Six years after the pandemic emptied convention halls worldwide, WTCA Meridian's Editorial Team asked leaders from three World Trade Center businesses, spanning Southeast Asia, Southern Africa, and the Gulf how the conferences and exhibitions industry has changed and where it is headed. Their answers, gathered independently, arrive at the same conclusion from three different markets: technology is remaking how events are planned and personalized, but it is raising the value of being in the room, not replacing it.

Read on to hear from leaders at Dubai World Trade Centre, World Trade Center Durban, and World Trade Center Metro Manila.

What the Pandemic Actually Changed

None of the three leaders describe an industry that shrank after COVID. They describe one that got more demanding.

At WTC Metro Manila, Pamela D. Pascual, Chairman and CEO, says the shift has been toward partnership: "We have become much more focused on being a partner to our clients, not just providing space, but helping them make their events more meaningful." The trade center is backing that shift with a major expansion timed to its 30th anniversary, a bet that demand for quality face-to-face events will keep growing.

At WTC Durban, CEO Lindiwe Rakharebe describes a similar rise in expectations: " Organizers now expect venues to deliver comprehensive event solutions, not just space, including hybrid capabilities, sustainability credentials, and measurable legacy outcomes." Durban has responded with in-house technical expertise, a dedicated hybrid event studio, and what Rakharebe calls a "legacy-first" approach: designing events for lasting value to organizers, delegates, and the surrounding community, not just the day itself.

At Dubai World Trade Centre, Diego Cortese, VP Venue Commercial, puts the emphasis on trust rebuilt through physical presence: "We have seen a stronger appreciation for what can only happen when people are in the same room: building trust, having spontaneous conversations and turning connections into business." DWTC's response has been to make its venues more flexible and connected, while investing in the infrastructure and services organizers now expect as standard.

Three markets, three strategies, and the same underlying read: the pandemic did not lower the bar for events. It raised it.

AI as Enabler, Not Substitute

All three leaders were asked what technology will still matter in five to ten years, and all three gave the same answer with different emphasis: AI will personalize the event experience, but it will not replace the human one.

Pascual is direct about the limit: "Technology is only valuable if it makes the experience better for the client and the participant. I do not think technology will replace the human side of events. In fact, I think it will make the human side even more important."

Cortese frames AI as a navigation tool for scale, helping attendees cut through an overload of options: "One of the biggest opportunities is using AI, data and personalization to help audiences navigate the sheer scale of events and the abundance of companies, products and content, so they can find what is most relevant to them rather than feel overwhelmed by choice." The stated goal is automation that identifies the right people to meet and arranges the meeting, with the technology doing more of the matching work over time.

Rakharebe adds real-time translation and immersive experiences to the list of technologies already reshaping delivery, and names the constraint plainly: "Technology will remain an enabler rather than a replacement for human interaction. The value of bringing people together in the same room will remain fundamental to our industry."

Hybrid Didn't Replace In-Person. It Raised the Bar for It.

Ask any of the three whether virtual formats cannibalized in-person attendance, and the answer is no, but the follow-up is consistent: hybrid changed what in-person now has to deliver.

Rakharebe puts it most plainly: "Hybrid and virtual events have not eliminated the demand for face-to-face events; rather, they have raised the bar for what an in-person event needs to deliver." She points to a shift in how ROI itself is measured, toward quality of engagement and business outcomes rather than headcount.

Cortese's account echoes this: "The anticipated shift away from physical events did not materialize." Hybrid's value, in this account, is extension and reach, not replacement, and the strongest business outcomes still trace back to in-person connection.

Pascual frames the same shift as an adaptation challenge for venues: "There will be no real substitute to face-to-face events. The challenge for us is to quickly adapt to the use of digital tools to complement the physical event and make the overall experience and return on investment even better."

What Makes a Destination Competitive Now

Here the three answers diverge in specifics but agree on structure: no venue wins alone. Competitiveness is a citywide proposition.

Cortese frames this most explicitly as an ecosystem argument, pointing to Dubai's decades of investment in aviation, transport, hospitality, and tourism infrastructure, activated citywide by events like GITEX Global and Gulfood: "Competitiveness is no longer about the venue alone; it is about the entire ecosystem around it." DWTC's own pitch to organizers is an end-to-end offering, from production and hospitality through the full event journey.

Rakharebe names the same ecosystem logic for Durban, adding that success depends on venue, city, tourism authorities, and the business community working together, and grounds it in place: "Durban has a particularly powerful proposition because it combines a world-class convention facility with a vibrant coastal destination, diverse cultural experiences and access to some of Africa's most distinctive natural and tourism assets."

Pascual's version centers on service as the differentiator once the infrastructure basics are in place: "A venue partner who is responsive, flexible, and understands what they [clients] are trying to achieve makes a huge difference. For us, that's where WTC Metro Manila has always tried to differentiate itself."

The Younger Professional Is Rewriting the Agenda

Closing the interview, all three leaders describe the same shift in what younger attendees will tolerate: passive programming is losing.

Pascual: "Younger professionals want to be engaged. They don't want to simply sit through presentations for hours; they instead prefer interaction, relevant content, networking and experiences that are worth their time."

Cortese frames it as a shift in what counts as content: "Younger professionals expect events to be more immersive, relevant and personalized, with the nature of the experience becoming as important as the content itself. They want to feel actively engaged rather than simply being an audience."

Rakharebe adds a values dimension specific to Durban's programming response: "They also demand authenticity and purpose, favoring events that address pressing global challenges like climate change, inequality, and social justice." WTC Durban is answering with interactive formats, co-creation opportunities, and social impact programming built into its venue offerings.

Three markets, three strategies, and the same finding: none of these leaders describe technology as a threat to the industry. They describe it as the reason the room now has to work harder. Sharper personalization, faster matching, richer data on who should meet whom. What hasn't changed is what happens once people are actually there. That part, all three agree, is still the whole point.

The Meridian editorial team thanks Diego Cortese (Dubai World Trade Centre), Lindiwe Rakharebe (WTC Durban), and Pamela D. Pascual (WTC Metro Manila and WTCA Board of Directors) for their contributions to this feature. To learn more about each of their WTC businesses, find them on LinkedIn:

• https://www.linkedin.com/company/dubai-world-trade-centre  
• https://za.linkedin.com/company/durbanicc
• https://www.linkedin.com/company/wtcmm/

Dear WTCA Members,

Today marks the 25th anniversary — a quarter century — since the tragic events of September 11, 2001.We pause to remember the lives lost, honor the courage and sacrifice of those who responded, and stand with the families and communities whose lives were forever changed. May we continue to remember, reflect, and never forget.

Let us also take a moment to reflect on our Association's history and resilience, and our vision for the future. 

The original World Trade Center buildings (Twin Towers) served as the iconic symbol of the WTCA since our Association was founded in 1969, and was home to our Headquarters office where the founding team worked. Despite the pain and terror felt in the aftermath of the tragedy, the name "World Trade Center" transcended, and over time, it became well known around the world as a symbol of resilience. In the months following the attacks, we showed our strength as a united community, leaning on our global mission, legacy and solidarity. Our Association emerged from the tragedy stronger because of our shared values and vision of the world. And we were able to move forward by establishing ourselves as a trusted global network — one where you can find friends around the world who you know and who are available for you when needed. To this day, it truly is one of the greatest attributes that the Association provides, and is one of the reasons why people join and stay in the network as seasons change .

Now, WTCA is entering a new chapter. The relocation of our Headquarters office into One World Trade Center comes 25 years after the Association last maintained offices on the 77th floor of the original World Trade Center’s North Tower. While the return carries historical significance and cements the connection once again with the World Trade Center brand, the new Headquarters office is intended to serve a distinctly forward-looking role — providing WTCA with a permanent global base for an organization whose reach now extends across nearly 100 countries and territories. From the new office, WTCA will continue advancing its mission to help its Members create connections across markets and facilitate opportunities for international trade and investment while creating a global gathering point for its Members, partners and business leaders. One such event will be the resumption of WTCA's annual in-person Member Forum in the Fall of 2027, marking the WTCA’s first in-person member gathering in New York City since 2024 and the first to be held within One World Trade Center.

September 11 will forever be engrained in the history of our Association, and now, with our official homecoming into One World Trade Center, we will continue to move forward with our mission of "Connecting Businesses, Globally." and showcase New York City's importance at the center of global commerce and trade. 

On behalf of the entire Board of Directors, our New York staff and regional teams, we thank you, our Members, for your continued commitment and trust in our united, global network.

Best,

John E. Drew

Chair, WTCA Board of Directors

Ivan Barrios, President and CEO of World Trade Center (WTC) Miami, shares how they became a magnet for global business

At the heart of global commerce, trade shows and international exhibitions serve as powerful engines for economic development. For WTC Miami, this mission is supercharged by its affiliation with the World Trade Centers Association (WTCA).

In a recent testimonial video, Ivan Barrios, President and CEO of WTC Miami, offered a compelling case study on how holding a WTC license has profoundly strengthened the city’s ability to drive international trade, support local businesses and elevate its most important global events.

A Hub for International Trade Events

As a private non-profit economic development organization, WTC Miami focuses on organizing world-class conferences, exhibitions and trade events. With its events held primarily at the Miami Beach Convention Center, the organization has long been a leader in promoting South Florida as a vibrant international trade gateway.

Among WTC Miami’s most prominent shows are:

• America’s Food and Beverage Show – One of the largest food sector trade events in the Americas. This year, the event marks its 30^th anniversary and was held September 14-16 in Miami.
• Air Cargo Americas & Supply Chain Americas – A premier forum for air logistics and supply chain professionals. The next event will be held November 9-11, 2027.
• Aerospace Defense America – A two-day conference focused on aerospace, space, defense and security across the Western Hemisphere. This year, the event was held July 21-22 at the Farnborough International Exhibition & Conference Centre in the UK.

Expanding Reach Through the Global WTCA Network

Barrios explains that one of the most valuable assets of holding a WTC license is access to the global WTCA network across 300+ WTC businesses in nearly 100 countries/territories. This global footprint gives WTC Miami a significant edge when promoting its shows, securing exhibitors and attracting international buyers.

This is especially vital in today’s interconnected economy, where visibility in the right global markets can make the difference between an event that merely meets expectations and one that delivers record-breaking ROI.

“The benefits of being a WTCA member are immense. You have the best connections you can get to promote your city, your town, your government, your state. Having a license opens a lot of doors for you. Makes it easier to build that business contact.”

Ivan Barrios

Building the Future of Trade, Together

Ivan Barrios’ story is a testament to the power of collaboration and branding through WTCA. It illustrates how local organizations can unlock global impact by aligning with a trusted, globally recognized brand.

As the demand for international trade and investment continues to evolve, WTC Miami remains well-positioned to lead South Florida’s business community into a globally connected future, thanks in large part to its strong relationship with WTCA.

Watch the full video here.

Interested in bringing the power of the WTC brand to your city or event? Contact us to learn more about how WTCA can help transform your organization’s reach and influence.

Following the "Real Estate Summit: Scaling the World Trade Center Model through Free Trade Zones" panel discussion at the April WTCA Global Business Forum, hosted by WTC Greater Philadelphia (WTCGP), the WTCA Editorial Team asked two of the panelists and an attending B2B delegate their thoughts on the rise of Foreign/Free Trade Zones (FTZs):

What is your biggest advice for WTC businesses looking to integrate into or collaborate with a Free Trade Zone within their local community?

Leigh Ryan (WTC Savannah): The U.S. FTZ program supports U.S. based importers and exporters. The program optimizes supply chains and minimizes a product’s landed cost therefore improving U.S. based companies cost competitiveness and compliance. The program also benefits communities by attracting new business, increasing local employment, expanding the tax base and enhancing infrastructure. As a WTC business engaging in international trade, it would be beneficial to connect with the local or regional U.S. FTZ Grantee (representative), understand the value of the program and the companies who participate.

Ryan Moore (Golden Isles Development Authority): Seek advice and stay the course. 

Andrés Ibarra (Araújo Ibarra): Begin by recognizing that WTC businesses and FTZs are more similar than they appear. Both promote trade and investment, just through different mechanisms. In that sense, they are natural allies, which is precisely the idea behind the "Free Zones Go Global" initiative. The real opportunity lies in figuring out how to make them work together. This means bringing the benefits of a free zone regime into a WTC environment to give it real superpowers. At the same time, it means putting the global WTCA network, one of the most powerful international webs of contacts and relationships in the world, at the service of a free zone. Operating on its own, a free zone could never build that kind of reach.

What are the biggest benefits for a WTC business in doing so?

Leigh Ryan (WTC Savannah): World Trade Center Savannah (WTCSav) was awarded the Grant of Authority for the U.S. FTZ program in 2012, giving us the opportunity to promote the program throughout our region, offering yet another way to bring value to companies of every size. WTCSav works to promote the FTZ program through the various economic development organizations supporting both existing companies as well as providing an additional tool for recruitment of new industry — either manufacturing or warehouse and distribution.

Andrés Ibarra (Araújo Ibarra): Think of it as two types of power coming together. The WTC brand offers name recognition and broad commercial reach across markets. FTZs offer complementary benefits, including fiscal incentives, streamlined international trade, and access to free trade agreements. Neither one has what the other has, and that is exactly what "Free Zones Go Global" is designed to leverage — whether for new projects or for existing FTZs that want to add the weight of the WTC brand to the incentives they already offer. For WTC businesses specifically, the opportunity is more concrete than most realize. In several countries, including Uruguay, Costa Rica, and Colombia, free zone regimes allow qualification by floor or by building. This means that an existing WTC property with vacant floors can apply to operate under a free zone regime — either fully or partially. The same applies to expansions: a planned addition to an existing building can be designated as a free zone from the ground up. If your business has international operations and your spaces are underutilized, you may already have the means to access fiscal and trade benefits inside your own building.

What tools/resources are needed to get started?

Leigh Ryan (WTC Savannah): If a company is interested in the U.S. FTZ program, a great place to start is with the Grantee organization within their state or region. These professionals can assist the company through the process from exploratory analysis through final activation with Customs and Border Protection (CBP). The National Association of Foreign Trade Zones (NAFTZ) is the only trade association supporting the U.S. FTZ program and its membership consists of FTZ consultants, service providers, Grantees, company operators and users from throughout the U.S. The NAFTZ offers webinars, in person conferences and training, advocacy and connectivity through all aspects of the U.S. program. A general understanding of the program, its benefits and the organizations/agencies involved is a good first step in determining if this program would be of value to a company.

Ryan Moore (Golden Isles Development Authority): A good consultant.

Andrés Ibarra (Araújo Ibarra): The first step is taking an honest look at what you already have. For an existing WTC business, this means determining if there is a planned expansion. For a new business planning international expansion, it means checking whether that growth could qualify under a free zone regime. The possibilities are broader than most people expect — entire floors for business process outsourcing (BPO) or shared services, international legal services, data centers, convention centers, trade fairs, and hotels under tourism free zone frameworks, along with industrial or logistics developments that complement existing office operations. Each of these has a path and in many cases, that path runs through the building you are already in. From there, it is largely a matter of having the right guidance. The WTCA network and "Free Zones Go Global" provide businesses with the knowledge, connections, and frameworks they need to navigate this process, so nobody has to figure it out alone. Our team can help you identify which opportunities apply to your situation and guide you through the necessary steps. The barrier to entry is lower than it seems. The momentum is there.

What role do you think will FTZs play in businesses of the future?

Leigh Ryan (WTC Savannah): The U.S. FTZ program, supported by the Foreign Trade Zones Act of 1934, has provided valuable benefits to U.S. based companies for over 90 years, ever evolving with the changes in international trade. Today the program supports 543,000 U.S. jobs with US $964 billion in domestic and foreign shipments entering U.S zones in 2024 and exporting over US $133 billion to foreign countries, and we expect these numbers to continue to grow.

Ryan Moore (Golden Isles Development Authority): Hopefully AI makes the reporting burden lighter and allows smaller operators to take advantage. 

Andrés Ibarra (Araújo Ibarra): The businesses that will lead the next decade are going to need environments that can move as fast as they do. FTZs offer that, since they are a platform for scale, and more industries are recognizing that every year. The question of whether FTZs are relevant to the future of business is settled. Now the question is which businesses, and which countries move early enough to shape what that future looks like. The World Free Zones Organization has already done the work — it mapped out the ten businesses of the future, and once those were identified, it started building alliances with them, so free zones become the mechanism that accelerates their growth. Lower capex, lower installation and operating costs, and instant international competitiveness make free zones the perfect instrument to accelerate these new businesses in new cities and territories.

Our interviewees:

• Leigh Ryan, Vice President, WTC Savannah (WTCSav); and Board Treasurer, National Association of Foreign-Trade Zones (NAFTZ)
• Ryan Moore, President and CEO, Golden Isles Development Authority (B2B Delegate - WTCSav)
• Andrés Ibarra, COO, Araújo Ibarra International Business Consultants (WTCA Consultant)