The evolving globalization of business is reshaping the events industry, where attendees bring diverse expectations shaped by their cultural backgrounds. Event planners need to think globally, was the message from several speakers at the PCMA conference in Houston this week.
“If planners don’t think globally and expand their awareness of the intersections of worldwide business and politics, they will be left behind,” said David Kliman, president of The Kliman Group and co-founder of Event Leaders Exchange, who attended the conference.
Asia’s Growing Influence
Keynote speaker Kishore Mahbubani, former United Nations Security Council president, emphasized Asia’s growing influence in the 21st century. He highlighted Singapore’s ability to balance Asian diversity with Western influence.
“His insights on the shifting global power dynamics were a wake-up call for all of us to reframe how we view leadership and collaboration on a global stage,” said executive business development leader Amy Pringle.
China’s manufacturing dominance is something to watch, according to Mahbubani. “In the year 2000, when the 21st century opened, China’s share of global manufacturing was 5%. By 2030, it’ll be 45%.”
Mahbubani said India’s economy is rapidly growing and is projected to become the third-largest in the world by 2030.
Visa Delays Create Global Challenges
Another session discussed the need to improve visa processing. Representatives from Brand USA, the Singapore Tourism Board, the International Olympic Committee, MGM Resorts, and the Saudi Tourism Authority shared challenges and highlighted solutions.
“I think visas should be digital. I can talk about Saudi today. We’re glad to have the fastest visa issuing portal in the world per World Travel and Tourism Council for 66 countries,” said Fahd Hamidaddin, CEO of the Saudi Tourism Authority.
Brand USA is launching a new initiative to engage the business event sector. “I’m here learning from a national perspective how we can compete, how we can better serve our partners, and position the U.S. as a premier meetings destination,” said Fred Dixon, president and CEO of Brand USA.
History Doesn’t Happen in a Straight Line
Amal Clooney, an attorney and human rights advocate, also shared a global perspective. “The arc of history is headed to justice, but history doesn’t happen in a straight line,” she said.
She urged the audience to commit to meaningful change, emphasizing the power of dedication in achieving progress.
Clooney reminded the audience to ask, “Why not me? The only difference between the people we admire and any of us, is they took the chance and said, ‘Why not?’”
She also reminded the audience that you must understand who you are speaking to and what they care about most to be a good advocate.
“Her dedication to justice and human rights was not only inspiring but also a poignant reminder of how much we can achieve when we lead with courage and conviction,” said Pringle.
A Global Voice for PCMA
PCMA further underscored this global focus with the appointment of Neil Brownlee as its 2025 chair. Brownlee who is the head of business events at VisitScotland, is the first non-North American to hold this role.
“I am passionate about the role that business events can play in promoting social and economic progress and intend to use this year and our global voice to position business events as change makers. It is my aim to represent all members of our globally diverse community as we work together to drive impactful and meaningful change worldwide,” said Brownlee.
