The International Congress and Convention Association (ICCA) has partnered with The Business of Events to launch the Global Advocacy Alliance. This initiative is debuting at the ICCA Plenary during IMEX Frankfurt on May 13, 2024. It will bring together 200 industry leaders to discuss and exchange best practices in advocating for the event sector to governmental bodies at local, regional, and national levels.
Supported by Gevme, the session will feature insights from industry leaders across various sectors including politics, destinations, consortiums, convention bureaus, and venues. The primary goal of the ICCA Global Advocacy Alliance is to provide participants with practical knowledge and tools to effectively advocate for the interests of the event sector, thereby facilitating its growth and recognition.
The alliance will focus on several key areas:
- Educating on Advocacy: Providing resources and guidance on the significance of advocacy for the business events sector, highlighting its role in economic development, community engagement, and cultural promotion.
- Highlighting Economic Impact: Showcasing data and case studies demonstrating the economic value of business events, including revenue generation, job creation, and support for local businesses.
- Emphasising Social Impact: Illustrating how business events contribute to social development, such as improving community infrastructure and enhancing the quality of life for residents.
- Stressing Cultural Significance: Outlining how business events serve as platforms to showcase and celebrate the cultural heritage of destinations, fostering cross-cultural exchange and understanding.
- Encouraging Corporate Engagement: Providing strategies for engaging corporate brands in utilizing events as effective communication and marketing tools.
- Facilitating Government Advocacy: Offering guidance on engaging with governmental bodies to advocate for policies and initiatives supportive of the business events sector.
- Promoting Soft Power Initiatives: Highlighting the role of business events in driving trade, investment, and soft power initiatives for destinations.
The culmination of this initiative will be a comprehensive toolkit designed to aid stakeholders in advocating effectively to governments. ICCA CEO Senthil Gopinath and Martin Fullard, Director of The Business of Events, expressed their enthusiasm for this collaborative effort, emphasizing its importance in advancing the industry’s interests globally.
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