoming broader. The PCO sits between the client, organising committee, speakers, participants, sponsors, destination, venue and suppliers. Marketing and communication can connect these different elements, but the PCO’s wider responsibility is to make sure they work towards the same purpose. The events AFEA Congress has organised or been involved in demonstrate how different that purpose can be. The FIRST Global Challenge 2024 in Athens brought together teams from 193 countries around science, technology, engineering and mathematics. AFEA Congress was involved in the organisation of the event, supporting an international operation built around collaboration, innovation and youth engagement. The 44th COSPAR Scientific Assembly in Athens brought together the international space research community, with AFEA Congress involved in its organisation. Scientific exchange and international collaboration were central to its purpose. EAES 2026 brings together an international surgical community around education, innovation and the development of endoscopic and minimally invasive surgery. The communication strategy for each of these events has to look completely different because the communities are different. Yet the underlying task is similar: understand what the event stands for and find ways to make that purpose visible. That is where marketing becomes part of the PCO’s strategic contribution. Legacy is cultivated, not simply measured Legacy is often discussed as something that remains after an event.

AFEA Congress’ collaboration with PAGE has developed across multiple PAGE Annual Meetings, allowing the team to build a deeper understanding of the association, its objectives and the scientific community it serves. A recurring annual meeting becomes part of the rhythm of its community. People return, relationships develop, knowledge progresses and the identity of the meeting becomes stronger with each edition.

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who are not in the room and creating opportunities for relationships to develop both online and offline.

The PCO’s accumulated knowledge can support that continuity, from how an event is positioned and communicated to how its participants experience it. What tomorrow’s clients will need The PCO of tomorrow will still need to deliver excellent events, with the quality, precision and attention to detail that have always defined the profession. Operational expertise remains essential, but alongside it, PCOs will increasingly need to advance their role as strategic advisors to clients, understanding their objectives, anticipating their needs and contributing to the wider purpose, identity and impact of their meetings. But clients are increasingly looking for people who can understand the full journey of a meeting: from its purpose and identity, through bidding and creation, to communication, participation and the legacy it leaves behind. For digital marketing professionals, this means being involved early enough to understand the vision and contribute to its expression. It means researching, collaborating with experts and clients, creating content with a clear purpose and focusing on organic, targeted reach rather than visibility for its own sake. More broadly, it means bringing different areas of PCO expertise together. The meetings industry has always been about bringing people into the same place. The opportunity now is to start bringing them together around the same purpose long before they arrive. Because the strongest event communities are not created at the registration desk. They are cultivated over time, through identity, awareness, connection and shared purpose. And that is where the future role of the PCO becomes particularly important. Alexandros Kostakis Digital Marketing Officer AFEA Congress

In practice, it can be cultivated from the moment its identity begins to take shape. Every piece of communication contributes to how an event is perceived. Every speaker introduced, every topic

| IAPCO NEWS ISSUE #125 EDITION 4 (2026)

Early Bird Registration is Live

ANNUAL MEETING & ANNUAL MEETING & GENERAL ASSEMBLY GENERAL ASSEMBLY Early Bird Registration is Live

Registrations are open for the IAPCO Annual Meeting & General Assembly 2027, taking place from 4–6 March 2027 at the iconic Jio World Convention Centre, in Mumbai, India, one of the world’s most dynamic destinations.

See more at www.iapco2027.com

IAPCO AM&GA Mumbai 2027 is proudly hosted by IAPCO Accredited Members IA Meetings and Alpcord Network. See more at www.iapco2027.com *This event is exclusively for IAPCO Members.

5 REASONS TO ATTEND IAPCO AM&GA Mumbai 2027 brings together knowledge, culture, cuisine, hospitality and global connections in one unforgettable experience.

Knowledge Exchange

Networking

Cultural Experience

Rich Indian Cuisine

Hospitality and Luxury Experience

Explore health, wealth, soul and connection with speakers showcasing India’s remarkable breadth of knowledge.

Building on Athens’ success, connect with peers across our global community through dialogues that inspire collaboration and innovation.

Experience the vibrant spirit of Mumbai – where tradition meets modernity – and explore India’s rich culture and heritage.

Discover India’s diverse cuisines through a culinary journey celebrating spices, aromas, traditions and vibrant food culture.

Delegates will experience India’s renowned warm hospitality – ‘Atithi Devo Bhava’ with world-class service across iconic hotel brands.

ALL IS WELL | HEALTH. WEALTH. SOUL. CONNECTIONS

Inspired by the iconic Bollywood spirit of optimism, IAPCO AM&GA Mumbai 2027 is built around a theme that encourages balance, reflection, growth and meaningful human connection – exploring how health, wealth, soul and connections shape the future of the meetings industry.

Health

Wealth

Soul

Connections

Physical and mental wellbeing through conversations around mindfulness, selfcare and healthy ways of working and leading.

Growth, entrepreneurship and business resilience – the strategies that help organisations scale with confidence and clarity.

Purpose, inner peace and self-awareness, and the deeper connection between personal alignment and professional impact.

Relationships, trust and meaningful communication that build stronger communities and better collaboration.

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THE THEME ‘ALL IS WELL’

PROGRAMME AT A GLANCE The core meeting dates are 4–6 March 2027, with the arrival programme beginning on 3 March. Details of the programme are subject to change.

01 Wed, 3 Mar 27

02 Thur, 4 Mar 27

Arrival and Mumbai experience

03 Fri, 5 Mar 27

Opening, keynotes and IAPCO Dialogues

Ideas, awards and gala evening

04 Sat, 6 Mar 27 Leadership, future host and closing

Full programme to be revealed soon. Discover more and stay tuned here.

FOUR TRACKS, ONE INTEGRATED JOURNEY A platform for thought leaders, experts and industry peers to share ideas, strategies and practical perspectives on building more balanced, resilient and future-facing organisations. Each speaker is carefully chosen to demonstrate the diverse knowledge bank of India.

Healthier ways of working and leading, with well-being at the core of organisational culture.

Opportunity, entrepreneurship and business resilience for a changing global landscape.

Inner alignment and mindful professional practice that sustains people and impact.

Relationships, communication and the human connection at the heart of our industry.

Wellness-driven leadership

Purpose and mindful practice

Growth and resilience

Community building

| IAPCO NEWS

HOST COUNTRY

ISSUE #125 EDITION 4 (2026)

Bharat

Namaste and Welcome to India India is a vibrant destination known for its culture, innovation, hospitality and global connectivity. As the host country for IAPCO 2027, it offers an inspiring setting where business, heritage and modern infrastructure come together in a high-value environment. Mumbai brings that story to life with international access, destination appeal, premium venues and a dynamic energy that supports both meaningful learning and memorable delegate experiences.

Guest is God Atithi Devo Bhava India is renowned for its warm hospitality. With iconic hotel chains like the Oberoi and Taj, every stay combines world-class service with genuine Indian warmth.

The venue Jio World Convention Centre Located in Mumbai’s Bandra Kurla Complex, the venue offers a contemporary setting with advanced infrastructure, premium hospitality, and seamless access for international delegates.

Join us in Mumbai for #IAPCO2027 REGISTER NOW

Growth, Innovation and Sustainability: AIM Group International Unveils its 2025 Annual & Sustainability Report AIM Group International closes 2025 with strong results that confirm the resilience of its business model and reinforce the transformation journey undertaken in recent years. The 2025 Annual & Sustainability Report highlights a Group that is increasingly international, integrated and innovation-driven, successfully combining business growth, technological advancement and social responsibility. During the year, the Group recorded consolidated revenues of €88.99 million and an EBITDA exceeding €3 million, maintaining its position among Europe’s leading players in the events, communications and consultancy industry.

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AIM GROUP INTERNATIONAL

These results were achieved despite a challenging macroeconomic environment, thanks to a strategy based on business diversification, innovation, investment in people and the launch of a new Business Plan that will guide the Group’s next phase of growth through digital transformation, skills development and an increasingly integrated business model.

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| IAPCO NEWS ISSUE #125 EDITION 4 (2026)

IAPCO and IFES Extend Strategic Partnership with Renewed Focus on Sustainability and Talent

Building on the success of their initial Memorandum of Understanding, IAPCO and the International Federation of Exhibition and Event Services (IFES) and IAPCO have renewed and strengthened their strategic partnership and set a clear direction for the next phase of collaboration. Following a review of the collaboration and the opportunities created over its first term, IAPCO and IFES will further develop the relationship, with an increased focus on sharing content and know-how, sustainability, education and the development of the next generation of industry professionals. The renewed cooperation will see the associations look for greater opportunities to contribute to each other’s annual set of programmes whilst providing greater impact and added value to their respective membership. It is agreed that sharing sustainability insights will be of immense value. IFES is able to bring expertise from across the exhibition and event services sector, including learnings around exhibition production and initiatives such as Better Stands, while IAPCO contributes the organiser and client perspective. Together, these insights can help build a stronger understanding of sustainability across the complete event delivery chain. Professional development is another area of focus wherein IAPCO and IFES see opportunities to exchange experience around their respective next-generation and emerging leaders to identify good practice, opportunities to share speakers and expertise, and areas where future joint initiatives could add value. Strengthening collective understanding Finally, through intentional exchange of relevant market intelligence, industry trends and research, both communities will have access to perspectives from different parts of the events ecosystem thereby strengthening collective understanding of the challenges and opportunities shaping the sector.

Martin Boyle, CEO of IAPCO, said: ‘Partnerships are most valuable when they continue to evolve. Our relationship with IFES gives our communities an opportunity to understand more clearly the priorities, expertise and challenges that exist across different stages of event delivery. By strengthening our exchange around education, sustainability, research and future talent, we can bring together complementary knowledge and create useful opportunities for professionals across both associations to learn from each other.’.

Gregor Bischkopf, Executive Director of IFES, said: ‘Our partnership with IAPCO has already clearly demonstrated the value of connecting different parts of our industry and learning from one another. This next phase will give us the opportunity to make that exchange even more practical. Sustainability and talent development are challenges and opportunities that affect our entire industry. By sharing the experience, knowledge and perspectives within our respective communities, we can avoid working in silos and create greater value for both our members and the wider events sector.’ The renewed partnership reflects a shared belief that many of the issues shaping the future of international events cannot be addressed by individual sectors in isolation. Organisers, service providers and other stakeholders all bring different expertise to the table, and closer collaboration creates opportunities to develop more informed, practical and connected approaches. For IAPCO and IFES, the next phase of the partnership is therefore about building on an established relationship while turning shared knowledge into tangible value for their respective communities, and for the international events industry as a whole

NEW PARTNER – EXCEL LONDON

We are pleased to welcome Excel London as a new IAPCO Convention Centre Partner, bringing world-class venue expertise and integrated event solutions to the meetings and events community. Excel London is a fully integrated conference and exhibitions venue, providing state-of-the-art facilities for international association conferences, exhibitions and corporate events of all sizes. Their market‑leading facilities include the International Convention Centre (ICC), now further enhanced by the new ICC Maritime expansion, featuring thirty-seven meeting rooms and 11,500 sqm of dedicated event hall space, complementing Excel’s existing purpose‑built auditorium for 4,200 attendees, and several flexible, blank‑canvas event halls. Together, these spaces allow to accommodate meetings of fifty delegates through to large‑scale

events of more than 10,000 participants, delivered seamlessly with trusted audiovisual, branding and catering partners. Located in the historic Royal Docks, with hotels, restaurants and retail located directly on campus, together with fast, direct access to central London and Heathrow via the Elizabeth line, Excel London provides international delegates with a smooth, well-connected and high‑quality event experience from arrival to departure.

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Welcoming Our New IAPCO Convention Centre Partners

IAPCO looks forward to working with Excel London to share expertise, support successful international events and create further value for IAPCO Members, Partners and the wider meetings industry.

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NEW PARTNER – METRO TORONTO CONVENTION CENTRE (MTCC)

We are pleased to welcome Metro Toronto Convention Centre (MTCC) as a new IAPCO Convention Centre Partner, bringing outstanding venue expertise, city-centre connectivity and a proven record of international event delivery to the meetings and events community. Located in the heart of Canada’s largest city, MTCC is a trusted partner for event and meeting planners from around the world. Known for exceptional service, flexible spaces and outstanding

food and beverage experiences, the MTCC helps bring successful conferences, meetings and events to life. Designed to host gatherings of all sizes and complexities, the Centre features 442,000 square feet of exhibit space, seventy-seven meeting rooms, elegant ballrooms and a multi-purpose theatre. With many events returning year after year, the MTCC continues to provide the expertise, flexibility and exceptional service that help planners deliver successful events.

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NEW PARTNER – SPEKE RESORT CONVENTION CENTRE (SRCC)

We are pleased to welcome Speke Resort Convention Centre (SRCC) as a new IAPCO Convention Centre Partner, bringing strong event space and deep local insight to the global meetings and events community. Located on the shores of Lake Victoria in Munyonyo, Kampala, SRCC is Uganda’s premier integrated MICE destination. The state-of-the-art convention centre offers over 56,000 sqm of event space, including a world-class convention hall, exhibition areas, executive meeting rooms, VIP lounges and premium hospitality facilities. Designed to host international congresses, association meetings, government summits, exhibitions and corporate events, SRCC can accommodate up to 19,000 delegates across multiple venues. The facility is supported by advanced audiovisual technology, high-speed connectivity, extensive parking and professional event management services.

SRCC is seamlessly integrated with Speke Resort Munyonyo and Munyonyo Commonwealth Resort, offering a combined inventory of 476 luxury guestrooms and suites, enabling organisers to host large-scale residential conferences, conventions and incentive programmes within a single destination. Guests enjoy world-class accommodation, multiple dining venues, leisure facilities, marina access and the unique lakeside setting of Lake Victoria. Conveniently located just twenty-five minutes from Entebbe International Airport, SRCC has successfully hosted major international events, including the Non-Aligned Movement (NAM) Summit and the G77+China Summit, reinforcing Uganda’s position as a leading meetings destination in Africa. IAPCO looks forward to working with SRCC to share expertise, strengthen professional collaboration and create further value for IAPCO Members, Partners and the wider meetings industry.

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| IAPCO NEWS

Highlighting Middle East and Africa

ISSUE #125 EDITION 4 (2026)

IAPCO Members, Ambassadors and Partners driving leadership, innovation and growth The Middle East and Africa are playing an increasingly influential role in the global meetings and events industry. With established congress hubs, ambitious destinations, expanding infrastructure and exceptional cultural diversity, MEA is attracting international business while creating fresh opportunities for knowledge exchange, investment and long-term destination growth. As part of our commitment to showcasing the global reach and impact of the IAPCO community, each issue of The PCO highlights a different region of the world. Through the voices of our members, ambassadors and partners, we explore the trends, opportunities and challenges shaping local markets and influencing the future of our industry. In this issue, we shine a spotlight on MEA – a vast and fast-evolving region where investment, connectivity and collaboration are accelerating change. From modern venues and enhanced air access to distinctive heritage, resort and metropolitan experiences, MEA offers planners an increasingly varied proposition for congresses, exhibitions, corporate meetings and incentives. The following pages feature insights from IAPCO Ambassadors Michael Kern of Türkiye and Dr Ahmed El Shal of Egypt, who share their perspectives on the region’s momentum and future. The section concludes with three video conversations featuring IAPCO members and destination partners from across the Middle East and Africa. Together, these voices demonstrate how leadership, innovation and collaboration are strengthening the profile of PCOs, contributing to #UnlockingExcellence and advancing #UnlockingAdvocacy across the global meetings and events industry.

The Ambassador | Spotlight Featuring IAPCO Ambassadors from the Middle East and Africa Michael Kern (Türkiye) • Dr Ahmed El Shal (Egypt) The Ambassador Spotlight is a recurring feature in The PCO, celebrating the expertise, leadership and diverse perspectives of IAPCO Ambassadors from across the globe. As trusted representatives of IAPCO within their regions, our ambassadors play an important role in strengthening industry connections, championing best practices and supporting the continued advancement of the global meetings community. Through their leadership, professional journeys and regional insights, they offer valuable perspectives on the opportunities, challenges and innovations shaping today’s business events landscape. In this MEA edition, we hear from two distinguished Ambassadors whose experience spans Türkiye and Egypt. Together, Michael Kern and Dr Ahmed El Shal consider the forces shaping business events across the region – from infrastructure investment, connectivity and rising demand to geopolitical uncertainty, cost pressures, talent and sustainability – and highlight how local expertise and distinctive destination experiences can transform regional momentum into lasting international opportunity.

Michael Kern Türkiye Executive Director, DEKON Group

Michael Kern brings many years of experience in the events services industry, working across areas such as congress organisation, tourism services, association management, and corporate meetings. With a law degree from the University of Vienna, he has built a career shaped by both strategic insight and practical leadership. DEKON Group is a globally active PCO and association management company based in Istanbul. Serving clients across Europe, Asia, and beyond, DEKON delivers comprehensive support–from event logistics to strategic consultancy–ensuring peace of mind for its partners worldwide.

Prior to joining DEKON, Michael served as Chief Operations Officer at Junior Chamber International (JCI), where he managed member services and engaged with key stakeholders including the EU, WEF, and several UN agencies. This experience deepened his understanding of nonprofit management and international cooperation.

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Meet the | Ambassador

Michael’s strengths lie in business development, corporate communications, and crisis management. His legal background, international exposure, and collaborative leadership approach allow him to contribute meaningfully to the evolving conversation around event strategy and association services.

Meet the | Ambassador Dr Ahmed El Shal Egypt Chairman, ICOM GROUP

Dr Ahmed El Shal is an events management leader and founder of ICOM. As Chairman and Head of the Executive Board, he has led its growth from five people into a regional force across the Middle East, Gulf, Africa and Europe. Today, ICOM delivers more than 350 conferences, projects and MICE events annually through offices in Egypt, the UAE, Saudi Arabia, Bahrain and Germany. With over twenty-seven years’ experience, Dr El Shal has expanded ICOM’s influence in healthcare, government and corporate events while promoting quality, innovation and professional development. ICOM is among the

few MENA companies certified by IAPCO and is affiliated with ICCA, INCON and PCMA. Dr El Shal is an IAPCO Ambassador, has lectured at INCON University and has contributed articles to medical and professional journals. Beyond business, he is active in civic and professional organisations including the Alexandria Business Association, Egyptian Junior Business Association and French and German Chambers of Commerce. He serves on the board of Alexandria Pediatric Hospital. An advocate for Egypt’s global profile, he has promoted a national conference bureau and partnerships positioning Egypt for health tourism and international events.

| IAPCO NEWS

Türkiye’s Strategic Moment in the Global Meetings Market

ISSUE #125 EDITION 4 (2026)

A Regional Perspective by Michael Kern Turkey’s meetings and events industry is currently seeing strong momentum. With its location between Europe, the Middle East and Central Asia, Turkey has always been well positioned for international congresses and events. Istanbul remains one of Europe’s important congress cities, while Antalya continues to be a very strong destination.

and increasingly also from cruises, which have again become an important part of Istanbul’s tourism market. People who have visited Istanbul as tourists often like to come back for a congress or meeting. And it also works the other way around, delegates discovering Istanbul through a congress frequently stay on or return later as tourists, often with their partners or families.

At the same time, the current instability and uncertainty in parts of the Middle East is having a noticeable impact on the meetings industry. We are seeing international congresses and associations reconsidering destinations and, in some cases, moving their events to Turkey. We experienced this ourselves recently, when we had to relocate a major congress at the client’s request from the Gulf region due to the situation.

There are also good opportunities beyond the traditional association congress market. We also see a positive development in the incentives and corporate market. Sectors such as energy, technology and industry are growing, and Turkey offers a broad range of possibilities for incentives and corporate events, especially in the traditional destinations Istanbul and Antalya as well as Cappadocia and the Aegean and Mediterranean coasts.

Looking at the wider EMEA region, we expect the Middle East continuing to grow as an important meetings and events market. At the same time, the current geopolitical situation is creating uncertainty for international planners. Turkey is in an interesting position here, being part of the wider region while at the same time offering a strong connection to Europe. Turkey has a clear advantage in such situations: it is safe, accessible, has excellent infrastructure and still offers good value for money. Turkish Airlines is another major advantage. With Istanbul at the centre of their global network, Turkey is probably one of the easiest accessible congress destinations in the world, particularly when delegates are coming from many different countries. There is also a very strong connection between the congress and meetings market and Turkey’s tourism industry. Many international delegates already know Istanbul from previous leisure visits

But of course, we are also facing major challenges. Currency fluctuations and high inflation definitely make long-term budgeting difficult. The global challenge of finding and retaining good people also applies to Turkey, and this is becoming even harder with increasing competition from the Gulf countries. Plus, there is still work to be done when it comes to sustainability. Overall, however, I believe Turkey is currently in a very strong position, also within the wider EMEA meetings market. The combination of accessibility, infrastructure, experience, value for money and the current regional situation creates a real opportunity for the Turkish meetings industry. The important thing now is to use this opportunity well and turn the current momentum into sustainable, long-term business.

A Regional Perspective by Dr Ahmed El Shal Across the MENA region, from established Gulf hubs to fast-developing destinations in North Africa, the business events, MICE and destination management industry is entering a new phase of scale and sophistication. Investment in venues, aviation, hospitality and destination development is strengthening the region’s ability to host international congresses, exhibitions, corporate meetings and incentive programmes. The growth is increasingly visible in market performance. UFI projected exhibition-related revenues in the Middle East and Africa to grow by 21% in 2025, following growth of 30% in 2024. Saudi Arabia reported a 32% year-on-year increase in business-events venue capacity across 923 accredited venues, while Dubai World Trade Centre hosted 401 events and welcomed 2.97 million participants, up 6% and 12% respectively. Business-travel spending across the Middle East also rose by 23% in 2025. According to the Events Industry Council’s Economic Significance of Business Events 2026 – Executive Summary, released in May 2026, business events in the Middle East generated an estimated US$40 billion in total business sales impact in 2025 and supported approximately 350,000 jobs. Direct spending attributable to business events is projected to increase by 45% between 2019 and 2028, underlining the region’s strong long-term trajectory. Within this transformation, Egypt is emerging with a broader and more diversified businessevents proposition. Its appeal extends beyond its globally recognised heritage, combining upgraded infrastructure, established hospitality, growing connectivity and distinctive destination experiences that give organisers greater flexibility in designing international programmes. The Red Sea remains one of Egypt’s most mature environments for meetings and incentives. Sharm El Sheikh, Hurghada and El Gouna combine resort capacity, international air access and established conference facilities with leisure,

cultural and outdoor experiences that PCOs and DMCs can integrate into formal programmes. On the Mediterranean, the Egyptian North Coast is adding a new dimension through New Alamein City. Designed as a year-round destination, it currently offers around 2,000 hotel rooms, with further hospitality development planned. Its International Conference and Exhibition Centre is being developed to accommodate international conferences, exhibitions and major events, while upgrades at Alamein International Airport will strengthen accessibility for corporate meetings and incentives.

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A Region in Motion: MENA’s Growing Role in Global Business Events

Cairo continues to serve as Egypt’s natural gateway for major congresses and international events. Its established hotel ecosystem is now complemented by the Grand Egyptian Museum, officially opened in November 2025, offering unprecedented opportunities for cultural and business events and memorable delegate experiences. Egypt’s wider tourism momentum is also notable, with nearly 19 million visitors recorded in 2025, an increase of 21%. What makes the MENA region especially compelling is the diversity of experiences it offers within a relatively short travel radius: modern metropolitan centres, beach resorts, heritage sites, desert landscapes and distinctive cultural settings. This enables PCOs and event organisers to design programmes that extend beyond the conference room, delivering engaging and meaningful delegate experiences. The opportunity is particularly strong in priority sectors – including healthcare, technology, sustainability, energy, education, finance and infrastructure – where significant regional investment is driving demand for scientific congresses, trade exhibitions, leadership forums and corporate events. With the assets, ambition and growing expertise to capture a larger share of the global meetings market, MENA’s next challenge is to convert this momentum into repeatable international wins, long-term partnerships and events that create measurable, lasting value for destinations and communities.

| IAPCO NEWS

#UnlockingAdvocacy Across the Middle East and Africa

ISSUE #125 EDITION 4 (2026)

Since the launch of IAPCO’s #UnlockingExcellence advocacy campaign in October 2024, IAPCO has continued to amplify the voice of PCOs and champion the value our industry creates every day. Across the Middle East and Africa, our members, ambassadors and destination partners are playing a vital role in bringing this global movement to life. Through leadership, innovation and collaboration, they are elevating the profile of business events, nurturing future talent and demonstrating the lasting contribution our profession makes to communities, economies and knowledge exchange.

This collection of conversations brings together voices from across the IAPCO community, including members and destination partners, highlighting how the region is contributing to #UnlockingExcellence and advancing #UnlockingAdvocacy. Explore the videos below to hear first-hand how leaders from across the region are shaping the future of meetings and events through innovation, resilience and a shared commitment to excellence.

Featured Videos

Cem Tuncel, Founder of new IAPCO Accredited Member Bros Group, shares what motivated his company to become an IAPCO member.

Karina Lance, Associate Vice President at IAPCO Destination Partner Dubai Business Events, shares why Dubai recommends IAPCO-Accredited PCOs to associations.

Sayde Hojeij, winner of the 2025 IAPCO Hero Award and representing IAPCO-accredited member Infomed International for Events, shares how her IAPCO tribe has helped her overcome challenges.

Discover more about how IAPCO is advancing #UnlockingExcellence and #UnlockingAdvocacy across the world on the IAPCO website. 48

Dates for your diary for education, networking and professional development provided and supported by IAPCO.

SEPTEMBER 2026

ICCA Future of Healthcare Meetings 2026

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Upcoming Education and Events

Presented by IAPCO Strategic Partner ICCA, The Future of Healthcare Meetings 2026 comes to Athens from 20–22 September. On 21 September, Sissi Lignou, IAPCO President and President & CEO of AFEA Congress, the event’s official PCO, will join a key panel on how healthcare meetings can move beyond standard sponsorship towards trusted, value-led partnerships while navigating compliance, governance, independence and scientific integrity.

20–22 September 2026

SDQ MICE 2026 SDQ MICE 2026 will bring buyers, suppliers and industry leaders to Santo Domingo from 21–23 September. IAPCO CEO Martin Boyle will deliver a keynote on the standards, coordination and PCO expertise destinations need to earn organisers’ trust and host international events successfully. We thank the SDQ MICE Organising Committee for inviting IAPCO to contribute its global perspective to this valuable industry platform.

21–23 September 2026

OCTOBER 2026

Hosted EDGE Oman Hosted EDGE Oman takes place in Muscat from 19–21 October 2026, in partnership with Oman Convention Bureau, Ministry of Heritage and Tourism. Delivered through the IAPCO Training Academy, the seminar provides practical professional development for meetings and events professionals, associations, students and industry stakeholders, strengthening regional capability, international standards and valuable connections across Oman, the Gulf and the wider Middle East region.

19–21 October 2026 | Muscat, Oman

| IAPCO NEWS

IMEX America 2026

ISSUE #125 EDITION 4 (2026)

IMEX America 2026 takes place in Las Vegas from 13–15 October. As an IMEX Strategic Partner, IAPCO will connect with Members, Partners and industry stakeholders and host an IAPCO Hosted Buyer Group offering travel and accommodation support, professional development and networking. On 14 October, 09:30–10:15, IAPCO Council Member Ajay Bhojwani (MCI Group) and Karina Soraya Lance (Dubai Business Events) will deliver 2036: Meetings of the Future, exploring how meetings can thrive, the hurdles ahead and stakeholders’ role in shaping their evolution. Attending IMEX America? Join this future-focused session—not to be missed.

13–15 October 2026

NOVEMBER 2026

65th ICCA Annual Congress 2026 The 65th ICCA Annual Congress 2026 will take place from 8–11 November 2026 in Panama City, Panama. As an ICCA Strategic Partner, IAPCO will join the global business events community at the Congress, connecting with members, association leaders, destinations and industry partners while contributing to conversations shaping the future of the meetings industry. Stay tuned for more updates on IAPCO’s participation.

8–11 November 2026

IBTM World 2026 IBTM World 2026 will take place from 17–19 November 2026 in Barcelona, Spain. IAPCO will once again bring its global community together at this leading meetings and events industry show, creating valuable opportunities to learn, connect and collaborate. IAPCO will also host an IAPCO Hosted Buyer Group, offering participating Members a tailored programme of education and networking, quality time with fellow Members and Strategic Partners, and travel and accommodation support in accordance with the Hosted Buyer Programme Terms and Conditions. Registration for the Hosted Buyer Group has now closed. We look forward to welcoming participating Members to Barcelona and sharing another rewarding IBTM World experience with our community.

17–19 November 2026

IAPCO EDGE Amsterdam 2027 IAPCO EDGE Amsterdam 2027 will take place from 20–22 January 2027 in Amsterdam, the Netherlands. Developed by the IAPCO Training Academy, IAPCO’s flagship seminar series delivers world-class professional development, practical learning and valuable networking for meetings and events professionals. Hosted by the Amsterdam Convention Bureau and IAPCO Accredited Member Congress by design, EDGE will provide an inspiring setting for knowledge exchange, fresh thinking and meaningful industry connections. Early bird registration is now open.

20–22 January 2027

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JANUARY 2027

SEE MORE & REGISTER

FEBRUARY 2027

AIME 2027 IAPCO will be heading to Melbourne for AIME 2027, bringing its global community together to connect, exchange ideas and strengthen relationships across Asia Pacific while showcasing the expertise and value of professional congress organisers. A range of exclusive opportunities for IAPCO Members will form part of IAPCO’s presence at AIME, creating additional ways to learn, connect and engage with the wider business events community. Further details will be announced in the coming weeks. Stay tuned for more information and opportunities to get involved.

15–17 February 2027

MARCH 2027

IAPCO Annual Meeting & General Assembly Mumbai 2027 All Is Well | Health. Wealth. Soul. Connections. Inspired by the iconic Bollywood spirit of optimism, IAPCO Mumbai 2027 invites Members to explore how Health, Wealth, Soul and Connections are shaping the future of the meetings industry. The theme places balance, reflection, growth and meaningful human connection at the heart of the experience, creating space to exchange ideas, strengthen relationships and consider new approaches to professional and personal success. Join IAPCO’s global community in Mumbai to celebrate the power of collaboration and the impact of professional congress organisers worldwide. This is an exclusive IAPCO Member event, proudly hosted by IAPCO Accredited Members IA Meetings and Alpcord Network. Early bird registration is open. We look forward to welcoming you to India.

4–6 March 2027

SEE MORE & REGISTER

| ON-POINT ARTICLE

From event delivery to strategic value: Helping associations achieve more through their conferences

ISSUE #125 EDITION 4 (2026)

The future of the PCO profession will not be defined solely by our ability to organise conferences. Our value will increasingly be measured by how effectively we help associations strengthen their communities, engage stakeholders and advance their strategic priorities. As a result, the role of the PCO is evolving beyond event delivery to helping clients create outcomes that extend well beyond the conference itself. Through our ongoing partnership with the Australasian College of Dermatologists (ACD), we demonstrate how a conference can become a powerful platform for advancing an association’s strategic priorities.

programme. Often, submissions from more established professionals were prioritised, while earlycareer sessions attracted limited audiences. To address this, we looked beyond the traditional presentation model and explored new ways to showcase emerging talent and encourage meaningful interaction with the wider dermatology community. A dedicated Trainee and Registrar programme provided a platform for emerging dermatologists to present research, share insights and engage with peers and senior colleagues in a setting tailored to their stage of training. So rather than creating a separate space on the fringe of the conference, an Education Hub was positioned in the heart of the exhibition floor. With prominent staging, silent headphone technology and informal seating, the Hub became a highly visible and accessible platform for early-career dermatologists to present their research and ideas.

A highly visible central platform for early career professionals to present their research

Investing in the future of the profession Like many medical colleges and professional associations, ACD recognises the importance of attracting, retaining and engaging the next generation of specialists. This is not simply a conference objective. It is a strategic priority for the profession . ACD wanted registrars, trainees and other early-career dermatologists to feel connected to their professional community, recognised by their peers and invested in the future of the college. Together, we explored how the Annual Scientific Meeting (ASM) could play a more deliberate role in supporting this objective, rethinking elements of the traditional conference format to better engage and support emerging professionals. While traditionally encouraged to submit abstracts, the reality was that many early-career dermatologists struggled to gain visibility within the main scientific 52

What emerged was a highly engaged environment that encouraged conversation, visibility and connection. For many trainees, it provided a unique opportunity to present their work to senior consultants, experienced researchers and leaders within the dermatology profession, and helped build confidence and encouraged ongoing involvement in research, education and future college activities. For established clinicians, it offered an engaging forum to discover emerging research, fresh perspectives and the next generation of dermatologists. By creating opportunities for emerging professionals to share knowledge alongside established experts, the conference became a mechanism for strengthening the profession’s future workforce. Designing belonging, not just attendance The Education Hub was one part of a broader strategy. Together, ACD and the Think Business Events conference team reviewed the entire conference journey for registrars, trainees and new fellows, identifying practical ways to reduce barriers, encourage involvement and give early-career voices a genuine role in ACD’s professional community. This resulted in a series of targeted activities aligned with this objective:

• •

A dedicated registrar workshop offered immediately prior to the ASM and included free with registration. Sponsored half-price registrations for trainees, supported by an industry partner committed to investing in the future workforce. A new fellow and registrar social event, providing opportunities to build professional networks and peer connections. Inclusion of a new fellow representative on the Programme Committee, ensuring emerging professionals had a voice in shaping the conference experience.

In response, new initiatives were introduced, including a Practice Managers Forum during the ASM, and a stand-alone Dermatology Practice Leaders’ Retreat designed specifically for practice owners. These initiatives recognised that the long-term success of the profession depends not only on clinical excellence, but also on the sustainability, efficiency and resilience of the practices delivering patient care.

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•

By broadening the conference offering, ACD was able to engage new stakeholder groups, create additional value for members and address professional development needs that extended beyond scientific education. It also diversified conference revenue streams, demonstrating how conferences can be leveraged to support both professional development and organisational sustainability. The emerging role of the PCO In consultation with Think Business Events, ACD was able to redesign elements of its events to address strategic priorities for the profession, including workforce development, member engagement and practice sustainability.

A dedicated social event created a welcoming space for fellows and registrars to connect, build relationships and strengthen their professional networks

Importantly, these were designed to foster a stronger sense of belonging, encourage active participation and position early-career dermatologists as valued contributors to the profession. The impact has been significant. Over the past three years, participation from early-career delegates has increased by 10–15% annually. More importantly, the conference has become an increasingly important platform for connecting future specialists with the broader professional community. Expanding value beyond the traditional audience Another strategic objective identified for ACD was supporting the broader ecosystem that underpins successful dermatology practices. Traditionally, the ASM was focused on clinical and scientific content. However, ACD identified a growing need for education and peer connection around the business and operational aspects of dermatological practice management.

This is where the role of the PCO is evolving. While exceptional event delivery remains essential, associations are increasingly looking to their conferences as vehicles to achieve broader organisational goals. The opportunity for PCOs is to help identify those goals and design experiences, programmes and engagement strategies that support them, in addition to cementing the PCO as a strategic organisational partner. In our experience, the most valuable conversations are no longer about what happens during the conference. They are about what the conference can achieve for the community, profession or organisation it serves, before, during and well after the primary conference has ended. Because increasingly, the true measure of success is not the conference itself, but what it enables. Denise Broeren Co-Founder and Director of Business Development Think Business Events

| ON-POINT ARTICLE

Parkinson Congress: From Knowledge Exchange to Community Experience

ISSUE #125 EDITION 4 (2026)

Patient and Caregiver Day were specifically designed to bring diverse perspectives together and encourage meaningful dialogue. These interactions helped generate fresh ideas and strengthened collaboration across the movement disorders community.

The 2026 German Congress for Parkinson’s Disease and Movement Disorders, organised by CPO HANSER SERVICE, demonstrated how medical meetings are evolving beyond traditional knowledge sharing into platforms that foster meaningful connections, collaboration and long-term impact. Held in Leipzig at the historic, but modern equipped Kongresshalle am Zoo under the theme ‘From Gene to System: The Kinetic Code’, the congress brought together around 1,200 professionals from neurology, research, therapy and nursing. Yet the true value of the event extended far beyond its scientific programme of more than 100 sessions and over 230 speakers. It was the exchange between disciplines and the creation of new networks that made the difference.

The congress also highlighted how digital tools can enhance the delegate experience. A dedicated mobile app supported personalised programme planning, networking and interaction, while an active social media strategy extended scientific discussions well beyond the venue itself. For CPO HANSER SERVICE the focus was not only on delivering a seamless event but on working closely with the scientific partners to create an environment where knowledge transfer, networking and community building could happen simultaneously. The 2026 German Congress for Parkinson’s Disease and Movement Disorders illustrates an important shift in the meetings industry: success is no longer defined solely by attendance figures or the number of sessions delivered. The real measure lies in creating connections that continue to drive progress long after the final presentation has ended.

Formats such as the Multidisciplinary Forum, hands-on educational seminars and the

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Participant feedback ‘The programme truly spans the full spectrum, including the very latest unpublished research, which is of great interest to both early-career and experienced neurologists, while also offering outstanding educational opportunities. It genuinely appeals to everyone.’ ‘What I particularly appreciated was the combination of educational content and highquality science, especially the contributions from young researchers in the free paper sessions and poster presentations.’ ‘The congress is excellent: very well balanced, professionally organised, with a great atmosphere and an outstanding venue.’

collaboration. As Core PCO since 2015, CPO HANSER SERVICE has helped drive this evolution, supporting the event’s transformation into a thriving community platform for knowledge exchange and professional connection. Aftermovie Parkinson Congress 2026

Eileen Esser Project Manager Congresses CPO HANSER SERVICE

The congress’s steady growth over the past decade reflects the power of long-term

| ON-POINT ARTICLE ISSUE #125 EDITION 4 (2026)

Beyond Event Delivery: The PCO as Strategic Partner

Beyond the Run Sheet For years, the PCO was judged by execution: Was the programme delivered smoothly? Were speakers, delegates, sponsors and suppliers managed effectively? Those fundamentals remain non-negotiable, but they are only the starting point. Clients increasingly expect events to strengthen communities, support wider organisational objectives, demonstrate value and reduce complexity. The PCO is therefore moving from being an organiser of events to becoming an architect of value around them. IAPCO’s 2026 Global Socio-Political Impact Survey found that 73.84% of respondents said global conflicts had affected their ability to plan or host international meetings, up from 53.92% in 2025. Complexity is no longer outside the event brief. It is part of it. For ICOM Group, operating across MEA, the Gulf and Europe means navigating different business environments, stakeholder expectations and decisionmaking cultures. The challenge is not to replicate one event model, but to understand what success means in each environment and build accordingly. Different clients, different definitions of success Medical and scientific societies may prioritise scientific exchange, education and community continuity. Business associations may focus on member relevance, networking and industry dialogue. Corporates and pharmaceutical companies may emphasise business objectives, stakeholder engagement, compliance and measurable value. Governmental entities often operate within complex institutional environments, while NGOs and foundations may prioritise awareness, participation, fundraising and accessibility.

None of these clients is simply buying an event. PCMA’s 2025 EMEA Engagement Survey reinforces this shift: organisers ranked community, audience engagement, growth and next-generation involvement as their leading priority. Understanding the client’s environment must come before proposing the solution. Salma Darwiche, Chief Business Development Officer, explains, ‘For us, business development begins before we discuss the event itself. We first need to understand how that client thinks, what matters to their stakeholders and what they are ultimately trying to achieve. When you understand that mindset, you begin to identify where real value can be created together.’ From engagement to partnership Traditional event timelines have clear boundaries: planning begins, the event takes place, reporting follows and the project closes. Strategic relationships are less linear. Once a PCO understands a client’s organisation, audiences and long-term objectives, one engagement can create value beyond the original event. A congress may reveal a need for year-round association management, continued e-learning, innovative health projects or destination management. The objective is not more services. It is less complexity through integrated capabilities. Expectations around value are also becoming more measurable. PCMA’s 2025 Meetings Market Survey found that 57% of respondents reported increased focus on data and ROI-driven decision-making. Hossam Mady, Chief Commercial and Partnership Officer, states, ‘A strong partnership is built when both sides stop looking only at the next project and start

For the client, that continuity is risk management. For the PCO, it is the shift from project delivery to partnership stewardship. Designed for regional complexity Delivering this promise requires more than geographical presence. ICOM Group’s structure across MEA, the Gulf and Europe reflects a deliberately regional operating model designed to combine the right capabilities, market knowledge and expertise around each client requirement. Its value lies in assembling market intelligence, event expertise, destination capabilities, communications and specialist services around a particular challenge. Walid Menessi, Chief Operating Officer, adds, ‘Regional reach only becomes meaningful when the client can trust the same level of discipline wherever we operate. Different markets require different approaches, but execution cannot become inconsistent. Our responsibility is to make that complexity work internally so the client experience remains coordinated, controlled and dependable.’ The modern PCO creates value by absorbing complexity rather than transferring it to the client. Listen first, then build ICOM Group’s approach is built around four principles. 1.

Listen to the client. Understand the organisation, its stakeholders, pressures and definition of success. 2. Study the market and prepare the strategy. Market dynamics, audience behaviour and local context should shape the solution from the beginning. 3. Build the relationship for the long term. Each project should strengthen mutual understanding and create a foundation for what comes next. 4. Propose development strategies and approaches. A strategic PCO should identify gaps, challenge established thinking and bring forward opportunities for the partnership to evolve.

a memorable ‘peak moment’, while only 40% of attendees agreed. Attendees who did experience one were 85% more likely to return. Advisory capability is therefore becoming inseparable from operational capability. Clients still need the PCO who knows how to deliver. Increasingly, they also need the PCO who understands what should be delivered, why it matters, how success will be measured and what should happen next.

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looking at what they can develop together over time. Our role is to create structures where the relationship can grow, capabilities can be integrated when they add value, and the client gains continuity.’

The measure of tomorrow’s PCO Flawless logistics will always matter. They are the license to operate, but no longer the full measure of value. The PCO of tomorrow will be judged by the questions asked before an event, the understanding built around the client and its community, the ability to navigate markets, the outcomes demonstrated and the durability of the partnership. For regional PCOs, market diversity can become a source of intelligence and adaptability rather than simply complexity to manage. The evolution from organiser to strategic partner is not about abandoning the traditional strengths of the PCO. It is about building on them. Execution creates trust. Understanding creates relevance. Outcomes prove value. Partnership creates longevity. Dr Belal El Chal, Group CEO, summarises, ‘The future of our profession will not be defined simply by how well we organise an event. It will be defined by how deeply we understand our clients, how confidently we help them navigate change and how much value we continue to create together after an event has ended. The strongest PCOs will be those whose clients see them not as an external organiser, but as a long-term partner in their development.’ Marwa Emam MarComs and PR Deputy Director ICOM Group

Listening is especially important because organiser intention does not always match participant experience. Freeman’s 2025 Experience Trends Report found that 78% of organisers believed attendees experienced

| PARTNERS CONTRIBUTIONS ISSUE #125 EDITION 4 (2026)

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remaining within the walls of the convention venue, ISAPA 2025 extended into communities across Kerry through a series of educational and participation initiatives. Partnerships with Kerry Recreation and Sports Partnership, local GAA clubs and Special Olympics International delivered learning programmes focused on inclusive coaching, adapted games and increasing participation opportunities for people with disabilities. These programmes provided practical skills and knowledge that will continue to benefit communities long after delegates have returned home.

When the International Symposium of Adapted Physical Activity (ISAPA) 2025 arrived in Kerry, it delivered a blueprint for how international association conferences can create lasting social, educational and policy change. Hosted by Munster Technological University (MTU) under the patronage of UNESCO, ISAPA 2025 welcomed 641 delegates from across five continents to explore how sport, physical activity and recreation can become more inclusive for people with disabilities. The symposium generated an estimated €941,500 for the local economy, but its true success lies in the legacy it leaves behind.

Built around the theme ‘Shifting the Dial’, the conference challenged delegates not simply to discuss inclusion, but to drive meaningful transformation. The programme focused on practical action, systemic reform and amplifying the voices of people who are often underrepresented in sport and physical activity, including individuals with visual impairments, deafblindness, intellectual disabilities and mental health challenges. ISAPA 2025 provides a compelling example of how a conference can align with broader societal goals. The event was aligned with multiple United Nations Sustainable Development Goals, embedding principles of health, education, equality and global partnership throughout its design and delivery. Initiatives such as delegate bursaries enabled participation from lowincome countries and those facing financial barriers, ensuring a more diverse and representative global conversation. One of the most significant outcomes was the event’s contribution to international policy development. ISAPA 2025 hosted the first in-person consultation informing UNESCO’s Global Policy Standards process, positioning Ireland at the centre of an important international dialogue on inclusion and participation. By bringing together researchers, practitioners, policymakers and people with lived experience, the symposium created a platform capable of influencing future policy and practice well beyond the conference itself. The conference also demonstrated the power of local engagement in creating meaningful legacy. Rather than

Another enduring outcome was the introduction of the inaugural ISAPA Mental Health Summit. By exploring the relationship between physical activity and mental wellbeing, the summit aligned with both Ireland’s Sharing the Vision framework and the World Health Organisation’s Global Action Plan on Physical Activity. The initiative highlighted Ireland’s growing leadership in integrating health, wellbeing and inclusion within sport and physical activity policy.

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How The International Symposium of Adapted Physical Activity (ISAPA) 2025 Created a Lasting Legacy for Inclusion and Adapted Physical Activity

ISAPA 2025 also showcased a distinctly Irish approach to conference delivery. Through a week-long partnership with Comhaltas Ceoltóirí Éireann, traditional Irish music and culture were woven into the delegate experience. This was not simply an entertainment programme, but a deliberate effort to create authentic cultural connections between visitors and the host destination. The result was an event that demonstrated how cultural identity can enhance the impact and memorability of international conferences while strengthening community involvement.

Reflecting on the event, Conference Ambassador Catherine Carty described ISAPA 2025 as ‘the culmination of years of belief that when we bring people together around shared values, equity, human rights and participation, something extraordinary happens’. Perhaps the most important legacy of ISAPA 2025 is that it has firmly established Kerry and Munster Technological University (MTU) as long-term partners for future international conferences focused on inclusion, health and sustainability. More importantly, it has demonstrated how business events can become catalysts for lasting change, creating benefits that extend far beyond economic impact metrics. ISAPA 2025 serves as a powerful reminder that the most successful conferences are no longer measured solely by attendance numbers or delegate spend. Their true value lies in the knowledge shared, the partnerships formed, the policies influenced and the communities strengthened. By that measure, ISAPA 2025 has left a legacy that will continue to resonate globally for years to come. Fáilte Ireland www.meetinireland.com 59

| IAPCO NEWS ISSUE #125 EDITION 4 (2026)

CINP 2026 Congress – Glasgow, United Kingdom (26–29 June 2026) The CINP 2026 Congress brought together 850 researchers, clinicians and industry leaders from around the world to advance scientific dialogue in neuropsychopharmacology. Delivered by AIM Group Austria as Core PCO, the congress combined a high-level scientific programme with initiatives promoting early-career engagement, community outreach and mental health awareness, reinforcing its impact beyond the congress itself.

COSPAR 2026 Scientific Assembly – Florence, Italy Bringing together more than 3,000 researchers, engineers, space agencies and industry leaders, the COSPAR 2026 Scientific Assembly served as a global platform for advancing space research and international collaboration. AIM Group International supported the congress from concept to delivery, managing communications, sponsorship, digital platforms and participant engagement while embedding sustainability and social impact initiatives throughout the event.

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IAPCO at PCMA Convening EMEA 2026 Earlier this week at PCMA Convening EMEA 2026 in Lisbon, IAPCO President Sissi Lignou (AFEA Congress), Council Member Ginevra De Bellis (OIC Group) and Asiia Sattarova (K.I.T. Group GmbH) led an interactive Micro Lab exploring how intentional event design can strengthen connection, community and belonging. Thank you to PCMA Convening EMEA and our speakers for creating such an engaging space for shared learning. More highlights and key takeaways will be shared soon.

IAPCO at Arabian Travel Market 2026 Earlier this week at Arabian Travel Market 2026 in Dubai, IAPCO Council Member Ajay Bhojwani (MCI Group) and Ambassador Dr Ahmed El Shal (ICOM Group) joined Karina Soraya Lance of IAPCO Partner Dubai Business Events and Kavitha Prabhu of the Arab Association of Urology for a forward-looking conversation on the meetings of 2036, exploring the hurdles ahead and what will help the industry thrive. Thank you to Arabian Travel Market, our speakers and everyone who joined the conversation. More highlights and key takeaways will be shared soon.

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From Conference Organiser to Year-Round Impact: How CAP Partner Helps Medical Societies Thrive

ISSUE #125 EDITION 4 (2026)

became part of the society’s day-to-day operations, providing support across membership management, communications, governance, educational activities, stakeholder relations and digital platforms. This integrated model allows congress activities and association operations to reinforce one another. Knowledge gained from working with members and leadership through the year directly informs conference strategy, while congress activities strengthen membership engagement, scientific collaboration and visibility.

For decades, PCOs have been recognised for delivering exceptional meetings. Today, however, scientific societies expect far more than flawless event execution. They seek partners who can strengthen organisations, engage communities, secure sustainable growth and create value long after the closing session. At the Copenhagen-based conference organisation and association management company, CAP Partner, this shift is becoming increasingly visible across many client partnerships. A strong example is their work for the European Bone and Joint Infection Society (EBJIS), where conference organisation has evolved into a fully integrated collaboration combining congress and association management. Beyond the annual meeting CAP Partner’s partnership with EBJIS began as a traditional PCO, supporting the society’s annual scientific meeting across Europe. Over time, the relationship deepened. By working closely with the board, committees and scientific leadership year after year, CAP Partner developed a unique understanding of the society’s ambitions, governance structure and member community. As a long-term PCO, CAP Partner provided continuity across changing destinations, preserving institutional knowledge, maintaining stakeholder relationships and ensuring a consistent delegate experience.

Measurable results The impact of this approach can be seen across multiple performance indicators. Since 2022, EBJIS has experienced: • 85% growth in delegate attendance • 85% growth in abstract submissions • 38% growth in membership These results reflect a broader trend within scientific societies: conference success is increasingly linked to year-round engagement, effective governance, strong communications and a growing member community. A trend across European medical societies EBJIS is not an isolated example. CAP Partner sees similar benefits across several international medical associations, including the European Wound Management Association (EWMA) and the European Hernia Society (EHS). When association management, communications, fundraising and congress organisation are aligned under one strategic partnership, societies are better positioned to increase membership, strengthen scientific engagement, attract sponsors and industry partners and create sustainable growth. The future role of the PCO As expectations continue to evolve, the role of the PCO is shifting from service provider to strategic partner. CAP Partner Congress Manager, Lene Winther Hagelskjær shares, ‘Our strength lies in continuity. Because we work alongside our clients every day, not only during the annual congress, we develop a deep understanding of their organisation, their members and their ambitions. That allows us to act as a true strategic partner rather than a supplier.’ For CAP Partner, the EBJIS partnership illustrates how combining association management and congress organisation creates value across the entire impact cycle. By supporting societies before, during and after their annual meetings, PCOs can help build stronger communities, advance scientific excellence and contribute to sustainable long-term growth.

From event delivery to organisational growth The partnership entered a new phase in 2023 when CAP Partner was appointed association manager for EBJIS. Rather than supporting a single event, CAP Partner

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The PCO – Issue #125 | Edition 4 (2026)