CEO Geneva Convention Bureau

The Iceberg Project – expanding and evidencing the impact of the meetings industry; Live from GEnEVA!

El presentador – ¡en vivo desde GINEBRA! – explicará en detalle cómo la Ciudad de Ginebra, su DMO y el Gobierno unieron fuerzas para evidenciar el mayor impacto de la industria de las reuniones para el destino, utilizando la Conferencia SIBOS 2016 (El Seminario de Operaciones Bancarias Internacionales Swift).
Esta sesión será moderada por Ana María Viscasillas, MBA, CDME – CD COCAL.

This session will introduce participants to the creation of The Iceberg Project, an innovative program of the Joint Meetings Industry Council. COCAL is the leading partner of JMIC for Latin America.

The presenter, CEO of the Convention Bureau of Geneva, Switzerland – Anja Loetscher – will share with the audience the objectives of this global program and the reasoning for JMIC is promoting that meetings industry professionals around the world join in on this crusade of knowledge exchange and meetings industry multitudes of impact.

The Geneva Convention Bureau has adopted a policy of promoting Geneva not only as a destination but also as a center of economic, knowledge and innovation excellence. It does this by marketing meetings and events in relation to local key clusters of industry.  As a result, a dynamic and virtuous feedback loop is established between Geneva’s economic or knowledge environments and the industrial sector involved with any event.  On the one hand, the local Genevan sector spreads its excellence to the international audience participating in an event. On the other hand, the industry cluster of the event provides benefits to Genevan knowledge, research and development, as well as transferring valuable skills.

The presenter – live from GENEVA! – will explain in detail how the City of Geneva and its DMO joined forces to evidence the greater impact of the meetings industry for the destination, using the SIBOS 2016 Conference (The Swift International Banking Operations Seminar).

As part of the session outcome, attendees will be able to:

  • Understand the origins of The Iceberg Project, its aim and mission
  • Learn how to apply best practices to their own meeting design and community engagement
  • Design future meetings around this concept and join in the world acclaimed Iceberg Project for their next meeting


DÍA 5: Marzo 9
10:50 a 11:30
Sheraton Asunción


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