The Rwanda stand at IMEX Frankfurt 2026; photo by Rachel AJ Lee
Rwanda is ready to host the 66th International Congress and Convention Association (ICCA) Congress in October 2027, bringing the prestigious flagship event back to the African continent for the first time in over 23 years.
According to Janet Karemera, CEO of the Rwanda Convention Bureau, international event organisers have operated under outdated assumptions regarding the continent’s infrastructure and logistics, and the 2027 congress is a prime opportunity to rewrite the business events narrative.
The Rwanda stand at IMEX Frankfurt 2026; photo by Rachel AJ Lee
“We still face a lot of misconceptions about the continent. Our goal in hosting the 2027 ICCA Congress is to showcase (our capabilities), proving that Rwanda is a destination you can confidently take a bet on to host a world-class event,” she stated during a press conference at IMEX Frankfurt 2026.
To illustrate this evolution, Karemera pointed to Rwanda’s own transformation on the IMEX floor. Twelve years ago, the nation debuted with a single booth occupied solely by the convention bureau. Today, that footprint has expanded into a larger delegation of 14 local professional conference organisers (PCOs), backed by infrastructure such as the 6,000-capacity Kigali Convention Centre, 10,000-seat BK Arena, and a brand-new international airport slated to open in 2028.
To ensure a frictionless congress, Rwanda offers visas on arrival for all travellers, while citizens of the African Union, the Commonwealth, and Francophonie countries enter completely visa-free with all fees waived. This open-door strategy is supported by major carriers including Qatar Airways, Turkish Airlines, KLM, and Brussels Airlines.
Aside from ensuring ICCA Congress 2027 is “accessible for everyone”, Karemera emphasised that the bureau’s focus is to ensure the programme will be “inclusive for all”, while making sure that African voices and destinations will also be well represented.
The economic impact of the Congress is also expected to give a boost to the country’s bleisure sector. While typical business conferences last two to three days, international delegates that head to Rwanda usually extend their stays to an average of four or five days to experience the country’s leisure offerings. This includes canopy walks, Africa’s longest ziplines, and luxury safaris.
“A lot of people don’t know that Rwanda has literally the Big Five. They think only Tanzania or Kenya, but you can also see it in Rwanda while you’re there,” she said.
From left: Medical Device Authority’s P Muralitharan; and Shanghai Yangtze River Delta Medical Device Industry Development Promotion Association’s Lin Senyong at the exhibition’s opening ceremony
The inaugural Shanghai Fair Healthcare Malaysia 2026 concluded its two-day run at the Malaysia International Trade and Exhibition Centre (MITEC) on May 23, 2026, marking a step in strengthening medical and technological collaboration between Malaysia and China.
Guided by the Shanghai Municipal Committee of the Chinese People’s Political Consultative Conference and various Shanghai industry federations, the exhibition featured 73 booths and hosted over 300 Chinese delegates. The event also drew more than 1,000 Malaysian healthcare professionals, buyers, and industry stakeholders.
From left: Medical Device Authority’s P Muralitharan; and Shanghai Yangtze River Delta Medical Device Industry Development Promotion Association’s Lin Senyong at the exhibition’s opening ceremony
The exhibition showcased a wide range of first-to-market innovations, including surgical and rehabilitation robotics, AI-powered hearing and mobility devices, advanced oncology treatment systems, and intelligent Traditional Chinese Medicine solutions.
Business matchmaking was a core focus of the event, facilitating over 100 one-on-one meetings between more than 150 participating companies.
Speaking at the opening ceremony, Medical Device Authority’s CEO P Muralitharan highlighted how technology and innovation are driving a rapid healthcare transformation.
He also reaffirmed Malaysia’s ambition to leverage progressive policies and internationally aligned regulatory frameworks to become South-east Asia’s leading medical technology hub.
Lin Senyong, president of the c, described Malaysia as “a strategic gateway to Southeast Asia’s healthcare market”. He added that the exhibition provided “an important platform for Chinese and Malaysian companies to explore new partnerships, investments and technology collaborations that can advance healthcare innovation across the region.
From left: Cvent’s Navodit Srivastava (moderator); AMEX GBT’s Kaori Pereyra-Lago; EMA Global’s Tony Ridley; Google’s Barry Lin; photo by Caroline Boey
In re-engineering duty of care (DoC) for meetings and events, planners can be resilient if they avoid assumptions and rely instead on data based on scientific research to make informed decisions.
Tony Ridley, chief security and risk advisor, EMA Global, told TTGmice safety and security reports and recommendations can be “flawed” if they are marketing driven and not based on scientific research.
From left: Cvent’s Navodit Srivastava (moderator); AMEX GBT’s Kaori Pereyra-Lago; EMA Global’s Tony Ridley; Google’s Barry Lin; photo by Caroline Boey
Many corporate travel managers, he added, do not know what DoC is.
Planners must ask themselves what DoC is and why it is so relevant in current times, according to speakers on the From Disruption to Resilience: Re-engineering Duty of Care for Meetings and Events panel at the GBTA APAC Conference last month.
Because DoC covers such a broad spectrum – from physical safety to cybersecurity – speakers emphasised that every organisation must build its own playbook to navigate these essential building blocks.
Kaori Pereyra-Lago, head of strategic meetings management, Asia Pacific, Europe, Middle East and Africa, at AMEX GBT, gave the example of venue selection and the difficulty of evacuating an event with lots of high-risk stakeholders in a place like Phu Quoc, Vietnam, due to the island’s geography.
On the topic of technology and cybersecurity, Ridley highlighted the use of free Wi-Fi at an event exposes data on who has logged in.
Meanwhile, moderator Navodit Srivastava, hospitality cloud leader Asia Pacific, Cvent, pointed out planners have to verify if comprehensive risk assessment planning is deep enough, or not.
On event insurance, Barry Lin, regional security manager, South-east Asia, Google, shared that a 6,000-strong company event in Macau was handled by human resources, and he did not have the information on how it was procured.
Separately, a global M&E services leader attendee, who organises more than 200 meetings a year, told TTGmice there is only vendor insurance, but no event insurance for attendees as part of DoC.
Ridley added: “DoC is not universal and legislation is different in different countries. Planners need to look at a company’s portfolio risk and concentration risk and know whether or not the right tools are being used.”
Pereyra-Lago highlighted many clients do not have strict travel policies limiting the number of travellers from a department or the number of vice presidents on flights and coaches.
She added more attention also needs to be paid to F&B, citing how airline captains and their co-pilots do not eat the same food.
The Joint Meetings Industry Council (JMIC) has overhauled its leadership team following its annual press conference at IMEX Frankfurt 2026, electing a new board and appointing Dorian Kronenwerth as executive director.
Kronenwerth steps into the role with a mandate to lead JMIC’s next developmental phase, focusing on cross-industry collaboration, and reframing business events as strategic economic infrastructure for global policymakers.
Dorian Kronenwerth
Supporting this agenda is a refreshed board, which welcomes ICCA’s Senthil Gopinath and Maurits van der Sluis of European Major Exhibition Centres Association (EMECA). They join board members Chris Skeith (UFI), Flavie de Beueil (City DNA), and Martin Boyle (IAPCO). Outgoing treasurer Barbara Weizsäcker (secretary general of EMECA) steps down after four years of service during JMIC’s incorporation phase.
The new leadership team’s immediate priority will be the June release of JMIC’s updated Global Manifesto for the Business Events Industry. The upcoming edition will pivot toward evidence-based advocacy, leaning on hard industry data and case studies to build a stronger economic narrative for governments.
The Sarawak Pavilion was officiated by Suraya Engku Mohd Afandi, consul general of Malaysia in Frankfurt, together with BESarawak’s Ngui Ing Ing, Malaysia Convention and Exhibition Bureau’s Tan Mei Phing, and BeSarawak’s Jason Tan Chin Foo
Sarawak concluded a three-day showcase at IMEX Frankfurt 2026 today, pivoting from destination marketing to long-term strategic development.
Marking its fourth year at the tradeshow, the Malaysian state detailed major infrastructure projects designed to establish the region as the business events legacy capital of Malaysia and Borneo.
The Sarawak Pavilion was officiated by Suraya Engku Mohd Afandi, consul general of Malaysia in Frankfurt, together with BESarawak’s Ngui Ing Ing, Malaysia Convention and Exhibition Bureau’s Tan Mei Phing, and BESarawak’s Jason Tan Chin Foo
Aligned with Sarawak’s Post Covid-19 Development Strategy 2030 (PCDS 2030), the delegation highlighted two upcoming infrastructure milestones: the expansion of the Borneo Convention Centre Kuching (BCCK2), set for completion in 2028 to increase international event capacity, and the launch of regional airline AirBorneo to improve accessibility.
“Sarawak has evolved beyond being a host destination to becoming a strategic destination partner…” said Hii Chang Kee, deputy state secretary (operation) and chairman of BESarawak. He noted that the state now focuses on collaborating with organisers to maximise long-term event impact, sustainability, and sector growth.
During the event, BESarawak also introduced Legacy Wonders, a new corporate incentive programme focusing on culture, adventure, nature, gastronomy, wellness, and kindness to drive community immersion. The state also promoted its Academic Mobility Programme, which links international academic research with Sarawak’s priority economic sectors.
BESarawak’s acting CEO Jason Tan Chin Foo stated that these initiatives strengthen Sarawak’s position by balancing investments in both hard and soft infrastructure.
The Sarawak Pavilion featured a combined delegation of local operators, major hotels, and venues, including Borneo Adventure, BCCK, Cat City Holidays, and Mercure Miri City Centre Hotel. Local culinary partners The Bibber’s Tale and the Culinary Heritage and Arts Society Sarawak also showcased the region’s heritage to global buyers before the tradeshow concluded.
SITE Global Conference 2028 will be an opportunity to put the Gold Coast’s (pictured) incentive offerings front and centre for decision-makers from around the world
Experience Gold Coast has secured the rights to host the Society for Incentive Travel Excellence (SITE) Global Conference in February 2028, marking the first time the event will be held in Australia and the Asia-Pacific region.
The event – announced by Tourism Australia’s managing director Robin Mack at IMEX Frankfurt 2026 yesterday – is expected to attract approximately 500 of the world’s leading incentive travel professionals, corporate planners, and luxury travel brands.
SITE Global Conference 2028 will be an opportunity to put the Gold Coast’s (pictured) incentive offerings front and centre for decision-makers from around the world
Experience Gold Coast’s CEO John Warn said hosting the conference validates the city’s infrastructure and positions it as a premier destination capable of delivering world-class international business events.
“The incentive travel sector is one of the highest-yielding areas in tourism, and this conference is expected to deliver tens of millions of dollars to our visitor economy. (It also creates) valuable opportunities for our local industry to showcase their products directly to global decision-makers,” he stated.
Tourism and Events Queensland CEO Craig Davidson added that the win highlights the state’s growing reputation for global business events.
Securing this conference is a “tremendous vote of confidence”, Davidson said. “This event will bring global buyers and travel leaders directly into our regions, creating long-term opportunities for Queensland tourism operators while showcasing the depth and diversity available across the state.”
Further details regarding SITE Global Conference 2028 will be announced in the coming months.
Thailand Convention & Exhibition Bureau (TCEB) has taken its latest destination branding campaign, MaxiMICE Thailand, to Europe, where it believes the focus on high-level support, exponential business outcomes and lasting event value will resonate with the advanced meetings market.
MaxiMICE Thailand emphasises its “right fit” for meetings today and in the future through three key pillars: convenience, experience, and impact.
Thailand’s business events industry leadership is at IMEX 2026 to communicate the CVB’s commitment to impactful meetings; photo by Karen Yue
Thailand’s convenience is delivered through its established regional and global connectivity, its strategic position as a gateway to South-east Asia, a diverse range of destinations and venues, and the existence of an integrated events ecosystem and future-ready digital capabilities.
Next, the country promises authentic and engaging experiences that are inspired by local culture and heritage, creative excellence, and human-centred innovations – all of which will result in meaningful connections for event attendees.
Thailand also enables measurable business and trade outcomes while creating long-term value through connections with high-growth industries, local communities and emerging opportunities. Events impact also takes into account decarbonisation and carbon footprint management as standard practice.
Speaking to TTGmice at IMEX 2026 in Frankfurt earlier this week, TCEB president Supawan Teerarat shared observations that the expectations for a good events experience are changing.
“The business events industry is evolving rapidly and events are no longer measured solely by attendance numbers. The organiser, meeting planner, PCO and delegate are no longer talking about meaningful experiences alone, but are scrutinising operational reliability, business outcome, and long-term legacy when they plan and attend events,” said Supawan, adding that in the face of “multidimensional challenges, business events must serve as platforms for collaboration, collective solutions and actionable progress”.
“With this new destination marketing and branding campaign, we remind organisers, meeting planners, and PCOs that holding their events in Thailand will allow them to achieve economic impact, knowledge exchange, and connection with local entrepreneurs and organisations of interest. At the same time, their events will attract the support and endorsement of relevant ministries as well as city and provincial agencies,” she added.
The focus on the bureau facilitating impactful and measurable business events is expected to sit especially well with European buyers, who prioritise lasting business outcomes from their events.
“Even though the market is challenged by high airfares for travel to Asia, buyers have not requested for financial assistance. European buyers’ priority remains facilitation – they prefer that TCEB continues to link them up with more business opportunities, assist with necessary approvals, and other support in kind,” she said.
The MaxiMICE Thailand campaign is supported by the Meet in Thailand promotion, which is structured around Meet Well, Meet Smart and Meet Positive. These pillars provide both financial and non-financial incentives.
From left: ICCA’s Senthil Gopinath; EarthCheck’s Melissa Hamilton; Constellar’s Chua Wee Phong; and STB’s Ong Huey Hong at the signing
EarthCheck Research Institute and Constellar, the venue management group of Singapore Expo, have entered a new research collaboration that will define how meaningful impact looks like in sustainable events, and how that can be measured consistently.
The outcome of the project will include a discussion paper examining why measurable impact matters now; a flagship whitepaper, From Legacy to Measurable Impact in Sustainable Events, featuring real-world application of the framework through the Singapore case study; and a practical guidance for organisers, destinations and policymakers seeking to strengthen event outcomes.
From left: ICCA’s Senthil Gopinath; EarthCheck’s Melissa Hamilton; Constellar’s Chua Wee Phong; and STB’s Ong Huey Hong at the signing
Both parties expressed in a press statement that while sustainability commitments continue to grow across the events industry, measurement frameworks have not always kept pace, making it harder to compare performance, demonstrate progress, and guide future investment.
David Simmons, chair of the EarthCheck Research Institute, said the next stage of progress requires stronger evidence and more consistent ways to assess outcomes.
“The business events sector has made genuine progress in sustainability, but progress needs to be matched by credible measurement. If we want to understand what works, where value is being created, and how positive outcomes can be strengthened over time, we need frameworks grounded in evidence. This collaboration is about helping the industry move from aspiration to accountability, with practical tools that support better decisions.”
At the same time, the journey to achieving event legacy is often without a shared set of indicators or evidence-based benchmarks, noted the statement. It is hoped that the shared research will address this gap by combining the International Congress and Convention Association’s (ICCA) leadership in legacy and long-term impact with EarthCheck’s globally recognised expertise in benchmarking, certification and sustainability performance measurement.
ICCA supports the research collaboration, which was marked with a signing ceremony at IMEX 2026 in Frankfurt on May 19.
Together, the partners will develop a practical framework that helps destinations, venues and organisers better assess, report and improve the outcomes created by business events.
The research will be grounded in Singapore as a destination-level case study, reflecting the nation’s mature business events ecosystem, strong policy alignment and track record in advancing sustainable business events.
Ong Huey Hong, assistant chief executive, Industry Development Group of Singapore Tourism Board, said the collaboration reflects Singapore’s broader approach to strengthening the competitiveness and relevance of its business events sector.
The research will look into Singapore Expo’s ongoing efforts in demonstrating how legacy and impact indicators are practically measured, reported and strengthened, thus enabling stronger accountability and more informed decision-making.
The massive venue in Singapore’s eastern region makes an outstanding case study for this new research project, opined Chua Wee Phong, group CEO of Constellar.
Singapore Expo has a 11.4 MWp onsite solar photovoltaic system, which meets up to 95 per cent of the venue’s annual electricity demand. In 2025, the venue achieved an 86 per cent reduction in Scope 1 and 2 emissions. Supported by a range of sustainability initiatives and efficient building operations, these efforts strengthen Singapore Expo’s position as Asia’s most sustainable events venue.
Chua told TTGmice that the decision to harvest solar energy pays off through sustainability and self-sufficiency achievements.
He added that Singapore Expo has been able to avoid the energy crisis that burdens many businesses around the world due to its own electricity supply.
Chua noted that “sustainability is not separate from commercial performance – it is part of how we create long-term value for our organisers, partners and the destination”. Measuring sustainability outcomes is also increasingly crucial, as governments seek stronger returns on investment, clients expect greater transparency, and more organisations work toward ambitious sustainability targets.
Constellar’s part in the joint research will also fulfil Chua’s hope that his organisation’s sustainability journey can inspire others in the global business events industry, especially those in Asia, to do the same.
“It is important to broadcast sustainable initiatives more aggressively, and for all in the industry to move forward together so that the next generation will not have to inherit a carbon-heavy world,” he remarked.
Beyond the generation of clean energy, Constellar is now working on wide-ranging waste measurement, including food waste and stand-building waste.
From left: GBTA’s Robert Ambrozy; Suzanne Neufang; and Melanie Garrett at GBTA APAC 2026; photo by Rachel AJ Lee
Business travel across the Asia-Pacific is on a strong upward trajectory, with the region projected to surpass US$700 billion in spending by 2026.
Revealed at the GBTA APAC Conference at Marina Bay Sands by Suzanne Neufang, CEO of GBTA, this growth firmly establishes Asia-Pacific as the world’s largest business travel market.
From left: GBTA’s Robert Ambrozy; Suzanne Neufang; and Melanie Garrett at GBTA APAC 2026; photo by Rachel AJ Lee
While China is expected to lead the region at US$408 billion, companies are operating under a cloud of geopolitical tension.
Neufang noted that China is actively working to mitigate this by reducing the friction to enter. “Fewer European countries now need visas for short-term stays, and I think that will be paid attention to by meeting planners, as well as by others who can choose where to hold their meetings,” she elaborated.
This regional growth comes as the definition of essential business travel evolves. Neufang defined it as travel that is “revenue generating” or necessary for “customer management” and “operational travel to fix a machine in a plant”. She noted that while optimism has dipped slightly due to rising costs around the globe, business travel remains a vital tool for achieving “meaningful business and diplomatic outcomes”.
The integration of artificial intelligence was a major talking point during the conference, specifically regarding the future of travel managers. While Neufang was clear that AI will handle data insights, she noted that interpreting human intent is still far off.
She told TTGmice: “AI will help their jobs to be easier, but I don’t see it taking over the strategic aspects of what travel managers should be doing. Having a seat at the table with the C-suite, it’s hard to have AI answer, ‘what should we be doing?’ Strategically, the role becomes so much more important during a crisis; that’s when people literally have to work together to solve it.”
Geopolitical risks in other regions are also causing a shift in event planning, with nearly a quarter of organisations rethinking their meeting strategies. This shift could benefit stable Asia-Pacific hubs like Singapore, which generated US$8.1 billion in business travel revenue in 2024.
Neufang suggested that “now is the time to be bold” for safe, low-friction destinations to differentiate themselves and capture international traffic looking for reliability.
The corporate travel industry also faces challenges regarding sustainability and the high cost of jet fuel. Neufang observed an odd coincidence that with rising oil prices, sustainable aviation fuel (SAF) “doesn’t look that bad” by comparison, though she cautioned that it is “just too early” for SAF to drive down market costs.
Despite these pressures, the rise of the blended traveller offers a new opportunity, with 62 per cent of Asia-Pacific business travellers adding leisure to their trips.
“Economies can do much more to realise there is a multi-purpose traveller at their doorstep. We need to encourage them to stay longer and bring their families, as there is a significant economic impact when a work trip becomes a leisure extension. It’s a human component our industry hasn’t quite figured out how to measure yet, but the potential is there,” Neufang said.
Tourism Australia’s Robin Mack and Sally Cope at the Australia booth at IMEX Frankfurt 2026; photo by Rachel AJ Lee
Business Events Australia announced an extension to its Bid Fund Program alongside the launch of a new nationwide sustainability initiative yesterday morning during a press briefing at IMEX Frankfurt 2026.
Robin Mack, managing director of Tourism Australia, revealed that the Business Events Australia Bid Fund Program has been extended from 2029 out to 2032 – aligning perfectly with the year Brisbane will host the Olympic and Paralympic Games.
Tourism Australia’s Robin Mack and Sally Cope at the Australia booth at IMEX Frankfurt 2026; photo by Rachel AJ Lee
When asked if a specific funding pool had been allocated for the extension, Mack told TTGmice that a definitive dollar value has not been assigned to this phase of the fund.
“We want to make it clear to event planners that subvention funding is available from us,” Mack said. “We feel this is a great move for our industry to ensure we secure a strong future pipeline. There is so much opportunity out there, and we want to grab it.”
He also reminded planners that the national fund operates in tandem with Australia’s state and territory bureaus, which run their own independent, often broader subvention programmes that organisers can leverage.
To date, the Bid Fund Program has helped Australia secure 221 major international events, injecting A$1.5 billion (US$1.1 billion) directly into the economy. This equates to an average return of A$52 for every A$1 invested by Tourism Australia. Recent high-value wins locked in by the fund include the World Conference on Lung Cancer in Melbourne (2029, worth A$34 million), and International Conference on Intelligent Robots and Systems in Sydney (2028, worth A$27 million).
Alongside the funding extension, Tourism Australia officially debuted Green is Our Gold to the international market. The sustainability initiative aims to unite the domestic industry under a shared vision to protect Australia’s natural environments, cultures, and communities.
The campaign directly addresses shifting procurement priorities. According to Tourism Australia’s Business Events Consumer Demand Project research, 76 per cent of incentive decision-makers rank sustainability credentials as a significant driver of destination choice, while 83% of association organisations already have sustainability practices in place.
The initiative invites Australian operators to sign a “Promise” built on five core principles: Celebrate Community, Embrace Culture, Preserve Place, Respect Wildlife, and Take Care.
“Sustainability thrives on collaboration rather than individual action. Through Green is Our Gold, we’re ensuring that planners know when choosing Australia, they are developing their events with a national network of unified industry partners,” Mack stated.
Discussing the broader outlook for 2026, Mack noted that despite external global challenges, international demand and flight capacity to Australia “remain resilient”. He highlighted that despite recent schedule adjustments by Middle East carriers, overall inbound seat numbers are still tracking higher than last year, maintaining a positive trajectory for the destination.
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