PCMA Mid-Year Update from Sherrif Karamat and Neil Brownlee

We have nearly completed the 1st half of 2025 and felt it was time to share an update on all things PCMA and CEMA. Our commitment has never been stronger to bring real value to our members and audiences around the world to continue elevating your careers and advancing the importance of business events.  Alongside our Board of Directors, our regional Advisory Boards (APAC, EMEA, LATAM), CEMA and Team PCMA, every initiative we deliver is made possible through collaboration with passionate professionals who believe in the power of business events to drive economic and social transformation.

It is with great pride that we share this mid-year update with insights into what your PCMA is developing and delivering as we continue to work towards the journey to 2030 — to be the platform for the global business events community. With your support we are collectively working to introduce new innovative solutions to address and solve for an ever-evolving business events landscape.

On behalf of the PCMA Board of Directors and Team PCMA, thank you for your continued support, collaboration, and leadership in shaping the future of business events.

PCMA’S CHICAGO OFFICE HAS A NEW HOME 
Our Chicago team is thrilled to be working out of our new office location in the AON Center, Chicago’s fourth tallest building, located at 200 East Randolph Street. Last week marked one month in the new space that offers the most incredible views of the iconic skyline and Lake Michigan. We look forward to welcoming you, if you live in or visit Chicago.

GLOBAL TEAM STRATEGY WEEK 
Sixty-nine members of the PCMA team convened in Chicago last week for our annual global team strategy. It was an engaging and insightful week filled with ideas, and new ways we can increase the value we bring to you. This annual event serves to plan, ideate and road map how we execute our promises to you while we bond as a global team with a bit of fun and camaraderie. The new offices also added a lot of inspiration to this process as we spent four days of hard work.

VOLUNTEER LEADERSHIP  
Volunteers are at the heart of PCMA, and it’s through bold, visionary leadership that we continue to grow and elevate the global business events community. The 2026 Board of Directors and Trustees nominations are open through June 30, offering a chance to step into a leadership role at the highest level of the organization. Note that you can lead at any level at PCMA — beyond the Board of Directors and Trustees. We have Advisory Boards, Committees, Taskforces, Chapters, as well as Circles and Collectives.

PCMA REBRAND — LEADING MINDS; LEADING CHANGE  
We revealed the beginning phase of PCMA’s brand refresh at Convening Leaders in January. There is much more to come over the next few months. This rebrand is much more than a new logo or tagline — it is about our relentless pursuit to challenge the status quo, traveling the road less traveled to simplify our offerings and integrating our various brands delivering to you the most enjoyable experience.

PCMA INSTITUTE 
Previously known as the Event Leadership Institute (ELI), it now operates within our new brand as the PCMA Institute. This marks a new chapter in how we serve you, with additional robust learning pathways, more credentials, and even greater support for you to advance your career and your impact. We are implementing a gradual rollout, with the full transformation set to culminate at Convening Leaders 2026. This rebranding isn’t simply about a new look — it is about reinforcing PCMA’s role as the catalyst for progress in the business events industry.

PCMA FOUNDATION  
This year, the PCMA Foundation celebrates its 40th anniversary. For four decades, the Foundation has provided scholarships, educational resources, research dollars and critical support to ensure business events professionals have everything they need to succeed. Funds raised from Foundation activities and experiences make it possible to fund more than $1M annually for projects which directly support the Foundation’s mission.

ASCENT
PCMA remains committed to providing opportunities for all. Across the PCMA enterprise — from Catalyst forums to regional events and Convene content — our commitment to equal access and opportunity is woven into everything we do and is reflective of PCMA’s global team.

Through Ascent, PCMA is focused on real, measurable actions that support equity and access at every level. Since its launch in 2024, the Ascent Pathway 100 program, sponsored by Visit Baltimore and with support from the PCMA Foundation, is designed to empower and give equal opportunities to leaders throughout the global business events community. Fifty six individuals, currently enrolled in the program, receive complimentary access to professional development, mentorship, and networking. Spots are available in the program, as applications are approved on a rolling basis.

The Women in Leadership programming continues to grow, with 100 women participating in this year’s Mentoring Rings, and new activations taking place online and most recently at edUcon, presented in partnership with Louisville’s Center of Excellence. A new PCMA Institute (formerly ELI) intensive course, “Women Who Lead” launched in May, giving even more professionals access to timely, high-impact learning. We continue to collaborate with partners, including the National Coalition of Black Meeting Planners, LGBT Meetings Professional Association, Tourism Diversity Matters, and others to amplify impact and move the industry forward. This work is ongoing, and we welcome all members to be part of it.

Convene 4 Climate (C4C) 
PCMA is committed to a regenerative economy, creating new jobs and new industries while respecting legacy industries that have advanced civilization over the past 100 years and longer. Under the brand of C4C, PCMA is consolidating all its regenerative business practices and courses.

The PCMA Institute recently launched an on-demand course — Sustainable Events Blueprint: Design, Delivery & Measurement. This new course provides actionable strategies to create more environmentally responsible events.

We welcomed Tanya Popeau as Head of Global Sustainability earlier this year to redefine our strategy through the unique lens of business events. One of our most promising initiatives, Convene 4 Climate, is evolving into a strategic global platform in collaboration with the Strategic Alliance of National Convention Bureaux of Europe and other founding partners. We invite all members to be part of this growing global effort. Learn more and get involved at convene4climate.org. The second edition of Convene4Climate takes place on October 17 in Rotterdam, immediately following Convening EMEA.

INNOVATION  
It cannot be overstated that AI has and will forever transform everything in society from medical treatments to the way we work and live, and for our industry to prosper we must understand and adapt to this new reality. Since 2010, PCMA has been committed to bringing innovative solutions to our industry when we acquired the Virtual Edge Institute now known as the DES. This was extremely valuable during the pandemic when in person meetings were not possible. We continue to be relentless in our pursuit of bringing you the latest tools and resources so that you may excel in your roles and ensure success for your organization.

Destinaitor: Developed in partnership with dFakto, Destinaitor is PCMA’s next-generation destination planning tool. The AI-powered platform delivers accurate data-driven destination and venue insights tailored to the needs of business events strategists, enabling business events strategists to make informed decisions about their meetings and communities. The comprehensive announcement is available here.

Spark: PCMA was the first to bring AI to the Business Events industry more than two years ago and since that time Spark has reached more than 12,000 users across 129 countries, transforming how we work, removing mundane tasks and making us more productive. The latest updates are a direct response to how you are utilizing Spark — ten new languages, budget management, Spark Studio’s customizable AI workflows, and much more. Spark is putting real power in your hands — and soon in the hands of students. SparkU is an academic partnership program bridging the gap between classroom learning and real-world application. By putting Spark in the hands of “students,” we are helping our faculties — not just preparing them for the future — but also empowering them to shape it.

WHAT’S AHEAD FOR PCMA GLOBAL GATHERINGS 

• CEMA Summit 2025 – Austin, TX | July 27-29
• Partnership Summit (by invitation only) – Tampa, FL | September 25-28
• Convening EMEA 2025 – Rotterdam, Netherlands | October 14-16
• Convening Leaders 2026 – Philadelphia, PA | January 11-14. Our host destination is a homecoming to PCMA’s birthplace and a milestone 70th anniversary celebration.
• Business Events Industry Week (BEIW) 2026 – Washington, DC | May 4-7 (PCMA Fashion Show May 6, PCMA Visionary Awards May 7)
• The Business of Events 2026 – Singapore | April 12-14
• Convening LATAM 2026 – Quito, Ecuador | May 3-5
• edUcon 2026 – San Juan, Puerto Rico | June 21-24
• CEMA Summit 2026 – Stay tuned
• Convening EMEA 2026 – Stay tuned

PCMA is not simply a member-based organization. We are your platform for positive change using business events. We have set a bold path towards 2030. It is a vision that calls for transformation, resilience, and leadership. We cannot do it alone. It is you — our global community — that challenges convention, embraces change, and lifts one another up — you are what makes this vision possible.