Launched July 27 by the International Association of Professional Congress Organisers (IAPCO), the Athens campaign is backed by the International Association of Convention Centres (AIPC), AMC Institute (AMCI) and PCMA. It calls on professionals and organizations worldwide to publicly support stronger advocacy for business events.
The initiative comes as the industry seeks to move beyond traditional arguments about visitor spending and tourism. Its supporters want governments to recognize meetings, conferences, conventions and exhibitions as contributors to economic development, innovation, talent development, knowledge exchange and community building.
The Athens Promise was conceived during IAPCO’s Annual Meeting & General Assembly in Athens in February 2026. The campaign is now open to event professionals, associations, destinations, suppliers and other organizations, regardless of geography, membership status or business role.
Its central message is straightforward: business events matter, and the industry needs to do a better job explaining why.
Rather than creating another industry advocacy structure, the four organizations say The Athens Promise is intended to complement existing campaigns and mobilize more people at the grassroots level.
That emphasis on local action is significant. The organizers are encouraging professionals to engage directly with policymakers, media and other influential organizations in their own markets, adapting the industry’s global message to local economic and social priorities.
The campaign also arrives alongside a renewed push to equip the industry with stronger evidence. In July, the Joint Meetings Industry Council (JMIC) released the third edition of its Global Manifesto, providing updated data, case studies and a practical framework for advocacy at national, regional and local levels.
The latest manifesto draws on the Events Industry Council’s 2026 Global Economic Significance Study and identifies 15 ways business events create strategic advantages for governments and destinations. It also provides 10 practical steps for developing local advocacy campaigns.
IAPCO plans to use the manifesto as a resource for its members as they develop their own advocacy efforts.
As of August 24, The Athens Promise remains open to signatures worldwide. The campaign is not seeking financial contributions; participants make a public commitment to support advocacy for the meetings and events sector. Email verification is required for signatures to be counted.
Tags: Athens Promise IAPCO Athens International Association of Convention Centres (AIPC)
