Congress 2025

In a world where 78% of organizations use AI but only 1% consider themselves mature in adoption; the gap isn’t knowledge, it’s confidence. And confidence grows when you see innovation in action, hear stories from peers who’ve done it, and build your own action plan alongside others who understand your world.

The future of business events isn't on the horizon—it’s here now. At CEiiA Innovation Centre, one of Portugal's most advanced institutions in sustainable innovation and product engineering, you’ll innovation journey includes two experiences:

INSPIRED & DEEP DIVE – Hear real stories from venue innovators breaking down walls, AI practitioners cultivating innovation-driven cultures, and data experts showing us how to extract business intelligence from raw information.

TOUR & CO-CREATE – Walk through CEiiA's research labs where sustainable mobility meets space technology, and roll up your sleeves and co-create your own AI playbook with industry experts guiding you step-by-step.

This track isn't about futuristic predictions or technology sales pitches. It's about illuminating the path to innovation, building confidence, and leaving with tools you can use immediately. Everyone experiences both sessions—because the best way to understand innovation is to see it, hear it, and do it yourself.

Innovation and technology are essential accelerators for charting a vibrant future in the meetings and events industry. As the landscape rapidly evolves, embracing groundbreaking ideas and digital advancements empowers ICCA delegates to unlock unprecedented possibilities.

This track will energize delegates to confidently integrate innovative solutions and emerging technologies, clearly revealing that everyone has a purposeful role in driving innovation and positioning their organizations at the forefront of transformative experiences.

Delegates will participate in a rich programme that includes:

Hear stories from ICCA members on how they drive innovation within their organisations

Learn practical strategies to extract business intelligence and drive data-informed decisions

Build your own AI playbook and transform overwhelm into action with expert guidance

CEiiA showcases how engineering excellence can drive environmental and social progress, highlighting how the events industry can embrace innovation while staying committed to sustainability.

Programme

Moderators Dahlia El Gazzar together with ICCA Regional Directors Andres Escandon (Latin America) and Shawn Cheng (North America) take you on a future-focussed journey. Set against the extraordinary backdrop of CEiiA, Portugal’s cutting-edge research institute on future mobility, sustainability, and space, this track is more than a workshop — it’s a hands-on experience in applied innovation.

Inside the Innovation Track at CEiiA: 3 Transformative Sessions.

This isn't theory — this is application. Get hands-on, get inspired, and get ahead with a track designed to move your thinking from potential to action. Delivered in three powerful segments:

Part 1: Innovation in Action: Story from the Field

1. Maximizing Every Square Meter – Venue That Adapt

This session challenges the traditional fixed-venue mindset by showing how two pioneers transformed their spaces using dynamic and flexible configurations. Instead of building bigger, they built smarter—maximizing revenue per square meter, hosting more diverse events, and future-proofing their venues against unpredictable demand.

Through a fast-paced conversation, the audience will hear real implementation stories: the business case that convinced stakeholders, the operational changes that surprised them, and the unexpected events they can now accommodate. This isn't theory about "venues of the future"—it's what's working today in Switzerland, Hungary, and venues worldwide.

Speakers:

Christophe Leyvraz, former CCO, SwissTech Convention Centre
Ágnes Opitzer, HUNGEXPO
Robert Heimbach, VP, Gala Systems Inc.

2. AI Uprising: When Technology Makes You More Human

This session challenges the common fear that "AI will replace us" by showing how K.I.T. Group implemented AI to free their team from operational tasks, enabling them to become strategic consultants delivering deeper, more human-centered client services. Our speaker will share how he drove the initiative forward—from overcoming initial resistance to building team buy-in—and what changed when people realized AI wasn't a threat, but a tool for empowerment.

Speaker:

Alexandre Meyrieux, Conferences Accounts Director, K.I.T. Group.

Part 2: Data/Business Lab

Drowning in event data but starving for insights? At this interactive lab, our expert will show you how to turn raw numbers into strategic decisions. Learn AI-powered approaches to lead scoring, conversion strategies, and personalized sales tactics you can implement immediately.

Speaker: Juliano Lissano, Managing Director, MCI Group

Welcome and Split Groups

Speaker: Representative form Porto: Marco Martins, President of TMP, Chairman, Transportes Metropolitanos do Porto

Part 3: Co-creating Your Own AI-Playbook

This hands-on workshop transforms AI fatigue into AI action. Instead of another presentation about AI's potential, participants will actively create their own personalized AI assessment and implementation playbook—a practical, step-by-step action plan they can put to work the moment they return to work.

With guidance from EventTech wizard Dahlia El Gazzar and supported by three technology mentors circulating the room, participants will identify their specific challenges, match them with appropriate AI solutions, and leave with a concrete first step. This isn't about becoming a tech expert—it's about becoming confident enough to start your own exploration journey.

Speakers:

Dahlia El Gazzar, DAHLIA+Agency
Vamshi Velmajala, GEVME
Pavvi Singh, EventsAIR
Prathmesh Kalubarme, ICCA

innovation & technology

Programme

Part 1: Innovation in Action: Story from the Field

Part 2: Data/Business Lab

Welcome and Split Groups

Part 3: Co-creating Your Own AI-Playbook