Advocacy for the Meetings Industry

“The Business Meetings/Events Industry is a ‘meta’ industry
whose unique product/service is the delivery of events
that create/support/advance communities of intellectual/commercial/societal ‘interests.”

Definition: Joint Meetings Industry Council,
acting as a platform to address and advance global industry issues of common interest and to exchange best practises for the advancement of our industry and its professions.


Since 2003, the IMEX Policy Forum (former Politicians Forum) has been bringing industry leaders together with representatives of governments and government agencies. Our aim is to garner government understanding and support, critical to the advancement of our industry.

The IMEX Policy Forum is open to local and regional politicians, national ministers and government officials, senior representatives from international organisations, intergovernmental bodies and the meetings industry. By inviting your key government influencer, you can advance their understanding of the role this industry plays in supporting political agendas and sustainable development.


ECM is a key member of the Joint Meetings Industry Council (JMIC) and its `Value of Meetings Case Study Program`. In addition to this advocacy campaign, the JMIC members have also developed a curating platform, The Iceberg, which hosts and distributes legacy case studies and stories. These are then packaged every other week into a newsletter, Business Events World, for the members and other supporting publishers, events, and industry stakeholders to share with their respective communities.

JMIC and The Iceberg have recently issued a “Call for Case Studies and Storytelling” featuring a report from the recent ECM Summer School in Dresden but which encourages DMO`s to invest in capturing and documenting legacies which demonstrate the upstream potential of business and professional events – especially to the government and community stakeholders which fund the infrastructure and destination marketing which underpin our industry – but also to shine a light on the relevance of your destination in future bids.



Please free to contact The Iceberg`s executive producer, James Latham (, or his assistant producer Megan Meeres (, to discuss your potential case study or storytelling in partnership with The Iceberg`s publishers, JMIC association content teams, or The Iceberg`s video production team. They will be happy to help guide you to the appropriate industry partner if you need support from them, and also to the UTS framework for case studies which has been developed for consistency of message and academic rigour.


We have all been talking about the value of meetings for several years.  Now it is your TIME TO ACT and join an elite group of recognised, high profile events to serve as examples to the meetings industry!

It is recognised amongst members of the Meetings Industry  that the greatest value arising from association meetings is the professional, business, academic and economic outcomes they deliver. Being able to identify and demonstrate these broader benefits is critical to the credibility we need to ensure ongoing support for the industry among our respective communities and governments.

ECM is an official partner of the JMIC Case Study project, which has been created to help address this need. By participating in this initiative you will be helping to document the benefits, contributions and legacies of meetings and supporting the future of the industry while getting recognition for your own efforts as a facilitator of events that are changing the world!

How the Project Works

The Case Study Project is first and foremost based on identifying events that offer good examples of creating such broader benefits. This is where you come in.

You can participate in this program by simply identifying an association meetings whose purpose and outcomes illustrate the generation of benefits beyond simply spending-based impacts using this form. JMIC will then communicate with both the project team at the University of Technology in Sydney – who are looking at ways of measuring the benefits – and the editorial staff at The Iceberg, a new communications vehicle who as our promotional partners are looking for great stories to publicize.

Specific examples of case stories brought forward to date include:

  • How a major disease-related conference raised awareness of prevention and treatment; improved networking amongst practitioners and resulted in increased government funding for research and treatment;
  • How a convention centre in an emerging market undertook staff and casual labor training resulting in a new set of transferable skills in the local community;
  • How a major trade show resulted in increased local business transactions while also raising global awareness of the destination’s role in a key economic sector;
  • How a major medical conference facilitated communication of new procedures, predictors and treatment options to a broad range of local practitioners;
  • How another medical conference resulted in the commitment of increased funding to research programming and new treatment options.