The Latin American Market is Claiming its Place Within the Global Meetings Arena

Panama: A Hub for LATAM

Over the past several years, Panama has established itself as a key hub for the LATAM region, expanding the airlift services of its national carrier, COPA Airlines, and heavily investing in its infrastructure and capacity. Notable developments include the City of Knowledge (Ciudad del Saber), a government-sponsored cluster of academic organizations, technology companies, and NGOs. Additionally, Panama has completed a state-of-the-art convention center and established the Panama Association Hub, aimed at international organizations looking to develop the Latin American market, promote business growth, foster knowledge-sharing, and advance scientific and legacy projects.

FIEXPO 2024: A Strategic Choice

Three years ago, when FIEXPO was selecting its next host destination, PROMTUR, the Panama Convention Bureau made a concerted effort to bring FIEXPO to Panama, adding to its capacity-building initiatives. The fertile environment of Panama's meetings industry undoubtedly contributed to the success of FIEXPO 2024.

I was invited to speak during several sessions preceding the trade show itself. What I truly appreciated was the emphasis on education throughout the event. Over two days, attendees engaged in various sessions without having to choose between education and business opportunities.

Innovative Hackathon

My first engagement was during a unique and innovative hackathon organized by ICCA in collaboration with IEEE and PROMTUR. This session brought together electrical engineering students and young professionals to provide solutions to pre-identified challenges. From 46 submissions, 10 groups presented their ideas during the hackathon, with a panel of judges selecting the winning entry to be announced at the end of June. This novel approach to cross-sector collaboration exemplifies how the association market can innovate by cross-fertilizing ideas, knowledge, and expertise.

Next Generation Summit

FIEXPO and the host destination invested in young talent by developing a Next Generation Summit. This session highlighted the importance of the meetings industry collaborating closely with academia to ensure a steady stream of talent. While there is still much work to be done, this initiative is a promising start to fostering engagement and development.

Connecting Minds Session

The next day, I participated in a morning session called “Connecting Minds.” Through a series of exercises and stimulating conversations, we explored the basic principles of Meeting Design, focusing on three key elements: Meeting Outcomes, Meeting Legacy, and Meeting Energy. Facilitated by Mike van der Vijver from Mind Meeting and supported by global experts, this session provided transformative insights for creating impactful meeting experiences from scratch.

Association Forum Insights

The most illuminating session for me was the Association Forum, where Latin American association leaders discussed governance, membership value, sponsorship and revenue diversification, and event bidding. The discussions underscored the need for professionalizing regional associations and providing association management services. Many associations are volunteer-run and vulnerable to political changes, lacking continuity and a clear vision. Establishing a clear governance structure and professional leadership is crucial for their success.

The Trade Show Experience

The trade show itself was a showcase of how a destination can be brought into the venue. The state-of-the-art convention center, with its front-facing glass wall offering magnificent views of the landscaped garden mirrored inside, created a seamless connection with the local environment. Various cultural activations engaged delegates even before they entered the exhibit hall. Exhibition stands were open, airy, and built with lightweight materials, with many exhibitors using LED screens instead of printed banners, contributing to a sustainable show footprint. This sustainability focus, guided by expert consultants, reflects FIEXPO's commitment to environmental responsibility. I look forward to reading the show's sustainability report once completed.

It was heartwarming to receive great support from organizers, hosts, and attendees. In addition to many meetings, I was interviewed for a podcast by the Latin American association COCAL, strengthening the strong relationships TMG has with key stakeholders in the region. The highlight of my experience was being awarded a Lifetime Achievement Award for the meetings industry in the Latin American region during the Gala dinner. I was truly humbled by this extraordinary recognition and thankful to many who made this possible, especially FIEXPO, ICCA, and Talley.

In summary, FIEXPO 2024 was a testament to the growing influence of the Latin American market within the global meetings arena. The event highlighted the importance of education, innovation, and collaboration in driving the industry forward. The potential for growth and professionalization in the region is immense, and with continued efforts, Latin America will undoubtedly claim its place as a key player in the global meetings industry.