Joseph Nye, who popularised the term “soft power”, expanded its definition after 9/11 by identifying culture, political values, and international policies as its primary ingredients. Recently, the Carnegie Endowment for International Peace highlighted concerns about America’s global standing—a sentiment frankly echoed at Destination DC’s recent “The Collective” gathering. Mathias Posch, Chairman & Partner of International Conference Services Ltd., agreed that America regaining the inherent international trust once bestowed upon it could take decades. However, he also emphasised a powerful solution: “Bring people back here to have the conversations that take society forward.”
This is exactly what Destination DC aims to do. The destination marketing organisation has designed a strategic pathway to encourage leaders to reassemble their communities in the one city that can deliver essential connections with intellectual capital, policy makers, and global institutions. “The Collective”, a three-day experience for business event leaders, served as a dynamic showcase for the new “Meetings Capitalized” initiative, demonstrating how business and professional events are vital channels for rebuilding these international bridges.
At the impressive new Washington National Geographic Museum of Exploration, Melissa Riley, Senior Vice President of Convention Sales & Services, outlined the initiative’s three core pillars designed to transform traditional business events:
- Leadership Experience: Connecting planners directly with DC’s vast intellectual capital and academic institutions.
- Power & Influence: Leveraging the city’s unique position for advocacy and policy shaping.
- Global Exchange: Utilising DC’s rich international fabric—home to 186 embassies—to foster cross-cultural dialogue.
Over the course of the event, attendees saw these pillars in action. At the American Society of Association Executives (ASAE) headquarters, a compelling panel featuring policy leaders from ASAE, the American Society of Landscape Architects (ASLA), and the Exhibition & Conferences Alliance (ECA) revealed how DC holds the keys to unlocking policy and influence. Kyle Hayes, ASAE’s Senior Director of Public Policy, shared deep insights into the mechanics of advocacy, demonstrating how localised impact and coalition-building add immense weight to political capital.
This collaborative strength was similarly evident in the academic arena. At the American University Washington College of Law, Andrew Flagel, President & CEO of the Consortium of Universities of the Washington Metropolitan Area, explained the inherent value of hosting events with unparalleled access to students and professors across almost any field. Patrick Delaney, co-founder of SoolNua, captured the sentiment perfectly: “When you think about the intellectual capital… the think tanks, the universities, the research, it’s all here and it’s easily accessible.”
Destination DC’s Meetings Capitalized initiative leverages the city’s unmatched intellectual, political, and global resources to transform the impact of business events
Beyond policy and education, the true strength of the meetings industry lies in its ability to unite diverse voices. Posch aptly described the industry as the ultimate apolitical connector, capable of bringing representatives from historically divided nations to the same table to advance society, medicine, and technology. Conversations surrounding America’s global reputation are rarely easy, but Destination DC President & CEO Elliott Ferguson welcomed the candour. “I love that you tell it as it is and that you’re not shy,” Ferguson told attendees. “Sometimes I wish you were shy but that would be defeating the purpose as to why you’re here!”
Ultimately, “The Collective” proved that hosting an event in Washington DC—supported by luxurious hospitality partners like the newly rebranded Potomac Hotel, Autograph Collection—is about much more than logistics. By tapping into the capital’s robust civic and cultural networks, organisations can provide their members with purpose-driven content that cannot be replicated anywhere else, taking the first critical steps towards restoring trust on the global stage.
Further Learning:
Press Release: DDC Launches Meetings Capitalized at IMEX America 2026
From Carnegie Endowment for International Peace: Squandering Attraction: How the Second Trump Administration is Undermining American Soft Power
From Conference & Meetings World: Washington DC bucks trend of US tourism decline with record visitor spending
From Northstar Meetings Group: EIC Announces 2026 Hall of Leaders Inductees
From Exhibitions & Conferences Alliance (ECA): 2026 Midterm Election Guide – A nonpartisan guide to the public policy issues shaping the future of the U.S. business and professional events industry
