The global meetings and events industry has a new unified advocacy platform: The Athens Promise. Launched during the IAPCO Annual Meeting & General Assembly in Athens earlier this year, the initiative brings together four major associations — IAPCO, AIPC, AMC Institute (AMCI), and PCMA — to amplify a single, coherent message about the sector's importance to policymakers and communities worldwide.
The pledge is open to all professionals and organisations across the MICE ecosystem, from convention centres and professional congress organisers to destination management companies and event technology providers. By signing, participants commit to actively promoting the economic, professional, and social impacts of business events in their local markets.
Why a single voice matters
“The Athens Promise was born at the IAPCO meeting in Athens, where global leaders came together with a shared belief that our industry has a bigger story to tell,” said Sissi Lignou, President of IAPCO. The initiative builds on existing advocacy work by each association but aims to create a more coordinated, visible front. Sven Bossu, CEO of AIPC, stressed the need for collective action: “Making real change requires more than the voice of one organisation. It is about all of us.”
Tina Wehmeir, CEO of AMCI, described the meetings industry as a “powerful driver of economic progress, innovation, professional development, and social connection.” The Athens Promise seeks to translate that recognition into tangible support from local governments and media, helping the sector secure better policies, funding, and public perception.
The movement provides shared marketing assets and partner communications to help signatories tell their story effectively. It encourages individuals and organisations to engage directly with local decision-makers, using the pledge as a conversation starter. The goal is to move beyond industry self-promotion and into broader societal acknowledgment of business events as catalysts for knowledge exchange, trade, and community development.
This coordinated push comes at a time when the MICE sector is still rebuilding after pandemic disruptions and facing new challenges such as rising costs and sustainability pressures. For example, Hôtel Martinez reports 65% of corporate events now experiential, reflecting a shift in client expectations that the industry must articulate to stakeholders. Similarly, the travel industry confronts AI's environmental toll, a topic that will increasingly feature in policy discussions where the meetings sector needs a seat at the table.
The Athens Promise is not a one-off campaign but an ongoing movement. Organisers plan to track signatories and share success stories to build momentum. They also aim to collaborate with other industry bodies, such as the Global Association of the Exhibition Industry (UFI) and the International Congress and Convention Association (ICCA), to broaden the coalition.
For travel professionals — whether airline executives, hoteliers, cruise operators, or tour operators — the initiative offers a framework to advocate for the entire business events ecosystem. As global carriers restructure amid jet fuel surges, the meetings industry's ability to demonstrate its economic multiplier effect becomes even more critical for securing competitive airfares and destination support.
The pledge is available online through the participating associations' websites. Early signatories include convention centres in Europe, Asia, and the Americas, as well as several major PCOs and DMCs. The movement's name, The Athens Promise, deliberately evokes the city's historical role as a birthplace of democratic dialogue — a fitting metaphor for an industry built on face-to-face exchange.
As the MICE sector continues to evolve, initiatives like this one underscore the importance of collective advocacy. Whether you are a convention centre CEO in Barcelona, a PCO in Singapore, or a hotel events director in Dubai, the Athens Promise provides a ready-made platform to make your voice heard.
