Defining how the sector better communicates its economic and social value will be top of the agenda at IBTM World’s Forum for Advocacy.
Held in partnership with The Business of Events, the forum aims to be a catalyst for change and amplify the existing conversation around advocacy issues. PCMA, ICCA, the Events Industry Council, and The Strategic Alliance of The National Convention
Bureaux of Europe are among the associations welcoming the initiative, as
are the Joint Meetings Industry Council (JMIC), City Destinations
Alliance, and The Iceberg.
Bringing together an international group of senior leaders,
policymakers and influencers, the Forum for Advocacy will be opened by IBTM
World exhibition director, Claudia Hall, on Monday 18 November at the Torre Melina Gran Melia Hotel.
Sherrif Karamat, president and CEO
of the PCMA, will speak on the industry’s role, position and purpose. His
address will be followed by key findings from the latest Global Destination
Report, analysed by Sarah Fleming, MD of SFA Connect.
American Express Global Business Travel’s head of global sustainability meetings & events, Eloísa Urrutia, and Barcelona Convention Bureau director Christoph Tessmar
will then discuss how business events can counterbalance the challenges of overtourism and climate change by contributing positively to local economies.
The forum will close with a policy agenda discussion to agree what the
business events industry is advocating for and where it can unlock further
potential.
“We look forward to supporting the long-term growth of the business
events sector and ensuring it remains on its journey towards a sustainable and
diverse future, which is inclusive and accessible to all, and which continues
to have a positive impact on global communities and the world it inhabits,”
said Claudia Hall.
Following the forum, guests will have an opportunity to continue
informal talks at the Meetings Leadership Network reception. The
outcomes of the Forum for Advocacy will then be explored further from
3pm on Tuesday 19 November on the Impact Stage at IBTM World.
