Asia is a significant market for the business events industry and during March, ICC Sydney travelled to multiple countries within the region as we held our second, and now annual, CEO Asia Roadshow. Taking in Tokyo, Shanghai, Guangzhou and Singapore, the mission saw us further strengthen our ties and relationships in these cities with business event agents, corporate firms, associations and media.
Asia presents opportunities that require much more than what many may see as a ‘single brush strategy’. Each country, and region within the country, can have their own diverse economies and cultures, which require a unique approach. My recent blog explores this view and provides further insights on our approach to this market.