Certified International Convention Executive (CICE)
Stand Out in the Business Events Industry with Your CICE Designation!
The Certified International Convention Executive (CICE) is a globally recognised advanced certificate program, ideal for mid to senior level managers with at least 3 years management experience in the international association business industry.
This programme provides a strategic leap into advanced event management techniques, strategies, and legacy impacts that will sustain industry business units.
The curriculum will enable you to:
- Strengthen your strategic bidding and business growth skills through practical work on bid strategy, competitive positioning, market trends, destination marketing, and long-term planning.
- Learn collaboratively from peers and industry experts by tackling real-world challenges together, expanding your professional network, and exchanging actionable ideas and best practices.
- Develop the leadership and people skills needed to succeed including stakeholder management, negotiation, analytical thinking, problem solving, communication, adaptability, and creating meaningful impact through sustainability and DEI.
Course Eligibility: Is the CICE Right for You?
Who is this course for?
This programme is designed for mid to senior level managers looking to future-proof their knowledge and skills.
Eligibility is based on a combination of:
- Are you working in a DMO, AMC, CVB, PCO, convention centre, hotel or other professional venue?
- Have you actively led or been involved in attracting and winning at least 4 international association conferences to your destination? Can you share a portfolio of evidence?
- Do you have 5+ years of industry experience?
- Do you have 3+ years of management experience?
- Do you hold the CICS designation?
- Do you have clear learning goals?
To help ensure the right fit, participants may complete a short pre-course assessment, with a post-course survey used to support learning evaluation and development.
Course Formats: Learn Your Way
You have the following options on how to gain your certification:
- Access the online LMS platform to start learning ahead of the class.
- Come together with international peers for 3-days of active learning with two expert instructors to guide and challenge you and bring the content to life. Through peer problem-solving, strategic case work and a final bid simulation, participants will learn how to connect market intelligence, association needs, stakeholder mobilisation and credible impact thinking into stronger convention strategies.
- Continue learning via the online learning modules in the LMS platform.
- Prepare, take and pass the online exam within one year after the in-person class.
- Access the online LMS platform to start learning ahead of the class.
- Come together with international peers for 6 webinars spread over 7 weeks. Each webinar runs for 3.5 hours (including breaks) and is led by an experienced instructor who will guide and challenge you and bring the content to life.
- Continue learning via the online learning modules in the LMS platform.
- Prepare, take and pass the online exam within one year after the in-person class.
By completing the CICE, you will win more business for your company and equip yourself with the skills, credibility, and confidence to succeed in a rapidly evolving industry.
Course Content: What You'll Learn
Are you building the right systems and communities for success? Do you have the vision, enthusiasm and know-how to take yourself, your team and your organisation to the next level?
Why are the world's leading destinations increasingly viewing conventions as strategic development tools rather than tourism products? This advanced module explores the dynamics of the global meetings industry, from association engagement and convention value propositions to customer motivations, destination supply chains, and economic development strategies. By connecting business events with innovation, knowledge transfer, and policy objectives, learners gain the strategic perspective needed to maximize the long-term value of international conventions for destinations, industries, and communities.
What does it take to transform a convention opportunity into a winning bid? This module examines the full convention sales and bidding lifecycle, from prospecting and account prioritization to ambassador engagement, bid development, and destination promotion. By combining strategic sales principles with stakeholder collaboration and competitive bid practices, learners gain the expertise needed to attract international events and position their destinations for long-term success in the global meetings industry.
How do successful destinations create a powerful brand and connect with the right convention audiences? This module explores the strategic marketing disciplines that drive destination competitiveness, including market segmentation, international distribution channels, destination branding, and digital engagement. Learners develop a deeper understanding of how destinations can position themselves effectively, influence decision-makers, and build sustainable demand in the global meetings industry.
What role do industry stakeholders play in creating successful convention destinations? This module explores the organisations that drive the global meetings industry, examining the strategic functions of Convention Bureaus, venues, hotels, PCOs, and DMCs. Through a focus on collaboration, destination competitiveness, and value creation, learners develop a deeper understanding of how these stakeholders work together to attract, support, and grow international business events.
How can convention organizations remain competitive in a rapidly changing business environment while delivering long-term value for stakeholders? This module explores the strategic frameworks, business models, and management practices that underpin successful convention destinations and event organizations. Learners examine the forces driving change across the meetings industry, develop strategic planning capabilities, and gain practical insights into sales and marketing management, technology infrastructure, funding models, and sponsorship strategies. The module also addresses the growing importance of sustainability and regenerative practices, helping professionals understand how to balance commercial performance with broader economic, social, and environmental objectives. Designed for current and future industry leaders, it provides the tools needed to navigate complexity, drive innovation, and build resilient organizations in the evolving global business events landscape.
How can destinations move from attracting events to building a sustainable competitive advantage in the global meetings industry? This module examines the strategic disciplines behind destination excellence, including future readiness, quality management, destination assessment, product development, and master planning. Learners gain insights into how successful convention destinations leverage stakeholder collaboration, infrastructure investment, service standards, and long-term roadmaps to create distinctive and resilient event ecosystems. Through a focus on innovation, continuous improvement, and destination transformation, the module prepares professionals to lead the next generation of convention destination development.
How can conventions leave a meaningful legacy beyond the event itself? This advanced module examines the relationship between business events, economic development, community impact, and long-term legacy creation. Through a focus on impact measurement, stakeholder engagement, government relations, and policy support, learners gain the tools needed to design, evaluate, and communicate the lasting value that conventions bring to destinations, industries, and societies.
Ready to Stand Out in the Business Events Industry?
Get in touch
ICCA Education Team: education@iccaworld.org
Alpha Tower, De Entree 57, Amsterdam 1101 BH, The Netherlands
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