The Professional Convention Management Association (PCMA) is aiming to offer an enhanced level of education for the business events industry in the Asia-Pacific region.
PCMA Asia-Pacific is in discussion with convention bureaus, corporations and other MICE stakeholders about developing a range of educational programmes, including professional degrees in business event management. The aim is to upgrade the knowledge level for APAC business events professionals, from the grass roots level collaborating with the industry professionals and focussing on cities.
PCMA’s Asia-Pacific regional business director, Antonio Codinach, said: “We’re testing different business models, which is what we did at the Asia Pacific Incentives and Meetings Event (AIME) 2019. We partnered and put together a solid knowledge programme, which participants can use subsequently.”
“What we’ve been doing in North America will not work in this part of the world, so working backwards through conversations and relationships will allow us to offer relevant products and services. We are in full transition to becoming a global platform for the business events industry but we know we need to provide a lot of local knowledge in what is an extremely diverse region,” added Codinach.
PCMA has lined up a calendar for about 20 knowledge programmes in 2019 in Singapore, Sydney, Hong Kong, India, Tokyo, China and Malaysia. “We’re also in conversation with second-tier destinations that might benefit,” said Codinach.
A two-year collaboration with AIME saw PCMA produce the key educational programmes of the Melbourne-based trade show. PCMA will also involve its existing partners from outside Asia-Pacific, as it did with a hackathon event sponsored by Los Angeles Tourism at AIME 2019, where the winner of a competition has been invited to Los Angeles in June this year to attend the PCMA education conference.