JMIC Strengthens Global Advocacy with Third Global Manifesto

The Joint Meetings Industry Council (JMIC) has unveiled the third edition of its Global Manifesto, equipping the business events industry with an updated advocacy resource that positions conferences, exhibitions and conventions as strategic economic assets. By combining the latest global economic data with practical guidance and real world legacy case studies, the publication aims to strengthen the industry's case for greater recognition from governments and policymakers.

by Archie Marshall || 21 July 2026

The latest edition builds on previous versions published in 2020 and 2023, incorporating new research, practical advocacy guidance and real world legacy case studies to help industry stakeholders engage governments and public authorities more effectively. Drawing extensively on the Events Industry Council's 2026 Global Economic Significance Study, alongside research from numerous industry associations and sector organisations, the revised Manifesto outlines 15 ways in which business events contribute to long-term strategic value, including supporting talent development, strengthening communities, advancing sustainability, building trust and delivering measurable return on investment.

One of the major additions to the third edition is the inclusion of case studies and legacy narratives from The Iceberg, JMIC's impact storytelling platform. By combining economic data with examples of long-term benefits delivered within host communities, the publication aims to demonstrate not only the financial contribution of business events but also their wider social and professional legacy. The Manifesto also introduces ten practical recommendations to help organisations communicate these messages locally, recognising that while the industry benefits from a unified global narrative, advocacy is most effective when tailored to national, regional and local audiences.

The publication was developed by a dedicated JMIC working group led by Martin Boyle, CEO of IAPCO, with contributions from representatives of ICCA, UFI, IFES and Copenhagen Convention Bureau. James Rees, President of JMIC, (pictured below) said the latest edition reflects the industry's evolution beyond pandemic recovery.

"JMIC’s role in supporting the global business events industry is to provide a platform where the world's business events associations and industry stakeholders speak with one voice. The Global Manifesto is a detailed manifestation of such a platform which, having supported the industry in its recovery from the pandemic, has rightly been designed and adapted for the world in which we now operate and will be an invaluable tool for colleagues and stakeholders across all regions to support their advocacy work and demonstrate the powerful, lasting impact and legacy of business events.”

Martin Boyle, CEO of IAPCO and chair of the working group,(pictured below) emphasised the importance of balancing global messaging with local advocacy.

"This Manifesto takes a truly global perspective, while recognising that successful advocacy is ultimately delivered through relevant local messages. Drawing on research data from the Events Industry Council (EIC), the member associations of the Joint Meetings Industry Council (JMIC) and others across the meetings and events sector, it has been designed as a practical and accessible guide, equipping meetings industry professionals with clear, adaptable messaging to support advocacy initiatives and stakeholder discussions, whether speaking as a member of one of our global meetings and events industry associations or advocating as an independent company."

First introduced in 2020 to support the industry's recovery from the COVID-19 pandemic, the Global Manifesto has evolved into one of JMIC's principal advocacy resources. The organisation hopes the third edition will further strengthen recognition of business events as strategic policy tools capable of generating lasting economic growth, knowledge exchange and community impact.