The 65th ICCA Congress will give Asia-Pacific business events professionals an opportunity to diversify their international networks, gain practical business intelligence, and connect with perspectives beyond their regular regional focus.
Waikin Wong, senior regional director Asia-Pacific at ICCA, emphasises that the Congress’s value extends far beyond traditional client meetings. Instead, it offers access to a global ecosystem spanning association leaders, policymakers, government representatives, investors, academics, and start-ups.
“This mix is important because the business events industry is increasingly connected to wider priorities around economic development, investment, innovation and knowledge,” Wong said. “Bringing these perspectives together allows us to understand not only where future business may come from, but also how our industry can create greater value for destinations.”
While professionals in Asia-Pacific maintain strong relationships across Europe and the Middle East, Wong highlights Panama as a key bridge to Latin America and the wider ICCA community. Built around the CrossWorlds philosophy, the programme brings together diverse regional and sectoral viewpoints, dedicating 60 per cent of its time to intentional networking and engagement.
“A regional event gives us depth in our own market; a global Congress gives us breadth. We can understand how other destinations compete, how clients are changing and how different markets approach business development, while at the same time sharing the experience and innovation coming from Asia-Pacific,” Wong explained.
Practical intelligence remains a core pillar of the gathering. Through sessions like the Business Intelligence Co-opetition and Business Exchange, members will share real case studies from international meetings, gaining first-hand insights on decision-making, contacts, and practical considerations not available through formal RFPs or databases.
To make the most of these opportunities, Wong advises delegates to prepare intentionally.
“Think about what you want to achieve for your destination, your organisation and yourself before you arrive. Research the opportunities relevant to your business, identify international peers you would value exchanging ideas with, and actively seek conversations beyond your usual network.”
Ultimately, Wong sees the connections made in Panama opening doors to long-term partnerships, joint research, and future international meeting opportunities between APAC and the Americas.
She stated: “We want to return with stronger relationships, better intelligence and new perspectives. But being part of a strong global community also comes with a commitment to participate, share our experience, and contribute. We want our global colleagues to leave Panama with a deeper understanding of Asia Pacific, our strengths, and the value our region can bring.”
