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Purposeful Business Models & Start-Ups - Innovating For Growth & Change

In Track 3 Amber Herrewijn and Frank Murangwa (Regional Director Africa, ICCA) will make you dive deeper into the future of business with a sharp focus on purpose-driven models and entrepreneurial thinking. What will the business models of tomorrow look like for our industry? What does purpose really mean in this context—and why does it matter now more than ever?

We’ll also explore the start-up ecosystem within the events and meetings industry. Are there enough innovators? What does it take to think and act like a start-up? And most importantly—can anyone adopt this mindset?

This track is designed to challenge assumptions, spark bold ideas, and equip you with the tools to lead or launch purpose-driven ventures that are ready for the future.

We’ll divide the experience into three dynamic segments:

PART 1: Thought-Provoking Panel - Why Purpose? Why Now?

We kick off with an inspiring, global panel exploring the power and urgency of purpose-driven business models in today's shifting world.

Speakers:

• Professor Hwabong Lee – Hallym University, South Korea (ICCAUni member)
• Mário Ferreira – Director, Alfândega do Porto
• Sissy Lignou, President & CEO, AFEA Congress- President IAPCO
• Alvaro Rojas – General Manager at Costa Rica Convention Center (LATAM)

Together, they’ll dive deep into how purpose can drive resilience, innovation, and long-term value in vastly different contexts—from academia and heritage venues to culinary creativity.

PART 2: Hands-On Purpose Labs - Learning by Doing

Get practical, get inspired. This part invites delegates to roll up their sleeves and engage with a series of interactive breakout sessions, each targeting a key piece of the purpose-driven puzzle:

• Crafting Your Purpose-Driven Pitch: Techniques to articulate bold, compelling, and resonant pitches.
• Matching Industry Needs & Start-Up Innovations: A facilitated matchmaking session identifying sector gaps and fresh solutions from emerging innovators.
• Navigating Funding & Strategic Resources: Practical guidance on how to access grants, subsidies, and strategic support.
• Activating Entrepreneurial & Intrapreneurial Mindsets: Exercises and tools to foster innovation—whether you’re launching something new or transforming from within.
• Purpose-Full RFPs: Rethinking procurement: how to write and respond to RFPs that prioritize impact and values.
• Revenue Rethink - Profits with Purpose for Global Events: A session that challenges traditional metrics and explores how revenue and purpose can align for greater success.
• Purposeful Cities: What happens when destinations lead with purpose? Explore how cities are transforming through event strategies rooted in long-term, inclusive value.

Curated by Experts – Inside and Outside the Industry

Guiding and enriching the hands-on sessions is a team of global experts who bring diverse experience across sectors:

• Jelmer van Ast, Founder and CEO at Conference Compass
• Anna Look, Founder Look Ahead & Jessica Heir, Co-founder Connections Awaits
• Elisabetta Degiampietro - Head of Unit Conference services - DG Interpretation at European Commission, Brussels
• Ksenija Polla - Director International Development, Talley
• Tara Miller - Director of Global Sales, Washington DC
• Hagar Saad, Head of Tel Aviv Convention Bureau, Vanessa Russell Group Marketing Director - Celtic Manor Resort & ICC Wales, Glenton De Kock, CEO of SAACI
• Malcolm Clancy, Head of Sales, The Royal Dublin Society Venue
• Sissy Lignou, President & CEO, AFEA Congress- President IAPCO

We will close with a moment to reflect and solidify learning, articulate clear action steps, and inspire immediate post-event action.

Track 3 is more than a conversation - it’s a call to action. Whether you're leading a global destination, launching a start-up, or driving transformation within your team, this track gives you the mindset, tools, and connections to make business a force for good.

Venue: The Alfândega Congress Centre - Porto’s Iconic Cultural Hub

The Alfândega Congress Centre is housed in the former Customs House (Alfândega) building, a striking 19th-century industrial structure originally built between 1860 and 1870. This historic building once served as the customs and storage warehouse for goods arriving at the Port of Porto, playing a vital role in the city’s economic development.

In the late 20th century, the building underwent a major transformation, repurposed into a modern congress, exhibition, and cultural centre - becoming one of Porto’s flagship venues for business and events.

Architecture: A Blend of Heritage and Modernity

• The original architecture reflects 19th-century industrial design, characterized by its large iron and glass structure - a testament to the era’s engineering advances and Porto’s role in international trade.
• The transformation was led by José Manuel Saraiva and his team, who carefully preserved the historic iron framework and façade, while adding contemporary facilities to support international conferences and exhibitions.
• The blend of industrial heritage with modern event spaces creates a unique atmosphere where history and innovation coexist — making it a symbolic venue for both traditional and cutting-edge events.

Why Alfândega?

• It’s located on the banks of the Douro River, offering stunning views and a central location near Porto’s historic center.
• The venue hosts everything from international congresses, exhibitions, and fairs, to cultural events and concerts.
• Its adaptive reuse is a perfect example of how heritage buildings can be revitalized for contemporary business needs without losing their soul.