How Glasgow Convention Bureau supported the International Myeloma Society to deliver lasting impact
As associations increasingly seek to create legacies that extend beyond delegate attendance and economic value, the 2026 International Myeloma Society Annual Meeting & Exposition in Glasgow provided a compelling example of how destination partners can help transform a scientific congress into a catalyst for community impact
Held at the Scottish Event Campus (SEC) from 23-26 September 2026, the 23rd International Myeloma Society (IMS) Annual Meeting & Exposition welcomed more than 4,000 delegates working in the field of blood cancer, making it the largest meeting in the society's history. It was also a landmark occasion, representing the first time the event had been hosted in Scotland and the first UK edition since 1987.
The meeting brought together global clinicians, researchers and healthcare professionals to share advances in the diagnosis, treatment and care of multiple myeloma. The IMS's vision is: ‘to cure myeloma by fostering research, education and excellence in clinical care worldwide,’ supported by a mission focused on building a global myeloma community.
“This year’s annual meeting brought the international myeloma community together in Glasgow to share research and advance care for patients, and it’s great to see its reach extend beyond the conference and into the community,” said Moira Hancock, Executive Director of the International Myeloma Society.
Amplifying the congress
Glasgow Convention Bureau worked with Myeloma UK, Glasgow Life, Glasgow City Council and the SEC to develop a citywide public engagement campaign designed to raise awareness of myeloma symptoms and encourage earlier diagnosis.
The impact activity began during Myeloma Awareness Week in June 2026, when a ‘Know the Warning Signs’ campaign placed 100 awareness posters across 48 Glasgow Life venues, libraries and community centres. The messaging was further amplified through Glasgow City Council's Staff Wellbeing Newsletter, reaching approximately 12,000 employees. In addition, targeted communications were shared with 47 members of the Glasgow Impact Network, helping to mobilise local stakeholders around the initiative.
The campaign accelerated during the congress itself. From 23-25 September, Myeloma UK staff and volunteers operated public information stands in some of Glasgow's busiest retail destinations. The activity connected directly with thousands of residents and visitors, offering information on symptoms, risk factors and support services. Buchanan Galleries recorded more than 21,800 visitors on each of the first two activation days, while Princes Square welcomed approximately 7,000 visitors during the final day. Myeloma UK reported that conversations with members of the public were particularly powerful, ranging from people who had lost loved ones to the disease and wanted to express their support, to individuals who recognised potential symptoms and were encouraged to seek medical advice and earlier diagnosis.
“Myeloma is a blood cancer with one of the longest diagnosis times of any cancer. Every conversation about the warning signs of myeloma is an opportunity to help people get diagnosed sooner. By partnering with the Glasgow Convention Bureau, we were able to take the impact of the International Myeloma Society's 23rd annual meeting at the SEC beyond the conference walls and into communities across the city. Their support helped us unlock valuable opportunities to raise awareness at scale, making the signs and symptoms of myeloma impossible to ignore and bringing us one step closer to earlier diagnosis for more people”
Dr Sophie Castell, CEO of Myeloma UK
High-profile support from the SEC
As the host venue for the congress, the SEC Campus helped extend awareness messaging to audiences attending major entertainment events at the OVO Hydro. Myeloma UK content was shared in conjunction with high-profile performances and events including Westlife, Duran Duran and Barack Obama. Across four event dates, approximately 46,000 people attended the venue, with messaging displayed on a prominent digital billboard at the main entrance.
“For meeting planners, this activity with the IMS demonstrates the growing value of destination-led impact programmes,” said Aileen Crawford, Head of Glasgow Convention Bureau. “Rather than viewing legacy as a standalone activity, we here in Glasgow integrate public health engagement with the conference taking place in our city. We align the goals of ourselves as the host city, the association and the national charity. The result is a programme that expands the reach of critical health information while strengthening the social value of the event itself.”
As destinations compete to attract international association meetings, Glasgow continues to position itself at the forefront of conference impact. The IMS meeting illustrates how strategic local partnerships can turn a world-leading congress into a citywide platform for education, awareness and lasting community benefit.
“When selecting locations for our meetings, we think about the opportunities not only for those who attend, but also for people across the host region,” says Hancock. “Our partners play an important role in extending that reach through public engagement, so it’s great to see the meeting serve as the impetus for wider awareness of multiple myeloma and the needs of people living with the disease. We look forward to building on that at IMS27 in New Delhi next year.”