In a groundbreaking move, the International Congress and Convention Association (ICCA) partnered with The Business of Events to unveil the Global Advocacy Alliance, a pioneering initiative to transform advocacy within the global event industry. This collaboration marks a strategic pivot towards amplifying the sector’s voice across governmental echelons, harnessing the collective expertise of over 200 leading industry figures.
Scheduled to take centre stage at the ICCA Plenary during IMEX Frankfurt on May 13, 2024, the alliance seeks to cultivate a robust dialogue among event industry leaders from diverse backgrounds—including politics, destinations, consortiums, convention bureaus, and venues. This initiative is not just a meeting of minds but a strategized action to equip stakeholders with essential tools and knowledge to effectively champion the event sector’s multifaceted interests.
The alliance’s agenda is comprehensive and meticulously designed to address several critical areas:
- Educational Outreach on Advocacy: It aims to underscore the significance of advocacy in promoting economic development, community engagement, and cultural enrichment within the business events sector.
- Economic Contributions: By presenting data and case studies, the alliance will spotlight the substantial financial benefits of business events, including revenue streams, job creation, and bolstering local enterprises.
- Social Enhancements: The initiative will illustrate how events significantly uplift communities by improving infrastructure, supporting local causes, and enhancing residents’ quality of life.
- Cultural Exchanges: The Global Advocacy Alliance will also emphasize how events are vital platforms for celebrating and propagating cultural heritage, fostering greater cross-cultural understanding.
- Corporate Involvement: Strategies will be provided to engage corporate entities in utilizing events as potent marketing and communication vehicles, maximizing live event engagement.
- Governmental Interaction: The alliance will offer nuanced guidance on effectively liaising with government bodies, ensuring advocacy transcends conventional lobbying.
- Soft Power Promotion: Highlighting the strategic role of events in driving trade and investments and enhancing the global perception of destinations.
The culmination of these efforts will be the creation of a comprehensive advocacy toolkit designed to empower stakeholders to advocate convincingly and effectively at all levels of government.
ICCA CEO Senthil Gopinath expressed enthusiasm about the alliance’s potential impact, stating, “The Global Advocacy Alliance stands at the core of ICCA’s commitment to advocacy. This initiative allows our members to refine their communication with crucial stakeholders, advancing the broader interests of our industry and contributing significantly to our community’s growth and success.”
Martin Fullard, Director of The Business of Events and chair of the upcoming event, highlighted the urgency of advocacy in today’s landscape: “Advocacy remains one of our industry’s most formidable challenges and is recognized globally as crucial. This event is a concerted effort to unite industry leaders, share best practices, and develop a universally beneficial toolkit for advocacy.”
For additional information on the ICCA Global Advocacy Alliance and event registration, please visit the ICCA event website.
This strategic alliance promises to advocate for the event industry’s best interests and foster a thriving, interconnected community dedicated to sustained growth and innovation.
Written by: My Thanh Pham
