Conference Matters 144

Medical Conferences | Flanders Heritage | Digital Transformation

VOLUME 35

ISSUE 144

SPRING 2025

CONTENTS

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7 Editor's Note 25 Column AIPC 27 Live Industry Dashboard

Interview Bianca Rouwenhorst

'Technology essential to shift from disease care to healthcare'

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Technology Hybrid medical conferences Shortly after COVID, interest in a hybrid format at conferences cooled down considerably. Combining live and online seems like a logical option, however it is not picking up any speed

Meeting Design Confex format Confex events are rapidly gaining popularity because they combine conferences, exhibitions and matchmaking into a total experience

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Digital transformation Cybersecurity

The threat posed by cyber-attacks is no longer hypothetical. Organisations are increasingly falling victim to cyber criminals and state actors

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Meeting design The Outdoor Psychologists Organise a conference or symposium in a green space or the dunes, and then take a nature walk. The result is that participants will remember the content better

© Library of Congress on Unsplash

Expert Panel The Trump effect What does US president Donald Trump's policy mean for the meeting industry in Europe, and is there anything noticeable yet?

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Speaker Kris Verburgh

His popular book, The Food Hourglass, attracted a lot of interest but also evoked much criticism, which the medical doctor and researcher is glad to refute

MEGA TRENDS

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©Tim Bilman

41

Destination Flanders Heritage Venues

Research Future Meeting Space The research phase of the long-term FMS project evaluated 13 megatrends influencing the business events ecosystem

Abbeys, city palaces, former stock exchange buildings and even old zoos are being given a second life in Flanders as inspiring meeting places

Dossier Venue NL Sustainability Initiative

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First learnings Locations share insights

The baseline measurement shows that establishing policies and objectives is still the main problem. As a result, current sustainability efforts remain underexposed

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The Delegate Pieter Swart This time, Conference Matters looks at the conference from the viewpoint of the first-time visitor

58 Kelly Ruigrok 61 Stef Driessen

Colofon Conference Matters

Spring 2025, volume 35, issue 144 Circulation: 4.500 copies

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Editor in Chief:

Edwin Nunnink

Editor:

Jildau Cuperus

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E velien Baks, Sven Bossu, Bas Hakker, Suzanna Timmer, Eduard Voorn

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Where business meets nature

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EDITOR’S NOTE

Trends

Trends often conjure up images of fleeting hypes: products, behaviours, or expressions that last no more than a few years. And as with everything in our rapidly changing eras, these lifespans seem to be getting even shorter. Yet, there are also movements that cannot be captured by the temporary or the transient. What if you want to identify those developments that are likely to endure, have a significant impact, or even become the new norm? The German Convention Bureau and the Fraunhofer research institute refer to these as mega trends in their Future Meeting Space project. This long-term study focuses on developments that have the potential to fundamentally transform the way meetings are organised. Last year, they mapped out the impact of thirteen megatrends on the meetings industry. The top three: artificial intelligence (AI), sustainability, and demographic changes. For 2025, the focus shifts to the interplay between demographic shifts and the rise of AI and automation. Hybrid meetings are also mentioned, as part of the broader megatrend of digitalisation and connectivity. The expectation was that hybrid events would become the standard after the pandemic, but that has not materialised. Only a handful of hybrid conferences are being held, and interest in online participation is often limited. Finally, sustainability. Looking back through old editions of Expovisie - the predecessor of this magazine - from the 1970s, I see that sustainability was already a key topic of discussion back then. Despite renewed momentum in the past decade, that drive now seems to have faded - especially with the EU significantly relaxing its CSRD regulations through the Omnibus simplifi cation package, and across the Atlantic, the new mantra is ‘drill, drill, drill.’ The good news: governments do not create trends; these usually arise from people’s intrinsic motivation. Less administrative pressure might actually create space for real improvement. However, we must conclude that the long-term megatrend of sustainability has yet to become truly mainstream. But is AI still a trend? The topic remains incredibly popular and is evolving rapidly, but it has become so deeply embedded in our digital lives that it already feels like the norm.

Edwin Nunnink Editor-in-Chief Conference Matters edwin@zynchrone.com

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INTERVIEW

'Digital care requires European collaboration'

patients, which increases the quality of care and ensures more job satisfaction among professionals. Bianca Rouwenhorst, Director of Information Policy and Chief Information Officer at the Dutch Ministry of Health, Welfare and Sport, outlines this problem in her keynote address at the ICT&health World Conference 2025 in Maas tricht. As a fervent advocate of e-health, she believes data exchange is the way to improve healthcare processes. “Around the world, we’re dealing with a growing and aging population, each country in its own way. It results in increasingly complex care needs, with more people suffering from more than one chronic disease,” she says on stage at the MECC Maastricht. “At the same time, we have fewer dedicated and well-trained healthcare professionals to provide this care.

“Without cooperation, an unprecedented healthcare crisis threatens,” stresses Bianca Rouwenhorst. She believes data exchange is the key to keeping healthcare accessible, affordable, and humane. “We must take respon sibility because we can only make a difference together,” she says. The healthcare sector is facing major challenges due to the ageing population and the growing staff shortage. The demand for care is incre asing, while the number of available healthcare professionals is lagging behind. To keep proper healthcare accessible and affordable, the poli cy’s main focus is on improving data exchange and data availability. Less administration lets healthcare workers spend more time with their By Jildau Cuperus | Photo Lex van Lieshout Fotografie

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INTERVIEW

The mother must log in to as many patient systems as there are healthcare providers

treating her son'

THE IMPORTANCE OF CONFERENCES

and the ICT&health World Conference, which usually takes place in January. We focus on it because our target groups are also at these events.” How do you participate? “Our communication strategy determines how we are in contact with our target groups and stakeholders. We always look at who from our organisation can best act as a speaker; that depends very much on who the target group is. One time our director is the keynote speaker, and the next time, a policy-related colleague who knows a lot about a subject. At big events we often do both, with a main speaker on the main stage and more policy-­ related colleagues in the breakout session.”

Vivienne Scheltema is the coordinator of the Communications Team at the Information Policy Directorate of the Ministry of Health, Welfare and Sport (VWS). Together with her team, she is responsible for participating in and organising conferences. Her team supports CIO Bianca Rouwenhorst and advises her on her participation in conferences. Conference Matters spoke to Rouwenhorst about the importance of conferences as a means of communication. Do you use conferences to spread the Ministry’s message? “Yes, it’s an important part of our communi cation approach. Based on our task to achieve proper data exchange and data availability in healthcare, we work with the Information Policy department at many major events, such as the Zorg&ict event of Koninklijke Jaarbeurs in April

involved, such as healthcare providers, technology companies, governments, and patient organisations? “Yes, evaluations show that our participation in these conferences are seen as positive. However, it’s true that these conference take place alongside many other forms of consul tation and cooperation. To be fair, that’s where the real exchange takes place. There is too little time for that at the events, although we always organise in-depth sessions at the events.”

How important is it to consult internationally?

“Many of the rules and legislation are European, such as European Health Data Space (EHDS). Many of the guidelines and standards that data exchange must comply with are international, so here as well, there’s a lot of consultation and cooperation between many countries.”

Is there enough sharing at these conferences between the various parties

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Bianca Rouwenhorst is the Director of Information Policy and Chief Information Officer at the Ministry of Health, Welfare and Sport (VWS). From this position, she leads the digital transfor mation of the Dutch healthcare sector. She is a fervent advocate of e-health and sees tech nology as the way to improve healthcare processes. She does this by focusing on both technological progress and human interaction. Rouwenhorst often speaks at conferences, where she encourages parties in healthcare to work together and think beyond their interests.

ren and future generations. This is a huge task for everyone, not just for me: patients, professionals, carers, policymakers, researchers, innovators, governments, and financiers. We all have our part to play, and I count on all of them to take responsibility.” Collaborating in Europe “It will be impossible to transition without colla borating. If we all continue to work in our own way, we will never be able to share data across borders. It limits the future-proof healthcare for our citizens who work, travel, and live all over the world. In today’s world, we need to develop solutions and innovations that are internationally exchangeable and applicable. Research can also be provided with more data from more patients from more countries, so that more personalised treatments can be found for patients in Europe and abroad. I always challenge countries at conferences to openly share good ideas with each other and maybe even steal from each other.”

©Michiel Ton

the occupational therapist, the physiotherapist, and so on and so forth. About 15 people stood on stage to represent the healthcare providers she deals with on a daily basis. Each of them has a small part of her son’s medical information, and none of them has the whole picture with all the necessary data. The mother has to log in to as many patient systems as there are healthcare providers tre ating her son. And she has to keep track of all that data and combine it herself to get the whole picture. She has to communicate with the health care providers to prevent them from prescribing counterproductive treatments and medications. Such practical examples show the impor tance of reorganising our healthcare system. This perfectly illustrates why I have a mission to create future-proof healthcare. Healthcare for everyone, including our children and grandchild

Today, one in seven people work in healthcare. If we do nothing, this will have to be one in four people by 2040. It will be an unprecedented crisis, with worse health outcomes as a result.” With these challenges in mind, how do we shift from disease care to healthcare, how do we prevent people from getting sick, how do we keep healthcare accessible to those who need it, how do we use science to get better treatments faster, and how do we use technology and data to innovate and provide care to everyone?” A huge task “At a conference earlier this year, I heard a mother, Laura, talking about caring for her son with epilepsy. She showed us in a simple sys tem how many care providers are involved in caring for her child: the GP, the community nurse, the pharmacist, the hospital, the neurologist,

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Van der Valk Hotel Schiphol A home away

from home

Tailored to your needs Everything can be tailored to the guest's wishes. Van der Linden highlights the New York Room in the recently added section. “This is a large room of about 1,000 square meters, which can be divided into three sections. Even when divided, the proportions always are right, so it never feels like an ‘adjusted’ space.‘’ Regarding the latest technology, the confe rence hotel keeps pace with customer demands. “We continuously innovate in technology as well. New AV facilities have been installed during the expansion and renovation, featuring the latest advancements and full compatibility.” The Van der Valk Experience Returning to the Van der Valk experience, Van der Linden explains how important this is to the hotel. “Personal service and flexibility are what we are known for, and for good reason. For example, when we host large conference dinners, our General Manager, Bill van der Valk, personally helps serve the meals.” “Every aspect of your conference must be perfect. That is why you won’t find large, impersonal halls for dinners here. When you attend a business event with us, it feels like coming home.” “For instance, our foyer has luxurious sofas where you can relax and enjoy a coffee. In the New York conference room, we prioritize comfort over capacity. We have placed wider, more comfortable chairs because we believe that’s what makes a difference.”

Seas of light and space inside and outside the conference rooms, comfort, and excellent service. Van der Valk Hotel Schiphol has it all - and more. Van der Valk Hotel Schiphol has much more to offer than one might initially see. The exterior is modern and sleek, but once the sliding doors open for you as a guest, you experience a warm oasis of tranquility and space. A place where visitors feel at home. “A home away from home,” says Commercial Manager Arjen van der Linden. Or even better than home, given the comfort and hospitable service. The hotel and conference venue, just eight minutes from Schiphol Airport, has long been a popular location for events, meetings, and confe rences. Many businesses from the Netherlands and abroad, as well as tourists, find their way to the hotel. “They come not only for the spacious layout, but also for the famous Van der Valk experience: hospitality and quality at a compe titive price.” Seas of daylight What makes this location so unique? Van der Linden mentions two aspects: ample space and an abundance of daylight in the conference rooms, thanks to the large windows that allow natural light to fill the space. In addition, atten tion has been paid to every detail outside the conference rooms. This ensures that guests or participants feel comfortable and can even retreat to one of the many seating areas during a long meeting or conference day. “We have four large foyers totaling 2,000 square meters, alongside 25 conference rooms cove ring nearly 2,500 square meters.”

Another distinguishing feature: the ceilings and wallpaper throughout the hotel are designed to reduce noise. “You know how it goes - people leave a room, and before you know it, the noise level rises. That can be very distracting. By inves ting in interior and material choices, we eliminate such small frustrations.” All-Inclusive package Another unique selling point of Van der Valk Hotel Schiphol is that clients can choose to work with their own partners or with the hotel. “For us, busi ness is about organizing a great event in a great location with excellent hotel rooms. Ultimately, everything can be customized, but the strength lies in the fact that our basic package is already very comprehensive.” It is essentially an all-inclusive package for confe rences at a competitive price, Van der Linden e mphasizes. “Everyone enjoys an all-inclusive vacation. An all-inclusive conference may sound unusual given the customization involved, but as an organization, you know exactly what to expect - from pricing to AV to transportation.” “Parking is free for our guests, and a compli mentary shuttle bus runs to and from Schiphol. There are no hidden surprises, which our custo mers greatly appreciate.” A pleasant surprise Van der Linden acknowledges that first impres sions from the outside might be misleading.

'An all-in congress may be a somewhat strange concept given the customization, but as an organization you know exactly what to expect'

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BRANDED CONTENT

Covered boulevard At a location like this, innovation is ongoing, and the next project involves enhancing the area around the hotel. “We have a massive parking lot with 2,000 spaces, and we plan to add more greenery. A comfortable, covered boulevard is also in the works because, let’s face it, the Dutch weather isn’t always sunny. These details make the start of an event or vacation even more enjoyable.” Park, Sleep, Fly While the hotel welcomes many business guests, vacationers and business travelers also frequently stay here. “We offer a Park, Sleep, Fly package, allowing guests to conveniently park their cars, enjoy a meal, or spend the night before their trip. That’s why we serve breakfast from 5:00 AM. The first complimentary shuttle bus departs at the same time, getting you to Schiphol in just eight minutes for your vacation or business flight.”

“We've heard that before, and we are aware of it. Recently, a customer arrived and asked, ‘What is this concrete colossus?’” “From the outside, the hotel may not be as charming as the beautiful historic hotels in Amsterdam. However, once inside, perceptions change completely.” “Guests are pleasantly surprised by the spacious reception area with multiple check-in stations and surrounding seating. Everything is designed to be spacious without feeling overwhelming, ensuring visitors immediately feel at ease.” “When you ascend the wide staircase, you arrive at the floor where all the meeting rooms are located. There, you’ll find a spacious foyer with a mobile buffet offering snacks and drinks. Nothing is quite what it seems at first glance; you have to experience it for yourself,” he says invitingly. Van der Valk Hotel Schiphol has undergone significant renovations and sustainability improvements in recent years. “Sustainability is essential, but we go beyond the basics with features like heat recovery systems and an

expansion of solar panels.” “The typical Van der Valk experience is evident in how, during COVID, the family and our kitchen team personally installed a green roof on the new building. We used that period construc- tively, with the entire team contributing.” F&B as a core pillar F&B (Food & Beverage) is a vital pillar of the hotel. “Everyone remembers the famous homemade applesauce with a cherry on top,” says Van der Linden. “That’s classic Van der Valk, but our F&B goes much further. We continue to offer quality at a good price while adapting to societal trends.” “For example, we work with local producers, and many of our products come from our own distribution center to reduce logistical pressure without compromising quality. We grow along side our customers, including their needs for healthy and dietary-conscious food. Delicious meals remain a priority, and our guests appre ciate that.”

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Digital resilien continues to be crucial but you don't have to be For

still a world to win, especially with smaller organi sations.” According to the report Cyber Security Assess ment Netherlands 2024 (CSAN 2024), the digital threat against the Netherlands is significant and diverse. Most attacks come from state actors such as Russia and China or from cyber criminals who use ransomware (demanding a ransom in exchange for decryption) or steal data, which can cause major damage. Ransomware impacted at least 178 Dutch organisations in 2023. However, since not all victims report incidents and customers are also affected, their actual number is much higher. The weakest link is people According to Robert Molenaar at Hoffmann, a company that tests digital resilience, the big gest risk is often people’s behaviour, not just technology. “Some 80% of attacks start with event, the largest network overload occurred, with an average of 1.6 million bot attacks per minute. It shows how international events can be an attractive target from a political standpoint. BT Group’s conferencing division in the UK was hit by a Black Basta ransomware attack in December 2024. While the services were not directly affected, the hackers claimed to have stolen 500GB of sensitive data, including user information and confidential documents. It shows that conference infrastructures can be vulnerable to data theft.

The threat posed by cyber attacks is no longer hypothetical. Organisations are increasingly falling victim to cyber criminals and state actors. Is the Netherlands equipped to deal with these digital dangers? What steps should a conference organisation take to minimise the damage? “Cyber security is no longer only a technical matter. It affects everyone,” says Marcel Spruit, lecturer in Information Security at The Hague University of Applied Sciences. He has been researching digital resilience for governments, vital infrastructure and companies for 20 years. Spruit sees that his field is getting increasingly more attention. “It’s structurally higher on the agenda than it was 10 years ago, also due to visi ble incidents and political tensions. But there is At a conference hosted by gaming platform Roblox in June 2024, FNTech’s registration service was hacked and participants’ personal information was stolen, including full names, email addresses and IP addresses. The incident highlights the vulnerability of conferences to external suppliers involved in their organisation. During the G20 summit in India in September 2023, Indonesian hacktivist groups focused on the digital infrastructure. In the run-up to the event, DDoS attacks frequently caused the summit’s website to be unavailable. During the By Bas Hakker

THREE RECENT HACKS ON CONFERENCE INFRASTRUCTURES

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DIGITAL TRANSFORMATION

ce t Knox

phishing (fraudulently sending e-mails or other messages to induce individuals to reveal perso nal information such as passwords or credit card numbers). Someone clicks on a link, which triggers a chain of events. If you’re lucky, it’ll only be spam. However, if a hacker gets access to sensitive data or sys tems, things can quickly become unmanageable.” Hoffmann works with behavioural psychologists and others to understand why people continue to behave unsafely despite warnings. “You can tell users 20 times not to click on suspicious links, but the 21st time it happens anyway. Then the problem is somewhere else.” The nervous system of society In CSAN 2024, the NCTV (National Coordina tor for Security and Counterterrorism) referred to digital processes as the nervous system of society. If these processes are disrupted, it impacts the organisation and often other parts of the digital ecosystem. This was the case in July 2024, when a bug in CrowdStrike’s software caused hospitals, airports and government servi ces to shut down worldwide. In the Netherlands, operations had to be postponed, and air traffic via Eindhoven came to a complete standstill. “Such incidents highlight the importance of digi tal resilience, especially now that many organi sations rely on a few large cloud suppliers. That is an area of vulnerability. If something goes wrong there, you feel it everywhere right away,” says Spruit. The conference sector is also vulnerable Both experts emphasise that conference sector organisations need to remain vigilant. When pro cessing the personal data of visitors, suppliers and staff, organisations use many forms of communication, including emails, open networks and last-minute changes that carry additional risks. “The event industry continues to believe that it’s not an interesting target,” says Molenaar. “But it’s precisely this attitude that makes them vulnerable. They have customer data, ticket information and bank account numbers.

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DIGITAL TRANSFORMATION

We call this ‘assume breach’. This way, you automatically start looking at your security differently.” Growing legal pressure Vital sectors such as water companies, energy companies and telecoms have been subject to additional legislation for some time. However, the scope is now expanding rapidly. The Euro pean Union’s new NIS2 Directive (Network and Information Security Directive 2) intends to improve the cybersecurity and resilience of essential services in EU Member States, subjec ting municipalities and some commercial sectors to stricter cyber security requirements. “Many organisations have only just begun working on this. People are suddenly panicking because they have to set up everything.” Spruit thinks it’s a shame that some people only take cyber security seriously when it’s requi red by law. “It’s actually sad that we need a law. You’d hope that organisations already feel the urgency. But sometimes legislation is the only thing that works to raise awareness.” SMEs are lagging behind Yet the biggest gap is still in SMEs, both experts stress. “Most organisations don’t have an IT

In a sector where the time pressure is high, there is little room to think carefully about suspicious e-mails.” Molenaar explains that events have been targe ted in the past, such as in 2024, when the data of millions of Ticketmaster users was stolen in a breach. “That shows that things can really go wrong in this industry as well.” What should you do? What can organisations do to better protect themselves? “Start with the basics. Make sure you know what you have and what it’s worth. Make sure your systems are up-to-date and that you have access to them properly and safely. Make regular backups. It sounds simple, but many organisations don’t have a backup routine," Spruit explains clearly. The National Cyber Security Centre (NCSC) and the Digital Trust Centre (DTC) have five basic principles that every organisation should follow: make an inventory of your business’ major components, segment your network, moni tor your systems, practise with incidents and provide recovery options. According to Molenaar, being aware of vulnera bilities is also crucial. “You should always assume that your network has already been breached.

Robert Molenaar 'It is crucial that the conference

sector is alert

to its chain dependency'

ISO 27001 ISO 27001 is an international standard for information secu rity that sets out a framework for establishing, implementing, managing and continually improving an Information Security Management System (ISMS). The standard describes how organisations can set up their information security in a process-based way to identify, manage and reduce risks. The ISMS is the core of ISO 27001. This system helps organi sations secure sensitive information through policies, proces ses and controls that align with their business goals. An important part of the standard is the performance of a risk

analysis. Organisations identify potential threats and take measures to minimise the likelihood and impact of these risks.

Conference locations The Dutch conference sector has three companies that are ISO 27001 certified. The Koninklijke Jaarbeurs in Utrecht was one of the first conference centres in Europe to be certified ISO 27001. Onemeeting, a booking platform that manages meeting centres, is also certified. Esprit ICT, a provider of hybrid meeting systems, is the third company with ISO 27001 certification.

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CYBERSECURITY FOR THE NATO SUMMIT 2025

The NATO Summit 2025 will be held at the World Forum in The Hague on 24 and 25 June. In addi tion to the strict security of government leaders and other dignitaries, the conference centre also boasts high-quality security for its digital infra structure. World Forum The Hague is the world’s first congress centre to install Trulifi by Signify, a technology that provides a secure, reliable, and high-speed wireless connection using light instead of radio waves. The venue’s network remains strictly confined to physical space, pre venting unauthorised users from accessing the network from outside. Trulifi provides additional security thanks to custom encryption and speci fic access keys. In addition, the venue has a highly secure Wi-Fi network that is continuously being adapted and monitored to comply with the latest security standards and to protect customers from poten tial data breaches and cyber attacks. Event Risk Profile Since June 2023, World Forum The Hague has been working with NineID as a security platform. NineID ensures that all necessary information, such as training, safety checks, permits, identity documents, and certificates of visitors, contrac tors and employees, is collected before they even visit the venue. Once a person is verified and checked, they can access the building using biometric facial authentication, QR code scanning or mobile phone authentication. For every event, World Forum draws up an event risk profile in which potential risks are inventoried, including digital threats. Based on this, recom mendations are made to protect visitors and orga nisers against cyber and physical threats. The convention centre also has an on-site crisis management team that can respond immediately to security incidents, including digital attacks. This team works closely with local authorities such as police and emergency services.

Robert Molenaar ' The event industry continues to believe that it's not an interesting target, but it's precisely this attitude that makes them vulnerable'

Marco Spruit ' You'd hope that organisations already feel the urgency, but sometimes legislation is the only thing that works to raise awareness'

“Events may not be of vital interest in the stric test sense, but cancelling them can have a social impact, such as chaos, image damage and finan cial claims. If a city or government organises such a meeting, it may also fall under the new legislation,” says Spruit. Consider cybersecurity a business risk The main message from both experts is don’t see cybersecurity as an IT issue but as a busi ness interest. “It’s like fire safety: you hope it never happens, but you have to be ready for it,” explains Spruit. According to Molenaar, it helps to normalise the conversation about this. “Boards have to ask themselves: what happens if we’re down for three days? What will it cost? What will that do to our image? These questions are much more concrete than wondering whether the firewall is up-to-date.” The good news is that those who have taken care of the basics are already a lot less vulnerable. “You don’t have to be Fort Knox, but it should be difficult for hackers since most of them look for easy targets,” says Molenaar.

department. Hired specialists or even owners usually maintain digital infrastructure,” says Molenaar. “There’s not enough knowledge and definitely no time or budget to work on security structurally. The Netherlands has about 400,000 small busi nesses. If they are hit, we may not immediately notice it in national security. But they are links in the chain, and with such weak links, you can still hit a larger organisation,” Spruit adds. Conferences are quite vulnerable It is critical for the conference sector to be vigilant of this chain dependency. Many organi sers work with external parties for ticketing, communication and databases. “If one of those links is unsafe, then you’re also vulnerable as an organiser,” warns Molenaar. The danger is real, as recent DDoS attacks on cultural and political institutions have shown. In October 2023, hacktivists plagued the Center for Information and Documentation Israel for days. Governments are also increasingly being targeted. For instance, a cyber attack on a Ministry of Defence network in 2024 paralysed the emergency services’ communication and disrupted air traffic, among others.

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World Forum The Hague

Ready to host your next event!

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One of the largest auditoria of The Netherlands

Large exhibition space

Exclusive use of the building & custom branding

Would you like to have more information? We are happy to tell you more!

www.worldforum.nl info@worldforum.nl +31 (0)70 306 63 66

Attending IMEX Frankfurt from May 20-22? Meet the team at The Netherlands stand, booth E100.

Is the conference industry experiencing a 'Trump Effect'?

EXPERT PANEL

With Donald Trump as the new US president, the world is facing turbulent times. What does his policy mean for the meeting industry in Europe, and is there anything noticeable yet?

By Evelien Baks

' Stock prices are generally good indicators'

keep their wallets closed due to uncertainty. It can be for a short time, but also for a long period if the economy is doing badly. The association market is less sensitive to these shifts. Planning is often done per continent and usually a long time in advance. It therefore doesn’t immediately follow econo mic fluctuations. We will see how it develops further in the global economy. Fortunately, we’re a resilient sector and have often shown our ability to adapt to these kinds of develop ments.” “We don’t see any direct impact yet – the conference season has just started – but we do expect it to happen. I expect we will see fewer participants and fewer abstracts from the United States. It is certainly something we discuss with our clients. Questions like how much sponsorship can be expected from America, how many participants, and so on. If fewer abstracts are submitted, that means less income. Maybe we should focus more on promoting on the European market. I’m currently assuming a small decline, but every abstract lost is a

“Reaction, backlash, and uncertainty: we know from history that the industry is often affec ted. Companies always wonder what it means for their own business. Uncertainty sometimes means putting things on hold or cutting extras or programme parts. It’s a way to keep costs manageable. We’ve seen that happen a few times recently. Economic growth figures and stock prices usually provide a useful indication. If the stock market is doing well, then expenditures follow suit. When there’s a headwind, people tend to

Kim van Velzen CCO at Postillion Hotels

'Fewer abstracts means less income'

shame, especially in terms of sponsorship. We’re also hearing reports that there will be fewer exhibitors and that people are buying fewer American products. The United States recently announced that American scientists working with national government organisa tions are having difficulties travelling to Europe for work. What consequences will it have? These are the matters that we consider inter nally as well as with our clients. It may be a minor setback, but it’s something to take into account.”

Marije Sant Project Manager at Congress by design

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'COVID made us resilient'

And, as is often the case, every crisis also offers an opportunity. Canadian organisa tions may focus more on Europe. New initia tives could emerge from these developments. People are inventive. We’re alert; we’re working on it, but for now, everything seems to be running smoothly. And let’s keep the discussion clean. You can be against Trump, but you don’t have to be against the United States. The country is still just a partner we do business with and where we hold events. I hope that everyone remains sensible and carries on.”

“I don’t see this situation as a crisis yet, like the Internet bubble, SARS, the Icelandic ash cloud that paralysed air traffic, or the financial crisis. COVID was an exception; everything stopped for two years, which nobody could have predicted. We came through all the others crises reasonably well. They affected us, but not to the point that conferences and trade fairs came under much pressure. We stay up to date internally by asking our domain managers what’s going on. As management, we try to pre pare ourselves for what’s to come. I don’t see any major short-term effects. For example, we don’t have any cancellations for the trade fair we’re organising in the United States in September, and we’re not hearing anything about people dropping out. We have to be well prepared by assessing the signals and scenarios that need to be taken into account. We survived COVID, which made us resilient.

Maurits van der Sluis COO at RAI Amsterdam

'I have yet to hear of any major unrest'

fewer speakers from the United States travel here. In that sense, hopefully we will experience less disruption in our industry. I am grateful that things are going well, conside ring all the madness in the world and war. There’s a demand for local speakers, such as Jaap de Hoop Scheffer, former Secretary Gene ral of NATO; Mart de Kruif, retired Lieutenant General; and Peter van Uhm, retired General for the NATO Summit in The Hague in June. What’s the answer? With President Trump, everything could change tomorrow. History shows that after chaos and change, there’s always a period of calm.”

“As an international speakers agency, Assem blee Speakers works with speakers from here and abroad. Last week, we provided a speaker for a meeting in Las Vegas. There is regular con tact with fellow organisations in other coun tries, especially the United States.” For now, I don’t have the impression that it’s really an issue for them or that there’s a lot of unrest. We’re not hearing this, at least not from our contacts there. Of course, it’s being discus sed, but it’s impossible to say at the moment how all these developments will affect the demand for speakers. The US market has always been mainly domes tic. Regarding speakers, the majority of those sought are regional domestic ones. Contribu tions from here often go online. Since COVID,

Maurice van der Kant CEO at Assemblee Speakers

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EXPERT PANEL

'Collaborating is essential'

meetings and events for local destinations. Fostering partnerships between stakeholders with shared goals promotes solidarity. Collabo rating is essential.”

perception of security. These issues create unpredictability that can impact the planning and budgeting of interna tional events. In addition, disruptions to global supply chains and rising energy costs due to conflict have created logistical challenges and increased costs for events. These are challen ges, not threats. As the global leader in the meetings and events community, ICCA plays a crucial role in sup porting all our members. ICCA promotes open communication and knowledge sharing across borders and helps members adapt to changing circumstances. In uncertain times, we provide insights and information to our members and the global business events community as a whole so that meetings and events professio nals can stay informed and navigate turbulent times safely. Organisations can engage with the sector at a policy level by highlighting the enormous economic and societal value of “There are certainly concerns for the future. Will American scientists be able to attend medical conferences in Europe if they’re no longer compensated for travel or accommo dation as is currently the case? We’re already hearing this, which will certainly have conse quences for large international conferences. Whether it will impact participation in our conferences this fall in Rotterdam (Responsi ble AI in Health Care in September and PHAM 2025, the Planetary Health Annual Meeting in October) remains to be seen since registration just started. We’re now also busy organising international conferences for the coming years, including 2028. We can only hope that the worst will be behind us by then. But how quickly will every

“There are several ongoing concerns. The Euro pean meetings and events industry is currently grappling with a complex situation due to the challenges of post-COVID recovery, fluctuating economic conditions and geopolitical uncer tainty. Venues and organisers are still under pressure from rising costs, staff shortages and energy prices. The current situation in the United States, which is putting pressure on organisers in terms of suppliers, costs and travel issues with participants, is already being felt in our region. European associations are sensitive to the effects of global financial shifts, including the escalating tariff situation in the US, as well as issues with the cost of living, inflation and increased import duties. All of this directly affects both operational expenses and parti cipating in international meetings. Geopolitical conflicts, including wars, also affect travel behaviour, insurance premiums and the overall

Dr Senthil Gopinath CEO of the International Congress

and Convention Association (ICCA)

'It can certainly have consequences for our sector'

thing be fixed? Dismantling happens fast; building up usually does not. It could take years. If many participants drop out, it will have direct consequences for the budget and confe rence results. It also means that some of the knowledge in the field will no longer come to your conference. Every conference is about networking, meeting colleagues and sharing knowledge. These kinds of developments are disastrous for our profession. The health crisis left marks from which we have recently recovered. Every one is busy organising international meetings and then this happens. We’re not even talking about a trade war because economic malaise also has an effect.”

Marie Louise Bot Senior Conference Manager at Erasmus MC - Het Congresbureau

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BRANDED CONTENT

Fryslân has a vision

In a world where sustainability is becoming essential rather than optional, Friesland is set ting the standard for green business tourism. With its deep-rooted commitment to circularity, renewable innovation and nature-driven experi ences, the northern Dutch province offers more than just a meeting space - it provides a blue print for the future of sustainable events. Just over an hour’s drive from Amsterdam, Fries land is a world that’s all about appreciating your surroundings. It’s tempting to romanticise this peaceful part of the Netherlands, which is world famous for its ice skating, sailing boats and Frisian horses. There is more to Friesland than just open space, serenity and boats: exciting sustainable things are happening here as well. “If you want to organise an inspiring conference, you’ve come to the right place,” says Yvonne Hulleman, Head of Marketing for Meet in Fries land. “Friesland proves that business tourism and sustainability go hand in hand. From high-­ impact congresses in intimate venues to immer sive team retreats and strategic workations, sustainability is embedded in every aspect of the business experience. Companies in Friesland actively prioritize eco-conscious choices - such as energy-efficient accommodations, locally sourced catering, and sustainable transportation - ensuring that every event contributes not only to business goals but also to a greener future.” By Jildau Cuperus

“We’ve also contributed to the nation-wide ini tiative Perspective 2030, which focuses on the sustainable development of the Netherlands as a destination,” she adds. “Friesland has long posi tioned itself as a sustainable business destina tion, and in the coming year, we aim to strengthen this position even further.” Bigger strides Why specifically this year? The year 2025 marks a special anniversary. “In 2015, a group of 25 Frisian entrepreneurs claimed that they could all set their own course to achieve climate goals. Instead, they chose to make bigger stri des together and set the bar high right away by trying to become Europe’s circular leader. Now, 10 years later, we can call it a success,” claims Evert Jan van Nijen, Director of VCF (Circular Friesland Association). To celebrate this anniversary year, companies from outside the province and abroad are being invited to see how Friesland puts the abstract concept of a circular economy into practice. The goal is to experience sustainability rather than just talk about it. Meet in Friesland is making it easier than ever for companies to do so. They offer tailored programmes that combine business inspiration with sustainable practices. More than 30 inspiring companies are opening their doors this year. Frisians strongly believe in sharing knowledge and helping each other “without immediately thinking about a favour in return,” Van Nijen adds.

A forum on a Frisian island A wonderful example is the Springtij Forum, a three-day event on the Frisian Wadden Island of Terschelling. This ‘congrestival’ is more than a conventional business event in a conference hall; it transforms the entire island into a stage for meaningful exchanges. Sustainability is embedded in every aspect of the Springtij Forum. Reusable materials are given priority, waste is kept to a minimum and only vegetarian meals are served. A truly memorable experience is the eat-with-your-hands dinner, ser ved on recyclable paper without plates or cutlery. Springtij’s co-founder Piet Noordenbos also invi tes companies to hold their events on his beloved island. “Terschelling won’t just be a backdrop to your event but an integral part of the experience,” he says. “Speakers and workshop leaders visit the island beforehand to explore locations, from forests to barn houses. The environment inspires the programme, creating a greater impact than a traditional venue.” Proud people Where does Friesland’s strong drive for sustaina bility come from? “Taking care of the environment has always been important to Frisians. They’re proud of their birthplace and want to protect it, and they do so in a forward-thinking way. In the same spirit, Meet in Friesland has signed the Glasgow Declaration on Climate Action in Tourism to underscore their commitment to international climate goals,” explains Hulleman.

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'Friesland proves that business tourism and sustainability go hand in hand'

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BRANDED CONTENT

ORGANISING A CONFERENCE IN FRIESLAND “The venues we work with are often smaller yet unique and leave a lasting impression. Such intimate surroundings invite visitors to talk to each other, and that personal feeling is our strength,” Yvonne Hulleman explains. This iconic theatre in the heart of Leeuwarden, where almost anything is possible, has been hosting events for over 150 years. It’s home to the internationally acclaimed Noordelijk Film Festival, and famous for its excellent acoustics. Thialf Stadion Friesland boasts countless ice-skating legends, all of whom have touched the ice of Thialf Stadion. It’s also the most sustainable track in the world, with 5,000 solar panels on the roof, generating enough energy to keep the ice at the perfect temperature. De Laape Have you ever had a business meeting inside a greenhouse? In this peaceful oasis on the lake in Warten, you can choose between two green houses. If you prefer an impressive modern farmhouse, your team can also spend the night there and wake up refreshed for a new day of inspiring training sessions. Lokaal 55 This former slaughterhouse in Sneek is now a spectacular industrial venue on the water, where boats set off for pleasure trips and cooking workshops are given. There’s more than enough space for business meetings, parties and weddings. Fries Museum Friesland’s biggest museum, where climate control is key, has been gas-free since 2018. The museum has found innovative ways to preserve their treasures at the ideal tempera ture, which include works by the Frisian masters Wybrand de Geest, Sir Lawrence Alma-Tadema and M.C. Escher. Top 5 sustainable venues: Stadsschouwburg De Harmonie

Evert Jan van Nijen at Springtij ©Anna van Kooij

Building blocks There are many more building blocks to choose from for your sustainable expedition. You can stroll and discover the Fish Migration River. This unique natural solution connects the IJssel meer to the Wadden Sea and allows fish access to both bodies of water. You can also visit a house that is made from locally grown hemp. Bring your team together for a circular retreat at Camp Vrijhaven. Immerse yourself in sustainable living, and come back with a strategic plan for greener business operations. All information can be found online at www. conventionsinfriesland.nl/en . Can’t decide? Then get in touch with Yvonne Hulleman and her team. They’ve got all the knowledge on what’s the best programme for you, including the best places for food and accommodations. Curious about how to host a truly sustainable event in the northern Netherlands? Download the Discover Friesland Magazine: www.conventionsinfriesland.nl/en/magazine

Award-winning innovation Hydraloop is one of the companies opening their doors this year. Although they have offices stretching from the US to the Middle East and representatives in Canada and Australia, their headquarters are still proudly located in Leeu warden, Friesland’s capital. This year, they’re welcoming interested companies to learn from their highly praised and international award-­ winning invention. “If you look around in Friesland and the Nether lands, you’d assume that we have more than enough water. But we actually have less and less usable drinking water,” Sales Manager Klaas Pool explains. “That’s why we developed a smart cabinet that filters domestic wastewater. Hydra loop filters all of this reasonably clean water, which normally washes away after showering or washing your hands. After this process, it comes back out of your faucet just as clean as it did the first time.” Hydraloop’s customers include private indivi duals, as well as hotels, campgrounds, nursing homes, and even a mosque in Dubai. A Hydra loop system has also been installed in the new Cambuur Stadium in Leeuwarden, which means that the water from the football players’ showers is now used to flush the toilets.

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