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Join Us at “The Business of Events” – PCMA APAC’s Flagship Conference

For the past 18 months, we’ve journeyed across the Asia Pacific region, connecting with event strategists, and listening to their experiences. What we’ve discovered is nothing short of remarkable. The dynamic growth within certain business landscape has pushed their teams to their limits. Some stumbled, while others boldly embraced new ways of doing business.

The visionary leaders, those who remain open to change, have not just adapted but thrived. They’ve embraced the future of work, harnessed the power of evolving technology, and leaned into cutting-edge research and trends to sail through the relentless waves of uncertainty.


So, why should you care?
The Business of Events is not just a conference; it’s a unique opportunity for our community to forge meaningful connections, engage in co-learning, and shape a new horizon.

This year’s theme: UNBOUND
Why UNBOUND? Because we’ve all felt the incredible power of unlearning and relearning. UNBOUND is your gateway to explore fresh perspectives and forward-thinking approaches that resonate with the everchanging expectations of event participants.

This survey will take only 3 minutes to complete.

Day 1 Programme on Monday, 15 April 2024

Day UNLEARN Synopsis

The OECD forecasts that 1.1 billion jobs will face disruption in the next five years. In this transformative era, the success of the events industry will pivot on its most valuable asset: its people. Confronting the battle for talent, mastering hybrid work models, and effectively integrating generative AI are pivotal challenges. The cornerstone of our success will be rooted in cultivating a culture that prioritises learning and development. Our Day UNLEARN features three plenary sessions, offering a platform for diverse, people-centric conversations. These sessions will focus on the essential skill of unlearning, enabling us to adapt and thrive in an ever-evolving landscape. Join us to embrace this journey of continuous growth and transformation. Day UNLEARN is your source of inspiration.

The Mercer Global Talent Trends 2022-2023 report unveils a striking insight: one in five employees are uncertain about the skills needed for career progression. This session probes into a paradox facing leaders – future talents exude confidence on social media yet often display reticence in workplace communication. We delve into understanding what these future talents desire, their thought processes, and the tools they embrace. The session will also explore strategies for managers to unlearn traditional approaches, enabling them to effectively tap into and unleash the potential of this emerging workforce, fostering a more dynamic and innovative work environment.

A Gallup study revealed that middle managers account for 70% of team engagement variance. These individuals, often considered as influencers and shapers of organisational culture, play a pivotal role in the evolving workforce. Known as the “doers” and reliable pillars in stressful times, their significance is undeniable. However, there’s a need to question if leaders fully grasp the challenges middle managers face. This session aims to shed light on tackling these pain points through unlearning and offer strategies to optimise middle management performance, thereby enhancing overall organisational effectiveness.

Netflix Executive Chairman Reed Hastings once said that the streaming service wasn’t cancelling enough new shows, highlighting a crucial aspect of organisational agility: embracing risk as a path to innovation. This session will focus on how leaders use calculated risks to adapt in an unpredictable economy. We’ll explore their strategies for communicating and engaging with both internal and external stakeholders to drive sustainable growth and innovation. Additionally, we will delve into the journey of unlearning – the process of shedding old paradigms to embrace new, more effective approaches in business management and decision-making.

Day 2 Programme on Tuesday, 16 April 2024

Day RELEARN Synopsis

“Knowledge without application is like a book that is never read” – Christopher Crawford.

Just as Day UNLEARN (Day 1) serves as a wellspring of inspiration from leaders outside of the business events industry, DAY RELEARN
is all about the practical application of knowledge. It’s where participants can drive significant Return on Investment from this educational
event (other than our quality networking opportunities).

PCMA APAC is thrilled to activate our renowned Labs, where you can seamlessly merge your unlearning journey with resolving real
pain points alongside your peers. Immerse yourself in credible insights and strategically plot your future course for your business.

Active participation will be your key to success in 2024. Therefore, we invite you to help us shape these PCMA APAC Labs by casting
your vote for the three topics that most resonate with your current experience:

Your input will play a pivotal role in customising the Labs to suit your needs and ensure a practical, value-driven experience at DAY RELEARN.

About PCMA Labs

PCMA Labs is a sandbox for event organisers, marketers, event managers, and event strategists. Explore business events industry trends and pain points in a safe environment where you will be challenged to think out of the box, where the seemingly impossible may be possible with collective wisdom and action. Build trusted, peer-to-peer relationships and be part of a community that innovates and shapes the future of our industry.


Welcome to the vibrant city-state of Singapore, where tradition and modernity seamlessly coexist. Embark on a sensory journey as you explore this multicultural melting pot. Indulge in the tantalising flavours of local cuisine at hawker centres, visit iconic landmarks, and immerse yourself in the cultural heritage of various neighbourhoods. Discover the city’s lush green spaces and pristine beaches. With its efficient public transportation system and impeccable cleanliness, Singapore is the perfect destination for both leisure and business travellers. Get ready to be captivated by this dynamic and cosmopolitan city.


Sally Foley-Lewis

Middle Manager Leadership
& Professional Development


The Business of Events aims to forge meaningful connections,
engage in co-learning, and shape a new horizon.
If you are interested in being involved in the 2024 programme and UNBOUND together,
please express your interest with us.


Hosted Buyer Programme


Our Hosted Buyer Support Scheme* includes:
1.One complimentary registration for The Business of Events

2.Accommodation for up to three (3) nights

3.Reimbursement of return flight costs, up to US$500

You are required to participate in all of your scheduled appointments.


Join us in hosting industry leaders, including senior business events professionals, from top international corporations, associations and PCOs. Connecting people with purpose to ideas and opportunities – the business of human connections — is what we do better than anyone else, so why not get involved.

Connect with the PCMA audience in a relaxed and informal environment, where you can:

  • Position your brand as a leader in the business events industry.
  • Align your brand with PCMA, a recognised leader in the industry.
  • Immerse the audience in your organisation’s storey in creative and innovative ways.
  • Promote your brand with PCMA’s digital coverage on social media and publication networks.

The Business of Events will provide a platform for you to build on existing relationships and create new business connections to grow your business. Get in touch with the PCMA APAC Sales team to explore opportunities!







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