At IMEX America 2025, PCMA announced two new leadership programmes, as well as updates to its AI-driven Destinaitor platform. The news was shared by Sherrif Karamat, president and CEO of PCMA and CEMA, and Neil Brownlee, PCMA chair and head of business events at VisitScotland.
The PCMA Institute, formerly the Event Leadership Institute, will launch two global education initiatives in early 2026. The Executive Leadership Fellowship is a six- to nine-month programme for senior professionals aiming for C-suite roles. It focuses on applied learning through case studies and collaboration. Applications open at Convening Leaders 2026, with 25 participants to be selected.
The Business Events Strategist (BES) Certification will recognise strategic expertise within the global business events sector. Aimed at professionals with at least seven years of experience, the designation will be awarded through a points-based system and a capstone project. The programme also launches at Convening Leaders 2026.
“These initiatives reflect PCMA’s commitment to equipping the global business events community with the tools, insights, and recognition needed to lead with purpose,” said Karamat. “We are investing in the leaders who will shape the future of our industry.”
PCMA also confirmed that Volume 7 of the Professional Meetings Management textbook will be released in December 2025 – the first update since 2015. The new edition addresses changes in the sector and is aimed at students, faculty, and industry professionals.
Brownlee provided an update on Destinaitor, the AI-powered sourcing platform developed with dFakto and supported by Tempest and Simpleview. The system uses large language models to analyse verified destination and venue data, helping event strategists compare and evaluate options more efficiently.
“Business events strategists have long struggled with fragmented and inconsistent information when planning future events,” Brownlee said. “Destinaitor brings clarity, accuracy, and efficiency to the sourcing process through AI and verified data partnerships.”
Since its launch three months ago, six organisations have joined Destinaitor: Alliant Energy Center, Discover Kalamazoo, Visit Bellevue Washington, Visit Kansas City, Nashville’s Music City Center and Québec City.
For further information on Destinaitor – Destinaitor: Customised and Flexible Pricing
