Iceberg Ambassadors Melissa Riley and Kai Hattendorf, along with Rodney Cox argue the case for business events as a strategy for accelerated destination development, place leadership, capacity building, and the realisation of broader policy agendas.
“Where’s the message,” asks Cox, “to government that if you want to fast-track your city to [becoming] a hub of expertise, there’s no better way to support your objective… than by bringing in people to create part of that expertise, to act as a place where you are a magnet for that expertise… which amplifies your position in that marketplace.”
Hattendorf: “Whether deep niche or country-wide, the methodology & approach are the same.”
Intellectual Capitalism is the new black in destination development. Cities and countries are seeking place leadership and the supporting investments, talent, and reputation that accompany being acknowledged as a hub of expertise in priority sectors, clusters, or industries aligned to a Vision 20240 or similar economic development strategy.
This extends to emerging destinations and cities, and to smaller Tier 2 & 3 cities with their own unique DNA whom she describes as “incredibly scrappy.”
Hattendorf points to Belgrade’s future hosting of Expo2027 as an opportunity for public investment into a new exhibition facility as a springboard to host future business events in the city, and establish a reputation for hosting excellence – as well as in priority sectors.
More from Cox here, Riley here, and Hattendorf here:
