ICCA Award
Best Marketing Award
Since 1997, the ICCA Best Marketing Award honors organisations excelling in destination or product marketing, including campaigns, branding, and events. Open to all ICCA members.
Faroe islands 2025
Winner 2025, Visit Faroe Island
Challenge
Tourism growth was putting pressure on natural sites and local communities, prompting the need for a campaign that both protected vulnerable locations and positioned the Faroe Islands internationally as a destination committed to responsible, regenerative tourism.
Solution:
Tourism growth was putting pressure on natural sites and local communities
Success Story
Past finalists
Winner
Faroe Islands
Tourism growth was putting pressure on natural sites and local communities, prompting the need for a campaign that both protected vulnerable locations and positioned the Faroe Islands internationally as a destination committed to responsible, regenerative tourism.
Business Events Sydney
BESydney needed to shift global perceptions of Sydney from a tourism destination to a purpose‑driven city of innovation, while inspiring associations to see business events as catalysts for long‑term social and economic impact.
Wonderful Copenhagen
Copenhagen needed to bridge the gap between visitors’ desire to behave sustainably and their actual actions, using a positive approach that encourages greener choices while positioning the city as a leader in sustainable tourism.
Business Events Australia
Recovery of business events (BE) visitation and its contribution to Australia’s economy.
France Convention Bureau in partnership with LinkeUs- Word of MICE
Standing out of the competitors
Bologna Welcome Convention and Visitors Bureau
COVID-19 forced people to reconsider their habits towards green experiences
Costa Rica Convention Center
Aligning with the Costa Rican Tourism Board (ICT) main pillars such as sustainability
Porto Convention and Visitors Bureau
The COVID-19 pandemic affecting tourism and the need to market the MICE segment
Abu Dhabi National Exhibition Center
During 2020, ADNEC transformed from an exceptionally busy events focused business to become part of the UAE’s frontline efforts against COVID.
Hybrid City Alliance
Innovation in a time of crisis.
ICE Krakow Congress Centre
The number of business and academic events held in Krakow.
Ljubljana Convention Bureau
Stagnation of the meetings industry and impact from the COVID-19 on events
Sarawak Convention Bureau
Sarawak Government is unaware of business events’ underlying non-economic values and COVID-19 slowing down existing plans
Winner
Estonian Convention Bureau – “Go Wild, Choose Estonia”
How to get clients to consider Estonia as a possible destination for their events when Estonia as a meeting destination is fairly unfamiliar in the meetings world, lacking image, visibility, product awareness.
Convention Bureau Italia – “ITALY AT HAND”
Italy had never had a communication campaign dedicated exclusively to the Meetings Industry
ICC Sydeny – “IT’S SHOWTIME”
Successfully launch an untried, untested new format venue, leadership team and proposition for Sydney.
Winner
VisitScotland
Promote Scotland as a unique destination for international association meetings.
The Hague Convention Bureau
Position The Hague as the Cyber Security Capital of Europe.
Winner
Flanders Meeting and Convention Center Antwerp
Creating brand awareness for a new venue in Antwerp.
International Convention Centre Sydney (ICC Sydney)
Marketing a venue with only a construction site to show.
Shocklogic
ESOT Congress: Find a way to keep thousands of members and delegates engaged.
Winner
London and Partners
Brexit: address immediate negative concerns around London.
Greater Bogota Convention Bureau
Transformation of Bogota, Colombia as meeting destination.
SKYCITY Auckland Convention Centre
Create a tool to get people excited and get to experience the scale and configurability of an unbuilt venue.
Taiwan Bureau of Foreign Trade, Ministry of Economic Affairs
Increase the number of potential partnerships at tradeshows.
Winner
Halifax Convention Centre
How to help planners 'imagine' their event in a space that they can’t yet see, visit or touch?
Istanbul Convention and Visitors Bureau
Re-branding Istanbul for the Meeting Industry
Procolombia
How to overcome massive challenges about the country’s international perception?
VisitAarhus Convention Bureau
How to capture the attention of local academics in their community?
Winner
Monaco Convention Bureau
Following the aftermath of the economic crisis, Monaco needed to rebrand itself.
Amsterdam Marketing
Making use of data in a way which appeals to Amsterdam Marketing's clientele.
Wonderful Copenhagen CVB
Wonderful Copenhagen's position as the Capital of Sustainable Meetings became challenged.
Winner
Gdansk Convention Bureau
Facing drastic cuts to your marketing budget? An all-too-common story for many ICCA members today.
Palais des Congres de Montreal
Create more awareness amongst international clients of Montréal as meetings destination
ARTION Conferences and Events
Bidding for the Hellenic Chefs Federation and the World Association of Chefs Societies Congress
Bureau of Foreign Trade Ministry of Economic Affairs
Combine the spirit of ancient culture and modern technology to realize meeting industry marketing goals
Kuala Lumpur Convention Centre
The Kuala Lumpur Convention Centre targets North American planners to attract more meetings to Malaysia
Netherlands Board of Tourism and Conventions
Branding and marketing Holland nationally and internationally
Winner
Glasgow City Marketing Bureau & SECC
Inspiring A New Approach: World Parkinson Congress 2010 and The Glasgow Model
Winner
Iceland Convention Bureau
How to use a volcanic eruption to your advantage in marketing
Sandton Convention Centre
Highlight the Sandton Convention Centre amongst the excitement of the FIFA Football World Cup.
Winner
Norway Convention Bureau
Attract 150,000 additional passengers to Norway.
Kuala Lumpur Convention Centre
The Kuala Lumpur Convention Centre was concerned that the economic downturn would have a negative impact on the revenue.
M:con
From space provider to full service - Why older business models are no longer sufficient.
Arena and Convention Centre Liverpool
The pre-launch marketing of ACC Liverpool, a new venue in a new destination city.
Salt Lake Convention & Visitors Bureau
How can Salt Lake market itself to stand out among our peers in the convention and meeting industry?
Winner
Promo Leader Service Congressi
Add a theme to a Scientific Congress - Include humour and other strategies to survive emotional crisis
Gold Coast Tourism Corporation (GCT)
repositioning of the Gold Coast from simply a king of leisure, to a dominant leisure and business tourism destination.
Winner
Glasgow City Marketing Bureau Ltd.
How to change pre-branded perceptions of Glasgow and attract more visitors?
Winner
Grazer Congress
Creating a unique image for a medium-sized conference centre and a second destination
Winner
Perth Convention Bureau
The project Beyond Compliance seeks to bring about social change by rewarding tourism industry operators who are proactive in improving their accessibility.
Costa de Sol Tourist Board and Convention Bureau
Promote Costa del Sol as an ideal destination for the meetings industry in an innovative way
Winner
Kursaal Centre
The Kursaal, a journey from negative emotions to positive emotions
Perth Convention Exhibition Centre
Create a high quality promotional tool that educates and positions Perth and Western Australia as top of mind
Learn more about the Best Marketing Award
The ICCA Best Marketing Award recognises outstanding destination and member marketing campaigns that demonstrate creativity, strategic thinking, and excellence in promoting international association meetings and business events.
What is the ICCA Best Marketing Award?
The ICCA Best Marketing Award recognises outstanding marketing campaigns and initiatives that successfully promote destinations, venues, organisations, or business events within the international association meetings industry. The award celebrates creativity, innovation, measurable results, and strategic excellence in marketing.
Who can enter the ICCA Best Marketing Award?
The award is open to eligible ICCA members, including convention bureaux, destination marketing organisations, convention centres, venues, hotels, and other organisations involved in attracting and supporting international association meetings. Applicants should review the latest award criteria for specific eligibility requirements.
What types of marketing campaigns are eligible for the ICCA Best Marketing Award?
Eligible entries may include destination marketing campaigns, bid support initiatives, brand campaigns, digital marketing programmes, content marketing strategies, social media campaigns, event promotion activities, or innovative marketing projects that have delivered exceptional results for the organisation or destination.
Why should organisations apply for the ICCA Best Marketing Award?
Applying for the ICCA Best Marketing Award provides an opportunity to gain international recognition, showcase marketing excellence, and benchmark achievements against industry peers. Participation can help strengthen brand credibility, increase visibility, and demonstrate leadership within the global meetings and events industry.
What are the judges looking for in an ICCA Best Marketing Award submission?
Judges typically evaluate submissions based on creativity, strategic thinking, innovation, audience engagement, measurable outcomes, and overall effectiveness. Strong entries demonstrate clear objectives, a compelling marketing approach, and evidence of tangible results.
How can a destination create an award-winning marketing campaign?
Successful campaigns are built around a clear understanding of target audiences, strong storytelling, innovative tactics, and measurable goals. Award-winning entries often demonstrate how marketing activities helped attract international association meetings, strengthen destination positioning, or increase engagement with key stakeholders.
What are the benefits of winning the ICCA Best Marketing Award?
Winning the award can help organisations:
- Gain global industry recognition
- Enhance brand reputation
- Showcase marketing expertise
- Increase visibility among association decision-makers
- Strengthen stakeholder confidence
- Generate valuable promotional opportunities
The award also highlights an organisation’s commitment to excellence and innovation.
How does the ICCA Best Marketing Award support innovation in destination marketing?
The award encourages organisations to develop creative and forward-thinking marketing strategies that respond to changing market conditions and audience expectations. By showcasing best practices, the programme helps inspire innovation across the international meetings and events industry.
What makes a strong ICCA Best Marketing Award application?
The strongest applications combine a compelling marketing story with clear evidence of success. Applicants should include measurable results, campaign objectives, audience insights, key performance metrics, creative assets, and examples of how the campaign achieved its goals.
How can I learn more about entering the ICCA Best Marketing Award?
Prospective applicants should consult the official ICCA Awards information, which includes eligibility requirements, entry guidelines, judging criteria, deadlines, and previous winning examples. Reviewing past award recipients can provide valuable insights into successful marketing strategies and submission best practices.
