Meet the faces behind ICCA's famous First Time Attendee programme! ICCA places huge importance on giving First Time Attendees (FTAs) at the ICCA Congress a very warm welcome. Each year, just before the ICCA Congress begins, new attendees are invited to join a specialised session that aims to prepare them for success. Jam-packed full of helpful advice that is delivered from member to member, the programme has been delivered to over 3,000 delegates since it initially began and is designed with care to help them network, do business, learn, and maximise the benefits of attending their first ICCA Congress.

At the centre of the entire programme are the people we couldn’t do it without: our mentors, an amazing group of ICCA members and #ICCAFriends who are Congress veterans and want to help support and steer our newbies as they join the ICCA Family.

Sarah Fleming

Managing Director and owner of Sarah Fleming Associates (SFA), Sarah has over 25 years experience in the Meetings Industry.  She was a board director of a leading UK PCO for ten years where she handled numerous large, high profile events all over the world. Sarah was one of the first people to become an Iceberg Project Ambassador and is a strong supporter in it’s vital role as a knowledge hub for advocacy and a critical component in the industry response to the Covid19 pandemic.

Sarah has been offering consultancy services to the Meeting Industry since 2004 and in 2010 set up SFA Connect, a company offering outsourced research and lead generation consultancy and services supporting national tourism agencies, convention bureau, destination marketing organisations and convention centres.

Through her work as a PCO for clients such as the European Bank for Reconstruction & Development, the World Summit on Television for Children, BP, Inchcape, Shell and Sybase, plus numerous Trade Associations (including FIABCI, RCGP, WONCA and UITP), she gained an in-depth understanding of all aspects of Associations and event sales, marketing, finance and logistics, in the UK, continental Europe, the USA and Asia.  She now has a competent, dedicated team of experienced researchers who can handle multiple client projects. Sarah’s company has an excellent track record of researching industry sectors and city knowledge hubs and successfully generating sector appropriate leads to consistently deliver ROI for her clients.

Thank you to Sarah, for being a FTA mentor! Are you interested in helping our First Time Attendees to settle in? Please email to find out how you can become a mentor.

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