The Forum, which took place at the Hotel Torre Melina Gran Meliá in Barcelona, prompted an enriching and suggestive debate from the beginning.
PCMA President Sherrif Karamat set the tone by challenging DMOs to reinvent themselves as “destination managers”. He stressed that the business events industry needs to push beyond the Minister of Tourism to ensure that all government departments understand the impacts of job creation, education and innovation.
This was followed by a discussion of the findings from the latest Global Destinations Report , produced in collaboration with SFA Connect, ICC Belfast and IBTM World, which highlighted the challenges of staff shortages and securing funding in regions where there is insufficient recognition of the value of the sector.
Next, Eloísa Urrutia, Global Director of Sustainability for Meetings and Events at American Express Global Business Travel, and Christoph Tessmar, Director of the Barcelona Convention Bureau, discussed how business events can counter the challenges of overtourism and climate change by positively contributing to local communities.
To conclude the Forum, participants were invited to share their reflections.
Ana Maria Viscasillas, President of the Events Industry Council, said: “My main takeaway is that as a global industry, we need to work on our messaging. We influence 27 million jobs, so we need to share more about what we do. There is no government, no organisation, no association, no industry that doesn’t benefit from business meetings and events. Without them, there is no creativity, no innovation, no impact. The $1.6 trillion of total GDP supported by international business events changes economies and transforms cities. We need to share more of our transformation stories, showing our true impact.”
Barbara Jamison, Chair of City Destinations Alliance and Director of the London Convention Bureau for Europe, said: “One of the ways London has been able to engage more politicians has been by partnering with successive Deputy Mayors from Business and bringing them into our organisation. We have now had three Deputy Mayors from Business acting as Chairs of London & Partners. This has encouraged greater engagement and a greater understanding of the work that a convention bureau does and the power of events.”
Þórdís Lóa, President of the City of Reykjavík, said: “I have learned a lot today, in particular about the importance of distinguishing between the value of business events and the challenges posed by overtourism. I will take with me back to Reykjavík the importance of communicating and educating our communities and media about the positive impact business tourism has on our society and economy.”
Following the Forum, guests continued informal discussions at the Meetings Leadership Network Reception on the hotel’s rooftop terrace.
IBTM World exhibition director Claudia Hall said: “The forum was a fantastic prelude to IBTM World 2024. The way we articulate our impact as an industry is vital, and I would like to thank all the associations and organisations who have supported and participated in this initiative to drive advocacy ahead of IBTM World’s 20th anniversary edition.”
The IBTM Global Advocacy Forum, in association with The Business of Events, was supported by PCMA, ICCA, the Events Industry Council, the Strategic Alliance of National Convention Bureaux of Europe, the Joint Meetings Industry Council (JMIC), City Destinations Alliance and The Iceberg.
Source: IBTM World.