Shining a Global Spotlight on Business & Professional Events as Drivers of Societal, Economic, and Intellectual Change.
Business and professional events are no longer measured solely by the transactional data associated with hotel occupancy or delegate spend.
Amen to that.
Today’s premier destinations understand that meetings, medical congresses, and corporate summits are powerful engines of social change, scientific progress, economic transformation, sectoral capacity building, and soft power.
They align with every government goal and agenda – across health & welfare, education, industrial growth, inward investment, defence, the innovation economy, and talent attraction.
Presented by the Joint Meetings Industry Council (JMIC), The Iceberg is the Business & Professional Event Sector’s AI-enabled advocacy repository. It carries the news, research, and case studies that enable destination marketing organizations (DMOs), convention venues, tourism agencies, and meeting facilities to secure vital government and community support—both for organizational funding and for the winning of future bids – by illustrating the transformational rather than just the transactional impacts derived through events.
The 10th Anniversary World Tour: Latham’s Last Hurrah!
To mark the The Iceberg’s 10th Anniversary in January, the platform will dispatch its Founder and Travelling Reporter, James Latham, on a farewell World Tour to capture his final series of Case Studies from these premier destinations at the forefront of our new collective narrative.
It may be an end to Latham, but rest assured a younger, brighter, and certainly better-looking successor will replace his dentures this time next year!
“I want to go out with a BEER & A BANG!”, James told us.
So, while attending major industry convenings across six continents, James will extend his visit – how very sustainable that is – to conduct on-location video case study recordings in your city.
The Iceberg’s 10th Anniversary World Tour represents an exclusive, quickfire, opportunity for your destination to showcase how its local intellectual capital, academic research, and sectoral expertise has aligned the organisational mission of the meeting, and how the event delivered the social, economic, and societal outcomes sought by both the business or professional community, but also your own destination development and societal goals.
“In many cases, I’m expecting to reveal the alignment of a city’s intellectual capital to the subject matter,” he said, “but I’m also expecting to see how the event deliberately sought to leverage its community to drive real change, to make the world – or the destination itself – a better place through social impact or capacity building”, he said.
“I also want capture how these events advanced policy, transform economy & civil society, and certainly to drive more than the consumption of our supply chains – and I say that with no disrespect to our vital travel & hospitality friends!”, he concluded.
Why Secure a Video Case Study for Your Destination?
By utilizing rigorous measurement frameworks such as #MEET4Impact, the BEImpactful Framework and ImpactAIQ Measurement Tool, or Wonderful Copenhagen’s Legacy Lab, destinations and host organizations can articulate “beyond tourism” value that directly supports government agendas.
- Demonstrate Tangible Beneficiaries: Show how hosting a congress delivers direct benefits to end-users—whether improved treatment protocols for patients, new funding for local research, or fresh capital for local entrepreneurs.
- Empower Iceberg Ambassadors: Your case study will be integrated into The Iceberg’s global advocacy repository, providing policymakers and ministers with concrete evidence of business events as societal catalysts.
- Elevate Destination Soft Power: Position your city not just as a host venue, but as an intellectual capital rich in academic depth, research capacity, and specialized expertise.
- There’s Method in Your Measurement: By utilizing rigorous measurement frameworks [such as #MEET4Impact’s BE Impactful Framework and ImpactAIQ Measurement Tool, or Wonderful Copenhagen’s Legacy Lab], host destinations can illustrate to organisers that they are equipped to advance their event goals as well as those of the local stakeholder community. A Case Study delivers this validation.
- Because the Industry Needs You! And as we say at The Iceberg, it takes Many Voices to Deliver One Message – so be a good Business Events Citizen and make your contribution to the industry’s advocacy resources and storytelling!
Not Convinced? Try before you Buy!
Global Itinerary & Regional Windows
| Region | Primary Hub Stop | Timeframe | Focus & Legacy Themes |
|---|---|---|---|
| Africa | Cape Town & Regional Hubs | Jan 2027 | Regional development, public health initiatives, trade expansion |
| Australia & Oceania | Sydney / Melbourne / Regional | Feb 2027 | Academic capital, scientific research, sustainability innovations |
| Asia | Singapore & Regional Destinations | Apr 2027 | Tech innovation, medical advancements, cross-border trade |
| Europe | Frankfurt (IMEX) & European Hubs | May 2027 | Civil society goals, policy transformation, green transition |
| Latin America | Costa Rica & Regional Hubs | Jun 2027 | Social enterprise, eco-innovation, community empowerment |
| North America | Washington D.C. & Regional Hubs | Oct 2027 | Government alignment, corporate investment, healthcare outcomes |
How to Participate
Simply submit an RFQ here ASAP. [INSERT LINK TO FORM] Entries for January end in November, for February in December, etc.
If you have any questions, please email Jen Tobitt – admin@the-iceberg.org
Don’t miss Latham’s final outing. Put your destination’s impact on the global map and help redefine the narrative of our great industry!
