In the world of the meetings industry, ambassador programs are one of the most frequently discussed topics. Convention bureaus across destinations around the world systematically build and develop their cooperation with scientists, doctors, academics and other professionals who participate in acquiring international congresses and conferences and act as professional guarantors for their home destinations. These so-called congress ambassadors leverage their professional reputation, contacts in international associations and professional experience to help bring important events to specific cities and countries.
According to the International Congress and Convention Association (ICCA), ambassador programmes are now considered one of the key components of the long-term strategy of destinations seeking to attract international association meetings. At the same time, the ICCA emphasizes that a successful ambassador programme is not intended to operate as an isolated project, but as part of a broader strategy for destination development, science, innovation and international cooperation.
While some destinations are only launching similar programmes, this initiative has had a long tradition in Prague. This year, the Ambassador Programme of Prague Convention Bureau celebrated 15 years of operation and with it the Ambassador Awards Evening, regularly honouring personalities behind the successful acquisition of important professional events for the Czech capital.
At the Ambassador Awards Evenings, congress ambassadors who significantly contributed to the organization of international congresses and conferences in Prague in recent years or successfully applied for their organization are awarded. At the same time, these experts often hold important roles in the scientific, program or organizational committees of individual events, thus contributing not only to the development of the meetings industry, but also to the international sharing of knowledge and the development of individual fields.
“At the Prague Convention Bureau, we greatly appreciate the efforts that our ambassadors make not only to recruit important congresses and conferences for Prague, but also to prepare their professional programmes. We are firmly aware of how time-consuming and organisationally demanding this activity is. The Ambassador Awards Evening was therefore created as a form of gratitude and appreciation for their long-term work. Over the past 15 years, we have had the opportunity to award 85 exceptional personalities whose work has significantly contributed not only to the development of the meetings industry, but also to the strengthening of know-how in a large number of scientific and research fields, especially in the field of medicine,” says Lucie Jalová, Ambassador Programme Manager at the Prague Convention Bureau.
Ambassador programmes do not bring benefits only to the destinations. For ambassadors, they represent an opportunity to gain professional contacts, strengthen the international prestige personally and for their field of expertise, support local science and research, or gain experience in organizing international events. It is the collaboration of the professional community, the academic sector, public institutions and the meetings industry that is now considered one of the most important factors for the success of meeting destinations today.
At the Prague Convention Bureau, we plan to continue the activities of the Ambassador Programme in the coming years. We will focus primarily on the education of current and future congress ambassadors, networking and the development of cooperation with universities, scientific institutes, start-ups and organizations supporting innovation. The aim is to continue to strengthen Prague’s reputation as a top meetings destination, support the development of individual scientific disciplines and create new opportunities for the international exchange of knowledge and experience.