Chapter Leader Interviews
We interviewed Jenny Irwin to understand the Nordic Chapter initiatives, challenges, and strategies.
Here's what Jenny had to share:
Can you share insights into the current priorities and initiatives of the Nordic chapter of ICCA?
For me, the priority is connection, real, meaningful connection across the Nordic region. We are small markets individually, but together we are strong. I want our chapter to feel like a trusted space where members openly share challenges, data, and ideas. Sustainability and legacy are naturally important to us in the Nordics but it’s even more important to be able to help members translate ambition into practical action. I’m also passionate about supporting emerging professionals and making sure they feel ICCA is relevant and accessible.
What do you perceive as the most significant challenges and opportunities for the European meetings and events industry in the coming year?
Uncertainty is probably the biggest challenge, economic pressures, global instability and rising costs. Clients are more cautious and expect more value. But I actually see opportunity in that. Europe, and especially the Nordics, can lead with transparency, sustainability, and long-term impact. There’s also huge potential in smarter use of data and AI to make our work more strategic.
How do you plan to enhance collaboration and engagement among members within the chapter?
Engagement doesn’t happen through newsletters, it happens through relationships. I want members to feel they belong, not just subscribe. That means smaller roundtables, honest conversations, and creating platforms where people feel safe sharing both successes and failures. I also believe in mixing generations where you pair experienced leaders with newer professionals. The more personal we make the chapter, the stronger it becomes.
What strategies do you have in mind to attract new members to the Nordic chapter?
People join communities where they see genuine value and authenticity. When members share how ICCA connections led to partnerships or bids, that’s powerful. I also think we need to welcome newer types of companies like tech providers and sustainability experts because our industry is evolving. If we remain open, relevant, and forward looking, growth will follow naturally.
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?
What truly motivates me is the belief that international meetings matter. They drive knowledge, innovation, and societal progress. Volunteering within ICCA allows me to contribute beyond my own organization and support a community I deeply respect. The Nordic way of working collaborative, trust-based and long-term is something I’m proud of. Being able to represent that mindset internationally is both inspiring and energizing.
I feel very proud and honored to be trusted with the task of being chair of this fine chapter and to be part of the ICCA family.
