More than 60 attendees from hotels and convention bureaux were advised to start embracing association business by adopting long-term strategies and better understanding the needs of the sector.
Attendance at the event, held at Virgin Atlantic’s training centre in Crawley, was more than double the number that ICCA had anticipated.
ICCA UK & Ireland chapter chairperson James Rees said: Association business can be seen as an insurance policy to safeguard business in these challenging economic times, which explains the fantastic attendance and enthusiasm for the masterclass.
Speakers included Dr Nicholas P Geir, chief executive of the Association of Surgeons of Great Britain and Ireland (ASGBI). Representatives from MCI, Congrex, Visit Britain, Tourism Ireland, Visit Manchester, Visit London, Hiscox and Marriott Hotels International were among those attending.