Reinventing the Congress Experience
This year, ICCA introduced an ambitious new concept called ‘The Hub’, which was designed to create a dynamic, flexible learning environment. Featuring four themed quadrants – Technology and Innovation, Cultural Awareness and Social Impacts, Sustainability, and Business Trends – the Hub allowed delegates to move freely between topics, choosing sessions that matched their interests. With 19 concurrent sessions, it created a more adaptable, open format that redefined the traditional congress model.
Most attendees seemed to appreciate this shift, judging from the small groups that formed around the central podium. The layout encouraged spontaneous conversations and real-time feedback, making it a collaborative space. The unique setup, combined with AI-enabled feedback visible from everywhere in the room, allowed attendees to have their voices heard and their ideas reflected in the moment, which gave the sessions an unexpected energy.
Networking was central to the congress experience, and Abu Dhabi proved to be an ideal host city for facilitating connections. From structured meet-and-greet opportunities to informal social gatherings, ICCA made sure we had ample time to engage with our peers. Highlights included a lively Challenge Night at Warner Bros World and the Gala Dinner at Emirates Palace, where competition, sportsmanship and some fireworks inspired collaboration in a relaxed atmosphere.
Diverse and Insightful Sessions
The sessions themselves offered an impressive array of topics, with 176 speakers covering everything from the latest industry trends to sustainable practices. A mix of shorter or longer sessions allowed you to tap into various areas of expertise. While such variety of simultaneous presentations in the same room made the choice of following the right one difficult (and hard to hear at times), participation was rewarding.
A session that particularly resonated with me was led by Adam Holm (Danish Broadcasting Corporation) and Kit Lykketoft from the Copenhagen Convention Bureau. They explored global challenges from a historical angle, discussing the impact of today’s conflicts on international cooperation and highlighting the role of the meetings industry in fostering dialogue. “The meeting industry plays a crucial role in facilitating cross-cultural understanding and potentially mitigating global conflicts. The branch that you represent is extremely important in this regard. We have the politicians, they’re not always very trustworthy. We have the diplomats and we have you,” said Holm. The inclusion of Ban Ki-Moon’s insights on the Sustainable Development Goals halfway point added an urgency to the session’s call for global action on pressing issues.
Another standout was the panel on event accessibility, ‘Challenging the Status Quo 2.0,’ where speakers like Lizzy Eaton and Chaica Al Qassimi discussed the need for real, inclusive event practices. They emphasised accessibility as a norm rather than an exception, underscoring the economic and social benefits of inclusivity.
While the Congress was packed with such insights, a more visible presence of the younger generation within the sessions and networking spaces was missing. Although ICCA had promoted its commitment to engaging future leaders, my impression was that the representation of younger professionals was less evident than expected. A stronger integration of emerging voices could have further enriched the discussions, adding fresh perspectives and highlighting the evolving needs of our industry.
Abu Dhabi’s Warm Hospitality and Support
Abu Dhabi’s role as host was well-executed, with the Abu Dhabi National Exhibition Centre (ADNEC) providing a spacious and well-organised venue that complemented the Congress’s flexible format. Mubarak Al Shamsi, Director of the Abu Dhabi Convention and Exhibition Bureau (ADCEB), said: “The emirate’s profile as a world-class destination for business events has been growing exponentially, and with the ICCA Congress, we showcased Abu Dhabi’s capabilities to key decision-makers in the meetings and events sector. The exchanges between global players and UAE-based associations have sparked new collaborations, and we expect this momentum to bring more association meetings and conferences to the UAE.”
Business aside, from the views of the Sheikh Zayed Grand Mosque during the Welcome Dinner to the Louvre visit, Khalifa University and the sustainable Masdar City, Abu Dhabi played a strong supporting role, integrating cultural touches that enriched the Congress experience.
The ICCA Awards
A favourite moment of mine was the final day of the Congress, which was marked by the presentation of two significant awards, each celebrating impactful initiatives in our industry. The ICCA Best Marketing Award 2024 was awarded to VisitOSLO for their witty and engaging campaign, “Is it Even a City?”. VisitOSLO’s campaign used irony and humour to highlight Oslo’s unique appeal.
Another recognition went to the European Academy of Childhood-onset Disability (EACD), which received the Incredible Impacts Programme (IIP) Grant from ICCA and BestCities Global Alliance. EACD’s EACD+ programme seeks to expand access to sports, culture, and technology for children with disabilities, building on their successful EACD2024 initiative in Bruges. This programme is a model of inclusive policymaking, and the grant will enable EACD to further this mission, raising awareness of the rights of children with disabilities across Europe.
A Commitment to Sustainability
Sustainability was front and centre throughout the Congress, integrated in both large gestures and small details. A highlight was the ‘Bangkok Protocol on Sustainable Gastronomy,’ which aimed to significantly reduce food waste by offering over 50% vegetarian and locally sourced food options. Partnering with the federal initiative ne’ma, ICCA and ADCEB implemented sustainable practices that minimised the event’s environmental impact. Not only were suppliers encouraged to adjust their processes to lower carbon emissions, but Abu Dhabi is actively working to ensure these practices are adopted at future events in the region.
Sustainability also extended to wellness, with the Congress offering wellness activities and spaces designed to promote both environmental consciousness and attendee well-being. Pre-conference CSR activities like beach cleaning and natural habitat restoration completed the picture of sustainability awareness. “Sustainability is an increasingly important topic in the meetings and events industry. It’s something which we are placing at the heart of all our strategic plans, and incorporate as much as possible in the events we host in Abu Dhabi,” confirmed Al Shamsi.
For a first-time attendee like myself, this Congress was an inspiring glimpse into the future of the meetings industry. Senthil Gopinath, CEO of ICCA, remarked: “This Congress was our largest to date, truly showcasing ICCA’s commitment to global engagement and collaboration. Together with the Department of Culture and Tourism – Abu Dhabi (DCT) , we envisioned a new model for the Congress and worked tirelessly to make it a reality.”
