This article was originally published on Intellectual Capital. It has been republished below in full with the author's permission.
Destinations which align themselves to knowledge clusters like biotech, fintech or healthcare reap benefits through attracting conferences, talent and investment, according to James Latham, Producer of Business Events at legacy network The Iceberg.
Latham, speaking at PCMA’s (Professional Convention Management Association) Convening Leaders event, highlights ‘The Rise of Intellectual Capitalism: The Role of Meetings’ and the need for destinations and associations to align strategies for mutual growth.
He says destination marketing is undergoing a change from being infrastructure-driven to being driven by intellectual capital.
“The future of most industries is knowledge-based. Business events have a tremendous role to play in connecting knowledge-based communities.”
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