Big ideas. Fresh creativity. Stories that make people see the world differently. The 2026 ICCA Best Marketing Award has its winner: the Vienna Convention Bureau recognised at the 65th ICCA Congress in Panama City for a campaign that demonstrates the power of innovative thinking and exceptional marketing in the global business events industry.
This year’s theme, “Imagination and Impact: Where Creativity Meets Strategy” celebrates the power of out-of-the-box thinking and compelling narratives to challenge convention, change perceptions and create lasting impact. It recognises marketing that does more than capture attention: it sparks imagination, inspires action and opens up new possibilities for the industry.
The ICCA Best Marketing Award 2026, proudly sponsored by Northstar Meetings Group, celebrates the creativity, courage and strategic thinking shaping marketing across the international meetings industry. This year’s finalists were selected following a highly competitive process, recognising campaigns that bring bold ideas to life through compelling storytelling, unique perspectives and bold strategy.
The three finalists presented their work at the 65th ICCA Congress in Panama, sharing the thinking and creative processes behind their campaigns with the global ICCA community.
The Hague & Partners: It’s My Bleisure
Vienna Convention Bureau: Waltz into Space
Following live presentations and a final vote by the judging panel and Congress delegates, the Vienna Convention Bureau emerged as this year’s winner for their campaign, “Waltz into Space.”
Marina Knittel, Team Manager, Associations, and Isabella Graf, Campaign Manager, B2C, of the Vienna Convention Bureau, said:
“For us, this recognition means more than winning with a creative campaign. ‘Waltz into Space’ shows what can happen when destination marketing and business events work together towards the same goal: using Vienna’s strong identity in a new way and opening up fresh perspectives on the city. Music and tradition became the starting point for a story about science, innovation and the future — supported by an extraordinary collaboration with ESA and many partners across different disciplines and countries. We are incredibly proud of everyone who helped make this mission possible.”
Dr Senthil Gopinath, ICCA CEO, congratulated the winner and finalists, saying:
“The Best Marketing Award is a special moment in the ICCA calendar because it brings our community’s creativity to the forefront. It is where bold ideas meet brilliant execution, where storytelling becomes a powerful tool for change, and where we celebrate the people who dare to do things differently. This year’s theme, ‘Imagination and Impact,’ captures exactly what our industry needs: the courage to challenge convention and the imagination to show what is possible. Congratulations to the Vienna Convention Bureau on this outstanding achievement. I hope their success inspires others across our global community to think bigger, tell their stories with confidence and create marketing that truly makes a difference.”
The BMA remains a unique opportunity for organisations to share their work with peers from around the world, gain international recognition and inspire the next generation of destination and business events marketing. Every finalist brings a distinctive perspective; every campaign adds to the collective knowledge of the industry; and every winner sets a new benchmark for what creative marketing can achieve.
Ross Barker, Vice President EMEA, Meetings & Sports Division, Northstar Travel Group, said: “Northstar Meetings Group is delighted to continue supporting the ICCA Best Marketing Award. Having been involved in judging the award for a number of years, I’m continually impressed by the creativity, ambition and quality of work taking place across our industry. Each year brings fresh ideas and approaches, but what stands out in the strongest campaigns is their ability to go beyond simply promoting a destination or event. They change perceptions, bring people together and create opportunities that deliver lasting value. It’s fantastic to see that recognised through these awards.”
As the global business events community gathers in Panama, the 2026 Best Marketing Award offers a fitting celebration of the people and ideas that help move the industry forward. One of the most anticipated moments of the ICCA Congress calendar, the Best Marketing Award puts the industry’s brightest creative minds centre stage. Since 1997, it has celebrated the campaigns that challenge convention, capture imaginations and show what destination and business events marketing can achieve at its very best.
Congratulations to the Vienna Convention Bureau and to all this year’s finalists for reminding us that the most powerful stories are often the ones that reach for new heights of creativity and imagination.
