In February, the ICCA UK and Ireland Chapter gathered in Leeds for their annual Chapter Conference, where they participated in a presentation and discussion with representatives from the Edinburgh International Conference Centre (EICC), Welcome Brain Neurodiversity Consulting, and the Association of British Professional Conference Organisers (APBCO). The topic was one that has gained traction in the public sphere recently, and is coming into focus for event professionals.
Gayle McGuinn, Andy Williamson and Clare Beach took to the stage to discuss the challenges and gaps in the industry in ensuring meetings and events are designed to adequately accommodate all participants — including neurodiverse individuals. Neurodiversity refers to the wide range of differences in individual brain function and behavioural traits in different people, regarded as part of normal variation in the human population.
The Chapter Conference marked the launch of the "Neurodiversity in Events Toolkit,” a framework designed by EICC, APBCO, and Welcome Brain to provide event planners, venues, and other industry professionals with a blueprint for creating inclusive events that address the needs of all delegates.
ICCA spoke with Gayle McGuinn, Head of Association Sales at EICC, to gain a better understanding of the Toolkit and how the initiative could change the face of event design, venues, and programming.
Why did you develop the Neurodiversity in Events Toolkit?
Approximately 20% of the population is neurodivergent, yet most environments —including conferences — are designed for neurotypical needs. Conferences are vital platforms for education, but without neuro-inclusive practices in place, they risk overlooking the strengths, contributions, and requirements of neurodivergent individuals.
The events industry is built on sharing knowledge, fostering connections, and inspiring new ideas — yet many traditional event formats, such as lengthy presentations and high-stimulation networking sessions, can exclude the neurodivergent attendees. A recent report found that 88% of neurodivergent individuals feel that event organisers don’t understand their needs, and 85% have actively avoided events as a result. As an industry we must do better.
Additionally, a recent study highlighted that engagement is the second biggest challenge for association conferences, after budget constraints. This presents an opportunity for our industry to support our association clients in making their conferences more engaging and accessible for all attendees.
The Neurodiversity in Events Toolkit was developed in collaboration with EICC, ABPCO and Welcome Brain to provide event professionals with practical, actionable steps to improve accessibility and inclusivity. By embedding neuroinclusive practices into event planning, we can create environments where all attendees—regardless of how they think and process information—can engage fully and contribute meaningfully.
I’m also pleased to contribute to the ICCA UK and Ireland Chapter DEI Taskforce, ensuring that neuro-inclusion becomes a cross-industry priority.
What is the Toolkit designed to accomplish?
The Toolkit is a practical guide to help event planners integrate neuroinclusive standards throughout the event lifecycle — from initial planning through to execution. It aims to:
- Raise awareness about neurodiversity and its implications for event design.
- Provide actionable steps to improve accessibility and engagement for neurodivergent attendees. It is designed to show event organisers that neuro-inclusion can be relatively easy to implement; it doesn’t have to be all or nothing, small changes make a big difference.
- Establish a new industry standard where inclusion is a fundamental part of event planning, rather than an afterthought.
Who is the Toolkit aimed at?
The Toolkit is designed for all professionals involved in event planning, from venues and convention bureaus to event organisers and suppliers.
It's especially aimed at those who want to embrace neuro-inclusion but may feel daunted or unsure where to start. Many event professionals want to make their events more inclusive but worry about getting it wrong—this resource provides a clear, approachable starting point.
Have you already tested or implemented the Toolkit?
The Toolkit was officially launched at the ICCA UK and Ireland Chapter Conference in February, where it received overwhelmingly positive feedback. This response highlights the significant need for guidance within the industry.
What kind of outcomes for delegates have you observed after implementation of the Toolkit?
It’s still early to measure long-term impacts, but the goal is to see increased attendee satisfaction and engagement from neurodivergent delegates. By making events more accessible, we anticipate that neurodivergent individuals will feel more comfortable, better supported, and more able to fully participate in content and networking opportunities.
Is the Toolkit available for everyone to use?
Yes. The Toolkit is a free resource for the entire meetings and events industry, designed to remove barriers to implementing neuroinclusive practices.
Can members of the meetings and events industry utilise this resource free of charge?
Absolutely, the Toolkit is completely free. We want to remove any barriers to implementation so that organisations of all sizes and budgets can take steps toward greater inclusivity. Welcome Brain will continue to update it to reflect advancements in technology and our evolving understanding of neurodiversity.
What are the Top 3 elements of the Toolkit event planners can put into place to have the biggest impact?
- Involving Neurodivergent Advisors – Engaging neurodivergent individuals in the event planning process to ensure accessibility and inclusivity measures are informed by lived experience.
- Sensory Considerations – Providing quiet spaces, minimising overwhelming.
- Communication and Awareness – Training staff on neurodiversity, offering alternative communication formats, and ensuring attendees know what accessibility measures are in place.
What are the Top 3 elements of the Toolkit Convention and Visitors Bureaus can put into place to have the biggest impact?
- Accessibility Information – Clearly displaying accessibility details on event materials and websites, including accommodation options.
- Training and Education – Providing neurodiversity awareness training for staff and industry partners involved in event planning and promotion.
- Collaboration – Partnering with neurodiversity organisations and advocates to enhance community engagement and promote inclusive event practices.
What are the Top 3 elements of the Toolkit venues can put into place to have the biggest impact?
- Quiet Spaces – Identifying and providing designated quiet areas, even if a private room is not available, to offer neurodivergent attendees a retreat from high-stimulation environments.
- Environmental Adjustments – Adapting lighting, acoustics, and room layouts to minimise sensory overload and create a more comfortable environment.
- Staff Training – Ensuring venue staff are trained in neurodiversity awareness so they can support attendees effectively and respond to accessibility needs.
How would you like to see neurodiversity further represented in the MICE space?
I would love to see neuro-inclusion seamlessly embedded into event industry guidelines, becoming a core part of event planning rather than an afterthought. More industry-wide collaboration — through initiatives like the EICC, ABPCO, Welcome Brain, and ICCA Taskforce — will help accelerate progress.
How could implementing these elements change the way people view neurodiverse individuals in the events industry?
We are all neurodiverse — every brain is unique. One in five people is neurodivergent, yet traditional event structures often overlook this diversity.
By prioritising neuro-inclusion, we challenge outdated stereotypes and showcase the immense value neurodivergent individuals bring to conferences. Creating accessible events fosters a more empathetic, understanding, and supportive industry, where neurodivergent professionals are recognised and celebrated for their contributions rather than their differences.
Moreover, enhancing neurodiversity in event planning can lead to increased attendance. Neurodivergent attendees, feeling welcomed and supported, are more likely to attend, which means increased conference budgets. Furthermore, this initiative can set off a snowball effect: as neurodivergent individuals attend events, they advocate for further inclusivity, creating a ripple effect that transforms how conferences are designed and experienced.
This Toolkit removes barriers to starting this positive momentum, ensuring that neuro-inclusion transcends mere box-ticking to become a fundamental aspect of event planning.
Ultimately, embracing neurodiversity can drive innovation, creativity, and engagement within the MICE sector, benefiting all attendees and stakeholders.
The Neurodiversity in Events Toolkit is available here.