The PCO - August 2023

CONTENTS

Destination - Japan

Message from the President and CEO

IAPCO education seminars to be ‘Hosted’ in Durban and Tokyo in Q4 2023

Upcoming Education and Events

UN SDG Spotlight: Driving Sustainability in Ireland

Destination - Dubai

UNWTO Startup Competition Event Tourism

IAPCO in Latin America

IAPCO’s Ex-Council member joins the HQ Team

Embracing the Future of Events: Complete Our Poll on AI Adoption

IAPCO’s Partnership with Leeds Beckett University

Artificial Intelligence in the Events Industry: Opportunities and Risks for Event Operations and Marketing

IAPCO Next Gen Perspective

Navigating Digital Transformation: From the Next Generation’s Perspective

The Future of Events: The Essential Power of Personal Exchange in a Digital Era

Digital Technology Revolutionizing Event Experiences

Embracing the Power of AI and Machine Learning in Events Management: A Vision for the Future

Phygital Revolution: Blending Digital Advances with Human Connections

Destination - Hamburg

The story behind IAPCO Innovation Award-winning Unlok Education platform by Kenes Group

Innovation and Tradition: How Conference Partners International Balances New Technologies with Timeless Values

6 Quick Steps For Paid Media Magic

Essential Yet Simple: A Brief Introduction to Tech tools for Event Professionals

snaPCO Member News

Partner News

IAPCO AM&GA HOST: Jerusalem. You Must See to Believe.

IAPCO Partners

FEATURE IN THE OCTOBER 2023

EDITION OF THE PCO!

THEME: Mental Health & Wellbeing

Deadline for all contributions: 8 October 2023

Please send all contributions

ON POINT ARTICLES

OUR PARTNERS

MEMBER NEWS

Read the full stories of our members’ news on the IAPCO knowledge hub

PARTNER NEWS

Read the full stories of our members’ news on the IAPCO knowledge hub

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: Nadeem Ahmad (nadeem@iapco.org)

Sign-up to the IAPCO mailing list to receive the PCO magazine in your email inbox: IAPCO Mailing List

SUSTAINABLE

J A P A N

“Sustainable Japan”

JNTO’s new digital brochure “ Sustainable Japan ” highlights Japan’s sustainable initiatives and strengths to inspire new ideas for future business events in the country. This booklet presents 15 major meeting and event destinations in which the community is devoted to a better future for all.

CHOOSE JAPAN.

HERE’S WHY!

Japan ranks first in the World Economic Forum's Travel & Tourism Development Index, for which sustainability is a key criterion.

Source: World Economic Forum,Travel&TourismDevelopmentIndex2021

S D Gs s t a tu s

Japan was the top -ranking country in Asia in the Sustainable Development Report 2022.

Sources: Bertelsmann Stiftung, Sustainable Development Solutions Network, A Global Initiative for the United Nations Cambridge University Press, SustainableDevelopmentReport2022

Most participating universities in Asia in Impact Rankings 2022

8 4 u n i ver si tie s Japanese universities in the global Top 100 for individual SDG performance

7 4 u n i ver si tie s

Source: Times Higher Education, ImpactRankings 2022

Cities that promote walking 3

4 6

Source: Ministry of Land, Infrastructure, Transport and Tourism, WalkabilityPromotionCities

For more information, please visit our website.

Japan's comprehensive public transport network is environmentally sound, and offers a wide range of convenient means to reach your destination.

www.japanmeetings.org

https://www.japanmeetings.org/

Digital: Redefining Engagement and Connectivity

I have a confession to make, I am a nerd when it comes to shiny new digital things!

Using digital tools to make some of the commoditised tasks that PCOs have historically undertaken in an analogue format for their clients has been a game changer over the last 30 years of my career. Creating and using these tools for “good and not evil” has led us to digitising the most basic of tasks that we used to have 4 or 5 people managing manually. I am not sure whether it is a good thing or a bad thing that I remember entering hard copy registration forms into the registration software or completing the credit card payment slips that we used to “snail mail” to the merchant for processing.

During our induction process I take our newest team members on a history tour of the processes that we used to undertake so that they understand how far we have come!

Unfortunately, there has always been detractors of new digitised systems. Some thought video conferences would spell the end of face-to-face business events, however our experience over the past 3 years has demonstrated otherwise. Digitisation has been an essential part of our business evolution enabling us to change the way we operate and expand our business offering.

I am always on the search for new technology that can make our business more efficient if you have a great new digital system, I would love to hear about it!

Sarah Markey-Hamm President, IAPCO

It is an obvious statement to make that our workspaces have been significantly transformed by digital technologies over the years. Most recently, they facilitate remote working capacity, promote efficiency, and foster global collaboration amongst disparate organisations.

Digital technology is also an inextricable part of our personal daily lives and has revolutionized how we communicate, learn, engage and entertain. It is a critical catalyst for personal, economic, and societal growth, providing unparalleled access to information and resources.

IAPCO has been on a journey over the past 4 years to continually adapt and improve the way we utilise digital technology to be more efficient, to communicate in a more meaningful manner and to improve what we offer to our global membership base and the wider business and professional events industry.

However, I must admit that we have only scratched the surface in the past 3-4 years and are now embarking on an exciting phase of developing a truly holistic digital approach. Like many not-for-profit associations with limited resources, we have to rely on experts to provide guidance and recommendations and it is through learning from others that we can be most prepared.

It is extremely interesting to hear from our community on some of the successes, challenges and opportunities they have experienced in the digital environment and what can be achieved when a digital strategy is well created and deployed.

Digital technology empowers us, providing access to opportunities and experiences that were unimaginable just a few decades ago. Enjoy the contributions on the topic from our community in this edition of The PCO.

Martin Boyle CEO, IAPCO

IAPCO education seminars to be ‘Hosted’ in Durban and Tokyo in Q4 2023

IAPCO’s Hosted EDGE Seminars are a unique opportunity to bring IAPCO education to organisations who wish to invite their local stakeholders to attend the two-day event at their own destination.

IAPCO faculty are leading industry experts. They deliver an enriching education programme which includes sharing valuable insights into the latest trends and innovations as well as practical knowledge and best practices in business events management.

Two vibrant cities that believe strongly in the value of IAPCO education are excited to announce Hosted EDGE Seminars at their destinations in 2023.

On bringing the Hosted EDGE to Tokyo for the sixth time, Kayo Nomura, Chief Specialist, Promotion Section at the Japan Convention Bureau, JNTO said:

“IAPCO’s education programmes have been highly valued in the meetings industry and JNTO strives to provide the Japan-based MICE stakeholders with direct access to such educational programmes.

Hosted EDGE Durban - Durban Kwazulu-Natal

Convention Bureau – 17th & 18th October 2023

Hosted EDGE JNTO, Tokyo – (JNTO) Japan

National Tourism Organisation - 7th & 8th

December 2023

Speaking about bringing IAPCO Hosted EDGE back to Durban, General Manager, Sonto Mayise of Durban KwaZulu-Natal Convention Bureau said:

“We are thrilled to bring the IAPCO EDGE Seminar back to Durban, where it has proven to be a highly popular and well-received event in previous years. Our partnership with IAPCO has been incredibly fruitful, equipping and educating local business events companies to become global players in the industry. We are eagerly anticipating welcoming the IAPCO faculty and delegates to Durban once again and showcasing all that our beautiful city has to offer.”

Following the two previous virtual seminars, we could bring a face-to-face seminar to Tokyo in December 2022 which was very well received, with attendees indicating overall satisfaction as ‘Excellent’ and ‘Very Good’. So, it is with great excitement and honour that we are once again staging a hosted IAPCO seminar with the IAPCO Training Academy’s faculty, providing high levels of engagement and connectivity for the needs of the local attendees.”

IAPCO’s Hosted EDGE Seminars are renowned for fostering knowledge and creating networking opportunities for professionals within the meetings industry.

For further information and registration details please contact the host organisations.

Durban - Mabongi Khuzwayo on mabongi@zulu.org.za

Tokyo - Kayo Nomura on kayo_nomura@jnto.go.jp

Interested in a Hosted EDGE Seminar?

Hosted EDGE seminars are prepared in consultation with the IAPCO Training Academy and the local host. We can provide a tailored solution to suit your requirements.

If you are interested in bringing a Hosted EDGE Seminar to your destination, please email education@iapco.org to enquire.

Upcoming Education and Events

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

SEPTEMBER 2023

IBTM Americas

Mexico City Centro Citibanamex Av. del Conscripto 311, Mexico

Leading Trade Show for Incentives, Congress and Conventions in Latin America where the industry’s suppliers and buyers meet for 2 days of high-quality business, networking and education. The Hosted Buyer Program guarantees the attendance of top-level buyers and one-on-one business appointments for exhibitors.

September 13 - 14

IPCAA webinar on compliance

Discover the intricate links between different stakeholders and gain valuable knowledge on the compliance considerations that need to be addressed, whether you work for pharma, a medical society, or any other industry involved in medical congresses.

September 19 @ 4:00 pm - 5:30 pm CEST

Webinar: Challenging the misconceptions of PCO services

PCOs face various challenges that can impact the success of events. However, by recognising and addressing these issues collaboratively, we can develop strategies to overcome them effectively. This webinar will explore potential solutions to each challenge and provide insights to enhance the capabilities of PCOs and elevate event management to new heights.

26 September @ 10:30 am CEST

EDGE Seminar LATAM

Merida, Mexico

We are thrilled to invite you to the highly anticipated IAPCO EDGE Seminar: LATAM, set amidst the captivating landscapes of Merida, Yucatan. Get ready for an exceptional opportunity to delve into the world of professional conference management and elevate your skills against the backdrop of this enchanting destination. Join us in Merida, Yucatan for two days of cutting-edge learning and networking for professional congress organisers in Latin America.

September 13 - 14

Hosted EDGE: Durban

October 11 - 13

IThala International Trade Centre, Signal Road 29, Durban, South Africa

IAPCO EDGE Seminar returns to Durban, South Africa for the 4th time. The two-day event promises to be an enriching experience for professionals in the meetings and conventions industry. IAPCO faculty members, Ori Lahav, CEO of Kenes and Patrizia Semprebene Buongiorno, VP of AIM Group will share valuable insights and practical knowledge on key aspects of business events management to give participants a deeper understanding of industry trends and best practices to ensure they remain competitive in today’s fast-paced marketplace.

September 19 @ 4:00 pm - 5:30 pm UTC+2

17 – 19 October

IMEX America

Mandalay Bay Las Vegas, USA

The largest trade show in the US for global meetings, incentives, conferences, events and business travel industry. Brings the meetings industry together to do a year’s worth of business under one roof with suppliers and buyers from every sector of the meetings industry.

September 19 @ 4:00 pm - 5:30 pm UTC+2

October 17 - 19

webedge.iapco.org

iapco.org/awards

Driving Sustainability in Ireland

Ireland’s National Tourism Development Authority appointed as a Sustainable Development Goal Champion for 20232024

In September 2015, all United Nations Member States adopted the 2030 Agenda for Sustainable Development, a plan of action for people, planet and prosperity which contains 17 Sustainable Development Goals (SDGs).

In recognition of the importance of the 2030 Agenda, Ireland’s Minister for the Environment, Climate and Communications, Eamon Ryan appointed 26 organisations as SDG Champions 2023 – 2024 as leaders in driving forward Ireland’s progress towards the United Nations Sustainable Development Goals (SDGs).

Speaking about the programme, Jenny DeSaulles, Director of Sector Development at Fáilte Ireland explains “As the National Tourism Development Authority in Ireland, we are strategically identifying and building the SDGs into our work programmes, and we look forward to using this platform to further enhance our ability to support and empower the tourism sector to play our collective part in the delivery of the SDG targets.”

Fáilte Ireland is the National Tourism Development Authority, and the organisation was delighted to be included as one of the 26 organisations selected as leaders in driving forward Ireland’s progress towards the United Nations Sustainable Development Goals (SDGs).

Fáilte Ireland has a long-term commitment to the sustainable development of the tourism industry in Ireland and as SDG Champion, will act as an advocate and promoter of the SDGs across the sector, supporting tourism businesses to develop sustainable practices.

“Now is the time to accelerate action towards achieving the goals, to build back better while leaving no-one behind.”

Eamon Ryan Minister for the Environment, Climate and Communications

BUILDING AND MEETING FOR A SUSTAINABLE FUTURE IN DUBAI

When the 28th Conference of the Parties (COP28) kicks off in the United Arab Emirates later this year, Dubai won’t just be providing the host venue and advanced events infrastructure, but also a blueprint for a greener future.

Taking place in Expo City Dubai – the legacy of Expo 2020 Dubai and a thriving new district – the event (30 November – 12 December) is set to attract over 70,000 participants, including heads of state, government officials, and international industry leaders, to discuss climate change while showcasing innovative solutions that can support multilateral cooperation and climate diplomacy.

The country’s hosting of the event is appropriate considering the ambitious ‘UAE Net Zero by 2050’ strategic initiative, which aims to make it the first nation in the MENA region to achieve net-zero emissions.

Aligned to this vision, Dubai has developed a clear strategy and pathway to achieve its target of generating 25 per cent of its energy requirements from renewable sources by 2030 and 100 per cent by 2050.

Phased development of the Mohammed bin Rashid Al Maktoum Solar Park has already seen it reach almost half of its eventual planned capacity of 5,000 MW. Meanwhile, construction on a hydroelectric power plant in the mountain exclave of Hatta is expected to be completed by the end of 2024.

The focus on sustainability is not just being manifested through the energy strategy – other initiatives in the city are also feeding into a greener future.

Launched in February 2022 to tackle single-use plastic bottles, the Dubai Can initiative has witnessed the placing of water fountains in strategic places across the city, including public parks, beaches, and popular tourist destinations. In its first year, it resulted in the successfully reduction of the use of an equivalent of

more than 7 million 500 ml single-use plastic water bottles.

And efforts within the hospitality sector were recently stepped up when the Department of Economy and Tourism (DET) launched the ‘Dubai Sustainable Tourism Stamp’. To obtain a stamp in the three-tier scheme – Gold, Silver and Bronze – hotels must meet the highest standards of DET’s 19 Sustainability requirements, which include criteria such as energy and water efficiency, waste management, and staff education and engagement.

UNWTO Startup Competition Event Tourism

The World Tourism Organization (UNWTO) is organizing the UNWTO Startup Competition Event Tourism. The aim of this competition is to recognize and support innovative startups that are shaping the future of the tourism and events industry with a focus on 1 Mega Events and 2 MICE Tourism.

Each focus has two categories: Mega events:

• Digitalization and Disruptiveness for Sustainable Event Management

• Inclusiveness and Accessibility

MICE Tourism:

• Promotion and Marketing

• Technology for attendee engagement and infrastructure

The competition aims to select four winners, with the primary rewards being the following:

• Opportunity to join UNWTO Innovation Network

• Opportunity to participate and pitch solution at a Global UNWTO event

• Potential opportunity to provide a demo of the solution at an upcoming global UNWTO event

• Visibility on UNWTO global platforms and social media networks

• Scholarships for UNWTO Tourism Online Academy

• Access to potential Mentorship programs with international leaders in the field of innovation

• Networking opportunities with UNWTO and key partners

• Access to potential seed funding, investments, and partnership opportunities with consultancies, accelerators, and incubators within the UNWTO Network

Please be informed that there are no cash prizes involved.

The deadline for the submission is 1 September 2023.

The ceremony will be held in Uzbekistan during the 25th session of the UNWTO General Assembly in Samarkand, Uzbekistan, 16- 20 October 2023.

Partners: Government of Uzbekistan, UEFA, MasterCard and ICCA, Joint Meetings Industry Council (JMIC)

Website: https://www.unwto.org/es/startup-competition/ mega-eventos-y-turismo-mice

Promotional video: https://www.youtube.com/watch?v=hljzykXqocI

As a member of JMIC, and as a committed supporter and advocate of our global meetings industry, IAPCO encourages start-ups to consider a submission for the competition.

IAPCO in Latin America

Martin Boyle CEO, IAPCO

Shortly after joining IAPCO in April 2019, IAPCO Council and I began working on a new 5-year strategic plan which focussed our attention on delivering our Vision and Mission to raise the professionalism of the meetings industry globally. After significant internal and external research and a strategic review, IAPCO Council identified LATAM as a region where we could make a positive impact through focussed support of professional development at all levels.

The strategy was deployed and although in-person activation was paused during 2020 and 2021, opportunities to engage through digital programmes kicked in with our IAPCO Politicians Forum in July 2020, our Hybrid EDGE LATAM Seminar in Mexico City in August 2021 and virtual participation at the FIEXPO Politicians Forum in 2022.

IAPCO’s commitment to supporting the region has not waivered, in fact, it continues to develop and grow. In the latter part of 2022 during IBTM Americas and most recently at FIEXPO in Panama and COCAL’s Annual Conference in Cuba, IAPCO has been able to re-engage, build new mutually

beneficial relationships and spark new initiatives with existing members and colleagues as well as with some new friends. Educational programmes at FIEXPO and COCAL focussed on areas such as how to encourage next generation professionals into our industry, how to better understand and manage our environments through times of Volatility, Uncertainty, Complexity and Ambiguity (VUCA) and how to

mitigate and manage risk as event professionals. Feedback from attendees at all such events has been extremely positive and has inspired us all at IAPCO to commit even more to this energetic and enthusiastic community.

This is the start of many more great initiatives and programmes, and I look forward to returning to IBTM Americas in September and to watching IAPCO’s EDGE LATAM Seminar being delivered in Yucatan, Merida from 11-13 October under the expert management of our IAPCO Members, BTC Americas and B.P. Servimed.

Like our previous EDGE Seminars in LATAM (Guadalajara 2018 and Mexico 2021), this EDGE is open to everyone within the meetings industry in the region, so I encourage you all to consider attending. Trust me, the programme is extremely valuable, inspirational and will leave a positive lasting impact on your professional life. You can learn more about this

EDGE Seminar here: https://www.iapcoedge-merida.org/

I would like to sincerely thank our friends in the LATAM region for appreciating the value that IAPCO can bring to their programmes and events and for continuing to collaborate with us - Arnaldo Nardone and his entire team at FIEXPO, Luis Ricardo Martínez- Fajardo, COCAL President along with the COCAL Board, Alejandro Ramirez Tabche, CEO BTC Americas and IAPCO Council Member and Jose Manuel Bisteni Fernandez, B.P. Servimed, as well as our IAPCO Members in the region.

Mutually beneficial collaborations with meeting professionals in LATAM, whether in the digital landscape or in person at our industry events, remains a priority for IAPCO. I, along with IAPCO Faculty, look forward to engaging, learning and growing together with all of you.

IAPCO’s Ex-Council member joins the HQ Team

Nicolette van Erven takes over the role of Membership and Quality Manager following her stint as an IAPCO council member.

Nicolette shares her background and experience eading up to her latest role with IAPCO.

My experience in the Meetings Industry exceeds 30 years during which I was involved in the bidding and organization process of over 300 international conferences worldwide.

Starting as the internal PCO of the Free University in Amsterdam, after 10 years I launched my own company in 2002. My company, Congress by design, has been a member of IAPCO since 2011. Over the years the company grew to include 15 employees in 2 Netherlands-based offices. Congress by design is now a full-service PCO supporting international associations and institutions organizing their meetings in the Netherlands and abroad.

In 2021, I decided to rethink my future since I felt unable to do what I love best: organising meetings and advising clients. Stealthily, my job had turned into managing my company and team, limiting my in-person contact with clients. Therefore, I decided to hand over Congress by design and became fully available again as a consultant, sparring partner or project manager via my new company, MCCM.

I am very passionate about my work and have served on several boards to further the development and recognition of the industry and facilitate best practices through networking and education. First, in my home country, and from 2017, globally after joining the IAPCO Council. With the IAPCO

Council, my portfolio was Quality and Membership and as chair of the Quality Committee.

After a 6-year term, I left the IAPCO Council, and as I was no longer the owner of the IAPCO member PCO Congress by design, I had to leave the IAPCO Community as well. And to be honest, I was very sad about it as I loved being part of the IAPCO Family. Being actively involved with the IAPCO community has benefited me a lot; both for my company and on a personal level.

It was a big surprise when IAPCO CEO, Martin Boyle contacted me in April to ask if I would be interested in becoming a parttime contracted Quality and Membership Manager. It was a warm welcome back for me, which began with meeting the IAPCO members during the 3 days at IMEX Frankfurt.

I started my new role with IAPCO officially in mid-June, mostly responsible for new membership applications and the Annual and Rotational Quality Reviews. The latter is well known to me because of my previous role on the Quality Committee. As a neutral auditor, I am well equipped to conduct new member site inspections as well as the Annual Quality Reviews. I look forward to working with all IAPCO members and seeing them again at IAPCO’s 2024 AM&GA in Slovenia.

Embracing the Future of Events: Complete Our Poll on AI Adoption

As the events industry continues to evolve, technological advancements are transforming the way we plan, execute, and experience events. One of the most exciting and promising technologies making waves in the sector is Artificial Intelligence (AI). AI has the potential to streamline processes, enhance attendee experiences, and open up new revenue streams for event professionals. But, to truly understand the impact of AI on the events industry, we need your input.

That’s why we’re launching a poll aimed at events industry professionals, seeking your opinions on the use of AI in the sector. Whether you’re an organizer, planner, supplier, or venue manager, your voice matters. By sharing your thoughts and experiences, you’ll help us shape the future of the events industry and identify opportunities for growth and innovation.

Our poll will delve into various aspects of AI adoption in the events industry, including:

Current Level of Adoption: How widely is AI being adopted in the events industry today? Which areas of event planning and execution are seeing the most significant investment in AI solutions?

Benefits and Challenges: What advantages are event professionals experiencing due to AI integration? Conversely, what challenges are they facing in terms of implementing and utilizing AI solutions?

Key Applications: What specific applications of AI are generating the most interest and excitement within the industry? Are there any particular pain points that AI is solving or improving upon?

Future Outlook: Based on your projections, how do you see the role of AI evolving in the events industry over the next three to five years? What opportunities do you foresee, and what barriers might hinder further adoption?

How to Participate in the Poll:

Simply click on the link provided below and fill out the short survey. All participants will receive a summary of the findings once the poll closes.

Link to the Poll: AI Adoption

IAPCO’s Partnership with Leeds Beckett University

IAPCO is dedicated to supporting the involvement and engagement of the next generation of meeting professionals as early in their professional development as possible and to encourage them to explore a career in our global business and professional events sector.

A prime example of this is the partnership created in 2022 between IAPCO and Leeds Beckett University in the UK which has now seen 39 final-year event management students complete the IAPCO Congress Project Management course through our online webEDGE educational portal.

We celebrate the commitment each student has made to their own development and recognise the vast potential available to them. However, the value is by no means one-sided. IAPCO and our community are also learning from the great work of these energetic and enthusiastic students.

Many of us are adopting Artificial Intelligence (AI) into our operations whether via marketing or research

Xcampaigns or deeper into organisational decision-making. However, we must be aware that there are risks involved.

Olivia Preston-Lee, a student at Leeds Becket University, has recently published research on just this, entitled: “Artificial Intelligence in the Events Industry: Opportunities and Risks for Event Operations and Marketing.” We are delighted to highlight her work and share her research findings with you and take this opportunity to congratulate her on such great work!

We also encourage other universities around the globe to consider how their students can broaden their knowledge of business and professional events through collaborative partnerships with IAPCO’s webEDGE.

Contact education@iapco.org for details.

Artificial Intelligence in the Events Industry: Opportunities and Risks for Event Operations and Marketing

This White Paper aims to inform event organisations of the emerging issue and ethical application of Artificial intelligence (AI) in events.

The findings of this white paper demonstrate two core opportunities; firstly, event organisations can utilise AI to personalise event marketing material, enhancing the attendee experience. Secondly, AI can be used to assist with event operations, particularly in relation to security and service. The research also highlights the risk of AI reinforcing historical and cultural biases and breaching the privacy of attendees. The paper broadly addresses AI within events with little focus on the varying classifications of AI (e.g., machine learning and deep learning), which may limit the application of the recommendations. Key recommendations focus on demonstrating accountability within the law, analysing the opportunities and risks, communicating with attendees, mitigating potential risks of AI providers, training event organisation employees and maintaining checks and standards to ensure good practice.

“Producing the white paper whilst in my final year of the Events Management Degree at Leeds Beckett University’s UK Centre for Events Management helped to inform my decision to study for a Masters degree in Media, Data, and Society at The University of Liverpool. This type of postgraduate study is not a typical follow-on from an Events Management undergraduate degree; however, I was able to demonstrate my interest in AI and how it could affect society and more specifically the events sector within the white paper. It enabled me to evidence the link between the two types of degrees and demonstrate that I have transferable skills which I can apply to new topics of learning.”

presentation by Olivia Preston-Lee ;Artificial Intelligence in the Events Industry: Opportunities and Risks for Event Operations and Marketing: https://sway.office.com/2JtbEKpDmIUQl0On?ref=Link

Olivia Preston-Lee

Olivia Preston-Lee

SWAY

Final year student, Leeds Beckett University

“Final year students at Leeds Beckett University’s UK Centre for Events Management are reaping the benefits of a new partnership with IAPCO which includes students having access to IAPCO’s webEDGE Congress Project Management suite of courses delivered by industry leaders. As one of the longest running, most established Events Management degrees in the UK the course aims to ensure students are ready for industry, so access to WebEDGE is a fantastic opportunity, providing unique insights to the dynamic events industry as well as excellent industry qualifications.”

“With a strong focus on career progression the traditional dissertation has been replaced by an industry White Paper and a career interview in which students defend their LinkedIn profiles, industry experience and qualifications. IAPCO’s generous offering to our students has meant their professional profiles on LinkedIn are getting noticed by industry and their White Papers are innovative and advanced leading to excellent job opportunities.”

Dr Lucy Laville Course Director at Leeds Beckett

IAPCO Next Gen Perspective

The IAPCO Next Gen Committee is focused on helping the fresh and forward-thinking voices of the next generation within the industry. The committee gets together once every other month, under the guidance of the current chair, dedicating their efforts to three core objectives:

To make sure the new generation’s thoughts are heard at the Council level.

Let younger IAPCO members know all about the Association’s goals and perks.

To create a safe place where everyone can share their ideas and network.

“I don’t have permission to let you board the plane.” – the woman at the check-in counter firmly told me at London Heathrow Airport on a summer day in June 2020. For a moment my life flashed before my eyes. I was supposed to report back to the office of my public relations job the next day. In a split second, I no longer could get access to my personal belongings and the life I’d built in my Los Angeles apartment for the past nine years. During my 31 years of life, this moment was the best thing to ever happen to me.

To understand why we must go back to the beginning of my career. I got my first job while I was still in high school. Designing a website for a newly started professional congress organizer in Sweden. After graduating, I got a position doing most of the administrative work that goes into organizing a congress; answering support emails, designing sponsorship prospects, and representing the company at the registration

desk of the many congresses we produced. For a couple of years, I was working my way up, and the management was giving me more and more responsibilities as well as opportunities to evolve into becoming a project manager.

For a moment I thought this was it, I was going to be a professional congress organizer and I was going to do a career in it. But my 20-year-old self couldn’t quite picture the path that was laid in front of me. Looking around the room, most coworkers were of senior experience and there were no younger professionals you could look to as mentors. Network opportunities contained of suppliers trying to sell you their venues for the next big conference. The tasks seemed very repetitive and as a 20-year-old there were more exciting things to pursue.

So, I moved to America and got myself a university degree

Ellen Franck

Key Account Manager at Meetagain AB and IAPCO Next Gen Committee Chair

This new section in the PCO shares insights from committee members.

and a sponsored visa from a tech company where I was doing digital marketing and PR for a couple of years. The day I got denied access to my home in California, I was back to square one.

Back in my home country, I decided to pick up my career where I left it nine years ago working as a project manager for Meetagain. I was lucky that Caroline Knies, CEO of the company, put me under her wing re-introducing me to the exciting world of being a PCO. Today I am a partner focusing on strategy work and operations at the company. I must

and we can make a difference. After attending the Annual Meeting & General Assembly in Jerusalem this year, I got to see that there is such a community within IAPCO.

Therefore, I applied as the chair for IAPCO’s Next Gen Committee to get involved beyond my everyday duties at my company. To have a chance to influence what this profession will look like in the future and to educate people about the importance of a PCO in a world where technology is a threat to many similar professions. I’m passionate about implementing innovative technology and the idea to redesign

Navigating

Digital Transformation: From the Next Generation’s Perspective

In today’s rapidly evolving digital landscape, the conference event industry is undergoing a transformative journey driven by technological advancements. As young professionals, we are excited to share how we strive to stay ahead of the curve and drive progress by utilizing new concepts on digitalization.

Let’s start with the integration of Web 3.0, often referred to as the “semantic web,” which is particularly fascinating. Its intelligent data interpretation and interconnectivity offer immense potential for streamlining processes and enhancing user experiences. Adopting Web 3.0 technologies can revolutionize how we plan and execute conferences, offering valuable lessons to our experienced counterparts. For instance, the use of decentralized identity protocols (Cryptography is used to secure communication and verify the authenticity of the messages) in Web 3.0 can enable attendees to have full control over their personal information, allowing for seamless check-ins and personalized experiences without compromising privacy.

Moreover, the integration of blockchain technology in the ticketing process can curb ticket scalping and counterfeiting, resulting in a more equitable and dependable ticket distribution system. Employing blockchain for ticketing enables organizers to establish a trusting relationship with their audience, assuring attendees that the tickets are authentic and fostering trust and consumer confidence.

Additionally, this technology facilitates streamlined revenue management, empowering event planners to effectively monitor ticket sales and revenue in real-time.

The combination of augmented reality (AR) and Web 3.0 can transform the conference experience. Through a dedicated AR application, attendees can immerse themselves in interactive virtual environments, breaking the barriers of physical limitations. Participants equipped with AR-enabled devices can explore lifelike 3D representations of exhibition halls, networking lounges, and presentation stages, all from the comfort of their homes or offices. These are just a few examples of how Web 3.0 can reshape conference planning.

Le’ts take a look at another very actual technology; facial recognition. It presents undeniable advantages for the conference industry when used responsibly. By employing it at registration points and access control areas, conferences can benefit from a frictionless check-in experience for attendees, eliminating the need for physical tickets and ID documents. This streamlined entry process not only saves time but also enhances the overall satisfaction of participants.

Melissa Egger

Melissa Egger, MSc, DES Senior Project Manager, International Conference Services (ICS) and IAPCO Next Gen Member

Moreover, real-time attendance monitoring through facial recognition improves event security and facilitates efficient logistics management. Organizers can instantly identify and track attendees, ensuring only authorized individuals gain access and enhancing safety. Additionally, data insights and analytics gathered from this technology help organizers make informed decisions, adjusting resources and schedules based on attendance data to optimize event logistics. Embracing facial recognition can revolutionize the conference industry, creating more secure, efficient, and personalized event experiences.

AI-driven recommendation systems are poised to be a game-changer in the upcoming wave of digitization. These systems hold the potential to significantly enhance attendee engagement and overall satisfaction at events. One of the most remarkable outcomes of integrating AI is the ability to personalize experiences for each participant. By leveraging AI-driven recommendation systems, meeting planners can craft highly customized agendas tailored to individual preferences. This ensures that attendees are presented with the most relevant sessions, workshops, and networking opportunities, maximizing their overall satisfaction and engagement during the event. This level of personalization fosters a sense of belonging and community, encouraging participants to return for future events and share their positive experiences, thus building brand loyalty and expanding the conference’s reach.

Furthermore, AI has revolutionized administrative tasks, freeing up valuable time for event organizers to focus on strategic planning and facilitating meaningful interactions. Automated chatbots have emerged as a particularly valuable asset, efficiently handling frequently asked questions, providing instant responses to queries, and facilitating smoother communication throughout the event. In the ever-evolving landscape of digitalization, AIpowered data enhancements and recommendation systems are key tools that pave the way for more impactful and successful conferences.

Data monetization is a game-changer too. As we anonymize and aggregate data, we unlock valuable insights that can be shared with sponsors and exhibitors. This data-driven decision-making approach will lead to more targeted offerings, creating new revenue streams for our conferences while safeguarding data privacy and security.

As the Next Generation, we understand the importance of ethical considerations and data privacy in this digital era. Responsible data governance, informed consent, and adherence to regulations are paramount. Striking the right balance between innovation and ethics enables us to embrace technology while fostering a sustainable and inclusive future for our industry.

In our ever-evolving landscape, learning from each other is vital. As young conference organizers, we can create a dynamic and inclusive environment that combines the best of traditional practices with emerging technologies. Embracing digitalization powered by Web 3.0 and other innovations is not just an option; it’s essential for our industry’s growth and success. We can create extraordinary conference experiences that leave a lasting impact on attendees and stakeholders alike. Let’s pave the way for a new era of conferences that harness the power of technology to shape the future of our industry.

THE FUTURE OF EVENTS: THE ESSENTIAL POWER OF PERSONAL EXCHANGE IN A DIGITAL ERA

Leonie Trogus

Not long ago, the world was captivated by the idea of a future dominated entirely by digital and hybrid events. The allure of online networking and the promise of digital exhibition booths were considered the ultimate formats that everyone wanted to see. However, time has shown that sponsors, especially in the medical field, are not entirely convinced by this vision. The dream of seamless online networking has proven less successful than expected, and digital exhibition booths have not lived up to expectations. Yet, in the course of this development, a crucial insight was gained: The true potential of events lies in the skillful melding of digital technology with the irreplaceable essence of in-person interactions. The future of events lies in using digital technologies as a tool to strengthen personal exchange and thus create a fulfilling and enriching experience for all participants.

Hybrid Technology: Boundless Reach and Personal Connection

A key benefit of hybrid conferences is the ability to connect with outstanding speakers around the world - without the constraints of travel costs and schedules. Virtual platforms offer the chance to access boundless expertise and knowledge from all corners of the globe. Experts can present online and interact with an international audience, taking the quality and diversity of conference content to a new level.

Personal Exchange: The Heartbeat of Events

Digital technologies are undoubtedly a valuable addition, giving us access to knowledge from all over the world. But they cannot replace the human element that connects us as people. The power of personal exchange is and remains indispensable - it is the heartbeat that makes events pulsate. So, ideally, the majority of speakers should be on-site, where the magic of personal connections happens. Interpersonal interaction during physical meetings leads to spontaneous encounters, inspiring discussions and valuable networking opportunities. In an increasingly connected world, the personal touch retains irreplaceable importance, especially in a field that requires sensitive information and complex discussions.

Looking Ahead: Virtual Reality and the Expanding Metaverse

To make hybrid conferences effective, traditional formats must evolve. One promising outlook shows that integrating virtual reality (VR) into booths and sessions could become a true gamechanger for hybrid events. Remote attendees could be immersed in immersive and engaging experiences that convey an almost physical presence. A revolutionary

Sales & Marketing Coordinator at Congrex Switzerland

conferencing experience would thus be within reach of everyone, regardless of their geographic location. Moreover, the rapid emergence and ever-increasing accessibility of the metaverse will exponentially expand the scope of hybrid events. Endless opportunities for innovative and interactive content are on the horizon, shaping the conference landscape and leading attendees into a world of boundless collaboration

Tips to Ensure an Outstanding Experience for All Participants:

and creative exchange. But even with advances in technology and the advent of the metaverse, face-to-face exchanges will remain the cornerstone of successful conferences. The human element cannot be replicated by technology alone. Real connections, spontaneous meetings and the opportunity to meet experts face-to-face will continue to be the driving force for meaningful collaboration and professional growth.

1 Embrace hybrid technology: Integrate virtual platforms to connect with outstanding speakers around the world and increase the variety and quality of conference content.

2 Invest in virtual reality experiences: Create immersive virtual booths and sessions that provide attendees with engaging and interactive experiences.

3 Increase face-to-face interaction: Favour on-site speakers to encourage stimulating discussions and valuable networking opportunities, especially in sensitive areas such as medicine.

4 Analyse data and feedback: Continuously improve event success by analysing performance data and feedback to make targeted optimisations.

5 Explore metaverse evolution: Stay at the forefront of emerging metaverse technologies to expand event capabilities and meet the evolving needs of attendees.

A Harmonious Symbiosis for the Future of Events

In conclusion, the world may have once believed that digital and hybrid events would be the most important format of the future. The truth, however, is that the power of face-to-face exchanges and connections remains unmatched, especially in the medical field. While hybrid conferences offer exciting opportunities to connect with global experts, the true potential lies in combining the best of both worlds - harnessing digital learning and VR experiences while maintaining the magic of faceto-face exchanges. As technology evolves and the metaverse becomes more commonplace, we can expect to see significant change in the events landscape. One thing remains certain, however: the essence of human connection will forever be the heartbeat of successful

Digital Technology Revolutionizing Event Experiences

Renata Pozza Director of Association Solutions at MCI Brazil

As congress organizers, just like me, you have been witnessing an incredible transformation in the events industry, especially with the infusion of digital technology into every aspect of our lives. Today, I want to share some fascinating experiences we implemented at one of the major congresses in Brazil, highlighting the impact of digital technology and the necessary capabilities for success in this digital economy.

It’s no secret that technology has become an integral part of our daily lives, revolutionizing the way we engage in various activities, from watching a movie to ordering a taxi or choosing a restaurant. The same is true for consuming technical and scientific content, as anyone can now access top-notch information on many different incredible technological platforms. Naturally, this digital revolution has had a significant impact on the attendance and organization of congresses and events. It could not be a simple delivery of content.

We all know that the way content is delivered must adapt to these changes. As event organizers, it has become our challenge to understand these profound shifts and create a new participant journey that reimagines how we activate sponsorships, turning events into platforms for content, networking, and business opportunities. Inspired by the concept of “festivalization,” where multiple activities occur simultaneously at a single venue, we sought to innovate and bring this essence to the congress format.

Let me share a remarkable case study from this year’s organization of the Brazilian Banking Congress, now rebranded as FEBRABAN Tech. As the most significant technology congress in the Latin American financial sector, it was crucial for us to incorporate the latest technological advancements to create an unforgettable experience.

The journey began long before the event itself, with a marketing campaign led by an AI avatar, which engaged participants even before they stepped foot into the venue. As part of our commitment to enhancing security and efficiency, we introduced digital biometrics for registration, ensuring a seamless and safe entry process for attendees. By leveraging the power of facial biometrics, we are embracing innovative solutions to stay at the forefront of event technology and deliver exceptional experiences for our participants.

One of the major innovations was the design of the exhibition area, meticulously planned to encourage interaction and exploration. Exhibitor stands were designed with a maximum of 50% enclosed walls, encouraging a more interactive and immersive experience. The openformat plenary auditoriums, seamlessly integrated within the exhibition area, featured cutting-edge headphone systems, allowing a high level of engagement between content and business opportunities on the show floor.

One of the highlights was the Immersive Tunnel, a virtual universe enriched with 3D anamorphic technology. Participants were taken on an extraordinary journey, interacting with the latest tech advancements. We were used to seeing images of huge 3D anamorphic technology panels installed in places like Times Square or Piccadilly Circus. So, you can imagine how mind-blowing it was to bring that tech right into a congress! It was simply fantastic, and create that “wow” effect among attendees.

We also created one of the congress stage where everything happened within the metaverse. The speakers were physically present but used 3D glasses to be transferred into the metaverse, where 20 participants per session, seated in comfortable egg chairs and also wearing 3D glasses, were transported into this parallel universe. Everyone interacted seamlessly within this virtual world, engaging in a truly immersive and unique event experience.

Chatbots with artificial intelligence played a pivotal role in enhancing the event experience. These intelligent bots provided real-time assistance, answered inquiries, and personalized participant interactions, through interactive TVs spread across various points of the event.

The results were astounding! With over 45,000 visitors, FEBRABAN Tech set new standards in the events industry. Attendees were impressed by the seamless blend of cuttingedge technology, innovative design, and a truly immersive experience.

As event organizers, we embraced the digital transformation, and it paved the way for future innovations. We’ve learned that incorporating digital technology into events not only enhances the experience for participants but also empowers us to gather valuable data and insights. This information can be used to improve future events and create even more engaging experiences for attendees and sponsors.

The success of this congress has inspired us to continuously explore new frontiers in event technology. We believe that by embracing the ever-evolving digital landscape, we can elevate congress to new heights and leave a lasting impact on our participants.

In conclusion, the incorporation of digital technology has revolutionized event planning, management, attendance, and interaction. As we move forward, the ability to adapt, innovate, and leverage technology will be essential for PCO to thrive in this digital economy. So, let’s keep pushing the boundaries, creating unforgettable experiences, and shaping the future of congresses in this dynamic and tech-savvy world!

Embracing the Power of AI and Machine Learning in Events Management: A Vision for the Future

Marwa Emam Senior Marketing, Communications & PR Manager at ICOM Group

In today’s fast-paced world, technological advancements are reshaping industries at an unprecedented rate. Among the most promising innovations is Artificial Intelligence (AI) and Machine Learning (ML). At, ICOM Group, we recently took a significant step in empowering our employees by organizing a session that delved into the realm of AI and ML. The session not only provided a comprehensive introduction to these transformative technologies but also explored their potential applications in our daily lives and, more notably, in the dynamic field of Events Management.

AI in Daily Lives:

During the session, the participants were intrigued to discover how AI is already an integral part of their daily lives, often without them realizing it. From personalized recommendations on entertainment platforms to voice assistants and autonomous vehicles, medical research, automation, and social media. AI has seamlessly integrated into the fabric of our modern society. By understanding these real-life examples, our employees gained a deeper appreciation for the transformative impact of AI.

Our commitment to embracing AI and Machine Learning is a testament to our dedication to staying ahead of the curve. As technology continues to evolve, we envision a future where human ingenuity and AI-powered insights converge to redefine the landscape of Events Management. Together, we are architects of a brighter, more impactful tomorrow”

Belal El Shal ICOM Group CEO

“As we journeyed through the realm of AI and Machine Learning during the recent session, I was struck by the immense potential these technologies hold for the Events Management field. The fusion of human creativity and AIdriven insights promises to reshape the way we approach marketing strategies. The Events Management landscape stands on the brink of a profound transformation, and I am confident that ICOM Group’s proactive stance will lead to remarkable innovations and unforgettable experiences for our clients”

Marwa Emam Marketing & PR Senior Manager

“In an era marked by technological leaps, our collaboration and partnership strategies are undergoing a metamorphosis. We highly expect that AI will provide us with valuable tools to understand our sponsors and exhibitors on a deeper level. With data-driven insights, we can craft tailored experiences that resonate with their goals and values, cementing enduring partnerships that extend far beyond the boundaries of traditional Events Management. This session shed light on the limitless possibilities, and I am eager to see our Commercial and Partnership endeavors flourish in this new landscape”

Hossam Mady Commercial & Partnership Chief Officer

Web 3.0 and Beyond:

The introduction to Web 3.0 opened the door to a new era of the internet, characterized by decentralization, interoperability, and enhanced user experiences. ICOM’s foresight in presenting this concept not only demonstrated their commitment to staying at the forefront of technological advancements but also sparked curiosity among attendees about the potential applications of Web 3.0 in their field.

The Vision for the Future:

One of the most intriguing aspects of the session was the vision set forth by ICOM’s high management as they shared their profound belief that AI would be a force for positive change in the Events Management industry. Rather than fearing the displacement of human effort, they saw AI as a powerful tool to augment and enhance human capabilities. Their vision emphasized the need to empower employees with knowledge and understanding, so they can embrace AI’s potential and contribute to its responsible integration in the company’s operations.

“We recognize that our employees are our most valuable asset, and their knowledge is the key to our success. In the ever-evolving landscape of the Events Management industry, staying informed about the latest trends and technologies, such as AI and Machine Learning, is not just an option – it’s a necessity. By investing in continuous learning and development, we empower our team to be at the forefront of innovation, delivering exceptional experiences that exceed our clients’ expectations”

Sherine Kamal HR & OD Chief

“Web 3.0 is not just a concept; it’s an opportunity for ICOM to redefine the way we engage with our clients and partners. By embracing the principles of decentralization and interoperability, we open doors to a new era of transparency and efficiency. Our Business Development Team are working hardly on studying the integration of the Web 3.0 in our business to empower us to build stronger connections with our stakeholders, fostering collaboration and trust in an everevolving digital landscape.”

Salma Darwiche Business Development Chief

Conclusion:

The “AI and Machine Learning” session offered a

Phygital Revolution: Blending Digital Advances with Human Connections

Gianluca Trezzi Press & Media Relations Officer at AIM Group International

At AIM Group we have been developing a proprietary web platform to host virtual events and manage complex backend functionalities. Because digital is a revolutionary opportunity that’s too good to miss.

Digital is not only here to stay, but also here to enrich our events, enhance delegates’ experience and empower event professionals. This is increasingly evident as Artificial Intelligence becomes an integral part of our daily working lives, with so many applications in communication, graphics and video, event organisation and management.

At the same time, we mustn’t forget that human connections are both the basis and the fundamental goal of our activities; whether it’s communication projects or events, their ultimate objective remains the same: to reach out to people (with a brand, through an association, with information, etc.) and to spark a change.

Combining the huge opportunities offered by digitisation with the capacity to facilitate human interaction, collaboration and knowledge exchange, and to build relationships offers event professionals the key to creating successful events in today’s landscape.

AIM Group therefore made the strategic decision to develop a proprietary platform: the AIM Phygital Platform. The Platform can host virtual events and exhibition areas, enabling interaction and online collaboration, whilst its backend functionality and data analysis capability also facilitates management of the most complex in-person events.

Why a proprietary platform? Because the specialist knowhow and vast experience of our teams in terms of event mechanisms, critical issues and complex stakeholder needs gave us a clear understanding of the features required to manage a comprehensive range of projects and drove the

customisation of a state-of-the-art, highly effective tool.

Why Phygital? Because by combining the advantages of inperson events with the added value of digital platforms, you can give life to even more effective, augmented events. The benefits of digital events, - increased outreach, extended duration and more personalised content - offer invaluable advantages.

This highly flexible and versatile platform will offer new opportunities to our clients, who will benefit from its wideranging capabilities and potential to engage live and online audiences in new ways.

As an example, the AIM Phygital Platform enabled us to support the digital transformation of the Salone del Mobile Milano, the leading international fair for the furniture and design sector, and to enrich its new website www.salonemilano.it for the 2021, 2022 and 2023 editions. The Salone has launched a new advanced digital platform, enriched throughout the year with updated news, content and an online catalogue of products and brands, and virtual events on the Salone website before, during and after the fair. Furthermore, press conferences to present the Salone were transformed into hybrid events and broadcast live online, making them accessible to a large international audience.

The digital autonomy provided by AIM’s Phygital Platform gives our Group greater flexibility and places us at the forefront of technological developments.

In conclusion, we firmly believe that embracing change and the potential offered by new technologies is crucial to the sustained development of our business. Instead of fearing the new, we seek to exploit innovation to facilitate progress, because it is planned development rather than chance that will enable us to thrive in today’s fast-moving environment.

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The story behind IAPCO Innovation Award-winning Unlok Education platform by Kenes Group

Innovation Award

Chief Digital Officer at Kenes Group Audrey Alloul was recently awarded the IAPCO Driving Excellence Innovation Award 2022 for leading the development of the Unlok Education project, aimed at providing a cutting-edge, expert-based continuing educational platform to healthcare professionals in need of short, easy-to-access, up to date medical knowledge.

In this article, Audrey takes us on a journey through her trajectory at Kenes Group, the creative process of Unlok and the current state of the product.

The context

For almost six decades, Kenes Group has remained a global leader in the business of creating remarkable scientific events, particularly in the medical field. I have been part of the evolution of our company for 17 years now, during which I have contributed to its growth in several roles. For many years, I worked closely with associations as Project Manager and Account Manager, organising their recurrent international in-person conferences. In 2015, I became Director of the Industry Liaison and Sales department, where I consolidated relationships with industry partners.

It was at a later stage in 2018 when I brought together my knowledge of both associations and industry into the Business Development Unit and started to get greatly

Audrey Alloul Chief Digital Officer at Kenes Group and IAPCO Innovation Award 2022 Winner

involved with the development of our digital initiatives. Through different research projects including thousands of in-house survey results, I closely followed the online behaviour and preferences of healthcare professionals and industry stakeholders and co-led the development of our virtual meetings platform VirtuOz.

The value we bring to medical communities by enabling a platform for knowledge acceleration through international conferences is critical. Yet, along my trajectory at Kenes, it became more evident that the irreplaceable 3-5 days a year of in-person learning and networking experience had to be complemented with 365 days of access to education. With knowledge exchange increasingly accessible, quickly evolving and globally distributed in the digital realm, touching base with the communities, and providing services all year round and anywhere in the world, became a priority.

Kenes heavily ventured into the digital sphere around a decade ago. At first, we started webcasting and offering virtual sessions, even though the costs were much higher than they are today and the RoI (Return of Investment) was not too clear for associations yet. E-poster libraries were introduced. Later, we created LMS (Learning Management Systems) for a few partner societies, delivering e-learning courses to touch base with the community, and other online resources to also give the industry partners exposure beyond the in-person conference. Virtual meetings entered the playground and soon, we realised that making the scientific programme of our conferences available online, whether it was live or ondemand, was quickly consolidating into an invaluable video library of cutting-edge knowledge.

We had the vision, plus decades of expertise in certified education for healthcare professionals and experience with online education. In 2020, the amount of video content that we produced skyrocketed due to our conferences turning virtual for over a year. And as every coin has two sides, the straining circumstances of the world were also the final push we needed to come forward with a digital project to make sense of it all. Then, the Digital department was created, and I stepped in as Chief Digital Officer in January 2022. The task at hand: to develop a digital learning space for medical crossspecialities knowledge exchange. Easier said than done!

The creative process

This is how Unlok Education came to life in 2022. We held on to the startup mentality that has characterised our company’s innovative mindset over decades and trusted our world-class IT team to create a best-of-breed platform. We partnered up with other companies providing Artificial Intelligence search engines, language translation and e-learning services, and

developed the integrations. The expertise in technology and the technical know-how are just a couple of the capabilities that our company brought to the forefront to create Unlok.

Once the baseline of our platform was ready, the immediate next step was to feed it with content. We started migrating the video library from our communities with more advanced e-learning content: Alzheimer’s and Parkinson’s DiseasesAD/PD; Advanced Technologies & Treatments for Diabetes –ATTD; World Hospital at Home Congress - WHAC; International Congress on Autoimmunity; and, the Global Education of Medicine and Science – GEMS association.

But the creative process goes much beyond the technology and the content. Behind the scenes, we were also focused on strengthening the Unique Selling Point (USP) and most competitive advantage of Unlok: a dedicated group of highly knowledgeable professionals including Specialists in Online Learning, Educational Management, Scientific Evaluation and PhD Research, Fund Raising & Grant Management, Engagement and Marketing, Continuing Medical Education and Accreditation… All united under the umbrella of the Digital team to create, repurpose, fund, experiment, learn and improve the way that we enable knowledge exchange in the medical field.

So far in 2023, members of our Digital team also attended some of our conferences to personally introduce the platform to attendees, engage with them in person and ultimately, bring back feedback and first-hand understanding of the way that Unlok is perceived and used. Back-and-forth conversations with the healthcare professionals, industry

and partner societies have been crucial.

The outcome

Healthcare professionals are certainly a particular audience, considering that their day-to-day life is full of complex cases, difficult decisions to make and a very tight schedule. At the same time, they are on a long-life journey of learning, always needing to keep themselves up to date with the latest findings in their field, and fields related.

Today, we are able to say that we are at the forefront of the continuing medical education digital world with Unlok, an industry leading LMS (learning management system), coupled with an AI-powered video library that automatically generates captions and translations to 120 different languages, with a powerful search engine, capable of identifying the highlights of the keynotes in the speakers’ speech to direct the users to the exact piece of information that they are looking for, providing healthcare professionals with the opportunity to resume a one-hour talk to a substantial summary of a couple of minutes.

It is a fully customisable learning management system that uses algorithm-based matching systems and artificial intelligence to facilitate knowledge exchange among the users and between

the users and the speakers. It accurately recommends similar content and creates personalised CME-accredited learning programmes based on the users’ preferences. Being fully customisable, it also means that so far, some societies have started using some of its features while others are already using the full pool of services, including the expertise of

IAPCO Innovation Award

The IAPCO Innovation Award recognises and celebrates those at the forefront of innovation, helping to raise the standards of professionalism across the meetings industry. It serves as a platform to showcase the work of these trailblazers and encourages further innovation within the events sector.

The deadline for entries is 15th March 2024 for events that took place in 2023.

our team in the design and delivery of online educational strategies to level up their community engagement and reach.

In May 2023 I received the IAPCO Driving Excellence Innovation Award on behalf of the Digital team. At Kenes Group we are grateful for the recognition of years of vision and hard work, and we are excited for this opportunity to show the world the potential of Unlok Education and get many more associations to jump into this new era of continuing medical education.

Innovation and Tradition: How Conference Partners International Balances New Technologies with Timeless Values

Claire Smyth

Sales & Marketing Director at Conference Partners International

This year is a special one for Conference Partners International as we celebrate our 25th Anniversary. With any anniversary, comes an opportunity for reflection and this is no different. On a call a couple of weeks ago one of the younger staff members asked our CEO and Founder Nicky what is similar and what is different about CPI and the industry today compared to 1998 when she first started. What became very clear during the discussion was that the essence of why we do our work is still the same, Nicky and PCOs all over the world love facilitating people coming together for amazing experiences. That motivation is the same today as it was 25 years ago, and it will be the same again in 25 years’ time.

What has undoubtedly changed though is the way that these events and experiences are delivered, and the rate of change (partially fuelled by the COVID-19 pandemic) is getting faster and faster. PCOs realise that they have to keep up with the developments in order to survive.

When our team discussed our own technology evolution, particularly within digital, we found ourselves constantly returning to the same concept. Technology can help our team to achieve great results, but it won’t replace the incredible talents and experience that we have within our staff. To explore how we utilise technology we have examined three areas around events and what we do in each area to help create top-class experiences.

Pre-Event Planning Phase

Technology has made the world a smaller place, and it helps companies like ours work with clients all over the world. First and foremost, communication tools have become so good that we almost take for granted the role they play in facilitating connections. Bill Gates once talked about the advancement of technology being based on making it fit in so easily that you don’t even notice its role in everyday life. When it comes to

tools like Teams and Zoom, particularly post-COVID, this is undoubtedly the case. Being able to communicate is helpful, but there are challenges that exist within the planning phase, particularly in seeing workflows and having robust sign-off processes when people are not working in the same location. For CPI, Monday.com has become an integral tool of our project management and is key for both our clients and our staff internally. Not having to sift through emails for notes and being able to see clearly who owns a task and when it is due for completion is something that has made planning events much easier for our team. We have always focused on having a partnership approach with our clients and Monday.com has been a brilliant evolution that allows us to work closely with them, with a level of engagement that they are happy with (whatever that may be). Having a robust digital registration and abstract system is mission critical for us and we currently work with EventsAir to help us manage these for clients. For CPI, we need the process for delegates to be seamless, but we also need great reporting so that clients know exactly what is happening and how their event is building up.

Marketing and Promotion

The democratisation of technology is something that has been talked about a lot over the past decade. Years ago, you needed at least a basic understanding of coding to develop a website or you needed Photoshop skills to create nice designs. With drag-and-drop websites, everybody can build something from scratch themselves. For a while, this looked like it could lessen the impact of design professionals as marketing managers or that event professionals could create unique content on their own. What we have found in CPI though is the opposite. Our in-house design team have become an even more integral part of our business. We pride ourselves on being an extension of our clients and our team goes to great lengths to create

unique designs, logos and sites for conferences. Having professional design knowledge underpinning all of the collateral created for an event is what ultimately helps us create amazing content. This helps with the event’s brand identity, but we also know that a brilliantly designed prospectus can help increase sponsorship revenue, and a good site and promotion help drive critical registrations. The two big developments within design for our team have been in concept development and the scale of content we can create. Our team now utilise AI in Microsoft Designer for concept development as a brainstorming tool and then when we have design concepts finalised the use of sites like Canva and Visme allow our non-design staff members to utilise the assets created for them to create social content and any additional digital assets required.

Event Execution

The biggest change that meetings were forced into was the growth of virtual and hybrid meetings during the Pandemic. We were like every other PCO and had to rapidly upgrade our offering in this space and it’s something we were happy with the execution of. What has changed now is the interaction of people on-site at in-person meetings. Devices are now an extension of the experience, and we have to constantly keep up with what is available to deliver innovative event design. Some of these are very practical, including crowd-sourcing questions for moderators or facilitating smart networking amongst delegates to make it as easy as possible for them to make the important connections that they desire. Being able to digitally access posters and simply scan delegates’ badges for follow-ups is something that is so common now that it’s almost taken for granted. Utilising LED and venues with internal screens has also become a critical way of both highlighting the core values and key messaging for Associations, but also bringing attention to key sponsors and their messages. With things like QR codes, we are increasingly seeing Associations and sponsors find ways to make their video and signage interactive, to help create an improved customer experience.

As we continue, we want to push the boundaries of what is possible within the digital space, as long as it fits the purpose of the event we are working on. We’re excited about a major concept we are delivering at the One Young World Summit in Belfast this year. The event brings together over 2,000 young people and it focuses on accelerating social impact. Street art is something that Belfast City is renowned for, so CPI has created a Community Garden that showcases the best of Northern Ireland. What makes the approach even more exciting is that some of the artists that will be showcased in the Community Garden will have their works created into NFTs that allow delegates to take a digital piece of the event home. It’s an exciting innovation that speaks to the young audience that will be attending and it helps create a legacy for the event in a unique way.

What’s next?

One of the big questions that we are constantly exploring is what’s next? Chat GPT, and AI generally, is the flavour of the month and we will certainly see it continue to impact our industry. Regardless of the technology that is developed though, we are confident that personal experience and professional expertise are going to remain central to everything PCOs do. Our core pillars alongside Innovation are People and Partnership. We strongly believe that as technology evolves there will always be a need for experts to help guide Associations. Technology and AI can allow a chatbot to answer delegate questions, but there will always be a need for someone who understands the event to be the foundation that this capability is built on. Our strength is not that we have digital systems capable of helping our clients, but rather that we have the right people utilising them and that we have a partner-focused approach in doing so. We still engage with new technology and our staff are always excited to see what we can add to our work. This article is a perfect example of that with Chat GPT giving the structure to follow and then our staff bringing the insight to round it out.

Going back to the question our CEO Nicky was asked about the similarities and differences over the past 25 years. For us at CPI, an old proverb holds true “plus ça change, plus c’est la même chose”, the more things change the more they stay the same. Digital tools and technology are constantly evolving and present huge opportunities but without amazing people to utilise them they are useless. What’s available to us now compared to 1998 is incomparable, but our partnership approach and the human-centric focus remains exactly the same today as it was on day one for Conference Partners International. No matter what technology is developed those core values will hold true.

Our advice to the industry is simple. Explore new technologies’ capabilities and invest where appropriate, but make sure that you continue to invest in the people behind them, as that is what will truly make an impact for your clients and your business.

Claire Smyth

Quick Steps For Paid Media Magic

Vini Apoena Head of DnA & Marketing Service at MCI Canada

Should your strategy involve inbound activities, it’s advisable to do away with lead gates and make your content freely accessible to your audience. Current research indicates that the intent behind lead generation doesn’t necessarily mirror a corresponding intent to purchase.

As an active participant in the dynamic digital landscape, I’ve had the opportunity to work with various non-profit organizations (NPOs) and associations, helping them tap into the lucrative potential of social media advertising and digital retargeting.

In July 2023, MCI Canada portfolio reached approximately $2 million in paid and earned media managed entirely through Associations, Councils, and NPOs. This success is derived from our ability to find and dissect substantial data, facilitating Organizations in achieving commercial goals more efficiently.

I’m excited to share my insights with you, particularly in the light of our recent transition to Google Analytics 4 (GA4), effective as of July 1st, 2023.

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The integration of GA4 into available technology for MCI Canada clients heralds significant enhancements in understanding consumer behavior and effectively delivering the right content. Navigating through this fresh landscape might be daunting, but I’m here to provide you some guidance.

To kick things off, let’s discuss the significance of existing data.

Downloading and archiving traffic data from Google Analytics can act as a potent tool in enhancing your digital advertising results. GA4 implementation can be tricky, especially in parameter building and tracking, so make sure you have the right people around you.

Now, let’s delve into the practical strategies that have gained popularity among our campaign managers here at MCI Canada and will undoubtedly aid you:

Capitalize on Your Database

If you have a database of past buyers (ideally, at least 500 names), consider this a goldmine. You can leverage this data to create ‘lookalike’ audiences for your remarketing efforts. Sometimes this trumps demographic segmentation in effectiveness, although you might need to broaden the scope.

Understand Buying Intention Through Conversion Funnel

A well-structured conversion funnel can provide a deep understanding of customer pains and needs. This valuable knowledge enhances your copy and creatives, evoking greater identification and action from potential customers.

Utilize GA4 Events

GA4 is a significant upgrade over Universal Analytics (everybody’s favorite). Its ‘Events’ feature, when mirrored with your conversion funnel, is an optimum tool for ad optimization. It ensures your content reaches the right audience at the right time.

Remove Email Requirements for Content Download:

If inbound activities are part of your strategy, it’s recommended to eliminate lead gates and open your content to the audience. Recent research shows lead generation intention doesn’t always equate to purchase intention. By removing this barrier, you reduce campaign costs and avoid unnecessary waste.

Experiment with Incentives:

A variety of promotional mechanisms (Buy-One-Get-One, refer a friend, discounts, etc.) can positively impact product attractiveness. Don’t shy away from experimenting with them. It’s important to do it consciously, as some incentive levels may impact brand perception.

Engage with the Customer’s Pain Point:

Many organizations fall short in focusing on the customer’s pain points. A better understanding of the reasons behind purchases and building content around them dramatically increases audience engagement. By increasing engagement you can reduce the overall cost of your campaign.

Navigating the complex digital world might seem challenging.

Still, with strategic implementation of paid media, astute use of GA4, and a customer-centric approach, NPOs and Associations can unlock significant potential, propelling them towards their desired outcomes.

Essential Yet Simple: A Brief Introduction to Tech Tools for Event Professionals

Anat Regev VP Marketing at Ortra

In the dynamic world of events and conferences, technology has ushered in a transformative wave. It has become the secret ingredient in the events recipe, adding a layer of convenience, participation, and excitement that we could barely have dreamed of a few years ago.

As we navigate this intriguing tech landscape, even the smallest selection of tools can change the game for your operations. Case in point: Chat GPT, the newcomer making waves. This AI prodigy, your ultimate wing-woman, has already begun revolutionizing... well, everything! From crafting marketing plans to conference roundups, Chat GPT is like having an omniscient partner, unveiling talents you didn’t even know existed. It’s not just about making strategic planning and office tools mastering a walk in the park; it’s about stoking the fires of creativity, unveiling exciting possibilities and fresh perspectives.

But technology’s influence isn’t just limited to AI partners. It reshapes every aspect of event planning and management. Remember the time spent creating presentations, generating creative concepts, and packing everything with an overall event’s look & feel before even starting the actual work? Well, that’s where Beautiful.ai or Canva steps in. These tools allow you to create impactful presentations swiftly, with pre-designed layouts, an endless library of images, and AI-powered features like text rewrite options and dynamic data updates. Your first impression just got a powerful ally.

And while we’re talking about streamlining and enhancing your work, let’s not overlook your writing. Be it an email or a proposal, the right choice of words can make all the difference. With AI-enhanced tools like Grammarly, not only is your grammar kept in check, but the tone and complex language issues are also handled, resulting in clearer, more concise writing.

The tech revolution also enhances the event experience for attendees. With multiple events in the pipeline and a team

that might be running at full capacity, we need to ensure this doesn’t impact our attendees’ experience. Chatbots, like LiveChat, can handle this by providing automated yet interactive support. They integrate seamlessly into your conference websites, boosting availability and service quality without overloading your team.

Taking this a notch higher, AI can even glam up your conference content. AI video generators like Pictory can add a wow factor to your event, even on a shoestring budget. It allows you to create a variety of videos embellished with event branding and relevant images, enhancing transitions, speaker introductions, session openers, and more.

Lastly, event management is, indeed, a team game. For the players to be in sync, robust cloud-based platforms like monday.com or clickup can streamline the process. From scheduling to coordinating tasks, tracking expenses, and getting real-time analytics - it all comes together to simplify event planning and elevate teamwork.

The impact of tech on our field is revolutionary. By embracing this digital helper, you embark on a journey of crafting unforgettable experiences and memorable gatherings. Welcome to the tech revolution, where magic meets innovation!

#GSC2023

Prague!

Great edition with top features and 1500 participants… when a real partnership makes the difference!

OIC people enjoyed the success and the deep sense of collaboration that we experience every year within the AO Spine Community!

OIC Group along with Firenze Conventtion Bureau and Firenze Fiera, proudly hosted and sponsored an enormously successful Association World Congress from the 9-11th July.

Arinex and Joyn combine forces to create The Arinex Group

Joyn, a leading event technology platform, is excited to announce that it has acquired Arinex, the largest Australian-owned business event management company. The combined group will be called The Arinex Group and will be focused on creating modern, innovative, and technologyled event experiences around the world.

Arinex is a world-renowned leader in the business event management industry, with over 50 years of experience in a wide range of events including incentives, special events and international conferences.

Congrès Inc.

G7

Hiroshima Summit Report from Congrès Inc.

G7 Leaders gathered for the very first time in Hiroshima, Japan, the city of peace, this May under Japan’s presidency. IAPCO member Congrès Inc. reports on the highlights and the company’s contributions as the appointed PCO.

From May 19 to 21, the G7 Hiroshima Summit was held under Japan’s presidency in the Grand Prince Hotel Hiroshima, Peace Memorial Park, the Hiroshima Peace Memorial Museum, and Itsukushima Shrine, among other venues. Congrès Inc. was in charge of the venue set-up and operation of the Summit.

G7 Leaders at Session 1 (Working Lunch); Venue: Grand Prince Hotel Hiroshima.

Arinex

G7 Family Photo during visit to Itsukushima Shrine, a UNESCO World Heritage Site, on Miyajima Island.

Africa Health ExCon

Under the Auspices of H.E. Abdel Fattah El Sisi, President of The Arab Republic of Egypt ICOM Group Manages the Scientific Program and Registration Management of the ‘Africa Health ExCon’ 2023.

In a monumental achievement, ICOM Group had the distinct pleasure of managing the Scientific Program and Registration Management of Africa Health ExCon 2023, a renowned healthcare conference held annually in Egypt.

Shaping the Future of Cardiovascular Events with CardioAlex 2023

Welcome to the captivating world of CardioAlex, a leading cardiovascular event held annually on the enchanting Egyptian lands. Organized by ICOM Group, this prestigious conference has become a prominent fixture in the medical community’s calendar, showcasing a commitment to advancements in cardiovascular care and research. With a profound vision, the team at ICOM Group has successfully united esteemed experts, practitioners, and enthusiasts from around the globe, creating an unforgettable experience that epitomizes events management innovation.

Held in Bibliotheca Alexandrina, Alexandria, Egypt from 13th to 16th June 2023, CardioAlex delivered a rich scientific program designed to provide attendees with the latest research findings and advancements in the cardiovascular field. The event witnessed a remarkable turnout of 6,783 in-person attendees and an additional 1,350 remote participants, reflecting the conference’s immense interest and importance within the medical community.

Sports, Medicine and Health Summit (SMHS) – A congress for everyone!

In June, Hamburg took on the prestigious role of being the global hub of sports medicine and science for a remarkable three days. The renowned harbor city nestled along the banks of the River Elbe played host to an assembly of 1,650 experts hailing from 32 nations, all congregating for the momentous Sports, Medicine, and Health Summit (SMHS). Moreover, the local community of Hamburg was graciously welcomed to engage in a range of activities, thought-provoking panel discussions, and the captivating “SMHS Arena.”

Group

AIM Group International publishes its Corporate Annual Report 2022 announcing positive economic and business results

AIM Group International is pleased to present its Corporate Annual Report 2022, showcasing positive business and economic outcomes, with a return to historical business volumes after the disruption of the pandemic.

“The events industry has demonstrated remarkable resilience and undergone a complete revolution in recent years. We are very proud that AIM Group International has made similar transformative changes” underlines Gianluca Buongiorno, President AIM Group International.

AIM

AIM Sport and Oltre Consulting Announce a Strategic Partnership

The companies will collaborate in the field of sports events and sponsorships

AIM Sport, AIM Group International’s specialist sports events company, has formed a partnership with Oltre Consulting, the renowned sports advisory company. The organizations’ respective leadership - Armando Mastrapasqua, managing director of AIM Sport, and Oltre’s President Javier Zanetti (former soccer and vice-president of Inter Football Club) and CEO Maria Cristina Russo, firmly believe that the partnership will support their respective development strategies.

A sustainable and engaging conference

Boyden World Conference 2023 in Madrid earns Sustainability Certificate for Environmentally Friendly Practices

The Boyden World Conference 2023 held in Madrid was recently awarded a sustainability certificate for its commitment to environmentally friendly and socially responsible practices. The aim of this edition was to reduce the carbon footprint while maintaining an engaging and rewarding event.

The conference incorporated sustainable practices such as using eco-friendly venues, minimizing printed materials, reducing carbon emissions, selecting sustainable materials, prioritizing sustainable suppliers, optimizing waste management, and adopting a sustainable food policy.

Messe Frankfurt proves to be the ideal venue for major congresses

Messe Frankfurt proves to be the ideal venue for major congresses

From 8 - 11 June 2023, the EHA2023Hybrid Congress took place at the locations of Messe Frankfurt. It was the largest congress to be held here so far. More than 15,000 participants attended the medical congress at the Frankfurt exhibition grounds.

JNTO Japan Study Tour Announcement

We at Japan National Tourism Organization (JNTO) are thrilled to welcome IAPCO members to our annual fam/ study tour for the second consecutive year. Our goal for this tour is to create a unique experience that will instill in IAPCO members a stronger understanding of Japan’s potential as a destination for international conferences. This tour will take place from December 3rd through the 8th, and we are currently working on the following two courses:

Course-1: Tokyo - Kobe & Awaji Island - Hiroshima (6 days, 5 nights)

Course-2: Tokyo – Kumamoto – Fukuoka & Kitakyushu (6 days, 5 nights)

MCEC launches new accessible website with 360-degree virtual tours

Melbourne Convention and Exhibition Centre (MCEC), Australia’s largest convention centre is excited to announce the launch of its new website, the first step towards developing an omnichannel customer experience.

Built in partnership with design and innovation agency AKQA’s Melbourne team, the new MCEC website provides a seamless and engaging experience, offering improved accessibility and a first-hand look into the venue’s wonderful spaces.

MCEC

Jerusalem. You Must See to Believe.

From the moment the visitor rounds the curve in the highway and the eternal Jerusalem comes into view, he or she understands the city’s beauty and timelessness, inspiration to poets and prophets for centuries.

Spectacular ancient and historic sites provide unique backdrops for creative events in the 21st century. A feast in an underground cave that is 2,000 years old or a gala in the biblical Ben Hinnom Park under the Old City Walls, from a spectacular sunset reception on the balcony of the Israel Museum to a cocktail party in the Tower of David, your event is guaranteed to be remarkable and memorable.

World Class Centers of Medicine and Science

Jerusalem is home to the two campuses of the Hebrew University and host to many life science and biomedical companies, unique resources for scientific conferences and symposia, a major incentive for science and medical associations to hold their conferences in Israel’s capital.

Half of all medical research, as well as nearly half of all biotech research, and one-third of academic research overall in Israel is conducted in Jerusalem at the Hebrew University and its affiliate Hadassah Medical Center.

Jerusalem also knows how to have fun. There are culinary tours of the colorful Mahane Yehuda open market marking its centennial year, museums and art galleries to be visited and even bike tours within the city and beyond as Time Magazine noted in its recent article showcasing Jerusalem as a cyclingfriendly city and choosing Jerusalem as one of the WORLD’S GREATEST PLACES in 2023.

The city abounds with live concerts, festivals and cultural events all year round. One of the most unique music halls is the historic Birkat HaSultan, the Solomon’s Pool amphitheater of 6,000 seats, below the walls of the Old City. It hosts scores of open-air concerts featuring international and local performances throughout the year.

There are many cultural centers and venues which ensure that something is going on almost every night, regardless of the weather. For example, Mahane Yehuda, the fresh produce

market by day becomes a vibrant bistro and bar scene by night. The Jerusalem Theater, Hansen House and the Islamic Museum are all a short walk from one another.

At the city’s center are restaurants catering to all tastes and budgets from ethnic street food in a pita to elegant dinners in rooftop restaurants where the fantastic fare competes with the incomparable view.

And as Jerusalem is a city of the three monotheistic religions, it is a crossroads of faith and ritual. Magnificent churches, synagogues and mosques, their clergy, pilgrims and parishioners, reflect the mosaic weave of multiculturalism for which Jerusalem is famous.

Support from the Jerusalem CVB

We are a full-service conference and convention bureau. Our professional staff provide event organizers access to local venues, to the best accommodation for the group, help with creating tours, coordinating transportation and other required services.

Conference venues in Jerusalem have invested in the most

modern communication systems and infrastructure enabling real time video conferencing, multimedia presentations and whatever other requirements event organizers may have.

The JCVB also provides financial incentives for conferences of over 400 participants. We have years of experience organizing conferences through our extensive network of contacts and service providers. We work closely with you to customize the conference according to your needs and wants.

Our team will be there with you from bid to gala and so will the beautiful city of Jerusalem.

For decades, conference participants have left the city of Jerusalem with once-in-a-lifetime experiences of the city on a mountaintop. It’s inspiring. It’s fascinating. It’s truly unconventional.

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