ES. Could you please tell us about yourself and your role at ICCA? How did you find yourself working in this industry?
Anju Gomes. I bring over 25 years of expertise in conference, association, and events management, with a robust background in the airline and tourism industry. I hold a bachelor’s degree in commerce and business management, an MBA in marketing and finance management, and a post-graduate degree in business management. Recognised for my pragmatic influence and leadership, I emphasise education and capacity building within the industry. As an innovative and passionate professional, I represent ICCA in the Middle East, advocating for business events as catalysts for sustainability and impactful outcomes.
I would say that I did not select my industry; rather, the industry selected me back in 1996. Starting my career then, I gained extensive knowledge on the job and developed a deep passion for it, driving me to progress to my current position. I genuinely love what I do, and my ultimate goal is to cultivate enough leaders to carry this industry to the next level. This journey has been about continuous learning and commitment, ensuring that the MICE industry thrives and evolves with future generations.
ES. What are the primary responsibilities of your role as Regional Director, and how do you ensure ICCA’s mission is achieved in the Middle East region?
Anju Gomes. As the Regional Director for ICCA in the Middle East, my primary responsibilities include promoting the region as a premier destination for international meetings and events, building and nurturing relationships with key stakeholders, and supporting our members through education and capacity-building initiatives. I focus on strategic planning and implementation to increase ICCA’s presence and influence in the region. To ensure ICCA’s mission is achieved, I prioritise fostering collaboration among local and international industry players, facilitating knowledge exchange, and advocating for best practices in event management. By organising regional conferences, workshops, and networking events, I aim to elevate industry standards and drive sustainable growth.
Additionally, I work closely with government bodies and tourism authorities to align our goals with broader regional development plans, ensuring a cohesive and impactful approach to advancing the MICE industry in the Middle East.
ES. How do you see the Middle East’s role evolving in the global meetings industry, and what opportunities do you foresee for the region?
Anju Gomes. The Middle East’s role in the global meetings industry is rapidly evolving, positioning it as a pivotal player due to its strategic location, world-class infrastructure, and rich cultural heritage. The region is increasingly recognised for its ability to host large-scale, high-profile events, supported by state-of-the-art convention centres, luxury accommodations, and excellent transport connectivity.
I foresee several key opportunities for the region. Firstly, there is significant potential for growth in hosting international conferences and exhibitions, particularly in sectors such as technology, healthcare, and renewable energy, where the Middle East is making substantial investments. Secondly, the region’s ongoing commitment to sustainability and innovation presents opportunities to lead in green meetings and sustainable event practices, setting new benchmarks for the industry.
Additionally, the diversification of the economy beyond oil, with a focus on tourism and business events, will drive further demand and development in the MICE sector.
The Middle East’s role will continue to expand as it leverages these strengths, attracting more international associations and corporations to host their events here, thus enhancing its reputation and influence in the global meetings industry.
ES. ICCA promotes collaboration and knowledge sharing among its members. Could you highlight some recent successful collaborations or initiatives in the Middle East that have furthered this goal?
Anju Gomes. Recently, ICCA has partnered with UN Tourism to further our shared objectives of bolstering the impact and transformative potential of business events as a driver of socioeconomic progress around the world. This collaboration was a long time in the making, and the potential impacts of the partnership are far-reaching. By forging connections like these, ICCA expands its ability to affect change throughout the industry and make a positive impact in communities that might not have been reachable otherwise. The global scope of UN Tourism allows ICCA to access a wealth of connections and resources that in turn allows us to promote our advocacy initiatives more effectively.
ICCA has successfully promoted collaboration and knowledge sharing in the Middle East through several key initiatives. The ICCA Middle East Summit, Chapter meetings, and ME Insights focus on networking, knowledge sharing, and collaboration with international entities. Collaborations with regional tourism boards have led to educational workshops and familiarisation trips for members. Exclusive ICCA Middle East country workshops have showcased local venues and service providers, fostering direct interactions between international planners and local stakeholders, and have increased membership.
Recently launched ICCAUni will integrate MICE industry knowledge into university curricula to support local professional development. Lastly, the ME Thought Leaders Task Force has united efforts to redefine the region’s image and perceptions.
ES. What trends do you observe in terms of event formats and technologies in the Middle East, and how is ICCA adapting to support these changes?
Anju Gomes. In the Middle East, there is a rising adoption of advanced technologies such as AI and virtual reality. ICCA responds by offering educational programs and workshops on these innovations, assisting members in implementing event design strategies, and advocating for innovative event management practices to meet industry evolution.
AI is transforming work processes across various sectors, including event management. Event formats are evolving in response to these technologies, which will be evident at the ICCA Congress in Abu Dhabi. AI will provide real-time feedback on Congress sessions, enabling attendees and event producers to gain actionable insights on event content and effectively disseminate this information.
ES. Much like the rest of the world, the exhibitions and events industry has undergone a lot of change in a short period of time. What have been the major changes that you have seen during your time in the industry?
Anju Gomes. The entire world has experienced unprecedented upheaval over the last few years, and of course, the meetings and events industry hasn’t been immune to that upheaval. We’ve had to be flexible and adapt to previously unimaginable challenges, and we’ve done so with ingenuity and innovation that has been a game-changer — we’ve literally had to change the game. Before the pandemic, it was unheard of to produce an international event with dozens of speakers and hundreds of participants virtually.
The meetings and events industry had to work in the moment, on the fly, to build the digital infrastructure and put together the systems that made this kind of event possible. We’ve taken those lessons, skills, and techniques with us as we regroup and rebuild, and it’s drastically altered the way we work going forward — for the better. We’re more flexible, more connected, and able to switch formats on a dime, leaning into non-traditional formats while understanding that face-to-face events are truly irreplaceable. The experience has reinforced the idea that we work best when we come together but we also must be able to adapt to changing needs and adopt new technologies.
ES. What would you say to the industry if you had one message and one piece of advice to give?
Anju Gomes. If I had one message for the industry, it would be this: Embrace change and innovation. The events industry is constantly evolving, and those who adapt and innovate will thrive. My piece of advice would be to prioritise sustainability in all aspects of event planning and management. This not only benefits the environment but also enhances the long-term viability and reputation of our industry.
I’d also emphasise how fortunate we are to be members of this community. I’m continually inspired by my colleagues’ commitment to collaboration, knowledge-sharing, and advancing tangible social and economic improvements worldwide. Our industry has tremendous potential to create positive impacts in many areas, which is why ICCA is deeply passionate about our advocacy initiatives across the globe. Together, we can contribute to a better future. To that end, ICCA has launched initiatives like NetZero Carbon Events, underscoring the transformational power of sustainable events. Let’s work together to shape a sustainable and inclusive future for the global events industry.
