The global association meetings industry is changing — and so is the role of convention bureaux. For Khalid Walid Al Zadjali, Director of the Oman Convention Bureau and an ICCA Board Member, the future lies in stronger connections, better intelligence and greater long-term impact.
“ICCA is moving beyond connecting the industry to becoming a stronger platform for intelligence, advocacy, innovation and impact. As associations and destinations face new expectations, ICCA can help connect them, share global best practices and shape a more resilient and sustainable future.”
Khalid Walid Al Zadjali
Director of the Oman Convention Bureau & ICCA Board Member
Ministry of Heritage and Tourism
From destination marketer to strategic partner
For Al Zadjali, convention bureau need to go beyond simply winning events.
“A successful convention bureau is no longer simply a destination marketer,” he says. “It is a strategic partner that understands the association’s objectives, uses data and intelligence, brings the right stakeholders together, and supports the event from the initial bid through to its long-term impact.”
As an ICCA Board Member, one of his priorities is strengthening the connection between associations, destinations and industry stakeholders — and ensuring destinations can connect associations with the right expertise and local networks.
A growing role for the Middle East
The Middle East has been strengthening its position in the global meetings industry through investment in infrastructure, connectivity and professional capabilities. Al Zadjali sees the ICCA Middle East Chapter as an important link between the region and the wider international association community.
“The ICCA Middle East Chapter plays an important role in connecting the region with the global association community, sharing knowledge and creating new business opportunities,” he says.
For Oman, this regional momentum comes at an important time. Muscat will host the 67th ICCA Congress in 2028, bringing the international association community to the Sultanate.
For Al Zadjali, the congress represents more than an opportunity to host a major industry gathering. It is a chance for Oman to build deeper relationships with associations, showcase its capabilities and strengthen its role within the global meetings ecosystem.
As the industry moves towards greater collaboration, knowledge exchange and measurable impact, Oman is positioning itself to be part of that evolution — not simply as a destination, but as an active partner.
