In today’s meeting industry, choosing the right organisational partner is no longer enough. Real value now comes from integration, through a strategic alliance between an international PCO, the host destination, and the promoting association. In a landscape where scientific content, reputation, and operational efficiency are key, one element can truly set an event apart: the ability to activate a local ecosystem that moves in sync with the event’s goals.
This is exactly what happens when the synergy between a PCO and a congress destination works seamlessly. The location ceases to be just a logistical container and becomes a true engine of design, amplifying the overall impact.
Why does this synergy matter to an association?
Partnering with an international PCO means benefiting from proven processes, high standards, a skilled team, and a global vision. But when that PCO works closely with a destination that deeply understands the local landscape, the results are multiplied:
- Doors open to institutional, academic, healthcare and cultural stakeholders
- Experiences are co-designed to strengthen scientific and human engagement
- The event becomes tailor-made and aligned with the mission of the scientific society
A tangible legacy is built, one that remains in the territory and in the identity of the association
A concrete example: Low Vision Congress 2025 in Florence
In 2025, OIC Group organised the Low Vision Congress in Florence, in partnership with Fondazione Destination Florence and Firenze Fiera.
From the very first brainstorming session, the destination played an active role in the co-design process: inclusive experiences were created for visually impaired participants, and the venue conducted a full accessibility audit, transforming the entire congress experience into a benchmark for inclusive event design. This integrated approach delivered real, measurable impact: a memorable congress, widely covered by the press, replicable in other cities, and, above all, one that strengthened the positioning of the scientific association.
What truly sets a strategic PCO apart?
An international PCO is more than just an efficient organiser, it is a cultural, operational, and strategic mediator between the global expectations of a client and the local opportunities offered by the destination. Its strength lies in the ability to guarantee consistency, reliability, and quality – no matter where the event takes place. This means structured processes, clear timelines, supplier oversight, and an overarching project vision.
But there’s more: an experienced PCO knows how to interpret the unique resources of a territory and elevate them in line with the identity of the event. Every destination has specific characteristics, potential, and local networks that can bring real value to a congress. The PCO’s job is to weave those assets into a compelling narrative, transforming them from simple options into strategic levers that align with the scientific and educational mission of the promoting association. This balance between international standards and local intelligence is what enables smooth planning and unlocks new opportunities for engagement.
The difference between a location and a true alliance
In the language of the meetings industry, the word “collaboration” is often overused. But what truly distinguishes a strategic alliance from a basic service provision is the ability to go beyond logistics.
When the PCO, Convention Bureau, venue, and local stakeholders share a common vision, the congress reaches a new level of meaning. It’s no longer just about making things run smoothly, it becomes about building an ecosystem that empowers content, enhances communication, improves accessibility, activates networks, and generates a strong identity.
An event designed in this way speaks directly to the real needs of participants, leaves a meaningful mark on the host territory, and strengthens the reputation and positioning of the association. Legacy is no longer an abstract concept, it’s education, inclusion, reputation, and local impact. This is how the true strength of a congress partnership is measured today.
Choosing a PCO that knows how to build strong alliances with destinations means having a genuinely strategic team at your side. It means enhancing the scientific vision of your association with organisational and relational tools that translate it into a concrete, engaging, memorable experience. And today, more than ever, that’s what makes a congress truly relevant.