The
Business of Events has collaborated with the
International Congress and Convention Association (ICCA) to introduce the
Global Advocacy Alliance.
Scheduled
to run during the ICCA Plenary at IMEX Frankfurt on Monday 13 May, this initiative
will convene 200 industry leaders to foster dialogue and share 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 from politics,
destinations, consortiums, convention bureaux, and venues.
The
ICCA Global Advocacy Alliance aims to equip participants with practical knowledge
and tools to effectively champion the interests of the event sector, thereby
facilitating its growth and recognition. Through a comprehensive approach, the
alliance will address key areas including:
Educating on Advocacy: Providing resources and guidance on the
significance of advocacy for the business events sector, emphasising 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, supporting
local causes, 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 using events as effective communication and marketing tools,
emphasising the unique value of live events in audience engagement.
Facilitating Government Advocacy: Offering guidance on engaging with governmental
bodies to advocate for policies and initiatives supportive of the business
events sector, beyond mere lobbying efforts.
Promoting Soft Power Initiatives: Highlighting the role of business events in
driving trade, investment, and soft power initiatives for destinations,
leveraging events to enhance global perception and attract inward investment.
The
culmination of this initiative will be a toolkit designed to aid
stakeholders in advocating effectively to governments.
"The
Global Advocacy Alliance is a key part of ICCA's commitment to advocacy," said
ICCA CEO Senthil Gopinath. "We're thrilled to be able to offer members the
opportunity to learn how to more effectively communicate with key stakeholders
to advocate for their respective sectors to governments and policymakers. By
advocating for the best interests of our industry, we contribute to the
collective growth and upward trajectory of our community as a whole."
Martin
Fullard, director of The Business of Events, will be chairing the event. He said: “Advocacy is one of the biggest challenges our industry faces and is
globally recognised as imperative. The idea behind this event is to bring
together industry leaders to share best practices and create a toolkit for
everyone involved to utilise in their advocacy efforts.
“Through
this new advocacy alliance, we aim to empower convention bureaux and other
stakeholders with the templates and tools they need to effectively engage with
policymakers.”
