ICCA CONGRESS NEWS
Re-imagining the future of global events
The ICCA Congress is unquestionably a highlight in the global event industry calendar. It is a wellestablished, growing, truly international event that cannot be missed.
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t binds the global event community and is a genuinely diverse international platform for the exchange of knowledge, ideas and business opportunities. This year, the ICCA Congress is being transformed into a global hybrid experience, like no other, with a groundbreaking six-week programme and seven regional hubs. Lindiwe Rakharebe, the Africa Board representative on the ICCA Board, shared some insights on the 59th ICCA Congress.
Why was this new format for the ICCA Congress created? The reality that has unfolded earlier in 2020 means that it most definitely cannot be business as usual and that a new format had to be found! ICCA’s leadership realised that bold action would be needed to address the current volatile and ever-changing situation. To reach as wide an audience as possible with first class, exciting content and networking opportunities and to be respectful to the organisers of the 59th ICCA Congress it
was decided to pursue a courageous new direction and format and uncover new and exciting ways to foster quality education and networking. First, we knew it was going to be different – and we wholeheartedly embraced the need for change! We knew that we were going to have to start from scratch – thoroughly examining our current state to best understand what do we keep; what do we lose; and how do we proceed into an uncertain future? So, the ICCA Board made the decision to partner with experts in event design, ICCA member Maritz Global Events and their Design Studio Team to take us through the design process – or in our case re-design process, utilising design thinking and design principles. This methodology helped us deconstruct our traditional congress and think differently about key elements, keeping the attendee journey in an atmosphere of uncertainty at the forefront, while remaining laser focused on quality education and networking – hallmarks of ICCA.
22 Business Events Africa October 2020
What is different in this year’s format? This new format provides an example of how our client audiences could organise events, in both a restricted but also opportunity rich future, and provide guidance to ICCA Members and all in the supply chain, dealing with the new realities. ICCA agreed with our gracious hosts in Kaohsiung to continue to plan for the face-to-face congress which is scheduled for 1-3 November this year. Excitingly this will only be one part of a 6-week Global Hybrid Multi-Hub Congress Experience that includes a varied mix of digital, (where possible) live face-to-face, live online and on-demand programming. The congress experience will culminate in the face-to-face congress in Kaohsiung which will also be linked to regional face-to-face hubs and connect with virtual audiences around the globe. During the whole six-week period we will stimulate as much interaction as possible to provide meaningful, relevant and exciting new experiences. www.businesseventsafrica.com
