The International Congress and Convention Association (ICCA) and the Strategic Alliance for the National Convention Bureaux of Europe (SANCBE) have launched a survey to examine how destination marketing is taught across Europe.
The announcement was made at SANCBE’s biannual meeting in Athens, where leaders from convention bureaux and destination marketing organisations gathered.
The survey is the first to focus on the academic side of the business events industry, mapping current educational offerings and identifying skill gaps.
“This is yet another important step forward in our efforts to better serve destination marketing members,” said Dr. Senthil Gopinath, ICCA chief executive officer. “Initiatives geared toward identifying the needs of the industry with regard to academics are key to innovating toward solutions.”
Findings from the survey will be used to develop a three-year action plan aimed at strengthening talent development and preparing the industry for future challenges. The results will also help shape ICCAUni, ICCA’s program designed to connect academia and the events sector.
“One of SANCBE’s strengths lies in its ability to collect data across 29 European countries and agree on a shared analysis and strategic approach,” said Matthias Schultze and Eric Bakermans, co-chairs of the alliance, in a joint statement. “This makes collaboration with ICCA not only logical but essential.”
Organisers say the research will give convention bureaus and destination marketing groups actionable information to improve educational programmes and develop stronger partnerships with academic institutions.
The study comes as the business events industry adapts to shifts in digital transformation, sustainability, and workforce skills. ICCA officials say a clearer picture of the educational landscape will help ensure professionals are equipped to meet those changes.
Written By
James Lancaster
AMI editor James
Lancaster is a familiar face in the meetings industry and international
association community. Since joining AMI in 2010, he has gained a reputation
for asking difficult questions and getting lost in convention centres. Proofer, podcaster, and panellist - in his spare time, James likes to walk,
read, listen to music, and drink beer.
