Home » Malta Travel News » Strategic Alliance of National Convention Bureaux of Europe Expands: Malta and Wales Join Forces to Shape the Future of Global Business Events

Published on
January 27, 2026

By: Tuhin Sarkar

Malta and wales have just become key members of the pan-european strategic alliance of the national convention bureaux of europe (sancbe). This bold step not only amplifies the alliance’s reach, but also solidifies its position as the leading force in shaping europe’s global meetings and events landscape. The growing collaboration between these influential regions highlights the immense importance of uniting europe’s convention bureaux to actively influence the future of the mice (meetings, incentives, conferences, and exhibitions) sector. And it’s just the beginning! With the establishment of a new alliance coordination office designed to bolster efficiency and foster stronger collaboration, the sancbe is not just expanding – it’s igniting a transformative shift in the global business events market. The alliance now boasts 30 member organisations, and its increased focus on collective initiatives means this powerhouse network will have an even greater impact on the international stage. Let’s dive into this game-changing moment for europe and discover why malta and wales’ inclusion in the alliance is so important for shaping the future of business events and mice activities across the globe! Europe’s mice market takes a major leap forward with malta and wales joining sancbe! In a move that will reshape europe’s global standing in business events, malta and wales have officially joined the strategic alliance of national convention bureaux of europe (sancbe). This alliance, which already includes 28 other influential members, aims to strengthen the collective ability of europe’s convention bureaux to actively lead and shape the future of global meetings and events. At a time when cross-border collaboration and shared purpose have never been more critical, the sancbe is doubling down on its commitment to uniting the continent’s top players in the mice industry. Matthias schultze and eric bakermans, the co-chairs of sancbe, celebrated the inclusion of malta and wales, calling it a “significant step in strengthening the alliance as a truly pan-european network. ” this expansion reflects the growing importance of europe in the global mice market, with the continent accounting for a staggering 47% of all global business travel related to meetings and events, according to ipk world travel monitor data. The sancbe's bold move is sure to spark further growth in europe’s mice market. With 30 national convention bureaux now collaborating more closely than ever before, this expansion brings new opportunities, improved project coordination, and a greater capacity to influence international business events, all through shared knowledge and a unified voice. Alliance coordination office set to propel europe’s global influence in mice! To ensure that this surge in membership translates into effective project delivery and stronger collaboration, sancbe has launched a new alliance coordination office. This pivotal office will be at the heart of the alliance’s strategic expansion, ensuring that projects are coordinated faster, decision-making is more efficient, and cross-border collaboration is seamless. The establishment of the alliance coordination office is a key step in strengthening sancbe’s ability to actively shape the future of the european meetings and events sector. With this initiative in place, sancbe will be able to act more nimbly and respond faster to global trends and market demands. This office is set to accelerate initiatives like the sustainability hub for events (she) and the convene 4 climate conference, both crucial projects that highlight the importance of sustainability and climate action in the meetings industry. The office will play an instrumental role in building alliances with key stakeholders, sharing best practices, and ensuring that european convention bureaux remain at the forefront of global events innovation. Whether it’s climate change, sustainability, or digital transformation, sancbe’s new office will lead the charge in driving europe’s business events market to new heights! A global powerhouse: europe’s mice market leading the charge in sustainability as europe strengthens its strategic mice position, the sancbe is equally focused on maintaining the sustainability of its business events. With the establishment of the sustainability hub for events (she), sancbe is proactively tackling the growing demand for eco-friendly and socially responsible event practices. This initiative supports europe’s role as a leader in sustainable business tourism, ensuring that the mice industry remains at the forefront of global discussions on environmental responsibility. The she hub will act as a central resource for convention bureaux to share sustainable event strategies, best practices, and initiatives. By fostering collaboration among members, the hub aims to reduce carbon footprints, encourage green innovation, and promote environmental policies that benefit the global business events ecosystem. Sustainability is no longer a choice – it’s a must. With global business events accounting for a massive part of europe’s economy, it’s essential that the region takes the lead in creating a future where sustainability and business events go hand-in-hand. Sancbe's global forum: strengthening connections across borders! Looking ahead, the 4th edition of the global forum of national convention bureaux is set to take place on 18 may 2026, just one day before imex frankfurt 2026. This event is an open invitation for national convention bureaux worldwide to come together and engage in an open dialogue on the future of the mice sector. By bringing together destination marketing organisations, the global forum offers an unparalleled opportunity to strengthen connections across borders, share innovative ideas, and shape the future of the meetings and events sector. The sancbe is creating an even more inclusive and dynamic platform for convention bureaux to collaborate, learn, and expand their impact globally. The forum will continue to focus on key areas like sustainability, digital innovation, and industry best practices, further solidifying europe’s role as the global leader in business events. Why the growth of sancbe is a game-changer for europe and the global mice market! With malta and wales joining the strategic alliance of national convention bureaux of europe, this pan-european network is becoming more powerful and more influential than ever. Sancbe’s expanded membership now spans across 30 of europe’s leading convention bureaux, ensuring that europe remains at the center of the global mice revolution. With the alliance coordination office in place, sancbe is poised to transform the way europe’s mice market interacts with the rest of the world. The creation of this office marks a new era of efficient project delivery and collaborative leadership, enabling european convention bureaux to take action faster and more strategically than ever before. Looking towards the future, sancbe is set to lead global conversations about sustainable events, climate action, and the future of business tourism. As europe continues to dominate the mice sector, its expanding reach and influence promise a future of unparalleled growth, innovation, and global leadership.

Malta and Wales have just become key members of the pan-European Strategic Alliance of the National Convention Bureaux of Europe (SANCBE). This bold step not only amplifies the Alliance’s reach, but also solidifies its position as the leading force in shaping Europe’s global meetings and events landscape. The growing collaboration between these influential regions highlights the immense importance of uniting Europe’s convention bureaux to actively influence the future of the MICE (Meetings, Incentives, Conferences, and Exhibitions) sector. And it’s just the beginning!

With the establishment of a new Alliance Coordination Office designed to bolster efficiency and foster stronger collaboration, the SANCBE is not just expanding – it’s igniting a transformative shift in the global business events market. The Alliance now boasts 30 member organisations, and its increased focus on collective initiatives means this powerhouse network will have an even greater impact on the international stage.

Let’s dive into this game-changing moment for Europe and discover why Malta and Wales’ inclusion in the Alliance is so important for shaping the future of business events and MICE activities across the globe!

Europe’s MICE Market Takes a Major Leap Forward with Malta and Wales Joining SANCBE!

In a move that will reshape Europe’s global standing in business events, Malta and Wales have officially joined the Strategic Alliance of National Convention Bureaux of Europe (SANCBE). This alliance, which already includes 28 other influential members, aims to strengthen the collective ability of Europe’s convention bureaux to actively lead and shape the future of global meetings and events.

At a time when cross-border collaboration and shared purpose have never been more critical, the SANCBE is doubling down on its commitment to uniting the continent’s top players in the MICE industry. Matthias Schultze and Eric Bakermans, the Co-Chairs of SANCBE, celebrated the inclusion of Malta and Wales, calling it a “significant step in strengthening the alliance as a truly pan-European network.” This expansion reflects the growing importance of Europe in the global MICE market, with the continent accounting for a staggering 47% of all global business travel related to meetings and events, according to IPK World Travel Monitor data.

The SANCBE‘s bold move is sure to spark further growth in Europe’s MICE market. With 30 national convention bureaux now collaborating more closely than ever before, this expansion brings new opportunities, improved project coordination, and a greater capacity to influence international business events, all through shared knowledge and a unified voice.

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Alliance Coordination Office Set to Propel Europe’s Global Influence in MICE!

To ensure that this surge in membership translates into effective project delivery and stronger collaboration, SANCBE has launched a new Alliance Coordination Office. This pivotal office will be at the heart of the Alliance’s strategic expansion, ensuring that projects are coordinated faster, decision-making is more efficient, and cross-border collaboration is seamless.

The establishment of the Alliance Coordination Office is a key step in strengthening SANCBE’s ability to actively shape the future of the European meetings and events sector. With this initiative in place, SANCBE will be able to act more nimbly and respond faster to global trends and market demands. This office is set to accelerate initiatives like the Sustainability Hub for Events (SHE) and the Convene 4 Climate conference, both crucial projects that highlight the importance of sustainability and climate action in the meetings industry.

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The office will play an instrumental role in building alliances with key stakeholders, sharing best practices, and ensuring that European convention bureaux remain at the forefront of global events innovation. Whether it’s climate change, sustainability, or digital transformation, SANCBE’s new office will lead the charge in driving Europe’s business events market to new heights!

A Global Powerhouse: Europe’s MICE Market Leading the Charge in Sustainability

As Europe strengthens its strategic MICE position, the SANCBE is equally focused on maintaining the sustainability of its business events. With the establishment of the Sustainability Hub for Events (SHE), SANCBE is proactively tackling the growing demand for eco-friendly and socially responsible event practices. This initiative supports Europe’s role as a leader in sustainable business tourism, ensuring that the MICE industry remains at the forefront of global discussions on environmental responsibility.

The SHE Hub will act as a central resource for convention bureaux to share sustainable event strategies, best practices, and initiatives. By fostering collaboration among members, the hub aims to reduce carbon footprints, encourage green innovation, and promote environmental policies that benefit the global business events ecosystem.

Sustainability is no longer a choice – it’s a must. With global business events accounting for a massive part of Europe’s economy, it’s essential that the region takes the lead in creating a future where sustainability and business events go hand-in-hand.

SANCBE’s Global Forum: Strengthening Connections Across Borders!

Looking ahead, the 4th edition of the Global Forum of National Convention Bureaux is set to take place on 18 May 2026, just one day before IMEX Frankfurt 2026. This event is an open invitation for national convention bureaux worldwide to come together and engage in an open dialogue on the future of the MICE sector.

By bringing together destination marketing organisations, the Global Forum offers an unparalleled opportunity to strengthen connections across borders, share innovative ideas, and shape the future of the meetings and events sector.

The SANCBE is creating an even more inclusive and dynamic platform for convention bureaux to collaborate, learn, and expand their impact globally. The forum will continue to focus on key areas like sustainability, digital innovation, and industry best practices, further solidifying Europe’s role as the global leader in business events.

Why the Growth of SANCBE Is a Game-Changer for Europe and the Global MICE Market!

With Malta and Wales joining the Strategic Alliance of National Convention Bureaux of Europe, this pan-European network is becoming more powerful and more influential than ever. SANCBE’s expanded membership now spans across 30 of Europe’s leading convention bureaux, ensuring that Europe remains at the center of the global MICE revolution.

With the Alliance Coordination Office in place, SANCBE is poised to transform the way Europe’s MICE market interacts with the rest of the world. The creation of this office marks a new era of efficient project delivery and collaborative leadership, enabling European convention bureaux to take action faster and more strategically than ever before.

Looking towards the future, SANCBE is set to lead global conversations about sustainable events, climate action, and the future of business tourism. As Europe continues to dominate the MICE sector, its expanding reach and influence promise a future of unparalleled growth, innovation, and global leadership.