In a landmark move that underscores the rising significance of the Asia-Pacific (APAC) region in the global MICE (Meetings, Incentives, Conferences, and Exhibitions) industry, the Professional Convention Management Association (PCMA) and Business Events Industry Aotearoa (BEIA) have signed a two-year strategic alliance. This partnership is set to reshape how the APAC business events ecosystem collaborates, innovates, and grows.

The alliance is far more than symbolic. It delivers tangible value to industry professionals through joint educational initiatives, strategic research collaborations, and the development of micro-communities that foster peer networking and knowledge exchange across the region.

As international travel demand for MICE events continues to surge, this partnership signals a turning point for New Zealand’s role in the business events sphere — not only as a host nation but also as a thought leader and innovation hub.

What This Means for the APAC Business Events Industry

The strategic alliance between PCMA and BEIA isn’t just another agreement on paper. It’s a platform for action that addresses pressing industry needs:

  • Access to global education resources for BEIA members
  • Cross-promotional opportunities between the two organizations to boost visibility and attendance at events
  • Collaborative research that sheds light on the economic and social impact of business events across APAC
  • Development of a PCMA x BEIA Circle, a peer-based knowledge network for New Zealand corporate event organizers

As Florence Chua, PCMA’s Managing Director for APAC, explains, “This important alliance provides a platform for collective growth – to deliver the knowledge, resources, and networks essential for growth and collaboration in the region.”

BEIA: Elevating New Zealand’s Business Events Profile

Under the leadership of Chief Executive Lisa Hopkins, BEIA has consistently championed the New Zealand MICE industry on the global stage. This new alliance with PCMA strengthens BEIA’s capabilities in delivering world-class education and opportunities to its members.

“PCMA is the leading global association for the business events sector with strong interest in the APAC market,” Hopkins notes. “The mutual respect each organization has for the other is an important feature of this alliance.”

Through this collaboration, BEIA members will gain access to PCMA’s global content library, educational webinars, and participation in marquee events like Convening Leaders — an annual highlight for business events professionals worldwide.

Educational Crossovers: A Win-Win for PCMA and BEIA Members

A key feature of this alliance is the shared educational content that will be delivered through conferences and digital formats. This includes:

  • Collaborative sessions at PCMA APAC and BEIA conferences
  • Jointly developed education modules on industry trends, event design, and attendee engagement
  • Free educational webinars accessible to BEIA members throughout the year

The partnership not only increases knowledge flow across borders but also ensures that the New Zealand MICE sector stays current with global best practices, technological innovations, and shifting attendee expectations.

MEETINGS 2025: PCMA’s Participation in New Zealand’s Premier Business Events Trade Show

Looking ahead, PCMA will play an active role in MEETINGS 2025, the flagship business events trade show in New Zealand. Organized annually in Auckland, MEETINGS is a crucial marketplace for suppliers and buyers across Australasia and beyond.

With PCMA’s involvement, MEETINGS 2025 is expected to include an enhanced educational component, offering both international and local attendees access to expert-led sessions, case studies, and forward-looking industry insights.

This integration not only raises the profile of the event but also reinforces New Zealand’s position as a knowledge-driven destination for high-impact business events.

The PCMA x BEIA Circle: A New Peer Community for Corporate Event Leaders

Another innovative component of the alliance is the formation of a PCMA x BEIA Circle — an exclusive micro-community of New Zealand-based corporate event organizers. This circle is designed to foster:

  • Peer-to-peer learning
  • Experience sharing and benchmarking
  • Collaborative problem-solving in event design and execution

Such communities are becoming vital in a post-pandemic MICE landscape, where agility, creativity, and human-centric design are paramount. The Circle will allow participants to stay connected, test ideas, and grow together, all within a trusted, localized peer group.

Strategic Research: Quantifying the Power of Business Events in APAC

Understanding the scale and value of business events is no longer a luxury — it’s a necessity. As part of this alliance, PCMA and BEIA will jointly undertake research initiatives to quantify the economic contribution, job creation, and social impact of the business events sector across APAC.

This data is not only essential for advocacy but also empowers destination marketers, venue operators, and policy makers to plan more strategically and attract investment into their respective regions.

Why This Alliance Matters Now

The global business events industry is undergoing a rapid transformation. With the rise of hybrid events, the evolution of sustainability standards, and a greater emphasis on meaningful engagement, both planners and destinations must innovate to stay relevant.

The APAC region, with its diverse markets and high growth potential, stands at the forefront of this transformation. However, unlocking that potential requires collaborative frameworks, shared knowledge, and regional alignment — all of which are embodied in the PCMA-BEIA alliance.

For New Zealand, this partnership amplifies its voice in international forums, strengthens its brand as a knowledge capital, and ensures its business events industry remains globally competitive.

Driving Social and Economic Progress Through Events

At its core, the PCMA-BEIA alliance reflects a shared belief in the power of business events to drive social cohesion, foster economic opportunity, and spark innovation. Whether it’s a medical congress, a tech summit, or a sustainability conference, these events catalyze change in communities — locally and globally.

This partnership ensures that the APAC business events community has the tools, frameworks, and support it needs to deliver meaningful outcomes through every event.

A Model for Regional Collaboration

The PCMA and BEIA alliance serves as a model for other regional and national collaborations around the world. It demonstrates how organizations can move beyond competitive boundaries and align for collective benefit — especially in sectors like business events where collaboration is a core value.

As APAC continues to grow in global relevance, regional unity will be key to ensuring that knowledge, resources, and opportunities flow across borders and elevate the industry as a whole.

Conclusion: A Transformative Step for APAC’s Business Events Future

The PCMA-BEIA strategic alliance is more than a headline — it’s a transformative move for the APAC region’s business events ecosystem.

From educational innovation and research leadership to peer-to-peer community building and event co-creation, this partnership brings actionable value to members, attendees, and the broader travel and tourism industry.

New Zealand, through BEIA’s proactive leadership, is positioning itself not only as a beautiful host destination but also as a thought leader in the global MICE landscape.

As 2025 unfolds and MEETINGS Auckland approaches, all eyes will be on how this alliance sets new standards — not just for collaboration, but for purpose-driven progress in the business events sector.

PCMA, along with the PCMA Foundation and its subsidiary CEMA, empowers and connects the global business events community by delivering transformative education, bold insights, and purpose-driven experiences. As the world’s largest network of Business Events Strategists, PCMA leads the industry with senior-level content, strategic networking opportunities, and global market intelligence. With a mission to drive social and economic progress through business events, PCMA is headquartered in Chicago, Illinois, and has a robust presence across 17 North American chapters, as well as regional communities in APAC, EMEA, and LATAM, with members spanning 59 countries. The Corporate Event Marketing Association (CEMA), a PCMA subsidiary, specializes in advancing event marketing and strategic communications for senior event professionals.

The PCMA Foundation fuels the future of the business events industry through strategic investments in education, research, and scholarships. Through impactful fundraising and grant-giving, the Foundation delivers more than $900,000 annually to support professionals and students across the globe. Since its founding in 1985, the Foundation has provided over 2,500 scholarships, funded 100+ research projects and education initiatives, and contributed more than $2.7 million in charitable giving, all in service of advancing the power and potential of business events.

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