ICCA and the Strategic Alliance for the National Convention Bureaux of Europe (SANCBE) have formed a partnership with the aim of improving the future of the international business meetings and events industry.

The announcement was shared at SANCBE’s semi-annual meeting, which was held September 18th and 19th in Athens.

The new partnership will see the two organizations jointly launch the first-ever survey focused on understanding the future of learning and the academic landscape in the European business events industry. This initiative will provide a data-driven overview of current educational offerings, identify critical skill gaps, and look at evolving industry needs as part of ICCA’s strategy to support lifelong learning and to offer valuable educational programs to our community.

Dr. Senthil Gopinath, CEO of ICCA, said: “ICCA’s partnership with SANCBE is very long-term and this is yet another important step forward in our efforts to better serve destination marketing members. Initiatives geared toward identifying the needs of the industry with regard to academics are key to innovating toward solutions.”

Survey findings will be used to develop a strategic action plan for the next three years — one that strengthens talent development, supports innovation, and ensures the industry is equipped to meet future challenges and opportunities. The survey results will also help shape the continuing development of ICCAUni, which aims to connect the academic and business events spheres.

Matthias Schultze and Eric Bakermans, co-chairs of SANCBE, said: “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. This makes collaboration with ICCA not only logical but essential, as we combine forces to gain a clearer understanding of the education landscape in Europe and foster meaningful dialogue with academic institutions to drive its development.”

The initiative will provide convention bureaus and DMOs throughout the European region with actionable information they can use to bolster educational offerings and partnerships with relevant academic stakeholders.