Chapter Leader Interview
We interviewed Elisabeth Bugge to understand the Nordic Chapter initiatives, challenges, and strategies. Here's what Elisabeth had to share:
Can you share insights into the current priorities and initiatives of the Nordic chapter of ICCA?
The Nordic Chapter of ICCA continues to distinguish itself as a frontrunner when it comes to sharing experiences — both successes and failures — openly and constructively. This culture of transparency is one of our greatest strengths and fosters a deep sense of trust and collaboration among members.
At the heart of our current focus is the theme and mantra from our chapter meeting in Oslo this March: "Stronger Together." This reflects our commitment to unity and collaboration across the region. We see significant opportunities to develop a unified tone of voice in advocacy, aligning our messaging to better represent and elevate the business events industry in political and societal discourse.
Kai Hattendorf moderated one of the sessions, and affirms that the Nordics are globally leading in sustainable development and legacy, which is a point of pride. However, in a sum up report concludes advocacy as an area where we can improve, and this aligns directly with our ongoing initiatives. We're actively exploring how to strengthen our collective voice and influence, ensuring the value of our industry is fully understood and recognized at all levels.
What do you perceive as the most significant challenges and opportunities for the European meetings and events industry in the coming year?
The European meetings and events industry faces rising costs, economic uncertainty, and workforce shortages, posing real challenges for all of us in this industry. At the same time, there's growing pressure to meet stricter sustainability goals and align with new ESG regulations. However, major opportunities lie in engagement through technology. We are all just trying to stay on top of all the requirements we are facing. However I believe all in all building good relations and working together as the Nordic approach to collaboration and advocacy could serve as a model, as the industry seeks a stronger, unified voice across Europe. Ultimately, those who embrace innovation, sustainability, and strategic advocacy will be best positioned for success in the coming year.
How do you plan to enhance collaboration and engagement among members within the chapter?
To enhance collaboration and engagement within the Nordic Chapter, we are committed to maintaining regular and transparent communication across the chapter. The plan is to strengthen our structure by establishing multiple committees, each with specific focus areas and responsibilities. These committees will drive forward key projects aligned with our chapter’s mission and ensure that members are actively involved in shaping outcomes.
What strategies do you have in mind to attract new members to the Nordic chapter?
Ever since I started my career in this industry 20 years ago, working in ICCA membership department, I have been convinced that the ICCA family is the one you should belong to when working in this industry.
I have so far taken an ambassadorial role in my own country, actively encouraging partners who would benefit from ICCA membership to join. Moving forward, I’m inviting and motivating current chapter members to take on a similar role within their own countries. In addition, I consistently speak positively about ICCA — highlighting the value of the network, the collaborative spirit, and the many opportunities it offers for professional growth and international exposure.
On a more personal note, what motivates you to volunteer in your role as a Chapter Leader for ICCA? What fuels your dedication to this position?
I’ve felt a deep connection to the ICCA community ever since I worked in the organization in Amsterdam. I truly believe that this is the network you should belong to if you're serious about making an impact in the meetings and events industry. What motivates me to volunteer as a Chapter leader is exactly that sense of belonging and shared purpose. A bigger network and have colleagues who are facing the exact same challenges that you are facing. What fuels my dedication is seeing how collaboration within the Nordic Chapter not only creates professional value, but also builds lasting relationships—and knowing that, together, we can continue to shape the future of our industry.
