ICCA CEO Senthil Gopinath (left) identifies the priorities for the association
The 61st ICCA Congress in Kraków was an opportunity – in real time – to see how our pillars of Sustainability; Legacy; Diversity, Equity and Inclusion impact the way we plan, and implement, our work.
For the first time in a while, the community met face-to-face, with the pillars (literally and figuratively) looming large in the congress story. From the initial reaction, it’s been an overwhelmingly positive experience. So, yes, the three pillars ‘landed’ well. Moving forwards, results will be based on how effectively we align them to a fourth significant pillar: Business Focus. The business opportunities created for members, based on the strategy and content we provide, is the key indicator for ICCA success in 2023 and beyond.
Everything we do as a connected global organisation – events, knowledge sharing, education – must be viewed through the lens of business growth and increased opportunities for our members. We do not exist to tick boxes; we are here to drive change. We want to shape our industry, to advocate for it, to give it a significant voice on the global business – and societal – stage. If we do this, we grow our sector. We create jobs. We help communities thrive.
The ICCA pillars help tell these stories of growth. Growth through education, action, and collaboration. We devised congress content to be compelling, engaging and effective.
An ICCA pillar was assigned to a particular congress day, but such is the organic overlap of each pillar, it wasn’t a hard or fast rule. Keynote speakers and breakout sessions met the brief, and then went further because pillars don’t operate in isolation; they serve a common purpose by sharing a common load. Our pillar-based thinking shaped content creation which will inspire delegates to take the learnings from congress into their working lives.
Should we have these particular pillars? Should Sustainability; Legacy; DEI just be accepted as good working practice? I believe this misses a golden opportunity to build a dynamic narrative as to how our industry – one that is criticised – is actually making itself a community of change. We are doing it through education, which touches upon Sustainability, DEI and Legacy. We are doing it by championing the Net Zero Carbon Events Roadmap, which tackles Sustainability and again, Legacy.
We can be the changemakers. We can lead with a clear and responsible vision. We want to attract passionate young voices, the generation who have grown up with a belief their voice matters, into our world… rather than see them head into government, the arts, education, commerce or activism. We have a platform ready for those who want to be the difference. And with challenges around recruitment, let’s use this messaging and shine a light on our willingness to act. Let’s make the potential of change part of the events industry’s USP.
Kraków allowed ICCA to put what we think – and feel – into practice. Our members want help moving forward in a positive and responsible way. Congress used our pillars like conductor rods, supplying the raw energy and power in the room, to think and be different.
Looking towards 2023 – which I do with great excitement – the commitment to Net Zero, the launch of our new website, the expansion of the ICCASkills programme, and our 62nd Congress in Bangkok, will continue to be based on our pillar-based thinking. ICCA has big plans but we have a solid foundation on which to make our business closer, stronger, better. Our pillars will help us achieve this… and so much more.
