Purposeful Business Models & Start-Ups
Global change demands bold new thinking. That’s why Purposeful Business Models & Start-Ups shines a light on the innovators, disruptors, and leaders shaping the future of global business events. This track gives delegates the power to explore how strategic reinvention can lead to profitability and positive global impact.
Purpose is the compass guiding meaningful action and enduring impact in the meetings and events industry. As organisations align their strategies around clear, emotionally resonant purposes, delegates are empowered to define and amplify their personal purpose.
This track will bring clarity to a complex topic, inspiring ICCA delegates to envision how their individual purpose intersects with their organisation's mission — enabling purposeful collaboration and shaping innovative, resilient business models that allow existing organisations and emerging start-ups to flourish, differentiate themselves, and drive transformational change within our industry.
From sustainability-driven enterprises to tech-disruptive start-ups and socially conscious scale-ups, this track allows attendees to explore real-world case studies and practical insights that redefine what business success looks like today.
Sessions will give participants tools to:.
Rethink and reframe business models
Learn from entrepreneurial pioneers
Transform leadership into momentum
Embrace values-based leadership that blends performance with purpose
Purposeful Business Models & Start-Ups will be held at the Alfândega Congress Centre in the heart of Porto’s historic UNESCO World Heritage district. The venue is housed in a restored 19th-century customs house along the Douro River, combining historic grandeur with modern functionality.
Alfândega has received accolades including “Best Conference and Convention Center in Europe” and is noted for its sustainability initiatives. In this space, history meets innovation, and the Purposeful Business Models & Start-Ups track invites Congress delegates to build, grow, and lead organisations that not only succeed, but innovate, lead, and thrive.
Programme
In Track 3 Amber Herrewijn and Frank Murangwa, Regional Director Africa, ICCA will make you dive deeper into the future of business with a sharp focus on purpose-driven models and entrepreneurial thinking. What will the business models of tomorrow look like for our industry? What does purpose really mean in this context—and why does it matter now more than ever?
We’ll also explore the start-up ecosystem within the events and meetings industry. Are there enough innovators? What does it take to think and act like a start-up? And most importantly—can anyone adopt this mindset?
This track is designed to challenge assumptions, spark bold ideas, and equip you with the tools to lead or launch purpose-driven ventures that are ready for the future.
We’ll divide the experience into three dynamic segments:
Part 1: Thought-Provoking Panel — Why Purpose? Why Now?
We kick off with an inspiring, global panel exploring the power and urgency of purpose-driven business models in today's shifting world.
- Professor Hwabong Lee , Hallym University, South Korea (ICCAUni member)
- Mário Ferreira , Director, Alfândega do Porto
- Sissy Lignou, President & CEO, AFEA Congress- President IAPCO
- Chef Tam , Bangkok-based culinary entrepreneur and change-maker
Part 2: Hands-On Purpose Labs — Learning by Doing
Get practical, get inspired. This part invites delegates to roll up their sleeves and engage with a series of interactive breakout sessions, each targeting a key piece of the purpose-driven puzzle:.
- Crafting Your Purpose-Driven Pitch: Techniques to articulate bold, compelling, and resonant pitches
- Matching Industry Needs & Start-Up Innovations: A facilitated matchmaking session identifying sector gaps and fresh solutions from emerging innovators
- Navigating Funding & Strategic Resources: Practical guidance on how to access grants, subsidies, and strategic support
- Activating Entrepreneurial & Intrapreneurial Mindsets: Exercises and tools to foster innovation—whether you’re launching something new or transforming from within
- Purpose-Full RFPs: Rethinking procurement - How to write and respond to RFPs that prioritize impact and values
- Revenue Rethink - Profits with Purpose for Global Events: A session that challenges traditional metrics and explores how revenue and purpose can align for greater success
- Purposeful Cities: What happens when destinations lead with purpose? Explore how cities are transforming through event strategies rooted in long-term, inclusive value.
- Jelmer van Ast, Founder and CEO at Conference Compass
- Anna Look & Jessica Haire, Co-Founders, Connections Awaits
- Elisabetta Degiampietro , Head of Unit Conference services - DG Interpretation at European Commission, Brussels
- Ksenija Polla , Director International Development, Talley
- Tara Miller , Director of Global Sales, Washington DC
- Hagar Saad, Head of Tel Aviv Convention Bureau, Vanessa Russell Group Marketing Director - Celtic Manor Resort & ICC Wales, Chloe Turner Association Sales Manager at ICC Wales, Glenton De Kock,
- Malcolm Ferrill Mitchell, Head of Sales, RDS
Curated by Experts – Inside and Outside the Industry
Guiding and enriching the hands-on sessions is a team of global experts who bring diverse experience across sectors:
We will close with a moment to reflect and solidify learning, articulate clear action steps, and inspire immediate post-event action.
Track 3 is more than a conversation - it’s a call to action. Whether you're leading a global destination, launching a start-up, or driving transformation within your team, this track gives you the mindset, tools, and connections to make business a force for good.