Managing Director and owner of SFA Connect (trading name for Sarah Fleming Associates Ltd), Sarah has over 25 years’ experience in the Meetings Industry. She was a board director of a leading UK PCO for ten years where she handled numerous large, high-profile events all over the world. Through this work she gained an in-depth understanding of all aspects of association and corporate events: sales, marketing, finance and logistics, in the UK, continental Europe, the USA and Asia.
Since 2004, Sarah has been offering consultancy services and in 2010 set up SFA Connect, a company offering outsourced data mining, sector research and lead generation consultancy services supporting national tourism agencies, convention bureau, destination marketing organisations and convention centres across the globe.
She is a long serving member of ICCA, is regularly asked to contribute as a speaker or panel member at events for organisations such as ICCA, Confex, Meetings Industry Association, Visit Britain etc. Sarah was one of the first people to become an Iceberg Project Ambassador in 2016 and is a strong supporter in its vital role as a knowledge hub for advocacy and a critical component in the industry response to the Covid-19 pandemic.