UN Tourism and the European Commission have addressed the international business events sector. Senior leaders from each organisation pointed to the industry’s role in policy, competitiveness and tourism strategy. Their comments were directed specifically at the global meetings and events community.
UN Tourism secretary-general H.E. Shaikha Al Nowais reaffirmed the organisation’s long-standing partnership with ICCA – referencing joint work on knowledge exchange, global advocacy, education and sustainability that has developed over several years. She positioned the business events sector as an active contributor to sustainable development.
Her remarks framed meetings and events as a driver of innovation rather than a supporting tourism activity. Al Nowais also acknowledged the role played by ICCA members globally, noting their involvement in shaping more inclusive and regenerative tourism models at destination and international level.
European commissioner for sustainable transport and tourism H.E. Apostolos G. Tzitzikostas also addressed the sector. He underscored the role of meetings, incentives, conferences and exhibitions in Europe’s competitiveness. His comments linked business events to tourism performance and economic impact.
Tzitzikostas highlighted the sector’s contribution to local supply chains, destination reputation and regional growth, while also pointing to its influence on broader priorities such as sustainable travel, multimodal mobility and higher-quality visitor experiences. He described the business events industry as a reference point for best practice. This included its role in shaping future European tourism strategy.