MONTHLY COMPILATION

“The best way to predict the future is to create it”

Management guru Peter Drucker’s most famous quote might be the perfect slogan for the Business Events sector in these dangerously uncertain times. It’s easy to become paralysed by the 24-7 newsfeeds with their almost universally downbeat content, to conclude that we in the meetings world are helpless bystanders facing irresistible economic and geopolitical currents, that we have to accept our future business environment as a fait accompli.

The reality is far more optimistic: business events still matter, particularly in times of stress and crisis, when they matter profoundly. And our industry has the potential to deliver even greater positive societal impact in future. To achieve this, we believe every organiser and host destination should adopt the central thesis of The Iceberg, and focus on maximising the “below the waterline” impact and value of their meetings – scientific progress and healthcare improvements, inward investment and economic development, business efficiencies and creative new partnerships, cross-cultural understanding and peaceful resolutions. These are the impacts that will last far beyond any conflict.

The Iceberg has been created for two reasons: to share data and stories needed for a deeper understanding of our sector and its role amongst policymakers, destination leaders, event owners and industry insiders; and to point the direction forward with inspiring examples of impactful events, ground-breaking new business models, thought-provoking insights and rigorous research.

In our Features this month our authors offer insights into bed tax and subventions, suggest new ways to calculate event value, analyse how to achieve long-term political buy-in to business events strategies, and of course take a good, hard look at geopolitics and suggest new frameworks for coping with risk.

In Case Studies we explore how Ireland has used a conference on Newborn Brain Science to practically improve neonatal care whilst building a global intellectual reputation; we examine how and why three associations – ESID, EMA and SIOPE – decided to jointly launch a new international event focused on their areas of intellectual overlap; open up access to UFI’s tradeshow best practices archive; and hear how Queensland is inspiring next generation leaders in bio-innovation.

Under Reports & Research, you’ll find New Zealand and Canadian event impact studies; a totally new way to rank destinations in the world of trade shows; and two very different German reports with important new perspectives on the future evolution of our industry.

As always, our Opinions section contains a wealth of carefully argued and emotionally held views (sometimes simultaneously!) on a wide range of key industry issues: using accurate terminology to avoid green-washing; predictions of a multilingual-by-default future; why business events are the perfect antidote to AI-slop and disinformation; why veracity should replace volume in our metrics; how to bridge the industry-academia divide; how to defend against unfair negative media coverage. And much more.

This month, our News section cannot entirely escape the negative tenor of what’s happening in the Gulf, in Ukraine, in the airline world, in US immigration queues, but there are plenty of positive stories about new advocacy initiatives and strategic success stories to provide a sense of balance: check out how the Irish are reinventing their approach to Conference Ambassadors by tying subvention policy to sustainability and social impact, for example, and enjoy The Iceberg’s review of the Asia Pacific Incentives and Meetings Event – AIME 2026.

Please look after yourselves, support your colleagues whose organisations or companies or destinations are facing tough times, and keep believing in your power to shape the future of business events!

The Curator

P.S. One practical way you can shape the future is to participate in the forthcoming GDS Forum & Impact Day, taking place 16 – 18 June 2026 in Szczecin, Poland!

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