International associations now expect congress hosts to deliver lasting value far beyond the convention hall.
Speaking at Malaysia Business Events Week – organised by the Malaysia Convention & Exhibition Bureau – in Kuala Lumpur, panellists during the Weaving Global Connections session stressed that host destinations can no longer rely on basic logistics alone.
Instead, cities must actively foster partnerships, advance knowledge, and prove how an event will benefit the local community long after delegates have returned home.
Carola van der Hoeff, chief operating officer and congress director of The International Pharmaceutical Federation, said: “It’s not only about sharing knowledge. It’s about the impact. We want to engage with governments, industry and universities.”
Associations are prioritising long-term value and enduring partnerships when choosing host cities, according to van der Hoeff. While sustainability remains key, factors like safety, visa ease, and local impact now carry greater weight in their selection process.
Mohd Ariffin Abu Hassan, president, Asia Pacific, Association for International Education (APAIE), agreed: “Societal impact is becoming a key measure of the success of our exhibitions and conferences.”
Emphasising that successful bids rely on national alignment and strong collaboration between government, academia, and industry, Ariffin cited Malaysia’s successful bid to host the APAIE 2027 Conference and Exhibition in Kuala Lumpur. The event is projected to draw more than 4,000 international delegates from over 550 higher education institutions.
Yau Chau Fong, president, The Institution of Engineers Malaysia, noted how congress delegates “want to experience the destination” through technical visits, live demonstrations and interactions with universities, government agencies and industry partners.
For instance, engineering congresses generally incorporate site visits and hands-on experiences, enabling participants to see new technologies and major infrastructure projects first-hand while fostering deeper professional collaboration, Yau said.
