ICCA, the International Congress and Convention Association, has unveiled ICCA Advantage, a cutting-edge training programme aimed at empowering business event professionals to enhance their bidding strategies, upskill their teams, and secure international association meetings.

Part of the ICCA Learn initiative, this bespoke programme addresses critical industry challenges through personalized, real-world instruction. ICCA Advantage provides a targeted learning approach, equipping business event professionals with the necessary tools to adapt, innovate, and lead in an evolving MICE landscape.

The Growing Demand for Competitive Advantage in Business Events

With business events becoming more competitive, destination management organisations (DMOs), convention bureaus, and event planners need to stay ahead by adopting strategic bidding approaches. ICCA Advantage offers participants:

Customised training sessions tailored to organisational needs
In-depth insights into successful bidding strategies
Hands-on exercises using real-world case studies
Expert feedback on current bidding documents

According to Senthil Gopinath, CEO of ICCA, the programme is a testament to ICCA’s commitment to being a leader in global event education and professional development.

“ICCA’s commitment to remaining a leader in the education space on the global stage is strong, exemplified by the debut of ICCA Advantage. This programme seeks to enrich and upskill participants with personalised instruction based on real-world issues that face business events organisations today.”

ICCA Advantage at Work: BidSmart in Berlin

One of the first ICCA Advantage training sessions, BidSmart, took place at the Berlin Convention Office. The two-day intensive programme provided participants with deep insights into the art of bidding for major conventions.

The sessions covered:

Effective bidding strategies tailored for global association meetings
A review of current bidding documents with expert feedback
Identification of promising leads for future bids

According to Marco Oelschlegel, Director of Conventions, Berlin Convention Office, ICCA Advantage is an invaluable tool for training event professionals.

“Continuous training of the team is so important — a seminar that is tailored to your own needs and also takes place in-house is a perfect solution for this! ICCA Advantage provided valuable impetus for future bidding processes, especially for team members new to bidding.”

Why ICCA Advantage is a Game-Changer for Business Events

The MICE industry has seen rapid transformation in recent years, with evolving expectations from international associations, advancements in technology, and an increased focus on sustainability and innovation. ICCA Advantage helps organisations:

Improve their success rate in bidding for global conventions
Strengthen strategic approaches for large-scale business events
Develop tailored solutions to stay competitive in the global market

By combining real-life case studies, interactive discussions, and technology-driven learning, ICCA Advantage ensures that professionals receive practical knowledge that can be immediately implemented.

Future Outlook: ICCA’s Expanding Role in Global Event Education

As the business events industry becomes increasingly complex, continuous professional education is key to success. ICCA plans to expand its ICCA Advantage offerings, bringing targeted learning sessions to more destinations worldwide.

By prioritising upskilling and reskilling, ICCA members will remain at the forefront of global event planning, convention bidding, and destination management.

As new technologies, sustainability strategies, and event trends emerge, ICCA Advantage will ensure that business event professionals stay equipped, competitive, and future-ready.