Growing business globalization is reshaping the events industry, with attendees bringing diverse expectations influenced by their cultural backgrounds. The message from several speakers at this week’s PCMA conference in Houston was that event planners need to think globally.
David Kliman, president of the Kliman Group and co-founder of Event Leaders Exchange, who attended the meeting, said: “If planners don’t think globally and expand their understanding of the intersection of global business and politics, they will be left behind.
Asia’s growing influence
Keynote speaker Kishore Mahbubani, former President of the United Nations Security Council, emphasized Asia’s growing influence in the 21st century. He highlighted Singapore’s ability to balance Asian diversity with Western influence.
“His insights into changing global power dynamics are a wake-up call for all of us, asking us to reexamine leadership and collaboration on the global stage,” said Amy Pringle, executive business development leader.
Mahbubani said that China’s dominance in manufacturing deserves attention. “In 2000, when we entered the 21st century, China’s manufacturing industry accounted for 5% of the global manufacturing industry. By 2030, this proportion will reach 45%.
Mahbubani said that India’s economy is growing rapidly and is expected to become the world’s third largest economy in 2030.
Visa delays create global challenge
Another meeting discussed the need to improve visa processing. Representatives from Brand USA, Singapore Tourism Board, International Olympic Committee, MGM Resorts and Saudi Arabia Tourism Board shared challenges and highlighted solutions.
“I think visas should be digital. Today I can talk about Saudi Arabia. We are happy that the World Travel and Tourism Council can provide 66 countries with the fastest visa issuance portal in the world,” Saudi Arabia Tourism said Fahd Hamidaddin, bureau chief executive.
Brand USA is launching a new initiative to engage the business events world. “I’m here to learn from a national perspective how to compete, how to better serve our partners and position the United States as a premier meeting destination,” said Fred Dixon, President and CEO of Brand USA.
History does not happen in a straight line
Lawyer and human rights advocate Amal Clooney also shared a global perspective. “The arc of history will lead to justice, but history will not happen in a straight line,” she said.
She urged viewers to commit to meaningful change, emphasizing the power of dedication in making progress.
Clooney reminded viewers to ask, “Why not me? The only difference between someone we admire and any of us is that they took a chance and said, ‘Why not?’
She also reminded viewers that you have to know who you’re talking to and what they care about most in order to be a good advocate.
“Her dedication to justice and human rights is not only inspiring, but a profound reminder of how much we can accomplish when we lead with courage and conviction,” Pringle said.
PCMA’s global voice
PCMA’s appointment of Neil Brownlee as President for 2025 further emphasizes this global focus. Brownlee, director of commercial events at VisitScotland, is the first non-North American to hold the position.
“I am passionate about the role business plays in driving social and economic progress and intend to use this year and our global voice to position business as a changemaker. My goal is to represent all members of our global diverse community, together Working to drive impactful and meaningful change around the world.
